Resources for Marketing Professionals: Page 19

Social Media Marketing

The Importance of 'Dark' Social Media for Marketers

Marketers estimate that nearly half of online conversations about their brand or offerings now occur on "dark" social media channels such as messaging apps and private groups, according to recent research.

Marketing Strategy

What Makes B2B Influencer Marketing Programs Successful

Marketers who rate their B2B firm's influencer program as very effective are more likely to say they outsource the work, use AI, and keep the program going continually, according to recent research from TopRank Marketing and Ascend2.

Career Development

How CMOs Can Use AI to Make Career-Changing, Strategic Business Impact

AI adoption has the potential to bring the much-beleaguered CMO role to the frontline of business operations. With the CEO and C-suite's support, CMOs can use AI responsibly to drive digital change and meet growth goals. Here's how.

Public Relations

How to Keep Your PR Email List Healthy to Get More Media Coverage

As a PR pro, you can't rely on someone else to source genuine media contacts for you. Keeping a healthy PR email list is your responsibility. Here's how to do that.

Marketing Strategy

Co-Op Marketing Is Recession-Proof Advertising

Co-op advertising involves manufacturers and brands providing advertising dollars to their channel partners, such as retailers and dealers, that sell their products. Learn why the method is a win-win.

Email Marketing

Reimagining Communication: The Evolution and Staying Power of Email

Is email dead? Hardly. Its role is simply changing. This article explores the potential of that role, from email intelligence to data security.

Demand Generation

Attract High-Value Leads With This Five-Step Process

The process of attracting high-value leads has evolved into a blend of science and art. This article dissects what constitutes a high-value lead and explores how you can craft a balanced, targeted approach to lead generation.

Artificial Intelligence

How Well Do Senior Marketers Understand AI?

Most senior marketers say their understanding of artificial intelligence is at the beginner or intermediate level, according to recent research from Drift and the Marketing Artificial Intelligence Institute.

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.

Artificial Intelligence

How to Craft the Perfect Cold Email With ChatGPT

Cold emails often get a bad rap for being intrusive, generic, and spammy. Can ChatGPT help? You bet it can.

Measurement & Analytics

How to Create Efficient Paid Ad Campaigns Using the LTV:CAC Ratio

This article covers what an LTV:CAC ratio is, how to calculate it, and how to present it so you can sell to, acquire, and retain highly valuable customers.

Advertising & Promotions

Ad Tech Report: Is the Medium Rectangle's Era Over?

Behold, the medium rectangle ad banner, a wondrous digital canvas that has captivated and charmed audiences for years! But it may be losing popularity to more engaging formats, a recent ad tech study suggests.

Marketing Content

Publications Don't Want Your AI-Generated Content

Considering outsourcing your thought leadership content to generative AI? You may want to reconsider, as editors are well aware of the risks and inaccuracies that come with content created solely by AI.

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.

Social Media Marketing

Anger and Animals: What Makes TikTok Thumbnails Successful

What makes TikTok thumbnails successful? Do videos with images that spark certain emotions and use certain colors tend to perform better? To find out, Adobe Express analyzed the thumbnails of 300 TikToks.

Marketing Strategy

What Makes B2B Tech Buyers Distrust Brands?

Buyers say the top things that make them distrust B2B tech brands are when vendor content is outdated or salesy, according to recent research.

Measurement & Analytics

Seven GA4 Metrics to Help You Master User Behavior Analysis

Understanding GA4 metrics is key to effectively analyzing user behavior and getting more revenue out of your website. But knowing the best metrics to use can be tough. This article outlines some of the best options to help support your analysis.

Marketing Strategy

B2B Commerce Needs a 21st-Century Upgrade

Selling physical products to consumers over the Internet has never been easier. So why are B2B firms struggling to achieve digital transformation?

Communications

The Art of Interviewing: Four Tips for Conducting Engaging Podcast and Radio Interviews

This article explores what makes for a great interview: research and preparation, a proper guest introduction, and engaging conversation.

Account-Based Marketing

Mastering Account Penetration: Four Essential Tactics for Sales Success

Account penetration is a useful metric to determine how effective your sales and marketing strategies have been. This article provides tips on how to improve that metric.

B2B Marketing Resources

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