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B2B technology marketers say they want martech solutions to provide simple integration, the option to try before buying, and clear value, according to recent research from Sonus Research and the Tech Marketing Council. more
If you want to influence B2B purchasing decisions, start by uncovering the potential buyer's full set of concerns and needs, according to recent research from RAIN Group. more
Are we doing ABM wrong? We align our account-based marketing efforts with target accounts that fit certain firmographics, but maybe we should first be finding out what they actually want. Learn more in this article. more
What is connectivity, and why is it important in marketing and customer experience? Check out the findings of Widen's 2021 Connectivity Report. more
There's so much media hype about Gen Z and its impact on our business world that it can be difficult to sort through it all—especially for marketers. Here are insights from CBX's research about the generation that's breaking cultural barriers. more
Supposedly, customers don't know what product they want until someone creates it. But that's not true: Customers do know what they want—and there's nobody better than marketers to tap into those needs and desires to understand what customers want. more
Intent data collects the digital breadcrumbs that buyers leave behind as they progress on their digital buying journey. How can you integrate such valuable intent data into your marketing strategy? Find out. more
Members of Gen Z are more than twice as likely as Baby Boomers to say they typically learn about brands or companies from social media, according to recent research from Sprout Social and The Harris Poll. more
How do you determine when a customer is loyal to your brand? This article breaks down customers into five levels of loyalty, and outlines how to market to each level. more
When building a brand marketing strategy, it's not enough to know how much people talk about your brand; you have to know what they say and adjust your marketing efforts accordingly. Here are five tools that can help. more
In the era of "fake news," getting someone to trust your content is not an easy task. But customers are more prepared to trust brands and businesses than other sources. Here's how to take advantage of it. more
Receiving messages too frequently is the top reason people say they have unsubscribed from brand messages (email lists, text lists, etc.) during the COVID-19 pandemic, according to recent research. more
B2B marketers have many partnerships—with intermediaries, customers, and others. Some are close relationships, and some aren't. How can you tell what type you need? And if want a close, long-term, and profitable B2B relationship, how can you ensure it will be? more![Audiences' Attitudes Toward Mobile Ads and Apps [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/210316-infographic-lg.jpg)
The most acceptable mobile ad format are rewarded videos (i.e., users receive some sort of reward in exchange for time spent viewing), according to recent research from AdColony. more
Traditional experience management programs focus mostly on measuring customer experiences. But measuring experiences is very different from improving them. Here's how to take the leap to experience improvement. more
The COVID-19 pandemic led IT buyers to spend more time learning about tech solutions last year and also led more buyers to rely on webinars while researching, according to a recent report. more![Nine Stats Marketers Should Know About the Big Game [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/210204-infographic-lg.jpg)
How will Super Bowl LV be different from past big games? What key shifts in behavior should marketers be watching? more
In 2020, it became clear to marketers that customers who are faced with uncertainty embrace personalized communication. That means it's time to junk marketing-speak and instead opt for a more authentic approach. These four tips can help. more
B2B decision-makers under age 40, often tech natives, tend to blur work-life boundaries, seek continual self-evolution, and expect brands to address social issues, according to recent research. more
Losing the occasional customer is an inevitable reality—but it doesn't have to be the end. The right targeted content techniques can both win back people who stopped using your service and ensure they never stray again. Just follow these five steps. more
Engineers place the most value on information-heavy content, such as datasheets, case studies, and whitepapers, when making purchasing decisions about products and services, according to research from TREW Marketing and GlobalSpec. more
Many buyers are hesitant to try new B2B tech vendors and products, but they can be persuaded to do so with better pricing, deep experience, innovative solutions, and professional peer reviews, according to research from LinkedIn Marketing Solutions. more
Remote work will be here to stay post-pandemic, but more likely in advanced economies and in higher concentrations among workers in highly skilled roles and those who are highly educated, according to recent research from McKinsey & Company. more
Potential buyers tend to consider peer review sites as more objective and more helpful than vendor sites. A paid subscription to the right peer review site can provide insights into your buyers' preferences and intent, as well as generate new business. Learn more. more
Most enterprise companies do not yet have customer journey maps in place, but more than half are building them or plan to build and use them in the future, according to recent research from Ansira and Ascend2. more
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