How Purpose Powers B2B Growth (B2B Marketing Series)

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Purpose is no longer just for B2C organizations. New research from the ANA, Carol Cone ON PURPOSE and the Harris Poll reveals the growing influence of purpose in B2B companies, driven by fundamental shifts in society, the marketplace, and people’s expectations. B2B companies recognize purpose as an opportunity and powerful differentiator, especially for retention and recruitment of the best talent. Yet, B2Bs are still early in their purpose journeys. The gap between those who understand the importance of purpose and those undertaking the work necessary to truly activate it within their organizations is the purpose paradox. Attendees will learn:

  • The paradox between how B2Bs approach purpose: 86% have a 'Stated Purpose,' or clear understanding of their reason for being beyond profits, while less than a quarter have 'Activated Purpose,' or deeply-embedded purpose that influences culture, operations, innovation and more.
  • How to activate Believers, a powerful segment of employees that say companies with purpose will be more successful than those without. Focusing on Believers should be the goal of B2B organizations who seek business growth concurrently with a positive impact on their stakeholders and society.
  • Why B2B organizations embrace purpose, and where purpose does or doesn't performs for the company--from attracting and retaining talent to driving sales.
  • The 8 key principles for B2B companies to evolve and advance along their purpose journeys.


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Start: Wednesday, July 8, 2020 at 3:00pm

End: Wednesday, July 8, 2020 at 4:00pm