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.
B2B brands shift focus to customer experience
Jonathan BaconCustomer 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.
Ruth Mortimer: Marketers – let’s confront the problems with scale
Ruth Mortimer“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.”
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Mark Ritson: From branded house to house of brands, RBS’ strategy is both ambitious and radical
Mark RitsonFollowing 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?
Budgeting and changing strategy: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From cautionary tales from the budgeting and planning frontline to the changing nature of retail, it’s been a busy week. Here is my take.
Nike pledges to ‘stay on the offensive’ as it increases focus on demand creation
Chris SutcliffeThe sportswear retailer is feeling buoyant after a strong first quarter, and vows to stay on the offensive into the rest of the year.
How Dunelm’s top marketer shifted focus from product to customer
Josh StephensonSean McGinty tasked himself with putting the customer at the heart of Dunelm when he joined the business from Aldi earlier this year.
Justify budget requests with a solid set of projections
Grace KiteRunning the numbers through different scenarios enables you to identify the budget that’s needed to reach your targets and will make it more likely to be approved.