videos
Editor's Pick
Digital Touchpoints
Beth Comstock, CMO of GE, explains that the proliferation of touch-points makes B2B customer relationships more relevant and intimate. For the customer, this should result in higher value and less wasted time.
B2C to B2B
Tom Insprucker from Schneider Electric, advises B2B marketers to find out what digital innovations work in the B2C space and adapt these strategies to a B2B space.
CRM Revolution
Steve Dunn of Skyline Exhibits explains that the advent of Customer Relationship Management tools and approaches have changed the face of B2B marketing.
Achieving Pace
Motorola's Director of Global Product Marketing, Floyd Wagoner, remarks upon the constant demand for fresh ideas and content in today's fast-paced marketing environment.
Editor's Pick
Deposit It Mobile
Rhonda Crawford, VP of Digital Media and Innovation at USAA, explains that the goal of innovation is to make customers' lives easier. She describes the online banking innovation of "Deposit It Mobile" which allows customers to make deposits by uploading images of checks via their mobile phones. Why stand in line?
Editor's Pick
Loyalty Program Tools
Julie Cary, EVP and CMO of La Quinta Inns and Suites, talks about the importance of maximizing engagement through loyalty programs. Use multiple touch-points, including mobile tools, to engage and serve customers at different stages of participation.
Editor's Pick
Engagement Pattern
Pat LaPointe, Managing Partner at Marketing NPV, talks about the utility of digital metrics in describing the online engagement pattern that transforms prospects into customers. We can envision what the pattern should look like on the path to a financial transaction, then social media helps maintain the customer relationship. Monitor engagement scores and velocity to financial value.
Editor's Pick
Travel & Mobile
Anne Murray, Director of Integrated Marketing at Southwest Airlines, describes the operational features of mobile for travel users. The first point of contact with the brand could be via mobile, but the first live point of contact is at the gate. The travel experience provides many marketing touch-points for Southwest and mobile amplifies many of them.
Editor's Pick
Listening Post
Dan Marks, CMO of First Tennessee Bank, describes leveraging the voice of the customer through the online "listening post" feature, where customers can talk about their experiences.
Editor's Pick
Digital Acquisition Strategy
Deb Oler, VP US Brand for WW Grainger, talks about using digital to find communities of technicians whose interests align with the B2B marketing interests of a company. These present opportunities for building awareness, engaging in discussions, inviting trials, and offering incentives.
Editor's Pick
Symbiotic Relationship
Rhonda Crawford, Vice President of Digital Media and Innovation at USAA, explains many of the functions of the Chief Financial Officer's domain have bled over into marketing, because of the emphasis on measurement and accountability. At the same time, CFOs have become more sophisticated about the nuances of marketing and public relations. A more symbiotic relationship between CMOs and CFOs is a positive development in corporate America.
Editor's Pick
User Testing
Thad Kahlow, CEO of Business OnLine, talks about one-to-one user testing to discover the motivations of online users.