Marketing Architects

The modern B2B buyer looks different than they did just a few years ago. Millennials now make up 75% of B2B buying teams. And they're reshaping how purchase decisions are made. This generation avoids sales calls, preferring to research and evaluate on their owns terms. ?? Learn from Jon-Erik Valetti, Head of Marketing at CARFAX how top companies are winning over these buyers over in our latest issue. #B2Bmarketing #Millennials #Sales

75% of B2B buying teams are millennials. The data shows they want unfiltered access to information and zero sales pressure. So why are brands still gating content? CARFAX Head of Marketing Jon-Erik Valetti joins us on this week's episode of The Marketing Architects Podcast to share how a B2B division can thrive inside a consumer brand. Listen in to learn: - Why B2B buyers are more emotional than you think - How to unite marketing and sales through shared revenue goals - The crucial difference between efficiency and effectiveness - And why gating content is definitely out of style #Marketing #B2Bmarketing

Some people see problems. Taylor De Los Reyes sees processes waiting to be perfected. When she joined the agency in 2022, Taylor was drawn to the agency's belief that unique perspectives drive innovation. She loved that the team encouraged experimenting with better ways of working. Because in her role as Marketing Operations Manager, Taylor brings process-driven precision to everything from sales operations to marketing campaigns. Like managing tech platforms. Overseeing prospect scoring and research. Even editing and producing The Marketing Architects Podcast. The common thread through everything Taylor does? Extreme efficiency thanks to her clear workflows and laser attention to detail. Working remotely means Taylor can balance her work with quality time at home. Between streamlining processes and chasing after her one-year-old, she finds time to whip up a batch of molasses cookies or study Japanese. She hopes to travel across Asia someday with her husband, and as usual, she plans to be prepared. #Spotlight #CompanyCulture

Marketers often believe short ads are the only way to capture attention today. Amica Insurance proved this wrong with their successful four-minute story about life insurance. Their secret? Emotional storytelling that kept viewers watching. More insights about breaking conventional marketing wisdom in our latest issue! #Marketing #Brand #Storytelling

2023 was one of the most unprofitable years in insurance history. But when other carriers pulled back on marketing, Amica Insurance saw opportunity. This week on The Marketing Architects Podcast, SVP Marketing Tory Pachis shares why Amica doubled down on advertising during tough times. And how that decision led to their highest share of voice ever. Plus we discuss: -Why Amica removed price from all their messaging -How long-form ads can still grab attention -The importance of tracking customer lifetime value -And what it's been like partnering with the Boston Celtics ?? #Marketing #Strategy #Brand

While headlines love declaring "TV is dead," the numbers tell a different story. There are more TV households in the US than ever before. Even Gen Z watches about an hour of TV daily. Of course, the landscape has evolved. But both linear and streaming TV are important. -74% of TV households watch both streaming and linear programming each month. -Nearly a third of streaming time is spent watching linear content through streaming platforms. -And 3 in 4 marketers agree linear and CTV advertising work better together. In this WARC webinar, CEO Angela Voss and ad effectiveness expert James Hurman explore why the most effective marketing campaigns still include TV. And how to make the most of the channel for both brand and performance results. Watch at the link in the comments. #Webinar #Marketing #Effectiveness

Ever wonder what it takes to make a commercial? Here's how we made our latest Marketing Architects spot! It started with a simple idea... flipping a coin between brand and performance marketing. But bringing "Coin Toss" to life took a bit more effort. First, we turned an Atlanta studio into a football field, hauling in 500 pounds of turf that required the whole crew to set in place. We even had a professional turf painter make sure it looked just right. An LED screen wall served as our stadium. And we 3D printed a custom coin for the toss. (It was shot practically, then rendered in post for the actual flip). A little post-production magic, and "Coin Toss" was ready for primetime. ?? S/O to Errol Chugg and Carly Smith for crushing this one. #BehindtheScenes #Production #Creative

AI isn't just going to change marketing—it's already revolutionizing how teams work today. At Grammarly, 86% of the marketing team reports increased productivity with AI tools. From content creation to personalization, AI handles routine tasks while humans drive the strategy. Join us as Grammarly's CMO Lena Waters shares how her team successfully blends AI efficiency with human creativity. [art board emoji] #marketing #AI #creative #innovation

What's the smallest part of your marketing funnel? The bottom. Yet that's exactly where marketers spend most of their budget and attention. Because it's measurable. Trackable. Easy to justify. But what happens when you ignore the rest of the customer journey? Grammarly CMO Lena Waters joins Elena Jasper and Angela Voss on this week's episode of The Marketing Architects Podcast to explain why focusing only on bottom-of-funnel wins is a recipe for long-term trouble. Plus, hear how AI is completely changing how the marketing team at Grammarly works. Full episode linked in comments. #Marketing #Strategy #AI

What even counts as 'TV' today? Well, it's complicated. 1. There are more ways to watch TV than ever before. 2. Streaming TV is adopting traditional trends like advertising, bundling, and live events. 3. Consumers' top definition for TV is simply "anything I can watch on my TV set." 4. Nearly 1/3 of time spent with streaming TV is actually spent with linear content. 5. And almost 3 in 4 marketers agree linear and CTV advertising work better together. The future of TV isn't about choosing sides. The lines are far too blurred for that. Chief Media Officer Catherine Walstad breaks down why it's time for marketers to redefine 'TV.' And maybe even embrace the channel's complexity in the article linked below. #Media #TV #Marketing