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  • Five Things to Do Now With Your Customer Advisory Board During the Pandemic

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    With the Coronavirus pandemic wreaking havoc on businesses around the world, companies may be unsure of what role their customer advisory board (CAB) might play during the crisis. But now is an ideal time for your CAB to take a proactive, leadership role during the current crisis.

  • Eight Steps for Getting Brands Through a Disruptive Crisis Like COVID-19

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    We are living in a time of great disruption. Disruption in the market breaks paradigms. It creates as much opportunity as loss. It is easier for our minds to envision the downside of our losses than to see new opportunities. Though harder to spot, the opportunities are there.

  • B2B Marketing After COVID-19: What Changes and What Doesn't?

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Trying to predict our post-COVID B2B marketing future may be a fool's errand. Still, there are enough breadcrumbs left by previous crises and recessions to help us make some educated guesses. So here are five realities that B2B marketers will likely face in the next 2-3 years.

  • Eight Talking Points to Justify Your Content Budget During COVID-19 [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Content

    You know that trashing your content plan is a bad idea—but your boss or clients may not. If you’re looking for ways to justify your content programs and budgets during this time of crisis, here are eight ideas you can share with key stakeholders.

  • Marketers Need AI, and AI Needs Marketers

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Martech

    AI-powered automation has begun taking over some of the most grueling elements of contemporary marketing and content authoring at scale. Still, AI isn't a marketing silver bullet—but marketers can't afford to ignore its already evident potential.

  • B2B Direct Mail for Marketing and Sales [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Demand Generation

    Particularly in ABM, offline engagement tactics—such as B2B direct mail—can make an impression and differentiate you from your competition. When, post-pandemic, businesses reopen their offices, B2B organizations should give direct mail a serious look.

  • Brand Elasticity: How Far Can Your Brand Stretch Before It Breaks?

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    The concept of "brand elasticity" refers to how sensitive customer preference is for a certain brand when it stretches beyond its positioning or expands into new categories. It's important to understand so you don't stretch a brand to its breaking point.

  • ABM Is… These Three Things (And Why B2B Marketing Should Look a Lot Like Dating)

    Article

    CONTENT TYPE: Article | TOPIC: Account-Based Marketing

    The idea of account-based marketing (ABM) isn't new. But recently we've moved beyond basics, shifting into full-on strategies and mindsets around how B2B marketing needs to get done. And when you think about that, it's a lot like dating.

  • Do Marketers Actually Use Customer Feedback to Improve Their Efforts?

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Although nearly two-thirds of marketers say they should incorporate customer feedback when creating deliverables, they don't actually do so most of the time, according to recent research from UserTesting.

  • Five Ways to Improve Product Marketing and Sales Enablement Collaboration to Drive Revenue

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Product marketing and sales enablement teams share an ultimate goal: to help sales teams sell. In many organizations, however, they plan and execute in silos, with misaligned efforts and priorities. And that simply undermines Sales. Here are ways to instead build collaboration and drive revenue.

  • The 4Ps of Marketing Amid COVID-19: Strategy Reassessment and Adjustment

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Marketing strategies were not conceived with disruptions like coronavirus in mind. For many organizations, COVID-19 has turned the 4Ps—product, place, price, and promotion—into 4Cs: confusion, calamity, chaos, and complexity. That means we must reassess and adjust the 4Ps.

  • Downsizing at a Time of Crashing Demand: Three Keys to Appropriate Resource Deployment

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    The Coronavirus crisis and crashing economic demand have resulted in rampant downsizing in numerous industries. Depending on how it's done, downsizing can weaken or strengthen your organization—during a crisis and for years afterward. So where should you deploy your precious resources?

  • Bringing Your B2B Brand Into the Digital Age: Kelly Hungerford of Sunstar Global Talks to MarketingProfs [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Branding

    Kelly Hungerford of oral care brand Sunstar Global opens up about how she brought the company's European marketing organization into the digital era.

  • How COVID-19 Is Impacting Marketing Budgets at Enterprise Companies

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Marketers at enterprise companies say they plan to shift budget away from in-person conferences and spend more on virtual events because of the COVID-19 pandemic, according to recent research from NewsCred and Sirkin Research.

  • Marketers' Muddy Waters

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    It's been nearly 40 days and 40 nights since the US got serious about acknowledging and responding to COVID-19. Like everyone else, marketers have been overwhelmed. The floodwaters surrounding us may be muddy now, but as the currents calm the sediment will settle. Then what?

  • Three Effective Ways to Stay Agile and Relevant in Trying Times

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    The instability created by the pandemic makes it tricky to simultaneously navigate brands' most pressing and longer-term needs. But one thing is clear: It's more important than ever for Marketing to stay agile, relevant, and ready to adapt—if necessary again and again. Here are a few emerging best-practices.

  • Marketing and CX During a National Emergency: Getting Real About Customer-Centricity

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    Our CX efforts are not selfless: We provide a positive customer experience because it drives repeat purchases and long-term loyalty. But what happens when there is a once-in-a-century pandemic? CX can't be about maximizing lifetime value.Yes, it's time to get real about customer centricity.

  • Brand Relevance: How to Identify Untapped Opportunity

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Is your brand relevant to the various audiences—customers, influencers, the media—you want to reach? More specifically, how can you find the untapped opportunities for establishing relevance? How can you identify what they want so you can provide it?

  • Managers: How Not to Lose the War Even as You Win the Battles

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    If you look at the list of Fortune 100 companies of 50 years ago, you'll see that most of them no longer exist. Why? Nearly all of them failed because they focused on winning their battles—and in the process they lost their wars. So, how can you win your wars?

  • Advertising During the COVID-19 Outbreak: What Audiences Want

    Chart

    CONTENT TYPE: Chart | TOPIC: Advertising & Promotions

    Most people say brands should continue to advertise during the COVID-19 outbreak, but they also say marketers should change the content of their campaigns to address the situation, according to recent research from Unruly.