Managing Marketing to Optimize Your Efforts

Marketing Strategy

How the Responsibilities of B2B Marketing Teams Are Changing

Senior B2B marketing executives say they and their teams have increasingly been asked to take responsibility for business results and prove ROI over the past few years, according to recent research from EssenceMediacom.

Martech

Choosing the Right Customer Data Platform: A Guide

A customer data platform compiles data from multiple internal sources, resulting in a central database that offers a 360-degree view of customers. Here's how to ensure you pick the solution that's right for your business.

Career Development

Are Businesses Planning to Give Their Employees Raises in 2024?

Most businesses plan to raise wages in 2024, but those raises will not necessarily apply to all employees, according to recent research from Resume Builder.

Marketing Management

Are Job Seekers Lying About Their AI Skills?

Nearly half of recent job seekers looking for office work say they lied about their artificial intelligence skills during the hiring process, according to recent research from Resume Builder.

Marketing Management

Reduce Friction With a Yearend Marketing Road Map for Smooth Sailing in 2024

'Tis the season for thinking about next year before this year is even over! This article looks at how to plan, but not over-plan, for the new year by creating a flexible road map.

Artificial Intelligence

Generative AI: What Keeps Me Up at Night

GenAI's positive benefits outweigh its negative consequences, but that doesn't make those consequences any less real. This article lists future concerns about the use of AI, from basic to dystopian.

Marketing Management

Five Ways Marketers Can Scale and Lead Remote Teams Effectively

Managing remote teams is not just about having virtual meetings ad nauseam. This article explores other ways of securing performance and cohesion in remote marketing teams.

Marketing Management

How Well Are CMOs and CFOs Collaborating?

Most chief marketing officers say the chief financial officer at their firm is willing or very willing to collaborate on investments, goals, and metrics, according to recent research from CMO Council and KPMG.

Martech

How B2B Firms' CRM Usage Is Evolving

B2B leaders say their firms have increasingly been using customer relationship management (CRM) systems as centralized communications hubs for nurturing leads, according to recent research from SugarCRM.

Artificial Intelligence

Are Businesses Creating AI Guidelines for Employees?

Most business leaders say it's important for companies to establish internal guidelines regarding how to use AI responsibly, but most also say their firm does not yet have those sorts of guidelines in place, according to recent research from Conversica.

Martech

Martech Replacement Trends for 2023

Are martech tools being replaced more or less in 2023 compared with previous years? Which types of tools are being replaced the most? To find out, MarTech surveyed 443 marketers in the second quarter of 2023.

Marketing Strategy

Your Evolving Value Proposition: How to Recognize It and Get Ahead of Agency Competitors

The value proposition isn't just changeable; it's as dynamic as a world currency. Learn why marketing agencies in particular must stay on top of their evolving value propositions and embrace a new version when necessary.

Marketing Management

The Top Challenges Companies Face in ESG Reporting

Environmental, social, and governance (ESG) practitioners say the biggest reporting challenge their companies face is trying to measure the impact of qualitative initiatives such as DEI programs, according to recent research from Workiva and Ascend2.

Marketing Strategy

How B2B Marketers Can Shift to Buying Groups in Three Months or Less

Your buyer is most often a group, not a single person. So, how can you tailor your marketing tactics to multiple people? This article offers a road map.

Marketing Management

Marketing Has a Data Problem, and Here's What Can Fix It

Marketing leaders have plenty of data on their plate, but many aren't yet able to convert it into the insight they require to perform better. Get some tactics from this article.

Measurement & Analytics

The Fight Against Bot Traffic: Three Ways Marketing and Security Can Partner

You've got a great signup conversion rate! Except... nope, those are full of bots. But what about all that traffic to... nope. Also bots. Sound familiar? Working with the security team can help.

Customer Experience

A Five-Step Framework for ROI From Personalized Customer Experiences

Although its importance is never denied, "personalization" in marketing can be such a nebulous word. Is it even measurable? How do you find out whether it affects the bottom line? Check out this five-step guide.

Branding

Brand + Demand: Taking B2B Marketing From Cost Center to Value Center

Companies are fighting to survive, and Marketing needs to be more than a cost center. Although it's easy to preach about the value of brand marketing, the rubber needs to meet the road in practical execution and deliver tangible results.

Marketing Management

How to Attract and Retain Top B2B Marketing Talent

The job market has been volatile recently, see-sawing between pandemic layoffs and the "Great Resignation." This article looks at the company characteristics that help attract and then retain B2B marketing talent.

Marketing Content

SaaS Case Study Marketing Trends for 2023

Most software-as-a-service (SaaS) marketers say text is the format they use most for their case studies, but that they want to create more video case studies in 2023, according to recent research from Uplift Content.

Marketing Management Resources

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