Behind the scenes of Betterment’s B2B brand awareness campaign
| What did Salesforce users do all day yesterday while the CRM giant was down? Clear out the bazillion unread emails? Clean the office coffee pot? Daydream? The late, great comedian Mitch Hedberg said daydreaming was the only way to get things done, and I agree. Oracle adtech is down, permanently. Editor-at-Large Kim Davis talks to two industry veterans about what this means for digital marketing. And, B2B brand awareness campaigns are difficult things to execute. We went behind the scenes with fintech pioneer Betterment to get the full who, what, why and how of its just-launched effort. Constantine von Hoffman
Managing Editor | | |
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What they're saying | | “In the era of big data, businesses have recognized the value of collecting vast amounts of information about their customers, operations and market trends. But, many still struggle to transform this data into actionable insights. This is where predictive analytics comes into play.” Greg Kihlstrom in 3 ways to use predictive analytics to make better decisions. When you think awareness, most people think consumer, but when we go to talk about our 401K, the chief people officer has to go to the company and say, ‘Hey, we’re going with this Betterment.’ And people are like, ‘What’s that? Who’s running my retirement plan?’ CMO Kim Rosenblum in Behind the scenes of Betterment’s B2B brand awareness campaign. | | |
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