In this session, Lynzi Ashworth delves into the intricate world of brand building and demand generation within the B2B sector. Drawing upon the seminal insights from "The Long and The Short of It" alongside her extensive experience as a B2B marketing expert, Lynzi aims to shed light on the evolving landscape of B2B marketing strategies.

Throughout the presentation, Lynzi will navigate through the historical evolution of these strategies, pinpointing the pivotal challenges and opportunities that have emerged. With a keen focus on the dual-speed approach to marketing—a strategy that harmonizes the quick wins of demand generation with the enduring impact of brand building—she will offer attendees a comprehensive understanding of how to achieve balance and measure success in today's complex market.

Attendees will gain valuable insights into:

• The fundamental principles of brand building and demand generation in the B2B context.
• The evolution of these strategies over time and the driving forces behind their change.
• The unique challenges faced when implementing a two-speed marketing strategy and practical solutions to overcome them.
• Effective methodologies for measuring the impact and success of your marketing efforts, ensuring both short-term gains and long-term growth.

This session is designed for B2B marketing professionals eager to refine their strategies, enhance their brand's presence, and generate demand more effectively