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Search returned: 75 document(s).
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B2B Marketers Reevaluate How They Engage Their Audiences
B2B June 15, 2026B2B buyers are reshaping how they evaluate vendors, with 94 percent now using generative artificial intelligence during purchasing. Marketers may need to rethink content, segmentation, and messaging to stay visible and relevant.
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Report: Awareness and Conversion Account for Nearly Two-Thirds of Media Spending
Marketing News June 10, 2026Awareness and conversion now claim nearly two-thirds of total media spending, according to a new Gartner survey of 401 CMOs. The shift toward digital channels and customer acquisition may signal a lasting realignment in how marketing budgets are structured.
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The Kraft Heinz Co. Fires up the Grill for New Ad Campaign
Marketing News May 13, 2026Kraft Heinz on Tuesday launched "The United Tastes of America," the condiment company's largest-ever portfolio campaign. The campaign ties HEINZ, Oscar Mayer, and other brands to America's 250th anniversary taking place this summer.
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Can B2B Marketers Finally Take the Lead?
B2B March 9, 2026B2B marketers continue to fight the wrong battle. They're set up to respond during the validation phase but, by that point, the decision is nearly made. The real competition for eyeballs happens earlier, during the selection phase, when buyers independently rank vendors before starting any dialogue with sales.
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Extracting Gold: How B2B Marketers Can Better Collaborate with Internal Subject Matter Experts
Knowledge Partners January 22, 2026Translating technical depth into market-ready value props, benefit statements, or campaign ideas requires close collaboration with internal partners. Learn how marketers can effectively engage internal subject matter experts to surface the inputs needed to fuel effective outputs.
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How Hellmann’s Proved Influencer Campaigns Aren’t Just for B2C Brands
Event Recaps January 15, 2026Unilever’s Nikhil Pandey joined an ANA 1-day conference on B2B influencer marketing to review Hellmann’s first-ever influencer marketing campaign, created in collaboration with celebrity chef Matty Matheson and designed to help the mayonnaise brand recapture some lost market share among restaurant operators.
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How Brand Strategy Principles Strengthened Labcorp's Field Activation
Conference Session Videos January 13, 2026In this video, learn how Labcorp leveraged brand strategy principles to align marketing and sales, creating a field activation model that improved sales readiness, accelerated growth, and delivered consistent messaging across complex B2B environments.
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AchieveUnite: How B2B Marketers Can Build Trust and Drive Business Results
Event Recaps January 8, 2026With trust being one of the most powerful business drivers for brands of all types, AchieveUnite CEO Theresa Caragol shared how B2B marketers can approach influencing consumers and building trust through generation-specific communication strategies and ecosystem-focused approaches for long-term, sustainable success.
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Brand Perception Map Quick Win
Quick Wins January 1, 2026The Brand Perception Map Template helps you visually position your brand and key competitors along two dimensions, value delivered and price charged. It supports strategic clarity, sales enablement, and messaging alignment by showing how crowded or differentiated your market position is.
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Win-Loss Analysis Quick Win
Quick Wins January 1, 2026The Win-Loss Analysis Template provides a framework for identifying and documenting key insights from recent deals, guiding strategic adjustments in sales, product development, and training.
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Sales Enablement and Support Plan Quick Win
Quick Wins January 1, 2026This streamlined Sales Enablement and Support Plan Template outlines the assets, responsibilities, events, and training programs required to fully support your sales team.
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Sales Enablement Checklist Quick Win
Quick Wins January 1, 2026This simple, tactical Sales Enablement Checklist covers all the essential elements to support your sales team. Use it to audit your current readiness and identify gaps in your enablement approach.
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Sales Process Analysis Quick Win
Quick Wins January 1, 2026This structured Sales Process Analysis Template mirrors the buyer journey from the internal seller’s perspective. It helps you visualize each stage, evaluate performance, and identify process and content gaps that are slowing down your sales.
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Sales Productivity Expectations Quick Win
Quick Wins January 1, 2026This practical Sales Productivity Expectations Template enables you to set and communicate performance benchmarks across sales activities. Use it to align your team around consistent standards and foster a high-performance culture.
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Solution Cost-Benefit Analysis and Value Proposition Quick Win
Quick Wins January 1, 2026This focused Cost-Benefit Analysis and Value Proposition Template enables you to map the investment vs. return for your solution and clearly communicate your differentiating value. Use this tool to sharpen your sales narrative and help customers justify the spend.
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Key Account Analysis and Planning Checklist Quick Win
Quick Wins January 1, 2026This clear and actionable Key Account Analysis and Planning Checklist walks through four essential focus areas to build and maintain comprehensive account strategies.
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Key Account Assignment and Account-Level OKRs Quick Win
Quick Wins January 1, 2026This Key Account Assignment and Account-Level OKRs Template helps you assign strategic accounts, align goals, and drive proactive growth efforts with measurable outcomes.
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Key Account Buying Committee Chart Quick Win
Quick Wins January 1, 2026This visual Key Account Buying Committee Chart Template enables you to map out all relevant stakeholders within a target account, understand their roles and influence, and plan effective engagement strategies.
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Key Account Cross-Functional Growth Team Quick Win
Quick Wins January 1, 2026This Key Account Cross-Functional Growth Team Template enables you to assign, document, and coordinate the team responsible for driving growth within each key account.
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Key Account Discovery Meeting Call Report Quick Win
Quick Wins January 1, 2026This clear and concise Key Account Discovery Meeting Call Report Template captures the who, what, and now what of every key customer conversation, keeping your team aligned and responsive.
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