Recently, a CMA thought leadership discussion introduced the notion that COVID-19 recovery phases might help Canadian marketers develop their COVID-19 recovery strategy. In late March, Nike announced its plan of four recovery phases, defining what they would be doing in each:  Containment  Recovery  Normalization  Return to Growth  For most businesses, the key component of the Containment phase was work-from-home. But, the pandemic has affected businesses differently, which means phasing needs to be your own -- either in definition or in timing.   We asked ..read more

While Covid-19 is having an impact on everyone, new global research [1] on how the pandemic is affecting marketing indicates that, compared to B2C marketers, their B2B counterparts:  Are experiencing less job redundancy  Appear to be more efficient and effective working remotely  Are less likely to delay or cancel marketing spending  We asked the CMA B2B Council for their perspectives on the impact of COVID-19, and while there is no single answer for every situation, many of the insights below are applicable across a multitude of organizations and industries. As most in ..read more

New research by MarTech Today reveals that over 80% of marketers changed at least one martech application in the last 12 months. There’s no reason to believe this percentage is any lower in the B2B world than it is in the B2C world, and as such, members of the CMA B2B Council weigh in with their insights on the challenges and considerations associated with making a switch: Switching up a martech application won’t work well if the marketing strategy it is intended to execute isn’t sound. Marketers don’t always control the overall marketing strategy, depending on the organization and their lev ..read more

With the shift towards more remote work during COVID-19, members of the media are increasingly relying on virtual interviews through platforms such as Skype and Zoom, as well as live or pre-recorded phone interviews to replace the in-person experience. As with any media interview, it’s important to rehearse key messages and be prepared to navigate difficult questions. However, a remote interview comes with a different set of new challenges and considerations. We’ve compiled series of tips to help guide your next remote interview. Remote broadcast interviews (Via Skype, Zoom, etc.) Pick the ri ..read more

Globally, we have trust issues. All you need to do is watch the news or scroll through Twitter for five minutes to witness examples of mistrust, mistruths and misinformation. And, Canada is not immune; we struggle with trust in our government, news media, social media and businesses. As Canadians, we should all be concerned, but why is reputation and trust management so important for marketing and communications professionals in particular? Reputation has historically been difficult to measure, as it presumes some correlation between a good or bad reputation and sales or stock value. However ..read more

Hear from leading B2B thought leaders about some key topics in B2B Marketing and learn more at our upcoming CMAb2b event covering everything from trends, technology tools, content marketing and sales alignment. Here’s what the CMA B2B Council members have to say. Why is ABM so important? Andrew Au, Co-founder & President, Intercept North America Group, Chair, B2B Council.   How can B2B Marketers leverage data and analytics? Christina Dong & Nancy Mancini, Principal Consultant, Marcom Blueprints Inc., Members, B2B Council.   How do you reach SMBs? B2B Council Member Karen Nguyen Se ..read more