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Josie Tutty, Event Reports, B2B Leaders Virtual Forum Asia, August 2021
There are some ways that marketers can ensure “brand” gets the respect it deserves, according to the marketing chiefs of Experian, The Wall Street Journal and Allied World Insurance.
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Christian Polman, WARC Exclusive, April 2021
Used effectively, a new ‘share of search’ metric will enhance C-suite credibility for CMOs, says Christian Polman, Managing Director UK, Looping Group.
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Jann Schwarz, Research on WARC, April 2021
A conversation with McKinsey partner Michael Betz, one of the Institute’s Research Fellows that discusses the appropriate response to the coronavirus pandemic.
What if you, as a CMO, were able to show not only how much revenue your marketing investment will deliver, but when? Mike Colling explains how you can.
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Stephen Whiteside, Event Reports, The Great Debates: Marketing Growth Frameworks, June 2020
Research by Peter Fader, professor of marketing at The Wharton School of the University of Pennsylvania, highlights the importance of customer lifetime value (CLV) to driving brand growth.
Growth is going to be hard won over the next few years and will require businesses to pay more than lip-service to "customer-centricity". Listen to your insights team, says Jane Frost, who also advises those same teams to start talking the language of business.
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Matthew Schwartz, ANA, B2B Marketer, February 2021
B2B firms, regardless of the business sector, must pivot to a digital-first model, but they also have to understand that digital marketing and leveraging the technology that supports it does not have a fixed destination.
A new study by the social network based on a survey of more than 300 UK C-suite executives at large (+£250m turnover) organisations reveals that innovating revenue streams is a key priority as old ways of operating are forced to change by the pandemi
Almost three-quarters (73%) of chief marketing officers in North America, the UK, France and Germany intend to play it safe by relying on existing customers to fuel growth in 2021, according to a new survey from research firm Gartner.
The concepts of mental and physical availability are easily grasped but a lack of detailed marketing knowledge in the C-suite, and a lack of nuance in language, means that a third “availability” should be added to improve understanding.
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Ryan Dinger, ANA, B2B Marketer, December 2020
The Gartner 2020 CMO Spend Survey found that 73% of the respondents expect the short-term negative impact of COVID-19 to be short-lived whereas the World Economic Forum survey of CEOS, found that 60% believe there will be a U-shaped recession.
This article is part of a special WARC Snapshot focused on enabling brand marketers to re-strategise amid the unprecedented disruption caused by the novel coronavirus outbreak.
You learn more from mistakes than from successes - James Watt, CEO of the outspoken drinks brand, BrewDog, shares ten of his biggest in a LinkedIn post.
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Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2020
This article discusses the updated 2020 results from DVJ Insights’ growth study exploring why winners grow more than the average and why losers grow less.
Part of WARC’s Marketer’s Toolkit 2021, this report illustrates how marketing leaders across different categories and markets are thinking about the volatile year ahead, based on interviews with 20 leading brand marketers.
For years, many marketers have bemoaned their lack of influence – or indeed, presence – in the boardroom and certainly battled to be considered the future CEO. Thankfully, over the last decade, the enlightened CMO and their partner CEOs have proven their impact when it comes to embracing new and smarter ways to assimilate consumer insight and behaviour and creating more efficient and beautiful ways of reaching their audience, which in turn converts to revenue and loyalty.
Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
