The MOI North American team Glenn Landauer, Tabitha Lages and Liz Wood had the unique opportunity to attend a truly one of a kind B2B event, the 2024 ANA Masters of B2B Marketing Conference #ANAB2 in Naples, Florida.
Did we mention, on behalf of our client Avaya and our UK colleagues, we proudly accepted a Silver B2 award for best-in-class ABM work?! Think Connected
While the less-than-ideal weather kept us all inside, the sessions kept us engaged.
Here are some of the more notable takeaways and “ahas!” from the event.
From human data to synthetic data – the next frontier in market research
Traditional market research is slow and expensive. This is going to be replaced by ‘synthetic research’ that uses AI generated copies of your customers. Where we used human panels/samples in the past, we are now going to use synthetic panels/samples. And the surprising thing is that when doing a direct apples-to-apples comparison, synthetic is virtually identical in terms of accuracy. To learn more, check out https://www.evidenza.ai/.
Unlock bigger budgets by thinking like investors
Marketers can unlock bigger budgets by thinking like investors — and speaking the language of finance. There are 3 ways to drive valuation and stock price: Growth, Profit, Risk. According to LinkedIn’s B2B Institute, marketing can influence each if you know what levers to pull. To learn more, download LinkedIn’s paper “The Three Drivers of Financial Value”.
The “Snowflake problem” and what to do about it
The ‘Snowflake problem’ refers to the fact that everyone has a different way to measure marketing’s contribution to the business they serve, in the same way that no two snowflakes are alike. It’s a symptom of the varying types of marketing that can be performed as well as the context of different B2B industries. To learn more, check out the Marketing Accountability Study by Type 2 Consulting at https://type2consulting.com.
To hear more about what we learned at this year’s ANA Masters of B2B and the conversations that were had on the ground, get in touch with one of our experts.
