Deloitte TV commercial MC Escher

Deloitte TV spot takes potential customers to a house M.C. Escher would have loved

What starts off as a very straightforward scene with a young businesswoman in a typical boardroom soon turns into a topsy-turvy journey that’s all about Deloitte trying to open up business professionals to unexpected possibilities. The consulting giant’s latest TV commercial appears to be inspired by the work of the late Dutch artist M.C. Escher, […]

DiscoverOrg purchasing power survey

Marketing comes third in departmental tech budget spending, DiscoverOrg survey shows

The number and diversity of “salestech” products and services may be dwarfed by those on the martech side, but a research study from DiscoverOrg shows that’s where the bulk of budgets allocated to tech will be going this year. In its inaugural Purchasing Power Survey, Vancouver, Wash.-based DiscoverOrg commissioned Wakefield Research to ask approximately 500 […]

Salesforce Tableau acquisition

Salesforce buys Tableau: What analysts, partners and others are saying

Longtime observers of the marketing and sales technology space suggested acquisitions such as Salesforce’s $15.3 billion purchase of Tableau marks an increased emphasis on literally illustrating the actions brands need to take if they want to accomplish their objectives. San Francisco-based Salesforce announced on Monday it would acquire Tableau, best known as a provider of […]

Chili Piper

Chili Piper CEO says the process of organizing B2B event meetings deserves a makeover

Conferences, trade shows and other events are a staple of B2B marketing teams, but a company called Chili Piper is offering a tool it suggests will help ensure they maximize their return on investment for sponsoring, attending or even hosting them. Based in New York, Chili Piper has attracted customers like Twillio and Intuit with […]

3 Unfortunate tendencies that might make you question letting your CEO blog

It’s conference season, and for communicators that means two things: 1. They (I hope) will be settling into a bum-numbing chair for some inspiration and possibly a well-earned nap. 2. Their CEO will be calling them from her leadership conference to announce she is starting a blog. You were warned. Intranets across the land are […]

Chief digital officers

Editor’s Note: Why chief digital officers shouldn’t be so easily dismissed

As a research vice-president at Gartner Inc., Chris Howard has a lot of experience providing insight and guidance to all kinds of executive leaders, particularly CIOs. On a recent trip to Germany, however, he found himself having a conversation with a manufacturing firm where one of the key stakeholders was a chief digital officer — […]

Spiceworks intent-based targeting

Spiceworks gets granular with intent-based targeting across 13 extra tech categories

Spiceworks on Wednesday said it would be able to help those marketing CRM, marketing automation and supply chain management applications improve their ability to reach buyers by adding more than a dozen categories to an intent-based targeting service it introduced last year. Austin-based Spiceworks, which serves as an online marketplace and community for discussions among […]

Gartner ContinuousNext digital product management

Gartner predicts more non-tech firms will focus on digital product management in move to ‘ContinuousNext’

While some companies that have been focused on embracing new technologies to better serve customers may have already appointed chief digital officers, Gartner analysts say they also need to think about appointing digital product managers as part of a move to an approach they call ContinuousNext. The research firm, which is hosting its IT Symposium/Xpo […]

Mark Bowden body language B2B

Body language expert Mark Bowden is teaching B2B leaders one simple gesture to build trust

“The company made $5 million last year,” Mark Bowden says, “and I’m really happy about that.” This would be pretty good news in a variety of business contexts, but Bowden is absolutely certain that the hundreds of IT leaders watching him don’t believe him at all. Speaking at research firm Gartner Inc.’s IT Symposium/Xpo in […]

Communications secrets chief digital offers can use to exceed expectations now

As a Chief Digital Officer (CDO), you focus on new technologies to help your B2B thrive. This includes social media, mobile applications, virtual opportunities, and more. But, before you move forward to reach your next goal, stop and talk to your communications’ team members. They may have some valuable insights to share that can take […]

ANA Masters of B2B conference 2019

ANA Masters of B2B Marketing conference attendees tweet their top takeaways

Executives from brands including Caterpillar, Boeing and American Express told the 2019 Association of National Advertisers’ business-to-business (ANA B2B) conference to increase content production but ground their efforts in greater humanity and focus. Taking place in Chicago this week, the ANA B2B event was focused on a broad theme of ““Driving Growth and Building Marketing […]

Alicia Tillman SAP CMO C2

SAP CMO Alicia Tillman on partnering with Karlie Kloss, the promise of Instagram and messaging a wider audience

Alicia Tillman is not unaccustomed to welcoming entrepreneurs of considerable stature to the stage at SAP events, but it’s probably safe to say few of them have towered above her the way Karlie Kloss recently did. The enterprise software firm’s chief marketing officer surprised the audience at its user conference, SapphireNOW, earlier this month by […]

BrightTalk 2019 webinar benchmarks

BrightTalk data suggests the majority of business won via webinar comes from non-attendees

Don’t worry about the steep drop-off: nearly 60 per cent of the business companies gain through a webinar comes from those who tune in on-demand, according to the latest research from BrightTalk. In its 2019 benchmark report, which is based usage data across the San Francisco-based firm’s platform for hosting webinars and videos, also wove […]

Intercom CSO Des Traynor

Intercom CSO wants to get the message out that retention is the new conversion in SaaS

It was probably the most important slide in Intercom exec Des Traynor’s presentation, and also the most memorable — probably because it had all the most popular marketing tactics pointing to a giant Poop emoji. The chief strategy officer at customer messaging platform Intercom was trying to make a critical point to the many other […]

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 […]