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  • Human Insight: How to Stop Guessing and Finally Understand What Your Customers Want

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Marketing Strategy

    Are your marketing programs designed around what you think your customers want, or what you know they want? If you're not taking advantage of customer feedback, you're missing a huge opportunity. Get ready to harness the power of human insight. Sponsored by UserTesting.

  • This Is Your Brain on Marketing: Nancy Harhut on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Customer Experience

    Unlocking the nuances of the human brain in relation to marketing is a fascinating area of study. Nancy Harhut joins us to talk psychology, behavioral sciences, questionable experiments, and how these all relate to marketing.

  • 15 Stats You Should Know About Sales Tools [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Martech

    Technology is transforming selling. For example, 55% of sales data entry was eliminated in 2020 by automation, and 79% of sales teams currently use or are planning to use sales analytics to improve efficiency.

  • Intent Data: What It Is and How to Get Started

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    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.

  • 'The Leads Are Weak': It's Time to Go Beyond MQLs and Drive Pipeline With MQMs Instead

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    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.

  • How CRM Failings Are Costing Sales Teams Revenue

    Chart

    CONTENT TYPE: Chart | TOPIC: Martech

    More than half of sales leaders say the failings of their customer relationship management (CRM) platform are leading to lost revenue opportunities, according to recent research.

  • New Channels, Better Targeting: How B2B Tech Marketing Is Changing

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    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.

  • Nine Ways to Create Sponsorship Packages for Virtual Events

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    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.

  • How IT Buyers' Researching Behaviors Changed in 2020

    Chart

    CONTENT TYPE: Chart | TOPIC: Martech

    The COVID-19 pandemic led IT buyers to spend more time learning about tech solutions last year and also led more buyers to rely on webinars while researching, according to a recent report.

  • 2021 Best Practices for Busy Marketers

    Guide/Report

    CONTENT TYPE: Guide/Report | TOPIC: Demand Generation

    All marketers have to be Swiss Army knives, but to be successful at demand gen you have to upgrade yourself to the Ultra-Military-Grade Leatherman of marketers. And when you devote so much time generating leads, the last thing you want to do is let them languish without a solid follow-up plan.

  • How to Drive Sales and Marketing Alignment in an Enablement Role

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    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.

  • Do B2B Marketing and Sales Teams Cooperate Effectively?

    Chart

    CONTENT TYPE: Chart | TOPIC: Demand Generation

    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.

  • The Loyalty Loop: How Small Things Add Up to Big Business [B2B Backstage]

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Customer Experience

    In this exhilarating B2B Backstage webinar, best-selling author and marketing guru Andrew Davis will show you how to use the loyalty loop to leverage your existing clients to drive a steady stream of highly valuable, high-margin, new business.

  • Content Marketing: The New Name for a Well-Established Discipline

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    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.

  • LinkedIn B2B Marketing: Three Underused Ways to Engage Prospects and Customers

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    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.

  • Five Tips for a More Personalized B2B Content Strategy in 2021

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    2020 changed everyone, including B2B buyers, and your content strategy must change with them—which means better personalization. But it doesn't mean being stalker-y. Instead, use these five tips for a truly personalized B2B strategy.

  • The Content Habits and Preferences of Engineers

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Content

    Engineers place the most value on information-heavy content, such as datasheets, case studies, and whitepapers, when making purchasing decisions about products and services, according to research from TREW Marketing and GlobalSpec.

  • 7 Tips to Set Up Your B2B Sales Team for Success

    Webinar

    CONTENT TYPE: Webinar | TOPIC: Marketing Strategy

    If your marketing team is like most, it spends a lot of time and energy cultivating qualified leads for the sales team. But it may be missing out on lots of other helpful ways to enable sales and create shared success. Now's the time to expand Marketing's efforts to help Sales sell better—and more. Sponsored by Seismic.

  • Four Ways to Tackle Your Sales Enablement Strategy

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    The accelerated transfer of B2B business to digital-only formats has emphasized the importance of sales enablement technology. Even after the pandemic, digital-first attitudes are likely to persist—so ensure your sales enablement tech strategy measures up.

  • How to Move From Pitching Products to Marketing Your Point of View [B2B Backstage]

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Branding

    In this B2B Backstage keynote with global positioning expert, April Dunford, you'll discover how to develop a "Point of View" narrative that will give your prospects and customers a clear way to think about their choices in the market and make it clear that your brand is the superior choice.