Resources for Marketing Professionals: Page 20

Career Development

'Should I Be a Fractional CMO?'

Today, there's less time for CMOs to ramp up and to build an organization with a five-year plan. Enter fractional CMOs, who bring expertise as "hired guns" with more cross functional expertise, more objectivity, and less ego. Is a fractional career right for you?

Advertising & Promotions

TikTok Search Ads: What Marketers Should Know (And Do)

Now that TikTok has entered the search ad game, have you adjusted your media mix? If you're trying to reach Gen Z or Millennials and you haven't yet made use of the advertising capabilities TikTok affords marketers, you should probably rethink your ad strategy.

Social Media Marketing

Running YouTube Campaigns: Agency Priorities, Client Goals

Which objectives do agencies consider most important when running ad campaigns on YouTube for their clients? To find out, researchers conducted a survey of 116 US-based media agency professionals.

Marketing Strategy

Creepy or Cool? How People Feel About Brand Interactions

Do people think it's creepy or cool when they have brand interactions such as receiving a promotion right after visiting a business's website? To find out, researchers surveyed 10,394 adults globally.

Artificial Intelligence

How Marketers Are Getting AI All Wrong (And What to Do About It)

What many of us are worried about is not inevitable. You don't have to surrender your craft or creativity or the joy you find in it to AI or Silicon Valley. Nor do you have to surrender your ethics. You have a choice.

Marketing Content

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.

Demand Generation

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.

Marketing Content

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.

Demand Generation

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.

Career Development

The Most Important Skills for B2B Marketing Agency Teams

Executives at B2B marketing agencies say adaptability is the most important skill for their team members to have, according to research from LinkedIn.

Artificial Intelligence

How Small Businesses Are Using AI for Content Marketing

How are small businesses using artificial intelligence tools to create and improve their content? What types of content are they creating with AI? To find out, researchers surveyed 2,600 people who work for firms around the world.

Public Relations

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.

Measurement & Analytics

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.

Branding

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.

Social Media 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.

Measurement & Analytics

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.

Marketing Content

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.

Communications

What PR and Comms Teams Do Best

Which tasks do PR and communications teams excel at? Which tasks are they struggling with most? To find out, researchers conducted a survey among 427 senior-level PR and comms professionals globally.

Measurement & Analytics

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.

Martech

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.

B2B Marketing Resources

Subscribe to the MarketingProfs Today newsletter