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  • 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.

  • The State of Healthcare Content Marketing

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Content

    Most healthcare marketing executives say the COVID-19 pandemic has affected their content marketing strategy but it has not changed their content marketing budget, according to recent research from True North Custom.

  • Why B2B Apps Need App Store Optimization Now More Than Ever

    Article

    CONTENT TYPE: Article | TOPIC: Communications

    Recent work-from-home initiatives have created record demand for telecommuting, team chat, and employee tracking apps. If your B2B company has an app, it's time to look into app store optimization (ASO) to maximize your potential customer base.

  • 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.