Event Video | ANA Marketing Knowledge Center

Top Five Gender Equality Media Planning Principles to Maximize Advertising Impact

Webinar Rewinds June 27, 2024

Are you ready to revolutionize your advertising strategies and tap into the immense potential of gender equitable content? In this webinar hosted by SeeHer and LG Ads, delve into the transformative power of gender equality in media placements.

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How Citibank Is Improving Direct Mail Effectiveness

Webinar Rewinds June 26, 2024

Direct mail remains a critical channel for the credit card industry to drive results in acquisition, cross-sell, and upsell efforts. In this webinar, Citibank and Intelisent shared how to embrace USPS innovations and big data part as of an overall direct mail effectiveness strategy.

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Building a Comprehensive Marketing Data Lake for Analytical and Executional Use Cases

Webinar Rewinds June 20, 2024

In this webinar, Andy Hasselwander, Chief Analytics Officer at Marketbridge, and Steve Erbentraut, Chief Technology Officer at Intelisent, explored the benefits of developing and maintaining an owned, in-house Go-To-Market Data Lakes (GTMDL) as a supplement to traditional software-based CDPs.

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Virtual Diversity Fair: Programmatic Partners Accelerating Diverse Owned Media

Conference Session Videos June 18, 2024

The ANA is committed to educating and empowering its members to best maximize their programmatic investments and to actively support diverse-owned media suppliers. This event was designed to build on the recent publication of the Programmatic Media Supply Chain Transparency Study.

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Drive Boldly: How Michelin Puts Sustainability in the Fast Lane

Conference Session Videos June 14, 2024

In this video, Pierluigi 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.

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Drive Boldly: How Michelin Puts Sustainability in the Fast Lane

Event Soundbites June 14, 2024

Communicating the value of sustainability is a major focus of Michelin’s B2B marketing efforts.

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Harnessing the Power of the Mid-Funnel

Conference Session Videos June 14, 2024

In this video, Broadridge Financial shared how it transformed its middle funnel tactics to drive consideration.

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Harnessing the Power of the Mid-Funnel

Event Soundbites June 14, 2024

B2B marketers can better transform prospects into buyers by mastering the middle funnel.

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How Marketers Can Collaborate Effectively with Non-Believers

Conference Session Videos June 14, 2024

In this dynamic panel discussion, industry experts explored the crucial yet often challenging task of aligning marketing initiatives with non-believers within your organization.

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Overview of the 2024 ANA Masters of B2B Marketing Conference

Event Soundbites June 14, 2024

In this video, get a two-minute overview of the 2024 ANA Masters of B2B Marketing Conference.

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The Evolving Role of Marketing Leadership in a More Connected Go-to-Market Model

Conference Session Videos June 14, 2024

In this video, a panel of B2B growth leaders discussed the value of brand differentiation; new, more efficient organizational structures; and honest conversations about incentives and compensation.

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The Power of AI-Enabled Synthetic Market Research

Conference Session Videos June 14, 2024

In this video, learn why generative 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.

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Unlocking B2B Growth: The U.S. Latino Market Opportunity

Conference Session Videos June 14, 2024

Latinos represent ~50% of the total trade-related workforce and ~30% of all US contractors. In this video, 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.

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Unlocking B2B Growth: The U.S. Latino Market Opportunity

Event Soundbites June 14, 2024

For Owens Corning, using an authentic voice in its B2B marketing has ben instrumental in connecting with Latino contractors.

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Driving LGBTQ+ Inclusive Marketing and Mid-Pride Check-In

Webinar Rewinds June 13, 2024

In a pivotal era of cultural shifts and heightened awareness, the 2024 ANA LGBTQ+ Marketing Inclusion Report emerged as a beacon for advertisers aiming to navigate the complex landscape of diversity and inclusion authentically. ANA's Greg Wright provided a review of the current landscape of LGBTQ+ inclusive marketing.

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From Spinoff to Spotlight: How GE Is Revolutionizing Marketing Best Practices in Healthcare

Event Soundbites June 13, 2024

Building trust has given spinoff GE Healthcare a cushion for transforming its brand marketing.

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How Applying AI Makes Businesses More Human

Conference Session Videos June 13, 2024

In this video, learn how senior marketers and executives can harness AI for strategic B2B business growth.

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How Cigna Transcends the Brand-to-Demand Divide

Event Soundbites June 13, 2024

Brand needs to be the keystone of the entire marketing cycle and not just a layer.

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How GE Healthcare Transformed Its Marketing Approach After Spinning Off of General Electric

Conference Session Videos June 13, 2024

In this video, GE 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.

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How Guidehouse Launched a New Brand and Effective ABM Strategy

Conference Session Videos June 13, 2024

In this video, Guidehouse 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.

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