Organizing principles: To stem the tide of declining budgets, B2B marketers must shore up core competencies

Matthew Schwartz

As digital marketing starts to eclipse traditional channels, and the average CMO tenure declines, brand managers are becoming more discriminating about where they place their bets and are sharpening their efforts on core competencies.

TeleSign CMO Justin Hart was putting his marketing plan together for the Mobile World Congress. With 108,000-plus people expected to attend, the four-day conference would offer ample opportunity for TeleSign to plug its various services catering to the online security market. It was crucial that Hart, who leads a marketing staff of 50, allocate his resources carefully.

In addition to having a trade show booth, several of TeleSign's marketing executives set up C-suite interviews with media reps onsite as well as networking meetings between senior executives and customers and prospects. TeleSign also created an interactive texting bot that event attendees...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands