In a year marked by big sports and entertainment events and shifting market conditions, Ericsson embarked on a bold journey to capture attention and drive the 5G network investment agenda. Faced with a static market and high customer expectations, the ‘Make It Memorable’ campaign leveraged account-based marketing and AI to break through the usual B2B noise.

Sally Croft, Ericsson’s Head of Marketing and Communications for Europe and Latin America, will take you behind the scenes of this ambitious campaign. Through creative risks, strategic collaboration, and embracing new technologies, the campaign targeted key customer accounts with precision. Sally will share surprising lessons from the journey—showing how bold decisions, timely opportunities, and innovative thinking came together to create a lasting impact, even in challenging market conditions.

What will the audience learn?

• Understand how a brave mindset and timely decision-making can amplify the impact of a campaign and seize unique moments in the market.
• Discover how to transform constraints—like legal guidance and budgetary limitations—into creative opportunities that drive campaign stand out.
• Learn how to leverage your thought leaders for greater engagement with key customer accounts in a dynamic, shifting market.
• Explore the power of collaboration across teams and departments to align business goals, market insights, and innovative marketing tactics.
• Gain insights into blending customer-centric insights to create bold, Ai-led creative executions to break free from the ‘sea of sameness’.

Attendees will learn how bold decision-making, creative use of AI, and targeting precision can uncover engagement opportunities, driving impactful and memorable B2B campaigns.