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  • 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.

  • How Amazon Makes Its Money (And How Your Brand Can Make Money on Amazon, Too) [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    Most of us use Amazon as consumers, but there might be a place for the website in your product sales strategy as well. Some 40% of product sales on Amazon come from third-party sellers. Is it the right platform for your brand?

  • How Data Science Will Change the Marketing World as We Know It

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Marketing Strategy

    The thing about "Big Data"? It's overused and misused, but it isn't meaningless. Big Data can seriously improve your marketing. The biggest problem? A lack of people who know how to use Big Data. And that right there is your big opportunity.

  • Segmentation Models Are Outdated: How to Update Your Marketing Segmentation Practices

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    For decades, marketers have meticulously segmented audiences on demographics and personas, but these methods are growing irrelevant. There are stronger predictors of buying habits.

  • What Do CMOs Predict for 2018? [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    Luckily, you don't have to be psychic to know what 2018 will likely bring for marketers. PAN Communications asked 11 CMOs what marketing trends they expect to see in the next 12 months. Their predictions can help set you up for a successful year ahead.