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  • Mass Personalization: Solving the Oxymoron

    Webinars   July 20, 2022  

    Personalization in marketing communications and development outreach seem like an obvious thing to do. But limited resources mean that maintaining that personal touch for every single supporter is impossible for nonprofits.

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  • The New Reality of Sports: How IBM and Disney Are Fueling Fans Through Fantasy

    Event Recaps   July 19, 2022  

    Disney and IBM shared key insights on how both brands engage fantasy sports players and partner to enhance the experience of those players. The group also reviewed key takeaways and distinct trends from Disney Advertising’s proprietary study, “Generation Stream: Sports Edition,” which examined the future of sports culture.

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  • The New Reality of Sports: How IBM and Disney Are Fueling Fans Through Fantasy

    Conference Sessions   July 19, 2022  

    In this video, Disney and IBM shared key insights on how both brands engage fantasy sports players and partner to enhance the experience of those players. The group also reviewed key takeaways and distinct trends from Disney Advertising’s proprietary study, “Generation Stream: Sports Edition."

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  • Hilton Uses Omni-Channel Campaign and Consistent Messaging to Connect with Its Most Important Clients

    B2 Awards   July 18, 2022  

    With the desire to position event planners — who struggled mightily during the early phases of the pandemic — as the heroes of its industry, Hilton launched its first-ever B2B campaign, an omni-channel effort that celebrated a return to travel and the individuals who made it happen.

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  • VSP Optics Turns to the Past in Quest to Earn Future Business

    B2 Awards   July 17, 2022  

    To drum up future business, VSP Optics turned to the past, leveraging popular cultural icons from the ’70s and ’80s in its creative to grab the attention of the typically self-serious optician audience and inspire them to enroll in the brand’s product education webinar series.

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  • “With Love. From Hilton” Celebrates a Profession That Struggled Mightily During the Pandemic

    B2 Awards   July 17, 2022  

    Hilton wanted to show love to event planners who stuck with its brand during the toughest days of the pandemic, when in-person events weren’t possible. So the hospitality brand built an IMEX tradeshow booth that celebrated these event professionals and provided them the opportunity to bask in love and adoration.

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  • Intergenerational Wealth Transfer Campaign

    B2 Awards   July 16, 2022  

    Vanguard Financial Advisor Services created an integrated, multichannel campaign that provided financial advisors with an ecosystem of relevant content highlighting challenges, opportunities, and potential solutions behind the $68 trillion wealth transfer from baby boomers to their children and grandchildren.

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  • How A Few Small Tweaks Made a World of Difference for Splunk’s Lead Generation Strategy

    B2 Awards   July 16, 2022  

    By using a data-driven approach for classifying its key target audiences and serving them messaging via multiple digital channels, Splunk was able to optimize its lead generation efforts and drive a wealth of new business for its brand.

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  • Pitney Bowes Generates Leads with a Survey

    B2 Awards   July 11, 2022  

    After the USPS raised delivery rates and changed delivery standards, Pitney Bowes conducted an online survey of mailers and gained insight into the specific needs each prospect faced.

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  • Cisco Readies Partners to Scale Customer Experience and Grow Recurring Revenue

    B2 Awards   July 10, 2022  

    Cisco created its “Year of Scale” initiative to provide partners with the digital platform, customer data, and experience expertise to deliver premium customer experiences across all the company’s partners, products, and motions at scale.

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  • How Lenovo Used Innovative Personalization to Drive Its Business to New Heights

    B2 Awards   July 9, 2022  

    Using market research to better understand its various customer segments, Lenovo designed a multi-pronged campaign that combined account-based marketing principles with demand generation techniques to engage its customers and prospects more deeply and generate a wealth of new business opportunities.

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  • How Pure Storage Grew Its Business Through a Unique Loyalty Program

    B2 Awards   July 9, 2022  

    Pure Storage set out to do something special for its most loyal customers, especially those who continued to be power users during the toughest days of the pandemic. The brand launched a new loyalty program that was open only to its most loyal and active customers.

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  • Elevating Loyalty Through Gamification

    Knowledge Partners   July 6, 2022  

    Gamification presents brands an opportunity to create deeper, more meaningful connections with consumers. This guide from ICF Next outlines some of the ways in which marketers can use gamified experiences to supercharge their branding efforts and some of the things they must consider to ensure the effort is successful.

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  • Digital Transformation: A 6-Step Road Map to Success

    Knowledge Partners   June 29, 2022  

    Digital transformation is the enablement of improved customer experience and operational efficiency through the adoption and integration of digital technology.

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  • Do Marketers Have an Emerging Ally in the C-Suite?

    ANA Magazine   June 24, 2022  

    A growing number of brands, including Edelman, the Minnesota Timberwolves, and Volkswagen, are hiring chief experience officers. The moves come as tolerance for a bad or mediocre consumer experience continues to plummet, with more than half of brands reporting that those who are dissatisfied with the company will switch brands, per a recent survey.

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  • Driving Response: How One Insurer Beat Their Control Using Behavioral Science

    Conference Sessions   June 17, 2022  

    Nancy Harhut at HBT Marketing and Beth Hulsizer at The Hartford, reviewed how they were able to create a test direct mail campaign that significantly outperformed the control group by combining behavioral science principles with direct mail best practices.

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  • Driving Response: How One Insurer Beat Their Control Using Behavioral Science

    Event Recaps   June 17, 2022  

    Nancy Harhut, co-founder and chief creative officer at HBT Marketing, and Beth Hulsizer, assistant director of acquisition marketing at The Hartford, reviewed how they were able to create a test direct mail campaign that significantly outperformed the control group by combining behavioral science principles with direct mail best practices.

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  • Customer Contact Strategy and Response Modeling with Colony Brands and Others

    Conference Sessions   June 16, 2022  

    Most direct marketers make contact strategy decisions vertically at an event-by-event basis. Hear several examples of how Colony Brands and other brands are using an innovative method for contact strategy and response modeling.

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  • The Definitive Guide for an Effective Channel Incentive Program

    Knowledge Partners   June 14, 2022  

    With this guide from HMI Performance Incentives, you’ll learn how to create and optimize your channel incentive programs. The guide features tips for how to make your channel incentive program easy to understand, successfully market the program, establish meaningful and attainable goals, and more.

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  • Brian Solis Explains How Social and Digital Media Changes How You Interact with the Analog World

    Podcast Shorts   June 10, 2022  

    It's well known that social and digital media have an effect on the human brain. What you perhaps didn't know is that those effects don't just stay in the digital realm. Brian Solis at Salesforce explains how social media and the internet has also changed how humans interact with the real world.

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