The Best Marketing Strategy Resources

Marketing Strategy

Want to Build Trust and Provide Value? Try Being Nice, and Helpful!

Everyone in marketing talks about providing value. It's become a bingo buzzword. Whatever happened to real value—honest-to-goodness help for someone with a specific problem?

Marketing Strategy

How to Create a Socially Responsible B2B Marketing Campaign

Socially responsible marketing tactics can encourage your potential clients to think more favorably of your brand while creating a better work environment for your employees. Here's how.

Artificial Intelligence

How B2B Marketers Feel About AI

Most B2B marketers say they feel positive about artificial intelligence, though just over one in five (21%) say they feel apprehension or terror about the technology, according to recent research from Wpromote and Ascend2.

Marketing Strategy

B2B Leaders Survey: Marketing Trends for 2023

Most B2B leaders say their firm is increasing its marketing investment despite the current uncertain economic environment, according to recent research from LinkedIn and Ipsos.

Marketing Content

Why Content, Not Customer Service, Is the Heart of Customer-Centricity

Being a customer-centric company involves taking customer feedback and applying it, of course. But before you get to that point, you have to create content that is focused on what your customers want.

Marketing Strategy

How to Analyze Competitive Messaging in Four Simple Steps

Knowing the relative positions your company and its competitors occupy on the market landscape helps you shape content for all your marketing materials. But how do you determine the positioning of your competitors? This article outlines a straightforward process.

Customer Experience

Why People Delete Apps From Their Phones

Why do people delete apps from their mobile phones? How long does it take before they make the decision to delete an app or not? To find out, Airship surveyed 11,000 people age 18 and older.

Marketing Strategy

Five Sales Strategies B2B Firms Are Using to Boost Market Share

Many B2B firms that have achieved significant year-over-year increases in market share have been deploying five omnichannel strategies in concert, according to recent research from McKinsey.

Marketing Strategy

A Beginner's Guide to Using GIFs in Marketing

It's almost impossible to escape GIF memes on the Web. But can GIFs serve a different purpose—as marketing tools? Of course.

Martech

Six Ways to Unlock Web3 for B2B Marketers

A lot of the talk about Web 3.0 has been focused on commodities, such as NFTs and game tokens. However, the technology does present opportunities for B2B marketers—in a surprising number of ways.

Communications

Why Marketing Needs to Cultivate Conversation and Community: Revisiting 'The Cluetrain Manifesto'

Sometimes all the cool martech available can obscure the fact that marketing is about connecting with people and having conversations. In this article, our resident Nicolas Cage expert dives into community-building.

Marketing Strategy

Product Line Strategy: Five Approaches

If you're responsible for a company's marketing strategy, one of the main issues you'll face is how to manage multiple products (or services) for the future as well as maximize product opportunities in the present. It turns out there are various approaches to solving that problem, but each has its pros and cons.

Marketing Strategy

The Marketing Growth Triad: Data, Tech, and Creativity

More and more marketing teams are being expected to drive business growth. The easiest way to do that is incorporate an interdisciplinary team focused on companywide goals and three oft-siloed marketing elements.

Marketing Strategy

Seven Tips for a Successful B2B E-Commerce Strategy

Products, prices, description, checkout. You're all set for e-commerce! But not so fast... there's more to it than that. In this article, get tips for your strategy.

Branding

Reframing Brand Measurement: It's Not Who, But Where

Customer profiles, user browsing data, and benchmark studies are designed to help companies know exactly who their customers are and what brand sentiments they have. But what if we don't need that much information?

Marketing Strategy

How to Be a Strategic Technology Partner: Bridging the Knowledge Gap

Although the role that technology vendors play is critical to their clients, the relationship between the two parties can often feel transactional. Building a long-term strategic partnership, on the other hand, can benefit both.

Marketing Strategy

Why Sales Teams Reject Leads From Marketing

Why do salespeople reject leads that come from their firm's marketing team? Why do marketers think leads are rejected? To find out, RollWorks surveyed 527 salespeople and 323 marketers.

Marketing Strategy

How the Pandemic Permanently Changed Marketers' Strategies

Many senior marketers say the COVID-19 pandemic drove lasting strategy shifts, such as spurring them to target new customer segments and focus on digital-first experiences, according to recent research from Salesforce.

Customer Experience

You Have Options: How to Pick the Perfect Gift Card for Your Reward or Incentive Program

Rewards and incentives can make for great motivators and a positive experience for customers. But the options can sometimes be overwhelming. Here's a quick guide on how to choose the best incentives.

Marketing Strategy

The Marketing Strategy of Launching a Brand-New Product

To help us think strategically about the benefits and risks of launching a brand-new product to the market, it's useful to frame the process as the stages of a life cycle, especially from customer point of view—i.e., the types of customers a company will attract at each stage.

Marketing Strategy Resources

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