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  • How to Create Successful B2B Relationships

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    B2B marketers have many partnerships—with intermediaries, customers, and others. Some are close relationships, and some aren't. How can you tell what type you need? And if want a close, long-term, and profitable B2B relationship, how can you ensure it will be?

  • Why You Need to Align Marketing to Business Goals

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    If you could do one thing to your marketing to make a sustainable difference in your ability to impact the business, it's to change what you measure.

  • Four Ways to Adapt Your Marketing Strategy and Tactics for an Economic Downturn

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    For many, the threat of an economic crisis inspires fear and uncertainty. But strategic, smart wins can still happen if you reframe your messaging and shift your focus. Here are four tactics to use.

  • Account-Based Marketing: A Key B2B Marketing Strategy

    Article

    CONTENT TYPE: Article | TOPIC: Account-Based Marketing

    Account-based marketing is a major trend in B2B marketing. Many marketers have secured funds for it in their 2021 budgets. But what does ABM actually mean, and what is it good for? Find out here.

  • The Case for Community-Based Marketing in 2021

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Communities are, by definition, places with shared connections. Community-based marketing makes use of those connections to advance your marketing efforts. Here's how to make CBM part of your strategy in 2021.

  • How to Find Business Growth Opportunities Within Your Competitive Landscape

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Marketing Strategy

    Uncovering your company's major competitors and market share is important to growing your business. This article gives an example of a competitive analysis using Semrush's tool. See all the details.

  • For Outstanding Buyer Experiences, Think Big but Start Small

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    Making big improvements in the buyer experience doesn't have to mean a massive amount of immediate work. You can start with a few small changes. To create an outstanding buyer experience, take these four small steps first.

  • Email Data Quality: The Rise of the CDP

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Martech

    What is CDP? Customer data platforms are not new, but they've begun taking center stage. And for good reason: Businesses that use CDPs improve email and other marketing results as a result of improved data quality. Read more to find out more.

  • Senior Marketer Survey: Top Customer Lifetime Value Challenges and Solutions

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Most senior marketers say their firm does not measure customer lifetime value (LTV) well, according to recent research from the CMO Council and Deloitte.

  • This Is Your Brain on Marketing: Nancy Harhut on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Customer Experience

    Unlocking the nuances of the human brain in relation to marketing is a fascinating area of study. Nancy Harhut joins us to talk psychology, behavioral sciences, questionable experiments, and how these all relate to marketing.

  • Three Communication Tips for B2B Marketers Adapting to Uncertain Times

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    The past year has shown us that anything can happen. In the future, how can we adapt to the moment and communicate in the best way possible? Check out these three tips.

  • What Is a Market, Really?

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Part of the problem that marketers face in positioning their product or service and confirming product/market fit is the term "market" itself: A market is not a tangible thing, it's a social construct. So what is it, really, and how do you gain a unique and defensible market position?

  • Listening to Customers, Discovering Your Why, What, and How: Zendesk's Lisa Kant on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Branding

    Zendesk went through a complete reinvention and rebranding process in less than a year as a result of what its customers were telling the company during the pandemic. Lisa Kant joins us to discuss how to fulfill changing customer expectations and what advantages marketing generalists have in a post-pandemic world.

  • Knowing How Your Competitors Are Positioned: The Key to Competitive Intelligence

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Assessing the positioning of your competitors in relation to your own is an important but often overlooked part of competitive intelligence. So how can you research other companies' positions and present the results? Read more to find out.

  • Intent Data: What It Is and How to Get Started

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    Use of intent data is growing, and for good reason. But as with most new digital marketing tools, there is a lot of confusion about what intent data actually is and what it can do for your marketing. Here's a quick overview.

  • 'The Leads Are Weak': It's Time to Go Beyond MQLs and Drive Pipeline With MQMs Instead

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    Marketing teams are now using virtual events and meetings to generate MQLs. If marketers can do that at scale, though, Sales can get something even more valuable than Marketing-qualified leads: Marketing-qualified meeting (MQMs). Here's what you need to know.

  • Customer Experience Management Isn't Enough: Three Steps to Experience Improvement

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    Traditional experience management programs focus mostly on measuring customer experiences. But measuring experiences is very different from improving them. Here's how to take the leap to experience improvement.

  • New Channels, Better Targeting: How B2B Tech Marketing Is Changing

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Most B2B tech and telco marketers say their firm plans to increase the number of marketing channels in its media mix in 2021 and to focus on driving efficiencies in targeting, according to recent research from WARC and Spotify.

  • When Should You Shelve Those Marketing Ideas? Use These Five Prioritization Tactics to Find the Answer

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Marketers are notorious for loving new concepts. But how do you decide which ideas are immediately relevant and which ones can be stored for later? These five tips can help.

  • Six Prerequisites for a Responsive Brand

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    How quick are your brand's reflexes? In a world where brand response has to match the speed of social media feeds, you can't afford to be sluggish. Achieving responsive brand marketing means asking yourself these six questions.