Insight Categories: Marketing

A recent panel hosted by the Marketing and Growth Community at the Northern Virginia Technology Council (NVTC), moderated by Grafik’s SVP of Growth, Tanya Nazarian, spotlighted a pressing challenge: misalignment between CMOs and their C-suite peers is limiting marketing’s impact and creating roadblocks to long-term growth. 

In leading this dynamic discussion, we explored the growing complexity of organizational growth itself: it increasingly depends on cross-functional alignment, and yet marketing remains too often on the sidelines of strategic decision-making. Our panel unpacked why that gap exists and what CMOs can do to close it. The insights shared offer a clear path to stronger alignment and greater impact.

For many CMOs, The challenge isn’t capability—it’s perception. Only 51% of CEOs say their CMO plays a central role in shaping growth strategy, and 80% admit they don’t fully trust or are unimpressed with their marketing leader. These perceptions matter. They lead to misaligned goals, unclear expectations, and KPIs that fail to reflect real business value. 

However, when organizations place marketing at the center of their strategy, not as a function, but as a force for growth, they’re twice as likely to achieve measurable growth. But for marketing to operate at that level, organizations must start with something deceptively simple: a shared understanding of marketing’s role.

Marketing’s influence has expanded, and so has its complexity.

Today’s CMOs are expected to lead across brand, demand generation, digital experience, and customer insight. Often, they’re also tasked with areas like product marketing, sales enablement, pricing, or even digital transformation. The rise of roles like Chief Growth Officer and Chief Digital Officer reflects this shift, but it has also introduced blurred lines, role ambiguity, and fragmented accountability.

The result? A fundamental disconnect in the C-suite. While 90% of CEOs say the role of marketing is well-defined in their organization, only half of CEOs and CMOs within the same companies agree on what marketing’s primary purpose is. Without a shared understanding at the top, marketing ends up trying to prove its value against invisible expectations. Marketing brings strategic value, but without clarity around its mandate, that value often goes unrealized. This kind of alignment doesn’t happen organically; it must be deliberately built.

Clarity is the starting point of successful marketing leadership.

For CMOs, this means initiating the conversation, setting expectations, and aligning the scope with business priorities. But even with clarity around scope, many CMOs find themselves on the outside of strategic decision-making. Why?

Too often, strategic planning happens without marketing in the room. CEOs may rely on COOs or CFOs for go-forward plans that are analytically sound but lack a consumer-first lens. This absence often stems from a misalignment, specifically in how success is defined and measured. When marketing KPIs aren’t framed in terms of business outcomes, their contributions are overlooked.

The fix? Translate marketing performance into business language. CMOs must demonstrate how brand efforts, digital strategies, and consumer insights tie directly to revenue growth, customer acquisition, or retention, while collaborating with finance and operations leaders to define shared success metrics.

The CMOs who break through are the ones who connect the dots, demonstrating how their strategies drive pipeline, profitable growth, and market momentum. As Kelly Schlageter, Chief People Officer at Acentra Health, puts it: “If you show value, you’ll get invited to the table.”

When the whole C-suite is aligned on which metrics matter, everyone runs toward the same finish line.

Final Thoughts:

For marketers, the path to greater influence begins with clarity on their role, metrics, and how success is defined across the business. When those pieces come together, marketing becomes an indispensable driver of business strategy.

Here’s a recap from our last event: Marketing for growth: how to thrive in 2025. Stay tuned for the next one coming this September.

Have a B2B marketing and branding questions? We’re here to help. Don’t hesitate to reach out.

Attending ASAE’s 2025 Membership, Marketing, Communications + Tech Conference (MMC+Tech) was an energizing and insightful experience—especially for those of us helping associations navigate the evolving landscape of branding, marketing, and member engagement. As a Client Coordinator at Grafik, I’m always looking for innovative ways to support our association clients in achieving their strategic goals. This year’s conference delivered just that: a wealth of fresh perspectives, data-driven strategies, and practical takeaways that can directly enhance how associations communicate their value, build loyalty, and grow their impact. In this blog, I’m excited to share the key insights that stood out most and how they can translate into actionable strategies for your organization.

Top strategies and lessons from 2025 Gold Circle winners

The International Interior Design Association’s “I Am IIDA” campaign—2025 Gold Circle Award winner for Member Retention—took a personal approach by celebrating members as individuals beyond their professional roles. Launched during IIDA’s 30th anniversary, the campaign featured posters, wellness guides, social media content, and a member-driven “I Am IIDA” week that encouraged peer-to-peer renewal outreach. With goals to boost retention across individual, corporate, and student members, increase chapter engagement, and launch a firm invoicing program, the campaign proved that humanizing the member experience and elevating community voices can powerfully drive loyalty and connection.

RESOLVE’s Crisis Advocacy Campaign—winner of the 2025 Gold Circle Award for Advocacy and the Overall Excellence Award—mobilized swiftly in response to an Alabama Supreme Court ruling that paused IVF services. With a mission to restore access through legislative action, RESOLVE elevated patient voices via earned and social media while reinforcing its position as a national thought leader in access to care. Partnering with a PR agency for broad media outreach and executing daily communication plans for constituents and volunteers, the campaign demonstrated that even small associations can lead effectively in moments of crisis. The keys to their success: clear KPIs, consistent messaging, and proactive stakeholder engagement.

The American Association of Nurse Anesthesiology’s member-driven recruitment initiative—winner of the 2025 Gold Circle Award for Membership Recruitment—marked a historic shift as members led the charge to expand the community to include RNs and APRNs. In response, AANA updated its bylaws for the first time in 40 years, reflecting a bold commitment to inclusivity and growth. Their success was grounded in clear goal-setting, frequent collaboration, and a deep understanding of member needs. The campaign emphasized innovation, consistent tracking, and storytelling rooted in data. AANA’s key lesson: the most impactful recruitment efforts are those that solve real problems and deliver lasting value for members and the profession alike.

Reimagining member value for the digital era

Today’s members expect more than just events and networking—they seek career growth, trusted insights, and flexible learning opportunities delivered on their terms. While associations continue to offer valuable content, the key challenge lies in how it’s delivered. With Google offering instant information, LinkedIn providing global connections, and online learning platforms blending flexibility with education, members have plenty of alternatives if their needs aren’t met. Personalization, digital access, and on-demand formats are no longer nice-to-haves—they’re essential. Associations must adapt by identifying existing value, asking members what they want, and launching scalable, recurring digital experiences. Value propositions haven’t changed, but member expectations have—and meeting them starts with modernizing your delivery.

As one session highlighted, email marketing remains one of the most powerful tools for associations and event marketers—when used strategically. To boost engagement, focus on subject lines that speak directly to what your audience wants to know, using current events, capitalized key words, or numbers to grab attention. Contrary to common practice, weekends offer a major opportunity: with 88% less B2B email competition, your message is more likely to be seen. Think visually—shorter subject lines and bold first words stand out. Skip tired intros like “Register” or “Reminder” and personalize with audience-specific details like job title or location. And don’t overlook the power of first-person CTAs (“Save my spot”) to drive clicks. Above all, your first email matters most—ditch the dry confirmations and deliver something exciting that makes members feel seen and valued from the start.

Rebranding to elevate and recharge your organization

An association rebrand can serve as a powerful catalyst for change within an organization, offering the opportunity to communicate a new direction, reinforce the mission, and align the brand identity with future goals. It signals growth and evolution to members, business partners, and external stakeholders while creating a unified message that strengthens internal and external relationships. A successful rebrand starts with a clear strategy—defining objectives, identifying key stakeholders, establishing vendor selection criteria, and setting expectations for proposals. During implementation, the focus should shift from simply showcasing offerings to emphasizing the deeper “why” behind them. The impact of a thoughtful rebrand is significant: it can drive stronger engagement from diverse audiences, boost visibility across media and digital platforms, improve internal morale, and deliver a clearer, more compelling message about the organization’s mission today.

An example of a successful rebrand shown at MMC+T was the Association for Healthcare Foodservice (AHF), which undertook a brand elevation to address a long-standing identity challenge. As an organization focused on foodservice professionals in healthcare and senior care, AHF operated within a highly niche industry segment. Over time, the brand had come to feel “dull” and no longer reflected the energy or scope of its evolving membership. A multiyear discussion around how to best incorporate a growing senior care audience into the brand identity culminated in the decision to rebrand. This effort helped resolve identity concerns and reposition the organization to better reflect its current and future membership.

Value propositions: define and deliver with clarity

Positioning your organization with a strong value proposition is the foundation of every successful association—it’s not about your passion for the mission, but about the tangible benefits you offer. It explains why someone should join and stay, articulating the unique, compelling advantages your organization provides. Unlike your mission, which defines purpose, a value proposition drives action by addressing member needs and showcasing how you solve their problems. In a competitive landscape, a clear and concise value proposition helps differentiate your association, attract and retain members, and guide strategic decisions. To define it, assess your audience, analyze competitors, identify key benefits, and craft a statement that resonates. Ultimately, it’s not just about what you offer, but how members experience and value that offering over time. Associations must evolve from transactional relationships to experiential ones to ensure lasting engagement and loyalty.

Grafik helps associations achieve this through strategic branding work that uncovers and articulates the essence of their value. By aligning audience insights, stakeholder goals, and organizational strengths, Grafik crafts brand platforms that clearly communicate purpose, differentiate from competitors, and foster authentic, long-term member relationships. Explore Grafik’s association branding and marketing work to see how we’ve partnered with organizations like NAIS, NPPC, and NGA to define compelling value propositions and build enduring, standout brands.

From the powerful examples set by Gold Circle Award winners to fresh takes on member engagement and rebranding, the common thread is clear: associations that embrace innovation and lead with clarity and purpose are the ones best positioned to thrive. Whether it’s crafting a sharper value proposition or simply sending smarter emails, each takeaway from this year’s conference offers a tangible opportunity to better connect with your audience and advance your mission. At Grafik, we’re excited to help our clients put these lessons into action—transforming strategy into meaningful, measurable results.

Last month, my colleague Tanya Nazarian and I had the opportunity to join the Northern Virginia Tech Council’s Marketing & Growth panel for a lively discussion on how marketers can adapt, grow, and thrive in 2025. The energy in the room was electric, with a fantastic audience of marketing leaders sharing insights, asking tough questions, and challenging the status quo.

One of the most thought-provoking segments was our “Start. Stop. Continue.” conversation, where we explored what marketers need to prioritize, eliminate, and refine for the year ahead. Here were a few ideas we advocated for:

STOP: Overcomplicating marketing

A big theme that emerged was the need to simplify and clarify marketing efforts.

🚫 Eliminate buzzwords and jargon
I’ve written about the need for a “lingua franca” before, but even now, marketing may be the most buzzword-heavy industry out there. Can you imagine if doctors had entirely different vocabularies for the same medical procedures? It would create total chaos in an operating room. Yet in marketing, we often have wildly different interpretations of terms like “tentpole event,” “tagline,” or “ad lob.” This ambiguity creates confusion, wastes time, and makes it harder to collaborate—both internally and with agencies.

So, let’s create a “buzzword swear jar” and be more intentional about using clear, precise language. The faster we align on what things actually mean, the faster we can get to solving real business problems.

🚫 Jumping on every trend without a strategy
The internet moves fast—so fast that unless you’re a B2C brand like Wendy’s or Oreo, trying to capitalize on an already trending meme can feel forced, inauthentic, or just plain awkward. (Did corporate brands really need to jump on “Brat Summer”?)
Instead of chasing every viral moment, brands should prioritize trends that are truly relevant to their audiences and fit within a long-term strategy. Social listening and cultural awareness are critical—but execution should be purposeful, not reactionary.

🚫 Spreading too thin across channels
With ongoing uncertainty around TikTok, Meta, and X, we’ll likely see a rise in new platforms tempting marketers to experiment. But history tells us that not all shiny new channels stick around (RIP, Clubhouse).
Most brands don’t have the time, budget, or resources to be everywhere, so consistency is better than chaos. Instead of chasing every new app, double down on making a few core channels really work.
That said, experimentation is still vital—just be strategic about where and how you test.

CONTINUE: People-first marketing

✅ Investing in more human storytelling
One of the most impactful marketing shifts in 2025 is the move away from product-first marketing to a people-first approach.
In B2B tech, we often talk about “users”—but why not just call them people? Buyers are humans first, decision-makers second. With 95% of potential customers not in-market at any given time, brands need to build memorable, emotional connections long before a purchase decision happens.

One of the best ways to do this? More storytelling through video. Whether it’s short-form social clips or long-form brand narratives, video has the power to connect in ways static content simply can’t.

✅ Aligning marketing and sales through ABM
ABM is no longer just a demand gen tactic—it’s a holistic strategy that integrates brand, PR, thought leadership, and even recruitment marketing.
By ensuring marketing and sales are working from the same playbook—aligned on ICPs, KPIs, and measurement frameworks—we create stronger, more effective go-to-market motions.

✅ Testing and experimenting (but with purpose)
“Set it and forget it” doesn’t work anymore. The best marketing strategies are fluid, data-driven, and adaptable.
Continuing to test new content formats, explore AI-driven optimizations, and refine brand messaging will be critical in 2025. But the key is measuring success holistically—not in isolation (no more vanity MQLs).

START: Rethinking how we work

🚀 Reframing collaboration with creatives
One of the biggest mindset shifts I’m embracing this year is rethinking how our marketing strategists work with creative teams. I recently heard another agency executive describe our most inefficient processes as a “relay race, when it really should feel more like a group run”—a collaborative process where ideas evolve together.

A few ways we can make this shift:
• Acknowledge the elephants in the room: Get the tough conversations out of the way early to avoid misalignment later.
• Define a common language: (Again, kill the buzzwords!)
• Create space for a “Hunch Dump”—daily, informal brainstorming sessions where the team can share raw, early-stage ideas before they fully form.
• Encourage constructive disagreement: A meeting where everyone just nods isn’t a productive meeting. Challenging ideas sharpens them.
• Show early ideas in “wet paint” form: Don’t wait until a concept is fully baked to share—invite collaboration earlier in the process.

🚀 Factoring AI not just into our workflows, but into our strategies
AI isn’t just changing how we generate content—it’s reshaping how our content gets found.
Search algorithms are shifting towards AI-driven query results, which means traditional SEO tactics may need an overhaul. Marketers need to optimize their content not just for Google, but for AI-powered search engines that prioritize intent and context.

🚀 Focusing on internal communications and alignment
One of the biggest challenges marketers face isn’t just reaching external audiences—it’s internal alignment.

CMOs often struggle to clearly articulate marketing’s value to the broader organization. Many CEOs, CFOs, and other execs still see marketing as an expense, rather than an investment. A great example of this is PNC’s brand refresh, where the marketing team didn’t just roll out a new look and feel—they “enrolled the entire organization” into the process through:
• Walk the Wall Sessions – interactive brand workshops
• A Brand Book – positioning their identity as a “love letter to boring” (embracing their differentiation)
• Internal Launches – securing buy-in across leadership
• Tying Brand Directly to Business Goals

The key takeaway? Marketing leaders need to proactively engage with the entire C-suite—not just the CEO, but the CIO (tech alignment), CFO (budget justification), and CHRO (talent attraction). The CMOs who thrive in 2025 will be the ones who bring the rest of the org along for the journey.

The path forward for marketing in 2025
The NVTC panel made one thing clear: 2025 will be a defining year for marketing.
• Brands that focus on clarity, authenticity, and consistency will outperform those chasing trends.
• AI will enhance human creativity, not replace it—but marketers need to get ahead of how AI-driven search and personalization will impact strategy.
• CMOs who position marketing as a growth engine (not an expense) and drive organizational alignment will have the biggest impact.

What do you think?
What’s your biggest marketing priority for 2025? Let’s keep the conversation going—feel free to connect with me on LinkedIn or join the NVTC Marketing & Growth Community of Interest to continue the discussion and stay in the loop on more events!

Time was running out for one of the most popular apps in the United States. With a national ban looming, the fate of TikTok—a social media app that allows users to create, watch, and share short videos—dominated headlines in early 2025. ByteDance, the Chinese parent company of TikTok, faced a crucial choice as the Protecting Americans from Foreign Adversary Controlled Applications Act (PAFACA), a law unanimously upheld by the U.S. Supreme Court, threatened to shut down the app on January 19. ByteDance was required to sell TikTok’s U.S. operations before the deadline or face a nationwide ban.

On January 18, with ByteDance still in control, TikTok preemptively shut down in response to PAFACA. However, just 14 hours later, TikTok services were restored following assurances from President Donald Trump, who indicated that he would sign an executive order delaying the enforcement of the ban for 75 days. Just after taking office on January 20, the newly inaugurated President kept his promise, signing an executive order that extended ByteDance’s deadline into early April 2025. Since then, several potential buyers have emerged to acquire TikTok’s U.S. operations, but no final decisions have been announced.

Even with services temporarily reinstated and acquisition discussions in progress, TikTok’s future in the United States remains uncertain, leaving brands and marketers scrambling for answers. Thanks to its unique content creation and sharing abilities, user-friendly interface, powerful recommendation algorithm, and appeal to a younger, trend-focused demographic, TikTok quickly became one of the most valuable social media platforms for advertising. According to Guideline, a company specializing in AI-driven solutions for the media and advertising industry, TikTok’s share of U.S. social media ad spending grew from just 2% in 2020 to 20% in recent years. This rapid growth highlights how essential the app has become for advertisers looking to connect with Gen Z and Millennial consumers. 

As another countdown begins, marketers are rethinking their strategies in case TikTok shuts down for good. While brands need to prepare for this possibility, there are several key measures they can take to minimize disruptions:

Diversifying social media platforms 

If TikTok is removed from the market, many brands will need to shift their advertising efforts to other short-form social media platforms, such as Instagram Reels, Facebook Reels, and YouTube shorts. This transition allows brands to maintain visibility and reach consumers while continuing to cater to audiences who are easily engaged in short bursts. 

For example, Zip, which offers buy-now pay-later services for businesses, preemptively stopped spending on TikTok, according to Jinal Shah, Zip Chief Marketing Officer and General Manager. Over the past few years, Zip has pushed to diversify its social media strategy after hearing whispers about TikTok’s potential fate in the United States. Already ahead of the game, Zip’s creative team is prepared to adapt their creator-led content—originally designed for TikTok—for Instagram and YouTube. Because of this proactive approach, Zip’s consumers will not experience a break in content, and engagement will continue despite TikTok’s uncertain future. 

Expanding marketing channels 

Marketers should not just shift efforts to other social media platforms—they should also expand their overall marketing channels to reduce reliance on any single platform. This looming shutdown has reinforced a key lesson: brands should never put all their eggs in one basket.

By expanding marketing channels, companies can reach wider audiences, tap into new markets, and diversify their advertising strategies. Brands can start small by launching company blogs or podcasts, selling products on third-party marketplaces like Amazon, implementing targeted email marketing campaigns, as well as participating in industry trade shows and events. Selecting the most suitable and effective marketing channels will help brands develop an integrated marketing strategy, leading to greater exposure and stronger customer awareness. 

Communicating with consumers 

While adapting strategy and diversifying plans are critical during this time of uncertainty, it is equally important to actively communicate with consumers to maintain engagement and trust. TikTok has helped brands build strong relationships with their audiences, and without clear communication, companies risk losing this direct engagement. By preparing messaging in advance and proactively guiding consumers to alternative platforms, marketers can ensure continued engagement. 

Messaging should clearly communicate which channels or platforms content will migrate to, introduce new accounts and encourage users to follow them, and reassure the brand’s community that engagement will continue despite TikTok’s absence. Silence during a time like this can cause confusion and loss of trust. Keeping communication open, consistent, and strategic ensures brands remain visible and relevant, regardless of TikTok’s fate.

Successfully navigating the U.S. TikTok ban will require brands to stay proactive, strategic, and communicative. Here at Grafik, we’ve seen B2B and B2G clients dip their toes into the TikTok waters for employee recruitment and engagement, as well as partnering with content creators to reach a broader audience. By implementing the key measures outlined above, companies can maintain engagement and minimize disruptions to their marketing efforts regardless of TikTok’s status. 

The clock may be ticking on TikTok, but if brands take the right steps, their time will be far from over.

Experiential marketing is often associated with consumer-facing brands, but B2B companies can also tap into its power to build deeper connections with clients and prospects. By focusing on unique, interactive experiences, B2B brands can differentiate themselves in a crowded marketplace and create lasting impressions. Here are some creative ways to leverage experiential marketing for B2B brands:

Host Immersive Workshops or Training Sessions:

B2B brands can offer value to their audience through educational experiences, such as immersive workshops or training sessions. These events give participants hands-on experience with your products or services while showcasing your industry expertise. Whether it’s a live product demonstration, a how-to workshop, or a seminar led by thought leaders, these experiences create a deeper connection with your brand while delivering value.

Create Branded Pop-Up Experiences at Industry Events:

B2B brands can enhance their presence at industry events by offering immersive workshops and branded pop-up experiences that provide hands-on value to showcase what sets them apart. Hosting immersive workshops or training sessions allows participants to engage directly with a brand’s products or services, gaining practical knowledge while building a deeper connection.

Additionally, creating branded pop-up experiences at industry events such as trade shows can generate buzz and allow potential clients to see the brand in action. For instance, by replicating a workspace relevant to the target demographic, brands can demonstrate how their solutions impact business goals. A great example is Microsoft’s pop-up at NRF, Retail’s Big Show, where live demos showcased how their cloud and AI tools enhance data-driven decision-making, optimize supply chains, and improve customer experiences. This type of activation highlights the brand’s capabilities and gives attendees tangible examples of how its solutions can benefit their day-to-day operations.

Use Augmented Reality (AR) or Virtual Reality (VR) for Product Demos:

For complex B2B products, it can be difficult to convey value through traditional methods like brochures or PowerPoint presentations. By using AR or VR, you can give prospects a fully immersive experience where they can explore and interact with your products in a virtual environment. This cutting-edge approach not only captures attention but also provides a memorable way to demonstrate the practical benefits of your offerings. For example, Comcast Business, the B2B division of Comcast Corporation, uses its Digital Ecosystem tool to showcase its product offerings across various industries. This Virtual Reality experience allows consumers to explore environments like hotels, restaurants, or retail stores and see firsthand how Comcast Business’s technology solutions can be integrated to enhance their operations. The immersive walkthrough demonstrates the value of their solution suite in real-world settings.

Curate Exclusive Networking Events:

Instead of simply sponsoring a conference, elevate your involvement by hosting a private, invitation-only networking event. This could be a VIP dinner, cocktail hour, or executive roundtable where high-level decision-makers can share insights and build valuable connections. By offering an exclusive and thoughtfully curated experience, your brand becomes associated with meaningful interactions and thought leadership. A growing trend is to include more lighthearted networking opportunities that align with your brand identity and generate buzz. For instance, if your brand is involved in golf sponsorships, hosting a networking event at Topgolf for key customers offers a fun way to connect while reinforcing your brand’s presence.

Leverage Influencer and Thought Leader Collaborations:

Experiential marketing isn’t limited to physical events. B2B brands can collaborate with industry influencers and thought leaders to create impactful digital experiences, too. This could involve live webinars, panel discussions, or collaborative content creation. These partnerships lend credibility to your brand while exposing you to new audiences who trust the expertise of the influencers you’re working with.

Host Engaging Competitions:

Engage your audience by hosting a hackathon, competition, or challenge that invites businesses or teams to solve a specific problem related to your industry. Not only does this provide a fun, interactive experience, but it also positions your brand as a problem solver and an innovator. Attendees will leave with a deeper understanding of your products and services while associating your brand with innovation and collaboration.

B2B brands have many creative opportunities to leverage experiential marketing to build stronger relationships, differentiate themselves, and deliver lasting value. By focusing on interactive, memorable experiences, B2B brands can move beyond traditional marketing strategies and connect with clients on a deeper level.

At this year’s Stratfest, curated by the national advertising agency industry association 4A’s, the overarching theme was “Lingua Franca” — a powerful metaphor for a shared language that connects diverse stakeholders in marketing, advertising, and strategy. In a world where silos and jargon often stifle collaboration, the call for a common trade language resonated deeply across the sessions. It became clear that establishing a common vocabulary is essential not just for creativity but for driving measurable business outcomes. 

Here are a few of my takeaways from the sessions I attended:

Words Matter: Precision as Power

David Matathia of Fitco set the tone early with his session on the importance of words in advertising. He challenged the industry to stop playing fast and loose with language during internal and client meetings, drawing parallels to how other professions (like medicine) rely on standardized terminology to avoid catastrophic miscommunication. The idea that words are the primary tool for communicating ideas and clarifying meaning reinforced the need for a common industry glossary. Miscommunication not only wastes time but also costs millions in rescoping and rebuilding projects.

In this context, “Lingua Franca” is about stripping away ambiguity. Matathia argued that we must learn our clients’ language to align on expectations, outcomes, and what success looks like. This aligns with a broader call to rally the industry behind common terms like brand, platform, campaign, and execution. What do we really mean when we use these words? 

The Role of Strategy: Translating Across Teams

The strategy sessions were particularly illuminating, highlighting the tension between agencies and clients when it comes to creative output. As discussed by Marcus Collins, agencies often isolate themselves with jargon and opaque processes, creating barriers rather than bridges with clients. In the *Future of Strategy* workshop, the message was clear: strategists need to act as translators, ensuring everyone is speaking the same language to foster creativity and effectiveness. “Fluency in effectiveness principles is the future,” said one speaker, underscoring that strategic clarity drives better outcomes.

This also touches on the idea that strategy is undervalued and often misunderstood. With strategy increasingly being specialized or sidelined, the role of strategists as linchpins in communication and problem-solving needs more attention.

AI and the Future of Creative Language

The conversation around AI’s role in the industry brought the theme of “Lingua Franca” to a whole new level. The “Impossibly Smart Billboard” campaign, powered by Google AI for the company Pods, showcased how technology can help marketers create hyperlocal, real-time content at a scale previously unimaginable. What was particularly fascinating was how AI was used to create a distinct tone of voice for the Pods brand, elevating its trust and optimism positioning.

This session emphasized that while AI can assist with execution, it cannot replace the human touch in understanding nuanced emotional tones or cultural relevance. It reinforced the notion that marketers need to maintain fluency in both the language of data and the language of emotion.

B2B: Complexity Requires a Unified Approach

The B2B Workshop drove home the importance of aligning marketing, sales, and business objectives with a unified strategy. In the increasingly complex decision-making environments of B2B marketing, having a common language is critical to bridging gaps across teams and driving meaningful results. The workshop emphasized that strategy is not just about driving campaigns; it’s about transforming ecosystems.

This echoes the broader event theme: without a “Lingua Franca” that unites departments, misalignment can lead to suboptimal performance, particularly when organizations face long buying cycles and complex buyer journeys.

Creativity That Meets Business Goals

One of the most practical takeaways came from discussions around balancing creativity with performance. As explored in the “Couples Counseling for the Modern Era” session, creative and strategy departments often work in isolation, but when they collaborate effectively, the results can be game-changing. Creatives can’t be left to guess the strategy’s intent, nor should strategists dictate the entire creative process. A shared language and understanding can foster collaboration, making teams more agile and responsive.

Jonathan Halvorson’s session also underscored this point: marketing’s role is to transform the business, not just perform. His stark reminder that “finance counts the money, but marketing makes it” reinforced the idea that creativity isn’t a luxury—it’s a business driver.

The Path Forward

Stratfest 2024’s focus on a “Lingua Franca” was more than a theme—it was a rallying cry for the industry to come together around a shared language. Whether it’s bridging gaps between agencies and clients, aligning creative with business goals, or integrating new technologies like AI, the need for clarity, alignment, and shared purpose was a thread woven through every session.

In an era of increasing complexity, the ability to communicate clearly across disciplines and platforms will be the key to unlocking creativity and driving growth. The challenge now is to take these insights and build a future where marketing and strategy work hand-in-hand to not just tell stories, but to transform businesses.

I’ve said it before and I’m saying it again: In the crowded world of B2B marketing, where everyone is vying for attention, standing out isn’t just a luxury—it’s a necessity. Today’s B2B brands face immense competition on social media, and with the average attention span dwindling, the challenge is real. According to data from Facebook, marketers have 3 seconds to capture someone’s attention, or risk being scrolled past, and there is zero reason to doubt this is true—think about your own behavior, think about why digital platforms have such low duration thresholds for charging us for ad views. Yup, it’s because they know no one’s sticking around to watch even 15 seconds of a brand talking about themself. Fifteen seconds is an eternity if you’re bored. As marketers, we get 3 seconds— at best—for consumers to decide whether they’re going to listen to us.

In 2024, B2B social advertising is more competitive than ever. With the proliferation of digital channels, brands are spending more time and resources to cut through the clutter. According to Statista, B2B digital ad spending in the U.S. has amounted to $20.4 billion this year, underscoring the fierce competition. But amidst the noise, some brands are not just surviving—they’re thriving. And the secret to their success is simple yet powerful: they know their audience and create content that genuinely resonates.

The power of knowing your audience

The most successful B2B brands understand that their audience isn’t just a collection of businesses—it’s groups of individual people with shared pain points, needs, and desires. And when brands tap into this human element, they create content that not only stands out but also fosters genuine connections.

Research from the Content Marketing Institute reveals that 88% of top-performing B2B marketers prioritize their audience’s informational needs over their own sales/promotional message. This focus on audience-centric content is what allows brands to break through the noise and capture attention in those crucial first few seconds.

Trainual: Mastering the art of memes

Take Trainual, for example. This brand has mastered the art of connecting with its audience on a human level through organic meme posting. In a space where B2B content can often feel dry and overly technical, Trainual’s approach is refreshingly different. They understand their target audience—operations and leadership professionals in small-to-medium-sized businesses—and connect through humor and relatability. By leveraging memes, Trainual not only entertains but also reinforces the value of their product in a way that feels natural and engaging. Their memes are not just funny; they’re emotionally evocative and strategically crafted to address real pain points, making them shareable, memorable, and enjoyable.

Just do yourself a favor and peruse their LinkedIn page, you’ll get a good chuckle.

Teamwork.com: Engaging through storytelling

Another standout example is Teamwork.com, which somewhat recently released a brilliant movie trailer parody titled “Meet the Client.” This piece of content is a masterclass in storytelling, combining humor, drama, and relatability to create something that is not only entertaining but also highly relevant to their audience. By drawing on the familiar frustrations and challenges that service agencies face, Teamwork.com connects with its audience on a deep emotional level. The result? A piece of content that’s hard to ignore and even harder to forget.

Why this matters for your B2B marketing strategy

So, what can you learn from Trainual and Teamwork.com? The key takeaway is that in today’s hyper-competitive social media landscape, it’s not enough to just be present—you need to be memorable. To do that, you must:

1. Know your audience: Invest time in understanding who your audience is, what they care about, and what challenges they face. This will inform the type of content you create and how you present it.
2. Create relatable content: Whether it’s through humor, storytelling, or addressing pain points, make sure your content connects with your audience on a human level. This isn’t just about being likable; it’s about being relevant and valuable. It’s not about you, it’s about them.
3. Stand out early: With only 3 seconds to capture attention, your content needs to make an impact immediately. Lead with strong visuals, compelling headlines, and hooks that draw your audience in right away.

As B2B marketers, our goal is to connect, engage, and ultimately convert our audience. But in a world where the competition is fierce, the brands that stand out are those that dare to be different. Those that understand their audience and create content that resonates on a human level, can not only capture attention but also build lasting connections.

If you’re looking to elevate your B2B marketing strategy, take a page from Trainual and Teamwork.com’s playbooks. Start by knowing your audience, then create content that speaks directly to them. Because in today’s crowded digital landscape, the brands that stand out are the ones that break through the noise—and they do it by being genuinely unforgettable.

Note from author: Just after writing this post, LinkedIn released this report that validates all of the above and more. Great report worth reading. Here are a few snippets:

The 2024 Olympic Games have come to a close and while the number of group chats or workplace Slack channels nationwide having fervent discussions about Katie Ledecky and Simone Biles are finally beginning to peter out, the stories will stick with us. These Games gave us some big winners: Leon Marchand, Julien Alfred, Team USA across so many events, Paris itself—and of course, advertisers.

Unlike in years past when the biggest events were only broadcast in the nightly primetime roundup, NBCUniversal decided not to gatekeep any Olympics content for 2024. This meant that viewers could tune into any event live, catching ongoing coverage from Peacock or one of the NBC brand channels. In addition, Peacock created an entire Olympic hub, where users could rewatch events, check out clip compilations, or engage with new shows featuring a variety of commentators. All of this added up to unparalleled advertising opportunities.

In fact, NBCUniversal contracted more advertisers for these Olympic Games than the 2016 Rio and 2020 Toyko events combined. And more than 70% of advertisers are new—first-time sponsors spent nearly half a billion dollars.

The Olympics are not just a sporting event; they are a cultural phenomenon. And while much focus is placed on B2C marketing, B2B commercials are also strategically aired to reach the business decision-makers who tune in. The viewership is vast and diverse, including business executives, entrepreneurs, and key decision-makers, making the Olympics a fertile ground for B2B marketing.

Why B2B Companies Choose the Olympics
1. Massive Reach: The Olympic Games attract a global audience, providing B2B companies with the chance to reach a broad spectrum of industries and potential clients.
2. Brand Association: Associating with the Olympics enhances brand credibility and prestige. The positive values of the Games—excellence, perseverance, and unity—can be transferred to the brand.
3. High Engagement: The Games become a cultural conversation, and the modern multi-screen experience ensures higher engagement—executives are not just watching the games but are also active on social media, discussing the events, and engaging with content.

Tapping into Emotions—Not Products
One major strategy for B2B organizations advertising during the Olympics is to tap into the feelings of the Games rather than directly tout the benefits of their product or service. It’s more about pulling on heartstrings—showcasing real stories of innovation, perseverance, and success, and then connecting those to the qualities of the business. Deloitte did just this with an ad centered on unconventional Olympic firsts along with a corresponding landing page that connects the video to how Deloitte is “using [its] global scale, deep insights, and understanding of innovation to track the impact of firsts.”

Famous Faces and Bigger Budgets
With so many eyes watching, B2B companies are willing to spend more and take greater creative swings. This year, Salesforce invested big in promoting its new AI capabilities with two different campaigns, the first starring Matthew McConaughey as an Old West lawman set on protecting user data. By leveraging McConaughey’s charisma and storytelling skills, the commercials create an emotional and entertaining connection with the audience, showcasing humor while highlighting the power of AI in business operations. The second Salesforce campaign promotes its Einstein AI feature through a cartoonish, candy-colored approach. While these campaigns were not created specifically for the Olympics, they aired heavily across multiple viewing platforms. Salesforce also sponsored certain segments of the broadcast, adding in name repetition and associating the brand with epic Olympic moments.

Palo Alto Network’s Precision AI team also leveraged an existing (and higher budget) campaign featuring a recognizable face—this time, Keanu Reeves—to advertise its cybersecurity tools. The spots feature Reeves in a futuristic, sci-fi landscape and draws on his renown in major film franchises. The commercials demonstrate how Precision AI’s cutting-edge technology can revolutionize industries, and Reeves’ involvement adds star power, making the technical aspects of AI more accessible and engaging to a broad audience. The Precision AI ads aired during primetime events throughout the two weeks of the Olympics.

The Future is Multifaceted
The most successful B2B Olympic campaigns integrate TV spots with other digital efforts, including landing pages and social media. They can also extend their reach and build brand recognition by sponsoring aspects of the Games or broadcast events. Forming partnerships with specific athletes, teams, or even events can capitalize on the success of those individuals and the emotional story they are telling throughout the Olympics.

All of these advertising opportunities should work together to deepen the connection with the audience and take advantage of a viewership primed for emotional stories. By focusing on storytelling, leveraging emotional appeal, and highlighting real-world applications, B2B commericals can create a lasting connection with their target audience and maximize their impact.

 

Mark your calendars for November 5. The 2024 general election is not just a pivotal moment in politics; it’s also a significant event that impacts various aspects of the economy, including advertising costs for businesses. In addition to the presidential election, all 435 seats in the U.S. House of Representatives, 34 of the 100 seats in the U.S. Senate, and 13 state governorships (as well as numerous other state and local elections) will be contested.

As all those candidates vie for attention and voters, the media landscape becomes more competitive, and B2B brands must navigate the implications this has on their advertising budgets. Let’s delve into how the 2024 election will influence paid media and advertising costs for B2B companies.

1. Increased Competition for Ad Space

Presidential elections are notorious for saturating media channels with advertisements. From television commercials to social media campaigns, candidates flood the airwaves with their messaging, creating intense competition for ad space. According to a recent study from Axios, ad spend on U.S. elections and advocacy issues is estimated to increase by 31% this year compared to 2020, reaching an unprecedented $15.9 billion in 2024. This increased demand inevitably drives up advertising costs, making it more challenging for B2B brands to reach their target audiences without breaking the bank.

Competition is likely to increase the most on traditional media (TV, radio, and billboards/out-of-home), with the majority of political ad spend going to local broadcast TV. Nielsen Ad Intel data from the 2020 election showed a major increase in TV and radio advertising impressions purchased by presidential campaigns and identifiable political organizations (with 5X increase in English language ads and a 3X increase in Spanish language ads in the third quarter). So if you’re planning to advertise on traditional media during Q3-Q4 (particularly in places like news and business programming), you should be securing that inventory as early as possible, as it is likely to be limited.

2. Rising CPMs and CPCs

This go round, digital advertising will look a little different than it did in 2020, as Google, LinkedIn, Amazon, Pinterest, and TikTok have already banned political ads, pushing more paid traffic to Meta, X (formerly Twitter), DSPs and Connected TV (CTV). With more advertisers clamoring for limited ad inventory, B2B brands can expect to see a “ripple effect” surge in CPMs (Cost Per Thousand Impressions) and CPCs (Cost Per Click) across those platforms. As a result, every impression and click becomes more expensive, requiring businesses to carefully optimize their advertising strategies to maximize ROI. This might involve refining audience targeting, experimenting with different ad formats, or diversifying advertising channels to mitigate the impact of rising costs.

Where will most of the digital political spend be concentrated? According to eMarketer, 45% of the projected $3.46 billion in digital political ads will go to ConnectedTv (CTV). That means marketers should plan for a 15-50% increase in CPMs for Connected TV, as well as increased CPMs and CPCs for paid social, during the core six weeks of the election. And if your business’ geographic targeting is inclusive of key battleground states (which traditionally include NC, GA, AZ, MI, WI, PA, and FL), you may need to pad budget in those states by up to 50% to maintain reach between September 15-November 5. And if it’s not in your budget to increase spend during that time period, you may want to also consider adding blackout dates to your media plan for the days leading up to/on key political events, such as the presidential debates (October 1 and 9) and election day (November 5).

3. Shifting Consumer Attention

Keep in mind that as individuals focus on political developments, they may be less receptive to commercial messages, leading to decreased engagement with your ads. To counteract this trend and ensure your message doesn’t get lost in the shuffle, you may need to get even more creative than usual with ad content. Keep a close eye on your engagement rates as we get closer to the election, and if you start to see them plummet, consider taking a pause or investing in more neutral, alternative channels with less political noise.

In the midst of the election frenzy, timing and messaging become critical factors. Brands must be mindful of the political climate and avoid inadvertently aligning themselves with controversial issues or candidates that could alienate potential customers. Crafting a message that strikes the right balance between relevance and neutrality is essential for maintaining brand integrity during turbulent times.

Perhaps most importantly, if what’s looking like a national crisis begins to emerge in the days ahead (sorry to be grim, but nothing would surprise me at this point), you should be prepared to press pause and go dark as a brand. I agree with Jack Appleby’s one-liner judgment call regarding  when to stop marketing during a crisis: if you’re even having to wonder whether your brand should go silent, you probably should.

The 2024 presidential election will undoubtedly have significant cost implications for B2B advertising. As businesses gear up for heightened competition and increased ad spending, strategic planning, creative execution, and agility will be key to maintaining a competitive edge in the marketplace. By understanding the dynamics at play and proactively adjusting their advertising strategies, B2B brands can navigate the complexities of election season and emerge stronger on the other side.

As we traverse 2024, B2B marketing executives face a rapidly evolving landscape with both new challenges and opportunities—looking at you, AI. To better understand their priorities, pain points, and what they truly value in an agency partner, we spoke with senior marketing leaders across several B2B industries. Priorities varied based on the specific business and stage, but a few common themes emerged:

Lead Generation vs Account Growth

For some companies, new customer acquisition through lead generation is the top priority. For others, especially more established businesses, the focus is on growing existing customer accounts and revenue. And all agreed that an audience-centric strategy is key for effectively targeting both new and current customers. Most executives we spoke to are either already using account-based marketing (ABM), or are looking to start by using first- and third-party data to focus their cross-channel marketing efforts on key accounts.

If you’re not segmenting your customers and prospects, it’s time to start. Think about the core nuances that differentiate large lumps of your customer base. Use these nuances to better connect with them through your marketing—the messaging, the imagery, the targeting. We’re here if you need help 😉.

Paid Marketing Wanes, Organic Content Reigns

Paid marketing is increasingly seen as having waning efficacy and return on investment. As a result, content marketing is becoming a greater priority—but incredibly challenging to execute well. Creating high-quality content that resonates with target audiences is an uphill battle for most, but presents an excellent opportunity for leaning on an agency partner. The right partner will have the tools and expertise to help you identify priority content areas, formats, dissemination channels, and journeys, and can help you measure the efficacy of your content as well.

This is not to say that paid marketing has lost all its efficacy—you still need to push your message and your content in front of the right people at the right time and place—but marketing leaders are understanding the importance of the payoff for a consumer, or the clicker, as I like to say. Give the clicker a reason to click.

The Attribution Struggle

Demonstrating clear marketing ROI and campaign attribution is crucially important yet very difficult. Companies are looking to better leverage their martech stacks for attribution, but this is often aspirational—having a robust, integrated martech stack is still the exception rather than the norm.

The Website Dissonance

There was some dissonance around the importance of company websites. While some made it clear their site wasn’t a top focus area, most repeatedly referenced web content, SEO, and lead forms as integral marketing components. The general sentiment was that websites are less important for marketing to existing customers, but still important for attracting new ones.

The Agency Partnership Imperative

And finally, what our agency peers really want to know: What do these marketing leaders truly want from an agency partner? A few key qualities stood out:

•   A Trusted Strategic Partner: Not just a vendor, but an extension of their internal team that proactively brings ideas, asks tough questions, and collaborates on strategic thinking.

•   Relationship and Communication: They crave a partner invested in the relationship with strong communication and project management.

•   Deep Audience Understanding: Agencies must make the effort to truly understand a client’s customers, market, and unique challenges.

•   Creativity and Adaptability: With rapidly evolving marketing conditions, creative and flexible thinking is a must in an agency partner.

As the B2B marketing world charges through 2024, the most successful leaders will be those who can keep a pulse on constantly shifting priorities while identifying trusted partners to help them navigate the storm.

Beginning the first week of 2024, Google is set to being phasing out third-party cookies. With cookied inventory accounting for 78% or more of programmatic ad buys, the post-cookie era will bring about a seismic shift in the way advertisers connect with their audiences. As third-party cookies become obsolete, marketers are faced with new challenges in understanding and reaching their target demographics. However, this shift also presents a unique opportunity for businesses to rethink their strategies and build more meaningful connections with their audience. Let’s take a look at some effective strategies to navigate the upcoming post-cookie era.

Leverage First-Party Data:
With the decline of third-party cookies, first-party data has become more valuable than ever. This is data collected directly from your audience through website interactions, subscriptions, or other engagements. By understanding your audience’s preferences, behaviors, and interests, you can create personalized and targeted campaigns that resonate with them on a deeper level.

Encourage users to share their preferences through surveys, subscriptions, or loyalty programs. This not only provides valuable insights but also establishes a transparent relationship with your audience, fostering trust.

Invest in Contextual Advertising:
Contextual advertising involves placing ads in environments that are relevant to the content being viewed. Instead of relying on user data, contextual advertising focuses on the context of the page or content. By understanding the context, advertisers can deliver more relevant and engaging ads without relying on personal information.

Explore partnerships with publishers and platforms that align with your brand and target audience. This ensures that your ads are placed in environments where they are more likely to be well-received.

Embrace AI and Machine Learning:
Artificial intelligence and machine learning technologies can play a pivotal role as the end of third-party cookies draws near. These technologies can analyze vast amounts of data to understand user behavior and predict preferences. By leveraging AI, marketers can create hyper-personalized campaigns that resonate with individual users, even without relying on third-party data.

Invest in AI-powered tools that can help you analyze and interpret data, allowing you to make informed decisions about your advertising strategy. These tools can also help automate certain processes, saving time and resources.

Build Transparent and Ethical Practices:
In an era where privacy concerns are at the forefront, transparency and ethical practices are crucial for building trust with your audience. Clearly communicate your data collection and usage policies, assuring users that their privacy is a top priority. Consider implementing user-friendly opt-in mechanisms that allow individuals to control the information they share.

Being transparent about your data practices not only complies with regulations but also helps build a positive brand image, fostering long-term relationships with your audience.

Explore Alternative Identifiers:
As third-party cookies fade away, advertisers are exploring alternative identifiers to track user behavior. These may include email addresses, device IDs, or even hashed information. While using alternative identifiers, it’s essential to prioritize user privacy and adhere to regulations. Striking the right balance between tracking for personalization and respecting user privacy is key in this evolving landscape.

In conclusion, the phasing out of third-party cookies presents both challenges and opportunities for marketers. By focusing on first-party data, embracing contextual advertising, leveraging AI, building transparent practices, and exploring alternative identifiers, businesses can not only adapt but thrive in this new era of digital marketing. Building authentic connections with audiences is at the heart of these strategies, ensuring that brands can continue to engage and resonate with their target demographic in a privacy-conscious environment.

As the holiday season approaches, businesses are gearing up for the annual online shopping frenzy. With consumers increasingly turning to the digital realm for their holiday purchases, social media advertising has become a crucial tool for businesses looking to capture the attention of their target audience. In this blog post, we’ll unwrap this year’s key social media advertising trends in preparation for the holidays.

Video Content Takes Center Stage:

In the world of social media advertising, video content has consistently proven to be a powerful engagement tool. As we head into the year’s biggest shopping season, expect to see a surge in video-based ads across platforms like Facebook, Instagram, and TikTok. Businesses are recognizing the importance of visually appealing and interactive content to grab the attention of potential shoppers. Short, engaging videos showcasing product features, special promotions, and behind-the-scenes glimpses are expected to be the go-to strategy for brands aiming to make a lasting impression.

Personalized Advertising with AI:

Artificial Intelligence (AI) is reshaping the landscape of social media advertising. In the lead-up to holiday shopping and beyond, businesses are leveraging AI algorithms to analyze user data and deliver highly personalized ad experiences. From personalized product recommendations to targeted messaging, AI is helping brands connect with consumers on a more individual level. This trend not only enhances the user experience but also increases the likelihood of conversions by presenting users with products or offers tailored to their preferences.

Interactive Ads and Shoppable Posts:

Social media platforms are evolving into virtual marketplaces, allowing users to seamlessly transition from inspiration to purchase. Shoppable posts and interactive ads are expected to be a prominent feature of social media advertising strategies this holiday season. Users can discover products directly through their favorite platforms by engaging with interactive elements such as polls, quizzes, and swipe-up features to explore and buy products without leaving the app. Amazon is an early adopter of this trend, partnering with Meta to allow consumers to purchase products directly through Instagram and Facebook by linking their Amazon accounts. These shoppable posts are expected to drive conversion value by combining merchants’ primary advertising and retail partners.

Emphasis on User-Generated Content:

User-generated content (UGC) continues to be a powerful tool for building brand trust and authenticity. This season, businesses are likely to encourage their customers to share their experiences through hashtags, reviews, and testimonials. Repurposing UGC in ads not only provides a genuine perspective on products but also fosters a sense of community around the brand. Brands are set to leverage the influence of their satisfied customers to create buzz and drive sales during the holiday season.

Mobile-First Advertising Strategies:

With the majority of social media users accessing platforms through mobile devices, brands are prioritizing mobile-first advertising strategies. From responsive ad formats to mobile-optimized landing pages, businesses are gearing up to meet the demands of on-the-go shoppers. Mobile-centric design, seamless navigation, and quick loading times will prove to be critical elements in ensuring a positive user experience and maximizing conversions as consumers search for the perfect gifts for family and friends.

As we approach holiday shopping season, businesses are strategically aligning their social media advertising efforts to capitalize on the ever-evolving preferences of digital consumers. From engaging video content to personalized AI-driven campaigns, the trends outlined above reflect the dynamic nature of social media advertising in the ever-evolving digital landscape. By staying ahead of these trends, brands can create impactful campaigns that resonate with their audience and drive success in the highly competitive holiday shopping extravaganza.