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  • How to Use Email to Support the Needs-Discovery Process

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    In 2020, the limitations on travel and face-to-face meetings have brought about the switch to virtual-only selling. Nevertheless, the fundamentals of needs discovery remain, even if in some ways it has become more difficult. But the shift to virtual has given organized sellers an even greater advantage.

  • So Much of What You Knew About Thought Leadership Has Changed

    Article

    CONTENT TYPE: Article | TOPIC: Public Relations

    Thought leadership needs a rethink. Articles and interviews that focus on tactics and coincide with product launches don't have the impact they once did. People are craving stories that guide and inspire. Here's how to get thought leadership right.

  • When Data Is the Problem, Not the Solution: Five Use Cases Driving Better Data Hygiene

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Marketing Strategy

    With inaccurate, incomplete, or unenriched data, the campaigns you're running are akin to throwing darts—while blindfolded—in a crowded room. You might hit something, but likely not the growth target you were aiming for. In a digital era, here's what data hygiene can do for you.

  • Ensuring Consistent CX Across Devices & Channels: A Marketing Must

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Marketing Strategy

    The ever-increasing number of channels your customers and partners use to engage with your business requires a new approach to creating and managing your digital strategy. Get ready to harness the awesome power of omnichannel experiences to your advantage. Sponsored by Progress Sitefinity.

  • COVID-19's Impact on B2B Martech Budgets

    Chart

    CONTENT TYPE: Chart | TOPIC: Martech

    Most marketers say the COVID-19 pandemic has had an impact on their firm's marketing technology (martech) budget, according to recent research from Demand Spring.

  • Zero-Party Data: What It Is and Why Marketers Should Care

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Measurement & Analytics

    We've entered a new era of data privacy: Third-party cookies are being phased out, and marketers must look at other options for collecting data from customers. Zero-party data has obvious benefits. Here are the details.

  • Three Opportunities B2B Marketers Must Seize During 2021 Planning

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    2020 has rebooted marketing. As companies move to finalize 2021 planning, we have an opportunity to accelerate progress in the direction that we've known for years we need to go toward. When planning for next year, keep these three key factors in mind.

  • Buyer Personas Demystified: Seven Steps to Success [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    Most marketers know that creating buyer personas can be a highly effective way to better target marketing efforts and drive stronger results.

  • What the Airlines Got Right and Why 800 Numbers Are the Worst: Mike Betzer on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    Mike Betzer, SVP and GM at Khoros Care, dives into the history of the 800 number, long distance dialing, personalized messaging, and MCI—all in an effort to get to the heart of why companies struggle to really talk to their customers.

  • Five 'Customer Marketing' Tactics to Boost Retention and Reduce Churn

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    In B2B marketing, it's just as important to keep a customer happy as it is to convince a new prospect to buy. Customer marketing programs help to grow customer advocacy and build long-lasting relationships. Here are five easy tactics you can use.

  • Five Tips for Avoiding Decision Fatigue During a Job Search [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Career Development

    Online platforms have made it easier than ever for job seekers to learn about open positions and apply for them. But there's also a downside to all that choice: decision fatigue. Here's what you need to know.

  • Evolve Your Strategy: 3 Mega Marketing Trends to Outperform Your Competition [B2B Forum]

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Marketing Strategy

    Marketing moves fast. You want to know what's going to change next. But knowing what won't change matters more. This keynote presentation by Ty Heath of the B2B Institute at LinkedIn was recorded live at #mpb2b 2020 and is available exclusively to PRO subscribers.

  • A Marketing Strategy in the Age of Global Unrest [B2B Forum]

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Marketing Strategy

    The Covid pandemic has thrown even the best marketers into a whirlwind. Learn how to shift your marketing strategy to not just survive, but thrive. This presentation by Samantha Stone was recorded live at #mpb2b 2020 and is available exclusively to PRO subscribers.

  • Call It Out: Dismantling Racial Injustice in the Workplace [B2B Forum]

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Marketing Management

    Social justice issues often unfold at lightning speed. But to be a leader in your organization in today's complex environment, you need to challenge workplace norms and off-limits tops, not sit on the sidelines. This presentation by Katie Kern—applicable to both B2B and B2C marketers—was recorded live at #mpb2b 2020 and is available exclusively to PRO subscribers.

  • Scientific Secrets of Super Persuasive Communicators [B2B Forum]

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Marketing Content

    Don't risk being ignored, overlooked, or forgotten! Gain a competitive advantage by learning human decision-making shortcuts so you can better communicate your ideas and your marketing messages. This presentation by Nancy Harhut was recorded live at #mpb2b 2020 and is available exclusively to PRO subscribers.

  • Scaling Thought Leadership: Four Pillars to Fast-Track Your Strategy [B2B Forum]

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Marketing Content

    Explore strategies, tactics, and real-world success stories of starting from scratch and scaling a thought leadership platform. This presentation by Ashley Faus was recorded live at #mpb2b 2020 and is available exclusively to PRO subscribers.

  • You and Diversity: How Small Acts Can Create Big Change [B2B Forum]

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Marketing Management

    Your audience isn't homogeneous and one-size-fits-all marketing messages simply don't work. What does? Here's the practical insight you need to stand up as an advocate for diversity, deepen engagement, and increase loyalty with multicultural audiences. This presentation by Sydni Craig-Hart was recorded live at #mpb2b 2020 and is available exclusively to PRO subscribers.

  • How to Use Instagram for Lead Generation [B2B Forum]

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Marketing Content

    Instagram isn't just for B2C. Used the right way, it can be a picture-perfect tool for B2B marketers, too, Successful lead generation is a snap (and post) away! This presentation by Jenn Herman was recorded live at #mpb2b 2020 and is available exclusively to PRO subscribers.

  • Everything-ish I Know About B2B Email in 30-ish Minutes [B2B Forum]

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Email Marketing

    Michael Barber unpacks the best bits about how to make your B2B email deliverability, design, and content efforts as impactful as possible. This presentation was recorded live at #mpb2b 2020 and is available exclusively to PRO subscribers.

  • The 25 Most Valuable Global Brands in 2020

    Chart

    CONTENT TYPE: Chart | TOPIC: Branding

    The world's five most valuable brands in 2020 are all technology companies, according to recent research from Interbrand.