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CONTENT TYPE: Article | TOPIC: Measurement & Analytics

With the convergence of online and offline marketing, choosing the right metrics is far more important than the quantity of data measured. Measuring the right data, and acting on the results, is essential to operating Marketing as a center of excellence.

CONTENT TYPE: Article | TOPIC: Branding

It's hard to imagine a world where we lace up our Blue Ribbon Sports running shoes (instead of our Nikes), stop for lunch at Pete's Super Submarines (instead of Subway), and then enjoy a refreshing Brad's Drink (instead of a Pepsi) later that afternoon.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Customer behaviors are changing. Fast. Not keeping up is all too risky. The companies that really "get" their customers, like Apple and Amazon, are setting the standards—and the bar is set high.

CONTENT TYPE: Article | TOPIC: Marketing Management

Unless you're one of the iron-walleted few, gaining startup capital for your business venture will require the help of investors. Navigating those waters can be a lesson in humility; it also requires a certain amount of know-how.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Performance marketing demands objective ways to evaluate what's working (vendors, channels, media, creative...) and how your strategies and tactics are affecting the bottom line, margins, and cost efficiency. These nine optimization techniques can help.

CONTENT TYPE: Article | TOPIC: Marketing Content

Here's how marketing, PR, and content can work together across four main areas—the PESO model—as well as where they diverge, and how to assign responsibilities where they make the most sense.

CONTENT TYPE: Article | TOPIC: Customer Experience

The near-universal adoption of smartphones and social media has fundamentally altered the science of handling customer complaints. The critics ("haters") are not your problem, however... Ignoring them is.

CONTENT TYPE: Article | TOPIC: Demand Generation

A customer journey map is a visual representation of the various interactions a buyer has with a business. Building that map from the outside-in—from the customer's perspective—requires a thorough understanding of the customer's needs, wants, and desires.

CONTENT TYPE: Article | TOPIC: Customer Experience

Customer insights are essential to growth and success, yet they remain the elusive holy grail of many a business—a seeming exercise in futility. But you can avoid others' mistakes and develop actionable customer insights.

CONTENT TYPE: Article | TOPIC: Demand Generation

We all have dream clients—company logos we'd love to place on our homepage. The only way to get there, in most cases, is by engaging with senior decision-makers over time—starting right now.

CONTENT TYPE: Article | TOPIC: Marketing Management

Marketing budgets are already on the chopping block, even though CFOs say better top- and bottom-line growth requires sales and marketing. We need to prove our value by turning Marketing into a center of excellence. These five steps will help.

CONTENT TYPE: Article | TOPIC: Public Relations

Does it frustrate you when your TV screen fills with your competitor's face as he relates pertinent industry insights studded with self-deprecating chuckles? Don't get mad, get even.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Competitive intelligence often takes a back seat to performance indicators that marketers are daily concerned with (open rates, social metrics, conversions...). But that solely inward focus can lead you astray.

CONTENT TYPE: Article | TOPIC: Marketing Content

Inbound marketers must convert readers into customers. However, producing compelling content three or four times a week can be challenging. These four steps to creating better blog posts and articles can help.

CONTENT TYPE: Article | TOPIC: Communications

When you ignore mobile, you miss a huge opportunity to engage with your current and potential customers, capture their interest, and generate leads. Here's how you can successfully integrate mobile into your marketing plan.

CONTENT TYPE: Article | TOPIC: Customer Experience

Millennial consumers have particularly high expectations. Having grown up with the Web and smartphones, they're also highly visual. You need to show them that your brand is worthy of their attention.

CONTENT TYPE: Article | TOPIC: Marketing Content

You can spend hours writing a comprehensive post, or spend thousands on creating interactive or video content, but if you don't have a strategy for getting it in front of eyeballs, nobody's going to see it.