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  • The Three Content Types That Most Influence E-Commerce Purchases

    Chart

    CONTENT TYPE: Chart | TOPIC: Demand Generation

    Consumers say detailed product descriptions, images, and customer reviews are the three content types that most influence their purchases on e-commerce websites, according to recent research from Clutch.

  • Inbound Marketing: The Art of Attraction

    Guide/Report

    CONTENT TYPE: Guide/Report | TOPIC: Demand Generation

    Inbound marketing isn’t a tactic, but a process. It’s how you approach customer relationships. It requires an understanding of your company’s buying cycle, ideal customers, and the power of quality content, plus an acknowledgement that, as a marketer, you’re not in control—the customer is.

  • How to Find (and Keep) Customers of a Subscription Product: Wendy Connell of Storyblocks on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Demand Generation

    Wendy Connell, vice-president of marketing at digital media company Storyblocks, shares tips for acquiring new customers, retaining existing customers, minimizing churn when you operate on a subscription model, and more.

  • Event Marketing Effectiveness: Three Key Factors to Consider Before Investing in an Event

    Article

    CONTENT TYPE: Article | TOPIC: Event Marketing

    This article provides a tool for B2B marketers—the "event effectiveness matrix"—to evaluate events and choose the one with highest lead-generation potential.

  • How to Use Personalization to Shorten the B2B Sales Cycle

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    In a world of mass emails and stimulus overload, personalization has become critical to B2B marketing. Buyers are becoming harder to identify and increasingly like consumers: They want personalized outreach and one-to-one interaction...

  • The 300th Episode of Marketing Smarts: Inaugural Guest Lou Imbriano Returns [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Customer Experience

    Marketing Smarts celebrates a major milestone: the 300th episode of the show! To mark the occasion, we bring back our very first guest, Lou Imbriano—strategist, author, and former vice-president and CMO of the New England Patriots.

  • How to Pick the Right Location for Your Exhibit Booth: The Selection Process Simplified

    Article

    CONTENT TYPE: Article | TOPIC: Event Marketing

    The right booth space and location on the exhibit floor are vital for maximizing event ROI. The location selection process, however, can be complicated. So here, in a handy guide, are all the important factors you need to take into account.

  • How to Maximize Social Media Marketing as a B2B Company

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    So how do you stand out from the crowd as a B2B social media marketer? Here's the advice you need to ensure your company engages with potential customers and develops a social media following that converts into what you really want—sales!

  • Which Factors Most Influence B2B Purchase Decisions?

    Chart

    CONTENT TYPE: Chart | TOPIC: Demand Generation

    B2B buyers say the factors that most influence their purchase decisions are the total cost of ownership and whether a solution supports their business goals, according to recent research from Aberdeen and PJA Advertising.

  • The Naked Truth About Public Speaking: Tips for Delivering a Winning Presentation

    Article

    CONTENT TYPE: Article | TOPIC: Career Development

    How can you overcome a fear of public speaking? How can you deliver a winning presentation that encourages your audience to applaud, give you high marks on post-presentation surveys, and seek you out for a chat after the microphone is turned off? Here are a few recommendations and best-practices.

  • Four Steps to a Winning Lead-Generation Process [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Demand Generation

    Creating a lead-generation strategy doesn't have to be complicated. This infographic walks you through four basic steps to get started.

  • Ghostwriting Blog Posts for Sales Reps? Read This First.

    Article

    CONTENT TYPE: Article | TOPIC: Writing

    Blogging is a great way for sales reps to establish credibility, but it's up to us marketers to ensure the brand's best face is put forward with clear, concise, and appropriate messages that aren't too salesy. Here's how.

  • What B2B Sales Teams Need From Marketing to Win Deals

    Chart

    CONTENT TYPE: Chart | TOPIC: Demand Generation

    B2B sales leaders say they could win more deals if their marketing teams delivered better messaging and more qualified leads, according to recent research from Televerde.

  • How to Find Anyone's Business Email Address

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    Whether you're trying to contact a prospect, pitch an investor, email a press release to an editor, or strike up a conversation with a potential employer, email is one of the best ways to connect. But what if you don't have their email address?

  • Why Consumers Use E-Commerce Apps

    Chart

    CONTENT TYPE: Chart | TOPIC: Demand Generation

    Consumers use e-commerce mobile apps mostly to receive deals/offers, for the flexibility to buy anytime, and to compare prices, according to recent research from Clutch.

  • Five Ways Your Own Employees Can Boost Your Marketing Content

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    Even the greatest content needs an early boost to gain traction in social media. Paid promotion and influencer marketing can help, but they can be costly. Fortunately, virtually every organization has a captive audience that's willing—even happy—to share content with their networks for free.

  • How Phone Calls Can Help Insurance Marketers Increase ROI [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Demand Generation

    Insurance marketers do not have an easy product to sell. But they do have an audience that often purchases over the phone rather than online, providing companies with unique opportunities to personally help prospects convert.

  • The Biggest Leakage in a SaaS Marketing Funnel and How to Fix It

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    SaaS companies can ensure nurturing and upsell campaigns are consistently successful across the entire buyer's journey, from initial contact through the trial/freemium phase to after commitment. Here's how.

  • The Content Types That Generate the Highest-Quality Leads

    Chart

    CONTENT TYPE: Chart | TOPIC: Demand Generation

    Marketers say research reports and videos/motion graphics are the content types that generate the leads most likely to convert, according to recent research from Ascend2.

  • How to Drive Real Results Through Sales, Marketing, and AI

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    Many companies find themselves asking the same question: How do we authentically engage with customers throughout their entire buying journey to keep them satisfied and buying more? The answer, up until now, has been complicated.