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  • What Persuades Buyers to Try New B2B Tech Vendors and Products?

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Many buyers are hesitant to try new B2B tech vendors and products, but they can be persuaded to do so with better pricing, deep experience, innovative solutions, and professional peer reviews, according to research from LinkedIn Marketing Solutions.

  • Three Activities to Prioritize for Maximum Marketing ROI in 2021

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    The full effects of 2020 on marketing budgets in 2021 have yet to be felt, but it's safe to say marketers will have to focus more than ever on ROI. To ensure your marketing strategy gets peak returns this year, emphasize these three important areas.

  • How to Win Customers' Trust and Loyalty With Unfiltered Marketing: Stephen Denny on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    How do you earn (and keep) people's trust after a year like 2020? Stephen Denny shares insights from his new book (co-written with Paul Leinberger), Unfiltered Marketing: 5 Rules to Win Back Trust, Credibility, and Customers in a Digitally Distracted World.

  • The Benefits of Green B2B Branding

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    Going green is usually associated with consumer awareness, so it may seem irrelevant to consider for a B2B company. Not so: from financial benefits to positive PR opportunities, B2B marketers have a lot to gain from embracing the sustainable practices of their B2C counterparts.

  • How to Perform a Social Media Competitive Analysis

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Social Media Marketing

    A well-structured social media competitive analysis can reveal a host of useful insights, including what types of content your rivals are creating and which of their posts are receiving the most engagement.

  • Opportunity Out of Difficulty: Four Martech Trends to Follow in 2021

    Article

    CONTENT TYPE: Article | TOPIC: Martech

    However 2020 played out for your company, it certainly illuminated some universal marketing obstacles that we can all learn from. Going into 2021, we can take advantage of those struggles and turn them into opportunities.

  • These Three Experiential Tactics Lead to Better B2B Virtual Events

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    Experiential marketing doesn't have to rely on physical interaction. B2B companies can learn from their B2C counterparts by hosting virtual events that offer an interactive way for people to "leave" the house. To that end, focus on these three tactics.

  • CMO Predictions for 2021 [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    Empathy, creativity, and connectivity will ignite purpose-driven experiences in 2021, according to chief marketing officers (CMOs).

  • Elevate Experiences: Turn Your Customers Into Advocates

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Marketing Strategy

    When most marketers think "marketing automation," they think "efficiency." But when used strategically, automation can offer you so much more—loyal customer relationships, a boost to the bottom line, and a way to measure your marketing success. Sponsored by Act-On Software.

  • MarketingProfs' Top 10 B2B Marketing Trends and Predictions for 2021

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    The MarketingProfs team convened a virtual roundup of marketing-expert friends to get their take on trends and predictions that CMOs will need to be aware of to succeed in 2021. Here's what they predict.

  • How to Use Buyer Personas to Understand Your Customers in a Post-COVID World

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    The generic "customer" doesn't exist: To reach buyers, marketers must view their customers as real people with personalities, drives, and interests. Especially in a Covid-altered world, the best way to visualize those customers and their needs is to create buyer personas.

  • What Digital Marketing Execs Want to Improve in the Year Ahead

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Senior digital marketers say their top areas for capability improvement in the year ahead are personalization, performance, and segmentation, according to recent research from Altimeter.

  • Five Differences Between Branding and Direct Response Every Marketer Should Know

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Branding and direct response marketing must work together. Marketers should therefore understand the key differences between the two so that they can employ the right blend of tactics when executing their overall marketing strategy. Here are five differences to keep in mind.

  • Data Drives Results, but Only If You Manage It

    Webinar

    CONTENT TYPE: Webinar | TOPIC: Martech

    Marketing and sales teams are only as good as their customer data. If your team is like most, there is room for improvement in your ability to score and route leads—and attribute success. That's why you need a data management strategy. Sponsored by ZoomInfo.

  • Why Digital Marketers Should Be Targeting Gen X and Baby Boomers

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    The COVID-19 pandemic has accelerated online engagement by Gen X and Baby Boomers, making those cohorts more valuable than ever for digital marketers, according to recent research from GlobalWebIndex.

  • Top 3 Keys to Unlock Revenue Operations Value

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Marketing Strategy

    Is your revenue operations team bogged down by manual tasks and other roadblocks that stifle your success? Learn how you can use connected data and channel orchestration to refocus your team on strategic, value-add initiatives. Sponsored by Dun & Bradstreet.

  • Get to Know the New B2B Decision-Makers: LinkedIn's Ty Heath Shares New Research on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    Ty Heath of LinkedIn's B2B Institute shares new research about the changing behaviors and attitudes of the new B2B decision-makers.

  • How to Become an Innovative B2B Marketer: Integrating Innovation Into Professional Development Plans

    Article

    CONTENT TYPE: Article | TOPIC: Career Development

    The pandemic has given B2B marketers an opportunity to become better marketers—and build stronger marketing teams—by embracing a culture of innovation. But that change entails rethinking professional development plans. These three sample plans can help you develop innovative B2B marketing teams.

  • How to Get the Most From Your Peer Review Site Subscription

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    Potential buyers tend to consider peer review sites as more objective and more helpful than vendor sites. A paid subscription to the right peer review site can provide insights into your buyers' preferences and intent, as well as generate new business. Learn more.

  • The State of Enterprise Customer Journey Mapping

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Most enterprise companies do not yet have customer journey maps in place, but more than half are building them or plan to build and use them in the future, according to recent research from Ansira and Ascend2.