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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How Anheuser-Busch is Riding a Digital Workhorse
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March 21, 2016
If ever there were brands built on the backs of traditional media, it would be Budweiser and Bud Light.  These stalwarts of sports broadcasts, joined us in our living rooms and bars, reminding us years back who this Bud was for and more recently, inciting us to be up for whatever with Bud Light. But just because TV was the big...

Jeep’s “Portraits” and Why Mobile Is Meaning More
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March 8, 2016
Amid the multitude of commercials aired during this year’s Super Bowl, there was one that stood boldly out from the rest. Jeep chose to be daring in its delivery with regards to both content and format. Its video, “Portraits,” separated itself from the conventional humor of Super Bowl ads by focusing on the ethos of the brand. The simple format...

Why CSR is Not a Marketing Strategy
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March 4, 2016
Over the years, this blog has applauded the efforts of a number of brands endeavoring to "do well by doing good" (i.e. Petco, J&J, Richline, Patron, Omni Hotels and more).  Framing such efforts of corporate social responsibility (CSR) in this way, I may have implied that CSR is actually a strategy in itself.  Fortunately for you in our interview below, Karen Quintos, CMO of Dell, clarifies why CSR...

CMO Insights: Focusing on Innovation
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February 28, 2016
In part one of my interview with Rich Smith, CMO of Ditech Financial, we focused on Ditech's sponsorship of NASCAR and how that helped build broad awareness for the brand. In part two, we'll broaden the lens and explore the brand's overall strategic approach, internal training to improve the customer experience and a program that aimed at improving brand loyalty (offering another great...

Finding the Right Elements for Your Brand
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February 15, 2016
A couple of weeks ago, I had the good fortune to be interviewed by Dan Raviv, a correspondent for CBS Radio. During our conversation, Dan asked me what "elements" he should mix together to help build an audience for the CBS News Weekend Roundup radio show. I hemmed and hawed a bit, suggesting he start with his target audience. He probed...

Lost Opportunities to Engage During #Blizzard2016
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January 29, 2016
This past weekend, New York City had one of its biggest snowstorms ever, and, as usual, this presented an opportunity for brands to engage in the social conversation. Not surprisingly, New Yorkers expressed a lot of joy, surprise and down right frustration across social channels. What was surprising is that as the snow and chatter piled up across Gotham, most...

Real-Time, Big Data and Pinterest
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January 26, 2016
As part of an effort to make the app less about self-expression and more about utility, Pinterest has revamped their mobile profile page to be more useful for users. Previously upon opening Pinterest, the collections in your profile appeared in a grid, with the first image you ever pinned acting as the billboard for all pins within a certain collection....

Is Mark Hanna the Tom Brady of CSR?
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January 18, 2016
Mark Hanna, CMO at Richline Group, is a diehard New England Patriots fan and like all of his brethren is in a good mood as the Pats rack up more post season victories. I try not to hold this kind of fanaticism or misplaced loyalty against Mark -- I mean you can't really blame a guy for where they were born, right?  And...

CMO Insights: How Marketing Can Take the Lead
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January 5, 2016
As this is my first blog post of the year, I'd like to focus your attention on the power of positivity.  Don't gag! Seriously, the first step to getting something big (or little) accomplished is believing that you can.  Conversely, if you harbor negative thoughts about a particular challenge chances are you will outright fail and then fall back on the...