Introduction to Marketing Management

CONTENT TYPE: Article | TOPIC: None

In the world of marketing operations (MO), words like "enterprise" and "scale" are common, but we rarely hear "small business" enter the conversation. Ironically, small and midsize businesses (SMBs) need MO the most if they are to grow into the company they want to be.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

A unilateral or bilateral business model, whereby vendors sell to customers or via business partners, is old-school. Today, forming an ecosystem is the way to increase shareholder value, foster customer relationships, and enhance brand equity.

CONTENT TYPE: Article | TOPIC: Martech

How does the explosion in marketing tech help your team get stuff done today? It doesn't. So until you evaluate, decide, deploy, integrate, and optimize your marketing stack, try these lightweight but useful tools that cost little and are simple to use.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

It's exciting to be part of a growing business. But growth can also be stressful, especially for Marketing. In fact, sometimes growth can cripple your business if you do not have the resources to adequately support it.

CONTENT TYPE: Article | TOPIC: Demand Generation

Clearly, developing a customer journey map is beneficial to your business. But how do you ensure that all of your work in mapping the customer journey will be properly implemented within your organization?

CONTENT TYPE: Article | TOPIC: Social Media Marketing

Word-of-mouth marketing is not new, but companies are putting a new spin on it to help their marketing, sales, and recruiting: Instead of customers, employees are the ones spreading word to their social networks via employee advocacy programs.

CONTENT TYPE: Article | TOPIC: Marketing Management

Most marketers strive to communicate as effectively as possible—except, unfortunately, when they're training fellow marketers. Because that's when, for some reason, PowerPoint takes center stage.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Developing strong messaging and activating it across your organization ensure that everyone can communicate clearly and consistently about your company's value. And that vastly increases your chances of attracting customers you want to attract.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

B2B marketing leaders who have experience with rapid growth give advice on the role of Marketing in such growth, what it means to think like a growth marketer, what challenges arise with scale, and how to approach those challenges.

CONTENT TYPE: Article | TOPIC: Marketing Management

From time savings and increased productivity to usage rights, asset protection, and more, DAM's day as an essential tool for creative directors has arrived. The rewards are plentiful, and the risks of not investing in it are too great to ignore.

CONTENT TYPE: Article | TOPIC: Measurement & Analytics

MMM and attribution measure the value and performance of your marketing activities. Both are sophisticated models for measuring cross-channel marketing activities, but they work in different ways, for different reasons.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Starting an online business can be daunting, but focusing on the important components common to every company and organizing them into manageable chunks can help. Here's a crash course in entrepreneurship.

CONTENT TYPE: Article | TOPIC: Marketing Management

Building a business is not easy, but thanks to ever-developing technology you have access to useful and effective tools that can simplify your work. Make yourself and your business more productive with these 17 handy tools.

CONTENT TYPE: Article | TOPIC: Marketing Management

Marketing is now data-driven, and if you're not informing marketing campaigns with data-derived insights, you will fall behind your competitors. Which is why CMOs and marketing teams need to collaborate with IT teams to drive business growth.

CONTENT TYPE: Article | TOPIC: Marketing Management

Competition for top-tier talent is always fierce. If you don't know where to look, or if you focus too heavily on traditional methods, you could be losing to the competition. Success will require some trial and error, but you'll be on your way to finding quality talent if you follow these principles.

CONTENT TYPE: Article | TOPIC: Customer Experience

Credit card users sometimes dispute charges on their accounts and demand reimbursement. Dealing with those chargebacks can take valuable time away from employees, and it can be costly. Here are four tips on decreasing the number of chargebacks you handle.

CONTENT TYPE: Article | TOPIC: Marketing Content

There's no shortage of content about the power of stories and storytelling in digital marketing. But how do you tell stories beyond your "brand story," especially if you work for a dreaded "boring" company? One source that never runs dry is employee stories.

CONTENT TYPE: Article | TOPIC: Demand Generation

Marketers know the duplicate-record problem well, but even more insidious are duplicate data fields. Here's how to minimize the problem and perform data unification, along with tools and resources for doing the job right.

CONTENT TYPE: Guide/Report | TOPIC: Marketing Management

The world moves fast. If we want to keep up, we need to take a different, more nimble approach—one we call agile marketing. And it brings benefits: greater productivity, more relevant marketing communications and campaigns, increasingly better results, happier employees, and very contented bosses.