Case study: BlackBerry CMO, Mark Wilson on the transition from B2C to B2B strategy How a consumer strategy, research, AI, content, and ABM positioned BlackBerry as a leader in the smart vehicle and robotics industries.
ClickZ Daily: May 9, 2022 |
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| Good morning! Remember how it felt like an era ended when BlackBerry decided to cease manufacturing its iconic BlackBerry smartphones? But do you know the BlackBerry that sat in your palm once upon a time, now sits in 195 million smart cars and almost every robot on earth!? We sat down with Mark Wilson, BlackBerry’s chief marketing officer, to uncover how the Canadian mobile phone giant seamlessly threaded the needle between B2C to B2B, transitioning from hardware to software, while adapting to a new consumer strategy, research, AI, content, ABM, and culture. |
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Account-based marketing Kamaljeet Kalsi and Elizabeth Roscoe Leading transformation, from mobile phones to being in 195 million smart cars (and almost every robot on earth!) |
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| | Advertising & Promotion Michael Collins Four questions you need to ask yourself and your team to truly become inclusive as a brand Read more |
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| Digital Leaders Kamaljeet Kalsi "The main KPI for me is having an inspired team because that is when you produce stellar work" Read more |
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| Lucy helps organizations leverage knowledge for individual and market success using the latest innovations in artificial intelligence. Lucy reads, watches, listens and remembers all you’ve shared to provide specific answers and meaningful insights from text, audio, video and more. Read more |
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Digital Advertising A DXP can provide optimal digital experiences to a variety of constituents, including consumers, partners, employees, citizens and students, and help ensure continuity across the full customer lifetime journey. Download now |
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| Digital Transformation An interactive voice experience is any conversational brand engagement that takes place through voice-first technologies. That could be a smart speaker app, a mobile chatbot, or even an interactive ad on a smart mirror or IoT workout device. Download now |
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