Event Recaps
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Finding the Higher Purpose at SAP
Event Recaps July 23, 2021April Crichlow from SAP SuccessFactors explained how a great customer experience begins with a great employee experience.
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Marketers Are Our Next Generation of Business Leaders
Event Recaps July 23, 2021CMOs have a broad agenda, from building purpose-driven brands to improving customer experiences and bringing products to market. Some CMOs have taken the role further and are being tapped to operate as business leaders who accelerate sales and profit growth.
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Marketing Is Half of Strategy
Event Recaps July 23, 2021Jonathan Knowles, CEO at Type 2 Consulting, and Tom Hunsaker, professor at Arizona State University’s Thunderbird School of Global Management, shared how concepts such as purpose, employee engagement, and brand have become key drivers of business value for B2B marketers.
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Purpose and Performance: The Math, the Magic, and the Customer
Event Recaps July 23, 2021The events of the past 18 months have clouded our vision as marketers, but as marketers emerge some familiar tensions remain.
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The Art of Selling in a Digital-First World
Event Recaps July 23, 2021At a recent ANA event, Marcus Sheridan and Tyler Lessard, the co-authors of The Visual Sale: How to Use Video to Explode Sales, Drive Marketing, and Grow Your Business in a Virtual World, shared practical and actionable advice and insights on what B2B marketers need to do right now to win and succeed.
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Are B2B Marketers Ready to Be Growth Drivers? The Debut of B2B’s First Growth Marketing Maturity Index
Event Recaps July 22, 2021Stein IAS developed a strategic framework for modeling advanced go-to-market growth programs and ROI investment.
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B2 Awards: Live! Building Growth Today by Inspiring the Innovative Minds of Tomorrow
Event Recaps July 22, 2021Forced to evaluate its direction at the start of the pandemic, LEGO Education made the calculated decision to stick with its pre-pandemic messaging, using real-time insights to change positioning and drive engagement with teachers and education decision-makers.
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Cultivating Creativity to Increase B2B Impact
Event Recaps July 22, 2021As a winner of the 2021 ANA B2 Award for Large In-House Agency of the Year, the Green Dot Agency has found success by creating a culture that empowers employees and places them at the center of the business. Director Kim McNeil-Downs shared some of the ways that this culture was achieved.
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Customer Valuation Finally Comes of Age
Event Recaps July 22, 2021In a talk delivered at the 2021 ANA Masters of B2B Marketing Conference, the Wharton School’s Peter Fader strove to demystify customer lifetime value.
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Five B2B Marketing Dynamics for Better Business Outcomes
Event Recaps July 22, 2021Google and Bain shared their recent research on the trends affecting B2B buyers, sellers, and marketers.
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Four Priorities for B2B Marketers
Event Recaps July 22, 2021Oracle offered suggestions to B2B marketers who are adapting to a world in which more of the buying cycle is becoming digitalized and therefore falling under their purview.
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How a Former Chef Masters the Complex Art of Simplicity in Marketing
Event Recaps July 22, 2021Neil Siddons, CMO at GE Additive, offered advice to marketers that covered such topics as how to hire and the value of a willingness to pivot.
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How a Software Firm Tapped into Emotion to Reshape B2B Marketing
Event Recaps July 22, 2021Ping Identity shared how B2B companies can connect with audiences on an emotional level by using influencer marketing.
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How B2B Brands Grow
Event Recaps July 22, 2021Peter Weinberg of LinkedIn’s B2B Institute explained the concept of “Mental Availability” and how brands can capitalize on its implications to grow.
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Marketing to Small Businesses in a Post-Pandemic World
Event Recaps July 22, 2021The mindsets, needs, and behaviors of small and mid-sized businesses have drastically shifted during the pandemic. Inc. Media’s Richard Russey and Cargo’s Dan Gliatta shared five key insights related to these shifts, as well as actions a B2B brand can take to respond to each shift.
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Pushing Creative Boundaries and Building Richer Experiences for Customers
Event Recaps July 22, 2021NI CMO Ana Villegas shared highlights from her brand’s ongoing marketing transformation efforts, covering business and marketing obstacles that arose during the transformation and how her team forged stronger partnerships with key stakeholders and outside partners to align on pushing creative boundaries.
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Creating a Better World Through Powerful Storytelling
Event Recaps July 21, 2021How do you tell a story that’s never been told before? When Shift4 Payments tapped Known to help develop the branding and comprehensive marketing for Inspiration4, the first all-civilian mission to space, a historic moment unfolded.
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Debunking Connected TV Measurement Myths
Event Recaps July 21, 2021Innovid shared findings from a study on CTV that it conducted in partnership with the ANA — findings that touched on topics such as CTV’s unique reach and issues with frequency.
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End of Term Supreme Court Recap
Event Recaps July 21, 2021There were a number of notable decisions released by the U.S. Supreme Court in its recently concluded term that will have an impact on the advertising industry going forward. Bob Corn-Revere recaps these cases — and more.
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eos’ Social State of Mind
Event Recaps July 21, 2021Soyoung Kang, CMO at eos, discussed why the brand depends on social media, and how a social-first mindset is shaping everything from eos’s insights approach to product innovation to creative strategy.
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