Case study: How BlackBerry transitioned from a B2C to B2B strategy BlackBerry CMO, Mark Wilson on consumer strategy, research, AI, content, ABM, and culture that drove transformation.
ClickZ Daily: May 30, 2022 |
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| Good morning! When BlackBerry decided to cease manufacturing its handheld devices and shift from B2C to B2B after 35 years, the business faced a mammoth challenge of shedding its old audience and acquiring a new one. How did BlackBerry achieve this prominence across the smart vehicle and robotics industries? How does it now sit in ~195 million smart cars? Mark Wilson, chief marketing officer at BlackBerry shares his insights on leading transformation through 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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Brand awareness Benjamin Broomfield The ClickZ Marketing Masters Podcast launches with diversity champion and media leader, Christopher Kenna on how and why brand engagement with minority communities is shifting, how brands are tracking it, and technology's role now and in the future Read more |
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| | | Brand awareness Benjamin Broomfield 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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