Artificial Intelligence (AI) is increasingly becoming an important part of a business’s marketing strategy.
Whether you’re looking to improve your lead generation or trying to boost your customer engagement, AI can help you not only achieve but exceed your goals.
A well-thought-out message map is the key to a successful multi-effort email series, and if you’re automating that series for use over the long term then it’s doubly important to get the message map right.
It’s surprising to me how many organizations don’t have documents outlining their marketing foundations – things like descriptions of their target audiences, features | benefits | advantages analysis, common objections/obstacles and how to overcome them, and key marketing messages.
Zoho Schools of Learning, formerly Zoho University, started in 2005 with just six students and two teachers as an alternative to a college education. It provides a two-year training program for high school graduates, which includes a one-year internship at Zoho. The program does not charge a fee, but instead offers a stipend to the students, enabling them to focus on their education without financial stress. Currently, the programme receives around 20,000 applications annually from around India. To date, ZSL has produced over 2,000 graduates who now make up over 10% of Zoho Corporation's workforce.
The Multiplier Effect provides data and insights from a coalition of US effectiveness experts – Analytic Partners, BERA.ai, Prophet, System1 and WARC – to maximize the payback from advertising
In Aaker on Branding: Second Edition, Aaker introduces the “5B’s of Branding,” a powerful framework designed to help brands stand out in crowded, ever-changing markets. With fresh case studies, brand-building strategies and practical tools, this edition is essential reading for anyone navigating the modern marketing world and aiming to lead with impact.
If you’re a founder, leader, or simply an ambitious high achiever, you probably wear 17 different hats before breakfast.
You know the drill: you’re juggling priorities, putting out fires, and trying to keep a million moving pieces from falling apart. It’s exhausting.
But imagine waking up each day knowing exactly where to find what you need, which tasks to delegate, and what deserves your focus first, without relying on sheer willpower to hold it all together.
“How does that work?” is one of the core questions at the heart of the human experience. No matter what we seek—the divine, the mundane, or anything in between—we want to know how. Even when we ask why, there is often a how at the root of it.
As a marketer, you need to craft a strategy that supports the different stages of your buyer’s journey. You’ll need material for every step of the content marketing funnel. Below, I’ll share strategies that work and examples of successful funnel content, according to fellow marketers.
Agentic AI introduces the latest breakthrough in artificial intelligence with a new generation of autonomous AI Agents capable of complex decision-making and goal-driven behavior.
Traditional competitor analysis, often limited to direct feature-for-feature comparisons within the same established category, creates dangerous blind spots. It anchors your strategy to the status quo, making you vulnerable to disruption from unexpected directions.
Today’s buyers have a treasure trove of content at their fingertips. The most valuable content speaks to their specific challenges and pain points. To effectively engage audiences and build revenue-yielding relationships, marketers must establish a deep understanding of their buyers – their roles, pressures, challenges and objectives.
Among all the managerial functions, marketing is likely to be the one that’s most disrupted by generative AI. Recognizing the technology’s potential, academics and practitioners alike have been investigating new ways to apply it to customer service and content creation for some time now, but recently the business world has started paying attention to the impact it could have on other marketing activities. The most exciting of these is market research, the processes by which firms gather data and generate insights about customers and competitors.
n this course, you’ll learn proven strategies from ecommerce experts on how to build high-converting, high-margin offers. From consumer psychology to pricing, bundling, and giveaways, you’ll get the exact frameworks used by top brands to increase sales and AOV—without devaluing your business.
Wouldn’t it be helpful to have a roadmap that lays out exactly how to drive more sales for your B2B business? You need a guide that uncovers what potential customers are looking for while showing you the exact steps to take at each stage of the buying process.
That’s exactly what a B2B sales funnel does.
If you work in customer experience, you’ve likely heard the phrase “the customer is always right.” In reality, good CX isn’t about always saying yes. True customer experience is about building a consultative relationship – one where you prioritize long-term success over short-term wins. Sometimes, that means having tough conversations, pushing back when necessary, or even walking away from a project if it’s not the right fit.
Over the past year of consulting, I've had two client cases that have caused me significant inner turmoil. Besides fixing flawed technical setups, most cases could be fixed with the sentiment, "send wanted content." And this most often was THE solution; often boiling things down to sending the content as it stood to those that engaged because they indicated they wanted it via some action with the message.
Whether you're selling cars, shampoo, clothing, or legal services, the decision to buy what you're selling is always made by a person.
That fundamental principle is deeply ingrained in consumer marketing. However, in business-to-business (B2B) marketing, purchasing decisions and tactics tend to be more nuanced.
Some may focus solely on business continuity in CRM upgrades and migrations, but that’s not enough. Now is the time to drive disruptive value by solving long-standing industry challenges like cross-functional coordination.
If your team keeps asking “Who has this contact?”—you don’t have a contact management system. You have scattered data. For most companies, contacts live everywhere: Outlook inboxes, Excel sheets, someone’s phone, even Slack. It’s disorganized, hard to search, and easy to lose track of. This article explains why contact chaos occurs, its impact on productivity, and how efficient teams prevent it.
Tracking numbers is not enough. A real data-driven culture uses data to make smarter decisions, faster. The teams that grow the fastest are the ones turning data into daily action—not just reports. It comes from building trust, clarity, and capability across your organization.
While businesses across the world are trying to make more effective use of data, analytics, and AI, a key impediment is holding many of them back: The lack of a culture that truly values data/analytics capability and the superior decision making that can flow from it. Yet as we’ll describe, it’s possible to create a data-driven culture and accrue the competitive benefits that result.
Do you need to improve agent performance at your contact center? Here’s 6 ways AI tools can boost agent productivity, improving customer satisfaction in turn.
The pursuit of improved quality and productivity has driven numerous management philosophies over the years, from Six Sigma and total quality management to more recent approaches like Lean, Agile, and customer journey mapping. Building on this rich foundation, the following three defining principles have emerged for contact centers
Most of the companies who blog are doing it to gain “free” organic traffic. So, when ChatGPT came out, folks got excited when it generated 1000-word blog articles in 30 seconds. But there’s a problem with that.
In this short session, we’ll dive into one key area from our 25 Marketing Activities - Vision & Objectives to help you fine-tune your strategy. Whether you're looking to identify gaps, benchmark against competitors, or uncover new opportunities, this quick session will give you actionable insights to improve your digital marketing performance. Stay tuned for practical tips you can implement right away!
When it comes down to it, culture and brand are deeply interconnected, with culture as the foundation upon which brand is built. A strong brand can attract attention, but only a strong culture can deliver on the promises that brand makes. Because if the experience inside the company doesn’t match the story you’re telling outside it, the disconnect won’t stay hidden for long.
Seventy percent of companies are failing to effectively integrate their sales plays into their revenue technology tools, such as solutions used for customer relationship management (CRM), limiting their ability to achieve their expected growth gains; according to new research released today by Bain & Company.
Small and mid-sized businesses don’t always have the luxury of large sales teams or sprawling budgets, but that doesn’t mean they can’t punch above their weight.
Brands have invested millions in marketing automation, loyalty, personalization, cross-platform orchestration and other tech to deliver awesome experiences for customers, and are now waking up to the harsh reality that even the most sophisticated technology follows the “garbage in, garbage out” rule. If the data is no good, then the campaign isn't going to deliver the relevant customer experience brands are hoping for.
With the marketing landscape in constant flux, marketers face growing challenges to break through the noise and deliver messages effectively. They want to leverage AI to boost efficiency, while delivering personalized experiences throughout the customer lifecycle that improve results. However, many marketers still struggle with execution – including how to effectively measure ROI and quickly act on customer insights. This leads to a reliance on short-term acquisition tactics rather than a robust strategy designed to meet long-term business goals.
One of our members this week raised a question I hear all the time: Can cold outbound still work if you’ve only got 5,600 contacts in a niche market like K-12 superintendents?
