The Ordinary priced a banana at $385 to prove a point about marketing language.
A banana priced at $385. A roll of toilet paper for $136. The Ordinary’s latest campaign is equal parts absurd and brilliant, and the lesson for B2B marketers is uncomfortably direct. The Ordinary launched one of the most talked-about brand activations of the year. The skincare company known for radical pricing transparency created a pop-up grocery store across six global cities where…
Read MoreThe $2.2 billion acquisition that could change how AI agents are built for marketers
Publicis Groupe has announced it will acquire LiveRamp, one of the most widely connected data collaboration platforms in advertising, in an all-cash transaction valued at $2.2 billion. The deal is expected to close by end of year, pending regulatory approval and LiveRamp shareholder sign-off. LiveRamp CEO Scott Howe will continue to lead the business, reporting directly to Publicis CEO Arthur Sadoun. On…
Read MoreAI Video Cut launches three new features to help marketing teams do more with the video they already have
A new product update from AI Video Cut takes aim at one of the most persistent pain points in B2B content: the gap between long-form video assets and the short-form clips those assets should be producing. AI Video Cut, an AI-powered video repurposing platform, has launched three new features designed to reduce the time and cost of…
Read MoreWhat B2B marketers need to know about OpenAI’s new ChatGPT ads manager
ChatGPT advertising just got a lot more accessible. OpenAI has launched a beta self-serve Ads Manager with CPC bidding and conversion tracking, moving the platform from experimental pilot to something that looks and feels like a real media buy. The move gives advertisers the ability to create and manage campaigns directly through OpenAI’s own platform. The beta rollout includes CPC bidding, conversion…
Read MoreHow to use brand marketing optimization metrics for better demand gen campaigns.
There’s a rising star in the B2B marketing arena, transforming the way businesses interact with their customers. It’s a strategy that’s so potent it seems to have been crafted by a master alchemist. But, this isn’t a tale of magic and illusion – it’s a story about brand marketing and how it is redefining demand…
Read MoreThe buyer journey makeover starts with a data-driven marketing strategy.
Remember your earliest days of marketing? Navigating the B2B buyer journey probably felt like a labyrinth. You’d take a turn, hit a dead-end, and then scramble to find another route. Well it’s 2024, we’re not newbies anymore, and there’s a shiny new compass guiding more of us marketers through the maze: data-driven strategy. By taking…
Read MoreHow to leverage vendor value to boost marketing ROI.
In the love match of B2B marketing, every move counts. The stakes are high and strategic decision-making is crucial – but marketers often overlook a secret weapon that could help them outmaneuver the competition: vendors. While it doesn’t sound like groundbreaking information, just hear us out. It’s worth reevaluating the way you handle your vendor…
Read MoreAlways-on marketing: here is why its effective on B2B buyers
Imagine if the solution to any problem you faced in life was right in front of you. Sounds amazing, right? Now, what if the same applied to your biggest workplace or organizational challenges? If the answers were clear and easily accessible, wouldn’t you jump at the chance to use them? That’s precisely what an always-on…
Read MoreWhat is the “Day One List” in B2B marketing?
In marketing, it’s every brand’s goal to be noticed—but few actually make it to the top of a buyer’s mind. That’s where the concept of the “Day One List” comes into play. While many marketers are familiar with terms like ICP (Ideal Customer Profile), ABM (Account-Based Marketing), and target accounts, the Day One List is…
Read MoreHow to meaningfully achieve personalization
Let’s start with the obvious: personalization is everywhere. From Spotify playlists that seem to know your soul, to those eerily spot-on product recommendations on Amazon—you’re constantly being “spoken to” in ways that feel custom-made. And as a marketer, you probably hear this all the time: “You’ve got to personalize your outreach if you want to…
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