Marketing
Top stories summarized by our editors
4/26/2018

Compliance and security demands for ATMs have kept banks from putting more effort into innovating them, HSBC Global Self-Service Architect Anton Godfrey said. Although HSBC briefly tried cash recycling, mobile integrations and other features on ATMs, Godfrey said, "I'd like to see less of the services living on these machines and more of this migrating to the cloud."

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Pymnts
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HSBC, HSBC Global
4/26/2018

The majority of millennial business-to-business technology buyers want businesses to build personal relationships with them and for potential vendors to share their values, Peter Tsai writes. Millennials also are more willing to do business with younger brands and their personal technology tastes are likely to affect their decision-making, he adds.

4/26/2018

Christopher Jan Benitez looks at some of the best lead-generation tools, including Leadfeeder and its ability to track information about site visitors via Google Analytics. Webtexttool measures the efficacy of your content's search engine optimization and provides analysis of the SEO performance of competitors.

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Business 2 Community
4/26/2018

Business-to-business companies have to change their sales and marketing mindset by understanding that buyers no longer welcome phone calls or other offline interactions, and instead find the information and business recommendations they need online, Joe Logan writes. Marketers must work internally to champion digital strategies and prevent their businesses from falling back on familiar sales practices that have become ineffective, he notes.

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Forbes
4/26/2018

Thomas Smale reviews six outbound marketing tools, including Uplead, which allows marketers to access verified email addresses of more than 30 million global business-to-business buyers. DirectIQ helps marketers run segmented email campaigns, Midroll creates customized podcast campaigns, and Jelli makes running radio campaigns easier while providing real-time analytics.

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Entrepreneur online
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Thomas Smale, Jelli
4/26/2018

The creative brief -- and the process of developing it -- can differ depending on the project and the relationship between the client and the agency, but there are some universal steps that can help both parties get the most out of these documents. Here are five to keep in mind.

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ana.net
4/26/2018

Learn how top CMOs and other industry leaders are driving marketing value and bottom-line results by attending the 2018 ANA Masters of B2B Marketing, June 6 to 8 in Chicago, Ill.

Sessions include:

  • Driving profitable growth and brand leadership at Comcast Business
  • LinkedIn's view on the hottest trends in B2B marketing
  • Pivoting from a B2C to B2B company at Vonage
  • Marketing lessons from the non-profit world at College Bound Dorchester
  • Driving marketing innovation and value at Stanley Black and Decker
  • Elevating marketing's role within the C-suite at Cisco
  • Building a new brand and company at Conduent

Register now.

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ana.net
4/26/2018

Brands can improve community connection by sparking meaningful conversations and by focusing on a specific group instead of a wide audience, writes Scott Gerber, CEO of The Community Company. Companies should also set themselves apart from the competition by offering unique experiences that put the customer first, he adds.

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Adweek
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Scott Gerber
4/26/2018

Nike's Converse has appointed Sophie Bambuck as its new marketing chief. Bambuck previously held the role of senior brand director at Nike's sportswear division in Europe, the Middle East and Africa.

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Nike
4/26/2018

Freelance web designers need to re-examine their business strategies to stay up-to-date with the changing times, Eric Karkovack writes. He notes that designers should shift with their greater understanding of their clients and their own personal growth.

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Speckyboy
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Eric Karkovack