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  • Know the Enemy: Staying Ahead of the Competition

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Strategy

    In this lesson, you'll learn how to analyze your competitors and predict their responses to any decisions you might make.

  • Know Yourself: Analyze Your Position

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Strategy

    Time to analyze your own company by assessing your basic competencies and weaknesses, core competencies, digital presence, customer lifetime value, churn rate, and conversion analysis.

  • Solidify Your Position: Challenge Your Assumptions

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Strategy

    It's time to bring together all that you've analyzed so far (and challenge any assumptions you made along the way) to determine the targets of your marketing strategy, how to position your brand, and how to make sure your strategy is agile enough to adjust to market shifts.

  • Thinking Beyond Today: The Future of Your Market

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Strategy

    In this final lesson, you'll learn to use "convergent viewpoints" to predict how things will change over the next 10 years so you can stay ahead of the competition.

  • Customer Analysis: Who They Are and What They Care About

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Strategy

    We all know spray and pray doesn't work. Discover who your customers are, how they perceive you, and how to segment them based on the features and benefits that they care about.

  • Marketing Strategy: Finding a Sustainable, Differential Advantage

    Master Class

    CONTENT TYPE: Master Class | TOPIC: Marketing Strategy

    If you want your brand to succeed today (and into the future) you need to move beyond panic marketing and tactical calendars. You need an agile, strategic marketing plan. Learn how with this Master Class.

  • The Biggest Benefits of Marketing Revenue Attribution

    Chart

    CONTENT TYPE: Chart | TOPIC: Measurement & Analytics

    Marketers say revenue attribution enables better decision-making and helps to align teams, according to recent research from Ascend2.

  • Three Event-Marketing Trends to Drive Business and Keep Attendees Safe in a COVID Era

    Article

    CONTENT TYPE: Article | TOPIC: Event Marketing

    How are marketers keeping their events relevant and engaging in the mostly virtual world of the COVID pandemic? Three major trends are emerging—and here's how to take advantage of them successfully.

  • How to Become a Better B2B Cold-Caller [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Demand Generation

    The idea of cold-calling prospects has put a chill in the heart of many a B2B salesperson. But you can become a better, more-effective cold-caller.

  • Marketing Writing Bootcamp 2020

    Event

    CONTENT TYPE: Event | TOPIC: Writing

    Whether you're a marketing newbie or a seasoned pro, Marketing Writing Bootcamp's 13 sessions will help you level up your marketing writing… fast!

  • Are Host-Read Podcast Ads More Effective?

    Chart

    CONTENT TYPE: Chart | TOPIC: Advertising & Promotions

    Host-read podcast ads tend to be more effective in driving recall and other lift metrics, according to recent research from Nielsen.

  • How Direct Mail Can Cut Through the Pandemic Marketing Clutter (And How to Obtain Those Valuable Home Addresses)

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    It's time to check your mailbox, not your inbox. The pandemic has upended traditional marketing—and, with it, the usual marketing channels. Here's how to find and use your prospects' home addresses to stick out from the competition with direct mail.

  • Marry Brand and Demand to Unleash the Full Power of Personalization in ABM

    Article

    CONTENT TYPE: Article | TOPIC: Account-Based Marketing

    Technology has made account-based marketing more feasible than ever, but you can't get by on tech alone. Here's how to combine the emotional side of brand-building with the personalization of demand gen to create marketing messages that will truly resonate.

  • The Most Popular Email Clients in 2020

    Chart

    CONTENT TYPE: Chart | TOPIC: Email Marketing

    Apple iPhone and Google Gmail are the two most popular clients for opening emails in 2020, according to recent research from Litmus.

  • Advanced Measurement Strategies: Metrics That Actually Matter

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    What are your marketing metrics telling you? If you rely on standard measurement tactics, probably not much—especially about your sales. It's time to upgrade to advanced measurement strategies that directly align with business goals—and drive sales.

  • Instagram in an Instant: Understanding the Social Network [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Social Media Marketing

    Over the past decade, Instagram has become one of the most popular social networks in the world, increasing its user base from only 1 million in 2010 to over a billion today.

  • How to Humanize Your Brand: Bonnie Rothman and Judy Kalvin on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Public Relations

    Bonnie Rothman and Judy Kalvin from Company B show us ways to humanize our brand, teach us how to start thinking about our brand as legendary, and show the power of a well-told founder's story.

  • Content + Data: The Pillars of a Successful Demand Gen Strategy

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    Successful demand generation relies on effective content and reliable data—but marketing content can stagnate, and data can be intimidating. Here's how to use both to build a demand gen foundation that can withstand even the most tumultuous times.

  • Five Tips for Negotiating a Better Salary [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Career Development

    For many people, the prospect of trying to negotiate for a higher salary sparks discomfort or even fear. However, making the effort can pay off.

  • How to Make the Most of Influencer Marketing During COVID-19

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    Attitudes and behaviors have shifted during the COVID pandemic. Now that marketers and the general population, including B2B buyers, are using social media more than ever, it's time to re-examine how working with influencers can help your company.