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  • Although most companies have defined and crafted a brand story, senior executives are not sure whether the value proposition is conveyed accurately by employees to potential customers, according to recent research from FocusVision and InnerView.

  • Experiential marketing has hit its stride. Once considered experimental or risky, it has now proven its legitimacy among major brands. So whether you're organizing an immersive pop-up, on-site virtual reality installation, or a live performance, follow these seven tips to achieve the ROI you're looking for.

  • Do you ever feel like you don't know where to begin on strategy, with so many options out there? Join us for the scoop on best practices for 2020, maximizing nurture programs, building an effective martech stack, and more. Sponsored by Marketo.

  • Marketing controversial products or services—such as cannabis and cosmetic surgery—involves more than following rules and regulations. The legal and ethical landscape in those markets is dynamic, continually creating hurdles and challenges for marketers. Here are five marketing strategies to help educate consumers and build trust in controversial markets.

  • A thought-leadership program drives value and builds trust. But many marketers struggle to identify their unique industry perspective, and then to integrate it into their messaging, positioning, and content. These five steps will help you kick off (or elevate) your thought-leadership program.

  • Marketers have long sought to encourage brand loyalty, but their tactics are falling short. Marketers still make two big errors when using traditional loyalty tactics: trying to develop a relationship built on transactions; and not listening to consumers. Here's what to do instead, in three steps.

  • Consumer behavior is continually evolving, both adapting to and influencing our permanently connected world. How can marketers—and, more broadly, businesses—keep up with the pace of change and evolving consumer behavior?

  • Fortnite's live performances and Netflix's new ventures are evidence that younger audiences' expectations of content are changing: They don't want to just watch it, they want to experience it. What will be the next way to grab mass audiences' precious time and attention?

  • The world of B2B marketing and sales is becoming more connected and personalized by the minute—is your brand keeping pace? And is it really possible to anticipate and exceed customers' expectations? Sponsored by Salesforce Pardot.