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If B2B brands want to lead, they need more than product talk. They need purpose, proof, and emotion. That was the challenge we tackled at ANA B2B Day on Brand Strategy, hosted at SAS for our members in the Carolina region. This community showed up curious, candid, and committed to moving B2B forward. Jennifer Chase opened with a clear view of how SAS shifted from product talk to a brand promise that finance, sales, and the C-suite can rally behind. Her use of the 95/5 and 60/40 principles made the case for brand investment tangible. Susan Forsgard, MBA and Stephanie Crockett reminded us that even in technical categories like renewable energy, emotion is a competitive advantage. ABB Renewable Energy’s “We See You” platform proves relevance, trust, and connection matter everywhere. Jessica Teague showed us what happens when purpose and performance meet. Michelin’s “For the Few Who Move the Many” brought heart and proof together, backed by thoughtful activation and real measurement. Labcorp took us inside the real work of alignment. Maria Perez showed how field activation becomes the bridge between marketing and sales when you pair structure, feedback, and shared priorities. I shared key findings from ANA B2B’s first proprietary study, The Confident B2B Marketer. Peter Weinberg challenged us to forget brand poetry and explained why synthetic research is the new crystal ball for pinpointing where and how customers make decisions. Thank you to Michele Eggers, Mower Agency, our speakers, and every marketer in the room. Days like this remind us why B2B matters. Bill Zengel Debbie Kestin Schildkraut David C. Morgan Joseph DeFeo Association of National Advertisers #ANAB2B #B2BMarketing #BrandStrategy