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  • Fundamental Change Is Coming to B2B Marketing in 2024

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    The next few years will bring fundamental shifts to marketing. First things first, though: Prepare for what's to come in 2024 before looking further out into the future. Here's where 2024's most successful marketers and media agencies will direct their focus this year.

  • Knuckle Down in 2024: Three Predictions for Tough B2B Marketers

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    The bad news is that marketing isn't going to get any easier in 2024. The good news is that your marketing output is sure to improve if you use these three predictions to work both smarter and harder in the new year. See what's ahead...

  • 'Subtractive Innovation': Four Steps for More Efficient and Effective Marketing

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Removing extra steps in a marketing process or streamlining your product by removing an unnecessary bell or whistle can lead to less friction and cost savings. A subtractive approach can help unlock new possibilities for producing better results.

  • The Paid Channels Marketers Plan to Increase Spend On in 2024

    Chart

    CONTENT TYPE: Chart | TOPIC: Advertising & Promotions

    Social media is the advertising channel marketers are most likely to increase spend on in 2024, and print is the channel marketers are most likely to decrease spend on, according to recent research.

  • Do More With Less: Six Smart Ways to Balance Brand & Demand to Drive Growth in Tough Times

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    For marketers, belt-tightening is back for 2024. Balancing brand and demand investments, however, doesn't have to hurt. In fact, taking these six steps can increase impact, build resilience, and pave the way for long-term growth. Do more with less.

  • Marketing as a Service, or How to Improve B2B Marketing Impact

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    During revenue headwinds and economic uncertainty, CFOs often turn to reducing marketing headcount and budgets. Yet, CMOs must still generate more pipeline and revenue. But how? Enter outsourcing—specifically, marketing as a service.

  • How the Barbie Movie's Marketing Genius Can Inspire Your Podcast—and Your Own Marketing

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    The Barbie movie is a marketing masterclass that offers valuable insights for branded podcasts—and marketers. The strategic marketing approach that made Barbie a global phenomenon can be applied to take your marketing to the next level.

  • Generative AI in Marketing: How B2B and B2C Adoption Differ

    Chart

    CONTENT TYPE: Chart | TOPIC: Artificial Intelligence

    Are B2B and B2C firms adopting generative AI tools for marketing at the same rate? How does generative AI use differ among firms in different countries?

  • What to Keep In-House and When to Use an Agency: A Four-Part Decision Framework

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    "What should I keep in-house, and when should I use an agency?" That marketing and advertising dilemma may be one of the most persistent. And the decision can be hugely consequential. Here's how to weigh your options.

  • B2B Marketing Budget and Spend Trends for 2024

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Most B2B marketers do not expect their marketing budget to decrease in 2024, according to recent research.

  • How to Recruit Top-Notch Tech Pros for Qualitative Research

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Recruiting professionals for qualitative research can be challenging, particularly if your candidates are in the ever-changing tech industry. Try these tactics.

  • Looking Past Pitchcraft: How to Find the Best B2B Marketing Agency for You

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Looking for a new B2B marketing agency? This article will help you understand what goes on behind-the-scenes at an agency when your brief goes out.

  • Marketers' Business and Budget Expectations for 2024

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Some 61% of marketers expect business will improve in 2024 and 41% of believe their marketing budgets will increase next year, according to a recent survey.

  • A Messaging Framework That Resonates

    Webinar

    CONTENT TYPE: Webinar | TOPIC: Marketing Strategy

    Consistent messaging helps your buyers understand your offer and also benefits your marketing and sales teams. Discover a simple process to streamline your product or service messaging to communicate your value prop clearly.

  • What B2B Software Buyers Look for in Online Reviews

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    B2B software buyers say they check online reviews of products/solutions to find out about many different things, including quality, ease of use, cost effectiveness, and security, according to recent research from B2B SaaS Reviews.

  • Marketing Planning Friday Forum

    Friday Forum

    CONTENT TYPE: Friday Forum | TOPIC: Marketing Management

    As you're scheduling your frantic December, add this Marketing Planning Friday Forum to your calendar! Three industry experts share how to plan the year ahead so you can delight your audience and your sales team. It's a Friday Forum so jolly, you'll be spreading marketing cheer all year long in 2024. Sponsored by Vidyard.

  • How to Get Started With Organic Website Marketing [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Websites

    This infographic provides a five-step plan for developing, executing, and optimizing an organic strategy for your website.

  • CTV Precision and the Power of ABM to Reach the Right B2B Audience: Vin Turk on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Account-Based Marketing

    It's an episode of acronyms as Vin Turk joins George B. Thomas to talk about ABM and CTV for B2B. They even manage to sneak AI in there. But there's a lot more happening than alphabet soup. Check out the episode for tips on how to wrap your head around account-based marketing, new measurement mindsets, and a sea of martech that seems to be expanding by the minute.

  • Audience Engagement: What the Performing Arts Can Teach Marketers

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Your website copy and blog posts are not meant solely for a search engine algorithm. You need an engaged audience for the content to have an effect. Marketers can learn a little something about that from live theater.

  • The Shift From Digital Transformation to Digital Evolution | Marketing Smarts Live Show

    Video

    CONTENT TYPE: Video | TOPIC: Marketing Management

    Guest Jill Roberson, VP of digital marketing at digital agency Velir, and host George B. Thomas discuss the importance of adopting a digital evolution mindset. But what does that mean, exactly?