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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: 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.
CONTENT TYPE: Article | TOPIC: Customer Experience
Learn the basics of the connected customer experience and five approaches to delivering omnichannel experiences at every opportunity.
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.
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.
CONTENT TYPE: Video | TOPIC: Marketing Content
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.
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.
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: 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: 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?
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.
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.
CONTENT TYPE: Article | TOPIC: Artificial Intelligence
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.
Companies are fighting to survive, and Marketing needs to be more than a cost center. Although it's easy to preach about the value of brand marketing, the rubber needs to meet the road in practical execution and deliver tangible results.
The job market has been volatile recently, see-sawing between pandemic layoffs and the "Great Resignation." This article looks at the company characteristics that help attract and then retain B2B marketing talent.
On this episode of the Marketing Smarts Live Show, HubSpot CMO Kipp Bodnar and host George B. Thomas get into the nitty-gritty of what's been on so many marketers minds recently: When given access to a customer's data, how are you going to use it?
CONTENT TYPE: Article | TOPIC: Email Marketing
Was your campaign email opened? If the recipient just deleted it anyway, maybe it doesn't matter. Try shifting your email measurements to these eight metrics instead.
CONTENT TYPE: Video | TOPIC: Career Development
A lot of variables determine whether you feel comfortable in your marketing career: your boss, your role, your company, your ability to create change or control upcoming changes... How do you know you're in the right place?
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