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  • It's Time for Chief Market Officers to Play Offense

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Chief marketing officers often find themselves defending the CMO role and its right to exist. It's time to actively assert the role's value by reframing CMOs as chief market officers. Here are 4 key areas to focus on when reasserting Marketing's place in the business.

  • The Social Networks Used Most by B2B Marketers

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    LinkedIn is the social network that B2B marketers use most and it is also the social network that B2B marketers say delivers the most engagement, according to recent research from Sagefrog.

  • The Three Key Types of Influencer Marketing Campaigns [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    Influencer marketing, often thought of as a single strategy, encompasses a variety of campaign stratagems.

  • Data-Driven Storytelling: Marketing's Next Chapter

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Marketing Strategy

    Has your company tried its hand at data-driven storytelling, or does "data-driven" scare you off? Don't worry, you don't have to be a data analyst to leverage this powerful tool for connecting with your online audiences through stories. It starts with identifying untold stories that you can uniquely tell. Sponsored by Meltwater.

  • You CAN Use Social Media for B2B (Even in a Pandemic): 'Ultimate Guide to Social Media' Authors Talk With Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Social Media Marketing

    Mike Allton, Jenn Herman, Stephanie Liu, and Amanda Robinson offer insights on chatbots, Instagram, LinkedIn, video, and more for B2B marketers from their book, the Ultimate Guide to Social Media Marketing, co-written with Eric Butow.

  • How Marketers Can Succeed With Instagram Stories [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Social Media Marketing

    Instagram Stories and Stories ads are viewed by millions of people every day. However, figuring out how to engage and retain audiences with these formats can be challenging.

  • B2B PPC Tactics: Six Ways to Bring in Higher-Quality Leads

    Article

    CONTENT TYPE: Article | TOPIC: SEO

    B2B companies are increasingly relying on pay-per-click tactics to obtain leads. Here are six ways to ensure your company is getting the highest-quality leads from its PPC ad campaigns.

  • The World's 50 Most Influential CMOs in 2020

    Chart

    CONTENT TYPE: Chart | TOPIC: Career Development

    Phil Schiller of Apple was the most influential chief marketing officer (CMO) in the world this year, according to recent research from Forbes, Sprinklr, and LinkedIn.

  • A New Way of Working Remotely: Email and IM Aren't Enough

    Article

    CONTENT TYPE: Article | TOPIC: Martech

    When your employees are working remotely, email and messaging apps are a natural fallback for internal communication. Find out what their limitations are and how to solve complex collaboration problems. Read more.

  • How to Solve Conflicts With Your Business Partners by Developing Win-Win Agreements

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    Don't let company disagreements get in the way of creative solutions. Use these conflict-solving tactics to improve both internal and external business relationships. Check out the article.

  • How to Refine Your Triggered Emails in the Age of Personalization

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Email Marketing

    Triggered email—deployed when an individual takes an action or meets a condition defined by the sender—has been around since the early 2000s. Use the tips and tactics in this article to create more engaging, personal triggered emails with better engagement.

  • Three Ways to Integrate Print and Digital Marketing

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Marketing Strategy

    In the current climate, you can best support your brand and engage customers by integrating print and digital marketing efforts.

  • B2B Conversational Marketing: What Customers Want

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    B2B customers want conversations with brands to be accurate and fast, and most say they will stop using communication channels if those expectations aren't met, according to recent research from Drift and Heinz Marketing.

  • Staff Compensation Trends Amid COVID-19 [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Career Development

    Most employers (88%) are worried about retaining valued staff amid COVID-19, according to a recent survey of senior managers conducted by Robert Half.

  • Your B2B Influencer Strategy: How to Get it Right

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    We're all familiar with the way influencing plays out in sponsored posts on YouTube and Instagram and various other social platforms, but it can also be a valuable strategy in the B2B world. Here's how to get it right for your company.

  • A Podcast Within a Podcast Within a Podcast: Inception Marketing With Lindsay Tjepkema on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Content

    Lindsay Tjepkema, the CEO and a co-founder of Casted, talks about going behind the scenes of a podcast about podcasts, while on a podcast. It gets pretty meta! She also shares some brilliant marketing advice for anyone who has (or wants to start) a podcast.

  • Six Key Metrics for Measuring Online Event Success [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Measurement & Analytics

    When you hold an online event, getting through promoting and hosting it can feel like a big win. But you still need to know whether the event was a success with audiences and for your business. So, how can you tell?

  • Target-Audience Segmentation: Why You Need It and How to Do It in Five Easy Steps

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    In today's competitive landscape, many B2B companies are reviewing their strategies, and that often includes a more careful segmentation of target audiences—both to sell more accurately and to budget more efficiently for marketing. Find out how to best segment your target audiences.

  • A Messaging Framework: What It Is, Why You Need It, and How to Build It

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    The exercise of creating a messaging framework helps you better understand your company—not just what it does but also how and why. Most important, it helps you determine how you should communicate with your market. Here's the what, why, and how of messaging frameworks.

  • How to Improve Marketing Attribution Without Burdening Your Sales Team

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    One of the biggest sources of friction between B2B demand generation and sales teams is attribution, which often results in finger-pointing and blame. But it doesn't have to be that way.