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  • Future Trends Friday Forum

    Friday Forum

    CONTENT TYPE: Friday Forum | TOPIC: Marketing Strategy

    What's next for B2B? Register now for the Future Trends Friday Forum and hear what three top industry experts have to say about what lies ahead. Sponsored by Momentive.

  • The Future of B2B Marketing: Hot Advice & Smart Insights for 2023

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Demand Generation

    Changes in technology, privacy, and customer behavior are disrupting digital marketing. But many of us are too busy to understand how these changes will affect our work and careers. So we're hosting a friendly fireside chat with six domain experts to discuss the important trends and changes coming your way in 2023.

  • Marketing Planning Friday Forum

    Friday Forum

    CONTENT TYPE: Friday Forum | TOPIC: Management

    As you think about your personal holiday plans, you'll want to pencil in time for our Marketing Planning Friday Forum. Three industry experts will share how to navigate the year ahead so that it's your best B2B year yet. It's a Friday Forum so exciting, you'll be spreading the marketing cheer all season long. Sponsored by Adobe Workfront.

  • Beyond the Buzzword: How You Can Use AI to Better Align Your Revenue Teams

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Marketing Technology

    Artificial intelligence in marketing is here to stay, and Marketing and Sales leaders can no longer afford to ignore it. Register today to catch up on AI trends and best-practices for your marketing strategy and for aligning your revenue teams. Sponsored by Drift.

  • Positioning in Highly Competitive Markets

    Webinar

    CONTENT TYPE: Webinar | TOPIC: Marketing Strategy

    Join positioning expert and MarketingProfs CEO Allen Weiss for this free webinar to gain a better understanding of your market, how to segment it based on the benefits your organization offers, and what sets you apart from the competition.

  • Brand Extensions: A Strategic Path to Growth

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    A brand known for a particular benefit enables growth opportunities beyond the product's original focus—via a brand extension. Using the brand on a new market offering that's in a different product category can provide sizable benefits, including new paths to growth. But you have to be careful.

  • Virtual Event Trends: Businesses' Future Plans and Top Challenges

    Chart

    CONTENT TYPE: Chart | TOPIC: Events

    Most professionals in charge of events say their firm is planning to increase or do the same number of virtual events in the next 12 months as it did in the past 12 months, according to recent research from Airmeet and Forrester.

  • How to Budget Strategically for Your Digital Marketing Campaigns

    Article

    CONTENT TYPE: Article | TOPIC: Management

    What's the secret to constructing a sophisticated, airtight digital marketing budget that's justifiable and sensible? It's definitely not more spend equals more payoff. Check out this article for budgeting tips.

  • Art or Science? The Fate of Data-Driven Marketing

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    In an era of Big Data and revenue-driven marketing strategies, is it possible to find a balance between the art and science of marketing? This article tackles that question.

  • Four Intent Data Mistakes ABM Newbies Make

    Article

    CONTENT TYPE: Article | TOPIC: Account-Based Marketing

    ABM is more effective with intent data! Yay! But you're using it wrong. D'oh! You might be making one of four newbie mistakes outlined in this article.

  • Stepping Out of the Dark Funnel: How to Shed Light on What Is Not Registered by Your Pixels (Article 2 of 2)

    Article

    CONTENT TYPE: Article | TOPIC: Metrics & Measurement

    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.

  • The End of Third-Party Cookies Is a New Beginning for Digital Advertisers: Arsen Avakian on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Advertising & Promotions

    George B. Thomas and Arsen Avakian dive into the end of third-party cookies and how it affects digital advertisers, as well as how important it is to connect to people's emotions during their buyer's journey—even more so than collecting data. Are you ready to have a third-party cookie conversation?

  • Direct Mail Marketing Trends

    Chart

    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.

  • How the Lines Between B2B and B2C Are Blurring [Infographic]

    Infographic

    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.

  • How Your Ideal Customer Profile Can Focus Marketing Programs for Greater ROI

    Article

    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.

  • The Factors That Most Influence Buyers of B2B Services

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    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.

  • Gain Differential Advantage Over Your Competitors: Core Competencies

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    A central goal of marketing strategy is to get an advantage over the competition. But how do you do that?

  • Hard Truths About B2B Personalization, Its Effectiveness, and Its Future

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    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.

  • Do People Trust Brands to Protect Their Personal Data?

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    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.

  • How to Humanize Your B2B Strategy in Five Steps

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    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.