The Importance of Developing Trust Through Branding

If you’re a marketing professional, you’ve undoubtedly been taught that there are a few key elements of branding—trust and reputation.

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What Makes a Good ‘Call to Action’ in B2B Content Marketing?

In marketing, a good ‘call to action’ – which elicits the desired response from our reader or viewer – can elevate content from merely insightful to truly valuable.

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New Research: Marketers Shift Their ABM Strategies For Revenue Generation & Account Retention

With the pandemic forcing people to socially distance, many B2B organizations are relying on ABM plays to engage their audiences in our “new normal.” ABM has become common practice to fuel revenue generation and account retention.

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14 Tips to Guarantee ABM Sales and Marketing Alignment

Kavita Singh scours the wealth of insight shared by speakers at B2B Marketing’s last account-based marketing conference, to give you the top tips on achieving ABM sales and marketing alignment.

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Design deserves the same status as advertising in marketers’ plans

Few can claim to have created a new communications genre but the designer Martin Lambie-Nairn, who died in December, is one who could justifiably have done so, had immodesty got the better of him. Television channel idents had existed for decades before he came along in the 1980s and transformed them, but the difference between pre and post was so extreme that his version really merited a new term.

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The Multicultural Communications Challenge—Creativity And Media Integration Is More Important Than Ever

Building a multicultural plan that genuinely integrates the creative and the media disciplines is one of the biggest challenges in today’s multicultural space.

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Unified Marketing Framework—When To Use Which Tactic

A colleague made a simple observation yesterday that many marketers are “spending lots of money on reaching potential customers, but very little to nothing on engaging with them.” It’s like they spend a ton of money to generate awareness, but when potential customers arrive on their sites or social media channels, there’s little to nothing there. So they leave disappointed, often to the long-term detriment of the advertiser. This is so true. It has been this way over the years, but never more so than now. I have observed the same phenomena over the last two decades doing digital strategy consulting for marketers and also teaching digital marketing.

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AI Is Revolutionizing Marketing Like Never Before: 6 Ways This Is Happening Right Now

Definition of Artificial Intelligence (AI): Intelligence exhibited by machines. AI is the study of intelligent agents, which can study their environment, and take action which helps them optimally achieve their goals, in the shortest possible time. 

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Why Every Company Needs to Think Like an Entertainment Company

“We compete with (and lose to) Fortnite more than HBO.” This matter-of-fact assessment from Netflix, the world’s biggest streaming company, provoked a stir among media commentators and analysts earlier this year. Yet the logic is there: Netflix has 149 million subscribers, compared with 250 million users of Fortnite’s Battle Royale gaming platform. Time spent on traditional media is in decline, and consumer attention is getting harder to win and keep. Content needs to be more and more engaging – the success of Netflix’s own Black Mirror: Bandersnatch film demonstrated the strong consumer appetite for more interactive forms of content.

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24 Big Mistakes You Should Avoid in Content Marketing

Sure, we can learn from our mistakes. But we also can learn from others’ mistakes and avoid making them. As best-selling author and marketing consultant Roy H. Williams says, that’s the difference between being smart and being wise.

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