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Leading Edge
Best Practices for Increasing MQL to SQL Conversions
Every company’s marketing department works hard to funnel marketing qualified leads (MQL) to its salespeople. Ideally, sellers want every MQL to convert into a sales-qualified lead (SQL). Having an MQL to SQL rate of 100 percent is not realistic, but far too often, this number ends up being lower than it should be.
Leading Edge
Advertising Is Being Lost in Translation
On the surface, Sofia Coppola’s Lost in Translation is about two foreigners navigating a place where they don’t speak the language. However, the real message is that even when people share the same words, the real meaning can still be lost as it is translated into different personal contexts. That’s exactly what’s happening in advertising today.
Leading Edge
ANA 2024 Marketing Word of the Year: AI
Since 2014, the ANA has surveyed our members to select the ANA Marketing Word of the Year. For the second year in a row and third time in the past eight years, AI is the ANA Marketing Word of the Year in 2024.
Marketing Skills Assessments
How can I assure myself and my marketing team are up-to-speed in our marketing skills?
Loyalty Marketing
How can I encourage loyalty within my customer base?
Abbott Revolutionizes Traditional Trade in Vietnam with a Data Program to Assist Retailers
Abbott created a data-collection program that gave retailers in Vietnam the power of first-party data analysis normally the province of large and sophisticated organizations.
adidas Shares Local Flavor with Sneakerheads
adidas co-branded a new shoe in partnership with a legendary Dubai restaurant.
adidas’ "Running While Black" Docuseries Shows What True Commitment to Positive Change Looks Like
In the wake of Ahmaud Arbery’s heinous murder, adidas created a three-part docuseries meant to shine a light on dangers and discrimination Black individuals face while performing simple activities like running.
Recap: The 2024 Global CMO Growth Summit
Over 250 CMO delegates, collectively representing over 50 percent of the world’s marketing investments, concluded the 2024 Global CMO Growth Summit with a shared commitment to accelerate progress toward Growth Council priorities for 2025.
Creative Excellence from Cannes LIONS
Adding to the Growth Council’s Position on Generative AI, CMOs and other thought leaders have shared examples of how leading brands across many industries are successfully implementing Generative AI into their marketing strategy.
The Value of Corporate Reputation
Against a backdrop of economic uncertainty, disruptive technology, the flowing momentum of ESG and DEI, and a continued distrust in media, organizations are taking a more cautious approach to brand building, but a strong corporate reputation requires the long game. Find out how with this new research from Bloomberg Media.
Virtual Diversity Fair: Meet Women-Owned Companies
The imperative to diversify the marketing supply chain comes with the challenge of identifying appropriate resources, including media outlets, agency partners, and other marketing solution providers. This Virtual Supplier Diversity Fair highlighted Women-Owned companies that shared overviews of their companies.
Accelerating Marketing Craft with Gen AI: Insights from Intuit
Mos' Okediji, Marketing Director at Intuit, explored how her team is driving the adoption of generative AI among marketers and communicators so they can practice their craft with greater velocity.
Building an Inclusive Marketing Organization: Assetmark's Approach to Serving Diverse Client Needs
In this session, learn how AssetMark is fostering an inclusive culture within the organization to ensure their marketing strategies are aligned with the evolving expectations of their clients and advisors.
From Roar to Whimper: How Modern Branding Tamed the Jaguar
The jaguar we once knew has officially been muffled. In the name of modernism, brands are scrapping the distinctive assets that once made consumers fall in love, replacing them with drab, minimalist fonts and soulless designs. Jaguar’s new logo is the latest casualty — a rebrand with aspirations but no clear link to its roots.
Nudge Theory: How Brands Can Empower Customers Through Behavioral Science
A comprehensive examination of how brands can use behavioral science and nudge theory to ethically influence customer behavior while preserving freedom of choice, featuring practical applications and case studies that demonstrate the power of small environmental changes to drive significant behavioral outcomes.
Jobs-To-Be-Done: Satisfying Your Customers’ Highest Needs
The “jobs-to-be-done” framework for understanding consumer purchase decisions was first coined by scholar Clayton Christensen. In this piece, Brandtrust Founder Daryl Travis outlines what the framework is and how marketers can use it to better understand what motivates consumers.
AI's Influence on Consumers' Brand Choices, by the Numbers
The Brandtech Group shares the results of a survey that reveal what proportion of consumers in different age groups have had their brand and product choices influenced by the answers generated through AI services like ChatGPT, Meta AI, and Google’s Gemini.
How to Keep Phone Contact Compliant with Consent
Law firm Troutman Amin breaks down how to maintain compliance with the rules that govern marketers’ contact with consumers on their landlines and cellphones and how to respond when consent for such contact is revoked.
Broadcasters’ Share of Ad Voice, by the Numbers
Comscore quantifies 20 of the largest broadcasters’ share of ad voice.
ABM Account Plan Canvas 2025
Use our ABM Key Account Plan Canvas to create a simple, one-page action plan for each of your target accounts.
Advertising Calendar and Budget Template 2025
Use this to organize your advertising campaigns. Track media types, due dates, and budget info.
Agile Content Marketing Calendar 2025
Use this calendar template to keep track of your content marketing efforts through an agile approach.
Blog Post Syndication Calendar 2025
A report to track editorial calendar opportunities and their associated deadlines.
Generative AI for Search Marketing
This report explores the current state of Generative AI in search marketing and its impact on SEO and SEM strategies and provides actionable insights for marketers to leverage this emerging technology while navigating its potential pitfalls.
Loyalty Marketing: The Good, the Bad, and the Ugly
Loyalty marketing rewards customers for their repeat purchases or interactions with a brand. While there is clear “good” in loyalty programs, there are also “bad” and “ugly” characteristics. The paper provides guidance for protecting loyalty programs.
CMO's Playbook for MarTech
For the modern CMO, mastering the MarTech stack is no longer a luxury; it's a necessity. This playbook is designed to guide CMOs through the complexity of today's MarTech landscape, offering strategies and insights to build a high-performing marketing technology operation.
Training Takeaways
Get smarter at a glance with career-critical insights drawn from expert-led trainings.
Eight Tips for Aligning MarTech with Strategy
Integrating marketing technology (MarTech) with marketing strategies is the deliberate alignment of your technology resources with your marketing objectives and the specific actions planned to accomplish those objectives. To achieve this integration, consider eight tips, drawn from the ANA’s on-demand training course, “Introduction to MarTech.”
Four Tips for Discovering and Distilling the Insights Necessary for a MarTech Assessment
Learn how to uncover your organization’s MarTech needs and challenges while aligning with key stakeholders.
Four Tips for an Effective MarTech Business Case
Learn the four key communication objectives, which, if followed, will give your MarTech business case clarity and earn it a receptive audience.
Videos
A library of ANA on-demand conference sessions and highlights, webinars, podcasts, and original video content.
Explore ANA Content Channels
Blogs
Read our latest blogs examining game-changing campaigns and industry research, providing actionable takeaways from ANA events, and highlighting advocacy initiatives and regulatory issues.
Marketing Futures
With a focus on exploring innovative topics and demystifying emerging trends, ANA Marketing Futures is a crossroads for marketers to discuss, debate, and prepare for the future of marketing.
ANA Magazine
Find coverage specific to B2B, B2C, and social impact; get expert insights from content partners; and have fun with our weekly marketing news quiz.
Podcasts
Listen to insightful commentary and discussions concerning the future of marketing, the power of purpose, or legal aspects across the marketing stratosphere.