Beth Negus Viveiros, Author at Chief Marketer

Sales and Marketing Integration: 5 Tips

Do your sales and marketing teams work well together? Here’s five tips for getting everyone on the same page to lift marketing ROI and conversion rates.

Agencies

Don’t Think Too Literally When Looking for a Name

What’s in a name? As the U.K.’s Waterstones learned, turns out a lot if you’re looking to create a memorable brand.

Profiles & Campaigns

Deadpool 2: Marketing the Merc With a Mouth

The marketing of “Deadpool 2” is bananas, but in the best possible way. On just about every media platform imaginable this week, you can’t swing a chimichanga without hitting the antihero embodied by Ryan Reynolds.

Profiles & Campaigns

Nasdaq Creates a Content “Dream Factory”

Nasdaq has increased its social fan base from just over 20,000 a few short years ago to 3 million+, with a content strategy focused on promoting the company as a “dream factory” for entrepreneurs.

Profiles & Campaigns

Burns & Wilcox Wins Big With PGA Sponsorship

Add wholesale insurance broker and underwriting manager Burns & Wilcox to the list of companies sinking a hole in one with B2B sports sponsorships.

Facts & Figures

B2B Buyers Rely on Emotions: Survey

Despite all the data at their fingertips today, emotions still factor strongly into business decisions, according to a new survey from the Financial Times Commercial Insight Group and gyro.

Digital

B2B Sellers Missing Digital Opportunities: Survey

The majority of B2B buyers—87 percent—are purchasing online, but only 11 percent say it is their channel of choice, showing there is room for improvement when it comes to digital B2B ecommerce experiences

MarTech

The Price of Success: Martech Pricing Changes Under Consideration

More than ever before, marketing spending is being scrutinized by the c-suite. Now, the pressure to perform is getting passed along to the companies providing those often pricey martech solutions.

Data & Analytics

Lack of Data Structure a Problem in B2B: Forrester

Many B2B companies lack a consistent data structure to link systems, making it tricky to run campaigns in a scalable way, according to new research from Forrester Consulting.

Events

B2B Events Get Inspired by the Women’s Movement

Brands like Twitter and Cisco are leading the way when it comes to increasing the profile of women at B2B events.