5 - The New Age of Marketing: Merging B2B and B2C Strategies for Greater Impact with IPG Mediabrands' Kenton Knoepfler

B2B Influence
24/03/2025 26 min
5 - The New Age of Marketing: Merging B2B and B2C Strategies for Greater Impact with IPG Mediabrands' Kenton Knoepfler

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Episode Synopsis

In this episode of B2B Influence: Spotlight on Industry Game-Changers, Paula Chiocchi interviews the Vice President of Audience Practice of IPG Mediabrands, Kenton Knoepfler. Kenton delves into audience targeting in B2B marketing, emphasizing the integration of first-party and third-party data, and the importance of engagement metrics. Kenton discusses balancing brand awareness with performance marketing, the challenges of implementing new marketing innovations, and the transformative role of AI in audience building and strategy. The episode highlights the evolving marketing landscape, the blending of B2B and B2C strategies, and the significance of brand reputation.Learn more about Kenton's work HERE.Connect with Kenton on LinkedIn HERE. Think you'd be a great guest on the show? Apply HERE.

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