Coverage of the ANA Masters of B2B Marketing Conference

In this video, Lisha Perez of LinkedIn’s B2B Institute shared recommendations that marketers can take to set the table for success even during an economic downturn. Her recommendations fell under four general headings: strategy, creative, media, and measurement.

Google shared some of its latest research concerning the complexity related to B2B consideration.

B2B marketers can better navigate the complexities of the buyer journey by leveraging tactics, technologies, and a customer-centric mindset.

In this video, Google shared some of its latest research concerning the complexity related to B2B consideration.

GE shared various initiatives and five principles that illustrate its innovative marketing approach.

Differentiation and sweating creative assets are critical to driving B2B growth.

In this video, GE shared various initiatives and five principles that illustrate its innovative marketing approach.

A panel of B2B marketing executives from top brands came together to discuss how they forge stronger relationships with other members of the C-suite and how they effectively sell the merits of various marketing investments.

In this video, a panel of B2B marketing executives from top brands came together to discuss how they forge stronger relationships with other members of the C-suite and how they effectively sell the merits of various marketing investments.

As B2B marketing's role shifts to lead generation, creating a hero's journey mindset for customers is increasingly important.

As B2B marketing’s role shifts to lead generation, creating a hero’s journey mindset for customers is increasingly important.

Peter Fader, professor of marketing at The Wharton School, University of Pennsylvania, and co-author of The Customer-Base Audit, explored the customer-based audit, the first step in understanding the overall health of your customer base.

Transactional data enables B2B marketers to monitor the health of their customer base.

In this video, Peter Fader, professor of marketing at The Wharton School, University of Pennsylvania, and co-author of The Customer-Base Audit, explored the customer-based audit, the first step in understanding the overall health of your customer base.

Richard Sanderson, who leads Spencer Stuart's marketing, sales, and communications officer practice in North America, shared findings from Spencer Stuart's annual CMO Tenure Study.

B2B marketing leaders are more likely to be internal hires and have longer tenures than their B2B counterparts.

Trane Technologies’ Portia Mount shared how she was able to reinvent marketing at the company, highlighting the key business partnerships she needed to forge, her process for evaluating where there were talent gaps, and her tips for developing stronger relationships with senior executives.

Partnering with HR, CFOs and IT can make the different in designing and building strong B2B marketing teams.

In this video, Trane Technologies’ Portia Mount shared how she was able to reinvent marketing at the company, highlighting the key business partnerships she needed to forge, her process for evaluating where there were talent gaps, and her tips for developing stronger relationships with senior executives.

Faith Popcorn highlighted how shifting trends will affect the workforce, the leaderships tactics marketers can use to adapt, and what marketing technology may look like in the future.