Market research

We all know that solid data is your best friend when it comes to sound decision-making, but did you know that only 12% of organizations base almost all of their decisions on real-time data? Nearly three-quarters lack a centralized source of data that’s available to the whole company....

Hi, I'm Bree Bunzel, and I lead Customer Marketing for Dropbox. I’m delighted to share with you my experience in building customer marketing as a function and proving ROI....

Though traditional resources often represent the marketing structure as consistent across most boards, there’s now a variety of structures that companies use. Which structure you choose is up to you, and’ll depend on your company culture and customer base....

You need to nurture your existing clientele; a well-cared-for customer community will often lead to the acquisition of new customers without you having to lift a finger. What we're talking about is of course, customer advocacy....

Customer marketing may seem like an obvious job title. After all, marketing’s all about the customer - right? Well, the answer to that's yes, but this role isn’t about marketing to new customers, but to your existing ones, and it’s a vital step forward for businesses looking to ensure success....

When it comes to B2B marketing, you're not going to get very far with a 'one-size-fits-all-approach'. It's important to scale your marketing to your different customers, both in terms of how you address their different needs, but also the resources you allocate....

It’s no surprise that messaging and positioning is a key responsibility for product marketers worldwide. How do you know when it’s time to update your messaging? The answer may come from inside, or outside the business....