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 [email protected] or call (203) 899-8494.