Smartsheet TV commercial

Smartsheet TV ad depicts a hellish existence for the few firms that don’t use its software

Most B2B TV commercials tend to focus on the amazing things customers are doing with the advertiser’s product, but a recent spot from Smartsheet puts the spotlight on the holdouts instead. In “Work Different,” the SaaS-based provider of project management and collaboration tools boasts that 96 per cent of the Fortune 500 use its product. […]

Deloitte TV spot Make Your Impact

Deloitte TV commercial urges B2B leaders to ‘take charge of the change’ unfolding before them

B2B firms pay consulting companies a lot of money for their advice, but the latest Deloitte TV spot boils its key insight into a single sentence: “take charge of the change.” Using a variety of growth-oriented imagery — from what appear to be atoms and molecules coalescing into shape, a flower’s petals exploding outward and […]

AWS

AWS refuses to take credit for enterprise customers’ innovative ideas in latest TV spot

While many companies are jostling to position themselves as the most innovative firm in their sector, the latest TV commercial from Amazon Web Services (AWS) makes it clear it sees itself as a supporting player in the breakthrough stories of its enterprise customers. In “New Ideas,” AWS marvels at comparison sites that help direct customers […]

Cognizant

Cognizant TV spot destroys the cliché of banks as digital transformation laggards

Financial services firms such as banks and insurance companies often get criticized for failing to keep pace with customers’ digital expectations — including by their own employees, as Cognizant acknowledges in its latest TV commercial. The 30-second spot takes place in a theater where team members of a major institution have gathered for a rousing […]

KPMG TV spot The Entree

KPMG serves sushi and wine to discuss supply chains and capital spending with B2B firms

The road from uncertainty to opportunity could be a pretty daunting journey for a lot of companies, so in KPMG’s latest TV commercial, Joie Chen is making sure her guests have the kind of meal that will sustain them along the way. In ‘Food For Thought,” the consulting giant has the broadcast journalist convene a […]

Workday business caddie

Workday TV spot turns Phil Mickelson into a caddie-cum-CEO whisperer

His nickname on the golf course may be “Lefty,” but in a TV commercial for cloud-based financial and HR application provider Workday, Phil Mickelson has been cast as a busy CEO’s right-hand man. ‘Business Caddie’ also includes Andy Buckley, known for his work on The Office and Jurassic World, in which the leader of a […]

LinkedIn's content marketing approach for B2B

Inside LinkedIn’s content marketing principles for connecting with B2B customers

It may be the world’s de facto social network for B2B professionals, but LinkedIn’s content marketing lead says the company has had to overcome all the same challenges as its customers in creating the right approach to storytelling and engaging an audience. Speaking at Content Marketing World 2018 in Cleveland, Megan Golden said the company […]

FedEx Dream 2.0

FedEx offers a dream-like look at what happens while its B2B customers are sleeping

A TV commercial from FedEx suggests that business professionals who track the delivery of items online aren’t even seeing half of what really going in to getting their orders fulfilled. In ‘Dream 2.0,’ an animated series of commonly-shipped items — including a data center server, a medical monitoring device and a wind turbine — move […]

Mitel MLB

Mitel tells a 30-second case study about Major League Baseball to market its connectivity technology

There are no direct references to Moneyball, the Michael Lewis best-seller about the use of statistical analysis by Billy Beane when he was with the Boston Red Sox, but a new TV commercial from Mitel reinforces how much goes on off the field to make Major League Baseball teams successful. The 30-second spot, dubbed “Game […]

SAP Clive Owen TV spot

‘You’re kind of bumming me out, Clive Owen,’ character tells actor in latest SAP TV spot

His suit is immaculate and his delivery is pitch-perfect, but beyond that, Clive Owen is surrounded by problems in his latest TV commercial for software giant SAP. The star of Croupier, Closer and many other films spends his most recent outing for the enterprise application vendor’s marketing campaign walking through a litany of business and […]

Barracuda Networks

Barracuda Networks TV commercial takes a swing at winning over the C-Suite with their favorite sport

To some people, golf is just a fun pastime often played by senior execs during the summer heat. To Barracuda Networks, it’s the perfect metaphor for success in business. The Campbell, Calif.-based provider of security, networking and storage products is running a new TV commercial in which the hero could easily pass for the standard […]

AT&T Edge-to-Edge

AT&T commercial shows how technology can address everything except food-stealing coworkers

In some manufacturing organizations it’s easier for people to get along with robots than other employees, based on one of A&T’s most recent TV spots. Though it is still the world’s largest telephone company based on total revenue, AT&T wants enterprise customers to be aware of the wide range of IT services it can offer […]

IBM blockchain ad

IBM TV ad boils down the value of blockchain to a critical question about your morning coffee

Supply chain processes rarely make for prime-time TV viewing, but a new commercial from IBM tells a story that connects blockchain and coffee to show what it can bring to accurate inventory tracking. In a clip called “Smart Supply Chain,” Big Blue takes viewers on a whirlwind tour of single-origin Kenyon coffee from its original […]

MailChimp C2 Montreal 2018

CMOs at MailChimp, Blackrock and National Geographic Society chart the evolution of marketing

You would think after having the good fortune of sponsoring Serial, the podcast that became so popular it almost single-handedly defined the genre — MailChimp could have counted on some pretty strong name recognition. The company’s ads, however, tended to reflect a some common mispronunciations, with people walking around calling it “MailKimp.” According to Tom […]

John Deere The Furrow content marketing B2B

John Deere, Buzzfeed and Ryot Studio are all rooted in the same content marketing best practices

It’s been called the world’s oldest content marketing vehicle, so David Jones is not surprised when people look at The Furrow and ask the publications manager at John Deere for the secrets of its success. “We do things consistently and we do things well, and we do things consistently well,” he told the audience Wednesday […]

ad fraud blockchain AI

An online ad fraud counterattack built with blockchain, AI and cryptography

Online ad fraud is a big problem because it wastes the money of the advertisers. B2B marketers need to remain aware of the new technologies that are of great help to restrict the growing menace of ad fraud. Ad Fraud has costed advertisers a loss of around $18 billion in 2018 that represents around 9% […]

Gyro B2B research confident optimism

Gyro research shows B2B buyers want to feel ‘confident optimism’ when they form marketing relationships

B2B buyers want to feel “confident optimism” when they’re connecting with companies about a potential purchase or partnership, according to a survey of business professionals from Gyro. New York-based B2B creative agency Gyro developed its report, ‘The Business Feeling Index: The Feelings That Move Business Forward,’ by fielding questions to more than 300 readers of […]