Success in B2B marketing isn’t just about playing the game — it’s about playing it smarter than your competitors.
The 2025 B2B Campaign Optimization Series was the go-to event for insights on AI-driven experiences, hyper-personalization, and other next-level strategies that created campaigns engaging buyers and driving high-impact results.
Top industry experts gathered for a week of actionable sessions designed to help attendees outmaneuver challenges and stay ahead of emerging trends.
AI-Powered B2B Advertising: The Future of Targeting and Personalization
From AI-powered account identification to the rise of privacy-first strategies, there are myriad innovations transforming advertising campaigns across platforms.
Hannah Jordan, Director of Digital Marketing, and Juan Alvarado, VP of Advertising Cloud at Demandbase, broke down the key trends and technologies shaping B2B advertising and offer actionable strategies to future-proof advertising efforts. They discussed how to:
- Leverage data, AI-driven insights and intelligent agents to create hyper-targeted campaigns;
- Adapt to evolving privacy and cookie policy changes;
- Target the right people at the right accounts to maximize ROI;
- Maintain a competitive edge in a fast-changing and crowded market; and
- Maximize your budget every step of the way.
Crafting Content That Maximizes C-Suite Impact
Capturing the attention of C-suite executives requires more than clever copy— it requires precision, relevance, and a clear focus on their priorities. A strategic approach for crafting and deploying targeted content for this audience can help maximize your impact.
Join Emerald Studio content pros— Lori Culliton, Director of Client Services, and Alexis Carroll Cline, Director of Strategy— in a conversation with Jenna Abrams, Senior Director of Digital Marketing Services and marketing expert Sheri Butts about connecting with and converting executive leadership. The four pos shared real-world examples of successful campaigns that connected with the C-suite, showing what works and why.
Campaign Performance: Measuring What Really Matters
Understanding campaign efficacy means knowing not just what was launched, but what actually drove meaningful engagement and pipeline. It’s about connecting the dots between tactics and outcomes— so we stop guessing and start learning.
In this session, Mperativ’s Daniel Raskin explored how to connect marketing activities to meaningful business outcomes; practical strategies for understanding how your campaigns drive account engagement, influence pipeline progression, and shape the customer journey; and how to measure both leading and lagging indicators to evaluate campaign impact across accounts, pipeline, and sales.
Rebrand to Retention: Building Aptarro’s Brand Loyalty with Strategic Gifting
This webinar explored how strategic gifting can elevate your brand and supercharge your business growth. In this webinar, you’ll learn from Aptarro’s Gracey Cantalupo how she turned a rebrand into a launchpad for impactful marketing initiatives that boosted employee engagement, strengthened customer relationships, and drove sales success. Discover how branded swag can seamlessly elevate your strategies, foster connections in a hybrid work environment, and amplify your brand’s reach.
Key takeaways include:
- Discover how Aptarro’s rebrand created a sense of community among employees, customers, and prospects;
- Learn how to design memorable experiences that work seamlessly in both physical and virtual environments;
- Explore creative ways that you can elevate your brand; and
- Uncover Aptarro’s playbook for customer retention and new business acquisition in 2025.
