Coverage of the ANA Masters of B2B Marketing Conference

Peter Weinberg of LinkedIn’s B2B Institute explained the concept of “Mental Availability” and how brands can capitalize on its implications to grow.

In this video, Peter Weinberg of LinkedIn’s B2B Institute explained the concept of “Mental Availability” and how brands can capitalize on its implications to grow.

The mindsets, needs, and behaviors of small and mid-sized businesses have drastically shifted during the pandemic. Inc. Media’s Richard Russey and Cargo’s Dan Gliatta shared five key insights related to these shifts, as well as actions a B2B brand can take to respond to each shift.

The mindsets, needs, and behaviors of small and mid-sized businesses have drastically shifted during the pandemic. In this video, Inc. Media’s Richard Russey and Cargo’s Dan Gliatta shared five key insights related to these shifts, as well as actions a B2B brand can take to respond to each shift.

NI CMO Ana Villegas shared highlights from her brand’s ongoing marketing transformation efforts, covering business and marketing obstacles that arose during the transformation and how her team forged stronger partnerships with key stakeholders and outside partners to align on pushing creative boundaries.

To boost marketing effectiveness, NI centralized content development.

In this video, NI CMO Ana Villegas shared highlights from her brand’s ongoing marketing transformation efforts, covering business and marketing obstacles that arose during the transformation and how her team forged stronger partnerships with key stakeholders and outside partners to align on pushing creative boundaries.

Ana Villegas, CMO at NI, explains her ruthless approach to budget optimization, using data to determine where budget investment is and isn’t working and not being afraid to pull the plug when it is not.

The Hershey Company shared how it moved away from theoretical pitch meetings to a hands-on-keyboard, interactive live buying test that demonstrates an agencies’ programmatic capabilities.

Hershey used a live buying test to select a media agency for programmatic services.

In this video, the Hershey Company shared how it moved away from theoretical pitch meetings to a hands-on-keyboard, interactive live buying test that demonstrates an agencies’ programmatic capabilities.

In this video, Scott Omelianuk, editor-in-chief of Inc. Media, and Dan Gliatta, founder of Cargo, discussed the current and future state of small and medium business (SMBs), sharing research and applicable insights on SMB mindsets, needs, behaviors, and barriers that will affect how to market and sell to them.

The most memorable takeaways and quotes from the 2021 B2B Marketing Conference that took place in March.

In this session, LinkedIn shares insights on the competitive edge that can be had by making a greater investment in producing creative campaigns.