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  • The Buyers Are (Still) There: How Can B2B Tech Marketers Get to Them?

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    The accelerated pace of the digital business world will require B2B tech marketers to drop their manual ABM processes and get to a deeper level of customer understanding. But how? Check out these ideas.

  • Brand Extensions: A Strategic Path to Growth

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    A brand known for a particular benefit enables growth opportunities beyond the product's original focus—via a brand extension. Using the brand on a new market offering that's in a different product category can provide sizable benefits, including new paths to growth. But you have to be careful.

  • How to Budget Strategically for Your Digital Marketing Campaigns

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    What's the secret to constructing a sophisticated, airtight digital marketing budget that's justifiable and sensible? It's definitely not more spend equals more payoff. Check out this article for budgeting tips.

  • Virtual Event Trends: Businesses' Future Plans and Top Challenges

    Chart

    CONTENT TYPE: Chart | TOPIC: Event Marketing

    Most professionals in charge of events say their firm is planning to increase or do the same number of virtual events in the next 12 months as it did in the past 12 months, according to recent research from Airmeet and Forrester.

  • Art or Science? The Fate of Data-Driven Marketing

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    In an era of Big Data and revenue-driven marketing strategies, is it possible to find a balance between the art and science of marketing? This article tackles that question.

  • Four Intent Data Mistakes ABM Newbies Make

    Article

    CONTENT TYPE: Article | TOPIC: Account-Based Marketing

    ABM is more effective with intent data! Yay! But you're using it wrong. D'oh! You might be making one of four newbie mistakes outlined in this article.

  • The End of Third-Party Cookies Is a New Beginning for Digital Advertisers: Arsen Avakian on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Advertising & Promotions

    George B. Thomas and Arsen Avakian dive into the end of third-party cookies and how it affects digital advertisers, as well as how important it is to connect to people's emotions during their buyer's journey—even more so than collecting data. Are you ready to have a third-party cookie conversation?

  • Stepping Out of the Dark Funnel: How to Shed Light on What Is Not Registered by Your Pixels (Article 2 of 2)

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    The first part of this article series identified what factors contribute to the dark funnel—a (spooky) place where prospects learn about your company without your knowledge. This second part offers concrete steps you can take to start obtaining data from the dark funnel.

  • Direct Mail Marketing Trends

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Almost two-thirds (65%) of marketers who run direct mail campaigns say the performance of such campaigns has improved over the last 12 months, according to recent research.

  • How the Lines Between B2B and B2C Are Blurring [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    This infographic explores how the lines between B2B and B2C blur in considered purchases, and how businesses in both areas need to combine right-brain and left-brain approaches to succeed.

  • How Your Ideal Customer Profile Can Focus Marketing Programs for Greater ROI

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    It's time to dig out that ideal customer profile you created and saved to a random folder a while back. Actively applying an ICP across your entire marketing funnel could be what you need to become more revenue-focused.

  • The Factors That Most Influence Buyers of B2B Services

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    B2B service buyers cite a vendor's reputation, online reviews, and pricing/service as the factors that most influence their purchasing decisions, according to recent research.

  • Gain Differential Advantage Over Your Competitors: Core Competencies

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    A central goal of marketing strategy is to get an advantage over the competition. But how do you do that?

  • Hard Truths About B2B Personalization, Its Effectiveness, and Its Future

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Personalization is such a sacred word in marketing. Who would question its effectiveness? This article examines a piece by two writers who did just that, and highlights points that are worth considering in the context of B2B.

  • Do People Trust Brands to Protect Their Personal Data?

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Most people say they worry that brands are collecting data without their permission and they do not trust brands to protect their personal data, according to recent research from Twilio Segment.

  • How to Humanize Your B2B Strategy in Five Steps

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    B2B buyers want you to treat them as humans, not algorithms. To connect with your customers successfully—on a human level—follow these five steps.

  • To Close More Deals, Use Memorable Messaging to Control Your Buyer's Attention

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Right now your prospects might be on board with your solution. Three months from now, they might have forgotten you entirely. Learn how to keep that from happening.

  • Nine Highly Effective Ways to Get Client Referrals

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Organic referrals are as good as free advertising, but they don't always happen. More often, customers have to be prompted to refer people to your business. Here are nine ways to ensure you get referrals consistently.

  • The ROI of B2B Account-Based Marketing

    Chart

    CONTENT TYPE: Chart | TOPIC: Account-Based Marketing

    A third of B2B marketers who use account-based marketing (ABM) say they have seen a return on investment of more than 50% from the strategy, according to recent research from Demand Spring.

  • A Masterful B2B Marketing, Unthinkable Storytelling Masterclass: Jay Acunzo on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Content

    George B. Thomas and Jay Acunzo dive into what storytelling for B2B marketers really means. They talk about “resonate and resonance," how to get started, why storytelling matters, and more. Take your content creation to the next level with this "unthinkable storytelling" episode.