Slack’s CMO on how to use the best of consumer marketing at B2B brands
Slack has built up a company worth $3.8bn through word of mouth but its CMO Bill Macaitis is now looking at how it can use B2C tactics to reach one billion users.
Slack has built up a company worth $3.8bn through word of mouth but its CMO Bill Macaitis is now looking at how it can use B2C tactics to reach one billion users.
Customer experience is taking a more central role at B2B brands as retention moves up the agenda, meaning marketers are shifting focus from price to value.
“If you want to make something really great, you can’t think about making it great for everyone. You have to make it great for someone. A lot of people but not everyone.”
Following a rebrand in Scotland, a new brand and repositioning in England, and a revitalisation in Ireland, can RBS successfully transition from a branded house to a house of brands?
Wise has driven much of its growth to date through word of mouth, but having evolved its proposition, the international banking platform believes now is the time to launch its first global brand campaign as it looks to build awareness.
Some CMOs are “selfish” staying in their posts too long and not letting others progress, suggests Asahi CMO Grant McKenzie.
While the UK’s ad market grew 6% in 2023, total growth when discounting high inflation rates was -1.2%, according to the latest report from the AA and WARC.
Inclusive marketing drives meaningfulness and differentiation for Lego, says brand boss Carolina Teixeira, measures closely linked to price elasticity.