Event Recaps
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ANA Programmatic Media Supply Chain Transparency Study
Event Recaps June 7, 2023In this roundtable discussion, Bill Duggan, Group Executive Vice President at the ANA, shared high-level findings from the ANA’s study on the programmatic media buying ecosystem, often described as riddled with lack of transparency, fractured accountability, and mind-numbing complexity.
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Building Next-Gen B2B Marketing
Event Recaps June 7, 2023Changes in buyer behavior, digital media consumption, and “work from anywhere” has transformed B2B marketing. In this session, Winterberry Group Senior Managing Partner, Bruce Biegel, shared insights from the June B2B Marketing Outlook report.
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The Age of Liminality: Big Cracks, Coping Mechanisms, and Signals of Hope
Event Recaps June 7, 2023We are in an age of liminality, a place of transition, waiting, and shifting toward what’s next. John Gerzema and Libby Rodney from The Harris Poll shared data, perspectives, and ideas on how to emerge through the liminality in a way that strengthens business outlooks and relevancy.
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The Revolution Will Be Connected: Linear’s Pains Are CTV’s Gains
Event Recaps June 7, 2023In this session, learn how to capitalize on the better targeting, measurement options, potential for interactivity, eCommerce, and attribution that CTV affords.
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All Weather Marketing
Event Recaps June 6, 2023An extension of famed investor Ray Dalio’s concept of an “All Weather Portfolio” — designed to perform well during both economic booms and busts — “All Weather Marketing” provides the tools needed to remain steady and committed to investing for the long-term, even as current circumstances change.
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Defying Convention to Drive Hypergrowth
Event Recaps June 6, 2023Grow from low, single-digit share to consecutive years of hypergrowth? What will get you there are bold, downfield plays that challenge category convention. Mike Marcellin, CMO of Juniper Networks, showcased how taking a road less traveled led to surging growth for one of technology’s bellwethers.
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Finding Your Way: Navigating the Complexities of the B2B Buyer Journey
Event Recaps June 6, 2023This presentation explored the many opportunities marketers have to influence and win B2B buyers as they discover brands, explore solutions, and evaluate against their key criteria.
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Fueling the Next Growth Curve at Smartsheet with Buyer-Centric Messaging
Event Recaps June 6, 2023In this session, Kati Quigley, Smartsheet’s Vice President of Product Marketing, and Mike Kelleher, Senior Vice President and Technology Vertical Lead at MarketBridge, shared Smartsheet’s recent efforts to develop next generation customer messaging and positioning.
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GE’s Powerful Approach to B2B Marketing
Event Recaps June 6, 2023In this session, learn how under Linda Boff’s leadership, GE’s marketing campaigns and fresh approach to media technology and content have driven strong results in global brand growth and recruitment efforts.
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Opening Remarks of the 2023 ANA Masters of B2B Marketing Conference
Event Recaps June 6, 2023In this session, ANA CEO Bob Liodice delivered the opening remarks of the 2023 ANA Masters of B2B Marketing Conference.
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Take the Lead by Focusing on the Customer
Event Recaps June 6, 2023In this session, 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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Take the Lead by Focusing on the Customer
Event Recaps June 6, 2023In this session, we explore 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
Event Recaps June 6, 2023What is the state of the marketing function in 2023? What is the next frontier for the marketing function? Richard Sanderson, who leads Spencer Stuart’s Marketing, Sales, and Communications Officer Practice in North America, covered these questions and more.
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B2B Master Class on Growth Marketing Strategies: From Ideation to Execution
Event Recaps June 5, 2023This master class leveraged key elements of the ANA Growth Agenda to examine how growth opportunities can come from any level of the organization and showcase how companies enable their marketing team to reach their full potential.
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How the Unified Commercial Engine Redefined Sales and Marketing Alignment
Event Recaps June 5, 2023Learn how, in dramatic fashion, SMART Technologies abandoned the traditional Sales and Marketing model, combining them in the ambitious "Unified Commercial Engine," which organizes the entire marketing and selling team around buyer journey steps.
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The Why, Who, What, When, Where, How, and Why Around Supplier Diversity
Event Recaps May 25, 2023Anisha Jackson from American Family Insurance discussed how the marketing industry can influence and impact supplier diversity and how the company has developed programs to identify, engage, and match diverse suppliers with marketing needs.
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Equitable AI: How to Create an AI Ethics Practice at Your Organization
Event Recaps May 24, 2023Trey 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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General Mills’ Future-Forward Approach to Media Strategy
Event Recaps May 24, 2023In this session, Neelima Panuganti, Consumer Insights and Analytics Leader at General Mills shared how changes and challenges in data have led to new ways of working at General Mills.
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Nielsen’s Commitment to Advancing Measurement for All Audiences
Event Recaps May 24, 2023Nielsen’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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Right-Sizing the Funnel: Analytically Balancing Awareness, Consideration, and Demand Capture Dollars
Event Recaps May 24, 2023In this session, learn about the best way to measure the effectiveness of upper funnel tactics via econometric approaches like MMM (marketing mix modeling) and why long-run effects of brand investment take time to show up and produce long-term impact.
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