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  • The Role of Authenticity in the Online Path to Purchase [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    This infographic looks at the role reviews/ratings and customer service play in conveying brand authenticity, and how that authenticity translates into sales and loyalty.

  • World-Class Case Studies; They Ask, You Answer; and Building Trust on the Internet: Marcus Sheridan on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    Join Marcus Sheridan and host George B. Thomas as they talk about brand trust, pricing pages, disarmament, the power of vertical video, the good-enough mindset, the "stupidest metric in the history of the world," and more. They have a lot of opinions.

  • 2023 State of B2B Marketing Training Report

    Guide/Report

    CONTENT TYPE: Guide/Report | TOPIC: Marketing Strategy

    Training for B2B marketers is not always a given. In fact, many marketers are not getting any training at all in a year. Learn the barriers B2B marketers are facing to develop professionally and personally, how individual marketers can make a difference on their own, and how leadership can and should be doing more to ensure their teams get the training they need—and deserve.

  • Product Line Strategy: Five Approaches

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    If you're responsible for a company's marketing strategy, one of the main issues you'll face is how to manage multiple products (or services) for the future as well as maximize product opportunities in the present. It turns out there are various approaches to solving that problem, but each has its pros and cons.

  • How to Build a Successful Go-to-Market Campaign Plan: Pam Didner on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    Pam Didner and host George B. Thomas get into all things go-to-market, including understanding the scope of your campaign, researching your audience, and listening to your peers—all of which are ongoing processes.

  • How Small Business Owners Are Using AI [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Artificial Intelligence

    Are small business owners using tools powered by artificial intelligence? If so, which tasks are the tools helping with? To find out, Skynova surveyed 1,000 small business owners.

  • The Importance of Being Human in Your B2B Content: Liz Murphy on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Content

    On this episode on Marketing Smarts, Liz Murphy and host George B. Thomas have a lively discussion about being human, observing before speaking, creating content while scared, and a lot more—all peppered with movie metaphors, existential questioning, and jokes about camels.

  • The Marketing Growth Triad: Data, Tech, and Creativity

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    More and more marketing teams are being expected to drive business growth. The easiest way to do that is incorporate an interdisciplinary team focused on companywide goals and three oft-siloed marketing elements.

  • Seven Tips for a Successful B2B E-Commerce Strategy

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Products, prices, description, checkout. You're all set for e-commerce! But not so fast... there's more to it than that. In this article, get tips for your strategy.

  • Reframing Brand Measurement: It's Not Who, But Where

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    Customer profiles, user browsing data, and benchmark studies are designed to help companies know exactly who their customers are and what brand sentiments they have. But what if we don't need that much information?

  • Successful Business Owners' Advice for Scaling Operations [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    How can small businesses successfully achieve scale? To find out, Clarify Capital surveyed 1,010 business owners, top-level executives, and senior managers whose companies experienced hypergrowth.

  • The Three Pillars of Winning Communication—Value, Passion, and Connection: Steve Multer on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Communications

    Steve Multer joins host George B. Thomas for a conversation on communication, humanity, the shortcomings of AI, creating passion, the right way to talk about your job, and a whole lot more.

  • How to Be a Strategic Technology Partner: Bridging the Knowledge Gap

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Although the role that technology vendors play is critical to their clients, the relationship between the two parties can often feel transactional. Building a long-term strategic partnership, on the other hand, can benefit both.

  • Why Sales Teams Reject Leads From Marketing

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Why do salespeople reject leads that come from their firm's marketing team? Why do marketers think leads are rejected? To find out, RollWorks surveyed 527 salespeople and 323 marketers.

  • How the Pandemic Permanently Changed Marketers' Strategies

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Many senior marketers say the COVID-19 pandemic drove lasting strategy shifts, such as spurring them to target new customer segments and focus on digital-first experiences, according to recent research from Salesforce.

  • You Have Options: How to Pick the Perfect Gift Card for Your Reward or Incentive Program

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Customer Experience

    Rewards and incentives can make for great motivators and a positive experience for customers. But the options can sometimes be overwhelming. Here's a quick guide on how to choose the best incentives.

  • The Marketing Strategy of Launching a Brand-New Product

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    To help us think strategically about the benefits and risks of launching a brand-new product to the market, it's useful to frame the process as the stages of a life cycle, especially from customer point of view—i.e., the types of customers a company will attract at each stage.

  • How to Drive More Impactful Go-to-Market Strategies With Brand & Customer Insights

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Marketing Strategy

    A company's go-to-market strategy can make or break its bottom line. In this webinar, discover practical ways to drive a more impactful approach using brand and customer insights. Learn how to improve marketing ROI, motivate Sales, and help your business thrive. Sponsored by Momentive.

  • Power Up Your B2B Marketing Efforts With Influencer Marketing and Private Communities: Justin Levy on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    Justin Levy and George B. Thomas dive into what makes influencer marketing more like a partnership than a paid transaction, how to build influencer relationships, and why benefits to your community should always come before personal gain.

  • The Value of Intent Data for B2B Go-to-Market Teams

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    B2B go-to-market teams that use intent data—information generated by potential customers' online research and content-consumption activities—are much more likely to report being successful with their strategies, according to recent research.