Resources for Marketing Professionals: Page 3

Measurement & Analytics

Seven 'Smarketing' Metrics You Should Be Tracking to Align Marketing and Sales

Unlock the potential of your sales and marketing teams with key smarketing metrics. Discover how alignment can propel your business forward. Learn more now.

Advertising & Promotions

Micro-Influencers vs. Macro-Influencers: Which Is Right for Your Brand?

What are the pivotal differences between micro- and macro-influencers? Discover key differences and their impact on reach and authenticity, and gain insights for determining the right influencers for your marketing goals. See how to choose wisely.

Social Media Marketing

Twitter/X Engagement Benchmarks for Brands

Audience interactions with brand posts on Twitter/X stabilized in 2023 following a drop in 2022, according to recent research.

Public Relations

Taylor Swift's PR Strategy: Lessons for Any Brand

Uncover the secrets behind Taylor Swift's PR success and transform your own brand's approach to storytelling, engagement, and consistent authenticity. Ready to elevate your brand's PR strategy? Dive in to learn more!

Public Relations

The State of Generative AI Use in Public Relations

Are PR pros using generative AI to help with their jobs? If so, what sorts of tasks are they using AI programs for? Find out.

Measurement & Analytics

The Value of Every Single Customer: How to Calculate Customer Lifetime Value

Key business metrics are there to tell you how well you're meeting customers' expectations and gaining conversions. One of the most important metrics to measure is customer lifetime value (CLV). See why it matters and how to calculate it.

Customer Experience

The Psychology of Persuasion: Understanding Customer Behavior in Marketing

Learning about the psychological tool of persuasion—and how best to use it in your marketing materials—can serve as a powerful pathway to influencing customer behavior, relationships, and sales. Get started here.

Customer Experience

Digital Communities vs. Social Media: Stop Building Brands on Leased Land

By making community a core part of your strategy, your brand can create better products and achieve higher engagement and retention rates. But building your community on someone else's platform is full of risk.

Social Media Marketing

Social Media Use in the US: Platform and Demographic Trends

YouTube is by far the most used social media platform by Americans, according to a recent report from the Pew Research Center.

Marketing Content

Three Qualities of Exceptional B2B Thought Leadership Content

What are the key characteristics of highly effective B2B thought leadership content? To find out, Edelman and LinkedIn conducted a survey in December 2023 among 3,484 management-level professionals globally.

Demand Generation

Boosting Conversions: The Power of Multitouch Engagement in Sales and Marketing

When potential customers see and interact with your brand multiple times, they become more likely to become interested in what you're offering. And when sales and marketing teams work together to make multitouch lead gen even more effective, the inevitable result is a boost in conversions.

Marketing Content

17 Must-Have Elements of Your B2B Content Brief

Even in the age of AI, you need a human writer to craft high-quality B2B content. True, humans can deliver blah content, too. But that's less likely to happen if you provide your writers a kickass content creation brief. Here are the essential elements of your brief.

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.

B2B Marketing Resources

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