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Five Ways B2B Marketers Can Finally Unlock the Power of Their Data
POVs December 17, 2025Recent research shows that B2B brands are lagging behind their B2C counterparts when it comes to leveraging data, significantly hurting their bottom-line success. These five key strategies will ensure your B2B brand is not one of them.
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Tips for a Successful B2B Influencer Brand Trip
Event Recaps December 15, 2025During a session at a December 3, 2025 ANA Members-Only Conference, Mikaela Maloney, senior manager, content and communications 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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From Chaos to Cohesion: Labcorp’s Roadmap for Scalable Alignment
Event Recaps December 15, 2025Labcorp leveraged brand strategy principles to align marketing and sales, creating a field activation model that improved sales readiness, accelerated growth, and delivered consistent messaging across complex B2B environments.
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How to Make Your ABM Unforgettable
Event Recaps December 12, 2025Andy Penkalski, associate director at Bader Rutter, discussed how to blend a traditional account-based marketing (ABM) approach with a media and data activation strategy that goes beyond traditional B2B channels and make your marketing messages not just unavoidable but totally unforgettable.
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How Trust Drives B2B Influencer Marketing Partnerships
Conference Session Videos December 11, 2025In this video, Theresa Caragol, founder of AchieveUnite and author of Partnering for Success, revealed a proven framework for turning strategic alliances into measurable influencer impact. She showed how to identify the right collaborators, cultivate long-term relationships, and harness community influence across platforms from LinkedIn to niche forums.
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Rethinking Influencer Strategies in B2B Marketing
Conference Session Videos December 11, 2025When it comes to B2B marketing, the rules of engagement are changing — and so are the players. In this video, Cameo for Business revealed how brands are rethinking influencer strategy to reach decision-makers in unexpected, highly personalized ways.
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How a B2B Influencer Brand Trip Drove Unprecedented Demand
Conference Session Videos December 11, 2025B2B company IDEAL Electrical had the tall task of creating brand awareness and purchase interest in an unparalleled year of innovation. In this video, learn how the marketing team concepted an influencer brand trip and corresponding content plan to help drive buzz around new product launches.
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How Hellman's Uses B2B Influencer Marketing to Reshape Engagement
Conference Session Videos December 11, 2025In this video, learn how Unilever Food Solutions leverages creators to drive trust, relevance, and conversion across the funnel, blending creativity with measurable impact.
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The Strategic Rise of B2B Influencer Marketing
Conference Session Videos December 11, 2025In this video, learn about the rise of B2B influencer marketing and how organizations are leveraging a range of voices — from industry experts and employee advocates to micro-influencers and even business-relevant celebrities — to build credibility, expand reach, and drive meaningful engagement.
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Your Media Is Optimized. Your Tech Stack Is Solid. Your Work Is ... Forgettable.
Webinar Rewinds December 9, 2025B2B marketing is finally having its moment: bigger budgets, smarter targeting, better tech. But while we’ve optimized everything from channels to data pipelines, there’s one thing we’ve neglected: the work. This webinar unpacked what it really takes to make marketing that moves minds and moves business.
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From Brand to Business Architecture: Rethinking B2B Brand Strategy
Leading Edge December 4, 2025ANA's latest release, The Confident B2B Marketer Report, explores what effective B2B marketers, “Confident Marketers,” do differently from the rest. This article discusses three of their best practices.
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B2B Sales and Marketing Alignment
ASK Answers December 4, 2025How can I align my marketing and sales departments to improve leads and revenue?
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How This Company Leveraged Precise ABM
Event Recaps December 3, 2025ABM can serve as marketing’s “special forces” when it matters most. Ryan Elmiger, senior manager at public sector ABM at ServiceNow, explored how to identify the right fit for ABM, set clear expectations with sales, and guide sales teams in recognizing which opportunities are best suited for ABM support.
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Burn the Funnel: Five Tips for B2B Marketers
Event Recaps November 26, 2025During 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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National Geographic’s Lisa Lytton on Their Bold Move into B2B Storytelling
Pulse November 25, 2025Denise McDevitt, SVP of award programs at the ANA, connects with Lisa Lytton, VP of the Storytellers Collective at National Geographic, who shares how the brand’s legendary storytelling legacy was reimagined for the business world — and why emotional resonance, when paired with strategic utility, is reshaping how organizations communicate, align, and lead.
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Crystal Clear Communications Founder Talks Marketing and Sales Alignment
Event Recaps November 22, 2025Crystal Clear Communications founder and CCO George Stenitzer demonstrated how mapping the buyer’s journey, hammering out strategy, and providing sales enablement can lift win rates, enable quota attainment, and drive commercial growth.
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Beyond the Funnel: Turning Handoffs into Brand-Building Moments
Webinar Rewinds November 19, 2025Creating 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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Carhartt’s Joel Kile on Redefining Recognition via B2B Holiday Gifting
Pulse November 18, 2025Denise McDevitt, SVP of award programs at ANA connects with Joel Kile, CCG D2B marketing manager at Carhartt, to spotlight Carhartt’s “For Crews Who Make the Holidays” campaign, a B2 Award-winning effort that redefined what seasonal gifting can mean for hardworking teams across industries.
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B2B in the Blended Feed: Reaching Buyers Where They Are
Webinar Rewinds November 18, 2025In 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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How to Design Marketing Experiments That Yield Actionable Results | On Scope
Podcast Clips November 18, 2025Slingwave’s Paul Boruta — who specializes in helping businesses to make informed marketing investment decisions — shares his best tips for designing marketing experiments that yield datapoints that your team can actually act on.
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