Christopher Hosford

Compared to other generations, gen Xers are a little more cynical, a little more realistic, and a little more loyal. Brands need to craft their messages accordingly.

For B2B marketers to optimize voice technology they need to use natural, everyday language — and work closely with sales to deploy the right words and/or terms.

A close working relationship between communications and marketing teams is essential to brand success, both internally and externally.

For a growing number of B2B marketers, developing online video programming puts a human face on what might otherwise be fairly mundane content.

As marketers look to increase revenue from exhibiting at trade shows and conferences, the chief strategy for many B2B companies is to create their own events, and offer experiences for customers and prospects that go well beyond the proverbial events booth.

As the marketing function grows more complex, the onus is on CMOs to be more selective about their marketing stack and focus more sharply on their customers.

B2B companies increasingly are rethinking their customer advocacy programs to better engage ambassadors and fuel business growth.

Sales reps increasingly have been using social media technology and principles to establish their personal brands and trustworthiness with leads, boosting conversions.

Tailoring content specifically to the customer's buying journey continues to confound B2B marketers, but there is a proven way forward.

Thirty-two percent of brands and agencies reported that they currently advertise on podcasts, and 36 percent will definitely advertise in the next six months, a survey by Westwood One found. Here are five tips for getting started with podcasting.

The short supply of talent, coupled with a sizable marketing skills gap, has set the industry back. Here's how companies like Mastercard and GE are attacking the issue head on.