Search Results for All Content (access may be restricted)

Search returned: 18 document(s).

  • How to Take Your B2B Company from Nice-to-Have to Need-to-Have

    Podcast Clips   March 21, 2023  

    Edelman’s Joe Kingsbury offers some advice for B2B marketers striving to take their company from a nice-to-have to a need-to-have, including an interesting perspective on how to approach creating thought leadership content.

  • What ChatGPT Means for Marketers

    ANA Magazine   March 10, 2023  

    ChatGPT, the large language model chatbot that debuted to great fanfare in 2022, can drive marketing efficiencies and foster creativity, but brand managers need to ensure that humans are the ultimate arbiters for what kind of messaging will resonate with their audiences. Even brand managers who are not in testing mode when it comes to ChatGPT need to understand its widespread implications for marketing and advertising.

  • B2B Buyers' Appetite for Webinars Is Growing

    B2B Marketer   February 22, 2023  

    Amid the pandemic and people working from home more frequently, demand for webinars and virtual events has surged in the past few years throughout the B2B sector, per a new study. But potential buyers don't sign up for webinars and/or online conferences to hear a sales pitch, so it's crucial that marketers develop valuable, thought-based content to include in their programming lest they alienate their customers and prospects.

  • Going Dark: The Consequences of Pausing Ad Spend

    ASK Answers   January 18, 2023  

    What happens if I pause or stop my ad spending due to extraordinary times?

  • Building Brand Love in Tough Times

    ANA Magazine   December 23, 2022  

    The key to cultivating brand love in a sluggish economy is not only being reliable but also demonstrating to consumers how their affection for certain products and/or services can make a tangible contribution to improving society.

  • Will CMOs Face New Pressure to Prove Their Worth?

    ANA Magazine   December 9, 2022  

    As companies began to double down on their online marketing efforts due to the pandemic, newly hired CMOs were able to command higher salaries. But the calculus for CMO pay may be changing, as companies face a possible recession.

  • What’s in Store for Marketers in 2023?

    Champions of Growth   December 8, 2022  

    Bob Liodice, CEO of the ANA, and Nick Primola, EVP of the ANA, join host Mathew Schwartz to discuss what’s in store for CMOs and marketers, from confronting the growing link between programmatic advertising and climate change to bolstering brand safety and grappling with a possible recession.

  • Data Shows Why a Recession is the Worst Time to Cut Your Marketing Budget

    Podcast Clips   December 8, 2022  

    Bob Liodice, CEO at the ANA, joined the Champions of Growth podcast to discuss, among other things, why a recession is the absolute worst time for businesses and their decision makers to choose to cut marketing budgets, using a bevy of data to back up his claim.

  • Is the Marketing Pendulum Swinging in the Right Direction?

    Industry Insights   October 25, 2022  

    Today, it’s no question that brand marketers and advertisers recognize the value of smart digital advertising. In fact, digital advertising is well on trend to exceed 60 percent of global ad spend by the end of this year, according to Zenith Media. Although performance marketing is all the rage, it hasn’t necessarily been hitting its stride in the way it once did.

  • End-Of-Year Advertising Will Be Stronger Than Some Predict

    Industry Insights   October 12, 2022  

    The end of the year is quickly approaching. In the advertising world, the changing of the calendar from September to October signals the beginning of a time-tested and frenzied period of heightened spending activity, during which advertisers and brands seek to capitalize on the looming holiday season.

  • 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.

  • Rise in Marketing Budgets Tempered by Economic Headwinds

    B2B Marketer   August 24, 2022  

    Marketing budgets increased nicely in 2022, growing to nearly 10 percent of total company revenue, according to Gartner. But the upswing is muted by a downward economy. In an interview with B2B Marketer, Ewan McIntyre, chief of research and VP analyst at Gartner, said marketers are already feeling the negative impact of severe inflation and must continue finding cost efficiencies and moving toward a digital-first strategy.

  • Inflation and the Advertising Industry

    ASK Answers   August 3, 2022  

    How is inflation affecting the ad industry and media spend?

  • Rising Prices and the Impact They Have on Every Company

    Soundbites   May 2, 2022  

    Nestlé’s Kate Short explains why no business will be immune to the effects of inflation and rising prices and why technological advancements will be necessary to overcome the challenges of these things.

  • For Love of Fundraising

    The Nonprofit Journal   October 20, 2021  

    This year, three giants of nonprofit fundraising — and past winners of the Max Hart Nonprofit Achievement Award — retired. Larry May (2007 winner), Kelly B. Browning (2008), and Susan Loth (2017), who exemplified the professionalism, leadership, and innovation throughout their careers, share insights on their remarkable journeys and offer some advice to the next generation of nonprofit leaders.

  • Marketers Get Flexible with Payment Options

    ANA Magazine   September 27, 2021  

    Brands are accelerating their buy-now-pay-later (BNPL) financing options to appeal to younger consumers looking for more flexible ways to pay for their stuff. At the same time, retailers are trying to increase the appeal of BNPL to older generations used to traditional credit cards.

  • Marketers Turn and Face the Change

    Insight Briefs   April 30, 2021  

    Being inclusive and promoting messages of unity and equality is a function of external messaging, corporate culture, and hiring. Inclusivity, and achieving racial justice, means representation, and most important, instilling priorities that meets everyone’s needs.

  • Can B2B Marketers Take the Lead Post-Pandemic?

    B2B Marketer   March 17, 2021  

    It’s no longer about sales and marketing alignment per se. It’s about two teams working in tandem to drive revenue and nurture relationships, as the pandemic has provided an opportunity for B2B marketers to steer the relationship in a fundamentally new direction.