Beyond MQLs: Aligning Marketing to Revenue in 2022
The MQL-focused model is breaking down. Here’s how forward-thinking marketing teams are restructuring around revenue outcomes.
Content Strategy for Product-Led Growth: What Changes When the Product Sells Itself
Product-led growth changes the buyer journey—and your content strategy needs to change too. Here’s how to create content that supports a PLG motion.
Community-Led Growth: Building an Audience That Sells For You
The most efficient growth engine might be the community you haven’t built yet. Here’s how community-led growth actually works—and how to get started.
TikTok for B2B: Is Short-Form Video Worth Your Time?
TikTok isn’t just for dance trends anymore. Here’s a realistic assessment of whether B2B brands should invest in short-form video—and how to do it without embarrassing yourself.
Building an Employee Advocacy Program That Actually Works
Your employees’ networks are a massive untapped distribution channel. Here’s how to build an advocacy program that benefits everyone—without feeling forced.
Metaverse Marketing: Separating Hype From Opportunity
Everyone’s talking about the metaverse, but what does it actually mean for B2B marketers today? A grounded look at where the real opportunities lie.
The Hybrid Events Playbook: Making In-Person and Virtual Work Together in 2022
As in-person events return, the smartest marketers are building hybrid strategies that capture the best of both worlds. Here’s how to do it right.
Marketing Planning for 2022: Navigating Uncertainty with Flexibility
Planning for 2022 requires balancing strategic direction with adaptability. Here’s how to build marketing plans that work in uncertain conditions.
ABM Personalization at Scale: Practical Approaches That Work
Account-based marketing promises personalized experiences for target accounts, but scaling personalization is challenging. Here’s how to make ABM personalization practical.
B2B Brand Building in a Digital-First World
In a world where buyers self-educate before talking to sales, brand building isn’t a luxury—it’s a competitive necessity. Here’s how to build B2B brand in digital channels.