Drew Neisser

Why CMOs need to own the full customer journey, not just demand gen

GS1 US's efforts around barcode's first scan can serve as a blueprint for brands.

<p>Lauren Boyman is driving a companywide strategy of adoption and integration.</p>

<p>Approximately $78 billion a year is lost due to perception manipulation.</p>

<p>A lot of times, B2B software, while meant to be a helper, is actually a complicated burden for getting things done. That frustration is dramatically captured in HubSpot’s new creative campaign, “And That’s Why We Use HubSpot,” from Arts & Letters.</p>

<p>Workato wrote the book—literally—on how clients use automation and AI.</p>

<p>How Slalom reshaped marketing for a company largely unknown outside its customer base.</p>

<p>Malwarebytes supports partners with marketing strategies and ‘demand gen in a box.’</p>

Data, analytics and martech tools help deliver relevant and persuasive messaging.

Auth0 used tutorials, brand ambassadors and a sense of humor to reach super-savvy end users.

Starting with a blank slate led to fast-track development of LTI Canvas.

At RFPIO, marketing content generates 90% of sales-qualified leads.

Plus, the top 4 characteristics that successful marketers have in common.

Customer engagement company consulted with employees and clients before going to market.

The company says implementing the Toyota Data Privacy Portal is the latest step it is taking to make consumer data “more accessible and transparent” and follow privacy protection.

Ping Identity’s CMO discusses why actor Terry Crews’ ‘chief identity champion’ character broke with product-focused convention.

Instead of promoting product, Sprout Social generated content that helped customers get through the pandemic professionally and emotionally.

Wasabi’s CEO and CMO discuss data storage, value propositions and how they measure success.

Ian Howells, VP and head of marketing at the accounting software firm Sage Intacct, offers advice on targeting.

Americans love to hate healthcare providers. How did Aetna tackle it perception problems with new marketing?