Resources for Marketing Professionals: Page 19

Demand Generation

How to Rev Up the B2B Account-Based Demand Engine to Accelerate Results

An account-based demand engine focuses marketing efforts on specific high-value accounts and delivers personalized experiences. Through six questions and answers, this article discusses the alignment of Sales and Marketing and the adoption of a unified approach to demand gen.

Marketing Strategy

How to Harness the Power of SMS Marketing: A Guide to Best-Practices

Brands in every industry have discovered the ease and effectiveness of SMS marketing. Check out this article to learn the do's and don'ts of text messaging.

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 Content

B2B Content Promotion in 2023: Channel and Format Trends

Some 65% of B2B marketers say they're not spending enough time on content promotion, according to recent research from Converge.

Email Marketing

Engagement-Based Email Segmentation: How to Ensure Your Messages Land in the Inbox

Email segmentation is a tried-and-true tactic for maximizing email engagement. But how can segmentation help senders get more emails into the inbox? This article offers some ideas.

Email Marketing

How to Use Email Suppression Lists for Better Email Marketing

As an email marketer, you must maintain good list hygiene. One way to do that is by creating an email suppression list. Here's how.

Artificial Intelligence

The AI Conundrum: Should B2B Communicators Embrace ChatGPT?

How should B2B communicators dip their toes into the AI waters before fully embracing it? There are three major things to consider: what AI excels at, what skills it lacks, and what legal and copyright issues are at stake.

Advertising & Promotions

The PPC Power Players: Ad Platforms Making a Big Impact

Whether you use them together or separately, Google Ads and Facebook Ads are the leading PPC ad platforms in 2023—but there could be challengers. In this article, discover which platform is best for your business.

Advertising & Promotions

The Big Get Bigger: Five Companies Now Attract Half of All Ad Spend

WARC researchers forecast that 50.7% of global advertising spend will go to Alibaba, Alphabet, Amazon, Bytedance, and Meta in 2023, and that this share will rise to 51.9% in 2024.

Marketing Strategy

Direct Mail Marketing's Top Advantages and Challenges

Senior marketers say the biggest advantage of direct mail marketing is its personalization options and the biggest downside is its audience targeting/data limitations, according to recent research from SeQuelResponse.

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.

Customer Experience

The Secret to Excellent CX Is Good UX. But What's the Secret to Good UX?

In the ever-evolving landscape of websites, apps, and other interactive experiences, understanding and engaging with your target audience is paramount. Check out this article to learn how audience research can create engaging experiences that keep users coming back.

Measurement & Analytics

How Marketers Can Use Identity Graphs to Understand Their Customers Better

As a marketer, your goal is to deliver real-time, relevant, and engaging experiences to propel your brand forward. Closing customer identity gaps with an identity graph can help.

Marketing Strategy

It's Time to Start Thinking of B2B Marketing as an Investment

B2B digital marketing may not share every similarity with B2C marketing, but it can certainly benefit from using some of its tactics—an investment mindset, in particular.

Marketing Content

Stop the Churn: Why Less Is More in B2B Content Marketing

B2B marketing content needs to make an impact. It needs to be so thought-provoking and well-written that buyers devour it from start to finish. Here are some tips for where to start.

Artificial Intelligence

Why Some Companies Are Not Increasing Spend on Generative AI

Decision-makers who work for companies that do not plan to increase their investment in generative AI tools such as ChatGPT in the near future say they have a range of concerns about the technology, according to recent research from Lucidworks.

Marketing Content

Business Video Benchmarks: Retention Rates by Length

What share of viewers watch online videos from businesses all the way to the end? How is the retention rate affected by video length? To find out, Vidyard analyzed 2022 data for more than 1,778,000 videos created by its customers.

Email Marketing

The 'Best' Use Cases for Unique Generative AI-Crafted Emails (Unfortunately!)

As generative AI becomes more sophisticated, it will find many uses in the email space, such as sending automated support and customer service email responses. But it's unlikely to be used to create permission-based promotional marketing emails. Here's why.

SEO

Unlock the Power of Your SEO: A Beginner's Guide to Measuring Success

It's easy to joke about Google's algorithms and mysterious methods of determining page rank. But SEO is measurable. Try these metrics.

Marketing Strategy

Five Steps to More Creative Marketing

From harnessing original ideas that excite customers to sharing quirky content on social media, creativity can spice things up and add color to your marketing campaigns. Here's how to get there in five steps.

B2B Marketing Resources

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