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  • Why You Should Be 'Cloning' Your Best Customers to Grow Your Business

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    By analyzing your most successful customer interactions and understanding customers' goals, you can better inform your marketing efforts to replicate your best and favorite customers. So how is that done? Let's break it down into a few key steps.

  • Supercharge Your Strategy With Content Syndication

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Marketing Content

    Discover the benefits of content syndication—namely, boosting lead generation, brand awareness, and SEO performance—and learn how to execute an efficient, effective program. Learn how content syndication can support your marketing objectives in 2023. Sponsored by DemandScience.

  • Six Steps to Future-Proof Your B2B Marketing for Greater ROI in 2023

    Webinar

    CONTENT TYPE: Webinar | TOPIC: Marketing Content

    Join veteran B2B Marketing expert Michael Brenner to learn six practical steps you can take right now to start meeting buyer needs and your CEO's expectations.

  • Data Providers Need to Allow Independent Audits. Here's Why.

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    It's easy to audit your own first-party data. But what about data you purchase from a provider? Can you verify its quality? An independent audit can.

  • What Third-Party Cookies' Delayed Demise Means for Marketers

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    A few months ago, Google announced a delay to its blocking of third-party cookies... again. We keep preparing, and the deadline keeps getting pushed back. Given that additional time, how should we be spending it?

  • Market Segmentation: Where Companies Go Wrong and Why You Need Differential Advantage Analysis

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Welcome to a highly misunderstood topic: segmentation. This article explains what marketers tend to get wrong about segmentation, what's a better way to segment, and why doing a differential advantage analysis after segmentation can help you beat the competition.

  • Feedback Is Fuel: Use Insights to Supercharge Your Marketing

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Customer Experience

    To be successful, marketers need to be able to quickly create feedback loops and act on customer insights—no easy task in an uncertain market. In this webinar, you'll learn how to listen to and better serve your customers—while boosting acquisition and retention. Sponsored by Momentive.

  • 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?

  • 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: 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.

  • Four Common Content Reporting Challenges and How to Fix Them

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Making campaign results sound impressive to management is difficult enough in itself; you don't need added hurdles. But if you do run into problems, this article will help you resolve them.

  • Stepping Out of the Dark Funnel: How to Shed Light on What Is Not Registered by Your Pixels (Article 1 of 2)

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    The marketing funnel is supposed to map out the process of bringing a customer on board. But there's a mysterious no-man's land where those people hang out and share information before they even reach your map. Here's how to take that dark portion of the funnel into account.

  • The Future of TV Ad Measurement Is TBD. Here's What Marketers Should Do About It.

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Synchronous viewing of broadcast TV programs seems like an ancient practice now, and the proliferation of CTV, OTT, and online video has made traditional methods of measuring ad effectiveness obsolete. Here are four things marketers can do to adapt.

  • The Essential Social Media KPIs: What to Track on 7 Platforms [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Measurement & Analytics

    Which metrics should be you paying attention to? This infographic looks at at the essential KPIs to track on seven major platforms: Facebook, YouTube, Instagram, LinkedIn, Pinterest, TikTok, and Twitter.

  • 2023 B2B Content Marketing Report: Benchmarks, Budgets, and Trends

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Content

    The newly released 13th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report highlights that B2B brands are increasingly prioritizing content marketing, but the resources to support this newly prominent role aren't always available.

  • Google Analytics 4 Is Almost Here—It's Time to Test and Prepare

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Transitioning to GA4 may seem like a daunting task. But the earlier you start, the easier it will be. Follow this action plan.

  • Lead Scoring Best-Practices That Lead to Better Alignment and More Sales

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Demand Generation

    Say goodbye to Sales and Marketing communication breakdowns and disagreements about leads—especially lead quality and lead follow-up (or the lack thereof). In this webinar, you'll learn how to use lead scoring to align Sales and Marketing, gain strategic insights about products and accounts, and close more deals. Sponsored by Adobe Marketo Engage.

  • Measuring the Immeasurable: Customer Loyalty Metrics

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Although it's impossible to give an absolute value to abstract concepts such as loyalty, there are metrics that can indicate customers' willingness to return to your company. Here's what to track.

  • Performance Marketing: How to Do More With What You Already Have

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Marketing Strategy

    Nana said it best: "Make do and mend." In this webinar, we'll teach you how to make the most of what you have—using a humble budget to drive revenue numbers worth bragging about. Learn how to keep ROI high even when your resources are low. Nana would be proud. Sponsored by Drift.

  • B2B E-Commerce: Six Common Return-on-Ad-Spend Measurement Mistakes

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Advertising is a B2B e-commerce marketer's best friend—but it can stab you in the back if you don't measure the return correctly. Here are six mistakes to watch out for.

  • Why Your Customer Experience Metrics Are Lying to You

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Convincing ourselves that our customer engagement tactics are working may feel great, but it isn't always helpful. That's why you should avoid relying too much on these three metrics.