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  • Six Ways to Unlock Web3 for B2B Marketers

    Article

    CONTENT TYPE: Article | TOPIC: Martech

    A lot of the talk about Web 3.0 has been focused on commodities, such as NFTs and game tokens. However, the technology does present opportunities for B2B marketers—in a surprising number of ways.

  • Turn Live Video Into a Content-Repurposing Machine | Marketing Smarts Live Show

    Video

    CONTENT TYPE: Video | TOPIC: Marketing Content

    This episode of Marketing Smarts Live show is jam-packed with information and inspiration, including the 5Ps of video, a step-by-step guide to tech you'll need, and a whole lot more.

  • Why Marketing Needs to Cultivate Conversation and Community: Revisiting 'The Cluetrain Manifesto'

    Article

    CONTENT TYPE: Article | TOPIC: Communications

    Sometimes all the cool martech available can obscure the fact that marketing is about connecting with people and having conversations. In this article, our resident Nicolas Cage expert dives into community-building.

  • Spotify Marketing: A Beginner's Guide [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Social Media Marketing

    This infographic looks at the size of the Spotify audience and why marketers should consider using the service to achieve their business goals. It also delves into how to create branded playlists and how paid ads work on Spotify.

  • Communities Are the Future of Marketing | Marketing Smarts Live Show

    Video

    CONTENT TYPE: Video | TOPIC: Marketing Strategy

    Why are communities the future of marketing? Mark Schaefer, author of Belonging to the Brand: Why Community Is the Last Great Marketing Strategy, has a lot of ways to answer that question, and he goes into many of them.

  • Color Wheel Theory: Your New SEO Content Framework

    Article

    CONTENT TYPE: Article | TOPIC: SEO

    Content SEO can be overwhelming, especially when populating a website with relevant posts. Visualizing your pages as topic hierarchies, as in the color wheel theory framework, can help.

  • How to Design a Customer Health Score: Seven Focus Areas

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    How do you analyze your company's customer success to find out what areas need improvement? This article offers an effective "recipe" for understanding customer health.

  • World-Class Case Studies; They Ask, You Answer; and Building Trust on the Internet: Marcus Sheridan on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    Join Marcus Sheridan and host George B. Thomas as they talk about brand trust, pricing pages, disarmament, the power of vertical video, the good-enough mindset, the "stupidest metric in the history of the world," and more. They have a lot of opinions.

  • The Role of Authenticity in the Online Path to Purchase [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    This infographic looks at the role reviews/ratings and customer service play in conveying brand authenticity, and how that authenticity translates into sales and loyalty.

  • Better Writing Will Not Fix Your Content. Here's What Will.

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    There's a reason we don't write poetry to convince prospects to buy our products (although how fun would that be?). B2B content needs a lot more than beautiful writing to work the way it's supposed to.

  • Supercharge Your Online Form Conversions With Address Autocomplete

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Customer Experience

    How many leads does your company lose as a consequence of awkward form fields or a bad user experience? Learn how to increase online form conversions.

  • Product Line Strategy: Five Approaches

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    If you're responsible for a company's marketing strategy, one of the main issues you'll face is how to manage multiple products (or services) for the future as well as maximize product opportunities in the present. It turns out there are various approaches to solving that problem, but each has its pros and cons.

  • How to Build a Successful Go-to-Market Campaign Plan: Pam Didner on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    Pam Didner and host George B. Thomas get into all things go-to-market, including understanding the scope of your campaign, researching your audience, and listening to your peers—all of which are ongoing processes.

  • How to Survive the Cookieless Future: Refocus on Your Owned Media Strategy

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    Taking control of your owned media will help your organization transition more smoothly into the coming "cookieless" world. Learn what that means, and how to do it.

  • How Small Business Owners Are Using AI [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Artificial Intelligence

    Are small business owners using tools powered by artificial intelligence? If so, which tasks are the tools helping with? To find out, Skynova surveyed 1,000 small business owners.

  • The Importance of Being Human in Your B2B Content: Liz Murphy on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Content

    On this episode on Marketing Smarts, Liz Murphy and host George B. Thomas have a lively discussion about being human, observing before speaking, creating content while scared, and a lot more—all peppered with movie metaphors, existential questioning, and jokes about camels.

  • The Marketing Growth Triad: Data, Tech, and Creativity

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    More and more marketing teams are being expected to drive business growth. The easiest way to do that is incorporate an interdisciplinary team focused on companywide goals and three oft-siloed marketing elements.

  • Seven Tips for a Successful B2B E-Commerce Strategy

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Products, prices, description, checkout. You're all set for e-commerce! But not so fast... there's more to it than that. In this article, get tips for your strategy.

  • Does Marketing or Sales Own Customer Strategy?

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Management

    Most senior marketers say that customer strategy is not equally owned by Marketing and Sales in their organization, according to recent research from the CMO Council and KPMG.

  • Reframing Brand Measurement: It's Not Who, But Where

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    Customer profiles, user browsing data, and benchmark studies are designed to help companies know exactly who their customers are and what brand sentiments they have. But what if we don't need that much information?