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  • The insight you can derive from your own customers is invaluable. It will help you to not only increase the effectiveness of your content marketing but also reach your business and growth goals.

  • Scenario analysis is an essential part of creating agility. Scenarios help you anticipate. They help you ask better questions and prepare for the unexpected. They increase your readiness, which is what sets the stage for agility.

  • This B2B positioning health-check will tell you how effective your positioning really is. And it'll help you overcome preconceived notions about positioning effectiveness and give you a proven way to perform a realistic assessment.

  • Influencer marketing hoped to reclaim authenticity in advertising by influencing the conversations consumers are already having with experts and one another. Along the way, it strayed. Here's how it can reclaim authenticity.

  • How do you unify efforts with different team members, initiatives, and strategies for your blog, email, and social media marketing? You need a content strategy that accounts for each channel. These five steps will lead you to a cohesive cross-functional marketing plan.

  • "Enriching benefits" have a strong influence on how much consumers admire a brand. Such benefits inspire consumers, moving them to action and engendering loyalty toward the brand.

  • At what point does a buyer persona mutate from a useful marketing tool into a meaningless collection of bullet points, stock headshots, and random guesses? Here's what we really need to know about our prospects to motivate them to respond.

  • Speakers and B2B marketers stopped by to chat with Marketing Smarts host Kerry O'Shea Gorgone in Boston at the MarketingProfs B2B Forum. All guests discuss three things: what they want to master in 2017, their favorite social network for B2B (you'd be surprised), and what they think is going to disrupt the B2B space. Collective smarts from the premiere conference on B2B marketing!

  • Lasting brand admiration is achieved when your business becomes part of who people are (think "Mac people") and what they stand for. That kind of relationship isn't accidental or the result of good fortune.

  • A unilateral or bilateral business model, whereby vendors sell to customers or via business partners, is old-school. Today, forming an ecosystem is the way to increase shareholder value, foster customer relationships, and enhance brand equity.

  • It's exciting to be part of a growing business. But growth can also be stressful, especially for Marketing. In fact, sometimes growth can cripple your business if you do not have the resources to adequately support it.

  • It doesn't matter how much time you spend on crafting your marketing campaign: You have no guarantee it will pay off. Sometimes marketing just doesn't work the way you want it to. Here's what to do when that happens.

  • Word-of-mouth marketing is not new, but companies are putting a new spin on it to help their marketing, sales, and recruiting: Instead of customers, employees are the ones spreading word to their social networks via employee advocacy programs.

  • If you develop a new offering, will customers buy it? That's the perennial challenge for today's companies, and it's increasing as pressures to innovate "first and fast" intensify.

  • People like to be catered to, but not pandered to. Doubly so when they're at the receiving end of a marketing campaign. And especially so if they're Millennials. So here's advice from a Millennial on how to actually reach young customers.

  • Just how valuable is brand admiration, and what impact does it have on your brand's bottom line?

  • The story of the Trojan Horse seems a simple tale, but it was a stroke of strategic genius that took concerted effort to pull off. And there are important business and marketing lessons to be learned from it.

  • In our fast-paced, always-on, agile, want-it-yesterday, mile-a-minute world... there is a critical need to slow down. Why? Because doing so allows you to achieve real results—faster.

  • Your product is naked in front of all of your prospects, and they're highlighting not just its obvious beauty and strengths but also its small blemishes, stained teeth, and bad haircut. That's not a nightmare. That is the reality in our age of technology.

  • Developing strong messaging and activating it across your organization ensure that everyone can communicate clearly and consistently about your company's value. And that vastly increases your chances of attracting customers you want to attract.