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  • How to Budget Strategically for Your Digital Marketing Campaigns

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    What's the secret to constructing a sophisticated, airtight digital marketing budget that's justifiable and sensible? It's definitely not more spend equals more payoff. Check out this article for budgeting tips.

  • Five B2B Brands That Prove Voice Search Is More Than Hype

    Article

    CONTENT TYPE: Article | TOPIC: SEO

    Actual conversations sound very different from written content; likewise, voice search operates slightly differently than a typed phrase in the Google search bar. Here are some tips for optimizing for voice—and B2B brands that are leading the way.

  • Virtual Event Trends: Businesses' Future Plans and Top Challenges

    Chart

    CONTENT TYPE: Chart | TOPIC: Event Marketing

    Most professionals in charge of events say their firm is planning to increase or do the same number of virtual events in the next 12 months as it did in the past 12 months, according to recent research from Airmeet and Forrester.

  • 12 Email List Management Best-Practices [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Email Marketing

    Email list management encompasses a wide range of approaches, from maintaining updated tagging and segmentation to removing invalid, duplicate, and unengaged contacts. This infographic explores how to maintain a healthy and engaged list.

  • Art or Science? The Fate of Data-Driven Marketing

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    In an era of Big Data and revenue-driven marketing strategies, is it possible to find a balance between the art and science of marketing? This article tackles that question.

  • Four Intent Data Mistakes ABM Newbies Make

    Article

    CONTENT TYPE: Article | TOPIC: Account-Based Marketing

    ABM is more effective with intent data! Yay! But you're using it wrong. D'oh! You might be making one of four newbie mistakes outlined in this article.

  • Enterprise Email Marketing: Top Trends and Challenges

    Chart

    CONTENT TYPE: Chart | TOPIC: Email Marketing

    Marketers at large companies plan to focus their email strategies more on automation and mobile-friendly design in the year ahead, according to recent research from OMI and Ascend2.

  • Stepping Out of the Dark Funnel: How to Shed Light on What Is Not Registered by Your Pixels (Article 2 of 2)

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    The first part of this article series identified what factors contribute to the dark funnel—a (spooky) place where prospects learn about your company without your knowledge. This second part offers concrete steps you can take to start obtaining data from the dark funnel.

  • How to Find a Perfect Audience on Social Media [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Social Media Marketing

    This infographic details a three-phase approach for identifying the most valuable groups on social media and then refining your efforts to meet their needs.

  • Seven Ways Businesses Can Harness the Speed of Technology to Reduce Customer Churn

    Article

    CONTENT TYPE: Article | TOPIC: Martech

    We all know about the "Great Resignation," but survey results have uncovered a "Great Customer Resignation" as well. Churn is at an all-time high. Luckily, implementing data and good tech can mitigate the problem.

  • Direct Mail Marketing Trends

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Almost two-thirds (65%) of marketers who run direct mail campaigns say the performance of such campaigns has improved over the last 12 months, according to recent research.

  • How the Lines Between B2B and B2C Are Blurring [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    This infographic explores how the lines between B2B and B2C blur in considered purchases, and how businesses in both areas need to combine right-brain and left-brain approaches to succeed.

  • How Your Ideal Customer Profile Can Focus Marketing Programs for Greater ROI

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    It's time to dig out that ideal customer profile you created and saved to a random folder a while back. Actively applying an ICP across your entire marketing funnel could be what you need to become more revenue-focused.

  • The Factors That Most Influence Buyers of B2B Services

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    B2B service buyers cite a vendor's reputation, online reviews, and pricing/service as the factors that most influence their purchasing decisions, according to recent research.

  • Six Steps for Branding Your Emails Like a Pro [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Email Marketing

    Through strong branding, you can ensure your messages stand out in inboxes, spark recognition with current customers, and build familiarity with new audiences. So, how can you brand your emails like a pro?

  • Google's 'Helpful Content Update': Five SEO Mistakes to Avoid

    Article

    CONTENT TYPE: Article | TOPIC: SEO

    Google's "helpful content update" to its algorithm has companies wondering how their SEO will be affected. Your SEO will be OK if you avoid these five traps.

  • Gain Differential Advantage Over Your Competitors: Core Competencies

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    A central goal of marketing strategy is to get an advantage over the competition. But how do you do that?

  • Using Video Testimonials as a Tool for B2B Growth: Alexander Ferguson on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Content

    There's no question that video is a valuable component in your content marketing efforts. In this episode, Alexander Ferguson argues that testimonials, or customer stories, can be the most valuable videos of them all.

  • Hard Truths About B2B Personalization, Its Effectiveness, and Its Future

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Personalization is such a sacred word in marketing. Who would question its effectiveness? This article examines a piece by two writers who did just that, and highlights points that are worth considering in the context of B2B.

  • How to Humanize Your B2B Strategy in Five Steps

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    B2B buyers want you to treat them as humans, not algorithms. To connect with your customers successfully—on a human level—follow these five steps.