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  • When B2B Marketers Should Use Account Intelligence [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    This infographic covers when account intelligence tends to be most useful. Specifically, it looks at the key touchpoints for using account intelligence in ABM strategies, go-to-market strategies, and field marketing strategies.

  • The Future of B2B Marketing: Hot Advice & Smart Insights for 2023

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Demand Generation

    Changes in technology, privacy, and customer behavior are disrupting digital marketing. But many of us are too busy to understand how these changes will affect our work and careers. So we're hosting a friendly fireside chat with six domain experts to discuss the important trends and changes coming your way in 2023.

  • Customer-Centric Companies Win in Recessions: How Customer Insight Cushions Downturns and Speeds Recovery

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Although cutting back on marketing is a kneejerk reaction to a struggling economy, history teaches us that companies' keeping focused on customers is what keeps them afloat. Here are four major reasons for that.

  • The Biggest Obstacles to Succeeding With Data-Driven B2B Marketing

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Senior B2B marketing and sales professionals say inaccurate customer data is the biggest impediment to succeeding with data-driven marketing, according to recent research from Dun & Bradstreet.

  • Beyond the Buzzword: How You Can Use AI to Better Align Your Revenue Teams

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Martech

    Artificial intelligence in marketing is here to stay, and Marketing and Sales leaders can no longer afford to ignore it. Register today to catch up on AI trends and best-practices for your marketing strategy and for aligning your revenue teams. Sponsored by Drift.

  • B2B Revenue Marketing and Closing the Credibility Gap: Jim McHugh on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Management

    Jim McHugh and host George B. Thomas discuss the differences between revenue marketing and lead-driven marketing, hurdles to watch for when transitioning to a revenue-based model, and the nature of the credibility gap (and how to close it).

  • Positioning in Highly Competitive Markets

    Webinar

    CONTENT TYPE: Webinar | TOPIC: Marketing Strategy

    Join positioning expert and MarketingProfs CEO Allen Weiss for this free webinar to gain a better understanding of your market, how to segment it based on the benefits your organization offers, and what sets you apart from the competition.

  • What Third-Party Cookies' Delayed Demise Means for Marketers

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    A few months ago, Google announced a delay to its blocking of third-party cookies... again. We keep preparing, and the deadline keeps getting pushed back. Given that additional time, how should we be spending it?

  • Digital Marketing Across Borders: How to Reach a Multilingual Audience

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Becoming a multilingual company is much more complex than just putting all your copy through Google Translate. Explore tips on how to successfully expand into multinational markets.

  • Customer Benefits: A Brief Introduction to Why Customers Buy Your Products

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    When as a marketer you identify and focus on benefits, you ensure that you are focusing your attention on what customers are really buying; as a result, you don't waste money and energy in your marketing efforts.

  • Perceptual Maps and Competition: How to Understand and Improve Your Position in the Market

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Perceptual maps are the only way to understand what your position is in the market and how the market views you vs. your competitors. In fact, if you don't have a perceptual map, you're flying blind.

  • Market Segmentation: Where Companies Go Wrong and Why You Need Differential Advantage Analysis

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Welcome to a highly misunderstood topic: segmentation. This article explains what marketers tend to get wrong about segmentation, what's a better way to segment, and why doing a differential advantage analysis after segmentation can help you beat the competition.

  • Understanding Web3 Through a Marketing Lens: Tony Pham on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    How do you evaluate whether Web3 would add value to your business? This podcast episode featuring Tony Pham tackles that question and more, including what the differences are between Web2 and Web3 and where the Internet stands today.

  • 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?