Welcome to the weekend!

Headed to the beach? From the idea incubator that operates on behalf of our oceans, Lonely Whale, comes its next effort to keep plastic from making its way into the sea. A social media challenge, “#HydrateLike (you fill in the blank),” is making its way through cyberspace as part of the “Question How You Hydrate” campaign. The hope is to start a movement empowering consumers to choose and champion sustainable alternatives to single-use plastic water bottles.

Turning to landlubbers, are you a plogger? If so, Michelob ULTRA is running a contest for exercise enthusiasts who pick up garbage as they jog to earn one of 95 coveted Team ULTRA bibs for November's NYC Marathon. Runners have to demonstrate their passion for the environment by showing the brand how they incorporate plogging into their fitness routine.

That’s one way to raise brand awareness; another is through the use of influencers. Brands with a regular roster of influencers know how effective these ambassadors can be. From the “rule of seven” to ideas for vetting new partners, we have the most up-to-date tips on how to find and employ your own influencer army.

Thanks to changing buyer attitudes and new technologies, B2B marketing is in a state of transformation. Top execs from high tech and manufacturing firms Molex, Huron, Univar and Zebra Technologies share how their organizations are becoming more agile. Change is a big B2B topic these days: a new survey reports that while over 90 percent of large enterprises say digital transformation is important, close to half are hampered in that pursuit by cost.

We also recently chatted with TeePublic’s Adam Lasky, who shares how knowing what will be the next "Game of Thrones" helps the site stay on top of SEO and social traffic.

Remember the sunscreen, and we’ll see you next week.

Patty Odell
Senior Editor - Chief Marketer