Marketing Strategy Resources

The Most Important Tech and Societal Trends for Marketers in 2023
Martech

The Most Important Tech and Societal Trends for Marketers in 2023

Marketers say they expect AI to be the most important emerging tech of 2023 and the potential impact of a recession to be the most important societal trend, according to recent research from WARC.

Data Draws the Big Picture: Why and How to Use Data Visualization
Marketing Content

Data Draws the Big Picture: Why and How to Use Data Visualization

The amount of data used by marketers has grown exponentially in recent times. But data is only as good as what information you can derive from it. Enter data visualization.

The Biggest Obstacles to Succeeding With Data-Driven B2B Marketing
Marketing Strategy

The Biggest Obstacles to Succeeding With Data-Driven B2B Marketing

Senior B2B marketing and sales professionals say inaccurate customer data is the biggest impediment to succeeding with data-driven marketing, according to recent research from Dun & Bradstreet.

Customer-Centric Companies Win in Recessions: How Customer Insight Cushions Downturns and Speeds Recovery
Marketing Strategy

Customer-Centric Companies Win in Recessions: How Customer Insight Cushions Downturns and Speeds Recovery

Although cutting back on marketing is a kneejerk reaction to a struggling economy, history teaches us that companies' keeping focused on customers is what keeps them afloat. Here are four major reasons for that.

What Third-Party Cookies' Delayed Demise Means for Marketers
Marketing Strategy

What Third-Party Cookies' Delayed Demise Means for Marketers

A few months ago, Google announced a delay to its blocking of third-party cookies... again. We keep preparing, and the deadline keeps getting pushed back. Given that additional time, how should we be spending it?

Digital Marketing Across Borders: How to Reach a Multilingual Audience
Marketing Strategy

Digital Marketing Across Borders: How to Reach a Multilingual Audience

Becoming a multilingual company is much more complex than just putting all your copy through Google Translate. Explore tips on how to successfully expand into multinational markets.

Customer Benefits: A Brief Introduction to Why Customers Buy Your Products
Marketing Strategy

Customer Benefits: A Brief Introduction to Why Customers Buy Your Products

When as a marketer you identify and focus on benefits, you ensure that you are focusing your attention on what customers are really buying; as a result, you don't waste money and energy in your marketing efforts.

Perceptual Maps and Competition: How to Understand and Improve Your Position in the Market
Marketing Strategy

Perceptual Maps and Competition: How to Understand and Improve Your Position in the Market

Perceptual maps are the only way to understand what your position is in the market and how the market views you vs. your competitors. In fact, if you don't have a perceptual map, you're flying blind.

Market Segmentation: Where Companies Go Wrong and Why You Need Differential Advantage Analysis
Marketing Strategy

Market Segmentation: Where Companies Go Wrong and Why You Need Differential Advantage Analysis

Welcome to a highly misunderstood topic: segmentation. This article explains what marketers tend to get wrong about segmentation, what's a better way to segment, and why doing a differential advantage analysis after segmentation can help you beat the competition.

The Buyers Are (Still) There: How Can B2B Tech Marketers Get to Them?
Marketing Strategy

The Buyers Are (Still) There: How Can B2B Tech Marketers Get to Them?

The accelerated pace of the digital business world will require B2B tech marketers to drop their manual ABM processes and get to a deeper level of customer understanding. But how? Check out these ideas.

Brand Extensions: A Strategic Path to Growth
Branding

Brand Extensions: A Strategic Path to Growth

A brand known for a particular benefit enables growth opportunities beyond the product's original focus—via a brand extension. Using the brand on a new market offering that's in a different product category can provide sizable benefits, including new paths to growth. But you have to be careful.

How to Budget Strategically for Your Digital Marketing Campaigns
Marketing Management

How to Budget Strategically for Your Digital Marketing Campaigns

What's the secret to constructing a sophisticated, airtight digital marketing budget that's justifiable and sensible? It's definitely not more spend equals more payoff. Check out this article for budgeting tips.

Virtual Event Trends: Businesses' Future Plans and Top Challenges
Event Marketing

Virtual Event Trends: Businesses' Future Plans and Top Challenges

Most professionals in charge of events say their firm is planning to increase or do the same number of virtual events in the next 12 months as it did in the past 12 months, according to recent research from Airmeet and Forrester.

Art or Science? The Fate of Data-Driven Marketing
Marketing Strategy

Art or Science? The Fate of Data-Driven Marketing

In an era of Big Data and revenue-driven marketing strategies, is it possible to find a balance between the art and science of marketing? This article tackles that question.

Four Intent Data Mistakes ABM Newbies Make
Account-Based Marketing

Four Intent Data Mistakes ABM Newbies Make

ABM is more effective with intent data! Yay! But you're using it wrong. D'oh! You might be making one of four newbie mistakes outlined in this article.

Stepping Out of the Dark Funnel: How to Shed Light on What Is Not Registered by Your Pixels (Article 2 of 2)
Measurement & Analytics

Stepping Out of the Dark Funnel: How to Shed Light on What Is Not Registered by Your Pixels (Article 2 of 2)

The first part of this article series identified what factors contribute to the dark funnel—a (spooky) place where prospects learn about your company without your knowledge. This second part offers concrete steps you can take to start obtaining data from the dark funnel.

Direct Mail Marketing Trends
Marketing Strategy

Direct Mail Marketing Trends

Almost two-thirds (65%) of marketers who run direct mail campaigns say the performance of such campaigns has improved over the last 12 months, according to recent research.

How Your Ideal Customer Profile Can Focus Marketing Programs for Greater ROI
Marketing Strategy

How Your Ideal Customer Profile Can Focus Marketing Programs for Greater ROI

It's time to dig out that ideal customer profile you created and saved to a random folder a while back. Actively applying an ICP across your entire marketing funnel could be what you need to become more revenue-focused.

The Factors That Most Influence Buyers of B2B Services
Marketing Strategy

The Factors That Most Influence Buyers of B2B Services

B2B service buyers cite a vendor's reputation, online reviews, and pricing/service as the factors that most influence their purchasing decisions, according to recent research.

Gain Differential Advantage Over Your Competitors: Core Competencies
Marketing Strategy

Gain Differential Advantage Over Your Competitors: Core Competencies

A central goal of marketing strategy is to get an advantage over the competition. But how do you do that?

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