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CONTENT TYPE: Article | TOPIC: Measurement & Analytics

Key business metrics are there to tell you how well you're meeting customers' expectations and gaining conversions. One of the most important metrics to measure is customer lifetime value (CLV). See why it matters and how to calculate it.

CONTENT TYPE: Article | TOPIC: Customer Experience

Learning about the psychological tool of persuasion—and how best to use it in your marketing materials—can serve as a powerful pathway to influencing customer behavior, relationships, and sales. Get started here.

CONTENT TYPE: Article | TOPIC: Demand Generation

When potential customers see and interact with your brand multiple times, they become more likely to become interested in what you're offering. And when sales and marketing teams work together to make multitouch lead gen even more effective, the inevitable result is a boost in conversions.

CONTENT TYPE: Article | TOPIC: Marketing Content

Even in the age of AI, you need a human writer to craft high-quality B2B content. True, humans can deliver blah content, too. But that's less likely to happen if you provide your writers a kickass content creation brief. Here are the essential elements of your brief.

CONTENT TYPE: Article | TOPIC: Career Development

Today, there's less time for CMOs to ramp up and to build an organization with a five-year plan. Enter fractional CMOs, who bring expertise as "hired guns" with more cross functional expertise, more objectivity, and less ego. Is a fractional career right for you?

CONTENT TYPE: Article | TOPIC: Advertising & Promotions

Now that TikTok has entered the search ad game, have you adjusted your media mix? If you're trying to reach Gen Z or Millennials and you haven't yet made use of the advertising capabilities TikTok affords marketers, you should probably rethink your ad strategy.

CONTENT TYPE: Article | TOPIC: Marketing Content

Infusing values-driven elements into content and campaigns can do more than just inform audiences about your products or services. Discover how you can communicate what your brand truly stands for.

CONTENT TYPE: Article | TOPIC: Demand Generation

Most salespeople are required to learn sales scripts before contacting prospects. And to ensure all the information is conveyed exactly as the company prefers, they're discouraged from adding anything to the script. Basically, they're hired to be human commercials. No wonder it doesn't work.

CONTENT TYPE: Article | TOPIC: Marketing Content

As ad spend stalls, PR and Marketing have the potential to receive a bigger share of annual budget. But what ramifications does a shift in budget allocation entail, and what opportunities await savvy, creative PR and marketing pros? Let's find out.

CONTENT TYPE: Article | TOPIC: Demand Generation

Sales enablement can feel worse than untangling a giant knot of half-burned-out Christmas tree lights. Luckily, a series of MarketingProfs articles undertook that metaphorical untangling. The lessons now unwound from that effort shine brightly as guiding principles of sales enablement.

CONTENT TYPE: Article | TOPIC: Public Relations

Demonstrating the link between investment in PR/corporate communications and business outcomes has always been hard. But proving value is getting easier. Here's what you need to know.

CONTENT TYPE: Article | TOPIC: Measurement & Analytics

In the current environment, the pressure is on all marketers to produce results. Here are three predictions for how the coming year's standout content marketing performers will use data to their advantage.

CONTENT TYPE: Article | TOPIC: Social Media Marketing

B2B influencer marketing offers a unique opportunity to build credibility and trust among prospects and customers. Embrace it—but do so with the utmost care for brand safety. Follow these eight steps.

CONTENT TYPE: Article | TOPIC: Martech

In an age when every digital interaction by potential buyers leaves a trace, salestech can help sellers and marketers harness a wealth of data. As a result, customization, at scale, is both possible and necessary.