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  • Defining the Rules of Engagement in B2B

     B2B   February 26, 2025  

    Saima Rashid enjoyed working with 6sense so much that when she was ready to make a move in the early 2020s, she reached out to the software company about any possibilities. Just a few years later Rashid is playing a lead role expanding the company's "unified revenue" model, which is built on aligning the sales and marketing teams and breaking down business silos.

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  • How to Bolster Loyalty Marketing

     Trends and Technology   February 21, 2025  

    In an attention economy shifting into overdrive, loyalty programs are an increasingly crucial asset for marketers, as they provide an opportunity to distinguish their brand from competitors, strengthen relationships with customers, and drive sustained purchases.

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  • This Deloitte Executive Explained Why Performance Marketing Has Diminishing Returns

     Podcast Clips   February 18, 2025  

    Deloitte Digital’s Maggie Gross discussed why performance marketing has diminishing returns, citing examples from her own work and explaining having a balance between branding and performance is critical for business success.

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  • BuzzFeed Rolls Out New Social Media Platform

     Marketing News   February 13, 2025  

    BuzzFeed is fed up with the current state of the internet and wants to do something about it. The media company on Wednesday introduced a new social media platform to counter what it says is an internet increasingly fueled by misinformation, addiction, and negativity.

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  • The Value of Long-Term Marketing

    ASK Answers   February 13, 2025  

    How can I ensure that I’m investing enough in my brand long-term, without ignoring the effectiveness of short-term performance marketing?

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  • Building B2B Experiences to Remember

     B2B   February 5, 2025  

    Spending on B2B experiential marketing is on the rise — outpacing B2C — as B2B firms reimagine their live events to create more memorable experiences for their audiences.

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  • The Muppets Take Center Stage in Booking.com's Super Bowl Ad

     Marketing News   February 3, 2025  

    The Muppets are featured in a new ad campaign for Booking.com that shows how the website helps consumers to personalize their travel experiences. The integrated marketing campaign, which kicks off during the fourth quarter of Super Bowl LIX, builds on the "Booking.yeah" ad campaign from 2022.

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  • Perfect Your Marketing Strategies with These Resources

     Pulse   February 3, 2025  

    In a crowded industry with endless content and information to sift through, it can be challenging to discern quality content that provides relevant and factual information and helpful case studies. ANA’s Marketing Knowledge Center can help, however; the MKC provides trusted information meant to inspire concrete and actionable next steps.

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  • Sold Out: How a B2B Influencer Brand Trip Drove Unprecedented Demand

     Event Recaps   January 30, 2025  

    During a session at the 2025 ANA Creator Marketing Conference, Mikaela Maloney, media and PR manager at Ideal Industries, explained how to make an influencer brand trip successful in B2B marketing, despite having a niche audience and limited budget.

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  • Marketers May Be Getting Burned by Their Performance Marketing: OOH May Be Able to Help

     Knowledge Partners   January 30, 2025  

    Clear Channel Outdoor shares why integrating OOH advertising into your media mix can help with the “burnout” some brands are experiencing with performance marketing.

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  • Sold Out: How a B2B Influencer Brand Trip Drove Unprecedented Demand

     Conference Session Videos   January 30, 2025  

    In this video, Mikaela Maloney, media and PR manager at Ideal Industries, explained how to make an influencer brand trip successful in B2B marketing, despite having a niche audience and limited budget.

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  • Performance Marketing

    ASK Answers   January 29, 2025  

    ANA’s Ask the Expert research service answers the question, ““What are the benefits of investing in performance marketing for my brand?"

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  • The B2B Flight to Customer Obsession Is Taking Off

     B2B   January 22, 2025  

    Customer obsession is fast becoming the cost of entry for B2B marketers. Executives at customer-obsessed B2B companies report 28 percent faster revenue growth and 33 percent higher profit growth, compared to companies that are not customer-obsessed, according to a recent Forrester survey. But there is no one-size-fits-all formula for companies that want to become more customer obsessed, as there are multiple variables unique to each brand.

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  • Lead Generation

     ASK Answers   January 22, 2025  

    What are the best ways to generate leads for my business?

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  • A Crisis in Customer Service and Complaint Handling

     Event Recaps   January 16, 2025  

    The 2025 National Customer Rage Survey reveals an all-time high in customer problem experiences at 74 percent, with nearly $888 billion in revenue at risk due to ineffective complaint handling and growing customer incivility.

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  • Why B2B Marketing Is Buyer Group Marketing

     Event Recaps   January 16, 2025  

    During a January 2025 ANA B2B Committee Meeting, Jann Martin Schwarz and Mimi Turner with the B2B Institute fellow LinkedIn explained how focusing on buying decisions and buying groups will help companies become more successful as B2B marketers.

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  • Eight Predictions for B2B Marketing in 2025

     Event Recaps   January 16, 2025  

    During a January 2025 meeting of the ANA’s Business Marketing Committee, Bruce Biegel of the management consultancy Winterberry Group offered a series of prognostications for the changes that B2B marketing will undergo in 2025.

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  • Empowering Creators within the B2B Space

     Leading Edge   January 9, 2025  

    Influencers have the power to capture audiences, build communities, and drive engagement. B2B brands are finally taking notice and realizing the immense potential of collaborating with these creative minds.

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  • What Makes a Winning B2 Award Entry?

     Webinar Rewinds   January 9, 2025  

    In this webinar, take a deep dive into the secrets behind a winning ANA B2 Award entry. Gain insider knowledge on crafting standout submissions, featuring valuable insights from both past award winners and seasoned B2 Award jurors.

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  • How B2B Companies Get Smarter About Artificial Intelligence

     B2B   January 8, 2025  

    David Edelman, an executive adviser at the Boston Consulting Group and co-author of "Personalized: Customer Strategy in the Age of AI," discusses how marketers can deploy artificial intelligence to create new kinds of personalized experiences that both marketers and salespeople can rally around.

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