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CONTENT TYPE: Video | TOPIC: Branding
A brand may be successful, but if it doesn't change and grow, it can easily stagnate. How far can you stretch the boundaries of your brand into new products and markets without overstepping?
CONTENT TYPE: Video | TOPIC: Customer Experience
In the latest episode of the Marketing Smarts Live Show, Demandbase's Justin Levy emphasizes the importance of partnerships over transactions—i.e., mutually beneficial activities. That's a particularly important approach in the case of B2B influencer marketing and private communities.
CONTENT TYPE: Article | TOPIC: Artificial Intelligence
Everywhere you look, another tech company is debuting its version of generative AI. So which tools are actually a good investment for content marketers? This article takes a look at three tools that offer unique strengths in content creation.
CONTENT TYPE: Article | TOPIC: Branding
Companies are fighting to survive, and Marketing needs to be more than a cost center. Although it's easy to preach about the value of brand marketing, the rubber needs to meet the road in practical execution and deliver tangible results.
On this episode of the Marketing Smarts Live Show, HubSpot CMO Kipp Bodnar and host George B. Thomas get into the nitty-gritty of what's been on so many marketers minds recently: When given access to a customer's data, how are you going to use it?
CONTENT TYPE: Article | TOPIC: Marketing Management
The job market has been volatile recently, see-sawing between pandemic layoffs and the "Great Resignation." This article looks at the company characteristics that help attract and then retain B2B marketing talent.
CONTENT TYPE: Article | TOPIC: Email Marketing
Was your campaign email opened? If the recipient just deleted it anyway, maybe it doesn't matter. Try shifting your email measurements to these eight metrics instead.
CONTENT TYPE: Video | TOPIC: Career Development
A lot of variables determine whether you feel comfortable in your marketing career: your boss, your role, your company, your ability to create change or control upcoming changes... How do you know you're in the right place?
CONTENT TYPE: Article | TOPIC: Social Media Marketing
Are you closing the door on Instagram leads? Get their attention and invite them in using these 10 simple tactics.
Brand launch. Brand refresh. Rebrand. You know the drill. But what do you do when the best brand option was one you left behind?
CONTENT TYPE: Article | TOPIC: Marketing Strategy
Speaking the language of the C-suite not only enhances marketers' credibility but also increases chances for getting meaningful resources for carrying out important marketing activities.
CONTENT TYPE: Video | TOPIC: Event Marketing
Anything—from podcasts to community meetups—can be an event, insists Airmeet CMO Mark Kilens. And such micro-events should take place often, in different formats, he says, because in a vast sea of online content... events can also be a brand differentiator: "You can't stand out with content anymore."
One friend says, "Let's get dinner some time." Another friend says, "Let's get dinner Tuesday at 7PM." You can already tell the second friend is more interested—and the same principle applies to setting sales appointments.
CONTENT TYPE: Article | TOPIC: Demand Generation
Does your thought leadership contribute to marketing, or is it just amorphous posturing that makes you sound smart? (Spoiler: that wouldn't really be thought leadership, anyway.) Here's how to infuse actual demand gen into your leadership content.
Slack and Discord are the titans of online community at the moment—particularly for businesses looking for easier ways to communicate. But they're not the only options. As illustrated by (naturally) Nicolas Cage, sometimes the obvious choice isn't the right one for you.
CONTENT TYPE: Video | TOPIC: Marketing Content
Why should marketers expect blind acceptance that the claims they make in marketing content are true? They shouldn't. So how do marketers prove their statements?
How have empathy maps changed now that empathy is more vital to marketing than ever? This article suggests that they become as mutable as the customer behaviors that inspire them.
CONTENT TYPE: Video | TOPIC: Advertising & Promotions
Videos, interactive gaming, choose-your-own-adventure product tours... there's so much complexity in digital marketing right now that nobody could be blamed for yearning to rely on a plain old billboard. But is such a thing still effective?
The "Hi [customer name]" template falls short of true personalization in the post-pandemic world. What people want from brands now is much less Mad Lib and more customized experience.
AI won't replace marketers so much as eliminate time-sucking tasks that they don't like doing anyway—and that goes for all kinds of tactics and content, from audience targeting to product descriptions.
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