Trending Articles

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The History of Sales Enablement and Why It's Here to Stay

Aspiration Marketing

Sales enablement is a powerful tool that equips your salesforce with the resources, knowledge, and processes they need to consistently convert leads into customers. But where did this concept originate, and how has it evolved over time? This blog post delves into the history of sales enablement, highlighting key milestones and showcasing its enduring relevance in today's dynamic sales landscape.

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Mapping Content to the Buyer's Journey: A Sales-Driven Approach

The LeadG2 Blog

In this episode of The B2B Sales & Marketing Hotline, Emily and Maryanne explore how to go about mapping content to the buyer's journey. Whether you're a B2B sales leader or a marketing pro looking to strengthen your strategy, this episode is packed with insights to elevate your content game.

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What are the Top 20 Industries Implementing Account-Based Marketing?

Aspiration Marketing

In today's B2B landscape, traditional marketing approaches often struggle to cut through the noise. Enter Account-Based Marketing (ABM): a strategic, laser-focused technique that prioritizes building relationships with high-value accounts. But is ABM right for your industry? This comprehensive blog dives deep into the power of ABM, exploring the top 20 industries implementing Account-Based Marketing and where it shines brightest.

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Why B2B marketing must adopt B2C tactics

Martech

Digital natives aren’t like the rest of us. They are bringing entirely new behavioral patterns into the B2B buying process, and experienced marketers and sellers ignore this at their peril. Call it “the consumerization of B2B.” We must treat buyers like the consumers they are in their personal lives, and develop new expertise in the media channels and messages that tend to work in consumerland.

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The Power of Community: Why a Branded Community is a Must-Have for Every Association

Ever wonder why brands like Apple, LEGO, and Sephora are going all-in on branded communities? It’s because online community building is the secret sauce to connecting with audiences in ways that ads and emails simply can’t. But here's the best part—it’s not just for big corporations. Associations can create thriving online communities too. GrowthZone’s eBook, "The Power of Community," breaks down exactly why a branded online community can be a game-changer for your association.

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Does Instagram Shopping Drive ROI? New Data on How to Get Approved, Add Product Tags, & Actually Make Sales

Hubspot Marketing

The evolution of Instagram has been action-packed. One day, we’re trying to find the perfect filter for a square-cropped photo of a cup of tea; the next, we’re exploring how to get approved for Instagram Shopping. At least, that’s how this marketer’s story arc went. The platform has gone from a simple feed of blurry photos for our friends to a powerhouse for businesses looking to build awareness, generate leads, and sell.

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5 Bright Ideas To Help Your Content and Marketing Shine in 2025

Content Marketing Institute

Sparks flew at Content Marketing World 2024. Will they help you slow down long enough to bring joy, courage, enchantment, and connection back to your work? There’s only one way to find out. Try these ideas in your work.

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What Is D2C Marketing? Here Are 11 Tips I Found For Doing It Right [+ Examples]

Hubspot Marketing

When I first heard I had to write about D2C marketing, I did what many professionals do when presented with something they know nothing about — I quietly panicked and then asked ChatGPT. To my surprise, however, I learned D2C marketing isn’t as foreign to me as I thought. And it likely isn’t to you, either. Dollar Shave Club, Blue Apron, and Glossier are all well-known brands built on the business model and considered masterclasses in marketing — let alone D2C marketing.

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Best Halloween ads 2024

illumin

The spookiest season is upon us and with Halloween comes some of the most playful ad campaigns of the year. Halloween 2024 brought an incredible ad lineup from some of the biggest brands. While All Hallows Eve might not be top of mind when you think of holiday ads, it should be. Halloween is growing in popularity and is the second-biggest retail holiday behind Christmas.

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7 Best HARO Alternatives (Expert Review)

Backlinko

If you’ve ever done media outreach, chances are you’ve crossed paths with HARO (Help a Reporter Out). For over a decade, it was the go-to platform for securing media placements and backlinks. But in early 2024, HARO officially shut its doors. What now? Fortunately, HARO’s closure doesn’t mean your outreach efforts have to take a hit.

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The Missing Link in SEO: Why You Lose Backlinks and What To Do

Aspiration Marketing

Have you ever poured your heart and soul into creating amazing content, only to see it languish in the search engine results pages (SERPs)? You're not alone. Many website owners underestimate the importance of backlinks, a crucial factor in SEO success. Backlinks are essentially votes of confidence from other websites. When a high-quality site links to yours, it tells search engines your content is valuable and relevant.

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Evolving Beyond Intent: Create Customer Value with Signals

Speaker: Jam Khan, SVP, Product Marketing at ZoomInfo & guest speaker Amy Hawthorne, Principal Analyst from Forrester

Buying signals extend well beyond intent. They give go-to-market teams the chance to know everything about their customers. With buying signals, they can reach more customers and win more deals. Join Jam Khan, SVP, Product Marketing of ZoomInfo and guest speaker Amy Hawthorne, Principal Analyst from Forrester for this new webinar where you'll find out how marketing teams operate more efficiently and sales teams close more business when they act on buying signals, not just intent!

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Branding phone calls improves customer trust

Martech

Digital channels offer convenience for consumers seeking help in making a purchase. But sometimes they just want to pick up a phone and talk to a human. Nearly 80% of consumers said phones were important when communicating with a business, according to a study by TransUnion and research firm Toluna. But consumers also distrust incoming calls for good reason.

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Optimizing B2B Conversion Rates — All My Tips and Strategies

Hubspot Marketing

One of my favorite things to do is watch college football. And if you think I’m going to compare optimizing B2B conversion rates to football, you’re absolutely right. Just like each player of the team needs to work together to score a touchdown, the parts of your B2B conversion strategy need to work in harmony to catch website visitors and turn them into paying customers.

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Why You Need People To Manage the Meaning of AI Content

Content Marketing Institute

If generative AI is ever to be more than a distracting novelty, you may need more people on your team, not fewer. Here’s why (and which skills they’ll need).

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How to Conduct a Comprehensive SEO and Technical Audit: A Step-by-Step Guide

Marketing Insider Group

You need a website that performs to the best of its abilities to succeed as a business. A comprehensive SEO and technical audit is part of the process because it checks that search engines can find your website and that it provides a seamless user experience. Users conduct 6.3 million Google searches every minute, and a chunk of those searchers could be looking for what you’re selling.

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Marketing Operations in 2025: A New Framework for Success

Speaker: Mike Rizzo, Founder & CEO, MarketingOps.com and Darrell Alfonso, Director of Marketing Strategy and Operations, Indeed.com

Though rarely in the spotlight, marketing operations are the backbone of the efficiency, scalability, and alignment that define top-performing marketing teams. In this exclusive webinar led by industry visionaries Mike Rizzo and Darrell Alfonso, we’re giving marketing operations the recognition they deserve! We will dive into the 7 P Model —a powerful framework designed to assess and optimize your marketing operations function.

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Does a CRM System Make Sense For You? Do You Need One?

Aspiration Marketing

Customer relationships are the golden thread in a competitive business landscape that weaves success. But managing those relationships can feel like juggling pins – especially as your business grows. Enter the CRM system, a powerful tool to streamline customer interactions and unlock valuable insights. But with so many options on the market, you might wonder: Does a CRM system make sense for my business?

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How to use generative AI to reduce friction and convert car buyers

Martech

Hispanic consumers represent a significant economic force in the U.S. today. Yet, they often face barriers in accessing mainstream financial services, particularly when purchasing vehicles essential to their household mobility and economic opportunity. To address these barriers, we are testing a generative AI-powered pre-approval bot to help potential car buyers confidently navigate the loan process without the intimidation of sharing private information.

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5 Ways that AI Analytics Tools Can Make You a Better Marketer

Hubspot Marketing

There are, it would seem, as many AI marketing tools as there are stars in the sky. Do you really need to use them? Probably. Do you need a dozen of them? Probably not. Here’s a guide to help you cut through the chaos and confusion of AI marketing analytics tools to find some that really work for your needs. Table of Contents How to Use AI for Marketing Analytics Tools for Marketing Analytics How to Use AI for Marketing Analytics Marketers are using AI in many ways: content creation, automation,

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Five Effective and Easy Social Media Strategies for Manufacturers

Kuno Creative

More manufacturers are seeing the value in a strong social media presence—but in an industry that is focused on technical details, executing on this is easier said than done. Products and services can seem too complex to talk about in bite-size formats. This complexity also makes it difficult to visually highlight details that convey their value. But that’s not to say it can’t be done.

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Increase Revenue With Better, Faster Sales Onboarding

Quotas need to be hit. Revenue goals need to be met. This reality makes shortening sales onboarding time a top priority. Organizations with a standard onboarding process boost employee retention by 58% and increase productivity by 50%. Unfortunately, many companies struggle with inefficient processes that lead to high turnover and missed revenue opportunities.

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How AI can drive modern marketing transformation

SmartBrief - Marketing

The world of marketing moves at a rapid pace, yet nothing appears to break from traditional out-of-home advertising. OOH gives brands the opportunities to connect and engage with members of, and around, their target audiences in the real world. Billboards, transit ads and digital signage, among others, have been tried and true methods for decades. But as the digital marketing transformation continues to spread throughout myriad industries, one question remains: Are OOH marketers ready for the ri

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The Role of Keywords in Successful PPC Advertising

Marketing Insider Group

PPC (Pay-Per-Click) advertising relies heavily on one foundational element: keywords. Crafting a strong PPC keyword strategy will help you drive targeted traffic, increase conversions, and optimize advertising budgets. By identifying and implementing the right keywords, you can make sure your ads appear in front of audiences already searching for relevant products or services.

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New horizons for data-driven direct mail marketing

Martech

People may not need to actually lick stamps any more but they are still sending and receiving mail. Often they receive mail with joy. Consider how things have changed. “Thirty years ago, when you received an email you got excited. Your mailbox was just full of junk mail at the time.” That would be your physical mailbox, of course. “Now it’s kind of the opposite.

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From Pretty Logos to Real Impact: How I Shifted My Focus from Visual to Emotional Branding

Hubspot Marketing

Welcome to Creator Columns , where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better. I never wanted a business that only looked good from the outside. Creating only to satisfy the eyes of onlookers, audiences, and critics would be, and will always be, a waste of my time. Over a decade ago, I walked away from a dull, corporate job because it felt like a trap — a suffocating environment designed to put me on a creatively draining conveyor belt headed for “W

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Accelerate Your Marketing with Automation: A Quickstart Guide

Ready to streamline your marketing efforts and achieve more with less? Our guide provides a step-by-step roadmap to: Build a Strong Foundation: Set up your automation infrastructure for success. Execute Proven Tactics: Implement effective strategies to nurture leads and drive conversions. Measure and Optimize: Track your results and make data-driven adjustments.

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Using AI to Expand Your Ideas and Creativity

Social Media Examiner

Want to enhance your creative abilities with AI? Looking for practical techniques for embracing AI throughout the creative journey, from initial concept to final product. In this article, you'll discover how to use AI to expand your creativity. Why Creatives Need to Embrace AI Now The landscape of human creativity and marketing is experiencing a […] The post Using AI to Expand Your Ideas and Creativity appeared first on Social Media Examiner.

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Product is the P all Marketers Should Strive to Influence

The CMO Survey

The post Product is the P all Marketers Should Strive to Influence appeared first on The CMO Survey.

Product 100
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How Salesforce Blazed Award-Winning Content Trail for Sales Pros

Content Marketing Institute

Ever wonder how Salesforce keeps coming up with so many content ideas that make a measurable impact on the company’s business? The story behind the company’s latest award winner reveals its winning roadmap.

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Why starting small with AI pilots before scaling is a mistake

Martech

Many organizations start small with AI pilots before scaling. But what if this cautious approach is slowing you down? Starting small might feel safe, but it can keep you from achieving your larger goals quickly and effectively. It’s not the best approach for proving the value of AI to senior leaders in your organization. Ultimately, AI pilots lead to disconnected efforts and fail to meet the urgent demands for ROI that many marketing leaders face.

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Unlock the Secrets to Building Community

Unlock the secrets to building strong communities and sustaining growth with GrowthZone’s “5 Pillars of Community” ebook. In today's digital era, fostering a sense of belonging is more important than ever. GrowthZone’s informative ebook will help you transform your association’s community and discover new opportunities for growth. Explore the importance of personal and virtual communities, the ACHIEVE Model for success, and the key pillars including Direction, Shared Responsibility, Personal Val

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Screenwriting Techniques for Marketers: Defining Your Customer's Problem

Hubspot Marketing

Welcome to Creator Columns , where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better. For the past ten years, I’ve been using Hollywood screenwriting techniques to help companies create powerful marketing stories. I've seen firsthand how powerful storytelling can be in transforming a company's messaging. Before we keep going though, spoiler alert, I need you to know that may just ruin movies for you.

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How to Build Messages That Build Buy-In

Social Media Examiner

Are you struggling to implement changes in your marketing strategy? Wondering how to get buy-in from skeptical team members or clients? In this article, we'll explore how to create messages that get people to embrace change inside a business. Why Change is Difficult for Marketers and Businesses Change is a constant in the business world, […] The post How to Build Messages That Build Buy-In appeared first on Social Media Examiner.

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Digital Marketing for a Medical Device Company

Kuno Creative

As any marketer knows, if you can’t get your product or service in front of the right audience, the chances for your brand’s success dwindle. But there’s more to successful marketing strategies than brochures, ads and a slick website. For companies in and around healthcare, a medical device marketing plan and strategy should speak to healthcare professionals and resonate with their patients while understanding and addressing the healthcare sector's complexities and regulations.

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Social media management explained [COMPLETE GUIDE]

Hootsuite

New platforms, changing algorithms, and increasing audience expectations mean social media management is now a complex, full-time job. (We’re preaching to the choir here, but social media isn’t just for interns anymore. Honestly, was it ever? ) If you want your social channels to drive business performance, you need to do a lot more than just post.

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How to Find Common Ground: Account-Based Marketing (ABM) for Team Alignment

Speaker: Alex Moore, Co-Founder of Stratagon Marketing & Technology

Ever wondered why sales and marketing teams often struggle to collaborate effectively? Diverging goals, poor communication, and conflicting strategies frequently create silos, leading to a disconnect where marketing efforts fail to translate into substantial sales conversions. Enter Account-Based Marketing (ABM). ABM aligns marketing and sales efforts toward specific target accounts, fostering personalized interactions with high-value prospects.