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How to Become an Innovative B2B Marketer: Integrating Innovation Into Professional Development Plans

The pandemic has given B2B marketing leaders a golden opportunity to rethink the culture of their marketing teams. Rather than worrying about how to recover, B2B marketers should be thinking about how to get stronger. Culture change takes time, but one of the best ways to start is by integrating new steps into your employees’ professional development plans. After all, you are what you measure: […]

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21 Tips to Improve Your Email Marketing [Infographic]

How can you boost the effectiveness of your email marketing efforts? A few good starting points are to focus on ensuring email deliverability, improving open rates, reducing unsubscribes, and executing technical optimizations. An infographic (below) from Tech.co explores those four key areas and provides 21 tips for marketers who want to improve in each. The piece focuses on actionable and proven advice, such as authenticating […]

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What’s Next for Remote Work?

Remote work will be here to stay post-pandemic, but more likely in advanced economies and in higher concentrations among workers in highly skilled roles and those who are highly educated, according to recent research from McKinsey & Company. The report was based on an in-depth analysis of 2,000 tasks, 800 jobs, and nine countries conducted by McKinsey researchers (see the full methodology here). Workers in […]

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Are Host-Read Podcast Ads More Effective?

Host-read podcast ads tend to be more effective in driving recall and other lift metrics, according to recent research from Nielsen. The report was based on data from more than 260 surveys across 240 brands. Listeners were presented with podcast clips; then, the effectiveness of different ad types was assessed using brand lift metrics such as recall, familiarity, and affinity. Host-read podcast ads have an […]

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How Direct Mail Can Cut Through the Pandemic Marketing Clutter (And How to Obtain Those Valuable Home Addresses)

Navigating a global pandemic wasn’t in anyone’s 2020 marketing plan. Because of coronavirus, it’s been a struggle to find the right balance within the media mix, especially when budgets are shrinking. Brands that have remained successful are providing customers and prospects with personalized, immersive experiences. But how are these experiences being initiated? The three most important factors to multichannel campaign success are data accuracy, a […]

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Marry Brand and Demand to Unleash the Full Power of Personalization in ABM

Technology has been wonderful for B2B marketers: It’s given them the ability to hyper-target with a degree of accuracy never before possible. But no matter how accurate your targeting may be, driving sales still depends on the effectiveness of the marketing message you deliver. All the technological bells and whistles in the world can’t make up for a message that fails to resonate with its […]

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The Most Popular Email Clients in 2020

Apple iPhone and Google Gmail are the two most popular clients for opening emails in 2020, according to recent research from Litmus. The report was based on data from nearly 10 billion worldwide email opens anonymously collected between January 1 and September 30, 2020. One-third of the email opens examined occurred on the iPhone email client, and 32% occurred in Gmail. Other popular clients include […]

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Advanced Measurement Strategies: Metrics That Actually Matter

What are your marketing metrics telling you? If you rely on the standard measurement tactics, probably not much. Consider a classic metric such as clickthrough rate. By most standards, a “successful” banner ad receives 15 clicks for every 10,000 impressions, compared with an “unsuccessful” ad that attracts only five clicks. That’s a slim, arguably insignificant margin separating success and failure. More importantly, it misses the […]

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Instagram in an Instant: Understanding the Social Network [Infographic]

Oh, boy. The dreaded sign up form. Before you run for the hills, we wanted to let you know that MarketingProfs has thousands of marketing resources, including this one (yes, the one behind this sign up form), entirely free! Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house…delivered right to […]

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Content + Data: The Pillars of a Successful Demand Gen Strategy

Enterprise demand generation strategies have always been tricky. As marketers, we’ve tried it all: events, direct mail, email campaigns, cold-calling, targeted digital ads, and any other method we can think of. But no matter the method, two components are always the heart and brains of the operation: content and data. Every demand generation effort requires marketers to create on-point content and to have the right […]

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