Are You Making the Day-One Shortlist?

Your buyers have a shortlist in mind long before they reach out. The real question is whether your brand made the cut.

Anteriad is teaming up with ThinkSmart Marketing for a live executive webinar on what it really takes to be easy to understand, easy to shortlist and easy to choose in today's B2B market.

ThinkSmart Marketing's inaugural 2026 APAC B2B Brand Relevance Index put 100 B2B brands across the region under the microscope. The pattern was hard to miss. Plenty of brands are credible, visible and busy in market, yet they still aren't giving buyers a clear reason to prefer them.

Here's the stat that should make every marketing leader sit up: Competitive differentiation was the weakest relevance dimension for 92% of the brands assessed.

We'll unpack what's driving that number, what it's costing brands commercially, and what you can do about it before your buyer's shortlist gets locked in.

Hear it from the people doing the work

Tracy Gawthorne, CMO at Capgemini and Iris Chan of Diligent will discuss the findings with ThinkSmart CEO + Founder, Janine Pares and Anteriad's Connor Alderson, Director of Sales - ANZ, and put them into real-world context. They'll share how they're tackling relevance, differentiation and buyer preference in their own markets. 

Who should attend?  CMOs, Heads of Marketing, and Growth, Commercial and Revenue leaders who own preference, pipeline and growth in crowded B2B markets.