Oct 30, 2020

As a multi-disciplined, multi-functional channel, social deserves a seat at every B2B brand’s strategic table. A robust social strategy does more than just drive brand awareness, it also can also generate leads, attract talent, and build a strong employee culture with far-reaching effects. Don’t take just our word...

Oct 23, 2020

Like many B2B companies, K2 Software has really zeroed in on what makes its low-code process automation platform mission-critical for its customers. Unlike many B2B companies, K2 had already started shifting its strategy and messaging in 2019, months before the far-reaching effects of COVID were on anybody’s radar. In...

Oct 16, 2020

Citing a recent virtual event she attended, CMO Latané Conant of 6sense truly believes that, for marketers, “The more things change, the more things stay the same.” Now, a lot of things have changed: no more physical events, no more sales presentations, no more opportunities to bring clients together or close deals...

Oct 9, 2020

Imagine a globally recognized brand (say, IBM Watson Marketing) decides to spin out and gets packaged up and purchased by private equity. Imagine said brand not only has big name recognition, but also a handful of acquisitioned companies with some seriously loyal customers. So, you’re a brand-new company with 1,000+...

Oct 2, 2020

“So, a brand walks into a bar…What drink does it order?” And no, it’s not the start of a joke, instead, it’s a question that CMO Paz Macdonald asks when thinking about brand. When she joined Software AG in 2019, it was clear that the 50-year-old enterprise software company’s brand needed a massive...