Just over a year into her role as CMO at the world’s fourth largest B2B business General Electric, Linda Boff explains how her team are ripping up the rulebook and driving disruption at the ‘124-year-old startup’.
From artificial intelligence going mainstream to brands being urged to take their philanthropic efforts more seriously, Marketing Week takes a look at some of the key talking points from Dreamforce 2016.
The way businesses operate may be evolving as digital processes continue to take hold but what does this mean for B2B market research? Face-to-face conversations are still important but social media, gamification and data analysis are leading to deeper customer relationships.
Following the uproar caused by Marketing Week columnist Mark Ritson’s assertion that all marketing experts should have a formal qualification in marketing, senior marketers on both sides of the argument debate the hotly contested issue.
For the first time this year Millward Brown has included a business-to-business ranking in the BrandZ report. It classes B2B companies as those that generate the majority of their revenues from the B2B part of the brand.
By consolidating its magazine titles under the Campaign brand instead of Marketing, publisher Haymarket has neglected 85 years of heritage and put the ad agency world ahead of the wider marketing discipline.
Retailers including John Lewis, Ryman, Debenhams, Iceland and New Look have signed up to the scheme, which is supported by charity RetailTRUST and designed to improve long-term financial management and therefore employee wellbeing.
Previewing his Cannes Lions keynote session, Unilever chief marketing and communications officer Keith Weed says focusing on quality and diversity will make consumers more open to ads where they see themselves reflected.