Marketing Insights
The blog on all things marketing and PR in the digital age
How to build content marketing strategy in support of marketing objectives
Ivaylo Borisov
|B2B Marketing, Content marketing, Strategic marketing planning, Thought leadership
Content is fundamental for marketing communications and customer experience. Here is how to strategize and plan for content marketing.
How tech leaders leverage strategic marketing communications
Ivaylo Borisov
|B2B Marketing, Brand management, Corporate communications, Media relations, Thought leadership
Leveraged strategically, marketing communications support business goals and organizational performance through corporate brand management and brand positioning to internal and…
B2B marketing strategy – how to build industry-focused brand positioning?
Ivaylo Borisov
|B2B Marketing, Brand management, Marketing operations, Thought leadership
B2B companies need to ground their brand positioning on common brand values of trust and credibility. Customers need to trust…
How to empower marketing – eleven CEO moves to ensure marketing excellence
Ivaylo Borisov
|Marketing capabilities, Marketing operations
Marketing is critical for business success and marketing capabilities are on top of firms’ priorities. Here is how CEOs can…
How to align paid social media strategies with business goals?
Ivaylo Borisov
|B2B Marketing, Digital, Lead generation, SEM, Social media
Marketing and digital strategy must support business goals and business development strategies. In the case of social media, the critical…
Post-pandemic brand equity – how to plan for corporate reputation management in the post-COVID world?
Ivaylo Borisov
|Brand management, Community engagement, Corporate communications
Marketing Insights Blog Ivaylo Borisov, Dublin, Ireland Written by Ivaylo Borisov September 8, 2019 One of the most important…
Brand management in the technology B2B companies – the long game
Ivaylo Borisov
|B2B Marketing, Brand management, Content marketing, Corporate events, Digital, Lead generation, Media relations, Thought leadership
Two are the critical factors for success of the technology firm – R&D and marketing. But in many sectors, the…
How to use social media for ABM and hyper-targeted B2B marketing
Ivaylo Borisov
|B2B Marketing, Lead generation, SEM, Social media
Marketing Insights Blog Ivaylo Borisov, Dublin, Ireland Written by Ivaylo Borisov September 8, 2019 Why account-based marketing is so…
What is on top of my wish list for functionalities in LinkedIn Campaign Manager?
Ivaylo Borisov
|Digital, Social media
Marketing Insights Blog Ivaylo Borisov, Written by Ivaylo Borisov September 8, 2019 What is on top of my wish…
Browse marketing insights from the leading international media
Past forward: The modern rethinking of marketing’s core
McKinsey’s Growth, Marketing & Sales Practice
Nail your firsts: A new CEO’s guide to stakeholder impact
Blair Epstein, Carolyn Dewar, and Richard Steele, with Eric Sherman and Kate Freeland, McKinsey’s Strategy & Corporate Finance Practice.
Modern marketing: What it is, what it isn’t, and how to do it
McKinsey Quarterly, By Sarah Armstrong, Dianne Esber, Jason Heller, and Björn Timelin
To drive growth in the digital age, marketing needs to modernize a specific set of capabilities and mindsets…
How Marketers Can Overcome Short-Termism
HBR, Christine Moorman
Lauren Kirby
Marketing is all about strategy — or is it? To find out, the August 2019 CMO Survey asked U.S. marketing leaders: “How much time do you spend managing the present versus preparing for the future of marketing in your company?”
Why marketers struggle to integrate in-app advertising
Forbes
Even as companies pour ad dollars into apps, they are finding it tough to blend the vertical into their overall marketing mix
4 Software-Marketing Messages Scaring Your Customers Away
Entrepreneur
Eliminate these from your arsenal and you’re bound to generate sales.
A Study of 597 Logos Shows Which Kind Is Most Effective
HBR
Imagine you are a marketing manager about to launch a brand called Noxu, which markets jigsaw puzzles. You just received an email from your CEO, asking you to choose between two logos. Your goal is to choose the one that will make the launch more successful. Which logo should you choose: the one on the right or the one on the left?
How digital is powering the next wave of growth in key-account management
McKinsey Quarterly
New research highlights what the best-performing sales organizations are doing.
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