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Time Warner Cable Business Class

Time Warner Cable Business Class leveraged its loyal customer base (No. 1 in the industry) to create a campaign that showed small business owners real-world success stories “by the numbers.”

Fleetmatics — Truck Whisperer

Fleetmatics introduced a new jargon-free brand character called “The Fleet Whisperer” to increase awareness among untapped segment of small business owners.

Bloomberg and Siemens Corporation: Driving Results through Media Partnerships

Hear how Siemens Corporation and Bloomberg work together to integrate and deliver relevant content and engage their audiences to optimize brand marketing activities.

Merrill Lynch One: Uniting Brand, Product, and Client Experience to Drive Business

Merrill Lynch One represents the organization’s commitment to goals-based wealth management. Learn about the communications tactics designed to reach and rally advisors in moments that truly mattered.

The Monster that Is B-to-B Advertising

Social media campaigns with strong narratives have made BBDO a leader in the B-to-B world.

The Timelessness of “Mayhem”

Allstate’s iconic “Mayhem” campaign, launched in 2010, has defied the odds by sticking to a basic formula: portray a relevant vulnerability, make it physically and visually interesting, and include a repeatable line. Lisa Cochrane, senior vice president of marketing at Allstate, explains how the multiplatform campaign has adapted to changing times.

The Changing Face of B2B Marketing

Google debunks several B-to-B myths, including the myth that Millennials aren’t making B-to-B business decisions.

Catching Up with Gary Slack

In this Q&A with Gary Slack, organizer of the 2015 BMA Annual Global Conference, learn what attendees can expect this year.

Get More Social

Discover how B-to-B companies can make better use of social media to achieve objectives across all areas of marketing, with perspective from BMA and ANA members.

Get to Know BMA-Minnesota Chapter President Jennifer Zick

BMA-Minnesota Chapter President Jennifer Zick discusses what keeps her up at night, the best piece of advice she has ever received, and more.

Honeywell User Experience

Many people think managing the "customer experience" has something to do with placating clients, or perhaps tweaking products after release. Honeywell International approaches the customer experience in a whole different way, starting with product inception and design, through marketing and sales, to installation.

2015 Trends in B-to-B Marketing

Senior executives from the ANA and BMA discussed the current state of B-to-B marketing, the skills brands will need to compete going forward, and the need for change within organizations.

Capitalizing on Change: Skills for a New Era of B2B Marketing

Business leaders face a new constant: Fast-paced changes in technology demand a strategic response. This represents a significant opportunity for B2B marketing professionals.

BMA Prepares for Most Competitive Award Season in History

Marketers who submit their work to the annual BMA Global B2 Awards contest this year can expect stiff competition. Judges reviewed more than 1,000 submissions last year — a record at the time and also a number organizers say will rise dramatically in 2015.

What It Takes to Win with Customers

The days of defining winning by considering only your own P&L are over. Leading B-to-B companies are focused on making their customers more money than their competitors and getting their fair share of that profit.

Touchpoints

Blair Christie of Cisco explains the brand’s focus on its employees; takeaways from the 2014 ANA Masters of Marketing Conference; ANA research reveals five blind spots on the road to marketing’s full potential; and how to develop a social brand identity statement.

The Next Frontier

More B-to-B marketers are embracing mobile marketing. Here’s what you should consider before jumping in.

Breaking New Ground

Eduardo Conrado of Motorola Solutions discusses how collaboration between marketing and IT can enhance the customer experience.

The Right Stuff

Siemens built awareness for its PLM software by helping SpaceX facilitate the development of its Falcon launch vehicles and Dragon space capsule.

Forecast 2015: Industry Tests Content, Analytics, Technologies

Predictions for 2015 from key BMA leaders.

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