Big Martech Updates, Pop Culture Campaigns, and Expert Advice

MarketingHQ is back with more marketing shake-ups! From Marketing technology innovations, thought leadership analysis, to several hot new job listings we have a lot Q’d up for you in our lucky #7 edition!

Martech News & Analysis

Heinz Innovates with Deadpool & Wolverine Campaign

Heinz has launches new creative marketing campaign featuring Deadpool and Wolverine in a meta movie tie-in. This innovative approach is part of Heinz's broader strategy to refresh its brand and connect with younger audiences through popular culture references. The campaign is just one example of a brand leveraging pop culture and humor to engage consumers and stand out in a crowded marketplace. See how and why so many others are levering pop culture in their digital marketing campaigns. Such creative efforts highlight the shift towards more playful and culturally relevant advertising strategies​.

TikTok's New Incentive Program

TikTok has launched a new program incentivizing users to invite friends to join the platform. Users can now earn cash rewards or redeemable coupons for each successful invitation. This initiative is part of TikTok's broader strategy to expand its user base and increase engagement. By offering tangible rewards, TikTok aims to tap into the power of word-of-mouth marketing and leverage its existing user base to drive growth​.

Short-form video transforming B2C and B2B marketing

Platforms like TikTok, Instagram Reels, and YouTube Shorts have been leading this trend, catering to short attention spans and mobile device use​. These 15 to 60-second videos offer a quick, engaging way to convey messages, making them ideal for fast-paced digital environments. However, B2B marketers are also increasingly adopting this format to showcase products, share customer testimonials, and provide thought leadership in digestible formats, improving engagement and lead generation.

In fact, LinkedIn has introduced new video ads and AI enhancements to improve B2B marketing. The AI-powered video ads target professional audiences more effectively, tailored for different stages of the buyer’s journey to boost lead generation and conversions. Additionally, new AI tools provide real-time insights and recommendations to optimize ad performance. These advancements enable B2B marketers to deliver personalized and impactful content, improving ROI and fostering stronger audience connections. And it’s working, videos are shared at 20x the rate of any other type of post. 

Thoughts on the Thought-Leaders

 Liam Moroney discusses whether early-stage startups should prioritize performance marketing over long-term brand marketing. He disagrees with focusing solely on lead generation, arguing that the real issue is often a lack of market awareness and trust. Building brand reputation is crucial for effective sales, and startups should focus on increasing awareness and confidence in their solutions

This perspective is insightful, highlighting the importance of brand marketing even for startups. Focusing solely on lead generation without establishing brand trust can result in poor conversion rates. Building a strong brand foundation early on can enhance long-term success. We also published a deep dive on this topic here. 

Katie Mitchell provides 7 key lessons for first-time heads of marketing, emphasizing the importance of founder alignment, strategic planning, effective team management, leveraging founder insights, consistent content creation, and avoiding overthinking. 

While this post is addressed to new marketing leaders, we believe it’s also a great resource for even the most senior marketers, as striking the right balance between strategic alignment and operational efficiency requires constant gardening. 

Airtable’s 2024 Marketing Trends Report reveals a slew of key insights into the current state of marketing. For example, marketing teams that frequently use AI in their workflows are more likely to meet revenue goals consistently. AI provides numerous benefits, including better insights and measurements (66%)improved asset usage and ROI (61%), generating relevant ideas to drive customer loyalty (49%), scaling content creation while reducing costs (46%), and aiding enablement (49%). These findings highlight AI's significant impact on the marketing supply chain, reshaping planning, production, distribution, and measurement processes. AI's role extends beyond content generation, enhancing marketers' overall ability to deliver impactful results

Marketing Career Opportunities

Who says hiring slows in the summer? 🌞 We're seeing a surge in exciting new marketing opportunities, across all functional areas and experience levels! 🌊

CMO | CyberCoders |  $200K - $250K 

VP of Marketing | Jobot |  $200K - $300K 

VP of Marketing | NBCUniversal | $230K - $275K

Brand Marketing Manager | Yahoo | $90,750K - $188,750K

Marketing Manager | NVIDIA | $132K - $212,750K

Social Marketing Manager | Roblox | $170,290K - $225,280K 

Marketing Science Consultant | Meta | $155k - $214k

Director, Marketing | Humana | $120,900K - $166,200K

Director/Sr Dir, Marketing Analytics | DoorDash | $246,600—$350,000

Director - SEO | Freshworks | $249,000—$404,600

Until Next Time

Find more marketing career opportunities at Marketinghq. 

And for 1:1 assistance with finding your next role, or help with excelling in your existing one, check out our career coaching services here!

Happy hunting! 

- The MarketingHQ Team