April 21, 2021
CONNECT WITH ANA FacebookTwitter
ANA Business Marketing SmartBrief
News for business-to-business marketing professionals | ANA.netSIGN UP ⋅   SHARE
Top Story
Marketers can prove their worth to the C-suite by talking the language of economics and adopting the mindset of a consultant, Allen Weiss writes. Weiss recommends using leading and lagging indicators to demonstrate return on investment and explains how strategic thinking can help both convey and grow brand value.
Full Story: MarketingProfs (free registration) (4/20) 
LinkedIn Twitter Facebook Email
The Blueprint to Account-Based Marketing
ABM expert? First-time ABM-er? Either way, we've got you covered. Whether you need some quick inspiration or a full step-by-step guide to implementing your first go-to-market campaign, this guide contains the keys to your ABM success. Check it out!
General Insights & Strategies
Free trials and one-call closing models can be effective ways to shorten sales cycles, writes Zac Muir. Reject the assumption that sales cycles require a minimum amount of time and try using sales engineers, support teams and other roles creatively to speed up selling activities, Muir suggests.
Full Story: Sales Hacker (4/15) 
LinkedIn Twitter Facebook Email
The fast-growing popularity of Clubhouse has spurred rival offerings from Facebook, Twitter and LinkedIn and the social audio trend looks like it has longevity, Amy Houston writes. Houston offers tips on how brands can authentically engage with social audio audiences through storytelling and urges marketers to consider diversity and accessibility in their efforts.
Full Story: The Drum (free registration) (4/19) 
LinkedIn Twitter Facebook Email
NEW Survey Results: Beyond the Cookie Report
How are marketers and publishers preparing for a post-cookie world? We surveyed 1,000 decision-makers to find out. Get a copy of "Beyond the Cookie: The Future of Advertising for Marketers & Publishers" from Lotame to learn how companies are preparing. Access the report here.
Marketing Technology & Innovation
Apple's ATT to go live next week
(David Paul Morris/Getty Images)
Apple is planning to release its new operating system, iOS 14.5, next week along with its AppTrackingTransparency framework, which will require individual apps to obtain users' permission to track them to offer tailored ads and prohibits workarounds. Major ad industry organizations have voiced opposition regarding the opt-in tracking policies citing revenue-generating constraints, and Facebook said the policy would "change the internet as we know it -- for the worse."
Full Story: BNN Bloomberg (Canada) (4/20),  Forbes (tiered subscription model) (4/20),  MediaPost Communications (free registration) (4/20),  AdExchanger (tiered subscription model) (4/20) 
LinkedIn Twitter Facebook Email
Adtech firms join forces to ease interactive CTV media buys
Advertising tech firm Innovid has joined with sell-side platform Magnite and buy-side platform The Trade Desk to enable brands to create, purchase and deliver interactive connected TV ads programmatically. Through the partnership, brands have access to 50 CTV publisher apps with capabilities such as incorporating scannable QR codes, integrating creative overlays and delivering in-ad experiences.
Full Story: MediaPost Communications (free registration) (4/19),  Next TV/Broadcasting+Cable (4/19),  Adweek (4/19) 
LinkedIn Twitter Facebook Email
Email Marketing
Top email marketing trends to watch include the popularity of explainer or how-to videos, mobile-optimized design and protecting brand reputation by only messaging engaged prospects who have opted in, writes Attrock founder Gaurav Sharma. In addition, interactivity, personalization and integrating email campaigns with social media are important, Sharma advises.
Full Story: Adweek (4/20) 
LinkedIn Twitter Facebook Email
Association News
The monumental rise of connected TV (CTV) during the pandemic will forever reshape marketers' media plans. Unfortunately, the industry has already been rattled by a slew of reports that uncovered costly and expensive fraud, and they're merely the tip of the iceberg.
LinkedIn Twitter Facebook Email
Now more than ever, you're relying on email to communicate your messaging, brand, products and services. Whether DTC or B2B, we've got you covered on how to excel in this evolving world at the virtual 2021 ANA Email Evolution Conference, May 5 to 6.

Register today to join the most influential thought leaders and innovative brands and learn the latest techniques, tactics and strategies on copy and design, deliverability, AI and machine learning, and balancing personalization and permissioning with privacy regulation.
LinkedIn Twitter Facebook Email
Home | About ANA Business Marketing | Chapters
Events | Join ANA | Resources
Sharing ANA Business Marketing SmartBrief with your network keeps the quality of content high and these newsletters free.
Help Spread the Word
Or copy and share your personalized link:
Nothing is ever the same as they said it was.
Diane Arbus,
LinkedIn Twitter Facebook Email
SmartBrief publishes more than 200 free industry newsletters - Browse our portfolio
Sign Up  |    Update Profile  |    Advertise with SmartBrief
Unsubscribe  |    Privacy policy
SmartBrief, Inc.®, 555 11th ST NW, Suite 600, Washington, DC 20004