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Leadership Thoughts

Insights and Highlights from a Thriving June in B2B Marketing

June has been an incredible month for B2B marketing thought leadership.  To kick off the month, I had the opportunity to speak on a panel with Bruce Biegel from the Winterberry Group at the ANA Masters of B2B marketing conference. The session, Building Next-Gen B2B Marketing, dug into the findings of their recent June B2B Marketing Outlook Report. We discussed macro-trends that are shaping B2B marketing strategies, from the “consumerization” of B2B marketing to the pressure to deliver proven, measurable revenue outcomes. At Anteriad, we’ve seen these trends first-hand. Consumerization of B2B marketing is the shift towards a more frictionless user experience, fewer tools and more utilization and optimization of current tech stack. Pair this shift with the pressure to better measure, analyze and report on marketing activity, and one thing becomes clear – the need for data and technology to drive outcomes across channels. We discussed the tactics and strategies to harness data and technology with a comprehensive database platform and strategy.

The trend towards new ways to harness data and technology was also clear in the recently published report, The Forrester Wave™: B2B Intent Data Providers, Q2 2023. This report highlights the importance of data to drive better insights that can in turn get marketers in front of their next customers faster – and with more relevant messaging. We are thrilled to have been named a Strong Performer in the report, which provides a deep dive into the important elements of an intent data provider for B2B marketers. Anteriad earned a 5, the highest possible score, in seven criteria including, Innovation, Data security and compliance, Accuracy and noise filtering and Data delivery. 

We also had a great customer event, Get in Front, Austin! Not only was I able to reconnect with familiar faces, but we also had a tremendous lineup of thought leadership to spark new ideas. Jonathan Rosenfeld, Director of Campaigns at Sauce Labs shared ways to use an omnichannel approach to drive leads, while members of the Anteriad team shared case studies and best practices about scoring models and analytics. We also shared insights from our own recent research report with Advertiser Perceptions which uncovered the rise of a new type of B2B Marketer – the “data hero.” With so many good reasons to leverage the power of data, every marketer has a reason to become a data hero, and we’re here to help.

Lastly, I am writing this as I am making my way back from Madrid where I had the pleasure of attending the BNZSA team’s summer event, and where the enthusiasm of the BNZSA team was exceptional. It was truly a pleasure to engage with such a gifted leadership team led by Brahim Samhoud. I have been incredibly impressed with this team’s remarkable achievements, and it is a joy to get to know each of them personally.

A busy month indeed, Get in Front!