Strategy Resources for Marketing Professionals

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The Now-Next Continuum: A Bridge Between Today's Marketing Reality and Tomorrow's Potential

Article

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Explore how B2B marketers can align AI with human outcomes by applying the Now-Next Continuum across strategy, measurement, and technology. Read more.
AI in B2B Marketing: Connecting Adtech and Martech for Full-Funnel Growth

Sponsored Article

CONTENT TYPE: Sponsored Article | TOPIC: Artificial Intelligence

Discover how AI-driven martech and adtech integration enables full-funnel visibility, real-time optimization, and measurable B2B marketing ROI.
Three Modern Branding Challenges: Market Hyper-Dynamics, Breaking Through, Short-Termism

Article

CONTENT TYPE: Article | TOPIC: Branding

This article by the "father of modern branding" explores three growing branding challenges—disruption, distrust, and data—and their implications for modern brand strategy. Read more.
The State of B2B Influencer Marketing in 2025

Chart

CONTENT TYPE: Chart | TOPIC: Marketing Strategy

How do B2B marketers plan to improve their influencer marketing strategies this year? Which influencer content types are delivering the best results? What challenges are marketers facing with their influencer programs?
The Key Drivers of Brand Reputation

Chart

CONTENT TYPE: Chart | TOPIC: Branding

People in the US say the top things that matter to them when considering a brand's reputation are that it provide good value, have high-quality products/services, and treat its employees well.
Marketing Efficiency and Growth in 2025: From Data to Dollars

Article

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Learn how marketers in 2025 are combining AI tools, data insights, and strategic efficiency to thrive despite tighter budgets and shifting expectations. Read more.
Taking a Page From Consumer Marketing: Building Meaningful Connections in B2B

Article

CONTENT TYPE: Article | TOPIC: Customer Experience

B2B companies can boost brand engagement by using B2C-inspired tactics to create lasting impressions through human connection. Read more.
The Top Generative-AI Risks Facing Businesses

Chart

CONTENT TYPE: Chart | TOPIC: Artificial Intelligence

Business professionals say the top generative AI-related risks that they're trying to mitigate at their firms are related to inaccuracy and cybersecurity, according to recent research.
Why 'Mad Men' Ideas Still Work—and When They Fall Short

Article

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Today's marketers mix research with storytelling, using data to drive decisions once ruled by instinct alone. See how marketing has evolved—and what still endures. Read more.
The State of Marketing and Sales Alignment in 2025

Chart

CONTENT TYPE: Chart | TOPIC: Marketing Management

Most marketers and salespeople say they are aligned with their counterparts in the other department—but most also say they think about replacing their counterparts, according to recent research.
The Top Marketing Challenges That New SMB Owners Face

Chart

CONTENT TYPE: Chart | TOPIC: Marketing Strategy

Most SMB owners say customer acquisition was the biggest marketing challenge they faced in their first year of operating their business, according to recent research from Constant Contact and Ascend2.
Adtech vs. Martech: The Standoff That's Costing Brands Their Future

Article

CONTENT TYPE: Article | TOPIC: Martech

Customers demand seamless experiences across channels. Integrating adtech and martech is essential to meet those expectations and boost ROI. Read more.
The Benefits of Operationalizing VoC Data in Real-Time for Frontline Employees

Article

CONTENT TYPE: Article | TOPIC: Customer Experience

Discover how real-time VoC data empowers frontline employees, enhances CX, and drives business results. Read more.
How to Ensure Digital Transformation Success: Take a Data-First Approach

Article

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Digital transformation isn't just about technology—it's about using data to drive smarter decisions and business growth. Learn how to build a data-driven strategy. Read more.
10 Common Mistakes B2B Marketers Make When Measuring TAM

Article

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Many B2B marketers miscalculate TAM, leading to poor strategy and wasted resources. Avoid these 10 common mistakes for accurate market insights. Read more.
All Marketing Is Performance Marketing: A Full-Funnel Strategy

Article

CONTENT TYPE: Article | TOPIC: Demand Generation

Performance marketing isn't just bottom-funnel. Discover how full-funnel performance marketing enhances every stage, from awareness to conversion, with data-driven insights and optimized touchpoints. Read more.
How to Conduct Brand Positioning Research for a High-Impact Marketing Strategy

Article

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Strong brand positioning starts with research. Discover how to analyze customer perceptions, assess competitors, and refine your brand's market position. Read more.
How to Expand Your Marketing Channels Beyond Email: A 'Crawl, Walk, Run' Approach

Sponsored Article

CONTENT TYPE: Sponsored Article | TOPIC: Marketing Strategy

Email marketing alone is not enough. Learn how to expand your strategy to other channels using a specific, gradual approach. Read more.
How Contact-Level Advertising Solves Enterprise B2B Marketing Challenges

Article

CONTENT TYPE: Article | TOPIC: Account-Based Marketing

Contact-level advertising enables precise targeting of decision-makers, improving engagement and measurable impact in enterprise B2B marketing. See how it can solve your challenges. Read more.
Are Marketers Ready to Adapt Their Search Strategies for Generative AI?

Chart

CONTENT TYPE: Chart | TOPIC: Artificial Intelligence

Are senior marketers prepared to adapt their search strategies for generative AI search platforms and assistants? To find out, researchers conducted a survey of 300 director-level and higher marketing leaders.

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The Now-Next Continuum: A Bridge Between Today's Marketing Reality and Tomorrow's Potential

AI in B2B Marketing: Connecting Adtech and Martech for Full-Funnel Growth

Three Modern Branding Challenges: Market Hyper-Dynamics, Breaking Through, Short-Termism

The State of B2B Influencer Marketing in 2025

The Key Drivers of Brand Reputation

Marketing Efficiency and Growth in 2025: From Data to Dollars

Taking a Page From Consumer Marketing: Building Meaningful Connections in B2B

The Top Generative-AI Risks Facing Businesses

Why 'Mad Men' Ideas Still Work—and When They Fall Short

The State of Marketing and Sales Alignment in 2025

The Top Marketing Challenges That New SMB Owners Face

Adtech vs. Martech: The Standoff That's Costing Brands Their Future

The Benefits of Operationalizing VoC Data in Real-Time for Frontline Employees

How to Ensure Digital Transformation Success: Take a Data-First Approach

10 Common Mistakes B2B Marketers Make When Measuring TAM

All Marketing Is Performance Marketing: A Full-Funnel Strategy

How to Conduct Brand Positioning Research for a High-Impact Marketing Strategy

How to Expand Your Marketing Channels Beyond Email: A 'Crawl, Walk, Run' Approach

How Contact-Level Advertising Solves Enterprise B2B Marketing Challenges

Are Marketers Ready to Adapt Their Search Strategies for Generative AI?