Search Our Marketing Resources

CONTENT TYPE: Article | TOPIC: Marketing Strategy

It's been nearly 40 days and 40 nights since the US got serious about acknowledging and responding to COVID-19. Like everyone else, marketers have been overwhelmed. The floodwaters surrounding us may be muddy now, but as the currents calm the sediment will settle. Then what?

CONTENT TYPE: Article | TOPIC: Marketing Strategy

The instability created by the pandemic makes it tricky to simultaneously navigate brands' most pressing and longer-term needs. But one thing is clear: It's more important than ever for Marketing to stay agile, relevant, and ready to adapt—if necessary again and again. Here are a few emerging best-practices.

CONTENT TYPE: Article | TOPIC: Customer Experience

Our CX efforts are not selfless: We provide a positive customer experience because it drives repeat purchases and long-term loyalty. But what happens when there is a once-in-a-century pandemic? CX can't be about maximizing lifetime value.Yes, it's time to get real about customer centricity.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Is your brand relevant to the various audiences—customers, influencers, the media—you want to reach? More specifically, how can you find the untapped opportunities for establishing relevance? How can you identify what they want so you can provide it?

CONTENT TYPE: Article | TOPIC: Marketing Strategy

If you look at the list of Fortune 100 companies of 50 years ago, you'll see that most of them no longer exist. Why? Nearly all of them failed because they focused on winning their battles—and in the process they lost their wars. So, how can you win your wars?

CONTENT TYPE: Article | TOPIC: Marketing Strategy

There is a true golden ticket of marketing. With it, you can create effective, targeted communication that helps build lasting relationships with current customers and allows you to reach ideal customers in larger numbers. It can help you pave a path to strategic results.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

To be creative is to try imaginative, innovative things. To be data-driven is to go with what works, based on the numbers; it's a safer bet. As a result, marketers have been transformed from a creative brain force into a hands-on-keyboard labor force. But there is hope for creativity's resurrection.

CONTENT TYPE: Article | TOPIC: Marketing Management

As marketers scramble to refocus their strategy now that live events are canceled or postponed, it's a struggle to get budgets approved for ideas that will result in ROI similar to events'. Here's how to get buy-in and approval to fill the void created by the pandemic.

CONTENT TYPE: Article | TOPIC: Customer Experience

No matter how much value you provide, some customers will drift away. But if you put in some effort, you can create an offboarding process that leaves a positive impression and keeps the door open for future business. Here's what you need to know.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Is your organization trapped by history? Surprisingly, most companies are more shaped by their history than designed to respond to today's or tomorrow's opportunities and challenges. This problem influences virtually every aspect of a company's structure and its managers' behavior.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

As the world faces the global coronavirus pandemic, B2B CMOs face a critical problem: Reaching and persuading buyers will be extremely difficult for the foreseeable future. So, what's to be done?

CONTENT TYPE: Article | TOPIC: Customer Experience

Five rules form the cornerstone of an effective customer management program in a time of supply disruption. If you get it right, the upside is enormous. If you get it wrong, you will suffer consequences for years to come.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

You're used to finding marketing know-how and strategy in this space. So the tone and format of this article/letter probably feels a little different to you today. That's because these are unprecedented times. This is NOT business as usual.

CONTENT TYPE: Article | TOPIC: Social Media Marketing

Employee advocacy is a proven marketing strategy. But preparation ahead of implementation is key to ensuring advocacy programs' effectiveness—and success. Do these three things to prepare.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

What must marketers think about today to ensure they and their companies are performing better than ever 10 years from now? Here are five ways to future-proof your career and ensure your company's success.