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  • How to Create an Email Newsletter People Will Clear Their Calendars to Read [B2B Forum]

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Branding

    Is your email newsletter yawn-worthy? Learn how to create and write one your customers clear their schedules to read and that gets real results. This presentation by MarketingProfs' Ann Handley was recorded live at #mpb2b 2020 and is available exclusively to PRO subscribers.

  • Presidentially Speaking: B2B Communication Secrets from US History [B2B Forum]

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Branding

    Do you have what it takes to be a "Great Communicator?" From Washington and Lincoln to Reagan and Obama, learn the communication secrets of our chief executives and put them to work for you. This presentation by Nick Westergaard was recorded live at #mpb2b 2020 and is available exclusively to PRO subscribers.

  • Five Tips for Making Company-Culture Videos That Captivate Your Customers' Hearts (Article 2 of 3)

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    In the fleeting digital world, empathy toward your customers is an invaluable asset. But companies that fail to let their audience peek into their own human side also fail to build trustful and lasting customer relationships. Doubly so in B2B. Here's how you can solve that problem.

  • To Advance Racial Justice, Have Those Uncomfortable Conversations: Lori Hall on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Management

    Lori Hall of Pop'N Creative talks about how to advance racial justice within your organization.

  • How to Effectively Talk to Your Customers During a Crisis

    Article

    CONTENT TYPE: Article | TOPIC: Public Relations

    Whether it's a global pandemic or a data breach, a crisis of any kind can negatively impact your company's operations and reputation. So, what can marketers say and do to keep customers informed and satisfied until the crisis is over? Here's useful advice.

  • The 10 Most Valuable Global Brands in 2020

    Chart

    CONTENT TYPE: Chart | TOPIC: Branding

    Four American tech companies have the world's most valuable brands this year, according to recent research from BrandZ.

  • The Most Significant Challenges to B2B Brand-Building

    Chart

    CONTENT TYPE: Chart | TOPIC: Branding

    B2B marketers say the biggest challenge they face in trying to amplify their brand is not having a clear strategy, according to recent research from ON24 and NetLine.

  • Brand Guidelines: It's High Time to Revamp How We Create and Use Them

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    Are your brand guidelines working for your team and company? Is the content being shared internally and externally consistent and aligned, no matter which team it's coming from and in what format? If not, it's time to start making some important changes.

  • How to Use Empathy in Your B2B Brand Storytelling

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    Storytelling is one of the most effective ways to build a connection with your audience. But how can marketers build narratives that resonate with customers on an emotional level? Here's what brand storytelling involves, why using empathy to drive narratives is important, and how to do it.

  • The Recipe for 'Brand Hysteria': Johnny Cupcakes on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Branding

    Get secrets for building an addictive brand from award-winning entrepreneur Johnny Earle, founder of world-renowned clothing brand Johnny Cupcakes.

  • Five Measures for Proving the ROI of Your Employee Advocacy Efforts

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    The definition of "employee advocacy" is straightforward: the promotion of an organization by its staff members. It's a low-cost, high-return way to increase brand awareness, drive engagement and attract talent. But can you show how that impact is related to business goals?

  • Win at B2B Content by Finding Your Brand Voice: Ahava Leibtag on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Content

    Content strategy expert and author Ahava Leibtag shares advice on distinguishing your message by refining your B2B brand's voice and tone and by using plain language in your content.

  • Top 5 Mistakes Companies Make on Instagram, and What to Do Instead

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    Instagram is not a platform that businesses can afford to ignore—but it can be challenging for businesses that don't have "Instagrammable" products or services to share. Especially if yours is a B2B brand. But Instagram is worth your time and investment.

  • Say No to Pandering, Yes to Cause-Aligned Marketing: Katie Martell on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Branding

    "Unapologetic marketing truthteller" and on-demand communications specialist Katie Martell talks about the power of cause-aligned marketing as opposed to "pandering," and explains how to avoid the latter.

  • The Value That Creatives Bring to Business Results [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Branding

    Although creatives know that their work creates tangible results for businesses, their work has often been undervalued by their more business-minded colleagues. Yet businesses are increasingly recognizing the value of creativity for achieving business objectives.

  • How COVID-19 Is Impacting Marketers' Branding Strategies

    Chart

    CONTENT TYPE: Chart | TOPIC: Branding

    Fully 94% of marketers say the COVID-19 pandemic has had an impact on their brand marketing and content marketing strategies, according to recent research from Bynder.

  • Visual Design: Data-Driven Tactic or Qualitative Strategic Asset?

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    Visual design is having a moment of prominence—and perhaps reckoning. Many companies no longer treat design like frosting for their messaging; often, the design is the message. But can marketers stand up for artistic design while still getting the ROI the C-suite execs expect?

  • Eight Steps for Getting Brands Through a Disruptive Crisis Like COVID-19

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    We are living in a time of great disruption. Disruption in the market breaks paradigms. It creates as much opportunity as loss. It is easier for our minds to envision the downside of our losses than to see new opportunities. Though harder to spot, the opportunities are there.

  • Brand Elasticity: How Far Can Your Brand Stretch Before It Breaks?

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    The concept of "brand elasticity" refers to how sensitive customer preference is for a certain brand when it stretches beyond its positioning or expands into new categories. It's important to understand so you don't stretch a brand to its breaking point.

  • Best (And Worst) Email Signoffs During COVID-19 [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Email Marketing

    How do you sign off your marketing emails in a way that fits your brand—but still shows you're aware of what's going on during a tough time for your customers? Here's a chart with 30+ options, listed from best to worst, with brand-voice options both cheeky and formal.