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Search returned: 45 document(s).
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Will There Be a Next Generation of Marketers?
B2C July 12, 2024Most CMOs plan to hire new workers this year, according to a recent study. But the hiring smacks up against a growing number of traditional, junior-level jobs growing obsolete due to automation. If there's to be a new generation of marketers, the onus is on managers to offer training that accounts for marketing's AI transformation.
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AI Draws New Opportunities for Advertising Design
B2C July 10, 2024Generative artificial intelligence (AI) is rapidly changing how marketers conceptualize, craft, and distribute advertising creative. But as they integrate AI with their ad design, marketers need to be aware of several potential stumbling blocks.
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How Marketers Bolster Engagement with the LGBTQ+ Community
Champions of Growth Podcast June 12, 2024June marks “Pride Month,” which celebrates the LGBTQ+ community and provides an opportunity for brands to boost engagement with gay and trans people. However, Todd Sears, CEO of Out Leadership, says it’s crucial that marketers go beyond “Pride Month” and engage the community for the long term rather than a moment in time.
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What Is Red Teaming?
B2C May 31, 2024To combat cybercrime, a growing number of companies are developing red teams, or in-house groups designed to evaluate the effectiveness of an organization's cyber defense. As these groups start to proliferate, marketers may be recruited to assist in the endeavor and educate employees about the role they can play protecting the company against bad actors online.
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Handicapping the ANA’s Marketing Capabilities Framework
Champions of Growth Podcast April 10, 2024Greg Boosin, EVP of global B2B and product marketing at Mastercard, joins host Matthew Schwartz to break down the ANA’s 2023 Marketing Capabilities Framework.
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Can AI Save the CMO Role?
B2C March 1, 2024Change management — rather than a reduced emphasis on marketing — may explain why some top brands continue to get rid of the CMO role altogether. But new technology — like artificial intelligence — may be able to help improve the role's value as chief marketers feel the squeeze.
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How PUMA Achieved Buy-In for Its First-Ever Data Analytics Team
Event Recaps January 23, 2024PUMA’s Hermann Hassenstein shared his approach for successfully building out the brand’s first-ever data analytics team. He covered solutions for overcoming challenges they faced, including a look at specific use cases that helped his team build trust and credibility across the organization.
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How PUMA Achieved Buy-In for Its First-Ever Data Analytics Team
Conference Session Videos January 23, 2024In this video, PUMA’s Hermann Hassenstein shared his approach for successfully building out the brand’s first-ever data analytics team. He covered solutions for overcoming challenges they faced, including a look at specific use cases that helped his team build trust and credibility across the organization.
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A New Framework for Selling Creative Effectiveness
Champions of Growth Podcast January 10, 2024WARC's Ann Marie Kerwin joins host Matthew Schwartz, to discuss a new study that provides a road map for brand managers who are eager to make a business case for the value of marketing and advertising and develop a valid framework for their entire organization.
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B2B Marketers Own the Customer Journey, Now What?
B2B December 20, 2023As B2B buyers increasingly migrate to online venues, they avoid the interactions that once gave salespeople an edge in customer knowledge. More than ever, B2B brands must rely on marketers to fuel growth, but are companies up for the challenge?
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Bridging the (Expanding) CMO-CEO Divide
Champions of Growth Podcast December 13, 2023Ed See and Robert Tas, partners at McKinsey, join host Matthew Schwartz to discuss the results of their recent survey and offer some salient and actionable advice for how chief marketers can foster a more productive relationship with their CEO.
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GeoBlue’s Modern Marketing Transformation: Reshaping Strategies and Teams for Success
Event Recaps December 5, 2023GeoBlue CMO Lynn Pina outlined her method for building out a marketing team and responsibilities that could effectively support the business’s growth strategy, sharing tips and best practices she learned during the process of developing it.
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GeoBlue’s Modern Marketing Transformation: Reshaping Strategies and Teams for Success
Conference Session Videos December 5, 2023In this video, GeoBlue CMO Lynn Pina outlined her method for building out a marketing team and responsibilities that could effectively support the business’s growth strategy, sharing tips and best practices she learned during the process of developing it.
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Seeing the “How” in Business Transformation
Champions of Growth Podcast November 22, 2023Allen Adamson, former chairman, North America of branding agency Landor, joins host Matthew Schwartz to talk about why it’s incumbent upon brand managers to “zoom out” on their audiences to bolster consumer engagement and generate better returns.
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Which Pandemic-Induced Changes in Consumer Behavior Are Here to Stay?
Podcast Clips November 22, 2023Allen Adamson, cofounder of Metaforce.com, shares his perspective on which behavioral changes wrought by the COVID-19 pandemic are going to remain permanent.
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Can B2B Brands Shift to a Full-Funnel Marketing Strategy?
Champions of Growth Podcast November 15, 2023Google's Doug Novack joins host Matthew Schwartz to discuss the ongoing debate throughout the B2B field about performance marketing versus brand advertising, the rapidly growing role of generative AI in both branding and lead generation efforts, and why it’s incumbent upon B2B companies to pivot to a full-funnel marketing strategy.
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Creativity, Digital Experiences, and AI — from Adobe
CMO Content November 15, 2023Scott Belsky, Chief Strategy Officer and EVP, Design and Emerging Products at Adobe, explains why creativity and personalized digital experiences will change everything — and shares his view on “The Five Waves of Change.”
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How to Fix a Broken B2B Marketing Automation Strategy
B2B October 18, 2023As they face increasing pressure to provide adequate returns, marketers need to establish clear guidelines for where to invest and ultimately prove the effectiveness of marketing automation. They also must implement test-and-learn scenarios to continuously optimize automation investments, cease lower-performing marketing activities, and personalize their marketing campaigns across multiple channels.
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Reaching People with Disabilities Authentically
B2C September 26, 2023By ignoring people with disabilities, brands are not only potentially alienating a large swath of the population, they're also leaving money on the table. New research conducted by Morning Consult found that 84 percent of respondents had a more favorable impression of companies that are inclusive of people with disabilities in their marketing and advertising and 80 percent wanted to do more business with such companies.
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Black Executive CMO Alliance (BECA) Plays a Crucial Role Spurring Diversity, Equity, and Inclusion
Champions of Growth Podcast August 30, 2023BECA's Jerri DeVard joins host Matthew Schwartz to discuss the apparent backsliding within the marketing and ad industries when it comes to diversity, equity, and inclusion, the danger for companies that give diversity short shrift and how CMOs and marketers develop new business models to build a more equitable workplace.
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