123 eGuides

1 Minute Advice: Top B2B Marketing Challenges

A recent survey of B2B marketers across a range of industries and company sizes indicates that they have significant challenges. The question, "When it comes to today's B2B buyer, what are your top three challenges?" generated the following responses:

• 63 percent of respondents chose, "Understanding buyers' changing needs and business requirements"
• 57 percent chose, "Engaging buyers at the right time in the right channel"
• 49 percent chose, "Creating the personalized campaign and content that will engage buyers."

These three areas were by far the leading challenges.

This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.

New book shows how the World War II era influenced the rise of the modern American brand.

1 Minute Advice: CMOs Leading Brand Digital Transformation

New data from The CMO Survey indicates top marketers are being tasked with the digital transformation of their brands.

Marketing leaders report that they are in step with other members of the C-suite when briefing board members and shareholders. With increased visibility, they also face rising pressure to demonstrate the long-term value of marketing as an investment for their brands, according to the semi-annual survey, which is sponsored by Duke University’s Fuqua School of Business, Deloitte LLP and the American Marketing Association.

Senior marketing leaders – as opposed to leaders from other business functions – say they are driving about three-fourths (73%) of their firms’ digital transformation efforts. Digital marketing has now superseded brand strategy as their primary responsibility, with spending growing about 16% over the past year to comprise 58% of marketing budgets, the survey found.

This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.

New book shows how the World War II era influenced the rise of the modern American brand.

1 Minute Advice: Top Concerns of Retailers in 2021

According to DigitalCommerce360.com, retailers have some significant concerns about 2021, especially in light of the ongoing pandemic.  A recent survey indicated that retailer respondents said the top concern was "consumer behavior shifts," followed closely by "shipping delays from carriers." Other highly ranked concerns included "profitability," "meeting fulfillment demands," and "supply chain concerns." Online retailers are especially feeling the crunch of an overall increased demand in goods and "large swings" in demand for certain product categories.

This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.

New book shows how the World War II era influenced the rise of the modern American brand.

1 Minute Advice: Why Consumers Switch Brands

Brand loyalty is tough to come by -- and consumers can be unforgiving when a brand fails to meet their expectations. According to a recent survey of adults in global markets by YouGov, 31 percent of consumers switched brands because the brand lied about brand performance, 23 percent switched because of product failures or recalls, 23 percent switched because of poor treatment of employees, 22 percent switched because of making excessive profits from customers, and 21 percent switched because of a brand's poor environmental record.

This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.

New book shows how the World War II era influenced the rise of the modern American brand.