Free Research Content for Marketers

Data Unification & Management

As an organization grows, disconnected data can impact everything from internal communication and decision-making to the entire customer experience. How are marketers unifying and managing data to improve campaign effectiveness?

The State of Marketing Automation

The capabilities that marketing automation solutions have today extend deep into every stage of the marketing funnel. But how are marketers utilizing marketing automation today, and how do they plan to in the year ahead?

The Outlook on Performance Marketing

Though performance marketing can cover a wide array of marketing practices, optimizing a mix of SEO, PPC, and paid search has become a critical part of many marketers’ evolving digital strategy. But how are marketers adjusting their performance marketing...

Account-Based Marketing Initiatives

As account-based marketing (ABM) initiatives become more widely used across businesses of different sizes and industries, marketers have had a chance to evolve and optimize their approach. But what are the strategies and tactics behind account-based initiatives today?

The State of Lead Nurturing

It is a marketer’s job to provide prospective customers with targeted information in the form of engaging content to help make their purchase decision as smooth as possible. But this process, known as lead nurturing, is often underemphasized as...

Customer Experience Design

Customer experience design is a strategy to optimize all touchpoints of a customer journey to bridge the gap between customer expectations and the product or solution that an organization provides. But how are marketers designing effective customer experiences today...

Measuring Content Marketing Performance

Content marketing spans many facets of an overall marketing strategy, covering a wide range of channels and initiatives. This often makes it a particularly complicated task for marketers to quantify success. But what matters most to marketers when it...

Using Intent Data

Marketers use intent data to gain insight into the potential actions a web user might take based on information about their content consumption and digital behavior. But how can marketers gain a competitive advantage by integrating intent data into...

Email Marketing Optimization

Email marketing has been evolving for decades and still remains one of the most actionable touchpoints along the customer journey today. But how are marketers optimizing their email strategy to keep audiences engaged despite flooded inboxes?

Marketing Technology Implementation

As we continue to rely heavily on technology to improve efficiency, it is critical for marketers to understand, assess, and invest in tools and technologies that align with strategic goals. But how are marketers implementing marketing technology to improve...

Revenue Attribution Outlook

As customer journeys evolve into multichannel, multi-message experiences, new trends are emerging to allow marketers to measure and prove the impact of the experiences they are delivering. But what are the strategies and tactics driving effective revenue attribution?

The State of Performance Marketing

Marketers strive to create a frictionless journey that leads individuals to complete a transaction in the form of a purchase, click, or other desired outcome. As this process evolves, performance marketing presents an opportunity to optimize methods such as...

Customer Journey Mapping

Creating a relevant and enjoyable customer experience requires an understanding of how a person interacts with a brand and navigates from discovery to purchase to retention. Journey mapping allows marketers to visualize this experience and better adapt to customer...

Account-Based Marketing Approach

Account-based marketing (ABM) continues to gain traction as an initiative that can capitalize on high-value accounts, shorten the sales cycle, and align efforts of sales and marketing teams. But how are marketers gaining a competitive advantage with their ABM...

Building Relationships for Lead Conversion

Considerable shifts in the way businesses operate are leading marketers to re-examine the way they approach lead generation. Building meaningful connections with buyers is now a critical part of generating and nurturing leads that convert. But how are marketers...

The State of Programmatic Advertising

The landscape of programmatic advertising and how it improves the efficiency of the online ad buying process is rapidly changing due to advancements in technology and economic conditions. But how is the state of programmatic advertising effecting how marketers...

Using Marketing Data to Make Better Decisions

Marketers have a myriad of marketing data available to them. Lack of clarity on the data that matters most can cause confusion and result in inefficient marketing efforts. At the center of a data-driven marketing plan is finding and...

Building Thought Leadership with Content

Content marketing, when executed strategically, can be a critical part of a marketing program to build brand authority and thought leadership. But how are companies using content to build thought leadership?

Agency Trends

The key to having a marketing agency stand out in this extremely competitive environment is to provide services most needed by marketing professionals. But what are clients looking for in an agency in 2020?

MarTech Stack Optimization

Too often, multiple Marketing Technologies (or the MarTech Stack) become a junkyard of underutilized and disparate tools. The purpose of optimizing this set of tools is to make difficult marketing processes easier and more efficient. But how will you...

Email Marketing Effectiveness

Email marketing effectiveness is eroding. However, open rates and other measures of effective engagement can still be optimized for this established marketing tactic. But how will you increase the effectiveness of email marketing?

2020 Digital Marketing Plans

Marketing dollars have shifted from traditional media to digital channels, like email and social media, because the economies of digital marketing level the playing field for companies of all sizes. But what will an effective digital marketing plan look...

Account-Based Marketing

Marketers are shifting from a lead-centric to an account-based mentality for acquiring, retaining, and nurturing high-value accounts. But how are companies executing Account- Based Marketing (ABM)?

Customer Experience

Customer Experience is fast becoming a top priority for businesses who recognize that loyalty is now driven by the experience a customer receives during their visit. But what do marketers need to know about Customer Experience?

Lead Generation Quality

Lead generation quality is a factor that allows you to identify how likely your prospects are to become your paying customers. The higher the quality of the leads generated, the more likely they are to become your customers....

Data-Driven Personalization

Delivering a highly personalized experience is the standard most marketers strive for. And when they succeed, the results are impressive. But how are marketers using data-driven personalization to enhance their strategy?

Marketing Automation Integration

Marketing Automation is a powerful tool used to make marketing tasks, processes and campaigns faster and more efficient than ever before. But how are marketers integrating this technology into their overall strategy?

Content Marketing Engagement

The goal of a content marketing strategy is to provide helpful insights that ultimately move a target audience through the decision-making process to a desired action. But what are the strategies and tactics behind creating engaging content that drives...

Visualizing Marketing Data with Dashboards

A marketing data dashboard is a tool used to visualize KPIs (Key Performance Indicators) about the impact of marketing efforts in a way that is immediately understood. But what are the strategies, tactics and trends for visualizing marketing data...

Marketing Technology Utilization

Marketing Technology (MarTech) is the term used for the software and technology-based tools marketers utilize to plan, execute, and measure marketing campaigns.

Organic Search & Social Media

There is no question that social shares linked to quality content on your website or blog will improve organic search rankings as well as traffic. SEO benefits from social media, and vice versa. But what strategies and tactics will...

Strategies, Tactics and Trends for Email Marketing

Email marketing has been constantly developing for more than twenty years, and you can’t expect to generate new leads and acquire new subscribers using obsolete strategies and tactics. But what works, and what doesn’t, in email marketing today?

Marketing Resource Effectiveness

Planning and deploying a marketing strategy will benefit from an objective point of view and skills that may not be available in-house. But how will you choose the right resources to optimize results?

Hyper-Personalization Strategies

Hyper-personalization takes personalized marketing a step further by leveraging artificial intelligence (AI) and real-time data to deliver more relevant content, product, and service information to each user. But what will hyper-personalization strategies look like in the year ahead?

Marketing Technology Trends

The technology available to marketers is changing rapidly. The technological needs of marketers is also changing, becoming critically important to business success. But what trends will have the most impact on marketing technology (martech) effectiveness?

2019 Digital Marketing Strategies

Prospects and customers are almost always online. And an effective digital marketing strategy provides the plan of action required to engage them. Sounds simple, but what will an effective digital marketing strategy look like in 2019?

Email-Driven Content Marketing

Digital marketers are combining email and content marketing strategies to optimize results. But what does a more effective email-driven content marketing strategy look like?

Generating and Nurturing Leads to Create Demand

Creating demand in a digital world requires a combination of effective strategies to both generate and nurture leads, with the goal of converting them to customers. But how do you combine strategies to create new demand?

Measuring Marketing Attribution

Measuring and attributing the results of marketing efforts to revenue has become a primary goal for many companies. But what strategies and tactics are savvy companies using to measure marketing attribution?

Optimizing Marketing Automation

Marketing automation is “very important” to the overall performance of marketing, according to 94% of the best-in- class marketers participating in a recent Ascend2 survey. But how do you optimize marketing automation to continually increase performance?

Search & Social Advertising Strategy

Integrating the “pull” of paid search with the “push” of social media ads is becoming an increasingly effective method for generating demand. But what does an effective paid search and social advertising strategy look like?

Email Marketing Engagement

Email marketing performance is driven by subscriber engagement. The more engaged a prospect or customer is, the more likely they will help boost a company's revenue. But how do you improve email engagement today?

Marketing Data and Technology Strategy

One of the factors most critical to marketing success is the data used to fuel your systems. The impact of data on marketing technology effectiveness is profound. But what does an effective marketing data and technology strategy look like?

Account-Based Marketing Strategy

Half of marketing influencers consider aligning their initiatives with sales teams a top priority for an ABM strategy in 2018. But what priorities should your ABM strategy include?

2018 Digital Marketing Plans

An effective digital marketing plan contains a series of tactics used to achieve your most important marketing objectives.Sounds simple, but what will an effective digital marketing plan look like in 2018?

Search Engine Optimization Tactics

Search Engine Optimization, or SEO, is the practice of improving how specific web pages rank in a search engine's unpaid results. But what tactics are companies using to achieve their important SEO objectives?

Marketing Technology ROI

Marketing has become a technology-driven world. But what marketing technology strategies and tactics are producing the most significant return-on-investment?

2017 State of Email Marketing

The email marketing channel continues to dominate the digital marketing landscape in terms of performance. But what strategies and tactics are having the greatest impact on email marketing in 2017?

Lead Generation to Increase Conversions

Generating high-value leads that are ready to convert requires an effective strategy with proven tactics to succeed. But how does an effective lead generation strategy turn more leads into more customers, faster?

Data-Driven Marketing Strategy

Without a clear and concise data-driven marketing strategy, a company lacks the ability to effectively acquire, organize, analyze and translate customer information into actionable insights. But what does an effective data-driven marketing strategy for achieving those objectives look like?

Content Marketing and Distribution Report

You have invested valuable time and resources into creating compelling content, but your strategy isn't complete without a plan to distribute it. How are companies achieving their most important content marketing objectives?

Landing Page Optimization Trends

Converting more web visitors to leads and customers is a key measure of success for landing page optimization. But how are marketers optimizing landing page traffic to improve conversion rates?

Email List Growth Trends

Email is consistently one of the highest converting marketing channels available. But what strategies and tactics are marketers using to increase the number of those receiving their email?

Marketing Data Quality Trends Survey Summary Report

Quality marketing data enables the targeting of customers you want with the information they want. But how do marketers plan to improve their data quality in the year ahead?

Research Library

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