Non-Mainstream Marketing Strategies Channel Marketers Are Experimenting On



B2B marketing doesn’t have to be boring. On this month’s call we had three experienced marketers that were willing to share their “secret sauce” and tell the group about creative ideas that worked, and other things they tried that they won’t do again.

Discussion leaders:

Khaled Nassra, Head of Marketing, Binary Stream

Amisha Gandhi, SVP Marketing, Tipalti

Tania Konczynski, Global Marketing Director, Bam Boom Cloud


A few highlights of the discussion:

  • Website content focus groups (not just for B2C)

  • Influencer marketing

  • Content focused on Partner education

  • Interactive video assets

  • Tik Tok campaigns

  • Virtual “Easter Egg Hunt”

  • LinkedIn hijacking with company news

  • Bite sized case study video (with a gift for clients they couldn’t refuse)

  • “Mini Workshop Magic”

  • Tell us your “wow moments”

  • Geofencing (and how to waste lots of money trying)


The group also talked about the value of attribution, being able to prove your results and justify your spend. And the suggestion to have a “mad money” budget that you are not afraid to lose so that you can feel confident trying new things.


We will leave you with this quote from Amisha, “Remember that marketing is an art and a science. You have to have both. If you base everything on data, then you're not going to have any humanity to your marketing programs. If you do too much art, then it's just not based in reality.”

Would you like to watch this CMA Marketing Group Chat? Sign up as a CMA Member and access our Member Library.


By Anya Ciecierski, Channel Marketing Academy

9 views0 comments