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?
Allwyn took over the National Lottery licence from Camelot in February and is aiming to inject some “magic” into the Lottery’s individual games to recruit new and lapsed players.
This week our marketing columnist asks and then answers the most annoying question of them all.
Since launching its global platform ‘It has to be Heinz’, the food brand has been able to move at pace to respond to local trends, allowing it to create its latest ad in record time.
Despite indications that large businesses will invest in innovation and marketing to drive growth, cost-cutting and efficiencies are still top-of-mind for many, according to a new report.