Hotwire crisis communications B2B

Hotwire research shows B2B firms could pay dearly for bungling ‘high stakes’ issues

A B2B firm involved in a sexual harassment scandal, a data security breach or other “high stakes” issue is at risk of losing eight out of 10 customers, according to a survey conducted by Hotwire Communications. In its report, High-Stakes Leadership In A Post-B2B World, the New York-based firm makes a statistical connection between the […]

Mulesoft CIO in Residence

Mulesoft’s CIO in Residence has three ideas to help his peers manage their digital priorities

Steve Stone admits he’s still trying to figure out exactly what it means to be CIO in residence at Mulesoft. “I think that means you get the title but none of the benefits or pay,” he joked to an audience of his peers at CIO Peer Forum, an annual gathering of IT leaders in Toronto […]

20-Min Term Sheet Romanow Clearbanc

Clearbanc’s Michele Romanow explains how her ’20-Min Term Sheet’ could finance 2,000 firms’ paid marketing efforts

Michele Romanow knew she had to do something to help entrepreneurs better market themselves — and keep control over the companies they create — when she first saw the wooden iPhone cases. As a judge on CBC’s Dragon’s Den — a sort of Canadian alternative to the U.S. hit show Shark Tank — Romanow regularly […]

Oribi

Oribi video ad portrays social media channels as uncontrollable, spandex bodysuit-wearing employees

B2B CMOs may occasionally have challenges wrangling the staff on their marketing teams, but that’s nothing compared to the way a firm called Oribi has portrayed the various social media channels used to communicate with customers. Based in San Francisco, Oribi offers a dashboard-like tool that is designed to track content from a company blog […]

Adobe Open Data Initiative ODI

Adobe Summit 2019 offers digital transformation advice from Microsoft, Ersi and . . . Reese Witherspoon

“I had this siloed-off experience. I wasn’t engaging with them . . . there wasn’t empirical data. (Social media) has expanded my idea of storytelling and the ability to reach a larger, but more specific audience.” The comments above were not made by one of the many B2B CMOs attending Adobe Summit in Las Vegas […]

Adobe Summit

Adobe Summit 2019 shows how Marketo, Magento acquisitions are coalescing into the Adobe Experience Platform

Adobe is trying to demonstrate progress in bringing technologies from Marketo and Magento into its Adobe Experience Platform this week, but possibly the best insight at Adobe Summit so far was a glimpse at a more custom product: a dashboard the company uses to track its own marketing and sales performance. Speaking to approximately 17,000 […]

Insperity TV commercials

Insperity TV campaign urges numbers-obsessed businesses to prioritize people

There may be something kind of cuddly about the employees walking around in giant felt suits in the shape of numbers, but a pair of TV spots from HR outsourcing specialist Insperity are meant to make a serious point about remembering the “human” in “human resources.” Based in Houston and formerly known as Adminstaff, Insperity […]

Walker Sands B2B content

Walker Sands research shows B2B marketers value content that leads to sales over thought leadership

Eighty three per cent of B2B marketers say the production of content is their top priority, and a nearly a third have driving sales and conversions as their primary goal, according to a study from Walker Sands released Thursday. Based on a survey of approximately 300 marketers, the report from Chicago-based agency Walker Sands, titled […]

Google Cloud NCAA

Google Cloud TV spot shows how student developers can make sense of March Madness

As basketball fans tune in for some intense competition during the 2019 NCAA Tournament, Google is using the commercial breaks to show how its Google Cloud infrastructure is running data analytics applications to help developers better understand the game and even predict what might happen. Produced by its creative agency Eleven Inc., the 30-second TV […]

Bell Canada B2B

Bell Canada’s B2B marketing leader explains how she got her budget doubled at SiriusDecisions Summit

Even if the swords they brought up onto the stage at SiriusDecisions Canada Summit on Tuesday weren’t made out of plastic, it was pretty clear the marketing and sales execs from Bell Business Solutions weren’t really trying to kill each other. That said, Michelle Bourque and her colleague Rishi Patel admitted they were not immune […]