7 Tiny things that could transform HR, with marketing’s help

For too long those of us in marketing been ignoring our friends in HR, and it’s time we accepted the proven connection between talent and revenue and got on with the job of improving both. I’ve recently explored, for example how some support for internal communications and candidate experience can benefit everyone. Then there’s the deplorable state of […]

Collision 2019 CMOs marketing

Collision 2019 lets CMOs from Cisco, GE and other firms demonstrate startup-style agility in marketing

Karen Walker might have momentarily wished she’d joined one of the hundreds of startups exhibiting at and attending Collision 2019 this week when she first joined Cisco as its marketing leader. In a keynote speech to other marketers, entrepreneurs and technology professionals at the opening day of Collision on Tuesday, the networking giant’s CMO described the […]

Pimcore Data Hub

Pimcore Data Hub brings product and web content together to address a key CX challenge

Pimcore has launched a tool designed to solve what its co-CEO suggests is an overlooked challenge in the quest to improve customer experience: bringing product details, digital assets and other information into a common format for use in e-commerce and other areas. The company, which is originally from Austria but has U.S. offices in Houston, […]

SparkPost Signals

SparkPost Signals promises to help B2B marketers predict e-mail campaign performance

E-mail delivery and analytics service SparkPost on Tuesday launched SparkPost Signals, a predictive intelligence tool designed to help marketers better understand how their campaigns will perform. The San Francisco-based firm, whose B2B clients include Adobe, SAS and SiteCore, said SparkPost Signals will offer a “Health Score” their use of e-mail that scales from zero to 100 […]

Instagram B2B marketing

65% of B2B marketers will increase Instagram organic activity in 2019: Study

Facebook and LinkedIn may continue to reign as the top social channels for B2B firms, but a majority of 65 per cent are now also making use of photo-sharing service Instagram, according to a study released late last week. The 2019 Social Media Marketing Industry Report, published by the Social Media Examiner, is based on […]

PathFactory Concierge

PathFactory offers Concierge and other tools to create Netflix-style B2B online content experiences

PathFactory is trying to bridge the gap between consumer experiences like Netflix and Amazon by offering tools that let B2B marketers recommend  web site content based on visitors’ behaviour, what’s popular and what will help them take the next step in a buying journey. The Toronto-based firm is using this week’s Sirius Decisions Summit in […]

LinkedIn company pages

As a marketer, here’s how you can break through the noise and generate quality leads

Today’s digital natives are bombarded with content and have adapted to filter out the noise. Poor ad targeting has left both consumer and B2B audiences in Canada more skeptical of digital advertising, and most notable of all: about a third of digital advertising campaigns (particularly display and mobile) in Canada don’t work, failing to drive […]

Dell CMO Allison Dew

Dell CMO Allison Dew calls for ‘responsible pragmatism’ in managing societal impact of IT

Like any good marketer, Allison Dew kept her closing remarks at Dell Technologies World on Wednesday simple, succinct and unforgettable: “Don’t be a phone ‘ho.” Yes, you read that correctly. Dew, the enterprise tech giant’s CMO, drew huge laughs by echoing her fellow panelist in a conference session — musician and entrepreneur Wil.I.AM — who […]

Growth Marketing B2B SaaS

Allocadia, TouchBistro and PagerDuty execs offer growth marketing tactics to acquire and retain customers

Toan Dinh knows better than to use his own phone to make the calls. That would be too obvious, and risky. Instead, the CMO for Demand Generation at point-of-sale software maker TouchBistro uses someone else’s device to cold call his competitors — calls in which he walks through a specific list of questions based on […]

Don Scheibenreif Gartner CIOs and CMOs

Gartner VP describes the way B2B CIOs and CMOs can work better together

The story Don Scheibenreif tells is such a great example of B2B marketing and IT working together it almost sounds like a fable. It was a story about a company whose web site, according to the distinguished research vice-president in the customer experience group at research firm Gartner Inc., had been managed by one of […]

employee communications marketing

How marketing can help give employee communications programs an overhaul

A lot of my work, lately, has focused on helping to rescue sucky internal employee communications programs. The general reasons for the almost perpetual suckiness of internal communications is the abject neglect of most of the programs. This can take the form of budgetary neglect: just because you hired someone to manage it, doesn’t mean […]

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 […]