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CONTENT TYPE: Article | TOPIC: Career Development

Considering how rapidly marketing is changing, including how reach is fracturing across a myriad of channels and platforms, there's a lot that's not in our control. What we can control is we react to inevitable failure. For gritty marketers, it can be the secret to marketing success.

CONTENT TYPE: Article | TOPIC: Public Relations

An increasing number of customers want ethical products and services. That means marketers need to adopt more ethical marketing practices. Here's what you need to know—and do.

CONTENT TYPE: Article | TOPIC: Advertising & Promotions

Scaling your PPC search ads efficiently—increasing advertising spend while maintaining performance—is crucial to growing revenue. Here are the pros and cons of horizontal and vertical ad scaling approaches. Discover which would work best for you.

CONTENT TYPE: Article | TOPIC: Marketing Management

GTM captures the essence of B2B marketing and sales. The first critical step—the most vital element of any GTM planning—is to get management buy-in, which hinges on the quality and clarity of your GTM plan. Here's how to develop and communicate a solid plan.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

The next few years will bring fundamental shifts to marketing. First things first, though: Prepare for what's to come in 2024 before looking further out into the future. Here's where 2024's most successful marketers and media agencies will direct their focus this year.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

The bad news is that marketing isn't going to get any easier in 2024. The good news is that your marketing output is sure to improve if you use these three predictions to work both smarter and harder in the new year. See what's ahead...

CONTENT TYPE: Article | TOPIC: SEO

Many small B2B SaaS companies ignore SEO... and they are right to do so! But that's not the case for midsize and enterprise-level SaaS companies; for them, SEO is vital. All the more reason to avoid these seven common mistakes specific to B2B SaaS.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Removing extra steps in a marketing process or streamlining your product by removing an unnecessary bell or whistle can lead to less friction and cost savings. A subtractive approach can help unlock new possibilities for producing better results.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

For marketers, belt-tightening is back for 2024. Balancing brand and demand investments, however, doesn't have to hurt. In fact, taking these six steps can increase impact, build resilience, and pave the way for long-term growth. Do more with less.

CONTENT TYPE: Article | TOPIC: Marketing Content

Doing a little bit of every kind of marketing content means you do none really well. But with a consistent investment in fewer content types that are relevant to your audience, you can build an effective content-marketing mix strategy.

CONTENT TYPE: Article | TOPIC: Marketing Management

During revenue headwinds and economic uncertainty, CFOs often turn to reducing marketing headcount and budgets. Yet, CMOs must still generate more pipeline and revenue. But how? Enter outsourcing—specifically, marketing as a service.

CONTENT TYPE: Article | TOPIC: Branding

The Barbie movie is a marketing masterclass that offers valuable insights for branded podcasts—and marketers. The strategic marketing approach that made Barbie a global phenomenon can be applied to take your marketing to the next level.

CONTENT TYPE: Article | TOPIC: Artificial Intelligence

The world as we know it changed dramatically in 2023—generative AI's breakout year. So, what have we learned in the past year from the AI whiplash rollercoaster ride? Trends, takeaways, advice... it's all here.

CONTENT TYPE: Article | TOPIC: Branding

Each type of marketing video has attributes that make it better at some tasks than others. Whiteboard videos excel at engaging and concisely conveying lots of information. But, with the right visual and production elements, they can also be great for branding.

CONTENT TYPE: Article | TOPIC: Public Relations

Radio and podcast appearances can be powerful ways to spread your message to an audience of avid listeners who might convert into potential leads. But you have to know how to tailor your message to audiences that listen to these types of shows. These useful tips will help.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

"What should I keep in-house, and when should I use an agency?" That marketing and advertising dilemma may be one of the most persistent. And the decision can be hugely consequential. Here's how to weigh your options.