Articles by Beth Negus Viveiros

What’s in a name? A lot. Relation Insurance strengthened its brand connection to a number of B2B verticals through a year-long renaming initiative.

Who says financial marketing can't be fun? TD Bank's Arianna Orpello shares the localized strategy behind the "Unexpectedly Human" campaign.

If you’re looking for a multichannel lift, consider adding direct mail to your marketing mix. Here's 7 tips to get you started.

Website traffic can sometimes be a false positive metric. It makes you feel good, but doesn’t really give any valuable insight.

With modern digital platforms, SMBs can use video to increase sales and brand awareness. But how do you accomplish this without breaking the bank?

Brands looking to spend their festival marketing dollars at Woodstock 50 this summer will need to invest elsewhere.

Want to improve your email marketing strategy? The best place to start looking for ideas is your competition.

Lenovo is tapping influencers to reach key B2B verticals like entertainment and oil and gas for its workstation products.

IBM is a respected company with a legacy, and staying authentic to that core is crucial, even for its influencers, says CMO Michelle Peluso.

The ability to make Amazon returns in-store is the latest move by Kohl’s to improve its retail customer experience.