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  • How Your B2B Company Can Thrive in a B2C Search Space

    Article

    CONTENT TYPE: Article | TOPIC: Search | ELEMENT: Create

    You have a business that specializes in providing a B2B service or product. But all your keyword search terms return results that are B2C. The unpleasant outcome? High bounce rates, irrelevant traffic, and low conversion percentages. So, how can you attract the right kind of audience via search?

  • Naming Your Product: Shades of Meaning (An Inside View Into Nail-Polish Naming)

    Article

    CONTENT TYPE: Article | TOPIC: Branding | ELEMENT: Strategy

    Baffled. Enthralled. Amused. Maybe insulted. Those are just a few reactions you might experience when encountering a nail polish name. Whatever the emotion, top marketing executives agree the name is nearly as important as the color. That can be true for other products as well. Here's a high-level look at a naming project—along with naming tips and techniques that might prove useful for brand managers and marketing execs.

  • The Proverb Effect (And How Marketers Can Use It): Author Ron Ploof on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Content | ELEMENT: Create

    Storytelling and marketing expert Ron Ploof shares insights from his new book, The Proverb Effect: Secrets to Creating Tiny Phrases That Change the World.

  • 10 Ways to Build Trust With Employees [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Career Management | ELEMENT: Management

    Brands with higher levels of employee trust tend to outperform brands where trust is an issue. Trust creates better innovation and employee satisfaction, and it's an important part of running a successful brand. Here's how you can build—and keep—the trust of your employees.

  • 10 Ways to Build Trust With Employees [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Management | ELEMENT: Management

    Brands with higher levels of employee trust tend to outperform brands where trust is an issue. Trust creates better innovation and employee satisfaction, and it's an important part of running a successful brand. Here's how you can build—and keep—the trust of your employees.

  • How Customer Service Preferences Are Changing

    Chart

    CONTENT TYPE: Chart | TOPIC: Customer Loyalty | ELEMENT: Management

    Although the phone remains the most used customer service channel by consumers, its appeal appears to be declining, according to recent research. See what other channels are being used and by which generations.

  • A Scientific Approach to Metrics, Measurement, and Marketing ROI

    Course

    CONTENT TYPE: Course | TOPIC: Metrics & Measurement | ELEMENT: Management

    It's easier than ever to quantify the impact of your marketing and to recreate success. Where do you start? By learning to structure your marketing analysis, test conclusions, and present results.

  • Measurement

    Learning Path

    CONTENT TYPE: Learning Path | TOPIC: Metrics & Measurement | ELEMENT: Management

    It's easier than ever to track and report on marketing results. With the super-practical, easy-to-follow guidance you get in this learning path, you'll be checking metrics, interpreting data, making adjustments, and presenting your marketing program and campaign analytics results like a whiz.

  • Six Lead Generation Tactics to Use in Your Social Media Channels

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation | ELEMENT: Plan

    Each of these handful of tactics you can use in conjunction with your social media efforts can boost your lead counts. There is no one-size-fits-all solution, however; you'll need to experiment to find which work best for you. Check out these potentially winning lead-gen tactics.

  • A Brand Storytelling Framework From Rudolph the Red-Nosed Reindeer

    Article

    CONTENT TYPE: Article | TOPIC: Writing | ELEMENT: Strategy

    The beloved American children's classic Rudolph the Red-Nosed Reindeer was published in 1939 by the Montgomery Ward department store. So it's tempting to think of it as yet another lasting piece of seasonal content marketing. Except Rudolph is so much more than that. It's also a handy framework for telling our own brand stories.