Resources for Marketing Professionals: Page 25

Marketing Management

Does Marketing or Sales Own Customer Strategy?

Most senior marketers say that customer strategy is not equally owned by Marketing and Sales in their organization, according to recent research from the CMO Council and KPMG.

Branding

Reframing Brand Measurement: It's Not Who, But Where

Customer profiles, user browsing data, and benchmark studies are designed to help companies know exactly who their customers are and what brand sentiments they have. But what if we don't need that much information?

Writing

Five Tips for Writing Web Content That Captures Attention

Web content is different from other forms of writing, and people consume it differently. The best-practices outlined in this article can help you create content that boosts your brand, improves SEO, and captures people's attention.

Communications

Five Tips for Effective Communication With Distributed Teams

Zoom fatigue? You may be missing those water-cooler conversations. Feeling confused? You might need a video call to give you some visual cues. This article offers five tips for healthy communication with a remote team.

Marketing Strategy

How to Be a Strategic Technology Partner: Bridging the Knowledge Gap

Although the role that technology vendors play is critical to their clients, the relationship between the two parties can often feel transactional. Building a long-term strategic partnership, on the other hand, can benefit both.

SEO

SEO, Backlinks, and BEO: Three Pillars for Stronger PR and Brand Awareness

Now that media outlets have fully transitioned to online spaces, PR and SEO have become intrinsically linked. Journalists do searches, too, and the higher a press release ranks in search results, the more likely it will be covered.

Marketing Strategy

Why Sales Teams Reject Leads From Marketing

Why do salespeople reject leads that come from their firm's marketing team? Why do marketers think leads are rejected? To find out, RollWorks surveyed 527 salespeople and 323 marketers.

Artificial Intelligence

No, ChatGPT Won't Make Marketing and Search Irrelevant (At Least for Now)

Generative AI tools like ChatGPT are poised to affect some marketing writing roles, but their future in the world of search is slightly more complex. This article provides a breakdown of the possibilities.

Marketing Strategy

How the Pandemic Permanently Changed Marketers' Strategies

Many senior marketers say the COVID-19 pandemic drove lasting strategy shifts, such as spurring them to target new customer segments and focus on digital-first experiences, according to recent research from Salesforce.

Customer Experience

You Have Options: How to Pick the Perfect Gift Card for Your Reward or Incentive Program

Rewards and incentives can make for great motivators and a positive experience for customers. But the options can sometimes be overwhelming. Here's a quick guide on how to choose the best incentives.

Marketing Strategy

The Marketing Strategy of Launching a Brand-New Product

To help us think strategically about the benefits and risks of launching a brand-new product to the market, it's useful to frame the process as the stages of a life cycle, especially from customer point of view—i.e., the types of customers a company will attract at each stage.

Marketing Content

Seven Tips for Training the Next Generation of Content Marketers

You may think you know all there is to know about content marketing now, but you were a rookie too, once. Give those new rookies a good education with these seven tips.

Marketing Strategy

The Value of Intent Data for B2B Go-to-Market Teams

B2B go-to-market teams that use intent data—information generated by potential customers' online research and content-consumption activities—are much more likely to report being successful with their strategies, according to recent research.

Marketing Management

Taking the Long View: The Hardest But Most Valuable Way to Run an Agency

The recent hiring climate—resignations, layoffs, a talent shortage, more layoffs—is symptomatic of brands' and agencies' knee-jerk reaction to economic circumstances. And that, argues this article, is not the right way to run a business.

Marketing Content

Why Now Is the Time to Add Video to Your Marketing Budget

Strong video content can skyrocket your marketing success. But it's vital to know what you're getting into before you invest budget in video. Here are some things to consider.

Marketing Strategy

Little Touches for Big Impact: What Makes for Authenticity in Sales Enablement and Marketing

What if Sales enablement is not about being loud and obnoxious so you can cut through the noise? Through the context of Nicolas Cage movies, this second article in a monthly series looks at authenticity.

SEO

How AI Will Affect Delivering Relevant Search Results

Most professionals who work in roles focused on online search say artificial intelligence will be extremely or very important to delivering relevant results in the future, according to recent research from Lucidworks.

Account-Based Marketing

ABX: The Answer for Finserv and Fintech Companies in Need of a Better GTM

Financial services companies are essential, but the industry has faced many setbacks in recent years. Using account intelligence, those organizations can take back control.

Email Marketing

How Much Harder Has Email Marketing Become?

From privacy features to dark mode options, email marketing has become much more complex over the past decade. Marketers need to be open to continual change.

SEO

Five Tips to Improve SEO Using Stock Images and Videos

Using imagery and video should be a high priority for a well-rounded SEO strategy. This article has five tips for using images and video to improve search results.

B2B Marketing Resources

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