Search Marketing Knowledge Center

Editor Highlights: B2B, SEO, and Loyalty Programs

Pulse October 25, 2024

Do you feel like it’s a challenge to keep up with the latest trends, best practices, and marketing strategies? You aren’t alone. Bimonthly, ANA’s Pulse will highlight content within ANA’s resources hub, from Industry Insights, Knowledge Partner contributions, ANA Magazine, case studies, Marketing 101, Tools and Playbooks, and more. This way, the hard work of finding actionable insights, marketing trends, and helpful guides is done for you.

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How to Strengthen Buy-In to B2B Marketing Strategy

Leading Edge October 23, 2024

Does sales buy into your marketing strategy? How about research and development (R&D)? Weak internal buy-in is a common obstacle to B2B marketing success.

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Meager Budget Increases Shouldn't Deter B2B Marketers from Innovating

B2B October 23, 2024

A slight bump in B2B marketing budgets in 2025 won't be enough to fund bigger ad campaigns, new technologies, and more staff. The most effective method for B2B CMOs to boost revenue for the short term — and bolster the perception of marketing for the long term — is to foster greater cooperation among their marketing teams with senior executives from other departments.

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How Do B2B Marketers Justify Brand Investments When Measurement Is Challenging?

Podcast Clips October 21, 2024

De’Lon Dixon, team lead of customer experience at Glassbox and founder of Think Technologies, discusses how brand investments have benefitted his business as well as some of the metrics he and his team use to prove that to the C-suite.

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Who Said Personalization Would Be Easy?

Trends and Technology October 18, 2024

The rise of personalization presents growing challenges to marketers, with 51 percent of consumers saying that they have been frustrated by receiving irrelevant content or offers from brands they're not interested in, per a recent study. To deliver more relevant messaging, marketers must stop focusing so much on the tech tools enabling the personalization and put more emphasis on the user experience catering to individuals.

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How B2B Brands Boost Their Appeal to SMBs

Champions of Growth Podcast October 16, 2024

Lydia Michael and De’Lon Dixon join host Matthew Schwartz to discuss how B2B marketers build relationships with SMBs and borrow a few pages from the consumer playbook to turbocharge their messaging.

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B2B in 2024: A Guide to Successful Campaigns

Leading Edge October 14, 2024

In 2024, account-based marketing (ABM) is table stakes for B2B marketers. A tried-and-true ABM strategy is foundational for connecting with clients and prospects in a targeted, relevant way — but it’s not the only B2B marketing strategy. Setting your brand apart from the rest and driving real, sustainable growth requires more.

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How Do Marketers Fix Broken Agency-Client Relations?

Trends and Technology October 11, 2024

Stephanie McCarty, chief marketing and communications officer at Taylor Morrison, didn't intend to spark an industrywide debate when she dropped an article on LinkedIn detailing her frustrations with ad agencies. She received a mouthful in return from brand and agency reps alike and now has a much sharper sense of how both sides can enhance their relations and spark better outcomes.

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Editor Highlights: Shopper Journeys, In-House Agencies, & ABM

Pulse October 11, 2024

Do you feel like it’s a challenge to keep up with the latest trends, best practices, and marketing strategies? You aren’t alone. Bimonthly, ANA’s Pulse will highlight content within ANA’s resources hub, from Industry Insights, Knowledge Partner contributions, ANA Magazine, case studies, Marketing 101, Tools and Playbooks, and more. This way, the hard work of finding actionable insights, marketing trends, and helpful guides is done for you.

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The Importance of Cross-Functional Relationships

Leading Edge October 9, 2024

Revenue operations (RevOps) is often viewed as the silver bullet to siloed decision-making and inconsistent data sources, but you can’t expect a perfectly cohesive operation simply by investing in an organizational structure. If anything, we’ve found that sometimes revenue operations can just be sales operations in disguise, with some added responsibilities to other internal stakeholders. If sales is still the dominant voice in your go-to-market planning and execution, you’re missing out on the potential benefits of a truly cross-functional revenue operations group.

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The Art (and Science) of Who Not to Target with Your Fundraising Campaigns

Leading Edge October 7, 2024

A nonprofit's journey to greater impact doesn’t just hinge on stellar campaigns and compelling missions. It's also about precision in reaching the right audience — those genuinely aligned with your cause and able to contribute. Amid the transformative power of technology, particularly AI and machine learning (ML), lies an often under-emphasized strategy: knowing who not to target.

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Planning Your 2025 B2B Strategy: A Practical Approach to a More Creative Year

Webinar Rewinds October 2, 2024

The B2B landscape is rapidly changing. While it may have been unheard of in the past, today's B2B brands have begun borrowing pages from B2C's creativity playbook — and succeeding. In this webinar, learn about tools to help B2B marketers prepare their 2025 marketing strategy beyond the traditional channels.

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