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  • Five Customer Insight Mistakes You Must Avoid

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    Customer insights are essential to growth and success, yet they remain the elusive holy grail of many a business—a seeming exercise in futility. But you can avoid others' mistakes and develop actionable customer insights.

  • Avoid a Zero-Based Budget by Driving Growth as a Marketing Center of Excellence

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    Marketing budgets are already on the chopping block, even though CFOs say better top- and bottom-line growth requires sales and marketing. We need to prove our value by turning Marketing into a center of excellence. These five steps will help.

  • Data, TV, and the Limitless Focus Group: 4C's Josh Dreller on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Advertising & Promotions

    Joshua Dreller of data science company 4C offers insight into the lasting appeal of television and how data on viewing, combined with social data, can supercharge your message targeting.

  • How to Benchmark Your Marketing Performance Against Your Competition's

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Competitive intelligence often takes a back seat to performance indicators that marketers are daily concerned with (open rates, social metrics, conversions...). But that solely inward focus can lead you astray.

  • Take 10: Create Your Content Strategy in Eight Steps

    Video Tutorial

    CONTENT TYPE: Video Tutorial | TOPIC: Marketing Strategy

    In just 10 minutes, you'll learn how to create a killer content marketing plan. We'll discuss why it's so important to have a well-documented strategy in place, as well as how to identify your distinct differentiators and create a unique story that will appeal to your target audience.

  • Innovate in the Boardroom (and the Mail Room): Christopher S. Penn on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Management

    Christopher S. Penn, vice-president of marketing technology at Shift Communications and author of Leading Innovation, discusses why innovation will make or break your organization, and shares tips for making innovation happen at your company.

  • Customer Data, Your Company's Untapped Goldmine: Kiki Burton of Adobe on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Management

    Kiki Burton of Adobe offers offers a map for accessing the goldmine of customer insights your company doesn't even realize it's sitting on, and explains how you can use data management to grow your valuable audience.

  • How to Increase Conversion Rate With Up-Selling, Cross-Selling, and Down-Selling Methods

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Being able to effectively increase your online conversion rate is among the major factors affecting the future success or failure of your business.

  • Endorsements, Reviews, and Astroturfing: New FTC Guidance for Marketers

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    In 2015, the FTC updated its Endorsement Guides, covering issues such as disclosures in close proximity to affiliate links, purchases of Likes, incentives in return for tweets, and disclosures in consumer reviews.

  • Seven Common Mistakes Marketers Make

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    If you decide to fix even one of the following mistakes, you will see better results for you and your business.

  • Is Commoditization an Issue for You? Here's What You Can Do About It

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Marketplace competitors can easily make your products or services a commodity so that everything comes down to price. How do you know whether you're being commoditized? And how can you avoid that undesirable fate?

  • The Three Most Important B2B Marketing Questions for 2016

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    What are the guidelines for making choices and setting priorities in your marketing organization? To achieve success in 2016, these are the most important questions for marketers to ask.

  • Marketing Smarts Special: Experts Share Their Holiday Wishes for Marketers [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    Twelve top marketing experts share their wish list for marketers: what they wish marketers would stop doing, and what they'd like to see more of in the coming year.

  • 35 Ways to Grow Your Brand

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Marketers, looking for ways to take your brand to the next level? Here are 35 ideas and examples of brands that are doing it right.

  • Take 10: How to Successfully Describe Your Services

    Video Tutorial

    CONTENT TYPE: Video Tutorial | TOPIC: Branding

    In just 10 minutes, you'll learn how to craft a top-notch services description that can help you win more business.

  • How to Create Buyer Personas [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    Buyer personas give you insight into how to best engage with your various customer types. But before you start creating those personas, take time to do the research.

  • Tips for Creating a 360-Degree Approach to Your Digital Marketing [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    Do you have a 360-degree approach to your marketing? It can help you provide a consistent experience across channels.

  • The Key to Successful Positioning: '3Cs' Research

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Positioning shouldn't be left to chance. Unless you do your research, your message to the market has almost no chance of getting through and hitting the mark. Here's what you need to do.

  • Top B2B Marketing Channels and Tactics

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Company websites remain the top digital channel for B2B marketers, with 81% rating their sites as effective in helping accomplish key marketing goals, according to a recent report from Regalix.

  • Take 10: The 10 Web Marketing Areas You Need to Focus on Now

    Video Tutorial

    CONTENT TYPE: Video Tutorial | TOPIC: Marketing Strategy

    In just 10 minutes, we'll identify the top 10 online marketing areas you should be focusing on, and provide you with three action items for each. With your top 10 list and actionable to-dos in hand, you can eliminate the less impactful projects, and hone your time, money, and energy on what really matters and gives you the best ROI.