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  • Switching From Product-Centricity to Customer-Centricity With Personas

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Marketers are storytellers, and storytellers create character sheets to ensure they know their fictional cast members inside and out. The marketing equivalent? Buyer personas. Here's why they work and how to create them.

  • Avoid These Six 'Kisses of Death' in Business Development to Keep Your Marketing Funnel Alive

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    If you don't continually invest in business development to keep potential clients in the marketing funnel, your brand might as well not exist. Don't let that happen. Ensure you aren't making these six mistakes.

  • How B2B Marketers Can Avoid the Bane of Boring Content

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    Data this, metrics that... it can be hard to harness basic creativity in the current marketing environment. This article argues for a return to design and a focus on interactive content to break up the monotony.

  • A Privacy-First World Won't Hurt Your Customer Relationships, It Will Transform Them: Kipp Bodnar on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    How important is it to have a privacy-centered strategy in 2022? We chat with HubSpot CMO Kipp Bodnar about the state of data privacy, first-party data, becoming a more human-focused marketer, and more.

  • What B2B Tech Marketers Are Doing in 2022 [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    B2B tech marketers are increasingly investing in brand marketing and are still struggling to measure ROI in 2022, according to an infographic from Jones PR.

  • How to Use Buyer Reviews in B2B Marketing

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    When you're about to spend money on something, chances are you look up reviews of it first. But reviews and ratings aren't useful to buyers alone. Marketers can learn and benefit greatly from taking reviews into account.

  • How In-House Creative Teams Are Changing

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Management

    In-house creative teams have been growing in size and increasingly focusing on strategy, according to recent research from Lytho.

  • What to Do When Your ABM Target Isn't Active Online

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Account-Based Marketing

    Ads and intent data work as sales tools when you're selling to salespeople and marketers who go online often. But when your target audience isn't online, you've got to approach sales differently. Join sought-after speaker and ABM expert Shira Abel for this free training to learn how to connect with a hidden target. Sponsored by Terminus.

  • Taming Martech Stack Bloat Is Essential to Scaling Revenue

    Article

    CONTENT TYPE: Article | TOPIC: Martech

    Too... much... technology... It's time to rethink how your martech stack works and which parts of it are really necessary. Your revenue depends on it.

  • Event-Led Growth, A Powerful B2B Marketing Strategy: Mark Kilens on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Event Marketing

    There's a new way to create immersive and integrated events across the entire customer journey. Airmeet's Mark Kilens shares how organizations can discover, engage, and retain customers using event-led growth.

  • The Secret Six-Ingredient Recipe for Perfectly Compliant Cookie Banners

    Article

    CONTENT TYPE: Article | TOPIC: Websites

    Clicking "accept cookies" is an annoying but necessary step in the modern Web browsing experience. This article covers how to construct a site banner that is both compliant and (relatively) pain-free.

  • Small Business Content Marketing Trends for 2022

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Content

    Most small business owners and managers say they plan to increase or maintain their spend on content marketing over the next 12 months, according to recent research from Service Direct.

  • Your Secret to Weathering Economic Uncertainty

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Branding

    During times of economic uncertainty, it's natural to focus on budgets and bottom lines. In this free webinar, learn about the one thing you should be focused on even more—your brand. Plus, you'll pocket new strategies used by brands that not only survive times of fiscal unpredictability... but also thrive in them. Sponsored by BlueOcean.

  • Three Ways to Set Your Clients Up for Success

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    As an agency, you have more than just the smarts to help your clients with their bottom line; You have the means to prove marketing's value to the business—and showcase your own awesomeness.

  • NFTs: From Collectibles to Brand Engagement

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    NFTs have had a strong debut as one-of-a-kind collectibles, but forward-thinking brands will organize around how they can take advantage of this new class of technology to mobilize customers and engage communities.

  • The Top Challenges B2B Sales Reps Face Early in the Sales Cycle

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    B2B salespeople say their biggest challenge early in the sales cycle is personalizing their pitches to individual prospects, according to recent research from Lusha.

  • The Power of Storytelling in B2B Marketing

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Give personality to a software feature. Provide an epic tale with a product update. Even business buyers are swayed by stories, which bring emotion—and humanity—to your brand.

  • Crank Up the Summertime Heat on Your ABM Program

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Account-Based Marketing

    Put together an ABM Program from scratch— or dust off those cobwebs from your existing program—with the guidance of ABM expert Stefanie Neer. She'll show you why two months is all you need to put a solid plan in place, gain some quick wins—and even get the sales team's buy-in and participation. Woah. Sponsored by Drift.

  • How to Make B2B Content Less Boring: Julie Revelant on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Content

    Join the battle against boring B2B content! Julie shares tips, tricks, and mindsets for creating value-based, story-driven content for any B2B organization.

  • Six Ways to Use AI for B2B Growth

    Article

    CONTENT TYPE: Article | TOPIC: Martech

    Mundane tasks taking up your time? Overwhelmed by data? Good news: there's an AI-based tool for that.