Powdered hydration brand Liquid I.V. recently debuted a new visual identity to kick off the summer season, accompanied by a summer brand campaign, a Formula 1 Miami Grand Prix sponsorship, festival activations and a 360 marketing campaign across social, influencers, retail media and beyond. We spoke with Brittany Shaw, Liquid I.V.’s Senior Brand Director, about the strategy and tactics behind the company’s first-ever brand refresh.

One out of every three people head to social media platforms such as TikTok, Facebook, Instagram or YouTube to find information online, according to HubSpot data. This type of approach, called social search, is an increasingly popular strategy for finding answers, particularly with Gen Z and millennial consumers. Here’s how brands can integrate tailored social search strategies into their marketing and communications.

Outdated methods across both B2B startups and established organizations may lead to attempts at quick fixes, like running more digital ads and webinars, or attempting to track leads through attribution, writes our columnist. Instead, the new marketing paradigm demands a more strategic approach. Check out 11 actionable ways to rethink B2B marketing through focusing on meaningful customer engagement.

Lastly, with B2B buying groups expanding and evolving, unraveling the intricate decision-making maze is crucial. Here are three insights for successfully navigating today's dynamic B2B buying groups.

Until next week,

Kaylee Hultgren
Content Director
Chief Marketer

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