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  • Defensibly Differentiated

    Guide/Report

    CONTENT TYPE: Guide/Report | TOPIC: Marketing Strategy

    When we think of any product or service, particular associations come to mind. The question to ask yourself is whether the associations your customers are making about your product or service are the ones you want them to have. If you don't position your product, service, or company, your competition will do it for you—and you probably won't like what they have to say. This e-book is a guide to the art and science of creating a defensible market position.

  • Why People Really Do What They Do: 'Primal Brain' Author Tim Ash on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Customer Experience

    Evolutionary psychology and digital marketing expert Tim Ash shares insights from his book 'Unleash Your Primal Brain: Demystifying How We Think and Why We Act.'

  • Three Ways to Optimize Your B2B Direct Marketing Program in 2021

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    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.

  • 24 Popular Gifts B2B Firms Sent to Customers in 2020

    Chart

    CONTENT TYPE: Chart | TOPIC: Demand Generation

    Sweet treats, tumblers, and e-commerce gift cards were among the most popular gifts B2B firms sent to buyers and customers in 2020, according to recent research from Sendoso.

  • Chief Marketer Survey: The Biggest Marketing Leadership Deficiencies

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Management

    Senior marketers say the biggest marketing leadership deficiency in their organizations is an understanding of the customer journey, according to recent research from the CMO Council and Chief Outsiders.

  • What Are You Going to Do About Your Outdated B2B Buyer Personas?

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    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.

  • Audio Marketing: From Radio to Clubhouse [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Content

    This recent infographic explores the current audio marketing landscape and covers what has and has not changed for marketers.

  • Wonderfully Weird Ideas: Scott Trobaugh and Cliff Lewis on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    No two people are better-suited to help us move into a world of weird marketing—marketing based on ideas derived from divergent thinking—than Scottt Trobaugh and Cliff Lewis from Godfrey. Let's bring the weird to B2B marketing.

  • How to Create Successful B2B Relationships

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    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?

  • Senior Marketers Are (Very) Optimistic About the US Economic Outlook

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Most senior marketers are very optimistic about the US economic outlook and plan to increase their marketing spend over the next 12 months.

  • Why You Need to Align Marketing to Business Goals

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    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

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    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.

  • The Case for Community-Based Marketing in 2021

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    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.

  • Technology Content Marketers' Priorities

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Content

    The top areas that technology content marketers are investing in include website enhancements and content creation, according to research from MarketingProfs and the Content Marketing Institute.

  • Shaped by 2020: The Future of Experience Management

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Customer Experience

    If you want to improve loyalty, boost revenue, and maximize each customer touchpoint (and who doesn't?), it's time to up your experience management (XM) game. Join us for this not-to-be-missed session tailored to marketing and CX professionals—and learn how to adapt and improve your customer experience programs for the challenges of 2021 and beyond. Sponsored by Qualtrics.

  • How to Find Business Growth Opportunities Within Your Competitive Landscape

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Marketing Strategy

    Uncovering your company's major competitors and market share is important to growing your business. This article gives an example of a competitive analysis using Semrush's tool. See all the details.

  • Senior Marketer Survey: Top Customer Lifetime Value Challenges and Solutions

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Most senior marketers say their firm does not measure customer lifetime value (LTV) well, according to recent research from the CMO Council and Deloitte.

  • Human Insight: How to Stop Guessing and Finally Understand What Your Customers Want

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Marketing Strategy

    Are your marketing programs designed around what you think your customers want, or what you know they want? If you're not taking advantage of customer feedback, you're missing a huge opportunity. Get ready to harness the power of human insight. Sponsored by UserTesting.

  • This Is Your Brain on Marketing: Nancy Harhut on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Customer Experience

    Unlocking the nuances of the human brain in relation to marketing is a fascinating area of study. Nancy Harhut joins us to talk psychology, behavioral sciences, questionable experiments, and how these all relate to marketing.

  • 126 Successful Businesses Started in Tough Economic Times [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Management

    The COVID-19 pandemic still affecting communities around the world, so it may seem a bad time to start a business. However, many successful companies have been founded during downturns, recessions, and depressions.