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CONTENT TYPE: Podcast | TOPIC: Marketing Strategy
How do you earn (and keep) people's trust after a year like 2020? Stephen Denny shares insights from his new book (co-written with Paul Leinberger), Unfiltered Marketing: 5 Rules to Win Back Trust, Credibility, and Customers in a Digitally Distracted World.
CONTENT TYPE: Article | TOPIC: Marketing Strategy
The full effects of 2020 on marketing budgets in 2021 have yet to be felt, but it's safe to say marketers will have to focus more than ever on ROI. To ensure your marketing strategy gets peak returns this year, emphasize these three important areas.
CONTENT TYPE: Article | TOPIC: Branding
Going green is usually associated with consumer awareness, so it may seem irrelevant to consider for a B2B company. Not so: from financial benefits to positive PR opportunities, B2B marketers have a lot to gain from embracing the sustainable practices of their B2C counterparts.
CONTENT TYPE: Article | TOPIC: Demand Generation
The accelerated transfer of B2B business to digital-only formats has emphasized the importance of sales enablement technology. Even after the pandemic, digital-first attitudes are likely to persist—so ensure your sales enablement tech strategy measures up.
CONTENT TYPE: Chart | TOPIC: Marketing Technology
Marketers say real-time marketing, analytics, and artificial intelligence (AI) are the three emerging technologies that will have the most impact on their strategies in the year ahead, according to recent research from Ascend2.
CONTENT TYPE: Infographic | TOPIC: Social Media
A well-structured social media competitive analysis can reveal a host of useful insights, including what types of content your rivals are creating and which of their posts are receiving the most engagement.
CONTENT TYPE: Article | TOPIC: Marketing Technology
However 2020 played out for your company, it certainly illuminated some universal marketing obstacles that we can all learn from. Going into 2021, we can take advantage of those struggles and turn them into opportunities.
CONTENT TYPE: Article | TOPIC: Customer Experience
Experiential marketing doesn't have to rely on physical interaction. B2B companies can learn from their B2C counterparts by hosting virtual events that offer an interactive way for people to "leave" the house. To that end, focus on these three tactics.
CONTENT TYPE: Infographic | TOPIC: Marketing Strategy
Empathy, creativity, and connectivity will ignite purpose-driven experiences in 2021, according to chief marketing officers (CMOs).
CONTENT TYPE: Chart | TOPIC: Content
What were the most popular hashtags, topics, and search queries related to content marketing in 2020? To find out, SEMrush analyzed hundreds of thousands of tweets and Google searches.
The MarketingProfs team convened a virtual roundup of marketing-expert friends to get their take on trends and predictions that CMOs will need to be aware of to succeed in 2021. Here's what they predict.
The generic "customer" doesn't exist: To reach buyers, marketers must view their customers as real people with personalities, drives, and interests. Especially in a Covid-altered world, the best way to visualize those customers and their needs is to create buyer personas.
Branding and direct response marketing must work together. Marketers should therefore understand the key differences between the two so that they can employ the right blend of tactics when executing their overall marketing strategy. Here are five differences to keep in mind.
CONTENT TYPE: Chart | TOPIC: Marketing Strategy
Senior digital marketers say their top areas for capability improvement in the year ahead are personalization, performance, and segmentation, according to recent research from Altimeter.
The COVID-19 pandemic has accelerated online engagement by Gen X and Baby Boomers, making those cohorts more valuable than ever for digital marketers, according to recent research from GlobalWebIndex.
CONTENT TYPE: Article | TOPIC: Career Management
The pandemic has given B2B marketers an opportunity to become better marketers—and build stronger marketing teams—by embracing a culture of innovation. But that change entails rethinking professional development plans. These three sample plans can help you develop innovative B2B marketing teams.
Ty Heath of LinkedIn's B2B Institute shares new research about the changing behaviors and attitudes of the new B2B decision-makers.
CONTENT TYPE: Chart | TOPIC: Management
Remote work will be here to stay post-pandemic, but more likely in advanced economies and in higher concentrations among workers in highly skilled roles and those who are highly educated, according to recent research from McKinsey & Company.
Potential buyers tend to consider peer review sites as more objective and more helpful than vendor sites. A paid subscription to the right peer review site can provide insights into your buyers' preferences and intent, as well as generate new business. Learn more.
Most enterprise companies do not yet have customer journey maps in place, but more than half are building them or plan to build and use them in the future, according to recent research from Ansira and Ascend2.
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