Chief Marketer
we've got a lot to talk about
March 21, 2021

Scores of B2B companies that rely on conferences to promote products and networking transformed their in-person events into virtual ones this past year. But the pandemic wasn’t the only factor to throw a wrench in marketers’ plans.

The night before its 2020 virtual event kicked off on June 2, as protests across the U.S. in support of racial justice reached a fever pitch, Cisco opted to postpone its conference for two weeks in support of Black Lives Matter.

For this month’s Brands on Fire feature, we look at Cisco’s decision to postpone the show, how it converted its five-day, 1,000-session conference into a virtual gathering and the strategies employed to build a successful program, engage attendees and leverage social media in an all-virtual setting.

Fitness brands—particularly those tied to a brick and mortar location—are another category that has gotten creative with marketing member services during lockdown. Here is how Blink Fitness weathered the pandemic with community engagement, new wellness services and in-app personalization.

On the cause marketing front, Tazo Tea is getting behind “tree equity,” or the ability for people in every community to receive the benefits that trees provide, regardless of income, race or location. Since not all neighborhoods enjoy these benefits equally, the brand created the Tazo Tree Corp, a tree-planting workforce dedicated to planting and maintaining green spaces in economically disadvantaged neighborhoods and communities of color. Read about the Corp’s formation and inspiration here.

Lastly, we look at how brands can evaluate new social media platforms. Because your organization’s marketing goals, bandwidth, audience and budget should align with that shiny new object before diving in.

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.
This newsletter is brought to you by:

ZoomInfo


 
Marketers on Fire: Twitch CMO Doug Scott

We spoke with Twitch CMO Doug Scott about his strategy for maintaining Twitch’s growth, brand building and fostering community.
Read More

 
Preparing for a Post-Cookie World: Five Considerations for Marketers

Five ways marketers can prepare for the demise of third-party cookies.
Read More

 
 
Lexus Unveils a Concept Car Designed by the Twitch Community

We caught up with Vinay Shahani, vp-marketing at Lexus, to discuss the Gamers’ IS reveal.
Read More

 
Google's Take on a Post-Cookie Internet: What Marketers Need to Know

A blog post from Google offered some perspective (and a bit of confusion) about how it intends to approach online user tracking and consumer privacy when the cookie is no more.
Read More

 
The Rise in Email Newsletters During the Pandemic: How Brands Are Engaging Audiences

AdMonsters spoke with LiveIntent CMO Kerel Cooper about the recent newsletter surge and how brands are approaching monetization.
Read More

 
Partner Content
Our 4 Best Tips To Achieve Quick, High-Value Wins—Faster

It’s no secret—account-based marketing (ABM) provides demand generation leaders with a proven, scalable way to maximize efficiency with fewer resources. ABM veterans from Sendoso, Vidyard and ZoomInfo show how to create the right ideal customer profiles (ICPs) for your program, immediate insight in defining tactics that work, and tips to manage expectations and track success. Download the eBook.

Facebook   Twitter   LinkedIn

read more about
Market Like a Mother Honorees Revealed
Luxury Marketing Update: Comparing the Richest People Across the Globe
Back to Basics: How to Nail Your ABM Audiences
Marketers on Fire
5 Steps to Building a Lead Scoring Program
Aligning Marketing and Communications Teams