Search Marketing Knowledge Center

Building B2B Experiences to Remember

B2B February 5, 2025

Spending on B2B experiential marketing is on the rise — outpacing B2C — as B2B firms reimagine their live events to create more memorable experiences for their audiences.

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The Muppets Take Center Stage in Booking.com's Super Bowl Ad

Marketing News February 3, 2025

The Muppets are featured in a new ad campaign for Booking.com that shows how the website helps consumers to personalize their travel experiences. The integrated marketing campaign, which kicks off during the fourth quarter of Super Bowl LIX, builds on the "Booking.yeah" ad campaign from 2022.

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Perfect Your Marketing Strategies with These Resources

Pulse February 3, 2025

In a crowded industry with endless content and information to sift through, it can be challenging to discern quality content that provides relevant and factual information and helpful case studies. ANA’s Marketing Knowledge Center can help, however; the MKC provides trusted information meant to inspire concrete and actionable next steps.

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Marketers May Be Getting Burned by Their Performance Marketing: OOH May Be Able to Help

Knowledge Partners January 30, 2025

Clear Channel Outdoor shares why integrating OOH advertising into your media mix can help with the “burnout” some brands are experiencing with performance marketing.

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Performance Marketing

ASK Answers January 29, 2025

ANA’s Ask the Expert research service answers the question, ““What are the benefits of investing in performance marketing for my brand?"

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The B2B Flight to Customer Obsession Is Taking Off

B2B January 22, 2025

Customer obsession is fast becoming the cost of entry for B2B marketers. Executives at customer-obsessed B2B companies report 28 percent faster revenue growth and 33 percent higher profit growth, compared to companies that are not customer-obsessed, according to a recent Forrester survey. But there is no one-size-fits-all formula for companies that want to become more customer obsessed, as there are multiple variables unique to each brand.

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Lead Generation

ASK Answers January 22, 2025

What are the best ways to generate leads for my business?

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A Crisis in Customer Service and Complaint Handling

Event Recaps January 16, 2025

The 2025 National Customer Rage Survey reveals an all-time high in customer problem experiences at 74 percent, with nearly $888 billion in revenue at risk due to ineffective complaint handling and growing customer incivility.

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Why B2B Marketing Is Buyer Group Marketing

Event Recaps January 16, 2025

During a January 2025 ANA B2B Committee Meeting, Jann Martin Schwarz and Mimi Turner with the B2B Institute fellow LinkedIn explained how focusing on buying decisions and buying groups will help companies become more successful as B2B marketers.

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Eight Predictions for B2B Marketing in 2025

Event Recaps January 16, 2025

During a January 2025 meeting of the ANA’s Business Marketing Committee, Bruce Biegel of the management consultancy Winterberry Group offered a series of prognostications for the changes that B2B marketing will undergo in 2025.

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Empowering Creators within the B2B Space

Leading Edge January 9, 2025

Influencers have the power to capture audiences, build communities, and drive engagement. B2B brands are finally taking notice and realizing the immense potential of collaborating with these creative minds.

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What Makes a Winning B2 Award Entry?

Webinar Rewinds January 9, 2025

In this webinar, take a deep dive into the secrets behind a winning ANA B2 Award entry. Gain insider knowledge on crafting standout submissions, featuring valuable insights from both past award winners and seasoned B2 Award jurors.

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How B2B Companies Get Smarter About Artificial Intelligence

B2B January 8, 2025

David Edelman, an executive adviser at the Boston Consulting Group and co-author of "Personalized: Customer Strategy in the Age of AI," discusses how marketers can deploy artificial intelligence to create new kinds of personalized experiences that both marketers and salespeople can rally around.

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Happy New Year! 2025 B2B Digital Marketing Predictions and Resolutions with Professor Lou Cohen

Webinar Rewinds January 8, 2025

In this webinar, Lou Cohen, professor and EY’s Americas Digital Marketing and Demand Generation Leader, discussed what lies ahead for B2B marketers in 2025. He made predictions about what’s to come, discussed his views on the concerns we share, and talked about resolutions to ensure a successful 2025.

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How Agencies and Brands Create Successful Communications Strategies in 2025

Leading Edge January 3, 2025

Across the media landscape, advertisers and marketers are encountering a seismic shift in media consumption patterns. Fragmentation is a challenge and an opportunity. It is one that is reshaping the traditional ways we reach audiences.

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