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  • 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?

  • Creating More-Inclusive Workplaces: Four Key Factors

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Management

    The key factors linked to creating an inclusive workplace primarily involve the identity and actions of an organizations’ leaders, according to research from McKinsey & Company.

  • 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?

  • 15 Stats You Should Know About Sales Tools [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Martech

    Technology is transforming selling. For example, 55% of sales data entry was eliminated in 2020 by automation, and 79% of sales teams currently use or are planning to use sales analytics to improve efficiency.

  • 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.

  • 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.

  • A Quick Guide to Understanding YouTube Ads [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Advertising & Promotions

    Do you know the difference between the two types of in-stream ads on YouTube? Or how about where YouTube's bumper ads and video discovery ads appear?

  • How CRM Failings Are Costing Sales Teams Revenue

    Chart

    CONTENT TYPE: Chart | TOPIC: Martech

    More than half of sales leaders say the failings of their customer relationship management (CRM) platform are leading to lost revenue opportunities, according to recent research.

  • '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.

  • 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.

  • 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.

  • World's Top 10 'Brand Guardian,' Most Famous, and Most Reputable CEOs

    Chart

    CONTENT TYPE: Chart | TOPIC: Branding

    Ajay Banga of Mastercard is viewed by journalists and market analysts as the top "brand guardian" CEO of a major company, according to the Brand Guardianship Index.

  • Customer Experience Management Isn't Enough: Three Steps to Experience Improvement

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    Traditional experience management programs focus mostly on measuring customer experiences. But measuring experiences is very different from improving them. Here's how to take the leap to experience improvement.

  • Why Companies Shouldn't 'Breadcrumb' Job Candidates [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Management

    The practice of "breadcrumbing"—not responding to job candidates in a timely fashion—can have a range of negative effects on employers, according to recent research.

  • How to Execute Your Account-Based Marketing Strategy: Operationalizing Your ABM Program

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Account-Based Marketing

    A lot of ABM strategies may look great on paper—but they're worthless if you can't implement them to drive growth or you can't measure their success. It's time to do the important work of operationalizing your ABM program—and actually reap the benefits of ABM. Sponsored by Drift.