Conference Session Videos
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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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Equitable AI: How to Create an AI Ethics Practice at Your Organization
Conference Session Videos May 24, 2023In this video, Trey 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
Conference Session Videos May 24, 2023In this video, get an overview of the impact of an evolving measurement landscape on Mars, and how teams across the organization have been developed to address and navigate changes in measurement in order to quickly respond and provide future-focused solutions.
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Nielsen’s Commitment to Advancing Measurement for All Audiences
Conference Session Videos May 24, 2023In this video, Nielsen’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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Transforming Brand Tracking — Moving from Measurement to Strategic Guidance
Conference Session Videos May 24, 2023In this video, Mastercard 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
Conference Session Videos May 23, 2023In this video, Fairing 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
Conference Session Videos May 23, 2023In this video, Lanae 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
Conference Session Videos May 23, 2023In this video, NASCAR 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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How to Leverage AI to Fill in the Gaps in Your Consumer Understanding
Conference Session Videos May 23, 2023In this video, Ericka Podesta McCoy, Resonate CMO, shared what you should look for when enriching your data to create a better understanding of your customers at the individual level. Learn how you can create one-size-fits-one messaging to enhance and grow loyalty and revenue at every step of the customer lifecycle.
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Keynote: The Power of Measurement at Ulta Beauty
Conference Session Videos May 23, 2023In this video, Michelle Crossan-Matos, CMO at Ulta Beaty, discussed the power of measurement at Ulta Beauty. Hear how Ulta leverages data and metrics at the C-suite level to drive strategic decisions and accelerate growth.
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