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Enabling technology is crucial, of course, but operational changes lie at the heart of deploying effective account-based marketing programs. Job one: sales and marketing alignment.

As marketers look to increase revenue from exhibiting at trade shows and conferences, the chief strategy for many B2B companies is to create their own events, and offer experiences for customers and prospects that go well beyond the proverbial events booth.

The technology company PTC described how it revamped its process for managing data to synergize marketing and sales.

Campbell Soup Co. shared the latest trends in social commerce, including how platforms are evolving, brand storytelling is shifting, and the social contract between brand and consumer could potentially be changed.

McCormick and Co. shared how the company is propelling personalized scale and improved digital capabilities across its owned platforms.

Eric Andrews, VP of demand operations, cloud infrastructure group at Oracle, discussed Oracle’s new content management system.

In this video, Eric Andrews, VP of demand operations, cloud infrastructure group at Oracle, discussed Oracle’s new content management system.

In this video, Justin Chatigny, Executive Director of Marketing at Grant Thornton, discussed finding the optimal intersection of multi-dimensional client need with a company’s ability to deliver against it. He shared an example of Grant Thornton’s recent work that illustrates the impact of this approach.

In this video, get a two-minute overview of the 2019 ANA Masters of B2B Marketing Conference.

The irony of today’s marketing landscape is that it’s harder than ever to break through, yet so many B2B marketers are playing it safe. In this video, learn why being bold is table stakes for being noticed.

To optimize its sales enablement, Oracle made value and integrated learning the focus of content creation.

Google shared data on the way that the employees of business-to-business companies work and how marketers can reach them.

In this video, LinkedIn and Ernst & Young advocated a greater focus on brand building to drive business growth.

In this video, learn why instead of trying to be creative, brands need to create ideas with value.

According to Stein IAS and UL, instead of trying to be creative, brands need to create ideas with value.

LinkedIn and Ernst & Young advocated a greater focus on brand building to drive business growth.

In leading digital transformation, marketers have to focus on the three Ps: people, processes, and partnerships.

In this session with eMarketer's Geoff Ramsey, learn, how B2B companies are embracing digital transformation by relying on the 3 P’s (people, processes and partners), where digital ad spending is trending in the B2B space, and more.

Victoria Morrissey, global brand and marketing director at Caterpillar, outlined the three emotion-driven principles that helped Caterpillar generate more leads.

American Express feels it’s an obligation for its marketing to tell richer stories that strengthen social networks.