Comcast evolves its business-to-business marketing strategy

Stephen Whiteside

Comcast, the media conglomerate, has successfully adapted its ad-sales strategy to reflect exciting new opportunities for business-to-business marketing.

Maria Weaver is tasked with making ads that appeal to the people who buy advertising.

Maria Weaver, SVP/global marketing, Comcast

As SVP/global marketing for cable advertising at Comcast – the Philadelphia-based media conglomerate – her specific goals include driving demand for the organization’s Spotlight division, which provides television and digital ad solutions, as well as championing FreeWheel, a unit that works with publishers and distributors to grow their businesses.

“My B2B marketing is for folks who are trying to do B2C marketing. And I'm really trying to convince them to advertise with us on Comcast,” Weaver told delegates at BRITE...

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