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B2B Marketer

How B2B Customers Like to Get Their Information

by Christopher Hosford, 1 day ago

A new report explores the “consumption gap,” or the time between when content is requested and the moment it’s opened for consumption, and how this varies according to job title. As B2B buyers become even more elusive, it’s incumbent upon marketers to distribute their content more strategically and strengthen their measurement efforts.

Greater Good

Flour Power

by Anne Field, 3 days ago

King Arthur Baking Company, the oldest flour company in the U.S., saw flour sales increase 80 percent in 2020 compared to the previous year. Here’s how the employee-run company made it happen amid a pandemic.

ANA Magazine

Keeping the Lights On Broadway

by Emma Phipps, 6 days ago

Theaters and other live performance venues are following changes in consumer behavior closely and creating new media plans that try to anticipate what people will want once they start returning to live theater. While the streaming of Broadway shows has helped keep theater in the public eye amid the pandemic, virtual shows pale in comparison to the real thing.

Greater Good

Bridging the STEM Gap

by Christopher Hosford, 1 week ago

Girls4Tech, a program founded in 2014 by Mastercard’s Susan Warner to inspire young girls about careers in STEM, has already far surpassed its initial goal of reaching 200,000 girls by 2020. The future looks even brighter.

ANA Magazine

Will Megacasts Become Mega-Popular?

by Chuck Kapelke, 1 week ago

It’s up in the air whether megacasting will become the new normal. But running the same program across disparate networks should attract brands looking to land new audiences and stretch their marketing dollars.

B2B Marketer

Marketers Fuel the Inside Track for Outbound Calls

by Marie Griffin, 2 weeks ago

Marketers stress that outbound calls should cater to specific accounts, personas, and/or industries, and they should be integrated within the cadence of email campaigns so that every call is highly relevant. “Spray and pray” has run its course.

ANA Magazine

Turning the Page on Content Marketing

by John Wolfe, 2 weeks ago

Unlike the campaign-to-campaign mode of traditional brand advertising, content marketing requires brands to constantly refine their storytelling efforts and strategize for the long haul.

Forward

How to Incorporate Safety Mitigation into Events

by Wendy Gibson, 3 weeks ago

It’s imperative that event professionals innovate how they approach event planning and proactively open the lines of communication with exhibitors and attendees, creating a transparent workflow so safety mitigation needs are met with confidence.

Greater Good

Providing Care and Comfort to the Homeless

by Brion O’Connor, 3 weeks ago

As President of the Boston Health Care for the Homeless Program, which serves more than 11,000 homeless persons annually, Dr. James O’Connell finds purpose in caring for those who are struggling to survive.

ANA Magazine

What the Priorities of the Biden Administration Will Mean for Marketers

by Michael J. McDermott, 3 weeks ago

As the Biden administration takes charge, major brands are stepping up their efforts to educate the public about vaccinations and bracing for how the new tone in the nation’s capital will impact their overall marketing strategy.