Industry News
Marketing
Top stories summarized by our editors
3/4/2021

Business-to-business companies should start approaching the sales process as a way to enable buyers and provide a good customer experience, writes Uday Nayar of Merkle. This requires having digital avenues of engagement, adopting artificial intelligence and other technology, and adjusting marketing and sales operations to new buyer realities, Nayar writes.

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Digital Commerce 360
3/4/2021

The pandemic may have curtailed in-person event marketing but the virtual events and webinars that have flourished instead give business-to-business marketers the chance to deliver valuable marketing-qualified meetings to sales, Ravi Chalaka writes. Chalaka explains how to scale MQM programs, noting, "By booking more virtual customer meetings, you will shorten your sales cycle and drive more wins out of your sales pipeline."

3/3/2021

Influencers can be put off from collaborating with your brand due to unprofessional behavior from marketing managers, uninspiring content or inconsistent payments, writes Refersion's Raj Nijjer. Build trust with influencers by emphasizing that you prioritize authentic content, treating them like part of the team, creating a seamless onboarding experience and finding ways to say thank you, beyond their pay, Nijjer recommends.

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SmartBrief/Marketing
3/3/2021

The Ad Council teamed with nonprofit StoryCorps and Wordsworth+Booth to encourage people to have meaningful conversations as part of its "Love Has No Labels" campaign. The push includes digital out-of-home, banners and radio ads, and urges consumers to take part in StoryCorps' "One Small Step" program, which brings together strangers who have differing political beliefs to talk about their lives.

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StoryCorps, StoryCorps
3/3/2021

Research indicates language used regarding COVID-19 vaccinations can influence an individual's willingness to get the shot. Kimberly Lauersdorf, EmblemHealth's vice president of marketing, discusses why people are susceptible to coronavirus misinformation and offers best practices for PR professionals charged with communicating related information.

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PRSAY
3/3/2021

Podcast listener diversity is higher than overall diversity in the US population, and listeners are engaged and inclined to act on ads, Nielsen reports. Hispanics are 19% of podcast audiences, growing to 6.8 million as of 2019, and the report suggests targeting based on genre preferences within ethnic groups -- for instance, kids and family is high for Hispanic listeners -- rather than targeting by audience size.

3/3/2021

Ford Motor Co. is targeting Hispanic and Black consumers with its recent F-150 creative and multicultural marketing managers tackling each segment. Zubi, Ford's Hispanic agency of record, created a "Grandeza" spot for the pickup that spotlights family, work and volunteering based on insights from research on how Hispanics have been reacting to the pandemic.

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Zubi
3/3/2021

Google says it will drop individual behavioral tracking measures, bucking moves by many adtech suppliers, and focus on its own Privacy Sandbox efforts. Advertisers will still be able to use their first-party information to track users on Google digital properties and use its federated learning of cohorts method to run targeted ads on non-Google sites.

3/3/2021

Transform customer experience by collecting customer and employee data to inform objectives and employ technological solutions to share insights across all departments, Brian Clark writes. Get buy-in from leadership to turn data into customer experience actions, Clark advises.

3/3/2021

Jillian Ryan examines the state of branding in business-to-business marketing as 51% of global B2B marketers seek new mechanisms for their brand narrative, per Warc, yet 80% find it difficult to create an integrated brand identity, according to Provoke Insights. "Brand marketing ensures that in two years, when [potential] buyers are in market, you are top of mind over your competitors that don't invest as heavily in branding," notes The B2B Institute's Jon Lombardo.

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eMarketer
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WARC