Resources for Marketing Professionals: Page 32

Marketing Strategy

Market Segmentation: Where Companies Go Wrong and Why You Need Differential Advantage Analysis

Welcome to a highly misunderstood topic: segmentation. This article explains what marketers tend to get wrong about segmentation, what's a better way to segment, and why doing a differential advantage analysis after segmentation can help you beat the competition.

Marketing Strategy

The Buyers Are (Still) There: How Can B2B Tech Marketers Get to Them?

The accelerated pace of the digital business world will require B2B tech marketers to drop their manual ABM processes and get to a deeper level of customer understanding. But how? Check out these ideas.

Branding

How to Effectively Build Your Brand Within Emerging Virtual Worlds

As the tide of technology moves closer to virtual reality, what can brands to do prepare? Advertising could look very different in a VR world. This article explores the possibilities.

Marketing Management

Company Diversity, Equity, and Inclusion: How to Overcome Challenges and Drive True Change

Diversity, equity, and inclusion is a win-win for everyone: It's good for business, good for employees, and good for PR. To drive real change, check out these tips.

Marketing Management

How Much Time Do People Spend in Unnecessary Meetings?

Workers say nearly a third (31%) of the meetings they attend each week are unnecessary, according to recent research from Otto.ai.

Career Development

Resonate, Differentiate, and Substantiate: What Top Salespeople Do Differently

Top-performing salespeople are more likely to understand their buyers' need for value and make the case for value more strongly compared with their peers, according to recent research.

Branding

Get Ready to Rebrand! Three Steps to Prepare Your Organization for Transformation

Is your organization ready for a rebrand? Don't jump the gun. Before you launch, take these three steps.

Branding

Brand Extensions: A Strategic Path to Growth

A brand known for a particular benefit enables growth opportunities beyond the product's original focus—via a brand extension. Using the brand on a new market offering that's in a different product category can provide sizable benefits, including new paths to growth. But you have to be careful.

Marketing Management

How to Budget Strategically for Your Digital Marketing Campaigns

What's the secret to constructing a sophisticated, airtight digital marketing budget that's justifiable and sensible? It's definitely not more spend equals more payoff. Check out this article for budgeting tips.

SEO

Five B2B Brands That Prove Voice Search Is More Than Hype

Actual conversations sound very different from written content; likewise, voice search operates slightly differently than a typed phrase in the Google search bar. Here are some tips for optimizing for voice—and B2B brands that are leading the way.

Event Marketing

Virtual Event Trends: Businesses' Future Plans and Top Challenges

Most professionals in charge of events say their firm is planning to increase or do the same number of virtual events in the next 12 months as it did in the past 12 months, according to recent research from Airmeet and Forrester.

Advertising & Promotions

Tough Times Ahead: Global Digital Ad Forecast for 2022-2024

Total digital ad spending worldwide did not grow as robustly as expected in 2022, nor will it grow as robustly as expected over the next two years, according to recent research from Insider Intelligence.

Marketing Strategy

Art or Science? The Fate of Data-Driven Marketing

In an era of Big Data and revenue-driven marketing strategies, is it possible to find a balance between the art and science of marketing? This article tackles that question.

Artificial Intelligence

Why PR (And Marketing) Pros Need to Embrace Imperfect AI Writing Technology Now

Once the novelty of AI-generated content has worn off, is it really useful to your company? This article argues that it absolutely is, and you should adopt it sooner rather than later.

Email Marketing

Three Tips to Keep Top of Mind for Your Next Email Service Provider RFP

There's nothing particularly thrilling about writing RFPs. But when it's time to switch email service providers, the sheer number of options basically requires you to write them. Here are three tips to make the process less painful.

Marketing Management

Why In-House Brand and Creative Teams Restructure

Almost three-quarters (74%) of in-house brand and creative teams have been restructured over the past year or are currently being restructured, according to recent research from Lytho.

Email Marketing

Enterprise Email Marketing: Top Trends and Challenges

Marketers at large companies plan to focus their email strategies more on automation and mobile-friendly design in the year ahead, according to recent research from OMI and Ascend2.

Account-Based Marketing

Four Intent Data Mistakes ABM Newbies Make

ABM is more effective with intent data! Yay! But you're using it wrong. D'oh! You might be making one of four newbie mistakes outlined in this article.

Measurement & Analytics

Stepping Out of the Dark Funnel: How to Shed Light on What Is Not Registered by Your Pixels (Article 2 of 2)

The first part of this article series identified what factors contribute to the dark funnel—a (spooky) place where prospects learn about your company without your knowledge. This second part offers concrete steps you can take to start obtaining data from the dark funnel.

Martech

Seven Ways Businesses Can Harness the Speed of Technology to Reduce Customer Churn

We all know about the "Great Resignation," but survey results have uncovered a "Great Customer Resignation" as well. Churn is at an all-time high. Luckily, implementing data and good tech can mitigate the problem.

B2B Marketing Resources

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