Event Video | Marketing Knowledge Center

B2B Tips for Marketing in an Economic Downturn

Conference Session Videos June 6, 2023

In this video, Lisha Perez of LinkedIn’s B2B Institute shared recommendations that marketers can take to set the table for success even during an economic downturn. Her recommendations fell under four general headings: strategy, creative, media, and measurement.

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Finding Your Way: Navigating the Complexities of the B2B Buyer Journey

Conference Session Videos June 6, 2023

In this video, Google shared some of its latest research concerning the complexity related to B2B consideration.

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Finding Your Way: Navigating the Complexities of the B2B Buyer Journey

Event Soundbites June 6, 2023

B2B marketers can better navigate the complexities of the buyer journey by leveraging tactics, technologies, and a customer-centric mindset.

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GE’s Powerful Approach to B2B Marketing

Conference Session Videos June 6, 2023

In this video, GE shared various initiatives and five principles that illustrate its innovative marketing approach.

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GE’s Powerful Approach to B2B Marketing

Event Soundbites June 6, 2023

Differentiation and sweating creative assets are critical to driving B2B growth.

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Going Beyond the Ad: Building Workday's Brand with a Super Bowl Campaign That Engages the Entire Marketing Funnel

Conference Session Videos June 6, 2023

In this video, 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

Conference Session Videos June 6, 2023

In this video, a 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 Soundbites June 6, 2023

As B2B marketing’s role shifts to lead generation, creating a hero’s journey mindset for customers is increasingly important.

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Opening Remarks of the 2023 ANA Masters of B2B Marketing Conference

Conference Session Videos June 6, 2023

In this video, ANA CEO Bob Liodice delivered the opening remarks of the 2023 ANA Masters of B2B Marketing Conference.

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Tackling the Tension Between Brand vs. Performance to Optimize Full-Funnel Impact

Conference Session Videos June 6, 2023

As profitability becomes a main focus for brands and media budgets come under scrutiny, B2B marketers need to ensure balance between brand and acquisition efforts. In this video, learn how the upper funnel plays a critical role in a highly complex B2B decision journey, especially during turbulent times.

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Take the Lead by Focusing on the Customer

Conference Session Videos June 6, 2023

In this video, Peter 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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Take the Lead by Focusing on the Customer

Event Soundbites June 6, 2023

Transactional data enables B2B marketers to monitor the health of their customer base.

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The State of the Chief Marketing Officer: What It Means for Current and Aspiring B2B CMOs

Conference Session Videos June 6, 2023

In this video, Richard 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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The State of the Chief Marketing Officer: What It Means for Current and Aspiring B2B CMOs

Event Soundbites June 6, 2023

B2B marketing leaders are more likely to be internal hires and have longer tenures than their B2B counterparts.

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The Continued Rise of the In-House Agency: 2023 Edition

Webinar Rewinds June 1, 2023

Every five years since 2008, the ANA has surveyed our members on the topic of in-house agencies providing a unique and consistent benchmark on the evolution of in-house agencies. Results of the latest study were discussed in this webinar, along with implications.

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Virtual Diversity Fair: Meet Women-Owned Companies

Conference Session Videos June 1, 2023

The imperative to diversify the marketing supply chain comes with the challenge of identifying appropriate resources. June's Virtual Supplier Diversity Fair highlighted Women-owned companies. Representatives shared overviews of their companies and the ways they can help grow brands and drive business results.

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New Media Agency Contract Template

Webinar Rewinds May 31, 2023

The 2016 Media Agency Contract Template was updated in 2018 and since then, the media buying landscape and scope of agency services has continued to evolve. As a result, the contract has been updated again in 2023. In this webinar, learn about the changes to the latest Media Agency Contract Template.

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Privacy Sandbox: What Marketers Need to Know About Maximizing Ad Relevance Without Third Party Cookies

Webinar Rewinds May 31, 2023

In this webinar, Google Privacy Sandbox provided an overview of progress around testing to date and discussed the major milestones that advertisers should be aware of in 2023.

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Increasing Equity and Impact Through Targeted and Diverse-Owned Media

Webinar Rewinds May 25, 2023

For decades, multicultural and inclusive segments have been severely under-invested through targeted mediums and content. In this webinar, speakers reviewed the current state of the industry and unveiled the industry ad spend allocation goals for 2025-2028 for linear TV, radio, and diverse-owned media.

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A Future-Forward Approach to Measurement by General Mills

Event Soundbites May 24, 2023

General Mills’ measurement philosophy has evolved into a learning mindset that leads strategy and execution.

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