Even the simple potato has a story that must be told to ensure that consumers have the latest information about ways to eat and nutrition all along the supply chain from food service through to retail. 

The CMO at the US Potato Board, John Toaspern, shares his lessons learned in B2B marketing, his approach to social media channels, influencers, and more. 

In this Q&A with Tania Yuki, Founder of Shareablee and Chief Marketing Officer and EVP of Digital at Comscore, he shares his no-nonsense approach to marketing, using one simple question that is often forgotten, "Did people's behaviors change in response to what we did?".