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  • Measurement Matters: How to Get More From Account-Based Marketing

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Account-Based Marketing

    B2B marketers are attaining tangible results with ABM, and most who haven't started using it yet are planning to. And why not? It works. But your decision-makers clearly expect strong ROI. To find and fill capability gaps and prove the value of your ABM efforts, you must be able to measure.

  • Assessing Your CRM Implementation: Two Questions to Ask Yourself

    Article

    CONTENT TYPE: Article | TOPIC: Martech

    The love-hate relationship with our CRMs is real. They often fail to meet promises made during selection and implementation, and they can fall short of their potential to drive revenue. But we can't live without them. To get more out of your CRM implementation, ask and answer these two questions.

  • It's Time for Chief Market Officers to Play Offense

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Chief marketing officers often find themselves defending the CMO role and its right to exist. It's time to actively assert the role's value by reframing CMOs as chief market officers. Here are 4 key areas to focus on when reasserting Marketing's place in the business.

  • The Social Networks Used Most by B2B Marketers

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    LinkedIn is the social network that B2B marketers use most and it is also the social network that B2B marketers say delivers the most engagement, according to recent research from Sagefrog.

  • The Three Key Types of Influencer Marketing Campaigns [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    Influencer marketing, often thought of as a single strategy, encompasses a variety of campaign stratagems.

  • A New Way of Working Remotely: Email and IM Aren't Enough

    Article

    CONTENT TYPE: Article | TOPIC: Martech

    When your employees are working remotely, email and messaging apps are a natural fallback for internal communication. Find out what their limitations are and how to solve complex collaboration problems. Read more.

  • Three Ways to Integrate Print and Digital Marketing

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Marketing Strategy

    In the current climate, you can best support your brand and engage customers by integrating print and digital marketing efforts.

  • B2B Conversational Marketing: What Customers Want

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    B2B customers want conversations with brands to be accurate and fast, and most say they will stop using communication channels if those expectations aren't met, according to recent research from Drift and Heinz Marketing.

  • Target-Audience Segmentation: Why You Need It and How to Do It in Five Easy Steps

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    In today's competitive landscape, many B2B companies are reviewing their strategies, and that often includes a more careful segmentation of target audiences—both to sell more accurately and to budget more efficiently for marketing. Find out how to best segment your target audiences.

  • A Messaging Framework: What It Is, Why You Need It, and How to Build It

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    The exercise of creating a messaging framework helps you better understand your company—not just what it does but also how and why. Most important, it helps you determine how you should communicate with your market. Here's the what, why, and how of messaging frameworks.

  • How Marketing and Comms Can Team Up on Earned Media [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    When attempting to execute a successful earned-media strategy, it is hugely beneficial for a firm's marketing and communications teams to be aligned.

  • Marketing Just Became Invaluable: A New Revenue Marketing Model for a New World

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    The pandemic has changed customer relationships, and in the process we marketers have become more valuable than ever. We've known the power of digital, and mastered the strategy, tactics, and technology to harness it. Let's seize the opportunity to help remake Marketing and Sales.

  • B2B Content Marketing Report: Benchmarks, Budgets, Trends, and COVID-19 Response

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Content

    The newly released 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report features how content marketers in North America have been adapting to conditions brought about by the COVID-19 pandemic.

  • Marketing From A to [Gen]Z: 'Zconomy' Author Jason Dorsey on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Customer Experience

    Jason Dorsey, co-author of the new book Zconomy: How Gen Z Will Change the Future of Business—and What to Do About It, joins Marketing Smarts to talk about what Gen Z wants from a brand, how to earn their brand loyalty, and how to stoke engagement among this valuable group.

  • Three Steps to Better Marketing and Sales Alignment

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    Sales and marketing teams can often seem aligned—even when they aren't really. In fact, alignment levels have been decreasing. Take the three steps discussed in this article to ensure Sales and Marketing are communicating, collaborating, and working harmoniously.

  • Forget B2B and B2C: It's a B2P World Now

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    B2B? B2C? B2B2C? The pandemic has changed the business landscape into one that is universally B2P: business-to-people. Find out what that means and how you can derive its many benefits. Read more.

  • Marketing in the Age of Bad News Blues: Three Ways to Combat Crisis Fatigue

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Marketing can be difficult at a time when so many of us feel assaulted by discouraging information. Use these techniques to fine-tune your strategy for customers who have crisis fatigue.

  • B2B Virtual Events: 12 Ways to Ensure Impact and Drive Topline Growth

    Article

    CONTENT TYPE: Article | TOPIC: Event Marketing

    B2B sellers have relied heavily on tradeshows, user conferences, and other in-person interactions to launch products and services, generate leads, and nurture relationships. But B2B marketers must now replicate the impact of in-person events online. These 12 tactics will ensure you succeed.

  • 11 Signs B2B Marketing and Sales Teams Need a CRM [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Martech

    How can B2B firms tell when it's finally time to invest in a customer relationship management (CRM) system? The signs tend to vary among internal groups.

  • Four Successful Ways to Combine Inbound and Outbound Marketing

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Like chefs, marketers regularly combine a variety of "ingredients" to achieve a desirable result. Unfortunately, two of those ingredients—inbound and outbound marketing—are routinely set up as competitors even though, like salt and pepper, they're actually complementary.