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Marketing-Influenced Revenue: Clarifying What Attribution Misses
Leading Edge November 25, 2024If you have doubts about the validity of your attribution data, then, how are you supposed to measure the impact of your marketing programs? You re-think attribution altogether.
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B2B Trade Publications (Still) Deliver for Marketers
B2B November 13, 2024Business marketers could be forgiven for thinking that B2B publications born of the analog age had been left for roadkill by the internet and social media. But amid the ongoing atomization of media, trade publications have held their own and continue to provide B2B marketers with a way to connect with senior executives and major decision-makers.
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Seizing the Moment: How to Connect and Convert with Trigger-Based Campaigns
Webinar Rewinds November 13, 2024This webinar explored how to effectively use insights from trigger marketing to connect with customers and prospects at pivotal moments like new business formations, marriages, relocations, and more, to deliver personalized, targeted offers that drive response.
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Forget B2B Product Marketing — We’re in the Era of Relationship Marketing
POVs November 7, 2024With research showing B2B buyers don’t care about your business’s product or service, these relationship marketing tips from Matthew Schwartz are the only option you have for making your brand stand out from the pack.
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Editor Highlights: B2B, SEO, and Loyalty Programs
Pulse October 25, 2024Do you feel like it’s a challenge to keep up with the latest trends, best practices, and marketing strategies? You aren’t alone. Bimonthly, ANA’s Pulse will highlight content within ANA’s resources hub, from Industry Insights, Knowledge Partner contributions, ANA Magazine, case studies, Marketing 101, Tools and Playbooks, and more. This way, the hard work of finding actionable insights, marketing trends, and helpful guides is done for you.
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Creativity and Human-First Approach to Becoming a Top100 Brand
Event Recaps October 24, 2024Sumit Virmani, EVP and global CMO at Infosys, discussed how his B2B company has achieved impressive growth, sharing insights on the organization strategy and how culture has been crucial to success.
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Creativity and Human-First Approach to Becoming a Top100 Brand
Conference Session Videos October 24, 2024In this video, Sumit Virmani, EVP and global CMO at Infosys, discussed how his B2B company has achieved impressive growth, sharing insights on the organization strategy and how culture has been crucial to success.
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How to Strengthen Buy-In to B2B Marketing Strategy
Leading Edge October 23, 2024Does sales buy into your marketing strategy? How about research and development (R&D)? Weak internal buy-in is a common obstacle to B2B marketing success.
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Meager Budget Increases Shouldn't Deter B2B Marketers from Innovating
B2B October 23, 2024A slight bump in B2B marketing budgets in 2025 won't be enough to fund bigger ad campaigns, new technologies, and more staff. The most effective method for B2B CMOs to boost revenue for the short term — and bolster the perception of marketing for the long term — is to foster greater cooperation among their marketing teams with senior executives from other departments.
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Building a Customer-Centric Organization
Event Recaps October 23, 2024AT&T shared insights on how to inspire organizations to prioritize customer-centric innovation for sustainable, long-term success.
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Building a Customer-Centric Organization
Conference Highlights October 23, 2024When things go wrong, the guiding principle for marketers is to make it right quickly.
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Building a Customer-Centric Organization
Conference Session Videos October 23, 2024In this video, AT&T shared insights on how to inspire organizations to prioritize customer-centric innovation for sustainable, long-term success.
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How Do B2B Marketers Justify Brand Investments When Measurement Is Challenging?
Podcast Clips October 21, 2024De’Lon Dixon, team lead of customer experience at Glassbox and founder of Think Technologies, discusses how brand investments have benefitted his business as well as some of the metrics he and his team use to prove that to the C-suite.
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Who Said Personalization Would Be Easy?
Trends and Technology October 18, 2024The rise of personalization presents growing challenges to marketers, with 51 percent of consumers saying that they have been frustrated by receiving irrelevant content or offers from brands they're not interested in, per a recent study. To deliver more relevant messaging, marketers must stop focusing so much on the tech tools enabling the personalization and put more emphasis on the user experience catering to individuals.
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How B2B Brands Boost Their Appeal to SMBs
Champions of Growth Podcast October 16, 2024Lydia Michael and De’Lon Dixon join host Matthew Schwartz to discuss how B2B marketers build relationships with SMBs and borrow a few pages from the consumer playbook to turbocharge their messaging.
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B2B in 2024: A Guide to Successful Campaigns
Leading Edge October 14, 2024In 2024, account-based marketing (ABM) is table stakes for B2B marketers. A tried-and-true ABM strategy is foundational for connecting with clients and prospects in a targeted, relevant way — but it’s not the only B2B marketing strategy. Setting your brand apart from the rest and driving real, sustainable growth requires more.
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How Do Marketers Fix Broken Agency-Client Relations?
Trends and Technology October 11, 2024Stephanie McCarty, chief marketing and communications officer at Taylor Morrison, didn't intend to spark an industrywide debate when she dropped an article on LinkedIn detailing her frustrations with ad agencies. She received a mouthful in return from brand and agency reps alike and now has a much sharper sense of how both sides can enhance their relations and spark better outcomes.
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Editor Highlights: Shopper Journeys, In-House Agencies, & ABM
Pulse October 11, 2024Do you feel like it’s a challenge to keep up with the latest trends, best practices, and marketing strategies? You aren’t alone. Bimonthly, ANA’s Pulse will highlight content within ANA’s resources hub, from Industry Insights, Knowledge Partner contributions, ANA Magazine, case studies, Marketing 101, Tools and Playbooks, and more. This way, the hard work of finding actionable insights, marketing trends, and helpful guides is done for you.
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The Importance of Cross-Functional Relationships
Leading Edge October 9, 2024Revenue operations (RevOps) is often viewed as the silver bullet to siloed decision-making and inconsistent data sources, but you can’t expect a perfectly cohesive operation simply by investing in an organizational structure. If anything, we’ve found that sometimes revenue operations can just be sales operations in disguise, with some added responsibilities to other internal stakeholders. If sales is still the dominant voice in your go-to-market planning and execution, you’re missing out on the potential benefits of a truly cross-functional revenue operations group.
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The Art (and Science) of Who Not to Target with Your Fundraising Campaigns
Leading Edge October 7, 2024A nonprofit's journey to greater impact doesn’t just hinge on stellar campaigns and compelling missions. It's also about precision in reaching the right audience — those genuinely aligned with your cause and able to contribute. Amid the transformative power of technology, particularly AI and machine learning (ML), lies an often under-emphasized strategy: knowing who not to target.
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