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  • The Role of Authenticity in the Online Path to Purchase [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    This infographic looks at the role reviews/ratings and customer service play in conveying brand authenticity, and how that authenticity translates into sales and loyalty.

  • World-Class Case Studies; They Ask, You Answer; and Building Trust on the Internet: Marcus Sheridan on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    Join Marcus Sheridan and host George B. Thomas as they talk about brand trust, pricing pages, disarmament, the power of vertical video, the good-enough mindset, the "stupidest metric in the history of the world," and more. They have a lot of opinions.

  • How to Design a Customer Health Score: Seven Focus Areas

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    How do you analyze your company's customer success to find out what areas need improvement? This article offers an effective "recipe" for understanding customer health.

  • Fulfillment After Conversion

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Demand Generation

    SESSION 4 of 4: Demand generation is famously "everything you do to get and keep a customer." That means your job is not done at the point of conversion! Ensure your newly converted customers are getting the best value out of their purchase with ongoing contact and nurture.

  • Generative AI Can't Create Great Marketing, But It Can Help

    Article

    CONTENT TYPE: Article | TOPIC: Artificial Intelligence

    Countless companies and marketers are using generative AI to write blog posts, emails, articles, and other forms of content. The robots can help your marketing. Just don't use it as a replacement for authentic messaging.

  • How Americans Feel About Artificial Intelligence

    Chart

    CONTENT TYPE: Chart | TOPIC: Artificial Intelligence

    Most Americans say they are concerned about the impact artificial intelligence could have on jobs and society, though most also say they haven't yet used generative AI programs such as ChatGPT, according to recent research from Ipsos.

  • Brand and Trust: Becoming a Trusted B2B Voice | Marketing Smarts Live Show

    Video

    CONTENT TYPE: Video | TOPIC: Customer Experience

    This episode of the Marketing Smarts Live Show, produced by MarketingProfs and its Marketing Smarts Podcast, is the inaugural episode of the YouTube-based series, which began airing in June 2022.

  • Better Writing Will Not Fix Your Content. Here's What Will.

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    There's a reason we don't write poetry to convince prospects to buy our products (although how fun would that be?). B2B content needs a lot more than beautiful writing to work the way it's supposed to.

  • Supercharge Your Online Form Conversions With Address Autocomplete

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Customer Experience

    How many leads does your company lose as a consequence of awkward form fields or a bad user experience? Learn how to increase online form conversions.

  • The Five Key Metrics Every CMO Should Be Tracking [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Measurement & Analytics

    Which metrics should CMOs be following closely? This infographic covers the five they should be tracking: return on investment, customer acquisition cost, conversion rates, customer lifetime value, and social media reach and engagement.

  • The 10 Strongest and Most Valuable Global B2B Brands

    Chart

    CONTENT TYPE: Chart | TOPIC: Branding

    Consulting and commercial services firm Deloitte has the strongest B2B brand in the world, according to recent research from Brand Finance.

  • 2023 State of B2B Marketing Training Report

    Guide/Report

    CONTENT TYPE: Guide/Report | TOPIC: Marketing Strategy

    Training for B2B marketers is not always a given. In fact, many marketers are not getting any training at all in a year. Learn the barriers B2B marketers are facing to develop professionally and personally, how individual marketers can make a difference on their own, and how leadership can and should be doing more to ensure their teams get the training they need—and deserve.

  • Product Line Strategy: Five Approaches

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    If you're responsible for a company's marketing strategy, one of the main issues you'll face is how to manage multiple products (or services) for the future as well as maximize product opportunities in the present. It turns out there are various approaches to solving that problem, but each has its pros and cons.

  • Optimize Your Marketing Spend With First-Party Data

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Advertising & Promotions

    Third-party cookies will soon go extinct. Discover how to instead harness the power of first-party data to create personalized user experiences that convert more leads, optimize your marketing spend, and drive higher ROI. Sponsored by Drift.

  • How to Build a Successful Go-to-Market Campaign Plan: Pam Didner on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    Pam Didner and host George B. Thomas get into all things go-to-market, including understanding the scope of your campaign, researching your audience, and listening to your peers—all of which are ongoing processes.

  • Why Event Organizers Are Ditching Vanity Metrics—And Choosing These Metrics Instead

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    The virtual events of the pandemic have had long-lasting effects on event marketing: namely, the metrics marketers use to track their success. It's now much less about registrations and more about metrics that actually matter.

  • How Search Changed Last Year [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: SEO

    This infographic covers the major Google search engine updates, shifts in people's search behaviors, and SEO developments that occurred in 2022.

  • Cascading Your Lead Magnets

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Demand Generation

    SESSION 3 of 4: Getting the contact info for a lead is just the beginning! To increase the odds that your new lead becomes a paying customer, you'll want an active nurture campaign. In Session 3, discover how to cascade your content into a steady drip of information that your customers love.

  • The Best Days and Times to Post on Social Media

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Which days and times tend to deliver the highest engagement on social media posts from businesses? To find out, Sprout Social analyzed data from more than 34,000 of its customers across various plan types, industries, and locations.

  • How to Find and Nurture the Entrepreneurs in Your Company

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    Your organization's greatest innovations have yet to be discovered. Who's going to discover them? Your sales team's entrepreneurs. So, find and nurture your brightest problem-solvers. Here's how.