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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

Wondering how school break flew by? You’re not alone. While many of us in the Northern Hemisphere were savoring the last days of summer, back-to-school season came creeping in. We took a look at the online, social media, and news conversation from July 1 through August 28 to see what was top-of-mind for parents, teachers, students, and more as the 2024-2025 school year begins.

Check out our back-to-school data blogs from 2022 and 2023 to see how trends have changed.

Back-to-school conversations have been rising gradually since early July. Mentions spiked four times higher than average on August 26, the first day of school in many regions of the United States and Canada. Among the content that scored the highest engagement that day were several Pinterest recipes for school snacks, quick breakfasts, and easy weeknight meals. 

This post on Pinterest generated about 248,000 engagement actions.

Learn more about how consumers use Pinterest to find budget-friendly meal ideas and recipes for plant-based dupes of their favorite foods.

The overall sentiment of this year’s back-to-school conversations have been more positive than negative thanks to posts expressing anticipation and joy for returning to classes. Still, not all students were excited about the new school year. The content that generated the most engagement was a post on X about a child who thought they were finished with school. 

This post on X generated about 310,000 engagement actions, including about 17,000 reposts and 1,700 replies, in just over a week.

For the second year in a row, #clearthelist is the second most popular hashtag in the conversation. Educators and their supporters use the hashtag to promote back-to-school supplies and resources for their classrooms. 

In a similar vein, #bettertogether has newly become a top back-to-school hashtag. Both it and #clearthelist are commonly used to indicate a sense of collaboration and community in supporting teachers and their classrooms.

This post on X generated about 1,5700 engagement actions and got about 66,500 views.

On X, slightly more than half of those talking about back-to-school season self-identify as teachers. That is one reason why authors in the X conversation tend to be adults.

And while Amazon is the most-mentioned online store on X, a different website leads the way in back-to-school conversations on Pinterest.

On the visual pinboard site, Etsy racked up more than 3,600 mentions, more than three times the volume of Amazon mentions. Compare that to the overall conversation, shown below, where Amazon was the clear e-commerce winner. 

Explore our data deep-dive into how consumers discover and research new items and brands. 

The stack of books emoji is having a moment in the sun with about 51,400 mentions in back-to-school conversations. Netizens often use it in posts about back-to-school tips, checklists, craft ideas, and giveaways. Meanwhile, the broken heart emoji is the icon of choice for posts about back-to-school anxieties, as well as related health and financial struggles. 

Confused about emoji meanings? Take a look at our helpful guide.

Overall, digital conversations indicate a general sense of hope and excitement going into the school year. Interested in seeing how these topics evolve as the months go on? Learn how with a demo of the Meltwater Suite. 

2024 Back-to-School Topics and Trends

Your market positioning strategy is a key piece when it comes to brand development. It helps guide content marketing plans, influencer marketing tactics, pricing and distribution models, and can even have an impact on decisions made outside of the marketing department.

But the concept of marketing positioning can be a little ambiguous. So in this post, we’ll delve into all you need to know about marketing and product positioning.

How to Kick Start Your Market Positioning Strategy

Examples of Marketing Positioning Signals

Branding and digital marketing expert, Phil Kotler (also known as the "father of modern marketing”), defines market positioning as “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market”. 

In general, strategic positioning is used to influence the perception of a company or product in relation to others in the market. The idea is to create an image and brand identity that audiences recognize and relate to in a positive way.

See also: what is brand recognition, and the secrets behind excellent product branding 

Perception is complicated. It varies from person to person and it’s fragile — it can take years to craft and seconds to shatter. 

So, if it’s so temperamental, why do professionals invest millions into strategic market positioning? Well, there are a number of advantages that outweigh the risks, including:

With advantages like these, it’s clear why so many teams strive to have a well-laid out brand positioning strategy. Read on for how you too can reap these kinds of rewards.

To get started on a market positioning strategy, you need to asses the market as a whole, learn and track how your competitors are doing, and understand your goals. Here are some simple steps you should follow:

In order to create a unique positioning in marketing, you first need to understand how you compare to other companies in your space. This can be achieved through performing a competitive analysis using competitive intelligence.

How much influence do they have on each other?

What key themes are associated with each competitor?

Are certain competitors thought of more favorably?

What do consumers like and dislike about them?

Where are they performing the strongest? 

How is the industry landscape performing as a whole?

Any threats or disrupters to keep an eye on?

How does your organization compare and contrast amongst others in your category?

Once you have the answers to the above questions, your competitive positioning will become clearer. 

Additional resources: How to Perform a Competitive Analysis, Competitor Benchmarking: What It Is and Why It Is Important﻿

Next, using the insights gathered from your competitive analysis, create a map of the market that shows your competitive positioning. A perceptual map, sometimes referred to as a position map or market map, is a visual representation of how competitors are positioned in relation to your organization. 

Through market mapping, you can better understand the thoughts and behaviors of consumers, spot industry trends, and identify gaps in your category, helping you craft a unique and differentiated identity.

Market maps takes the form of a matrix, representing two or more attributes that are rated on a scale. It's typically to compare a qualitative vs. qualitative attribute such as the following:

Here are some examples to help you get started creating your your own map:

Never made this type of map before? We can recommend checking out GroupMap’s free tool and reviewing this article offering tips on plotting and reading market maps. 

By now you should have a good idea of how you want to be perceived. The next step is to formalize these ideas into a written statement.

As explained by Hubspot, a positioning statement is a brief description of a product or service, the target market, and how the product or service fills a particular need of the target market. 

It's an internal tool designed to focus and align efforts with your brand, mission statement, and value proposition. 

G2: G2 provides a B2B review site for business professionals who are looking to quickly discover, buy, and manage the best technology for their needs. Unlike other B2B review sites, G2 offers 700K+ unbiased and verified user reviews in over 1400 categories.

HubSpot: Since 2006, HubSpot has been on a mission to make the world more inbound. Today, over 68,800 total customers in more than 100 countries use HubSpot’s award-winning software, services, and support to transform the way they attract, engage, and delight customers. Comprised of Marketing Hub, Sales Hub, Service Hub, and a powerful free CRM, HubSpot gives companies the tools they need to Grow Better.

Tips for writing a positioning statement:

Follow the below positioning statement example formula as a rule of thumb: 

For [your customer], [your company] is the [your market] that best delivers on [your promise] because [your company] is [your evidence].

Now you that you understand your positioning and have summarized it into a statement, it’s time to think about what marketing positioning strategies you’ll use. 

Companies that generate strong, positive, connections in consumers minds didn’t happen by chance. A team of marketing experts carefully crafted that perception through a number of signals (or strategic positioning strategies). 

Let’s explore some of those signals in more detail:

More often than not, price is a key factor in a customers decision-making process. Because of this, marketing teams use their pricing strategy to portray a distinct image and, hopefully, influence how prospective customers perceive the value being presented. 

Pricing strategy can revolve around keeping prices as low as possible, or it can be more complex. Offering "premium" prices, or pricing higher than the competition can trigger a sense in consumers mind that the higher priced items are better quality, or more worth the cost.

Price and perceived quality often go hand in hand, which is why they’re frequently used attributes for perception maps. According to David Aaker, consultant and professor, perceived quality has three prongs:

1. Objective quality: based on the performance of a product
2. Manufacturing quality: based on how well made a product is (or isn't)
3. Product-based quality: associated with features, parts, ingredients, or services

Say you have two TVs, one is a 4K plasma Smart TV with after sales care, and the other is a standard model with no bells and whistles. 

You may think that the entry-level TV would naturally be perceived as being lower quality as it has fewer features. But strategic marketing positioning requires you to understand what "quality" means to different customer segments. 

If certain audiences prefer to look at the manufacturing specs materials used and the entry-level TV comes out top, consumers will deem that to be of better quality regardless of the product attributes of the plasma TV. Moreover, the plasma TV may be produced by a company that has a history with product recalls, in which case, consumers are likely to think that entry-level TV is still better quality. 

So to summarize, it's important to achieve perceived quality on a level that consumers consider important. Want to learn more about better understanding your target audience and their decision making process? Check out our Meltwater Audience and Consumer Insights tool or take a look at the best consumer insights tools in comparison!

Another positioning signal often leveraged by marketing and branding teams is corporate endorsements. 

While McDonald's is known as being a fast-food company, they worked to dispel their unhealthy image through their London 2012 Olympic sponsorship. 

Despite the sponsorship confusing people at first, it gave McDonald's the publicity and platform they wanted to raise awareness around obesity. In line with their sponsorship, they unveiled a large-scale promotional push which took place throughout the duration of The Games and included activity toys with Happy Meals and vouchers for sport sessions. 

As a top-tier International Olympic Committee sponsor, McDonald's was also the only branded food in the Olympic Park and the Athlete's Village. The messaging strategy? If a Big Mac is good enough for the world’s top athlete’s, it's good enough for you (in moderation… of course)!

Influencer marketing can also significantly help company positioning efforts. Due to consumers often finding influencers more credible than owned brand content, it’s a great strategy to use for those wanting to amplify positive brand perceived amongst their target audience. 

With that being said, choosing the right influencers to endorse your brand is critical. Make the wrong decision and your business can end up being positioned in a totally different direction than what you set out to achieve. 

Thankfully you don’t have to rely on your intuition alone when choosing influencers. Using an influencer management solution, you can filter by specific attributes and topics to find the perfect influencer partners.

Tip: These are the best social influencer management platforms and social influencer marketing platforms.

Lots of companies choose to include thought leadership in their content marketing strategy and frame their executives as experts on certain topics. Thought leadership is useful for all organizations, but it’s especially helpful for those wanting to break into a new category, as it can make your leadership seem more credible and trustworthy.

How to Create an Effective Market Positioning Strategy

Lead generation strategies have evolved tremendously over the past several years. Today, marketers have an abundance of tools, tactics, and campaign channels available to them to generate high-quality leads for their organization. Employing an effective lead generation strategy is useful for businesses of all sizes, including businesses in the B2C and B2B industries.

Of course, that's easier said than done. The B2B marketing landscape is more competitive than ever and thousands of organizations around the world are utilizing robust lead generation campaigns to attract new customers and prospects. 

However, a sizable chunk of those organizations are relying on outdated lead generation tactics. So now is the time to act! This guide is designed specifically for forward-looking marketers and sales teams looking to get the most out of their lead generation campaigns. 

Important Lead Generation Terms and Definitions

The Marketing Funnel and Lead Generation Process

Marketing Strategies For Generating Leads

Lead generation is defined as the multifaceted process of identifying, attracting, and cultivating potential customers for an organization's products or services. Once a person shows interest in a product or service (i.e., signing up for a newsletter or attending a webinar) that person can be considered a lead.

Lead generation marketing has been around for decades, but the types of activities have changed dramatically in the new age of abundant information. Relying solely on cold calling, emails, and webinars does not make for a successful B2B lead generation program. 

Before we dive into the marketing funnel and specific strategies B2B organizations can implement to generate significant sales, let's cover key lead generation terms and definitions.

Marketing qualified leads are users that have engaged with any number of marketing activities or high-intent product activities. 

For example, completing a lead gen form on your website, engaging with a seasonal campaign or landing page, or registering for an upcoming webinar.

Similar to MQLs, product qualified leads are users that have engaged with any number of activities. 

However, these are specific high-intent product activities. For example, signing up for a free trial, visiting a specific section within the product, or sharing the product with a friend or colleague.

Put simply, an MQL is an individual user, while a marketing qualified account (MQA) is an entire company, made up of multiple users (MQLs). 

B2B and enterprise SaaS companies understand that the more MQLs that exist within a larger MQA, the better the chance they have at company-wide product adoption.

Sales accepted leads are users that have been "accepted" by the sales team to move on from the marketing qualified lead stage into a sales qualifying stage (below). 

At this point, teams are working together to determine whether or not the user or account fits the qualification criteria.

Sales qualified leads are very high-intent users that have been deemed as "qualified" by the sales team. 

These are users (and broader accounts) that the sales team is actively engaging within an attempt to either close or upsell the account.

You can likely see that the above list is essentially a funnel — turning prospects into leads and eventually into customers. We explore the intricacies of the marketing funnel, and the lead generation process, in more detail below.

Effective lead generation starts with a deep understanding of the marketing funnel. Every single piece of content you create or email you send should "funnel" your audience towards eventually converting — i.e., making a purchase.

There are all sorts of terms to describe a business funnel, including this widely-used graphic:

But one of the easiest funnels to understand and implement in B2B businesses is top-of-funnel (TOFU), middle-of-funnel (MOFU), and bottom-of-funnel (BOFU).  

The first stage, top-of-funnel, is all about awareness. Generating awareness is getting as many potential buyers "aware" that your product, service, or solution even exists. It is your organization's very first contact with a potential customer and so it's critical that you make a good first impression.

💡Tip: Learn more about the best practices for raising brand awareness.

Content during the TOFU stage consists of social media campaigns, blog posts, advertising campaigns, podcasts, newsletters, videos, webinars, and so much more. Ideally, the content is compelling enough to generate hundreds, or even hundreds of thousands, of visits to your website or landing page.

🚀 Read more about executing a content marketing strategy, and all the different options for measuring success with 50 content marketing metrics.

A landing page is an entrance a user makes into your website, that is specifically designed to convert leads. Landing pages could be designed as blog articles, product pages, or a page dedicated to an event or contest. 

Users can land on these pages through a variety of means, from SEO to digital ads, but it’s essential that your landing pages deliver on the why or what that made someone click through to your site from Google, an ad, or another article.

The second stage, middle-of-funnel, is focused on nurturing the (thousands of) leads that your business generated at the TOFU stage and turning them into more qualified prospects. Not everyone from the previous stage will want or even need your solution, so part of the MOFU process is actually for filtering those people out of your funnel.

Lead generation techniques in the MOFU stage consist of niche guides and ebooks, webinars, expert interviews, white papers, analyst reports, industry reports, case studies, use cases, and more. 

This is where businesses should begin to target leads based on specific actions. For example, targeting a lead with an email marketing campaign based on their previous webinar attendance.

The third and final stage, bottom-of-funnel, is where the rubber meets the road. It's the stage where your business finally converts interested prospects into paying customers. It's where conversion rates are measured and B2B marketers can truly understand which pieces of their overall strategy are most effective in generating sales. The conversion rates and cost per lead on BoFu campaigns may be higher, but the quality of the lead is also typically better.

No two prospects or leads are the same. Some will convert in a matter of days, while others will take months of lead nurturing. That's why it's important to constantly evaluate every stage of the funnel and understand how it impacts your B2B lead generation process. Where is your team seeing the highest conversion rates? Where are prospects dropping out of the marketing funnel? Which content marketing tactics can be improved along the way?

Even the smallest improvements and tweaks made to your TOFU, MOFU, and BOFU strategy can mean exponential increases in revenue compounded over time.

Tip: In order to track the progression of leads through your marketing funnel, you may want to invest in CRM or lead management software that can help you identify where a lead may be in the buying journey. 

Now that you have a deeper understanding of lead generation concepts, strategies, and funnels, it's time to put that knowledge into action. The following lead generation techniques can and should help to power your future lead gen campaigns.

Importantly, strategies and tactics will differ greatly based on your business type, end goals, and target audience. What works for a B2B manufacturing company will likely not be the same as what works for a B2B wholesale company. 

Customers are more informed, savvier, smarter, and more driven than ever before. So it's essential that your lead gen strategy keeps up!

When it comes to capturing the attention of potential buyers in a message-saturated environment, content marketing becomes paramount as it can be an effective way to introduce your company to new prospects without pushing them away. 

Put simply, content marketing is a strategic marketing approach focused on creating valuable, relevant, and consistent content to attract, retain, and create action with a clearly defined audience. It's where quality meets optimization.

Advertising and retargeting campaigns are meant to do two important things: attract potential buyers and move those buyers from consideration to purchase. 

Because you can target audiences based on very specific metrics such as website visits or demographics, it means you can align your ads on social media to specific individual interests and actions. In other words, your ads and retargeting strategy should start broad at the top but then focus on very specific outcomes from very specific audiences as you move toward the bottom of the funnel. 

See also: How to use Facebook for lead generation

In order to be able to refine the targeting of your ads (or marketing in general), you may want to leverage social listening tools or consumer insights platforms. By developing a highly targeted advertising strategy, you will likely be able to reduce your cost per lead as the people that seeing your ads may have an interest in your product, follow you on social media, or have visited your website before. 

How social media fits into your lead generation mix depends on your buyer personas and your marketing objectives. But it’s an important channel that you can't ignore no matter how big or small of a role it plays in your overall strategy. 

For example, LinkedIn can be used in combination with software like Meltwater's Consumer & Audience Insights tool to provide organizations with a detailed overview of their audience. Other channels such as Instagram and X can drive more top-of-funnel awareness around your brand.

Email marketing remains one of the most critical and effective lead generation tools at your disposal. However, with great power comes great responsibility. 

Potential buyers are inundated with emails and incoming messages these days. You need to make sure your emails are: 

Don't just send an email to your prospects because you think it's what you should be doing. Create email marketing content that stands out — or don't send anything at all.

A highly underused, but potentially lucrative lead generation strategy is referral marketing. According to data, 74% of consumers identify word of mouth as a critical part of their purchasing decision. 

And a whopping 92% of consumers say they trust recommendations from friends. Word of mouth, or referral marketing, can help streamline your lead gen process. 

Above everything, a successful lead generation program is predicated on sales and marketing teams working together around with a data-driven approach. Every member of the team must have an understanding of the full funnel — from TOFU down to BOFU. 

Without alignment internally, prospects, leads, and potential buyers will become confused about the overall message from your company. This disjointed experience might push them to explore other solutions on the market. 

That being said, there's no better time than now to get started on your lead generation campaigns.

A Marketer's Guide to Lead Generation (New Tips & Strategies)

Effective collaboration guarantees great results. Take our partnership with Asana’s Work Innovation Lab, for example. Our joint report, The State of Marketing Collaboration, offers data-driven strategies for optimizing how marketers work together. 

As a think tank producing cutting-edge research redefining the future of work, the Work Innovation Lab was the perfect partner for us in exploring this topic. Both Meltwater and the Work Innovation Lab help marketers move beyond data gathering to uncover actionable insights. 

Our analysis of survey results from 830 marketing professionals combined with Meltwater’s impressive social listening capabilities were a powerful one-two punch. The strategies we uncovered help marketing leaders better understand how to leverage strategic collaboration to drive results. 

Dr. Rebecca Hinds, Head of Asana’s Work Innovation Lab

In this blog, we’ll dive into five data points from the report, sourced from our social listening solution. Plus, we’ll show you the process behind how we arrived at each insight. For a full analysis of how marketers collaborate, along with strategies for optimizing the process, download the full State of Marketing Collaboration report. 

In concert with the experts at the Work Innovation Lab who surveyed more than 800 marketing professionals, we at Meltwater used our social listening and analytics solution to examine how the world discusses marketing collaboration online. To start, we wanted to get a sense of the overall conversation around marketing and collaboration. To do so, we created a complex Boolean query composed of more than five dozen keywords and phrases signaling relevant discussions, like mentions of “marketing” or “public relations” near mentions of “collaborate” or “working together”. The results gave us a bird’s-eye view of what the world has to say on the subject.

Data point: Online conversations about marketing and collaboration have increased by 41% year-over-year (YoY)

Our analysis found that from April 1, 2023, through March 31, 2024, conversations about marketing and collaboration across X, Reddit, blogs, podcasts, forums, Pinterest, WeChat, Facebook, Instagram, and comments grew by 41% YoY. This notable increase in conversation supported our suspicions that the topic of collaboration should be top of mind for marketing leaders. 

Marketing

2024 Back-to-School Topics and Trends

How to Create an Effective Market Positioning Strategy

A Marketer's Guide to Lead Generation (New Tips & Strategies)

5 Vital Marketing Collaboration Stats (And How We Found Them)

What Is Campaign Management? The Ultimate Marketing Campaign Management Guide

Major Moments from Meltwater Summit 2024

Brand Ambassadorship Lessons from Paris 2024

5 Brands Making Waves on Reddit

Understanding Marketing ROI: Definition & Measurement

Making an Impact With Word-of-Mouth Marketing

South Africa's Financial Services Industry: Top Marketing Trends

Digital 2024 April Global Statshot Report Analysis

Marketing

2024 Back-to-School Topics and Trends

How to Create an Effective Market Positioning Strategy

A Marketer's Guide to Lead Generation (New Tips & Strategies)

5 Vital Marketing Collaboration Stats (And How We Found Them)

What Is Campaign Management? The Ultimate Marketing Campaign Management Guide

Major Moments from Meltwater Summit 2024

Brand Ambassadorship Lessons from Paris 2024

5 Brands Making Waves on Reddit

Understanding Marketing ROI: Definition & Measurement

Making an Impact With Word-of-Mouth Marketing

South Africa's Financial Services Industry: Top Marketing Trends

Digital 2024 April Global Statshot Report Analysis

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