CM Weekly April 4, 2021 If B2B organizations have not hired “hybrid” sales reps yet, they probably will be doing so soon—or risk falling behind the competition, according to a recent McKinsey & Company report. And that hybrid model extends to marketing as well. We look at B2B decision makers’ evolving preferences when interacting with…
CM Weekly March 28, 2021 SXSW is typically an experiential marketer’s playground. The conference—equal parts media, film and music—presents an opportunity to connect with a tech-savvy, entertainment-focused audience. And it can create massive buzz surrounding your brand, product or service. Remember the launch of Twitter? Or the awestruck attendees of HBO’s SXSWestworld? Both gamechangers for…
CM Weekly March 21, 2021 Scores of B2B companies that rely on conferences to promote products and networking transformed their in-person events into virtual ones this past year. But the pandemic wasn’t the only factor to throw a wrench in marketers’ plans. The night before its 2020 virtual event kicked off on June 2, as…
CM Weekly March 18, 2021 Ever feel trapped in a silo? You’re not alone. Hewlett Packard Enterprises was right there when HP split its consumer and business marketing divisions into two separate companies a few years back. HPE, the newly created B2B arm, had to craft a marketing structure from scratch and incorporate legacy systems.…
CM Weekly March 7, 2021 Consider this stat: 80 percent of Americans feel that advertising underrepresents certain groups, in particular individuals with disabilities and special needs, according to research from Voya Financial. Moreover, 78 percent said they were more likely to do business with a company that uses diverse advertising. These insights are the basis…
CM Weekly February 28, 2021 When a brand gets props for not participating in one of the most significant tentpole events of the year, the marketing team deserves some credit. We’re referring to Budweiser, of course, which donated its advertising dollars toward COVID-19 vaccine education instead of airing a Super Bowl commercial during the big…
CM Weekly February 21, 2021 “Just because there never was doesn’t mean there cannot be.” These have been words to live by for Jasmin Allen, the first female Black executive to serve as SVP at Hennessy U.S. and the highest-ranking Black executive at parent company Moët Hennessy USA. And now she’s applying that philosophy company-wide…
