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  • Part of the problem that marketers face in positioning their product or service and confirming product/market fit is the term "market" itself: A market is not a tangible thing, it's a social construct. So what is it, really, and how do you gain a unique and defensible market position?

  • Assessing the positioning of your competitors in relation to your own is an important but often overlooked part of competitive intelligence. So how can you research other companies' positions and present the results? Read more to find out.

  • Zendesk went through a complete reinvention and rebranding process in less than a year as a result of what its customers were telling the company during the pandemic. Lisa Kant joins us to discuss how to fulfill changing customer expectations and what advantages marketing generalists have in a post-pandemic world.

  • Use of intent data is growing, and for good reason. But as with most new digital marketing tools, there is a lot of confusion about what intent data actually is and what it can do for your marketing. Here's a quick overview.

  • Marketing teams are now using virtual events and meetings to generate MQLs. If marketers can do that at scale, though, Sales can get something even more valuable than Marketing-qualified leads: Marketing-qualified meeting (MQMs). Here's what you need to know.

  • Traditional experience management programs focus mostly on measuring customer experiences. But measuring experiences is very different from improving them. Here's how to take the leap to experience improvement.

  • Marketers are notorious for loving new concepts. But how do you decide which ideas are immediately relevant and which ones can be stored for later? These five tips can help.

  • Most B2B tech and telco marketers say their firm plans to increase the number of marketing channels in its media mix in 2021 and to focus on driving efficiencies in targeting, according to recent research from WARC and Spotify.

  • How quick are your brand's reflexes? In a world where brand response has to match the speed of social media feeds, you can't afford to be sluggish. Achieving responsive brand marketing means asking yourself these six questions.

  • Now that tradeshows and events have shifted to digital, sponsorship packages look much different. But there are still ways to attract sponsors and get their brands and offers in front of event attendees. Check out these nine useful tips.

  • A pandemic-induced recession—when your customers are spending more time online—is the perfect time to be using influencers as part of your marketing strategy. Here are five major benefits of doing so.

  • COVID has shown us that everything is connected—and in a business setting, connection requires alignment among departments, Sales and Marketing included. From a sales enablement perspective, here's how you can drive alignment.

  • A unified data strategy is incredibly important for companies seeking to improve their marketing efficiency, data quality, and customer journey. Here are five insights and recommended actions than can help.

  • In 2020, several tidal waves disrupted traditional marketing. Luckily, as marketers, we've never been so well prepared to handle chaos. Stand out as a star marketer by equipping yourself with these three traits: the 3Cs of marketing success.

  • B2B salespeople are much more likely than B2B marketers to say their company's sales and marketing teams cooperate effectively, according to recent research from Outfunnel and Copper.

  • Pressures from the pandemic environment are falling on B2B companies to speed up their digital transformation efforts. Thinking like a marketer will enable you to tackle digitization with grace, intention, and, most important, a customer-centric approach. Find out how.

  • The creation of targeted information—about companies, products, services, and more—has been around for generations. Collateral, sales aids, product literature, brand books... all were earlier monikers for what's now lumped into "content." It's a long-established discipline. And here's how it actually works.

  • We're all scrambling for new ways to connect with customers during COVID, but the easiest method could be right on our desktops: LinkedIn. The platform is more popular than ever, and many companies are overlooking features that could factor into 2021 marketing plans.

  • B2B tech marketers say webinars, SEO, and email are the three channels that have grown most in importance because of the COVID-19 pandemic, according to recent research from FINITE and 93x.

  • Now that most companies are completely focused on their bottom line, extensive brand marketing can be difficult to justify. Using a contextual or native brand strategy is one way to create branded content while simultaneously measuring performance and return.