A major B2B program status meeting is about to start. Every key department is represented, including the C-Suite, Strategy, Analytics, Category Marketing, Sales, Logistics, Social Media, Programming, IT, Finance and Account Services. To underscore the importance of this cross-functional gathering, no one is checking their phones, not even covertly. At precisely 9:00 am, the big meeting begins. First, the CEO reinforces the overarching objectives of the program: capture more market share, achieve better visibility with key decision makers, build brand equity, and make the shareholders happy. Then, Strategy shares a massive omnichannel plan designed to realize those ambitious goals. Next, Analytics weighs in with the KPIs the project must achieve to be considered a
Every year around this time the insanity begins. The first emails arrive proclaiming, “Call for entries.” The account and creative teams heatedly debate over which campaigns might impress the judges. The agency president frets over winning more trophies than her competitors. And the low-key accountant starts ranting when he sees the escalating cost of the entry fees. Yes, it's marketing awards time again. This whole pageant might seem silly to outsiders, but the marketing world cherishes its awards more than ever. In fact, a recent Google search for “marketing awards” produced 1,110,000,000 results. This season you can enter competitions for global marketing, regional marketing, digital marketing, content marketing, broadcast marketing, event marketing, influencer
The marketing profession has become obsessed with the idea of storytelling. Marketing channels have essentially become modes of storytelling. You’ll hear the desire for “good stories” used regularly in reference to content, videos, websites, social media, podcasts and even data. Marketing titles have also evolved to include storytelling. A recent Google search for “storytelling jobs” produced over 1,000 results. Here are some of the positions that came up: Chief Storytelling Officer Story Strategist Director of Digital Storytelling Head of Story and Narrative Visual Storyteller Storytelling Coach Content Storyteller Executive Storytelling Head Brand Storyteller But it doesn't stop there. Even entire agencies have been rebranded to focus on storytelling instead of marketing. From a
Editor’s note: This is the latest in a series of articles that reflect upon the 25th anniversary of Boomm B2B Marketing and the significant changes in our industry over that time. Gary Mattes is the CEO of Boomm and the proud son of an advertising creative director. There is a compelling fact that Gary likes to share about his father’s professional world because it gives everyone a unique perspective on today’s technology-driven industry. “My father used the same tools of the trade from the day he started in advertising until the day he retired,” Gary confides. “We have changed our tools countless times in the last year alone.” [caption id="attachment_7490" align="alignnone" width="206"] Mr.
By Randy Mitchell Here's a New Year's resolution for every marketer out there: Change the world in 2023. Believe it or not, it's entirely possible. And your ideas have the power to make it happen. You simply need to share them on the right stage. That’s a promising sentiment, but where is the right stage? What account, media channel or agency has the reach and resources to unleash your breakthrough ideas on humanity? It would be natural to assume that your best shot would be to work on mega brands, like Coca-Cola, Nike or McDonald’s. They have massive budgets, devoted consumers and household brand recognition across the globe. Your ideas could really shake things up on
By Randy Mitchell You’re a reasonable marketing professional: smart, productive, and you have great taste in blogs. You work for a reasonable company: they have important programs, big plans, and they were wise enough to hire you. So, when your company’s leadership team makes the all-important decision to bring in a marketing firm, it’s only reasonable to expect the agency’s best work. But will that expectation truly materialize? Far too often the answer is no, particularly when it comes to B2B marketing. The relationship starts well enough. Everyone seems to connect, and the agency promises a quick ramp up and real progress. “They actually get it,” growls the company’s tough CEO, and everyone is smiling. Then
By Randy Mitchell The question still haunts me. It was the 4A’s annual Career Day, an event that brought hundreds of aspiring advertising professionals into Chicago. I was on the portfolio panel with three other agency creatives. Surrounding us was a wall of eager college seniors, all ready to shove their portfolios into our chests. (Remember physical portfolios? They could do some serious damage.) Just before the eagerly anticipated Portfolio Review, the floor was opened for questions from the students. Most of the inquiries were directly related to finding a job: where to look, who to contact, what to say, what to show in the portfolio. Then, a quiet student from Indiana University asked us
Is print dead? For most marketers, digital advertising now reigns supreme, and many have cut print out of their strategies altogether. But new research shows that print media advertising offers some surprising advantages to help marketers stand out from the crowd. A new study by True Impact Marketing, as reported by the Toronto Star, measured the effects of print media on viewers. Researchers tracked the eye movements, brain activity and pupil dilation of 270 participants as they viewed mock ads in both print and digital formats. After exposure to the ads, participants were tested to see how well they remembered the advertising messages. The aim of the study was to understand