As B2B marketers, many of us are increasing our investment in digital advertising this year. And more often than not, we separate our ad budgets and programs into two distinct buckets: brand ads and demand ads. In this session, Randi Barshack from RollWorks and guest speaker, John Arnold from Forrester Research will share how marketers can make brand and demand advertising work together—for even greater impact on both awareness and pipeline generation.
We did deep dive into the Forrester SiriusDecisions B2B Advertising Spectrum and explore topics like:
- Audience selection: Who to advertise to, and when
- Measurement: Which metrics really matter
- Optimization: How to invest, not just spend
- Account-based marketing: Why ABM can be the bridge between brand and demand
