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  • How to Use Gamification and Technology for a Better Experiential Marketing Campaign

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    Gamification allows you to capture data, increase brand loyalty, and provide memorable and exciting customer experiences. These five tips will help you integrate gamification into your experiential marketing campaigns.

  • Lifecycle Marketing for Subscription-Based Services: Four Subscriber Personas

    Article

    CONTENT TYPE: Article | TOPIC: Advertising & Promotions

    Up to 80% of customers in subscription-based services cancel their subscription in the first three months. Across the customer journey, here are the four personas you should be aware of and the actions you should take to retain them.

  • Account-Based Marketing Trends: Top Channels, Priorities, and Challenges

    Chart

    CONTENT TYPE: Chart | TOPIC: Account-Based Marketing

    Marketers say personalized content is the most effective digital channel they use for engaging account-based marketing (ABM) accounts, according to recent research from Ascend2.

  • Five Ways to Keep Your Website Relevant in 2018

    Article

    CONTENT TYPE: Article | TOPIC: Websites

    For your website, 2018 will be the year of legal compliance and user respect, and savvy brands can't afford to be left behind. Implementing these five techniques will get your site ready for this year—and beyond.

  • IT Buyer Behavior: Top Research Channels and Loyalty Drivers

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    IT buyers tend to research products/services across a wide range of online channels, prefer to be contacted by vendors via email, and favor firms with excellent customer support, according to recent research from Spiceworks.

  • Which Fortune 500 Brands Excel at Marketing to Potential Employees?

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Management

    Which large corporations in the United States excel at marketing to potential employees and at inspiring current employees to share positive experiences?

  • How to Effectively Personalize Your Marketing Communications

    Article

    CONTENT TYPE: Article | TOPIC: Communications

    Message personalization has become a buzzword in marketing. But in most cases, what’s really being used is easily captured demographic and geographic data. To send messages that are truly personal, businesses need to tailor their messages to behavior.

  • Four Secrets of Marketers Who Become CEOs

    Article

    CONTENT TYPE: Article | TOPIC: Career Development

    There's an elite cadre of CEOs out in the marketplace who have a clear advantage over their counterparts: They have marketing backgrounds. Here's a look at what gives marketing-focused CEOs a leg up in the business world, and what you can learn from them.

  • How Emotional Marketing in B2B Drives Customers (Even If You Think It Doesn't)

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    In the world of marketing, there's a perception that B2B marketing is serious and logical, whereas B2C marketing is fun and creative. Yet, the role that emotions play in both B2B and B2C marketing is strikingly similar.

  • The ROBO Economy: How Online Reviews Influence Offline Sales [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    Online reviews influence online sales, but how much do they also influence offline purchase behavior? Bazaarvoice looked at the ROBO (research online, buy offline) multiplier across various industries and found that consumer-generated content crosses channels.

  • Four B2B Marketing Trends That Will Define 2018

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    In the new year, a combination of technology advances, organizational cultural shifts, and buyer-behavior changes will push B2B marketing in new directions. Here are four trends that will start to mature in 2018.

  • What Brands Value in Marketing Agency Pitches

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Agencies overestimate the importance of reputation and underestimate the importance of cost/value when pitching brands, according to recent research from Vennli.

  • Digital Trends 2018: Are Brands and Customers on the Same Page? [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Martech

    With all the new digital technologies available, it can be difficult for brands to know what to focus on. But the reality is that consumers may not be ready for all these new options. See how consumers feel about new tech and what experiences they actually want in 2018.

  • ABM: Balancing Technology and a Human Touch to Maximize Sales Success

    Article

    CONTENT TYPE: Article | TOPIC: Account-Based Marketing

    A lot of ABM and sales-enablement vendors talk about how companies can use technology to scale customer contact. Despite the promises about futuristic things like artificial intelligence, you'd be paying to fail if you don't take the human touch into account.

  • Before Building Brand Awareness, You Need to Assess Brand Value. Here's How to Do Both.

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    Imagine you're tasked with planning a trip. Now imagine trying to do that without knowing the trip's starting point... Tough, right? It's the same with a brand-awareness campaign. You won't get far without first knowing your brand's current standing in the market.

  • Six Tips for Ensuring Your Customer Advisory Board Doesn't Backfire

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    Customer advisory boards can deliver amazing benefits to host companies and participants, but they can easily backfire if not managed, budgeted, or resourced properly. Here's how to make sure your CAB program succeeds.

  • Do Consumers Want Businesses to Take Political and Social Stands?

    Chart

    CONTENT TYPE: Chart | TOPIC: Branding

    Most US consumers say it is important for businesses to take a stand on social/political issues, but most also say corporate activism should happen only around certain causes and on certain channels, according to research from Sprout Social.

  • What's Coming Up? Online Advertising Trend Predictions for 2018 [Interactive Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Advertising & Promotions

    Marketers can expect 2018 to be a big year for digital advertising, with continued growth in voice search, video ads, targeting accuracy, and more. Check out four big digital ad predictions here.

  • Would Consumers Rather Lose Their Phones or Their Wallets?

    Chart

    CONTENT TYPE: Chart | TOPIC: Communications

    How important have smartphones become to modern life? Would consumers rather lose their phones or their wallets?

  • How to Maintain Brand Authenticity in Today's Politically Polarized Climate

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    To pick a side or not to pick a side? That is the question plaguing many brands in today's politically polarized environment. Pick a side, and you risk potentially losing a wide customer base that holds opposing views. Don't pick a side, and you may be viewed as inauthentic.