LinkedIn is a massive platform that keeps on growing year after year. As the user base expands, there are more opportunities for industry niches, rising star influencers, and must-follow business accounts. But that also means more engaging content competes for attention from users and LinkedIn’s algorithm. Of course, you’ll need to be on top of […]

Key takeaways ✨ Accessible language is writing in a way that is easy to understand for all audiences, regardless of their ability, background, or education level. Best practices for accessible language include keeping copy concise, using active voice, and localizing your content for global audiences. Litmus’ Accessibility Checks make it easy to test your email […]

A major challenge for voice of the customer (VOC) teams is proving their value. Their impact is often marginalized because they struggle to drive action that improves the customer experience. This makes it harder to demonstrate their effectiveness, reducing their visibility and influence. Why does this happen? Many VOC teams focus too much on metrics […]

When someone lives with a health condition such as asthma, psoriasis, or bacterial infections, they’re not the only ones who are affected. Their family members — parents, spouses, siblings, children, or other relatives — often step up to provide care at home. Global biopharma company GSK recognized this patient-adjacent audience in its content and marketing […]

When I worked in-house at a SaaS company, marketing felt like an endless challenge. We covered all the basics: paid campaigns, blog content, and email marketing. On paper, it looked like we were doing everything right. But users weren’t converting, and growth stalled. Something was off. It wasn’t a lack of effort but a lack […]

Identity resolution tools help businesses (large businesses, in particular) accurately map identities, create complete customer views and personalize their marketing.  Right now, several trends are driving interest in identity resolution tools, including the decline of third-party cookies and consumers’ expectation of personalized, highly relevant experiences when they engage with brands. These trends are creating several […]

Recent video marketing statistics show that visual storytelling wins. Video is an increasingly powerful way to communicate your brand story, explain your value proposition, and build relationships with your customers and prospects. I personally like the storytelling, relatability, and brevity of video content. To help you leverage video in your marketing, I’ve gathered new video […]

Give five chefs the same set of ingredients, and you’ll get five completely different dishes. Why? Because it’s not just about the ingredients or tools you have, it’s how you use them. This is technique, and it’s the same way with marketing and advertising. So in this article, we’re sharing the 28 best advertising techniques […]

For decades, the marketing qualified lead (MQL) has been the centerpiece of B2B go-to-market (GTM) strategies. It has shaped how marketing teams operate, how sales teams prioritize outreach, and how executives measure marketing’s contribution to revenue. However, the MQL no longer fits this purpose. It’s not just an outdated metric; it represents a way of […]

We’re living in an era obsessed with overachievement. Tech billionaires tout themselves as the sole architects of progress, preaching the virtues of moving fast and breaking things. Eager to emulate this mindset, companies chase disruption at all costs. But here’s the irony: Marketing teams have spent the last decade moving fast and breaking things, only […]

The words “marketing budget” are enough to stress out every marketing leader. Every dollar has to earn its place. That’s why, when budgeting season rolls around, I stock up on coffee, fire up my spreadsheets, and brace for tough decisions. For every marketing leader, budgeting isn’t just a numbers game. It’s a high-stakes balancing act […]

“If you build it, they will come” worked well in “Field of Dreams.” But, like a lot of marketers, I took a more cautious (yet still curious) approach toward AI integration. When ChatGPT first hit the scene, it was exciting to see all the buzz but it left me hungry for more: What is AI […]

It was the moment during the Salesforce earnings call on Wednesday when the needle scratched across the record. Amy Weaver, Salesforce president and CFO, was talking about Agentforce and said:  “We are incredibly excited about the customer momentum we are seeing. However, the adoption cycle is still early as we focus on deployment with our […]

Few apps cycle through trends as quickly as TikTok. I spend endless hours scrolling through the app, and it feels like every other day, a new trending sound, topic, song, or challenge is going viral. It can be hard to keep up, and I say this as a content creator and marketer whose job is […]