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

Blog

A Brand’s Values Must Withstand The Pressure Of Politics

Mike Proulx 4 days ago
The lines between brands and politics have blurred. If companies are committed to standing with their values, politics are unavoidable. But that doesn’t mean a given brand must or should take on every single issue. Company values will determine when to choose a side.
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Blog

Activate Your Total Economic Impact™ (TEI) Study Using The Five W’s And One H

Stephanie Slate March 26, 2021
Use the TEI results to create customer-centric messaging and highlight how you understand their pain points, issues, and struggles — to compel prospects to take action.
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B2B Summit North America

Join us for the year’s premier event for B2B marketing, sales, and product leaders. Get expert insights and analysis to define your vision and accelerate growth.

Blog

The Bridge Between Strategy And Planning: Don’t End Up In The Water

Adele Sweetwood March 22, 2021
To achieve growth and success, B2B marketing leaders need both a long-term strategy and actionable annual plans.
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Blog

The Collision Of Precision And Persuasion: Rethink The Customer Lifecycle

Jay Pattisall March 16, 2021
The separation of media and creative execution 40 years ago sent the advertising industry spiraling. Advertising’s perception has devolved from entertaining to annoying, investment to commodity, channels organized to communication everywhere, and audiences obtainable to users elusive. Savvy marketers are actively seeking solutions to join the lower and upper funnels of marketing as a means […]
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Blog

A Lens On Europe: COVID-19 Makes Empathetic B2B Content Essential

Andia Tonner March 8, 2021
Your Marketing Content Doesn’t Cater To New B2B Buyers The age of the customer has shifted buying power to your customers and fundamentally changed B2B buying behavior.[1] Your once rational, loyal B2B customer has been replaced by a less loyal, more emotional decision-maker, who prefers to remain anonymous and self-directs much of their purchase journey […]
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Blog

How B2B CMOs Can Respond To Their CEOs’ Need For Certainty

Meta Karagianni February 24, 2021
Now more than ever, B2B marketing leaders need a clear strategic vision that drives their companies' growth agenda. Learn how to create an actionable marketing strategy — and join us at B2B Summit North America to dive even deeper.
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Blog

A Consumer “Tech-celeration” Is Advancing Behaviors But Straining Emotions

Anjali Lai February 2, 2021
The crises of 2020 turbocharged consumers’ technology adoption and usage. Yet in 2021, consumers are struggling to make sense of their need for technology and their hesitation to rely on it.
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Boost Your Content Strategy For 2021

Discover how to adapt your content strategy for your audience. Join us for two complimentary webinars dedicated to sharing key advice and best practices.

Blog

Growth Marketers Ignore E-Channels At Their Peril

Lori Wizdo January 28, 2021
Both business buyers and B2B sellers are increasing their participation in marketplaces. As the shift continues, companies that have experience of and actual success in marketing on marketplaces will reap the benefits of early adoption. A number of factors are converging to drive this trend. B2B buyers rely less and less on enterprise account reps. […]
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Blog

Five Actions Every Portfolio Marketer Should Take To Drive Business Value In 2021

Katie Fabiszak January 21, 2021
As organizations prepare for 2021 and beyond, they need to focus on what matters most, which includes examining market trends and understanding buyer needs. Here are the five key actions portfolio marketers must take.
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Blog

Four Key Takeaways For Brands From CES 2021

Dipanjan Chatterjee January 19, 2021
Discover what this year's all-virtual event revealed about the future of brand experiences.
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Blog

Empowered Consumers Call For Sustainability Transformation

Anjali Lai January 19, 2021
While consumer conversations about the climate have ebbed and flowed for decades, 2020 marked a turning point that sparked unprecedented urgency around the climate crisis. Learn how this will impact consumer trends in 2021.
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Video

Reaching Gen Z Starts With Understanding Their Truths

Mike Proulx January 14, 2021

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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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Blog

Predictions 2021: B2B Marketers Build Digital Pathways To Distanced Businesses

Lori Wizdo October 23, 2020
The events of 2020 have dramatically accelerated the digital destinies of B2B buyers and marketers. The transformation will continue in 2021 — and marketers who plan for these five shifts will gain an edge.
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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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