Since our founding in 2000, we've produced tens of thousands of marketing resources. (So many that even our editors have a hard time keeping up!) That's why we've set up our resource page so you can search, refine, and find exactly what you're looking for. Start by filtering our full library to make your results more relevant. Or, enter a search term first to pinpoint just what you need.
CONTENT TYPE: Article | TOPIC: Marketing Strategy
The exercise of creating a messaging framework helps you better understand your company—not just what it does but also how and why. Most important, it helps you determine how you should communicate with your market. Here's the what, why, and how of messaging frameworks.
CONTENT TYPE: Article | TOPIC: Metrics & Measurement
One of the biggest sources of friction between B2B demand generation and sales teams is attribution, which often results in finger-pointing and blame. But it doesn't have to be that way.
The pandemic has changed customer relationships, and in the process we marketers have become more valuable than ever. We've known the power of digital, and mastered the strategy, tactics, and technology to harness it. Let's seize the opportunity to help remake Marketing and Sales.
Sales and marketing teams can often seem aligned—even when they aren't really. In fact, alignment levels have been decreasing. Take the three steps discussed in this article to ensure Sales and Marketing are communicating, collaborating, and working harmoniously.
CONTENT TYPE: Article | TOPIC: Events
Planning events in the post-pandemic world will require an audience-focused strategy to enable innovative adaptations and messaging that will engage attendees. Learn how to do that effectively by using this checklist.
CONTENT TYPE: Article | TOPIC: Search
Software as a service is becoming essential in both our work and our social lives. For SaaS companies looking to drive traffic, build awareness, and generate leads, PPC is one of the most powerful tools available. Check out these five tips to make PPC work for you.
CONTENT TYPE: Article | TOPIC: Content
Explainer videos allow us to promote our products and services while also sharing valuable information that our potential customers need. Follow these five steps to ensure your video hits all the right notes for your audience.
Some people think content operations isn't necessary—that everything will work fine without it. But it won't. Without content operations, there is content chaos. And you'll suffer huge opportunity costs. Here are 10 steps to avoid that chaos and those costs.
B2B? B2C? B2B2C? The pandemic has changed the business landscape into one that is universally B2P: business-to-people. Find out what that means and how you can derive its many benefits. Read more.
Marketing can be difficult at a time when so many of us feel assaulted by discouraging information. Use these techniques to fine-tune your strategy for customers who have crisis fatigue.
B2B sellers have relied heavily on tradeshows, user conferences, and other in-person interactions to launch products and services, generate leads, and nurture relationships. But B2B marketers must now replicate the impact of in-person events online. These 12 tactics will ensure you succeed.
This year, businesses have had to grasp at every opportunity to drive interest and sales. Luckily, YouTube has become a useful option. Video is great for user engagement, and YouTube can drive traffic—and leads. To that end, these 15 tools can help you optimize your YouTube content.
Like chefs, marketers regularly combine a variety of "ingredients" to achieve a desirable result. Unfortunately, two of those ingredients—inbound and outbound marketing—are routinely set up as competitors even though, like salt and pepper, they're actually complementary.
CONTENT TYPE: Article | TOPIC: Demand Generation
We all want warm leads—those who already know us and our company—because they always out-convert cold leads. So how do you find more of those already-warm leads? Find the buyers who've moved on from current clients.
CONTENT TYPE: Article | TOPIC: Branding
In the fleeting digital world, empathy toward your customers is an invaluable asset. But companies that fail to let their audience peek into their own human side also fail to build trustful and lasting customer relationships. Doubly so in B2B. Here's how you can solve that problem.
We all know the pain of staring at a blank page, waiting for inspiration to strike. This ultimate guide—full of techniques, processes, tips, and tricks—will explain how to capture, create, explore, refine, and implement those seemingly illusive ideas. Find out more.
Links remain crucial to search engine optimization. But it can be tough for B2B brands, especially when there's no major launch or corporate-level change to attract publishers. Regardless, you can use "tangential content" to build links throughout the year.
To get the most out of video marketing, use the sales funnel concept to tailor video content and messaging to buyers' stage in their purchase-decision journey. You'll improve the chances of conversion—and increase sales and revenue.
The abrupt changes caused by Covid-19 have shocked our personal and work lives, forcing us to rethink how we do business. But some things have not changed—like knowing what the most important metrics are... yet not being able to improve in those areas. However, you can bridge that gap and drive revenue.
Particularly when you're dealing with B2B prospects and clients, product videos provide a direct and effective form of communication that can speed up the decision-making process. If you do them right.
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