Wolfgang, Los Angeles, has been chosen by TRUECar to manage a rebranding push for the auto-buying platform. Wolfgang, which was founded last year by three former David&Goliath executives, also won agency of record for Halo Top in January.
Facebook's Paul Peterman spoke at a recent business-to-business marketing event about why it's imperative that B2B marketers deliver relevant messaging to mobile buyers and an increasingly influential millennial generation. "Ultimately, B2B companies must find and influence [decision makers] where they spend their time today," he said.
Eighty-one percent of business-to-business marketers cite email as the most effective tactic for engagement toward the end of the buying journey, followed by 50% who cite websites and 45% who cite telemarketing, per Demand Gen Report. Some 59% of respondents said email was also their top choice for engagement at the top of the funnel, closely followed by search at 56%.
Virtual reality is a ripe opportunity for business-to-business marketers who want to engage with prospects, and to showcase complex products and solutions in scenarios that make sense to buyers, Gavin Finn writes. "Immersive VR applications have the potential to transform the connection with buyers and customers because they offer the ability to help them understand differentiated value by delivering the most engaging, personalized and truly useful experiences," he writes.
Christine Alemany reviews three marketing tactics that might not be worthwhile for some business-to-business marketers, such as the oft-touted power of video, which is not necessarily applicable for buyers who aren't on YouTube but instead are researching via whitepapers and engaging with peers, she writes. Carefully consider investing in Snapchat and Facebook, as LinkedIn is the safer, proven option, she writes.
Despite lingering concerns about privacy, security and compliance, small and midsized businesses are slowly seeing the value of cloud-based solutions. The most important benefits include faster time to value and lower total cost of ownership.
Investing in integrated data and analysis is essential for marketers to deliver a truly seamless multichannel experience, writes Philip Piletic. A relevant, personalized customer experience is key to retaining accounts that will only become more valuable over time, he writes.
Social marketers are more likely to successfully engage by reflecting the lives of their audiences, with authentic content that taps into diverse lifestyles and a trend towards introspection, writes Storyblocks' T.J. Leonard. People expect marketers "to touch on the life of the consumer, creating compelling and relatable stories along the way," Leonard writes.
The Advertising Educational Foundation and ANA are calling for marketers to address the growing data talent crisis in the advertising industry, Laura Desmond writes. Marketing's future lies in employing people who can combine data, technological and creative skills to harness the power of machine learning, augmented reality and programmatic to deliver the best customer experiences, she writes.
Some 83% of chief marketing officers don't believe it's appropriate for their brand to weigh in on issues that could be politically charged, per the 2018 CMO Survey from Duke University's Fuqua School of Business. Brands in certain sectors -- such as education, finance and retail -- are more likely to risk taking a stance, the survey found.