Even with the growth of social media and a constant flux of new platforms and applications, email remains a pillar for digital communications, including marketing. Of course, an email strategy is only as strong as its foundation: a targeted, viable email list. Building an effective email list takes time and strategic effort. Here are seven tips for building an email list that drives business success.
What Marketers Need to Know About Hybrid Events
Marketing events and in-person experiences have faced some rocky challenges in recent years, but 2023 is shaping up to be a comeback year. In fact, 90 percent of B2B marketers and 70 percent of B2C marketers executed at least one in-person, hybrid or virtual event in the second half of 2022, and most anticipate their event marketing budget will increase this year. Common B2B events include seminars, webinars, thought leader speaking engagements, trade shows, career development programs, exhibitions and conferences.
8 Bad Habits Every Marketer Should (and Can) Break
Every professional wants to build healthy, productive habits that benefit themselves, their team and their organization. Developing positive habits takes time and focus. Breaking bad habits can be even more challenging. Poor habits can have a negative impact on productivity, colleagues and your career.
8 Essential Attributes of a Landing Page that Converts
In digital marketing, a landing page is a standalone web page designed exclusively as a “landing” point for an individual marketing or advertising campaign. The landing page is where users are directed when they click a link from an ad, social media post, email or other marketing initiatives. The dedicated page typically details an offer, often in exchange for the user’s information.
How Marketing Plays an Essential Role in Change Management
As the saying goes, “The only constant in life is change.” This is especially true in business. Whether facing reorganization, leadership shifts, acquisition, technology upgrades, rebranding or culture modifications, change is a part of our everyday lives. Adjusting to it, however, can be challenging, disruptive and exciting all at the same time.
Print Isn’t Dead: 5 Myths About Today’s Print Marketing
With the prevalence and variety of online and digital media, it’s easy to fall prey to the misconception that print marketing is no longer relevant in today’s B2B marketplace. That said, the question of whether print is dead has been touted across headlines since digital media’s inception decades ago.
13 Marketing Metrics and KPIs to Measure in 2023
Marketing metrics and key performance indicators (KPIs) are vital factors to monitor, record and measure the success of marketing initiatives. They are a critical component of any marketing plan. Without them, marketing teams are unable to track performance and effectiveness. The most appropriate metrics and KPIs vary by organization, platform and campaign.
Four Must-Keep Resolutions for B2B Marketers in 2023
At the beginning of each year, opening a new calendar marks a fresh start for many. It’s common to kick off the year with personal New Year’s resolutions to shape goals and focus for the next 12 months. By nature, marketers are ambitious, optimistic and forward-thinking. Setting (and achieving) goals is part of our DNA. To continually evolve and grow in an increasingly competitive environment, B2B marketers need to identify opportunities, make promises and institute change.
What Topics Resonated with Your Target Audiences in 2022?
As the New Year rapidly approaches, it’s valuable for companies to take stock of the past year. It’s important to assess how your audiences engaged with your marketing content and topics. Following our own advice, we compiled a list of the topics we covered in 2022 to see what generated the most interest and greatest responses from our readers. Here’s what we learned from our topics.
7 Podcasts Every Marketer and Business Leader Should Listen To
The popularity of podcasts continues to grow and doesn’t show signs of slowing. In fact, in 2021, there were 383.7 million podcast listeners globally and it is predicted that number will climb to around 424 million by the end of 2022. Listeners seek out podcasts for ease of access, entertainment and personal growth. For marketers and business leaders, podcasts offer an opportunity to stay up to date about trends, best practices, predictions and insights from industry thought leaders.
A Holiday Gift Guide for Professionals
The holidays are the perfect time to express gratitude to the people important to us, both personally and professionally. It can be a challenge, however, to select a business gift that sends the right message yet still feels meaningful to the recipient. Whether for a client, employee, colleague, mentor, important connection or a company gift exchange, here are a few gift ideas that work during the holidays or year-round.
How to Use Push and Pull Marketing in Today’s Digitally Transformed Market
Marketing is a vast umbrella term for a complex and constantly changing business necessity. A familiar, but ever-evolving dichotomy is the concept of “push” versus “pull” marketing. Today, push versus pull strategy goes by many names: outbound versus inbound, direct versus indirect, and interruption versus permission. No matter what you call it, “push” and “pull”
Improve Organizational Success with Market and Competitive Research
No matter what industry you’re in, it’s essential to keep your finger on the pulse on the market. To do this, businesses require ongoing market research and competitive analysis. By researching the marketplace, marketers can gather vital information about their target audiences, including needs, interests and pain points. But knowing about your ideal customers isn’t
The Importance of Cultivating a Workplace Gratitude Culture
The holiday season is the ideal time to reflect on the year and consider everything we’re grateful for in our lives. Practicing gratitude in our personal lives is a key ingredient to self-care and happiness. What about practicing gratitude at work? Injecting gratitude into the workplace—not just at this time of year but year-round—can have a more dramatic impact than you might imagine.
How Achieving “Flow State” Can Improve Personal Productivity
The last quarter can feel like a race to the finish line. The need to plan for next year while balancing family commitments and holiday events compounds the stress of reaching annual goals. In fact, 88 percent of Americans feel the end of the year is the most stressful time of year. One of the best ways to combat end-of-year stress is to take active steps to increase personal productivity to get into the “flow state,” or the feeling of being so in the zone that all distractions fall away and tasks at hand receive your full and energized attention.
Is Outsourcing Marketing the Answer to the Labor Shortage Crisis?
As businesses grappled with the COVID-19 pandemic, there were many changes in how, where and when work was performed. Many companies provided work from home options. While that opportunity helped deal with government-mandated shutdowns, it had other unintended consequences. One consequence resulted in an unanticipated shortage in the labor force. During 2021 alone, 47 million workers quit their jobs in an era now called “The Great Resignation.”
How to Create a Successful B2B Podcast
More than 104 million Americans listen to podcasts regularly—that’s one-third of the country’s population. Podcasts make consuming valuable content possible in any setting, whether at the office, at home or while on the go. They are an excellent source for professionals in any industry to engage with prospects, clients, referrals and strategic partners.
Is AI Content Creation a Gimmick or Invaluable Marketing Tool?
Artificial intelligence (AI) makes it possible for machines to think like humans, mimic their actions and learn from their experiences. AI is continuously evolving and is seen in a variety of applications and industries. From chatbots to smart speakers like Alexa or Siri, AI can process language, operate vehicles, manage healthcare, automate investing, adjust home comfort settings and recommend music and videos.
How to Create Content that Empowers Business Development Teams
Content marketing plays an important role in the business development process. Its goal is to attract target audiences through the creation and distribution of valuable, relevant and consistent content. The business development team uses this content to build relationships that bring in new customers and drive sales.
5 Steps to Advancing Thought Leadership with Speaking Engagements
Thought leadership is transforming B2B marketing strategies. In addition to establishing your company and its spokespeople as industry experts, thought leadership creates a platform for building a brand’s visibility, credibility and name recognition. Thought leaders do more than share their knowledge on a topic.
What B2B Marketers Need to Know About Retargeting and Remarketing
Retargeting and remarketing are important digital marketing tactics. They position your messages in front of target audiences who are already familiar with your brand. While these aren’t new concepts, strategies and approaches continue to shift and evolve with the ever-changing digital landscape.
5 Steps to Turning Negative Reviews into Positive Customer Experiences
Negative reviews are inevitable. With today’s widespread and fast-paced online connectivity, it’s easier than ever for customers to voice their opinions about experiences with businesses. When customers are happy and share their thoughts online, it can lead to a deeper understanding of your customer and word-of-mouth marketing that drives new, relevant prospects to your door. But when customers are displeased, their bad reviews can turn potential customers away and can have a long-lasting impact on a business.
Writing a B2B E-book? 6 Do’s and Don’ts for B2B Authors
Writing a book may not be the first thing businesses think of when developing a strategic marketing plan. But in today’s competitive marketplace, writing a B2B book (or a B2B e-book) can be an effective way to demonstrate thought leadership and fuel business growth. In addition to establishing credibility as an expert in your field, books create valuable PR opportunities for your brand.
8 Social Media Metrics That Will Shape Your Marketing Strategy
Measuring the impact of social media efforts is a top challenge for marketers. A recent study shows that 46 percent of marketers can only “sometimes” tie their social media marketing efforts to ROI. Thirty-three percent say they can “mostly” do so, while seven percent claimed they are never able to make the connection.
