Resources for Marketing Professionals: Page 24

Customer Experience

What Makes Customer Service Experiences Great or Terrible?

Which factors contribute most to great and terrible experiences when customers contact businesses? To find out, Oracle and Ascend2 surveyed 5,053 people around the world.

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.

SEO

Color Wheel Theory: Your New SEO Content Framework

Content SEO can be overwhelming, especially when populating a website with relevant posts. Visualizing your pages as topic hierarchies, as in the color wheel theory framework, can help.

Measurement & Analytics

How to Design a Customer Health Score: Seven Focus Areas

How do you analyze your company's customer success to find out what areas need improvement? This article offers an effective "recipe" for understanding customer health.

Artificial Intelligence

Generative AI Can't Create Great Marketing, But It Can Help

Countless companies and marketers are using generative AI to write blog posts, emails, articles, and other forms of content. The robots can help your marketing. Just don't use it as a replacement for authentic messaging.

Artificial Intelligence

How Americans Feel About Artificial Intelligence

Most Americans say they are concerned about the impact artificial intelligence could have on jobs and society, though most also say they haven't yet used generative AI programs such as ChatGPT, according to recent research from Ipsos.

Branding

The 10 Strongest and Most Valuable Global B2B Brands

Consulting and commercial services firm Deloitte has the strongest B2B brand in the world, according to recent research from Brand Finance.

Marketing Content

Better Writing Will Not Fix Your Content. Here's What Will.

There's a reason we don't write poetry to convince prospects to buy our products (although how fun would that be?). B2B content needs a lot more than beautiful writing to work the way it's supposed to.

Customer Experience

Supercharge Your Online Form Conversions With Address Autocomplete

How many leads does your company lose as a consequence of awkward form fields or a bad user experience? Learn how to increase online form conversions.

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.

Measurement & Analytics

Why Event Organizers Are Ditching Vanity Metrics—And Choosing These Metrics Instead

The virtual events of the pandemic have had long-lasting effects on event marketing: namely, the metrics marketers use to track their success. It's now much less about registrations and more about metrics that actually matter.

Marketing Management

How to Find and Nurture the Entrepreneurs in Your Company

Your organization's greatest innovations have yet to be discovered. Who's going to discover them? Your sales team's entrepreneurs. So, find and nurture your brightest problem-solvers. Here's how.

SEO

How Author Authority Affects Search Rankings

Google may have retired its official authorship markup, but that doesn't mean a creator's authority no longer matters. This article explores why including author information on a webpage can boost its ranking.

Social Media Marketing

The Best Days and Times to Post on Social Media

Which days and times tend to deliver the highest engagement on social media posts from businesses? To find out, Sprout Social analyzed data from more than 34,000 of its customers across various plan types, industries, and locations.

Career Development

The Digital Marketing Jobs That Will Be Disrupted Most by AI

Digital marketers say the industry roles that will likely be disrupted most by artificial intelligence are content writers, email marketers, and social media managers, according to recent research from Authority Hacker.

Marketing Content

How to Survive the Cookieless Future: Refocus on Your Owned Media Strategy

Taking control of your owned media will help your organization transition more smoothly into the coming "cookieless" world. Learn what that means, and how to do it.

Measurement & Analytics

Top 5 Marketing Agency Metrics to Measure

Whether you're looking to track the progress of your agency or you need to be alerted when business performance is going down, the metrics in this article can help you.

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.

Advertising & Promotions

Search Advertising Spend Trends for 2023

Global advertiser spend on search marketing is expected to be robust this year, despite a broader digital ad market slowdown, according to recent research from WARC.

B2B Marketing Resources

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