Marie Griffin

Marie Griffin is a veteran B2B journalist and editor who covers the marketing, media, and retail sectors. She was previously editor-in-chief of Drug Store News and contributor to Crain Communications.

Recent content by this author:

  • Marketers Must Be More Agile

    B2B Marketer   November 23, 2022  

    Long-term planning may be turning into a bit of an oxymoron due to the furious pace of change among B2B customers and prospects. However, marketers still need vision when it comes to preparing for the future, as the B2B terrain is shaping up to look radically different just a few years from now, a recent study reveals.

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  • How Akamai Answered the 'Why' Regarding Its Brand Purpose

    B2B Marketer   November 9, 2022  

    Soon after Kim Salem-Jackson was promoted to EVP and CMO at Akamai in 2021, she realized the company was missing its "why," or how to articulate its brand purpose. After getting buy-in from the CEO, she proceeded to build a coalition across the company to answer the question and integrate the brand purpose throughout the organization.

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  • B2B SMBs Can Excel in Content Marketing

    B2B Marketer   October 12, 2022  

    Content marketing has become de rigueur among SMB companies, but the outcomes leave a lot to be desired. Instead of taking a scattershot approach to generating original content, SMBs need to pick just one content initiative that's valuable enough to cut through the proverbial clutter.

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  • Marketers Navigate Uncertain Economic Terrain

    B2B Marketer   September 14, 2022  

    B2B marketers continue to monitor what remains an unpredictable economic environment, as the possibility of a recession looms.

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  • Connecting the Digital Dots with First-Party Data

    B2B Marketer   August 10, 2022  

    Customer data platforms (CDPs) are fast becoming an effective tool for B2B companies to locate, engage, and retain new customers. But adoption rates remain low, and fully leveraging CDPs remains hampered by the inability among B2B marketers to break down their company's business silos and connect the digital dots.

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  • The Metaverse Is No Game for B2B Marketers

    B2B Marketer   July 20, 2022  

    Most B2B brands are taking a wait-and-see approach toward the metaverse, as they first get a firmer hold on other, less complicated digital channels. At the same time, B2B marketers must weigh this caution against the fact that younger people now transitioning into decision-making roles have been conditioned to a digital-first world in which virtual- and augmented-reality experiences are a natural part of their day.

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  • The Growing Innovation Gap Is Costing B2B Brands

    B2B Marketer   May 18, 2022  

    There is a serious gap between perception and reality when it comes to B2B marketing innovation, a recent study finds, with many marketers believing they are more competent marketing innovators than the evidence shows.

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  • Waiting for B2B Alignment

    B2B Marketer   March 9, 2022  

    Sales and marketing alignment remains one of the toughest challenges among many B2B companies. However, while they may have different views of what defines success, sales and marketing executives are acting much more in tandem when it comes to serving their customers, says a new study. Buyers are also playing a key role in pushing marketers to integrate with their sales counterparts.

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  • Brands Turn Up the Dial on Podcasting

    ANA Magazine   February 18, 2022  

    Podcast advertising still needs to catch up with the explosion in programming in the past few years, with plenty of marketers taking a wait-and-see approach. But with consumers increasingly burned out by screens, podcasts may grab both mind- and wallet-share a lot sooner than marketers anticipated.

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  • Setting a New Stage for B2B Buyers

    B2B Marketer   January 12, 2022  

    Improving the customer experience (CX) is a major priority for B2B marketers, according to a recent Forrester study, as companies look for new and creative ways to deliver their content across the purchasing landscape. Having comprehensive measurement programs may be half the battle.

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  • A New Year Brings in Sharper Collaboration for B2B Players

    B2B Marketer   December 15, 2021  

    B2B brands continue to struggle getting the most out of their marketing technology stack. The problem ranges from a lack of training among sales and marketing teams to the integration of all of their disparate software programs. But that's starting to change, as companies put more strategies in place based on collaboration.

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