MSQ’s Post

Last Wednesday, leaders in #B2B marketing gathered to discuss the future of sustainable growth at Effie Worldwide for the International Advertising Association (IAA) NYC B2B Brand Summit —a collaboration with LinkedIn, WARC and Stein IAS. Key insights from the event include:   While the level of companies’ maturity in unifying brand and demand marketing varies widely, there's a universally expressed need — and momentum — to increase maturity to drive effectiveness and efficiency.   A deeper understanding of the composition of buying groups and group decision drivers is foundational to aligned marketing and sales success.   Bringing greater craft to storytelling offers a powerful opportunity to enhance brands and elevate categories. Thank you Jann Martin Schwarz, Marc Keating, Beth Yates, Lisa Maxwell, Alice Cherry, Jay Sauerbrei and Alexis Wolf for sharing your insights. Keep an eye out — the next IAA B2B Brand Summit is coming soon. #B2BMarketing #MarketingAndAdvertising