To stand out from the crowd and rise above competitors, B2B marketing leaders must realize they can't do it all alone. Our picks for this year's list of 15 outstanding CMOs have that in...
When Gartner first forecasted that by 2017 the CMO would be spending more on IT than the CIO, it reinforced the changes we were seeing in Cisco's business and across the tech landscape. As a result, we needed to redefine marketing's role and transform our marketing organization.
While most B2B marketers are busy scratching their heads over Snapchat, GE has already moved on to the next new thing: the Yo chat app.
Last month, the UPS Store launched the "Mailbox Confessions" campaign targeted to small-business owners. VP of Marketing Michelle Van Slyke sat down with FierceCMO's Tequia Burt to talk about the campaign and to offer suggestions to B2B marketers on boosting customer-centricity at their organizations.
Having a brand that's stood the test of time for almost 90 years is a benefit many companies would envy, but it comes with its own set of challenges. Caterpillar found that out when it came time to revamp its marketing strategy.
So how do you refresh the image of an almost century old heavy machinery company most strongly associated with moving dirt around? Using that machinery to play a giant game of Jenga is one way to go.
And that's exactly the route Caterpillar took with the "Built For It" campaign, with the help of Ogilvy & Mather. The company's marketing leaders knew that as iconic as the brand was to the people it had been serving for decades, it was becoming staid for those less familiar and starving for some much needed life.
The best value propositions take time, and once one has been nailed down you may think the hard work is over. But remember that the value proposition doesn't just need to work for marketing; it also needs to be useful to sales.
But the gap between sales and the rest of the company is often a significant one to bridge, especially in B2B companies. They often find marketing-heavy value propositions too broad, and have their own view of what it should accomplish in order to resonate with customers. Often, that view can be at odds with marketing's view, but Siteworx CMO Patricia Mejia doesn't think that's always a bad thing.
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It's amazing to think that only five years have passed since a major wave of enterprises launched branded social media accounts to engage with customers and influencers. Now social channels have reached a level of maturity such that they should be reined in so that the practices applied are appropriate to drive what is no longer a cottage business.
In a move destined to displease advertisers, Google has launched Contributor, which lets people pay a small fee to access their favorite sites—without ads.
Google is having a rough month. First, Bloomberg.com ditched AdSense for Search in favor of adMarketplace. Next, Firefox replaced Google search with Yahoo search. Now, Forbes announced that it will also drop Google after signing a deal with adMarketplace to provide paid search advertising alongside Forbes.com search results.
Amazon plans to introduce new ad-supported video-streaming service early next year, according to a report in the New York Post. The offering will be separate from its $99-a-year Prime membership, which includes a video service, sources told the Post.
Salesforce has unveiled a new version of its Social Studio, which pulls together all of the company's social listening and engagement capabilities.
Google has spent a lot of time this year on ensuring users have a smooth mobile experience. The company furthered these efforts this week by launching a "mobile-friendly" label designed to compel companies to provide mobile-friendly websites.