Responding to Today’s B2B Buying Realities presented by LinkedIn

Sonia David

Senior Director ANA Business Marketing Practice

THE OBJECTIVITY TRAP: ON THE BIASES AND MISCONCEPTIONS THAT CAUSE US ALL TO UNDERVALUE B2B MARKETING

Rory Sutherland, Vice Chairman of Ogilvy and co-creator of the Ogilvy Consulting behavioral science practice, in collaboration with think tank The B2B Institute, are proud to discuss this new research paper challenging the status quo of a purely rational approach to B2B marketing.

B2B Marketers can use behavioral science to provide a new, more nuanced framework for understanding behavior, elevating the value that creative and experimental marketing mindsets can have on solving problems and unlocking opportunity.

Rory will be interviewed by Callie Schweitzer, Senior News Editor, Marketing at LinkedIn News.

Rory Sutherland

Vice Chairman Ogilvy

ACCOUNT-BASED MARKETING: THE CENTER OF A COOKIE-LESS FUTURE

In this session, we explore why account-based marketing (ABM) and B2B, while well-suited to a cookieless future, needs to be more than account-targeted programmatic display and content syndication. Join us as Charles Cantu, Founder and CEO, Reset Digital and host of the ANA Marketing Futures podcast, has an open conversation with Rob Griffin, VP, Media, BusinessOnline on how some brands may think they are practicing ABM – but they’re really not.

ABM, when done right, is not about selling something but offering supportive solutions and building enduring relationships through a rigorous and granular process that leverages technology holistically. Through this discussion and case study example, you’ll learn:

• What true ABM really requires
• How to identify purchase intent early and help decision makers throughout a complex journey
• Why it’s vital to understand buy signals against a TAL (Target Account List)

Rob Griffin

Vice President, Media BusinessOnline

ENHANCING MARKETING FOR YOUR BUSINESS AND YOUR CHANNEL PARTNERS STARTS WITH LISTENING

Listening closely to your partners and customers and understanding their journey as they interact with your products, solutions and teams is a sure-fire way to enhance the marketing approach for you and your partners. Jeff Schmitz, Senior Vice President and Chief Marketing Officer at Zebra Technologies, will talk about how digging into the insights your partners and customers share with you – good or bad – can lead to marketing breakthroughs, from fine-tuning your foundational messaging to developing personalized digital marketing campaigns to taking steps to enhance the customer experience at various touchpoints, and more.

During this challenging time, it is more critical than ever to listen to your channel partners to help them determine what they need to realign their marketing strategy and messaging to compete in today’s environment. COVID-19 has accelerated key trends such as omnichannel, automation and digitization. You can help your partners support the needs of their end customers by providing solutions that address these trends.  Jeff will ultimately talk about the importance of stepping up how you listen to your partners and customers as well as adding to traditional marketing methods so you can gain more actionable insights to overcome the challenges faced by B2B marketers today.   

Three Key Takeaways:

• Listening closely to your partners and customers can assist you with short-term marketing enhancements and can also help with long-term efforts of building brand equity and retaining valuable relationships.
• Focusing on key trends that are accelerating during the COVID-19 pandemic and how your channel partners can address these trends for their customers will drive revenue growth for your business and your partners.
• Partner and customer insights are key to steering your long-term customer experience efforts, and they can also tell you which areas of your business to spotlight today, whether that’s your products, sales team or the back-end service that you provide.

Jeff Schmitz

Chief Marketing Officer Zebra Technologies