Conference Session Videos
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The Purpose of Purpose
Conference Session Videos June 8, 2023In this video, Martyn Etherington, senior vice president and CMO at BMC Software, discussed what a purpose-led ethos can achieve and how it can also accelerate growth.
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The Trust Factor: Driving Business Performance in Uncertain Times
Conference Session Videos June 8, 2023Economic uncertainty. Employee churn. Cost-conscious consumers. For any brand leader, navigating today’s marketplace is complex, competitive, and always changing. In this video, We First's Simon Mainwaring shared insights from his work with Leah Smith, SVP and CMO at MINA Group.
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Be the Hero Your Buyers Need and Deserve: Building Superpowered B2B Customer Experiences
Conference Session Videos June 7, 2023In this video, speakers dove into the trends from Merkle's third annual B2B Superpowers report, discussing what matters most to B2B buyers today, how the buying process has changed over time, and what brands can do to gain competitive advantage in a dynamic and challenging world.
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Building Next-Gen B2B Marketing
Conference Session Videos June 7, 2023Changes in buyer behavior, digital media consumption, and remote work has transformed B2B marketing. In this video, Winterberry Group senior managing partner Bruce Biegel shared insights from the June B2B Marketing Outlook report.
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How ServiceNow Achieved 180 Times ROI with Demand Marketing
Conference Session Videos June 7, 2023In this video, ServiceNow, a B2B software company, shared how it partnered with Anteridad to leverage its data platform and develop a go-to-market demand marketing strategy that generated $132 million in new business in the program’s first year.
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Launching a Tech Brand with Heart
Conference Session Videos June 7, 2023In this video, Kyndryl shared how it leveraged its nearly 90,000 employees and an OOH campaign to establish its corporate identity.
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Now and in the Future: Generating More Value from Your Customers
Conference Session Videos June 7, 2023In this video, Vincent Bahk, Head of Brand, Digital, and Experiential Marketing at FIS, shared his perspective on what it takes to market to clients and prospects — from brand to demand — and everything in between.
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The Next Generation of Account-Based Sales and Marketing
Conference Session Videos June 7, 2023In this video, learn about No Forms. No Spam. No Cold Calls., a book written by Latane Contantis that is a rallying cry for a new generation of sales and marketing leaders who are ready to ditch the traditional strategies, tactics, and technologies that are no longer working to deliver breakthrough results.
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A B2B Technology Company That’s Balancing Brand Marketing and Demand Generation
Conference Session Videos June 6, 2023In this video, learn how technology company Juniper Networks shifted its marketing budget to prioritize brand building — but in a way that continued to support demand generation. The strategy leveraged tactics such as out-of-home, video, and sponsorship.
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B2B Tips for Marketing in an Economic Downturn
Conference Session Videos June 6, 2023In 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, 2023In this video, Google shared some of its latest research concerning the complexity related to B2B consideration.
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GE’s Powerful Approach to B2B Marketing
Conference Session Videos June 6, 2023In this video, GE 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
Conference Session Videos June 6, 2023In 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, 2023In 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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Opening Remarks of the 2023 ANA Masters of B2B Marketing Conference
Conference Session Videos June 6, 2023In 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, 2023As 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, 2023In 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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The State of the Chief Marketing Officer: What It Means for Current and Aspiring B2B CMOs
Conference Session Videos June 6, 2023In 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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Virtual Diversity Fair: Meet Women-Owned Companies
Conference Session Videos June 1, 2023The 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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A Future-Forward Approach to Measurement by General Mills
Conference Session Videos May 24, 2023In this video, General 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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