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»Strategy

B2B Marketers Get Down To Business With Digital During COVID-19

A firm handshake is an integral part of the B2B sales and marketing cycle … which is kind of tricky in a world where even elbow bumps aren’t recommended. And so with in-person meetings and events off the table, B2B marketers are getting creative with their efforts and turning to digital at an accelerated pace.... Continue reading »
by Allison Schiff // July 15th, 2020 //
»
Read This Before You Restart Your Ad Spend

After months of sheltering at home – and retail sales in the toilet – Americans are ready to shop. Retail sales in the United States were up nearly 18% in May after record lows in March and April, according to the US Census Bureau’s most recent monthly retail trade report, released on Tuesday. And hey, it’s encouraging... Continue reading »
by Allison Schiff // June 18th, 2020 //
»
Steal This Idea: 7 Ad Tech Founders Share What Business They’d Start Today If They Could

Ad tech founders know how to spot a trend when they see one, but there are always the ideas that got away, or the startup inspiration that sparks from a current event or a chance encounter. Today, some founding industry vets have moved on and are applying their expertise chops to brand-new industries. Post-AppNexus, Brian... Continue reading »
by Allison Schiff // June 12th, 2020 //
»
SAP On Keeping The Customer Experience Smooth During A Time Of Chaos

Paula Hansen, CRO of SAP Customer Experience (formerly SAP Hybris), is juggling what’s become a typical work-from-home situation: a responsible job, two kids under 13 homeschooling on their iPads and a dog running around in the background. The transition hasn’t been too tricky, though, she said. SAP was a big supporter of remote work even... Continue reading »
by Allison Schiff // April 14th, 2020 //
»
Comms In The Age Of Coronavirus: When To Stick With The Plan … And When To Chuck It

Comms plans and product launches that were in place before COVID-19 invaded the world either need to adapt or be scrapped. It’s so easy to step in it right now. That’s as true for consumer-facing brands as it is for B2B marketers and ad tech vendors looking for pickup in the trade press. “Be very... Continue reading »
by Allison Schiff // April 7th, 2020 //
»
The Dos And Don’ts Of Marketing During A Global Crisis

Related: Which coronavirus-related consumer behavior shifts are here to stay? It’s COVID-19’s world right now. Consumers – and marketers – are just living in it. The virus is having a palpable impact on how consumers shop and consume media and goods, and marketers need to figure out how to communicate with people in a new... Continue reading »
by Allison Schiff // March 19th, 2020 //
»
Tech Companies Get Creative As Coronavirus Threatens To Parch Their Pipelines

It’s a little difficult to strike handshake deals when, you know, you’re not supposed to shake hands. An increasingly denuded 2020 events calendar – the live event components of the upfronts are the latest cancelations – could soon start to have a chilling effect on their ability to attract new clients. “Lead gen and pipeline... Continue reading »
by Allison Schiff // March 13th, 2020 //
»
DraftKings Doesn’t Chase Vanity Metrics

Jayne Pimentel, senior director of growth marketing at DraftKings, will speak at AdExchanger’s upcoming Programmatic IO conference taking place April 29-30, 2019 in San Francisco. Jayne Pimentel is hard on her technology partners, but that only makes the relationship better and more stable in the end. “I don’t want to say it’s a love/hate relationship,”... Continue reading »
by Allison Schiff // April 1st, 2019 //
»
Marketing Vet Jim Stengel Spent 25 Years At P&G And He’s Got Some Advice

After a quarter-century in marketing roles at P&G – including seven as CMO – you learn a thing or two about how to grow a brand. Jim Stengel started at P&G in 1983 as a brand assistant on Duncan Hines, moving his way up the ranks to marketing chief by 2001. He handed the reins to Marc... Continue reading »
by Allison Schiff // September 28th, 2018 //
»
This Penn. Tourism Board Is Getting Smart About Digital Measurement

Destination marketers get tripped up on attribution. A tourism board, like the Pocono Mountains Visitors Bureau (PMVB), for example, spans four counties across northeastern Pennsylvania and represents a consortium of hotels, restaurants and activity providers, which makes it difficult to gather real-time metrics on visitation. “Someone might click on an ad and visit our website,... Continue reading »
by Allison Schiff // April 28th, 2017 //
»
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