Ted Wright

10 takeaways from the Association of National Advertisers Masters of B2B Marketing. 1. There is a lot of great talent and work in B2B marketing 2. Florida can be tornadic in the summer 3. Always take the airplane snacks (courtesy of Mike Linton) 🥨 4. Naples is a 2hr45min drive from Tampa 5. Kenan A. is a great option for 5 last-minute slides 6. Michael Treff is THE person I’d want presenting something he’s never presented before in a crunch (I already knew that but it was a helpful reminder) 7. Kenneth Hein knows everyone in B2B 8. It takes half the time to get to the airport at 4:45am than it does during a rainstorm at 3:30pm ⏰ 9. Great partners allow you to make great work (again, just a reminder) 10. It feels great to win an Agency of the Year award 🎉

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Understanding your audience is one of the most intelligent and cost-effective strategies for improving your bottom line.  Check out Grant C. Gooding's quick breakdown of the 6 most commonly used market research methods, their strengths and weaknesses, and when they should be used. https://lnkd.in/gZvhdTZW #getproof #marketresearch #researchmethods #emotionalresearch #emotionaldata

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https://lnkd.in/gSNGxFQp The Spencer Stuart annual CMO Tenure Study offers compelling insights into the evolving role and stability of CMOs, particularly noting the tenure stabilization at 4.2 years for Fortune 500 CMOs. It's intriguing that B2B CMOs tend to have longer tenures compared to their B2C counterparts, with 4.5 years versus 4.0 years respectively. This difference likely reflects the distinct challenges and market dynamics each sector faces. The study also highlights the increasing trend of CMOs taking on broader responsibilities and the significant number of first-time CMOs being promoted internally, suggesting a strong emphasis on leadership development and succession planning within organizations. It is great to see that women now represent half of Fortune 500 CMOs. I believe it's important now for companies to turn their attention to improving development and support systems for diverse high-potential leaders. #CMOtenure #B2BMarketing #Leadership #WomeninMarketing

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An interesting look at why human input remains integral to marketing. Even with advances in AI technology, there still certain limitations. #MarketingStrategy #B2B #AI #ContentCreation #HumanConnection https://ow.ly/Rbmc50TG1au

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Understanding consumer behaviors and embracing innovation is key to revitalizing legacy brands in today's fast-paced market. Dive into the world of strategic brand transformation with Donald (Don) Polite on the Interesting B2B Marketers Podcast. Discover how a global coffee brand successfully navigated market shifts and competition to rejuvenate its appeal to a new generation. Tune in for invaluable insights that could redefine your marketing strategies and help your brand stay relevant. Don't miss out on this blend of history, strategy, and innovation. Link here: https://lnkd.in/g5Z9Xz3g

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We’ve all seen examples of brands or influencers who in times of crises opt to “turn off” the comments. It’s something we heavily recommend against in our risk assessments for new campaigns and this new study shows exactly why. As soon as you turn off the comments, the trust from your consumers drops. https://lnkd.in/e5a5YKNA It shouldn’t be a surprise, this is a pretty predictable outcome. But in times of crises, if you haven’t pre-planned, when reputations are on the line, it feels like an easy solution to make the pain go away. The lesson: ensure reputation and crisis planning is built into every campaign. With a clear stakeholder plan and pre-agreed responses to predictable hiccups. 9/10 you won’t need it. But for the one time you do - it’ll be worth the foresight.

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Can you say "Big news?" There was no shortage of topics this week on the Promo UpFront #podcast! This week Bill Petrie and I talk about S&S Activewear acquiring alphabroder, what "Made in China" means to consumers, Elon Musk waging war on advertisers...and more! Watch now and let us know what you think! #marketing #brandedmerch

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As one who interacts with CMOs all the time I can tell you this topic is at or near the top of their collective priority list. And while I am skeptical of those who espouse best practices when it comes to generative AI - only because it is so nascent - I felt compelled to share this particular piece from my fellow CMSWire scribe, Tiffany Holland Why? Glad you asked. I felt compelled for the simple fact I agree with everything Tiffany opined on, which she breaks down into four truths, which are below along with my brief commentary. Do yourself a favor and read her piece. ➡️ Truth #1: Inaction With Generative AI in Marketing Is the Greatest Risk Yes, yes and YES. If I could climb the highest mountain I would and bellow this to the masses below. This ain't the time to "sit this one out" whilst the rest of the world, AKA your competition is taking full advantage. ➡️ Truth #2: Generative AI Offers More Value Than Just Operational Efficiency Tiffany deftly writes of the "narrow view" many CMOs and marketers have of Gen AI, which "offers only short-term benefits and overlooks the true power of machine learning." Dating myself big time here but this reminded me of the late 70's campaign professing that orange juice is not just for breakfast anymore. https://lnkd.in/e95uWbex ➡️ Truth #3: Generative AI Solutions Fails in the Traditional Marketing Model "Generative AI won’t deliver its full potential if organizations try to plug it into outdated operating models." Full Stop! Read and re-read that over and over and over and then, for the love of all things Holy, do NOT blame Gen AI if you do not adhere to this sage advice. ➡️ Truth #4: Ethical Governance of Generative AI in Marketing Is Critical I love that Tiffany saved this one for last because it is THE most important truth, by far. Gen AI and AI in general, is very much akin to the wild west right now; no rules of governance other than those self-imposed. Brands MUST self-govern the way they use Gen AI if for no other reason, it is the ethical thing to do. Please share your thoughts on all of this. I love a good conversation and yes, a debate if need be. Jeanniey John Aakansha Srota Manny Shelly Lou Jeff Raja Ted Lee David Alma Dom Rhonda #ai #GenAI #cmo

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Below is a great example of using Awarness (aka top of funnel) marketing tactics to drive #localsearch demand. In addition to their #TikTok campaign I’d be curious what other tactics they might have deployed during the same times. Some other channels that may have also supported the branded search interest growth: - Traditional TV - #ConnectedTV / #OTT - Digital Out of Home (#DOOH) - Programmatic Display - Audio ad campaigns The Customer Journey as shown below can be attributed and influenced by Paid and Earned Media campaigns! #localmarketing #franchisemarketing

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I speak with strategists, lots of them, most days, most of the day. The consensus is as we approach a seismic event in the U.S. next week, is that a performance-oriented focus has seriously wounded the appetite for great strategic thinking. That's certainly borne out through job losses that I'm aware of over the last year. Yes, the media and advertising industry is in the midst of structural change. This will continue for a few more years. And yes, there is a pressure on the C-Suite to make those numbers, so if the business emphasizes annual bonuses, of course decision making emphasizes a more transactional approach both brand and agency-side. The good news - As well as an industry facing structural change we have all been on the wrong end of an economic cycle. The good news, high inflation and interest rates are heading in the right direction and coming into 2025 as rates start to come down, as the tide comes in, all boats will rise, getting work should be relatively easier. The Really Good News/Endless Opportunity For Strategists Each week I hear about new examples of agency strategists either building completely new businesses from scratch or working for start-ups, non-profits or brand-side. Many of you have fear that your skills are not transferable and so beyond the agency business your opportunities limited. This is not true. Absolutely wrong. You might not have the same title; You might not use all the skills you've used, day-to-day, but your skills, as long as you can communicate the value they deliver, will always be needed. I ask you, what business new or existing, doesn't require expertise either to identify and connect with a target audience? Yes, I hear you mention 'technology!' Yes, it can do a lot and no doubt will much more! My belief is that as important as data is, while we are trying to understand and influence the behaviour of audiences that are human, the best understanding and work (even if it costs more) will always come from an 'emphasis' on human engagement. The possibilities for smart strategists are endless. This is why I'm optimistic.

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Learn about the differences in consumer responses to established activist brands versus emergent activist brands in the latest episode of the \#JournalofAdvertisingResearch podcast. This discussion provides practical insights for \#brands looking to navigate the complex landscape of purpose-driven \#advertising and much more. \#Podcast \#BrandActivism \#MarketingResearch \#PurposeAdvertising \#ConsumerBehavior \#BrandStrategy \#the_ARF

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In all our years working with B2B companies, we've learned a valuable truth—specs don’t sell. What's the better way to sell in today's evolving markets? Check out our blog to see what we've learned works better and how you can implement these insights into your marketing strategy. https://lnkd.in/gkxaGJzW #revelmarketing #revelblog #B2Bmarketing #marketingstrategy #leadgen #B2Bsales

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Here are some interesting papers for marketers, CX and product leaders looking to apply AI. The first two are freely available, the others are paywalled. In the second article in the link: “How Artificial Intelligence Constrains the Human Experience”, the authors describe some of the consumer experiences when engaging AI, for example, a sense of transference of agency from the human to the algorithm. This transfer produces “a loss of serendipity” e.g. stumbling onto helpful solutions, and “de-skillimg”, e.g. the atrophy of creative talents when we increasingly depend on ChatGPT. It’s an interesting read and worth the time if (like me) you’re wondering how AI should best be put to work commercially, what issues to watch out for, and how to mitigate them. Looking forward to reading the others, when I finally remember my university log in info. Wish I had an AI answer for my totally de-skilled password memory ;) Nb. Stefano Puntoni is my favorite academic working in this field and I strongly recommend marketers follow his account on LinkedIn.

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ICYMI: New Lowe’s CMO has big plans for its retail media network (Modern Retail): It really is performance media in its most purest form. You’re going after very discrete audiences using very discrete insights to drive more sales from a certain audience. What’s exciting about the Lowe’s media network is not only taking insights to action, which is really important to activate a great media network, but we’re moving […] #DOOH #digitalbillboards #digitalsignage

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Navigating Marketing Consistency During a Presidential Election Cycle Presidential election cycles bring a wave of uncertainty and competition—not just in politics, but in the advertising space as well. With political ads flooding traditional media channels, many businesses struggle to keep their marketing messages consistent and visible. However, there’s a strategic way to cut through the noise: leveraging streaming TV ads and Google Ads. Why Streaming TV Ads? As more viewers shift from traditional TV to streaming platforms, streaming TV ads offer a targeted, less congested space for businesses to connect with their audience. Here’s how they can benefit your marketing strategy during an election cycle: Less Ad Clutter: Streaming platforms typically have fewer ads than traditional TV, reducing the competition and allowing your message to stand out. Precision Targeting: Reach your ideal customers based on demographics, interests, and viewing habits, ensuring your ads resonate with the right audience. Flexibility: Adjust your campaigns in real-time to respond to market changes or shifts in consumer behavior, maintaining relevance and impact. The Power of Google Ads While traditional media becomes oversaturated with political ads, Google Ads offers a reliable way to keep your brand top-of-mind: Search Intent: Google Ads target users based on their search queries, meaning your ads reach people actively looking for products or services like yours, even during a busy election cycle. Geographic Targeting: Focus your ads on specific regions, avoiding areas where political advertising is most intense. Cost Efficiency: With pay-per-click (PPC) advertising, you only pay when someone clicks on your ad, making it a cost-effective way to drive traffic and leads without overspending during a high-demand period. Consistency is Key In an election year, maintaining a consistent marketing presence is more challenging, but it’s also more crucial than ever. By integrating streaming TV ads and Google Ads into your strategy, you can: Avoid the Noise: Stay visible in less crowded channels. Target with Precision: Reach your audience when and where they’re most engaged. Optimize Spend: Ensure your marketing dollars are used effectively, even as traditional ad spaces become more competitive. At Equip Marketing Group, we understand the unique challenges businesses face during election cycles. Our team is here to help you navigate this landscape with strategic advertising solutions that keep your brand consistent and top-of-mind. Ready to stay ahead in 2024? Let’s connect and explore how streaming TV and Google Ads can work for you! https://equip.agency/ (330) 600-3092 #MarketingStrategy #StreamingAds #GoogleAds #ElectionYear #Advertising #EquipMarketingGroup #BusinessGrowth #DigitalMarketing

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Flying in the face of other reports on widespread B2B marketing budget strains — and, with it, the faces of anyone feeling those particular strains on a daily basis — a new survey of B2B and B2B tech marketers found that 92% are going to see increased marketing budgets this year, with just as many creating more content than last year. In fact, the 10Fold Communications study, titled Engagement Equation: How B2B Tech Marketers Are Creating And Delivering Content That Captivates In 2024, found that 40% expect to create as much as 3-5 times as much content as they did in 2023, and 13% expect to produce 10 times more. “The findings paint a clear picture of a global surge in content marketing,” the report says. “Marketers across various industries are significantly increasing content output, with some — including manufacturing/robotics and IT networking — aiming for exponential growth.” Helping with that surge, of course, is AI, which 81% of survey respondents said they leverage occasionally or frequently to create that content. “AI’s efficiency is particularly useful when distributing content in written formats,” the report says, “including social posts, e-Books, contributed thought leadership pieces, whitepapers, etc.” Social media and video content were far and away the most prioritized formats (for 46% and 41% of respondents, respectively), followed by blogs (20%) and newsletters (19%). 10Fold says companies with a budget between $250,000 and $499,999 allocated for content development “stood out for their aggressive social media focus,” with a planned 51% increase for social media content distribution. “[This suggests] a potential sweet spot for budget allocation that allows for efficient content creation and a strong social media presence,” the report says. “For those with modest to low marketing content budgets, increasing the amount of social content is one way to cost-effectively amp up the volume.” #contentmarketing #aimarketing #marketingbudgets #publishing #publishingindustry #digitalpublishing #mediapublishing #AIsoftware #AImarketingsoftware #digitalmarketing #digitalmediamanager #digitalmediamanagement #MarketingManager #MagazineManager (Photo Source: 10Fold)

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Ultimately, staying politically neutral is a better strategy for mass-market brands. The marketplace is already divided, and a brand's role should be to unite customers around a shared value: the value of the product or service. Don’t let political ideologies detract from your brand’s and business’s success. A lesson Sticker Mule is learning......

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Brand equity represents the perceived value of your company to your audience. It's how some companies can charge five times more for the same product compared to their competitors. Building brand equity relies on consistency: - 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 - 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁 𝗱𝗲𝘀𝗶𝗴𝗻 - 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝘀𝗲𝗿𝘃𝗶𝗰𝗲 Avoid experimenting just for the sake of change. Stay consistent. https://lnkd.in/gX5y5zRh

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