Marketing to the millennial B2B buyer | Boost lead gen with multichannel approach | How AI is already affecting marketing
January 19, 2018
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Marketing to the millennial B2B buyer
Marketing to the millennial B2B buyer
Millennials now hold buying power in the business-to-business world, and marketers can engage with them by creating short-form video optimized for mobile viewing on social platforms, writes Kate Talbot. Create experiences during events that inspire millennial prospects to share them on social media, and partner with social influencers who have expertise in your industry, she advises.
Forbes (1/18) 
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Lead Generation
Boost lead gen with multichannel approach
Business-to-business marketers should adopt a multichannel approach to lead generation and nurturing, to include phone calls, direct mail and email messaging, writes Ryan Kh. "Squeeze more out of your budget by targeting channels that deliver higher response rates and more conversions," he writes.
Sustainable Business Forum (1/18) 
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General Insights & Strategies
How AI is already affecting marketing
Sixty percent of marketers say artificial intelligence will have a "substantial or transformational" effect on media spend and programmatic buying over the next five years, Salesforce reports. Seventy-four percent of companies that have introduced AI platforms have experienced increased sales of both new and existing services and products, per Capgemini.
Digiday (1/19) 
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Marketing Technology & Innovation
WhatsApp gets business-specific
WhatsApp gets business-specific
(Justin Sullivan/Getty Images)
WhatsApps is now offering business-specific profiles and a mobile app that allows marketers to manage their accounts on the go. Available analytics, however, are limited to basics such as the number of messages sent, delivered, read and received.
Marketing Land (1/18) 
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Introducing the new Coca-Cola typeface
Coca-Cola's new typeface, TCCC Unity, is winning praise from people such as creative director Luke Woodhouse. "TCCC Unity has been drawn with attributes that mean it'll work well at small sizes, both in digital and print, and the character and idiosyncrasies throughout mean it'll be equally powerful as headlines on a billboard," he writes.
Campaign US (free registration) (1/16) 
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Analytics & Measurement
Report: B2B brands are leaders in ad-measurement tech implementation
Some 91% of advertisers have already implemented or plan to introduce a data-management platform in the upcoming financial year, and 55% say DMPs are their primary method of measuring the efficacy of digital ads, Salesforce reports. The study shows that business-to-business marketers have been faster to adopt new tech that monitors the effectiveness of their ads.
Forbes (1/18) 
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Association News
How ethnographic research can boost marketing results
The use of ethnographic research in marketing is accelerating as companies and brands look to meet customers' changing needs. "[Ethnography is] a perfect fit for brand marketers because it adds color and dimension to your business insights," says Kate Parker, head of global brand marketing for safety and insurance at Uber. "It gets you out of the office to see and feel how your brand is living in people's day-to-day lives."
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Hear from the masters of brand marketing
Hear how winners from the 2017 Effie Awards North America program are driving sales, profitability and ROI by attending the 2018 ANA Brand Masters Conference, March 26-28 in Dana Point, Calif. Speakers include:

• Rebecca Messina, CMO at Beam Suntory
• Sarah Krauss, founder of and CEO at S'well  
• Tim Scott, SVP and CMO at Land O' Lakes
• Andrew Springate, CMO at Dr Pepper Snapple Group
• Stephen Tisdalle, CMO at State Street Global Advisors
• Vineet Mehra, CMO at
• Orla Mitchell, president of gum and mints CBU at Mars Wrigley Confectionery

Register now
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The brick walls are not there to keep us out. The brick walls are there to give us a chance to show how badly we want something. Because the brick walls are there to stop the people who don't want it badly enough.
Randy Pausch,
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