Marketing News Roundup: November 03, 2022

Today we feature a round-up of some big events and recent industry happenings.

• Sephora Canada Welcomes Thomas Haupt as New Country General Manager
• Salesforce Releases its Eighth Annual State of Marketing Report
• Demand Spring Launches 6th Annual Revenue Marketing Survey
• Hudson’s Bay Invites Canadians to Step ‘Inside’ Holiday Windows With AR Experience
• Snapchat Calls for Canadian Creators and Content from Underrepresented Groups

Read more below!

Sephora Canada Welcomes Thomas Haupt as New Country General Manager

Sephora Canada has announced Thomas Haupt as its new Country General Manager, effective November 1st, 2022. Haupt joins the leading omni-beauty retailer from within the LVMH family, where he worked for the Louis Vuitton organization in the United States for six years.

A seasoned retail executive with over 20 years of experience, Haupt will oversee the Sephora Canada leadership team as the beauty retailer continues to enhance its omni-retail experience and expand its presence in the Canadian market. Haupt’s announcement coincides with the forthcoming milestone opening of Sephora’s 100th store location in Canada.

“I have long admired Sephora’s trailblazing and purpose-driven approach to beauty retail, alongside its commitment to championing beauty for all,” said Haupt. “I’m thrilled and humbled to be able to lead such an impressive team and look forward to supporting our growth, innovation and success at Sephora Canada."

Haupt has spent his career successfully evolving mass consumer and luxury brands including Vince, Ermenegildo Zegna Group, and Gap Inc. He replaces the outgoing General Manager, Gregory Bruyer, who held the leadership position at Sephora Canada for two and a half years. In his new role, Haupt will report directly to Jean-André Rougeot, President and Chief Executive Officer of Sephora Americas.

Salesforce Releases its Eighth Annual State of Marketing Report

Salesforce has released its eighth annual State of Marketing report, which examines how marketers navigate evolving customer needs, economic uncertainty, a changing privacy landscape and the new world of work.

Salesforce surveyed 6,000 marketing professionals - from CMOs to managers - across 35 countries including Canada to understand how the profession is transforming.

Key Canadian findings include:

• Marketers stay optimistic amid headwinds even as macroeconomic instabilities have teams examining budgets and fine-tuning tech stacks.
  • 1 in 3 Canadian marketers say budgetary constraints are a challenge.
  • However, 85% of marketers say their work provides greater value now than it did a year ago.
• Innovative channels and tactics are redefining customer engagement, as customers now expect every brand interaction to count.
  • 73% of Canadian marketers say meeting customer expectations is more difficult than a year ago
  • 77% of Canadian marketers say their organizations engage customers in real time across one or more marketing channels
• Marketers are adapting to changes in privacy regulations and calls for data transparency.
  • Although 72% Canadian of marketers are still investing in third-party data, 69% still say they have a fully defined strategy to shift from third-party data
  • Marketers have more data sources to reconcile than ever before: 10 sources in 2021, 15 sources in 2022, expect 18 sources in 2023

View the entire report HERE for more details and insights from Salesforce.

DEMAND SPRING LAUNCHES 6TH ANNUAL REVENUE MARKETING SURVEY

Revenue marketing consultancy Demand Spring has launched their 6th annual Revenue Marketing survey.

Demand Spring’s annual Revenue Marketing survey gives B2B marketers the opportunity to contribute their thoughts, experiences, and feedback on Revenue Marketing best practices, and the impact on organizational bottom line. The results from this survey will feed into a comprehensive benchmark report that will help B2B organizations prioritize Revenue Marketing metrics and activity for the coming year.

Over the past five years, B2B marketers from across North America have contributed to Demand Spring’s survey, sharing their experiences regarding the progression of Revenue Marketing practices. Last year’s report featured a number of key highlights, including:

• 82% of marketers indicated that they are primarily measured on sales pipeline initiated
• 79% of respondents stated that they are meeting targets
• 40% of respondents identified technology as being a barrier to driving pipeline and revenue

As we continue to witness an evolution in marketing technologies and best practices, this year’s survey will dive into a number of new areas which will allow us to expand the scope of our knowledge of the impact of Revenue Marketing. The survey will take a close look at such new topics as:

• the areas of Revenue Marketing that are managed by marketing
• the use of analytics within the marketing organization
• the Revenue Marketing maturity of organizations

“We continue to see marketing organizations asked to do more to contribute to the financial success of their organizations,” said Matt Roberts, CEO of Demand Spring. “As marketing executives find themselves under increasing pressure to drive growth, we want to hear directly from them about the impact that Revenue Marketing is having. The results of this survey will help us build a comprehensive report that marketing teams can use as they plan for 2023 and beyond.”

To participate in this year’s survey, please visit https://www.surveymonkey.com/r/TGKY8JX.

HUDSON’S BAY INVITES CANADIANS TO STEP ‘INSIDE’ HOLIDAY WINDOWS WITH AR EXPERIENCE

Hudson’s Bay’s beloved holiday window tradition has opened in downtown Toronto, complete with a magical virtual twist. The Bay is excited to reveal an interactive augmented reality (AR) experience in Canada that invites Canadians to ‘step inside’ the iconic windows, powered by Meta Spark technology.

The 5-window holiday display along Queen Street in downtown Toronto is a cherished tradition for Torontonians and visitors alike. The windows delight passersby with animatronic vignettes:

• Snow-Making Department: Ever wonder how snow is actually made? A bounty of magical frozen flakes come to life in this winter wonderland. Passersby can snap photos in adult and kid-sized cutouts on the exterior of our windows and join in with our snow angels.
• Candy Cane Department: A look at how the magical treats are made and gently packaged with a robotic arm before being dropped into queue to be sent in Santa’s sleigh and delivered to the children of the globe.
• Gifting Department: A glimpse into all of the parcels being wrapped, sorted and packed by robots working in sync to keep up with the flow of presents coming down the conveyor belt. Plus, new technology allows onlookers to press a button on the glass and one very friendly robot will want to give you a high-five and take a selfie.
• Ornament-Making Department: A snapshot of how some signature ornaments are painted and detailed with precision and care. A giant mechanical hand carefully selects each colour to be applied before the finished crafts are sent out for people to decorate their homes.
• Mail-Room Department: The inner workings of the technology used to scan, sort and process all of Santa’s letters. A giant computer spits out a list of names while a map of the globe gives Santa directions to find all the boys and girls around the world.

For the first time ever, the digital extension will now transport Canadians inside the windows from anywhere across the country. To immerse themselves in the whimsy and wonder of the windows, customers just scan the QR code, point the camera at a surface and click to be transported into augmented reality. Once ‘inside,’ device motion and screen interactions let people explore elements from all five of the holiday windows using both the front and rear cameras on their smartphones. An added bonus: Holiday enthusiasts can share a photo or video using the AR experience on Instagram or Facebook Story, tagging @hudsonsbay and using the hashtag #MyBayHolidayWindow for a chance to win one of five $1,000 gift cards to shop in-store and on TheBay.com*

The unique QR code can be found at select Hudson’s Bay stores, on The Bay’s social media channels, on The Bay gift cards, and on packages ordered on TheBay.com throughout the holiday season.

“For more than 100 years, these holiday windows have been quintessential to the Toronto experience,” says Alexander Meyer, Chief Customer Officer at The Bay. “With the digital transcendence of this year's windows, we are creating a whole new level of connectivity for our customers, not only in Toronto but throughout Canada.”

Ring in the season and follow The Bay on Instagram, Facebook, Twitter and TikTok for holiday news and events, inspired gift guide content and to see The Bay’s futuristic holiday campaign come to life!

SNAPCHAT CALLS FOR CANADIAN CREATORS AND CONTENT FROM UNDERREPRESENTED GROUPS

Snapchat has issued a call for Canadian creators and content companies from underrepresented groups! For the last 6 months, the first 523 class of 18 content companies have been hard at work concepting and filming content - with access to extensive resources, mentorship, hands-on learning and financial backing. Following their success, 523 will continue to offer personalized support and funding to more rising content companies to help build their businesses and audiences.

Snapchat’s content accelerator, 523, aims to build a pathway to success for small content companies and creators from underrepresented groups to ensure the Canadian creator ecosystem reflects the diversity within our community.

“523's first class of content companies has exceeded expectations - reaching a collective 40 million viewers since the program launched in March. We’re thrilled with their growth and couldn’t be more excited to open applications for a second cohort of participants looking to build a sustainable business as well as a deeper knowledge and presence on Snapchat.” - Starr Nathan, 523 Program Manager at Snap Inc

Snap announced that 523 is accepting applications for its second group of rising content companies; Canadian creators and content companies are welcome to apply. Snap will be accepting applications starting through Nov 1. Participants will be selected in December.

Who is eligible for 523:

• Ownership by people from underrepresented groups¹: At least 51% of the company is owned by people from one or more underrepresented groups.
• Revenue/valuation: An eligible company’s gross revenue in 2022 must be less than $10M.
• Employee size: Eligible companies need to have less than 30 full-time employees.

Over the course of 1 year, Snap will provide the following to 15 selected applicants:

• Funding and resources -- Funding of USD 10,000 per month to support the applicants’ investment in creating and filming content for Discover — our syndicated content platform.
• 1:1 mentoring -- Mentorship from Snap’s Content + Media Partnerships team on how to best leverage the Snapchat platform to increase the applicants’ engagement and business goals.
• Partner education -- Intimate workshops that provide insight into the Best Practices to be successful, with sessions from experts across Snapchat — including Creative Strategy, Monetization, and more.
• Exposure and marketing -- Inclusion in announcements and public events related to the 523 programs.
• Community engagement -- Opportunity to connect with other companies within the 523 program and past 523 participants to build a stronger network through Snapchat.

This initiative also includes the Black Creator Accelerator, which launched under the 523 program in June and recently announced its inaugural class.

Compiled by Emma Whiten, Former Editor of Marketing News Canada