Conference Session Videos
-
Purpose Driven Innovation and Driving Brand Love
Conference Session Videos August 2, 2021In this video, Barkley explored how younger consumers’ purchasing decisions are increasingly influenced by the social, environmental, and economic impact of a brand, and shared best practices in identifying and executing that purpose in a way that facilitates change and fosters customer loyalty.
view -
B2 Awards: Live! The Science of "Why": How Brand Purpose Powers Business Performance at Thermo Fisher Scientific
Conference Session Videos July 23, 2021In this video, senior marketing leaders from one of the world’s largest life sciences companies, Thermo Fisher Scientific, and its agency partner Retina, the ANA 2020 B2B Agency of the Year, discussed the global transformation of Thermo Fisher Scientific’s Gibco brand.
view -
B2B Branding Tenets Across the Customer Experience
Conference Session Videos July 23, 2021What makes a strong and lasting brand? And why is crafting and maintaining a powerful brand critical even in the days of data-driven marketing?
view -
Building Brand Health with Purpose
Conference Session Videos July 23, 2021In this video, Bloomberg Media Global CMO Anne Kawalerski and Bloomberg Media Global Head of Data Science and Insight Michelle Lynn provided new insight on how purpose influences brand leadership for the long term.
view -
Finding the Higher Purpose at SAP
Conference Session Videos July 23, 2021In this video, April Crichlow from SAP SuccessFactors explained how a great customer experience begins with a great employee experience.
view -
Marketers Are Our Next Generation of Business Leaders
Conference Session Videos July 23, 2021CMOs have a broad agenda, from building purpose-driven brands to improving customer experiences and bringing products to market. In this video, learn how some CMOs have taken the role further and are being tapped to operate as business leaders who accelerate sales and profit growth.
view -
Marketing Is Half of Strategy
Conference Session Videos July 23, 2021In this video, Jonathan Knowles, CEO at Type 2 Consulting, and Tom Hunsaker, professor at Arizona State University’s Thunderbird School of Global Management, shared how concepts such as purpose, employee engagement, and brand have become key drivers of business value for B2B marketers.
view -
Purpose and Performance: The Math, the Magic, and the Customer
Conference Session Videos July 23, 2021In this video, learn how the events of the past 18 months have clouded our vision as marketers, but as marketers emerge some familiar tensions remain.
view -
The Art of Selling in a Digital-First World
Conference Session Videos July 23, 2021In this video, Marcus Sheridan and Tyler Lessard, the co-authors of The Visual Sale: How to Use Video to Explode Sales, Drive Marketing, and Grow Your Business in a Virtual World, shared practical and actionable advice and insights on what B2B marketers need to do right now to win and succeed.
view -
Agile Marketing in a High Velocity Environment
Conference Session Videos July 22, 2021In this video, Michael Mendenhall, CMO and COO of TriNet, discussed the importance and benefit of marketing with fast decision cycles and increased flexibility without compromising high quality creative or a company’s mission.
view -
Are B2B Marketers Ready to Be Growth Drivers? The Debut of B2B’s First Growth Marketing Maturity Index
Conference Session Videos July 22, 2021In this video, Stein IAS developed a strategic framework for modeling advanced go-to-market growth programs and ROI investment.
view -
B2 Awards: Live! Building Growth Today by Inspiring the Innovative Minds of Tomorrow
Conference Session Videos July 22, 2021In this video, learn why LEGO Education made the calculated decision to stick with its pre-pandemic messaging, using real-time insights to change positioning and drive engagement with teachers and education decision-makers.
view -
B2 Awards: Live! Pinpointing the Gene for Caring
Conference Session Videos July 22, 2021In this video, learn how advanced segmentation and insights built an award-winning brand that spotlights the rewards of the care industry.
view -
Brand Activation Legal Committee: July 2021
Conference Session Videos July 22, 2021For July’s meeting, Greensfelder, Hemker & Gale, PC provided updates in the following areas: NAD and NARB, Lanham Act, and false advertising class actions; FTC and State AG activity; and the recent enactment of the Colorado Privacy Act and other developments in privacy law.
view -
Cultivating Creativity to Increase B2B Impact
Conference Session Videos July 22, 2021As a winner of the 2021 ANA B2 Award for Large In-House Agency of the Year, the Green Dot Agency has found success by creating a culture that empowers employees and places them at the center of the business. In this video, Director Kim McNeil-Downs shared some of the ways that this culture was achieved.
view -
Customer Valuation Finally Comes of Age
Conference Session Videos July 22, 2021In this video from the 2021 ANA Masters of B2B Marketing Conference, the Wharton School’s Peter Fader strove to demystify customer lifetime value.
view -
Five B2B Marketing Dynamics for Better Business Outcomes
Conference Session Videos July 22, 2021In this video, Google and Bain shared their recent research on the trends affecting B2B buyers, sellers, and marketers.
view -
Four Priorities for B2B Marketers
Conference Session Videos July 22, 2021In this video, Oracle offered suggestions to B2B marketers who are adapting to a world in which more of the buying cycle is becoming digitalized and therefore falling under their purview.
view -
How a Former Chef Masters the Complex Art of Simplicity in Marketing
Conference Session Videos July 22, 2021In this video, Neil Siddons, CMO at GE Additive, offered advice to marketers that covered such topics as how to hire and the value of a willingness to pivot.
view -
How a Software Firm Tapped into Emotion to Reshape B2B Marketing
Conference Session Videos July 22, 2021In this video, Ping Identity shared how B2B companies can connect with audiences on an emotional level by using influencer marketing.
view