If you are a CMO at a large, B2B organization (or simply oversee the marketing functions at your company), you are probably working with a public relations firm to help promote your business. This way, you can sit back and focus on your core responsibilities. Congratulations! You’ve made a great choice! But, before you hand […]
I had a boss once (Hi Al) that was a huge Chicago Bears fan (Go Bears! though they aren’t playing today). He was, and probably still is, immensely fond of using football analogies to help his business team solve problems. Football lends itself to all kinds of team and business analogies. Transformation and innovation are […]
When the World Economic Forum convened in Davos earlier this week, many observers noted a welcome change in the leadership among its key organizers. For the first time in its long history, the seven co-chairs of the annual gathering of politicians, CEOs and other senior executives were all women, representing an equally diverse cross-section of […]
Since January is our “Leadership Issue” I thought I would start this newest weekly feature with a trending leadership hashtag. #MLKDay Today, we commemorate my father’s 89th birthday. Beyond sharing #MLK quotes, I pray that our global community, from educators to politicians to artists to law enforcement, will truly hear his voice, follow his teachings […]
The day after New Year’s is typically when the music stops and the back-to-work monotony begins. Hopefully you’re coming back to your desk feeling refreshed after at least a few days off from work, but even then, getting back into the groove, so to speak, can be difficult. That’s where Spotify’s playlists come in. If you […]
A company called Skuid has brought on a new CMO with deep Silicon Valley experience to help market the notion of personalizing line of business applications across disparate enterprise professionals. Skuid, which is based in Chattanooga, Tenn., announced the hiring of Tara Ryan, formerly the CMO of spend management software firm Coupa, earlier this week. […]
B2B marketers have long faced the strenuous task of proving the impact of their work. Though it remains one of the most daunting aspects of the job, demonstrating ROI is becoming easier thanks to marketing technology and, specifically, predictive analytics. At this point, most CMOs have at least toyed with the idea of launching a predictive analytics-driven […]
A few months ago, we published a series of tips from experts to help you take full advantage of content curation. Advice is great, of course. But it is not enough. You need case studies to inspire your strategy. That’s exactly the goal of today’s article. Here are five examples of major B2B brands that […]
In my last column, I outlined a simple but effective way for you, a new CMO or marketing executive, to audit your marketing resources and get a sense of the strengths and depth of both the internal and the agency resources available to help you deliver on your CEO’s expectations. It is a best practice […]
Marketers are always looking for more efficient ways to drive sales and increase customer conversion, and one of the most rapidly advancing techniques they have access to is predicative analytics. It has been around for around 40 years, but now the technology is getting more mature today and companies have access to more data than ever […]
The CEO has laid out the short-term expectations. You’re pumped and ready to hit the ground running but do you know who you’re running with? No one can do the job alone and as the new CMO, you need to get to know your team and how to use them for maximum impact. To do […]
Forget the marketers from Mad Men. Today’s generation of chief marketing officers (CMOs) face far bigger roles and much greater expectations, according to a new report from Deloitte entitled “CMO 2.0 takes charge – How chief marketing officers will succeed in the omnichannel era.” CMO 2.0: Challenge is Complex, Opportunity is Simple Businesses today are far […]
Brand and identity are dependent on employee engagement. That’s the take away from new research released by the Chief Marketing Officer (CMO) Council, in partnership with CultureSphere and Executive Networks Inc. The research highlights some interesting information about company buy-in and how it relates to brand identity and recognition. One goal of the report aimed […]
This article is part of B2BNN’s CMO Series In complex global marketing organizations, nothing is done the way it used to be. The addition of “data-driven” to all aspects of marketing is increasing the demand not only for data scientists who can make sense of the numbers, but those who can uncover the narrative behind […]
What’s the number one worry on the minds of CMOs in the digital age? Fear of losing ground, of falling behind in digital savviness, of becoming irrelevant. No marketing executive ever wants to hear anyone say, “Sorry, but what you’re offering just isn’t relevant anymore.” Social and mobile are the air we breathe these days. Brand […]
Chief Marketing Officers are a highly connected and competitive crowd, and a new study by Leadtail and cloud-based analytics company Neustar has delved into how they use Twitter. The study sampled 1,034 execs but wasn’t limited to only chief marketing officers. People with the job titles head of marketing, and VP of either marketing or […]
For anyone looking to grow their business it always helps to glean intelligent insights from the experts. Shopify CMO, Craig Miller, recently did an interview with Referral Candy to discuss what he learned while spearheading the growth of the e-commerce company. Just look at the astounding numbers Shopify is putting out. Launched in 2008, the […]
It’s been a wild and fun year for our B2B News Network. In the two months since our soft launch (Nov 1, 2014), we have attracted attention from B2B executives and startups from across the world. We’ll have an update on our data on the first of the year, but it’s clear our reports and […]
Aleya Chattopadhyay may now be taking time off and “thinking what I want to do next,” as she puts it, but she has some sharp insights to offer on the future of marketing and social. The ex-CMO of ScribbleLive has an impressive resume. She was the VP of Marketing for large-format and mall stores at […]
The Chief Marketing Officer of 2014 is busier than ever, and cultivating customer loyalty is a top priority. A 2013 poll of 285 marketers revealed that the cost of customer retention is increasing: digital marketers spend nearly as much to keep buyers (45 percent) as they do to gain new ones (55 percent). A 2013 […]
