Chief Marketer
we've got a lot to talk about
November 15, 2021

Taking a B2B brand mainstream is a tricky business. In the case of Coupa, a leading technology platform in the business spend management category, that journey entails leveraging live TV, specifically sports, to not only increase brand recognition but also enhance category awareness. We chat with Coupa CMO Chandar Pattabhiram this week about the next stage in the company’s growth strategy, the importance of lifecycle marketing and the qualities that a modern CMO should master in today’s business world.

Meanwhile, at the start of the new year, marketers must comply with the California Privacy Rights Act of 2020 (CPRA) in order to continue to collect valuable consumer data for targeting purposes. Here are six ways to prepare for the impact that CPRA will potentially have upon your business.

For ecommerce marketers, measuring return on ad spend is critical. But there are several common pitfalls to navigate, from pinpointing conversion attribution to properly gauging growth to taking into account disparate measurement tactics depending on the marketing channel. We look at how to proactively address these issues here.

Lastly, we take a look at how Sephora transformed its flagship annual House of Beauty experience into a virtual playground with expert-led demos, live Q&As, games and photo ops.

Until next week,

Kaylee Hultgren
Group Content Manager
Chief Marketer

If you would like to sponsor this e-newsletter please contact Dara Brooks at dbrooks@accessintel.com or call (203) 899-8494.

This newsletter is brought to you by:

 
Marketers on Fire: Clayton Ruebensaal, EVP, Global B2B Marketing at American Express

Clayton Ruebensaal, EVP, Global B2B Marketing at American Express, dishes on the brand's Business Class initiative.
Read More

 
Brands on Fire: Bombay Sapphire

A look at the inspiration behind the brand's sensory auction, its larger “Senses Stirred” campaign and its new focus on intimate experiences.
Read More

 
Four Ways to Improve the Customer Experience Through Subscription Programs

There are several ways that subscription programs can improve the customer experience--check out these four.
Read More

 
Avoiding Consumer Backlash: An Approach to Product Reputation Reviews

Read how internal product reviews, competitive research and customer surveys that analyze a company’s offerings prior to launch can help determine how the marketplace will receive your products—and mitigate potential backlash.
Read More

 
How Food and Beverage Brands Collect First-Party Data With Sales Gimmicks

Acquiring first-party data from consumers as an alternative to third-party cookies and data-tracking through apps is fast becoming a priority for digital marketers. Here is how large food and beverage companies are strategizing to accrue that data…
Read More

 
Partner Content
How Brands Can Improve Customer Experience Through Social Media Messaging

A new survey by Mitto, a leading provider of global omnichannel communications solutions, revealed an increase in consumer messaging with brands via social media since the pandemic. Learn how brands can improve customer experience through social media messaging. Read article.

Facebook   Twitter   LinkedIn

read more about
Make Your Promotions More Rewarding
Free Webinar: Planning Your 2022 Promotions Strategy
Luxury Marketing: How to Reach Ultra-High-Net-Worth Women
Get Granular Insights That Turn Trends Into Actions
How Brands Can Improve Customer Experience Through Social
Aligning Marketing and Communications Teams