Full-Day Workshops 

November 13 | 8:30 AM - 4:30 PM

Build a solid foundation by kicking off your #mpb2b experience with a full-day workshop. Workshops are included as part of the All-Access pass.

Whether you’re new to a tactical subject and looking to grow your knowledge fast, or you’re an experienced marketer aspiring to greater leadership status, we’ve got an intensive, hands-on workshop designed with your needs in mind.

Workshops take place on conference day one (November 13). All workshops are taught by experienced subject matter experts and feature hands-on exercises and takeaways to help make what you learn stick.

Topics include: Analytics, Content Strategy, Email Marketing, Marketing Strategy and Planning, Demand Generation, and Sales and Marketing Alignment.

Email Marketing

Don't Do This, Do That for B2B Email

November 13 | 8:30 AM - 4:30 PM

Email isn’t the most sexy marketing topic, nor is it the most fun, but if done well it can lead to the best ROI of any channel in your B2B marketing mix. Regardless of industry, and even though there is more noise in the inbox and more apps for consumers to juggle, email continues to prove itself as the best one-to-one communication channel for brands — and most preferred by our customers.

But B2B marketers continue to struggle with this channel. Whether it’s sending the same email to all our subscribers, not authenticating our domains, designing campaigns for consumers of yesteryear, being blatantly too personal, not using the right data to effectively personalize email content, not testing, not mixing up our email tactics, or simply living up to averages, we stumble all the time with email marketing.

Join Michael as he leads you through a full-day workshop that will provide you with best and most practical ways to improve your email campaigns, challenges your email conceptions, and shows you just why this channel continues to be vitally important for marketers. You'll walk away with a renewed zest for email marketing as well as 65+ tactics that you can use on your campaigns from the moment you walk back into your office.

After this workshop, you'll be able to:

  • Understand why email still matters to you and the people you're trying to reach
  • Ensure your campaigns are making it to the Inbox
  • Understand how Internet Service Providers (ISPs) might be treating your campaigns
  • Understand Europe's new General Data Protection Regulation (GDPR) requirements 
  • Know the similarities and differences for how B2B audiences consume email, convert from it, and how different design choices impact those conversions
  • Understand email’s role in cross‑channel orchestration
  • Create effective email designs
  • Perform regular email audits which are crucial to email success
  • Develop targeted emails and lifecycle messaging strategies
  • Make sure you’re tracking the metrics you should be and discover those you may not be or may not know about
  • Have some insight into what the future of email might look like

Suggested Attendee Skill Level: 

This workshop is perfect for all types of email marketers. Strategies and tactics will build from basic through advanced concepts. Whether you're looking for a refresher course or to learn advanced email tactics, this workshop will deliver. If you are a veteran marketer or marketing executive who is new to the channel, attending this workshop will help you get up to speed with key concepts.


Michael Barber

Register for an All-Access or Workshop-only Pass to join us for this workshop.

Sales and Marketing Alignment

Revenue-Responsible Marketing: Aligning Marketing & Sales Priorities for Predictable Results

November 13 | 8:30 AM - 4:30 PM

Sales and marketing alignment is about more than enabling your sales team. Instead, it works to strategically align sales and marketing to ensure they move lock-step towards common goals. So, are you confident that your strategies will continue to move your business forward? Or are you worried they’ll peter out before work even begins? Success is built on a foundation that lasts – it’s time to start building now.

In this full-day interactive workshop, you’ll learn strategies and best practices to develop, build, implement, and scale a sales & marketing alignment program, including how to:

  • Conduct a reliable, meaningful audit on your current sales strategy and processes
  • Map your campaigns and content strategies to your buyer’s journey and funnel positions
  • Align and prioritize sales and marketing activities to reach revenue objectives
  • Enable and empower your sales and marketing teams for revenue success

At the end of this workshop, you'll be able to:

  • Plan and scale marketing efforts to accelerate sales velocity top of funnel
  • Generate incremental sales from targeted customers at the bottom of funnel
  • Reliably forecast quarterly revenue streams with more visibility
  • Implement a thoughtful approach to demand generation and sales strategy

Suggested Attendee Skill Level: Intermediate

This workshop is for marketers who are ready to move past activity and tactic-based marketing measurement and improve their results to drive business outcomes. If you are looking to advance your career and improve your revenue marketing and business skills, this workshop is a must! You'll learn how to embrace revenue responsibility, execute programs your CFO will love, fully align with the sales & revenue objectives of the company, and more!


Matt Heinz

Register for an All-Access or Workshop-only Pass to join us for this workshop.

Marketing Strategy & Planning

Marketing Strategy & Planning: How To Rise Above The Competition

November 13 | 8:30 AM - 4:30 PM

While the specific goals for your organization are unique, each year marketers are given a mandate to become more efficient and effective. Your success depends on your ability to translate business goals into marketing strategy that scales.  This means both your strategy and planning need to work together for optimal success—enter the Marketing Strategy & Planning workshop.

This full-day workshop will take you from strategy—why you approach your market in a particular manner—all the way to planning, so you can achieve your marketing goals. 

You’ll kick-off the workshop by learning the five-step competitor analysis framework that will provide insight into your competition, customer, and your own company (the 3C’s). You’ll then analyze the 3C’s and determine which segments to target. From there, you’ll learn how to craft a positioning statement to guide your marketing efforts.

In the second half of the workshop, you’ll learn how to develop a marketing plan that directly ties in the data and analysis uncovered from your strategy. With a step-by-step approach, you’ll leave with a framework to achieve maximum business impact.

At the end of this workshop, you'll be able to:

  • Perform a customer, competitor, and company analysis through the five-step analysis framework
  • Articulate a positioning statement and evaluate if the statement supports its segment
  • Map your buyer’s journey and pinpoint content assets needed
  • Identify key asset gaps across the buyer's journey
  • Identify marketing KPIs and pinpoint factors that will drive greater collaboration across the company and sales counterparts
  • Outline a plan for filling gaps in your database
  • Define team roles that focus on results
  • Optimize budget allocation across marketing activities

Suggested Attendee Skill Level:

This workshop is most appropriate for experienced marketers and those transitioning into management roles. If your current role (or the one you aspire to) requires you to think about big-picture business objectives and competitive dynamics, not just day-to-day campaign management, then this workshop is perfect for you.


Allen Weiss

Samantha Stone

Register for an All-Access or Workshop-only Pass to join us for this workshop.

Content Strategy and SEO for B2B

Content Strategy and SEO for B2B

November 13 | 8:30 AM - 4:30 PM

From the first keyphrase to the final conversion, this session connects every dot. Your content and your website are a bridge between a Google search results page and your website’s thank you page. Here is the complete approach to making that bridge a fast-flowing highway of continuous demand using content.

In this full-day workshop, Andy will walk through each step in the process for driving B2B leads with content marketing, from first action to final outcome.

Learn to be a “dual threat marketer” by combining SEO with conversion optimization, search and psychology, cheese and mousetraps. There’s more than one way to use content to generate demand for services. This is one of the best.

After this workshop,  you'll be able to:

  • Identify your target audience and create content that engages them
  • Understand what you should be ranking for and the two types of keyphrases to include
  • Use PR and research to build links, authority, and ranking potential
  • Determine what to publish and how to promote it
  • Support lead generation using the right topics, formats, and collaborators

Suggested Attendee Skill Level:

This session is for B2B marketers with active content marketing programs.

PRESENTER: Andy Crestodina

Register for an All-Access or Workshop-only Pass to join us for this workshop.

Buyer-Centric Demand Generation 101

Buyer-Centric Demand Generation 101:  Demand Generation in the Age of the Sophisticated Buyer

November  13 | 8:30 AM - 4:30 PM

More than 75% of B2B executives state that providing a better customer experience (CX) is a top business priority in 2018. A key part of delivering on CX is ensuring a good buying experience for prospects. This requires demand generation that puts your buyer at the center of your strategy.

However, many B2B organizations are struggling because they don't have marketers with the knowledge and skills to develop and implement strategic demand generation programs. But, you can be that strategic marketer and become indispensable to your brand.

Join us for full-day intensive workshop to learn how to develop and implement buyer-centric, strategic demand generation programs that attract new buyers, nurture them along their buying path, turn them into brand advocates, and --best of all-- produce revenue-based results.

At the end of this workshop, you'll be able to:

  • Develop buyer profiles that provide insight into the buyers role, their journey, and their content and channel preferences
  • Build a content architecture that aligns to the buyers journey
  • Collaborate and align with sales to ensure demand generation success
  • Align your demand generation programs with other customer touch points to provide an exceptional customer experience

This workshop will involve breakout sessions for attendees to apply what they are learning real time. Each attendee will also receive a workbook of templates that will reinforce the learning and will be used during the breakout sessions.  These templates will be a big step forward to applying the learning when you return to your organization.

Suggested Attendee Skill Level:

Intermediate: This workshop is for marketers who are ready to move past tactic led demand generation and improve their results to drive business outcomes.  If you are looking to advance your career and improve your demand generation skills, this workshop is a must! You'll learn how to develop buyer insights, improve your lead management process, use technology effectively, and create buyer-centric content.



Register for an All-Access or Workshop-only Pass to join us for this workshop.