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  • Pain Points, Opportunities & Moments of Truth

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

    What are the barriers that can stop your customer from progressing at each stage and touchpoint? Areas of friction. Roadblocks. Points where customers get stuck or frustrated.

  • Business Results & KPIs

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

    Customer journey maps should drive results! You'll learn to define these outcomes and assign appropriate KPIs to deliver on them.

  • Leading Actionable Outcomes

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

    Your journey map will show you where improvements are needed. In this lesson, you'll learn how to drive those improvements with cross-functional support, coalition building, and marketing leadership.

  • You Have Your CJM! Now What?

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

    Your Customer Journey Map is a tool. Discover how you can use it now and into the future to drive change, improve your customer communications, and create better customer experiences?

  • Why Customer Experience Matters to Marketing

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

    Your customer's journey is a series of unique interactions with your brand. The touchpoints between you and your customer create their journey. See your business from your customer's point of view.

  • What Is a Market, Really?

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Part of the problem that marketers face in positioning their product or service and confirming product/market fit is the term "market" itself: A market is not a tangible thing, it's a social construct. So what is it, really, and how do you gain a unique and defensible market position?

  • Knowing How Your Competitors Are Positioned: The Key to Competitive Intelligence

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Assessing the positioning of your competitors in relation to your own is an important but often overlooked part of competitive intelligence. So how can you research other companies' positions and present the results? Read more to find out.

  • Listening to Customers, Discovering Your Why, What, and How: Zendesk's Lisa Kant on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Branding

    Zendesk went through a complete reinvention and rebranding process in less than a year as a result of what its customers were telling the company during the pandemic. Lisa Kant joins us to discuss how to fulfill changing customer expectations and what advantages marketing generalists have in a post-pandemic world.

  • Intent Data: What It Is and How to Get Started

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    Use of intent data is growing, and for good reason. But as with most new digital marketing tools, there is a lot of confusion about what intent data actually is and what it can do for your marketing. Here's a quick overview.

  • 'The Leads Are Weak': It's Time to Go Beyond MQLs and Drive Pipeline With MQMs Instead

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    Marketing teams are now using virtual events and meetings to generate MQLs. If marketers can do that at scale, though, Sales can get something even more valuable than Marketing-qualified leads: Marketing-qualified meeting (MQMs). Here's what you need to know.

  • How B2B Marketers Can Use Instagram for Lead Gen

    Webinar

    CONTENT TYPE: Webinar | TOPIC: Social Media Marketing

    When most B2B marketers think "social media"—especially for lead gen—they think LinkedIn, possibly Twitter, and sometimes Facebook. But if you're not using Instagram, you're missing out. Get started with a simple strategy that attracts attention and lets you connect directly with top leads.

  • How to Execute Your Account-Based Marketing Strategy: Operationalizing Your ABM Program

    Sponsored Webinar

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

    A lot of ABM strategies may look great on paper—but they're worthless if you can't implement them to drive growth or you can't measure their success. It's time to do the important work of operationalizing your ABM program—and actually reap the benefits of ABM. Sponsored by Drift.

  • When Should You Shelve Those Marketing Ideas? Use These Five Prioritization Tactics to Find the Answer

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Marketers are notorious for loving new concepts. But how do you decide which ideas are immediately relevant and which ones can be stored for later? These five tips can help.

  • Struggling With Digital Communication? Here Are Five Ways to Nail It

    Article

    CONTENT TYPE: Article | TOPIC: Communications

    Digital communication is more important than ever, but many marketers are still wondering how to effectively handle engagement tactics and customer experiences in the virtual world. While forming your strategy, keep these five tips in mind.

  • New Channels, Better Targeting: How B2B Tech Marketing Is Changing

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Most B2B tech and telco marketers say their firm plans to increase the number of marketing channels in its media mix in 2021 and to focus on driving efficiencies in targeting, according to recent research from WARC and Spotify.

  • Six Prerequisites for a Responsive Brand

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    How quick are your brand's reflexes? In a world where brand response has to match the speed of social media feeds, you can't afford to be sluggish. Achieving responsive brand marketing means asking yourself these six questions.

  • Marketing That Saves Lives: Jasmine Gee on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Customer Experience

    Marketers can truly have a fundamental impact on their audience's quality of life. Jasmine Gee joins us and shares how she's used marketing to help with the Covid-19 vaccine rollout and how she's connected with her audience in a profound way.

  • Five Benefits of Influencer Marketing for Recession-Proofing Your Brand

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    A pandemic-induced recession—when your customers are spending more time online—is the perfect time to be using influencers as part of your marketing strategy. Here are five major benefits of doing so.

  • How to Drive Sales and Marketing Alignment in an Enablement Role

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    COVID has shown us that everything is connected—and in a business setting, connection requires alignment among departments, Sales and Marketing included. From a sales enablement perspective, here's how you can drive alignment.

  • Approaching Digital Transformation With a Marketing Mindset

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Pressures from the pandemic environment are falling on B2B companies to speed up their digital transformation efforts. Thinking like a marketer will enable you to tackle digitization with grace, intention, and, most important, a customer-centric approach. Find out how.