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Discover valuable perspectives from Patrick Culhane, Director of Business Strategy and Development, with 21 years of agency experience.

Perspectives from Patrick Culhane | Brunner

Vice President, Brand Strategy

Patrick  Culhane

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B2B marketing leaders from all types of industries shared insights, examples, and light-bulb moments about the latest in B2B thinking at this year’s <a href="https://www.ana.net/content/show/id/ms-b2banc-jun24" rel="noopener noreferrer" target="_blank">ANA Masters of B2B Marketing Conference</a> last week in Naples, Fla.&nbsp;Here are some key takeaways on hot topics, including C-suite alignment, brand-to-demand, AI tools, and the growing importance of Latino audiences.&nbsp;<h2>For Impactful Marketing, Build Alignment across the Org Chart</h2>Several speakers reinforced that for marketing to be most effective, all levels and departments must be aligned. In his talk, Jeff Lowe, chief commercial officer at SMART Technologies, zeroed in on his C-suite peers as essential allies and collaborators, more so than the marketing team. At SMART Technologies, all members of the C-suite share the same organizational goals and understand each other’s role so fully they can stand in for each other at presentations.&nbsp;For Northwest Mutual, integration meant viewing marketing and sales as collaborative in the brand-to-demand process, according to CMO Lynn Teo. She highlighted the importance of a CMO starting out by understanding what drives sales activity.&nbsp;Brunner POV: If you do not have a fully aligned C-suite and are not including your CFO in your marketing conversations, find a partner or agency that can provide a roadmap to get you there, including how to get buy-in to the concept.&nbsp;<h2>To Brand or Not to Brand, That Is the ‘Brand-to-Demand’ Question</h2>From presentations to hallway conversations, the phrase “brand-to-demand”&nbsp;became a frequent topic across all three days. Brand-to-demand is the insight that your buyer is not in the market for your product 95% of the time. During this stage, brands need to stay top-of-mind so they’re in consideration when the buyer moves in-market and needs your product or service. At this point, you move to marketing that drives conversion. Speakers shared several funnels to bring this approach to life.&nbsp;Lou Aversano, chief brand and marketing officer at The Cigna Group, offered a distinct perspective on the role “brand” plays in your marketing.&nbsp;He was the only presenter who expressed the viewpoint that brand is never a separate activity. Brand, he said, should be built into all marketing.&nbsp;&nbsp;Brunner POV:&nbsp;The word “brand” has taken on several meanings within an organization. The brand should clearly define your organization’s strengths, your profitable target customers’ needs and passions, and the white space you want to own or defend from the competition. Then, every campaign or communication should focus on the strength that matters to the customer in that part of their journey, in a way that continually separates you from the competition.&nbsp;<h2>AI Tools Are Essential But Should Make Us Even More Human</h2>Unsurprisingly, many presenters discussed the role of AI tools and their impact on marketing.&nbsp;For example, did you know it is now possible to research virtual B2B buyers to get campaign insights? The overall message from speaker after speaker was that brands that are not using AI tools and solutions&nbsp;will lose out to those that are.&nbsp;David Edelman, senior lecturer of business administration at Harvard Business School and former CMO at Aetna, shared the most holistic approach to using AI in your marketing. This five-step process recommends considering how AI can help each customer:&nbsp;<ul><li>Empower me. With 75%+ of in-market research now done independently by buyers, how can you make that process easier for them?&nbsp;</li><li>Know me. Throughout the buying process, how can AI help you show that you know the individuals within your target audiences and take personalization to the next level?&nbsp;</li><li>Reach me. Can AI tools find the triggers that allow you to reach out when it matters most?&nbsp;</li><li>Show me. How can you create an experience, powered by AI, to show solutions specific to that buyer?&nbsp;</li><li>Delight me. Moments of surprise and delight give brands a competitive edge and drive incremental sales. How can AI help create experiences that help you stand out in your category?&nbsp;</li></ul>Brunner POV: If you are not considering how AI can help you holistically, find a partner that understands how to build buyer-centric CX and have a team focused on the ever-changing AI landscape.&nbsp;&nbsp;<h2>Latino Audiences Need More Than a Translation</h2>The Latino audience is driving small business growth. This group opened 82% of new businesses last year, and their businesses grew 10x faster than the national average. If they were a country, U.S. Latinos would be the fifth largest economy in the world.&nbsp;Eric Miller, marketing leader–home centers for Owens Corning, showed how the company is winning with the vitally important Latino audience:&nbsp;&nbsp;<ul><li>Represent the Owens Corning brand through the Latino audience&nbsp;</li><li>Invest in Latino communities&nbsp;</li><li>Transcreate, not translate&nbsp;</li></ul>Brunner POV: We apply these principles for a range of clients, including Owens Corning, Church’s Texas Chicken, and Dairyland. The Latino audience is a growing force that values brands that genuinely represent them.&nbsp;<h2>What Was Missing: The Modern Business Buyer</h2>A key B2B topic that didn’t receive attention is&nbsp;the growth of millennials within business buyer positions. Brands that know what drives this audience will better understand why the points raised in the conference matter. You can learn more about this modern buyer by watching our recent presentation with Rob Pongonis, CMO of Great Southern Wood Preserving (maker of YellaWood lumber products), where we cover what drives this audience. <a href="https://www.brunnerworks.com/b2b-solutions/brands-for-humans-insights" rel="noopener noreferrer" target="_blank">Learn more.</a>

Learn about the key takeaways from the ANA Masters of B2B Marketing, focusing on C-suite alignment and the impact of AI.

C-Suite Alignment and AI Impact Shine at ANA Masters of B2B Marketing

C-Suite Alignment and AI Impact Take Center Stage at ANA Masters of B2B Marketing

C-Suite Alignment and AI Impact Take Center Stage at ANA Masters of B2B Marketing

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