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How to Close the Growing 'Consumption Gap'
B2B July 26, 2024The time between when a piece of content is requested and the moment it is actually opened — called the "consumption gap" — is getting longer, according to a recent study. However, there are several remedies to shrink the gap, ranging from creating the kind of content that will help prospects do their jobs better to modeling on-demand webinars on live events.
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AI Campaigns and Case Studies
Pulse July 24, 2024Below are case studies and campaigns that successfully utilized AI.
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SAP Riffs on the Day’s News with AI-Generated Images
B2 Awards July 18, 2024SAP leveraged AI image-generation to accelerate the creative cycle, allowing it to pitch its technology to mid-size companies.
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This Vendor Convinced GE to Retain Its Services Because of, Not Despite, Cost Cutting
B2 Awards July 18, 2024Cloud-management firm VMWare undertook to convince GE that it could help it achieve cost efficiency and flexibility in the face of financial cutbacks.
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Level Up Your B2B Game: Social Media Tactics That Drive Serious Results
Leading Edge July 17, 2024Throughout 2024 and into 2025, B2B social media ad spend is predicted to grow even while growth in other channels plateaus. As social media platforms become indispensable for reaching today's B2B buying committees, brands must adapt their strategies to stay ahead of the curve. Here, we’ll dive into some practical, proven strategies to level up your B2B marketing game with paid social media marketing.
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Editor Highlights: AI, Diverse Suppliers, and the Full-Funnel Journey
Pulse July 17, 2024Do 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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This Company Strove to Turn Itself into the Enterprise IT Leader with an Integrated, Multi-Year Campaign
B2 Awards July 17, 2024Juniper Networks undertook a multi-year effort to break Cisco’s stranglehold on the enterprise IT market.
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This Financial Services Company Appealed to Customers Through a Parallel with Football
B2 Awards July 17, 2024Sammons Institutional Group promoted itself as an authority on preparing for unforeseen financial disruptions through an analogy with football’s star quarterback Brock Purdy.
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This Bank Pitched Itself to Law Firms
B2 Awards July 16, 2024Esquire Bank undertook a multi-year effort to attract law firms as clients with advertising inspired, in part, by the TV program Better Call Saul.
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Redefining the Cost of Cheap Batteries
B2 Awards July 14, 2024Duracell's "Battery Changer" campaign transformed Procell into a standalone B2B brand, significantly increasing awareness and sales by demonstrating the hidden costs of cheap batteries.
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LiuGong Highlights its Role in Mexico, Central America, and the Caribbean
B2 Awards July 14, 2024LiuGong launched a campaign highlighting its equipment’s impact on projects across Mexico, Central America, and the Caribbean.
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How ZS Created Leads with AI Generated Display Ads on a Budget
B2 Awards July 14, 2024With a total budget of $161,255, ZS deployed a set of AI-generated display ads to position itself as the technology brand that health care companies could partner with to create the future of the industry.
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Lenovo Late Night IT: Revolutionizing Tech Talk, Enriching Lives and Communities
B2 Awards July 14, 2024Season two of Lenovo Late Night IT aimed to transform the perception of the tech industry from being seen as distant and complex to engaging, accessible, and deeply human.
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Unisys Drives Pipeline Growth Via an Integrated OOH and Mobile Campaign
B2 Awards July 14, 2024Unisys launched an omnichannel campaign with a focus on video, out-of-home, and social to drive consideration for three of its business units.
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AllazoHealth Refreshes its Brand
B2 Awards July 13, 2024AllazoHealth revamped its branding to foreground the technological sophistication of its health care solutions.
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Amazon Ads Appeals to SMBs
B2 Awards July 13, 2024Amazon Ads pitched its services to small- and medium-sized businesses.
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Reaching Utility Companies with a Podcast on Telecommunications
B2 Awards July 13, 2024Telecommunications company Anterix promoted itself to the utilities sector with a podcast.
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Chevron’s Mailer Boosted B2B Leads by Touting the Importance of Oil
B2 Awards July 13, 2024Chevron touted the importance of high-quality oil to businesses operating equipment with diesel engines.
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Deloitte Revamps Its Appeal to Clients in the Technology, Media, and Telecom Sectors
B2 Awards July 13, 2024Deloitte refreshed its brand identity to clarify how it could assist clients working in the Technology, Media, and Telecom sectors.
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Lenovo Leans on AI to Amplify a Key Message
B2B July 8, 2024Lenovo recruited award-winning actor and entrepreneur Queen Latifah to be the face of a marketing campaign supporting women- and minority-owned businesses, with assistance from generative artificial intelligence.
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