Search Marketing Knowledge Center

Happy New Year! 2023 B2B Digital Marketing Predictions and Resolutions with Professor Lou Cohen

Webinars January 4, 2023

A new year brings new opportunities, new fears, and new hope. Lou Cohen shared some of his own predictions about what’s to come, his views on concerns throughout the industry, and resolutions we can take with us to ensure a successful 2023.

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Creative Distinction: B2B’s New Competitive Advantage

Conference Sessions December 14, 2022

This session explores how, in a world awash with brands seeking to push their data and digital credentials, ZS developed a powerful creative approach by using AI to achieve brand distinction above and beyond category convention.

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Best of the B2 Awards — Part I

Conference Sessions November 8, 2022

In this video, National Grid's Janae Jones and Mower's Ashley Montanaro shared the case study, "More Opportunities in More Places" Commercial & Industrial Energy Efficiency Program, which created awareness for National Grid commercial customers on the variety of energy efficiency programs available.

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Best of the B2 Awards — Part II

Conference Sessions November 8, 2022

In this session, Smita Reddy, U.S. Brand Chair at Edelman, shared the Degree case study, Trainers for Hire, which showcased Degree’s mission to make movement accessible to everyone and tackled the issue of representation by becoming an ad hoc recruiting department for the fitness world.

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Linking Buying Situations to Sales

Webinars November 3, 2022

If you believe most buyer behavior starts with memory, it then follows that the primary job of marketing is not to generate clicks, but instead to generate memories. In this webinar, learn about building brand-relevant memories and how to use Category Entry Points to link brand advertising to brand sales.

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Man vs. Dog: Why It Takes Big Long Ideas to Win at Cannes and Climb the B2B Effectiveness Ladder

Webinars November 2, 2022

Through an iconic ad man and some soon-to-be-famous dogs, see how the WARC-endorsed "Big Long Idea" framework enables brands to develop creative ideas that climb higher on the B2B Effectiveness Ladder.

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Why B2B Is the Next Big Thing in Marketing

Conference Highlights October 27, 2022

Making the case for B2B marketing through human connection and creative amplification.

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Why B2B Is the Next Big Thing in Marketing

Conference Sessions October 27, 2022

In this video, Dean Aragon, CEO and global VP of brand at Shell Brands International, shared several principles for modern B2B marketing.

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Creativity Is Intelligence Having Fun

Conference Sessions October 12, 2022

In this video, Ryan Anderson shared how his team is applying the principles of creativity in uncommon ways to drive growth at Quest. He shared how they transformed the leading B2B labs services provider into a direct-to-consumer lifestyle service...and had fun doing it.

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Unlocking ABM Success: How to Use Insights and Personalization to Drive

Conference Sessions September 20, 2022

In this session, learn how ZS evolved to an ABM approach that works, makes sales more effective with insights and enablement tools, delivers an ABM program that’s recognized by executives as driving results for the firm, and more.

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Future-proofing Your Business Strategy and Marketing Message

Webinars September 15, 2022

A global health crisis, historic social activism, demand for climate solutions, and unprecedented technological innovation are transforming the way business gets done. This webinar offers a look at how modern leaders are thinking right now about these intersecting forces.

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ANA Awards Live! Part 1 — Content that Starts a Dialogue

Conference Sessions September 13, 2022

In this video, the team at Deloitte shared the vision and message behind "Uncensored: Stories of Black Professionals at Deloitte," which won a B2 Award in the Brand Purpose category.

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From B2B to B2Me — Harnessing Data to Challenge B2B Marketing Orthodoxy

Conference Sessions September 13, 2022

In this video, speakers from NBCUniversal discussed how B2B brands can reach Business Decision Makers (BDMs).

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What Content Marketers Can Learn from TV Writers

Conference Sessions September 13, 2022

There's no secret that within the B2B Marketing arena a brand's personality is valued more than ever. In this video, Jeff Wright, a writer behind the popular Late Night with Seth Meyers show walked through the process of crafting memorable narratives and scenes.

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What B2B Companies Will Need to Do to Ensure They’re Still Invited to the 1st Party’s Data (and Other Data Puns)

Webinars September 7, 2022

B2B companies have been gathering data about their audiences for years, some better than others. In this webinar, join EY’s Lou Cohen and Verizon Business’s Ben Pollack as they discuss the future of demand generation for B2B companies.

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Finding Purpose While Making a Profit

Conference Sessions August 31, 2022

In this video, NI CMO Ana Villegas and her colleague Tabitha Upshaw, senior director of brand, reputation, and impact, shared highlights from this purpose journey, detailing challenges that arose and lessons that were learned.

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Content as Means of B2B Connection

Webinars June 2, 2022

In this webinar, an NBCUniversal thought leader presented a multifaceted strategy to effectively engage your target audience.

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The Six Ingredients to Build a Superpowered B2B Customer Experience

Conference Sessions May 25, 2022

In this video, Matthew Powell from B2B International discussed results of a survey on the B2B customer experience (CX) and offered six new ingredients for how brands can deliver the ultimate B2B CX.

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Are Marketing and Sales Becoming Obsolete? How the Unified Commercial Engine Redefined Sales and Marketing Alignment

Conference Sessions May 25, 2022

In this video, team leaders from Smart Technologies discussed their approach for a company-wide reorganization effort, shared some key tips, and outlined the impressive results they’ve been able to achieve by doing so.

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