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?
Find out how here.

Insights on Real-Time Marketing
BLOG

January 25, 2014
Thanks to those clever folks at Oreo who stole last year's Superbowl spotlight, real-time marketing  was among the hottest topics of 2013. (It even warranted its own abbreviation: RTM!)  Agencies and clients scrambled to set up "newsrooms" in the hopes of thrusting brands into "the conversation" at just the right moment.  Similarly, marketing swat teams were poised to pounce just...

Do Slideshow Apps Have a Future?
BLOG

January 22, 2014
In 2013, 1.6 billion pictures were shared over social media and mobile photo sharing apps. That’s a rate of 600 million photos shared daily. To give you perspective of how quickly that number is growing, 10% of all the photos taken in all of history were taken last month. Photo sharing apps are creating new opportunities for app developers in...

CMO Insights: Turning Marketing into Service
BLOG

January 21, 2014
A common phrase in the service industry is "the customer knows best." While waiters and retail associates will roll their eyes at this, especially when it's delivered by a manager following an unpleasant customer interaction, there's definitely some credence to it. American Express is one company that takes "customer knows best" to heart, and has used the adage to help...

CMO Insights: Preserving Customer Loyalty
BLOG

January 16, 2014
Following the year of "content marketing" that was 2013, we can only hope that 2014 is destined to be as rewarding a year for consumers on social media. Many brands are figuring out that earning customer loyalty via great content is on par with nurturing a real, face-to-face relationship, in that being a supportive, useful and interesting friend will almost...

7 CMO-Worthy Resolutions for 2014
BLOG

January 14, 2014
  Marketing Resolutions large resized 600 Well, 2014 is here in full swing. What better time to set some new marketing goals? Here, seven top CMOs share their key resolutions for the year ahead. 1. Use Marketing to Help Your Customers Beth Comstock, GE’s long-time CMO, resolves to help GE customers “run their businesses better” by “delivering outcomes via big...

CMO Insights: Marketing Innovation
BLOG

January 10, 2014
Look around your home, and you'll find that you own at least one product by 3M. Chances are you own many. And the brand isn't only an American staple, it's made its way into marketplaces across the globe. From Post-It Notes and reflective traffic signs to your dentist’s favorite cleaning tools, 3M prides itself on providing useful products to customers around...

CMO Insights: Global Sponsorships
BLOG

January 10, 2014
Here is the 2nd part of my extensive and enlightening interview with Aon’s Global CMO Phil Clement.  This part covers Aon's highly effective global sponsorship of Manchester United and the impact that program has customers, partners and employees.  I have no doubt that just about any marketer will find what Phil has to say instructive.  So read on... Drew: It seems...

CMO Insights: Marketing Leadership
BLOG

January 8, 2014
Ask any brand manager of a global company, and they’ll tell you that no two geographic regions are alike. Now, imagine coordinating marketing efforts across not a few, but 120 countries! This is Phil Clement’s reality as the Global CMO of insurance and risk advisor Aon. The company has a presence in nearly half the world’s territories, but has managed...

CMO Insights: Innovative Marketing
BLOG

January 6, 2014
Converse is the creative world’s favorite party guest, which may be why it has so many friends—over 37 million on Facebook, to be exact. Just how did the sneaker brand get so popular? Not by being the life of the party, but by practicing good people skills and good social etiquette, says CMO Geoff Cottrill. Rather than stepping on toes...