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  • A brand known for a particular benefit enables growth opportunities beyond the product's original focus—via a brand extension. Using the brand on a new market offering that's in a different product category can provide sizable benefits, including new paths to growth. But you have to be careful.

  • Most professionals in charge of events say their firm is planning to increase or do the same number of virtual events in the next 12 months as it did in the past 12 months, according to recent research from Airmeet and Forrester.

  • What's the secret to constructing a sophisticated, airtight digital marketing budget that's justifiable and sensible? It's definitely not more spend equals more payoff. Check out this article for budgeting tips.

  • Actual conversations sound very different from written content; likewise, voice search operates slightly differently than a typed phrase in the Google search bar. Here are some tips for optimizing for voice—and B2B brands that are leading the way.

  • Email list management encompasses a wide range of approaches, from maintaining updated tagging and segmentation to removing invalid, duplicate, and unengaged contacts. This infographic explores how to maintain a healthy and engaged list.

  • Total digital ad spending worldwide did not grow as robustly as expected in 2022, nor will it grow as robustly as expected over the next two years, according to recent research from Insider Intelligence.

  • Host George B. Thomas and guest Paul Flaharty discuss how to build a great marketing team in 2023, including how important it is to your future success and how company leaders can stay a step ahead of their business needs.

  • Seattle is the most innovative city in America, according to a recent report from The Fabricator.

  • In an era of Big Data and revenue-driven marketing strategies, is it possible to find a balance between the art and science of marketing? This article tackles that question.

  • Anatomy of an Email: Overview

    Master Class Lesson

    Email marketing isn't just about quick sales, nor is it constant content. It's important to understand the basic components so you know what to test—bringing you to higher response rates.

  • The most overlooked, yet essential, part of any sales letter? The ending! Learn how to use your signature to strengthen your authority and a postscript (P.S.) to reinforce your email's main message.

  • People make subconscious judgments within moments of seeing your email. Learn how to make a great first impression with your email marketing.

  • Without automation you'll be stuck at your desk waiting for the best moment to send your message. Learn how to automate your email marketing, freeing your time and improving your response rates.

  • With email marketing, there's plenty of wrong ways to promote your offer. Discover how to present your solution in a way that increases your clicks and response.

  • Why send emails if they're not delivered? Learn to build (and keep) your reputation so your emails get delivered to the Inbox—increasing the chances they'll generate a response.

  • Email service providers give you a lot of data. What's important? And what can you safely ignore? Find out what really matters and how to use that data to improve your email marketing.

  • Types of Emails Overview

    Master Class Lesson

    Should you send promotional emails or informational newsletters? Discover the strengths of each and how to write them to connect with your audience.

  • When it comes to sharing information that's relevant to your client: How much is too much? Here's the (surprising) data that says you can be doing more.

  • Metrics and Trigger Emails

    Master Class Lesson

    Email automation—a reader does this, your system responds with that—can be beneficial or detrimental to your relationship with your audience. Know the effects of your triggers (and how to fix them).

  • Online marketing is always changing—just think of the death of cookies. Learn why email marketing will continue to grow in importance in your marketing stack and how you can use email to take advantage of the marketing changes coming your way.