Marketing Strategy Resources

What Makes B2B Tech Buyers Distrust Brands?

What Makes B2B Tech Buyers Distrust Brands?

Buyers say the top things that make them distrust B2B tech brands are when vendor content is outdated or salesy, according to recent research.

B2B Commerce Needs a 21st-Century Upgrade

B2B Commerce Needs a 21st-Century Upgrade

Selling physical products to consumers over the Internet has never been easier. So why are B2B firms struggling to achieve digital transformation?

Mastering Account Penetration: Four Essential Tactics for Sales Success

Mastering Account Penetration: Four Essential Tactics for Sales Success

Account penetration is a useful metric to determine how effective your sales and marketing strategies have been. This article provides tips on how to improve that metric.

How to Create a Content Marketing Strategy for a Niche Audience

How to Create a Content Marketing Strategy for a Niche Audience

In a landscape cluttered with generic marketing, niche marketing can stand out with personalization and precision tailored for smaller audiences. This article defines the technique and offers tips for creating your own niche strategy.

Unlocking Untapped Potential: Six Ways to Accelerate Growth Through Existing Accounts

Unlocking Untapped Potential: Six Ways to Accelerate Growth Through Existing Accounts

Although acquiring new customers is needed to counterbalance inevitable attrition, it isn't the most effective way to stimulate growth. The true goldmine for revenue expansion lies in your existing accounts.

The New Business Environment for Marketing Agencies in 2023

The New Business Environment for Marketing Agencies in 2023

Many American marketing agencies are finding it harder to obtain new business this year compared with last year, according to recent research from RSW/US.

Generative AI: What Keeps Me Up at Night

Generative AI: What Keeps Me Up at Night

GenAI's positive benefits outweigh its negative consequences, but that doesn't make those consequences any less real. This article lists future concerns about the use of AI, from basic to dystopian.

B2C Strategies for Better B2B Content Marketing

B2C Strategies for Better B2B Content Marketing

It's high time we bridge the gap between B2C and B2B content marketing, using the strengths of B2C strategies to bolster B2B outcomes. Here are some ideas.

When AI Is Too Much: How to Balance Human and AI Marketing

When AI Is Too Much: How to Balance Human and AI Marketing

Have you ever been on the receiving end of AI that didn't work well? It can be awkward and even creepy. To avoid that "uncanny valley," marketers need to learn which functions are human-specific and which ones can be passed off to a bot.

How B2B Firms' CRM Usage Is Evolving

How B2B Firms' CRM Usage Is Evolving

B2B leaders say their firms have increasingly been using customer relationship management (CRM) systems as centralized communications hubs for nurturing leads, according to recent research from SugarCRM.

The B2B Buying Process Visualized

The B2B Buying Process Visualized

Marketers are well-versed in the customer journey. But knowing the other side of the story—the buying process (no, the two are not the same)—is also important. Le's visualize the process to truly understand it.

Three Generative AI Tools and Tricks You May Not Have Considered

Three Generative AI Tools and Tricks You May Not Have Considered

You've likely heard how generative AI can automate content creation, enhance data analysis, and power chatbots. Here are three additional use cases for AI you might have overlooked.

Strategic Alliances: Benefits and Risks

Strategic Alliances: Benefits and Risks

To minimize risk and maximize the benefits of strategic alliances, B2B companies must carefully consider their specific circumstances, objectives, and the compatibility of potential partners. Here's what you need to know.

Stop Trying to Measure Everything, Use an Outcome-Focused Lens Instead

Stop Trying to Measure Everything, Use an Outcome-Focused Lens Instead

We marketers have grown accustomed to measuring everything. It if can be measured, why not do it? Well... because metrics are messy and outcomes are more important.

Three Keys to Safely Using Generative AI in Marketing

Three Keys to Safely Using Generative AI in Marketing

Generative AI is a gamechanger, but it could also be a nightmare. When so many pieces of content can be created so fast, how do you ensure the quality and consistency you need to keep everything on brand? Here are three tips.

Empathy in Marketing: A B2B Gamechanger

Empathy in Marketing: A B2B Gamechanger

Are you using empathy to its full potential in your marketing? This article argues for a comprehensive approach— empathic marketing—that resonates with audience emotions, desires, and needs and translates into business success.

How to Build a High-Conversion Evergreen Lead Funnel: A Five-Step Guide

How to Build a High-Conversion Evergreen Lead Funnel: A Five-Step Guide

We've all heard it: B2B buyers are leaning toward self-service. Enter: the lead funnel, which allows you to sell your offer before your sales team even gets on the phone. Sound good? Check out the details.

Your Evolving Value Proposition: How to Recognize It and Get Ahead of Agency Competitors

Your Evolving Value Proposition: How to Recognize It and Get Ahead of Agency Competitors

The value proposition isn't just changeable; it's as dynamic as a world currency. Learn why marketing agencies in particular must stay on top of their evolving value propositions and embrace a new version when necessary.

How to Harness the Power of SMS Marketing: A Guide to Best-Practices

How to Harness the Power of SMS Marketing: A Guide to Best-Practices

Brands in every industry have discovered the ease and effectiveness of SMS marketing. Check out this article to learn the do's and don'ts of text messaging.

The Secret to Excellent CX Is Good UX. But What's the Secret to Good UX?

The Secret to Excellent CX Is Good UX. But What's the Secret to Good UX?

In the ever-evolving landscape of websites, apps, and other interactive experiences, understanding and engaging with your target audience is paramount. Check out this article to learn how audience research can create engaging experiences that keep users coming back.

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