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CONTENT TYPE: Article | TOPIC: Marketing Strategy
From harnessing original ideas that excite customers to sharing quirky content on social media, creativity can spice things up and add color to your marketing campaigns. Here's how to get there in five steps.
CONTENT TYPE: Article | TOPIC: Customer Experience
To prevent avoidable churn, businesses must improve their service at every point, on every channel. Sounds easy, right? Not so much. But multichannel, personalized CX could be the key.
CONTENT TYPE: Video | TOPIC: Marketing Content
Let's face it: In the world of B2B marketing, we often neglect to bring that essential human element into our content. So, why is the human element so crucial, and how can we infuse it into our professional roles as marketing content creators?
Formulaic approaches feel safe. But you need to get uncomfortable to take control of your audience. Some cues from Nicolas Cage can help you do the Challenger Sale right.
CONTENT TYPE: Video | TOPIC: Customer Experience
Consider this counterintuitive perspective from this episode's guest: The customer journey is best approached by B2B marketers not from the customer's perspective but from consideration of the touchpoints they, the marketers, have control over.
CONTENT TYPE: Article | TOPIC: Artificial Intelligence
Google debuted an early AI product, Bard, that isn't quite up to par with its competitors—namely ChatGPT. Will that affect Google's search dominance? This article explores some possibilities.
CONTENT TYPE: Article | TOPIC: Marketing Management
Marketing leaders have plenty of data on their plate, but many aren't yet able to convert it into the insight they require to perform better. Get some tactics from this article.
Marketing Smarts episode guest Nate Brown defines what a voice of customer is and explains best-practices for crafting your voice-of-customer engine. He also tells some stories of mistakes he's learned from and drops some wisdom on customer journey maps.
Learn the basics of the connected customer experience and five approaches to delivering omnichannel experiences at every opportunity.
CONTENT TYPE: Article | TOPIC: Branding
When the world gets chaotic, people turn to what feels safe and familiar. A trustworthy, familiar brand can be the bedrock that keeps your business stable.
In this episode, business adviser and author Bob Wiesner shares why case studies are important, what we marketers have historically done wrong with our case studies, how to do them right—and so much more.
CONTENT TYPE: Article | TOPIC: Public Relations
If you find yourself moaning about something "everyone is talking about," it may be a good time to use that something to benefit your PR strategy. Just don't push too far outside your client's wheelhouse.
CONTENT TYPE: Article | TOPIC: Measurement & Analytics
You've got a great signup conversion rate! Except... nope, those are full of bots. But what about all that traffic to... nope. Also bots. Sound familiar? Working with the security team can help.
Although its importance is never denied, "personalization" in marketing can be such a nebulous word. Is it even measurable? How do you find out whether it affects the bottom line? Check out this five-step guide.
CONTENT TYPE: Video | TOPIC: Communications
Framed as a discussion about business communication, this week's episode of the Marketing Smarts Live Show and all the wisdom and banter contained therein could pertain to all walks of life, personal and professional.
CONTENT TYPE: Article | TOPIC: Marketing Content
The benefits of repurposing content are well-known. But you can't just pick a random blog post off your website and convert it into a random content format. Keep your repurposing strategic with these nine tips.
CONTENT TYPE: Article | TOPIC: Event Marketing
In-person events are back! Has it been a while since you've set up a booth and offered free swag? Never fear—this article shares 10 essential tips for making your event a success.
CONTENT TYPE: Video | TOPIC: Branding
A brand may be successful, but if it doesn't change and grow, it can easily stagnate. How far can you stretch the boundaries of your brand into new products and markets without overstepping?
In the latest episode of the Marketing Smarts Live Show, Demandbase's Justin Levy emphasizes the importance of partnerships over transactions—i.e., mutually beneficial activities. That's a particularly important approach in the case of B2B influencer marketing and private communities.
Everywhere you look, another tech company is debuting its version of generative AI. So which tools are actually a good investment for content marketers? This article takes a look at three tools that offer unique strengths in content creation.
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