Beth Negus Viveiros, Author at Chief Marketer

Building Engines Leverages Original Research for Thought Leadership

An industry benchmark study is the core of a B2B thought
leadership strategy for Building Engines.

B2B Content: To Gate or Not to Gate, That is the Question

Gated content is one way to build your lead database, but B2B
marketers need to resist the powerful urge to gate everything.

Engage & Convert

Reading the Cues: Three Steps for Better Customer Engagement

Do you have the right data strategy in place to create customer engagement and trust? Here’s three crucial things to remember.

Profiles & Campaigns

Q&A: Heineken Taps Into Experiences to Create Relevant Marketing

Heineken USA’s Jessica Robinson discusses ways the company is utilizing experiences like the royal wedding to promote brands like Strongbow and Red Stripe.

Email

Why GDPR Can Improve Your Email ROI

Smart email marketers realize that following the best practices outlined in regulations such as GDPR will ultimately help—not hinder—their email marketing ROI.

Events

Esports Popularity Grows Across the Globe

Mercedes Benz, DHL and other brands are taking advantage of sponsorship opportunities in the growing esports trend in Germany.

Profiles & Campaigns

Second City Works Takes B2B Content Seriously

For Second City Works, the line to tightrope walk in content marketing sits between helping B2B prospects understand the serious benefits of what they do, while remaining entertaining and irreverent.

Facts & Figures

Power of Influencer Marketing Continues to Grow: Report

Influencer marketing budgets are on the rise but still only comprise less than 10 percent of overall marketing spend, according to a new report.

Video Marketing

Tech Brands Go Beyond Short Form Video

Ready for your close-up? More and more marketers are, as tech companies create branded shows and films to engage audiences with their brands’ video content.

Email

Cross-Team Coordination Imperative for Email Marketing Success

Marketing isn’t the only department in your company that sends customers email, and that means coordination is crucial to avoid burning out your database with duplicate messaging.