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  • Picking the Right Email Sender Name: Brand or Person?

    Article

    CONTENT TYPE: Article | TOPIC: Email Marketing

    When people scroll through their email inboxes, they're looking for names they recognize, so it might not be the best idea to use a person's name in the sender field—unless that person has an established relationship with the customer. See the arguments for and against.

  • The Nine Most Common Brand-Positioning Mistakes

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    Brand-positioning is an involved, complex process that, if done incorrectly, can lead to a "meh" result. That's the last thing your company wants. This article outlines nine common mistakes to avoid.

  • When B2B Marketers Should Use Account Intelligence [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    This infographic covers when account intelligence tends to be most useful. Specifically, it looks at the key touchpoints for using account intelligence in ABM strategies, go-to-market strategies, and field marketing strategies.

  • Customer-Centric Companies Win in Recessions: How Customer Insight Cushions Downturns and Speeds Recovery

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Although cutting back on marketing is a kneejerk reaction to a struggling economy, history teaches us that companies' keeping focused on customers is what keeps them afloat. Here are four major reasons for that.

  • The Biggest Obstacles to Succeeding With Data-Driven B2B Marketing

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Senior B2B marketing and sales professionals say inaccurate customer data is the biggest impediment to succeeding with data-driven marketing, according to recent research from Dun & Bradstreet.

  • B2B Revenue Marketing and Closing the Credibility Gap: Jim McHugh on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Management

    Jim McHugh and host George B. Thomas discuss the differences between revenue marketing and lead-driven marketing, hurdles to watch for when transitioning to a revenue-based model, and the nature of the credibility gap (and how to close it).

  • The Four Pillars of a Great Blog [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Content

    The Internet is full of blogs from companies and individuals. So, how can you ensure your blog stands out and builds a loyal audience? This infographic explores some keys to blogging success.

  • What Third-Party Cookies' Delayed Demise Means for Marketers

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    A few months ago, Google announced a delay to its blocking of third-party cookies... again. We keep preparing, and the deadline keeps getting pushed back. Given that additional time, how should we be spending it?

  • Digital Marketing Across Borders: How to Reach a Multilingual Audience

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Becoming a multilingual company is much more complex than just putting all your copy through Google Translate. Explore tips on how to successfully expand into multinational markets.

  • Five Ways to Optimize Your Videos for Search [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: SEO

    What can you do to help your business's videos rank higher in search? This infographic explores how to boost discovery and views.

  • Customer Benefits: A Brief Introduction to Why Customers Buy Your Products

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    When as a marketer you identify and focus on benefits, you ensure that you are focusing your attention on what customers are really buying; as a result, you don't waste money and energy in your marketing efforts.

  • Perceptual Maps and Competition: How to Understand and Improve Your Position in the Market

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Perceptual maps are the only way to understand what your position is in the market and how the market views you vs. your competitors. In fact, if you don't have a perceptual map, you're flying blind.

  • Market Segmentation: Where Companies Go Wrong and Why You Need Differential Advantage Analysis

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Welcome to a highly misunderstood topic: segmentation. This article explains what marketers tend to get wrong about segmentation, what's a better way to segment, and why doing a differential advantage analysis after segmentation can help you beat the competition.

  • Understanding Web3 Through a Marketing Lens: Tony Pham on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    How do you evaluate whether Web3 would add value to your business? This podcast episode featuring Tony Pham tackles that question and more, including what the differences are between Web2 and Web3 and where the Internet stands today.

  • The Buyers Are (Still) There: How Can B2B Tech Marketers Get to Them?

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    The accelerated pace of the digital business world will require B2B tech marketers to drop their manual ABM processes and get to a deeper level of customer understanding. But how? Check out these ideas.

  • How to Effectively Build Your Brand Within Emerging Virtual Worlds

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    As the tide of technology moves closer to virtual reality, what can brands to do prepare? Advertising could look very different in a VR world. This article explores the possibilities.

  • Brand Extensions: A Strategic Path to Growth

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    A brand known for a particular benefit enables growth opportunities beyond the product's original focus—via a brand extension. Using the brand on a new market offering that's in a different product category can provide sizable benefits, including new paths to growth. But you have to be careful.

  • How to Budget Strategically for Your Digital Marketing Campaigns

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    What's the secret to constructing a sophisticated, airtight digital marketing budget that's justifiable and sensible? It's definitely not more spend equals more payoff. Check out this article for budgeting tips.

  • Five B2B Brands That Prove Voice Search Is More Than Hype

    Article

    CONTENT TYPE: Article | TOPIC: SEO

    Actual conversations sound very different from written content; likewise, voice search operates slightly differently than a typed phrase in the Google search bar. Here are some tips for optimizing for voice—and B2B brands that are leading the way.

  • Virtual Event Trends: Businesses' Future Plans and Top Challenges

    Chart

    CONTENT TYPE: Chart | TOPIC: Event Marketing

    Most professionals in charge of events say their firm is planning to increase or do the same number of virtual events in the next 12 months as it did in the past 12 months, according to recent research from Airmeet and Forrester.