Western Union's business-to-business marketing lead, Nicole Zimmermann, talks about how digital transformation enables marketers to deliver the self-serve experiences prospects want, citing the company's success in using Facebook Messenger bots. She advises harnessing the expertise of younger employees who understand what people want from a digital experience and using data to identify the distinct experience that will resonate best with each individual prospect.
A majority of business-to-business buyers said a vendor's company culture is critical when making their purchasing decisions, and 86% said that they want to be instilled with confidence by marketers when they're in the consideration phase, per Gyro and the Financial Times. "It's never been more obvious to us that we make decisions based on emotion, gut instinct and knee-jerk reactions," Gyro's Belinda Green said.
"[O]nly 13 percent of companies can be considered 'leaders' in leveraging customer data," stated a report by Treasure Data and Forbes Insights, and the businesses classified as leaders achieved 26% revenue returns compared with the 8% achieved by "laggards." Eighty-one percent of marketers said data was used only by senior executives to inform strategy and just 26% said employees use data in their work.
When it comes to generating leads, some business marketers dispute entirely the idea of best channel, suggesting that other elements are perhaps more effective. They include stressing customer interests before determining channel tactics, optimizing landing page destinations referenced by calls-to-action, and providing an easy-to-use website experience.
Don't miss the 2018 ANA Masters of Marketing Conference, October 24 to 27 in Orlando, Fla. This signature annual event features enlightening sessions, a wealth of networking opportunities and top-notch evening entertainment.
- Michelle Peluso, SVP and CMO at IBM
- Marc Pritchard, chief brand officer at P&G
- Elizabeth Rutledge, CMO at American Express
- Rajesh Subramaniamm, EVP and chief marketing and communications officer at FedEx
- Suzy Deering, CMO for North America at eBay
- John Dillon, CMO at Denny's
- Greg Revelle, SEVP and CMO at Kohl's
- Lisa Bacus, CMO at CIGNA
- Lisa Borders, president of the WNBA
Coca-Cola is getting two world record-breaking announcements to commemorate its new pouring partnership with Arby's. The restaurant brand spread the word in both the world's smallest ad, a message printed on a sesame seed, and the world's largest ad, an almost 5-acre banner announcing that "Arby's now has Coke."
Eric Karkovack shares five traits of great design clients based on his more than two decades in the industry. The best clients, he notes, are willing to listen, have tangible goals, invest in quality, value the designer and send referrals your way.
A lot of turbulent rhetoric surrounds US Hispanics, particularly immigrants, but Hector Tobar writes that in places like Wilder, Idaho, the Hispanic population has made a positive influence -- and they say white neighbors agree. He describes the changing landscape of Hispanics in the US, with the country on track to becoming a "minority majority" by mid-century, and how everything from farming to politics will continue to be affected.
While Maybelline focuses on social media as part of its marketing efforts, the brand also manages offline channels focusing on its products. Brad Fay, chief commercial officer of Engagement Labs, reports this strategy is one other brands should emulate: "The brand has built on a solid understanding of what motivates its customers to talk. Most importantly, it optimizes every marketing touchpoint to activate consumer conversations both offline and online."
Business-to-business marketers should employ chatbots across their site, social media and messaging apps to provide immediate assistance to prospects and gain valuable data about leads, Emily Alford writes. She advises starting with Facebook Messenger and accessing tools such as Botsify and Chatfuel to help create branded bots.
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