Marketing Article Index » More marketing articles
- Taking a Page From Consumer Marketing: Building Meaningful Connections in B2B
B2B companies can boost brand engagement by using B2C-inspired tactics to create lasting impressions through human connection. Read more.
AI-driven search is rewriting the rules of SEO. Discover how to build trust, authority, and visibility to optimize your online content for AI-generated search responses. Read more.
B2B buyer behavior is continually shifting. Learn how marketers can adapt to reach today's evolving decision-makers and buying behaviors. Read more.
Improving UX elements can significantly enhance SEO performance and visibility in search. Learn how to optimize both UX and SEO. Read more.
Today's marketers mix research with storytelling, using data to drive decisions once ruled by instinct alone. See how marketing has evolved—and what still endures. Read more.
More brands are moving marketing in-house to cut costs and gain control over data, creative, and media. Explore in-housing models and tips. Read more.
CMOs face mounting pressure to make martech deliver. Learn how to realign tech stacks for strategic, revenue-driven impact. Read more.
B2B experiential marketing is surging—but is it being measured meaningfully? Learn how to track what really matters. Read more.
Learn 10 clear and practical techniques for prompt engineering that help you guide AI tools in your daily marketing work. Read more.
Measurement is evolving fast. See how lessons from mobile ad measurement are helping define signal-agnostic, media-neutral, and privacy-first measurement framework for today's evolving ecosystem. Read more.
Breaking down any topic into digestible portions and delivering it as a compelling narrative helps your audience understand your message, remember it, and connect with you. That's why storytelling is so powerful. Read more.
Customers demand seamless experiences across channels. Integrating adtech and martech is essential to meet those expectations and boost ROI. Read more.
Programmatic ads carry a hidden environmental cost. Learn about practices that not only reduce waste and run cleaner but also result in more efficient ad campaigns. Read more.
Discover how real-time VoC data empowers frontline employees, enhances CX, and drives business results. Read more.
Discover how modern tech PR combines storytelling, positioning, and authenticity to help startups and established firms gain visibility and credibility. Read more.
RCS is redefining mobile messaging, and AI is amplifying its impact. Learn how these technologies will work together for better customer engagement and messaging. Read more.
Focus on the top B2B marketing priorities for 2025, from SEO updates to LinkedIn strategies and high-quality content that drives results. Read more.
Making your website accessible improves user experience, increases conversions, and enhances SEO. Learn five best-practices for digital accessibility. Read more.
Digital transformation isn't just about technology—it's about using data to drive smarter decisions and business growth. Learn how to build a data-driven strategy. Read more.
Many B2B marketers miscalculate TAM, leading to poor strategy and wasted resources. Avoid these 10 common mistakes for accurate market insights. Read more.
Performance marketing isn't just bottom-funnel. Discover how full-funnel performance marketing enhances every stage, from awareness to conversion, with data-driven insights and optimized touchpoints. Read more.
Strong brand positioning starts with research. Discover how to analyze customer perceptions, assess competitors, and refine your brand's market position. Read more.
Inaccurate marketing data wastes budgets and weakens campaigns. Discover how data accuracy enhances targeting and performance. Read more.
Contact-level advertising enables precise targeting of decision-makers, improving engagement and measurable impact in enterprise B2B marketing. See how it can solve your challenges. Read more.
Mobile-first indexing prioritizes mobile-optimized sites in search rankings. Discover essential SEO best-practices to ensure your site stays competitive. Read more.
Internal competition can often hinder business growth. Learn how fostering a collaborative culture improves efficiency, innovation, and team alignment. Read more.
Explore experts' insights on ethical AI in marketing, from governance and compliance to AI leadership and digital twins. Read more.
AI is helping B2B sales teams work more efficiently by assisting with research, content, messaging, and meeting preparation. See how. Read more.
CMOs are exploring AI's potential with both excitement and uncertainty; they need clear steps to move forward strategically. These three initial key steps will help integrate AI into marketing. Read more.
For brands that sell products with lifespans that stretch into multiple years, devising a digital marketing content strategy can be difficult. Consider a mix of content from these nine topic areas. Read more.
Marketing Operations is evolving into a key strategic function, driving data-driven decisions and career growth. Learn about its impact. Read more.
Discover how B2B SaaS marketers can maximize ROAS by relying on usage to predict lifetime value (LTV) and avoid the cost-per-acquisition (CPA) trap. Read more.
Marketers succeed when they have a clear strategy. Marketing strategy frameworks provide a route to success. Here are five to choose from. Read more.
Learn how business automation enhances B2B marketing and sales by improving efficiency, personalization, and lead generation. Read more.
Learn how financial services marketers can balance personalized customer experiences with data privacy and compliance. Read more.
Explore nine B2B marketing trends reshaping 2025, from AI-driven personalization to trust-focused data strategies. Read more.
Learn the basics of optimizing your B2B website for search engines to improve visibility, gain credibility, and attract leads. Read more.
As we look at the year ahead, here are the key trends set to shape the social space—and actions marketers can take now to leverage those trends. Read more.
Generative AI is transforming SEO, enhancing efficiency while necessitating human oversight for quality and relevance. Stay adaptable to succeed. Read more.
Discover the balance between authenticity and AI in marketing. Learn how to integrate generative AI tools without losing the human touch in your creative work. Read more.
What you call your webinar—and how often you host webinar programming—can affect how many people sign up for it and attend. Read more.
Discover the top B2B digital advertising trends for 2025, from privacy-first ads to AI's role to adtech. Read more.
Discover how servant leadership and the Yes Approach combine to inspire collaboration and empower teams for success. Read more.
Struggling with AI tools? Learn to choose wisely, overcome misconceptions, and build skills for generative AI success. Read more.
Discover how neuroscience empowers leaders to build trust, manage stress, and drive motivation. Improve project outcomes today. Read more.
Learn how generative AI drives personalized B2B outreach, scales engagement, and helps build trust with targeted, relevant messaging. Read more.
What are the 2025 trends shaping marketing, communication, writing, our lives? This is Ann Handley's annual list of What's In, What's Out for a new year.
Discover how to refine strategic planning by focusing on adaptability over rigid predictions. Gain insights to improve decision-making in 2025. Explore more.
Discover how AI is transforming product-content orchestration in B2B marketing, blending automation with human creativity for impactful strategies.
AI, video, and data can deliver the promise of B2B marketing personalization in 2025. Meet buyer expectations and drive marketing success. Read more.
Discover how AI improves B2B email marketing with dynamic content, predictive analytics, and more. Start optimizing your campaigns today. Read more.
Discover how marketing data validation improves campaign accuracy, ensures compliance, and boosts personalization for stronger engagement and conversions. Read more.
Discover key email marketing developments of 2024 and their ripple effects that will be shaping 2025 strategies and trends.
Discover five ways marketing automation improves efficiency, learn how to avoid common implementation mistakes, and get tips for long-term success. Read more.
The exit of Oracle's Moat from the market is an opportunity to challenge the traditional paradigm of ad verification and brand safety. Discover how a new approach can reshape brand safety. Read more.
B2B marketing entrepreneur and thought leader Jon Miller provides 11 detailed, comprehensive predictions on B2B marketing in 2025 and reviews how well his 2024 predictions have panned out. Indispensable food for thought for all B2B marketing professionals. Read more.
Discover how a strategic conversion copywriting process maximizes engagement, aligns messaging, and boosts marketing campaign ROI. Refine your process for success. Read more.
Learn how PMO practices streamline CRM campaigns, enhancing efficiency and engagement, and explore ways to optimize resources effectively. Read more.
Rising subscription prices are challenging businesses to balance profitability with customer satisfaction. Discover strategies to manage subscription price increases effectively, balancing customer retention and revenue growth. Read more.
Explore JPMorgan Chase CEO Jamie Dimon's views on AI, with highlights of what he gets right and key aspects he overlooks. Read now!
Learn how PR teams can tackle today's media challenges with fresh strategies, expanded content opportunities, and smart tools. Get tips to make an impact. Read more.
Discover how AI-powered search is changing B2B marketing. Adapt your strategy for context, personalization, and ethics. Stay competitive... Read now!
Discover how buying signals from B2B events can fuel targeted marketing and sales strategies, improving engagement and driving growth. Learn more.
Discover how the FTC's crackdown on deceptive AI claims affects marketing, why transparency matters, and how brands can ethically incorporate AI. Read more.
Dirty data costs B2B marketers budget, leads, and accuracy. Learn how to identify, clean, and prevent it from disrupting success. Read more.
With an emphasis on transparency regarding how leads are gained, stored, and used, marketers can elevate their content syndication strategy and ensure it's helping to drive higher revenue and conversions.
Discover the future of the "positionless" marketer in an AI-driven world, where adaptability and cross-functional skills are essential. Learn more.
See how European B2B marketers are succeeding by prioritizing authenticity and data privacy best-practices. Discover takeaways for US marketers. Read more.
Learn how integrating purpose into your B2B strategy builds trust, strengthens client partnerships, and drives business growth. Read more now.
Discover effective strategies for optimizing Google Ads bidding to reduce wasted spend and boost campaign efficiency. Learn more.
Google's updated SEO policies challenge marketers to prioritize quality over quantity in AI-generated content. Learn how to adapt. Read more.
Discover how to meet the needs of Gen Z B2B buyers by adapting and adjusting your sales funnel with ABM, content marketing, and PR tactics. Learn more.
Learn five critical leadership tips for effectively implementing OKRs, promoting team autonomy, and driving organizational success. Read more.
How are TikTok's generative AI tools helping B2B marketers enhance content creation, personalization, and engagement? Learn more.
Discover how B2B companies can use SMS marketing to stand out by focusing on personalization and delivering value. Read more.
Apple has introduced tabs to its email inbox. Find out how this change impacts email marketing and whether it should be a major concern. Read more.
Learn how marketing agencies can optimize costs, prove ROI, and strengthen client relationships to reverse declining revenues. Read more.
Warming up a new business email account is key to ensuring your messages are delivered into recipients' inboxes. Learn more.
Discover five use cases for AI that go beyond just generating content and instead help marketers drive more high-quality leads, qualified conversations, and revenue. Read more.
An impassioned argument that corporate Pride often falls short of meaningful allyship, focusing instead on commerce and misunderstanding the LGBTQ+ community as a monolithic group. Read more.
See how brand safety and suitability frameworks can help protect your brand from harmful associations and content risks. Safeguard your brand. Read more.
Explore how AI empowers businesses with strategic automation, personalized content, and data-driven decision-making. Start building your AI-driven strategy now. Read more.
Learn about some top marketing automation tools that can streamline your campaigns and improve customer engagement. Read more.
See how UPS, Dove, Walmart, and more ace social media by aligning their messaging with cultural moments that resonate with their audiences. Read more.
Learn how marketing teams can combine AI and human expertise to enhance creativity, efficiency, and marketing performance. Read more.
Learn how fostering online communities an increase customer loyalty, brand awareness, and business success. Start building success. Read more.
Learn how a positioning framework can align product and marketing teams, reducing confusion and improving outcomes. Read more.
Discover three practical ways to build stronger post-purchase relationships with clients, leading to higher retention and customer lifetime value. Learn more.
Learn how audio storytelling on radio and podcasts enables brands to create meaningful connections with audiences and boosts engagement. Read more.
Discover how to create and optimize lead generation forms that boost conversions and drive B2B business growth. Read more.
Learn the benefits of developing internal thought leaders to build trust and enhance your B2B brand's reputation. Read more.
Explore the pitfalls of focusing on advertising reach and learn how to improve the ROI of programmatic campaigns with better targeting and real-time data. Read more.
Discover how AI is transforming ad optimization, creative strategies, and audience targeting to deliver impactful advertising results. Find out more.
Learn how B2B marketers can strategically guide buyers through the buying journey and align efforts with Sales to boost revenue. Read more.
Understand how to assess the ROI and effectiveness of your B2B influencer marketing campaigns. Learn more.
Discover how to maximize revenue potential by upselling to current customers. This article highlights the example of e-gift cards for enhancing your upselling efforts. Read more.
Explore the role of strategic partnerships in driving B2B growth, from thriving in business ecosystems to enhancing market positioning to expanding product portfolios. Unlock your company's growth potential. Read more.
Learn why brand valuation is an essential tool for marketing leaders to measure long-term effectiveness and make informed strategic decisions. Explore more.
Explore why focusing your organic content strategy on non-Google platforms is a smart move, and discover actionable steps to take. Learn more.
See how generative AI is reshaping the advertising creative process, from data analysis to real-time optimization. Learn more.
Review how AI is reshaping B2B marketing through enhanced personalization, automation, and data-driven strategies. Learn more.
Learn how to make your brand stand out by employing proven differentiation strategies that build customer trust and loyalty. Read more.
Partnerships are a powerful way for brands to expand globally, offering cost-effective solutions, local expertise, and audience reach. Learn more.
Explore whether cold email is becoming illegal and if it's losing effectiveness. Stay informed on critical cold email issues. Read more.
Explore how AI & technology and the human touch will together transform B2B customer experience, creating personalized interactions. Learn more.
Learn how to create a brand style guide that can make your rebranding efforts successful by maintaining consistency and trust. Discover more insights.
Discover the significance of brand love in B2B marketing and the importance of measuring it for driving long-term success and customer loyalty. Read more.
Learn why data governance is crucial for marketers to enhance customer experience, ensure compliance, and drive strategic success in marketing. Read more.
You vastly improve your marketing results when you understand the importance of customer insights and use data for personalization. Learn more.
A review of your website content—every text, picture, and multimedia displayed—is essential if you want to ensure it reaches your target audience and supports company goals. But how can you perform a review effectively? Follow these four steps.
Struggling with writer's block? Learn effective ways to overcome it and manage your deadlines. Read more.
These five actionable tips can help business leaders cultivate a people-centric company culture in the AI era. Read more.
Learn how AI is transforming sales enablement with these five practical tips. Improve your team's efficiency and effectiveness. Read more.
Learn how a strategy of integrating brand-building and demand generation can boost pipeline growth and improve your marketing outcomes. Read more.
Discover how to craft buyer personas that influence high-stakes buying decisions. Learn how to build trust and guide buyers. Read more.
Discover key legal and ethical considerations for using AI in marketing from expert Ruth Carter. Follow these guidelines for compliance. Read more.
Today's CMOs are transforming their roles by integrating data and technology to drive measurable business results. Read more.
Learn about the risks of AI-washing and how deceptive AI claims can mislead customers and erode market trust. Read more.
Learn how to write concisely with these nine essential tips. Enhance your content's clarity and effectiveness. Read less here...
Learn how B2B social proof influences decision-makers, boosts your brand's credibility, and drives sales. Read more.
Learn how to use virtual and hybrid events for effective B2B lead generation, from engaging content to data analytics. Read more.
Learn how to integrate AI into your demand generation process with these seven practical steps that ensure scalable and repeatable results. Read more.
Discover how to enhance virtual event engagement and ROI by choosing the right format and the right tactics for each format. Learn more.
Discover which types of marketing content are effective during the consideration stage for engaging potential customers and showcasing your expertise.
Discover how to identify key behaviors that make great B2B customers and encourage the same behaviors and actions in more customers. Optimize your customer base.
In our enthusiasm to embrace generative AI for content creation, we often overlook all the other ways we can apply it. Case in point: predictive analytics and forecasting.
Learn which KPIs are crucial for SaaS marketing success during uncertain economic times. Identify and improve key metrics. Read more.
Discover how to unlock sales by increasing market penetration using various marketing approaches. See how to boost market share and drive growth. Read now.
Discover how visual storytelling can engage and convert your audience using emotional connections for better marketing results.
Learn how to transform your personal brand into a personal legend and boost your career with these five powerful tactics. Explore more now.
Learn how to launch and grow a successful B2B podcast with these 11 expert tips. Start podcasting your way to marketing success. Read more.
Business events—conferences, partner meetings, product launches, customer experience summits—can deliver both short and long-term marketing ROI... in various forms. Learn more now.
Explore how AI is transforming marketing and communication strategies, offering both opportunities and risks. Read more.
Looking for but struggling to find top digital marketing talent? Worried hiring the wrong people will cost you? (It will.) Learn how specialized recruitment agencies can help you find the right candidates. Read more.
Explore the impact of Google's AI Overview on SEO and more broadly on marketing and advertising. Learn more.
Learn why blending AI's speed with human creativity in copywriting results in compelling content and better engagement. Enhance your marketing.
Discover how AI is changing sales enablement and RevOps, boosting productivity and revenue in a volatile economy. Learn more.
Discover how the Start/Stop/Keep technique can transform your customer engagement strategy. Embrace feedback, act on it swiftly and effectively. Read more.
The first-ever Magic Quadrant for customer data platforms by Gartner signifies a milestone in the maturation and essentiality of CDPs within the martech ecosystem. In a data-centric, customer-first marketplace, CDPs have become a strategic imperative.
Hot take: All that content you’ve been creating? It’s not thought leadership. Or at least most of it isn’t, especially if you leave the writing to AI.
Learn how to present these four essential KPIs to your board, ensuring your data tells a compelling story. Find out now.
Explore the impact of generative AI on B2B email marketing—from saving time to enhancing personalization. Read more to boost your campaigns.
Learn how agile content marketing enables brands to respond quickly to market changes and user needs, enhancing engagement and conversions. Read more now.
When building buyer personas, all that glitters is not AI gold. At least not yet. Want the reality of AI in today's personas process? Here's what you can and can't do with AI.
Learn seven guiding principles that will boost your B2B marketing efforts and drive better results for your business. Read more.
Discover why SEO link-building is best handled by digital PR agencies—and how to boost your search rankings. Find out more now.
Understand why and how you should redefine your brand to ensure market dominance. Embark on your rebranding journey with this compact guide and blueprint. Read now.
The time for experimenting with AI for one-off tasks is over. It's time to use AI across the customer journey—and that means cross-functional collaboration to ensure impactful results. Dive deeper now.
Uncover the benefits of blending PLG with traditional sales strategies for B2B. Learn how companies drive growth through a hybrid approach. Read more here.
Discover how the digital era is reshaping B2B buying behaviors and expectation. See how you can improve marketing and sales by addressing self-service buyers' key pain points. Read more.
Here's how marketing and communications professionals can begin strategizing for text-to-video AI in efficient, prepared, and innovative ways. Get ready for what's ahead.
AI's impact on businesses worldwide is already undeniable, and the anticipated impact even more profound. Check out these select stats on the growth of AI.
In a special presentation, Kenda Macdonald, author of the bestselling Hack the Buyer Brain, explains the marketing crimes we often unwittingly commit—and how AI can help us escape the fiery depths. Read more and watch a clip.
The era of micro-targeting B2B decision-makers with narrow targeting attributes is over. Opt-outs are surging, data collection is limited, and once-granular targeting options are fading. It's time to face reality.
As third-party cookies crumble, how do marketers measure success? Explore how closed-loop measurement adapts to a cookieless future. Understand its impact on marketing measurement and discover its benefits. Read more.
Explore how high-quality backlinks can transform your SEO and increase leads. Discover best-practices and strategic insights for effective link-building. Learn more.
Explore how AI can be used in sales to improve efficiency, decision-making, and outcomes, based on insights derived from a survey of 250+ sales professionals globally. Check out the details.
Explore these insights on why marketers, especially those in tech, should rethink their automation strategies. Understand the cultural shifts needed to enhance ROI and customer relationships. Dive into the full discussion.
Discover the transformative power of design in marketing. From brand identity to user-centric designs, visual strategies drive success. Read more.
Discover the power of personalization in B2B marketing. Learn how personalization tech, tools, and tactics can transform campaigns and boost customer engagement and conversions. Read more.
Explore how to balance content volume with content relevance, enhancing buyer engagement by crafting content that resonates with your audience and drives conversions. Ask yourself these questions.
Delve into how AI is reshaping content marketing strategy and search engine interactions so you can prepare for the future of content and SEO. Read more.
What makes top B2B marketers successful? Recent research unveils what differentiates top performers. Dive deeper.
Explore practical tactics on how to source customer reviews so you can harness their power to boost your brand and B2B marketing effectiveness by fostering trust and engagement. Learn how.
A pivotal shift in programmatic advertising is long due as enhanced measurement practices challenge the traditional ad stack and reshape the economics of programmatic. Learn more.
Explore how the 3Rs—Repackaging, Repurposing, Reoptimizing—can transform your B2B content marketing, enhancing your efforts' efficiency and impact despite resource constraints. Learn more.
Understand the role of video marketing in B2B healthcare. Gain insights into how strategic video use can support brand and trust development. Read more.
Discover how to use employee-generated content to build brand reputation, drive social engagement, foster team community, and much more. Read now.
Elevate your B2B website's performance with technical SEO best-practices. These fundamental practices will help drive traffic and engagement. Learn more.
Discover four key insights to turbocharge the impact of your B2B demand generation efforts. Learn what tactics top marketers are using for better results. Dive in.
Grasp the essentials of building and managing a sales pipeline, identifying promising leads, and guiding them toward successful deals. Get started now.
Discover how the art of sonic branding can help your B2B brand identity resonate with your customers. Learn how strategic sound design can enhance brand recall, foster emotional connection, and set your brand apart. Read more.
Explore essential B2B marketing approaches for engaging and connecting with the next generation of B2B buyers—a digital-first generation that values authenticity and seamless customer experience. Learn more.
Uncover five LinkedIn Ads metrics crucial for B2B lead gen success. Enhance your LinkedIn strategy and drive better campaign results and ROI. Learn more.
Explore the efficiency and effectiveness of microlearning in corporate and marketing training and career development. Dive in for actionable insights into acquiring skills and achieving remarkable results by embracing the future of learning.
Unlock the potential of your sales and marketing teams with key smarketing metrics. Discover how alignment can propel your business forward. Learn more now.
What are the pivotal differences between micro- and macro-influencers? Discover key differences and their impact on reach and authenticity, and gain insights for determining the right influencers for your marketing goals. See how to choose wisely.
Uncover the secrets behind Taylor Swift's PR success and transform your own brand's approach to storytelling, engagement, and consistent authenticity. Ready to elevate your brand's PR strategy? Dive in to learn more!
Key business metrics are there to tell you how well you're meeting customers' expectations and gaining conversions. One of the most important metrics to measure is customer lifetime value (CLV). See why it matters and how to calculate it.
Learning about the psychological tool of persuasion—and how best to use it in your marketing materials—can serve as a powerful pathway to influencing customer behavior, relationships, and sales. Get started here.
By making community a core part of your strategy, your brand can create better products and achieve higher engagement and retention rates. But building your community on someone else's platform is full of risk.
When potential customers see and interact with your brand multiple times, they become more likely to become interested in what you're offering. And when sales and marketing teams work together to make multitouch lead gen even more effective, the inevitable result is a boost in conversions.
Even in the age of AI, you need a human writer to craft high-quality B2B content. True, humans can deliver blah content, too. But that's less likely to happen if you provide your writers a kickass content creation brief. Here are the essential elements of your brief.
Today, there's less time for CMOs to ramp up and to build an organization with a five-year plan. Enter fractional CMOs, who bring expertise as "hired guns" with more cross functional expertise, more objectivity, and less ego. Is a fractional career right for you?
Now that TikTok has entered the search ad game, have you adjusted your media mix? If you're trying to reach Gen Z or Millennials and you haven't yet made use of the advertising capabilities TikTok affords marketers, you should probably rethink your ad strategy.
What many of us are worried about is not inevitable. You don't have to surrender your craft or creativity or the joy you find in it to AI or Silicon Valley. Nor do you have to surrender your ethics. You have a choice.
Infusing values-driven elements into content and campaigns can do more than just inform audiences about your products or services. Discover how you can communicate what your brand truly stands for.
Most salespeople are required to learn sales scripts before contacting prospects. And to ensure all the information is conveyed exactly as the company prefers, they're discouraged from adding anything to the script. Basically, they're hired to be human commercials. No wonder it doesn't work.
As ad spend stalls, PR and Marketing have the potential to receive a bigger share of annual budget. But what ramifications does a shift in budget allocation entail, and what opportunities await savvy, creative PR and marketing pros? Let's find out.
Sales enablement can feel worse than untangling a giant knot of half-burned-out Christmas tree lights. Luckily, a series of MarketingProfs articles undertook that metaphorical untangling. The lessons now unwound from that effort shine brightly as guiding principles of sales enablement.
Demonstrating the link between investment in PR/corporate communications and business outcomes has always been hard. But proving value is getting easier. Here's what you need to know.
In the current environment, the pressure is on all marketers to produce results. Here are three predictions for how the coming year's standout content marketing performers will use data to their advantage.
Maybe you think you can coast without brand guidelines because your employees or contractors or customers implicitly understand your brand. They don't. Or maybe you think it's too expensive to create a guide. The reality? You can't afford not to.
B2B influencer marketing offers a unique opportunity to build credibility and trust among prospects and customers. Embrace it—but do so with the utmost care for brand safety. Follow these eight steps.
Laying the groundwork for first-party data success means understanding the variables that shape the journey and the key milestones along the way. And here they all are.
It sounds simple, but writing a good question and collecting reliable answers is harder than it seems—whether you're writing full-fledged survey instruments or quick questions for polls or forms. So here are six sets of expert tips and best-practices.
In an age when every digital interaction by potential buyers leaves a trace, salestech can help sellers and marketers harness a wealth of data. As a result, customization, at scale, is both possible and necessary.
To discover whether your content marketing is successful and to what extent your content goals have been met, you need to identify your content marketing's key performance indicators. Monitor these nine KPIs.
When businesses use chatbots, they improve engagement, lead generation, and customer experience. But what, exactly, can chatbots do for marketers? Here are the top 5 benefits.
CDP and CEP objectives overlap, but their primary functions differ. This article highlights the roles of CEPs and CDPs, real-world use cases, and ways they enable customer-centric strategies.
The explosive growth in martech solutions, once fueled by an era of easy capital, now faces a stark reality-check. What's next? And how can marketers decide what should go in their tech stack?
Much like the three unwavering rules of success in real estate—location, location, location—the world of digital out-of-home (DOOH) advertising has its own triad of rules for success: quality, quality, quality. Just follow these three guiding principles.
In our data-rich, content-saturated digital landscape, success lies not in just creating more content but in listening to what your audience is telling you. Because content makes the connections, but data finds the match.
Learn how generative AI is about to revolutionize search with conversational queries and creative search responses, challenging traditional SEO strategies. Start preparing for the future.
Today, most people expect brands to foster open channels that enable businesses to actively listen to feedback, address concerns promptly, and personalize user experience. A channel that has proven adept at doing all that and more is a brand online community.
Generative AI is undeniably having an impact on every facet of business (and our lives), and that certainly includes marketing. For marketers, adapting to and embracing genAI is not just an option, it's a necessity.
In the new year, one thing is clear: Artificial Intelligence (AI) is at the forefront of the marketing conversation. As we move into 2025, the marketing landscape will be shaped by four trends.
Another year in martech has passed at a blistering pace—with the discussion on new trends, technologies, and issues consuming our days. The author builds on his (mostly borne out) 2023 predictions about three martech trends.
Helping potential buyers through their buying journey is a multipronged effort involving a blend of tactics and the right content for each step. This article explores four content types and their impact during that journey.
Although acceptance of rebranding is growing among business leaders, many remain plagued by misconceptions that leave them hesitant to embrace what is a powerful strategy. Here are nine rebranding realities that will dispel those misconceptions.
Considering how rapidly marketing is changing, including how reach is fracturing across a myriad of channels and platforms, there's a lot that's not in our control. What we can control is we react to inevitable failure. For gritty marketers, it can be the secret to marketing success.
An increasing number of customers want ethical products and services. That means marketers need to adopt more ethical marketing practices. Here's what you need to know—and do.
Scaling your PPC search ads efficiently—increasing advertising spend while maintaining performance—is crucial to growing revenue. Here are the pros and cons of horizontal and vertical ad scaling approaches. Discover which would work best for you.
GTM captures the essence of B2B marketing and sales. The first critical step—the most vital element of any GTM planning—is to get management buy-in, which hinges on the quality and clarity of your GTM plan. Here's how to develop and communicate a solid plan.
The next few years will bring fundamental shifts to marketing. First things first, though: Prepare for what's to come in 2024 before looking further out into the future. Here's where 2024's most successful marketers and media agencies will direct their focus this year.
The bad news is that marketing isn't going to get any easier in 2024. The good news is that your marketing output is sure to improve if you use these three predictions to work both smarter and harder in the new year. See what's ahead...
Many small B2B SaaS companies ignore SEO... and they are right to do so! But that's not the case for midsize and enterprise-level SaaS companies; for them, SEO is vital. All the more reason to avoid these seven common mistakes specific to B2B SaaS.
Removing extra steps in a marketing process or streamlining your product by removing an unnecessary bell or whistle can lead to less friction and cost savings. A subtractive approach can help unlock new possibilities for producing better results.
For marketers, belt-tightening is back for 2024. Balancing brand and demand investments, however, doesn't have to hurt. In fact, taking these six steps can increase impact, build resilience, and pave the way for long-term growth. Do more with less.
Doing a little bit of every kind of marketing content means you do none really well. But with a consistent investment in fewer content types that are relevant to your audience, you can build an effective content-marketing mix strategy.
During revenue headwinds and economic uncertainty, CFOs often turn to reducing marketing headcount and budgets. Yet, CMOs must still generate more pipeline and revenue. But how? Enter outsourcing—specifically, marketing as a service.
The Barbie movie is a marketing masterclass that offers valuable insights for branded podcasts—and marketers. The strategic marketing approach that made Barbie a global phenomenon can be applied to take your marketing to the next level.
The world as we know it changed dramatically in 2023—generative AI's breakout year. So, what have we learned in the past year from the AI whiplash rollercoaster ride? Trends, takeaways, advice... it's all here.
Each type of marketing video has attributes that make it better at some tasks than others. Whiteboard videos excel at engaging and concisely conveying lots of information. But, with the right visual and production elements, they can also be great for branding.
Radio and podcast appearances can be powerful ways to spread your message to an audience of avid listeners who might convert into potential leads. But you have to know how to tailor your message to audiences that listen to these types of shows. These useful tips will help.
"What should I keep in-house, and when should I use an agency?" That marketing and advertising dilemma may be one of the most persistent. And the decision can be hugely consequential. Here's how to weigh your options.
These days, public relations extends beyond traditional media. In fact, you can—and should—use social media for your B2B brand's PR as well. If only because 75% of B2B buyers use social media to make purchase decisions. Find out how to reach them.
Even the most seasoned social media marketers struggle with creating a constant stream of high-quality content. Burnout and inconsistency are common side effects. Here's how ChatGPT can help.
Recruiting professionals for qualitative research can be challenging, particularly if your candidates are in the ever-changing tech industry. Try these tactics.
Looking for a new B2B marketing agency? This article will help you understand what goes on behind-the-scenes at an agency when your brief goes out.
Advertising on LinkedIn requires a strategic approach that goes beyond mere ad placement. To truly excel, advertisers need to understand the ins and outs of the platform and its best-practices.
Google Ads continues to be a powerhouse among paid ad platforms, and now there's Google Analytics 4 to help you get more out of your data than ever. This article offers best-practices for using GA4 in paid media campaigns.
Your website copy and blog posts are not meant solely for a search engine algorithm. You need an engaged audience for the content to have an effect. Marketers can learn a little something about that from live theater.
This article shares tips for setting up clear tone-of-voice brand guidelines, teaching your team to follow them, and checking how well you're doing.
How do you strike the right balance between delivering personalized marketing experiences and protecting user privacy? Is it a zero-sum game in which one goal undermines the other, or can they harmoniously coexist?
Many people take the same commute route every day. Placing a digital or interactive ad in a strategic public transit location can result in countless impressions and improved ROI.
As cookies and third-party tracking fall out of favor, marketers will need to look beyond paid media and revisit the backbone of SEO: organic search.
Connecting the dots between a prospect's professional and personal profiles is a powerful way to supercharge B2B marketing. Here's why it's important and how it can help you.
How can marketers strategically deliver the next generation of B2B customer experiences? And how do you get your executive team on board? This article offers a few ideas.
Do you love your neighbors, your customers, your partners, your employees? If you're building a digital community, you'd better. This article explores how to reap the rewards of community-building.
A multilingual email marketing strategy doesn't stop at the translation of text. Localization is also essential. This article breaks down what you need to consider.
The way marketing and sales are done is changing—fast. Harnessing the unique skills of Marketing and Sales for a common purpose can help you get ahead of the curve. Here's how.
The launch of Apple's mail privacy protection two years ago immediately led to cries of "Email opens are dead!" But much like the cries of "Email is dead," they should be ignored. Learn how open rate can still be useful.
The biotech industry is super-competitive, requiring effective marketing to allow the novelty of the science to shine for all to see. This article provides areas to consider for prioritization of digital marketing efforts.
Behind every great thought leader are years of hard-earned experience—and now Google cares about your experience, too. This article explores ways you can best demonstrate that experience.
Companies that spotlight their expertise, innovation, and commitment to customer success are more likely to accumulate brand loyalty—and the easiest way to do those things is through effective PR.
Social media platforms are designed to highlight insights in real-time, but it's impossible to create enough social media content on the fly to keep your brand in people's minds. Keeping a calendar and planning your content is a necessity.
The recessionary environment is driving the need for sales reps to personalize the buying experience. This article explores how individualized sales training helps ensure high-quality experiences.
AI adoption has the potential to bring the much-beleaguered CMO role to the frontline of business operations. With the CEO and C-suite's support, CMOs can use AI responsibly to drive digital change and meet growth goals. Here's how.
As a PR pro, you can't rely on someone else to source genuine media contacts for you. Keeping a healthy PR email list is your responsibility. Here's how to do that.
Co-op advertising involves manufacturers and brands providing advertising dollars to their channel partners, such as retailers and dealers, that sell their products. Learn why the method is a win-win.
The process of attracting high-value leads has evolved into a blend of science and art. This article dissects what constitutes a high-value lead and explores how you can craft a balanced, targeted approach to lead generation.
Cold emails often get a bad rap for being intrusive, generic, and spammy. Can ChatGPT help? You bet it can.
Behold, the medium rectangle ad banner, a wondrous digital canvas that has captivated and charmed audiences for years! But it may be losing popularity to more engaging formats, a recent ad tech study suggests.
Considering outsourcing your thought leadership content to generative AI? You may want to reconsider, as editors are well aware of the risks and inaccuracies that come with content created solely by AI.
A customer data platform compiles data from multiple internal sources, resulting in a central database that offers a 360-degree view of customers. Here's how to ensure you pick the solution that's right for your business.
Understanding GA4 metrics is key to effectively analyzing user behavior and getting more revenue out of your website. But knowing the best metrics to use can be tough. This article outlines some of the best options to help support your analysis.
Selling physical products to consumers over the Internet has never been easier. So why are B2B firms struggling to achieve digital transformation?
This article explores what makes for a great interview: research and preparation, a proper guest introduction, and engaging conversation.
Account penetration is a useful metric to determine how effective your sales and marketing strategies have been. This article provides tips on how to improve that metric.
'Tis the season for thinking about next year before this year is even over! This article looks at how to plan, but not over-plan, for the new year by creating a flexible road map.
In a landscape cluttered with generic marketing, niche marketing can stand out with personalization and precision tailored for smaller audiences. This article defines the technique and offers tips for creating your own niche strategy.
Taking the humble PDF as an example, this article suggests three ways B2B marketers can embrace greater personalization—and why that matters.
Although acquiring new customers is needed to counterbalance inevitable attrition, it isn't the most effective way to stimulate growth. The true goldmine for revenue expansion lies in your existing accounts.
GenAI's positive benefits outweigh its negative consequences, but that doesn't make those consequences any less real. This article lists future concerns about the use of AI, from basic to dystopian.
The availability heuristic is a mechanism used by the brain to recall and label information, and it can cause lots of biases in buyers. Some brands attempt to use those biases to their benefit—through awareness advertising, for example. Ethics aside, it's probably not a good idea...
When news drops, it hits seemingly every social platform at once. It can be hard for a brand to stand out among all the noise. Following the tips in this article for better social media PR.
You'd never hide your content from your target audience, right? If you're not publishing content in the publications your target audience is reading, you might be. Here's how to get it in front of them.
Managing remote teams is not just about having virtual meetings ad nauseam. This article explores other ways of securing performance and cohesion in remote marketing teams.
Marketers' tentative trial-and-error with AI can feel a lot like dating—red flags and all. Here's how a "dating" approach can help you embrace AI.
To make the right first impression, your brand needs an elevator pitch—a practiced script that introduces yourself and your business in a positive way that is both relevant and memorable. Here are tips on how to craft one.
It's high time we bridge the gap between B2C and B2B content marketing, using the strengths of B2C strategies to bolster B2B outcomes. Here are some ideas.
Have you ever been on the receiving end of AI that didn't work well? It can be awkward and even creepy. To avoid that "uncanny valley," marketers need to learn which functions are human-specific and which ones can be passed off to a bot.
Marketers are well-versed in the customer journey. But knowing the other side of the story—the buying process (no, the two are not the same)—is also important. Le's visualize the process to truly understand it.
To minimize risk and maximize the benefits of strategic alliances, B2B companies must carefully consider their specific circumstances, objectives, and the compatibility of potential partners. Here's what you need to know.
We marketers have grown accustomed to measuring everything. It if can be measured, why not do it? Well... because metrics are messy and outcomes are more important.
Increased use of generative AI has the potential to populate the Internet with false photos and misinformation, and PR pros need to prepare for possible crises.
Are you using empathy to its full potential in your marketing? This article argues for a comprehensive approach— empathic marketing—that resonates with audience emotions, desires, and needs and translates into business success.
We've all heard it: B2B buyers are leaning toward self-service. Enter: the lead funnel, which allows you to sell your offer before your sales team even gets on the phone. Sound good? Check out the details.
Paid advertising gives you reach, but it's earned media coverage that builds brand trust. Check out this article for tips on how to get more media coverage.
An account-based demand engine focuses marketing efforts on specific high-value accounts and delivers personalized experiences. Through six questions and answers, this article discusses the alignment of Sales and Marketing and the adoption of a unified approach to demand gen.
The value proposition isn't just changeable; it's as dynamic as a world currency. Learn why marketing agencies in particular must stay on top of their evolving value propositions and embrace a new version when necessary.
Brands in every industry have discovered the ease and effectiveness of SMS marketing. Check out this article to learn the do's and don'ts of text messaging.
Email segmentation is a tried-and-true tactic for maximizing email engagement. But how can segmentation help senders get more emails into the inbox? This article offers some ideas.
As an email marketer, you must maintain good list hygiene. One way to do that is by creating an email suppression list. Here's how.
How should B2B communicators dip their toes into the AI waters before fully embracing it? There are three major things to consider: what AI excels at, what skills it lacks, and what legal and copyright issues are at stake.
Whether you use them together or separately, Google Ads and Facebook Ads are the leading PPC ad platforms in 2023—but there could be challengers. In this article, discover which platform is best for your business.
Your buyer is most often a group, not a single person. So, how can you tailor your marketing tactics to multiple people? This article offers a road map.
As a marketer, your goal is to deliver real-time, relevant, and engaging experiences to propel your brand forward. Closing customer identity gaps with an identity graph can help.
B2B digital marketing may not share every similarity with B2C marketing, but it can certainly benefit from using some of its tactics—an investment mindset, in particular.
B2B marketing content needs to make an impact. It needs to be so thought-provoking and well-written that buyers devour it from start to finish. Here are some tips for where to start.
As generative AI becomes more sophisticated, it will find many uses in the email space, such as sending automated support and customer service email responses. But it's unlikely to be used to create permission-based promotional marketing emails. Here's why.
It's easy to joke about Google's algorithms and mysterious methods of determining page rank. But SEO is measurable. Try these metrics.
From harnessing original ideas that excite customers to sharing quirky content on social media, creativity can spice things up and add color to your marketing campaigns. Here's how to get there in five steps.
To prevent avoidable churn, businesses must improve their service at every point, on every channel. Sounds easy, right? Not so much. But multichannel, personalized CX could be the key.
Formulaic approaches feel safe. But you need to get uncomfortable to take control of your audience. Some cues from Nicolas Cage can help you do the Challenger Sale right.
Google debuted an early AI product, Bard, that isn't quite up to par with its competitors—namely ChatGPT. Will that affect Google's search dominance? This article explores some possibilities.
Marketing leaders have plenty of data on their plate, but many aren't yet able to convert it into the insight they require to perform better. Get some tactics from this article.
Learn the basics of the connected customer experience and five approaches to delivering omnichannel experiences at every opportunity.
When the world gets chaotic, people turn to what feels safe and familiar. A trustworthy, familiar brand can be the bedrock that keeps your business stable.
If you find yourself moaning about something "everyone is talking about," it may be a good time to use that something to benefit your PR strategy. Just don't push too far outside your client's wheelhouse.
You've got a great signup conversion rate! Except... nope, those are full of bots. But what about all that traffic to... nope. Also bots. Sound familiar? Working with the security team can help.
Although its importance is never denied, "personalization" in marketing can be such a nebulous word. Is it even measurable? How do you find out whether it affects the bottom line? Check out this five-step guide.
The benefits of repurposing content are well-known. But you can't just pick a random blog post off your website and convert it into a random content format. Keep your repurposing strategic with these nine tips.
In-person events are back! Has it been a while since you've set up a booth and offered free swag? Never fear—this article shares 10 essential tips for making your event a success.
Everywhere you look, another tech company is debuting its version of generative AI. So which tools are actually a good investment for content marketers? This article takes a look at three tools that offer unique strengths in content creation.
Companies are fighting to survive, and Marketing needs to be more than a cost center. Although it's easy to preach about the value of brand marketing, the rubber needs to meet the road in practical execution and deliver tangible results.
The job market has been volatile recently, see-sawing between pandemic layoffs and the "Great Resignation." This article looks at the company characteristics that help attract and then retain B2B marketing talent.
Was your campaign email opened? If the recipient just deleted it anyway, maybe it doesn't matter. Try shifting your email measurements to these eight metrics instead.
Are you closing the door on Instagram leads? Get their attention and invite them in using these 10 simple tactics.
Brand launch. Brand refresh. Rebrand. You know the drill. But what do you do when the best brand option was one you left behind?
Speaking the language of the C-suite not only enhances marketers' credibility but also increases chances for getting meaningful resources for carrying out important marketing activities.
One friend says, "Let's get dinner some time." Another friend says, "Let's get dinner Tuesday at 7PM." You can already tell the second friend is more interested—and the same principle applies to setting sales appointments.
Does your thought leadership contribute to marketing, or is it just amorphous posturing that makes you sound smart? (Spoiler: that wouldn't really be thought leadership, anyway.) Here's how to infuse actual demand gen into your leadership content.
Slack and Discord are the titans of online community at the moment—particularly for businesses looking for easier ways to communicate. But they're not the only options. As illustrated by (naturally) Nicolas Cage, sometimes the obvious choice isn't the right one for you.
How have empathy maps changed now that empathy is more vital to marketing than ever? This article suggests that they become as mutable as the customer behaviors that inspire them.
The "Hi [customer name]" template falls short of true personalization in the post-pandemic world. What people want from brands now is much less Mad Lib and more customized experience.
AI won't replace marketers so much as eliminate time-sucking tasks that they don't like doing anyway—and that goes for all kinds of tactics and content, from audience targeting to product descriptions.
People like to win—whether it's a win for their business or themselves. When marketing incorporates gamification and interaction, winning comes with the added benefit of brand loyalty.
The cheeky adage "if you want something done right, do it yourself" is impractical (to say the least) in modern business. You have a team for a reason. It's time to put them to good use.
Generating leads for Sales to qualify, follow up with, and eventually sell to is what drives the revenue—and success—of a business. This article covers how webinars and webinar marketing can lead to increased B2B lead generation.
In today's fast-paced digital world, keeping up with media trends is essential for businesses to stay relevant and competitive. This article covers seven trends that are particularly relevant for CMOs.
Your data-driven marketing is only as good as your data. Clean rooms can be a useful resource, but only if the data shared in them follows certain standards.
Digital transformation can't be done all at once or off the cuff. Adopting automation and new martech must be a deliberate process that ensures business success while prioritizing the right tech.
Unlike other social content, comments can't be planned and scheduled for the balance of the year or quarter. Comments require ongoing communication, and that makes them powerful marketing tools.
Losing third-party data as a source of customer information will be a challenge. But it could be an excellent opportunity to recharge your customer relationships.
Fixing leaks in your lead generation pool requires examining your entire process to identify the problem. Is it department alignment? Automation? Inbound marketing? This article takes you through the possibilities.
Data analytics love for their data points to be fixed and objective, but in the modern marketing world, that's not always the case. It's vital that your marketing mix model also incorporate what this article refers to as "squishy" data.
In theory, it's easy to be customer-focused: gather and process customer information, segment, focus on target segments, understand customer perceptions, act on customer information, and know when and how to build customer relationships. So, why is being customer-focused so hard?
After an eternity of development, testing, troubleshooting, and more testing, you've finally reached your product's launch date! But wait... did you forget something? Use this product launch checklist to ensure you haven't missed anything.
Companies today must embrace digitizing nearly every aspect of their business to ensure compelling, engaging, and valuable digital buyer journeys. That is, no doubt, a monumental task. But there is a path forward.
If you're concerned about your company's customer experience, don't just throw a CXO into the fray and expect that person to fix it. Leaders need buy-in from all departments to improve customer experience.
Everyone in marketing talks about providing value. It's become a bingo buzzword. Whatever happened to real value—honest-to-goodness help for someone with a specific problem?
Crises are inconvenient but inevitable. These four high-profile calamities from 2022 are great examples of what and what not to do during a crisis.
Socially responsible marketing tactics can encourage your potential clients to think more favorably of your brand while creating a better work environment for your employees. Here's how.
Whether it's it's the start of the singularity or a fad that will fade like so many others, AI writing has taken the marketing world by storm. This article muses about whether human creativity is at stake.
Personification is the art of giving something (your brand, say) human characteristics to draw out emotion in people (your audience, for example). Check out this article to learn how in a few easy steps.
Writing for public relations can be a challenge, especially when you're not familiar with your client's industry. Check out three tips for successful PR writing.
Sales training can be littered with outdated strategies that don't translate well into a hybrid or digital-first environment. This article outlines three necessary tactics for training future salespeople.
If only it were possible to read tea leaves and divine exactly what the future holds for our beloved content marketing! But it's not, so Chad S. White offers his own compelling predictions.
Video marketing is becoming table stakes. But how do you highlight a product with video—without turning into Wheel of Fortune's Vanna White? Get schooled by watching these product videos.
You need first-party data! they all say. But your website-form opt-ins are weak. Where can you get that data when you need it? From events.
Being a customer-centric company involves taking customer feedback and applying it, of course. But before you get to that point, you have to create content that is focused on what your customers want.
Knowing the relative positions your company and its competitors occupy on the market landscape helps you shape content for all your marketing materials. But how do you determine the positioning of your competitors? This article outlines a straightforward process.
Press releases are widely maligned. But if you use them strategically, they can be effective marketing and communications tools. Here's how to make yours a success.
Data privacy standards have complicated the process of obtaining reliable customer data. Are clean rooms here to save the day? Maybe, maybe not... but they can certainly help.
It's almost impossible to escape GIF memes on the Web. But can GIFs serve a different purpose—as marketing tools? Of course.
A lot of the talk about Web 3.0 has been focused on commodities, such as NFTs and game tokens. However, the technology does present opportunities for B2B marketers—in a surprising number of ways.
Sometimes all the cool martech available can obscure the fact that marketing is about connecting with people and having conversations. In this article, our resident Nicolas Cage expert dives into community-building.
Content SEO can be overwhelming, especially when populating a website with relevant posts. Visualizing your pages as topic hierarchies, as in the color wheel theory framework, can help.
How do you analyze your company's customer success to find out what areas need improvement? This article offers an effective "recipe" for understanding customer health.
Countless companies and marketers are using generative AI to write blog posts, emails, articles, and other forms of content. The robots can help your marketing. Just don't use it as a replacement for authentic messaging.
There's a reason we don't write poetry to convince prospects to buy our products (although how fun would that be?). B2B content needs a lot more than beautiful writing to work the way it's supposed to.
If you're responsible for a company's marketing strategy, one of the main issues you'll face is how to manage multiple products (or services) for the future as well as maximize product opportunities in the present. It turns out there are various approaches to solving that problem, but each has its pros and cons.
The virtual events of the pandemic have had long-lasting effects on event marketing: namely, the metrics marketers use to track their success. It's now much less about registrations and more about metrics that actually matter.
Your organization's greatest innovations have yet to be discovered. Who's going to discover them? Your sales team's entrepreneurs. So, find and nurture your brightest problem-solvers. Here's how.
Google may have retired its official authorship markup, but that doesn't mean a creator's authority no longer matters. This article explores why including author information on a webpage can boost its ranking.
Taking control of your owned media will help your organization transition more smoothly into the coming "cookieless" world. Learn what that means, and how to do it.
Whether you're looking to track the progress of your agency or you need to be alerted when business performance is going down, the metrics in this article can help you.
More and more marketing teams are being expected to drive business growth. The easiest way to do that is incorporate an interdisciplinary team focused on companywide goals and three oft-siloed marketing elements.
Products, prices, description, checkout. You're all set for e-commerce! But not so fast... there's more to it than that. In this article, get tips for your strategy.
Customer profiles, user browsing data, and benchmark studies are designed to help companies know exactly who their customers are and what brand sentiments they have. But what if we don't need that much information?
Zoom fatigue? You may be missing those water-cooler conversations. Feeling confused? You might need a video call to give you some visual cues. This article offers five tips for healthy communication with a remote team.
Although the role that technology vendors play is critical to their clients, the relationship between the two parties can often feel transactional. Building a long-term strategic partnership, on the other hand, can benefit both.
Now that media outlets have fully transitioned to online spaces, PR and SEO have become intrinsically linked. Journalists do searches, too, and the higher a press release ranks in search results, the more likely it will be covered.
Generative AI tools like ChatGPT are poised to affect some marketing writing roles, but their future in the world of search is slightly more complex. This article provides a breakdown of the possibilities.
To help us think strategically about the benefits and risks of launching a brand-new product to the market, it's useful to frame the process as the stages of a life cycle, especially from customer point of view—i.e., the types of customers a company will attract at each stage.
You may think you know all there is to know about content marketing now, but you were a rookie too, once. Give those new rookies a good education with these seven tips.
The recent hiring climate—resignations, layoffs, a talent shortage, more layoffs—is symptomatic of brands' and agencies' knee-jerk reaction to economic circumstances. And that, argues this article, is not the right way to run a business.
Strong video content can skyrocket your marketing success. But it's vital to know what you're getting into before you invest budget in video. Here are some things to consider.
What if Sales enablement is not about being loud and obnoxious so you can cut through the noise? Through the context of Nicolas Cage movies, this second article in a monthly series looks at authenticity.
Financial services companies are essential, but the industry has faced many setbacks in recent years. Using account intelligence, those organizations can take back control.
From privacy features to dark mode options, email marketing has become much more complex over the past decade. Marketers need to be open to continual change.
Using imagery and video should be a high priority for a well-rounded SEO strategy. This article has five tips for using images and video to improve search results.
Forget bragging about Marketing-qualified leads or social media likes. To keep our jobs, marketers have to learn to communicate Marketing's value in terms that matter to senior management.
Data privacy changes don't stop at the use (or nonuse) of third-party cookies. For a list of upcoming state requirements and tips on how to handle your company's privacy policy, check out this article.
Data-driven marketing works if your data is high-quality. But what if it isn't? A data audit can save your campaigns.
When you think of how to improve your customers' experience, you likely consider website UX, speed of response, and smooth transitions, among other things. When serving international customers, speaking their language can influence all of that.
The secret to performing successfully as a CMO—and extending your tenure—is being adaptable to the company's needs. This article provides some suggestions for getting there.
This third and final article on recurring revenue growth introduces a valuable framework for SaaS companies. Find out how it makes every department's job easier.
The best way a company can weather an economic downturn is to focus on profitability instead of growth at all costs. To do that, you may have to narrow your focus and rethink your target audience.
Instead of looking at the marketing department as a standalone function, CEOs need to construct a marketing team that benefits all areas of the organization. Here's how.
There's no point in burying your head in the sand: Generative AI is here to stay, and it's only going to become more popular. The good news is tech marketers can use AI platforms like ChatGPT to make their lives a lot easier.
The mere effort of doing dynamic competitive analysis will reveal a host of insights you can use thereafter in your marketing.
The classic marketing funnel isn't designed to include the vital steps that come after initial purchase in recurring revenue companies such as SaaS. The Bow Tie model can help.
Generative AI tools have captivated the imagination of millions, but what do they have to offer B2B marketers? How will we be applying them in our work? Here are three ideas.
Determined to wax ecstatic on your company's shiny new offering—at the cost of customer voices? You might be suffering from marketing myopia.
Can sales enablement be empathetic, helpful, and privacy-minded? Marketers have to get over some awkward hurdles first... And they can do that with a little help from Nicolas Cage.
SaaS companies grow fast. At first, the growth originates from winning deals. But over time, most of the growth comes from somewhere else.
When the economy tanks, companies often cancel outsourced creative and try to do everything in-house. Get tips on how to market your agency and make the best of an economic downturn.
Most long-form content is meant to help readers and prospects solve a problem, and it's best not to oversell your brand when creating it. But when should you start slipping in mentions of your solution? When is it time to get promotional?
AI will only replace you if your pitches and marketing copy are as wooden as those crafted by... well, a robot. It's time to embrace your humanity.
Even among the proliferation of AI and tech tools, focusing on business goals and the marketing side of SEO strategy is the way to win. Here's why that's the case.
To keep up with evolving buyers, sellers need to better understand the new customer journey. Here's what that means today.
Subscription services such as SaaS companies depend on organic rankings for prospects to find them. This article breaks down good SaaS SEO into three major elements.
To differentiate themselves from marketing automation tools, agencies (and marketers, more generally) need to focus on how they can provide unique, long-term value. Here are three ways to do that.
Marketers and advertisers often invest exclusively in Google and Facebook advertising to find, engage, nurture, convert, and retain their customers. Should they branch out? This article weighs the pros and cons.
You've had your event planned for months—but suddenly one of the speakers can't make it! Crisis! To prevent panic every time that happens, it's best to incorporate contingency planning into your event planning.
Don't make basic content marketing blunders. Check out this list of gaffes that happen more often than they should.
Everyone has questions about whether, when, and how to use ChatGPT for marketing. Aside from the sense of wonder that tech is crafting sentences, what does it really bring to the table? One marketing department did some experimenting to find out.
The buzz about content creation is that AI is going to start doing it for us. That's not really the case—although it will certainly change the game, together with several other forms of tech that are influencing content growth.
It's always a good time to fine-tune your email marketing. Tactics that may have seemed brand new in previous years have become table stakes in 2023.
If you want your customers to stay, buy more, and advocate for your company, then setting accurate expectations and consistently meeting them wins—even if parts of those expectations aren't great.
Marketing strategy is often thought about in terms of where the market is going and how best to satisfy the changing needs of the market. Rarely is time spent analyzing one's own company. But doing so is the only way to ensure consistent success.
B2B brands should be playing the long game with their email marketing because their businesses are a long game. So... what's the real goal of a B2B email marketer? Opens? Clicks? Conversions? Nope.
It's difficult to align Sales and Marketing when your company isn't big enough to have departments dedicated to those functions. That's why SMBs need a full-funnel approach to marketing. Here are three steps to get you there.
There's not much value in a whitepaper if otherwise valuable information is hidden by bad design. Here are five things to avoid.
What's in store for search in 2023? This article breaks down predictions about what in SEO will gain momentum and what will fizzle out.
It's been a rocky few months for Twitter. But does the loss of advertising mean your own company should jump to a new platform? Not if you use your account primarily for customer service, says this article.
It's time for marketers to reinvent their organizations, and that starts with effective communication. Communicating clearly and consistently reduces costly slowdowns, enhances the customer experience, and drives the ability to scale.
It's hard to know where to focus your sales efforts when the economy is shaky, but these 23 tips work well.
Artificial intelligence has been improving workflows in back-office systems for years. But the advent of generative AI, which interprets human language and mimics human speech, writing, and art, can revolutionize customer service in particular. Here's how.
By analyzing your most successful customer interactions and understanding customers' goals, you can better inform your marketing efforts to replicate your best and favorite customers. So how is that done? Let's break it down into a few key steps.
Traditional ads such as billboards, television ads, and radio spots may have fallen out of favor more during the pandemic, when businesses were accelerating digital methods. But do traditional ads still have value? This article explores the differences.
The economic climate has caused many businesses to re-evaluate their 2023 strategies, and that extends into sales prospecting. In particular, take note of these three trends.
As the pandemic transitions to a less serious threat, brands are once again using in-person tools to reach prospective customers. Printed materials and physical media offer a way to reach people who are at the office less and out in the real world more.
From an uncertain economy to new customer expectations, the B2B marketing function—and the job of the B2B CMO—is shifting, quickly. Here's how to make sure those changes lead to better marketing and faster growth.
TikTok is full of flashy ads (and cute dog videos), but a large part of brand presence on the platform is B2C. So, is B2B TikTok even a thing? It certainly can be, if you plan ahead and do it right.
Are your PR and marketing departments butting heads? It happens. But as in every case, companies have greater success when the two departments work together. Check out four tips for uniting marketing and PR pros.
The trials of remote work and multiple meetings can make being productive more difficult than ever. Check out these four tips for increasing your productivity.
There's no better time than a looming recession to double-down on marketing to current customers. Get some techniques for doing so in this article.
A vital component of any marketing strategy is thinking about what the future might look like. In strategy parlance, that's called having industry foresight. But what does industry foresight mean—and how do you get such a view of—how can you forecast—the future of your market?
Implementing a data infrastructure can make the difference between planting a flag on a mountain of useless customer data and turning a smaller hill of data into actionable insights. The amount of data doesn't matter so much as what you do with it.
Women make great marketers. So why do so few of them own marketing agencies? This article presents possible ways to solve that problem.
Content marketing can be powerful, but there are so many ways to get it wrong, from missed opportunities to incorrect information. Watch for these five major stumbling blocks.
Foregoing a robust in-house marketing team and, instead, outsourcing various capabilities—called fractional marketing—is become more popular. Here's why.
It seems natural to move beyond ways of thinking that haven't worked. But business leaders also need to be able to let go of tactics that have worked in the past so they can start fresh in a new role.
In 2022, several technologies cemented their marketing viability. In 2023, we'll start to see those technologies live up to their potential, argues this article.
Before you invest in new content tools this year, try poking your salespeople for information and inspiration. Their conversations with prospects can hold the key to content that converts.
We've all heard it: AI is here, you need to use AI, incorporate AI into your business. But in the case of marketing, what exactly do you use it for? Here are practical applications for AI across four content types.
If you've been resisting adding podcasts to your B2B marketing strategy, 2023 is the year to change that. Podcasts are popular, they have a low barrier to entry, and they appeal to audiences you might not otherwise reach. Here's a guide to creating your own podcast.
In the midst of layoffs and economic uncertainty, what tactics will public relations firms turn to in the new year? Check out these five possibilities.
It's easy to audit your own first-party data. But what about data you purchase from a provider? Can you verify its quality? An independent audit can.
Web3 was all the rage in 2022, from crypto to the metaverse. But will the B2B world plunge deeper into such technologies in 2023? This article argues no.
Not many people talk about "going into the office" anymore because so many offices are at home. Marketers need to refine their targeting strategies accordingly—to reach beyond job-related channels and meet prospects as they engage in everyday activities.
Today's B2B buyers mostly want to be left alone to make their own decisions during their customer journey. Providing them with interactive content and product demos enables them to do just that.
Social media engagement often depends on clicks. But on Instagram, where you only get your "link in bio," those clicks are harder to come by. This article shares the benefits of a brand landing page.
Although their influence is broadly felt, thought leaders aren't magical beings. They're just people—like you. Here are six ways regular people can increase their company's influence with thought leadership.
When people scroll through their email inboxes, they're looking for names they recognize, so it might not be the best idea to use a person's name in the sender field—unless that person has an established relationship with the customer. See the arguments for and against.
The amount of data used by marketers has grown exponentially in recent times. But data is only as good as what information you can derive from it. Enter data visualization.
Visual, interactive design is increasingly important for marketers looking to make the most of the moment. But asking designers what they think shouldn't be an afterthought—get them involved at the onset of campaign planning.
Brand-positioning is an involved, complex process that, if done incorrectly, can lead to a "meh" result. That's the last thing your company wants. This article outlines nine common mistakes to avoid.
Although cutting back on marketing is a kneejerk reaction to a struggling economy, history teaches us that companies' keeping focused on customers is what keeps them afloat. Here are four major reasons for that.
You might think Marketing and Accounting have nothing to say to each other. But you'd be wrong. Seven ways wrong, according to this article, which outlines how Marketing Ops can benefit greatly from Accounting's involvement.
If you're intrigued by AI but also confused, start learning here! This article, the first in a planned series on AI, covers basic terminology and possible ways to prioritize your investment. Let's learn!
A few months ago, Google announced a delay to its blocking of third-party cookies... again. We keep preparing, and the deadline keeps getting pushed back. Given that additional time, how should we be spending it?
Becoming a multilingual company is much more complex than just putting all your copy through Google Translate. Explore tips on how to successfully expand into multinational markets.
We've all seen them: videos that really should have had professional production value. The lighting is bad, there's a broom in the background, or a dog is barking off-screen. But what about when DIY video works fine? This article breaks down the differences.
When as a marketer you identify and focus on benefits, you ensure that you are focusing your attention on what customers are really buying; as a result, you don't waste money and energy in your marketing efforts.
Perceptual maps are the only way to understand what your position is in the market and how the market views you vs. your competitors. In fact, if you don't have a perceptual map, you're flying blind.
Welcome to a highly misunderstood topic: segmentation. This article explains what marketers tend to get wrong about segmentation, what's a better way to segment, and why doing a differential advantage analysis after segmentation can help you beat the competition.
The accelerated pace of the digital business world will require B2B tech marketers to drop their manual ABM processes and get to a deeper level of customer understanding. But how? Check out these ideas.
As the tide of technology moves closer to virtual reality, what can brands to do prepare? Advertising could look very different in a VR world. This article explores the possibilities.
Diversity, equity, and inclusion is a win-win for everyone: It's good for business, good for employees, and good for PR. To drive real change, check out these tips.
A brand known for a particular benefit enables growth opportunities beyond the product's original focus—via a brand extension. Using the brand on a new market offering that's in a different product category can provide sizable benefits, including new paths to growth. But you have to be careful.
What's the secret to constructing a sophisticated, airtight digital marketing budget that's justifiable and sensible? It's definitely not more spend equals more payoff. Check out this article for budgeting tips.
Actual conversations sound very different from written content; likewise, voice search operates slightly differently than a typed phrase in the Google search bar. Here are some tips for optimizing for voice—and B2B brands that are leading the way.
In an era of Big Data and revenue-driven marketing strategies, is it possible to find a balance between the art and science of marketing? This article tackles that question.
Once the novelty of AI-generated content has worn off, is it really useful to your company? This article argues that it absolutely is, and you should adopt it sooner rather than later.
There's nothing particularly thrilling about writing RFPs. But when it's time to switch email service providers, the sheer number of options basically requires you to write them. Here are three tips to make the process less painful.
ABM is more effective with intent data! Yay! But you're using it wrong. D'oh! You might be making one of four newbie mistakes outlined in this article.
The first part of this article series identified what factors contribute to the dark funnel—a (spooky) place where prospects learn about your company without your knowledge. This second part offers concrete steps you can take to start obtaining data from the dark funnel.
We all know about the "Great Resignation," but survey results have uncovered a "Great Customer Resignation" as well. Churn is at an all-time high. Luckily, implementing data and good tech can mitigate the problem.
Making campaign results sound impressive to management is difficult enough in itself; you don't need added hurdles. But if you do run into problems, this article will help you resolve them.
Fears of a possible recession have B2B SaaS companies feeling off-balance. But that doesn't mean branding has to stop. Time to pull out these five PR tactics and make your company stand out in a different way.
The marketing funnel is supposed to map out the process of bringing a customer on board. But there's a mysterious no-man's land where those people hang out and share information before they even reach your map. Here's how to take that dark portion of the funnel into account.
It's time to dig out that ideal customer profile you created and saved to a random folder a while back. Actively applying an ICP across your entire marketing funnel could be what you need to become more revenue-focused.
Synchronous viewing of broadcast TV programs seems like an ancient practice now, and the proliferation of CTV, OTT, and online video has made traditional methods of measuring ad effectiveness obsolete. Here are four things marketers can do to adapt.
Google's "helpful content update" to its algorithm has companies wondering how their SEO will be affected. Your SEO will be OK if you avoid these five traps.
A central goal of marketing strategy is to get an advantage over the competition. But how do you do that?
This article explores how to nurture potential B2B clients through the awareness journey, from Marketing-qualified lead to Sales-qualified lead, using the Awareness Cascade.
This article explores why it's important to build campaigns that elicit the behaviors you want from your leads, and how to do that effectively—through marketing automation.
Personalization is such a sacred word in marketing. Who would question its effectiveness? This article examines a piece by two writers who did just that, and highlights points that are worth considering in the context of B2B.
B2B buyers want you to treat them as humans, not algorithms. To connect with your customers successfully—on a human level—follow these five steps.
As a content marketer, do you ever wish you could eavesdrop on sales calls to figure out what content items your sales team is actually using? Good news: AI can do that so you feel less creepy.
Writing can feel like inching your way along a pitch-black tunnel. You can make out only the next few feet in front of you. It's scary. But The Writing GPS is here to help.
Right now your prospects might be on board with your solution. Three months from now, they might have forgotten you entirely. Learn how to keep that from happening.
Organic referrals are as good as free advertising, but they don't always happen. More often, customers have to be prompted to refer people to your business. Here are nine ways to ensure you get referrals consistently.
Digital advertising is booming, but it's best not to invest in every single channel at once. An ad tech expert shares some wisdom.
It's impossible to have a strong brand identity without a brand. Likewise, you can't have a successful brand without a brand identity. This article breaks down the differences.
One concrete way to maximize marketing ROI is to reduce the amount of waste of potential leads across the entire user journey. To help you start the process, here are six applications you may not have previously considered.
Text messaging apps now come with a spam folder. Uh oh. What can you still do to stand out from the competition in customers' text inboxes? These four rules can help.
Personalized targeting has worked for banner advertisers for years. However, it was never feasible for OTT—until now. Here's why your OTT ad strategy needs work.
Unless your company consists of about five people, its social media accounts are likely not run by a single person. How to achieve coherence, then, if multiple people are posting? Try creating a style guide.
Smaller hybrid and virtual events can often reach more people than large conferences because smaller shows can better take accessibility and other attendee needs into account. Learn how to plan such events.
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.
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 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.
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.
Transitioning to GA4 may seem like a daunting task. But the earlier you start, the easier it will be. Follow this action plan.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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