Marketing
Top stories summarized by our editors
9/20/2019

Jessica Huhn offers comprehensive advice on how business-to-business marketers can boost their lead generation efforts, including best practices for designing lead capture forms and landing pages. She provides tips on how to encourage prospects to visit landing pages, such as enticing them with valuable free research and offering them other content of value such as whitepapers and ebooks, and explains how to build trust through customer testimonials and a quality website.

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Business 2 Community
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Jessica Huhn
9/20/2019

Lego recently launched a global campaign, "Rebuild the World," which is focused less on its products and more about inspiring creative thinking among adults and children, says CMO Julia Goldin. "It's a very simple idea because we're managing this whole campaign through the lens of the child," she adds.

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Forbes
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Lego, Julia Goldin
9/20/2019

While Starbucks keeps pushing up the release of its popular Pumpkin Spice Latte, which brings in an estimated $100 million annually for the coffee purveyor, Google searches regarding the coveted drink are down, writes PRSA's Dean Essner. He predicts, though, that it will endure as Starbucks leverages the arrival as a "national press moment" and extends the selling season, Instagram fans continue spotlighting the beverage and it still evokes nostalgia for fall.

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PRSAY
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Starbucks, Dean Essner, PRSA, PSL, Google
9/20/2019

Dunkin' is expanding its On-The-Go Mobile Ordering service to reach more than its 12 million DD Perks reward program members to include everyone who has the updated app. The coffee shop chain says the move will enable it to encourage more purchases, enhance data collection and expand its Perks membership, which enables it to customize individual offers.

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Dunkin
9/20/2019

Highspot Chief Marketing Officer Jon Perera discusses how technology is changing sales enablement to ensure better alignment between marketing and sales teams and how business-to-business marketers can increase conversions and customer retention. "Companies must radically change their approach to account-based selling by building trusted relationships over time from the first-touch onward," he says.

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MarTech Series
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Jon Perera
9/20/2019

Business-to-business marketers discuss how their social strategies have evolved, including Constant Contact's Hannah Budreski who notes the rise in customers using direct messaging on platforms such as Facebook Messenger to interact with the brand. Toast's Kelly Esten discusses the restaurant management platform's Food for Thought Facebook community and says, "We're reaching restauranteurs wherever they are, whether it is on Facebook, Instagram or via text messages."

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Chief Marketer
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Facebook, Toast, Instagram
9/20/2019

Blockchain is starting to work its way into digital marketing, asserts Daniel Newman, who points to the shift from pulling data from consumers to instead encouraging them to provide it when there's perceived value. Newman points to evidence such as Brave browser rewarding users who opt-in to see ads with Basic Attention Tokens, and, on the business side, Unilever's blockchain implementation to monitor ad spend, which has reportedly yielded millions of dollars in savings.

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Forbes
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Daniel Newman, Blockchain, Unilever
9/20/2019

Dunkin' is in the throes of a brand transformation that includes everything from a new menu and visual identity to unique brand partnerships. In this eMarketer interview, CMO Tony Weisman sheds light on everything from changing its name and visual identity to timely digital marketing efforts based on factors such as time of day or weather and focus on engaging with millennials.

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eMarketer
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Dunkin, Tony Weisman
9/20/2019

Paramount recently created Star Skipper, a tween who magically skips stones that jump across a lake, explode in the sky and transform into a star, which is akin to Pixar's endearing lamp. In this interview, Paramount execs discuss how the studio differentiates itself from competitors and the development of the logo that will be used in films and marketing initiatives, with creator Christopher Zibach noting, "You'll recognize it as a Paramount logo, and it has its own voice, and it's unique to the world of animation."

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Variety online
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Paramount, Pixar
9/20/2019

New documentary follows world-class, high-performance athletes who've gone veggie and are beating their meat-eating counterparts at their own game, while also improving the health of the planet.
More and more studies continue to emerge that extol the superiority of plant-based diets, not only for ourselves but for the sustainability of the planet, along with corresponding recent campaigns from Hubbub, WRI and WWF, to name a few. Now, a new documentary is looking to drive that point home by telling the story from a new point of view: that of world-class, high-performance athletes who can demonstrate those benefits themselves. From acclaimed National Geographic photographer, Academy Award-winning director ("The Cove") and vocal vegan Louie Psihoyos comes "The Game Changers," a feature-length documentary that investigates the rising prevalence of plant-based eating that's powering world-renowned athletes across the globe.

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Sustainable Brands