Event Recaps
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Carharrt Makes the Leap to B2B
Event Recaps December 5, 2023The workwear company Carharrt had long been operating in the B2C realm but extended the scope of its business’s B2B offerings in 2018, necessitating a complex new marketing strategy that it detailed during a session at the ANA’s 2023 B2B Conference.
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Creativity in B2B: We Need to Talk About It
Event Recaps December 5, 2023Tom Stein and Reuben Webb, two of the leaders at ANA Agency of the Year Stein IAS, addressed the state of creativity in B2B and provided tools to elevate the conversation from subjective personal debates to objective business cases.
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GeoBlue’s Modern Marketing Transformation: Reshaping Strategies and Teams for Success
Event Recaps December 5, 2023GeoBlue CMO Lynn Pina outlined her method for building out a marketing team and responsibilities that could effectively support the business’s growth strategy, sharing tips and best practices she learned during the process of developing it.
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How Adobe Gets to the Heart of AI
Event Recaps December 5, 2023Adweek's 2023 B2B Innovation Award Winner Heather Freeland, chief brand officer at Adobe, discussed creativity, reaching a B2B consumer, and generative AI.
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How the London Stock Exchange Group Gets Closer to Customers Through Award-Winning ABM
Event Recaps December 5, 2023Maximizing account retention, growth, and trust. That's the name of the game when it comes to successful Account-Based Marketing (ABM). But to do so effectively, you need to apply key principles that will differentiate your customer's experience and elevate your brand.
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How to Implement an Experience Mindset and Drive Business Growth
Event Recaps December 5, 2023Tiffani Bova, former global growth evangelist at Salesforce, outlined the “[employee] experience mindset” and shared steps that leaders can take to develop a company culture driven by this mindset, which has been proven to drive growth when implemented effectively.
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Landing the Customer Brand Promise
Event Recaps December 5, 2023B2B Institute at LinkedIn shared how brands can build collective confidence among consumers by establishing a “customer promise.”
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When B2B and B2C Collide: Best Practices in B2B2C Marketing
Event Recaps December 5, 2023Marketers often view their work through the lens of strictly B2B or B2C. But as the digital landscape evolves, it is more important than ever to know what motivates and influences a company’s strategic value and how targets' purchase decisions are made.
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B2B Tips: Insights from a Panel Discussion at the ANA’s 2023 B2B Conference
Event Recaps December 4, 2023Attendees at the ANA’s 2023 B2B Conference heard a myriad of tips on B2B marketing from a panel that included Lou Cohen of Ernst and Young and Kristin Gower of EssenceMediacom.
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Cultivating Talent by Blending Technology, Skills, and the Human Touch
Event Recaps December 4, 2023Mauricio Ferreira of Microsoft talked about the inflection point we are at with the exponential growth of GenAI, the evolution of B2B marketing, and the everlasting need to build meaningful human connections.
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Delivering Better B2B Buying Experiences
Event Recaps December 4, 2023Google’s Doug Novack explained how marketers can influence B2B buyers as they discover brands, offered compelling product information, and covered the importance of vendors remaining connected to B2B buyers post-purchase.
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Taking a Human-Centric Approach to B2B Marketing
Event Recaps December 4, 2023Shell explored the need for B2B brands to take a more human-centric approach to engaging B2B customers.
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The Digital Marketing Mentality of Connected TV
Event Recaps December 4, 2023MNTN and Spot Pet Insurance discussed the parallels between connected TV (CTV) and digital channels and how digital strategies and tactics can be leveraged for CTV campaigns.
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The Eight Tenets of Next-Level ABM
Event Recaps December 4, 2023Quarry, a top-ranking demand marketing firm exclusive to B2B, shared what it sees as the eight tenets for taking account-based marketing campaigns to the next level.
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The Future of B2B: Predictions for 2030
Event Recaps December 4, 2023Drawing on the results of a recent study, Merkle described four seismic changes that it predicts will reshape the world of B2B by the end of the decade, along with the forces that it expects to contribute to their emergence.
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The Success of ABM Strategies: A Third Party’s Insider View of Account-Based Marketing
Event Recaps December 4, 2023Marketing leaders from Anteriad, a full-funnel B2B marketing solutions agency, shared some key tactics and techniques for optimizing the use of data in account-based marketing (ABM).
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The Sustainability Gap: Greenwashing Versus Greenhushing
Event Recaps December 4, 2023Speakers from Brand Finance explained the concepts of greenwashing and greenhushing.
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Using Cultural Relevance to Attract Next-Gen Gamers
Event Recaps December 4, 2023Capcom shared how it worked with Nomadic Agency to reposition Street Fighter 6 as a social lubricant and more than just a fighting game.
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Best Practices for Onboarding Marketing Technology
Event Recaps November 30, 2023Danielle Balestra, director of marketing technology and operations at Goodwin, shared key questions and other considerations for marketers who are implementing or building out a martech stack.
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HP: Re-Engineering Marketing Operations to Meet Today’s Unique Challenges
Event Recaps November 30, 2023Liz Merrilees Emlay, global director of marketing planning office at HP, provided an overview of how her brand approached restructuring its marketing governance model, highlighting successes and lessons learned.
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