B2C: How-to articles covering the latest marketing tactics, tips, and strategies.

• Brands and Social Change: What Young People Want [Infographic]Laura Forer
  Young people appreciate brands that are agents of social change, but price and quality still matter, too. A recent report explains the priorities of young shoppers and describes how brands ...
  B2C, Customer Behavior, Gen Z
• 22 Tips to Help Make Free Shipping Profitable [Infographic]Laura Forer
  Customers want free shipping. Brands know shipping isn't cheap. How can you satisfy your customers and still make a profit?
  B2C, Customer Behavior, Customer Experience, E-Commerce, Retail Marketing
• How to Tap Into Hidden Marketing Spend to Fuel Growth: Optimizing CPEStacey Haas, Max Magni, Biljana Cvetanovski, Cathy Wu
  Marketers managing consumer promotions and engagement (CPE) efforts often can't easily measure ROI and determine what's working. Here are five tips to make CPE for consumer goods brands more efficient ...
  B2C, Customer Engagement, Marketing Strategy, Promotions, Retail Marketing
• Local Search: How It's Evolved and How You Can Improve Your Rankings [Infographic]Laura Forer
  Maintaining high rankings in local search results can be very profitable for a business, but staying up-to-date on local search best-practices is not always easy. This infographic explains how you ...
  B2C, Google, Location-Based Marketing, Mobile Marketing, Retail Marketing, Search Engine Marketing
• How B2B and B2C Firms Approach Personalization DifferentlyAyaz Nanji
  B2B marketers are more likely than B2C marketers to apply personalization to emails and websites, according to recent research from Evergage and Researchscape International.
  B2B Marketing, B2C, Marketing Strategy, Personalization, Research Summaries
• Five Ways to Successfully Promote Your Loyalty Rewards ProgramSamir Palnitkar
  A good rewards program can increase sales, reduce discounts, and grow customer loyalty. Here's how to launch a strong program and encourage customer participation.
  B2C, Customer Engagement, Customer Loyalty, Customer Retention, E-Commerce, Retail Marketing
• Four Things Marketers Can Learn From Spring Shopping Behavior [Infographic]
  When the calendar turns to spring every year (and the weather actually cooperates), most people begin an annual rite of passage: They shop. A lot. Check out how much, exactly, ...
  B2C, Customer Behavior, Customer Insight, Data, E-Commerce, Retail Marketing, Testimonials
• Always On: How Modern Life Has Changed Shopping and Coupons [Infographic]Laura Forer
  Coupons are more popular than ever, but the way they are used is changing. Now consumers have the option to use paper or digital coupons, and savings apps are on ...
  B2C, Customer Behavior, Retail Marketing, Technology
• How to Promote Loyalty Rewards Programs [Infographic]Laura Forer
  Creating a loyalty program is just a first step to customer engagement—you also must promote and maintain the program to keep customers excited and engaged. Here are some simple ideas ...
  B2C, Customer Communications, Customer Engagement, Customer Loyalty, Customer Retention, Email, Engagement, Marketing Strategy, Retail Marketing
• Are You an Empowered Marketer? Here's How You Can Be.
  Marketers have a lot to do these days. The right processes and tools can save you time, improve your marketing, and give you the information you need to be more ...
  B2C, Career Management, CRM, Marketing Strategy, Segmentation, Technology

B2C: Podcasts containing in-depth interviews with smart marketers from all walks of life.

• Marketing That Surprises: A Special Guest Host Takes Over Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
  In line with the theme of this episode—marketing that surprises—as well as the day it airs (April Fools' Day), a surprise host takes over Marketing Smarts to discuss campaigns that surprise and (sometimes) delight!
  Advertising, B2B Marketing, B2C, Brand Management, Campaign Management, Content, Content Marketing, Customer Behavior, Marketing Smarts, Marketing Strategy
• Tips for Wrangling Content (and Cattle): Spredfast CMO Jim Rudden Talks to Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
  Spredfast CMO Jim Rudden discusses trends in social marketing, content strategy, and using existing content to make "content risotto."
  B2B Marketing, B2C, Content, Content Marketing, Marketing Smarts, Marketing Strategy, Metrics, Social Media
• The Art of Marketing Operations: Steven Bushong of Disney ABC Talks to Marketing Smarts [Podcast]by Matthew Grant
  Steve Bushong's background in systems engineering, and his experience with sourcing, procurement, and operations, gave him a unique perspective on how marketing can and should work in today's complex media environment.
  B2C, Integrated Marketing, Marketing Challenges, Marketing Operations, Marketing Smarts, Measurement, Nielsen Data, Technology

B2C: Online seminar broadcasts from the best minds in marketing

• Smarketing—What It Is and Why You Need to Master ItBroadcast on 9/24/2015 with Peter Strohkorb
  In this PRO seminar, we'll discuss the recent phenomenon of smarketing: sales and marketing working together to be competitive in the new buyer's journey. We'll share examples of highly collaborative companies that have applied smarketing and the role it played in their success. You'll leave with actionable advice on how you can introduce this concept to your organization and an understanding of the benefits it can offer.
  B2B Marketing, B2C, Collaboration, Customer Acquisition, Marketing Strategy, Sales
• How to Build Your Podcast BrandBroadcast on 7/23/2015 with Nick Westergaard
  In this PRO seminar, we'll walk you through how to get started in podcasting—from understanding its current state to the mechanics and equipment needed to begin. You'll learn how to develop a podcast that both aligns with your brand promise and engages your audience. We'll also share techniques on how to turn your current listeners into brand advocates, and you'll walk away with actionable tips you can start using right away to take your podcast from good to great.
  B2B Marketing, B2C, Brand Ambassadors, Brand Awareness, Brand Positioning, Content, Content Marketing, Digital Marketing, Podcasting, Technology

B2C: Tutorials — tactical marketing know-how in just 10 minutes from subject matter experts

• Take 10: How to Name Your BrandReleased on 9/4/2015 with Jeremy Miller
  In just 10 minutes, we'll discuss how to choose a brand name that resonates with your customers. We'll walk you through the four types of names and the elements that make them sticky, as well as teach you how to evaluate your company and product names against the competition.
  B2B Marketing, B2C, Brand Positioning, Branding, Marketing Planning, Positioning, Product Marketing, Take 10
• Take 10: Three Steps for Using Influencer Video to Increase Your Bottom LineReleased on 8/7/2015 with Mark Lerner
  In just 10 minutes, you'll learn three simple steps to source quality influencer video and use it to impact your bottom line in a meaningful and measurable way. Using these steps, you'll be able to implement a strategy that will help you reach your goals and give you a leg up on the competition.
  B2B Marketing, B2C, Brand Awareness, Customer Behavior, Customer Relationships, Lead Generation, Marketing Strategy, Online Marketing, Social Networking, Take 10