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  • Five Measures for Proving the ROI of Your Employee Advocacy Efforts

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    The definition of "employee advocacy" is straightforward: the promotion of an organization by its staff members. It's a low-cost, high-return way to increase brand awareness, drive engagement and attract talent. But can you show how that impact is related to business goals?

  • B2B Brands: Five Marketing Strategies to Come Out of the Recession Strong

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    As a B2B brand, the last thing you need is to miss the post-pandemic rebound of the economy when it happens. These five marketing strategies can help you come out of the recession as strong as before—or even better positioned.

  • The Role of Customer Empathy in the Future of Marketing

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    As marketers, we know that effective marketing puts the customer first. But how do we do that? How can we harness our most human of superpowers to deliver real value both to the customer and to the business? Start using empathy in marketing.

  • COVID-19's Impact on Digital Agencies' Revenue and Leads

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Two-thirds of digital agencies experienced a decrease in overall revenue because of the COVID-19 pandemic, according to recent research from Uplers.

  • How B2B Marketers Can Align With the Self-Directed Buyer Journey

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    The B2B customer journey is undergoing rapid transformation—accelerated by the ongoing pandemic. To reach today's—and tomorrow's—self-directed buyers, marketers must personalize. But, soon, even that won't be enough. You need to prepare for that already-near future.

  • The Future of Marketing Organizations Post-Pandemic: Top 5 Predictions

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    We marketers are trying to find our bearings in an environment unlike any we have known. Some changes we are experiencing will persist, forming a new foundation for how businesses function post-pandemic. What will that look like? How can you prepare your team for what lies ahead?

  • Outsourcing Digital Marketing: Your Questions Answered [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    Why outsource digital marketing? And outsource what, exactly? Also: Why or why not in-house? And how to select an agency—what red flags to look for. Insider tips. And more...

  • The Biggest Challenges to Aligning B2B Marketing and Sales Teams

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Management

    Marketers and salespeople say the biggest challenge to aligning their teams is a lack of good data, according to recent research from InsideView.

  • How to Unlock Content Marketing's Value and Drive Sales: AI Can Help

    Article

    CONTENT TYPE: Article | TOPIC: Martech

    In the past two decades, content marketing has become an effective strategy for generating leads and nurturing them through every stage of the buying journey. Now, AI is poised to take marketing content to the next level.

  • Say No to Pandering, Yes to Cause-Aligned Marketing: Katie Martell on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Branding

    "Unapologetic marketing truthteller" and on-demand communications specialist Katie Martell talks about the power of cause-aligned marketing as opposed to "pandering," and explains how to avoid the latter.

  • Three Effective Ways to Address a Soft Marketing Pipeline in Challenging Times

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    Let's face our tough new reality: It's not easy to drive demand during this work-from-home era. Now, it's all about building operational agility into your marketing and customer experience. Here are three effective, data-reliant ways you can address your soft pipeline.

  • How to Attract Buyers in the Modern Business-to-Business Market

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    B2B sales and marketing have evolved rapidly. Digitization has transformed the way buyers research and procure products and services. Sellers no longer have control over the flow of information, and buyers' expectations have changed. Here's what B2B suppliers need to do to attract today's buyers.

  • What Your Customer Wants (But Can't Tell You): Author Melina Palmer on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    Behavioral economics expert and author Melina Palmer shares insights from her new book, What Your Customer Wants and Can't Tell You, and explains how you can use science to improve your marketing results.

  • Seven Questions to Ask When Hiring a PR Agency

    Article

    CONTENT TYPE: Article | TOPIC: Public Relations

    How do you vet a PR agency you want to hire? You want a strong agency partnership, but what does that even mean, and how do you start building one? Ask these seven questions when you're vetting and interviewing an agency.

  • Marketing Events in a Post-Pandemic World: Opportunities for Innovation

    Article

    CONTENT TYPE: Article | TOPIC: Event Marketing

    Marketing events have been canceled because of COVID-19. But what about post-pandemic? If events resume, will people even attend? And most important, do we now have an opportunity to make live events more valuable for everyone involved?

  • How to Identify and Avoid Survey Response Bias [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Demand Generation

    We often use surveys to gain an understanding of how our customers think and feel about our product or services. But a poorly crafted survey is vulnerable to response bias, which causes participants to answer questions inaccurately. Here's how you can minimize response bias.

  • Digital Transformation: How to Keep Your Progress on Track

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Martech

    For many industries, digital channels are now essential to doing business well into the future. Here are some practical tips on how to accelerate your digital transformation.

  • Digital Transformation During COVID-19: How Can Marketers Lead the Way?

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Now, more than ever, organizations are depending on digital channels to maintain customer connections and plant seeds for future growth. Here's how marketers can be responsive and provide leadership during this crisis.

  • The Value That Creatives Bring to Business Results [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Branding

    Although creatives know that their work creates tangible results for businesses, their work has often been undervalued by their more business-minded colleagues. Yet businesses are increasingly recognizing the value of creativity for achieving business objectives.

  • Five Best-Practices for B2B Social Media Influencer Marketing

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    B2B influencer marketing has become "a thing"; it is alive and well and available to use as a tactic in your marketing strategy. Based on research and experience, here are five best-practice recommendations.