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?
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Nestlé declaring “growth is back” to two brands hiring their first CMOs, it’s been a busy week. Here is my take.
The CMA’s analysis into loyalty pricing is still ongoing, but it says it is “unlikely” to conclude that supermarkets are unfairly inflating non-loyalty pricing to make their member pricing appear more attractive.
Oatly CEO’s told investors it would refocus on its “reason for being” and be “slightly less self-indulgent” in how it uses its brand voice.
Marketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.