Search Marketing Knowledge Center

Building a Customer-Centric Organization

Event Recaps October 23, 2024

AT&T shared insights on how to inspire organizations to prioritize customer-centric innovation for sustainable, long-term success.

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Building a Customer-Centric Organization

Conference Session Videos October 23, 2024

In this video, AT&T shared insights on how to inspire organizations to prioritize customer-centric innovation for sustainable, long-term success.

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How B2B Brands Boost Their Appeal to SMBs

Champions of Growth Podcast October 16, 2024

Lydia Michael and De’Lon Dixon join host Matthew Schwartz to discuss how B2B marketers build relationships with SMBs and borrow a few pages from the consumer playbook to turbocharge their messaging.

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How GHTK Disrupted the Last-mile Delivery Category with a Music Video

Smarties Awards September 30, 2024

GHTK created a video campaign featuring iconic influencers to show solidarity with the pain points of smaller online retailers.

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Amazon Ads Appeals to SMBs

B2 Awards July 13, 2024

Amazon Ads pitched its services to small- and medium-sized businesses.

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Lenovo Leans on AI to Amplify a Key Message

B2B July 8, 2024

Lenovo recruited award-winning actor and entrepreneur Queen Latifah to be the face of a marketing campaign supporting women- and minority-owned businesses, with assistance from generative artificial intelligence.

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Ecologi Measures Commuter Emissions to Drive Adoption of its Carbon Removal

B2 Awards July 1, 2024

Ecologi's “Covent Carbon Capture” campaign turned London’s Bow Street into a gamified carbon emissions “leaderboard” by measuring each cars’ carbon emissions in order to drive awareness of its carbon removal technology.

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How FedEx Office Used a Real-Life Story to Win SMB Business

B2 Awards June 22, 2024

To win over the coveted audience of small and medium business owners, FedEx Office launched a multi-channel campaign that told how it helped one business owner take their dreams from reality.

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A Pulse Moment in NYC: A Look into Citizens Activation Strategy as Official Bank of the 2023 TCS NYC Marathon

Event Recaps May 9, 2024

Citizens discussed how its newest partnership with the TCS New York City Marathon and New York Road Runners resulted in double digit spikes in awareness among New Yorkers.

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FedEx’s Appeal to B2B SMB

REGGIE Awards April 22, 2024

FedEx Office had seen success with enterprise business owners, but to drive incremental revenue, they needed to attract a new segment: small and medium business owners (SMBs).

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Lenovo Partnered with Queen Latifah to Help SMBs

REGGIE Awards April 17, 2024

In early 2022, AI was just becoming part of public consciousness, with few understanding its amazing potential to be applied for good. But Lenovo did just that. Through a pioneering use of AI, Lenovo provided small businesses with a revolutionary solution to drive awareness and acclaim in their communities in a way that each business could never have imagined, nor achieved, on their own.

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Can Generative AI Level the Marketing Field for SMBs?

B2B November 22, 2023

A growing number of small- and medium-sized businesses (SMBs) are betting on generative AI and hoping to reap the benefits. But the technology is still evolving and prone to occasional "hallucinations" and inconsistent output. SMB marketers should start to experiment with employee-facing applications, rather than customer-facing use cases, to reduce the risk of negatively affecting revenue as they iron out any bugs.

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How ESPN Leveraged Its Partnerships to Provide Support to Black Businesses

Multicultural Excellence Awards November 13, 2023

ESPN leveraged its partnership with the NBA to expand its Champion Black Businesses (CBB) initiative to provide exposure, guidance, and financial support to Black businesses and dismantle systemic barriers to their success.

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QuickBooks Inspires Hispanic Business Owners to Stop Thinking So Small Brand: Intuit Quickbooks

Multicultural Excellence Awards November 13, 2023

Partnering with Mexican soccer star Javier "Chicharito" Hernández, QuickBooks inspired Hispanic small business owners to stop thinking small and treat their businesses like enterprises with big potential, using QuickBooks software as a tool to help them grow.

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Pepsi Digs in to Raise Visibility of Black-Owned Restaurants

Multicultural Excellence Awards November 13, 2023

The Pepsi Dig In social media platform raises visibility for Black-owned Restaurants (BORs), giving people and the industry a way to find and dine, directly helping not only these restaurants but the Black community at large.

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Target Helps Latin-Owned Brands

Multicultural Excellence Awards November 13, 2023

Target became the first retailer to launch an initiative dedicated to elevating and supporting the marketing and community impact of the Latin-owned-brands it distributes. The campaign launched during Hispanic Heritage Month and flighted through the Christmas holiday.

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B2B Marketing to Small Businesses (SMBs)

ASK Answers November 2, 2023

How are B2B brands connecting to small businesses?

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USPS Thinks Big and Connects Locally

B2 Awards September 11, 2023

The USPS introduced USPS Connect Local, a fully integrated campaign allowing local businesses to leverage the Postal Service’s vast unmatched network to provide customers with the same and next-day delivery and convenient returns they expect.

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How Mastercard Helped Black Female Small Business Owners

B2 Awards September 5, 2023

Mastercard’s campaign targeted U.S. card issuers and financial institutions that focus on small businesses and small business owners. Through proprietary research-driven insights, Mastercard solidified and grew its issuer partnerships and brought in fintech partners to strengthen perceptions among small business owners.

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