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  • Four Ways to Tackle Your Sales Enablement Strategy

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    The accelerated transfer of B2B business to digital-only formats has emphasized the importance of sales enablement technology. Even after the pandemic, digital-first attitudes are likely to persist—so ensure your sales enablement tech strategy measures up.

  • How to Move From Pitching Products to Marketing Your Point of View [B2B Backstage]

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Branding

    In this B2B Backstage keynote with global positioning expert, April Dunford, you'll discover how to develop a "Point of View" narrative that will give your prospects and customers a clear way to think about their choices in the market and make it clear that your brand is the superior choice.

  • How to Build a Content Marketing Funnel That Will Drive Sales

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    Why are we producing content? To generate leads, drive sales, and build authority. You'll need to bring readers in at the top of the funnel and work your way down to drive sales. Here's how.

  • These Three Experiential Tactics Lead to Better B2B Virtual Events

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    Experiential marketing doesn't have to rely on physical interaction. B2B companies can learn from their B2C counterparts by hosting virtual events that offer an interactive way for people to "leave" the house. To that end, focus on these three tactics.

  • How to Use Buyer Personas to Understand Your Customers in a Post-COVID World

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    The generic "customer" doesn't exist: To reach buyers, marketers must view their customers as real people with personalities, drives, and interests. Especially in a Covid-altered world, the best way to visualize those customers and their needs is to create buyer personas.

  • Five Differences Between Branding and Direct Response Every Marketer Should Know

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Branding and direct response marketing must work together. Marketers should therefore understand the key differences between the two so that they can employ the right blend of tactics when executing their overall marketing strategy. Here are five differences to keep in mind.

  • Data Drives Results, but Only If You Manage It

    Webinar

    CONTENT TYPE: Webinar | TOPIC: Martech

    Marketing and sales teams are only as good as their customer data. If your team is like most, there is room for improvement in your ability to score and route leads—and attribute success. That's why you need a data management strategy. Sponsored by ZoomInfo.

  • Get to Know the New B2B Decision-Makers: LinkedIn's Ty Heath Shares New Research on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    Ty Heath of LinkedIn's B2B Institute shares new research about the changing behaviors and attitudes of the new B2B decision-makers.

  • Five Ways to Win a Faithful Audience With Your B2B Blog

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    Running a B2B blog is a lot of work, but the rewards can be abundant if you build yourself a faithful audience. To establish yourself as an authority in your industry and gain your readers' trust, follow these five tips.

  • How to Get the Most From Your Peer Review Site Subscription

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    Potential buyers tend to consider peer review sites as more objective and more helpful than vendor sites. A paid subscription to the right peer review site can provide insights into your buyers' preferences and intent, as well as generate new business. Learn more.

  • Three Event-Marketing Trends to Drive Business and Keep Attendees Safe in a COVID Era

    Article

    CONTENT TYPE: Article | TOPIC: Event Marketing

    How are marketers keeping their events relevant and engaging in the mostly virtual world of the COVID pandemic? Three major trends are emerging—and here's how to take advantage of them successfully.

  • The Biggest Benefits of Marketing Revenue Attribution

    Chart

    CONTENT TYPE: Chart | TOPIC: Measurement & Analytics

    Marketers say revenue attribution enables better decision-making and helps to align teams, according to recent research from Ascend2.

  • How to Become a Better B2B Cold-Caller [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Demand Generation

    The idea of cold-calling prospects has put a chill in the heart of many a B2B salesperson. But you can become a better, more-effective cold-caller.

  • How Direct Mail Can Cut Through the Pandemic Marketing Clutter (And How to Obtain Those Valuable Home Addresses)

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    It's time to check your mailbox, not your inbox. The pandemic has upended traditional marketing—and, with it, the usual marketing channels. Here's how to find and use your prospects' home addresses to stick out from the competition with direct mail.

  • Marry Brand and Demand to Unleash the Full Power of Personalization in ABM

    Article

    CONTENT TYPE: Article | TOPIC: Account-Based Marketing

    Technology has made account-based marketing more feasible than ever, but you can't get by on tech alone. Here's how to combine the emotional side of brand-building with the personalization of demand gen to create marketing messages that will truly resonate.

  • Content + Data: The Pillars of a Successful Demand Gen Strategy

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    Successful demand generation relies on effective content and reliable data—but marketing content can stagnate, and data can be intimidating. Here's how to use both to build a demand gen foundation that can withstand even the most tumultuous times.

  • Four Ways to Make Your Pitch Stand Out on LinkedIn

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    LinkedIn is more popular than ever with businesspeople and sales reps, but you can't just use a copy-and-paste method to pitch to your new connections. There is value in being genuine. Here are four ways to rise above generic LinkedIn messaging.

  • Inbound vs. Outbound Lead Gen: A Visual Comparison [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Demand Generation

    Inbound and outbound marketing can both be valuable strategies for generating leads and driving sales.

  • How to Use Email to Support the Needs-Discovery Process

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    In 2020, the limitations on travel and face-to-face meetings have brought about the switch to virtual-only selling. Nevertheless, the fundamentals of needs discovery remain, even if in some ways it has become more difficult. But the shift to virtual has given organized sellers an even greater advantage.

  • When Data Is the Problem, Not the Solution: Five Use Cases Driving Better Data Hygiene

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Marketing Strategy

    With inaccurate, incomplete, or unenriched data, the campaigns you're running are akin to throwing darts—while blindfolded—in a crowded room. You might hit something, but likely not the growth target you were aiming for. In a digital era, here's what data hygiene can do for you.