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  • Do Marketers Actually Use Customer Feedback to Improve Their Efforts?

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Although nearly two-thirds of marketers say they should incorporate customer feedback when creating deliverables, they don't actually do so most of the time, according to recent research from UserTesting.

  • Five Ways to Improve Product Marketing and Sales Enablement Collaboration to Drive Revenue

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Product marketing and sales enablement teams share an ultimate goal: to help sales teams sell. In many organizations, however, they plan and execute in silos, with misaligned efforts and priorities. And that simply undermines Sales. Here are ways to instead build collaboration and drive revenue.

  • The 4Ps of Marketing Amid COVID-19: Strategy Reassessment and Adjustment

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Marketing strategies were not conceived with disruptions like coronavirus in mind. For many organizations, COVID-19 has turned the 4Ps—product, place, price, and promotion—into 4Cs: confusion, calamity, chaos, and complexity. That means we must reassess and adjust the 4Ps.

  • Downsizing at a Time of Crashing Demand: Three Keys to Appropriate Resource Deployment

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    The Coronavirus crisis and crashing economic demand have resulted in rampant downsizing in numerous industries. Depending on how it's done, downsizing can weaken or strengthen your organization—during a crisis and for years afterward. So where should you deploy your precious resources?

  • Bringing Your B2B Brand Into the Digital Age: Kelly Hungerford of Sunstar Global Talks to MarketingProfs [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Branding

    Kelly Hungerford of oral care brand Sunstar Global opens up about how she brought the company's European marketing organization into the digital era.

  • How COVID-19 Is Impacting Marketing Budgets at Enterprise Companies

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    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Marketers at enterprise companies say they plan to shift budget away from in-person conferences and spend more on virtual events because of the COVID-19 pandemic, according to recent research from NewsCred and Sirkin Research.

  • Marketers' Muddy Waters

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    It's been nearly 40 days and 40 nights since the US got serious about acknowledging and responding to COVID-19. Like everyone else, marketers have been overwhelmed. The floodwaters surrounding us may be muddy now, but as the currents calm the sediment will settle. Then what?

  • Three Effective Ways to Stay Agile and Relevant in Trying Times

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    The instability created by the pandemic makes it tricky to simultaneously navigate brands' most pressing and longer-term needs. But one thing is clear: It's more important than ever for Marketing to stay agile, relevant, and ready to adapt—if necessary again and again. Here are a few emerging best-practices.

  • Marketing and CX During a National Emergency: Getting Real About Customer-Centricity

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    Our CX efforts are not selfless: We provide a positive customer experience because it drives repeat purchases and long-term loyalty. But what happens when there is a once-in-a-century pandemic? CX can't be about maximizing lifetime value.Yes, it's time to get real about customer centricity.

  • Brand Relevance: How to Identify Untapped Opportunity

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Is your brand relevant to the various audiences—customers, influencers, the media—you want to reach? More specifically, how can you find the untapped opportunities for establishing relevance? How can you identify what they want so you can provide it?

  • Managers: How Not to Lose the War Even as You Win the Battles

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    If you look at the list of Fortune 100 companies of 50 years ago, you'll see that most of them no longer exist. Why? Nearly all of them failed because they focused on winning their battles—and in the process they lost their wars. So, how can you win your wars?

  • Advertising During the COVID-19 Outbreak: What Audiences Want

    Chart

    CONTENT TYPE: Chart | TOPIC: Advertising & Promotions

    Most people say brands should continue to advertise during the COVID-19 outbreak, but they also say marketers should change the content of their campaigns to address the situation, according to recent research from Unruly.

  • Your Golden Ticket of Marketing (Hint: It's Not Your Website)

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    There is a true golden ticket of marketing. With it, you can create effective, targeted communication that helps build lasting relationships with current customers and allows you to reach ideal customers in larger numbers. It can help you pave a path to strategic results.

  • Why It Takes So Long to Apply Data-Driven Insights to Campaigns

    Chart

    CONTENT TYPE: Chart | TOPIC: Measurement & Analytics

    Most marketers say it takes too long to turn data into actionable intelligence, and then too long for that actionable intelligence to be applied to campaigns, according to recent research from the CMO Council.

  • How Can Marketing Creativity Be Reignited? Next-Gen Automation!

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    To be creative is to try imaginative, innovative things. To be data-driven is to go with what works, based on the numbers; it's a safer bet. As a result, marketers have been transformed from a creative brain force into a hands-on-keyboard labor force. But there is hope for creativity's resurrection.

  • How to Fill the Marketing Void Created by Coronavirus and Get the Budget to Pay for It

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    As marketers scramble to refocus their strategy now that live events are canceled or postponed, it's a struggle to get budgets approved for ideas that will result in ROI similar to events'. Here's how to get buy-in and approval to fill the void created by the pandemic.

  • Your Customer Offboarding Process Should Be Just as Good as Your Onboarding Process

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    No matter how much value you provide, some customers will drift away. But if you put in some effort, you can create an offboarding process that leaves a positive impression and keeps the door open for future business. Here's what you need to know.

  • How Profit-Mapping Helps You Avoid Using the Ways of the Past to Manage the Challenges of the Future

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Is your organization trapped by history? Surprisingly, most companies are more shaped by their history than designed to respond to today's or tomorrow's opportunities and challenges. This problem influences virtually every aspect of a company's structure and its managers' behavior.

  • What Is Marketing Orchestration? [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    Marketing orchestration is a powerful approach in marketing automation and ABM. It focuses not on delivering standalone campaigns but on optimizing a set of related cross-channel interactions that together make up an individualized customer experience. In the process, you realize more pipeline and revenue.

  • The Marketing Agency Attributes Clients Value Most

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Brand marketers say creativity and responsiveness are the attributes they value most in agencies, according to recent research from Ascend2.