6 B2B experiential marketing tips | Don't slash marketing without considering the costs | How to prioritize when everything is a priority
August 13, 2020
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Sales and Marketing Management Strategies
Business-to-business marketers can elevate their experiential marketing efforts by incorporating gamified elements, hosting their own events and customizing experiences for key decision-makers, writes Department Zero's Paul Soseman. Design innovative experiences for employees to imbue a passion for products and services, and keep marketing to them to maintain their enthusiasm, he advises.
Full Story: MarketingProfs (free registration) (8/12) 
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Any reductions in marketing spend during difficult times should be considered on a case-by-case basis, with a focus on reducing areas with the worst return on investment, writes Nicholas Watkis, founder of Contract Marketing Service. "Consideration must be given to the relative importance of particular customer segments, product groups, and geographic areas, in producing income," he writes.
Full Story: CustomerThink (8/11) 
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SmartBrief Originals
Create a daily list of your "most important tasks" by selecting to-dos or projects that support your larger goals or that you've been putting off, writes Naphtali Hoff. "Odds are that, the longer you've been thinking about something, your mind is telling you that it's important enough to make this list," he says.
Full Story: SmartBrief/Leadership (8/12) 
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Daily Data Points
There were 963,000 first-time jobless claims filed for the week ending Aug. 8, the first time the total has been below 1 million since March 14. "The labor market continues to improve, but unemployment remains a huge problem for the US economy," said PNC Financial Services chief economist Gus Faucher.
Full Story: CNBC (8/13) 
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SmartBrief Originals
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The Leaderboard
Leadership is difficult enough in normal times, and the coronavirus pandemic is compounding the challenge. There's plenty of advice to help, however, and Mark Crawford explores 14 books on leadership to sharpen your skills.
Full Story: ASME (8/12) 
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Why raising your hand will get you noticed
(Ronaldo Schemidt/Getty Images)
The best way to get un-stuck at work is to ask for more assignments or responsibilities, which will get your name in the pool of talent, says marketing and psychology professor Art Markman. "The people who get asked are the ones who come to mind when the leader is thinking about a task that has to get done," he writes.
Full Story: Fast Company online (8/10) 
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On the Road
Delta tests thermal imaging screening
(Mario Tama/Getty Images)
Delta Air Lines is testing a thermal imaging system that screens passengers for elevated temperature in a pilot program at Los Angeles International Airport. New York's John F. Kennedy International Airport is operating a similar pilot program.
Full Story: SecurityInfoWatch (8/12),  The Wall Street Journal (tiered subscription model) (8/12) 
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Tech Update
DevOps platform provider CircleCI has introduced Salesforce integrations that will make it easier for DevOps teams to build and support Salesforce apps. The updates include additional support for a Salesforce Apex orb and enhancements to CircleCI's Salesforce command-line interface.
Full Story: DevOps (8/11) 
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Media buyers expect brands with current TikTok campaigns to continue running them into the early fall but are witnessing a fourth-quarter budget pullback amid President Donald Trump's executive order banning US transactions with the platform, which goes into effect Sept. 20. NXD Social's Meghan Rao says, "Our plan is to hold off and recommend other platforms to use until we figure out what the next steps are for TikTok," while Kickback's Franky Bernstein says brands are "doubling down on existing channels that are more stable."
Full Story: Digiday (tiered subscription model) (8/12) 
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Making Small Talk
A galaxy similar to the Milky Way has been observed 12 billion light-years away as it would have looked in the early days of the universe, according to findings published in Nature. The study includes an image of what the galaxy would have looked like back then, as observed by Chile's Atacama Large Millimeter/submillimeter Array.
Full Story: CNN (8/12) 
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I don't ask for the meaning of the song of a bird or the rising of the sun on a misty morning. There they are, and they are beautiful.
Pete Hamill,
journalist, writer, editor
1935-2020
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