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Marketing Strategy —September 18, 2024 — 10:00 AM ET

The Direct Mail Elements That Spur Action

Researchers surveyed 2,000 adults in the US to find out which elements in direct mail are most likely to prompt action and what types of images are most appealing.

An offer/promotion and existing interest in the brand are key factors in motivating action. Older consumers are more likely to respond to offers/promotions.

Images of previously purchased items/services/brands and local events/locations are most appealing. Common actions taken after receiving mail include visiting the brand's website and searching online.

Marketing Strategy —September 18, 2024 — 10:00 AM ET

How to Align Product and Marketing Teams Through Positioning

Having a strong positioning strategy can align product and marketing teams, creating a clear and unified vision. Misalignment can result in wasted resources, missed opportunities, and frustration.

April Dunford's positioning framework, outlined in her book Obviously Awesome, provides specific elements to align teams. These include competitive alternatives, key differentiators, segmentation, value articulation, market category, and relevant trends.

To implement a strong positioning process, create a document accessible to all teams, hold collaborative workshops, regularly review and update the document, use it as a guiding tool, and train all internal teams. This results in a unified vision, clear roles, consistent messaging, and focused development and marketing.

Advertising & Promotions —September 17, 2024 — 10:00 AM ET

The Factors That Drive B2B Ad Effectiveness on LinkedIn

Researchers at MAGNA and LinkedIn conducted experiments with 1,773 business decision-makers to determine the effectiveness of B2B ads on LinkedIn.

Factors for successful B2B ads vary based on advertiser intent, with short-term goals requiring memorable and clear messaging, and long-term goals benefiting from originality and emotion.

Refreshing stories are important for new connections, while message clarity is key for existing customers. The study also surveyed participants to understand their ad preferences.

Customer Experience —September 17, 2024 — 10:00 AM ET

Post-Purchase Engagement: Three Ways to Minimize Churn and Maximize Customer Lifetime Value

Buyer's remorse can lead to chargebacks, returns, negative reviews, and churn. It's crucial to minimize this feeling after purchase to improve customer lifetime value.

Focus on post-purchase touchpoints and create a positive experience. Stay in touch with clients and personalize communication to affirm their buying decisions and improve retention rates.

Design a remarkable post-purchase experience, reward clients, and gather feedback to improve and maximize customer lifetime value. Analyze and act on feedback to make clients feel like integral members of your extended corporate family.

Artificial Intelligence —September 13, 2024 — 10:00 AM ET

AI Update, September 13, 2024: AI News and Views From the Past Week

Catch up on the latest AI news and developments - OpenAI introduces new AI models with advanced reasoning, AI leaders meet Biden administration, and Google's AI model under EU investigation.

Apple launches iPhone 16 with integrated AI features, NEXTDC raises funds to expand AI data centers, and Adobe plans to release a generative AI video creation tool.

Glean secures funding and US proposes new reporting rules for AI developers and cloud providers. OpenAI considers higher subscription prices for new AI models and US, UK, and EU to sign first international AI treaty.

Most Popular Articles

Marketing Strategy

The Direct Mail Elements That Spur Action

Which elements in direct mail pieces are most likely to spur people to take action? What types of images in direct mailings do people find most appealing?

Marketing Strategy

How to Align Product and Marketing Teams Through Positioning

Learn how a positioning framework can align product and marketing teams, reducing confusion and improving outcomes. Read more.

Advertising & Promotions

The Factors That Drive B2B Ad Effectiveness on LinkedIn

What makes B2B ads effective on LinkedIn? To find out, researchers ran a series of experiments in which LinkedIn ads from B2B brands were shown to 1,773 business decision-makers.

Customer Experience

Post-Purchase Engagement: Three Ways to Minimize Churn and Maximize Customer Lifetime Value

Discover three practical ways to build stronger post-purchase relationships with clients, leading to higher retention and customer lifetime value. Learn more.

Artificial Intelligence

AI Update, September 13, 2024: AI News and Views From the Past Week

Catch up on select AI news and developments from the past week or so. Stay in the know.

Public Relations

Storytelling Through Audio: How Radio and Podcast Appearances Foster Human Connection

Learn how audio storytelling on radio and podcasts enables brands to create meaningful connections with audiences and boosts engagement. Read more.

Artificial Intelligence

The Biggest Barriers to Adopting AI for Marketing

A lack of education and training around artificial intelligence is the biggest barrier to AI adoption by marketing departments, according to recent research.

Websites

Broken Forms Can Ruin Your Marketing: Best-Practices for B2B Lead Generation Forms

Discover how to create and optimize lead generation forms that boost conversions and drive B2B business growth. Read more.

Career Development

Cultivating an Internal Team of Thought Leaders Will Help Promote Your Brand

Learn the benefits of developing internal thought leaders to build trust and enhance your B2B brand's reputation. Read more.

Marketing Strategy

The Top Challenges Businesses Face With Data Integration

Security and governance are the biggest obstacles businesses face when trying to integrate data from various sources, according to recent research.

Advertising & Promotions

The Reach Fallacy and ROI: The Economics of a Fundamental Ad Metric

Explore the pitfalls of focusing on advertising reach and learn how to improve the ROI of programmatic campaigns with better targeting and real-time data. Read more.

Artificial Intelligence

AI Update, September 5, 2024: AI News and Views From the Past Week

Catch up on select AI news and developments from the past week or so. Stay in the know.

Marketing Strategy

The Top Small Business Marketing Channels, Tactics, and Trends

Which marketing channels and tactics are driving the best results for small businesses in 2024? To find out, researchers conducted a survey among 400 small business owners and small business marketing managers in the United States.

Artificial Intelligence

Five Ways to Use AI to Improve Your Advertising Strategy and Impact

Discover how AI is transforming ad optimization, creative strategies, and audience targeting to deliver impactful advertising results. Find out more.

Account-Based Marketing

B2B Marketers Own 70% of the Buying Journey. Why Aren't They Acting Like It?

Learn how B2B marketers can strategically guide buyers through the buying journey and align efforts with Sales to boost revenue. Read more.

Upcoming Events

Online — September 19, 2024 — 2:00 PM ET

Unlock Growth: The Power of Signal-Based GTM Strategies

For years, marketing and sales teams have relied on the numbers game, casting a wide net in hopes of catching a few quality leads. But that approach is failing. Discover how signal-based go-to-market strategies can better target buyers and increase revenue. Sponsored by Salesloft.

Online — September 24, 2024 — 12:00 PM ET

AI Demo Day

B2B marketers are using new AI tools to simplify their jobs. And our community keeps asking: "Which do you recommend?" So we invited a variety of top marketing software providers to show you their products' most exciting new AI features and benefits. Sign up for AI Demo Day now to see which time-saving tech is right for you!

Online — September 25, 2024 — 12:00 PM ET

7 Captivating B2B Copy Tips You Can Learn From Infomercials

Tap into the powerful, persuasive tactics used in TV infomercials! In Heather Lloyd-Martin's fast-paced, interactive session, she'll share the secrets of copy that engages readers and makes you money. But that's not all... Act now and you'll get Heather's checklist to writing high-conversion copy, absolutely free!

Online — September 26, 2024 — 2:00 PM ET

How AI Is Revolutionizing Marketing Automation

Marketing automation is getting an upgrade! New AI tools can automate your workflows and optimize campaigns to drive business. Whether you're refining your existing marketing automation or starting fresh, this free webinar will provide actionable insights to elevate your marketing results. Sponsored by Act-On.

Online — October 1, 2024 — 2:00 PM ET

10 Ways Humans Can Get More From LinkedIn Using ChatGPT

There are plenty of smart, responsible ways for social media marketers to use AI in B2B marketing. Join Andy Crestodina for practical strategies for using ChatGPT to boost LinkedIn performance, generate engaging content, and create impactful social assets at this MarketingProfs free webinar.

Online — October 11, 2024 — 11:30 AM ET

Email Marketing Friday Forum

Make the most out of every email you send. Join us at our Email Marketing Friday Forum where three industry experts reveal their trade knowledge and share tactical tips to make your email marketing more effective. Sponsored by Exclaimer.

Online — November 12, 2024 — 8:00 AM ET

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

Online — Access Now

The Ultimate Positioning and Messaging Guide for Homepages

Your homepage often creates your company's first impression. It does the heavy work of brand positioning. But how do you balance your product's features with audience and stakeholder interest? Join this session to get Anthony Pierri's homepage wisdom to create crystal-clear positioning on your website.

Online — Access Now

NEW Email Newsletter Strategies That Actually Work

Up your email newsletter game with Ann Handley's latest insights! Whether you're just starting out or looking to lift your KPIs, Ann reveals how to increase engagement while keeping it a pleasure to write. Plus, Ann will settle the ultimate newsletter debate: how long should a newsletter BE?

Online — Access Now

Marketing Writing Bootcamp

Deliver marketing messages with crystal-clear writing! Ten marketing writing pros reveal their secrets to effective writing. From emails to newsletters, webpages to whitepapers, clear writing is a valuable skill you'll use every day. Discover how to compose compelling content that is easy to read and easy to understand at Marketing Writing Bootcamp.

Online — Access Now

Marketing Fundamentals

Over four, super-sized extended weekly sessions, instructor Pam Didner will walk you through the must-know building blocks of good marketing—from market research and customer insight to positioning and messaging to marketing mix and creating a marketing plan.

Online — Access Now

SEO in the AI Era: Content Discovery and Google's SGE

AI is impacting everything—and SEO is no different. But your audience's needs haven't changed: they still want quality content from a brand they can trust. Get the AI prompts and frameworks that'll expand your digital footprint, increase your SEO rankings, and put your brand in front of buyers.

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