CMA Super Panel: Sitting Down with the C-Suite

No matter what you do, when the experts speak, you listen. And, with help from the Canadian Marketing Association, we were able to sit down with leading executives from some heavy hitting brands including Magdalena Pandiloska, the Director of Integrated Marketing for Microsoft, Christopher Misener, the Sr. Director of Strategic Partnerships and Digital Commercial Banking for the Canadian Imperial Bank of Commerce (CIBC), and Michelle Cody, the Senior Director of Digital Marketing for Rogers Communications.

So, what did we do in that sit down? We asked them questions. Questions on how they target SBOs, their number one tips and tricks for successfully reaching Small Business Owners, and how mindsets can play a big role in their marketing efforts. Ready to see what they have to say?

View the Top Hits from the panel with the video clips below.

CMA Super Panel: The Top Hits


How does your brand define Small Business?

Take a look at how three different brands define SMB, with answers ranging from employee size to revenue.

Observable VS Unobservable characteristics. How do you target messaging and segment SBOs?

Did you catch our piece on mindset-based messaging? If not, check it out for a little background. Otherwise, dive right in and see how Big Brands are utilizing mindsets, behaviors, targeting tactics, and messages.

Observable VS Unobservable characteristics. How do you target messaging and segment SBOs?

Did you catch our piece on mindset-based messaging? If not, check it out for a little background. Otherwise, dive right in and see how Big Brands are utilizing mindsets, behaviors, targeting tactics, and messages.

Does your brand target the business or the owner?

There are two ways to approach messaging, by setting your sights on the owner, or on the business. Hear how Big Brands split the decision on how, and to whom, they market.

How is your brand navigating today’s always-on marketing and sales funnel?

With the renaissance of the digital world, some people believe the traditional marketing funnel is dead. Others believe it’s simply evolved. Either way, today’s path looks pretty different. So, how are brands navigating this new territory? Let’s find out.

How is your brand navigating today’s always-on marketing and sales funnel?

With the renaissance of the digital world, some people believe the traditional marketing funnel is dead. Others believe it’s simply evolved. Either way, today’s path looks pretty different. So, how are brands navigating this new territory? Let’s find out.

How can big brands personalize marketing at scale?

Reaching people is easy. Relevantly communicating with them is hard. But, how can we make an SBO’s experience feel personal and relevant? Big Brands take the spotlight to answer.

How is your brand using marketing sciences to influence and aid personalization at scale?

So, if personalization is an answer to some of our marketing woes, how do we do it intelligently? That’s the question. But, is MarTech the answer?  Watch and see.

How is your brand using marketing sciences to influence and aid personalization at scale?

So, if personalization is an answer to some of our marketing woes, how do we do it intelligently? That’s the question. But, is MarTech the answer?  Watch and see.

CMA Super Panel: The Bonus Tracks

Like with any good panel, there are questions. And we thought some of those questions, and their answers, were worth sharing. So here are the bonus tracks, the extra hits, a little bit of insightful questioning and answering, from one marketer to another.


How much focus does your brand give Small Business?

More of the same or all on its own? Consumer or Commercial? Where is the Small Business seat at the table? Well here it is, asked and answered.

How do you evaluate your competitors’ marketing efforts?

Ooh tricky question. But these execs tackled it head on. Hear first-hand how big brands are tracking competitor advertising.

How do you evaluate your competitors’ marketing efforts?

Ooh tricky question. But these execs tackled it head on. Hear first-hand how big brands are tracking competitor advertising.

Are you seeing specific needs or themes within SBO marketing?

Some execs say yes. Some say no. And some say yes—but that it’s time to do it differently.