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Marketing Article Index » More marketing articles

  • Seven Post-Purchase Email Conversations That Will Foster Customer Trust and Loyalty
    It takes continual, meticulous post-purchase engagement to turn a one-time customer into a brand evangelist. That engagement usually begins with an email conversation.
  • Why VoC and CX Can't Be One Size Fits All
    In B2B relationships, all voices are important, but not equal or the same—and treating them as such can cost your company retention and loyalty.
  • What Is Marketing Strategy? A Brief Introduction
    "What is the definition of marketing strategy?" is a common question among marketing professionals and others in the business world. This article covers some basic ideas that separate marketing strategy from other aspects of marketing.
  • A Branding Geek's Five Brand-Naming Rules You Shouldn't Hesitate to Break
    Many brand-naming rules are totally valid, but adhering to them doesn't guarantee success. Every brand is different, and if you need to break one of these five rules, it's okay.
  • Google Analytics 4 Is Almost Here—It's Time to Test and Prepare
    Transitioning to GA4 may seem like a daunting task. But the earlier you start, the easier it will be. Follow this action plan.
  • How Sales Teams Can Improve Operations With Sales Intelligence Tools
    Marketers are not alone in the struggle to juggle their tasks. Salespeople can become just as frustrated. This article breaks down what it looks like when your sales department is in desperate need of an intelligence tool.
  • Moving From Content Marketing to Content Strategy: Four Actions to Take
    You can have the longest list of content items in the world, but it's not a content strategy until they're mapped to your customers' needs. To get there, take these four actions.
  • Why It's Not Your Sales Team's Job to Nurture Leads
    To support Sales, marketers need to cultivate leads and nurture them through the buying process—empowering leads and the sales team alike to have conversations with each other. See what needs to be done.
  • How to Use Marketing Automation to Create Contextual Sales Conversations
    Marketing has the power to not only drive demand gen but also ensure the sales team has relevant, contextualized conversations with qualified leads. Learn what contextualized conversations are, why they work so well to convert leads, and how marketing automation can help you help Sales.
  • A Complete Guide to Anchor Text Optimization in Four Steps
    Optimizing anchor text is as delicate as it is essential. Iffy tactics risk penalties, but playing it too safe means low rankings. Google will judge you. Follow the four steps in this article to get your anchor texts just right.
  • Measuring the Immeasurable: Customer Loyalty Metrics
    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.
  • Three Steps to Personalizing the Overall Customer Experience
    Your company may have its messaging content and tone perfected, but that counts for nothing if you're messaging customers at 3 in the morning on weekends. Go through the steps in this article to achieve total personalization of the customer experience.
  • Four Steps Marketers Can Take to Drive Growth During a Recession
    As a marketer, you might feel helpless when the economy takes a tumble and suddenly people aren't spending money. But there are still things you can do to take advantage of a quiet market.
  • The State of Competitive Intelligence: Four Trends
    Do you have a dedicated competitive intelligence team, or does your company just poke around on its competitors' social media now and then? The results of a new study might convince you to ramp up your tactics.
  • Eight Myths of Marketing Automation
    It's only for email! It's only for enterprise businesses! It will replace us all! Wrong. This article sets out to debunk eight marketing automation myths.
  • Webinar Invitations: Examples and Best-Practices
    We've all been there: You send out a million party invitations, and nobody shows up. Ouch. To ensure that doesn't happen with your company webinars, use these invitation tips.
  • The Cost of Poor Business Writing
    Has the meteoric rise of video and audio content made written text obsolete? Hardly. Bad business writing can cost a company everything, from productivity to potential customers.
  • Four B2B Event Marketing Takeaways From TikTok
    Even if your B2B company doesn't make direct use of TikTok, it can still learn something about event marketing from the popular social platform. Here are four takeaways.
  • B2B E-Commerce: Six Common Return-on-Ad-Spend Measurement Mistakes
    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.
  • Web 3.0, Blockchain, and the Metaverse: Opportunities for B2B Marketing
    Once their novelty wears off, do metaverse, blockchain, and Web 3.0 technologies have practical uses in the B2B space? This article explores a few possibilities.
  • How to Increase Leads: Effective Entry Points for Lead Magnet Signups
    This article explores what entry points are and how to successfully use them to get people signed up and into your database.
  • Email Newsletters: Nine New Best-Practices
    The email newsletter will never die! But it will continue to undergo changes every now and then. Here are nine of today's best-practices that will get your newsletter read.
  • A Beginner's Guide to How Google Ads Work
    When basic SEO feels like crawling up the flat surface of a rock, Google Ads can give your marketing a lift. Here are the basic types and some best-practices.
  • A Powerful Demand Generation Tactic: Lead Magnets and Customer Segmentation, Together
    This articles explains what lead magnets are, how businesses use them incorrectly, and how to integrate segmentation and lead magnets to better drive demand generation.
  • Why You Need a Branded Podcast (And How to Create and Brand Yours)
    Podcasts are everywhere. Chances are your audience members subscribe to several. And their content—especially that of a branded podcast—is conducive to spreading brand awareness.
  • Four Ways AI Can Win You More Customers
    You don't have to be in IT anymore to take advantage of big data and AI. Check out these four ways to use AI for finding prospects you may not have known were there.
  • Why Your Customer Experience Metrics Are Lying to You
    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.
  • How to Charge Up Your Email Marketing With Video Enhancements
    Email marketing, though old school, is always evolving, as are its enhancements. HTML has become par for the course, but many are still reluctant to include video in their emails. This article breaks down the possibilities and best-practices.
  • Seven Self-Sabotaging Mistakes in B2B Cold-Calling That Might Be Tanking Your Sales
    Are you unwittingly sabotaging your cold-call sales by being too chatty, or failing to prepare, or reading straight from a one-size-fits-all script? Read this article to find out, and learn what to do instead.
  • How to Make a Company-Story Video That Helps Your Business Shine
    Your company's reputation doesn't rest on products and services alone. People like to support brands they can relate to, and a video telling your company story is the perfect way to draw them in.
  • AI-Powered Martech in 2022: Promising or Already Indispensable?
    Why do a mundane task when software can do it for you? The use of AI in marketing has gone mainstream in recent years. Where will it go from here?
  • 10 Tips for Writing Engaging Blog Posts
    Keeping people's eyes on your website is a vital top-funnel tactic. Check out these 10 tips for more engaging blog posts.
  • How to Build a LinkedIn Employee Advocacy Program That Doesn't Fall Apart
    Enthused employees can have a huge effect on your company's reputation and bottom line, and excitement is easily built on LinkedIn. Here's how to use the social platform for employee advocacy.
  • How to Identify SQLs Based on Sales Intent Behavior: Awareness Stages and Demand Gen
    This article explores sales intent behavior, helping you understand precisely where and when your sales team should get involved with leads—and when you should be nurturing them instead.
  • How to Reach the Right Candidates With Programmatic Recruitment
    Programmatic: it's not only an ad strategy aimed at acquiring customers but also a tool for recruiting employees. The technology allows employers to target and discover better job candidates.
  • Switching From Product-Centricity to Customer-Centricity With Personas
    Marketers are storytellers, and storytellers create character sheets to ensure they know their fictional cast members inside and out. The marketing equivalent? Buyer personas. Here's why they work and how to create them.
  • Avoid These Six 'Kisses of Death' in Business Development to Keep Your Marketing Funnel Alive
    If you don't continually invest in business development to keep potential clients in the marketing funnel, your brand might as well not exist. Don't let that happen. Ensure you aren't making these six mistakes.
  • Using Behavioral Progressive Profiling to Drive Demand Generation
    The version of progressive profiling that most marketing automation companies espouse merely collects more data on prospective customers. But more data isn't enough. What you need instead is an understanding of those potential customers based on their behavior so you can significantly increase your chances of closing a sale.
  • How B2B Marketers Can Avoid the Bane of Boring Content
    Data this, metrics that... it can be hard to harness basic creativity in the current marketing environment. This article argues for a return to design and a focus on interactive content to break up the monotony.
  • How to Use Buyer Reviews in B2B Marketing
    When you're about to spend money on something, chances are you look up reviews of it first. But reviews and ratings aren't useful to buyers alone. Marketers can learn and benefit greatly from taking reviews into account.
  • Digital Ad Strategy 101: A Starting Point
    Marketers can't be blamed for being overwhelmed by the seemingly endless choices that digital advertising offers. But do you have to embrace every option and every channel? There's a better way.
  • Taming Martech Stack Bloat Is Essential to Scaling Revenue
    Too... much... technology... It's time to rethink how your martech stack works and which parts of it are really necessary. Your revenue depends on it.
  • Four Ways Marketers Can Triumph Over the 'Great Resignation'
    Everyone's quitting their jobs! Or so it seems. In-house marketing teams are rare enough, so how do we keep marketers from leaving and making them even more rare? This article presents some ideas.
  • How to Level-Up Your Content Marketing With a Topic-Cluster Plan
    Topic clusters arranged around a pillar page are SEO-friendly as well as helpful for keeping your website visitors from hopping off to learn more somewhere else. Here's how to create a topic-cluster content plan.
  • How to Perform a Competitive Analysis of the Mobile App Market
    The mobile app market may seem like an unruly landscape at times. But as is the case with every market, tapping into it requires research and competitive analysis.
  • The Secret Six-Ingredient Recipe for Perfectly Compliant Cookie Banners
    Clicking "accept cookies" is an annoying but necessary step in the modern Web browsing experience. This article covers how to construct a site banner that is both compliant and (relatively) pain-free.
  • Four Steps to Stronger Case Studies
    Your case studies are probably boring, but don't panic. It's not the cases that are the problem; it's the way you're presenting them. Fix it with this four-step cure.
  • Three Ways to Set Your Clients Up for Success
    As an agency, you have more than just the smarts to help your clients with their bottom line; You have the means to prove marketing's value to the business—and showcase your own awesomeness.
  • NFTs: From Collectibles to Brand Engagement
    NFTs have had a strong debut as one-of-a-kind collectibles, but forward-thinking brands will organize around how they can take advantage of this new class of technology to mobilize customers and engage communities.
  • The Power of Storytelling in B2B Marketing
    Give personality to a software feature. Provide an epic tale with a product update. Even business buyers are swayed by stories, which bring emotion—and humanity—to your brand.
  • How to Write Persuasive Blog Posts: A Template
    So you've just crafted a beautiful blog post bursting with metaphors and emotion and elaborate language. Done! The sales should roll in. But that's not quite how persuasion works. Check out this article to find out what does.
  • The Five Layers of the Modern Martech Stack
    A well-functioning martech stack should be like a five-layer burrito—a worthy set of ingredients by itself that makes for an even better combination. Here's what modern marketers have been putting into their "burritos."
  • Six Ways to Use AI for B2B Growth
    Mundane tasks taking up your time? Overwhelmed by data? Good news: there's an AI-based tool for that.
  • Web Accessibility: Is Your Marketing Campaign Reaching Its Maximum Audience?
    It's easy to assume everyone has equal access to Internet content. But a lot of design and development practices make that access difficult or impossible for people with disabilities. Here's how you can make your content more accessible—and more useful for everyone.
  • When and How to Use Plain-Text Email in Marketing: Use Cases, Design Best-Practices
    It's hard to remember a time you could open an email and not be assaulted by buttons and graphics and neon colors. Is there any place for boring typeface in the marketing world anymore? Perhaps. Here are some situations when plain text is effective.
  • Create a Customer Success Team From Scratch in 10 Steps
    Sometimes the best way to own customer success is to create Customer Success—its own department, that is. But how? Here's a 10-step guide.
  • Rethinking Industry Events: Get Comfortable With Flexibility
    "Coming to you live" doesn't mean as much as it used to. Event attendees have adapted to on-demand, tech-savvy experiences, and marketers have to embrace that.
  • The Pain of Marketing Leaders: Why We're Overwhelmed and What We Can Do About It
    If you can barely remember the "once upon a time" when your marketing job was satisfying and fun, you're not alone. Marketing leaders deal with pressure from every direction. Here's why—and three steps you can take to regain control.
  • Five Ways Marketing Can Support the Sales Process to Maximize Growth
    Support from marketing teams can bring a lot of value to the sales process. Really. No, wait! Come back here! This article explores five ways that can be true.
  • How to Identify and Prevent B2B Channel Conflict
    You have a big channel partner who has doubled your sales. Yeah! But then the partner starts making decisions willy-nilly without checking with you. D'oh! Here's how to prevent similar conflicts.
  • Email at Scale: How to Increase Campaigns and Manage Complexity
    Composing a single email is hard enough. How can you possibly plan for email at scale? It helps to keep these tips in mind.
  • Could NFTs Replace Your CRM Strategy?
    Do the potentials of blockchain technology go beyond the novelty of "owning" a digital piece of art? Perhaps. Future marketers could harness NFTs for functions typically associated with customer relationship management.
  • Why ABM Should Be Supported—Not Driven—by Tech and Demand Gen
    Is your ABM strategy following deals through close, or is it focused only on the top of the funnel? If the latter, your strategy is actually limited to tech and demand gen instead of true ABM.
  • Four Things TikTok Can Teach Us About Presentations
    TikTok may be the world's favorite time-waster at the moment, but lessons about speech and presentation can be learned from the annals of its scroll-happy user base.
  • How to Effectively Use CTAs in B2B Cold Emailing
    "Click here for more." Is anyone actually going to click on a call to action like that? Probably not. Check out what makes for a good cold email CTA in this article.
  • How to Use Brand-Mapping to Position Your Business
    Successful branding relies on having a defensible market position, and a good way to regularly evaluate yours is to use brand-mapping. Here's how.
  • What Marketers Need to Know About NFTs
    Okay, we've all heard about NFTs. But are they actually useful in the marketing world? How can brands incorporate them into their strategy? The answer may lie in community-building.
  • You Can't Have Revenue Operations Without Revenue Marketing
    A RevOps department is only as effective as its unification of metrics—and it really should be the marketing department that takes that leap, argues this article.
  • The Biggest Driver of Your Business Value (Hint: It's Not Top Management)
    Visibility, flexibility, and accuracy: who in your organization can provide all three to have the greatest effect on business? Those entrenched in day-to-day operations.
  • It's 2022: Do You Know Where Your Sales Reps Are?
    Digital transformation doesn't have to turn your sales reps into disembodied Internet heads. B2B buyers have become more self-serve, yes; but it's still advantageous for them to work with seller expertise, even post-pandemic.
  • Four Tips for Building a Realistic Video Production Timeline
    We've all overestimated our ability to get a project done in time and missed a deadline. But when the project is a B2B marketing video, the company can suffer the consequences. Here are four tips to ensure that doesn't happen.
  • How to Create a Successful Pride Campaign
    Pride Month is upon us, and many companies will rebrand with rainbows to mark the occasion. But running Pride campaigns without aligning your brand with LGBT struggles is disingenuous. Here's how to do Pride Month right.
  • Five Ways to Get Keyword Ideas for Your Website: A Beginner's Guide
    Keyword research can be complicated, but the best keywords and phrases to target can often be found by just sniffing around Google and competitor websites. Here's a basic rundown of where to start.
  • The Knowledge Bank: Your Marketing Content Team's New Favorite Tool
    Ever felt like you need a reference library for your marketing content? Of course you have. It's called a knowledge bank, and its existence will make everything easier.
  • How Content Teams Are Boosting Content Creation Using Automation Tools
    We can all admit it: Creating content can feel like a slog at times. Fortunately, software has caught on, and there are plenty of tools that make the process easier. Here are six of them.
  • Balancing Consumer Trust with Privacy-Safe Targeting: Three Tactics
    Instead of lamenting the impending tightrope walk between personalization and privacy, marketers should take advantage of the cookieless environment and forge better customer relationships.
  • A Framework for Getting Started With Customer Journey Mapping
    Customers don't just jump into a car and drive around aimlessly until they reach a purchase. They follow a map—one that can be mirrored for greater business success.
  • How to Spring-Clean Your Website Content
    The birds are chirping, the sky is blue, and... yikes, that infographic you posted two years ago just doesn't hold up. Time for a spring cleaning. Here's how to do it.
  • Traditional Content Marketing Is Broken—Here's How Amplified Marketing Can Fix It
    Amplifying your content can be as simple as breaking a larger piece into bite-sized (byte-sized?) pieces, and there's no better way to get those pieces than by having a good conversation.
  • Using Product Management to Bring a Strategic View to Data and AI Ops
    Real-world AI looks very different from sci-fi TV's beeping robots most of us watched while growing up. Today's AI cannot fulfill its potential if it's relegated to its usual incarnation—expensive prototypes or initiatives. AI in the enterprise functions best as an integral part of a product management system.
  • Quality Over Quantity in Lead- and Conversion-Scoring
    The best way to establish a lead-scoring system is to follow what makes marketing so effective: knowing your core audience and setting goals. Check out this article for more on lead-scoring.
  • The Four Benchmarks of an Agency's Life Cycle—And How to Profit From Them
    Many marketers get to the point where they want to venture out on their own, but starting a new agency can be confusing and complicated. Here are four benchmarks to count on, and what you should measure when you get there.
  • How to Spark Customer Delight in Unexpected Places
    Replacing a ho-hum experience with something clever that brings a smile or otherwise engages is incredibly powerful. Make the most of every customer touchpoint by being creative in these six places.
  • How to Wholly Unify Sales, Marketing, and IT
    So you've got your sales and marketing departments on the same page... mostly. But where does IT fit in? Can you put everyone in the same room without all hell breaking loose? To achieve interdepartmental harmony, follow these steps.
  • What Will a Cookieless Future Look Like Five Years On?
    Marketers should be gazing into their crystal balls to see how their company will really fare in the cookieless future. Here are the tactics that will keep brands afloat.
  • Be Positioned or Get Positioned: Do's and Don'ts for Transforming the Perception of Your Brand
    "Positions, everyone!" You know where your company started at the beginning of the show. But where is it by intermission? If you don't know, it may be time to reposition.
  • How Superior Product Experiences Can Fuel Exceptional Customer Experiences: Three Considerations
    In the modern digital world, customer experience is not just about how you deliver the features of your products but also about how your customers interact with those products online. For excellent product experiences, follow these three tips.
  • Brands as the Center of Data Solutions? It's Already Happening
    What can B2B marketers learn from a retail brand? A lot more than just B2C tactics, if the brand sets up its own data solution. And that's happening more and more.
  • Never Stop 'Dating' Your Customer: Three Ways to Nurture Relationships
    Dating horror stories... we all have them. But happens when dating goes well? It looks a lot like a long-term relationship between a company and its repeat customers.
  • How to Use Interactive Ad Campaigns to Generate Leads
    You know when you were a kid visiting a museum and hated reading long blocks of text but loved the slimy "touch and feel" displays? That's pretty much how interactive advertising works—and for generating leads, it definitely works.
  • The Customer Data Conundrum: How CX Leaders Can Optimize Both Privacy and Personalization
    After 2+ years of major pivots and accelerated digital transformation, brands are now having to take a close look at how they handle customer data. To make absolutely necessary improvements, organizations must meet three challenges and implement a series of best-practices.
  • Five Ways Digital Attribution Can Improve ROAS for CTV/OTT Advertising
    Consumer ads have ruled CTV, but with the ever-decreasing gap between home and work life, that doesn't have to be the case. Here's how B2B advertisers can use digital attribution to take advantage of CTV.
  • Three Ways to Get More PR for Your Business
    You know you've got the best service around. But does anyone else know it? Check out these three tips to increase brand awareness with more media coverage.
  • Seven Pillars of B2B Brand Reputation Management
    "Oh, that company? I hear it's shady..." Don't let that happen to you! Consistent vigilance over your media mentions can help manage your brand's reputation.
  • The Top Three Ingredients of a Smart B2B2C Marketing Strategy
    What we marketers call a business-to-business-to-consumer (B2B2C) model—having not only businesses but also their consumers as marketing audiences—can be daunting if you don't have a recipe for success. These are three must-have ingredients.
  • Six Ways Marketers Can Achieve Sustainability Instead of Just Talking About It
    "Earth Day every day!" they always said in elementary school. We were enthusiasts then, but it's easy to get bogged down in the adult world of making a living. Here are six steps you can take today to bring sustainability to your marketing.
  • Four Digital Marketing Lead Gen Tactics Not to Give Up On
    Digital marketing consists of so many tactics that it can be hard to tell what's working—which may be why many companies suspect that it isn't. But these four tried-and-true tactics should always be part of the mix.
  • How to Trim Your Out-of-Control Martech Stack
    You ever wake up one day and realize that your martech stack is completely out of control? Here's what may solve your problem.
  • Your B2B Website Power Page: Seven Must-Have Ingredients
    Eye of newt... scale of dragon... whoops, wrong recipe. You want to know what goes into a power page—the top-ranking internet content that makes Google sing your praises. Check out this article to learn the most important ingredients.
  • The Importance of B2B Communities: What's in It for Marketers?
    Taking customer feedback on social media can be brutal. It's like standing on a stage getting hit by flying vegetables. A possible alternative is to build an online community, which comes with added benefits for both your brand and your customers.
  • Four Ways to Amplify Your Media Relations
    Working in PR and media relations means no day will ever be the same, so it's imperative that you roll with changes and adjust how you work. These four tips can help.
  • How to Make Sales and Marketing Relationships Last: Four Lessons From Marriage
    Although the sales team shouldn't function exactly like your significant other (at least, we hope not), marketing leaders can learn a lot about alignment from how a marriage endures. Check out these four lessons.
  • Why Omnichannel Is the Way Forward for B2B Marketers
    Email, website, chatbot, PPC, Zoom calls... B2B buyers have access to more channels than ever to get information about your product or service. Coordinating those touchpoints leads to the best possible experience.
  • Effective Content Writing in 15 Steps
    It's easy to get overwhelmed and feel like pulling your hair out when creating new pieces of content. Slow down, take a deep breath, and follow the steps in this article.
  • How and When to Measure Your Brand's Health
    Time to take your brand to the doctor. How does it measure up? Ask yourself these six questions to see if you need to make changes.
  • Heads Up, B2B Marketers: Data Rights Aren't Just a Consumer Issue
    Complying with customer data rights doesn't mean just checking a few boxes and moving on. Your entire organization must shift in the way it views and processes customer data. Here are some tips to get started.
  • Three Lessons in Customer-Centricity
    You have a great customer feedback program that gets you a mountain of data. But how do you spin that data into problem-solving gold? Here are three lessons from companies that successfully did just that.
  • It's Time the Communications Department Is Seen as a Revenue Generator
    PR seems firmly tied up in a company's brand reputation vs. money-making ventures. But that perception needs to change, argues this article.
  • How Creative Digital Experiences Will Save Us When Third-Party Cookies Crumble
    When cookies are no more, we'll need to get data directly from customers. The best way to do that? Offer great experiences in exchange for information.
  • How to Take a Demand Generation Approach to Content Marketing
    How do you know you've created a great piece of content? Pageviews? Social shares? Those are nice, but we really want to see content generate leads. Here are some tactics that can help.
  • More Meaningful Metrics: Four Tips for Marketers Post-Apple iOS 15 Privacy Updates
    Apple's email privacy updates have been a migraine for some marketers who depend on email data for their campaigns. But it's time to rise to the challenge and admit that open rate doesn't matter much, anyway. Here are four things that do.
  • How to Align Content to the Buyer's Journey for Increased Conversions
    High conversion rates for your content can be elusive, but a solid way to get there is by ensuring your prospects are being served exactly what they need—and in the right order. Check out these tips for aligning content to each customer journey.
  • Four Things You Should Know About Email List Validation
    You've obtained a prospect's email address. Huzzah! Nothing can stop you now! Except spam traps. And temp emails. And bounce rate. And... well, that's why you need email list validation.
  • Does Your Website Really Need That? Five Elements to Rethink
    Remember the early days of the Web when we'd throw everything possible onto a website just because we could (RIP midi files)? Turns out that's not the best way to get people to engage. You should think twice about whether your site needs these five things.
  • Seven Results-Driven Paid Strategies for B2B Marketing
    You've been throwing free content at people, and they're not engaging with it. You're exhausted. Your CEO agrees: It's time to buy their attention. Try one of these seven paid marketing strategies.
  • Five Tips for Managing Crisis Communications
    Ahh! Crisis! What now? Before you attempt to communicate with the outside world, your internal crisis management must run smoothly. This article offers five tips to ensure it does.
  • Nine Ways Social Media Contributes to Business Growth
    Status update: social media marketing can no longer be ignored. But it's about more than a mere online presence. Using social media correctly can contribute to business growth in surprising ways.
  • How to Conduct Effective Audience Analysis in Six Steps
    It's impossible to connect with a crowd of faceless nobodies. You have to know whom you're marketing to if you want your marketing to be effective. Audience analysis can help. Here's how to get started.
  • Podcasting for B2B Marketing Thought Leaders
    Ever listened to a podcast and thought, Oh my god, I can do better? You probably can, and the popularity of the format has made it easier than ever to get started.
  • B2B Product Strategy: How to Market to Both Enterprise and Self-Serve Customers
    B2B companies with a product-led growth strategy tend to start out with individual, self-serve customers but then scale to sell to lucrative enterprise buyers. At that point, you shouldn't ignore your self-serve market. You can do both.
  • How to Create Automated Data Studio Reports for Campaign Performance
    Option 1: keep track of campaign data and metrics and do all the reporting by yourself, which can lead to exhaustion and human error. Option 2: let Data Studio do it for you. Let this article be your guide to the better option.
  • Five Ways to Identify a Good Brand-Naming Consultant
    Not all of us can be good at naming things, which is why we have brand-naming agencies and experts to make sure a new name rolls right off the tongue. This article gives five ways to tell whether a brand-namer is worth your while.
  • Third-Party Cookies in Chrome Will Soon Be Gone. Are You Ready to Act?
    We all know that the death of third-party cookies is imminent. But have we considered how to plan for other data collection methods? And what methods have been proposed? This article breaks down what you need to know.
  • How to Maximize Your Digital B2B Marketing Strategy With PIM
    A product information management system sorts, organizes, and updates your marketing assets for you. Sort of like a sentient library card catalogue. Now that would be cool. Lucky for you, PIM can be almost that cool.
  • The Art and Science of Email Survey Invitations
    Customers don't tend to abandon surveys in the middle of taking them. The trick to improving response is getting email recipients to open the survey in the first place. This article has some ideas.
  • Sales and Marketing Alignment Initiative? Don't Forget Your Marketers.
    It's finally here: MarketingProfs' first-of-its-kind report on the state of B2B marketing training. And the revelations abound! Take a look.
  • How to Revolutionize Your ABM Strategy With Chatbots
    Chatbots have moved well beyond the initial "Hello! How can I help you today?" B2B marketers can make great use of them in their account-based marketing strategy.
  • How PR Can Support Your Marketing Lightning Strike
    A lot of factors go into an effective lightning strike moment—the sudden flash of attention that draws attention to your brand. And if a PR strategy isn't one of them, you're doing it wrong. Here's why.
  • Live Professional Captions vs. Live Auto Captions: Which Is Best For You?
    Accessibility is a hot topic in the virtual event and video space. Live captions are an effective way to make your event accessible, but you have logistic choices to make—namely, should you go with a human or a machine?
  • Five Types of Content to Include in Your Sales Enablement Playbook
    So... you're relatively new to content marketing. You keep hearing about "sales enablement." What exactly is that? And what content types can you tailor specifically for Sales? This article has your answers.
  • The Four Biggest Mistakes You Are Making in Your PowerPoints and Presentations
    PowerPoint presentations are a super basic skill, right? That means everyone makes super basic mistakes. This article covers four—and how to fix them.
  • Content Intelligence Isn't Just for Demand Gen Marketers
    As a marketer, you produce your content, you post it, you amplify it, and you're done, right? Not so fast. There's more. Gathering content intelligence improves the value, personalization, and overall effectiveness of your marketing. Here's how.
  • The Missing Element in B2B Marketing Data
    You may think you have all the data you need to create effective marketing campaigns, but this article argues that many marketers overlook a crucial data type.
  • Eight Alternatives to Open-Triggered Email Sequences in the Age of Mail Privacy Protection
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  • How B2B Brands Can Use Purpose to Win in the Marketplace
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  • How to Conquer Remote Selling Challenges and Reach the Top of the Leaderboard
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  • Email Security: Why You Need DMARC for Marketing, Too
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  • The Missing Piece of Revenue Intelligence: Content Engagement Data
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  • Eight B2B Visual Content Marketing Ideas
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  • Six Out-of-Home Advertising Tactics to Reach B2B Audiences
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  • Three Must-Have Capabilities for Your Attribution Solution
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  • Five Ways B2B Companies Can Use Explainer Videos
    Most people throw out how-to manuals and go straight to YouTube to understand how to do something, and they should be able to do the same for your company. Here are five ways to explain your business with video.
  • How Dynamic Content Can Boost Your Email Marketing Campaigns
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  • Marketing Enablement: The Difference Between Marketing Jobs and Marketing Careers
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  • Three SEO Trends Marketers Need to Know in 2022
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  • Inspire More Switches: How to Win Customers From Your B2B Competitors
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  • Four Ways to Use Customer Surveys to Boost Lead Conversion
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  • How to Use Google Search Console Insights for Your SEO Strategy
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  • The Secret to Successful B2B Events: Five Tips for Thoughtful Design
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  • Five Lessons Marketers Can Learn From Online Reviews
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  • 3 Steps to Help Move Your DEI Goals Forward
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  • Get the Science of Marketing Right to Be Free to Do the Art
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  • Developing Brand Image: Chatbots Are B2B Marketers' Secret Weapon
    B2B buyers are often swayed by different factors than B2C buyers, but brand trust is crucial in both cases. Chatbots are an easy way for B2B brands to differentiate themselves from the competition.
  • How ABM Automation Can Change Your Sales Process Forever
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  • Convert Prospects With the Power of Case Studies
    A case study can be an effective storytelling tool to use in B2B content marketing. Learn why, as well as how to craft one, in this article.
  • How to Add Audio Content to Your Marketing Strategy
    Audio of all types, from podcasts to voice search, is a powerful form of content marketing. If you're not doing it yet, here's how to get started.
  • How to Drive Key-Account Growth With Omnichannel Account-Based Marketing
    An omnichannel ABM approach is now considered the most efficient B2B marketing strategy, resulting in higher win rates, shorter sales cycles, and bigger deals. Here's how to make it work for you.
  • Why Data Quality Is Important for Market Intelligence
    So much of marketing is data-driven. But what makes data high-quality, and what are the advantages of vetting the data you use? This article covers the basics.
  • Three Costly Customer Experience Mistakes to Avoid
    Where do you start when crafting your organization's CX? It helps to know what errors other companies are making. This article outlines three of the most costly mistakes.
  • Company Profits Squeezed? Here's How B2Bs Can Justify Raising Prices
    Price increases don't have to mean your customers' running in the opposite direction. Differentiation and open communication can help. Here are some strategic basics of raising prices.
  • Avoiding the Pitfalls of Reactive Marketing (Article 3 of 3)
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  • Top 3 B2B Marketing Predictions for 2022
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  • Navigating Brand Response Advertising in 2022
    Brand response and increasing the bottom line no longer have to be mutually exclusive. Brand response advertising combines the best of both worlds. Here's how.
  • Five Ways to Improve Content Quality Signals on Landing Pages
    Quality is a nebulous concept that can be difficult to define. Not for Google: high-quality content for better search rank depends on specific factors that can be optimized. Here's how to do so for five of them.
  • 2022 Marketing Predictions for an Increasingly Digital World
    2020 and 2021 have been transformative for B2B marketers, and the trend toward digitalization of marketing will continue into 2022, argues this article.
  • How to Stop Shiny-Object Syndrome in B2B Marketing (Article 2 of 3)
    New marketing platforms pop up every day, but every shiny new tactic isn't necessarily right for your company. Our second article on panic marketing covers "shiny-object syndrome" and what can be done to avoid it.
  • Reduce Customer Churn and Maximize Revenue: It's Time to Let AI Do the Work
    Traditional CRM systems are now costing companies revenue rather than increasing it. The solution should be to give AI the baton—because it can help reduce churn and lead to better integration with CX.
  • Top 5 Advertising Trends to Watch Right Now
    The rise of new channels such as Connected TV and technologies such as voice search have moved advertising in new directions. This article covers five major trends in ad tech today and what advantages they give to businesses.
  • Eight Lessons Learned From Giving 100+ Webinars
    Webinars are more prevalent than ever, and that won't change any time soon. To reduce hiccups and improve the experience for attendees, follow these eight tips.
  • The World Is Looking for Thought Leaders. Could You Be One of Them?
    Standing for something is good for business these days. But how do you go beyond merely sharing company values to crafting real thought leadership? Start with a POV blog post.
  • Growth, Brand, and Retention Problems? You Might Be Panic Marketing (Article 1 of 3)
    If you're having trouble aligning departments or meeting your goals because you're always chasing a new marketing buzzword, you could be panic marketing. This first article of a three-part series defines the term and explains the consequences.
  • How to Win With CX in the Hybrid World
    Interacting with customers remotely is nothing new, but expectations have shifted completely during the pandemic. This article provides a few suggestions on how to meet those expectations.
  • The ROI Resurgence: How a Year of Virtual Events Made Measuring ROI More Important Than Ever
    Industry events were famously difficult to measure ROI for... until they went virtual. Now, marketers can use the lessons learned from those virtual events to improve ROI measurement on hybrid and in-person events as well as digital ones.
  • Why It Should No Longer Take 13 Pieces of Content to Convert a Buyer
    We've all heard that prospects consume at least 13 pieces of content before making a decision. But does that have to be true anymore? This article discusses why that should change.
  • How Email Newsletters Can Fix Marketers' Content and Trust Problems: Three Sets of Best-Practices
    Want to get more out of your marketing content? Email newsletters are a proven strategy to improve engagement and build trust with customers. Here are three sets of best-practices.
  • Maintaining Morale: Nine Tips to Keep Employees Happy and Engaged When Things Feel Out of Control
    The ad tech and martech industries are accelerating at an even greater pace than usual. To keep your employees in the loop and prevent them from burning out, follow these nine tips.
  • Great CX Calls for New Strategies and Stronger Collaboration
    Great digital CX is the name of the game in B2B right now. So how do you achieve it? It requires a unique combination of the right data, martech, and enterprise collaboration.
  • What Neuroscience Tells Us About Social Media Marketing
    Social media is a great way to market to your entire audience, right? It might seem that way, but social studies and neuroscience tell us that people don't want to be sold things in social situations. Here's what you need to know.
  • Three Ways to Adapt Your Sales Content for Virtual Selling Success
    B2B sales have changed, and so must the sales content that marketers create. What worked for in-person selling may not work in the digital world. Here are three ways to approach the shift.
  • A Five-Point Plan for First-Party Data
    Marketers are collectively sighing in relief at having two more years before the death of third-party cookies takes effect. So what should they do with that time? Prepare to fully use first-party data.
  • Providing Quantitative Feedback to Creatives Is 'Mission Critical': CMOs Offer Five Tips
    KPIs and metrics can indicate performance success for marketers. But what about creative teams? Check out some tips from CMOs for giving measurable feedback to creatives.
  • Your Guide to Co-Marketing
    You don't have to go it alone: Co-marketing partnerships can be an effective way to extend your reach, generate qualified leads, and increase brand awareness. This article offers a practical guide.
  • Unlock the Full Potential of Your Email Marketing Efforts With VMCs and BIMI
    New technology is here that can both improve email domain security and increase email engagement. Learn about how using VMCs can enhance your email marketing.
  • Four Ways to Ensure Your Virtual Events Are Media-Friendly
    Your virtual event strategy should be tweaked for journalists and media attendees, whose needs are different from those of other attendees. Here are four things to focus on.
  • The Most Important KPIs to Track the Effectiveness of Your Email Marketing Strategy
    Tracking email KPIs goes far beyond simply monitoring your open rates. This article outlines other important metrics to use, and how to track them.
  • What B2B Marketers Need to Know About Core Web Vitals
    For a website to rank high on Google, it has to meet certain performance standards. But what are those standards? This article breaks down Google's three core performance metrics.
  • Time for an ABM Tune-Up: Seven Q4 Tips for B2B Marketers
    For B2B marketers, Q4 is when spending amps up to tap into remaining budget. To take advantage, tune-up your account-based marketing tactics. Follow these seven tips.
  • Three Things CXOs Must Know to Stay Relevant
    Now that customer experience drives such a large percentage of customer loyalty, many companies are appointing chief experience officers (CXOs) to manage CX across departments. Here are three things those CXOs should keep in mind.
  • Three Marketing Metrics to Stop Tracking—And What to Measure Instead
    Marketers love metrics, but they don't always track the ones that bring the most value to their company. Here are three examples of metrics that should be retired, and three that should replace them.
  • Micro-Conversions: What They Are and Why They Matter
    Not every conversion means making a sale—especially in B2B, where every customer goes on a long journey before deciding whether to buy. That journey is made up of micro-conversions. This article provides more information about identifying and tracking them.
  • Compete or Cooperate: What Should Marketing and Sales Teams Do?
    The key to finding an effective solution to divisions between Sales and Marketing is to understand what's causing conflict in the first place. Here's how to evaluate your own company's situation for optimal alignment between the two teams.
  • How to Prepare for Marketing's Flexible Future: Automated Marketing Processes
    Everyone knows that automated processes have become necessary for enterprises. But marketing automation isn't only about having the right technologies; it's also about having the right strategy built around what automation means for your brand.
  • Five SMS Campaigns for B2B Marketers to Try
    B2B marketers may love email, but it can take a while for prospects to open one, even if they're interested. If you want to get people's eyes on your message in seconds, there's no better way than SMS. Here are five SMS campaign ideas.
  • Six Tips for Generating More Leads With Your Marketing Content
    There may be no magic bullet for increasing lead generation, but tweaking your marketing content can still boost the response to it—and improve lead quality. Here are six easy ways to do that.
  • Hybrid-Event Presentations: How to Balance Engagement Across Remote and In-Person Audiences
    A hybrid event strategy is more than just livestreaming the presentation room. Remote attendees tend to become distracted, so you must take their engagement level into account and tweak your approach accordingly.
  • Three Things B2B Marketers Can Learn From B2C Marketing Strategies
    Even though B2C and B2B brands operate differently, B2B brands can implement B2C digital marketing strategies to increase revenue and develop long-term customer relationships. Here are three areas to focus on.
  • Five Ways to Use Empathy for Better B2B Marketing
    We usually associate customer empathy with B2C sales and impulse buys, but empathy marketing can be just as effective in B2B marketing. Here are five ways to use it.
  • Five Tips for Creating a Successful B2B Marketing Campaign
    One of the most critical aspects of any successful marketing campaign is knowing your audience. But it's what you do with that knowledge that determines campaign success. Here are five tips that can help.
  • Five Reasons to Prioritize Spend on Website UX Design
    Great website UX doesn't mean your site merely looks nice; it means the site is designed to solve users' problems in the most straightforward way possible. Here are five reasons to budget for UX design.
  • Are You Making the Right B2B Martech Investments to Optimize for Agile Methods?
    Agile marketing is a good fit for the B2B business environment. So how you do optimize your martech stack for Agile methods? This article has some ideas.
  • Building Better Customer Outcomes With a Customer Experience Quality Framework
    CX is getting more important every year, but siloed data and lack of a holistic vision can make it a challenge for many companies. Here's why you need a framework for ensuring customer experience quality.
  • CTV Scale Is Here, So Where Are B2B Advertisers?
    CTV is one of the fastest-growing digital channels for advertisers and marketers, but B2B companies are still reluctant to embrace it. Here's why CTV can work for B2B.
  • You Don't Close a Deal, You Open a Relationship
    Today's business is no longer about getting new logos and ringing the sales bell—it's about keeping the customers you have. This article explains why closing a deal is only the first step in connecting with customers.
  • Four Ways to Reduce Churn and Create a Companywide Culture of Customer Success
    Connecting with customers and reducing churn should not be relegated to your support team alone. Customer success relies on the actions of every department. Here are four ways to encourage that culture of customer success.
  • Why B2B Brands Face Unique—and Sometimes Self-Inflicted—Email Deliverability Challenges
    Email deliverability can feel out of your control—particularly for B2B brands, which operate in unique ways that can affect inbox placement. Here's how to ensure that your companies' emails aren't being junked or blocked.
  • Website Conversion Trends Every Marketing Professional Should Know About
    The pandemic has given many companies the time and space to reset their digital strategy with a large rebrand. But overhauling a site too much can result in fewer conversions. It's best to use a combination of trends and evergreen tactics.
  • Marketing Automation: Seven Machine-Learning Use Cases
    The marketing world is abuzz with the benefits of AI and machine-learning, but how do you bring them from theory into practice? Here are seven ways companies are using AI and ML to automate their marketing.
  • How Companies Can Use Digital Brand Ambassadors for B2B Influencer Marketing
    No one can argue the effectiveness of influencer marketing. But what if you could create your own influencer? Here's how digital humans are changing the game.
  • Four Tips for Implementing Agile Strategies in Your Marketing to Increase Efficiency and Results
    Agile marketing has gained traction by enabling marketers to adapt more quickly in an uncertain environment. But switching to Agile is not a simple process. This article has four tips on how to adopt Agile methods successfully.
  • Struggling to Write Effective Whitepapers? Here Are Five Steps for Planning One
    Whitepapers can be a headache to create, even if you have the resources. To make the actual writing process less of a hassle, it helps to have a plan first.
  • Revenue Operations: The New Leader of Go-to-Market
    Feeling stuck in a certain stage of your business maturity? Siloed data and a disconnect between departments might be the culprit, and appointing a RevOps leader could solve the problem.
  • Pitch Decks: How to Avoid the Dreaded Frankendeck
    Here it comes... OH NO... it's the pitch deck that's been tampered with so many times it's barely recognizable as a presentation! It's the FRANKENDECK! Quickly: here's how to spot one and get it back on track.
  • These Five Tactics Will Help You Outrank Your Competitors on Google
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  • How to Meet Customers' New Expectations With Tried-and-True Customer Service Best-Practices
    It's clear by now that the pandemic has changed interactions between businesses and customers. So what do customers expect from digital outreach and post-pandemic marketing? Here's a good place to start: customer service best-practices.
  • Why Marketing Maturity Needs to Be Top-of-Mind in Today's Digital Landscape
    As a result of the pandemic, many businesses have developed newfound responsiveness and resiliency and are ready to evaluate and optimize their marketing strategies. A marketing maturity framework can help.
  • Voice-of-the-Customer Data: The Key to Human-Centered CX
    Personalization and ABM are now the name of the game in B2B marketing,. But the secret to their success lies in collecting—and using—voice-of-the-customer data. Find out more.
  • Five Quick Video SEO Tips to Help More People Find Your Content
    Video content has become invaluable in digital marketing. But how do you optimize a video for search so people can easily find them? This article offers practical, effective tips.
  • The 4Es of Video: How to Align Your Marketing Content Strategy With Buyer Expectations
    The expectations of today's B2B have changed; they now seek out on-demand content to research solutions on their own before contacting your company. That's why video is the perfect content format to reach those buyers. Here's how.
  • How to Use ABM Tactics to Support Sales and Influence Buying Committee Decisions
    Toward the end of a B2B buying cycle, marketers may think their job is over. But they can still help close the deal by using account-based marketing tactics to continuously support Sales and further influence decision-makers.
  • Reimagining B2B Customer Experience: A Post-Pandemic Path Forward
    As the post-pandemic marketplace takes shape, marketers need to focus on what creates a memorable experience—and that doesn't always mean digital-only. Hybrid events allow for increased engagement and innovations. We can reimagine the B2B customer experience.
  • How iOS 15 Will Kill Email Open Rates—And How Marketers Can Prepare
    Email marketers place a lot of emphasis on open rate, but that's a metric that may not matter much, come iOS 15. Here's how marketers can prepare for the impending change.
  • Outcomes Are In: Why Outcome-Based Marketing Is So Successful
    Marketing goals can become blurry for even the most seasoned pros. Switching to an outcome-based approach helps align those goals with business outcomes. Here's how it works.
  • How to Build an Effective B2B Customer Retention Plan
    Every business suffers from a certain degree of customer churn, but if you use the right tactics to retain customers, you can reduce churn. Start by creating an effective customer retention plan.
  • How to Survey Attendees to Improve Your Virtual Event Strategy [Sample Questions and Metrics]
    Engagement is a significant problem for marketers and planners who organize virtual events. What makes your attendees tick? How can you improve engagement? By surveying attendees. Here's the when and how, including sample survey questions.
  • How to Make Your Brand's Storytelling More Compelling
    Ideally, the stories you tell in your marketing accentuate the positive, because that's what gets people to buy. But if people are going to care about your story in the first place, it needs conflict. Here's how to make your storytelling more compelling.
  • The Marketing Service Chain: How to Improve Customer Experience and Strengthen Your Brand
    Communication between and within company departments is just as important to the customer experience as external communication is. You can improve that communication and build synergy by examining and improving your Marketing Service Chain. Here's how.
  • The Target CPA Hype Is Real: A Checklist for Marketers
    Companies are buzzing about the incredible potential of Google's Target CPA tool, which pairs machine-learning and AI to deliver cutting-edge insights and results. But first make sure it fits your needs.
  • How to Create a Corporate Video Brief: Use This Easy Template
    The effectiveness of video marketing is well documented, but how do you get to creating video assets in the first place? The first step is a corporate video brief.
  • Why B2B Branding Is More Important Than Ever
    Strong branding is now crucial in B2B—especially since digital transformation has accelerated. Here's how to navigate current market shifts and develop a strong B2B brand.
  • Three Ways to Build Long-Term Relationships With Your Customers
    In a world that depends on digital engagement, it's not enough to have a great product or service. Businesses must also build long-term relationships with their customers. Here are three ways to do that.
  • How to Kickstart a Growth Marketing Automation Strategy
    Marketing automation has gained a lot of traction in recent years as digital engagement has increased. But once you have your shiny new platform, where do you start? This article offers some tips.
  • Objective Product Data: An Underrated Driver of Trust and Storytelling
    Product data may not be flashy or entertaining like some other aspects of marketing, but its accuracy is vital in building brand trust. Check out the insights in this article.
  • How to Use Video to Provide a Better Customer Experience
    Video is becoming the go-to content medium for brands because it can convey empathy and emotion. Here's how to use video marketing to enhance customer experience.
  • Virtual Events: 18 Ways to Rock at Virtual Engagement and Prove Value to Event Sponsors
    Virtual events are here for the long term. But it's become clear that engagement of virtual attendees isn't the same as engagement of in-person attendees. Here are 18 ways to improve your virtual event engagement.
  • What's Next: Navigating the New Marketing Event Landscape
    Digital transformation affects everything from transportation to healthcare to our social connections. Are events next? This article explores the possible future of events.
  • Ad Tech Failed the Middle Market. When Will We Learn?
    Today's major opportunity for ad tech lies in finding a replacement for cookies, but even the best solution would apply only to a fraction of all digital advertising. Learn why independent ad tech must solve for the middle market.
  • So, You Want to Be a Thought Leader? A Framework and Guide for Your Thought Leadership Strategy
    Thought leadership is not a new topic, but defining and creating it remains elusive for many marketers. This article presents a useful framework for identifying what makes a good thought leader, as well as a guide on how you can become one yourself.
  • How to Make Sure Your Social Media Strategy Succeeds: Take a Cross-Discipline Approach
    Social media can no longer be the job of only one department or outside agency; integration is the key to success. Read this article to identify the cross-discipline strategy that'll work for you.
  • Five Strategies to Increase Your Social Media Conversions
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  • Three Reasons You Should Start Your Marketing Strategy While Your Product Is Still in Development
    Your shiny new product doesn't have to be ready to go before you start to market it. In fact, it's best to begin your strategy while the product is still in development to ensure you have an audience to sell to. Find out more in this article.
  • Apple's Hide My Email: A New Reason to Accept Only Corporate Email Addresses
    When Apple rolls out its improved Hide My Email feature this fall, marketers will have to decide whether it's still worth accepting the "fake" relay addresses it generates. How big a problem will this be for your lead-gen forms and email list? Here's what you need to know.
  • Analyzing the Analyst: A Guide to Holistic Analytics for Tracking the Right Metrics
    Data analysis does not exist in a vacuum; it is conducted by analysts who bring their inherent subjectivity to the process. It's time to acknowledge that and only then proceed to determine which metrics to track with holistic analytics.
  • Five Tips for Choosing the Perfect Martech Stack
    Although marketing leaders have traditionally chosen a martech stack based on its features and functions, the number of new technologies being created necessitates a more nuanced approach. Here are five tips to help you choose well.
  • Five B2B Video Marketing Tips to Boost Sales in 2021
    The use of video in content marketing is becoming increasingly vital to B2B businesses. Create the best possible videos to boost your sales by using these five tips.
  • Can't We All Just Get Along? Why Sales and Marketing Need to Work Together
    The relationship between Sales and Marketing at most B2B companies has often been dysfunctional, even though coordinating the efforts of the two departments can have a big impact on the company's bottom line.
  • Building Your Email Newsletter Is a Marathon, Not a Sprint
    A newsletter can be an effective way to deliver content right to where your customers are: their email inboxes. There's no magic switch to pull, but you can put your newsletter strategy on the right path by following these tips.
  • Rebranding: Five Steps to Building a Story of Evolution and Growth
    Rebranding usually involves much more than just changing your color scheme or logo. A successful rebrand requires a companywide soul-searching effort to identify what your product does, whom it is sold to, and why. Follow these five steps.
  • So Many Social Media Outlets, So Little Time. So Where Should You Spend Your Marketing Budget?
    It's easy to get overzealous and dive into every new social media app that people are using, but some platforms may not be the best fit for your brand. Where should you spend your time, energy, and marketing budget? This article has some tips.
  • How Employee Advocacy Can Improve Your Content Marketing Performance
    Content is a powerful way for marketers to get their unique voice across. And what better way to showcase your passion for content than to put its creation and dissemination in the hands of your employees?
  • No Time to Create Content? Turn One Webinar Into Nine Marketing Pieces in Less Than 14 Days... Without Killing Yourself
    No time to create new content? Never fear: It's possible to take a single webinar and create nine additional pieces of content from it. Here's how.
  • Why Marketers Should Build Consumer Trust Through Product Data
    Brands can no longer treat product data and marketing content in isolation. Accurate, comprehensive product data is critical to building trust via emotive, interactive content. In turn, that partnership of product data and content is essential to driving sales.
  • Five B2B Influencer Marketing Guidelines for Brands
    Influencer marketing is no longer a B2C-exclusive space. Many B2B brands are discovering the benefits of an influencer strategy. Here are five tactics to use when planning your B2B influencer campaign.
  • One Tip to Improve On-Page SEO: Use More Mini-Infographics (A Guide)
    Often, our online content doesn't engage readers because they don't want to read so much text. And that impacts bounces and time on page, which Google watches closely. So how can you improve engagement—and on-page SEO? This articles explains what you need to know.
  • Four Marketing Elements Behind the Rise of Dogecoin
    Dogecoin was created as a joke in 2013, after two hours of development by an engineer and an entrepreneur. So how can we explain the recent Dogecoin frenzy? From the perspective of marketing, what turned a joke into the fifth-largest cryptocurrency by market cap? Let's take a look.
  • How to Build a Solid Channel-Partner Marketing Plan
    One of the easiest ways to scale your business—and earn more revenue with less effort than it takes to build new products—is to work with channel partners. Ensure your success by building a solid marketing partnership.
  • Why Do B2B Marketers Need an Agile CMS?
    What is an agile content management system? What are its key components? And why is an Agile CMS essential for ensuring timely, seamless experiences across channels for B2B businesses? Find out in this article.
  • Positioning as the Foundation for Great Messages
    The goal of positioning, which is a strategic process, is to create benefit associations in the minds of your prospective customers. That's because your brand messaging won't hold up unless you've first built your positioning. Here's what you need to know.
  • How SMS Automation Bridges the Gap Between Your Sales Team and Customers and Supports Digital Transformation
    Your buyers incorporate mobile into their everyday work, so it makes sense that your marketing and sales communications should, too. SMS can transform your efficiency—and it's even more effective when combined with automation.
  • Hire a Marketing Agency or Hire In-House Marketers: Which Is Right for You?
    Businesses that need marketing services are faced with the question of whether to hire in-house, outsource to an agency, or contract with freelancers. Here are the most important factors to consider when making your decision.
  • Three Metrics for Measuring PR Campaign and Marcomms Success
    Many PR agencies measure campaign success only by the volume of media engagements, but there's much more to marcomms success than that. Learn about the three best metrics for measuring PR campaigns.
  • Seven Marketing Automation Campaigns That Should Get You Promoted
    The secret to marketing automation success is knowing what email campaigns to use and when. Seven campaigns effective enough to get you promoted are outlined in this article.
  • The Three Pillars of Positive Customer Experiences
    It's now a digital-first world, and that means the customers are expecting more out of their experience than ever. Thanks to technology, companies can offer positive customer experiences across digital channels. Build your CX on these three pillars.
  • How to Hire a Marketing Agency and Build a Productive Relationship
    If you're in the process of hiring a marketing agency, or you're thinking of hiring one but you're not sure what kind of relationship you want and what type of contract you should sign, read this article before you decide.
  • Creativity in Marketing Now: Why Professional Ingenuity Is More Crucial Than Ever
    The need for businesses to be creative in the digital experiences they provide has become palpable in the past year. If a business is not creative, its brand suffers. Here's why businesses should value creativity in their marketing.
  • Clubhouse Accessibility Issues: The Root of Its Decline
    Clubhouse is the hot new audio social media app that has everyone talking—literally. But its increased popularity has come with some concerns about access and accessibility. Learn more in this article.
  • The Value of a Traditional Marketing Mindset in a Digital World
    In keeping up with ever-changing digital channels and techniques, are we forgetting the who, what, why, and when—the fundamentals—of marketing? We shouldn't abandon a traditional marketing mindset. Here's why.
  • Why Social Media Should Leave Your Marketing Department—And Where It Should Go Instead
    Just about every business has a social media presence, but is social media marketing really effective? Maybe we should be using social media in a different way.
  • Keep It Real: How to Not Over-Automate Email Sequences
    In email marketing, there's a fine line between annoying and intriguing. Too much automation can put you over the edge. This article will help you avoid over-automated email sequences.
  • Five Ways Your Content Might Be Sabotaging Your Account-Based Marketing
    Content marketing can make or break the success of an account-based marketing campaign. To ensure your campaign is a success, avoid these five content mistakes.
  • Why Some New Products Get Adopted Quickly: A Lesson From Infomercials
    If you've ever wondered what gets a new product adopted quickly, look no further than late-night infomercials. Their use of a marketing formula contains lessons every marketer can learn from.
  • Is Your Content Working? How to Measure Content Marketing Results
    Content marketing is inherently a long-term, cumulative investment; a single piece of content won't likely lead to a sales increase. That makes it hard to measure ROI. But hard doesn't mean impossible. Here's how you can measure your content marketing.
  • Avoid Marketing Irrelevance: Stop Asking 'What's Our Budget?' and Start Asking 'What's Our Revenue Target?'
    In today's world, the traditional role of marketing in business hasn't just been flipped on its head, it's been reimagined entirely. Here's what to focus on to ensure Marketing remains relevant and respected.
  • Why B2B Companies Need Closed-Loop Analytics
    Digital marketing has moved toward strategies that provide quantifiable returns on spending. But B2B companies have long sales cycles, and Google Analytics alone is not sufficient to determine attribution and ROI. You need closed-loop analytics.
  • How to Maximize the ROI of Hybrid Events in 2021
    Until in-person events return in full force, hybrid is the name of the game. If you're attending or planning a hybrid event this year, maximize engagement and ROI by using these five strategies.
  • Four Tactics to Refresh Your 2021 Email Marketing Strategy
    More isn't always better with your email marketing strategy. The pandemic caused many marketers to follow a mass messaging approach in 2020, but prospects aren't likely to respond to that tactic in 2021. Here are four tactics to use now.
  • The Three New Rules of Content Experience
    A stellar content experience for your buyers can be transformative—both to their relationship with your company and to your own business outcomes. But the rules of content have changed. You'll need to know these three new rules of content experience.
  • Why You Need to Take Domain Name Security Seriously
    Too many companies register multiple domain names—sometimes hundreds or thousands—and then forget about them. Losing track of you online real estate poses high risks to security and reputation. Here's why you should take domain name security seriously.
  • If Marketing Is As Critical As Sales Is to the B2B Pipeline, Why Don't We Formalize Training for Marketing Teams?
    Modern marketers wear many hats. They're expected to accomplish numerous tasks, but formal training for most of those tasks doesn't exist—or it's considered less important than training for Sales. But systematic training for your marketing team is a must. Here's why.
  • Goodbye Universal Analytics, Hello Google Analytics 4
    Differences abound between Google's Universal Analytics and the recently announced Google Analytics 4. How can marketers make the best use of the new version to inform their decisions? Find out here.
  • Seven B2B Sales Metrics That Can Help You Plan Your Marketing Strategy
    Data-based insights, including sales metrics, are crucial in B2B marketing—but which types will rise above the level of vanity metrics and actually help to shape your strategy? Here are seven of them.
  • Five Don'ts for Using Your Podcast in Amplified Marketing
    Marketing amplification depends on expanding reach through conversations, which is why podcasts are an ideal tool. But there is no perfect formula to ensure that your brand podcast will be a success. There are do's and don'ts, however. Here are five of the don'ts.
  • How Marketers Can Create Better Sales Content
    How can marketers create content that the sales team actually uses? The answer lies in collaboration and consolidation. Learn more about better sales content in this article.
  • Five SEO Tactics to Optimize Your Internal-Link Profile
    We can't control Google's latest search algorithm, but we can harness the power of internal linking to strengthen our website's SEO. Here are five tactics to use.
  • Next Generation Account-Based Marketing Strategy: Moving Beyond the Account to the Individual Stakeholder
    Account-based marketing was once a manual and time-consuming game of connect-the-dots. Now, with data and automation, marketers can move beyond the basics of ABM to a new approach. Here's what you need to know.
  • Five Ways to Create Engaging Content That Converts for Your B2B Business
    Both B2B and B2C companies use content marketing, but their respective content strategies differ—because their audiences' needs, requirements, and behaviors differ. Here are five ways to create B2B content that converts.
  • Yes, Customers Always Know What They Want
    Supposedly, customers don't know what product they want until someone creates it. But that's not true: Customers do know what they want—and there's nobody better than marketers to tap into those needs and desires to understand what customers want.
  • Six Ways Good Customer Experience Goes Beyond Website Design
    There's no denying that good Web design matters for creating positive customer experiences. However, your B2B clients will look beyond your website for assurance that you're the right company to meet their needs. Here six ways to convince them.
  • Post-Cookie Digital Marketing Will Be Vibrant and Seamless
    Google has done ad tech a service by retiring third-party cookies. Let's bid adieu to the outdated cookie (good riddance!) and embrace better digital marketing.
  • How to Crash-Proof Your Personal Brand in a Tight Job Market
    You may be qualified and experienced. But what sets you apart from the competition in today's competitive job market? A powerful personal brand.
  • Three Ways to Build Customer Trust in an Increasingly Out-of-Control World
    As the world shifts further toward a culture of technology following the tumultuous year of 2020, building a culture of trust is a difficult task for any brand. Show your customers they can trust you by focusing on these three things.
  • B2B Buyers Are Back: Three Ways Your Marketing Team Can Profit
    Sure, B2B buyers may be back, and budgets may be recovering, but buyer behavior has fundamentally changed. Adapt to altered buying behaviors by following these three tips.
  • Four Ways to Use Interactive Content to Succeed at Virtual Tradeshows
    Static images and regular voiceovers are not enough to succeed at virtual events. Attendees' attention spans are in danger of waning without the inclusion of interactive tools in your presentations. Here are four possibilities.
  • Poised for Profit: Execs Reflect on Digital Customer Engagement
    The transformation to digital engagement from in-person selling has undoubtedly been a challenge. Seven executives from Fortune 1000 companies share their experiences of successfully shifting to digital customer engagement.
  • Five Reasons Marketing Orchestration, Powered by the Right Tech Stack, Is Critical to Your Strategy Execution
    To execute marketing strategy, marketers need to synchronize and coordinate—they need to orchestrate—a host of marketing processes. Your tech stack can either empower or undermine that effort. Here are five things you need to know.
  • Sales Outreach in Five Steps: How to Run Campaigns That Get Results and Don't Burn Your Leads
    Cold sales outreach has lost popularity with B2B marketers, but that doesn't mean the technique is obsolete: You just have to start by warming up your prospects first. Here's how, in five steps.
  • Proving Marketing to Execs (Part 2): Marketing's Language Problem
    Every business function has its specialized vocabulary, but marketing terms are often vague or undefined—or their meaning is not agreed upon. A universal language is necessary for proving marketing's value to the execs in your company. Here's what you need to know.
  • Campaign Expansion in 2021 Requires B2B Marketing Agencies and PR Firms to Keep Pace With New Market Demands
    The tides are changing in the relationship between B2B organizations and their PR and marketing agencies. Market demands have shifted, and both sides of the client/agency relationship must adapt. Read this article for survey-based insights.
  • Best-Practices for Reaching and Marketing to the C-Suite Audience
    How can marketers successfully market to the C-suite? By making meaningful connections with personalized, immersive brand experiences on the most effective channels. Find out about those experiences and channels in this article.
  • How to Adapt to the Permanently Hybrid Workplace of the Future
    It's become obvious in the past year that remote work is here to stay, or at the very least, expected to be combined with the traditional office. The success of that hybrid workplace of the future depends on thinking about communication in a new way.
  • Business Agility Is the New Norm. Do You Have What It Takes?
    Right now, business agility is more important—and more multifaceted—than ever. It looks different for every company, but we all should be focused on these three aspects of it.
  • How COVID-19 Transformed Sales and B2B Content Marketing—and Five Ways to Adapt
    The pandemic has significantly changed the way B2B buyers and sellers do business. To adapt to the new B2B sales and marketing world, adopt these five strategies.
  • How to Push Customers Down the Brand Loyalty Funnel
    How do you determine when a customer is loyal to your brand? This article breaks down customers into five levels of loyalty, and outlines how to market to each level.
  • Proving Marketing to Execs (Part 1)
    If you want to prove Marketing's worth to your executives, you have to think in their terms—that is, sales, profit, and growth. Find out how in this article.
  • Why Honesty and Integrity Pay: The Benefits of Truth-Based Marketing
    Customer trust is at an all-time low. But marketing with truth and honesty isn't only about integrity—it actually increases your company's profitability. Here's how.
  • Account-Based Podcasting: The New ABM
    You know about account-based marketing. Now it's time for account-based podcasting: delivering personalized audio content directly to target customers. Learn more here.
  • How to Analyze Your Influencer Campaign Performance
    Influencer campaign performance can be difficult to measure. What metrics should you be using, and how do you apply those insights to modify your campaigns? This article will give you some ideas.
  • How to Overcome B2B Content Marketing Challenges During the Pandemic
    At a time when digital content should be a priority, many marketers are finding it difficult to maintain consistent content marketing planning and production. These pointers can help.
  • Top 5 Sentiment Analysis Tools
    When building a brand marketing strategy, it's not enough to know how much people talk about your brand; you have to know what they say and adjust your marketing efforts accordingly. Here are five tools that can help.
  • Three Ways to Optimize Your B2B Direct Marketing Program in 2021
    Is your direct marketing strategy still effective? The events of 2020 have likely prompted you to begin re-evaluating it. As you do that, keep in mind these three tactics for optimizing your direct marketing.
  • Eight Ad Tech Innovators' Hopes and Expectations for 2021
    The death of the third-party cookie is looming, and ad tech experts interviewed here are focused on data and privacy issues for 2021, as well as multichannel and cross-format advertising. Read what they had to say.
  • What Are You Going to Do About Your Outdated B2B Buyer Personas?
    The pandemic has changed everyone, including your customers. The buyer personas you created a year ago no longer apply. Here's how to adapt your messaging and content for your customers' current needs and behaviors.
  • Social Media Retargeting: The Benefits of Drawing Your Customers Back In
    Social media retargeting is a valuable tactic in improving brand awareness and recognition during the buying process—and not just for consumer products, but B2B services as well. Learn more in this article.
  • Do Customers Trust You? Six Tips for Earning Brand Trust in 2021
    In the era of "fake news," getting someone to trust your content is not an easy task. But customers are more prepared to trust brands and businesses than other sources. Here's how to take advantage of it.
  • How Not to Give a Great Presentation
    Online presentations and webinars are too often dragged down by surplus information or they're cluttered with self-promotion. Nobody has time for that. Make your presentation lean and mean by taking this article's advice.
  • How to Create Successful B2B Relationships
    B2B marketers have many partnerships—with intermediaries, customers, and others. Some are close relationships, and some aren't. How can you tell what type you need? And if want a close, long-term, and profitable B2B relationship, how can you ensure it will be?
  • Why You Need to Align Marketing to Business Goals
    If you could do one thing to your marketing to make a sustainable difference in your ability to impact the business, it's to change what you measure.
  • Four Ways to Adapt Your Marketing Strategy and Tactics for an Economic Downturn
    For many, the threat of an economic crisis inspires fear and uncertainty. But strategic, smart wins can still happen if you reframe your messaging and shift your focus. Here are four tactics to use.
  • Account-Based Marketing: A Key B2B Marketing Strategy
    Account-based marketing is a major trend in B2B marketing. Many marketers have secured funds for it in their 2021 budgets. But what does ABM actually mean, and what is it good for? Find out here.
  • 10 Tips for Boosting Employee Engagement and Creating a Happy Workplace
    Happy and engaged employees are more creative, innovative, and dedicated than their unhappy counterparts. They're also more likely to stick around long-term. Here are 10 things you can do to keep them engaged.
  • The Case for Community-Based Marketing in 2021
    Communities are, by definition, places with shared connections. Community-based marketing makes use of those connections to advance your marketing efforts. Here's how to make CBM part of your strategy in 2021.
  • How to Develop an Efficient Post-Pandemic Advertising Strategy With Data Analytics Using Only a Spreadsheet
    Advanced tools powered by Big Data and machine-learning have improved the science of marketing analytics, but there are ways to analyze data and calculate ad strategies using only a spreadsheet. This article explains how.
  • How to Achieve Business Agility: These Four Shifts in Mindset Are a Must
    Business agility is all the rage, but it takes more than just adopting a buzzword. It requires that all levels of your organization make these four fundamental mindset shifts.
  • Why Timestamping Your Online Content Is So Important
    The way you timestamp (or don't timestamp) your online content says a lot about how you think about your audience. Find out why timestamped content is so important.
  • For Outstanding Buyer Experiences, Think Big but Start Small
    Making big improvements in the buyer experience doesn't have to mean a massive amount of immediate work. You can start with a few small changes. To create an outstanding buyer experience, take these four small steps first.
  • Content Marketing and Thought Leadership: What's the Difference?
    Though they are often conflated, content marketing and thought leadership are not the same. Learn more about their differences and similarities—along with how to use both content types—in this article.
  • Five Steps to Becoming a More Customer-Centric Company
    Every business collects customer feedback, but an overemphasis on aggregate data can drown out individual customer needs and voices. To achieve true customer-centricity, follow these five steps.
  • Three Communication Tips for B2B Marketers Adapting to Uncertain Times
    The past year has shown us that anything can happen. In the future, how can we adapt to the moment and communicate in the best way possible? Check out these three tips.
  • What Is a Market, Really?
    Part of the problem that marketers face in positioning their product or service and confirming product/market fit is the term "market" itself: A market is not a tangible thing, it's a social construct. So what is it, really, and how do you gain a unique and defensible market position?
  • Knowing How Your Competitors Are Positioned: The Key to Competitive Intelligence
    Assessing the positioning of your competitors in relation to your own is an important but often overlooked part of competitive intelligence. So how can you research other companies' positions and present the results? Read more to find out.
  • Intent Data: What It Is and How to Get Started
    Use of intent data is growing, and for good reason. But as with most new digital marketing tools, there is a lot of confusion about what intent data actually is and what it can do for your marketing. Here's a quick overview.
  • 'The Leads Are Weak': It's Time to Go Beyond MQLs and Drive Pipeline With MQMs Instead
    Marketing teams are now using virtual events and meetings to generate MQLs. If marketers can do that at scale, though, Sales can get something even more valuable than Marketing-qualified leads: Marketing-qualified meeting (MQMs). Here's what you need to know.
  • Customer Experience Management Isn't Enough: Three Steps to Experience Improvement
    Traditional experience management programs focus mostly on measuring customer experiences. But measuring experiences is very different from improving them. Here's how to take the leap to experience improvement.
  • When Should You Shelve Those Marketing Ideas? Use These Five Prioritization Tactics to Find the Answer
    Marketers are notorious for loving new concepts. But how do you decide which ideas are immediately relevant and which ones can be stored for later? These five tips can help.
  • Struggling With Digital Communication? Here Are Five Ways to Nail It
    Digital communication is more important than ever, but many marketers are still wondering how to effectively handle engagement tactics and customer experiences in the virtual world. While forming your strategy, keep these five tips in mind.
  • Six Prerequisites for a Responsive Brand
    How quick are your brand's reflexes? In a world where brand response has to match the speed of social media feeds, you can't afford to be sluggish. Achieving responsive brand marketing means asking yourself these six questions.
  • Nine Ways to Create Sponsorship Packages for Virtual Events
    Now that tradeshows and events have shifted to digital, sponsorship packages look much different. But there are still ways to attract sponsors and get their brands and offers in front of event attendees. Check out these nine useful tips.
  • Five Benefits of Influencer Marketing for Recession-Proofing Your Brand
    A pandemic-induced recession—when your customers are spending more time online—is the perfect time to be using influencers as part of your marketing strategy. Here are five major benefits of doing so.
  • Addressing Mental Health in the Workplace in 2021: Three Ways to Give Support
    The effects of the pandemic have taken a mental toll on everyone. In 2021, companies have a responsibility to address the stressors of today's work environment and provide mental health resources to support their employees, particularly in these three areas.
  • How to Drive Sales and Marketing Alignment in an Enablement Role
    COVID has shown us that everything is connected—and in a business setting, connection requires alignment among departments, Sales and Marketing included. From a sales enablement perspective, here's how you can drive alignment.
  • The 3Cs of Marketing Success: Ride the Wave to Go Far in Work and Life
    In 2020, several tidal waves disrupted traditional marketing. Luckily, as marketers, we've never been so well prepared to handle chaos. Stand out as a star marketer by equipping yourself with these three traits: the 3Cs of marketing success.
  • Four Ways SEO Marketing Changed in 2020—And Where It's Going in 2021
    As marketers, in matters SEO we are often at the mercy of the almighty Google. But 2020 proved that it pays to be prepared, and businesses stand to better manage future crises by staying up to date on these four SEO developments.
  • Approaching Digital Transformation With a Marketing Mindset
    Pressures from the pandemic environment are falling on B2B companies to speed up their digital transformation efforts. Thinking like a marketer will enable you to tackle digitization with grace, intention, and, most important, a customer-centric approach. Find out how.
  • Content Marketing: The New Name for a Well-Established Discipline
    The creation of targeted information—about companies, products, services, and more—has been around for generations. Collateral, sales aids, product literature, brand books... all were earlier monikers for what's now lumped into "content." It's a long-established discipline. And here's how it actually works.
  • Is the Marketing Database Dead?
    What was once a marketing database has evolved, as marketers have adopted customer data platforms (CDPs) and new ecosystems of activation platforms. But CDPs tend to suffer from a functional gap, limited as they are to first-party data. Here's how that gap can be bridged.
  • LinkedIn B2B Marketing: Three Underused Ways to Engage Prospects and Customers
    We're all scrambling for new ways to connect with customers during COVID, but the easiest method could be right on our desktops: LinkedIn. The platform is more popular than ever, and many companies are overlooking features that could factor into 2021 marketing plans.
  • How to Market Effectively in 2021: Integrate Performance and Brand Marketing
    Now that most companies are completely focused on their bottom line, extensive brand marketing can be difficult to justify. Using a contextual or native brand strategy is one way to create branded content while simultaneously measuring performance and return.
  • Earn Your Customers' Trust: How to Use Personalization and Authenticity to Reach Audiences
    In 2020, it became clear to marketers that customers who are faced with uncertainty embrace personalized communication. That means it's time to junk marketing-speak and instead opt for a more authentic approach. These four tips can help.
  • Five Tips for a More Personalized B2B Content Strategy in 2021
    2020 changed everyone, including B2B buyers, and your content strategy must change with them—which means better personalization. But it doesn't mean being stalker-y. Instead, use these five tips for a truly personalized B2B strategy.
  • Enterprise ABM: Five Common Pitfalls and Tactics to Avoid Them
    There is no one-size-fits-all solution for ABM: The right strategy and technology depend on the size and nature of your organization. But a bigger enterprise means a more complex system, and that can lead to serious mistakes. Learn how to avoid them.
  • What's Ahead for B2B Marketing in 2021: Four Areas to Focus On
    2020 is finally behind us. So where do B2B marketers go from here? The challenges from an upended year will continue to factor into strategies for 2021 and beyond—in these four areas in particular.
  • Three Ways Marketers Can Survive in 2021
    In 2021, the things companies say are extra important, and there are more places to say them than ever. Marketers are facing a massive demand for content. Avoid being overwhelmed: Focus on these three survival tactics.
  • Google's Page Experience Update: What Every B2B Marketer Should Know
    We've all received advance notice of Google's impending page experience update, set to debut this year. But what does "page experience" really mean, and how will it affect B2B sites in particular? You can get the rundown here.
  • Five Steps to Winning Back Lost Customers by Using Targeted Content
    Losing the occasional customer is an inevitable reality—but it doesn't have to be the end. The right targeted content techniques can both win back people who stopped using your service and ensure they never stray again. Just follow these five steps.
  • Three Agile Marketing Tips for the Post-Pandemic Economy
    The popularity of Agile Marketing is growing, and it's easy to see why: When plans are turned upside down by a black swan event, marketers are naturally drawn to an approach that lets them change course quickly. Here are three tips for adopting Agile methods.
  • Your New Content Marketing Engine: Podcasting
    Many of us still rely on traditional content types to drive our content marketing and thought leadership. It's time for that to change: Your company podcast contains all the content you need in easy-to-repurpose conversations. Here's the why and how-to.
  • Three Activities to Prioritize for Maximum Marketing ROI in 2021
    The full effects of 2020 on marketing budgets in 2021 have yet to be felt, but it's safe to say marketers will have to focus more than ever on ROI. To ensure your marketing strategy gets peak returns this year, emphasize these three important areas.
  • Four Ways to Tackle Your Sales Enablement Strategy During and After the Pandemic
    The accelerated transfer of B2B business to digital-only formats has emphasized the importance of sales enablement technology. Even after the pandemic, digital-first attitudes are likely to persist—so ensure your sales enablement tech strategy measures up.
  • The Benefits of Green B2B Branding
    Going green is usually associated with consumer awareness, so it may seem irrelevant to consider for a B2B company. Not so: from financial benefits to positive PR opportunities, B2B marketers have a lot to gain from embracing the sustainable practices of their B2C counterparts.
  • It's About Time: Six Tried-and-True Ways to Extract Content From Your SMEs
    Content creation is one of those tasks organizational leaders should do but rarely find the time for. Extracting content, or even content ideas, from executives and internal experts is a major challenge for marketers. Here are six practical ways to get the content you need.
  • How to Build a Content Marketing Funnel That Will Drive Sales
    Why are we producing content? To generate leads, drive sales, and build authority. You'll need to bring readers in at the top of the funnel and work your way down to drive sales. Here's how.
  • Opportunity Out of Difficulty: Four Martech Trends to Follow in 2021
    However 2020 played out for your company, it certainly illuminated some universal marketing obstacles that we can all learn from. Going into 2021, we can take advantage of those struggles and turn them into opportunities.
  • These Three Experiential Tactics Lead to Better B2B Virtual Events
    Experiential marketing doesn't have to rely on physical interaction. B2B companies can learn from their B2C counterparts by hosting virtual events that offer an interactive way for people to "leave" the house. To that end, focus on these three tactics.
  • MarketingProfs' Top 10 B2B Marketing Trends and Predictions for 2021
    The MarketingProfs team convened a virtual roundup of marketing-expert friends to get their take on trends and predictions that CMOs will need to be aware of to succeed in 2021. Here's what they predict.
  • How to Use Buyer Personas to Understand Your Customers in a Post-COVID World
    The generic "customer" doesn't exist: To reach buyers, marketers must view their customers as real people with personalities, drives, and interests. Especially in a Covid-altered world, the best way to visualize those customers and their needs is to create buyer personas.
  • Five Differences Between Branding and Direct Response Every Marketer Should Know
    Branding and direct response marketing must work together. Marketers should therefore understand the key differences between the two so that they can employ the right blend of tactics when executing their overall marketing strategy. Here are five differences to keep in mind.
  • Seven Ways to Show Up Human in Your PR and Marketing Efforts
    As a marketer, are you telling stories that connect, or are you treating your audience like an algorithm would? People are craving connection, especially now, so it's time to humanize your company's communication in these seven ways.
  • How to Effectively Outsource Product Marketing Content
    Objectivity, availability, and budget are among the many advantages of hiring contract writers for marketing content. If selecting and managing a group of outsourced writers intimidates you, these guidelines will help make it a painless process.
  • How to Become an Innovative B2B Marketer: Integrating Innovation Into Professional Development Plans
    The pandemic has given B2B marketers an opportunity to become better marketers—and build stronger marketing teams—by embracing a culture of innovation. But that change entails rethinking professional development plans. These three sample plans can help you develop innovative B2B marketing teams.
  • Five Ways to Win a Faithful Audience With Your B2B Blog
    Running a B2B blog is a lot of work, but the rewards can be abundant if you build yourself a faithful audience. To establish yourself as an authority in your industry and gain your readers' trust, follow these five tips.
  • How to Get the Most From Your Peer Review Site Subscription
    Potential buyers tend to consider peer review sites as more objective and more helpful than vendor sites. A paid subscription to the right peer review site can provide insights into your buyers' preferences and intent, as well as generate new business. Learn more.
  • So You've Got Your Topic, Now Here's How You Create Content That Can Rank
    Have a topic for a post or other content? That's a great start, but to reach your target audience on search engines, you have to know how to rank for that topic—which requires a lot of organization and research. Here are some tips for how to create content that ranks.
  • 10 Must-Haves for Your Content Marketing Guidelines
    Reaching customers with quality content and thought leadership is more important than ever, but so is maintaining a unified voice for your company. The best way to do both is to develop content marketing guidelines.
  • Three Ways to Strengthen the Marketing and Finance Relationship
    Are your marketing and finance teams at odds? It often appears that their goals lie at opposite ends of business strategy, but it doesn't have to be that way. For ways to improve your Marketing and Finance relationship, check out these three tips.
  • Why B2B Apps Need App Store Optimization Now More Than Ever
    Recent work-from-home initiatives have created record demand for telecommuting, team chat, and employee tracking apps. If your B2B company has an app, it's time to look into app store optimization (ASO) to maximize your potential customer base.
  • Three Event-Marketing Trends to Drive Business and Keep Attendees Safe in a COVID Era
    How are marketers keeping their events relevant and engaging in the mostly virtual world of the COVID pandemic? Three major trends are emerging—and here's how to take advantage of them successfully.
  • How Direct Mail Can Cut Through the Pandemic Marketing Clutter (And How to Obtain Those Valuable Home Addresses)
    It's time to check your mailbox, not your inbox. The pandemic has upended traditional marketing—and, with it, the usual marketing channels. Here's how to find and use your prospects' home addresses to stick out from the competition with direct mail.
  • Marry Brand and Demand to Unleash the Full Power of Personalization in ABM
    Technology has made account-based marketing more feasible than ever, but you can't get by on tech alone. Here's how to combine the emotional side of brand-building with the personalization of demand gen to create marketing messages that will truly resonate.
  • Advanced Measurement Strategies: Metrics That Actually Matter
    What are your marketing metrics telling you? If you rely on standard measurement tactics, probably not much—especially about your sales. It's time to upgrade to advanced measurement strategies that directly align with business goals—and drive sales.
  • Content + Data: The Pillars of a Successful Demand Gen Strategy
    Successful demand generation relies on effective content and reliable data—but marketing content can stagnate, and data can be intimidating. Here's how to use both to build a demand gen foundation that can withstand even the most tumultuous times.
  • How to Make the Most of Influencer Marketing During COVID-19
    Attitudes and behaviors have shifted during the COVID pandemic. Now that marketers and the general population, including B2B buyers, are using social media more than ever, it's time to re-examine how working with influencers can help your company.
  • Four Ways to Make Your Pitch Stand Out on LinkedIn
    LinkedIn is more popular than ever with businesspeople and sales reps, but you can't just use a copy-and-paste method to pitch to your new connections. There is value in being genuine. Here are four ways to rise above generic LinkedIn messaging.
  • Six Tips for Moving From B2B Marketer to Solutions Architect (And Why You Should)
    In a rapidly changing world, B2B marketers are taking on a new, consultative role—that of solutions architect. Here are six ways to embrace the change and step out ahead of trends to make yourself an even more valuable business partner.
  • Seven Things Ruining Your B2B Marketing Budget—And How to Fix Them
    Mistakes in marketing are inevitable, but too many can ruin your budget. Here are seven common pitfalls that are easily fixable by adjusting your strategy. Learn how you can avoid them.
  • Can You Create a Meaningful Experience in a Virtual Conference?
    That was the question we at MarketingProfs started asking ourselves earlier this year as we realized our annual event, scheduled for San Francisco, wasn't going to happen. As we planned and put on our B2B Forum as a virtual conference, we learned these four things.
  • How to Use Email to Support the Needs-Discovery Process
    In 2020, the limitations on travel and face-to-face meetings have brought about the switch to virtual-only selling. Nevertheless, the fundamentals of needs discovery remain, even if in some ways it has become more difficult. But the shift to virtual has given organized sellers an even greater advantage.
  • So Much of What You Knew About Thought Leadership Has Changed
    Thought leadership needs a rethink. Articles and interviews that focus on tactics and coincide with product launches don't have the impact they once did. People are craving stories that guide and inspire. Here's how to get thought leadership right.
  • Three Opportunities B2B Marketers Must Seize During 2021 Planning
    2020 has rebooted marketing. As companies move to finalize 2021 planning, we have an opportunity to accelerate progress in the direction that we've known for years we need to go toward. When planning for next year, keep these three key factors in mind.
  • Five 'Customer Marketing' Tactics to Boost Retention and Reduce Churn
    In B2B marketing, it's just as important to keep a customer happy as it is to convince a new prospect to buy. Customer marketing programs help to grow customer advocacy and build long-lasting relationships. Here are five easy tactics you can use.
  • Four Ways to Empower Your Email Marketing Strategy With AI
    Email marketing gives you space for customization, direct communication, and easy tracking. But scaling and consistency are hard to achieve. Here are four ways to integrate AI into your email strategy without sacrificing a human touch and all the while achieving consistently better results.
  • The Silver Lining to the Death of the Cookie: Better Measurement
    If your ad measurement depends on third-party cookies, you'll be facing profound changes within less than two years, as Web browsers phase them out. But cookies have their drawbacks, and this article argues that marketers will be better off without them.
  • Agility vs. Speed: How Agile Marketing Can Manage Volatile Times
    When you think about what an Agile Marketing team looks like, what comes to mind? Chances are, you imagine marketers who are fast, flexible, maybe even frenetic. But, especially in volatile times, Agile doesn't mean working feverishly.
  • Effective Link-Building for B2B Marketers
    Link-building is an indispensable part of B2B marketing. But what are the best ways to grow your site's backlink profile? This article will guide you through the most effective and sustainable link-building strategies.
  • How to Grow Your Professional Network in the Digital-Only Era
    Technology has allowed us to form connections and maintain strong business relationships even while we are unable to meet in person. But making contacts in the digital world is different. Use this article as a guide for how to adapt.
  • Four Things Introverts Can Teach Us About Networking
    Some of the world's most successful people identify as introverts, which might seem counterintuitive. But they've adapted a strategy that can teach us a thing or two about successful networking. Here are four networking lessons we can learn from introverts.
  • 10 of the Best Tools for Market Research
    Market research is an essential first step for launching any product or feature, but too many of us want to jump in and use our instincts instead of collecting the data we need to ensure success. Here are 10 tools that will make your research easier.
  • Five Tips for Enhancing the B2B Customer Experience to Generate More Sales
    The quality of its customer experience can make or break a B2B company. To make sure your customers' experiences keeps them coming back for your products or services, follow these five steps.
  • How to Calculate the ROI of Your SEO Campaigns
    If you want your website to rank high in Google searches and attract visitors and potential business, you need to be investing in SEO. And because many businesses don't invest in SEO at all, even a small amount of optimization can put you ahead of the competition.
  • Assessing Your CRM Implementation: Two Questions to Ask Yourself
    The love-hate relationship with our CRMs is real. They often fail to meet promises made during selection and implementation, and they can fall short of their potential to drive revenue. But we can't live without them. To get more out of your CRM implementation, ask and answer these two questions.
  • It's Time for Chief Market Officers to Play Offense
    Chief marketing officers often find themselves defending the CMO role and its right to exist. It's time to actively assert the role's value by reframing CMOs as chief market officers. Here are 4 key areas to focus on when reasserting Marketing's place in the business.
  • B2B PPC Tactics: Six Ways to Bring in Higher-Quality Leads
    B2B companies are increasingly relying on pay-per-click tactics to obtain leads. Here are six ways to ensure your company is getting the highest-quality leads from its PPC ad campaigns.
  • A New Way of Working Remotely: Email and IM Aren't Enough
    When your employees are working remotely, email and messaging apps are a natural fallback for internal communication. Find out what their limitations are and how to solve complex collaboration problems. Read more.
  • How to Solve Conflicts With Your Business Partners by Developing Win-Win Agreements
    Don't let company disagreements get in the way of creative solutions. Use these conflict-solving tactics to improve both internal and external business relationships. Check out the article.
  • Your B2B Influencer Strategy: How to Get it Right
    We're all familiar with the way influencing plays out in sponsored posts on YouTube and Instagram and various other social platforms, but it can also be a valuable strategy in the B2B world. Here's how to get it right for your company.
  • Target-Audience Segmentation: Why You Need It and How to Do It in Five Easy Steps
    In today's competitive landscape, many B2B companies are reviewing their strategies, and that often includes a more careful segmentation of target audiences—both to sell more accurately and to budget more efficiently for marketing. Find out how to best segment your target audiences.
  • A Messaging Framework: What It Is, Why You Need It, and How to Build It
    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.
  • How to Improve Marketing Attribution Without Burdening Your Sales Team
    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.
  • Marketing Just Became Invaluable: A New Revenue Marketing Model for a New World
    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.
  • Three Steps to Better Marketing and Sales Alignment
    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.
  • Post-Pandemic Event Checklist: Audience-Centric Innovation and Messaging
    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.
  • Five Powerful PPC Tips for SaaS Companies
    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.
  • Beyond Content Marketing: 10 Steps to Real ROI With Content Operations
    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.
  • Forget B2B and B2C: It's a B2P World Now
    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 in the Age of Bad News Blues: Three Ways to Combat Crisis Fatigue
    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 Virtual Events: 12 Ways to Ensure Impact and Drive Topline Growth
    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.
  • 15 Tools to Boost Your YouTube Marketing
    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.
  • Four Successful Ways to Combine Inbound and Outbound Marketing
    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.
  • Buyers Leave Your Clients. Find Them and Sell to Them Again.
    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.
  • Five Tips for Making Company-Culture Videos That Captivate Your Customers' Hearts (Article 2 of 3)
    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.
  • The Ultimate Guide to Coming Up With Useful Ideas
    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.
  • How 'Tangential Content' Can Elevate Your B2B Company's Link-Building
    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.
  • How to Use Video for Every Stage of the Sales Funnel
    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.
  • Close the Marketing Performance Gap: How to Start Delivering on the Most Important Metrics
    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.
  • How to Make Product Videos That Actually Drive Sales (Article 1 of 3)
    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.
  • Seven Crucial Marketing Automation Workflows You Need for Building Campaigns
    Marketing automation workflows can engage customers and generate significantly more conversions and sales than ad hoc email campaigns. These are seven workflows vital to successful campaigns.
  • Economic Uncertainty Is Resurrecting the CMO Role
    Rumors that the CMO role is going the way of the dodo bird have been circulating for years. The devaluation of the role is partly the consequence of outdated notions of what CMOs do and misconceptions about the scope of the job. But the current crisis is proving the CMO role is vital.
  • Your B2B Marketing Career: The Parable of Melanie the Mindful Marketer
    Take a moment. Calm your thoughts. Form an image in your mind of what your career and your job as a B2B marketer can look like—how fulfilled you could be with your work. Is it all just wishful thinking? It doesn't have to be.
  • How to Effectively Talk to Your Customers During a Crisis
    Whether it's a global pandemic or a data breach, a crisis of any kind can negatively impact your company's operations and reputation. So, what can marketers say and do to keep customers informed and satisfied until the crisis is over? Here's useful advice.
  • A Six-Step Checklist for Planning Your Marketing Campaign
    If you've just added the not-so-simple task of "Marketing Campaign" to your to-do list, you might find yourself struggling to get started. Planning an entire campaign is no easy feat, and it can be hard to know how to begin. That's where a checklist can be useful. Like this checklist.
  • Three Account-Based Tools That B2B Companies Need Now to Lift Revenues
    Account-based programs demonstrate higher conversion and close rates than traditional demand programs. So, companies of course want to focus on winning and growing target accounts in the year ahead. But there are ways you can make ABM even more successful and maximize ROI.
  • 10 Simple Tips and Tropes for Writing Engaging Social Media Copy
    These principles of social media engagement, along with 10 tried-and-true tips and social media tropes that connect with audiences, will help you write engaging social media copy on behalf of your B2B brand. See how.
  • How Marketers Can Protect Their Online Ad Dollars From Fraud
    As more businesses increase their digital advertising efforts, fraudsters, scammers, and bots lie in wait. Some marketers are aware of the looming threats, but many aren't. The good news is that telltale signs of ad fraud can be spotted.
  • Chin up, Marketers: The Demise of Third-Party Cookies Isn't All Bad
    As the demise of third-party cookies draws inexorably nearer, many marketers are growing concerned: How will they track and gather customer data online? But despite the handwringing, marketers can reap long-term benefits from the end of cookies.
  • How to Marry Offline and Online Attribution Data for a 360 View in Google Analytics
    Who wouldn't be excited at the prospect of identifying what led to a customer's making a purchase decision? Though marketers continue to improve and refine the process, one challenge to truly meaningful insight remains: how to marry offline and online marketing attribution.
  • How B2B Marketers Can Absorb and Apply Data Effectively: Six Questions Answered
    Platform fatigue. IP targeting's limitations. Challenges of evaluating campaign performance. The impact of economic uncertainty. The disappearance of in-person events... B2B marketers are facing a host of unresolved issues and questions. Here are some answers.
  • Six Content Assets to Help Your Sales Team Close More Deals
    As a B2B marketer, your work does not start or end with passing along generated leads to the sales team. What's more important is empowering them with targeted content assets to deliver a more personalized and engaging experience to prospects and buyers. Like these 6 content assets.
  • What Is Interactive Marketing, and How Does It Help Your Bottom Line?
    New forms of marketing seem to rise to the top of the priority list every few months. But being able to read and respond to your customers' actions is arguably the most valuable currency for engagement. And, for that, an interactive marketing strategy is a priority.
  • Six Ways B2B Marketers Can Harness the Power of Experiential Marketing
    B2B marketers, who relied on tradeshows and conferences, will be itching to go back to how things were before the pandemic hit. But maybe not exactly how things were—because there is a better way to reach people in-person: experiential marketing (yes, for B2B, too).
  • It's the Right Time: Three Types of Content to Develop Now
    It's more important than ever to communicate with your customers with messages that are authentic, that build relationships—and offer useful information relevant to their business right now. These 3 types of content are well suited to the current environment. Learn more.
  • Six 'New Normal' Marketing Tips for Reopening Businesses
    Reopening during and after the pandemic is fraught with challenges but laden with opportunities. For marketers, it's an ideal time to take advantage of new marketing and communications approaches to differentiate your brand for the "new normal" in your industry.
  • Strategies for B2B Executives: How to Boost Content Marketing ROI and Impact
    Though marketing teams can produce content marketing that resonates with prospects and customers, executive-team buy-in and participation can elevate their efforts and open more opportunities to attract higher numbers of qualified leads.
  • Brand Guidelines: It's High Time to Revamp How We Create and Use Them
    Are your brand guidelines working for your team and company? Is the content being shared internally and externally consistent and aligned, no matter which team it's coming from and in what format? If not, it's time to start making some important changes.
  • Why and How to Use LinkedIn Articles for Content Marketing (With Real Examples)
    Many of us are missing a huge content opportunity on LinkedIn: long-form articles. The marketing benefits you reap are tangible while the effort you expend can be minimal—if you use the right approach. Read more for practical advice and real-world examples.
  • Three Ways to Personalize Your Next ABM Campaign to Close More Deals
    Business buyers are inundated with pitches and content, most of which isn't relevant to them. That's good news for B2B marketers: Your prospects are hungry for a personalized experience. Here are three practical ways to make your ABM more successful.
  • Business as Unusual: Shifting Live Events to Digital and Hybrid Experiences
    Unusual times call for unusual thinking and strategic engagements. In the current business environment, to fully realize the objectives of live events that can't take place, take the path mapped out in this article to deliver an experience that exceeds expectations.
  • Marcomms Is Different From Crisis Comms: Here's How to Handle Crises
    Best advice for a marcomms leader to handle a crisis? Take off your marketing hat for a moment because your marcomms experience won't get you very far. But if you need to tackle a menacing issue or an emerging crisis—and you don't have years to retrain—here's how to handle a crisis now.
  • Outsourcing Content Marketing? Here's How to Make That Partnership Successful
    Outsourcing content creation and relinquishing some control over your content can be stressful. But you can maintain a collaborative relationship with your content partner to execute a content strategy that achieves your content marketing goals. Here's practical advice for doing that.
  • SEO Keyword Strategy for B2B Content Development
    Your B2B SEO strategy must be geared toward reaching the right decision-makers. If your sole intention is simply to rank for a keyword, your B2B keyword strategy is already a lost cause. Here are some handy tips to get it right.
  • Three Tips to Automate Your Content and Campaigns but Not Alienate Customers and Brand Fans
    Content marketing has matured to a point where you need at least some automation. But if you aren't careful, you'll turn people off: Your loyalists will notice if your content is lower quality or less tailored. To maintain customer trust while streamlining your workload, use these three tips.
  • Three Ways to Make Your Digital Event as Engaging and Effective as In-Person
    As marketers consider their options for providing digital event opportunities, one question is top of mind: How do you create an engaging attendee experience? The key is to make real connections in a virtual way. These three tips will help.
  • Five B2B Marketing Strategies for Pandemic Survival and Beyond
    You know what's not only extremely short-sighted but also potentially disastrous? Assuming the current public-health crisis is a temporary pause in business-as-usual. You can't afford to wait for "it" to pass. To put yourself in a better position now and down the road, try these five strategies.
  • How B2B Leaders Can Improve Lead Generation in Their Organizations
    Lead gen is responsible for one of your company's most valuable assets—customers. But establishing an effective lead generation process is no small feat. To create a process that yields high ROI demands contribution and investment from the leadership team. Here's how, exactly.
  • Five Steps for Leading Email Marketing Through Change and Crisis
    What happens when a global crisis hits and your marketing emails are suddenly one of the last things a customer has time to think about? The answer: don't proceed like normal. To ensure your email program remains effective and authentic, follow these five practical steps.
  • Three Easy Ways to Use LinkedIn Sales Navigator for Marketing
    Sales Navigator offers up a big opportunity for marketers to up their content and outbound games. Marketers, just as much as sales reps, can use the powerful functions of Sales Nav to identify, reach, and engage with audiences. Here's how, in three steps.
  • How to Use Empathy in Your B2B Brand Storytelling
    Storytelling is one of the most effective ways to build a connection with your audience. But how can marketers build narratives that resonate with customers on an emotional level? Here's what brand storytelling involves, why using empathy to drive narratives is important, and how to do it.
  • Lessons Learned From Turning an Event Virtual in 19 Days
    Marketers are accustomed to a changing environment—from algorithm updates to new acquisition channels and technology. Even so, the widespread cancellation of live events made even experienced professionals take a deep breath and rethink their strategies. But it can be done.
  • An Easy Three-Step Headline Formula That Grabs Customer Attention in Just Five Minutes (With Examples)
    The legends of copywriting agree: It can destroy or skyrocket your marketing campaign. "It" is your headline—the first thing that gets noticed. If people don't read your headline, they don't go on to read your content. Here's how to easily write headlines that get read.
  • The Future of Marketing Events in the Age of COVID-19
    The challenge for events in 2020 and beyond is how they can remain profitable while keeping the best interests of the industry they serve—and the safety of speakers, sponsors, and attendees—at the forefront. Here are some likely scenarios for the future of events.
  • Five Measures for Proving the ROI of Your Employee Advocacy Efforts
    The definition of "employee advocacy" is straightforward: the promotion of an organization by its staff members. It's a low-cost, high-return way to increase brand awareness, drive engagement and attract talent. But can you show how that impact is related to business goals?
  • B2B Brands: Five Marketing Strategies to Come Out of the Recession Strong
    As a B2B brand, the last thing you need is to miss the post-pandemic rebound of the economy when it happens. These five marketing strategies can help you come out of the recession as strong as before—or even better positioned.
  • The Role of Customer Empathy in the Future of Marketing
    As marketers, we know that effective marketing puts the customer first. But how do we do that? How can we harness our most human of superpowers to deliver real value both to the customer and to the business? Start using empathy in marketing.
  • How B2B Marketers Can Align With the Self-Directed Buyer Journey
    The B2B customer journey is undergoing rapid transformation—accelerated by the ongoing pandemic. To reach today's—and tomorrow's—self-directed buyers, marketers must personalize. But, soon, even that won't be enough. You need to prepare for that already-near future.
  • Close the Marketing and Sales Gap, and You'll Close More Deals
    With loads of information readily available to buyers about potential vendors, sales reps are now expected to deliver insights and articulate value if they are to generate real opportunities. But that can't happen unless you close the gap between Marketing and Sales.
  • The Future of Marketing Organizations Post-Pandemic: Top 5 Predictions
    We marketers are trying to find our bearings in an environment unlike any we have known. Some changes we are experiencing will persist, forming a new foundation for how businesses function post-pandemic. What will that look like? How can you prepare your team for what lies ahead?
  • How to Match Your Key Metrics to Your Content Goals
    As with any marketing undertaking, you need measures in place to track the effectiveness of your content marketing. So, whether you're focusing on SEO, lead generation, or thought leadership with your content, see which metrics you should track to monitor content marketing success.
  • Three Best-Practices to Align Web Development With SEO
    "Make friends with your Web designer" is smart advice for an SEO practitioner. This article covers a few best-practices that require effective collaboration between SEOs and their friends on the Web development team. Read on for more.
  • Strong Evidence That the Remote Workplace Is Here to Stay
    It didn't take more than a few months in COVID-19 lockdown for a good number of workers to realize they could adequately perform their jobs without having to set foot in their office ever again. Do you have a strategy for workspace options once it's time to reopen?
  • Passive-Aggressive Popups and Other Acts of Marketing Self-Sabotage
    We think our online writing is inviting. But, to readers, it can feel like falling into a hidden temple where the walls are spewing poison darts and they're being pursued by a big, bone-crushing boulder. It doesn't have to be that way.
  • How to Upgrade Your Sales Teams for Remote Success
    The pandemic has forced sales professionals to adopt digital approaches in lieu of face-to-face meetings. And without in-office support, marketing and sales leaders are struggling to support their sales teams. Here's how to set up your salespeople for success.
  • Top 5 Mistakes Companies Make on Instagram, and What to Do Instead
    Instagram is not a platform that businesses can afford to ignore—but it can be challenging for businesses that don't have "Instagrammable" products or services to share. Especially if yours is a B2B brand. But Instagram is worth your time and investment.
  • How to Unlock Content Marketing's Value and Drive Sales: AI Can Help
    In the past two decades, content marketing has become an effective strategy for generating leads and nurturing them through every stage of the buying journey. Now, AI is poised to take marketing content to the next level.
  • How to Use Search Trends for Alternative-Content Ideation in the Age of COVID-19
    Analyzing critical search data trends during crises can help marketers pivot so they generate relevant content for their audiences, in turn improving website traffic and boosting sales.
  • How to Gain Influence and Effect Change: Four Skills Every Marketing Leader Needs
    One of our biggest problems as marketers is a tendency to be so customer-focused that we forget to apply our talents within our own organizations. Here are four ways we can position ourselves as leaders and catalysts for much-needed change.
  • Your Guide to Incredible Landing Pages: 5 Must-Have Elements, 10 Great Examples, 5 Best-Practices
    We spend countless hours planning, building, and testing landing pages. Yet, they don't always perform as we expect them to. This article will provide inspiring examples and practical advice you need to make sure your next landing page is incredible.
  • Three Effective Ways to Address a Soft Marketing Pipeline in Challenging Times
    Let's face our tough new reality: It's not easy to drive demand during this work-from-home era. Now, it's all about building operational agility into your marketing and customer experience. Here are three effective, data-reliant ways you can address your soft pipeline.
  • How to Attract Buyers in the Modern Business-to-Business Market
    B2B sales and marketing have evolved rapidly. Digitization has transformed the way buyers research and procure products and services. Sellers no longer have control over the flow of information, and buyers' expectations have changed. Here's what B2B suppliers need to do to attract today's buyers.
  • Social Distancing Is Changing the Way We Write. That's a Problem.
    Our reality—living in a state of isolation, bombarded with messages about the importance of maintaining separation—is influencing the way we think and communicate. Our lack of social interaction is limiting our ability to communicate effectively. Including in our writing.
  • Seven Questions to Ask When Hiring a PR Agency
    How do you vet a PR agency you want to hire? You want a strong agency partnership, but what does that even mean, and how do you start building one? Ask these seven questions when you're vetting and interviewing an agency.
  • Marketing Events in a Post-Pandemic World: Opportunities for Innovation
    Marketing events have been canceled because of COVID-19. But what about post-pandemic? If events resume, will people even attend? And most important, do we now have an opportunity to make live events more valuable for everyone involved?
  • Five Web Analytics Tools to Help You Optimize and Measure Marketing ROI
    How do you access the analytics you need to measure your online marketing ROI effectively? You need the right tools. This article highlights five tools that provide insights into your marketing results.
  • Digital Transformation During COVID-19: How Can Marketers Lead the Way?
    Now, more than ever, organizations are depending on digital channels to maintain customer connections and plant seeds for future growth. Here's how marketers can be responsive and provide leadership during this crisis.
  • COVID-19 and Email Marketing: What to Do When Reopening Is on the Horizon
    With some version of reopening on the horizon, marketers are having to rethink their marketing efforts, especially email—since so many of us have been relying on digital communication more than ever. What should our approach be now?
  • Sales Presentation Skills: How to Measure and Evaluate Your Salespeople
    If your salespeople aren't effective presenters, they'll never achieve their full potential—even if they're good at selling. Which is why it's critical to understand and monitor this vital skill. Here's how to measure and evaluate sales presentation skills.
  • Five Best-Practices for B2B Social Media Influencer Marketing
    B2B influencer marketing has become "a thing"; it is alive and well and available to use as a tactic in your marketing strategy. Based on research and experience, here are five best-practice recommendations.
  • Five Ways to Keep Marketing Even If Your Marketing Budget Is Quarantined
    The true economic fallout of the current coronavirus crisis is far from certain, and many marketers have been asked to freeze all nonessential spending. If you're one of those marketers, your budget may now be sheltering in place alongside you. But you can, and must, keep marketing.
  • Why Innovation Must Be Your Agency's First Priority
    All professional services agencies entering the third decade of the 21st Century have many responsibilities... but they have only one essential task: They must—constantly, continually, and rapidly—adapt to change and innovate.
  • Marketing Is Becoming Technology-Driven, and the Future Is Open Source
    To take best advantage of evolving business technologies, it is essential to stay agile, flexible, and open to change. Which is why in marketing technology, open-source software hits the bullseye.
  • Why a Picture Really Is Worth a Thousand Words According to Neuroscience
    In today's digital marketing landscape, many marketers still downplay the importance of images. Yet decades' worth of scientific research consistently demonstrates that people are much better at remembering pictures than words. Visuals just might be the most important marketing tool we have.
  • Survive or Thrive? CEOs Must Invest Now in Marketing
    The Dutch word "averechts" refers to when someone does something to avoid a problem, but that action backfires—causing the very problem they were trying to avoid. That is precisely what is happening to most companies during the COVID-19 pandemic. Avoid your "averechts" moment.
  • The Seven Worst ABM Mistakes (And How to Fix Them)
    These are some of the most common and costly mistakes that marketers make when adopting, implementing, and executing ABM. But you can avoid making these 7 mistakes. Here's how.
  • Visual Design: Data-Driven Tactic or Qualitative Strategic Asset?
    Visual design is having a moment of prominence—and perhaps reckoning. Many companies no longer treat design like frosting for their messaging; often, the design is the message. But can marketers stand up for artistic design while still getting the ROI the C-suite execs expect?
  • LinkedIn Stories Is Almost Here: Will It Reinvent the B2B Social Media Landscape?
    LinkedIn has been testing a new conversational format—LinkedIn Stories—to be released "soon." So, what does the introduction of LinkedIn's own version of Stories mean? Will it "kickstart conversations" and "nurture relationships," as LinkedIn hopes?
  • Agile Marketing FAQs: Teams, Meetings, Leadership, Measurement, More...
    You're interested in Agile Marketing, and you have questions... Here are some answers to some major queries about Agile teams, leaders, measurement, and many other FAQs. Let's dig in.
  • Coronavirus: How to Manage Your Supply Chain Shock Waves
    Supply chains throughout our economy will undergo volatile supply and demand shock waves over the next year or more. Most companies' automated supply chain systems will be incapable of handling that volatility, resulting in chaos—unless managers adopt a different way of managing their supply chains.
  • How to Create a Content Strategy for COVID-19 (or Other Crises) in Five Steps
    If this pandemic has blindsided your business, you've been asking questions like these: How should we talk to our prospects and customers? Should we ditch our editorial plans, or stay the course? Is content promotion still acceptable, or is it a definite no-no? You need a content strategy for this crisis.
  • CX Will Be Essential for Rebuilding After COVID-19: Four Steps You Need to Take Now
    The needs and wants of customers have shifted dramatically in the past two months, and companies that continue to move forward without adjusting will struggle for some time to come. Here are four ways B2B companies can provide helpful, impactful, and timely customer experiences during the pandemic.
  • CX Will Be Essential for Rebuilding After COVID-19: Four Steps You Need to Take Now
    The needs and wants of customers have shifted dramatically in the past two months, and companies that continue to move forward without adjusting will struggle for some time to come. Here are four ways B2B companies can provide helpful, impactful, and timely customer experiences during the pandemic.
  • How to Generate Leads in a Competitive Digital Landscape
    How do you generate more leads in what is the digital marketing jungle of today? It helps to understand current trends that on-the-ground practitioners are seeing in digital marketing. Here are some do's and dont's based on their advice.
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