03. You're measuring B2B brand health KPIs wrong (NewtonX Session)
The tension right now: New research shows 98% of of brand leaders have a brand measurement framework, mostly relying on non-revenue metrics like CSAT, NPS, aided awareness, ad recall.
However there is a big difference in what successful companies measure in their B2B brand trackers: revenue, shareholder value and adoption of AI Generation and Automation. Come to this session to get the full list.
Brand Trackers, B2B Marketing Thought Leadership, Skiing
About me
Jackie Cutrone was key in building NewtonX into the world’s leading B2B research company. As the first marketing hire, she architected the brand and demand engine, driving double-digit YoY growth and positioning NewtonX as the go-to partner for AI-powered B2B insights.
With nearly two decades in brand strategy and marketing, Jackie has led campaigns at Arnold, Havas, Interbrand, and has worked with American Express, Deloitte, Salesforce, BNY, Gartner, LinkedIn, and dozens more. A recognized thought leader, she has authored industry-shaping content, led executive workshops, and spoken at Cannes Lions, WPP, IIEX North America, and Adweek events.
Jackie holds degrees from Columbia University and the S.I. Newhouse School of Public Communications at Syracuse University, and has taught at Columbia University and Pratt Institute. Jackie takes on ambitious challenges outside the boardroom, too—like hiking all 2,650 miles of the Pacific Crest Trail in just over five months.
Marianna Eyzerovich
Country
Company
Logitech
Job title
Consumer Insights & Strategy
Interests
About me
Aisha Cozad
Country
Company
AARP
Job title
Senior Research Manager
Interests
Technology and Aging, Policy Advocacy, 50+
About me
Aisha Cozad, PhD, is a senior research advisor in AARP Research, where she collaborates with both internal and external clients to provide consultation on research needs related to individuals aged 50 and above. Additionally, she serves as a regional contact for AARP state offices in the Mega, and Central regions.
Before joining AARP, Cozad worked for eight years with adolescents with severe persistent mental illnesses (SPMI) in group home settings.
She holds a doctorate in social work focusing on gerontology and public policy, a master’s in social work (direct practice), and a bachelor’s in special education. In addition, Cozad was a Hartford Pre-Dissertation Awardee.
Kate Hernandez
Country
Company
Travelers
Job title
Director
Interests
Strategic Foresight, Macro Trends, Human in the Loop
About me
Marketer turned Strategic Foresight Researcher. Talk to me about either in or outside the AI era and Project Hail Mary
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