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Build a brand pyramid that includes core consumer insight, key strategic pillars supporting the business, rational and emotional brand benefits, brand values, and brand purpose. Use the brand pyramid to guide creative and operational decisions. Always start with a...

Assign marketing team members to manage key relationships as if they are clients. Avoid marketing-centric goals, like the number of social media followers. Focus on goals that directly matter to the organization, such as business outcomes. Use key relationships in the...

Know everything about your markets and customers, and research continuously so that you’re not just being reactive. Use a project brief as a shared reference guide for creative, targeting and messaging, media budgets, images, promotion colors, type style, resources,...

Software tools and automation reduce inefficiencies in the approval process and can help balance workloads among team members. Create clear expectations of turnaround times, and allow for negotiation of deadlines to keep high-priority items on track. Share the...

A large team whose members have specialized disciplines ensures that you’ll have all the resources necessary to make decisions on the fly. If the current roles in your organization aren’t effective, re-imagine them into roles that meet your precise needs. Don’t...

This eBook will completely change the way you think and approach demand generation. I highly recommend sharing the eBook with B2B marketers, executives, and sales teams seeking more won opportunities this year. "Just because someone has ‘VP’ in his or her title...

Going beyond the C-Suite means attracting the attention of decision influencers who look past the brand and deeper into the solution. A disruptive eBook forces readers to rethink their current solution; it provides educational information that will help them improve....

No simple formula scales easily to include additional filtering to qualify the leads that traditional methods based on job titles and roles generate. Knowing where Mobilizers go to learn about things helps you determine whether your demand generation content is the...

C-level audiences accounted for just 5 percent of content consumed, yet 94 percent of lead gen campaigns targeted a C-level audience. A review of US content consumption shows that more than half of content syndication campaigns targeted less than one-third of the...