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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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Why Are Brands Repeating Past Programmatic Mistakes with AI | On Scope
Podcast Clips December 14, 2025Caitlin Blewett, CMO at Genpact, shares her thoughts on why many marketing leaders, who witnessed firsthand the perils of jumping too far too fast during the programmatic boom, are now doing the same exact thing with AI implementation.
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How to Maintain Brand Differentiation When Using AI | On Scope
Podcast Clips December 14, 2025We’ve all heard of the “sea of sameness” that is expected to flourish with AI implementation. Caitlin Blewett, CMO at Genpact, shares her thoughts on how marketers might avoid falling into this trap, discussing the ways in which humans can continue to have a critical role in marketing practices, even with AI adoption.
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How to Convince Leadership to Pump the Brakes on AI Adoption | On Scope
Podcast Clips December 14, 2025On the On Scope podcast, Caitlin Blewett, CMO at Genpact, gives some tips for how marketers might convince leaders of the need to slow down a bit with AI adoption and implementation, pulling from her own experiences working in an environment that prioritizes speed to market.
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Are These Brand-Celebrity Pairings a Match Made in Heaven? | On Scope
Podcast Clips December 14, 2025In what might become a regular game on the On Scope podcast, host Mike Berberich and show producer Ryan Dinger discuss which brands should consider partnering with celebrities like Tyler The Creator, Sabrina Carpenter, and Tracy Morgan.
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Three GEO Tips to Future Proof Your Search Strategy
POVs December 14, 2025The rules of discoverability are shifting — again. And if your brand wants to stay relevant in the new AI-dominated world of search, it’s time to optimize for the engine behind the engine. Get started with these three best practices.
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These Brand Misconceptions Are Killing Your Bottom Line | On Scope
Podcast Clips December 12, 2025Brand Finance’s Alfred DuPuy shares the popular misconceptions about brand value that are eating into your profit margin.
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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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How Kyndryl Built a Dynamic Digital Media Platform
Conference Session Videos December 11, 2025Kyndryl recently launched The Kyndryl Institute, a dynamic digital media platform designed to spark public dialogue and elevate thought leadership. In this video, marketing leaders Ken Robertson and Lisa Kay Davis shared how the initiative was built and how it thrives through client co-creation and a partner-agnostic ecosystem.
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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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Building Customer-360 Views Through Progressive Profiling
Webinar Rewinds December 11, 2025In this webinar, learn how progressive profiling offers a transformative approach to customer engagement. By thoughtfully capturing data over time — at moments of real value and with explicit consent — brands can assemble a unified, dynamic Customer-360 view.
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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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Don’t Wait for Mergers or Acquisitions to Calculate Your Brand Value | On Scope
Podcast Clips December 9, 2025Brand Finance’s Alfred DuPuy explains why proactively calculating your brand’s value can be a boon for marketers looking to gain more respect from the C-suite and the rest of the organization and provides some insight into how you can do so.
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The Most Valuable Brands All Have These Things in Common | On Scope
Podcast Clips December 9, 2025During an appearance on the On Scope podcast, Brand Finance’s Alfred DuPuy shares the two qualities every single valuable brand on earth seems to have in common.
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Find and Keep Great Marketing Talent Using AI-Powered Resources
Webinar Rewinds December 5, 2025In this webinar, gain insights into the evolving business of talent acquisition, workforce development, and human resources as AI is rapidly changing the professional ecosystem. Learn from industry experts about innovative hiring strategies, talent retention techniques, and emerging trends that are reshaping how organizations attract, develop, and nurture top talent.
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What Marketers Need to Know Now to Optimize AI Search
Conference Session Videos December 4, 2025The universe of search is expanding as consumers (and their agents) use generative AI “answer engines” to find answers to their often-complex questions, queries, and prompts. With this exponential growth, marketers have a lot on their plates to ensure their content is discoverable and cited by the AI/LLMs.
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Three Traits of Effective Modern Leadership
POVs December 1, 2025Modern leadership is changing and if those in charge at your organization don’t get on board, your business will almost definitely be left behind.
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