Event Recaps
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Fueling the Next Growth Curve at Smartsheet with Buyer-Centric Messaging
Event Recaps June 6, 2023In this session, Kati Quigley, Smartsheet’s Vice President of Product Marketing, and Mike Kelleher, Senior Vice President and Technology Vertical Lead at Marketbridge, shared Smartsheet’s recent efforts to develop next generation customer messaging and positioning.
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GE’s Powerful Approach to B2B Marketing
Event Recaps June 6, 2023GE shared various initiatives and five principles that illustrate its innovative marketing approach.
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Going Beyond the Ad: Building Workday's Brand with a Super Bowl Campaign That Engages the Entire Marketing Funnel
Event Recaps June 6, 2023In this session, learn about Workday's Super Bowl campaign that went way beyond the game itself to help build the company's brand, engage new users, excite employees, and open up new doors with current customers.
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How to Create Stronger Relationships Within the C-Suite
Event Recaps June 6, 2023A panel of B2B marketing executives from top brands came together to discuss how they forge stronger relationships with other members of the C-suite and how they effectively sell the merits of various marketing investments.
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Mastercard's Approach to Successful Lead Generation
Event Recaps June 6, 2023As B2B marketing's role shifts to lead generation, creating a hero's journey mindset for customers is increasingly important.
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Take the Lead by Focusing on the Customer
Event Recaps June 6, 2023Peter Fader, professor of marketing at The Wharton School, University of Pennsylvania, and co-author of The Customer-Base Audit, explored the customer-based audit, the first step in understanding the overall health of your customer base.
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The State of the Chief Marketing Officer: What It Means for Current and Aspiring B2B CMOs
Event Recaps June 6, 2023Richard Sanderson, who leads Spencer Stuart's marketing, sales, and communications officer practice in North America, shared findings from Spencer Stuart's annual CMO Tenure Study.
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B2B Master Class on Growth Marketing Strategies: From Ideation to Execution
Event Recaps June 5, 2023This master class leveraged key elements of the ANA Growth Agenda to examine how growth opportunities can come from any level of the organization and showcase how companies enable their marketing team to reach their full potential.
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How the Unified Commercial Engine Redefined Sales and Marketing Alignment
Event Recaps June 5, 2023Learn how, in dramatic fashion, SMART Technologies abandoned the traditional Sales and Marketing model, combining them in the ambitious "Unified Commercial Engine," which organizes the entire marketing and selling team around buyer journey steps.
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Become Your Agency’s Client of Choice
Event Recaps May 25, 2023Bayer’s Philipp Schuster discussed the key actions all clients should take to become their agency’s client of choice, and how those actions can result in better results for the client in the long term.
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The Who, What, When, Where, How, and Why Around Supplier Diversity
Event Recaps May 25, 2023Anisha Jackson from American Family Insurance discussed how the marketing industry can influence and impact supplier diversity and how the company has developed programs to identify, engage, and match diverse suppliers with marketing needs.
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A Future-Forward Approach to Measurement by General Mills
Event Recaps May 24, 2023General Mills identified three areas that organizations need to address to prepare for the new world of media measurement: operational practices, measurement methods, and people and organization.
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Equitable AI: How to Create an AI Ethics Practice at Your Organization
Event Recaps May 24, 2023Trey Causey, head of AI ethics and director of data science at Indeed, reviewed how his organization approaches AI ethics and provided practical advice for how your organization can launch its own responsible AI practice.
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Navigating A Path Forward in Today’s Measurement Environment
Event Recaps May 24, 2023James Cummings from Mars Wrigley provided an overview on how leaders can utilize the right tools, information, technology, and human intelligence to establish an infrastructure of high-performing teams with capabilities to drive a company forward.
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Nielsen’s Commitment to Advancing Measurement for All Audiences
Event Recaps May 24, 2023Nielsen’s Matt Devitt shared how his brand’s new Nielsen ONE product is positioned to solve digital measurement challenges and provide a more comprehensive view of how media campaigns perform across multiple channels.
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Right-Sizing the Funnel for Balanced Marketing Success
Event Recaps May 24, 2023Andy Hasselwander, chief analytics officer at Marketbridge, highlighted the best way to measure the effectiveness of upper funnel tactics using econometric approaches like marketing mix modeling (MMM), and why brand investment takes time to show up and produce long-term impact.
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Transforming Brand Tracking — Moving from Measurement to Strategic Guidance
Event Recaps May 24, 2023Mastercard discussed how it worked with Coherency to transform its performance-based brand equity tracker into a solution that truly measured brand affection.
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Beyond the Last Click: Discover the Power of TikTok with Post Purchase Survey Partners
Event Recaps May 23, 2023Fairing discussed its post-purchase surveys capture zero-party data that helps measure attribution and inform ads on TikTok.
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Building a Multicultural and Inclusive Brand Marketing Strategy
Event Recaps May 23, 2023Lanae Jackson, senior manager of multicultural marketing at Nissan, outlined the role of measurement in a successful multicultural marketing strategy. Lanae discussed the metrics, points of analysis, and insights that fuel Nissan's multicultural-driven goals.
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How NASCAR Is Fueling the Future with an Evolving Measurement Approach
Event Recaps May 23, 2023NASCAR gave an in-depth look at how it has leveraged data to grow its audience, keep decision makers armed with the data they need to make important choices, engage fans in new ways, and provide new levels of value to the sport’s sponsors.
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