Tuesday, April 23, 2024

ANA Masters of B2B Marketing conference attendees tweet their top takeaways

Executives from brands including Caterpillar, Boeing and American Express told the 2019 Association of National Advertisers’ business-to-business (ANA B2B) conference to increase content production but ground their efforts in greater humanity and focus.

Taking place in Chicago this week, the ANA B2B event was focused on a broad theme of ““Driving Growth and Building Marketing Value.” While B2B News Network was not on the ground, we’ve monitored Twitter for social mentions that might prompt inspiration or help guide any followup activities for those who attended or wanted to learn more.

Geoff Ramsay, co-founder and chief content officer at research firm eMarketer, suggested too many B2B brands are focused on traditional tactics versus things that will deepen relationships with their target audience.

David Rabkin EVP & General Manager for American Express Business, spoke about the connection between networks and narratives, encouraging marketers to use the power of networks to tell richer stories. Several attendees noted Rabkin’s urging for all B2B marketers to do better in this area, describing it as more of an obligation than an opportunity. “We shouldn’t just be talking louder,” several attendees quoted him as saying.

Victoria Morrissey, global marketing and brand director at Caterpillar, was clearly an audience favorite, with one attendee describing “goosebumps” as she watched examples of its most recent campaigns, calling it ” the epitome of great storytelling and highlights the impact of emotional connection in B2B decision making.”

This was probably the other most-quoted line from Morrissey’s talk.

Among those not from a particular brand but a recognizable keynote name was Gary Vaynerchuck, who continued an ongoing theme he’s been discussing in videos and other channels about the organic reach of LinkedIn and the need for marketers to produce “a lot more” content. This tweet, however, seemed to align with the spirit of many other ANA B2B  sessions

Finally, we’ll give the last word to a LinkedIn content marketer who was listening to Reuben Webb, chief creative officer at New York-based Stein IAS, who reminded the audience that B2B buyers who get exposed to non-stop marketing from vendors need substance as much (or even more) than style.

The ANA B2B 2019 conference wraps up Friday.


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Shane Schick
Shane Schickhttp://shaneschick.com
Shane Schick is the Editor-in-Chief of B2B News Network. He is the former Editor-in-Chief of Marketing magazine and has also been Vice-President, Content & Community (Editor-in-Chief), at IT World Canada, a technology columnist with the Globe and Mail and was the founding editor of ITBusiness.ca. Shane has been recognized for journalistic excellence by the Canadian Advanced Technology Alliance and the Canadian Online Publishing Awards.