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CONTENT TYPE: Article | TOPIC: Advertising & Promotions

What are the pivotal differences between micro- and macro-influencers? Discover key differences and their impact on reach and authenticity, and gain insights for determining the right influencers for your marketing goals. See how to choose wisely.

CONTENT TYPE: Article | TOPIC: Demand Generation

When potential customers see and interact with your brand multiple times, they become more likely to become interested in what you're offering. And when sales and marketing teams work together to make multitouch lead gen even more effective, the inevitable result is a boost in conversions.

CONTENT TYPE: Article | TOPIC: Marketing Content

Even in the age of AI, you need a human writer to craft high-quality B2B content. True, humans can deliver blah content, too. But that's less likely to happen if you provide your writers a kickass content creation brief. Here are the essential elements of your brief.

CONTENT TYPE: Article | TOPIC: Advertising & Promotions

Now that TikTok has entered the search ad game, have you adjusted your media mix? If you're trying to reach Gen Z or Millennials and you haven't yet made use of the advertising capabilities TikTok affords marketers, you should probably rethink your ad strategy.

CONTENT TYPE: Article | TOPIC: Demand Generation

Most salespeople are required to learn sales scripts before contacting prospects. And to ensure all the information is conveyed exactly as the company prefers, they're discouraged from adding anything to the script. Basically, they're hired to be human commercials. No wonder it doesn't work.

CONTENT TYPE: Article | TOPIC: Marketing Content

As ad spend stalls, PR and Marketing have the potential to receive a bigger share of annual budget. But what ramifications does a shift in budget allocation entail, and what opportunities await savvy, creative PR and marketing pros? Let's find out.

CONTENT TYPE: Article | TOPIC: Demand Generation

Sales enablement can feel worse than untangling a giant knot of half-burned-out Christmas tree lights. Luckily, a series of MarketingProfs articles undertook that metaphorical untangling. The lessons now unwound from that effort shine brightly as guiding principles of sales enablement.

CONTENT TYPE: Article | TOPIC: Public Relations

Demonstrating the link between investment in PR/corporate communications and business outcomes has always been hard. But proving value is getting easier. Here's what you need to know.

CONTENT TYPE: Article | TOPIC: Social Media Marketing

B2B influencer marketing offers a unique opportunity to build credibility and trust among prospects and customers. Embrace it—but do so with the utmost care for brand safety. Follow these eight steps.

CONTENT TYPE: Article | TOPIC: Measurement & Analytics

It sounds simple, but writing a good question and collecting reliable answers is harder than it seems—whether you're writing full-fledged survey instruments or quick questions for polls or forms. So here are six sets of expert tips and best-practices.

CONTENT TYPE: Article | TOPIC: Martech

CDP and CEP objectives overlap, but their primary functions differ. This article highlights the roles of CEPs and CDPs, real-world use cases, and ways they enable customer-centric strategies.

CONTENT TYPE: Article | TOPIC: Marketing Content

In our data-rich, content-saturated digital landscape, success lies not in just creating more content but in listening to what your audience is telling you. Because content makes the connections, but data finds the match.

CONTENT TYPE: Article | TOPIC: Artificial Intelligence

Generative AI is undeniably having an impact on every facet of business (and our lives), and that certainly includes marketing. For marketers, adapting to and embracing genAI is not just an option, it's a necessity.

CONTENT TYPE: Article | TOPIC: Artificial Intelligence

In the new year, one thing is clear: Artificial Intelligence (AI) is at the forefront of the marketing conversation. As we move into 2025, the marketing landscape will be shaped by four trends.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Another year in martech has passed at a blistering pace—with the discussion on new trends, technologies, and issues consuming our days. The author builds on his (mostly borne out) 2023 predictions about three martech trends.