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  • Here They Come! B2B Marketing in a Gen Z World

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    Explore essential B2B marketing approaches for engaging and connecting with the next generation of B2B buyers—a digital-first generation that values authenticity and seamless customer experience. Learn more.

  • The Advantages of Being a B2B 'Data Hero' Organization

    Chart

    CONTENT TYPE: Chart | TOPIC: Measurement & Analytics

    Marketers who work for B2B organizations with complete and high-quality data are more likely to be satisfied with their lead scoring and to believe they will meet their marketing goals, according to recent research from Anteriad.

  • The Power of Microlearning: Delivering Bite-Sized Training Content to Drive Results

    Article

    CONTENT TYPE: Article | TOPIC: Career Development

    Explore the efficiency and effectiveness of microlearning in corporate and marketing training and career development. Dive in for actionable insights into acquiring skills and achieving remarkable results by embracing the future of learning.

  • Maximizing Your Reach: Key Concerns in Promoting and Amplifying Your Content | Marketing Smarts Live Show

    Video

    CONTENT TYPE: Video | TOPIC: Marketing Content

    Consider this episode of the Marketing Smarts Live Show a beacon for B2B marketers seeking to elevate their content, engage their audience more effectively, and achieve tangible results in a crowded digital landscape.

  • Micro-Influencers vs. Macro-Influencers: Which Is Right for Your Brand?

    Article

    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.

  • Social Media Use in the US: Platform and Demographic Trends

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    YouTube is by far the most used social media platform by Americans, according to a recent report from the Pew Research Center.

  • Boosting Conversions: The Power of Multitouch Engagement in Sales and Marketing

    Article

    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.

  • 17 Must-Have Elements of Your B2B Content Brief

    Article

    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.

  • TikTok Search Ads: What Marketers Should Know (And Do)

    Article

    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.

  • Ditch the Sales Script If You Want to Make More Sales

    Article

    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.

  • B2B PR and Content Marketing Pros Have to Get Creative as Ad Spend Drops

    Article

    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.

  • 10 Guiding Principles of Sales Enablement, Inspired by 'Nicolas Cage: Good or Bad?'

    Article

    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.

  • How Corporate Comms Can Bridge the Gap With Business by Demonstrating Value

    Article

    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.

  • Eight Steps to Ensure Brand Safety With Influencer Marketing

    Article

    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.

  • The Do's and Don'ts of Generative AI for Small Businesses [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Artificial Intelligence

    This infographic looks at steps businesses should take—such as creating a workflow where a human reviews every piece of AI-generated content—as well as things to avoid, such as putting sensitive information into AI tools.

  • How Repurposing Content Benefits Small Businesses

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Content

    Small business owners say repurposing content delivers a wide range of important benefits, including saving time, boosting brand awareness, and increasing engagement, according to recent research from Adobe.

  • LinkedIn Ads Myths, Hurdles, and Strategies B2B Marketers Need to Know | Marketing Smarts Live Show

    Video

    CONTENT TYPE: Video | TOPIC: Advertising & Promotions

    This insightful conversation with LinkedIn ads expert AJ Wilcox ventured deep into the realm of LinkedIn advertising, unraveling myths, discussing hurdles, and sharing actionable tactics that every B2B marketer needs to know.

  • Surveys, Polls, Forms, and Progressive Profiling: How to Write Questions That Deliver Valuable Insights

    Article

    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.

  • Customer Data Platform vs. Customer Engagement Platform: Differences and Use-Cases

    Article

    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 Speaks, but Data Listens: How to Optimize Your Content Strategy

    Article

    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.