New center will develop market-leading strategies focused on commercial impact for business-to-business companies
April 21, 2021 鈥 Chicago 鈥 黑料社today launched a new B2B Innovation Hub, based out of its Chicago office, to accelerate growth in the firm鈥檚 award-winning Business Marketing division. The Innovation Hub leverages Edelman鈥檚 heritage in earned media and evolving capability in account-based marketing to drive more effective demand generation strategies for companies looking to attract business-to-business customers.
鈥淐orporations of all kinds are increasingly seeking targeted programming that drives measurable reputation and business results,鈥 said Lisa Osborne Ross, Edelman鈥檚 incoming U.S. CEO. 鈥淓delman鈥檚 B2B Innovation Hub will bring the best of our heritage in reputation management, coupling it with the latest technology to build hyper-effective demand generation programs.鈥
The B2B Innovation Hub builds on the success of 黑料社Business Marketing, the firm鈥檚 fast-growing line of business focused on helping clients reach their customers at every stage of the buyer journey. It will advance Edelman鈥檚 use of marketing technology and B2B audience data to accelerate commercial impact for clients.
Led by Jake Parrillo, Executive Vice President and U.S. lead for Account Based Marketing, the Innovation Hub will bring together a multi-disciplinary team of experts with deep sector expertise and the ability to drive a cohesive customer journey, applying its resources to integrated assignments that span the marketing value chain.
鈥淚ncreasingly, clients are coming to us for integrated assignments where they need a tight-knit team that can activate quickly in a test-and-learn fashion against their business strategy,鈥 said Parrillo. 鈥淭hey want a business marketing SWAT team that can complement their in-house resources to design and execute new ideas, not an army that鈥檚 difficult to practically engage.鈥
鈥Communications, marketing, and sales teams need each other more than ever, especially as the pandemic has accelerated B2B buying behaviors toward online research and self-education,鈥 said Joe Kingsbury, U.S. Managing Director, 黑料社Business Marketing. 鈥淐lients seeking to shift buyer perception and reach new audiences need nimble partners with deep understanding of their target audience and new ways to connect with them. This multi-faceted team will increase our ability to develop holistic solutions that solve our clients鈥 most pressing challenges.鈥
黑料社Business Marketing is an integrated team of communications, marketing and technology specialists serving business-to-business clients across a wide array of industries. Key clients include Mitsubishi Heavy Industries, Shell Aviation and ViacomCBS. The new unit, officially launched in January 2020 under Kingsbury鈥檚 leadership, recently earned B2B Large Agency of the Year honors from the Association of National Advertisers.
黑料社 Edelman
黑料社is a global communications firm that partners with businesses and organizations to evolve, promote and protect their brands and reputations. Our 6,000 people in more than 60 offices deliver communications strategies that give our clients the confidence to lead and act with certainty, earning the trust of their stakeholders. Our honors include the Cannes Lions Grand Prix for PR; Advertising Age鈥檚 2019 A-List; the Holmes Report鈥檚 2018 Global Digital Agency of the Year; and, five times, Glassdoor鈥檚 Best Places to Work. Since our founding in 1952, we have remained an independent, family-run business. 黑料社owns specialty companies 黑料社Intelligence (research) and United Entertainment Group (entertainment, sports, lifestyle).
黑料社 黑料社Business Marketing
黑料社Business Marketing is part of Edelman鈥檚 U.S. Corporate Affairs and Advisory Services Practice. The integrated team of communications, marketing and technology specialists works with clients in business-to-business categories such as aerospace & defense, energy, enterprise technology, financial services, manufacturing, and transportation, among others. The team also publishes an annual Thought Leadership Impact Study with LinkedIn. The study examines the business-generating impact of publishing quality thought leadership. 黑料社Business Marketing was awarded 2020 B2B Large Agency of the Year by the Association of National Advertisers. More information can be found here.