Event Recaps
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Good on the Ground: How TOMS Is Continuing to Lead the Future of Profit and Purpose
Event Recaps August 3, 2021Amy Smith of TOMS shared how her brand updated its impact model, shifting away from its one-for-one model to one focused on funding grassroots organizations improving society at the local level.
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How Greenleaf Food Is Creating a More Sustainable Tomorrow
Event Recaps August 3, 2021Greenleaf Foods’ COO Adam Grogan shared how the industry leader, through its brands Lightlife and Field Roast, built deeper, lasting connections with consumers by revamping and re-branding products to meet their unique health needs and making sustainability a key business principle.
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How Mars Is Making the World Smile Through Better Moments
Event Recaps August 3, 2021Mars Wrigley is driven by the belief that the world we want tomorrow starts with how we do business today.
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Inspiration from the Outside In
Event Recaps August 3, 2021BraunAbility, a manufacturer of wheelchair-accessible vans and wheelchair lifts, gave voice to the mobility disability community.
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Leveraging Influencers to Establish Brand Values
Event Recaps August 3, 2021Tagger Media and Bubs Naturals shared best practices for identifying influencers that can amplify a brand’s values and help establish brand voice.
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Purpose Driven Innovation and Driving Brand Love
Event Recaps August 2, 2021In this session, Barkley explored how younger consumers’ purchasing decisions are increasingly influenced by the social, environmental, and economic impact of a brand, and shared best practices in identifying and executing that purpose in a way that facilitates change and fosters customer loyalty.
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B2 Awards: Live! The Science of "Why": How Brand Purpose Powers Business Performance at Thermo Fisher Scientific
Event Recaps July 23, 2021Senior marketing leaders from one of the world’s largest life sciences companies, Thermo Fisher Scientific, and its agency partner Retina, the ANA 2020 B2B Agency of the Year, discussed the global transformation of Thermo Fisher Scientific’s Gibco brand.
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B2B Branding Tenets Across the Customer Experience
Event Recaps July 23, 2021What makes a strong and lasting brand? And why is crafting and maintaining a powerful brand critical even in the days of data-driven marketing?
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Building Brand Health with Purpose
Event Recaps July 23, 2021Bloomberg Media Global CMO Anne Kawalerski and Bloomberg Media Global Head of Data Science and Insight Michelle Lynn provided new insight on how purpose influences brand leadership for the long term.
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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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