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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.

CONTENT TYPE: Article | TOPIC: Marketing Technology

Once the novelty of AI-generated content has worn off, is it really useful to your company? This article argues that it absolutely is, and you should adopt it sooner rather than later.

CONTENT TYPE: Article | TOPIC: Email

There's nothing particularly thrilling about writing RFPs. But when it's time to switch email service providers, the sheer number of options basically requires you to write them. Here are three tips to make the process less painful.

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.

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.

CONTENT TYPE: Article | TOPIC: Marketing Technology

We all know about the "Great Resignation," but survey results have uncovered a "Great Customer Resignation" as well. Churn is at an all-time high. Luckily, implementing data and good tech can mitigate the problem.

CONTENT TYPE: Article | TOPIC: Metrics & Measurement

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.

CONTENT TYPE: Article | TOPIC: Public Relations

Fears of a possible recession have B2B SaaS companies feeling off-balance. But that doesn't mean branding has to stop. Time to pull out these five PR tactics and make your company stand out in a different way.

CONTENT TYPE: Article | TOPIC: Metrics & Measurement

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.

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.

CONTENT TYPE: Article | TOPIC: Metrics & Measurement

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.

CONTENT TYPE: Article | TOPIC: Search

Google's "helpful content update" to its algorithm has companies wondering how their SEO will be affected. Your SEO will be OK if you avoid these five traps.

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?

CONTENT TYPE: Article | TOPIC: Demand Generation

This article explores how to nurture potential B2B clients through the awareness journey, from Marketing-qualified lead to Sales-qualified lead, using the Awareness Cascade.

CONTENT TYPE: Article | TOPIC: Demand Generation

This article explores why it's important to build campaigns that elicit the behaviors you wish to see your leads displaying, and how to do that effectively—through marketing automation.

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.

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.

CONTENT TYPE: Article | TOPIC: Content

As a content marketer, do you ever wish you could eavesdrop on sales calls to figure out what content items your sales team is actually using? Good news: AI can do that so you feel less creepy.

CONTENT TYPE: Article | TOPIC: Content

Writing can feel like inching your way along a pitch-black tunnel. You can make out only the next few feet in front of you. It's scary. But The Writing GPS is here to help.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Right now your prospects might be on board with your solution. Three months from now, they might have forgotten you entirely. Learn how to keep that from happening.