marketing strategy

A sound marketing strategy is essential for ensuring marketing delivers on business objectives. Read our insights for developing a long-term marketing strategy that sets a clear course of action and drives results.

Insights

Video

Reaching Gen Z Starts With Understanding Their Truths

Mike Proulx 1 day ago

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Blog

The 10 Best Ways To Spend Your B2B Paid Media Budget In 2021

John Arnold December 21, 2020
As paid media spending rebounds, these strategies can help you amplify the impact of that spending.
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Blog

Important Questions To Answer Before Making Your Events Virtual

Laura Ramos December 21, 2020
In this Q&A format, we ask — and answer — important questions marketers should address to make their virtual events deliver value to attendees and profits to their business.
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Blog

Healthcare Spotlight: Accelerating International Market Growth With Product-To-Audience Transformations

Alan Gonsenhauser December 1, 2020
This is the tenth in a series of blog posts that describe how B2B healthcare leaders are driving results with innovative marketing, sales, and product strategies.
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Research Collection

B2B Leaders: Adjust Your Marketing And CX Spending In The Wake Of COVID-19

Lori Wizdo November 4, 2020
The business effects of the COVID-19 pandemic will be with us for years. However, the consequences of the pandemic are not identical for all companies. Different industries and firms face disparate consumer trends, resource availability, and revenue potential during the pandemic and its aftermath. As a result, companies operate in one of three modes: survival, […]
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Research Collection

Use Customer Understanding To Guide Your Pandemic Marketing Strategy

Emily Collins August 18, 2020
The COVID-19 pandemic adds even more consumer considerations to marketers’ already full plates. Stay-at-home orders, unemployment, and anxiety about the virus have altered shopping behavior, technology adoption, and expectations. But despite this uncertainty, now is not the time to pull back on marketing: In fact, businesses need to keep investing in marketing to move through […]
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Blog

Using the Demand Spectrum to Match Sales Needs With Marketing Strategy

Drew Zalucky May 6, 2020
  • Sales teams employ different strategies to reach different audiences, and marketing needs to tailor its activities to complement, rather than contradict, these strategies
  • Marketing teams run into trouble when they try to provide support for sales without matching their marketing tactics to the strategies used by sales
  • To help B2B organizations solve for this conundrum, the SiriusDecisions Demand Spectrum model shows how to tailor marketing approaches to sales strategies
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