Resources for Marketing Professionals: Page 6

Branding

Nine Rebranding Myths and Misconceptions Debunked

Although acceptance of rebranding is growing among business leaders, many remain plagued by misconceptions that leave them hesitant to embrace what is a powerful strategy. Here are nine rebranding realities that will dispel those misconceptions.

Marketing Strategy

The Business Outlook for Marketing Agencies in 2024

Most marketing agencies expect business to be better in 2024 than in 2023, according to recent research.

Artificial Intelligence

Do Marketers Tell Stakeholders When They Use AI to Create Content?

Do marketers tell stakeholders when they use artificial intelligence tools to create content? How often are marketers using AI to create content?

Career Development

How to Be a Gritty Marketer: Leverage Failure in the Search for Mastery

Considering how rapidly marketing is changing, including how reach is fracturing across a myriad of channels and platforms, there's a lot that's not in our control. What we can control is we react to inevitable failure. For gritty marketers, it can be the secret to marketing success.

Public Relations

Ethical Marketing Practices for Businesses of All Sizes

An increasing number of customers want ethical products and services. That means marketers need to adopt more ethical marketing practices. Here's what you need to know—and do.

Advertising & Promotions

How to Scale Your Paid Search Ads: The Dual-Axis Framework

Scaling your PPC search ads efficiently—increasing advertising spend while maintaining performance—is crucial to growing revenue. Here are the pros and cons of horizontal and vertical ad scaling approaches. Discover which would work best for you.

Marketing Management

How to Gain Managerial Approval for Your Go-to-Market Strategy

GTM captures the essence of B2B marketing and sales. The first critical step—the most vital element of any GTM planning—is to get management buy-in, which hinges on the quality and clarity of your GTM plan. Here's how to develop and communicate a solid plan.

Martech

Why B2B Salestech and Sales Enablement Tools Don't Meet Expectations

B2B leaders say the most common reasons sales technologies don't meet their expectations are because of internal organizational issues rather than issues with the solutions themselves, according to recent research.

Artificial Intelligence

Is AI More Creative Than Marketers?

Is artificial intelligence more creative than marketers when developing content? Does AI-generated content tend to be of higher or lower quality compared with human-created content?

Marketing Strategy

Fundamental Change Is Coming to B2B Marketing in 2024

The next few years will bring fundamental shifts to marketing. First things first, though: Prepare for what's to come in 2024 before looking further out into the future. Here's where 2024's most successful marketers and media agencies will direct their focus this year.

Marketing Strategy

Knuckle Down in 2024: Three Predictions for Tough B2B Marketers

The bad news is that marketing isn't going to get any easier in 2024. The good news is that your marketing output is sure to improve if you use these three predictions to work both smarter and harder in the new year. See what's ahead...

SEO

Top 7 SEO Mistakes in B2B SaaS

Many small B2B SaaS companies ignore SEO... and they are right to do so! But that's not the case for midsize and enterprise-level SaaS companies; for them, SEO is vital. All the more reason to avoid these seven common mistakes specific to B2B SaaS.

Marketing Strategy

'Subtractive Innovation': Four Steps for More Efficient and Effective Marketing

Removing extra steps in a marketing process or streamlining your product by removing an unnecessary bell or whistle can lead to less friction and cost savings. A subtractive approach can help unlock new possibilities for producing better results.

Advertising & Promotions

The Paid Channels Marketers Plan to Increase Spend On in 2024

Social media is the advertising channel marketers are most likely to increase spend on in 2024, and print is the channel marketers are most likely to decrease spend on, according to recent research.

Career Development

Salary Trends for US Digital Marketers

What is the average salary of a digital marketer in the United States? How do average salaries differ by work location, job role, and gender? Find out.

Marketing Strategy

Do More With Less: Six Smart Ways to Balance Brand & Demand to Drive Growth in Tough Times

For marketers, belt-tightening is back for 2024. Balancing brand and demand investments, however, doesn't have to hurt. In fact, taking these six steps can increase impact, build resilience, and pave the way for long-term growth. Do more with less.

Marketing Content

Four Tips to Help You Find Your Optimum Content-Marketing Mix

Doing a little bit of every kind of marketing content means you do none really well. But with a consistent investment in fewer content types that are relevant to your audience, you can build an effective content-marketing mix strategy.

Marketing Management

Marketing as a Service, or How to Improve B2B Marketing Impact

During revenue headwinds and economic uncertainty, CFOs often turn to reducing marketing headcount and budgets. Yet, CMOs must still generate more pipeline and revenue. But how? Enter outsourcing—specifically, marketing as a service.

Branding

How the Barbie Movie's Marketing Genius Can Inspire Your Podcast—and Your Own Marketing

The Barbie movie is a marketing masterclass that offers valuable insights for branded podcasts—and marketers. The strategic marketing approach that made Barbie a global phenomenon can be applied to take your marketing to the next level.

Demand Generation

When Do B2B Buyers Contact Vendors?

B2B buyers generally do not contact vendors until they are very far along in their journey and they have finalized most of their requirements, according to this research.

B2B Marketing Resources

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