ABM for the Haves, But What About the Rest of Us?

ABM for the Haves, But What About the Rest of Us?

BY DANIEL BLACK

Account-based marketing (ABM): is it out with the old and in with the new? Maybe. Researchers and marketers everywhere espouse the virtues of ABM, and to be frank, there’s no room, or need, to debate them. But despite the proven pros, ABM doesn’t equally benefit all businesses. As we know well in marketing, there’s never a one-size-fits-all strategy. Instead, we propose an alternative to ABM, cohort-based marketing (CBM), which represents a more practical, realistic, and balanced approach to marketing.

National Superhero Day: Celebrating Life’s Everyday Superheroes

National Superhero Day: Celebrating Life’s Everyday Superheroes

BY LAUREN MALENCHINI

In honor of National Superhero Day, we break down what it truly means to be a hero. From professional mentors to encouraging family members, we’re surrounded by our own everyday heroes, people who push us to be our best and lend a hand when we can’t quite get there. Pulling from the iconic comic characters who shaped the timeless archetype, we share a few valuable leadership lessons and explore how we can embrace them to become an everyday hero for others in our lives.

Writing Your Brand’s Foreword

Writing Your Brand’s Foreword

BY DANIEL BLACK

There’s a reason they say first impressions are everything, and it’s because they are. Whether we like to admit it or not, our first interaction is a predominant factor in developing our perception of something — whether it be a person, product, or service. Using a collection of exemplary book introductions, we illustrate the importance of setting the tone and shaping your brand messaging to ensure you leave a favorable impact on your audience.

The Bundled Benefits of B2B Podcasting

The Bundled Benefits of B2B Podcasting

BY MARY HOFFMAN

Although you might turn to podcasts as a source of daily news or afternoon entertainment, the medium’s utility doesn’t end there. For B2B companies looking to expand their reach, podcasts are an accessible and effective tool to engage new audiences and build brand loyalty. We review the benefits of podcasting and explain why it’s gaining popularity in B2B marketing.

Marketing Madness: Lessons We Can Steal from ‘The Big Dance’ Playbook

Marketing Madness: Lessons We Can Steal from ‘The Big Dance’ Playbook

BY CASSIE KUCHMA

Every spring, college basketball’s March Madness tournament draws a range of crowds—from those only invested in winning their bracket pool to the die-hard fans glued to the TV for every game. To better understand what attracts the games’ high viewership and engagement, we explored the NCAA’s marketing tactics and offer five lessons B2B marketers can steal from its playbook.

Marketing Lessons from the NFL (Taylor’s Version)

Marketing Lessons from the NFL (Taylor’s Version)

BY MARY HOFFMAN

With more than 100 million monthly Spotify listeners and a North American tour generating $2.2 billion, Taylor Swift’s economic and cultural influence is otherworldly. Shortly after making her WAG debut earlier this fall, the NFL decided to capitalize on her newfound love of football (and Kansas City Chiefs tight end, Travis Kelce), converting their social channels to part-time fan pages. As Swifties ourselves, we've compiled four marketing lessons we can take away from the NFL's latest (and greatest) marketing campaign.