Event Video | Marketing Knowledge Center

Building the B2B Business Case for In-House Digital and Creative

Conference Session Videos December 7, 2023

In this video, Corteva Agriscience’s Leah Beyer discussed the value and importance of an in-house digital and creative team.

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Creative Agility: The In-House Agency Difference

Conference Session Videos December 7, 2023

In-house agencies are the essential centers of excellence in the marketing organization that can deliver at the speed of culture. Hear from Tom Evans, head of The Kitchen, Kraft Heinz’s in-house agency, on how he motivates his team to balance speed with substance to create award-winning work.

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Project Management: The In-House Agency Catalyst

Conference Session Videos December 7, 2023

In this video, Medtronic’s Ana Romero shared some of the qualities project managers must have to succeed and some tips for how they can be more effective communicators.

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Transforming the Creative Development Process at Dell Technologies

Conference Session Videos December 7, 2023

In this video, Dell Technologies shared how it worked with Blum Consulting Partners to streamline its creative review process.

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Creativity in B2B: We Need to Talk About It

Conference Session Videos December 5, 2023

In this video, Tom 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

Conference Session Videos December 5, 2023

In this video, GeoBlue 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

Conference Session Videos December 5, 2023

In this video, Adweek'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 to Implement an Experience Mindset and Drive Business Growth

Conference Session Videos December 5, 2023

In this video, Tiffani 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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How to Not Drown in the Sea of Sameness, Part 2

Conference Session Videos December 5, 2023

In this video, Phillip Jackson explored the initial insights from Future Commerce's annual VISIONS 2023 survey and report. Learn about some of the key themes that will shape the year ahead.

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Landing the Customer Brand Promise

Conference Session Videos December 5, 2023

In this video, B2B Institute at LinkedIn shared how brands can build collective confidence among consumers by establishing a “customer promise.”

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Overview of the 2023 ANA B2B Marketing Conference

Conference Highlights December 5, 2023

In this video, get a two minute overview of the 2023 ANA B2B Marketing Conference.

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The Experience Mindset

Conference Highlights December 5, 2023

Getting your employees to love their jobs is the fastest way to customers to love your brand.

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When B2B and B2C Collide: Best Practices in B2B2C Marketing

Conference Session Videos December 5, 2023

As the digital landscape evolves, learn why 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

Conference Session Videos December 4, 2023

Attendees 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

Conference Highlights December 4, 2023

B2B marketers should use new technologies to serve customers in more meaningful, relevant, and human ways.

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Cultivating Talent by Blending Technology, Skills, and the Human Touch

Conference Session Videos December 4, 2023

In this video, Mauricio 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

Conference Session Videos December 4, 2023

In this video, Google’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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How Co-Creation Can Drive Growth, Delight Consumers, and Benefit Our Planet

Conference Highlights December 4, 2023

HP is driving good growth with a B2B marketing program built around story making and co-creation of personalized experiences.

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How Co-Creation Can Drive Growth, Delight Consumers, and Benefit Our Planet

Conference Session Videos December 4, 2023

In this video, learn how HP's Jose "Pepe" Gorbea humanizes digital packaging technology by educating and inspiring brands with a human-centric communication framework around personalization and sustainability storytelling.

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Taking a Human-Centric Approach to B2B Marketing

Conference Highlights December 4, 2023

B2B marketers will be more effective if they adopt a whole brain perspective of customers.

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