Brand teams create awareness at the top of the funnel, while demand teams strive for conversions at the bottom. Too often these departments operate in isolation, with separate budgets and different KPIs. This all-too-common model misses valuable opportunities to generate and convert demand over the long term.
Hear from Annie Headley, VP of corporate marketing at Nutanix, and David Hayes, VP of client growth at The Marketing Practice, on how to effectively join up the two sides of the brand-gen coin. You’ll find out:
How to connect brand and demand activities, and why it matters
What’s involved in creating a full-funnel customer journey
Strategies to align budgets, media plans, and stakeholders
B2B Marketing strategy
Last month we sent two of our team to Cannes Lions International Festival of Creativity in its return following pandemic cancellations – or, as the festival describes today's setting, the “Creative Comeback.” 2022 was the first time the festival recognized B2B, and our reps joined a landscape of other B2B professionals from around the world to discuss how creativity influences the entire business, from talent to data to sustainability. Here, our Creative Designer Maggie Walkoff shares her key takeaways from the event.
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