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  • Digging in the Wrong Place: Misunderstanding Where SaaS Growth Comes From (Article 1 of 3)
    SaaS companies grow fast. At first, the growth originates from winning deals. But over time, most of the growth comes from somewhere else.
  • How to Market Your Agency During a Recession
    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.
  • How Promotional Should Marketing Content Be?
    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?
  • ChatGPT Is Everywhere. Here's How to Keep Your Job.
    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.
  • Tech, AI, and Marketing: The Evolution of SEO Strategy
    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.
  • The New Customer Journey: How to Reach B2B Buyers in 2023
    To keep up with evolving buyers, sellers need to better understand the new customer journey. Here's what that means in 2023.
  • How to Get SEO Right for Your SaaS Business: Three Strategic Elements
    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.
  • In the Age of Automation, Focus on Strategy: Agency Best-Practices
    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.
  • How to Recognize When It's Time to Expand Into New Digital Marketing Channels
    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.
  • How to Use Contingency Planning to Future-Proof Your Event Strategy
    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.
  • Five of the Most Common Content Marketing Mistakes—And What to Do Instead
    Don't make basic content marketing blunders. Check out this list of gaffes that happen more often than they should.
  • Are You There, ChatGPT? It's Me, Marketing.
    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 Future Is Now: Five Forward-Thinking Marketing Content Growth Areas
    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.
  • Five Ways to Realign Your Email Marketing to Your Overall Business Goals in 2023
    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.
  • Expectation Branding: The Value of Losing Quickly and Owning Your Flaws
    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.
  • For Long-Term Market Advantage, Analyze Yourself
    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 been spent analyzing one's own company. But doing so is the only way to ensure consistent success.
  • Your Most Important Job as a B2B Email Marketer Is...
    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.
  • Your SMB Needs a Full-Funnel Marketing Approach. Here's Where to Start.
    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.
  • Five Whitepaper Design Mistakes That Are Costing You Leads
    There's not much value in a whitepaper if otherwise valuable information is hidden by bad design. Here are five things to avoid.
  • Top SEO Trends for 2023
    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.
  • Should Brands 'Break Up' With Twitter?
    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.
  • How to Overcome Poor Communication to Drive Marketing Performance in 2023
    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.
  • 23 Sales Tactics for 2023
    It's hard to know where to focus your sales efforts when the economy is shaky, but these 23 tips work well.
  • AI for Customer Support: More Meaningful Interactions, Less Costly Resolutions
    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.
  • Why You Should Be 'Cloning' Your Best Customers to Grow Your Business
    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.
  • Is Digital Advertising Really More Effective Than Traditional Advertising?
    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.
  • Three Ways B2B Sales Prospecting Will Evolve in 2023
    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.
  • OOH: How B2B Marketers Can Reintegrate With the Physical World
    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.
  • Five Trends Reshaping B2B Marketing Leadership in 2023
    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.
  • Is B2B TikTok Right for Your Business? Three Questions to Ask
    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.
  • Four Ways Marketing and PR Can Drive Business Success Together
    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.
  • Four Ways Marketers Can Increase Their Productivity
    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.
  • Customer Marketing: The Key to Surviving the Economic Downturn
    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.
  • Industry Foresight: Forecasting the Future of Your Market
    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?
  • First-Party Data Isn't Enough: You'll Need the Right Data Infrastructure to Derive Value From Your Marketing Data
    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.
  • Three Ways to Help Women Join the Ranks of Agency Owners
    Women make great marketers. So why do so few of them own marketing agencies? This article presents possible ways to solve that problem.
  • Five Serious Content Marketing Mistakes You Need to Avoid
    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.
  • It's The Golden Age of Marketing. So Why Is the Fractional Model So Attractive?
    Foregoing a robust in-house marketing team and, instead, outsourcing various capabilities—called fractional marketing—is become more popular. Here's why.
  • Unlearn So You Can Succeed: Why (And How) You Should Rewrite Your Playbook
    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.
  • Martech 2023: Three Trends to Expect
    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.
  • Your First New Content Marketing Tool for 2023 Should Be Your Sales Team
    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.
  • Marketing at the Speed of Thought: AI Use Cases for Four Content Types
    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.
  • How to Create a B2B Marketing Podcast in 2023—And Why You Should
    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.
  • Top 5 PR Trends to Watch in 2023
    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.
  • Data Providers Need to Allow Independent Audits. Here's Why.
    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.
  • Three Predictions for B2B Marketing in 2023
    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.
  • Think Outside the Office: Reach B2B Decision-Makers at Home
    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.
  • The Future of SaaS Sales Lies in Interactive Demos and Product-Led Growth
    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.
  • How to Use Instagram Landing Pages for Increased Engagement
    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.
  • Six Ways to Build Brand Influence Using Thought Leaders in Your Organization
    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.
  • Picking the Right Email Sender Name: Brand or Person?
    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.
  • Data Draws the Big Picture: Why and How to Use Data Visualization
    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.
  • To Create Engaging Content, Your Marketing and Creative Teams Need to Be Strategic Partners
    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.
  • The Nine Most Common Brand-Positioning Mistakes
    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.
  • Customer-Centric Companies Win in Recessions: How Customer Insight Cushions Downturns and Speeds Recovery
    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.
  • Seven Ways Management Accounting Can Benefit Your Marketing Operations
    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.
  • AI for Business and Marketing: What's Possible (And What's Not)
    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!
  • What Third-Party Cookies' Delayed Demise Means for Marketers
    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?
  • Digital Marketing Across Borders: How to Reach a Multilingual Audience
    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.
  • DIY vs. Professional Video Production: A Brief Guide
    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.
  • Customer Benefits: A Brief Introduction to Why Customers Buy Your Products
    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 and Competition: How to Understand and Improve Your Position in the Market
    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.
  • Market Segmentation: Where Companies Go Wrong and Why You Need Differential Advantage Analysis
    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 Buyers Are (Still) There: How Can B2B Tech Marketers Get to Them?
    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.
  • How to Effectively Build Your Brand Within Emerging Virtual Worlds
    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.
  • Company Diversity, Equity, and Inclusion: How to Overcome Challenges and Drive True Change
    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.
  • Brand Extensions: A Strategic Path to Growth
    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.
  • How to Budget Strategically for Your Digital Marketing Campaigns
    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.
  • Five B2B Brands That Prove Voice Search Is More Than Hype
    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.
  • Art or Science? The Fate of Data-Driven Marketing
    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.
  • Why PR (And Marketing) Pros Need to Embrace Imperfect AI Writing Technology Now
    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.
  • Three Tips to Keep Top of Mind for Your Next Email Service Provider RFP
    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.
  • Four Intent Data Mistakes ABM Newbies Make
    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.
  • Stepping Out of the Dark Funnel: How to Shed Light on What Is Not Registered by Your Pixels (Article 2 of 2)
    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.
  • Seven Ways Businesses Can Harness the Speed of Technology to Reduce Customer Churn
    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.
  • Four Common Content Reporting Challenges and How to Fix Them
    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.
  • Five PR Strategies for Brand-Building Through the 2022 'SaaSacre'
    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.
  • Stepping Out of the Dark Funnel: How to Shed Light on What Is Not Registered by Your Pixels (Article 1 of 2)
    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.
  • How Your Ideal Customer Profile Can Focus Marketing Programs for Greater ROI
    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.
  • The Future of TV Ad Measurement Is TBD. Here's What Marketers Should Do About It.
    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': Five SEO Mistakes to Avoid
    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.
  • Gain Differential Advantage Over Your Competitors: Core Competencies
    A central goal of marketing strategy is to get an advantage over the competition. But how do you do that?
  • How to Use the Awareness Stages to Nurture Leads From MQL to SQL
    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.
  • How to Build Marketing Automation Campaigns That Prompt Desired Behaviors From Your Leads
    This article explores why it's important to build campaigns that elicit the behaviors you wish to see your leads displaying, and how to do that effectively—through marketing automation.
  • Hard Truths About B2B Personalization, Its Effectiveness, and Its Future
    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.
  • How to Humanize Your B2B Strategy in Five Steps
    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.
  • Creating Deal-Closing Content: The Pivotal Role of Conversation Intelligence
    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.
  • The Writing GPS: A Writing Framework That Makes Your Writing Ridiculously Good
    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.
  • To Close More Deals, Use Memorable Messaging to Control Your Buyer's Attention
    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.
  • Nine Highly Effective Ways to Get Client Referrals
    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.
  • The Drivers of the Current Digital Advertising Boom
    Digital advertising is booming, but it's best not to invest in every single channel at once. An ad tech expert shares some wisdom.
  • Branding vs. Brand Identity: Five Key Differences and How to Do Both Effectively
    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.
  • Six Lead Generation Tools to Improve ROI on Your B2B Marketing Funnel
    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.
  • Four Rules for Riding the Texting Wave Before It's Gone
    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.
  • It's Time to Embrace Personalization and Education in Your OTT Advertising Model
    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.
  • How to Create a Social Media Style Guide in Five Steps
    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.
  • Three Tips for Hosting Small, More Frequent, Inclusive Events (And Why You Should)
    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.
  • Seven Post-Purchase Email Conversations That Will Foster Customer Trust and Loyalty
    It takes continual, meticulous post-purchase engagement to turn a one-time customer into a brand evangelist. That engagement usually begins with an email conversation.
  • Why VoC and CX Can't Be One Size Fits All
    In B2B relationships, all voices are important, but not equal or the same—and treating them as such can cost your company retention and loyalty.
  • What Is Marketing Strategy? A Brief Introduction
    "What is the definition of marketing strategy?" is a common question among marketing professionals and others in the business world. This article covers some basic ideas that separate marketing strategy from other aspects of marketing.
  • A Branding Geek's Five Brand-Naming Rules You Shouldn't Hesitate to Break
    Many brand-naming rules are totally valid, but adhering to them doesn't guarantee success. Every brand is different, and if you need to break one of these five rules, it's okay.
  • Google Analytics 4 Is Almost Here—It's Time to Test and Prepare
    Transitioning to GA4 may seem like a daunting task. But the earlier you start, the easier it will be. Follow this action plan.
  • How Sales Teams Can Improve Operations With Sales Intelligence Tools
    Marketers are not alone in the struggle to juggle their tasks. Salespeople can become just as frustrated. This article breaks down what it looks like when your sales department is in desperate need of an intelligence tool.
  • Moving From Content Marketing to Content Strategy: Four Actions to Take
    You can have the longest list of content items in the world, but it's not a content strategy until they're mapped to your customers' needs. To get there, take these four actions.
  • Why It's Not Your Sales Team's Job to Nurture Leads
    To support Sales, marketers need to cultivate leads and nurture them through the buying process—empowering leads and the sales team alike to have conversations with each other. See what needs to be done.
  • How to Use Marketing Automation to Create Contextual Sales Conversations
    Marketing has the power to not only drive demand gen but also ensure the sales team has relevant, contextualized conversations with qualified leads. Learn what contextualized conversations are, why they work so well to convert leads, and how marketing automation can help you help Sales.
  • A Complete Guide to Anchor Text Optimization in Four Steps
    Optimizing anchor text is as delicate as it is essential. Iffy tactics risk penalties, but playing it too safe means low rankings. Google will judge you. Follow the four steps in this article to get your anchor texts just right.
  • Measuring the Immeasurable: Customer Loyalty Metrics
    Although it's impossible to give an absolute value to abstract concepts such as loyalty, there are metrics that can indicate customers' willingness to return to your company. Here's what to track.
  • Three Steps to Personalizing the Overall Customer Experience
    Your company may have its messaging content and tone perfected, but that counts for nothing if you're messaging customers at 3 in the morning on weekends. Go through the steps in this article to achieve total personalization of the customer experience.
  • Four Steps Marketers Can Take to Drive Growth During a Recession
    As a marketer, you might feel helpless when the economy takes a tumble and suddenly people aren't spending money. But there are still things you can do to take advantage of a quiet market.
  • The State of Competitive Intelligence: Four Trends
    Do you have a dedicated competitive intelligence team, or does your company just poke around on its competitors' social media now and then? The results of a new study might convince you to ramp up your tactics.
  • Eight Myths of Marketing Automation
    It's only for email! It's only for enterprise businesses! It will replace us all! Wrong. This article sets out to debunk eight marketing automation myths.
  • Webinar Invitations: Examples and Best-Practices
    We've all been there: You send out a million party invitations, and nobody shows up. Ouch. To ensure that doesn't happen with your company webinars, use these invitation tips.
  • The Cost of Poor Business Writing
    Has the meteoric rise of video and audio content made written text obsolete? Hardly. Bad business writing can cost a company everything, from productivity to potential customers.
  • Four B2B Event Marketing Takeaways From TikTok
    Even if your B2B company doesn't make direct use of TikTok, it can still learn something about event marketing from the popular social platform. Here are four takeaways.
  • B2B E-Commerce: Six Common Return-on-Ad-Spend Measurement Mistakes
    Advertising is a B2B e-commerce marketer's best friend—but it can stab you in the back if you don't measure the return correctly. Here are six mistakes to watch out for.
  • Web 3.0, Blockchain, and the Metaverse: Opportunities for B2B Marketing
    Once their novelty wears off, do metaverse, blockchain, and Web 3.0 technologies have practical uses in the B2B space? This article explores a few possibilities.
  • How to Increase Leads: Effective Entry Points for Lead Magnet Signups
    This article explores what entry points are and how to successfully use them to get people signed up and into your database.
  • Email Newsletters: Nine New Best-Practices
    The email newsletter will never die! But it will continue to undergo changes every now and then. Here are nine of today's best-practices that will get your newsletter read.
  • A Beginner's Guide to How Google Ads Work
    When basic SEO feels like crawling up the flat surface of a rock, Google Ads can give your marketing a lift. Here are the basic types and some best-practices.
  • A Powerful Demand Generation Tactic: Lead Magnets and Customer Segmentation, Together
    This articles explains what lead magnets are, how businesses use them incorrectly, and how to integrate segmentation and lead magnets to better drive demand generation.
  • Why You Need a Branded Podcast (And How to Create and Brand Yours)
    Podcasts are everywhere. Chances are your audience members subscribe to several. And their content—especially that of a branded podcast—is conducive to spreading brand awareness.
  • Four Ways AI Can Win You More Customers
    You don't have to be in IT anymore to take advantage of big data and AI. Check out these four ways to use AI for finding prospects you may not have known were there.
  • Why Your Customer Experience Metrics Are Lying to You
    Convincing ourselves that our customer engagement tactics are working may feel great, but it isn't always helpful. That's why you should avoid relying too much on these three metrics.
  • How to Charge Up Your Email Marketing With Video Enhancements
    Email marketing, though old school, is always evolving, as are its enhancements. HTML has become par for the course, but many are still reluctant to include video in their emails. This article breaks down the possibilities and best-practices.
  • Seven Self-Sabotaging Mistakes in B2B Cold-Calling That Might Be Tanking Your Sales
    Are you unwittingly sabotaging your cold-call sales by being too chatty, or failing to prepare, or reading straight from a one-size-fits-all script? Read this article to find out, and learn what to do instead.
  • How to Make a Company-Story Video That Helps Your Business Shine
    Your company's reputation doesn't rest on products and services alone. People like to support brands they can relate to, and a video telling your company story is the perfect way to draw them in.
  • AI-Powered Martech in 2022: Promising or Already Indispensable?
    Why do a mundane task when software can do it for you? The use of AI in marketing has gone mainstream in recent years. Where will it go from here?
  • 10 Tips for Writing Engaging Blog Posts
    Keeping people's eyes on your website is a vital top-funnel tactic. Check out these 10 tips for more engaging blog posts.
  • How to Build a LinkedIn Employee Advocacy Program That Doesn't Fall Apart
    Enthused employees can have a huge effect on your company's reputation and bottom line, and excitement is easily built on LinkedIn. Here's how to use the social platform for employee advocacy.
  • How to Identify SQLs Based on Sales Intent Behavior: Awareness Stages and Demand Gen
    This article explores sales intent behavior, helping you understand precisely where and when your sales team should get involved with leads—and when you should be nurturing them instead.
  • How to Reach the Right Candidates With Programmatic Recruitment
    Programmatic: it's not only an ad strategy aimed at acquiring customers but also a tool for recruiting employees. The technology allows employers to target and discover better job candidates.
  • Switching From Product-Centricity to Customer-Centricity With Personas
    Marketers are storytellers, and storytellers create character sheets to ensure they know their fictional cast members inside and out. The marketing equivalent? Buyer personas. Here's why they work and how to create them.
  • Avoid These Six 'Kisses of Death' in Business Development to Keep Your Marketing Funnel Alive
    If you don't continually invest in business development to keep potential clients in the marketing funnel, your brand might as well not exist. Don't let that happen. Ensure you aren't making these six mistakes.
  • Using Behavioral Progressive Profiling to Drive Demand Generation
    The version of progressive profiling that most marketing automation companies espouse merely collects more data on prospective customers. But more data isn't enough. What you need instead is an understanding of those potential customers based on their behavior so you can significantly increase your chances of closing a sale.
  • How B2B Marketers Can Avoid the Bane of Boring Content
    Data this, metrics that... it can be hard to harness basic creativity in the current marketing environment. This article argues for a return to design and a focus on interactive content to break up the monotony.
  • How to Use Buyer Reviews in B2B Marketing
    When you're about to spend money on something, chances are you look up reviews of it first. But reviews and ratings aren't useful to buyers alone. Marketers can learn and benefit greatly from taking reviews into account.
  • Digital Ad Strategy 101: A Starting Point
    Marketers can't be blamed for being overwhelmed by the seemingly endless choices that digital advertising offers. But do you have to embrace every option and every channel? There's a better way.
  • Taming Martech Stack Bloat Is Essential to Scaling Revenue
    Too... much... technology... It's time to rethink how your martech stack works and which parts of it are really necessary. Your revenue depends on it.
  • Four Ways Marketers Can Triumph Over the 'Great Resignation'
    Everyone's quitting their jobs! Or so it seems. In-house marketing teams are rare enough, so how do we keep marketers from leaving and making them even more rare? This article presents some ideas.
  • How to Level-Up Your Content Marketing With a Topic-Cluster Plan
    Topic clusters arranged around a pillar page are SEO-friendly as well as helpful for keeping your website visitors from hopping off to learn more somewhere else. Here's how to create a topic-cluster content plan.
  • How to Perform a Competitive Analysis of the Mobile App Market
    The mobile app market may seem like an unruly landscape at times. But as is the case with every market, tapping into it requires research and competitive analysis.
  • The Secret Six-Ingredient Recipe for Perfectly Compliant Cookie Banners
    Clicking "accept cookies" is an annoying but necessary step in the modern Web browsing experience. This article covers how to construct a site banner that is both compliant and (relatively) pain-free.
  • Four Steps to Stronger Case Studies
    Your case studies are probably boring, but don't panic. It's not the cases that are the problem; it's the way you're presenting them. Fix it with this four-step cure.
  • Three Ways to Set Your Clients Up for Success
    As an agency, you have more than just the smarts to help your clients with their bottom line; You have the means to prove marketing's value to the business—and showcase your own awesomeness.
  • NFTs: From Collectibles to Brand Engagement
    NFTs have had a strong debut as one-of-a-kind collectibles, but forward-thinking brands will organize around how they can take advantage of this new class of technology to mobilize customers and engage communities.
  • The Power of Storytelling in B2B Marketing
    Give personality to a software feature. Provide an epic tale with a product update. Even business buyers are swayed by stories, which bring emotion—and humanity—to your brand.
  • How to Write Persuasive Blog Posts: A Template
    So you've just crafted a beautiful blog post bursting with metaphors and emotion and elaborate language. Done! The sales should roll in. But that's not quite how persuasion works. Check out this article to find out what does.
  • The Five Layers of the Modern Martech Stack
    A well-functioning martech stack should be like a five-layer burrito—a worthy set of ingredients by itself that makes for an even better combination. Here's what modern marketers have been putting into their "burritos."
  • Six Ways to Use AI for B2B Growth
    Mundane tasks taking up your time? Overwhelmed by data? Good news: there's an AI-based tool for that.
  • Web Accessibility: Is Your Marketing Campaign Reaching Its Maximum Audience?
    It's easy to assume everyone has equal access to Internet content. But a lot of design and development practices make that access difficult or impossible for people with disabilities. Here's how you can make your content more accessible—and more useful for everyone.
  • When and How to Use Plain-Text Email in Marketing: Use Cases, Design Best-Practices
    It's hard to remember a time you could open an email and not be assaulted by buttons and graphics and neon colors. Is there any place for boring typeface in the marketing world anymore? Perhaps. Here are some situations when plain text is effective.
  • Create a Customer Success Team From Scratch in 10 Steps
    Sometimes the best way to own customer success is to create Customer Success—its own department, that is. But how? Here's a 10-step guide.
  • Rethinking Industry Events: Get Comfortable With Flexibility
    "Coming to you live" doesn't mean as much as it used to. Event attendees have adapted to on-demand, tech-savvy experiences, and marketers have to embrace that.
  • The Pain of Marketing Leaders: Why We're Overwhelmed and What We Can Do About It
    If you can barely remember the "once upon a time" when your marketing job was satisfying and fun, you're not alone. Marketing leaders deal with pressure from every direction. Here's why—and three steps you can take to regain control.
  • Five Ways Marketing Can Support the Sales Process to Maximize Growth
    Support from marketing teams can bring a lot of value to the sales process. Really. No, wait! Come back here! This article explores five ways that can be true.
  • How to Identify and Prevent B2B Channel Conflict
    You have a big channel partner who has doubled your sales. Yeah! But then the partner starts making decisions willy-nilly without checking with you. D'oh! Here's how to prevent similar conflicts.
  • Email at Scale: How to Increase Campaigns and Manage Complexity
    Composing a single email is hard enough. How can you possibly plan for email at scale? It helps to keep these tips in mind.
  • Could NFTs Replace Your CRM Strategy?
    Do the potentials of blockchain technology go beyond the novelty of "owning" a digital piece of art? Perhaps. Future marketers could harness NFTs for functions typically associated with customer relationship management.
  • Why ABM Should Be Supported—Not Driven—by Tech and Demand Gen
    Is your ABM strategy following deals through close, or is it focused only on the top of the funnel? If the latter, your strategy is actually limited to tech and demand gen instead of true ABM.
  • Four Things TikTok Can Teach Us About Presentations
    TikTok may be the world's favorite time-waster at the moment, but lessons about speech and presentation can be learned from the annals of its scroll-happy user base.
  • How to Effectively Use CTAs in B2B Cold Emailing
    "Click here for more." Is anyone actually going to click on a call to action like that? Probably not. Check out what makes for a good cold email CTA in this article.
  • How to Use Brand-Mapping to Position Your Business
    Successful branding relies on having a defensible market position, and a good way to regularly evaluate yours is to use brand-mapping. Here's how.
  • What Marketers Need to Know About NFTs
    Okay, we've all heard about NFTs. But are they actually useful in the marketing world? How can brands incorporate them into their strategy? The answer may lie in community-building.
  • You Can't Have Revenue Operations Without Revenue Marketing
    A RevOps department is only as effective as its unification of metrics—and it really should be the marketing department that takes that leap, argues this article.
  • The Biggest Driver of Your Business Value (Hint: It's Not Top Management)
    Visibility, flexibility, and accuracy: who in your organization can provide all three to have the greatest effect on business? Those entrenched in day-to-day operations.
  • It's 2022: Do You Know Where Your Sales Reps Are?
    Digital transformation doesn't have to turn your sales reps into disembodied Internet heads. B2B buyers have become more self-serve, yes; but it's still advantageous for them to work with seller expertise, even post-pandemic.
  • Four Tips for Building a Realistic Video Production Timeline
    We've all overestimated our ability to get a project done in time and missed a deadline. But when the project is a B2B marketing video, the company can suffer the consequences. Here are four tips to ensure that doesn't happen.
  • How to Create a Successful Pride Campaign
    Pride Month is upon us, and many companies will rebrand with rainbows to mark the occasion. But running Pride campaigns without aligning your brand with LGBT struggles is disingenuous. Here's how to do Pride Month right.
  • Five Ways to Get Keyword Ideas for Your Website: A Beginner's Guide
    Keyword research can be complicated, but the best keywords and phrases to target can often be found by just sniffing around Google and competitor websites. Here's a basic rundown of where to start.
  • The Knowledge Bank: Your Marketing Content Team's New Favorite Tool
    Ever felt like you need a reference library for your marketing content? Of course you have. It's called a knowledge bank, and its existence will make everything easier.
  • How Content Teams Are Boosting Content Creation Using Automation Tools
    We can all admit it: Creating content can feel like a slog at times. Fortunately, software has caught on, and there are plenty of tools that make the process easier. Here are six of them.
  • Balancing Consumer Trust with Privacy-Safe Targeting: Three Tactics
    Instead of lamenting the impending tightrope walk between personalization and privacy, marketers should take advantage of the cookieless environment and forge better customer relationships.
  • A Framework for Getting Started With Customer Journey Mapping
    Customers don't just jump into a car and drive around aimlessly until they reach a purchase. They follow a map—one that can be mirrored for greater business success.
  • How to Spring-Clean Your Website Content
    The birds are chirping, the sky is blue, and... yikes, that infographic you posted two years ago just doesn't hold up. Time for a spring cleaning. Here's how to do it.
  • Traditional Content Marketing Is Broken—Here's How Amplified Marketing Can Fix It
    Amplifying your content can be as simple as breaking a larger piece into bite-sized (byte-sized?) pieces, and there's no better way to get those pieces than by having a good conversation.
  • Using Product Management to Bring a Strategic View to Data and AI Ops
    Real-world AI looks very different from sci-fi TV's beeping robots most of us watched while growing up. Today's AI cannot fulfill its potential if it's relegated to its usual incarnation—expensive prototypes or initiatives. AI in the enterprise functions best as an integral part of a product management system.
  • Quality Over Quantity in Lead- and Conversion-Scoring
    The best way to establish a lead-scoring system is to follow what makes marketing so effective: knowing your core audience and setting goals. Check out this article for more on lead-scoring.
  • The Four Benchmarks of an Agency's Life Cycle—And How to Profit From Them
    Many marketers get to the point where they want to venture out on their own, but starting a new agency can be confusing and complicated. Here are four benchmarks to count on, and what you should measure when you get there.
  • How to Spark Customer Delight in Unexpected Places
    Replacing a ho-hum experience with something clever that brings a smile or otherwise engages is incredibly powerful. Make the most of every customer touchpoint by being creative in these six places.
  • How to Wholly Unify Sales, Marketing, and IT
    So you've got your sales and marketing departments on the same page... mostly. But where does IT fit in? Can you put everyone in the same room without all hell breaking loose? To achieve interdepartmental harmony, follow these steps.
  • What Will a Cookieless Future Look Like Five Years On?
    Marketers should be gazing into their crystal balls to see how their company will really fare in the cookieless future. Here are the tactics that will keep brands afloat.
  • Be Positioned or Get Positioned: Do's and Don'ts for Transforming the Perception of Your Brand
    "Positions, everyone!" You know where your company started at the beginning of the show. But where is it by intermission? If you don't know, it may be time to reposition.
  • How Superior Product Experiences Can Fuel Exceptional Customer Experiences: Three Considerations
    In the modern digital world, customer experience is not just about how you deliver the features of your products but also about how your customers interact with those products online. For excellent product experiences, follow these three tips.
  • Brands as the Center of Data Solutions? It's Already Happening
    What can B2B marketers learn from a retail brand? A lot more than just B2C tactics, if the brand sets up its own data solution. And that's happening more and more.
  • Never Stop 'Dating' Your Customer: Three Ways to Nurture Relationships
    Dating horror stories... we all have them. But happens when dating goes well? It looks a lot like a long-term relationship between a company and its repeat customers.
  • How to Use Interactive Ad Campaigns to Generate Leads
    You know when you were a kid visiting a museum and hated reading long blocks of text but loved the slimy "touch and feel" displays? That's pretty much how interactive advertising works—and for generating leads, it definitely works.
  • The Customer Data Conundrum: How CX Leaders Can Optimize Both Privacy and Personalization
    After 2+ years of major pivots and accelerated digital transformation, brands are now having to take a close look at how they handle customer data. To make absolutely necessary improvements, organizations must meet three challenges and implement a series of best-practices.
  • Five Ways Digital Attribution Can Improve ROAS for CTV/OTT Advertising
    Consumer ads have ruled CTV, but with the ever-decreasing gap between home and work life, that doesn't have to be the case. Here's how B2B advertisers can use digital attribution to take advantage of CTV.
  • Three Ways to Get More PR for Your Business
    You know you've got the best service around. But does anyone else know it? Check out these three tips to increase brand awareness with more media coverage.
  • Seven Pillars of B2B Brand Reputation Management
    "Oh, that company? I hear it's shady..." Don't let that happen to you! Consistent vigilance over your media mentions can help manage your brand's reputation.
  • The Top Three Ingredients of a Smart B2B2C Marketing Strategy
    What we marketers call a business-to-business-to-consumer (B2B2C) model—having not only businesses but also their consumers as marketing audiences—can be daunting if you don't have a recipe for success. These are three must-have ingredients.
  • Six Ways Marketers Can Achieve Sustainability Instead of Just Talking About It
    "Earth Day every day!" they always said in elementary school. We were enthusiasts then, but it's easy to get bogged down in the adult world of making a living. Here are six steps you can take today to bring sustainability to your marketing.
  • Four Digital Marketing Lead Gen Tactics Not to Give Up On
    Digital marketing consists of so many tactics that it can be hard to tell what's working—which may be why many companies suspect that it isn't. But these four tried-and-true tactics should always be part of the mix.
  • How to Trim Your Out-of-Control Martech Stack
    You ever wake up one day and realize that your martech stack is completely out of control? Here's what may solve your problem.
  • Your B2B Website Power Page: Seven Must-Have Ingredients
    Eye of newt... scale of dragon... whoops, wrong recipe. You want to know what goes into a power page—the top-ranking internet content that makes Google sing your praises. Check out this article to learn the most important ingredients.
  • The Importance of B2B Communities: What's in It for Marketers?
    Taking customer feedback on social media can be brutal. It's like standing on a stage getting hit by flying vegetables. A possible alternative is to build an online community, which comes with added benefits for both your brand and your customers.
  • Four Ways to Amplify Your Media Relations
    Working in PR and media relations means no day will ever be the same, so it's imperative that you roll with changes and adjust how you work. These four tips can help.
  • How to Make Sales and Marketing Relationships Last: Four Lessons From Marriage
    Although the sales team shouldn't function exactly like your significant other (at least, we hope not), marketing leaders can learn a lot about alignment from how a marriage endures. Check out these four lessons.
  • Why Omnichannel Is the Way Forward for B2B Marketers
    Email, website, chatbot, PPC, Zoom calls... B2B buyers have access to more channels than ever to get information about your product or service. Coordinating those touchpoints leads to the best possible experience.
  • Effective Content Writing in 15 Steps
    It's easy to get overwhelmed and feel like pulling your hair out when creating new pieces of content. Slow down, take a deep breath, and follow the steps in this article.
  • How and When to Measure Your Brand's Health
    Time to take your brand to the doctor. How does it measure up? Ask yourself these six questions to see if you need to make changes.
  • Heads Up, B2B Marketers: Data Rights Aren't Just a Consumer Issue
    Complying with customer data rights doesn't mean just checking a few boxes and moving on. Your entire organization must shift in the way it views and processes customer data. Here are some tips to get started.
  • Three Lessons in Customer-Centricity
    You have a great customer feedback program that gets you a mountain of data. But how do you spin that data into problem-solving gold? Here are three lessons from companies that successfully did just that.
  • It's Time the Communications Department Is Seen as a Revenue Generator
    PR seems firmly tied up in a company's brand reputation vs. money-making ventures. But that perception needs to change, argues this article.
  • How Creative Digital Experiences Will Save Us When Third-Party Cookies Crumble
    When cookies are no more, we'll need to get data directly from customers. The best way to do that? Offer great experiences in exchange for information.
  • How to Take a Demand Generation Approach to Content Marketing
    How do you know you've created a great piece of content? Pageviews? Social shares? Those are nice, but we really want to see content generate leads. Here are some tactics that can help.
  • More Meaningful Metrics: Four Tips for Marketers Post-Apple iOS 15 Privacy Updates
    Apple's email privacy updates have been a migraine for some marketers who depend on email data for their campaigns. But it's time to rise to the challenge and admit that open rate doesn't matter much, anyway. Here are four things that do.
  • How to Align Content to the Buyer's Journey for Increased Conversions
    High conversion rates for your content can be elusive, but a solid way to get there is by ensuring your prospects are being served exactly what they need—and in the right order. Check out these tips for aligning content to each customer journey.
  • Four Things You Should Know About Email List Validation
    You've obtained a prospect's email address. Huzzah! Nothing can stop you now! Except spam traps. And temp emails. And bounce rate. And... well, that's why you need email list validation.
  • Does Your Website Really Need That? Five Elements to Rethink
    Remember the early days of the Web when we'd throw everything possible onto a website just because we could (RIP midi files)? Turns out that's not the best way to get people to engage. You should think twice about whether your site needs these five things.
  • Seven Results-Driven Paid Strategies for B2B Marketing
    You've been throwing free content at people, and they're not engaging with it. You're exhausted. Your CEO agrees: It's time to buy their attention. Try one of these seven paid marketing strategies.
  • Five Tips for Managing Crisis Communications
    Ahh! Crisis! What now? Before you attempt to communicate with the outside world, your internal crisis management must run smoothly. This article offers five tips to ensure it does.
  • Nine Ways Social Media Contributes to Business Growth
    Status update: social media marketing can no longer be ignored. But it's about more than a mere online presence. Using social media correctly can contribute to business growth in surprising ways.
  • How to Conduct Effective Audience Analysis in Six Steps
    It's impossible to connect with a crowd of faceless nobodies. You have to know whom you're marketing to if you want your marketing to be effective. Audience analysis can help. Here's how to get started.
  • Podcasting for B2B Marketing Thought Leaders
    Ever listened to a podcast and thought, Oh my god, I can do better? You probably can, and the popularity of the format has made it easier than ever to get started.
  • B2B Product Strategy: How to Market to Both Enterprise and Self-Serve Customers
    B2B companies with a product-led growth strategy tend to start out with individual, self-serve customers but then scale to sell to lucrative enterprise buyers. At that point, you shouldn't ignore your self-serve market. You can do both.
  • How to Create Automated Data Studio Reports for Campaign Performance
    Option 1: keep track of campaign data and metrics and do all the reporting by yourself, which can lead to exhaustion and human error. Option 2: let Data Studio do it for you. Let this article be your guide to the better option.
  • Five Ways to Identify a Good Brand-Naming Consultant
    Not all of us can be good at naming things, which is why we have brand-naming agencies and experts to make sure a new name rolls right off the tongue. This article gives five ways to tell whether a brand-namer is worth your while.
  • Third-Party Cookies in Chrome Will Soon Be Gone. Are You Ready to Act?
    We all know that the death of third-party cookies is imminent. But have we considered how to plan for other data collection methods? And what methods have been proposed? This article breaks down what you need to know.
  • How to Maximize Your Digital B2B Marketing Strategy With PIM
    A product information management system sorts, organizes, and updates your marketing assets for you. Sort of like a sentient library card catalogue. Now that would be cool. Lucky for you, PIM can be almost that cool.
  • The Art and Science of Email Survey Invitations
    Customers don't tend to abandon surveys in the middle of taking them. The trick to improving response is getting email recipients to open the survey in the first place. This article has some ideas.
  • Sales and Marketing Alignment Initiative? Don't Forget Your Marketers.
    It's finally here: MarketingProfs' first-of-its-kind report on the state of B2B marketing training. And the revelations abound! Take a look.
  • How to Revolutionize Your ABM Strategy With Chatbots
    Chatbots have moved well beyond the initial "Hello! How can I help you today?" B2B marketers can make great use of them in their account-based marketing strategy.
  • How PR Can Support Your Marketing Lightning Strike
    A lot of factors go into an effective lightning strike moment—the sudden flash of attention that draws attention to your brand. And if a PR strategy isn't one of them, you're doing it wrong. Here's why.
  • Live Professional Captions vs. Live Auto Captions: Which Is Best For You?
    Accessibility is a hot topic in the virtual event and video space. Live captions are an effective way to make your event accessible, but you have logistic choices to make—namely, should you go with a human or a machine?
  • Five Types of Content to Include in Your Sales Enablement Playbook
    So... you're relatively new to content marketing. You keep hearing about "sales enablement." What exactly is that? And what content types can you tailor specifically for Sales? This article has your answers.
  • The Four Biggest Mistakes You Are Making in Your PowerPoints and Presentations
    PowerPoint presentations are a super basic skill, right? That means everyone makes super basic mistakes. This article covers four—and how to fix them.
  • Content Intelligence Isn't Just for Demand Gen Marketers
    As a marketer, you produce your content, you post it, you amplify it, and you're done, right? Not so fast. There's more. Gathering content intelligence improves the value, personalization, and overall effectiveness of your marketing. Here's how.
  • The Missing Element in B2B Marketing Data
    You may think you have all the data you need to create effective marketing campaigns, but this article argues that many marketers overlook a crucial data type.
  • Eight Alternatives to Open-Triggered Email Sequences in the Age of Mail Privacy Protection
    How can email automation work when we don't know, because of Apple's new privacy rules, whether a recipient has actually opened an email? This article offers alternatives to the open-triggered email sequence.
  • How B2B Brands Can Use Purpose to Win in the Marketplace
    Public perception around purpose-driven brands is changing. Find out what top B2B brands are doing in lieu of catchy marketing slogans to emphasize a higher purpose.
  • How to Conquer Remote Selling Challenges and Reach the Top of the Leaderboard
    Everything's gone remote! But that doesn't mean friendly competition with your coworkers has cooled. Here are four ways to take on the challenges of remote selling and emerge triumphant.
  • Email Security: Why You Need DMARC for Marketing, Too
    Email security doesn't only stop cyberattacks and opportunistic hackers; it actually improves your brand reputation. If you're not yet implementing DMARC, this article explains why you should.
  • The Missing Piece of Revenue Intelligence: Content Engagement Data
    Rapid changes in revenue operations, revenue intelligence, and sales engagement can be confusing for marketers who are focused on content value. That's because their teams have incomplete data. Here's what's missing.
  • Eight B2B Visual Content Marketing Ideas
    Sick of staring at cheesy stock images all day to use in your marketing? Don't fall into the people-looking-at-a-whiteboard hole. Check out these other eight visual content ideas.
  • Six Out-of-Home Advertising Tactics to Reach B2B Audiences
    In the digital age, it can feel fruitless to market to people out "in the wild." But for a truly omnichannel approach, OOH ads shouldn't be ruled out. Here are six ways to take advantage of them.
  • Three Must-Have Capabilities for Your Attribution Solution
    Martech isn't as simple as pressing a button and automatically getting more leads or higher conversion. If you feed your tech garbage data, you'll get garbage back. In the case of attribution, people often trip over these three issues.
  • Five Ways B2B Companies Can Use Explainer Videos
    Most people throw out how-to manuals and go straight to YouTube to understand how to do something, and they should be able to do the same for your company. Here are five ways to explain your business with video.
  • How Dynamic Content Can Boost Your Email Marketing Campaigns
    It's no longer enough to personalize emails using only the [your name] field. Customers are over it. Luckily, there's a better way to personalize: dynamic content.
  • Marketing Enablement: The Difference Between Marketing Jobs and Marketing Careers
    Sales enablement is a company no-brainer, but what about Marketing enablement? Consistent structure and training can help keep marketers around for the long haul. Here's how.
  • Three SEO Trends Marketers Need to Know in 2022
    What has Google added or changed recently? What is it likely to do in 2022? Here are three trends that should rocket to the top of your priority list.
  • Inspire More Switches: How to Win Customers From Your B2B Competitors
    Of course you want to lure your competitors' clients, but you may feel stuck in the position of waiting for them to make the switch. Here's how to take action and increase your chances of persuading those prospects.
  • Four Ways to Use Customer Surveys to Boost Lead Conversion
    Customers love to give feedback, and companies should love it get it—especially because focused feedback can increase your lead conversion rate. Here's how.
  • How to Use Google Search Console Insights for Your SEO Strategy
    If you're not yet using Google Search Console Insights to improve your SEO, it's time to start. More than just an analytics dashboard, GSCI answers specific SEO questions; best of all, it's completely free.
  • The Secret to Successful B2B Events: Five Tips for Thoughtful Design
    When you plan an event, your first thought may not be "Ooh, gotta get the graphic design right." But virtual events have changed that. To make the most impact with your online B2B event, follow these five design tips.
  • Five Lessons Marketers Can Learn From Online Reviews
    Online reviews are of course useful for prospective customers seeking information about a business. But the education goes both ways: Businesses can learn a lot from their own customers by paying attention to reviews. This article highlights five of the major lessons.
  • 3 Steps to Help Move Your DEI Goals Forward
    As important as it is to create a diverse and welcoming workplace, getting there isn't always easy. If you're feeling stuck with your DEI initiative, follow these three steps.
  • Get the Science of Marketing Right to Be Free to Do the Art
    Creativity often drives marketing. But creativity is not measurable. To earn the right to experiment and be artistic in your marketing tactics, you have to first prove you're doing the science right—and that means learning to prove revenue.
  • Developing Brand Image: Chatbots Are B2B Marketers' Secret Weapon
    B2B buyers are often swayed by different factors than B2C buyers, but brand trust is crucial in both cases. Chatbots are an easy way for B2B brands to differentiate themselves from the competition.
  • How ABM Automation Can Change Your Sales Process Forever
    B2B marketers know they have to treat leads as more than a name on a list, but that can be difficult when conducting ABM at scale. Here are four ways to use automation for ABM.
  • Convert Prospects With the Power of Case Studies
    A case study can be an effective storytelling tool to use in B2B content marketing. Learn why, as well as how to craft one, in this article.
  • How to Add Audio Content to Your Marketing Strategy
    Audio of all types, from podcasts to voice search, is a powerful form of content marketing. If you're not doing it yet, here's how to get started.
  • How to Drive Key-Account Growth With Omnichannel Account-Based Marketing
    An omnichannel ABM approach is now considered the most efficient B2B marketing strategy, resulting in higher win rates, shorter sales cycles, and bigger deals. Here's how to make it work for you.
  • Why Data Quality Is Important for Market Intelligence
    So much of marketing is data-driven. But what makes data high-quality, and what are the advantages of vetting the data you use? This article covers the basics.
  • Three Costly Customer Experience Mistakes to Avoid
    Where do you start when crafting your organization's CX? It helps to know what errors other companies are making. This article outlines three of the most costly mistakes.
  • Company Profits Squeezed? Here's How B2Bs Can Justify Raising Prices
    Price increases don't have to mean your customers' running in the opposite direction. Differentiation and open communication can help. Here are some strategic basics of raising prices.
  • Avoiding the Pitfalls of Reactive Marketing (Article 3 of 3)
    In the digital age, it's vital that marketing be highly adaptable. But focusing too much on reactive marketing can throw your plans out of control. Here's how to find the balance between the two.
  • Top 3 B2B Marketing Predictions for 2022
    Is there even a "normal" to go back in 2022? For B2B marketing, likely not, because digitization and changes in customer expectations are here to stay.
  • Navigating Brand Response Advertising in 2022
    Brand response and increasing the bottom line no longer have to be mutually exclusive. Brand response advertising combines the best of both worlds. Here's how.
  • Five Ways to Improve Content Quality Signals on Landing Pages
    Quality is a nebulous concept that can be difficult to define. Not for Google: high-quality content for better search rank depends on specific factors that can be optimized. Here's how to do so for five of them.
  • 2022 Marketing Predictions for an Increasingly Digital World
    2020 and 2021 have been transformative for B2B marketers, and the trend toward digitalization of marketing will continue into 2022, argues this article.
  • How to Stop Shiny-Object Syndrome in B2B Marketing (Article 2 of 3)
    New marketing platforms pop up every day, but every shiny new tactic isn't necessarily right for your company. Our second article on panic marketing covers "shiny-object syndrome" and what can be done to avoid it.
  • Reduce Customer Churn and Maximize Revenue: It's Time to Let AI Do the Work
    Traditional CRM systems are now costing companies revenue rather than increasing it. The solution should be to give AI the baton—because it can help reduce churn and lead to better integration with CX.
  • Top 5 Advertising Trends to Watch Right Now
    The rise of new channels such as Connected TV and technologies such as voice search have moved advertising in new directions. This article covers five major trends in ad tech today and what advantages they give to businesses.
  • Eight Lessons Learned From Giving 100+ Webinars
    Webinars are more prevalent than ever, and that won't change any time soon. To reduce hiccups and improve the experience for attendees, follow these eight tips.
  • The World Is Looking for Thought Leaders. Could You Be One of Them?
    Standing for something is good for business these days. But how do you go beyond merely sharing company values to crafting real thought leadership? Start with a POV blog post.
  • Growth, Brand, and Retention Problems? You Might Be Panic Marketing (Article 1 of 3)
    If you're having trouble aligning departments or meeting your goals because you're always chasing a new marketing buzzword, you could be panic marketing. This first article of a three-part series defines the term and explains the consequences.
  • How to Win With CX in the Hybrid World
    Interacting with customers remotely is nothing new, but expectations have shifted completely during the pandemic. This article provides a few suggestions on how to meet those expectations.
  • The ROI Resurgence: How a Year of Virtual Events Made Measuring ROI More Important Than Ever
    Industry events were famously difficult to measure ROI for... until they went virtual. Now, marketers can use the lessons learned from those virtual events to improve ROI measurement on hybrid and in-person events as well as digital ones.
  • Why It Should No Longer Take 13 Pieces of Content to Convert a Buyer
    We've all heard that prospects consume at least 13 pieces of content before making a decision. But does that have to be true anymore? This article discusses why that should change.
  • How Email Newsletters Can Fix Marketers' Content and Trust Problems: Three Sets of Best-Practices
    Want to get more out of your marketing content? Email newsletters are a proven strategy to improve engagement and build trust with customers. Here are three sets of best-practices.
  • Maintaining Morale: Nine Tips to Keep Employees Happy and Engaged When Things Feel Out of Control
    The ad tech and martech industries are accelerating at an even greater pace than usual. To keep your employees in the loop and prevent them from burning out, follow these nine tips.
  • Great CX Calls for New Strategies and Stronger Collaboration
    Great digital CX is the name of the game in B2B right now. So how do you achieve it? It requires a unique combination of the right data, martech, and enterprise collaboration.
  • What Neuroscience Tells Us About Social Media Marketing
    Social media is a great way to market to your entire audience, right? It might seem that way, but social studies and neuroscience tell us that people don't want to be sold things in social situations. Here's what you need to know.
  • Three Ways to Adapt Your Sales Content for Virtual Selling Success
    B2B sales have changed, and so must the sales content that marketers create. What worked for in-person selling may not work in the digital world. Here are three ways to approach the shift.
  • A Five-Point Plan for First-Party Data
    Marketers are collectively sighing in relief at having two more years before the death of third-party cookies takes effect. So what should they do with that time? Prepare to fully use first-party data.
  • Providing Quantitative Feedback to Creatives Is 'Mission Critical': CMOs Offer Five Tips
    KPIs and metrics can indicate performance success for marketers. But what about creative teams? Check out some tips from CMOs for giving measurable feedback to creatives.
  • Your Guide to Co-Marketing
    You don't have to go it alone: Co-marketing partnerships can be an effective way to extend your reach, generate qualified leads, and increase brand awareness. This article offers a practical guide.
  • Unlock the Full Potential of Your Email Marketing Efforts With VMCs and BIMI
    New technology is here that can both improve email domain security and increase email engagement. Learn about how using VMCs can enhance your email marketing.
  • Four Ways to Ensure Your Virtual Events Are Media-Friendly
    Your virtual event strategy should be tweaked for journalists and media attendees, whose needs are different from those of other attendees. Here are four things to focus on.
  • The Most Important KPIs to Track the Effectiveness of Your Email Marketing Strategy
    Tracking email KPIs goes far beyond simply monitoring your open rates. This article outlines other important metrics to use, and how to track them.
  • What B2B Marketers Need to Know About Core Web Vitals
    For a website to rank high on Google, it has to meet certain performance standards. But what are those standards? This article breaks down Google's three core performance metrics.
  • Time for an ABM Tune-Up: Seven Q4 Tips for B2B Marketers
    For B2B marketers, Q4 is when spending amps up to tap into remaining budget. To take advantage, tune-up your account-based marketing tactics. Follow these seven tips.
  • Three Things CXOs Must Know to Stay Relevant
    Now that customer experience drives such a large percentage of customer loyalty, many companies are appointing chief experience officers (CXOs) to manage CX across departments. Here are three things those CXOs should keep in mind.
  • Three Marketing Metrics to Stop Tracking—And What to Measure Instead
    Marketers love metrics, but they don't always track the ones that bring the most value to their company. Here are three examples of metrics that should be retired, and three that should replace them.
  • Micro-Conversions: What They Are and Why They Matter
    Not every conversion means making a sale—especially in B2B, where every customer goes on a long journey before deciding whether to buy. That journey is made up of micro-conversions. This article provides more information about identifying and tracking them.
  • Compete or Cooperate: What Should Marketing and Sales Teams Do?
    The key to finding an effective solution to divisions between Sales and Marketing is to understand what's causing conflict in the first place. Here's how to evaluate your own company's situation for optimal alignment between the two teams.
  • How to Prepare for Marketing's Flexible Future: Automated Marketing Processes
    Everyone knows that automated processes have become necessary for enterprises. But marketing automation isn't only about having the right technologies; it's also about having the right strategy built around what automation means for your brand.
  • Five SMS Campaigns for B2B Marketers to Try
    B2B marketers may love email, but it can take a while for prospects to open one, even if they're interested. If you want to get people's eyes on your message in seconds, there's no better way than SMS. Here are five SMS campaign ideas.
  • Six Tips for Generating More Leads With Your Marketing Content
    There may be no magic bullet for increasing lead generation, but tweaking your marketing content can still boost the response to it—and improve lead quality. Here are six easy ways to do that.
  • Hybrid-Event Presentations: How to Balance Engagement Across Remote and In-Person Audiences
    A hybrid event strategy is more than just livestreaming the presentation room. Remote attendees tend to become distracted, so you must take their engagement level into account and tweak your approach accordingly.
  • Three Things B2B Marketers Can Learn From B2C Marketing Strategies
    Even though B2C and B2B brands operate differently, B2B brands can implement B2C digital marketing strategies to increase revenue and develop long-term customer relationships. Here are three areas to focus on.
  • Five Ways to Use Empathy for Better B2B Marketing
    We usually associate customer empathy with B2C sales and impulse buys, but empathy marketing can be just as effective in B2B marketing. Here are five ways to use it.
  • Five Tips for Creating a Successful B2B Marketing Campaign
    One of the most critical aspects of any successful marketing campaign is knowing your audience. But it's what you do with that knowledge that determines campaign success. Here are five tips that can help.
  • Five Reasons to Prioritize Spend on Website UX Design
    Great website UX doesn't mean your site merely looks nice; it means the site is designed to solve users' problems in the most straightforward way possible. Here are five reasons to budget for UX design.
  • Are You Making the Right B2B Martech Investments to Optimize for Agile Methods?
    Agile marketing is a good fit for the B2B business environment. So how you do optimize your martech stack for Agile methods? This article has some ideas.
  • Building Better Customer Outcomes With a Customer Experience Quality Framework
    CX is getting more important every year, but siloed data and lack of a holistic vision can make it a challenge for many companies. Here's why you need a framework for ensuring customer experience quality.
  • CTV Scale Is Here, So Where Are B2B Advertisers?
    CTV is one of the fastest-growing digital channels for advertisers and marketers, but B2B companies are still reluctant to embrace it. Here's why CTV can work for B2B.
  • You Don't Close a Deal, You Open a Relationship
    Today's business is no longer about getting new logos and ringing the sales bell—it's about keeping the customers you have. This article explains why closing a deal is only the first step in connecting with customers.
  • Four Ways to Reduce Churn and Create a Companywide Culture of Customer Success
    Connecting with customers and reducing churn should not be relegated to your support team alone. Customer success relies on the actions of every department. Here are four ways to encourage that culture of customer success.
  • Why B2B Brands Face Unique—and Sometimes Self-Inflicted—Email Deliverability Challenges
    Email deliverability can feel out of your control—particularly for B2B brands, which operate in unique ways that can affect inbox placement. Here's how to ensure that your companies' emails aren't being junked or blocked.
  • Website Conversion Trends Every Marketing Professional Should Know About
    The pandemic has given many companies the time and space to reset their digital strategy with a large rebrand. But overhauling a site too much can result in fewer conversions. It's best to use a combination of trends and evergreen tactics.
  • Marketing Automation: Seven Machine-Learning Use Cases
    The marketing world is abuzz with the benefits of AI and machine-learning, but how do you bring them from theory into practice? Here are seven ways companies are using AI and ML to automate their marketing.
  • How Companies Can Use Digital Brand Ambassadors for B2B Influencer Marketing
    No one can argue the effectiveness of influencer marketing. But what if you could create your own influencer? Here's how digital humans are changing the game.
  • Four Tips for Implementing Agile Strategies in Your Marketing to Increase Efficiency and Results
    Agile marketing has gained traction by enabling marketers to adapt more quickly in an uncertain environment. But switching to Agile is not a simple process. This article has four tips on how to adopt Agile methods successfully.
  • Struggling to Write Effective Whitepapers? Here Are Five Steps for Planning One
    Whitepapers can be a headache to create, even if you have the resources. To make the actual writing process less of a hassle, it helps to have a plan first.
  • Revenue Operations: The New Leader of Go-to-Market
    Feeling stuck in a certain stage of your business maturity? Siloed data and a disconnect between departments might be the culprit, and appointing a RevOps leader could solve the problem.
  • Pitch Decks: How to Avoid the Dreaded Frankendeck
    Here it comes... OH NO... it's the pitch deck that's been tampered with so many times it's barely recognizable as a presentation! It's the FRANKENDECK! Quickly: here's how to spot one and get it back on track.
  • These Five Tactics Will Help You Outrank Your Competitors on Google
    Competition for high Google rankings is fierce. How do you one-up your competitors and outrank them? These five tactics will help.
  • How to Meet Customers' New Expectations With Tried-and-True Customer Service Best-Practices
    It's clear by now that the pandemic has changed interactions between businesses and customers. So what do customers expect from digital outreach and post-pandemic marketing? Here's a good place to start: customer service best-practices.
  • Why Marketing Maturity Needs to Be Top-of-Mind in Today's Digital Landscape
    As a result of the pandemic, many businesses have developed newfound responsiveness and resiliency and are ready to evaluate and optimize their marketing strategies. A marketing maturity framework can help.
  • Voice-of-the-Customer Data: The Key to Human-Centered CX
    Personalization and ABM are now the name of the game in B2B marketing,. But the secret to their success lies in collecting—and using—voice-of-the-customer data. Find out more.
  • Five Quick Video SEO Tips to Help More People Find Your Content
    Video content has become invaluable in digital marketing. But how do you optimize a video for search so people can easily find them? This article offers practical, effective tips.
  • The 4Es of Video: How to Align Your Marketing Content Strategy With Buyer Expectations
    The expectations of today's B2B have changed; they now seek out on-demand content to research solutions on their own before contacting your company. That's why video is the perfect content format to reach those buyers. Here's how.
  • How to Use ABM Tactics to Support Sales and Influence Buying Committee Decisions
    Toward the end of a B2B buying cycle, marketers may think their job is over. But they can still help close the deal by using account-based marketing tactics to continuously support Sales and further influence decision-makers.
  • Reimagining B2B Customer Experience: A Post-Pandemic Path Forward
    As the post-pandemic marketplace takes shape, marketers need to focus on what creates a memorable experience—and that doesn't always mean digital-only. Hybrid events allow for increased engagement and innovations. We can reimagine the B2B customer experience.
  • How iOS 15 Will Kill Email Open Rates—And How Marketers Can Prepare
    Email marketers place a lot of emphasis on open rate, but that's a metric that may not matter much, come iOS 15. Here's how marketers can prepare for the impending change.
  • Outcomes Are In: Why Outcome-Based Marketing Is So Successful
    Marketing goals can become blurry for even the most seasoned pros. Switching to an outcome-based approach helps align those goals with business outcomes. Here's how it works.
  • How to Build an Effective B2B Customer Retention Plan
    Every business suffers from a certain degree of customer churn, but if you use the right tactics to retain customers, you can reduce churn. Start by creating an effective customer retention plan.
  • How to Survey Attendees to Improve Your Virtual Event Strategy [Sample Questions and Metrics]
    Engagement is a significant problem for marketers and planners who organize virtual events. What makes your attendees tick? How can you improve engagement? By surveying attendees. Here's the when and how, including sample survey questions.
  • How to Make Your Brand's Storytelling More Compelling
    Ideally, the stories you tell in your marketing accentuate the positive, because that's what gets people to buy. But if people are going to care about your story in the first place, it needs conflict. Here's how to make your storytelling more compelling.
  • The Marketing Service Chain: How to Improve Customer Experience and Strengthen Your Brand
    Communication between and within company departments is just as important to the customer experience as external communication is. You can improve that communication and build synergy by examining and improving your Marketing Service Chain. Here's how.
  • The Target CPA Hype Is Real: A Checklist for Marketers
    Companies are buzzing about the incredible potential of Google's Target CPA tool, which pairs machine-learning and AI to deliver cutting-edge insights and results. But first make sure it fits your needs.
  • How to Create a Corporate Video Brief: Use This Easy Template
    The effectiveness of video marketing is well documented, but how do you get to creating video assets in the first place? The first step is a corporate video brief.
  • Why B2B Branding Is More Important Than Ever
    Strong branding is now crucial in B2B—especially since digital transformation has accelerated. Here's how to navigate current market shifts and develop a strong B2B brand.
  • Three Ways to Build Long-Term Relationships With Your Customers
    In a world that depends on digital engagement, it's not enough to have a great product or service. Businesses must also build long-term relationships with their customers. Here are three ways to do that.
  • How to Kickstart a Growth Marketing Automation Strategy
    Marketing automation has gained a lot of traction in recent years as digital engagement has increased. But once you have your shiny new platform, where do you start? This article offers some tips.
  • Objective Product Data: An Underrated Driver of Trust and Storytelling
    Product data may not be flashy or entertaining like some other aspects of marketing, but its accuracy is vital in building brand trust. Check out the insights in this article.
  • How to Use Video to Provide a Better Customer Experience
    Video is becoming the go-to content medium for brands because it can convey empathy and emotion. Here's how to use video marketing to enhance customer experience.
  • Virtual Events: 18 Ways to Rock at Virtual Engagement and Prove Value to Event Sponsors
    Virtual events are here for the long term. But it's become clear that engagement of virtual attendees isn't the same as engagement of in-person attendees. Here are 18 ways to improve your virtual event engagement.
  • What's Next: Navigating the New Marketing Event Landscape
    Digital transformation affects everything from transportation to healthcare to our social connections. Are events next? This article explores the possible future of events.
  • Ad Tech Failed the Middle Market. When Will We Learn?
    Today's major opportunity for ad tech lies in finding a replacement for cookies, but even the best solution would apply only to a fraction of all digital advertising. Learn why independent ad tech must solve for the middle market.
  • So, You Want to Be a Thought Leader? A Framework and Guide for Your Thought Leadership Strategy
    Thought leadership is not a new topic, but defining and creating it remains elusive for many marketers. This article presents a useful framework for identifying what makes a good thought leader, as well as a guide on how you can become one yourself.
  • How to Make Sure Your Social Media Strategy Succeeds: Take a Cross-Discipline Approach
    Social media can no longer be the job of only one department or outside agency; integration is the key to success. Read this article to identify the cross-discipline strategy that'll work for you.
  • Five Strategies to Increase Your Social Media Conversions
    For a business to thrive on social media, its social media marketing efforts must be conversion-focused. Here are five ways to increase your social media conversion rate.
  • Three Reasons You Should Start Your Marketing Strategy While Your Product Is Still in Development
    Your shiny new product doesn't have to be ready to go before you start to market it. In fact, it's best to begin your strategy while the product is still in development to ensure you have an audience to sell to. Find out more in this article.
  • Apple's Hide My Email: A New Reason to Accept Only Corporate Email Addresses
    When Apple rolls out its improved Hide My Email feature this fall, marketers will have to decide whether it's still worth accepting the "fake" relay addresses it generates. How big a problem will this be for your lead-gen forms and email list? Here's what you need to know.
  • Analyzing the Analyst: A Guide to Holistic Analytics for Tracking the Right Metrics
    Data analysis does not exist in a vacuum; it is conducted by analysts who bring their inherent subjectivity to the process. It's time to acknowledge that and only then proceed to determine which metrics to track with holistic analytics.
  • Five Tips for Choosing the Perfect Martech Stack
    Although marketing leaders have traditionally chosen a martech stack based on its features and functions, the number of new technologies being created necessitates a more nuanced approach. Here are five tips to help you choose well.
  • Five B2B Video Marketing Tips to Boost Sales in 2021
    The use of video in content marketing is becoming increasingly vital to B2B businesses. Create the best possible videos to boost your sales by using these five tips.
  • Can't We All Just Get Along? Why Sales and Marketing Need to Work Together
    The relationship between Sales and Marketing at most B2B companies has often been dysfunctional, even though coordinating the efforts of the two departments can have a big impact on the company's bottom line.
  • Building Your Email Newsletter Is a Marathon, Not a Sprint
    A newsletter can be an effective way to deliver content right to where your customers are: their email inboxes. There's no magic switch to pull, but you can put your newsletter strategy on the right path by following these tips.
  • Rebranding: Five Steps to Building a Story of Evolution and Growth
    Rebranding usually involves much more than just changing your color scheme or logo. A successful rebrand requires a companywide soul-searching effort to identify what your product does, whom it is sold to, and why. Follow these five steps.
  • So Many Social Media Outlets, So Little Time. So Where Should You Spend Your Marketing Budget?
    It's easy to get overzealous and dive into every new social media app that people are using, but some platforms may not be the best fit for your brand. Where should you spend your time, energy, and marketing budget? This article has some tips.
  • How Employee Advocacy Can Improve Your Content Marketing Performance
    Content is a powerful way for marketers to get their unique voice across. And what better way to showcase your passion for content than to put its creation and dissemination in the hands of your employees?
  • No Time to Create Content? Turn One Webinar Into Nine Marketing Pieces in Less Than 14 Days... Without Killing Yourself
    No time to create new content? Never fear: It's possible to take a single webinar and create nine additional pieces of content from it. Here's how.
  • Why Marketers Should Build Consumer Trust Through Product Data
    Brands can no longer treat product data and marketing content in isolation. Accurate, comprehensive product data is critical to building trust via emotive, interactive content. In turn, that partnership of product data and content is essential to driving sales.
  • Five B2B Influencer Marketing Guidelines for Brands
    Influencer marketing is no longer a B2C-exclusive space. Many B2B brands are discovering the benefits of an influencer strategy. Here are five tactics to use when planning your B2B influencer campaign.
  • One Tip to Improve On-Page SEO: Use More Mini-Infographics (A Guide)
    Often, our online content doesn't engage readers because they don't want to read so much text. And that impacts bounces and time on page, which Google watches closely. So how can you improve engagement—and on-page SEO? This articles explains what you need to know.
  • Four Marketing Elements Behind the Rise of Dogecoin
    Dogecoin was created as a joke in 2013, after two hours of development by an engineer and an entrepreneur. So how can we explain the recent Dogecoin frenzy? From the perspective of marketing, what turned a joke into the fifth-largest cryptocurrency by market cap? Let's take a look.
  • How to Build a Solid Channel-Partner Marketing Plan
    One of the easiest ways to scale your business—and earn more revenue with less effort than it takes to build new products—is to work with channel partners. Ensure your success by building a solid marketing partnership.
  • Why Do B2B Marketers Need an Agile CMS?
    What is an agile content management system? What are its key components? And why is an Agile CMS essential for ensuring timely, seamless experiences across channels for B2B businesses? Find out in this article.
  • Positioning as the Foundation for Great Messages
    The goal of positioning, which is a strategic process, is to create benefit associations in the minds of your prospective customers. That's because your brand messaging won't hold up unless you've first built your positioning. Here's what you need to know.
  • How SMS Automation Bridges the Gap Between Your Sales Team and Customers and Supports Digital Transformation
    Your buyers incorporate mobile into their everyday work, so it makes sense that your marketing and sales communications should, too. SMS can transform your efficiency—and it's even more effective when combined with automation.
  • Hire a Marketing Agency or Hire In-House Marketers: Which Is Right for You?
    Businesses that need marketing services are faced with the question of whether to hire in-house, outsource to an agency, or contract with freelancers. Here are the most important factors to consider when making your decision.
  • Three Metrics for Measuring PR Campaign and Marcomms Success
    Many PR agencies measure campaign success only by the volume of media engagements, but there's much more to marcomms success than that. Learn about the three best metrics for measuring PR campaigns.
  • Seven Marketing Automation Campaigns That Should Get You Promoted
    The secret to marketing automation success is knowing what email campaigns to use and when. Seven campaigns effective enough to get you promoted are outlined in this article.
  • The Three Pillars of Positive Customer Experiences
    It's now a digital-first world, and that means the customers are expecting more out of their experience than ever. Thanks to technology, companies can offer positive customer experiences across digital channels. Build your CX on these three pillars.
  • How to Hire a Marketing Agency and Build a Productive Relationship
    If you're in the process of hiring a marketing agency, or you're thinking of hiring one but you're not sure what kind of relationship you want and what type of contract you should sign, read this article before you decide.
  • Creativity in Marketing Now: Why Professional Ingenuity Is More Crucial Than Ever
    The need for businesses to be creative in the digital experiences they provide has become palpable in the past year. If a business is not creative, its brand suffers. Here's why businesses should value creativity in their marketing.
  • Clubhouse Accessibility Issues: The Root of Its Decline
    Clubhouse is the hot new audio social media app that has everyone talking—literally. But its increased popularity has come with some concerns about access and accessibility. Learn more in this article.
  • The Value of a Traditional Marketing Mindset in a Digital World
    In keeping up with ever-changing digital channels and techniques, are we forgetting the who, what, why, and when—the fundamentals—of marketing? We shouldn't abandon a traditional marketing mindset. Here's why.
  • Why Social Media Should Leave Your Marketing Department—And Where It Should Go Instead
    Just about every business has a social media presence, but is social media marketing really effective? Maybe we should be using social media in a different way.
  • Keep It Real: How to Not Over-Automate Email Sequences
    In email marketing, there's a fine line between annoying and intriguing. Too much automation can put you over the edge. This article will help you avoid over-automated email sequences.
  • Five Ways Your Content Might Be Sabotaging Your Account-Based Marketing
    Content marketing can make or break the success of an account-based marketing campaign. To ensure your campaign is a success, avoid these five content mistakes.
  • Why Some New Products Get Adopted Quickly: A Lesson From Infomercials
    If you've ever wondered what gets a new product adopted quickly, look no further than late-night infomercials. Their use of a marketing formula contains lessons every marketer can learn from.
  • Is Your Content Working? How to Measure Content Marketing Results
    Content marketing is inherently a long-term, cumulative investment; a single piece of content won't likely lead to a sales increase. That makes it hard to measure ROI. But hard doesn't mean impossible. Here's how you can measure your content marketing.
  • Avoid Marketing Irrelevance: Stop Asking 'What's Our Budget?' and Start Asking 'What's Our Revenue Target?'
    In today's world, the traditional role of marketing in business hasn't just been flipped on its head, it's been reimagined entirely. Here's what to focus on to ensure Marketing remains relevant and respected.
  • Why B2B Companies Need Closed-Loop Analytics
    Digital marketing has moved toward strategies that provide quantifiable returns on spending. But B2B companies have long sales cycles, and Google Analytics alone is not sufficient to determine attribution and ROI. You need closed-loop analytics.
  • How to Maximize the ROI of Hybrid Events in 2021
    Until in-person events return in full force, hybrid is the name of the game. If you're attending or planning a hybrid event this year, maximize engagement and ROI by using these five strategies.
  • Four Tactics to Refresh Your 2021 Email Marketing Strategy
    More isn't always better with your email marketing strategy. The pandemic caused many marketers to follow a mass messaging approach in 2020, but prospects aren't likely to respond to that tactic in 2021. Here are four tactics to use now.
  • The Three New Rules of Content Experience
    A stellar content experience for your buyers can be transformative—both to their relationship with your company and to your own business outcomes. But the rules of content have changed. You'll need to know these three new rules of content experience.
  • Why You Need to Take Domain Name Security Seriously
    Too many companies register multiple domain names—sometimes hundreds or thousands—and then forget about them. Losing track of you online real estate poses high risks to security and reputation. Here's why you should take domain name security seriously.
  • If Marketing Is As Critical As Sales Is to the B2B Pipeline, Why Don't We Formalize Training for Marketing Teams?
    Modern marketers wear many hats. They're expected to accomplish numerous tasks, but formal training for most of those tasks doesn't exist—or it's considered less important than training for Sales. But systematic training for your marketing team is a must. Here's why.
  • Goodbye Universal Analytics, Hello Google Analytics 4
    Differences abound between Google's Universal Analytics and the recently announced Google Analytics 4. How can marketers make the best use of the new version to inform their decisions? Find out here.
  • Seven B2B Sales Metrics That Can Help You Plan Your Marketing Strategy
    Data-based insights, including sales metrics, are crucial in B2B marketing—but which types will rise above the level of vanity metrics and actually help to shape your strategy? Here are seven of them.
  • Five Don'ts for Using Your Podcast in Amplified Marketing
    Marketing amplification depends on expanding reach through conversations, which is why podcasts are an ideal tool. But there is no perfect formula to ensure that your brand podcast will be a success. There are do's and don'ts, however. Here are five of the don'ts.
  • How Marketers Can Create Better Sales Content
    How can marketers create content that the sales team actually uses? The answer lies in collaboration and consolidation. Learn more about better sales content in this article.
  • Five SEO Tactics to Optimize Your Internal-Link Profile
    We can't control Google's latest search algorithm, but we can harness the power of internal linking to strengthen our website's SEO. Here are five tactics to use.
  • Next Generation Account-Based Marketing Strategy: Moving Beyond the Account to the Individual Stakeholder
    Account-based marketing was once a manual and time-consuming game of connect-the-dots. Now, with data and automation, marketers can move beyond the basics of ABM to a new approach. Here's what you need to know.
  • Five Ways to Create Engaging Content That Converts for Your B2B Business
    Both B2B and B2C companies use content marketing, but their respective content strategies differ—because their audiences' needs, requirements, and behaviors differ. Here are five ways to create B2B content that converts.
  • Yes, Customers Always Know What They Want
    Supposedly, customers don't know what product they want until someone creates it. But that's not true: Customers do know what they want—and there's nobody better than marketers to tap into those needs and desires to understand what customers want.
  • Six Ways Good Customer Experience Goes Beyond Website Design
    There's no denying that good Web design matters for creating positive customer experiences. However, your B2B clients will look beyond your website for assurance that you're the right company to meet their needs. Here six ways to convince them.
  • Post-Cookie Digital Marketing Will Be Vibrant and Seamless
    Google has done ad tech a service by retiring third-party cookies. Let's bid adieu to the outdated cookie (good riddance!) and embrace better digital marketing.
  • How to Crash-Proof Your Personal Brand in a Tight Job Market
    You may be qualified and experienced. But what sets you apart from the competition in today's competitive job market? A powerful personal brand.
  • Three Ways to Build Customer Trust in an Increasingly Out-of-Control World
    As the world shifts further toward a culture of technology following the tumultuous year of 2020, building a culture of trust is a difficult task for any brand. Show your customers they can trust you by focusing on these three things.
  • B2B Buyers Are Back: Three Ways Your Marketing Team Can Profit
    Sure, B2B buyers may be back, and budgets may be recovering, but buyer behavior has fundamentally changed. Adapt to altered buying behaviors by following these three tips.
  • Four Ways to Use Interactive Content to Succeed at Virtual Tradeshows
    Static images and regular voiceovers are not enough to succeed at virtual events. Attendees' attention spans are in danger of waning without the inclusion of interactive tools in your presentations. Here are four possibilities.
  • Poised for Profit: Execs Reflect on Digital Customer Engagement
    The transformation to digital engagement from in-person selling has undoubtedly been a challenge. Seven executives from Fortune 1000 companies share their experiences of successfully shifting to digital customer engagement.
  • Five Reasons Marketing Orchestration, Powered by the Right Tech Stack, Is Critical to Your Strategy Execution
    To execute marketing strategy, marketers need to synchronize and coordinate—they need to orchestrate—a host of marketing processes. Your tech stack can either empower or undermine that effort. Here are five things you need to know.
  • Sales Outreach in Five Steps: How to Run Campaigns That Get Results and Don't Burn Your Leads
    Cold sales outreach has lost popularity with B2B marketers, but that doesn't mean the technique is obsolete: You just have to start by warming up your prospects first. Here's how, in five steps.
  • Proving Marketing to Execs (Part 2): Marketing's Language Problem
    Every business function has its specialized vocabulary, but marketing terms are often vague or undefined—or their meaning is not agreed upon. A universal language is necessary for proving marketing's value to the execs in your company. Here's what you need to know.
  • Campaign Expansion in 2021 Requires B2B Marketing Agencies and PR Firms to Keep Pace With New Market Demands
    The tides are changing in the relationship between B2B organizations and their PR and marketing agencies. Market demands have shifted, and both sides of the client/agency relationship must adapt. Read this article for survey-based insights.
  • Best-Practices for Reaching and Marketing to the C-Suite Audience
    How can marketers successfully market to the C-suite? By making meaningful connections with personalized, immersive brand experiences on the most effective channels. Find out about those experiences and channels in this article.
  • How to Adapt to the Permanently Hybrid Workplace of the Future
    It's become obvious in the past year that remote work is here to stay, or at the very least, expected to be combined with the traditional office. The success of that hybrid workplace of the future depends on thinking about communication in a new way.
  • Business Agility Is the New Norm. Do You Have What It Takes?
    Right now, business agility is more important—and more multifaceted—than ever. It looks different for every company, but we all should be focused on these three aspects of it.
  • How COVID-19 Transformed Sales and B2B Content Marketing—and Five Ways to Adapt
    The pandemic has significantly changed the way B2B buyers and sellers do business. To adapt to the new B2B sales and marketing world, adopt these five strategies.
  • How to Push Customers Down the Brand Loyalty Funnel
    How do you determine when a customer is loyal to your brand? This article breaks down customers into five levels of loyalty, and outlines how to market to each level.
  • Proving Marketing to Execs (Part 1)
    If you want to prove Marketing's worth to your executives, you have to think in their terms—that is, sales, profit, and growth. Find out how in this article.
  • Why Honesty and Integrity Pay: The Benefits of Truth-Based Marketing
    Customer trust is at an all-time low. But marketing with truth and honesty isn't only about integrity—it actually increases your company's profitability. Here's how.
  • Account-Based Podcasting: The New ABM
    You know about account-based marketing. Now it's time for account-based podcasting: delivering personalized audio content directly to target customers. Learn more here.
  • How to Analyze Your Influencer Campaign Performance
    Influencer campaign performance can be difficult to measure. What metrics should you be using, and how do you apply those insights to modify your campaigns? This article will give you some ideas.
  • How to Overcome B2B Content Marketing Challenges During the Pandemic
    At a time when digital content should be a priority, many marketers are finding it difficult to maintain consistent content marketing planning and production. These pointers can help.
  • Top 5 Sentiment Analysis Tools
    When building a brand marketing strategy, it's not enough to know how much people talk about your brand; you have to know what they say and adjust your marketing efforts accordingly. Here are five tools that can help.
  • Three Ways to Optimize Your B2B Direct Marketing Program in 2021
    Is your direct marketing strategy still effective? The events of 2020 have likely prompted you to begin re-evaluating it. As you do that, keep in mind these three tactics for optimizing your direct marketing.
  • Eight Ad Tech Innovators' Hopes and Expectations for 2021
    The death of the third-party cookie is looming, and ad tech experts interviewed here are focused on data and privacy issues for 2021, as well as multichannel and cross-format advertising. Read what they had to say.
  • What Are You Going to Do About Your Outdated B2B Buyer Personas?
    The pandemic has changed everyone, including your customers. The buyer personas you created a year ago no longer apply. Here's how to adapt your messaging and content for your customers' current needs and behaviors.
  • Social Media Retargeting: The Benefits of Drawing Your Customers Back In
    Social media retargeting is a valuable tactic in improving brand awareness and recognition during the buying process—and not just for consumer products, but B2B services as well. Learn more in this article.
  • Do Customers Trust You? Six Tips for Earning Brand Trust in 2021
    In the era of "fake news," getting someone to trust your content is not an easy task. But customers are more prepared to trust brands and businesses than other sources. Here's how to take advantage of it.
  • How Not to Give a Great Presentation
    Online presentations and webinars are too often dragged down by surplus information or they're cluttered with self-promotion. Nobody has time for that. Make your presentation lean and mean by taking this article's advice.
  • How to Create Successful B2B Relationships
    B2B marketers have many partnerships—with intermediaries, customers, and others. Some are close relationships, and some aren't. How can you tell what type you need? And if want a close, long-term, and profitable B2B relationship, how can you ensure it will be?
  • Why You Need to Align Marketing to Business Goals
    If you could do one thing to your marketing to make a sustainable difference in your ability to impact the business, it's to change what you measure.
  • Four Ways to Adapt Your Marketing Strategy and Tactics for an Economic Downturn
    For many, the threat of an economic crisis inspires fear and uncertainty. But strategic, smart wins can still happen if you reframe your messaging and shift your focus. Here are four tactics to use.
  • Account-Based Marketing: A Key B2B Marketing Strategy
    Account-based marketing is a major trend in B2B marketing. Many marketers have secured funds for it in their 2021 budgets. But what does ABM actually mean, and what is it good for? Find out here.
  • 10 Tips for Boosting Employee Engagement and Creating a Happy Workplace
    Happy and engaged employees are more creative, innovative, and dedicated than their unhappy counterparts. They're also more likely to stick around long-term. Here are 10 things you can do to keep them engaged.
  • The Case for Community-Based Marketing in 2021
    Communities are, by definition, places with shared connections. Community-based marketing makes use of those connections to advance your marketing efforts. Here's how to make CBM part of your strategy in 2021.
  • How to Develop an Efficient Post-Pandemic Advertising Strategy With Data Analytics Using Only a Spreadsheet
    Advanced tools powered by Big Data and machine-learning have improved the science of marketing analytics, but there are ways to analyze data and calculate ad strategies using only a spreadsheet. This article explains how.
  • How to Achieve Business Agility: These Four Shifts in Mindset Are a Must
    Business agility is all the rage, but it takes more than just adopting a buzzword. It requires that all levels of your organization make these four fundamental mindset shifts.
  • Why Timestamping Your Online Content Is So Important
    The way you timestamp (or don't timestamp) your online content says a lot about how you think about your audience. Find out why timestamped content is so important.
  • For Outstanding Buyer Experiences, Think Big but Start Small
    Making big improvements in the buyer experience doesn't have to mean a massive amount of immediate work. You can start with a few small changes. To create an outstanding buyer experience, take these four small steps first.
  • Content Marketing and Thought Leadership: What's the Difference?
    Though they are often conflated, content marketing and thought leadership are not the same. Learn more about their differences and similarities—along with how to use both content types—in this article.
  • Five Steps to Becoming a More Customer-Centric Company
    Every business collects customer feedback, but an overemphasis on aggregate data can drown out individual customer needs and voices. To achieve true customer-centricity, follow these five steps.
  • Three Communication Tips for B2B Marketers Adapting to Uncertain Times
    The past year has shown us that anything can happen. In the future, how can we adapt to the moment and communicate in the best way possible? Check out these three tips.
  • What Is a Market, Really?
    Part of the problem that marketers face in positioning their product or service and confirming product/market fit is the term "market" itself: A market is not a tangible thing, it's a social construct. So what is it, really, and how do you gain a unique and defensible market position?
  • Knowing How Your Competitors Are Positioned: The Key to Competitive Intelligence
    Assessing the positioning of your competitors in relation to your own is an important but often overlooked part of competitive intelligence. So how can you research other companies' positions and present the results? Read more to find out.
  • Intent Data: What It Is and How to Get Started
    Use of intent data is growing, and for good reason. But as with most new digital marketing tools, there is a lot of confusion about what intent data actually is and what it can do for your marketing. Here's a quick overview.
  • 'The Leads Are Weak': It's Time to Go Beyond MQLs and Drive Pipeline With MQMs Instead
    Marketing teams are now using virtual events and meetings to generate MQLs. If marketers can do that at scale, though, Sales can get something even more valuable than Marketing-qualified leads: Marketing-qualified meeting (MQMs). Here's what you need to know.
  • Customer Experience Management Isn't Enough: Three Steps to Experience Improvement
    Traditional experience management programs focus mostly on measuring customer experiences. But measuring experiences is very different from improving them. Here's how to take the leap to experience improvement.
  • When Should You Shelve Those Marketing Ideas? Use These Five Prioritization Tactics to Find the Answer
    Marketers are notorious for loving new concepts. But how do you decide which ideas are immediately relevant and which ones can be stored for later? These five tips can help.
  • Struggling With Digital Communication? Here Are Five Ways to Nail It
    Digital communication is more important than ever, but many marketers are still wondering how to effectively handle engagement tactics and customer experiences in the virtual world. While forming your strategy, keep these five tips in mind.
  • Six Prerequisites for a Responsive Brand
    How quick are your brand's reflexes? In a world where brand response has to match the speed of social media feeds, you can't afford to be sluggish. Achieving responsive brand marketing means asking yourself these six questions.
  • Nine Ways to Create Sponsorship Packages for Virtual Events
    Now that tradeshows and events have shifted to digital, sponsorship packages look much different. But there are still ways to attract sponsors and get their brands and offers in front of event attendees. Check out these nine useful tips.
  • Five Benefits of Influencer Marketing for Recession-Proofing Your Brand
    A pandemic-induced recession—when your customers are spending more time online—is the perfect time to be using influencers as part of your marketing strategy. Here are five major benefits of doing so.
  • Addressing Mental Health in the Workplace in 2021: Three Ways to Give Support
    The effects of the pandemic have taken a mental toll on everyone. In 2021, companies have a responsibility to address the stressors of today's work environment and provide mental health resources to support their employees, particularly in these three areas.
  • How to Drive Sales and Marketing Alignment in an Enablement Role
    COVID has shown us that everything is connected—and in a business setting, connection requires alignment among departments, Sales and Marketing included. From a sales enablement perspective, here's how you can drive alignment.
  • The 3Cs of Marketing Success: Ride the Wave to Go Far in Work and Life
    In 2020, several tidal waves disrupted traditional marketing. Luckily, as marketers, we've never been so well prepared to handle chaos. Stand out as a star marketer by equipping yourself with these three traits: the 3Cs of marketing success.
  • Four Ways SEO Marketing Changed in 2020—And Where It's Going in 2021
    As marketers, in matters SEO we are often at the mercy of the almighty Google. But 2020 proved that it pays to be prepared, and businesses stand to better manage future crises by staying up to date on these four SEO developments.
  • Approaching Digital Transformation With a Marketing Mindset
    Pressures from the pandemic environment are falling on B2B companies to speed up their digital transformation efforts. Thinking like a marketer will enable you to tackle digitization with grace, intention, and, most important, a customer-centric approach. Find out how.
  • Content Marketing: The New Name for a Well-Established Discipline
    The creation of targeted information—about companies, products, services, and more—has been around for generations. Collateral, sales aids, product literature, brand books... all were earlier monikers for what's now lumped into "content." It's a long-established discipline. And here's how it actually works.
  • Is the Marketing Database Dead?
    What was once a marketing database has evolved, as marketers have adopted customer data platforms (CDPs) and new ecosystems of activation platforms. But CDPs tend to suffer from a functional gap, limited as they are to first-party data. Here's how that gap can be bridged.
  • LinkedIn B2B Marketing: Three Underused Ways to Engage Prospects and Customers
    We're all scrambling for new ways to connect with customers during COVID, but the easiest method could be right on our desktops: LinkedIn. The platform is more popular than ever, and many companies are overlooking features that could factor into 2021 marketing plans.
  • How to Market Effectively in 2021: Integrate Performance and Brand Marketing
    Now that most companies are completely focused on their bottom line, extensive brand marketing can be difficult to justify. Using a contextual or native brand strategy is one way to create branded content while simultaneously measuring performance and return.
  • Earn Your Customers' Trust: How to Use Personalization and Authenticity to Reach Audiences
    In 2020, it became clear to marketers that customers who are faced with uncertainty embrace personalized communication. That means it's time to junk marketing-speak and instead opt for a more authentic approach. These four tips can help.
  • Five Tips for a More Personalized B2B Content Strategy in 2021
    2020 changed everyone, including B2B buyers, and your content strategy must change with them—which means better personalization. But it doesn't mean being stalker-y. Instead, use these five tips for a truly personalized B2B strategy.
  • Enterprise ABM: Five Common Pitfalls and Tactics to Avoid Them
    There is no one-size-fits-all solution for ABM: The right strategy and technology depend on the size and nature of your organization. But a bigger enterprise means a more complex system, and that can lead to serious mistakes. Learn how to avoid them.
  • What's Ahead for B2B Marketing in 2021: Four Areas to Focus On
    2020 is finally behind us. So where do B2B marketers go from here? The challenges from an upended year will continue to factor into strategies for 2021 and beyond—in these four areas in particular.
  • Three Ways Marketers Can Survive in 2021
    In 2021, the things companies say are extra important, and there are more places to say them than ever. Marketers are facing a massive demand for content. Avoid being overwhelmed: Focus on these three survival tactics.
  • Google's Page Experience Update: What Every B2B Marketer Should Know
    We've all received advance notice of Google's impending page experience update, set to debut this year. But what does "page experience" really mean, and how will it affect B2B sites in particular? You can get the rundown here.
  • Five Steps to Winning Back Lost Customers by Using Targeted Content
    Losing the occasional customer is an inevitable reality—but it doesn't have to be the end. The right targeted content techniques can both win back people who stopped using your service and ensure they never stray again. Just follow these five steps.
  • Three Agile Marketing Tips for the Post-Pandemic Economy
    The popularity of Agile Marketing is growing, and it's easy to see why: When plans are turned upside down by a black swan event, marketers are naturally drawn to an approach that lets them change course quickly. Here are three tips for adopting Agile methods.
  • Your New Content Marketing Engine: Podcasting
    Many of us still rely on traditional content types to drive our content marketing and thought leadership. It's time for that to change: Your company podcast contains all the content you need in easy-to-repurpose conversations. Here's the why and how-to.
  • Three Activities to Prioritize for Maximum Marketing ROI in 2021
    The full effects of 2020 on marketing budgets in 2021 have yet to be felt, but it's safe to say marketers will have to focus more than ever on ROI. To ensure your marketing strategy gets peak returns this year, emphasize these three important areas.
  • Four Ways to Tackle Your Sales Enablement Strategy During and After the Pandemic
    The accelerated transfer of B2B business to digital-only formats has emphasized the importance of sales enablement technology. Even after the pandemic, digital-first attitudes are likely to persist—so ensure your sales enablement tech strategy measures up.
  • The Benefits of Green B2B Branding
    Going green is usually associated with consumer awareness, so it may seem irrelevant to consider for a B2B company. Not so: from financial benefits to positive PR opportunities, B2B marketers have a lot to gain from embracing the sustainable practices of their B2C counterparts.
  • It's About Time: Six Tried-and-True Ways to Extract Content From Your SMEs
    Content creation is one of those tasks organizational leaders should do but rarely find the time for. Extracting content, or even content ideas, from executives and internal experts is a major challenge for marketers. Here are six practical ways to get the content you need.
  • How to Build a Content Marketing Funnel That Will Drive Sales
    Why are we producing content? To generate leads, drive sales, and build authority. You'll need to bring readers in at the top of the funnel and work your way down to drive sales. Here's how.
  • Opportunity Out of Difficulty: Four Martech Trends to Follow in 2021
    However 2020 played out for your company, it certainly illuminated some universal marketing obstacles that we can all learn from. Going into 2021, we can take advantage of those struggles and turn them into opportunities.
  • These Three Experiential Tactics Lead to Better B2B Virtual Events
    Experiential marketing doesn't have to rely on physical interaction. B2B companies can learn from their B2C counterparts by hosting virtual events that offer an interactive way for people to "leave" the house. To that end, focus on these three tactics.
  • MarketingProfs' Top 10 B2B Marketing Trends and Predictions for 2021
    The MarketingProfs team convened a virtual roundup of marketing-expert friends to get their take on trends and predictions that CMOs will need to be aware of to succeed in 2021. Here's what they predict.
  • How to Use Buyer Personas to Understand Your Customers in a Post-COVID World
    The generic "customer" doesn't exist: To reach buyers, marketers must view their customers as real people with personalities, drives, and interests. Especially in a Covid-altered world, the best way to visualize those customers and their needs is to create buyer personas.
  • Five Differences Between Branding and Direct Response Every Marketer Should Know
    Branding and direct response marketing must work together. Marketers should therefore understand the key differences between the two so that they can employ the right blend of tactics when executing their overall marketing strategy. Here are five differences to keep in mind.
  • Seven Ways to Show Up Human in Your PR and Marketing Efforts
    As a marketer, are you telling stories that connect, or are you treating your audience like an algorithm would? People are craving connection, especially now, so it's time to humanize your company's communication in these seven ways.
  • How to Effectively Outsource Product Marketing Content
    Objectivity, availability, and budget are among the many advantages of hiring contract writers for marketing content. If selecting and managing a group of outsourced writers intimidates you, these guidelines will help make it a painless process.
  • How to Become an Innovative B2B Marketer: Integrating Innovation Into Professional Development Plans
    The pandemic has given B2B marketers an opportunity to become better marketers—and build stronger marketing teams—by embracing a culture of innovation. But that change entails rethinking professional development plans. These three sample plans can help you develop innovative B2B marketing teams.
  • Five Ways to Win a Faithful Audience With Your B2B Blog
    Running a B2B blog is a lot of work, but the rewards can be abundant if you build yourself a faithful audience. To establish yourself as an authority in your industry and gain your readers' trust, follow these five tips.
  • How to Get the Most From Your Peer Review Site Subscription
    Potential buyers tend to consider peer review sites as more objective and more helpful than vendor sites. A paid subscription to the right peer review site can provide insights into your buyers' preferences and intent, as well as generate new business. Learn more.
  • So You've Got Your Topic, Now Here's How You Create Content That Can Rank
    Have a topic for a post or other content? That's a great start, but to reach your target audience on search engines, you have to know how to rank for that topic—which requires a lot of organization and research. Here are some tips for how to create content that ranks.
  • 10 Must-Haves for Your Content Marketing Guidelines
    Reaching customers with quality content and thought leadership is more important than ever, but so is maintaining a unified voice for your company. The best way to do both is to develop content marketing guidelines.
  • Three Ways to Strengthen the Marketing and Finance Relationship
    Are your marketing and finance teams at odds? It often appears that their goals lie at opposite ends of business strategy, but it doesn't have to be that way. For ways to improve your Marketing and Finance relationship, check out these three tips.
  • Why B2B Apps Need App Store Optimization Now More Than Ever
    Recent work-from-home initiatives have created record demand for telecommuting, team chat, and employee tracking apps. If your B2B company has an app, it's time to look into app store optimization (ASO) to maximize your potential customer base.
  • Three Event-Marketing Trends to Drive Business and Keep Attendees Safe in a COVID Era
    How are marketers keeping their events relevant and engaging in the mostly virtual world of the COVID pandemic? Three major trends are emerging—and here's how to take advantage of them successfully.
  • How Direct Mail Can Cut Through the Pandemic Marketing Clutter (And How to Obtain Those Valuable Home Addresses)
    It's time to check your mailbox, not your inbox. The pandemic has upended traditional marketing—and, with it, the usual marketing channels. Here's how to find and use your prospects' home addresses to stick out from the competition with direct mail.
  • Marry Brand and Demand to Unleash the Full Power of Personalization in ABM
    Technology has made account-based marketing more feasible than ever, but you can't get by on tech alone. Here's how to combine the emotional side of brand-building with the personalization of demand gen to create marketing messages that will truly resonate.
  • Advanced Measurement Strategies: Metrics That Actually Matter
    What are your marketing metrics telling you? If you rely on standard measurement tactics, probably not much—especially about your sales. It's time to upgrade to advanced measurement strategies that directly align with business goals—and drive sales.
  • Content + Data: The Pillars of a Successful Demand Gen Strategy
    Successful demand generation relies on effective content and reliable data—but marketing content can stagnate, and data can be intimidating. Here's how to use both to build a demand gen foundation that can withstand even the most tumultuous times.
  • How to Make the Most of Influencer Marketing During COVID-19
    Attitudes and behaviors have shifted during the COVID pandemic. Now that marketers and the general population, including B2B buyers, are using social media more than ever, it's time to re-examine how working with influencers can help your company.
  • Four Ways to Make Your Pitch Stand Out on LinkedIn
    LinkedIn is more popular than ever with businesspeople and sales reps, but you can't just use a copy-and-paste method to pitch to your new connections. There is value in being genuine. Here are four ways to rise above generic LinkedIn messaging.
  • Six Tips for Moving From B2B Marketer to Solutions Architect (And Why You Should)
    In a rapidly changing world, B2B marketers are taking on a new, consultative role—that of solutions architect. Here are six ways to embrace the change and step out ahead of trends to make yourself an even more valuable business partner.
  • Seven Things Ruining Your B2B Marketing Budget—And How to Fix Them
    Mistakes in marketing are inevitable, but too many can ruin your budget. Here are seven common pitfalls that are easily fixable by adjusting your strategy. Learn how you can avoid them.
  • Can You Create a Meaningful Experience in a Virtual Conference?
    That was the question we at MarketingProfs started asking ourselves earlier this year as we realized our annual event, scheduled for San Francisco, wasn't going to happen. As we planned and put on our B2B Forum as a virtual conference, we learned these four things.
  • How to Use Email to Support the Needs-Discovery Process
    In 2020, the limitations on travel and face-to-face meetings have brought about the switch to virtual-only selling. Nevertheless, the fundamentals of needs discovery remain, even if in some ways it has become more difficult. But the shift to virtual has given organized sellers an even greater advantage.
  • So Much of What You Knew About Thought Leadership Has Changed
    Thought leadership needs a rethink. Articles and interviews that focus on tactics and coincide with product launches don't have the impact they once did. People are craving stories that guide and inspire. Here's how to get thought leadership right.
  • Three Opportunities B2B Marketers Must Seize During 2021 Planning
    2020 has rebooted marketing. As companies move to finalize 2021 planning, we have an opportunity to accelerate progress in the direction that we've known for years we need to go toward. When planning for next year, keep these three key factors in mind.
  • Five 'Customer Marketing' Tactics to Boost Retention and Reduce Churn
    In B2B marketing, it's just as important to keep a customer happy as it is to convince a new prospect to buy. Customer marketing programs help to grow customer advocacy and build long-lasting relationships. Here are five easy tactics you can use.
  • Four Ways to Empower Your Email Marketing Strategy With AI
    Email marketing gives you space for customization, direct communication, and easy tracking. But scaling and consistency are hard to achieve. Here are four ways to integrate AI into your email strategy without sacrificing a human touch and all the while achieving consistently better results.
  • The Silver Lining to the Death of the Cookie: Better Measurement
    If your ad measurement depends on third-party cookies, you'll be facing profound changes within less than two years, as Web browsers phase them out. But cookies have their drawbacks, and this article argues that marketers will be better off without them.
  • Agility vs. Speed: How Agile Marketing Can Manage Volatile Times
    When you think about what an Agile Marketing team looks like, what comes to mind? Chances are, you imagine marketers who are fast, flexible, maybe even frenetic. But, especially in volatile times, Agile doesn't mean working feverishly.
  • Effective Link-Building for B2B Marketers
    Link-building is an indispensable part of B2B marketing. But what are the best ways to grow your site's backlink profile? This article will guide you through the most effective and sustainable link-building strategies.
  • How to Grow Your Professional Network in the Digital-Only Era
    Technology has allowed us to form connections and maintain strong business relationships even while we are unable to meet in person. But making contacts in the digital world is different. Use this article as a guide for how to adapt.
  • Four Things Introverts Can Teach Us About Networking
    Some of the world's most successful people identify as introverts, which might seem counterintuitive. But they've adapted a strategy that can teach us a thing or two about successful networking. Here are four networking lessons we can learn from introverts.
  • 10 of the Best Tools for Market Research
    Market research is an essential first step for launching any product or feature, but too many of us want to jump in and use our instincts instead of collecting the data we need to ensure success. Here are 10 tools that will make your research easier.
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    The quality of its customer experience can make or break a B2B company. To make sure your customers' experiences keeps them coming back for your products or services, follow these five steps.
  • How to Calculate the ROI of Your SEO Campaigns
    If you want your website to rank high in Google searches and attract visitors and potential business, you need to be investing in SEO. And because many businesses don't invest in SEO at all, even a small amount of optimization can put you ahead of the competition.
  • Assessing Your CRM Implementation: Two Questions to Ask Yourself
    The love-hate relationship with our CRMs is real. They often fail to meet promises made during selection and implementation, and they can fall short of their potential to drive revenue. But we can't live without them. To get more out of your CRM implementation, ask and answer these two questions.
  • It's Time for Chief Market Officers to Play Offense
    Chief marketing officers often find themselves defending the CMO role and its right to exist. It's time to actively assert the role's value by reframing CMOs as chief market officers. Here are 4 key areas to focus on when reasserting Marketing's place in the business.
  • B2B PPC Tactics: Six Ways to Bring in Higher-Quality Leads
    B2B companies are increasingly relying on pay-per-click tactics to obtain leads. Here are six ways to ensure your company is getting the highest-quality leads from its PPC ad campaigns.
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  • How to Solve Conflicts With Your Business Partners by Developing Win-Win Agreements
    Don't let company disagreements get in the way of creative solutions. Use these conflict-solving tactics to improve both internal and external business relationships. Check out the article.

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