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  • To be creative is to try imaginative, innovative things. To be data-driven is to go with what works, based on the numbers; it's a safer bet. As a result, marketers have been transformed from a creative brain force into a hands-on-keyboard labor force. But there is hope for creativity's resurrection.

  • As marketers scramble to refocus their strategy now that live events are canceled or postponed, it's a struggle to get budgets approved for ideas that will result in ROI similar to events'. Here's how to get buy-in and approval to fill the void created by the pandemic.

  • No matter how much value you provide, some customers will drift away. But if you put in some effort, you can create an offboarding process that leaves a positive impression and keeps the door open for future business. Here's what you need to know.

  • Is your organization trapped by history? Surprisingly, most companies are more shaped by their history than designed to respond to today's or tomorrow's opportunities and challenges. This problem influences virtually every aspect of a company's structure and its managers' behavior.

  • Marketing orchestration is a powerful approach in marketing automation and ABM. It focuses not on delivering standalone campaigns but on optimizing a set of related cross-channel interactions that together make up an individualized customer experience. In the process, you realize more pipeline and revenue.

  • Brand marketers say creativity and responsiveness are the attributes they value most in agencies, according to recent research from Ascend2.

  • As the world faces the global coronavirus pandemic, B2B CMOs face a critical problem: Reaching and persuading buyers will be extremely difficult for the foreseeable future. So, what's to be done?

  • Senior marketers at B2B companies identify the best channel for producing and nurturing leads, the top content type for moving prospects through the funnel, and the most effective social network for their brand.

  • Five rules form the cornerstone of an effective customer management program in a time of supply disruption. If you get it right, the upside is enormous. If you get it wrong, you will suffer consequences for years to come.

  • Customer experience (CX) is top-of-mind for B2B marketers and insights professionals heading into 2020, according to new research by B2B International.

  • You're used to finding marketing know-how and strategy in this space. So the tone and format of this article/letter probably feels a little different to you today. That's because these are unprecedented times. This is NOT business as usual.

  • Employee advocacy is a proven marketing strategy. But preparation ahead of implementation is key to ensuring advocacy programs' effectiveness—and success. Do these three things to prepare.

  • What must marketers think about today to ensure they and their companies are performing better than ever 10 years from now? Here are five ways to future-proof your career and ensure your company's success.

  • Business ethics and social responsibility are a top consideration of customers and employees alike in the age of growing socioeconomic inequality, climate change, and environmental concerns. Being ethical and socially responsible is simply good business.

  • Best-selling author and Wharton professor Jonah Berger discusses his new book, 'The Catalyst: How to Change Anyone's Mind.' He explains the five hidden factors that impede change (and how to overcome them).

  • Today, data is the most important ingredient for crafting truly personalized experiences, delighting customers, and delivering exceptional value. The marketer's dilemma in the age of data regulation is how to collect that data. Here's what we need to do.

  • Work-life balance is something that many are in search of, but few find. Learn how to break out of the cycle of being knocked off balance, and how to establish boundaries that allow you to be your best both personally and professionally.

  • We've had it drummed into our heads that inbound leads are the Holy Grail of our marketing efforts. We've come to believe they are the quickest and most effective to convert. But is that really the case?

  • Most businesses are trying to develop an overarching strategy for their audience data, but few have managed to actually implement a strategy, according to recent research from Winterberry Group and the Interactive Advertising Bureau (IAB).

  • 2020 is destined to be yet another year of consistent growth for influencer marketing as it expands its reach into new industries, social networks, and content formats. And it's not just a B2C marketing strategy: B2B marketers can use it to achieve measurable business results.