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  • Enterprise ABM: Five Common Pitfalls and Tactics to Avoid Them

    Article

    CONTENT TYPE: Article | TOPIC: Account-Based Marketing

    There is no one-size-fits-all solution for ABM: The right strategy and technology depend on the size and nature of your organization. But a bigger enterprise means a more complex system, and that can lead to serious mistakes. Learn how to avoid them.

  • What's Ahead for B2B Marketing in 2021: Four Areas to Focus On

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    2020 is finally behind us. So where do B2B marketers go from here? The challenges from an upended year will continue to factor into strategies for 2021 and beyond—in these four areas in particular.

  • Three Ways Marketers Can Survive in 2021

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    In 2021, the things companies say are extra important, and there are more places to say them than ever. Marketers are facing a massive demand for content. Avoid being overwhelmed: Focus on these three survival tactics.

  • The Pandemic's Impact on B2B Marketers' Pipelines and Budgets

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Most B2B marketers say the COVID-19 pandemic has led to a decrease in Marketing-created pipeline of leads, and most also say the pandemic has led to a decrease in their marketing budget.

  • Five B2B Customer Engagement LinkedIn Strategies for 2021 [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    How can B2B marketers strategically engage their customers this year? Here are five key customer engagement strategies that can set B2B marketers up for a return to growth in 2021.

  • Interest in Marketing Tactics Based on Search Volume [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    Search volume for a range of marketing tactics increased between January 2019 and October 2020, according to recent research from Fractl and SEMRush.

  • Three Agile Marketing Tips for the Post-Pandemic Economy

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    The popularity of Agile Marketing is growing, and it's easy to see why: When plans are turned upside down by a black swan event, marketers are naturally drawn to an approach that lets them change course quickly. Here are three tips for adopting Agile methods.

  • What Persuades Buyers to Try New B2B Tech Vendors and Products?

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Many buyers are hesitant to try new B2B tech vendors and products, but they can be persuaded to do so with better pricing, deep experience, innovative solutions, and professional peer reviews, according to research from LinkedIn Marketing Solutions.

  • How to Win Customers' Trust and Loyalty With Unfiltered Marketing: Stephen Denny on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    How do you earn (and keep) people's trust after a year like 2020? Stephen Denny shares insights from his new book (co-written with Paul Leinberger), Unfiltered Marketing: 5 Rules to Win Back Trust, Credibility, and Customers in a Digitally Distracted World.

  • Three Activities to Prioritize for Maximum Marketing ROI in 2021

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    The full effects of 2020 on marketing budgets in 2021 have yet to be felt, but it's safe to say marketers will have to focus more than ever on ROI. To ensure your marketing strategy gets peak returns this year, emphasize these three important areas.

  • Four Ways to Tackle Your Sales Enablement Strategy

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    The accelerated transfer of B2B business to digital-only formats has emphasized the importance of sales enablement technology. Even after the pandemic, digital-first attitudes are likely to persist—so ensure your sales enablement tech strategy measures up.

  • The Benefits of Green B2B Branding

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    Going green is usually associated with consumer awareness, so it may seem irrelevant to consider for a B2B company. Not so: from financial benefits to positive PR opportunities, B2B marketers have a lot to gain from embracing the sustainable practices of their B2C counterparts.

  • The Most Impactful Emerging Marketing Technologies

    Chart

    CONTENT TYPE: Chart | TOPIC: Martech

    Marketers say real-time marketing, analytics, and artificial intelligence (AI) are the three emerging technologies that will have the most impact on their strategies in the year ahead, according to recent research from Ascend2.

  • How to Perform a Social Media Competitive Analysis

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Social Media Marketing

    A well-structured social media competitive analysis can reveal a host of useful insights, including what types of content your rivals are creating and which of their posts are receiving the most engagement.

  • Opportunity Out of Difficulty: Four Martech Trends to Follow in 2021

    Article

    CONTENT TYPE: Article | TOPIC: Martech

    However 2020 played out for your company, it certainly illuminated some universal marketing obstacles that we can all learn from. Going into 2021, we can take advantage of those struggles and turn them into opportunities.

  • These Three Experiential Tactics Lead to Better B2B Virtual Events

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    Experiential marketing doesn't have to rely on physical interaction. B2B companies can learn from their B2C counterparts by hosting virtual events that offer an interactive way for people to "leave" the house. To that end, focus on these three tactics.

  • CMO Predictions for 2021 [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    Empathy, creativity, and connectivity will ignite purpose-driven experiences in 2021, according to chief marketing officers (CMOs).

  • The Top 20 Content Marketing Hashtags, Topics, and Searches

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Content

    What were the most popular hashtags, topics, and search queries related to content marketing in 2020? To find out, SEMrush analyzed hundreds of thousands of tweets and Google searches.

  • MarketingProfs' Top 10 B2B Marketing Trends and Predictions for 2021

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    The MarketingProfs team convened a virtual roundup of marketing-expert friends to get their take on trends and predictions that CMOs will need to be aware of to succeed in 2021. Here's what they predict.

  • How to Use Buyer Personas to Understand Your Customers in a Post-COVID World

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    The generic "customer" doesn't exist: To reach buyers, marketers must view their customers as real people with personalities, drives, and interests. Especially in a Covid-altered world, the best way to visualize those customers and their needs is to create buyer personas.