Business-to-business marketers can help sales colleagues overcome their most common hurdles, such as being able to communicate value and differentiation to prospects, Gavin Finn writes. Create visual, immersive experiences using augmented or virtual reality to showcase products and build emotional connections, and understand the perspective of each purchasing decision-maker to tailor the pitch to their needs and concerns, he writes.
Dove's men's campaign reflects an updated form of masculinity, showing men reacting to pregnancy announcements or caring for their children, while the company is also pushing other groups to offer guaranteed parental leave. Some 74% of millennial fathers say marketers are out of touch with how modern families work, according to a Saatchi & Saatchi survey.
Effective leaders should focus on building the best culture, asking questions and then laying out the path to answering them, says Berlin School of Creative Leadership professor Paul Verdin. "It's a very different mindset, and it means we have to be comfortable from the top down, to live in uncertainty and to admit that 'we don't know,' "
Executives from companies including SAP Ariba and Oracle discuss influencer strategies for business-to-business marketing, including why it's vital to get the right influencers on board at the start of campaigns and involve them in content creation. They also explain how using influencers to inform as well as promote case studies and eBooks is a particularly effective way to drive results.
Develop a manageable content strategy by creating high-level educational content specifically for those prospects and customers already highly engaged with your business, Mitch Eisen writes. All other content should be created by influencers, outsourced to third parties or developed in partnership with relevant organizations, he advises.
Marketing plays a pivotal role in creating the best customer experience possible, so making a good first impression with prospects at the start of their buying journey is crucial, Christopher Ryan writes. Make sure you don't bombard leads with messaging, maintain a consistent brand voice, make the customer journey as seamless as possible, and resolve mistakes quickly and efficiently to spur brand loyalty, he writes.
Email newsletters are a good way for designers and developers to stay up-to-date on the latest trends, technology and tools, but it's important to focus on quality products to avoid cluttering your inbox with items you rarely read. This list from Web Design Ledger highlights several newsletters worth checking out.
A new report from McCann finds that 46% of consumers in their 20s think about aging all the time, compared with 35% of people in their 60s, and that two-thirds of consumers ages 70 or older have a positive attitude on aging. The study recommends that marketers develop an "Age Philosophy" to rewrite the narrative on growing older, harnessing positive older role models to show young people that "life gets better and fuller over time," the report states.
Ulta Beauty's Shelley Haus spoke about how the brand has been too focused on millennials, how its own consumer research shows that people associate beauty with self-care and why she wants to develop a new marketing approach to aging. "I feel like we probably haven't kept up with what people actually think about aging and I think we have a big responsibility to change that narrative and also celebrate aging in a different way that's cool and approachable," she said.
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