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  • Make Account-Based Marketing Work for You in 2020

    Article

    CONTENT TYPE: Article | TOPIC: Account-Based Marketing | ELEMENT: Strategy

    The positive correlation between ABM and sales outcomes is impossible to ignore, but many B2B marketers still struggle with ABM execution and measurement. There's no silver bullet to demystify ABM, but these tips provide clarity and actionable advice to unlock ROI.

  • The Email Year in Review: 2019's Important Developments in Email

    Article

    CONTENT TYPE: Article | TOPIC: Email | ELEMENT: Strategy

    In 2019, email held on to its crown as the monarch of marketing channels. As we begin a new decade, let's reflect on some of last year's most talked-about and important moments in email.

  • Consumer Trust and Privacy: The Marketer's Challenge in 2020

    Article

    CONTENT TYPE: Article | TOPIC: Customer Loyalty | ELEMENT: Strategy

    Privacy concerns have reached a boiling point. Consumers, regulators, Web browsers, advertisers, brands... all are evolving to meet the changing privacy landscape. Marketers are considering how to best reach customers while respecting their privacy and earning their trust. See what lies ahead in 2020.

  • A Connected World in Flux: 10 Insights for Marketing and Business Leaders [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy | ELEMENT: Strategy

    Major trends are reshaping business and society, including the way we live and work. That "we" includes not only customers but also marketers—we who venture out into that rapidly transforming world to do our job. To do it well, we need an understanding of the big picture. This infographic from McKinsey & Company can help.

  • Branding

    Course

    CONTENT TYPE: Course | TOPIC: Branding | ELEMENT: Strategy

    A brand is a value-generating machine. But actually generating revenue from that brand? That's not always easy. How much money your brand makes, and how valuable it becomes, is up to you and (more importantly) your customers. The key to success is knowing what your customers want... and delivering on it.

  • Value Propositions

    Course

    CONTENT TYPE: Course | TOPIC: Marketing Strategy | ELEMENT: Strategy

    What unique value does your company offer customers? We're talking beyond taglines and other marketing language: what's at the very core of why your company exists? By focusing on your value proposition, you can keep your business on the right track (and growing).

  • Marketing Strategy

    Course

    CONTENT TYPE: Course | TOPIC: Marketing Strategy | ELEMENT: Strategy

    Do you ever find that you're so busy planning, implementing, and tracking your marketing activities that you lose sight of what your actual strategy is? It's time to put your big-picture business objectives (and how to achieve them) into perspective. We'll show you how.

  • Marketing Fundamentals

    Course

    CONTENT TYPE: Course | TOPIC: Marketing Strategy | ELEMENT: Strategy

    In today's hustle and bustle world, it's easy to forget that marketing is more than just creating content and crunching numbers (as important as those tasks may be). It's time to get reacquainted with the fundamentals and truly set yourself up to succeed.

  • Capitalize on the Culture of Laziness: Five Subscription and DTC E-Commerce Trends for 2020

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy | ELEMENT: Strategy

    Thanks to the social-driven economy, consumer demand for convenience, and a culture of "I want it now," subscription and direct-to-consumer (DTC) e-commerce is booming. The industry is evolving quickly, and heading into 2020 these are five trends to watch.

  • Big Data: Big Opportunity or Big Headache?

    Article

    CONTENT TYPE: Article | TOPIC: Management | ELEMENT: Strategy

    Big Data is taking over. Most of its seemingly obvious payoffs are mirages at best, or quicksand at worst, whereas others hold the potential for high returns. So, what are the keys to Big Data success?

  • From Physical to Digital and Back Again: Three Ways for Brands (B2C or B2B) to Stand Out

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy | ELEMENT: Strategy

    Thinking of a customer experience in digital-only terms is limiting. For brands to stand out and truly capture (and keep) customer attention, they must incorporate physical elements and appeal to all of a customer's senses. Here are three ways you can do exactly that.

  • It's Coming: Is Your Brand Prepared for an Economic Downturn?

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy | ELEMENT: Plan

    The early-warning signs of a recession are all around, and most economists expect a recession by the end of 2020. Recession-proofing takes time and steady effort. These five tactics will ensure marketers are ready for ups and downs, whatever the economic climate.

  • B2B Marketers' Plans for 2020: Spend, Objective, and Strategy Trends

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy | ELEMENT: Strategy

    Most B2B marketers expect their firm's 2020 marketing spend to be roughly the same as it was in 2019, according to recent research from Sagefrog Marketing Group.

  • The Evolving Role of the CMO (And All Marketers): Five Guiding Principles

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy | ELEMENT: Strategy

    Marketing has evolved, as has the customer experience: A signature on the dotted line is now just the beginning. CMOs—all marketers—have new roles and so need new skills; foremost is the ability to wear many hats at once. These 5 guiding principles will help you navigate this new world.

  • How to Get Your Competitive-Intelligence Initiative to the Top of the C-Suite's Priority List

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Marketing Strategy | ELEMENT: Plan

    Competitive intelligence (CI) generates actionable insights that are invaluable for determining marketing strategy, defining a product road map, and executing marketing campaigns that generate revenue, but CI initiatives often get deprioritized. Here's how to get the C-suite to make CI a priority.

  • Revenue Operations: A Game-Changer for B2B Marketers

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation | ELEMENT: Management

    Revenue operations is a hot trend in B2B marketing. But what is it, why has it continued to gain traction, and—most important—how can marketers benefit from it? Here are answers, including three reasons why marketers should embrace revenue operations.

  • Revitalizing Your Small Business: Three Tried-and-Tested Techniques

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Marketing Strategy | ELEMENT: Strategy

    As an owner of a small business, you've indulged in dreams of expansion. With a little belt-tightening, it's well within your reach. These three ideas will help streamline your business and get you ready to scale up.

  • The Rise of Revenue Operations [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Management | ELEMENT: Management

    "Chief revenue officer," "vice-president of revenue operations," "director of revenue ops..." Within the past couple of years, the number of management titles containing "revenue" has shot up on LinkedIn. What's going on?

  • The Mobile Opportunity: Recognizing the Power of Apps and the Mobile Web

    Article

    CONTENT TYPE: Article | TOPIC: Mobile | ELEMENT: Strategy

    Mobile has become the primary channel for consumers in virtually every demographic group—allowing them to connect anywhere, at any time, and driving a shift that has transformed the consumer landscape. What does a successful mobile strategy entail in today's world?

  • How Retailers Should Approach AI and Big Data During Holiday Seasons

    Article

    CONTENT TYPE: Article | TOPIC: Metrics & Measurement | ELEMENT: Plan

    Shopper behavior is fundamentally different during the holidays. Marketers can't rely on the same data and algorithms that they leverage at other times of the year. If brands don't adjust to holiday shopping behavior, it could cost them big.