High-Performing B-to-Bs Are Tapping Employees as Frontline Brand Marketers

The 4 keys to empower staff as advocates

Introducing the Adweek Podcast Network. Access infinite inspiration in your pocket on everything from career advice and creativity to metaverse marketing and more. Browse all podcasts.

The pandemic forced b-to-b businesses to completely digitize their marketing efforts virtually overnight—and that digitization coincided with the industry’s transition to a more personalized, human-centered approach to marketing

Human-centered marketing is the strategy for here and now. But marketers are facing new challenges: how to balance making a human connection with prospects and customers through almost exclusively digital channels.

As every CMO knows, to increase revenue your marketing team must establish trust, authority and loyalty with your customers in an authentic way.

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