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  • Can You Create a Meaningful Experience in a Virtual Conference?

    Article

    CONTENT TYPE: Article | TOPIC: Event Marketing

    That was the question we at MarketingProfs started asking ourselves earlier this year as we realized our annual event, scheduled for San Francisco, wasn't going to happen. As we planned and put on our B2B Forum as a virtual conference, we learned these four things.

  • How to Use Email to Support the Needs-Discovery Process

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    In 2020, the limitations on travel and face-to-face meetings have brought about the switch to virtual-only selling. Nevertheless, the fundamentals of needs discovery remain, even if in some ways it has become more difficult. But the shift to virtual has given organized sellers an even greater advantage.

  • So Much of What You Knew About Thought Leadership Has Changed

    Article

    CONTENT TYPE: Article | TOPIC: Public Relations

    Thought leadership needs a rethink. Articles and interviews that focus on tactics and coincide with product launches don't have the impact they once did. People are craving stories that guide and inspire. Here's how to get thought leadership right.

  • What the Airlines Got Right and Why 800 Numbers Are the Worst: Mike Betzer on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    Mike Betzer, SVP and GM at Khoros Care, dives into the history of the 800 number, long distance dialing, personalized messaging, and MCI—all in an effort to get to the heart of why companies struggle to really talk to their customers.

  • Five 'Customer Marketing' Tactics to Boost Retention and Reduce Churn

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    In B2B marketing, it's just as important to keep a customer happy as it is to convince a new prospect to buy. Customer marketing programs help to grow customer advocacy and build long-lasting relationships. Here are five easy tactics you can use.

  • A New Type of Customer Connection: The Evolving Role of Print

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Marketing Strategy

    Communication and connection are important in the best of situations, but they become vital when adapting to a new normal. As customer expectations evolve, marketers are thinking how they can adjust to ensure the best possible customer experience. Here are some useful tactics.

  • Four Ways to Empower Your Email Marketing Strategy With AI

    Article

    CONTENT TYPE: Article | TOPIC: Email Marketing

    Email marketing gives you space for customization, direct communication, and easy tracking. But scaling and consistency are hard to achieve. Here are four ways to integrate AI into your email strategy without sacrificing a human touch and all the while achieving consistently better results.

  • The Anatomy of a Popular YouTube Thumbnail Image

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Thumbnail images for popular YouTube videos tend to be colorful, to feature human faces, and to contain text, according to recent research from Best SEO Companies.

  • Five Ways to Incorporate LinkedIn Stories Into Your Marketing [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Social Media Marketing

    In 2020 LinkedIn finally hopped on the stories bandwagon, rolling out the content format worldwide in October. How can marketers make the most of this mobile-first, mixed-media format?

  • Email Mythbusters: You Can't Remove ALL Spam Traps From a List

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Email Marketing

    There are more than a few myths about seemingly magical quick fixes for removing spam traps from your email subscriber list. Unfortunately, there's no magic bullet. Let's cover what a spam trap is, the purpose of those pesky email addresses, and how you can avoid them in the future.

  • The Social Networks Used Most by B2B Marketers

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    LinkedIn is the social network that B2B marketers use most and it is also the social network that B2B marketers say delivers the most engagement, according to recent research from Sagefrog.

  • How Marketers Can Succeed With Instagram Stories [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Social Media Marketing

    Instagram Stories and Stories ads are viewed by millions of people every day. However, figuring out how to engage and retain audiences with these formats can be challenging.

  • How to Refine Your Triggered Emails in the Age of Personalization

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Email Marketing

    Triggered email—deployed when an individual takes an action or meets a condition defined by the sender—has been around since the early 2000s. Use the tips and tactics in this article to create more engaging, personal triggered emails with better engagement.

  • B2B Conversational Marketing: What Customers Want

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    B2B customers want conversations with brands to be accurate and fast, and most say they will stop using communication channels if those expectations aren't met, according to recent research from Drift and Heinz Marketing.

  • Your B2B Influencer Strategy: How to Get it Right

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    We're all familiar with the way influencing plays out in sponsored posts on YouTube and Instagram and various other social platforms, but it can also be a valuable strategy in the B2B world. Here's how to get it right for your company.

  • A Podcast Within a Podcast Within a Podcast: Inception Marketing With Lindsay Tjepkema on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Content

    Lindsay Tjepkema, the CEO and a co-founder of Casted, talks about going behind the scenes of a podcast about podcasts, while on a podcast. It gets pretty meta! She also shares some brilliant marketing advice for anyone who has (or wants to start) a podcast.

  • A Messaging Framework: What It Is, Why You Need It, and How to Build It

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    The exercise of creating a messaging framework helps you better understand your company—not just what it does but also how and why. Most important, it helps you determine how you should communicate with your market. Here's the what, why, and how of messaging frameworks.

  • B2B Content Marketing Report: Benchmarks, Budgets, Trends, and COVID-19 Response

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Content

    The newly released 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report features how content marketers in North America have been adapting to conditions brought about by the COVID-19 pandemic.

  • Post-Pandemic Event Checklist: Audience-Centric Innovation and Messaging

    Article

    CONTENT TYPE: Article | TOPIC: Event Marketing

    Planning events in the post-pandemic world will require an audience-focused strategy to enable innovative adaptations and messaging that will engage attendees. Learn how to do that effectively by using this checklist.

  • Effective Content Types for Each Stage of the Buyer's Journey [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Content

    This infographic from Spear and Uberflip explores effective content types for each stage of the sales funnel (early, mid, late) and provides tips for connecting with target audiences throughout the buyer's journey.