Business-to-business marketing excellence relies on the talent within teams, which is why companies must nurture their marketers and not treat them as interchangeable assets, writes John Steinert. He explains how chief marketing officers can build the right people-based foundation, saying, "If we expect to develop marketing as a competitive weapon, we need to chart a growth course for marketers that delivers for them."
Speakers at the Association of National Advertisers' In-House Agency Conference discussed how brands can build successful internal agency units, including Nationwide's Mike Boyd who said in-house teams must view themselves as a real business and "have a consultative mindset" to deliver valuable strategic opinions. Chobani's Leland Maschmeyer emphasized the need for in-house agencies to take themselves outside a corporate mindset to bring a unique and fresh perspective to internal clients.
Video storytelling has become a marketing must-have as it not only has the power to evoke emotion but also creates memories and therefore increases brand recognition, writes Shaq Abboud. Create stories with strong plots that feature relatable heroes who overcome challenges to forge emotional bonds and encourage viewers to take action, he recommends.
LinkedIn has launched a lookalike audience targeting tool for business-to-business marketers and introduced audience templates to simplify the identification of prospects. The platform has also expanded the capabilities of its interest-based targeting solution by adding Bing data.
Jason Hennessey examines how Google's move to focus on Search Journeys powered by predictive artificial intelligence rather than simply providing answers affects marketers. He explains the search engine's Activity Cards and Collections features and provides keyword and content advice on how marketers can best meet prospect needs at each stage of their journey.
New technology and confusing jargon frequently cause great frustration for marketers trying to assemble creative assets for campaigns. Fragmented creative workflows often lead to late launches and executional issues. Extreme Reach, with help from the Bard, examines why marketers need a reimagined creative asset workflow for putting ads in front of consumers.
The deadline to enter the 2019 ANA B2 Awards has been extended to March 31. The awards program honors top B2B marketers, agencies and suppliers who exhibit excellence in innovative global brand strategy, customer marketing strategy, integrated internal and external marketing communications strategy, e-business and/or new media strategy, and successful new product and service introductions. Choose from more than 50 categories, which reflect today's changing B2B marketing landscape. Enter now.
Some 40% of global data managers and IT decision-makers say their top challenge is dealing with too many legacy and new data-management solutions, according to a survey by Vanson Bourne and Veritas. Separately, in a Winterberry Group and IAB study, 52.8% of digital marketers say government regulation is the biggest threat to data-driven marketing this year, followed by 34.7% who cite poor data-sharing and organizational silos.
Pocket Hercules' Stephen Dupont, APR, offers tips on how brands can attract attention and retain it through emotional connections with customers. Dupont offers five tips for brands on creating emotional bonds.
The Black Girl Hockey Club got an incredibly kind contribution from a supportive NHL player. Minnesota Wild forward JT Brown donated over $3,000 to the club's GoFundMe page and left a public comment, saying "Happy International Women's Day." The Black Girl Hockey Club is a fan-run initiative working toward nonprofit status. Brown's $3,100 contribution -- the largest contribution so far -- brought BGHC to their initial goal. "A year ago, when I decided to get a group of Black female hockey fans together and call it the Black Girl Hockey Club, I had no idea the response I would receive," said founder Renee Hess. "Diversity in hockey is so important and my goal is to increase the representation of Black women and fans of color within a sport that we all love." Learn more.
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