Event Video
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The Evolving Role of Marketing Leadership in a More Connected Go-to-Market Model
Conference Session Videos June 14, 2024In this video, a panel of B2B growth leaders discussed the value of brand differentiation; new, more efficient organizational structures; and honest conversations about incentives and compensation.
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The Power of AI-Enabled Synthetic Market Research
Conference Session Videos June 14, 2024In this video, learn why generative AI technology holds out the possibility of being able to replace traditional market research with vastly improved efficiencies of cost and time — a development with particular benefits for B2B marketers.
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Unlocking B2B Growth: The U.S. Latino Market Opportunity
Conference Session Videos June 14, 2024Latinos represent ~50% of the total trade-related workforce and ~30% of all US contractors. In this video, speakers discussed how to tap into the immense potential of the Latino market in B2B sectors through a unique case study presented by Owens Corning and Black/Brown.
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Unlocking B2B Growth: The U.S. Latino Market Opportunity
Conference Highlights June 14, 2024For Owens Corning, using an authentic voice in its B2B marketing has ben instrumental in connecting with Latino contractors.
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Driving LGBTQ+ Inclusive Marketing and Mid-Pride Check-In
Webinar Rewinds June 13, 2024In a pivotal era of cultural shifts and heightened awareness, the 2024 ANA LGBTQ+ Marketing Inclusion Report emerged as a beacon for advertisers aiming to navigate the complex landscape of diversity and inclusion authentically. ANA's Greg Wright provided a review of the current landscape of LGBTQ+ inclusive marketing.
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From Spinoff to Spotlight: How GE Is Revolutionizing Marketing Best Practices in Healthcare
Conference Highlights June 13, 2024Building trust has given spinoff GE Healthcare a cushion for transforming its brand marketing.
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How Applying AI Makes Businesses More Human
Conference Session Videos June 13, 2024In this video, learn how senior marketers and executives can harness AI for strategic B2B business growth.
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How Cigna Transcends the Brand-to-Demand Divide
Conference Highlights June 13, 2024Brand needs to be the keystone of the entire marketing cycle and not just a layer.
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How GE Healthcare Transformed Its Marketing Approach After Spinning Off of General Electric
Conference Session Videos June 13, 2024In this video, GE Healthcare shared how it transformed its brand and demand strategy to build trust with a uniquely healthcare audience, after its spin-off from General Electric.
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How Guidehouse Launched a New Brand and Effective ABM Strategy
Conference Session Videos June 13, 2024In this video, Guidehouse CMO Joy Jarrett and COMM’s Amy Grucela shared how the organization and its agency partner successfully developed a new brand platform and created an account-based marketing strategy to both support that platform and drive new business growth.
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Learn How Vanguard Institutional Marketing Is Driving Business
Conference Session Videos June 13, 2024In this video, learn about Vanguard's marketing team, which has become a strategic sales enabler and a key source of intelligence and insights.
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LinkedIn: How Marketers Can Unlock Bigger Budgets by Thinking Like Investors
Conference Session Videos June 13, 2024In this video, Lisha Perez from LinkedIn's B2B Institute revealed insights from the B2B Institute's latest exploration on the topic, including a framework for helping marketers advocate for bigger budgets.
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Marketing as a Growth Contributor — Learn How Vanguard Institutional Marketing Is Driving Business
Conference Highlights June 13, 2024As a key source of intelligence and insights, Vanguard’s marketing team has become a strategic sales enabler.
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Northwestern Mutual’s B2B2C Business Model
Conference Session Videos June 13, 2024In this video from the 2024 ANA Masters of Marketing Conference, Northwestern Mutual CMO Lynn Teo described how her organization supports the parallel marketing needs posed by supporting financial advisors and their clients.
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Opening Remarks of the 2024 ANA Masters of B2B Marketing Conference
Conference Session Videos June 13, 2024In this video, ANA CEO Bob Liodice delivered the opening remarks of the 2024 ANA Masters of B2B Marketing Conference.
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Operating Like a Modern Marketer
Conference Highlights June 13, 2024To achieve desired B2B sales objectives, an organization’s marketing funnel needs to be clarified to internal stakeholders.
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Reinventing Xerox: A Journey of Transformation
Conference Highlights June 13, 2024Long-term thinking and an increased focus on customers are pivotal to Xerox’s B2B brand reinvention.
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Six Tips for Marketers from Lou Aversano, Chief Brand and Marketing Officer at The Cigna Group
Conference Session Videos June 13, 2024In this video from the ANA’s 2024 Masters of B2B Marketing Conference, Lou Aversano shared his perspective on six topics of critical importance to marketers.
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The Power of Unified Data in a Chaotic Marketing World
Webinar Rewinds June 13, 2024In this webinar, School Specialty (SSL) addressed the challenge of creating a single, comprehensive customer data source despite difficulties arising from institutional data management, acquisitions, and diverse B2B and B2C interactions.
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These Brand Value Insights Will Help B2B Marketers Ask for More Budget
Conference Session Videos June 13, 2024In this video, representatives from Deloitte, Brand Finance, and Stein IAS took a deep dive into the findings from the second annual Global Most Valuable B2B Brands Index, providing valuable insights that will assist B2B marketers in asking the C-suite for more budget.
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