Here we cut the world of B2B marketing into digestible nuggets of inspiration, highlighting courageous individuals and ideas approximately two times a month. Want to contribute content to our blog?
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CMO Insights: Making Procurement Awesome
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July 19, 2016
When SAP acquired Ariba a few years back, newly appointed CMO Alicia Tillman was faced with the challenge of rebranding the company to include the qualities of both SAP and Ariba. Next, she had to consider how to best communicate SAP Ariba’s new brand identity to customers. It’s no surprise that social media, one of today’s most effective tools of...

An Inside Look at Dell's Influencer Program
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July 13, 2016
In the last few years, a number of brands have realized that to earning the trust of consumers isn’t something they’ll be able to accomplish on their own. The reality is that people trust people more than brands, which explains the emergence of influencer marketing. Instead of going straight to their target market, brands are now looking to a chosen...

Marketing Infiltrates College Campuses
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July 6, 2016
“Be strong. Stand tall.” These words of wisdom came from Duke University’s crane. Indeed, this is a construction crane that was set up on campus for renovations. Nowadays, intramural sports teams, dance groups, acapella groups, clubs, Greek organizations, libraries, and yes, even a construction crane are all active users of social media. On campus, it appears as though every possible...

CMO Insights: How to Build Customer Loyalty
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July 4, 2016
As you all know, I never pass up an opportunity to sit down with a marketer and hear which practices worked and which didn’t work for their company. I mean, what better way to learn more about this ever-changing industry than to listen to leaders in the field share their insight, the lessons they’ve learned, and the strategies they stand...

The New Rules of Social Customer Service
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June 28, 2016
It was impossible to predict the evolution of social media over time. Possibly the biggest change was the shift from connecting with friends to a new extension of businesses for workplace productivity and added customer service value. The importance of social media for business is increasingly immense in the age of overlapping social communities, and stepping up monitoring can help...

CMO Insights: How the Grammys Became More Than a One Night Affair
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June 26, 2016
The Grammys have brought us some of the best moments in television, and the most spectacular performances in music. From Michael Jackson’s moonwalk across the stage in ’88 to the Elton John and Eminem duet in ’01, and most recently Lady Gaga’s tribute to David Bowie, the Grammys have been the place for historical moments in music. And if you’re...

New Boomerang on the Block
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June 23, 2016
No longer does the noun “boomerang” only apply to a flat piece of wood that returns to you once thrown. Instagram has expanded this meaning to now pertain to a video—of sorts—that “rebounds” like a boomerang would, from the beginning of the video to the end, and right back around!   But if a Boomerang is only sort of a...

CMO Insights: The Undeniably Power of PR
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June 13, 2016
An apology is in order. Probably not the only one that you'll see from me on this blog but certainly one that is a long overdue.  This one goes out to the thousands of public relations professionals, particularly the ones who almost always find a way to plant the seed that becomes a story, who uncover the news when others just see a...

The Future [Virtual] Reality of Marketing
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June 2, 2016
“Once upon a time…” Surely you recognize these famous words, as they pull on your heartstrings and bring back memories of your childhood. Marketing similarly uses storylines to engage customers, and recent advances in technology are allowing these stories to reach the next level—by immersing customers in a virtual reality (VR). Since virtual reality is still a relatively new construct,...