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Category: Brand-to-Demand Marketing

  • Work Story

Avalara: Winning the category conversation

Avalara partnered with Marketbridge to own the category conversation during tax season. A bold, omnichannel market takeover aligned brand, media and demand generation to deliver 70M+ impressions, a 16% increase in share of voice and 200% growth in homepage traffic.
  • Brand-to-Demand Marketing
  • Article

How AI decides who to trust in health insurance

In this article, Healthcare Vertical Lead Melanie Russo explores how AI is changing the way business and consumer health insurance buyers research, compare and choose plans—and what organizations must do to earn trust and visibility with AI answer engines.
  • Brand-to-Demand Marketing
  • Article

Coordinating AI across the martech stack: Marketing Operations’ strategic opportunity

AI is rapidly embedding itself across the martech stack, but most organizations are still operating without true coordination across tools, data, and workflows. As AI capabilities expand, the challenge is no longer adoption—it’s orchestration. Without a connected operating model, AI risks amplifying fragmentation instead of driving unified, scalable go-to-market execution.
  • Brand-to-Demand Marketing
  • Article

When AI experimentation outpaces the marketing operating model

AI experimentation is accelerating faster than most marketing operating models can adapt. While teams rapidly test new tools and workflows, the real constraint is the ability of the go-to-market operating model to absorb change. Without alignment, organizations risk fragmented execution and missed opportunities to scale AI-driven growth.
  • Brand-to-Demand Marketing
  • Article

Why generic GEO fails, and industry-specific strategy wins in AI search

In the AI search era, generic, geography-based strategies are losing ground to industry-specific precision. As generative engines prioritize semantic relevance over scale, brands that speak directly to vertical use cases, constraints and buyer intent are more likely to be surfaced, cited and trusted. Marketbridge explores why winning in AI search requires moving beyond broad regional tactics to build structured, industry-deep authority that aligns with how buyers actually ask—and how AI actually answers.
  • Brand-to-Demand Marketing
  • Article

The new job of brand in B2B

In B2B, brand isn’t a layer—it’s the system. As buying journeys become more self-directed and less linear, the job of brand has evolved from supporting demand to shaping it. Marketbridge explores how modern B2B brands create preference, reduce friction and drive growth by aligning every interaction to a unified, buyer-first experience.
  • Brand-to-Demand Marketing
  • Work Story

FIS: Cinematic storytelling yields results and recognition

Marketbridge partnered with FIS to turn the Money Lifecycle into a cinematic, three-part video series that made complex fintech storytelling memorable. Activated through a targeted ABM program across 53 key accounts, the campaign achieved 100% engagement, 7M+ impressions and 6,500+ clicks—earning recognition from the Webby Awards.
  • Brand-to-Demand Marketing
  • Work Story

FIS: Building editorial authority worldwide

To break through in a saturated content landscape, FIS partnered with Marketbridge to build a scalable editorial engine that could deliver relevance, rigor and reach—globally. By aligning data, audience insight and always-on content activation, the program transformed thought leadership into a true growth driver, elevating authority, engagement and consistency across markets.
  • Brand-to-Demand Marketing
  • Work Story

Westcoast: Future‑ready performance powered by AI

Bringing AI to market takes more than innovation—it requires clarity, creativity, and a compelling story. In partnership with Marketbridge, Westcoast transformed its AI offering into a high-impact campaign that captured attention, engaged partners, and drove measurable results—turning complex technology into meaningful business value.
  • Brand-to-Demand Marketing
  • Work Story

Giacom: Efficiency & effectiveness powered by AI

AI is no longer a future concept—it’s already embedded in the devices businesses rely on every day. In partnership with Marketbridge, Giacom is helping partners unlock the full potential of AI-powered technology—driving smarter workflows, stronger security, and meaningful gains in productivity and growth.
  • Brand-to-Demand Marketing