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evolution of business purpose

The evolution of business purpose

As we discussed last week, businesses benefit from having a clear purpose and sense of responsibility to the world around them. Today, we will dive deeper into how purpose helps business by looking at the original arguments for purpose in business and how they have evolved. Rosabeth Moss Kanter, professor at Harvard Business School, has […]

what is business purpose?

What is purpose?

In our upcoming whitepaper, “A Higher Purpose Means Higher Profits,” Vice President of Strategy & Marketing Kevin Randall wrote, “Most companies have visions, missions and values; but having a purpose goes deeper: it establishes a reason for being (beyond economic) and defines individual employee and collective meaning and direction.” Customers, Organizations and the Rest of […]

the social impact of marketing purpose

So You Want to Make a Difference?

This month on the blog, we’ve given you plenty of information on how marketers are making a difference that extends beyond their fields and impacts the greater good. But today, let’s take a step back and focus on how one company or one person can choose to use marketing to promote the greater good. Business […]

B2B companies commit to a cause

Marketers: How Can You Show Your Commitment to the Greater Good?

How can a business demonstrate their commitment to making a difference? These three B2B businesses have made a public commitment to a cause. Each works to show that commitment in a meaningful way, and marketers can learn lessons from each of them. Atlassian Partners With Room to Read According to TechCrunch, Atlassian, an enterprise software […]

Unexpected Impacts in B2B Marketing

Unexpected Impacts from Marketing

This month, we’ve been writing about the impact of strong marketing campaigns. But in addition to the intended impact, B2B marketing campaigns can have unpredictable repercussions. Sometimes, these unintended consequences hit a business right where it matters most: in sales. In a blog post called “Are Your Go-To-Market Strategies Creating Negative Buyer Perceptions,” buyer insight […]

Marketing Value Chain and Social Impact

How the New Marketing Value Chain Makes a Bigger Impact

As we talked about last week, the new marketing value chain provides B2B and healthcare companies with more opportunities than ever to affect the world around them. Today, we’re going to go into depth about how a data-centered approach bests the old “rules and tools” value chain not just in terms of business effectivity, but […]

Business operations affect impact

How Our Operations Change Our Impact

What do data and analytics have to do with making a difference? As Movéo addressed in our white paper, The New Marketing Value Chain, data insights drive modern marketing. These insights must then be applied to marketing campaigns through carefully-considered strategy and creative work. The New Marketing Value Chain allows marketers to make a significant […]

Making a Difference | Grow by Movéo

Why Should We Care About Making a Difference?

Making a difference sounds good and feels good, but in the end, aren’t marketers mainly responsible for generating more sales? What’s in it for business? Ultimately, it is beneficial for business to care about corporate social responsibility and promote the greater good for several reasons. From a marketing perspective, doing good raises a brand’s profile […]

marketing and social sustainability

Marketing and Social Sustainability

At the beginning of the month, we explained how B2B marketing impacts the greater good–a relationship that isn’t always clear at first. As we’ve seen, however, B2B marketing can have a profound positive impact on the communities, people, and institutions in which companies operate. It’s not just the bottom line that B2B marketing can influence, […]

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