Media fragmentation means new channels are popping up all the time. B2B marketers share the opportunities and challenges of testing these new spaces.
While influencer marketing is a well-trodden path in B2C, tech giant Siemens thinks influencers should look a little different in the B2B world.
New research from the LinkedIn B2B Institute and Media Science reveals 81% of B2B video adverts fail to register.
Study after study shows emotion makes advertising more effective and memorable. B2B brands have been slow to join the party but many are now waking up to the benefits of using emotion to stand out.
The retailer has sold its high street branches, but retains its WHSmith travel retail proposition, which now makes up 75% of its revenue.
David Hills will remain at Asda until later this year with the supermarket yet to announce his replacement.
Why are so many companies ditching the CMO? It’s happened before but this time around it feels like a seismic shift in how businesses view marketing leadership.
Sales, closely followed by the CEO, may be the most important relationships for marketers to nurture, but do they feel the same way?