The age of B2B brand building is dawning. And for good reason – brand investment unlocks an immediate and long-term competitive advantage, secures future revenue and enables companies to command higher prices and earn bigger margins. 
 
Brands are invaluable shortcuts that our overstimulated brains and risk-averse buying committees default to in almost all B2B purchase decisions yet 81% of B2B ads fail to gain adequate attention or drive recall. With roughly $30 billion spent annually on B2B advertising in the US alone, this highlights a significant opportunity to improve the value from the investment.
 
To uncover the secrets to building breakthrough B2B ads, we teamed up with MediaScience to conduct one of the most robust B2B advertising attention and memory research studies to-date. This landmark study included ads from more than 50 major B2B advertisers, and analyzed metrics like heart rate, eye fixations, brand memory and recall to understand real professionals’ real responses. 
 
The findings underscore why better, bolder and more distinctive branding is the biggest untapped opportunity in B2B marketing, — and in this session, we’ll show you how to put the research-backed best practices into action.

After this session, you’ll be able to:

• Apply proven attention and memory principles from one of the largest B2B ad studies to design campaigns that break through buyer fatigue and drive lasting recall.
• Transform underperforming B2B ad spend into brand-building investments that secure competitive advantage, higher margins, and long-term revenue growth.
• Leverage bold, distinctive creative strategies to stand out in crowded markets and tap into the biggest untapped opportunity in B2B marketing—brand differentiation.