Today’s B2B marketers are increasingly challenged to do more—to show up in more places, analyze more data, impress more stakeholders. But the pressure to do more can pull focus away from doing what matters most. The result? More marketing minutiae and less marketing effectiveness.
Effectiveness Week is an opportunity to recalibrate.
During this week-long series of workshops and events, we’ll explore how a tighter focus and a shift in perspective—from simply doing more to doing more of what matters—can help marketing efforts drive substantial, long-term business growth.
We’ll unpack how concentrating on key strategic goals, rather than chasing quantity, has helped leading brands achieve more impactful and sustainable outcomes. We’ll explore how strategic, thoughtful media planning across the entire customer journey can create a unified brand experience that keeps customers engaged. And we’ll examine how focusing on high-impact activities and integrating efforts across all touchpoints can help B2B marketers build lasting brand loyalty.
Join us for the next chapter in B2B marketing.
Proving marketing effectiveness is challenging in today's environment. Fundamental questions such as where to allocate budget, how to measure performance across channels, where to optimize, and, most importantly, how to demonstrate Marketing's value and contribution to revenue are critical.
Traditional attribution methods—first-touch, last-touch, and multi-touch—each have merits and provide valuable insights. However, Marketing Mix Modeling (MMM) offers a more comprehensive approach. Join this session to learn how MMM equips marketers with the data-driven insights necessary to make informed decisions by analyzing trends and correlations between marketing spend and sales pipeline generation.
Speaker: Gary Billings, Global VP of Data at The Marketing Practice
In this session, Dan Schrad and Jillian Hart will explore the relationship between information and expression - what should lead, what should follow, and how you can think about both the long and short-term impacts of creative.
Speaker(s): Dan Schrad, Executive Creative Director at The Marketing Practice
Jillian Hart, Associate Strategy Director at The Marketing Practice
Join Andrew Shepherd, Senior Director, EMEA & LATAM Marketing Palo Alto Networks and Paul Everett, Chief Client Officer at The Marketing Practice to discover the business impact of investing in creativity and brand to amplify demand generation and ABM.
They'll share inspiration from some of the most exciting examples of AI in action and how it has supercharged marketing efforts, whilst increasing effectiveness. Leave with insights on unlocking growth within the C-Suite by aligning creativity with relationship building, across the entire audience journey to make marketing mean more.
This session won't be recorded so tune in live on the day!
This panel discussion will explore the implications of Google's decision to delay the removal of third-party cookies and what it means for the B2B advertising landscape.
Speaker(s): Jade Oseman, Media Director at The Marketing Practice and Kevin Flood, Co-Founder and Chairman at Funnel Fuel.
Join us for a Fireside chat with Dr Grace Kite, CEO/ Founder Magic Numbers and Alastair (Ali) Hussain, SVP Strategy at The Marketing Practice and host of How to Grow a CMO podcast and delve into the critical aspects of marketing effectiveness.
As market competition intensifies, managing your media budget effectively becomes vital for achieving long-term brand growth and maximizing return on investment (ROI). Join David Hayes, Kellie Felsten, to delve into the strategies, tools, and methodologies for optimizing media spend, ensuring every dollar is utilized to its fullest potential.
They discuss:
🎯 Identifying and targeting your ideal audience to reduce ad spend wastage by concentrating your media efforts on the prospects most likely to convert and become valuable customers (narrowing TAM to ICP).
🎨 The impact of compelling ad creatives on engagement and conversion rates.
🧪 Methods for testing and optimizing different media variables, including channels, formats, audiences, and creative elements to enhance performance.
🔍 How to leverage competitive analysis tools like Pathmatics to gain insights into your competitors' strategies and identify opportunities to position your brand where your competitors aren't, gaining visibility in less saturated areas.
🧠 How artificial intelligence (AI) is transforming marketing platforms and technologies, including examples of AI tools currently being used and tested to optimize media performance and their practical applications and benefits.
Speaker(s): Kellie Felsten, VP of Media at The Marketing Practice
David Hayes SVP Global Strategic Accounts at The Marketing Practice
Navigating B2B buying across multiple regions requires a balanced approach. This webinar explores how integrating brand, demand, and ABM strategies enables you to engage key stakeholders, measure influence throughout the funnel, and ensure ABM is a cohesive part of your overall marketing strategy, despite regional differences and varying market dynamics
We’ll be joined by Kerry Scotland, Associate Director Marketing APAC at Verizon Business Group, who will share her expertise and experience within the APAC market. Additionally, we’ll discuss how success hinges on understanding cultural nuances and refining account selection, scoring methodologies, and targeted engagement strategies across diverse markets.
Why Attend?
• Maximise Synergies: Learn how aligning ABM with broader brand and demand strategies can help you engage the right stakeholders and build stronger relationships, resulting in more effective marketing impact across critical touchpoints.
• Achieve Scale: Discover how integrating ABM into your wider marketing ecosystem drives efficiency, scalability, and measurable ROI across APAC markets.
• Target Precisely: Understand how scoring, account selection, and tailored ABM approaches (1:1, 1:few, and Pursuit programs) are key to optimising engagement strategies and adapting tactics to diverse market dynamics.
• Gain Actionable Insights: Hear from experts on how integrated ABM strategies are driving pipeline growth and accelerating opportunities, and why these approaches are critical in today’s competitive environment.
Join us for an engaging session filled with actionable takeaways that you can apply directly to your own marketing programs.
Speaker(s): Will Clark, Global Strategic ABM Solution Lead & Associate Director of Strategy at The Marketing Practice and Kerry Scotland, Associate Director Marketing APAC at Verizon Business Group.