Demand Gen
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Branding/Marketing
PepsiCo Global Foodservice CMO: Supporting Small Businesses Is a ‘Huge Strategic Focus’
We spoke with PepsiCo Global FoodService CMO Scott Finlow about the brand’s new local campaign, its strategic focus and how Pepsi intends to go big with supporting local businesses in the coming year.
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Branding/Marketing
Aligning Your Marketing Budget Mix to Your Organization’s Priorities
A well-aligned budget not only maximizes ROI but also ensures that your marketing efforts are in sync with your business goals. Here’s how to achieve this alignment effectively.
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Video Marketing
Brands on Fire: Citi’s Head of Enterprise Marketing and Brand Engagement Talks Paralympics Sponsorship
We spoke with the marketing head about the inspiration behind the Games’ “What Happened?” campaign and the strategic business goals of Citi’s involvement.
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Demand Gen
How Brands Can Build Trust and Loyalty Through Customer Engagement
It may be challenging to satisfy every buyer, but good customer service helps a brand keep its promises and increases trust. Here are some ways to build trust with your target audience.
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ROI | Metrics
5 Marketing Measurements to Evaluate and Sharpen B2B Brand Messaging
Five measurements for B2B marketers to understand how well your message reaches your audiences, and how likely it is to keep them engaged.
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Acquisition
4 Steps to Optimize Personalized Journeys for Gen Z B2B Buyers
The B2B sales funnel must not only adapt to the new digital age, but to a new buyer with new ‘pull’ triggers. Here are four steps to help optimize the B2B sales funnel.
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Engagement
Liquid I.V.’s Senior Brand Director on Launching its First Brand Refresh
A conversation with Brittany Shaw, Liquid I.V.’s Senior Brand Director, about the strategy and tactics behind the company’s first brand refresh.
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Demand Gen
Cracking the Code on B2B Buying Groups: 3 Insights for Marketers
With B2B buying groups expanding and evolving, unraveling the intricate decision-making maze is crucial. Here are three vital insights for successfully navigating today’s dynamic B2B buying groups.
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Social
Using Brand Lift Studies to Measure Impact of Your Influencer Marketing Campaigns
How brand lift studies can help marketers measure the impact of influencer marketing campaigns.
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Demand Gen
The Illusion of Brand vs. Demand Marketing
How can marketers ensure they can elevate brand discussions to the top the agenda in C-suite or Boardroom agenda? The answer, writes our columnist, lies in quantifying and monetizing brand.
