Event Recaps
-
The Legal Implications of Sports Marketing
Event Recaps June 26, 2024A panel of industry experts discussed why the marketing industry loves sporting events so much and how to clear any potential legal hurdles.
view -
Key Insights from "Cost of the Pitch II"
Event Recaps June 25, 2024A trio of representatives from the ANA, the 4A’s, and Advertiser Perceptions discussed key findings from The Cost of the Pitch II, a research report focused on improving client-agency relationships.
view -
Drive Boldly: How Michelin Puts Sustainability in the Fast Lane
Event Recaps June 14, 2024Pierluigi Cumo, VP of B2B Marketing, North America at Michelin, explored how to effectively navigate market perceptions surrounding the costs of sustainable practices, segmented customers based on their sustainability priorities, and messages that resonate across diverse buyer personas.
view -
Harnessing the Power of the Mid-Funnel
Event Recaps June 14, 2024Broadridge Financial shared how it transformed its middle funnel tactics to drive consideration.
view -
The Evolving Role of Marketing Leadership in a More Connected Go-to-Market Model
Event Recaps June 14, 2024A panel of B2B growth leaders discussed the value of brand differentiation; new, more efficient organizational structures; and honest conversations about incentives and compensation.
view -
The Power of AI-Enabled Synthetic Market Research
Event Recaps June 14, 2024Generative AI technology holds out the possibility of being able to replace traditional market research with vastly improved efficiencies of cost and time — a development with particular benefits for B2B marketers.
view -
Unlocking B2B Growth: The U.S. Latino Market Opportunity
Event Recaps June 14, 2024Latinos represent ~50% of the total trade-related workforce and ~30% of all US contractors. In this session, speakers discussed how to tap into the immense potential of the Latino market in B2B sectors through a unique case study presented by Owens Corning and Black/Brown.
view -
How Applying AI Makes Businesses More Human
Event Recaps June 13, 2024Senior marketers and executives can harness AI for strategic B2B business growth.
view -
How GE Healthcare Transformed Its Marketing Approach After Spinning Off of General Electric
Event Recaps June 13, 2024GE Healthcare shared how it transformed its brand and demand strategy to build trust with a uniquely healthcare audience, after its spin-off from General Electric.
view -
How Guidehouse Launched a New Brand and Effective ABM Strategy
Event Recaps June 13, 2024Guidehouse CMO Joy Jarrett and COMM’s Amy Grucela shared how the organization and its agency partner successfully developed a new brand platform and created an account-based marketing strategy to both support that platform and drive new business growth.
view -
Learn How Vanguard Institutional Marketing Is Driving Business
Event Recaps June 13, 2024As a key source of intelligence and insights, Vanguard's marketing team has become a strategic sales enabler.
view -
LinkedIn: How Marketers Can Unlock Bigger Budgets by Thinking Like Investors
Event Recaps June 13, 2024Lisha Perez from LinkedIn's B2B Institute revealed insights from the B2B Institute's latest exploration on the topic, including a framework for helping marketers advocate for bigger budgets.
view -
Northwestern Mutual’s B2B2C Business Model
Event Recaps June 13, 2024During a session at the 2024 ANA Masters of Marketing Conference, Northwestern Mutual CMO Lynn Teo described how her organization supports the parallel marketing needs posed by supporting financial advisors and their clients.
view -
Six Tips for Marketers from Lou Aversano, Chief Brand and Marketing Officer at The Cigna Group
Event Recaps June 13, 2024During a session at the ANA’s 2024 Masters of B2B Marketing Conference, Lou Aversano shared his perspective on six topics of critical importance to marketers.
view -
The Missing Link in Marketing: How Empathy Influences Buyer Behavior
Event Recaps June 13, 2024When deployed effectively, empathy can strengthen the quality and impact of marketing programs and increase customer loyalty. Using real-world examples, Ignite 360 CEO Rob Volpe demystified empathy and cleared up the misconceptions which can lead to mistakes in marketing strategy and messaging.
view -
These Brand Value Insights Will Help B2B Marketers Ask for More Budget
Event Recaps June 13, 2024Representatives from Deloitte, Brand Finance, and Stein IAS took a deep dive into the findings from the second annual Global Most Valuable B2B Brands Index, providing valuable insights that will assist B2B marketers in asking the C-suite for more budget.
view -
Xerox’s Journey of Brand Transformation
Event Recaps June 13, 2024Xerox’s Deena Piquion gave an in-depth look at the first campaign Xerox ran in a quest to update its brand, covering messaging, execution, and how she continued to gain the trust of the C-suite and the company at large throughout the process.
view -
ANA 2024 Marketing Accountability Study: Addressing the Snowflake Problem
Event Recaps June 12, 2024How do we address the “snowflake” problem that every senior marketing role appears to be uniquely defined? Speaker in this session focused on this issue and shared the findings from the latest research by the ANA Business Marketing Practice.
view -
Data-Driven Strategies for Nonprofit Success
Event Recaps June 12, 2024Memorial Sloan Kettering Cancer Center described some of the ways it is facing the common challenges that beset nonprofits in their efforts to fundraise effectively.
view -
How This Nonprofit Foundation Is Harnessing Data and Tech for Greater Good
Event Recaps June 12, 2024Christy DeSantis, chief marketing and communications officer at Crohn’s & Colitis Foundation, shared two real-world case studies on how her organization is leveraging data insights to create powerful content experiences.
view