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Content With Purpose: How to Elevate Your Brand

Content With Purpose: How to Elevate Your Brand

Creating engaging content is crucial for a brand's success. By incorporating values into content, brands can establish trust, enhance awareness, and attract new customers. To infuse values into content, a brand must first define its purpose and align it with their call to action. Research trends, consumer behavior, and analytics to create compelling and unique content. Audience values should also be considered when crafting content. By gathering data and staying attuned to consumer sentiment, brands can adapt their values and storytelling to resonate with their target audience.
Ditch the Sales Script If You Want to Make More Sales

Ditch the Sales Script If You Want to Make More Sales

Sales positions are among the most difficult jobs to fill because salespeople are hired to deliver a rote speech. Scripts control the conversation and counter objections, but don't allow for active listening. The solution is to ditch the script and become an authentic problem-solver who shares personal stories to build trust and make sales. To tell an authentic story, identify the main problem your ideal audience experiences, determine any sub-problems, and share your answer for resolving them. By sharing your personal experiences and offering valuable solutions, your audience will feel emotionally satisfied and more likely to buy from you. Don't be just a salesperson, be a trusted authority by going beyond scripted conversations. For more resources on sales scripts and selling, check out articles on teleprospecting, self-sabotaging mistakes in cold-calling, a 12-step sales letter template, and how to reach and persuade buyers during a crisis. Remember, being an authentic problem-solver and building trust is the key to successful sales.
B2B PR and Content Marketing Pros Have to Get Creative as Ad Spend Drops

B2B PR and Content Marketing Pros Have to Get Creative as Ad Spend Drops

Creating high-quality content can open up an entire new avenue for media coverage, putting subject-matter experts and company developments in targeted publications.

Almost two-thirds of B2B buyers say their corporate brand messaging is too vague, highlighting the importance of on-message strategic content to stand out.

B2B PR and marketing professionals must use creative stories, research, and SEO to maximize the value and lifespan of their content, without relying on pay-for-play opportunities.

The Most Important Skills for B2B Marketing Agency Teams

The Most Important Skills for B2B Marketing Agency Teams

According to LinkedIn research, adaptability is the most important skill for B2B marketing agency executives. The report surveyed 2,000 global executives, including those in B2B marketing agencies.

Agility, problem solving, and innovative thinking are the key skills B2B agency leaders value most. However, data analysis/martech proficiency, innovative thinking, and adopting technologies are areas their team members need to improve on.

Other important skills cited by B2B leaders include social media marketing, digital marketing, and copywriting. Agency executives also prioritize risk assessment skills, and are optimistic about budget increases and revenue growth this year.

10 Guiding Principles of Sales Enablement, Inspired by 'Nicolas Cage: Good or Bad?'

10 Guiding Principles of Sales Enablement, Inspired by 'Nicolas Cage: Good or Bad?'

Last year, I puzzled over the ways sales enablement can roller-coaster between being helpful and falling flat on its face. Yet we still end up with inbox overload no one wants. Is it inevitable?

That sent me down a rabbit hole of existential pondering when... a parallel question came to mind: Nicolas Cage, Good or Bad? Made famous in the TV series Community, that film-class question posed the ultimate challenge to movie-lover Abed.

Sales enablement can feel worse than untangling a giant knot of lights from a Christmas tree. But, lucky for you, I decided to do this metaphorical untangling in the open, in a series for MarketingProfs. That string of articles is now unwound, and its 10 lessons now shine brightly as guiding principles of sales enablement.

Most Popular Articles

Content With Purpose: How to Elevate Your Brand

Content With Purpose: How to Elevate Your Brand

Infusing values-driven elements into content and campaigns can do more than just inform audiences about your products or services. Discover how you can communicate what your brand truly stands for.

Ditch the Sales Script If You Want to Make More Sales

Ditch the Sales Script If You Want to Make More Sales

Most salespeople are required to learn sales scripts before contacting prospects. And to ensure all the information is conveyed exactly as the company prefers, they're discouraged from adding anything to the script. Basically, they're hired to be human commercials. No wonder it doesn't work.

B2B PR and Content Marketing Pros Have to Get Creative as Ad Spend Drops

B2B PR and Content Marketing Pros Have to Get Creative as Ad Spend Drops

As ad spend stalls, PR and Marketing have the potential to receive a bigger share of annual budget. But what ramifications does a shift in budget allocation entail, and what opportunities await savvy, creative PR and marketing pros? Let's find out.

10 Guiding Principles of Sales Enablement, Inspired by 'Nicolas Cage: Good or Bad?'

10 Guiding Principles of Sales Enablement, Inspired by 'Nicolas Cage: Good or Bad?'

Sales enablement can feel worse than untangling a giant knot of half-burned-out Christmas tree lights. Luckily, a series of MarketingProfs articles undertook that metaphorical untangling. The lessons now unwound from that effort shine brightly as guiding principles of sales enablement.

How Corporate Comms Can Bridge the Gap With Business by Demonstrating Value

How Corporate Comms Can Bridge the Gap With Business by Demonstrating Value

Demonstrating the link between investment in PR/corporate communications and business outcomes has always been hard. But proving value is getting easier. Here's what you need to know.

Three Data-Led Content Marketing Predictions for 2024

Three Data-Led Content Marketing Predictions for 2024

In the current environment, the pressure is on all marketers to produce results. Here are three predictions for how the coming year's standout content marketing performers will use data to their advantage.

Why You Need a Brand Style Guide (Even If you Think You Don't)

Why You Need a Brand Style Guide (Even If you Think You Don't)

Maybe you think you can coast without brand guidelines because your employees or contractors or customers implicitly understand your brand. They don't. Or maybe you think it's too expensive to create a guide. The reality? You can't afford not to.

Eight Steps to Ensure Brand Safety With Influencer Marketing

Eight Steps to Ensure Brand Safety With Influencer Marketing

B2B influencer marketing offers a unique opportunity to build credibility and trust among prospects and customers. Embrace it—but do so with the utmost care for brand safety. Follow these eight steps.

Your First-Party Data Journey: Key Milestones for Maximizing Value

Your First-Party Data Journey: Key Milestones for Maximizing Value

Laying the groundwork for first-party data success means understanding the variables that shape the journey and the key milestones along the way. And here they all are.

How Repurposing Content Benefits Small Businesses

How Repurposing Content Benefits Small Businesses

Small business owners say repurposing content delivers a wide range of important benefits, including saving time, boosting brand awareness, and increasing engagement, according to recent research from Adobe.

Surveys, Polls, Forms, and Progressive Profiling: How to Write Questions That Deliver Valuable Insights

Surveys, Polls, Forms, and Progressive Profiling: How to Write Questions That Deliver Valuable Insights

It sounds simple, but writing a good question and collecting reliable answers is harder than it seems—whether you're writing full-fledged survey instruments or quick questions for polls or forms. So here are six sets of expert tips and best-practices.

How to Measure Your Content Marketing Success: Nine KPIs You Should Monitor

How to Measure Your Content Marketing Success: Nine KPIs You Should Monitor

To discover whether your content marketing is successful and to what extent your content goals have been met, you need to identify your content marketing's key performance indicators. Monitor these nine KPIs.

How Salestech Can Embrace Customization at Scale

How Salestech Can Embrace Customization at Scale

In an age when every digital interaction by potential buyers leaves a trace, salestech can help sellers and marketers harness a wealth of data. As a result, customization, at scale, is both possible and necessary.

Frustrated With Marketing Automation? How Feature Bloat Is Undermining Your Efficiency

Frustrated With Marketing Automation? How Feature Bloat Is Undermining Your Efficiency

In the race to build bigger and better solutions, martech vendors have ended up with so much "extra stuff" in their products that doing even basic work has become difficult. The result for marketers: frustration and wasted time. What can be done?

Five Powerful Benefits of Chatbots in B2B Marketing

Five Powerful Benefits of Chatbots in B2B Marketing

When businesses use chatbots, they improve engagement, lead generation, and customer experience. But what, exactly, can chatbots do for marketers? Here are the top 5 benefits.

Upcoming Events

Next-Gen Social: Unleashing AI for Epic Social Media Success

Next-Gen Social: Unleashing AI for Epic Social Media Success

Reach your buyers where they hang out—social media—and let AI do the heavy work! Brooke Sellas (CEO of B Squared Media) uncovers AI tools and strategies to transform your social marketing, raise engagement, and grow your brand reputation... plus the ethical concerns that make or break brand trust with buyers.

Content Marketing Friday Forum

Content Marketing Friday Forum

Content marketing is about more than just the content. Today's content is personalized to recipients and their customer journey, with AI tools speeding up the creation process. Join us to discover what's new in content marketing and how to take advantage of today's advancing technology. Sponsored by Canto.

The Brand Benefits Playbook

The Brand Benefits Playbook

To position your company for growth and to stand up against competition, you need to understand how to use your brand's benefits. Join MarketingProfs CEO and Founder Allen Weiss for The Brand Benefits Playbook, a free webinar from MarketingProfs to explore insights from his latest book.

The Marketer's Guide to Prompt Engineering

The Marketer's Guide to Prompt Engineering

There's no shortage of AI tools. But the quality of the results you get are directly related to the prompts you feed those tools. Christopher S. Penn (chief data scientist at Trust Insights) uncovers the magic of AI prompting, his favorite structure to engineer your own high-performing prompts, and more.

Confirming GA4 Settings and Metrics

Confirming GA4 Settings and Metrics

Is your Google Analytics 4 set up correctly? Ensure GA4 is capturing the data you need to create reports for informed marketing decisions. These fundamental steps will give you confidence that your data and reports will be correct.

Connecting GA4 With Marketing Platforms

Connecting GA4 With Marketing Platforms

Gain a complete picture of your customer journey with data from Facebook ads, X/Twitter ads, and more. Set up cross-platform tracking in GA4 for deep audience insights and platform attribution to improve your targeted campaigns.

Finding Key Data and Generating Reports

Finding Key Data and Generating Reports

Make smarter marketing decisions based on impactful GA4 reports and key data. Get comfortable with GA4's dashboard, understand user engagement and conversion, build custom reports, and use data storytelling to present insights effectively.

Advanced Reporting and Automation

Advanced Reporting and Automation

Explore advanced GA4 reporting with automation, Data Studio, and AI. You'll connect GA4 data with Data Studio (Google Looker Studio), set up automated report delivery, and leverage Google's AI for deeper analysis and predictions.

MarketingProfs B2B Forum

MarketingProfs B2B Forum

B2B Forum is the ultimate destination for marketers to discover how to drive growth, elevate brand reputation, prove ROI, and stay ahead of the ever-changing marketing curve. Featuring dozens of sessions, workshops, shenanigans, and more. Are you ready to experience the magic?

Recent Events

Using AI to Modernize Your SEO Strategy in 2024

Using AI to Modernize Your SEO Strategy in 2024

Getting a leg up on modern search engines requires not just new SEO tools—it requires new search strategies. Dale Bertrand (founder and president at Fire&Spark) shares his framework to enhance your SEO campaign results and dramatically improve your productivity... without replacing your human creativity.

From Prospects to Pipeline: Mastering the Use of AI in Your Landing Pages

From Prospects to Pipeline: Mastering the Use of AI in Your Landing Pages

Discover how to use AI to create five- and six-figure landing pages that transform prospects into sales-qualified leads in a matter of days or weeks—not months or years. Mary Owusu (CEO at Sprint Marketer) reveals the secrets to high-converting landing pages… and how AI can 10x their performance.

Using AI for Email Marketing

Using AI for Email Marketing

AI can write content—but that's not the only way to use AI in your email marketing! Erica Salm Rench (COO at rasa.io) shares how AI can automate your repetitive tasks with AI, provide personalized content recommendations, and more. Streamline your email workflow with efficient AI tools.

Using AI to Create Better Video Content, Faster

Using AI to Create Better Video Content, Faster

AI has made a serious impact on the video creation and production world, offering new ways to create high-quality videos faster than ever. Tyler Lessard (video marketing strategist) uncovers the roles AI plays in today’s video creation and shares his favorite tools to make better video content faster.

CreAItion: Using Artificial Creative Intelligence in Marketing Design

CreAItion: Using Artificial Creative Intelligence in Marketing Design

AI is democratizing design. Today, non-designer marketers can use AI to generate graphics and layouts—and designers can work faster than ever. Jared Williams (AI Consultant at Campfire Glow) shares how to apply generative AI-based design to your projects, improving design operations efficiency.

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