Resources for Marketing Professionals: Page 31

Branding

Expectation Branding: The Value of Losing Quickly and Owning Your Flaws

If you want your customers to stay, buy more, and advocate for your company, then setting accurate expectations and consistently meeting them wins—even if parts of those expectations aren't great.

Marketing Strategy

For Long-Term Market Advantage, Analyze Yourself

Marketing strategy is often thought about in terms of where the market is going and how best to satisfy the changing needs of the market. Rarely is time spent analyzing one's own company. But doing so is the only way to ensure consistent success.

Email Marketing

Your Most Important Job as a B2B Email Marketer Is...

B2B brands should be playing the long game with their email marketing because their businesses are a long game. So... what's the real goal of a B2B email marketer? Opens? Clicks? Conversions? Nope.

Demand Generation

Your SMB Needs a Full-Funnel Marketing Approach. Here's Where to Start.

It's difficult to align Sales and Marketing when your company isn't big enough to have departments dedicated to those functions. That's why SMBs need a full-funnel approach to marketing. Here are three steps to get you there.

Marketing Content

Five Whitepaper Design Mistakes That Are Costing You Leads

There's not much value in a whitepaper if otherwise valuable information is hidden by bad design. Here are five things to avoid.

Event Marketing

Event Marketing in 2023: Trends and Challenges

Most marketers who organize and run events expect event marketing budgets to increase this year, according to recent research from Splash.

Websites

What B2B Buyers Want From Vendor Chatbots

B2B buyers say they want chatbots from vendors to provide accurate and relevant answers—and to provide those answers very quickly, according to recent research from Conversica.

SEO

Top SEO Trends for 2023

What's in store for search in 2023? This article breaks down predictions about what in SEO will gain momentum and what will fizzle out.

Social Media Marketing

Should Brands 'Break Up' With Twitter?

It's been a rocky few months for Twitter. But does the loss of advertising mean your own company should jump to a new platform? Not if you use your account primarily for customer service, says this article.

Communications

How to Overcome Poor Communication to Drive Marketing Performance in 2023

It's time for marketers to reinvent their organizations, and that starts with effective communication. Communicating clearly and consistently reduces costly slowdowns, enhances the customer experience, and drives the ability to scale.

Marketing Strategy

23 Sales Tactics for 2023

It's hard to know where to focus your sales efforts when the economy is shaky, but these 23 tips work well.

Marketing Content

What the Most Successful Content Marketers Do Differently

The firms that succeed the most with content marketing are much more likely to document their strategies, invest a greater share of budget in content, use paid channels for promotion, and measure ROI, according to recent research from Semrush.

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.

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.

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.

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.

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.

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.

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.

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.

B2B Marketing Resources

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