Owens-Illinois tapped Nike veteran Saga Shoffner to lead its "Glass Is Life" initiative in 2011. Glass container manufacturers were losing market share to alternative packaging suppliers, and the O-I executive team wanted to build a global movement that would underscore the value of glass and prompt brand managers to align their products with sustainability, health and quality.
Marketing automation tools help marketers engage in relevant conversations with their prospects, writes Michael Ward, CEO of Net-Results. Ward focused on the topic in the BMA Colorado publication Advice from the Top: The Expert Guide to B2B Marketing. He shares tips for marketers who want to build rapport.
By Nancy Chou, GM-Knowsy, The Innovation Games Co.
"Serious games provide a new market research technique that can drive deeper customer insights and produce faster unbiased results than traditional techniques," writes Nancy Chou, general manager of Knowsy at The Innovation Games Co. Chou, who also serves as president of the NorCal BMA chapter, explores the insights that marketers can gain through a little serious play.
B2B marketers can learn a lot from their B2C counterparts, says Chris Ingwalson, director of client services at Denver-based digital agency The1stMovement. Buyer behaviors are changing, and marketers need to make the transition that their audiences have already completed. Ingwalson will share her digital insights with BMA Colorado members on August 22.
Global ad spending grew slightly in the first quarter of 2013, with Latin America posting the largest jump, according to the Nielsen Global AdView Pulse. The research firm offers a free AdView Lite report that provides an overview of global trends. It breaks performance down by region, sector and media type.