Amplify Content Package - B2B

A Confident Marketer is a senior B2B marketing leader who is confident in their ability to measure marketing's impact on financial performance. In 2025, 39 percent of senior B2B marketers qualified. In 2026, 59 percent do. Learn about 12 behaviors that consistently separate Confident Marketers from their less confident peers.

The world’s most valuable B2B brands are, consistently, the organizations that have achieved the highest levels of marketing mastery. They understand that brand is not separate from demand—it is what makes demand possible, scalable, and more effective over time.

Influencer marketing has become a powerful force within B2B marketing. This paper shares comprehensive insights on the types of B2B influencers, examples of influencer marketing, proposed best practices, and ways to minimize waste.

Brand-to-Demand (B2D) integration is gaining momentum, but challenges remain. Many B2B marketers still treat brand and demand as separate functions with different teams, budgets, and KPIs, limiting overall marketing effectiveness. This report, developed by ANA and Stein, explores the current state of B2D maturity and outlines the path forward.

This study and “first-look” discussion guide report explores how to address the “snowflake” problem — that every senior marketing role appears to be uniquely defined. Aspects of the study included C-suite interviews, extensive marketing literature, and contextual industry analysis.