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  • Different Is Better Than Better, Part 2: Sally Hogshead on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Branding

    In Part 2 of our conversation with Sally Hogshead, she delves into the importance of brands' repositioning their flaws instead of trying to fix them, of their identifying what they already are instead of trying to change.

  • 11 Types of Marketing That Should Be on Your Radar [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    As you develop your marketing strategies, which tactics and approaches should you be considering? To help marketers figure out what to devote time and budget towards, Brafton created this infographic.

  • Create a Customer Success Team From Scratch in 10 Steps

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    Sometimes the best way to own customer success is to create Customer Success—its own department, that is. But how? Here's a 10-step guide.

  • Rethinking Industry Events: Get Comfortable With Flexibility

    Article

    CONTENT TYPE: Article | TOPIC: Event Marketing

    "Coming to you live" doesn't mean as much as it used to. Event attendees have adapted to on-demand, tech-savvy experiences, and marketers have to embrace that.

  • Small Business Owners' Favorite Tactics for Different Funnel Stages

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Small business owners and entrepreneurs rank content marketing, social media ads, and word-of-mouth as the most effective tactics for garnering interest and attention from audiences, according to recent research from Skynova.

  • Different Is Better Than Better, Part 1: Sally Hogshead on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Branding

    Marketers know how important differentiation is to brand identity. Sally Hogshead goes even further by saying that trying to be better than your competitors is a discouraging slog: The only thing you can control is your difference, so you have to turn that into your specialty.

  • How to Identify and Prevent B2B Channel Conflict

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    You have a big channel partner who has doubled your sales. Yeah! But then the partner starts making decisions willy-nilly without checking with you. D'oh! Here's how to prevent similar conflicts.

  • Could NFTs Replace Your CRM Strategy?

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Do the potentials of blockchain technology go beyond the novelty of "owning" a digital piece of art? Perhaps. Future marketers could harness NFTs for functions typically associated with customer relationship management.

  • Why ABM Should Be Supported—Not Driven—by Tech and Demand Gen

    Article

    CONTENT TYPE: Article | TOPIC: Account-Based Marketing

    Is your ABM strategy following deals through close, or is it focused only on the top of the funnel? If the latter, your strategy is actually limited to tech and demand gen instead of true ABM.

  • How to Effectively Use CTAs in B2B Cold Emailing

    Article

    CONTENT TYPE: Article | TOPIC: Email Marketing

    "Click here for more." Is anyone actually going to click on a call to action like that? Probably not. Check out what makes for a good cold email CTA in this article.

  • What Marketers Need to Know About NFTs

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Okay, we've all heard about NFTs. But are they actually useful in the marketing world? How can brands incorporate them into their strategy? The answer may lie in community-building.

  • The B2B Marketing-Sales Divide: More Leads vs. Better Leads

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    B2B marketers say their biggest marketing concern is how to generate more leads, whereas B2B salespeople say their biggest marketing concern is how to improve lead quality, according to recent research from SharpSpring and Ascend2.

  • You Can't Have Revenue Operations Without Revenue Marketing

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    A RevOps department is only as effective as its unification of metrics—and it really should be the marketing department that takes that leap, argues this article.

  • It's 2022: Do You Know Where Your Sales Reps Are?

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Digital transformation doesn't have to turn your sales reps into disembodied Internet heads. B2B buyers have become more self-serve, yes; but it's still advantageous for them to work with seller expertise, even post-pandemic.

  • How to Create a Successful Pride Campaign

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Pride Month is upon us, and many companies will rebrand with rainbows to mark the occasion. But running Pride campaigns without aligning your brand with LGBT struggles is disingenuous. Here's how to do Pride Month right.

  • How to Get Personal With Your Content

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Marketing Content

    You definitely want your customers to take their content personally. But that can be difficult when, in many cases, the customer is actually a group of buyers. Learn how to personalize for buying group marketing.

  • Balancing Consumer Trust with Privacy-Safe Targeting: Three Tactics

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    Instead of lamenting the impending tightrope walk between personalization and privacy, marketers should take advantage of the cookieless environment and forge better customer relationships.

  • A Framework for Getting Started With Customer Journey Mapping

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Customers don't just jump into a car and drive around aimlessly until they reach a purchase. They follow a map—one that can be mirrored for greater business success.

  • B2B Buyer Personas: Five Frequently-Asked Questions and Their Answers

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Marketing Strategy

    You can't sell anything if you don't know whom you're selling to. That's where buyer personas come in. This article answers your questions about the benefits and uses of buyer personas.

  • Three Reasons Marketing Leaders Turn to AI [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Martech

    How is artificial intelligence actually helping marketers? This infographic explores some of the major ways AI is enabling marketing teams to boost their performance.