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  • Can Generative AI Level the Marketing Field for SMBs?

     B2B   November 22, 2023  

    A growing number of small- and medium-sized businesses (SMBs) are betting on generative AI and hoping to reap the benefits. But the technology is still evolving and prone to occasional "hallucinations" and inconsistent output. SMB marketers should start to experiment with employee-facing applications, rather than customer-facing use cases, to reduce the risk of negatively affecting revenue as they iron out any bugs.

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  • QuickBooks Inspires Hispanic Business Owners to Stop Thinking So Small Brand: Intuit Quickbooks

     Multicultural Excellence Awards   November 13, 2023  

    Partnering with Mexican soccer star Javier "Chicharito" Hernández, QuickBooks inspired Hispanic small business owners to stop thinking small and treat their businesses like enterprises with big potential, using QuickBooks software as a tool to help them grow.

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  • Pepsi Digs in to Raise Visibility of Black-Owned Restaurants

     Multicultural Excellence Awards   November 13, 2023  

    The Pepsi Dig In social media platform raises visibility for Black-owned Restaurants (BORs), giving people and the industry a way to find and dine, directly helping not only these restaurants but the Black community at large.

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  • Target Helps Latin-Owned Brands

     Multicultural Excellence Awards   November 13, 2023  

    Target became the first retailer to launch an initiative dedicated to elevating and supporting the marketing and community impact of the Latin-owned-brands it distributes. The campaign launched during Hispanic Heritage Month and flighted through the Christmas holiday.

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  • B2B Marketing to Small Businesses (SMBs)

     ASK Answers   November 2, 2023  

    How are B2B brands connecting to small businesses?

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  • USPS Thinks Big and Connects Locally

     B2 Awards   September 11, 2023  

    The USPS introduced USPS Connect Local, a fully integrated campaign allowing local businesses to leverage the Postal Service’s vast unmatched network to provide customers with the same and next-day delivery and convenient returns they expect.

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  • How Mastercard Helped Black Female Small Business Owners

     B2 Awards   September 5, 2023  

    Mastercard’s campaign targeted U.S. card issuers and financial institutions that focus on small businesses and small business owners. Through proprietary research-driven insights, Mastercard solidified and grew its issuer partnerships and brought in fintech partners to strengthen perceptions among small business owners.

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  • American Express Adopts B2C Humor to Appeal to a B2B Audience

     B2 Awards   September 5, 2023  

    American Express rolled out a series of humorous and relatable ads to attract the attention of small business owners.

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  • How Sage Engaged SMBs with the Sound Advice Podcast

     B2 Awards   September 5, 2023  

    To help engage SMB owners more deeply and change the perception of its brand, Sage created the Sound Advice podcast, which served as a masterclass in building a brand without being overly promotional.

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  • Verizon Leverages a Data-Centric Email Strategy to Drive Business with SMBs

     B2 Awards   September 5, 2023  

    Leveraging data and principles of account-based marketing, Verizon was able to create an email experience for small business owners and improve its business results significantly.

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  • Intuit Mailchimp Leverages Visual Conundrums in Sympathy with Confused Marketers

     In-House Excellence Awards   August 23, 2023  

    Mailchimp created a campaign filled with visual conundrums to illustrate the confusion marketers face in today’s marketplace, while also connecting them with tools that empower them to make better decisions.

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  • Mailchimp’s Successful Out of Home Campaign

     In-House Excellence Awards   August 12, 2023  

    Activating in Boston across OOH projections, taxi tops, free taxi rides for conference-goers, and a special web landing destination, Mailchimp surgically showed up in competitors' backyards to capture advanced marketers' attention that Mailchimp is the No.1 email marketing platform.

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  • Fireside Chat: How Mastercard Helps Main Street Thrive

     Event Recaps   March 21, 2023  

    In this session, Mastercard discussed its Strivers Initiative, a consumer-facing platform to elevate and empower Black women small businesses with the digital tools, funding, mentorship, and network needed to thrive.

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  • Fireside Chat: How Mastercard Helps Main Street Thrive

     Conference Session Videos   March 21, 2023  

    In this video, Mastercard discussed its Strivers Initiative, a consumer-facing platform to elevate and empower Black women small businesses with the digital tools, funding, mentorship, and network needed to thrive.

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  • Pitching QuickBooks to Hispanic Small Business Owners

     Multicultural Excellence Awards   December 11, 2022  

    Hispanic small business owners have an “if it’s not broken, don’t fix it” ethos, but QuickBooks wanted to show them that it could help them grow. Using a strong cultural tie to communicate its benefits, the “Adios Cuadernito” campaign was 54 percent more efficient at driving incremental new customers versus the latest QuickBooks campaign with similar spend.

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  • B2B SMBs Can Excel in Content Marketing

     B2B   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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  • Cox Communications Targets Small Businesses

     B2 Awards   July 21, 2022  

    Cox Communications undertook a campaign to show small businesses how it connected them to their customers.

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  • Sendbird Tackles Demand Generation

     B2 Awards   July 20, 2022  

    Sendbird strove to optimize both its paid program and SEO strategy to improve organic and paid ad performance, drive leads, and unlock the full potential and value in its sales pipeline.

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  • Driving Visibility (and Boosting Opportunity) for Black-Owned Beauty Brands

     Event Recaps   July 18, 2022  

    Sephora shared its efforts to spotlight the Black beauty community, from its first-ever Black-owned brands campaign to elevating Black beauty entrepreneurs and the products they offer via a multitude of storytelling platforms and an expansion of Sephora's product line.

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  • Making Marketing a Strength of a Small Manufacturing Business

     B2 Awards   July 16, 2022  

    Duroair’s content marketing campaign showed how an innovative and disruptive solution efficiently brings clean air to the location in the manufacturing or industrial facility where it is needed.

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