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  • How to Craft 'Compelling Reason to Buy' Messaging

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    Marketers create content to capture buyers' attention and move them to buy. But without "compelling reason to buy" messaging, potential buyers are left guessing about what your product does and how it can help them. Here's how to craft compelling, convincing messages.

  • How COVID-19 Is Affecting Media Consumption and Online Behavior

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Content

    Some 87% of US consumers and 80% of UK consumers say they are consuming more content across media channels because of the COVID-19 outbreak, according to recent research from GlobalWebIndex.

  • What Is Marketing Orchestration? [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    Marketing orchestration is a powerful approach in marketing automation and ABM. It focuses not on delivering standalone campaigns but on optimizing a set of related cross-channel interactions that together make up an individualized customer experience. In the process, you realize more pipeline and revenue.

  • How to Position Your B2B Brand for Search: Garrett Mehrguth on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: SEO

    Garrett Mehrguth, founder of Directive Consulting, explains why it's nearly impossible to rank for organic search terms, and shares tips on positioning your B2B brand for search.

  • Chatbot Advantages and Challenges [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Martech

    What's not to like? 24/7 customer service, greater capacity to handle inquiries, fewer operational expenses, improved customer satisfaction... but there are challenges, too. Check out this overview of the benefits and challenges of AI chatbots.

  • Coronavirus and Your Marketing Event: A 14-Item Checklist

    Article

    CONTENT TYPE: Article | TOPIC: Event Marketing

    "The show must go on," but until when, exactly? What do you do when a calamity or crisis turns your conference, training course, or event upside down? Do you continue, cancel, reschedule?

  • How to Create High-Converting Descriptions for Your Product Pages

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    You've invested time and money to implement creative and cost-effective ways to bring relevant traffic to your site. You've even collected reviews from customers. So what's still missing? Thoughtful product descriptions that convert.

  • Email Responsiveness: Build Trust, Sell More (And More Often) [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Email Marketing

    Email remains a powerful and valuable means of business communication for sales, customer support, and account management teams—for businesses and marketers, in general. This infographic highlights email stats and email responsiveness best-practices.

  • Top B2B Content Marketing Statistics for Your 2020 Content Strategy [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Content

    Content marketing has become a critical element of B2B marketing strategy. And for good reason: It can help build brand, authority, and awareness. Not to mention leads. To help you put together your B2B content marketing plan of action, check out these benchmark statistics.

  • Seven Ways to Build a Loyal Customer Base With Content Marketing

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    Content marketing helps you build an audience that enjoys your content, engages with it, and shares it with peers. The result: a strong content-led company that attracts new and repeat customers. How can you build an ardent customer base with content marketing?

  • AI in B2B: Let's Not Forget the Intelligence of Humans

    Article

    CONTENT TYPE: Article | TOPIC: Martech

    Trade publications are inundated with references to, and hype for, artificial intelligence. Everywhere you look, AI is being touted as the answer--even to some questions we aren't asking. Marketing is not immune to this push for AI. Quite the opposite, actually. But is it warranted?

  • How to Build Interactive Content to Achieve Your Digital Marketing Goals

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    Because the online content landscape is so crowded, audiences value originality that engages them. One way savvy content marketers are responding is to create compelling interactive content. Here are 4 types of interactive content you can build.

  • Identity Marketing: How Can Companies Relate to Customers' Changing Identities?

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    Marketers know that people gravitate toward a brand they relate to, and they respond to marketing and advertising messages that in some way mirror their lives. But when consumers' views of themselves change, as they inevitably do these days, how can we respond?

  • The CMO's Decision: To Bot or Not?

    Article

    CONTENT TYPE: Article | TOPIC: Martech

    The future of marketing is all about performance—lead quality and revenue contribution. So, very soon, marketers' best friend will be conversational AI. Bots. User interfaces that rely on artificial intelligence and machine-learning to engage users, deliver leads, and increase conversions.

  • Meet the Parennials (Millennial Parents)

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Millennial parents tend to think of technology as a parenting tool and are more concerned about safe content than content overload for their kids, according to recent research from Fullscreen.

  • How to Boost Your YouTube Strategy With Bumper Ads [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Advertising & Promotions

    Video's popularity has exploded, leading to YouTube's becoming a massive search engine. Chances are, your customers—and potential customers—are conducting searches there associated with the products or services you or your competitors offer. That's where YouTube bumper ads come in.

  • How to Get Personal With Your Marketing: Alyce CEO Greg Segall on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Demand Generation

    Even in the era of data protection legislation, some marketers continue to adhere to old ways. But a massive upheaval of marketing will occur in the next couple of years, which is why smart marketers will focus on building long-term relationships through personalization.

  • Super Bowl Viewers: Demographic, Device, and Ad Trends [Infographic]

    Chart

    CONTENT TYPE: Chart | TOPIC: Advertising & Promotions

    The Super Bowl attracts a broad viewership of football fans and nonfans, and it is still watched primarily on televisions screens, according to recent research from AdColony.

  • Sustainable Branding: Why Leading With Green Misses the Mark, and What to Do Instead

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    It doesn't matter whether you believe climate change is the great existential threat of our time. "Green" or "eco" branding doesn't always cut it. So how do we do what's right for the planet while still bringing in a healthy profit? Here are four ways to cut through the noise.

  • CCPA Is Here, But Not Enough Marketers Are Paying Attention

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    Without easy-to-follow guidelines, it's hard to ensure proper CCPA compliance, including the involvement of those (internally and externally) who have a role to play in compliance. So, if you feel behind or lost, or you don't know what to feel about CCPA, this article should help.