A few years ago, Saatchi & Saatchi introduced us to the tagline, “If it’s got to be clean, it’s got to be Tide.” If ABM were a brand, it’s tagline might be, “If it’s got to be won, it’s got to be ABM.” Whether it’s advantageous for B2B marketers to use strategic practices that place empathy and personalization at the forefront is rhetorical. Of course it is....
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- Topics:
- Sales and Marketing
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Editor's Note: This Water Cooler post examining June data was published later than usual. We will return to our regular cadence this month. The conversation inside and outside the office has centered on calls for racial justice following the deaths of George Floyd in Minneapolis, Minnesota, and Breonna Taylor in Louisville, Kentucky. The impact of their deaths...
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It’s hard to think of a sector where creativity and profitability collide more often than they do in marketing. This naturally can lead to a lot of valid debates regarding the merits of quantity vs. quality. The truth is, if you’re like most marketers these days and your budget is smaller than usual, facing extreme scrutiny, or both, the best way forward...
- Topics:
- B2B Content Marketing
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Corporate social responsibility and brand purpose have been topics of discussion in boardrooms, conferences, and think pieces for a...
- Topics:
- B2B Content Marketing,
- Thought Leadership
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By now, I hope all B2B marketers agree that B2B marketing should aim to be more empathetic, like B2C. We can be more emotional, like...
- Topics:
- Marketing Trends
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When you think B2B video, you of course think CGI. The absurdity of that statement could be considered a blessing for B2B marketers....
- Topics:
- Video Marketing