MarketingProfs

If you could do one thing to your marketing to make a sustainable difference in your ability to impact the business, it’s to change what you measure. —Samantha Stone You’ve probably figured this out by now, but measuring open rates and making fancy marketing dashboards will only get you so far. If you really want […]

COVID-19 has reshaped the world—and our economy—in fundamental ways. Business leaders and marketers worldwide have been considering how best to position themselves, their products, and their services, not only to survive but also to emerge stronger. For many, the threat of an economic crisis inspires fear and uncertainty. But research shows that during downturns, 14% […]

With the COVID-19 pandemic driving more people to work remotely, many marketers have been trying to spruce up their home offices. It’s more than just an exercise in finding the right aesthetic: A good home office setup can boost efficiency and promote problem solving. So, how should you decorate? A recent infographic (below) from HomeCity […]

Waves of change are something marketers are accustomed to. We welcome them, even, timing our entries and exits to favorable market conditions. But when a powerful swell comes roaring in from the horizon before we’re ready, marketers can be overwhelmed by the force and turbulence of the change. In 2020, several tidal waves disrupted traditional […]

A company can use any number of tools to grow its business, but adopting a marketing automation suite into a company’s sales process is one of the more necessary options. Marketing automation provides a host of ways to streamline your marketing efforts, ultimately making your job less tedious and enabling your team to focus on […]

Did you know that users take 0.05 seconds, on average, to form an opinion about a website—and 94% of those initial impressions are related to design elements? Or how about the fact that users read only 20% of the words on a webpage, on average? Those are just some of the data points covered in […]

B2B salespeople are much more likely than B2B marketers to say that their company’s sales and marketing teams cooperate effectively, according to recent research from Outfunnel and Copper. The report was based on data from a survey conducted in December 2020 among 151 B2B marketers and 151 B2B salespeople. Nearly half (46%) of B2B marketers […]

2020 threw all our calculated marketing plans and predictions out the window. But marketers are smart, determined people, and instead of throwing up our hands in defeat we’ve found ways to adapt and pivot. If we want to be successful, it’s imperative that we take intentional time to slow down and re-examine our context, perspective, […]

Digital transformation efforts are often siloed in IT departments, but marketers should play a critical role in their companies’ moves toward digital maturity. Online sales soared in 2020, and as digital channels become more crowded, brands must differentiate themselves while pivoting their customer journeys. Face-to-face relationships are at a halt and in-person events are canceled […]

Most business-to-consumer (B2C) content marketers say their organization made quick and effective changes in response to the COVID-19 pandemic, and they expect those changes to stay in effect for the foreseeable future, according to a just-published study from MarketingProfs and Content Marketing Institute. The 11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for […]

Content marketing is not new. Only the term can be considered to be recent. The creation of targeted information—about companies, products, services, and just about anything else—has been around for generations… just under different names. Collateral, sales aids, product literature, brand books… all were the earlier monikers for what’s now lumped into «content.» So the […]

Do we even know what we are referring to these days when we say «marketing database»? The evolutions and revolutions in marketing have been and remain relentless. What was once the marketing database has evolved as marketers have adopted customer data platforms (CDPs) and new ecosystems of activation platforms. Perhaps the rise of the CDP […]

Canceled tradeshows. Virtual customer events. Postponed sales meetings. How can B2B companies continue to engage customers and prospects when the traditional ways of doing business are nearly impossible? What lessons can be learned from the past few months that can help ensure a productive and profitable 2021? If there’s anything we’ve learned from the past […]

How will Super Bowl LV be different from past big games? What key shifts in behavior should marketers be watching? To find out, AdColony surveyed more than 400 people age 18-75 in North America. The researchers found COVID-19 is affecting people’s plans, with most respondents (69%) saying they are not going to host a party. […]

B2B tech marketers say webinars, SEO, and email are the three channels that have grown most in importance because of the COVID-19 pandemic, according to recent research from FINITE and 93x. The report was based on data from a survey of 100+ B2B technology marketers who are part of the FINITE community. Tech Marketing Channels […]

There’s never been a better time to understand the value of brand marketing. In 2021, people are hyper-aware of how brands are positioning themselves (as well as noting their silence) after the roller coaster of a year that was 2020. Moreover, the regulatory climate is compelling many marketers to find alternatives to third-party data and […]

Marketers always look for new ways to serve their customers and communities, and 2020 brought more occasions than usual. The quick transition to digital customer experiences as a result of the pandemic allowed companies to test plenty of fresh ideas to address their audiences. The tone of customer communications also changed. The events of 2020, […]

B2B decision-makers under age 40, often tech natives, tend to blur work-life boundaries, seek continual self-evolution, and expect brands to address social issues, according to recent research from The B2B Institute at LinkedIn, Light Years, and GWI. The report was based on data from a survey of 17,000 knowledge workers age 21-40 in 10 global […]

Personalization is something marketers have been talking about for years; but, in many ways, B2B is still catching up to the trend. 2020 was a defining moment for many B2B marketers who were forced to abandon old habits. For many, that meant both delivering more personalized content strategies that aligned with their audiences’ changing needs […]

Which social media shifts should marketers be watching closely in 2021? A recent infographic (below) from Oberlo explores 10 key trends that could have a major impact on social media strategies this year. The piece looks at approaches and content types that are on the rise, from social commerce and social search to memes and […]

«Social distancing» is a term that entered our vocabulary overnight in 2020. As I write this, we’re still physically separated from our colleagues. If you are like me, you’re probably longing to get back into meeting rooms to strategize and collaborate with your team on that next campaign or product feature, and the next Sales […]

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The COVID-19 pandemic has led many B2B marketers to shift their account-based marketing (ABM) objectives and tactics, according to recent research from ITSMA and the ABM Leadership Alliance. The report was based on data from a survey conducted in August through September 2020 among 420 marketers at B2B technology and business services companies. Some 42% […]

Throughout 2020, B2B marketers were forced to adapt: shifting their goals, experimenting with new tactics, managing expectations, and adjusting messaging to account for the fragile state of the world. Many turned to more humanizing tones, enhanced virtual events and webinars, better thought leadership on social media, and, of course, increased digitalization. So where do we […]