B2B Marketing Resources

How Businesses Can Navigate a Polarized World
Public Relations

How Businesses Can Navigate a Polarized World

People say businesses should act as trustworthy information sources, base actions on science, and avoid aligning with a political party to avoid being seen as politically motivated when taking stands, according to recent research from Edelman.

AI for Customer Support: More Meaningful Interactions, Less Costly Resolutions
Artificial Intelligence

AI for Customer Support: More Meaningful Interactions, Less Costly Resolutions

Artificial intelligence has been improving workflows in back-office systems for years. But the advent of generative AI, which interprets human language and mimics human speech, writing, and art, can revolutionize customer service in particular. Here's how.

Why You Should Be 'Cloning' Your Best Customers to Grow Your Business
Demand Generation

Why You Should Be 'Cloning' Your Best Customers to Grow Your Business

By analyzing your most successful customer interactions and understanding customers' goals, you can better inform your marketing efforts to replicate your best and favorite customers. So how is that done? Let's break it down into a few key steps.

Is Digital Advertising Really More Effective Than Traditional Advertising?
Advertising & Promotions

Is Digital Advertising Really More Effective Than Traditional Advertising?

Traditional ads such as billboards, television ads, and radio spots may have fallen out of favor more during the pandemic, when businesses were accelerating digital methods. But do traditional ads still have value? This article explores the differences.

Three Ways B2B Sales Prospecting Will Evolve in 2023
Marketing Strategy

Three Ways B2B Sales Prospecting Will Evolve in 2023

The economic climate has caused many businesses to re-evaluate their 2023 strategies, and that extends into sales prospecting. In particular, take note of these three trends.

OOH: How B2B Marketers Can Reintegrate With the Physical World
Marketing Strategy

OOH: How B2B Marketers Can Reintegrate With the Physical World

As the pandemic transitions to a less serious threat, brands are once again using in-person tools to reach prospective customers. Printed materials and physical media offer a way to reach people who are at the office less and out in the real world more.

The Tech Habits of Americans Age 50+
Martech

The Tech Habits of Americans Age 50+

Americans age 50 and older have increasingly embraced technologies such as smartphones, smart televisions, and social media over the past few years, according to recent research from AARP.

How Confident Are Senior Marketers in Their Capabilities?
Marketing Strategy

How Confident Are Senior Marketers in Their Capabilities?

Among their many marketing and media capabilities, senior marketers are most confident in their ability to target customers and are least confident in their third-party data analyses, according to recent research.

Five Trends Reshaping B2B Marketing Leadership in 2023
Marketing Strategy

Five Trends Reshaping B2B Marketing Leadership in 2023

From an uncertain economy to new customer expectations, the B2B marketing function—and the job of the B2B CMO—is shifting, quickly. Here's how to make sure those changes lead to better marketing and faster growth.

Is B2B TikTok Right for Your Business? Three Questions to Ask
Social Media Marketing

Is B2B TikTok Right for Your Business? Three Questions to Ask

TikTok is full of flashy ads (and cute dog videos), but a large part of brand presence on the platform is B2C. So, is B2B TikTok even a thing? It certainly can be, if you plan ahead and do it right.

Four Ways Marketing and PR Can Drive Business Success Together
Public Relations

Four Ways Marketing and PR Can Drive Business Success Together

Are your PR and marketing departments butting heads? It happens. But as in every case, companies have greater success when the two departments work together. Check out four tips for uniting marketing and PR pros.

Four Ways Marketers Can Increase Their Productivity
Career Development

Four Ways Marketers Can Increase Their Productivity

The trials of remote work and multiple meetings can make being productive more difficult than ever. Check out these four tips for increasing your productivity.

The Pros and Cons of Printed Marketing Materials
Marketing Strategy

The Pros and Cons of Printed Marketing Materials

Many marketers say they value that printed marketing materials such as brochures enable them to provide a physical copy of information, but they also say they worry that people simply throw those materials away, according to recent research.

The Political Gap Between PR Pros and the US Population
Public Relations

The Political Gap Between PR Pros and the US Population

Public relations professionals are much more likely to say they are politically progressive compared with the general population of the United States, according to recent research from the NYU School of Professional Studies and PR Week.

Customer Marketing: The Key to Surviving the Economic Downturn
Marketing Strategy

Customer Marketing: The Key to Surviving the Economic Downturn

There's no better time than a looming recession to double-down on marketing to current customers. Get some techniques for doing so in this article.

How to Increase Customer Referrals
Marketing Strategy

How to Increase Customer Referrals

Referrals from satisfied customers are a great source of new business. So how do you increase their numbers? Get ideas in this article.

Industry Foresight: Forecasting the Future of Your Market
Marketing Strategy

Industry Foresight: Forecasting the Future of Your Market

A vital component of any marketing strategy is thinking about what the future might look like. In strategy parlance, that's called having industry foresight. But what does industry foresight mean—and how do you get such a view of—how can you forecast—the future of your market?

First-Party Data Isn't Enough: You'll Need the Right Data Infrastructure to Derive Value From Your Marketing Data
Marketing Strategy

First-Party Data Isn't Enough: You'll Need the Right Data Infrastructure to Derive Value From Your Marketing Data

Implementing a data infrastructure can make the difference between planting a flag on a mountain of useless customer data and turning a smaller hill of data into actionable insights. The amount of data doesn't matter so much as what you do with it.

Three Ways to Help Women Join the Ranks of Agency Owners
Marketing Management

Three Ways to Help Women Join the Ranks of Agency Owners

Women make great marketers. So why do so few of them own marketing agencies? This article presents possible ways to solve that problem.

Diversity in Video Ads: Gender, Age, and Ethnicity Benchmarks
Advertising & Promotions

Diversity in Video Ads: Gender, Age, and Ethnicity Benchmarks

Which groups are overrepresented and underrepresented in video ads? To find out, Extreme Reach analyzed more than 1 million video ads deployed to linear and digital platforms in North America in 2022.

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