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  • A 10-Step Plan for Maximizing Email Campaign Effectiveness [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Email Marketing

    This infographic covers 10 steps for leading prospects from engagement to conversion with email campaigns, starting with knowing your audience and finishing with integrating your marketing environment.

  • For Long-Term Market Advantage, Analyze Yourself

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Marketing strategy is often thought about in terms of where the market is going and how best to satisfy the changing needs of the market. Rarely is time spent analyzing one's own company. But doing so is the only way to ensure consistent success.

  • Your Most Important Job as a B2B Email Marketer Is...

    Article

    CONTENT TYPE: Article | TOPIC: Email Marketing

    B2B brands should be playing the long game with their email marketing because their businesses are a long game. So... what's the real goal of a B2B email marketer? Opens? Clicks? Conversions? Nope.

  • The What, Why, and How of Community- and Brand-Building for B2B Marketing: Mark Schaefer on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    Join George B. Thomas and Mark Schaefer for a discussion about why building communities around brands is so essential to marketing in 2023, including why brands need to maintain a company culture and how they can make their customers feel heard.

  • Your SMB Needs a Full-Funnel Marketing Approach. Here's Where to Start.

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    It's difficult to align Sales and Marketing when your company isn't big enough to have departments dedicated to those functions. That's why SMBs need a full-funnel approach to marketing. Here are three steps to get you there.

  • Event Marketing in 2023: Trends and Challenges

    Chart

    CONTENT TYPE: Chart | TOPIC: Event Marketing

    Most marketers who organize and run events expect event marketing budgets to increase this year, according to recent research from Splash.

  • The Essential Digital Marketing Tools for 2023 [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Martech

    There's an abundance of digital marketing tools on the market. So which ones should you be using? This infographic covers Smart Insight's recommendations for essential tools in 2023.

  • Should Brands 'Break Up' With Twitter?

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    It's been a rocky few months for Twitter. But does the loss of advertising mean your own company should jump to a new platform? Not if you use your account primarily for customer service, says this article.

  • 23 Sales Tactics for 2023

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    It's hard to know where to focus your sales efforts when the economy is shaky, but these 23 tips work well.

  • What the Most Successful Content Marketers Do Differently

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Content

    The firms that succeed the most with content marketing are much more likely to document their strategies, invest a greater share of budget in content, use paid channels for promotion, and measure ROI, according to recent research from Semrush.

  • AI for Customer Support: More Meaningful Interactions, Less Costly Resolutions

    Article

    CONTENT TYPE: Article | TOPIC: Artificial Intelligence

    Artificial intelligence has been improving workflows in back-office systems for years. But the advent of generative AI, which interprets human language and mimics human speech, writing, and art, can revolutionize customer service in particular. Here's how.

  • Why You Should Be 'Cloning' Your Best Customers to Grow Your Business

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    By analyzing your most successful customer interactions and understanding customers' goals, you can better inform your marketing efforts to replicate your best and favorite customers. So how is that done? Let's break it down into a few key steps.

  • Is Digital Advertising Really More Effective Than Traditional Advertising?

    Article

    CONTENT TYPE: Article | TOPIC: Advertising & Promotions

    Traditional ads such as billboards, television ads, and radio spots may have fallen out of favor more during the pandemic, when businesses were accelerating digital methods. But do traditional ads still have value? This article explores the differences.

  • Three Ways B2B Sales Prospecting Will Evolve in 2023

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    The economic climate has caused many businesses to re-evaluate their 2023 strategies, and that extends into sales prospecting. In particular, take note of these three trends.

  • OOH: How B2B Marketers Can Reintegrate With the Physical World

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    As the pandemic transitions to a less serious threat, brands are once again using in-person tools to reach prospective customers. Printed materials and physical media offer a way to reach people who are at the office less and out in the real world more.

  • Five Trends Reshaping B2B Marketing Leadership in 2023

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    From an uncertain economy to new customer expectations, the B2B marketing function—and the job of the B2B CMO—is shifting, quickly. Here's how to make sure those changes lead to better marketing and faster growth.

  • The Power of Nostalgia Marketing [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    Nostalgia marketing—referencing the past to spark positive emotions—can be a highly effective tactic. This infographic explores what makes it work so well and gives examples of it in action.

  • Maximizing Your B2B Marketing Budget—Recession Strategies and Tips: Lindsay Boyajian Hagan on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    B2B SaaS marketer Lindsay Boyajian Hagan and host George B. Thomas discuss what marketing strategies to lean on during economic uncertainty, including listening to customers, optimizing old content, and aligning siloed teams.

  • Is B2B TikTok Right for Your Business? Three Questions to Ask

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    TikTok is full of flashy ads (and cute dog videos), but a large part of brand presence on the platform is B2C. So, is B2B TikTok even a thing? It certainly can be, if you plan ahead and do it right.

  • The Pros and Cons of Printed Marketing Materials

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Many marketers say they value that printed marketing materials such as brochures enable them to provide a physical copy of information, but they also say they worry that people simply throw those materials away, according to recent research.