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CONTENT TYPE: Article | TOPIC: Measurement & Analytics
The first part of this article series identified what factors contribute to the dark funnel—a (spooky) place where prospects learn about your company without your knowledge. This second part offers concrete steps you can take to start obtaining data from the dark funnel.
CONTENT TYPE: Chart | TOPIC: Marketing Strategy
Almost two-thirds (65%) of marketers who run direct mail campaigns say the performance of such campaigns has improved over the last 12 months, according to recent research.
CONTENT TYPE: Infographic | TOPIC: Marketing Strategy
This infographic explores how the lines between B2B and B2C blur in considered purchases, and how businesses in both areas need to combine right-brain and left-brain approaches to succeed.
CONTENT TYPE: Article | TOPIC: Marketing Strategy
It's time to dig out that ideal customer profile you created and saved to a random folder a while back. Actively applying an ICP across your entire marketing funnel could be what you need to become more revenue-focused.
B2B service buyers cite a vendor's reputation, online reviews, and pricing/service as the factors that most influence their purchasing decisions, according to recent research.
A central goal of marketing strategy is to get an advantage over the competition. But how do you do that?
Personalization is such a sacred word in marketing. Who would question its effectiveness? This article examines a piece by two writers who did just that, and highlights points that are worth considering in the context of B2B.
Most people say they worry that brands are collecting data without their permission and they do not trust brands to protect their personal data, according to recent research from Twilio Segment.
B2B buyers want you to treat them as humans, not algorithms. To connect with your customers successfully—on a human level—follow these five steps.
Right now your prospects might be on board with your solution. Three months from now, they might have forgotten you entirely. Learn how to keep that from happening.
Organic referrals are as good as free advertising, but they don't always happen. More often, customers have to be prompted to refer people to your business. Here are nine ways to ensure you get referrals consistently.
CONTENT TYPE: Chart | TOPIC: Account-Based Marketing
A third of B2B marketers who use account-based marketing (ABM) say they have seen a return on investment of more than 50% from the strategy, according to recent research from Demand Spring.
CONTENT TYPE: Podcast | TOPIC: Marketing Content
George B. Thomas and Jay Acunzo dive into what storytelling for B2B marketers really means. They talk about “resonate and resonance," how to get started, why storytelling matters, and more. Take your content creation to the next level with this "unthinkable storytelling" episode.
CONTENT TYPE: Article | TOPIC: Communications
Text messaging apps now come with a spam folder. Uh oh. What can you still do to stand out from the competition in customers' text inboxes? These four rules can help.
Optimism for the US economy has plummeted among senior marketers, according to recent research from The CMO Survey.
CONTENT TYPE: Podcast | TOPIC: Social Media Marketing
Why Instagram, and why now? Expert author Jenn Herman busts Instagram myths, shares words of wisdom, and dives into how B2B marketers can get started and use the social media platform to its full potential.
Many marketing agencies are finding it harder to obtain new business this year compared with last year, according to recent research from RSW/US.
CONTENT TYPE: Article | TOPIC: Event Marketing
Smaller hybrid and virtual events can often reach more people than large conferences because smaller shows can better take accessibility and other attendee needs into account. Learn how to plan such events.
CONTENT TYPE: Article | TOPIC: Email Marketing
It takes continual, meticulous post-purchase engagement to turn a one-time customer into a brand evangelist. That engagement usually begins with an email conversation.
CONTENT TYPE: Article | TOPIC: Customer Experience
In B2B relationships, all voices are important, but not equal or the same—and treating them as such can cost your company retention and loyalty.
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