Though celebrating 150 years in operation in 2024, security company ADT continues to evolve and innovate within its category. It’s in the midst of a marketing transformation encompassing technological innovation, new media allocation, customer communications and—most importantly—its go-to-market strategy. Here’s our conversation with DeLu Jackson, Executive Vice President and Chief Marketing Officer at ADT, about the company’s transformation, challenges, innovations and more. Stay tuned for part two of our chat with Jackson, which will dive deeper into the brand’s approach to customer journeys, demand planning, digital attribution and DEI strategy.

Mastering the sales funnel is integral for any B2B organization, but the B2B buyer landscape is changing, and closing leads is becoming more difficult. As a result, the sales funnel must not only adapt to the new digital age, but to a new buyer with new “pull” triggers. Here are four crucial steps PR and marketing pros can take to help optimize the B2B sales funnel and facilitate seamless sale journeys.

When building a brand message, B2B marketing teams know that unless you’re a massively popular sports equipment manufacturer in Oregon, it’s never as easy as “just do it,” our columnist writes. Your message is the quick and clear articulation of the 30-page manifesto that defines your company’s purpose, your differentiators, your benefits to your industry and the world as a whole. Here are five measurements to understand how well your message reaches your audiences, and how likely it is to keep them engaged.

Lastly, we review an innovative campaign from the B2C sector: Ally Financial’s collab with Fortnite’s open-source creator platform to launch a new golf game and transport players to its virtual Ally Arena—all while promoting the financial brand’s sponsorship of the USGA.

Until next week,

Kaylee Hultgren
Content Director
Chief Marketer

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