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  • Don't just sell to your target customers. Much like building a lasting relationship with your best friend (forever!), long-term success comes through understanding them, finding common ground, and addressing their needs each step of the way.

  • Pricing

    Course

    Pricing is one of the 4Ps of the marketing mix, but it's easy to overlook its importance when you're up to your elbows in tactical execution. It's time to start taking pricing and discounting seriously because they impact both profitability and customer perception.

  • Is your brand admired? We're not just talking a positive thought or a pleasant passing experience. We mean the love, trust, and respect needed to cultivate loyal fans and create deeply-personal connections with customers and communities.

  • As more businesses increase their digital advertising efforts, fraudsters, scammers, and bots lie in wait. Some marketers are aware of the looming threats, but many aren't. The good news is that telltale signs of ad fraud can be spotted.

  • Futurist, author, and Salesforce Global Innovation Evangelist Brian Solis offers insight into what he calls the novel economy and the type of customer that marketers need to serve now.

  • The account-based marketing (ABM) approach, in which organizations focus on best-fit accounts (rather than individuals as standalone leads), requires close coordination between Marketing and Sales.

  • As the demise of third-party cookies draws inexorably nearer, many marketers are growing concerned: How will they track and gather customer data online? But despite the handwringing, marketers can reap long-term benefits from the end of cookies.

  • Who wouldn't be excited at the prospect of identifying what led to a customer's making a purchase decision? Though marketers continue to improve and refine the process, one challenge to truly meaningful insight remains: how to marry offline and online marketing attribution.

  • Four American tech companies have the world's most valuable brands this year, according to recent research from BrandZ.

  • Most marketers understand the power of search marketing and the possibilities for leveraging social media. But only the best marketers are harnessing the powerhouse combo of search plus social. We'll take you behind the scenes to see how it can be done. Sponsored by Workfront.

  • B2B marketers say the biggest challenge they face in trying to amplify their brand is not having a clear strategy, according to recent research from ON24 and NetLine.

  • Ninjas like to hide out in Needham MA, geniuses bring their smarts to New York City, and jedis use the Force in Washington DC, according to recent research.

  • Platform fatigue. IP targeting's limitations. Challenges of evaluating campaign performance. The impact of economic uncertainty. The disappearance of in-person events... B2B marketers are facing a host of unresolved issues and questions. Here are some answers.

  • The ability to scale your marketing strategies—and measure their impact—is critical if you're going to achieve ROI and prove your team's worth. But getting started, or knowing how to fix what's broken, is the hardest part. Sponsored by Obility.

  • From marketing strategy to events to positioning and processes and much more, all of marketing is in flux. We're experiencing fundamental shifts and real disruption that will shape our careers and the future of marketing itself. But by relying on agility and empathy we can learn to not only adapt but also thrive—and help our companies do the same. Sponsored by Adobe - Marketo Engage.

  • As a B2B marketer, your work does not start or end with passing along generated leads to the sales team. What's more important is empowering them with targeted content assets to deliver a more personalized and engaging experience to prospects and buyers. Like these 6 content assets.

  • Marketers looking to spice up their content might want to look for inspiration in fashion and entertainment magazines that have traditionally targeted women.

  • Cate Murden, expert in corporate wellbeing, mental health, and human performance, shares advice on how you can work brilliantly from home.

  • Customers say they are most likely to be motivated to take brand surveys if they are going to be rewarded for their opinions, according to recent research from DISQO.

  • New forms of marketing seem to rise to the top of the priority list every few months. But being able to read and respond to your customers' actions is arguably the most valuable currency for engagement. And, for that, an interactive marketing strategy is a priority.