Marketing 101

Johnson Controls shared how it’s using AI to modernize marketing, enhance demand generation, and scale personalized engagement across long sales cycles in the smart infrastructure space.

In a panel led by Synchronicity Marketing’s Karen Talavera, experts from Marigold, Blueprint.Inc, AudiencePoint, and ETS tackled the complexities of email deliverability, engagement, and attribution — and how marketers can regain control over these critical channels.

In this video, Scott McAllister, founder and CEO of MCA Executive Services, presented a comprehensive framework for purpose-driven leadership.

Learn how to optimize the process of developing creative for your brand from Adam Fricke, head of creative at Tuff a Goodway Group growth marketing company.

Marley Nonami surveys the landscape of AI tools and assesses the tasks each type is best suited for as well as the level of autonomy it is capable of.

Lippincott explores how brands can thrive in economic uncertainty by managing perceived value — balancing brand meaning and cost perception — to drive loyalty, pricing power, and sustained growth.

Speakers from Franklin Templeton, Workday, and Genpact explored how B2B marketers can preserve authenticity, along with the human voice, vision, and emotional connection in a world of AI and automation.

The Unshakeables redefined B2B financial services marketing by prioritizing storytelling and putting small business owners front and center. Featuring real entrepreneurs sharing pivotal moments in their journey, the podcast fostered deep audience connections, amplified by a strategic mix of audio and video digital and social-led promotion.

Exel Composites set out to shift industry perceptions and expand the composites market by inspiring designers and engineers to "Reimagine the Possible." Using storytelling, high-attention media, and precision-targeted marketing, the campaign drove awareness, engagement, and lead generation — demonstrating the potential of composites to replace traditional materials and unlock new performance possibilities.

Siemens at CES 2025 showcased its commitment to transforming the everyday through cutting-edge technology and sustainable solutions. With immersive storytelling, interactive displays, and innovative design, the exhibit captivated attendees, reinforced Siemens' leadership in sustainability, and fostered meaningful connections.

With small business confidence at record lows, AT&T Business knew the company couldn't run a typical B2B campaign. Instead, AT&T launched a completely new business led by a group of people who have a history of running a terrible business (cast members from The Office).

Scott McAllister, founder and CEO of MCA Executive Services, presented a comprehensive framework for purpose-driven leadership.

In a video from a session at the ANA’s 2025 Masters of B2B Marketing Conference, Palo Alto Networks’ Navneet Singh urged marketers to appeal to consumers with optimism rather than scare tactics.

Leveraging AI throughout the creative process, Recorded Future produced a premium brand video in three weeks at a fraction of traditional costs, delivering emotional impact and technical credibility to cybersecurity professionals drowning in AI-generated threats.

Drax launched Elimini to transform the carbon removals industry, focusing on practical solutions over lofty goals. The campaign used an integrated go-to-market approach, leveraging high-impact placements and strategic partnerships to drive awareness and engagement, positioning Elimini as a leader that is "removing carbon for good."

Rubix Foods launched The NEXT Flavor Network, collaborating with foodie influencers to validate pre-trending flavors.

For its annual re:Invent conference, Amazon wanted an engaging live-stream viewing experience across global AWS offices. AWS took the usual watch party from passive viewing into a dynamic experience that connected and celebrated AWS employees through interactive elements, hands-on tech demos, creative food and beverage, live music, DIY activities, and more.

In 2024, PACCAR Parts introduced a new centralized hybrid data warehouse. This initiative improved data processing efficiency and allowed the company to enhance its CRM ecosystem to include more personalized touch points throughout the buying journey.

Audacy's "Sound Experience" transported marketers into the power of audio, where storytelling ignited imagination and sound connected moments to memory. From immersive vignettes to a mesmerizing live performance, Audacy didn't just showcase audio's influence; the company left a lasting impression on hearts, minds, and ears.

Chevron Lubricants’ unapologetically authentic influencer campaign drove over 2.6 million video views by providing valuable, no-nonsense content, anchored in industry pain points, delivered with a strategically unpolished format.