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  • The idea of account-based marketing (ABM) isn't new. But recently we've moved beyond basics, shifting into full-on strategies and mindsets around how B2B marketing needs to get done. And when you think about that, it's a lot like dating.

  • Product marketing and sales enablement teams share an ultimate goal: to help sales teams sell. In many organizations, however, they plan and execute in silos, with misaligned efforts and priorities. And that simply undermines Sales. Here are ways to instead build collaboration and drive revenue.

  • Marketing strategies were not conceived with disruptions like coronavirus in mind. For many organizations, COVID-19 has turned the 4Ps—product, place, price, and promotion—into 4Cs: confusion, calamity, chaos, and complexity. That means we must reassess and adjust the 4Ps.

  • The Coronavirus crisis and crashing economic demand have resulted in rampant downsizing in numerous industries. Depending on how it's done, downsizing can weaken or strengthen your organization—during a crisis and for years afterward. So where should you deploy your precious resources?

  • Kelly Hungerford of oral care brand Sunstar Global opens up about how she brought the company's European marketing organization into the digital era.

  • Marketers at enterprise companies say they plan to shift budget away from in-person conferences and spend more on virtual events because of the COVID-19 pandemic, according to recent research from NewsCred and Sirkin Research.

  • It's been nearly 40 days and 40 nights since the US got serious about acknowledging and responding to COVID-19. Like everyone else, marketers have been overwhelmed. The floodwaters surrounding us may be muddy now, but as the currents calm the sediment will settle. Then what?

  • The instability created by the pandemic makes it tricky to simultaneously navigate brands' most pressing and longer-term needs. But one thing is clear: It's more important than ever for Marketing to stay agile, relevant, and ready to adapt—if necessary again and again. Here are a few emerging best-practices.

  • Our CX efforts are not selfless: We provide a positive customer experience because it drives repeat purchases and long-term loyalty. But what happens when there is a once-in-a-century pandemic? CX can't be about maximizing lifetime value.Yes, it's time to get real about customer-centricity.

  • Is your brand relevant to the various audiences—customers, influencers, the media—you want to reach? More specifically, how can you find the untapped opportunities for establishing relevance? How can you identify what they want so you can provide it?

  • If you look at the list of Fortune 100 companies of 50 years ago, you'll see that most of them no longer exist. Why? Nearly all of them failed because they focused on winning their battles—and in the process they lost their wars. So, how can you win your wars?

  • Most people say brands should continue to advertise during the COVID-19 outbreak, but they also say marketers should change the content of their campaigns to address the situation, according to recent research from Unruly.

  • There is a true golden ticket of marketing. With it, you can create effective, targeted communication that helps build lasting relationships with current customers and allows you to reach ideal customers in larger numbers. It can help you pave a path to strategic results.

  • To be creative is to try imaginative, innovative things. To be data-driven is to go with what works, based on the numbers; it's a safer bet. As a result, marketers have been transformed from a creative brain force into a hands-on-keyboard labor force. But there is hope for creativity's resurrection.

  • Most marketers say it takes too long to turn data into actionable intelligence, and then too long for that actionable intelligence to be applied to campaigns, according to recent research from the CMO Council.

  • As marketers scramble to refocus their strategy now that live events are canceled or postponed, it's a struggle to get budgets approved for ideas that will result in ROI similar to events'. Here's how to get buy-in and approval to fill the void created by the pandemic.

  • Is your organization trapped by history? Surprisingly, most companies are more shaped by their history than designed to respond to today's or tomorrow's opportunities and challenges. This problem influences virtually every aspect of a company's structure and its managers' behavior.

  • Marketing orchestration is a powerful approach in marketing automation and ABM. It focuses not on delivering standalone campaigns but on optimizing a set of related cross-channel interactions that together make up an individualized customer experience. In the process, you realize more pipeline and revenue.

  • Brand marketers say creativity and responsiveness are the attributes they value most in agencies, according to recent research from Ascend2.

  • As the world faces the global coronavirus pandemic, B2B CMOs face a critical problem: Reaching and persuading buyers will be extremely difficult for the foreseeable future. So, what's to be done?