The New York Times: B2B Marketing Lessons on Gamifying Your Strategy with VP of Marketing at VaynerX, Avery Akkineni

The New York Times isn’t just a newspaper; it’s a cultural institution, a daily habit, and a brand that has reinvented itself for every generation. 

That’s why in this episode, we’re taking lessons from their playbook with the help of our special guest Avery Akkineni, Chief Marketing Officer of VaynerX.

Together, we explore what B2B marketers can learn from building credibility into daily routines, using gamification and surprise to drive engagement, and picking the right moments to move fast while staying relevant.

About our guest, Avery Akkineni

A pioneer in digital marketing and emerging tech, Avery Akkineni spearheads brand strategy, content, events, and communications as Chief Marketing Officer at VaynerX.

In seven years at Vayner, Avery has catalyzed exponential growth by launching new companies and leading international expansion. She built VaynerMedia APAC from the ground up to over 150 employees in two years, opened key Asia Pacific markets like Singapore, Bangkok, Sydney, and Tokyo. During her tenure, VaynerMedia APAC was awarded Marketing Interactive's Agency of the Year. 

In 2021, Avery founded Vayner3, an innovation consultancy focused on emerging technologies like AI and Web3. Under her leadership, Vayner3 achieved significant industry acclaim; she was named an Ad Age Web3 Trailblazer, and an AI Thought Leader by Business Insider. Her proven ability to identify and leverage leading-edge channels to drive growth for Vayner and her brand partners has landed Avery advisory roles including Salesforce’s AI Council, Meta’s Creative Council, TikTok's #ForYouCollective, Tracer's Advisory Board, and with a weekly marketers podcast on CoinDesk (GenC).

Based in Miami, FL overseeing VaynerX's local office, Avery continues to push boundaries in marketing. She is a sought-after speaker on modern marketing and digital innovation, who empowers teams and companies to embrace new opportunities. She also serves on the Board of Peace Players, an organization using the power of sport to build peaceful and thriving communities.

What B2B Companies Can Learn From The New York Times:

• Build credibility into daily routines. The New York Times succeeds because it has become a trusted part of people’s everyday habits. For B2B brands, the lesson is to earn that same consistent place in your audience’s workflow. As Avery explains:
  “To me, the credibility of The New York Times is why I want to check there first and understand their point of view. What are the big stories of today.” When buyers trust your perspective enough to seek it daily, your brand moves from optional to indispensable.
• Use gamification and surprise to drive engagement. NYT didn’t just sell news—it made puzzles, games, and even cooking content part of its brand fabric. That levity created stickiness. Avery puts it this way: “The New York Times integration with their incredible games has really helped drive up that frequency… I play with my friends, everybody shares their scores… and I think that really drives up that frequency and user adoption and makes The New York Times even more relevant.” In B2B, “serious” brands can still add fun, surprise, or delight to deepen connection and engagement.
• Pick your moments and move fast. The Times doesn’t try to beat TikTok on breaking news—it chooses credibility as its edge, while still responding with speed when it matters. Avery notes:
  “You don’t need to have a thought on everything. You have a thought on certain things—what matters for you and, as a brand, what matters for your consumers. Either we’re part of the conversation or we’re not.” For B2B, that means defining the moments where your voice is essential, and showing up quickly with relevance and confidence.

Quote

“ You don’t need to have a thought on everything. You have a thought on certain things—what matters for you and as a brand, what matters for your consumers. Either we’re part of the conversation or we’re not.”

Time Stamps

[00:55] Meet Avery Akkineni, Chief Marketing Officer of VaynerX

01:05 Why The New York Times?

01:53 The Role of CMO at VaynerX

02:42 Gary Vaynerchuk's Influencer

09:51 Behind-the-Scenes of NYT

25:58 B2B Marketing Lessons from NYT

38:35 Final Thoughts and Takeaways

Links

Connect with Avery on LinkedIn

Learn more about VaynerX

About Remarkable!

Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. 

In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. 

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