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  • What Is Marketing Orchestration? [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    Marketing orchestration is a powerful approach in marketing automation and ABM. It focuses not on delivering standalone campaigns but on optimizing a set of related cross-channel interactions that together make up an individualized customer experience. In the process, you realize more pipeline and revenue.

  • The Marketing Agency Attributes Clients Value Most

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Brand marketers say creativity and responsiveness are the attributes they value most in agencies, according to recent research from Ascend2.

  • Reaching and Persuading Buyers at a Time of Crisis: What B2B CMOs Can Do

    Article

    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?

  • B2B Senior Marketer Survey: The Most Effective Approaches for 2020 [Infographic]

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Senior marketers at B2B companies identify the best channel for producing and nurturing leads, the top content type for moving prospects through the funnel, and the most effective social network for their brand.

  • Five Rules for Growing Customer Loyalty Even as COVID Disrupts Supply Chains

    Article

    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.

  • What Marketers Can Do Right Now in the Age of Coronavirus: A Letter From Ann Handley

    Article

    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.

  • CX in B2B Marketing: Top-of-Mind Strategy in 2020

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Customer experience (CX) is top-of-mind for B2B marketers and insights professionals heading into 2020, according to new research by B2B International.

  • Before Implementing an Employee Advocacy Program, Do These Three Things

    Article

    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.

  • Marketing 2030: Five Ways to Survive and Thrive Over the Next 10 Years

    Article

    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.

  • A Guide to Business Ethics and Social Responsibility [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Branding

    Business ethics and social responsibility are a top consideration of customers and employees alike in the age of growing socioeconomic inequality, climate change, and environmental concerns. Being ethical and socially responsible is simply good business.

  • How to Change Anyone's Mind: Jonah Berger on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    Best-selling author and Wharton professor Jonah Berger discusses his book, 'The Catalyst: How to Change Anyone's Mind.' He explains the five hidden factors that impede change (and how to overcome them).

  • Transparency and Trust: The Key Links Between Data Regulation and Customer Experience

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    Today, data is the most important ingredient for crafting truly personalized experiences, delighting customers, and delivering exceptional value. The marketer's dilemma in the age of data regulation is how to collect that data. Here's what we need to do.

  • B2B Leads: In-Market Is the New Inbound, Here's Why

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    We've had it drummed into our heads that inbound leads are the Holy Grail of our marketing efforts. We've come to believe they are the quickest and most effective to convert. But is that really the case?

  • Do Most Businesses Have an Overarching Audience Data Strategy?

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Most businesses are trying to develop an overarching strategy for their audience data, but few have managed to actually implement a strategy, according to recent research from Winterberry Group and the Interactive Advertising Bureau (IAB).

  • Influencer Marketing Strategy in 2020: What You Need to Know [2 Infographics]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Social Media Marketing

    2020 is destined to be yet another year of consistent growth for influencer marketing as it expands its reach into new industries, social networks, and content formats. And it's not just a B2C marketing strategy: B2B marketers can use it to achieve measurable business results.

  • Small Towns Present Big Opportunities for Marketers: Rural-Business Expert Becky McCray on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    Rural and small-town business expert Becky McCray shares insights from the Survey of Rural Challenges, and explains the potential rural markets hold for global organizations.

  • AI in B2B: Let's Not Forget the Intelligence of Humans

    Article

    CONTENT TYPE: Article | TOPIC: Martech

    Trade publications are inundated with references to, and hype for, artificial intelligence. Everywhere you look, AI is being touted as the answer--even to some questions we aren't asking. Marketing is not immune to this push for AI. Quite the opposite, actually. But is it warranted?

  • How to Win a Price War (And Prevent Future Ones)

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Price wars create a seemingly unsolvable dilemma: Match the competitor's price and risk losing profits, or ignore the competitor's price and risk losing revenues. Yet, based on a vital but universally neglected business principle, there is a powerful solution to winning—and preventing—price wars.

  • How Are Customers Reacting to Your Loyalty Program? Four Issues to Avoid

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    How is your loyalty program doing these days? If it isn't thriving, the four issues outlined in this article could be at fault. They're among the most common problems afflicting loyalty programs today.

  • Identity Marketing: How Can Companies Relate to Customers' Changing Identities?

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    Marketers know that people gravitate toward a brand they relate to, and they respond to marketing and advertising messages that in some way mirror their lives. But when consumers' views of themselves change, as they inevitably do these days, how can we respond?