Items filtered by date: September 2026

In recent years, the shift from simply growing an audience to building a thriving community has transformed the way businesses approach marketing. Many organizations once focused exclusively on growing large followings. Now, there is a marked preference for forging deeper and more meaningful connections with loyal community members. This strategy, built on engagement and mutual benefit, delivers measurable results in content marketing, digital marketing and lead generation. Building a true community means members contribute, gain value and actively engage with each other. This approach goes beyond collecting followers, laying a foundation for long-term growth and authentic brand advocacy.

Podcast and audio advertising for B2B companies is fast emerging as a powerful approach to capturing buyer attention without the traditional focus on clicks. While banner ads and search listings often see diminishing returns, B2B marketers are learning that voice-driven content can nurture relationships and drive real engagement throughout long and complex buyer journeys. Audio now plays a strategic role across content marketing, outsourced marketing, digital marketing and lead generation efforts, offering measurable brand uplift when executed with the right strategy.

B2B marketers face an array of digital opportunities, yet many neglect powerful upper funnel channels like connected TV advertising (CTV marketing) and out of home advertising (OOH). While digital billboard advertising and programmatic OOH platforms are reshaping how brands achieve awareness, most mid-sized companies continue to pour budget into performance channels, underestimating the reach and impact of addressable TV advertising and high-traffic OOH campaigns. In a business setting driven by measurable growth, understanding why B2B firms frequently overlook these category awareness builders is critical. Rethinking media strategy can bridge gaps between attention, engagement and performance in a way purely digital touchpoints rarely deliver.

Marketing teams hear a lot about creative campaigns, content marketing, digital marketing tactics and lead targets. Yet, one area that makes all those flashy programs run smoothly often hides in plain sight: The marketing operations function. While organizations budget heavily for ads, technology or web development, many overlook the cost and value of the people, processes and systems keeping everything running behind the scenes. This oversight often leads to headaches as companies scale, causing inefficiencies and missed revenue opportunities.

Private equity investments mark a pivotal shift for many portfolio companies. After a sponsor enters the picture, the marketing function must instantly become more sophisticated, disciplined and attuned to performance indicators. Marketing for private equity–backed portfolio companies requires not only advanced execution but also new alignment with value creation plans and a strong reporting cadence. A comprehensive approach, embracing content marketing, digital marketing, web development, lead generation, marketing audit and outsourced marketing, is needed to drive measurable portfolio company growth.

Assigning budget to a marketing campaign or business expansion is a decision that requires clarity and precision. Without a thorough market sizing analysis, companies run the risk of misallocating resources or missing out on the most valuable segments. Investing in detailed addressable market research before launching new initiatives ensures that each dollar works toward gaining measurable returns while reducing uncertainty. Understanding where real demand exists—and being able to communicate those insights to stakeholders—can make the difference between growth and disappointment.

Most marketing teams want to connect with their audience in a meaningful way. Still, a surprising number waste valuable resources through guesswork or by skipping proper customer insight research. Voice of customer research stands as the most cost-effective path for brands seeking growth, whether the goal is increasing lead generation, refining digital marketing, or creating high-conversion content. In 2026, success means moving beyond assumptions. It comes from listening to customers, understanding their motivations and needs, and applying those insights in a systematic way.

Brands work tirelessly to earn a spot in consumers' minds, but few organizations can confidently state exactly how well their brand resonates. Clicks, conversions and bottom-funnel metrics dominate many dashboards, yet vital signals about brand health frequently escape notice. A brand’s value is intangible, yet its measurement can hinge on structured approaches and thoughtful metrics. This guide explores how to use brand tracking studies for effective brand awareness measurement, brand health metrics, brand equity measurement and more.

Most board members come from finance, operations or general management backgrounds. They may understand gross profit, EBITDA and customer acquisition cost, yet often glaze over when presented with click-through rates, impressions or content engagement charts. To ensure productive board reporting in marketing, marketers must learn to translate their discipline's language into clear business terms. This process starts with knowing what matters to the board and how to frame the marketing business case so that marketing earns both trust and budget.