Harvard Business Review

AUGUST 26, 2024

Market share has traditionally correlated strongly with profitability because of efficiency, market efficiency, and customer perception effects. But digital can also amplify market share effects for large firms focusing digital investments on customer-facing processes and for large firms that create digital platforms.

Marketing 114

Marketing Digital Transformation B2B Operations 114

Harvard Business Review

JUNE 28, 2024

The Internet and AI tools are transforming marketing communications within a complex, interactive landscape called the echoverse.

Marketing 145

Marketing Diversity Media Sales 145

Peter Winick

AUGUST 4, 2022

Denise is the Chief Marketing Officer at Appian Corporation, helping clients build apps and workflows with a low-code automation platform; combining people, technologies, and data in a single workflow to maximize resources and improve business results. In addition, we can help you implement marketing, research, and sales. Transcript.

Marketing 246

Marketing Software B2B Media 246

Chief Outsiders

OCTOBER 17, 2024

In today's digital-driven business landscape, CEOs can no longer afford to take a hands-off approach to their company's marketing efforts. With over 80% of the modern buyer's journey happening online, a solid digital marketing strategy has become critical for driving growth and staying competitive.

Marketing 105

Marketing 105

Harvard Business Review

MARCH 21, 2024

Surprisingly, the EV market has stalled in recent years. Because the market has reached a difficult point in the technology-adoption lifecycle. Specifically, automakers and policymakers alike can no longer make plans based on what early adopters of EVs want.

Marketing 133

Marketing Sales Sales 133

Chief Outsiders

JUNE 5, 2024

Decades of marketing best practices dictate that effective external branding is essential for connecting with customers, enticing prospects, and creating lasting brand affinity. While corporate and product branding is critical to business marketing, few companies extend the same urgency to employer branding.

Marketing 119

Marketing Employee Engagement 119

Harvard Business Review

MAY 24, 2024

And that process, which will be highly consultative and conversational, will create a new information pipeline that marketers need to monitor to ensure their brands are presented for relevant prompts and described accurately. The authors present three ways for marketers to rise to this challenge.

Marketing 141

Marketing Manager 141

Harvard Business Review

MARCH 6, 2024

Companies that make the decision to put marketing at the core of their growth strategy outperform the competition, according to McKinsey research. Yet their research also showed that few CEOs recognize the potential for marketing as a growth accelerator. The first is to define what you need from marketing.

Marketing 145

Marketing B2C B2B Advertising 145

Vantage Circle

NOVEMBER 15, 2024

Introduction In today’s job market, where candidates have more choices than ever, recruitment marketing has revolutionized how companies attract, engage, and retain top talent. What is a Recruitment Marketing Platform? Gone are the days of simply posting job ads and waiting for resumes to pile up.

Recruitment 77

Recruitment Marketing Software Workflows 77

Harvard Business Review

SEPTEMBER 11, 2024

In a crowded marketplace, traditional attention-grabbing marketing tactics often come off as narcissistic and off-putting. Brands can create meaningful awareness by embodying heroic qualities—acting as guardians against injustice, prioritizing others’ needs selflessly, and serving as mentors and role models.

Marketing 112

Marketing Manager 112

Peter Winick

OCTOBER 3, 2023

Going from idea to prototype, to marketable product. An interview with Pete O’Heeron about pushing the envelope of science to bring cutting edge offerings to the market. Pete offers great insight into how to take new niche ideas from prototype to market and have conversations that draws your audience in.

Marketing 285

Marketing Rollout Revenue Recruitment 285

Chief Outsiders

NOVEMBER 25, 2024

Close Collaboration Ensures Go-to-Market Success A survey conducted by Chief Outsiders among mid-market companies found that nearly one-third of C-suite executives noted a misalignment between their Sales and Marketing teams.

Sales 52

Sales Sales Marketing 52

Harvard Business Review

APRIL 10, 2024

In today’s always-on environment, AI tools can help marketers optimize and personalize their campaigns quickly and efficiently. Impact-driving work requires both human ingenuity and machine speed — a combination marketers can’t fully embrace without daily practice. But AI alone won’t yield meaningful campaigns.

Marketing 136

Marketing 136

Chief Outsiders

MARCH 20, 2024

Ever wonder why some marketing initiatives crash and burn despite leadership oversight? The culprit often lurks in one fatal flaw: random acts of marketing. In this article, we delve into five indispensable strategies for dodging these missteps and the dire consequences that follow when marketing lacks a solid game plan.

Marketing 111

Marketing Strategic Planning 111

Harvard Business Review

JANUARY 3, 2024

Norway, and other Scandinavian nations were early adopters of EVs, and Germany and Japan have long been automotive powerhouses, their EV markets have lagged in mass market adoption compared to China. In 2022, new EV sales in China grew by 82%, and the country provided 35% of global EV exports. While the U.S.,

Marketing 135

Marketing Scaling Operations Sales 135

Harvard Business Review

MAY 17, 2024

It used to be thought that globalization would flatten out cultural differences among countries and regions of the world, making it easier than ever for companies to move into foreign markets.

Marketing 139

Marketing Sales Sales 139

Ascend

DECEMBER 21, 2023

Learn more about the 11 most important values to consider when choosing an inbound marketing agency. Agencies come in all shapes and sizes, with different specialties and talents. But there are core values and skill sets that make some better than others.

Marketing 95

Marketing 95

Harvard Business Review

MAY 31, 2024

Entering a foreign market comes with inherent challenges. Whether capitalizing on outsider status to tap into local labor markets, establishing potent associations to build credibility, or forging strategic partnerships to foster mutual international growth, your foreignness can indeed become your competitive edge.

Marketing 138

Marketing Energy 138

Harvard Business Review

DECEMBER 11, 2023

Nondisruptive creation is when you create a new market without needing to tear down or displace others or your own business. There are no failed companies, lost jobs, or destroyed markets in its wake, opening a path to innovation where business and society can better thrive together.

Marketing 142

Marketing 142

Harvard Business Review

JUNE 27, 2023

The general rule of enterprise finance is that marketing budgets drop like a stone at the first sign of trouble and rise like a feather once the environment is more settled. It’s tough to see a significant increase in marketing budgets in the near term.

Marketing 110

Marketing Advertising Sales Sales 110

Help Scout Leadership

AUGUST 22, 2023

Relationship marketing is customer marketing strategy that emphasizes retention, loyalty, satisfaction, and lifetime customer value. Read the full article

Marketing 98

Marketing Retention 98

Harvard Business Review

NOVEMBER 16, 2023

Generative AI holds the promise of transforming marketing in all sorts of remarkable ways, but marketing leaders have been reluctant to embrace it and lag behind their peers in other fields. This and other findings emerged in a survey that the authors recently conducted with 600 business leaders from large U.S.-based based companies.

Marketing 117

Marketing Sales Sales Benefits 117

Harvard Business Review

DECEMBER 11, 2023

But this does not necessarily justify inaction, nor does it require a blanket approach to generative AI where marketers either blindly take risks or avoid AI altogether. In fact, a promising way to navigate this is a nuanced approach for which marketers systematically identify areas to experiment with generative AI and areas to wait-and-see.

Marketing 144

Marketing Manager 144

Chief Outsiders

AUGUST 1, 2024

Marketers are often under intense pressure to get campaigns to work without adequate leadership support or understanding as to how to successfully test digital channels. After all, it takes just minutes to set up an ad account on Google or Facebook. Then you’re good to go, right? Not necessarily.

Marketing 69

Marketing Accounts Sales Sales 69

Chief Outsiders

OCTOBER 24, 2024

In the first part of this blog , my conversation with Scott Alexander from Jairus Marketing touched on some critical topics in budgeting for healthcare marketing, especially the need to re-think the planning process through a data-driven lens.

Marketing 59

Marketing ROI 59

Chief Outsiders

JULY 16, 2024

As artificial intelligence rapidly transforms the marketing landscape, companies can deploy smarter, faster, and more efficient marketing strategies. Based on HubSpot's AI Trends for Marketers report, here are the top AI trends shaping the future of marketing for companies of all sizes and stages.

Marketing 64

Marketing 64

Thought Leaders LLC

JULY 1, 2024

Today’s guest post is b y Paul Bramson, CEO — The Paul Bramson Companies Today’s job market is characterized by rapid technological advancements, globalization, and shifting market demands, leading to constant changes. In this environment, the ability to adapt has transitioned from a desirable soft skill to an essential one.

Assets 112

Assets Marketing 112

Chief Outsiders

OCTOBER 4, 2024

In today's digital-first business landscape, CEOs and business owners of small and medium-sized businesses (SMBs) often find themselves grappling with the complexities of digital marketing. How can you ensure your marketing efforts drive real growth and provide a solid return on investment?

Marketing 52

Marketing 52

BetterUp

MAY 12, 2023

Jump to section Is a marketing career worth it? How to get a marketing job: Start with an undergraduate degree 7 hard and soft marketing skills Benefits of marketing for organizations 9 jobs for marketing majors Should I get a master’s degree in marketing? Ready for market

Marketing 98

Marketing Benefits 98

Chief Outsiders

OCTOBER 10, 2024

In today's competitive healthcare landscape, securing and effectively utilizing marketing budgets is crucial for success. I recently spoke with Scott Alexander from Jairus Marketing about smart budgeting in today’s healthcare industry.

Marketing 59

Marketing Hospitality Sales Sales 59

Chief Outsiders

NOVEMBER 21, 2023

Recent research reveals a concerning trend - while 90% of CEOs believe their marketing leaders’ roles are well-defined, only 22% of marketing leaders agree. This staggering discrepancy highlights a growing divide in how marketing leadership roles are perceived and utilized in organizations today.

Marketing 99

Marketing 99

Chief Outsiders

FEBRUARY 8, 2024

Interestingly, the principles of forecasting elections and projecting the impact of marketing dollars in the business world share some similarities. Today, the use of AI has significantly improved our ability to predict election results and tabulate them accurately.

Marketing 113

Marketing 113

Chief Outsiders

SEPTEMBER 25, 2024

As a healthcare marketing specialist , I know how challenging it can be to articulate your value to your target customers. I often see what people think are effective value propositions, but they're just sales-based marketing buzzwords that require a dictionary, an encyclopedia, or a concordance to understand.

Marketing 59

Marketing Sales Sales 59

Chief Outsiders

MARCH 28, 2024

Back in the day, pricing was a foundational piece of all marketing strategies. At that time, the intersection of pricing and marketing was seen as a given, almost a tautological concept. When I went to grad school, for example, the four Ps were in vogue – product, price, place, and promotion.

Marketing 69

Marketing 69

Harvard Business Review

AUGUST 21, 2024

If you’re developing influencer marketing strategies, this episode is for you.

Marketing 106

Marketing Media 106