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  • It's Time the Communications Department Is Seen as a Revenue Generator

    Article

    CONTENT TYPE: Article | TOPIC: Communications

    PR seems firmly tied up in a company's brand reputation vs. money-making ventures. But that perception needs to change, argues this article.

  • A New Approach to Social Media: Aaron Templer on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Social Media Marketing

    It's time for marketers to approach social media in a new way. According to Aaron Templer, the way we've been using it isn't effective, and it actually runs contrary to the way social groups operate.

  • Five Tips for Managing Crisis Communications

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    Ahh! Crisis! What now? Before you attempt to communicate with the outside world, your internal crisis management must run smoothly. This article offers five tips to ensure it does.

  • Five Ways to Identify a Good Brand-Naming Consultant

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    Not all of us can be good at naming things, which is why we have brand-naming agencies and experts to make sure a new name rolls right off the tongue. This article gives five ways to tell whether a brand-namer is worth your while.

  • How Brands Should Engage on Twitter [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Social Media Marketing

    This infographic, based on survey data as well as internal data, in intended to help marketers find the right tone, topics, and engagement approaches for Twitter.

  • Building Communities and the Future of Event Marketing: Mia Masson on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Event Marketing

    Mia Masson talks about the upheaval the event industry has experienced over the past two years, what the future of events looks like, and why building a community—even by accident—is a must for all marketers.

  • What Engineers Want From Vendor Marketers and Salespeople

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Industrial engineers want vendor marketers to provide information-rich technical content and want vendor salespeople to exhibit strong technical expertise, according to recent research from GlobalSpec and TREW Marketing.

  • The Art and Science of Email Survey Invitations

    Article

    CONTENT TYPE: Article | TOPIC: Email Marketing

    Customers don't tend to abandon surveys in the middle of taking them. The trick to improving response is getting email recipients to open the survey in the first place. This article has some ideas.

  • How to Revolutionize Your ABM Strategy With Chatbots

    Article

    CONTENT TYPE: Article | TOPIC: Account-Based Marketing

    Chatbots have moved well beyond the initial "Hello! How can I help you today?" B2B marketers can make great use of them in their account-based marketing strategy.

  • Six Out-of-Home Advertising Tactics to Reach B2B Audiences

    Article

    CONTENT TYPE: Article | TOPIC: Advertising & Promotions

    In the digital age, it can feel fruitless to market to people out "in the wild." But for a truly omnichannel approach, OOH ads shouldn't be ruled out. Here are six ways to take advantage of them.

  • Five Ways B2B Companies Can Use Explainer Videos

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    Most people throw out how-to manuals and go straight to YouTube to understand how to do something, and they should be able to do the same for your company. Here are five ways to explain your business with video.

  • How Dynamic Content Can Boost Your Email Marketing Campaigns

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    It's no longer enough to personalize emails using only the [your name] field. Customers are over it. Luckily, there's a better way to personalize: dynamic content.

  • Target Acquired: Geofencing Creates Better Ads for Retailers

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Martech

    So much new marketing technology, so little time. How do you choose? This article provides an argument for why geofencing is worth your investment.

  • Social Media Hashtags for Every Day of the Week [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Social Media Marketing

    Including day-specific hashtags in your posts can be a good way to start and join timely conversations on social media. So, which ones should you be using?

  • Four Ways to Use Customer Surveys to Boost Lead Conversion

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Customers love to give feedback, and companies should love it get it—especially because focused feedback can increase your lead conversion rate. Here's how.

  • How People Want Brand Messaging to Make them Feel

    Chart

    CONTENT TYPE: Chart | TOPIC: Branding

    In times of crisis, people say they want brand messaging to make them feel happy and motivated, according to recent research from Attest.

  • Five Lessons Marketers Can Learn From Online Reviews

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    Online reviews are of course useful for prospective customers seeking information about a business. But the education goes both ways: Businesses can learn a lot from their own customers by paying attention to reviews. This article highlights five of the major lessons.

  • Are B2B Firms Dedicating Staff Exclusively to Account-Based Marketing?

    Chart

    CONTENT TYPE: Chart | TOPIC: Account-Based Marketing

    Most B2B firms do not have individuals or teams dedicated exclusively to account-based marketing (ABM), according to recent research from The Marketing Practice.

  • Get the Science of Marketing Right to Be Free to Do the Art

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    Creativity often drives marketing. But creativity is not measurable. To earn the right to experiment and be artistic in your marketing tactics, you have to first prove you're doing the science right—and that means learning to prove revenue.

  • Developing Brand Image: Chatbots Are B2B Marketers' Secret Weapon

    Article

    CONTENT TYPE: Article | TOPIC: Martech

    B2B buyers are often swayed by different factors than B2C buyers, but brand trust is crucial in both cases. Chatbots are an easy way for B2B brands to differentiate themselves from the competition.