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  • First Things First: Defining Your Market

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Strategy

    To develop a robust strategy, you first need to take a step back and understand the elements that make up your market. You'll learn how to do this, and what happens if you do it incorrectly.

  • Segment to Succeed: A Deeper Look at Your Customers' Needs

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Strategy

    In this lesson, you'll develop a deeper understanding of your customers by examining the customer journey, the decision-making process, and how your audience interacts with your content at different touchpoints.

  • Know the Enemy: Staying Ahead of the Competition

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Strategy

    In this lesson, you'll learn how to analyze your competitors and predict their responses to any decisions you might make.

  • Know Yourself: Analyze Your Position

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Strategy

    Time to analyze your own company by assessing your basic competencies and weaknesses, core competencies, digital presence, customer lifetime value, churn rate, and conversion analysis.

  • Solidify Your Position: Challenge Your Assumptions

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Strategy

    It's time to bring together all that you've analyzed so far (and challenge any assumptions you made along the way) to determine the targets of your marketing strategy, how to position your brand, and how to make sure your strategy is agile enough to adjust to market shifts.

  • Thinking Beyond Today: The Future of Your Market

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Strategy

    In this final lesson, you'll learn to use "convergent viewpoints" to predict how things will change over the next 10 years so you can stay ahead of the competition.

  • Customer Analysis: Who They Are and What They Care About

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Strategy

    We all know spray and pray doesn't work. Discover who your customers are, how they perceive you, and how to segment them based on the features and benefits that they care about.

  • Marketing Strategy: Finding a Sustainable, Differential Advantage

    Master Class

    CONTENT TYPE: Master Class | TOPIC: Marketing Strategy

    If you want your brand to succeed today (and into the future) you need to move beyond panic marketing and tactical calendars. You need an agile, strategic marketing plan. Learn how with this Master Class.

  • Three Event-Marketing Trends to Drive Business and Keep Attendees Safe in a COVID Era

    Article

    CONTENT TYPE: Article | TOPIC: Event Marketing

    How are marketers keeping their events relevant and engaging in the mostly virtual world of the COVID pandemic? Three major trends are emerging—and here's how to take advantage of them successfully.

  • The Biggest Benefits of Marketing Revenue Attribution

    Chart

    CONTENT TYPE: Chart | TOPIC: Measurement & Analytics

    Marketers say revenue attribution enables better decision-making and helps to align teams, according to recent research from Ascend2.

  • How Direct Mail Can Cut Through the Pandemic Marketing Clutter (And How to Obtain Those Valuable Home Addresses)

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    It's time to check your mailbox, not your inbox. The pandemic has upended traditional marketing—and, with it, the usual marketing channels. Here's how to find and use your prospects' home addresses to stick out from the competition with direct mail.

  • Content + Data: The Pillars of a Successful Demand Gen Strategy

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    Successful demand generation relies on effective content and reliable data—but marketing content can stagnate, and data can be intimidating. Here's how to use both to build a demand gen foundation that can withstand even the most tumultuous times.

  • The Information Sources B2B Tech Buyers Most Rely On

    Chart

    CONTENT TYPE: Chart | TOPIC: Martech

    B2B buyers say they rely on product demos and vendor websites most when evaluating potential technology purchases, according to recent research from TrustRadius.

  • How to Make the Most of Influencer Marketing During COVID-19

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    Attitudes and behaviors have shifted during the COVID pandemic. Now that marketers and the general population, including B2B buyers, are using social media more than ever, it's time to re-examine how working with influencers can help your company.

  • Thought Leadership + SEO: Magnify Marketing Impact

    Webinar

    CONTENT TYPE: Webinar | TOPIC: SEO

    Everybody wants to be a thought leader. But there's more to it than just creating some fancy content. How can you establish yourself or your brand as an authority while also boosting your SEO efforts? It starts with an understanding of the data and tactics you need to leverage.

  • Six Tips for Moving From B2B Marketer to Solutions Architect (And Why You Should)

    Article

    CONTENT TYPE: Article | TOPIC: Career Development

    In a rapidly changing world, B2B marketers are taking on a new, consultative role—that of solutions architect. Here are six ways to embrace the change and step out ahead of trends to make yourself an even more valuable business partner.

  • B2B 2021: Digital Marketing Strategies to Drive Results

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Marketing Strategy

    Your B2B marketing plan for 2021 is going to look a whole lot different from your plan for 2020. But with change comes opportunity—and new ways to work, engage with customers, and drive results. Get ready to strategize for success now and in the year ahead. Sponsored by Accountable Digital.

  • MarketingProfs PRO Members Talk to Marketing Smarts About How They're Surviving (and Thriving) [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Management

    Three MarketingProfs PRO members talk with our podcast hosts, and special guest co-host Chris Brogan, about how they've come back stronger after the pandemic hit in March, and lessons they've learned about reclaiming success from disruption.

  • Seven Things Ruining Your B2B Marketing Budget—And How to Fix Them

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Mistakes in marketing are inevitable, but too many can ruin your budget. Here are seven common pitfalls that are easily fixable by adjusting your strategy. Learn how you can avoid them.

  • Inbound vs. Outbound Lead Gen: A Visual Comparison [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Demand Generation

    Inbound and outbound marketing can both be valuable strategies for generating leads and driving sales.