Business-to-business marketers must ensure their site or app is customizable for individual prospects, giving them content and an experience that's tailored to their needs, Curtis Sparrer writes. Create a community made up of customers, staff and stakeholders to help give insights about the customer experience, and use that information to identify actions for improvement, he advises.
Despite summer typically being a slow time for designers, 2018 is shaping up to be busier than usual thanks to challenges such as GDPR implementation and WordPress' Gutenberg Editor launch, Eric Karkovack writes. He lists several ways to manage the summer's designer challenges.
Red Nose Day has raised $100 million for children in need over the last three years, thanks to partnerships with organizations such as NBC, M&M's, Walgreens and the Bill & Melinda Gates Foundation. NBC will host a Red Nose Day broadcast on May 24 featuring celebrity appearances.
Michael Brito describes a 1:9:90 model for business-to-business influencer marketing, in which 1% of influencers are made up of those who shape industry opinion; 9% are the most active on social media, sharing content and testimonials; and the remaining 90% are digitally savvy. He explains that leveraging this model starts with choosing the right influencers for your brand, considering their alignment with your values, their reach and how their content resonates with audiences.
Business-to-business marketing teams must adapt to deliver the hyperpersonalization now expected by prospects, comprising experts such as data analysts, creators and communications executives, Emily Lyons writes. The customer journey must be personalized at every touch point and it's critical that data is robust to ensure personalization is relevant to each individual prospect, she writes.
Virgin Holidays' Saul Lopes talks about how the brand introduced artificial intelligence into its email marketing, describing how AI's learning capabilities helped hone email subject lines based on the type of messaging that was most successful. AI has resulted in the brand's open rates rising 2 percentage points, which "has generated several million pounds," Lopes says.
Salesforce's acquisition of CloudCraze will improve the company's ability to cater to business-to-business digital commerce as rivals also are investing in the space, Phil Wainewright notes. "B2B commerce may have been a neglected backwater, but it's about to get a whole lot more attention," he writes.
Business-to-business marketers report that 52% of marketing decisions are data driven as opposed to being based on intuition and personal experience, per Forrester Research and Dun & Bradstreet. Just 49% of respondents said they completely trust the accuracy of their company's data, and 82% reported how challenging it is to manage data across departments.
Few marketers are using data to inspire better creative and enhance the emotional connection people have with social marketing. In this video, discover how to take a calibrated look at data, explore the many ways data can be used to enhance connections between brands and target audiences, and create more meaningful social engagement.
Rajesh Subramaniam, VP and chief marketing and communications officer at FedEx, is the latest confirmed speaker for the 2018 ANA Masters of Marketing Conference, October 24 to 27 in Orlando, Fla. This signature annual event features enlightening sessions from leading brand marketers, a wealth of networking opportunities, top-notch evening entertainment and activities like golf and tennis.
Other speakers include:
- Suzy Deering, CMO for North America at eBay
- John Dillon, CMO at Denny's
- Lisa Borders, president of the WNBA
- Greg Revelle, CMO at Kohl's
- Lisa Bacus, CMO at CIGNA
- Steve Fund, CMO at Intel
- Marc Pritchard, chief brand officer at P&G
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