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  • Martech 2024: Three Trend Predictions

    Article

    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.

  • Four B2B Content Types and When to Use Them in the Buyer's Journey

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    Helping potential buyers through their buying journey is a multipronged effort involving a blend of tactics and the right content for each step. This article explores four content types and their impact during that journey.

  • How to Be a Gritty Marketer: Leverage Failure in the Search for Mastery

    Article

    CONTENT TYPE: Article | TOPIC: Career Development

    Considering how rapidly marketing is changing, including how reach is fracturing across a myriad of channels and platforms, there's a lot that's not in our control. What we can control is we react to inevitable failure. For gritty marketers, it can be the secret to marketing success.

  • Evergreen Content: What Marketers Need to Know [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Content

    Evergreen content is essential for maintaining steady engagement and connecting with audiences over long periods of time. So, what makes it so powerful? And how can you create it? This infographic covers what marketers need to know.

  • How to Scale Your Paid Search Ads: The Dual-Axis Framework

    Article

    CONTENT TYPE: Article | TOPIC: Advertising & Promotions

    Scaling your PPC search ads efficiently—increasing advertising spend while maintaining performance—is crucial to growing revenue. Here are the pros and cons of horizontal and vertical ad scaling approaches. Discover which would work best for you.

  • How to Gain Managerial Approval for Your Go-to-Market Strategy

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    GTM captures the essence of B2B marketing and sales. The first critical step—the most vital element of any GTM planning—is to get management buy-in, which hinges on the quality and clarity of your GTM plan. Here's how to develop and communicate a solid plan.

  • Why B2B Salestech and Sales Enablement Tools Don't Meet Expectations

    Chart

    CONTENT TYPE: Chart | TOPIC: Martech

    B2B leaders say the most common reasons sales technologies don't meet their expectations are because of internal organizational issues rather than issues with the solutions themselves, according to recent research.

  • The 50 Highest-Earning Social Media Creators [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Social Media Marketing

    Who made the most money from their social media content last year? Researchers looked at the follower counts of popular creators and estimated their 2023 earnings. Here are the results.

  • The Paid Channels Marketers Plan to Increase Spend On in 2024

    Chart

    CONTENT TYPE: Chart | TOPIC: Advertising & Promotions

    Social media is the advertising channel marketers are most likely to increase spend on in 2024, and print is the channel marketers are most likely to decrease spend on, according to recent research.

  • Do More With Less: Six Smart Ways to Balance Brand & Demand to Drive Growth in Tough Times

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    For marketers, belt-tightening is back for 2024. Balancing brand and demand investments, however, doesn't have to hurt. In fact, taking these six steps can increase impact, build resilience, and pave the way for long-term growth. Do more with less.

  • Developing a Content and Social Strategy to Foster Thought Leadership | Marketing Smarts Live Show

    Video

    CONTENT TYPE: Video | TOPIC: Marketing Content

    Are you striving to position your organization and its leaders as thought leaders? This episode with guest Ashley Faus sheds light on how to do that very thing by using content and social media.

  • Four Tips to Help You Find Your Optimum Content-Marketing Mix

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    Doing a little bit of every kind of marketing content means you do none really well. But with a consistent investment in fewer content types that are relevant to your audience, you can build an effective content-marketing mix strategy.

  • A B2B Deep Dive Into Consumer Patience and Time to Win: Jay Baer on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Customer Experience

    Episode guest Jay Baer delves into "Consumer Patience" and "Time to Win," detailing what those concepts mean for B2B marketers (hint: it has to do with a culture of responsiveness), what key elements they consist of, and how they can significantly influence your marketing strategy.

  • When Do B2B Buyers Contact Vendors?

    Chart

    CONTENT TYPE: Chart | TOPIC: Demand Generation

    B2B buyers generally do not contact vendors until they are very far along in their journey and they have finalized most of their requirements, according to this research.

  • Unleashing the Power of Pillar-Based Marketing | Marketing Smarts Live Show

    Video

    CONTENT TYPE: Video | TOPIC: Marketing Content

    Seasoned content marketing expert Ryan Brock shares his vast experience and knowledge of pillar-based content, providing viewers with a comprehensive understanding of how to effectively implement it.

  • How the Barbie Movie's Marketing Genius Can Inspire Your Podcast—and Your Own Marketing

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    The Barbie movie is a marketing masterclass that offers valuable insights for branded podcasts—and marketers. The strategic marketing approach that made Barbie a global phenomenon can be applied to take your marketing to the next level.

  • A 24-Point Content Marketing Checklist for 2024 [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Content

    This checklist covers the key steps every content marketer should take this year, including researching your target audience, nailing your firm's unique value proposition, and ensuring content accessibility.

  • Understanding Your B2B Digital Doppelgänger and AI Decision Matrix: Andrew Davis on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Artificial Intelligence

    Explore the intriguing concept of using AI to create your very own Digital Doppelgänger, and discover how and when to use your creation by applying an AI Decision Matrix, with this episode's guest, Andrew Davis.

  • How to Recruit Top-Notch Tech Pros for Qualitative Research

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Recruiting professionals for qualitative research can be challenging, particularly if your candidates are in the ever-changing tech industry. Try these tactics.

  • Marketers' Business and Budget Expectations for 2024

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Some 61% of marketers expect business will improve in 2024 and 41% of believe their marketing budgets will increase next year, according to a recent survey.