Emerging Marketing Trends

  1. Why Affiliate Marketing Is Poised To Rise As Third-Party Cookies Crumble 6/18/2021

    Third-party cookies, which made it easier to reach customers, are on their way out. The resulting shakeup means marketers will need to get serious about the demand for authenticity. Affiliate marketing is perfectly positioned to deliver. In this Adweek article, contributor Anthony Capano discusses how affiliate marketing uniquely leverages that trust to reach audiences in truly authentic ways.

  2. Four Common Strategy Mistakes B2B Marketing Leaders Make 5/27/2021

    A comprehensive marketing strategy is critical for business, but too many B2B marketing leaders go about it the wrong way. From a lack of clarity to missing inputs, marketing strategy is often out of step with overall objectives at a company.

  3. Lessons Learned: Tell Me Something I Don't Know 5/26/2021

    Content that engages readers by addressing the challenges they face is a great marketing tool for water and wastewater solutions providers. However, too many companies still focus this effort on themselves and their product while most readers have a strong filter for an advertisement that’s dressed up to look like helpful content.

  4. Funnel Vision: The Dangerous Trap Of Lead Stages 5/20/2021

    In an ideal world, marketing would be involved in every step of the journey from prospect to customer. Marketing attracts, informs, educates, enables, and empowers the prospect with the information long before they are considering a purchase and long after they have become a customer.

  5. A Guide For Mapping Content To The B2B Buyer's Journey 5/14/2021

    Here's the secret sauce in the Follow Your Buyer methodology: You will win more business if you create and properly distribute relevant content that truly helps buyers throughout the entire buyer's journey.

  6. Tell Us Your Top Business Challenge 5/13/2021

    “Tell us your top business challenge” was the subject line, but the email was littered with links to resources about the company’s products. It’s a common approach in sales and marketing: getting into what you sell as a solution to whatever challenges a customer might have. The problem is that businesses are likely already doing something about the issues they’re aware of, so that approach tends to fall flat. In this piece, consultant and author David Brock digs into the value of providing insights and ideas to help incite clients to change and grow.

  7. The Essential Steps To Sparking New Sales Opportunities 4/29/2021

    To thrive, companies need to use data to find and reach their in-market buyers with targeted, timely messaging that addresses their business needs and delivers content to decision-makers. This AiThority piece outlines seven data-driven initiatives — including how to build, target, and distribute content — that will help boost your position in the market.

  8. How Technology Is Changing The Role Of The CMO In 2021 4/27/2021

    Even before the pandemic hit, the savviest marketers and sales leaders were looking at digital solutions to play a significant role in their customer relationships. Now, as buyers increasingly interact with brands in different ways — and find more value than ever in digital channels — your marketing professionals are under pressure to improve outcomes.

  9. Lessons Learned: Stop Selling Your Products 4/27/2021

    Content publishing is a key marketing tool for water and wastewater solutions providers. The best content engages readers by addressing the challenges they face, but too many companies still focus this investment on themselves and their product.

  10. Drive More Traffic And Engagement With Content Amplification 4/23/2021

    So many businesses create content, but then they only publish that content on their own website and maybe share it a few times on social media. In this piece, James Tennant explains why creating content is only half the battle and what key steps can be taken to get the most mileage from it.