Forbes contributors publish independent expert analyses and insights. I write about modern marketing, creative ideas and evolving careers. Just spoke at AMA Chicago BrandSmart about a favorite topic, ...

A marketing plan turns choices into numbers, timelines, and owners your marketing team can ship. A well crafted marketing plan ties marketing strategy, marketing efforts, and business objectives to ...

Marketing channels, such as distributors, wholesalers and retailers, provide your business with three kinds of functions: buying products for resale to customers, distributing products to customers ...

Marketing channels have several key characteristics. Companies must properly match those characteristics with their products and customers when deciding on a distribution strategy. One consideration ...

Right now, YouTube marketing has become even more important with all the changes happening in the current digital landscape. What is also important is keeping up with trends and strategies to ensure ...

There is a need for businesses to use comprehensive integrated marketing campaigns that seamlessly connect channels with an impactful message. And when businesses use these campaigns, they see ...

Arguably the biggest challenge facing B2B marketers is understanding how to balance novelty with reliability in campaigns. In other words, to do things that we know will work, whilst at the same time ...

Email marketing is a powerful way for brands to connect with their audience. Here’s why investing in your owned marketing channels pays off.

A lot of marketers will tell you that they’re “channel-agnostic” when figuring out where to put their spend. The idea is to deploy resources across various channels, see how they perform … and then ...