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  • How and Why B2B Marketers Are Using Intent Data

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    B2B marketers say they are using intent data—signals gleaned from users' content consumption or other interactions with digital properties—to identify new accounts to target, align sales and marketing teams, and prioritize accounts for prospecting.

  • Five Steps to Becoming a More Customer-Centric Company

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    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

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    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.

  • Customer Journey Maps for Marketers: Understand and Exceed Expectations

    Master Class

    CONTENT TYPE: Master Class | TOPIC: Customer Experience

    Your customers' expectations are higher than ever. In this Master Class, you'll learn how to map your customer journey so you can understand their motivations and deliver an experience that wows.

  • Why Customer Experience Matters to Marketing

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

    Your customer's journey is a series of unique interactions with your brand. The touchpoints between you and your customer create their journey. See your business from your customer's point of view.

  • Determine Your Goals

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

    A map is all about getting somewhere! In this lesson, you'll determine the goals of both your brand and your customers.

  • Get the Right Data

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

    Discover how to utilize your marketing and customer experience data, feedback from customers, and input from employees to see things from your customer's perspective.

  • Stages of the Journey

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

    Each customer's journey is unique, but every customer journey includes certain stages. Learn what typical stages you can use to build your journey map.

  • Customer Goals, Actions & Experiences

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

    Discover what your customers are actually experiencing as they travel through their journey with your brand.

  • Channels, Touchpoints & Emotions

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

    Do you know what channels are more important to your customers? Understanding these interactions help define the moments where you can have the biggest impact.

  • Pain Points, Opportunities & Moments of Truth

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

    What are the barriers that can stop your customer from progressing at each stage and touchpoint? Areas of friction. Roadblocks. Points where customers get stuck or frustrated.

  • Business Results & KPIs

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

    Customer journey maps should drive results! You'll learn to define these outcomes and assign appropriate KPIs to deliver on them.

  • Leading Actionable Outcomes

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

    Your journey map will show you where improvements are needed. In this lesson, you'll learn how to drive those improvements with cross-functional support, coalition building, and marketing leadership.

  • You Have Your CJM! Now What?

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

    Your Customer Journey Map is a tool. Discover how you can use it now and into the future to drive change, improve your customer communications, and create better customer experiences?

  • What Is a Market, Really?

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    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

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    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.

  • Listening to Customers, Discovering Your Why, What, and How: Zendesk's Lisa Kant on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Branding

    Zendesk went through a complete reinvention and rebranding process in less than a year as a result of what its customers were telling the company during the pandemic. Lisa Kant joins us to discuss how to fulfill changing customer expectations and what advantages marketing generalists have in a post-pandemic world.

  • Intent Data: What It Is and How to Get Started

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    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

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    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.

  • How B2B Marketers Can Use Instagram for Lead Gen

    Webinar

    CONTENT TYPE: Webinar | TOPIC: Social Media Marketing

    When most B2B marketers think "social media"—especially for lead gen—they think LinkedIn, possibly Twitter, and sometimes Facebook. But if you're not using Instagram, you're missing out. Get started with a simple strategy that attracts attention and lets you connect directly with top leads.