Business

The three-pronged strategy that allowed QuickBooks to reposition itself as a central hub for all things accounting. A mini case study on customer-centric approaches, innovative marketing, and trust-building.

Twelve tips to structure your on-site and hybrid models of work, three years after the beginning of the end of lockdown. Useful technology, meaningful experiences, sanitizing, flexibility, data-driven decisions. Read now!

When and when not to use gated content. Considering the customer journey. The impact of gating content on SEO. Avoiding gating addiction. Pros and cons.

Read all about the main differences between two approaches to internet popularity: virality and personal branding. Based on Mark Schaefer's insights, explore the pros and cons of each path regarding longevity, replicability, influence, trust, and passion.

Four key stages of developing your personal brand, according to marketing expert Mark Schaefer. Defining your identity, picking the right platform, crafting quality content, engaging your audience. Read now!

Read all about how to create a solid foundation to scale your business and take it to the next level. Building strong teams. Leveraging technological advantages. Streamlining processes. Based on insights from Fortanix' former CMO.

Learn about all the essential roles you need to cover when building a team to deal with AI in your business. From the tech wizards to the business heads, here's how they all make up the puzzle for AI success!

What is a content creator to do when one of their creations goes viral? Should they try to replicate it endlessly? Should they trust the audience will stay for the rest of their content? This is the dilemma CheeseParade faced. Read all about how they recentered their strategy and seized the opportunity!

All the right places to look for podcast guests. Social media, forums, events, guest-matching websites, blogs, your existing network, and your guests' networks. Read all about how to become an outreach expert and get your charisma on!

A brief guide for beginners seeking to implement Large Language Models and Natural Language Processing into their business strategy. Learn about what they can do for you, why they're important, how to integrate them, and how to take them to the next level.

If you want to make AI part of your business strategy but don't know where to start, you've come to the right place. Learn all about progressive integration, going from the easy, most immediate tasks to becoming an AI expert, pushing barriers of innovation.

Read all about how Justin Flom, a creator with over 20 million YouTube subscribers, 260 million TikTok likes, and 100 billion combined views has managed to remain unidentifiable. Content strategy, platform leverage, diversification, and more!

Five actionable steps to take as a leader if your initial efforts to drive change encountered resistance. Insisting on ROI and economic benefits. Using case studies and precedents. Creating narratives that align with traditional values. Taking cybersecurity measures. Finding evangelists and unifying the community.

Just how powerful are influencers and creators? Does any social media star work the same? Why are authenticity, trust, and long-term connection so important? Read now!

Avoiding irreversible PR crisis through ten actionable tips. Managing panic. Prioritizing teamwork. Putting yourself in the customer's shoes. Tackling root problems. Helping your future self. Read now!

Viral sensation Justin Flom shares his insights on the financials behind content creation. Finding the right avenues. Building strong partnerships. Creating side hustles for direct revenue. Posting daily. Read now!

Seven tips to make mistakes that are helpful and lead to lessons, but without sabotaging processes. New mindsets. Judgment-free zones. Safe spaces to experiment. Asking questions. Active feedback from trusted people. Keeping a journal. Read now!

Everything you need to get started in Dark Social. What it is. Examples. Why it matters in business. Its biggest opportunities and challenges. How to mitigate its difficulty to trace. The future with AI. Read now!

Seven actionable tips on how to tell when you've found the right mentor. What to look out for. Redeemable qualities. Red flags. Expectations and standards. Read now!

Four tips to make effective and successful brand awareness moves. Purposeful actions. Remaining customer-centric. Partnering with companies that will complement yours. Plan ahead and always prioritize value. Read now!

12 beginner tips to properly go into crisis-mode wartime leadership. Shifting mindsets. Planning ahead. Surrounding yourself with complementary talent. Being transparent. Getting back up after you fall. Seeking mentorship. Celebrating victories. Read now!

Seven tips to work on your curiosity to improve your creativity and unveil new opportunities. Asking the right questions, constantly. Stepping out of your comfort zone. Taking matters into your own hands. Journaling. Failing forward. Engaging in fruitful conversations. Being mindful. Read now!

Conversational AI seems to be here to stay. The good news is businesses can leverage it to become more personalized, scale their operations, obtain insightful data, optimize their marketing, and generate leads. Read now to find out more about these benefits!

Based on insights from Liberty Mutual Insurance's CMO. The power of humor in making brands memorable and likable. Fleshing out your company’s universe. Crafting unique moments that define culture. Read now!

How connecting with emotional motivations can propel marketing efforts. The crucial role of introspection and empathy. Creating genuine, authentic connections with audiences. Finding new opportunities and paths triggered by the "whys". Based on SecureAuth's CMO insights.

How to create compelling stackable content, step by step. From dissecting the original piece to creating short, visually appealing material with punchy headlines. The importance of platform optimization, interaction, consistency, and analytics. Read now!

Crafting the right tagline and developing brand values. Remaining transparent and authentic to resonate with audiences. Being consistent every time a customer comes across the business. Contributing to social and environmental causes. Continuously updating and staying alert. Read now!

Read all about Chy Destinee (@chyantonio) and her approach to social media. Balancing her tech job and her influencer duties. Using organization and batching as the basis for discipline. Creating a work ethic that works for her and allows for creativity to flourish. Check it out now!

Actionable tips to prioritize the work for your projects, based on insights from Lenovo's CMO. Listening to audiences and customers. Defining values and an overall vision. Building a team that's the right fit for your objectives. Aligning your stories with your brand message. Analyzing and learning from data. Read now!

Two possible schedules to organize your work week and balance self-care and productivity. Starting and ending on productive highs, stacking Monday and Friday with meetings. Giving yourself time to transition in and out of the week, concentrating all meetings between Tuesday and Thursday. Read now!

Stack Overflow's former CMO gives his two cents on why 100% remote work presents issues. The high entrance barriers posed by the need for large infrastructure. The lack of milestones to celebrate and build team-building and comradeship. The problem with adopting a one-size-fits-all strategy for all business areas. Read now!

Five key tips to stand out during coveted seasonal peaks like the holidays, back-to-school season, or the Super Bowl. Planning ahead. Telling authentic stories. Crafting experiences that make an impression. Balancing old and new ideas. Staying alert to change course. Read now!

Learn all about branded podcasts and the doors they open for your business! Immersive experiences for listeners. Insights into your audience. Creation of a brand identity. Brand recognition. Monetization opportunities. The importance of quality and consistency. Stackable content. Measurements and analytics. Read now!

The best CEO podcasts to inspire you, no matter what step of the process you're at. Just starting out. Struggling with a tough decision. Stressed. Facing growth issues. Needing a mentor. Looking for the next great idea. Seeking to make an impact. Doubting your dreams. Feeling alone. These shows might be the answer you're looking for.

GoDaddy CMO, Fara Howard, shares the top lessons she learnt from four industry giants. The value of a document-heavy culture from Amazon. Honoring the core audience from Vans. The power of performance marketing from Dell. The importance of consumer insights from Gatorade. Read now!

Podcasting is everywhere, but it might be hard to find the profit behind them. In this article, you'll learn the basics to get your podcast in its best figure to become monetizable, and nine actionable tips to design a diversified monetization strategy. Read now!

Insights from VitaTek's CEO to ensure a smooth fusion of divergent business cultures. Opening communications and conversations. Crafting experiences to create bonds and help employees mingle, in and out of the office. Offering equity participation. Being prepared to respond to resistance. Read now!

Bloomreach's CMO shares her insights on retargeting effectively. The issue with remaining static. The importance of adjusting campaigns with real-time data. Shifting from demographics to customer intent. Integrating AI into the mix. Balancing short-term profit and long-term goals. Read now!

Insights on angel investing from Shake Shack's CMO. What it is. The benefits. Financial gains. Lessons, trends, and staying up to date. Networking with industry pioneers and mentoring up-and-coming entrepreneurs. Diversifying your portfolio and gaining experience. Creating safety nets. Read now!

The surge in video podcasting. The upcoming Latin American wave. Streamlining processes with AI but keeping the human touch. Detailed targeting. Making humor and authenticity your staple. Amplify diverse voices. Optimize your search results. Read now for seven trends to stand out in the podcasting industry in 2024.

How to harness the power of mixing cooperation and competition to grow individually and as an industry. Joining forces strategically. Individual and collective gains. Why coopetition exists. The need for leaders to adapt. Insights from Nutanix' CMO. Read now!

Tips on evolving from one-person entrepreneurship to team leadership. Moving past the “ME” phase. Giving talented members authority and responsibility. Creating a unified vision. Collaborative culture. Plus a BONUS step-by-step guide! Insights from Shufflrr's CEO. Read now!

ButcherBox’s CEO shared his focus on ensuring quality throughout the supply chain. Here is our pick for the 7 ways to ensure integrity at every step of the process. Read now!

Three strategies to integrate emotional intelligence into decision-making. Understanding the role human emotion plays in choice. Striving to find a balance between reason and emotion. Fostering community and trust. Read now!

Avaya’s CMO details the three pillars that determine the company’s strategy to ensure long-term success. Creating an enjoyable work environment. Ensuring top-of-the-line quality in products and delivery. Providing excellent customer service. Read now!

Calendly’s CMO shares her perspective on the problem of working in silos and just requesting work with no context through tickets. The lack of accountability it generates. The way out through leadership. Read now!

The three key stages to create well-rounded campaigns to further improve chances of success. Planning ahead and promoting. Elaborating interactive and meaningful experiences. Following up and reaching out. Read now!

Based on Morgan Stanley’s tagline, “Old-school grit, new world ideas”, here’s how you can balance the trustworthiness granted by legacy and the relevance that comes out of constant innovation. Find new ways to become a reliable partner that helps customers achieve their goals. Read now!

Traceable’s CMO gives his perspective on the key points to create a smooth relationship between the CEO and the CMO for the company’s success. Understanding what the other stands for. Having both short- and long-term perspectives. Staying data-driven. Balancing firmness and flexibility. Read now!

Traceable’s CMO gives his insight on the importance of testing to make informed marketing choices. Their use to navigate resource limitations. Adaptability through data. The benefits of digital environments. The role of paid advertising. The importance of leadership alignment. Read now!

State Farm’s Alyson Griffin explains the company’s approach to using characters and endorsements. The flexibility of fictional figures to create icons people can relate to. The extended reach provided by celebrities. And the importance of targeting the campaigns that make use of these figures. Read now!

Five tips to create powerful mascots to engage your audience. Defining the brand's personality. Crafting visually appealing designs. Infusing storytelling to humanize the mascot. Adapting to diverse platforms. Actively building mascot communities. Read now!

TD Bank’s CMO gives her five top indicators to find balance as a business leader. Net customer growth. Marketing-driven sales. Brand consideration. Customer experience. Employee experience. Read now!

M&T Bank’s CMO shares his best advice to scale your business without losing your community-focused approach. Hiring local staff at every organizational level. Actively listening to find new ways of engaging the community. Reinforcing your values to delegate worry-free. Read now!

TD Bank’s CMO shares the company’s three foundational pillars that help it stay relevant in markets saturated with digital-only disruptors. Ensuring ease in service. Adding value every step of the way. Providing advice and guidance. Read now!

CMO of Mazda, Brad Audet, shares the reasons why achieving alignment between leaders, employees, colleagues, dealers, customers, and partners can lead to higher efficiency and quality of service. Faithfulness. Consistency. Enhancement. Read all about it here!

Get all the details behind the CMO of e.l.f. Beauty’s “fail-forward” philosophy. Making sure everyone is comfortable making mistakes. Allowing yourself to change your plans, no matter how well-structured they were. Developing an eye for what to keep and what to change. Read all about it now!

MediaOcean CMO, Aaron Goldman, gives his verdict on how well-utilized social media platforms are. Facebook. Instagram. Snapchat. TikTok. Pinterest. LinkedIn. Overrated or underrated? Find out now!

Cadillac’s Global CMO explains how she uses regression modeling to build customer profiles for their most likely prospects. Analyzing and combining variables. Letting the data speak for itself. Using insights to innovate. Read now!

Hootsuite CMO, Elina Vilk, shares the four core pieces of the business puzzle she considers fundamental for every newly hired leader to grasp quickly. Customers. Culture. Company. Competitors. Read on why they’re so important and how to understand them properly!

Five tips from TOP CEO Hans Skruvfors, CEO of Foodora, to prepare your workforce for big changes, such as a merger or a global pandemic. Writing down core documents regarding values. Keeping people motivated. Being quick, reactive, delegative, and honest. Read now!

Shane Murphy-Reuters, CMO of Webflow, gives his two cents on the importance of building your brand before heavily investing in paid advertising. Brand awareness serves as fertilizer to grow quality products that are easier to sell, and a safety net that helps return on large investments. Read on his perspective now!

Coming up with improved habits and behaviors. Understanding not everyone will be on your side and playing the long game. Striving to involve and include the whole workforce. Balancing long- and short-term decisions. Becoming trustworthy and communicative. Five steps for change by Chris Moye, the orchestrator of revolutions.

Amy Tunick, CMO of National Cinemedia, recalls the breakthrough moment in her previous position where she made her team indispensable through successful PR. Not giving up, staying creative, raising your hand. This is her story and what you can take away from it.

To-do lists can seem far from helpful: they are sources of stress for many. Mimecast CMO Norman Guadagno gives his advice on how to organize your time best. Cutting out less important tasks, setting priorities, and considering both the short- and long-term. Read now to learn how to do it yourself!

Mimecast CMO, Norman Guadagno, believes in giving employees the time and space to experiment, test, and try alternatives that may not be final solutions. He compares it to a kid learning to use their body, including getting hurt, trying again, and having someone to catch you if you fall.

H&R Block’s CMO, Jill Cress, gives five tips to make the most out of tax season’s high demand while planning for the rest of the year. Injecting fun into the process, putting the customer at the forefront, and broadening your offer, among others. Read now!

Jill Cress, CMO of tax preparation company H&R Block, shares the strategies she employed when looking to appeal to the younger generation, Gen Z, with a topic that they may not be well-versed or too interested in.

Shark Tanks and Hackathons. Read the success story on how Paul Jackson, founder and CEO of Method CRM, came up with strategies to keep morale up and stakeholders invested during a 3-year development period.

Collaborative Accounting frees up time and provides gadgets necessary for a proper roll-out of accounting advisory services. Read why Kenji Kuromoto, Acuity CEO and founder, considers it a world-class tool to help you succeed in the industry.

Chris Koehler, CMO of Box, Inc., gives insightful advice on optimizing a business’ everyday processes. Running tests and registering data. Bringing in colleagues from different areas. Being curious and questioning everything. Three tips to help you increase productivity with fewer resources.

Ever wondered how to expand your account portfolio? Founder and CEO of Acuity, Kenji Kuramoto, gives his advice to get into the world of advisory. Tips on first approaches, building trust, project sizing, price scoping, and long-term planning. Read now.

Paul Jackson, founder of Method CRM, gives his advice to fellow CEOs who might be between a rock and a hard place. Morale boosters, counting your losses, the importance of research, seeking help, and reflection. Five tips from a leader who plowed through hardship.

It has become essential to make sure accountants and clients can see eye to eye in an environment where they can understand each other and cooperate to make the ship sail. Collaborative Accounting tackles all the issues that may arise. Trust. App fatigue. Automation. Lack of time. Undervaluing. Here are five ways it levels up your practice, according to FreshBooks’ Twyla Verhelst.

In today’s rapidly changing world, it may feel near-impossible to forge strong bonds with consumers who can identify with a brand’s message and output. Greg Hoffman, CMO of Nike, spoke with TOP CMO host Ben Kaplan on one of the biggest tools one can use to ensure its target audience connects: relatability. Read below to find out how Greg pushed for a brand that had people’s real experiences at its core.

FreshBooks' Head of Accountant Channel, Twyla Verhelst, gives a rundown of the four pillars that make FreshBooks' new platform, Collaborative Accounting, the ideal tool for accountants looking to reignite their passion and expand their horizons. Transparency. Artificial intelligence. Free time. Order and structure. Read now and join the revolution!

Campbell’s is a legacy brand, with over 150 years in the market. Modernizations become imperative generation after generation, all while striving to maintain the quality that forged its name. However, global phenomena like a pandemic and the consequent decline in the world’s economy can shake even the sturdiest foundations. CMO Linda Lee reveals to Ben Kaplan for TOP CMO how the soup company read the room and quickly stirred in a direction that was most beneficial to its consumers.

Every year, events like the holidays, Black Friday, and Cyber Monday lead businesses to an immense increase in demand and awareness. However, once these peaks pass, it might seem hard to find a way to keep up the growth and capitalize on the attention. So how can you make the most out of special days, all while planning for long-term success and sustainability? Companies like Rakuten, Japan’s largest e-commerce company, have developed a balance between maximizing the impact of global events –like securing a Super Bowl ad–, and crafting strategies to make sure awareness persists and sales grow all year long.