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CONTENT TYPE: Article | TOPIC: None

Marketing automation—one of the new buzzwords in marketing—bridges the gap between lead generation and the sales force. Its goal is to improve Sales and Marketing alignment by passing over only sales-ready leads. There are really good reasons why you should be interested in marketing automation. There are really bad ones, too.

CONTENT TYPE: Article | TOPIC: Marketing Management

Learn how PMO practices streamline CRM campaigns, enhancing efficiency and engagement, and explore ways to optimize resources effectively. Read more.

CONTENT TYPE: Article | TOPIC: Martech

Google has done ad tech a service by retiring third-party cookies. Let's bid adieu to the outdated cookie (good riddance!) and embrace better digital marketing.

CONTENT TYPE: Article | TOPIC: Marketing Management

KPIs and metrics can indicate performance success for marketers. But what about creative teams? Check out some tips from CMOs for giving measurable feedback to creatives.

CONTENT TYPE: Article | TOPIC: Martech

CMOs face mounting pressure to make martech deliver. Learn how to realign tech stacks for strategic, revenue-driven impact. Read more.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Explore how B2B marketers can align AI with human outcomes by applying the Now-Next Continuum across strategy, measurement, and technology. Read more.

CONTENT TYPE: Article | TOPIC: Marketing Content

AI content is improving fast—but it still lacks the emotion, imperfection, and relatability of human content. Here's how human writing builds trust and drives action. Read more.

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Marketing can play a critical role in improving loyalty with the customers your company wants to keep. In fact, there are three specific areas where marketing can have a significant impact.

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This week, add your two pesos to the dilemma: If you're a service business or sell a more complex product, is it still possibly to take advantage of the holiday shopping season? Also this week, read your answers to last week's problem: What is the best approach or message for marketing technical services and solutions?

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Have you learned the best way to identify and serve customers in your target segments? Segmentation could be the marketing tool that sets your company apart from the competition. Get the full story.

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Marketing Operations is an emerging discipline with the potential to significantly increase performance and accountability in complex marketing organizations. It addresses the seven deadliest marketing sins that plague organizations of all sizes by leveraging a strong front-end infrastructure to reinforce marketing strategy and back-end programs and tactics. Is your organization ready for a change?

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What does it mean to truly be marketing-led organization? And what does it take to understand the consequences in implementing this dramatic shift in strategy and culture?

CONTENT TYPE: Article | TOPIC: None

Think of personas—customer archetypes—as "stand-ins" representing the needs, goals, and personal characteristics of various groups of your customers. They are invaluable for giving salespeople insight into the behaviors, expectations, and motivations of users and buyers in the buying process.

CONTENT TYPE: Article | TOPIC: None

Walk through any bookstore and you'll find dozens of books about the marketing and branding efforts of corporate America. The process of corporate communication has been thinly sliced and diced over and over, but what you won't find is a book about the one truly essential characteristic in our 21st century world: the company persona -- and how words that work are used to create and sustain it.

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Here's how marketing automation (along with an old-school method) can sync Marketing and Sales to drive revenues.

CONTENT TYPE: Article | TOPIC: None

Today, each email competes with thousands of digital, mobile, and social messages. It can seem nearly impossible for your email to stand out and get noticed. But you can cut through the clutter.

CONTENT TYPE: Article | TOPIC: None

Sales and Marketing misalignment not only saps marketing ROI but also slows pipeline growth, drags down conversion rates, and contributes to slow growth—or even loss—in revenue. But you can fix it.