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Now that the economy is in danger of going into recession, companies should modify their marketing plans to put more emphasis on keeping and expanding their current clientele. A strategy that prioritizes current clients over new ones is more effective at creating growth when businesses attempt to control their spending. Several B2B marketers have already […]

While many brands claim to put the consumer first, very few actually do. Braze’s 2024 Customer Engagement Review shows that only 24% of global firms are mapping customer behavior and sentiment. Even worse, only 6% of companies use consumer insights in their brand and product strategy. As VP of strategic consultancy Mariam Asmar told MarTech, […]

Since the 1980s, Fortune 500 firms have been diversifying their marketing teams and campaigns, according to research from Penn State University. Even so, less than half of businesses have formal strategies or policies in place to enhance their DEI (diversity, equity, and inclusion) practices more than 40 years later. A successful marketing team and enterprise-wide […]

According to Marketing Week’s 2024 Career & Salary Survey, businesses are starting to recognize marketing’s strategic aptitude. Among the nearly 3,000 respondents, more than a third (35%) said that throughout the previous year, marketing has taken on a more strategic role inside their company. A third of marketers employed by SMEs (fewer than 250 people) […]

For the first time in more than two years, retail sales in March rose above the headline rate of inflation, according to data from the British Retail Consortium (BRC). In the five weeks leading up to March 30, total retail sales in the UK increased 3.5% year over year. The three-month average of 2.1% and […]

Sales and marketing can have a close working relationship that is full of opportunities for growth as well as tense moments with accountability and priorities. The dynamic can get even more complex in business-to-business transactions, when marketing is frequently seen as supporting the sales role. Maintaining both roles’ alignment requires striking a balance between cooperation […]

For the legal company Addleshaw Goddard, it may have taken almost 250 years, but it has been well worth the wait to completely embrace marketing. The company had never before employed a head of marketing, launched a brand campaign, or even had marketing analytics in place before 2019. When entrusted with overhauling the firm’s marketing […]

In order to spread the word on social media, the social media app enlisted Rob Mayhew, a creator and creative director of Gravity Road, as its official TikTok for Business ambassador. Due to the promotion, 12% more marketers switched from reservation-based to auction-based trade on TikTok. According to a brand uplift research, TikTok helps 11% […]

More than 1,160 assets were produced by the marketers for TV, outdoor, and web platforms. The Hundred cricket competition and the rugby Six Nations were also sponsored by the new strategy. An important factor in the company’s “bumper year” was the rebrand. Due to a 101% increase in the value of renewals and customer acquisition, […]

You may link the quality of interaction to the commercial impact once you are able to monitor it at the account level. One senior B2B marketer said at a recent conference that his organization can now measure the win value of a highly engaged client over five times that of a low-engaged account. This is […]