As B2B buying evolves to become more digitally-driven and more decision-making becomes more democratized across organizations, B2B marketers must rethink their approach to engaging and influencing their customers. In this session, Saber Sherrard, Partner at Bain & Company, will share his perspective on key trends transforming the B2B space.
There Is No Such Thing as Creative Wearout
Conventional wisdom goes something like this: you produce a new piece of creative, you put media behind it, and over time the ad progresses through a predictable lifecycle.
