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.
Text messaging continues to prove a popular channel for B2B marketers, and it's no surprise with the accessibility and reach it provides. But getting to connect directly to a device in your customers' hands relies on them opting in, and to earn that there is an extra obligation for marketers not to abuse that influence.
Many people are understandably reluctant to provide businesses of any kind with that degree of access. Our phones have become our lifelines, and allowing companies to reach us on them is granting permission to interrupt work communications and personal conversations.
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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.
It doesn't matter how static or steady your product may be, the audience you're marketing to is a dynamic group. New customers are coming, old customers are going, and marketers are stuck trying to make sense of it all.
Contrary to popular belief, email is not dead, according to a Message Systems survey. In fact, of those consumers that indicate a notification preference, the majority (50-plus percent) prefer email.
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Twitter has introduced a handy feature for B2B e-commerce marketers called Twitter Offers. Starting now, users will see deals from advertisers in their Twitter feed.