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  • Burn the Funnel: Five Tips for B2B Marketers

     Event Recaps   November 26, 2025  

    During a session held at a November 13, 2025 meeting of the ANA’s B2B Committee, attendees received five tips for shifting the paradigm they used to conceptualize B2B marketing and the tactics they used to pursue it from Verizon’s Daniel Gutzmore and Clearly Now Media’s André Archimbaud.

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  • Beyond the Funnel: Turning Handoffs into Brand-Building Moments

     Webinar Rewinds   November 19, 2025  

    Creating consistent, branded customer experiences requires smarter collaboration, clearer handoffs, and a shared commitment to customer outcomes. In this webinar, Mower and Knauf explored how marketers can shape the post-purchase experience by turning onboarding, customer service, and contract milestones into brand-building moments.

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  • B2B in the Blended Feed: Reaching Buyers Where They Are

     Webinar Rewinds   November 18, 2025  

    In this webinar, leaders from TikTok and NewtonX unpacked new research and the implications for B2B marketing. See the data behind a new environment where personal feeds shape business decisions, authentic voices build trust, and entertaining content outperforms traditional formats.

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  • Are B2B Marketers Ignoring Hidden Buyers?

     B2B   October 10, 2025  

    A new report says that marketers place too much focus on the direct users of a product and fail to reach out to C-level executives, as well as influencers, working throughout the company — so-called hidden buyers. Reaching such buyers effectively means B2B marketers will have to reconfigure their thought-leadership programming.

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  • Are B2B Marketers Relatable? Their Future May Depend on It

     B2B   September 24, 2025  

    A new study released by several major marketing organizations upends the conventional wisdom that B2B purchasing decisions are driven by rational factors, such as product features and price points. The study underscores the growing need for B2B brands to practice a more human-centric, network-driven approach to marketing.

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  • Can Adopting a Cinematic Style Save B2B Marketers from Themselves?

     B2B   September 17, 2025  

    Ricky Abbott, president of global B2B marketing agency Transmission, thinks the status quo is untenable for B2B advertising and says marketers needs to embrace more of an entertainment model to serve both existing and emerging customers.

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  • Study: Brand-to-Demand Gains Momentum (But There Are Miles to Go)

     Marketing News   September 2, 2025  

    Brand-to-demand — or melding branded advertising efforts with lead generation programming — is gaining momentum in the marketing industry, but significant challenges remain, according to a recent study conducted by the ANA and Stein. Marketers must break down the silos that are the real obstacles to legitimate change.

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  • LinkedIn and Edelman: Unlocking the Collective Confidence of B2B Buyers

     Event Recaps   July 22, 2025  

    Edelman Business Marketing and LinkedIn explored how to unlock the power of hidden buyers — critical but often overlooked stakeholders in functions like finance, IT, and legal — who quietly shape purchasing decisions.

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  • Unlocking the Power of Hidden B2B Buyers

     Conference Session Videos   June 29, 2025  

    In this video, Edelman Business Marketing and LinkedIn explored how to unlock the power of hidden buyers — critical but often overlooked stakeholders in functions like finance, IT, and legal — who quietly shape purchasing decisions.

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  • Unifying B2B with an AI-Powered Workflow

     Conference Session Videos   June 27, 2025  

    In this video, 6sense shared how its AI-powered workflow engine unifies fragmented B2B engagement, enabling personalized, end-to-end buyer journeys and powering its own product launch campaign through dynamic, automated outreach.

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  • How Pitney Bowes Turned Warm Leads into $7 Million in Sales

     B2 Awards   June 23, 2025  

    To accelerate its prospects’ journey from interest to action, Pitney Bowes launched a highly targeted, insight-driven email nurture campaign that addressed key pain points.

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  • Sales Process Analysis Quick Win

     Quick Wins   June 22, 2025  

    This structured Sales Process Analysis Template mirrors the buyer journey from the internal seller’s perspective. It helps you visualize each stage, evaluate performance, and identify process and content gaps that are slowing down your sales.

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  • Why Brand and Message Consistency Is a Must for B2B Content Creation

     Event Soundbites   June 21, 2025  

    In the no-click environment of GenAI, brand and message consistency is crucial for B2B content creation.

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  • Industry Groups Debut New B2B Marketing Playbook at Cannes

     Marketing News   June 20, 2025  

    A group of marketing and advertising associations has introduced a new model for B2B marketers to get a better understanding of the dramatic changes gripping the $19 trillion B2B purchasing category. The model is based on research showing that emotional factors — not transactional ones — drive purchasing.

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  • 6sense Workflow Engine Transforms B2B Marketing

     Event Recaps   June 16, 2025  

    6sense shared how its AI-powered workflow engine unifies fragmented B2B engagement, enabling personalized, end-to-end buyer journeys and powering its own product launch campaign through dynamic, automated outreach.

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  • How the Digital Era Muddied the Waters on Branding

     Podcast Clips   June 16, 2025  

    Lou Aversano, CMO at The Cigna Group, shared his thoughts on how marketers have lost the plot on branding, citing digital marketing and data as one potential cause.

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  • This ANA Award Winner Issued a Rallying Cry for the Marketing Industry

     Podcast Clips   June 16, 2025  

    During his acceptance speech as ANA’s 2024 B2B Marketer of the Year, Cigna Group CMO Lou Aversano issued a rallying cry for the marketing community. He shared what his message what during an appearance On Scope.

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  • Timing Is Everything: How Trigger Marketing Drives Better Retention and Profitability

     Event Recaps   June 4, 2025  

    Timing and relevance are becoming increasingly important in B2B marketing. This session explored how trigger marketing — focused on critical business milestones such as formation, legal filing changes, and credit needs — capitalizes on timeliness and relevancy by engaging prospects when they’re most ready to act.

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  • Marketers Might Be Their Own Worst Enemy with The Cigna Group’s Lou Aversano

     On Scope   May 29, 2025  

    The Cigna Group CMO Lou Aversano joined the show to cover how marketers must have more respect for their audience, outline some of the issues that plague the industry and prevent marketers from getting out of their own way, and reasons why he believes many in our industry have lost the plot on branding.

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  • Why B2B Customer Onboarding Falls Short

     B2B   May 28, 2025  

    For B2B marketers, customer acquisition is hard enough, with buyers traveling about 70 percent of the way through the buying journey before they contact a sales rep. Now, as a new cohort of B2B buyers takes charge and purchasing by committee grows, the pressure is on marketers to simplify their onboarding strategy.

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