Search Marketing Knowledge Center

Upwork Created a Coffee Line with Packaging That Doubled as a Portfolio for Freelancers

In-House Excellence Awards September 26, 2022

To celebrate International Coffee Day, Upwork created a signature coffee line with packaging that doubled as a portfolio for freelancers available for hire on its platform.

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B2B Marketers Look to Unlock Gated Content

B2B Marketer September 23, 2022

While some B2B firms continue to put their content behind a firewall because that's how they like generating leads, a rising number of companies think that providing free content is a better way of courting prospects and turning them into customers.

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B2B Customer Experience

Ask the Expert Answers September 21, 2022

How can I create an effective B2B customer experience?

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Challenger Brands

Ask the Expert Answers September 20, 2022

How do challenger brands succeed in becoming competitive leaders?

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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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Marketers Navigate Uncertain Economic Terrain

B2B Marketer September 14, 2022

B2B marketers continue to monitor what remains an unpredictable economic environment, as the possibility of a recession looms.

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Choosing Customer Data Platforms (CDPs)

Ask the Expert Answers September 14, 2022

How do I select the right CDP for my business?

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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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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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Demand Generation

Ask the Expert Answers September 13, 2022

How can I create a strong demand generation program?

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ANA Awards Live! Part 2 — Elevating Engagement through Content

Conference Sessions September 13, 2022

In this video, hear from Dan Cappello, VP, Content Strategy Lead, on Valley Bank’s winning case study in the ANA In-House Excellence Awards. He shared how through the podcasts, the brand is able to dig deeper on content and topics and create a forum for everyone to participate.

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From B2B to B2ME — Harnessing Data to Challenge B2B Marketing Orthodoxy

Conference Sessions September 13, 2022

In this video, learn why it’s important to engage Business Decision Makers (BDMs) with relevant messaging wherever they consume content, endemic business content, and more.

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To Gate or Not To Gate? That’s Not the Question

Knowledge Partners September 8, 2022

This ebook from Park & Battery provides tips and insights for how B2B marketers can optimize their content marketing strategy to contend with the realities of the 21st century sales cycle.

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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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B2B Sales and Marketing Alignment

Ask the Expert Answers September 1, 2022

How can I align my marketing and sales departments to improve leads and revenue?

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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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Finding Purpose While Making a Profit

Event Recaps August 31, 2022

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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How Can You Raise Brand Awareness Using OOH?

Industry Insights August 29, 2022

Brian Rappaport, CEO of Quan Media Group, spoke to the ANA about how OOH (out of home advertising) is a critical way for these brands to reach their target audiences, raise their brand awareness and make a big impact, often at a lower cost. Quan, which is an OOH agency, has worked with DTC brands like Casper, Zelle, Capsule, OpenTable, and FreshDirect.

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