The Future of B2B
Brand-to-Demand - the Key to Unlocking Growth
As important as brand investment is, another critical key to unlocking sustainable growth in B2B is GTM unification – joining up brand and demand marketing. B2B’s traditional over-emphasis on demand has proven counterproductive. Brand-to-demand balance has taken center stage – from aligned KPIs to orchestrated investment to integrated creative platforms and a more consistent customer experience. In this session, we’ll address B2B’s GTM model of the future.
- Jean English
SVP, CMO, Juniper Networks
- Saima Rashid
CMO, 6sense
- Lisa Maxwell
VP, B2B Marketing, Mastercard
- Craig Duxbury
Global President, Stein IAS
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