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B-to-B Marketing

For years, Business-to-Business marketing was largely viewed as a support function for the company’s salesforce. Recently, however, an increasing number of B-to-B organizations are realizing the importance of branding, cross-channel messaging, and leveraging customer insights to resonate with business decision-makers on an emotional level. The ANA and BMA shared insights, trends, and best practices from some of the world’s leading B-to-B brands.

Operating in Today’s Media Marketplace

Research from Active International shows that media companies are concerned about their ability to deliver audience through new media channels.

What Does It Take to Measure the Total Audience?

Insights on media measurement and media planning from a Nielsen panel discussion.

Measuring Multichannel Marketing

comScore shared how accurate multichannel measurement can lead to better planning and execution of ad campaigns.

John Hancock: Engagement in a Multi-Screen World

John Hancock shared its multi-channel campaign “Life Comes Next,” discussing the thought behind the approach and the resulting surge in social engagement.

Centro DSP Quick Start Guide

An introductory guide to setting up a programmatic buying campaign for desktop, mobile, or video.

Time Warner Cable Drives Growth in the Auto Industry Through Digital Storytelling

Time Warner Cable Media used direct mail and content marketing in an award-winning B-to-B campaign targeting local automotive dealers.

Innovation Fits Like a Glove at Rawlings

Rawlings discussed its product development process, professional athlete partnerships, and brand activations.

Get with the Program

How consumers divide their time among different forms of media may surprise you.

Data-Rich Targeting for Marketing Programs

Rich Campanaro of NJ Advance Media discussed a new model of building consumer awareness and the value of targeting data, mobile, and responsive design for marketers.

Eggland’s Best and MEC Innovate with Digital Marketing

Eggland’s Best proved that if a brand has a good digital strategy, product innovation can begin at the marketing level.

Infographics: 2014 Omnichannel Marketing

These infographics reveal how marketers are using Omnichannel marketing and measuring its impact as part of an overall marketing strategy.

Ten Questions Every Marketer Should Ask Before Buying Audience Data

Tips to help select the right data provider before a media buy.

How Paid Media Helped Microsoft Boost Earned Media

Microsoft optimized its TV advertising to drive social activity around its brand.

Wrigley: 5 Gum TRUTH OR DARE Promotion

Wrigley reestablished consumer excitement about its brands with a promotion that turned its product into a truth or dare game.

Every Witch Way Campaign

Nickelodeon increased their targeted multiplatform digital and social campaigns to generate viewership increases for their program Every Witch Way.

Successfully Activating Based on Leveraging Data

In this video, former Kraft CMO, Deanie Elsner shared how Kraft’s use of data has rewired the organization towards smarter, more impactful, and more engaging experiences for the consumers and shoppers it’s trying to reach.

Successfully Activating Based on Leveraging Data

Kraft shared how it used first-party consumer data to craft, deliver and optimize campaigns.

How Canadians Use Mobile Search

An ethnographic study of Canadian smartphone users to understand their mobile conversion behavior.

Bloomberg and Siemens Corp.: Driving Results Through Media Partnerships

Siemens partnered with Bloomberg to leverage the brand’s content marketing strategy and infrastructure to expand its presence in the U.S.

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