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CONTENT TYPE: Article | TOPIC: Social Media Marketing

As influencer marketing grows, audience size is taking a back seat and engagement is becoming the No. 1 indicator of success—i.e., relevancy and leads. And that's where social media micro-influencers come in.

CONTENT TYPE: Article | TOPIC: Measurement & Analytics

Data can help deliver insights that marketing leaders can use to collaborate with CEOs, CFOs, and sales leaders. And these four essential data points and relationship-building strategies will help you demonstrate ROI and Marketing's value.

CONTENT TYPE: Article | TOPIC: Branding

When corporations mess up, the online outrage and media recrimination seem devastating. But, these days, the result is often increased brand awareness. What does a business have to do to really fail?

CONTENT TYPE: Article | TOPIC: Social Media Marketing

Social marketing is different because your audience talks back—immediately, directly, and sometimes not in your favor. If you're developing a social advertising strategy the way you would for PPC ads or email, you're missing a huge opportunity to capture market share.

CONTENT TYPE: Article | TOPIC: Demand Generation

An effective B2B email marketing strategy has much less to do with email, per se, than you might think. The best programs nurture and engage leads while also working to close deals. Which is where managing your contact database comes into play.

CONTENT TYPE: Article | TOPIC: Measurement & Analytics

From raising awareness, to educating prospects, to completing the transaction, to enhancing customer service and beyond, predictive analytics can help you anticipate customers' needs and desires throughout their circuitous buying journey.

CONTENT TYPE: Article | TOPIC: Martech

Businesses resistant to new tech and ideas have often fallen behind or lost the ability to compete. VR and AR may still feel out of reach, but the technology will quickly become more accessible both to creators and to users.

CONTENT TYPE: Article | TOPIC: Measurement & Analytics

From rules such as think big but start small and with the basics, to take an action-based approach, pick your battles, and beware of small sample sizes... in this article you'll get sound advice about data-driven marketing.

CONTENT TYPE: Guide/Report | TOPIC: Measurement & Analytics

Marketing used to be an art. These days, it’s more like a science—we can now understand whether our creativity made any difference, just how compelling our messaging is, and how to refine it—and more—for better results. It’s all a matter of measuring, tracking, and analyzing the right way.

CONTENT TYPE: Article | TOPIC: Measurement & Analytics

Brand tracking—collecting data from a static group of consumers on a regular basis—can assess and scrutinize shifts in KPIs and consumer attitudes and behaviors. You can track and benchmark everything from brand awareness to customer satisfaction to the effectiveness of an ad campaign.

CONTENT TYPE: Article | TOPIC: Measurement & Analytics

Today's survey tools allow marketers to add more flourishes than ever to customer feedback surveys. But, it turns out, less is more when asking customers for input. See which top 3 feedback misconceptions most need busting.

CONTENT TYPE: Article | TOPIC: Customer Experience

Combining creativity with B2B marketing is an ongoing challenge. How do you build an emotional connection with your customers and inspire deep-seated brand loyalty when you lack the direct tactics of B2C campaigns?

CONTENT TYPE: Article | TOPIC: Social Media Marketing

Social media's importance in the sales/marketing funnel is by now undisputed, but visibility into the insights each platform can provide is often clouded by meaningless metrics. Here's how your team should be using social insights to guide major marketing decisions.