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  • Digging in the Wrong Place: Misunderstanding Where SaaS Growth Comes From (Article 1 of 3)

    Article

    CONTENT TYPE:Article |TOPIC: Marketing Strategy

    SaaS companies grow fast. At first, the growth originates from winning deals. But over time, most of the growth comes from somewhere else.

  • How to Market Your Agency During a Recession

    Article

    CONTENT TYPE:Article |TOPIC: Marketing Strategy

    When the economy tanks, companies often cancel outsourced creative and try to do everything in-house. Get tips on how to market your agency and make the best of an economic downturn.

  • Three Ways to Increase Customer Engagement

    Sponsored Article

    CONTENT TYPE:Sponsored Article |TOPIC: Marketing Strategy

    Keeping your customers engaged can be a challenge in a world overflowing with products and content and experiences created around those products—and all of that vying for your customers' attention. Here are three tactics that can help increase engagement.

  • The New Customer Journey: How to Reach B2B Buyers in 2023

    Article

    CONTENT TYPE:Article |TOPIC: Marketing Strategy

    To keep up with evolving buyers, sellers need to better understand the new customer journey. Here's what that means in 2023.

  • In the Age of Automation, Focus on Strategy: Agency Best-Practices

    Article

    CONTENT TYPE:Article |TOPIC: Marketing Strategy

    To differentiate themselves from marketing automation tools, agencies (and marketers, more generally) need to focus on how they can provide unique, long-term value. Here are three ways to do that.

  • How to Recognize When It's Time to Expand Into New Digital Marketing Channels

    Article

    CONTENT TYPE:Article |TOPIC: Marketing Strategy

    米arketers and advertisers often invest exclusively in Google and Facebook advertising to find, engage, nurture, convert, and retain their customers. Should they branch out? This article weighs the pros and cons.

  • B2B Influencer Marketing—The Good, the Bad, and the Ugly: Mike Allton on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE:Podcast |TOPIC: Marketing Strategy

    Influencer marketing doesn't have to mean celebrities flashing your products all over Instagram. It can mean basic word-of-mouth, trust, and building relationships with people who can reach your target audience. Mike Allton and George B. Thomas get into the ins and outs of influence in the B2B world.

  • Direct Mail Marketing in 2023: Top Challenges and Trends

    Chart

    CONTENT TYPE:Chart |TOPIC: Marketing Strategy

    Enterprise marketers say their top challenges with direct mail campaigns are poor response rates and bad address data, according to recent research.

  • How to Use Contingency Planning to Future-Proof Your Event Strategy

    Article

    CONTENT TYPE:Article |TOPIC: Event Marketing

    You've had your event planned for months—but suddenly one of the speakers can't make it! Crisis! To prevent panic every time that happens, it's best to incorporate contingency planning into your event planning.

  • The Top Priorities of CMOs at Enterprise B2B Firms

    Chart

    CONTENT TYPE:Chart |TOPIC: Marketing Strategy

    Chief marketing officers at enterprise B2B companies say their top strategic goals are to improve the customer experience, ensure their teams have the right skills, and generate leads/sales, according to recent research.

  • How Customer Journey-Mapping Guides Brand Growth

    Sponsored Article

    CONTENT TYPE:Sponsored Article |TOPIC: Marketing Strategy

    Journey-mapping not only helps build empathy with your audience but also optimizes the experience to increase the likelihood of getting them to convert, purchase, join, or engage with your brand. Here's how to get started.

  • Why Sales Reps Don't Use Marketing-Generated Content and What to Do About It

    Sponsored Webinar

    CONTENT TYPE:Sponsored Webinar |TOPIC: Martech

    Learn how to close the credibility gap between marketers and sales reps, why your sellers aren't using your marketer-created content, how to increase content use by up to 111%, and what steps to take to create a sustainable content lifecycle. Sponsored by Allego.

  • Developing a Content and Social Media Strategy to Foster Thought Leadership and Business Growth: Ashley Faus on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE:Podcast |TOPIC: Marketing Content

    This week's podcast discussion with Ashley Faus tackles content and thought leadership, including why attribution methods from 10 years ago no longer work, why thought leadership has to be divorced from revenue, and why great content is like a playground.

  • Expectation Branding: The Value of Losing Quickly and Owning Your Flaws

    Article

    CONTENT TYPE:Article |TOPIC: Branding

    If you want your customers to stay, buy more, and advocate for your company, then setting accurate expectations and consistently meeting them wins—even if parts of those expectations aren't great.

  • For Long-Term Market Advantage, Analyze Yourself

    Article

    CONTENT TYPE:Article |TOPIC: Marketing Strategy

    米arketing strategy is often thought about in terms of where the market is going and how best to satisfy the changing needs of the market. Rarely is time spent analyzing one's own company. But doing so is the only way to ensure consistent success.

  • The What, Why, and How of Community- and Brand-Building for B2B Marketing: Mark Schaefer on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE:Podcast |TOPIC: Marketing Strategy

    Join George B. Thomas and Mark Schaefer for a discussion about why building communities around brands is so essential to marketing in 2023, including why brands need to maintain a company culture and how they can make their customers feel heard.

  • Keeping Your B2B Buyer Personas On Point

    PRO Webinar

    CONTENT TYPE:PRO Webinar |TOPIC: Marketing Strategy

    SESSION 4 of 4:Your potential buyers change—constantly. They change in relation to market trends, economic realities, supply chain issues, corporate re-orgs, and more. To stay current with your target audience, keep your Buyer Personas fresh and relevant.

  • Event Marketing in 2023: Trends and Challenges

    Chart

    CONTENT TYPE:Chart |TOPIC: Event Marketing

    米ost marketers who organize and run events expect event marketing budgets to increase this year, according to recent research from Splash.

  • Your SMB Needs a Full-Funnel Marketing Approach. Here's Where to Start.

    Article

    CONTENT TYPE:Article |TOPIC: Demand Generation

    It's difficult to align Sales and Marketing when your company isn't big enough to have departments dedicated to those functions. That's why SMBs need a full-funnel approach to marketing. Here are three steps to get you there.

  • Putting Your B2B Buyer Personas to Work

    PRO Webinar

    CONTENT TYPE:PRO Webinar |TOPIC: Marketing Strategy

    SESSION 3 of 4:When you put Buyer Personas to work, they'll inform your B2B content marketing strategy, align you with the customer success and sales teams, and fill your sales pipeline. Discover how to create effective marketing campaigns that target potential customers in Session 3 with Ardath Albee.