The Best Marketing Strategy Resources

Branding

Expectation Branding: The Value of Losing Quickly and Owning Your Flaws

If you want your customers to stay, buy more, and advocate for your company, then setting accurate expectations and consistently meeting them wins—even if parts of those expectations aren't great.

Marketing Strategy

For Long-Term Market Advantage, Analyze Yourself

Marketing strategy is often thought about in terms of where the market is going and how best to satisfy the changing needs of the market. Rarely is time spent analyzing one's own company. But doing so is the only way to ensure consistent success.

Demand Generation

Your SMB Needs a Full-Funnel Marketing Approach. Here's Where to Start.

It's difficult to align Sales and Marketing when your company isn't big enough to have departments dedicated to those functions. That's why SMBs need a full-funnel approach to marketing. Here are three steps to get you there.

Event Marketing

Event Marketing in 2023: Trends and Challenges

Most marketers who organize and run events expect event marketing budgets to increase this year, according to recent research from Splash.

Marketing Content

What the Most Successful Content Marketers Do Differently

The firms that succeed the most with content marketing are much more likely to document their strategies, invest a greater share of budget in content, use paid channels for promotion, and measure ROI, according to recent research from Semrush.

Marketing Strategy

23 Sales Tactics for 2023

It's hard to know where to focus your sales efforts when the economy is shaky, but these 23 tips work well.

Artificial Intelligence

AI for Customer Support: More Meaningful Interactions, Less Costly Resolutions

Artificial intelligence has been improving workflows in back-office systems for years. But the advent of generative AI, which interprets human language and mimics human speech, writing, and art, can revolutionize customer service in particular. Here's how.

Public Relations

How Businesses Can Navigate a Polarized World

People say businesses should act as trustworthy information sources, base actions on science, and avoid aligning with a political party to avoid being seen as politically motivated when taking stands, according to recent research from Edelman.

Advertising & Promotions

Is Digital Advertising Really More Effective Than Traditional Advertising?

Traditional ads such as billboards, television ads, and radio spots may have fallen out of favor more during the pandemic, when businesses were accelerating digital methods. But do traditional ads still have value? This article explores the differences.

Marketing Strategy

Three Ways B2B Sales Prospecting Will Evolve in 2023

The economic climate has caused many businesses to re-evaluate their 2023 strategies, and that extends into sales prospecting. In particular, take note of these three trends.

Marketing Strategy

OOH: How B2B Marketers Can Reintegrate With the Physical World

As the pandemic transitions to a less serious threat, brands are once again using in-person tools to reach prospective customers. Printed materials and physical media offer a way to reach people who are at the office less and out in the real world more.

Marketing Strategy

Five Trends Reshaping B2B Marketing Leadership in 2023

From an uncertain economy to new customer expectations, the B2B marketing function—and the job of the B2B CMO—is shifting, quickly. Here's how to make sure those changes lead to better marketing and faster growth.

Marketing Strategy

How Confident Are Senior Marketers in Their Capabilities?

Among their many marketing and media capabilities, senior marketers are most confident in their ability to target customers and are least confident in their third-party data analyses, according to recent research.

Social Media Marketing

Is B2B TikTok Right for Your Business? Three Questions to Ask

TikTok is full of flashy ads (and cute dog videos), but a large part of brand presence on the platform is B2C. So, is B2B TikTok even a thing? It certainly can be, if you plan ahead and do it right.

Marketing Strategy

The Pros and Cons of Printed Marketing Materials

Many marketers say they value that printed marketing materials such as brochures enable them to provide a physical copy of information, but they also say they worry that people simply throw those materials away, according to recent research.

Marketing Strategy

Customer Marketing: The Key to Surviving the Economic Downturn

There's no better time than a looming recession to double-down on marketing to current customers. Get some techniques for doing so in this article.

Marketing Strategy

How to Increase Customer Referrals

Referrals from satisfied customers are a great source of new business. So how do you increase their numbers? Get ideas in this article.

Marketing Strategy

Industry Foresight: Forecasting the Future of Your Market

A vital component of any marketing strategy is thinking about what the future might look like. In strategy parlance, that's called having industry foresight. But what does industry foresight mean—and how do you get such a view of—how can you forecast—the future of your market?

Marketing Strategy

First-Party Data Isn't Enough: You'll Need the Right Data Infrastructure to Derive Value From Your Marketing Data

Implementing a data infrastructure can make the difference between planting a flag on a mountain of useless customer data and turning a smaller hill of data into actionable insights. The amount of data doesn't matter so much as what you do with it.

Branding

Less Humor, More Inspiration: The Messaging People Want From Brands

People increasingly want brand messaging to be motivational and reassuring, according to recent research from Attest.

Marketing Strategy Resources

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