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  • Managers: How Not to Lose the War Even as You Win the Battles

    Article

    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?

  • Your Golden Ticket of Marketing (Hint: It's Not Your Website)

    Article

    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.

  • How Can Marketing Creativity Be Reignited? Next-Gen Automation!

    Article

    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.

  • How to Fill the Marketing Void Created by Coronavirus and Get the Budget to Pay for It

    Article

    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.

  • Your Customer Offboarding Process Should Be Just as Good as Your Onboarding Process

    Article

    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.

  • How Profit-Mapping Helps You Avoid Using the Ways of the Past to Manage the Challenges of the Future

    Article

    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.

  • 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).