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MQLs. SQLs. SALs. B2B marketers are well versed in leads of all flavors and colors. In this session, let’s journey in search of the EQL – the emotionally qualified lead. The thesis gaining ground in B2B circles is that emotion can and should play a much larger role in B2B creative and content experiences than it currently does. And that the just-right balance of the emotional and rational value is required to create ‘ideas with value’, which can measurably drive greater effectiveness. This panel does a deep dive into the human-emotional-rational relevance required in today’s world of B2B marketing.
We’re already up to our necks in data. So, what are the smart, achievable approaches to connecting with and staying close to customers? From intent data to privacy and regulatory... read more
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Marketers always want to know: "what will change?" But, Jeff Bezos says a more important question is: "what won't change?" Why does what won't change... read more
Digital acceleration is affecting every aspect of B2B marketing – from how creative and content experiences are imagined and delivered, to how digital channels are utilized with... read more
Join The Drum & special guests as we reveals the winners of The Drum Awards for B2B 2020.
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B2B has as much of a role to play in BLM as its consumer parts in adland. The industry recognizes the stunning lack of diversity in the advertising industry and the need for change... read more
Will Covid-19 be a tipping point for technology? History has proven that with any crisis, new opportunities and ways of doing things emerge. Meanwhile, businesses are limited in... read more
Unlike any other point in time in our history, brands today have a greater responsibility to use their platforms to create demonstrable change amid evolving socioeconomic climates.... read more
In the year gone by, we all watched the world flatten. Engagement was narrowed to screen-to-screen interaction. Experiences were stripped of energy and humanity. Victoria will address... read more
