WATCH: IAA TALKS B2B Event Recordings

Session: The Human Truth: B2B’s Creative Unlock

Moderated by Jeremy Davis from Stein this panel sees Kate Mackie, Chief Marketing Strategy & Operations Officer from EY, Sabrina Rodriguez, UK Corporate Marketing Director from Salesforce and Jim Piercy, Head of Fortune Brand Studio, Europe discuss why creativity is important in the B2B sector and how B2B marketers can weave in creativity in their brand’s DNA for commercial success.

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Session: Buyability – The New Model for B2B Success

Jann Schwarz & Mimi Turner (both from LinkedIn) share in detail what it takes to actually get bought in your hypercompetitive B2B category through Buyability mental model.

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Session: 95/5 No More: The Brand-to-Demand Zone

Marc Keating (Stein) explores the Brand-to-Demand Experience (BDX™) model for activating highly effective brand-to-demand strategies.

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Session: Brands in Motion: Reinvention the New Normal

Moderated by Sevda Gurpinar from LinkedIn this session sees Gauri Jaisingh, Senior Director, Global Brand at JLL & Nicole German, CMO, Corporate and Institutional Banking at HSBC discuss how B2B brands are evolving to stay ahead.