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  • The 3Cs of Marketing Success: Ride the Wave to Go Far in Work and Life

    Article

    CONTENT TYPE: Article | TOPIC: Career Development

    In 2020, several tidal waves disrupted traditional marketing. Luckily, as marketers, we've never been so well prepared to handle chaos. Stand out as a star marketer by equipping yourself with these three traits: the 3Cs of marketing success.

  • Approaching Digital Transformation With a Marketing Mindset

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Pressures from the pandemic environment are falling on B2B companies to speed up their digital transformation efforts. Thinking like a marketer will enable you to tackle digitization with grace, intention, and, most important, a customer-centric approach. Find out how.

  • Do B2B Marketing and Sales Teams Cooperate Effectively?

    Chart

    CONTENT TYPE: Chart | TOPIC: Demand Generation

    B2B salespeople are much more likely than B2B marketers to say their company's sales and marketing teams cooperate effectively, according to recent research from Outfunnel and Copper.

  • Content Marketing: The New Name for a Well-Established Discipline

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    The creation of targeted information—about companies, products, services, and more—has been around for generations. Collateral, sales aids, product literature, brand books... all were earlier monikers for what's now lumped into "content." It's a long-established discipline. And here's how it actually works.

  • LinkedIn B2B Marketing: Three Underused Ways to Engage Prospects and Customers

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    We're all scrambling for new ways to connect with customers during COVID, but the easiest method could be right on our desktops: LinkedIn. The platform is more popular than ever, and many companies are overlooking features that could factor into 2021 marketing plans.

  • COVID-19's Impact on B2B Tech Marketers' Channel Strategies in 2021

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    B2B tech marketers say webinars, SEO, and email are the three channels that have grown most in importance because of the COVID-19 pandemic, according to recent research from FINITE and 93x.

  • How to Market Effectively in 2021: Integrate Performance and Brand Marketing

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    Now that most companies are completely focused on their bottom line, extensive brand marketing can be difficult to justify. Using a contextual or native brand strategy is one way to create branded content while simultaneously measuring performance and return.

  • Meet the BETAs: A Profile of Younger B2B Decision-Makers

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    B2B decision-makers under age 40, often tech natives, tend to blur work-life boundaries, seek continual self-evolution, and expect brands to address social issues, according to recent research.

  • 10 Social Media Trends Marketers Should Be Watching [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Social Media Marketing

    Which social media shifts should marketers be watching closely in 2021? This infographic explores key trends that could have a major impact on social media strategies this year.

  • 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.