Introduction to Marketing Management

CONTENT TYPE: Article | TOPIC: Measurement & Analytics

Marketers have been under pressure for years to turn their art into more of a science, and "Big Data" is now more than a buzzword for CMOs. Understanding or using data is becoming integral to all marketers' jobs.

CONTENT TYPE: Article | TOPIC: Marketing Content

B2B marketers are overwhelmed by content marketing, with their top challenges relating to production. No wonder: a marketing department isn't the same thing as a content production team.

CONTENT TYPE: Article | TOPIC: Marketing Management

Creative teams thrive on flexibility, doing some of their best work when given the freedom to explore and experiment. But too much of a good thing can be, well, too much. You need some structure to maintain sanity and to be truly effective.

CONTENT TYPE: Article | TOPIC: Measurement & Analytics

With the convergence of online and offline marketing, choosing the right metrics is far more important than the quantity of data measured. Measuring the right data, and acting on the results, is essential to operating Marketing as a center of excellence.

CONTENT TYPE: Article | TOPIC: Marketing Management

Unless you're one of the iron-walleted few, gaining startup capital for your business venture will require the help of investors. Navigating those waters can be a lesson in humility; it also requires a certain amount of know-how.

CONTENT TYPE: Article | TOPIC: Marketing Management

Painful as they may seem, requests for proposals are a B2B fact of life. They help you establish successful partnerships in an age of tight budgets and fierce competition for service contracts. Ensure your company gets the most out of the RFP process.

CONTENT TYPE: Article | TOPIC: Demand Generation

How can a vendor—an outsider—drive adoption for its solutions inside a client organization? Sales and marketing professionals are now the owners of accounts before, during, and after implementation.

CONTENT TYPE: Guide/Report | TOPIC: Marketing Management

The dream team. It’s a phenomenon on and off the court. You know you want it. Your company needs it. It’s time to determine who that right person is to kick off your content marketing dream team—your guard, your quarterback, or your forward—and how to build out your roster from there.

CONTENT TYPE: Article | TOPIC: Marketing Management

Multiple clients with multiple projects, all with multiple deadlines... Whether you are approaching a new product launch, a website redesign, or any other project, here are a few ways to effectively juggle multiple project tasks.

CONTENT TYPE: Article | TOPIC: Marketing Management

Does your small business have marketing and branding needs but not enough money to hire an agency or a consultant? Don't fret, you have many options to ensure you get the help you need to start or grow your business.

CONTENT TYPE: Article | TOPIC: Marketing Management

Marketing budgets are already on the chopping block, even though CFOs say better top- and bottom-line growth requires sales and marketing. We need to prove our value by turning Marketing into a center of excellence. These five steps will help.

CONTENT TYPE: Article | TOPIC: Demand Generation

You as a marketer can take these five steps to address today's sales-force performance and productivity challenges and get the most out of your sales team right away.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

In 2015, the FTC updated its Endorsement Guides, covering issues such as disclosures in close proximity to affiliate links, purchases of Likes, incentives in return for tweets, and disclosures in consumer reviews.

CONTENT TYPE: Article | TOPIC: Websites

Online retailing is a booming business—as are concomitant scams. So let's review a few frequently asked questions about the legalities of e-tailing and online marketing.

CONTENT TYPE: Article | TOPIC: Marketing Management

As a marketer, you need to know when to buckle up and tackle an initiative internally or when to secure an outside expert, ideally before a situation becomes critical or spirals out of control.

CONTENT TYPE: Article | TOPIC: Demand Generation

Ask most people to describe a salesperson, and "trustworthy" probably won't be their first choice of adjective. Yet, to stand any chance of making a sale, you must establish credibility with your buyers. Trust is a core element of every successful sale.