MarketingProfs B2B Forum 2021

MarketingProfs B2B Forum 2021

Thursday, 9:00 am-4:00 pm ET

Workshop—Marketing Strategy and Planning for the Future

Date: October 12 Time: 9:00am-4:00pm ET (hour lunch break) Price: Included with an All-Access pass Overview Trends can be hot - but they aren’t a foundation for long-term success! Rather than chase the next new thing, you can learn to understand your business landscape and create a sustainable strategy that establishes your edge over the competition.  MarketingProfs’ Marketing Strategy and Planning workshop is designed to help you better understand the market you’re in so that you can address competitive threats head-on. In the morning, you’ll focus on strategy and learn how to define your market, position your product or service, and boost your revenue by establishing your differential advantage. Then, in the afternoon, you’ll learn how to create a marketing plan that puts that strategy into action and delivers on your business objectives.

In this full-day workshop, you’ll learn:

  • To understand your market and how competitors enter
  • About market evolution and how to adapt your strategy over time
  • A 4-step approach to competitor analysis
  • How to fortify your position in the market
  • How to identify and nurture the appropriate relationship with partners
  • How to identify marketing KPIs and pinpoint factors that will drive greater collaboration across the company and sales counterparts
  • To align your Marketing Strategy with your Marketing Plan
What’s Included:
  • Six hours of in-person instructor interaction, hands-on exercises, and peer collaboration
  • Companion e-learning designed to augment and reinforce what you learn in the classroom
  • A comprehensive workbook filled with in-class activities and important learnings
  • A quick-reference job aid, so key takeaways are at the ready


Speaker
Allen Weiss

Allen Weiss

Founder and CEO | MarketingProfs

@allenweiss
Allen is the founder of MarketingProfs. Over the years he has worked with high tech companies — including Texas Instruments, Informix, Vanafi, and EMI Music Distribution — to help them position their products . He’s developed a rigorous approach to ensure that positioning is defensive in a competitive environment. Allen is also the founder of Insight4Peace and the Director of Mindful USC. He has taught mindfulness classes for the past 14 years and his “Basics of Mindfulness” class at InsightLA was noted the Best in Los Angeles by Los Angeles Magazine.

Thursday, 9:00 am-4:00 pm ET

Workshop—Attract, Nurture, Sell: Demand Generation

Date: October 12 Time: 9:00am-4:00pm ET (hour lunch break) Price: Included with an All-Access pass Overview Demand generation and marketing automation are two powerful elements of a smart marketer’s plan for B2B success. And the good news is, getting the best results from them doesn’t require magic—just good science! With behavioral psychology-based evidence, real-life examples, and hands-on activities you’ll learn how to trigger the desired action at each step of your marketing and sales relationship. You’ll gain insights into the buyer’s purchase formula; the four stages of lifecycle marketing; and planning effective and profitable automation. This live, interactive workshop from MarketingProfs will help you decode your buyers’ brains so you can create your best demand gen programs ever!  In this workshop, you’ll learn:

  • How to combine marketing automation, buyer psychology, and content for demand gen success
  • How to identify and use the right type of content for three types of campaigns that will help your organization attract, nurture, and sell to prospects and customers
  • Determine the right KPIs for tracking and how to set up your demand generation dashboard
  • How and why lead magnets work for you 
  • Three types of “nurture”
  • How to turn an offer into a sale
  • The difference between a “sales campaign” and a “sales pipeline”
  • Selling after the sale
What’s Included:
  • Six hours of in-person instructor interaction, hands-on exercises, and peer collaboration
  • Companion e-learning designed to augment and reinforce what you learn in the classroom
  • A comprehensive workbook filled with in-class activities and important learnings
  • A quick-reference job aid, so key takeaways are at the ready


Speaker
Kenda Macdonald

Kenda Macdonald

Founder | Automation Ninjas

@_KendaMacdonald
Kenda Macdonald is a forensic psychology major, the Demand Generation Consulting Practice Lead at MarketingProfs, and the founder of Automation Ninjas, the UK's leading behavioral automation agency. She's an international public speaker, a multi-award-winning businesswoman, a doting cat mom, and the author of the best-selling book: Hack The Buyer Brain

Thursday, 9:00 am-4:00 pm ET

Workshop — Aligning the Twin Hearts: Marketing and Sales

Date: October 12 Time: 9:00am-4:00pm ET (hour lunch break) Price: Included with an All-Access pass Overview Want to increase your revenue? Align your marketing and sales efforts! With this interactive workshop, you’ll learn about lead qualifications, getting buy-in from sales and management, and content mapping. Learn to think like a salesperson and close the gap between sales and marketing - once and for all! You’ll walk away with a three-part sales plan, knowledge of how to optimize the flow of your plan, and some tips and tricks for creating and presenting your plan. You’ll even discover how to keep your sales enablement going with Martech stack and sales stack integrations, and how to ensure continuous collaboration and communications. 

In this full-day workshop, you’ll learn how to:

  • Align marketing with sales  
  • Plan using sales persona writing and intelligence gathering
  • Build a three-part Sales Enablement Plan
  • Implement, measure, and access your sales enablement plan and dashboard
What’s Included:
  • Six hours of in-person instructor interaction, hands-on exercises, and peer collaboration
  • Companion e-learning designed to augment and reinforce what you learn in the classroom
  • A comprehensive workbook filled with in-class activities and important learnings
  • A quick-reference job aid, so key takeaways are at the ready


Speaker
Pam Didner

Pam Didner

Author, Speaker | B2B Tech Marketing Consultant

@pamdidner
Pam is a marketing consultant, writer, speaker, and author of two books: Global Content Marketing and Effective Sales Enablement. Her forte is creating successful global marketing plans that meet local marketing and sales team’s needs. She also specializes in sales, marketing, and internal/external communications consulting, keynote presentations, corporate training, and workshops. She contributes articles to the Guardian, Content Marketing Institute, and more.

Thursday, 9:00 am-4:00 pm ET

Workshop—Marketing Measurement and Analytics

Date: October 12 Time: 9:00am-4:00pm ET (hour lunch break) Price: Included with an All-Access pass Overview Details coming soon. What’s Included

  • Six hours of in-person instructor interaction, hands-on exercises, and peer collaboration
  • Companion e-learning designed to augment and reinforce what you learn in the classroom
  • A comprehensive workbook filled with in-class activities and important learnings
  • A quick-reference job aid, so key takeaways are at the ready

Thursday, 9:25 am-10:10 am ET

Lead Generation Best Practices (Learned From 500+ Website Redesigns)

Click! You have a new visitor. What happens next? Do they barf and bounce or smile and stay?

The answer depends on a lot of little things: some obvious... some not.

Join us for this fast-paced session to get a break-down of the the best practices for B2B lead generation websites, based on HUNDREDS! of website projects.

You'll learn:

  • The key elements of high-performing service pages

  • What features are common to blog templates but probably shouldn’t be

  • The three elements that determine if visitors will sign up for your emails

  • What options exist  for UX elements — from social proof and CTAs to videos and chatbots — and how they work with (or against) the psychology of your visitors


Speaker
Andy Crestodina

Andy Crestodina

Co-Founder and CMO | Orbit Media Studios, Inc.

@crestodina
Andy is a co-founder and Chief Marketing Officer of Orbit Media, an award-winning 40-person digital agency in Chicago. Over the past 20 years, Andy’s provided guidance to 1000+ businesses. He speaks at national marketing conferences, writes for big marketing blogs, and he is the author of Content Chemistry: The Illustrated Handbook for Content Marketing. Andy has written hundreds of articles on content strategy, search engine optimization, influencer marketing, conversion, and analytics.

Thursday, 10:00 am-10:45 am ET

Relax, Release, Realign: The Art of Mindful Living

During difficult or uncertain times, we're often visited by a couple of familiar (and unwelcome) guests—anxiety and uncertainty. And more likely than not... they overstay their welcome, throw wet towels on the floor, and refuse to give us back the master bedroom of our brains. As marketers, we often live in a world of uncertainty—we research, strategize, and project, but our roles also require a constant state of alert readiness so we can turn the ship at any moment as conditions, behaviors, and/or trends change. Mindfulness helps us ground ourselves, and reduces feelings of stress and overwhelm that can be part of our our day-to-day experience—especially when it feels the world is already upside down. Join our founder and CEO Allen Weiss for this important session about mindful awareness and how to use it as your greatest ally. You'll learn:

  • How to reduce emotional stress and negative or difficult thought patterns
  • The keys to better focus and getting more done (without burning out)
  • How mindfulness leads to greater passion and inner peace—allowing you to live the life you know you're meant for


Speaker
Allen Weiss

Allen Weiss

Founder and CEO | MarketingProfs

@allenweiss
Allen is the founder of MarketingProfs. Over the years he has worked with high tech companies — including Texas Instruments, Informix, Vanafi, and EMI Music Distribution — to help them position their products . He’s developed a rigorous approach to ensure that positioning is defensive in a competitive environment. Allen is also the founder of Insight4Peace and the Director of Mindful USC. He has taught mindfulness classes for the past 14 years and his “Basics of Mindfulness” class at InsightLA was noted the Best in Los Angeles by Los Angeles Magazine.

Thursday, 11:00 am-11:45 am ET

Opening Keynote: The Future-Proofed Career: How You (and Your Team) Can Thrive in an Unpredictable World

If there’s anything we’ve learned since 2020, it’s that anything is possible. The unimaginable can happen. Unpredictable is the norm. And Marketing needs to be prepared for it.

But… say what? How? How can you be ready for anything in a world of Extreme Everything happening… and all at once?

The questions for Marketers become:

  • How can you future-proof your career by being able to adapt to almost any situation?
  • How can we lead teams that are happy and fulfilled—and throwing a collective Philly Salute to the Great Resignation? (Not on your watch!)

It turns out that the secret to a future-proofed career and happy, successful marketing teams is one and the same.

In this debut talk based on brand-new proprietary research, MarketingProfs President Valerie Witt and CCO Ann Handley will:

  • Break down what B2B marketers need to do in 2022 (and beyond) to be more empowered and effective in their roles
  • Share an inside look at what the most successful marketing leaders are doing to nurture marketers, grow capabilities, and counter the Great Resignation
  • Offer true insights based on real research with Marketing leaders in North America (not hunches or vibes)

Plus! They’ll share some fun trivia about modern Marketers and Marketing Teams. Will there be trivia prizes…? Well, does MarketingProfs excel at bringing the fun? 🙂

Who's ready to hear the secrets of Marketing’s success in crazy, unpredictable times? Join us!


Speaker
Ann Handley

Ann Handley

Chief Content Officer | MarketingProfs

@marketingprofs
Ann is a Wall Street Journal bestselling author who speaks worldwide about how businesses can escape marketing mediocrity to ignite tangible results. IBM named her one of the 7 people shaping modern marketing. She is the Chief Content Officer of MarketingProfs, a LinkedIn Influencer, a keynote speaker, mom, dog person, and writer.

Thursday, 11:00 am-4:00 pm ET

Workshop—The Math (and Magic!) of Story

Date: October 12 Time: 9:00am-4:00pm ET (hour lunch break) Price: Included with an All-Access pass Overview I know, it doesn’t add up, does it? Math + storytelling. Like oil + water. But there are logical sequences in storytelling. Hidden codes. Formulas that will unlock your ability to find, craft, and share enchanting stories. In this workshop, we’ll explore the timelessness magic that creates compelling stories, plus we’ll discover vaults of secret knowledge hidden in your own experience that will help you bring forth stories worth telling, worth reading, and worth hearing.

You’ll learn:

  • The secret spell (your Expecto Patronum) hidden inside every successful story (and how to make it compute for your audience)
  • How to take one story and proliferate multiple stories with the power of perspective
  • How to match every story to each unique selling situation 
  • How B2B can meet the world’s hunger for purpose, authenticity, and meaning (and how to bring forth these elements in your stories)
  • And finally, tweaks and tips to make your magic incantations crackle with life!
What’s Included
  • 5.5 hour in-person, interactive workshop
  • Related supplemental online coursework available prior to and for up to 60 days after workshop
  • MarketingProfs Certification upon completion of workshop and supplemental coursework


Speaker
Bobby Lehew

Bobby Lehew

Chief Content Officer | commonsku

@bobbylehew
Bobby is obsessed. Obsessed with how words and language contain a power to enchant and transform. A writer, content strategist, and storyteller, he explores insight from those who thrive at building distinct brands with unique voices and helps bring their mission to light. He is the chief content officer for commonsku, a cloud-based CRM, order management platform, and creative community that empowers entrepreneurs. Bobby is a frequent speaker on the topics of marketing and storytelling. He believes everyone has a story worth telling: every person, every business, every organization. It is his life’s work to help them tell it well.

Thursday, 11:00 am-11:45 am ET

Morning Keynote: 5 Ways to Make Your Digital Experiences Accessible NOW

No digital marketer means to exclude members of their target audience. And while inclusivity is top-of-mind for many B2B brands—users with mobility, visual, auditory, cognitive, and other disabilities (1 in 4 US adults) are often overlooked. Unfortunately, this not only excludes potential customers, it also exposes companies to legal and financial risks. In this session, you’ll discover ways your brand can be more inclusive of all audiences across your marketing efforts. Plus, you'll hear from a marketer who's been blind since birth and experts who've helped organizations make their digital experiences accessible for everyone.

You'll learn:

  • How users with disabilities navigate the digital world
  • Digital inclusion best practices and how they benefit your brand and customers
  • Quick ways to make websites, social media content, and videos more accessible to all


Speaker
Katie Martell

Katie Martell

Host |

@KatieMartell
Katie Martell is an “unapologetic marketing truth-teller.” She is the author and producer of Woke-Washed, a book and documentary exploring the collision of marketing and social movements, and the author of Trust Me, B2B, a short book about building long-term trust through marketing. As marketing evolves in a digital age, she partners with brands to amplify stories of transformation and trends in customer experience. You may see her hosting Experience TV, a live show about the experience economy in partnership with Oracle, or hosting the annual Adobe Experience Maker Awards gala event.

Thursday, 11:00 am-4:00 pm ET

Digital Brand Activation Workshop

Date: Thursday, April 21

Time: 11:00am-4:00pm ET

Total Length: Approximately 4 hours of content + breaks = 5 hours

Where: Zoom

Price: $595 or $395 as add-on to B2B Forum pass (only 50 seats available)

Register here for this workshop or register for all three workshops here. Contact support@marketingprofs.com if you need assistance with your registration.

This live event will not be recorded for viewing at a later date—so you won’t want to miss it!

Overview:

Marketers know there’s more to launching a brand than just “putting it out there.” You want a solid strategy, thoughtfully designed content, your social schedule planned out, and your team completely on board. Getting any one of these wrong can mean the difference between a successful activation… and crickets (womp, womp).

Join influential branding expert Nick Westergaard for Digital Brand Activation, a hands-on, interactive workshop, where you’ll uncover how to do just that.

MarketingProfs’ workshops are live and interactive, so have your mic and camera ready. You’ll work with Nick and other marketers to map out your upcoming brand activation, and by the end of the session, you’ll feel confident you’ve got your bases covered.

Workshop Objectives: 

  • Understand why focusing on the fundamentals is key to building a digital strategy that punches above its weight
  • Learn how to create evergreen content that engages your audience (without reinventing the wheel)
  • Get three ways to amplify your organic marketing (so it doesn't feel like marketing)
  • Learn how to craft your customer experience around your most important metrics

Who Should Attend:

  • Marketers who are planning to launch (or relaunch) a branded product or service in a crowded field
  • Social Media Managers who rely on advertising and organic posts to drive traffic and sales
  • Content creators who feel like they can’t produce enough content
  • Marketers who rely on metrics to get the most growth from their branding efforts

Why You Should Attend:

  • You’ll find out how to engage your marketing team and get them excited for your newest promotions
  • You will discover new technology and tips to market more with fewer resources

This live event will not be recorded for viewing at a later date—so you won’t want to miss it!


Speaker
Nick Westergaard

Nick Westergaard

Chief Strategist and Partner | Brand Driven Digital

@nickwestergaard
Nick is a strategist, speaker, author, and educator. He’s spent his career building standout brands at organizations of all sizes—from small businesses to Fortune 500 companies to President Obama’s Jobs Council. He’s the author of the books Brand Now and Get Scrappy and host of the On Brand podcast.

Thursday, 11:00 am-4:00 pm ET

Everybody Writes Workshop

Date: Tuesday, April 19

Time: 11:00am-4:00pm ET

Total Length: Approximately 4 hours of content + breaks = 5 hours

Where: Zoom

Price: $595 or $395 as add-on to B2B Forum pass (only 50 seats available)

Register here for this workshop or register for all three workshops here. Contact support@marketingprofs.com if you need assistance with your registration.

This live event will not be recorded for viewing at a later date—so you won’t want to miss it!

Overview:

In our content-driven world, everybody writes! Especially marketers. Emails, blog posts, tweets, Facebook updates, and PowerPoint presentations all count as writing. But even the savviest of marketers and writers could use a hand every once in a while. After all, writing is a skill that only gets better with practice, persistence, and—most important of all—constant use. Join MarketingProfs for this workshop focused on audience-centric writing. Based on Ann Handley's best-selling book Everybody Writes, we will share the fundamental shift in thinking that’s needed if you want your writing to inspire, educate, or help your audience.

In this live workshop, you’ll dive into hands-on exercises and lively discussions designed to make the material understandable, actionable… and (seriously) fun. You’ll also get companion materials to further deepen your understanding of how you can write your most effective content yet!

MarketingProfs’ workshops are live and interactive, so have your mic and camera ready.

New for 2022: Become a MarketingProfs Certified Marketing Writer! For the first time ever, we’re offering certification on key marketing disciplines. To earn this credential, simply attend the LIVE workshop, complete the companion e-learning materials, and pass the certification exam. Certification is currently only available to Everybody Writes attendees.

Workshop Objectives

  • Discover Ann’s 12-step Writing GPS to enhance the quality of your marketing writing
  • Develop “pathological empathy” and create content that resonates with your audience
  • Adopt a brand voice for your writing and learn how to adjust the tone for different contexts
  • Get 16 approaches you can use to organize your writing based on topic and audience
  • Write attention-getting headlines that stop the scroll

Who Should Attend

  • Marketers tasked with writing as part of their day-to-day responsibilities
  • Anyone seeking a creative and collaborative writing experience
  • Those interested in focusing their writing efforts to create more effective content
  • Marketers looking to write audience-centric content that helps, educates, and inspires, rather than hypes product benefits and features
  • Anyone who learns better by doing 

Why You Should Attend

  • You'll write during the workshop and refine pieces you're currently working on using tools from the workshop 
  • You're looking for a proven process—the MarketingProfs approach to writing
  • You're interested in networking with like-minded marketers facing the same challenges and struggles

This live event will not be recorded for viewing at a later date—so you won’t want to miss it!


Speaker
Heather Robson

Heather Robson

UX Copywriter |

Heather Robson is a 20-year veteran copywriter. Her focus is on content marketing, email marketing, and user experience copywriting. Her goal is to deepen connections between businesses and their buyers through writing that makes the buyer's journey easy, entertaining, and empathetic.

Thursday, 11:00 am-4:00 pm ET

Content for Customer Experience Workshop

Date: Wednesday, April 20

Time: 11:00am-4:00pm ET

Total Length: Approximately 4 hours of content + breaks = 5 hours

Where: Zoom

Price: $595 or $395 as add-on to B2B Forum pass (only 50 seats available)

Register here for this workshop or register for all three workshops here. Contact support@marketingprofs.com if you need assistance with your registration.

This live event will not be recorded for viewing at a later date—so you won’t want to miss it!

Overview:

Your customers have a problem. And they’re going to research different solutions before ever talking with a sales team — yours or anyone else’s. It’s during this research phase that they’ll decide if your company can solve that problem. Does your content speak to their concerns, answer their questions, and move your customers from “curious” to “converted?”

Jeannie Walters, customer experience expert and popular course creator, would like you to build a great experience around your content. This is your opportunity to work directly with Jeannie to map your customer’s journey and discover what content to provide your customers for their every step.

MarketingProfs’ workshops are live and interactive, so have your mic and camera ready. Plus, this workshop includes companion e-learning, a workbook filled with interactive exercises, and other takeaways—all designed to enhance your understanding and give you real-world results.

Workshop Objectives

  • Understand the trends driving customer research and how to use those trends to promote your own offerings
  • Discover how to best use data from—and about—your customer base 
  • Know when to use “micromapping” to address unique customer inquiries (so your customers don’t get stuck along their journey)
  • Get a simple strategy you can use ASAP to evaluate and act on customer feedback

Who Should Attend

  • Creators who sometimes feel stuck when creating customer-facing content
  • Marketing teams using high-quality content to attract new customers
  • Writers who want their content to provide value 
  • Marketers who use content to build trust and authority

Why You Should Attend

  • You don’t have a Customer Journey Map yet (and know how useful it would be for your team and your customers)
  • To improve your existing content structure so your clients have a clear understanding of your solution/s
  • You want help figuring out what information your market wants (so you can give them the right information at the right time)
  • Get an actionable workbook, a handy infographic covering the workshop’s main points, and a digital quiz to bring it all home

This live event will not be recorded for viewing at a later date—so you won’t want to miss it!


Speaker
Jeannie Walters

Jeannie Walters

CEO and Founder | Experience Investigators

@jeanniecw
For more than 20 years, Jeannie (CCXP) has had one mission: To Create Fewer Ruined Days for Customers™. Jeannie is the CEO and Founder of Experience Investigators, a global Customer Experience consulting firm helping companies improve loyalty and retention, employee engagement, and overall customer experience.

Wednesday, 11:00 am-11:45 am ET

How to Overcome the Biggest B2B Buying Barriers

Marketing and sales in the B2B environment is hard. You believe in your product/service. You know it’s right for your target. But your prospects always have a reason for not engaging: They’re not in the market. They don’t know who you are. They already have a vendor. You’ve heard them all! But there is a way to get past the excuses. Join #mpb2b favorite, Nancy Harhut for what's sure to be a an eye-opening session that will help you improve your marketing right away. She'll show you what to write (or say) to lower defenses, obliterate objections, and sway things your way, so your messages are heard... and you're able to close the deal. You'll learn:

  • How to apply scientifically proven tactics that help overcome common buying barriers
  • How to make customers of other companies willing to consider you
  • The best approaches to book a meeting with a prospect

Thursday, 11:50 am-12:25 pm ET

Attribution Done Right. How to Prove the Real Value of Marketing

Ever been frustrated trying to prove the value of your marketing spend? Because, let's be real -- attribution reporting is hard. Marketers aren't always sure which models to use, which tools are best, or which KPIs will show the true value of their marketing activities. So whadya say about ditching those attribution models and throwing out that ROI calculator? Join this session with Marketing Operations Specialist Moni Oloyede to learn the best and most accurate reporting structures to prove marketing return on investment. You'll learn:

  • Why ROI tracking fails and is often misguided
  • How you can track marketing return on investment without a complex attribution model
  • How to identify the metrics you really need to track marketing impact


Speaker
Moni Oloyede

Moni Oloyede

Director of Marketing Infrastructure | Fidelis Cybersecurity

@MoniOloyede
Moni Oloyede is a Marketing Operations specialist who’s worked with Marketo, Eloqua, HubSpot, and ExactTarget, as well as an award-winner and presenter for both Marketo and Eloqua. Moni focuses her expertise in the area of integrated marketing, especially with establishing digital presence through SEO/SEM, the demand generation process, and website optimization.

Thursday, 11:50 am-12:25 pm ET

Move Customer Experience From Attitude to Actions

Marketers are now being asked to lead Customer Experience and simply deliver great experiences. But what does that really mean? Jeannie Walters, CCXP will give you tools to address the 3 A's of CX!

  • Attitude
  • Action
  • Amplification
At the end of this session, you will be able to:
  • Create the right foundation for CX Success at your organization
  • Know how to move beyond platitudes and create real results
  • Partner with other leaders in your organization to make the most impact


Speaker
Jeannie Walters

Jeannie Walters

CEO and Founder | Experience Investigators

@jeanniecw
For more than 20 years, Jeannie (CCXP) has had one mission: To Create Fewer Ruined Days for Customers™. Jeannie is the CEO and Founder of Experience Investigators, a global Customer Experience consulting firm helping companies improve loyalty and retention, employee engagement, and overall customer experience.

Thursday, 11:50 am-12:25 pm ET

How to Market Without the Crutch of Social Media

A strong social media strategy is a staple of your marketing campaign… but what if that weren’t an option? What if you were working with a demographic that was, say – “very offline?” Well, that’s the topic of this session with Austin Data Labs CMO, Leslie Poston, where you’ll discover 5 things you can do if your brand can't rely on likes, follows, or paid social media marketing. With an extensive background in AI, data science, psychology and innovation, Leslie will be sharing how to use marketing storytelling for those hard-to-reach demographics. You’ll learn:

  • How to market without social media
  • How to tell a B2B tech story that reaches tech-resistant audiences around the world
  • How to measure marketing and sales effectiveness for a global audience


Speaker
Leslie Poston

Leslie Poston

Chief Marketing Officer | Austin Data Labs

@leslie
Leslie Poston is the Chief Marketing Officer at Austin Data Labs, an AI-based data science company working in the heart of the global food supply chain.

Thursday, 11:50 am-12:25 pm ET

Communities of Influence: How Influencer Marketing Can Drive Business

Take a deep-dive into the anatomy of mega-successful influencer campaigns with Amisha Gandhi – a pioneer of influencer marketing. Amisha will be sharing case studies from SAP, Arianna Huffington, and more, and you’ll learn how she created a microsite with 30 influencers that garnered over 21 million views. Examine how marketing leaders can streamline initiatives to connect, inspire, and engage customers at every step of the customer journey with influencer marketing.

You’ll learn:

  • The benefits of influencer marketing
  • How to design an authentic influencer marketing program
  • How to create a streamlined customer journey using influencer marketing


Speaker
Amisha Gandhi

Amisha Gandhi

SVP Marketing | Tipalti (HQ)

@AmishaGandhi
Amisha Gandhi is the SVP Marketing at Tipalti and Founder of the SAP Global Influencer Marketing Program. Her track record includes storytelling for top global brands, launching new products/categories, C-Level thought leadership, digital content marketing, demand-generation, sponsorships and partner relations, social media programs, leading global and regional cross functional teams, and corporate communications.

Thursday, 11:50 am-12:25 pm ET

Content Marketing Analytics 101

Successful marketing campaigns rely on analytics to tell you what’s working, what to adjust, and what to never, ever (ever) try again. In this practical and tactical session, join TrustInsights.ai Chief Data Scientist Christopher Penn and learn the basics of content marketing analytics: what to pay attention to, what systems to use, and how to make decisions from your data. You'll learn:

  • How to build a content marketing analytics report in the free Google Data Studio using Google Analytics data
  • How to assess what metrics matter and what don't
  • How to identify and analyze which content works and which doesn't


Speaker
Christopher S. Penn

Christopher S. Penn

Co-Founder | Trust Insights, Inc.

@cspenn
Christopher is an authority on analytics, digital marketing, and marketing technology. A recognized thought leader, best-selling author, and keynote speaker, he has shaped four key fields in the marketing industry: Google Analytics adoption, data-driven marketing, modern email marketing, and artificial intelligence/machine learning in marketing. As chief innovator of Trust Insights, he is responsible for the creation of products and services, creation and maintenance of all code and intellectual property, technology and marketing strategy, brand awareness, and research & development. Mr. Penn is a 2019 IBM Champion in IBM Business Analytics, co-founder of the groundbreaking PodCamp Conference, and co-host of the Marketing Over Coffee marketing podcast. He is the author of over two dozen marketing books including bestsellers such as AI for Marketers: A Primer and Introduction and Marketing White Belt: Basics for the Digital Marketer.

Thursday, 11:50 am-12:25 pm ET

What B2B Marketers Can Learn from a Swiftie: Create, Connect, Call-back like Taylor Swift

Struggling to come up with fresh content? B2B marketers are sitting on mountains of it. But to stay fresh and relevant you need to keep that content stream flowing. So what’s a marketer to do? In this session, get the skinny on how the Queen of Pop, Taylor Swift (a.k.a. Tay-Tay), reworks existing content and how you can look to your email newsletters, website, blog and more for a totally fresh take on your existing stockpile. (No singing required.)

You’ll learn:

  • How to add to your current content for a whole new take
  • How to use linked phrasing and callbacks that’ll connect with your audience
  • How to write about the same topic again & again (and make it “new” every time)


Speaker
Ahava Leibtag

Ahava Leibtag

President | Aha Media Group

@ahaval
Ahava Leibtag is the President and owner of Aha Media Group, a content strategy and content marketing consultancy. In 2020, Ahava was inducted into the Healthcare Internet Hall of Fame as an Innovative Individual and is the author of The Digital Crown: Winning at Content on the Web.

Thursday, 12:35 pm-1:10 pm ET

Authenticity, Logic, Empathy: How to Become a Trusted Voice in the Sustainability Conversation

Sustainability is a top ask from consumers, especially from the vital younger demographic. But sustainability can be hard to talk about (and get right), especially on social media. How can organizations find their voice in the sustainability conversation and win hearts, minds, & wallet share? In this session, you’ll hear the latest research from LinkedIn, get examples from best-in-class storytellers, and get actionable tips to enter the conversation with confidence and a winning strategy. You'll learn:

  • How LinkedIn members are engaging with sustainability content
  • Content tips for crafting a sustainability message that’s authentic to your brand
  • Examples and learnings from companies who are doing it right


Speaker
Purna Virji

Purna Virji

Senior Content Solutions Evangelist | LinkedIn

@purnavirji
Columnist and international speaker Purna Virji is a globally recognized content strategist and Senior Content Solutions Consultant at LinkedIn. She has been named by Adweek on their Young Influentials List, was crowned the Search Personality of the Year by the US Search Awards and was named by PPC Hero as the #1 Most Influential Expert in the world.

Thursday, 12:35 pm-1:10 pm ET

Peanut Butter and Jam…The Keys to Sales and Marketing Alignment

Have you ever had a jam sandwich? A little too sweet for my liking. How about one with just peanut butter? A little too sticky. But put them together and wow, sparks fly! That's kind of like what happens today when marketing and sales really work together effectively.

In this session, Demand Spring President Mark Emond will host a discussion with two amazing B2B CMOs, Carol Meyers and Dave Laverty. Carol was the CMO who led LogMeIn, Unica, and Rapid7 to go public. Dave Laverty was the CMO of Cognos and then later the CMO of IBM Business Analytics. Today, the three of them provide advisory to many of the fastest growing and biggest B2B brands. Combined, they have over 75 years of experience in aligning B2B marketing and sales

You’ll learn:

  • How to transform the sales and marketing relationship into a harmonious, productive one
  • How to integrate marketing and sales planning and execution processes to drive an integrated approach
  • How to measure and incentivize marketing and sales to work together and celebrate together (with PB&J sandwiches of course)

In an age where the buyer is interacting in an non-linear manner with both marketing and sales throughout the client lifecycle, this session will provide you with some practical strategies for alignment.


Speaker
Mark Emond

Mark Emond

Founder & President | Demand Spring

@mark_dspring
As Demand Spring’s founder and President, Mark Emond has a passion for helping marketing leaders transform their Revenue Marketing practices, enabling them to be strategic leaders in their organizations. As an executive and strategic marketing leader, he's advised high growth organizations and Fortune 500 brands such as IBM, Canon, Staples, Four Seasons, BNY Mellon, Fidelity Investments, Rapid7, Iron Mountain and many others.

Thursday, 12:35 pm-1:10 pm ET

The Journey to ABM That Scales

B2B buying has shifted entirely, and in order to continue on its growth trajectory, the team at leading marketing operations platform, Aprimo, had to follow suit. With Account Based Marketing (ABM) at the center of its Go-To-Market (GTM) strategy and driving its evolution, the team at Aprimo left behind traditional sales and marketing tactics to adopt a next-generation approach. Get the inside scoop on how their revenue team aligned using key account insights to drive & prioritize their resources and fuel growth. You'll learn:

  • How a strong partnership across your sales and marketing teams will enable you to scale ABM efforts
  • The right activities to streamline your revenue-generating efforts
  • Strategies to help your sales and marketing teams charge the pipeline through ABM


Speaker
Dina Otero

Dina Otero

Head of Demand Generation and Growth | Aprimo

@dina3818
Dina is the Head of Demand Generation and Growth at Aprimo. Her team delivers business impact through integrated marketing campaigns across the marketing and sales funnel, and focuses on ABM, MarTech strategy, and marketing analytics. Prior to Aprimo, Dina built the marketing operations infrastructure at Confirmit, which enabled her team to leverage data to create smarter, more personalized experiences.

Thursday, 12:35 pm-1:10 pm ET

The Unexpected Opportunity of the Blind Case Study

Just because a favorite customer can't speak on the record for you, it doesn't mean they don’t have a powerful story to tell. In fact, what loyal customers have to say could be even more compelling than that familiar brand logo on a press release or social feed. Erika Heald, founder of Erika Heald Marketing Consulting, will show you how a candid conversation with your customer can turn into a powerful marketing tool. And how to make it happen, step by step. You’ll learn:

  • How and when to ask for an anonymous case study interview
  • How to make the cloaked company's story connect with prospective customers while protecting your customer's privacy
  • How to conduct an effective anonymous customer case study interview


Speaker
Erika Heald

Erika Heald

Founder | Erika Heald Consulting

@SFerika
Erika has spent the past 20+ years helping B2B technology startups and Fortune 500 organizations define and document content strategy. Her bylined content and presentations are designed to drive lead generation, employee engagement, and customer loyalty through compelling, shareable, and targeted content. As a consultant, she’s helped dozens of companies put their customer front-and-center to share their relatable business transformation story. Prior to founding her consulting firm, Erika led and grew high-performance content marketing teams at technology PR agency Highwire PR, business planning tech unicorn Anaplan, and employee engagement platform Achievers.

Thursday, 12:35 pm-1:10 pm ET

Am I Going Nuts? Creating a Mental Oasis for Your Target Audience

Our ever-changing world is creating ripple effects across all aspects of our lives and our audience’s lives. Starting with the condition of our mental health, given that according to the CDC, 41.5% of American adults have symptoms of anxiety or depressive disorder. And an emerging human capital management crisis; with 65% of U.S. workers currently seeking jobs and 740,000 leisure and hospitality workers among the 4 million Americans who quit their jobs in April 2021. Not to mention 50% of global consumers who have changed how they evaluate and buy products in both B2B and B2C environments. Join Lynn Randall, Senior Strategy Director for Invision Communications who will lead an in-depth conversation about these topics and what they mean for keeping your audiences sane and engaged at your events and beyond.

At the end of this session you will know:

  • Tips for managing the mental health and safety of audiences, ensuring you provide the oasis they’re seeking
  • Considerations and preparations you need to make around human capital management to maintain service delivery standards for audiences
  • Ways to adjust for the changing buying habits of our target audiences


Speaker
Lynn Randall

Lynn Randall

Senior Strategy Director | InVision Communications

@InVisionComm
Lynn Randall is the Senior Strategy Director at InVision, focused on improving the outcomes of communications and event marketing experiences. She extracts stories from data to provide her clients with blueprints for action, and works with clients to create year long messaging and communications plans, unify teams under a collective vision, and supercharge their event engagement. Prior to joining InVision, Lynn ran her own consulting practice and founded and led consulting for the former Business Solutions Group consulting practice at Maritz Travel.

Thursday, 12:35 pm-1:10 pm ET

How to Get a Defensible Market Position

Positioning is one of the most important strategic marketing decisions because it puts your product or service in the minds of your customers. This decision needs to be done with competitors in mind since they also have a position in the market. In this session, I will show you the steps involved in creating a defensible position. You'll learn:

  • What are the steps involved in creating a position?
  • What is a positioning statement and why is it important?
  • Once a positioning statement is created, what are the next steps?


Speaker
Allen Weiss

Allen Weiss

Founder and CEO | MarketingProfs

@allenweiss
Allen is the founder of MarketingProfs. Over the years he has worked with high tech companies — including Texas Instruments, Informix, Vanafi, and EMI Music Distribution — to help them position their products . He’s developed a rigorous approach to ensure that positioning is defensive in a competitive environment. Allen is also the founder of Insight4Peace and the Director of Mindful USC. He has taught mindfulness classes for the past 14 years and his “Basics of Mindfulness” class at InsightLA was noted the Best in Los Angeles by Los Angeles Magazine.

Thursday, 1:40 pm-2:15 pm ET

Three Core Videos Your Video Strategy Needs

You already know you need to use video in your marketing efforts… but how to know if you’re doing it right? Learn the wheres, whys and how-tos directly from three-time Emmy Award winner, Tony Gnau. Tony is also the Founder and Chief Storytelling Officer at T60 Productions and he’ll be showing you the types of videos you should be producing – Plus, how to use them throughout your inbound marketing campaigns to maximize their effectiveness and impact. Don’t underutilize this essential piece of your marketing puzzle! You'll learn:

  • How to harness emotion in your videos (as opposed to facts and figures – snooze…)
  • The three core videos you need to have NOW
  • How to layer videos throughout your website and marketing funnels for maximum impact


Speaker
Tony Gnau

Tony Gnau

Founder & Chief Storytelling Officer | T60 Productions

@t60productions
Tony Gnau is the Founder and Chief Storytelling Officer at T60 Productions. He’s a three-time Emmy Award-winning journalist and has led T60 Productions to winning 17 Telly Awards for its corporate videos. He has created videos for United Airlines, Walgreen’s, US Bank, Goose Island Beer Company, CommonSpirit Health, as well as NBA legend Dwyane Wade.

Thursday, 1:40 pm-2:15 pm ET

Bridge the Gap Between Sales and Marketing With Video, Presented by Vidyard

You can fill the top of the funnel with qualified leads all day long but then it’s out of your hands and up to sales… or is it?

The best marketers know that qualifying the right leads is only half the battle - ensuring your sales reps have the tactics and tools they need to connect and convert is the key to long term success.

Join Vidyard’s Manager of Commercial Marketing, Jesse Walsh, as she dives into the video tactics she provides to Vidyard marketing and sales teams to achieve the elusive sales and marketing synergy.

You’ll learn how to use video to:

  • Gain insight into how your audience is engaging with your content
  • Pre-qualify engaged leads for sales follow up
  • Keep hot leads warm for outreach
  • Re-engage leads when sales strikes out
  • Create engagement within target accounts

Speaker
Jesse Walsh

Jesse Walsh

Manager, Commercial Marketing | Vidyard

@byjessej
Jesse is a digital specialist and the Manager of Commercial Marketing at Vidyard, the world’s leading video platform. She has 10 years of experience across a multitude of digital specialties and is passionate about connecting data to outcomes in order to create engaging, full-funnel marketing programs that drive demand and lead Vidyard’s ABM efforts.

Thursday, 1:40 pm-2:15 pm ET

How to Improve Funnel Conversion Rates and Drive Revenue in 2022, Presented by Sendoso

Historically, marketing professionals have been too focused on generating more leads and haven't paid enough attention on improving conversion rates throughout the buyer journey (top, middle and bottom of funnel). To drive revenue in 2022, it's more important than ever to rethink your marketing strategy, find new ways to engage your buyers, and implement effective techniques to improve your funnel conversion rates.

You’ll learn:

  • How to break down down the marketing funnel and metrics that really matter
  • Effective techniques to successfully improve buyer engagement
  • Proven strategies to improve your funnel conversion rates throughout the buyer journey


Speaker
Alex Ortiz

Alex Ortiz

CMO | Sendoso

@sendosohq
Alex Ortiz is the CMO—responsible for global marketing and partner organization—at Sendoso, the leading Sending Platform. There, he focuses his efforts toward category leadership, brand strategy, and customer growth. Alex has 20+ years of experience in enterprise marketing and has held executive marketing roles at high-growth technology companies, including Tray.io, QuanticMind, and Salesforce.

Thursday, 1:40 pm-2:15 pm ET

Data Privacy and Compliance for Marketing Professionals

Privacy is one of the business world’s hottest topics. And every organization—globally—will need to make changes to adhere to new laws, legislations, and restrictions rolling out by both platforms and governments. For many, these changes will bring a lot of questions and concerns... Can my business operate in the same way and continue to grow? How much will it cost me? During this talk, you'll navigate these privacy challenges, with emphasis on how we can be better marketers, specialists, and leaders. You'll learn: • A better understanding of the data you have. Where does the data comes from? Who owns it? How are you using it? • The process of understanding data use by customers and data vendors to ensure compliance • Key Global Data Regulations and Privacy policies and stay abreast of changes


Speaker
Nicole DeMaise

Nicole DeMaise

Chief Legal Officer | Demyst

@demystdata

Nicole DeMaise is the Chief Legal Officer for Demyst, a Data Deployment Platform that believes external data is the next frontier of impact. Nicole's career spans the worlds of both finance and law, with an emphasis in evaluating, analyzing and formulating risk mitigation strategies to protect and preserve corporate reputation, market-share, capital and profitability.

Thursday, 1:40 pm-2:15 pm ET

B2B Superpower: Building Better Customer Journeys with Marketing Automation, Presented by Act-On

A great customer journey is your brand's hidden superpower when it comes to engaging, educating, and nurturing potential buyers into life-long customers. And marketers who know how to successfully apply automation strategies to their customer journeys are helping to future-proof their efforts when it comes to scaling and maximizing return. In this session, we’ll show you how to become a true marketing hero—able to plan, build, and deliver an automated campaign that delivers... in a single bound. Marketers assemble! You’ll learn:

  • What steps to take when setting up your next campaign using marketing automation
  • Best practices for defining goals, segmenting audiences, and scoring behaviors
  • How to align content to each stage of the customer journey


Speaker
Carol Adkisson

Carol Adkisson

Director of Marketing Operations | Act-On Software

@ActOnSoftware
Carol Adkisson is the Director of Marketing Operations at Act-On Software, the leading growth marketing automation platform. With a passion for process, systems, and analytics, Carol focuses her expertise on helping marketing teams increase efficiency in lead processes and pipeline creation through data-driven insights.

Thursday, 1:40 pm-2:15 pm ET

Scrappy B2B Marketing: Smarter Digital Marketing for Businesses Big and Small

When it comes to marketing, it’s the best of times and the worst of times. We're able to reach more people, build personal relationships, and deliver real value to our customers through our marketing. But budgets are tighter than ever and we’re constantly distracted by all the shiny new things coming at us. So what to do? Get scrappy. During this myth-busting talk, you’ll discover how B2B brands of all sizes can get scrappy and do more with less. You'll learn:

  • How to create a scrappy marketing strategy grounded in solid business objectives
  • Four easy-to-employ hacks for simplifying your content marketing
  • Which metrics matter when it comes to social media and digital marketing and how to use them


Speaker
Nick Westergaard

Nick Westergaard

Chief Strategist and Partner | Brand Driven Digital

@nickwestergaard
Nick is a strategist, speaker, author, and educator. He’s spent his career building standout brands at organizations of all sizes—from small businesses to Fortune 500 companies to President Obama’s Jobs Council. He’s the author of the books Brand Now and Get Scrappy and host of the On Brand podcast.

Thursday, 2:25 pm-3:05 pm ET

Afternoon Keynote: What Is Web3, and What’s It Mean for Your Marketing?

We are at the frontier of Web3 – a new iteration of the Internet based on decentralized, blockchain technology. You’ve heard of blockchain – and also cryptocurrencies, social tokens, the Metaverse, and non-fungible-what?

But still you have questions: What is Web3, exactly? What’s beyond the buzzwords? And how can Marketing not get left behind… but instead take advantage of these technologies and strategies?

New web technologies are empowering each of us directly, in new ways. We are sharing currencies (or crypto), digital assets like Non-Fungible Tokens (commonly called NFTs), and forming our own collectives known as DAOs (Distributed Autonomous Organizations). Looking just a step ahead, these technologies are a setup for the growing Metaverse movement, where groups of people interact in virtual settings.

Jeremiah Owyang has been at the forefront of new trends and technology throughout his career. And now, he’s at the forefront of this new frontier, too.

He’s been obsessed with understanding what it means for all of us. Here at MarketingProfs, he’ll share what he’s learned: Showing you how established organizations and companies like yours can use new Web3 technologies and tactics to their advantage.

Through case studies and examples, Jeremiah will explain how forward-thinking companies are using Web3 strategies to create new and exciting programs in B2B (like new payment systems, membership programs, digital goods and experiences)—and how they’re preparing for their brands to embrace the Metaverse.

Get behind the buzzwords and learn:

  • What Web3 really is, and what it means for your organization
  • How cryptocurrency is the new currency; NFTs the new assets; and DAOs the new organizational models
  • How Marketing can seize the opportunity at hand
  • How to get your company Web3 ready, internally: which roles and departments need to be activated and empowered

This session will change your view of the future. Join us!


Speaker
Jeremiah Owyang

Jeremiah Owyang

Disruptive Tech & Corporate Innovation Expert, Founder, | Kaliedo Insights & Catalyst Companies

@jowyang
Jeremiah is a founding partner at Kaleido Insights, a research and advisory firm based in San Francisco, as well as the founder at Catalyst Companies, which focuses on advising and supporting corporate innovation leaders. He's recognized as the definitive authority on corporate innovation programs and is known for his grounded approach to deriving insights through rigorous research. His clients include Adobe, Cisco, Wells Fargo, Nestle, Esurance, Johnson & Johnson, Visa, and Colgate among others, and he's appeared in such publications as The Wall Street Journal, The New York Times, USA Today and Fast Company.

Thursday, 2:25 pm-3:05 pm ET

Afternoon Keynote: Bad Brains, Email, and the Burden of Decisions. How YOUR Marketing Can Help Us Make Better Decisions

The human brain is chock-full of corruptions, or cognitive biases, that make it impossible for us to make 100% rational decisions. And these little-known biases are b.a.d. for marketing – they damage conversion, increase customer churn rates and undermine your team’s efforts. In this session led by bestselling author and speaker, Kenda Macdonald, you’ll learn how to combat these innate biological challenges to increase conversion, engagement, and customer loyalty. Plus, you'll walk away with a whole new set of behavioral psychology skills to add to your marketing toolbox. You’ll learn:

  • How to predict cognitive bias (and discover how it happens in the first place)
  • How to spot cognitive bias before it becomes a problem for your marketing efforts
  • 4 specific strategies to help you actively combat cognitive bias


Speaker
Kenda Macdonald

Kenda Macdonald

Founder | Automation Ninjas

@_KendaMacdonald
Kenda Macdonald is a forensic psychology major, the Demand Generation Consulting Practice Lead at MarketingProfs, and the founder of Automation Ninjas, the UK's leading behavioral automation agency. She's an international public speaker, a multi-award-winning businesswoman, a doting cat mom, and the author of the best-selling book: Hack The Buyer Brain

Thursday, 3:15 pm-3:50 pm ET

The Myth of Digital Fatigue: Rethinking Audience Engagement for a Digital-First World, Presented by ON24

“Digital fatigue” is just another way of saying that people are tired of boring marketing. Today, audiences expect more. They want digital experiences that are interactive, engaging, and authentically human. Maybe even fun. In this session, join VP of Marketing at ON24, Mark Bornstein, who will share a new vision for audience engagement in a digital-first world. You'll learn: • How to take an audience-centric approach to webinars and events • Steps that'll move you from presentations to serialized programs • How to personalize content experiences • Tools for turning audience engagement into data that converts


Speaker
Mark Bornstein

Mark Bornstein

VP of Marketing | ON24

@4markb
Mark is the world’s leading voice for webinar marketing and is the host of the ON24 “Webinar Best Practices Series” which has thousands of followers. Mark has over 20 years of marketing experience with leading brands including Cisco, GE Access, and presents at conferences around the globe.

Thursday, 3:15 pm-3:50 pm ET

How to Measure ABM Across the Entire Lifecycle, Presented by Terminus

ABM is all about driving efficient revenue growth. And a focus on revenue, means focusing on the full-funnel—Growing brand awareness by honing in on best-fit accounts, Creating opportunities based on engagement data and behavioral signals, Accelerating those opportunities to closed/won, and Retaining and growing those customers. Join us for this session and learn how to measure everything you're doing across multiple channels—at every stage of the lifecycle—and tie things back to your primary go-to-market objectives. You'll learn:

  • About full-funnel, multi-channel ABM
  • What metrics you should be focused on for each channel at each stage
  • How to drive better internal visibility and alignment (and get actionable measurement examples to get you started)


Speaker
Shea Castle

Shea Castle

Director, Customer Marketing | Terminus

@shea_castle

As Director of Customer Marketing for Terminus, Shea is focused on programs to support customer engagement, ABM education, product adoption, retention, and expansion. Before joining Terminus, he worked in a variety of marketing roles across demand gen, content marketing, product marketing, and ABM. He's passionate about helping marketers do cool things. If he isn't talking ABM, he's probably talking about Star Wars.

Thursday, 3:15 pm-3:50 pm ET

Why Marketers are Prioritizing Engagement as a Measurable KPI, Presented by Selling Simplified

These days, ROI isn't the only key performance indicator when it comes to measuring campaign performance. Because marketers have been increasingly looking to buyer engagement in order to get the most accurate view of the buyer journey as a whole. But what's the best way to both measure—and use—your engagement data off and on your website, across platforms, buying committees, and within the context of the sales cycle? In this session, SSG’s VP of Marketing Rachael Ferranti will unpack the importance of this key measurement and how this critical KPI reflects your overall pipeline.

You'll learn:

  • How to view engagement as a KPI vs. a vague concept
  • How to make engagement a concrete KPI of its own
  • Why engagement provides the most accurate pulse on your buyer journey


Speaker
Rachael Ferranti

Rachael Ferranti

VP of Marketing | SSG Corp

@SellingSimplif1
Rachael Ferranti is the VP of Marketing at Selling Simplified. Rachael has worked with Selling Simplified for more than six years and has been a key player in driving company growth and brand awareness. Rachael oversees global marketing activities, branding initiatives, and culturally-aware messaging that promotes data-driven lead generation.

Thursday, 3:15 pm-3:50 pm ET

Feedback to Fuel Every Step of a High ROI Marketing Strategy, Presented by Momentive

Without the right insights, understanding buying behavior, customer journeys, and market needs can be challenging in the best of times. But with market uncertainty and shifting customer loyalties brought on by the pandemic, tracking customer sentiment and behavior is more challenging today—and more vital. To be successful in 2022, marketers will need to be able to quickly create feedback loops and act on their insights. Join this session with Momentive, the maker of SurveyMonkey and GetFeedback, about leaning in and listening to your customers and market to better serve them, while boosting acquisition and retention.

You'll learn:

• How to create an actionable feedback program as part of your marketing strategy to gather and act on in-the-moment insights from your customers and target market

• Approaches for leveraging data that'll help you deeply understand the customer experience, elevate your brand, build campaigns, effectively launch products, and hit your marketing KPIs

• The strategies marketing teams at Gong, Brex, and Allbirds are using to leverage insights that fuel their marketing and drive growth


Speaker
Stephanie Pye

Stephanie Pye

Lead Product Marketing Manager | Momentive

Stephanie Pye is a Lead Product Marketing Manager at Momentive, where she shapes the go-to-market strategy and execution for the company's brand and market insights solutions. Prior to becoming a marketer, Stephanie was a market researcher and consulted clients on brand health, ad effectiveness, and consumer behavior.

Thursday, 3:15 pm-3:50 pm ET

Rewriting the Rules of ABM, Presented by MNTN

Account Based Marketing (ABM) has been around since the 90's (and yep, there are marketers following that same playbook today). Redefining ABM is long overdue, and marketers who rise to the challenge will reap the benefits. So how can you break free from stale ABM ideas? In this session, Gil Allouche, CEO of Metadata, and Ali Haeri, VP of Marketing at MNTN will discuss why ABM urgently needs to change and the opportunities awaiting those willing to experiment. You’ll learn:

  • Ways to evaluate and elevate your current ABM strategy
  • How to integrate Connected TV as an effective ABM channel
  • Why experimentation is critical to making this all work


Speaker
Gil Allouche

Gil Allouche

CEO | Metadata

@gilallouche
A software engineer turned marketer, Gil is the founder and CEO of Metadata. When Gil first started in marketing, he was amazed at how repetitive and time-consuming it was to run paid campaigns. He knew there had to be a better way (and there was). So he founded Metadata in 2015 and hasn’t looked back.

Thursday, 3:15 pm-3:50 pm ET

How to Connect Customer Data to Drive Personalized Experiences That Create Customers for Life, Presented by Tealium

Attracting interest in a tool or product may be the easy and fun part of building a business, but converting inquiries to purchasers is when it gets hard. So many brands today continue to struggle with acquiring, converting, retaining, and creating loyal customers for life. Yet leading companies across the globe seem to be accomplishing all of that and then some. Want to know how? Join Karen Naves, Tealium’s SVP of Global Demand Generation, for this lively and engaging discussion. You'll Learn: • How to develop a brand's top personas and ideal customer profiles (ICPs) • Key strategies to acquire and engage the right customers • Proven campaigns to retain and delight your audience • Cross-sell campaigns that'll wow the socks off of your top accounts!


Speaker
Karen Naves

Karen Naves

SVP of Demand Generation | Tealium

Karen Naves is the SVP of Demand Generation at Tealium. She is a seasoned marketing executive with extensive experience developing and executing strategic, global integrated marketing programs for increased demand generation. Prior to Tealium, she held leadership roles at BlueJeans, Pentaho, CA and Sungard (FIS).

Wednesday, 4:00 pm-4:45 pm ET

Rethinking the Customer Journey

Our customers path to purchase has become increasingly more complex and difficult to track. And this has undoubtedly made your job, creating demand for your products and services, more difficult.

In this session, John will reveal a proven system for building the perfect customer journey — one that relies on understanding and organizing behaviors, rather than simply funneling demand. A proven system that prioritizes transformation over transaction.

You’ll learn key customer journey concepts and be introduced to the “Client Success Track” — a marketing innovation that will help your organization attract ideal clients for life.

At the end of this session, you will be able to…

  • Construct the perfect client journey

  • Build a plan to use content as the voice of strategy

  • Create a “Client Success Track” that allows you to scale with your clients

  Check out more from our interview with John about the customer journey and what you can expect from his session.


Speaker
John Jantsch

John Jantsch

Marketing Consultant, Speaker, and Author | Duct Tape Marketing

@ducttape
John is a marketing consultant, speaker, and author of Duct Tape Marketing, The Referral Engine, The Self-Reliant Entrepreneur, and The Ultimate Marketing Engine. He is also the founder of the Duct Tape Marketing Consultant Network, which trains and licenses independent consultants and agencies to use the Duct Tape Methodology.

Wednesday, 4:00 pm-4:45 pm ET

The SCHITT’s Method for More Successful B2B Influencer Marketing

Can you build influencer relationships with the snap of a finger? Should you treat influencers like ads and campaigns? Is pizzazz really all it takes to build a B2B influencer program?

Those are the types of questions that we will cover to once and for all to differentiate between successful influencer marketing and influencer marketing that is more than a little bit Alexis.

Relatively speaking, B2B influencer marketing is still a new science, which means almost every “expert” will have a different perspective on what it takes to be successful. You will learn how to weed out opinion and focus on what it truly takes to successfully integrate influencers into your B2B marketing strategy in a way that meets the needs of your buyers, your brand, and your influencer partners.

What do you have to lose? In the wise words of Johnny Rose, “You miss 100% of the tapes you don’t play.”

At the end of this session, you will be able to…

  • Use the SCHITT’s Method for how to build a more successful influencer marketing strategy

  • Understand why mutually beneficial relationships are the key to success

  • Find the intersection of your buyers, your brand, and your influencers


Speaker
Ashley Zeckman

Ashley Zeckman

Vice President | Inprela Communications

@azeckman
Ashley is the vice president at Inprela Communications, a storytelling and content strategy firm. In addition to finding innovative ways to showcase the exceptional work of her team, she architects strategy for influencer and content marketing programs designed to drive results for companies in the healthcare, technology and manufacturing sectors. Her background includes expertise in content strategy, influencer marketing and social media.

Thursday, 4:00 pm-4:35 pm ET

How to Build a Multi-Channel Integrated Marketing Strategy

Don’t know where to start when it comes to building a multi-channel campaign strategy? Or built a great strategy but having trouble communicating it to internal stakeholders? Join Demand Generation experts, Jennifer Fields and Kait Dell'Erario from Nexthink to learn where to begin, how to pick your channels (and divide efforts among them), partner with stakeholders, and more… Learn how to get your multi-channel marketing dreams off the ground (or improve your existing strategy) to maximize impact, contribute to the company pipeline and hit those booking & sales goals. You’ll learn:

  • Building: Where to begin, how to decide on what works best, and which campaign frameworks to use
  • Execution: How to juggle the balls of a multi-channel strategy and work with sales for maximum impact
  • Measurement: Reporting on your campaign successes and improving your future campaigns


Speaker
Jennifer Fields

Jennifer Fields

Sr. Demand Generation Marketing Manager | Nexthink

Winner of the 2020 B2B Sales & Marketing Innovator Award "Gen Z Trailblazer," Jennifer Fields has spent her career navigating demand generation in B2B companies. She's the Senior Demand Generation Marketing Manager at Nexthink, where she oversees the global prospect campaign strategy and has worked with such companies as Plex Systems, Korn Ferry, Quick Base and Lionbridge.

Thursday, 4:00 pm-4:35 pm ET

The New Rules of Social Media

Imagine you’re at a party and find yourself in a seemingly endless conversation with someone who only wants to talk about themselves… Can you feel yourself tune out as you desperately eyeball the nearest escape route? Unfortunately, your one-sided conversation with that chatty party-goer is the embodiment of way too many brands’ social media strategies. So what to do instead? Become the company who makes people feel smart & cool and introduces them to the other smart, cool people at the online party. In this session, explore the new rules of social media and how your business can use it to build authentic long-term relationships with your audience. You'll learn:

  • How to build trust and create long-term value for both you and your customers
  • The frameworks for building narratives that leverage real people in your feeds
  • About real-world B2B companies who are harnessing social media to meet and exceed their marketing goals


Speaker
Ashley Faus

Ashley Faus

Content Strategy Lead | Atlassian

@ashleyfaus
Ashley Faus is a marketer, writer, and speaker by day, and a singer, actor, and fitness fiend by night. Her work has been featured in TIME, Forbes, and The Journal of Brand Strategy. She's shared insights with audiences at Harvard Business Review, INBOUND, and MarketingProfs, and currently works for Atlassian, a collaboration software maker on a mission to unleash the potential of every team.

Thursday, 4:00 pm-4:35 pm ET

Creating an AI Model for B2B Marketing

Statistically speaking, 80 to 90% of your company revenue comes from just 10 to 20% of your customers. And in this session with AI marketing experts Shashi Bellamkonda and Bindu Reddy, you’ll learn how marketers can use the power of an AI/ML model to identify… and predict top customers! Discover what goes into building a B2B AI model, whether company size matters, how marketers evangelize the use of AI within their company, and what resources are needed. Building and creating custom AI models is no longer a domain of only data geeks and engineers – it’s now within reach of all B2B marketers! You’ll learn:

  • How to think about creating an AI model for B2B
  • How to collect enough data to make use of AI effective
  • How to convince your company of the value of AI and act on the AI model


Speaker
Shashi Bellamkonda

Shashi Bellamkonda

VP Marketing | involve.ai

@Shashib
Shashi Bellamkonda is a speaker, digital marketing expert, and VP of Marketing at involve.ai. He is known by many as the “social media swami," and teaches Digital Marketing Strategy and Marketing Analytics at Georgetown University. Shashi is passionate about helping small businesses and has spoken at conferences including SXSW, IABC, PRSA, Mid-Atlantic Summit, MarketingProfs and Affiliate Summit.

Thursday, 4:00 pm-4:35 pm ET

How to Create an Amazing B2B SEO Strategy to Grow Your Business

90% of B2B researchers say they consult Google before making business purchases and 57% of B2B marketers say that SEO generates more leads than any of their other marketing efforts. But due to several algorithm updates last year, organic search was also 65-85% more volatile in 2021 than it was in 2020, With so many changes (and more undoubtedly on the way), now's the time to examine and document your existing SEO strategy to maximize your cross-functional marketing efforts. You'll learn:

  • Why SEO is an essential demand gen tool for your company
  • What you need to create a cross-functional SEO strategy that drives real business results
  • How to lay the foundation for an actionable SEO plan that can be implemented throughout the year


Speaker
Mallory Pickard

Mallory Pickard

Strategy Director | Centerline Digital

@missmallibu
Mallory Pickard is the Strategy Director for Centerline Digital, a marketing agency based in Raleigh, NC. She consults with Fortune 500 technology companies on the topics she loves most — how to create more intuitive user experiences, behavior-driven marketing strategies, SEO, testing and optimization, and avoiding the plague of B2B industry jargon.

Thursday, 4:00 pm-4:35 pm ET

Creating Your Roadmap to Prove Marketing Value

B2B Marketers are expected to be data-driven and analytical whether their specialty is content or paid media. But how do you efficiently collect data about your efforts from multiple platforms, analyze it, and take action… while still keeping up with day-to-day job responsibilities? Attend this session with Marketing Operations Manager at SparkPost, Jenn Clauss, to learn marketing operations' tricks of the trade to ensure your organization and campaigns are set up for success. Plus -- prepare for those difficult ROI questions from stakeholders.

You’ll learn:

  • How to identify key data points to track through your marketing campaigns, martech stack, and CRM, and explain a basic data flow
  • How to audit your existing campaign tracking and reporting architecture to set yourself up for success
  • How to consolidate and scale your organization's reporting efforts to demonstrate the ROI of your efforts


Speaker
Jenn Clauss

Jenn Clauss

Marketing Operations Manager | SparkPost

@jenn_clauss
Jenn Clauss is the Marketing Operations Manager at email optimization platform, SparkPost, where she aligns people, processes, and technology to increase efficiency and drive growth. Her eight years of experience in B2B digital marketing span strategy, execution, and system administration across advertising, email, social media, video, virtual events, and web. Jenn's passionate about using technology to create better processes and experiences for colleagues and customers.

Thursday, 4:00 pm-4:35 pm ET

Building an Audience Through Podcasting: The Command Line Heroes Story

Brand storytellers and content strategists have their work cut out for them – from pitching an ambitious brand storytelling idea in-house to connecting with an audience who cares about what you have to say. Join Pacific Content’s Jonas Woost and Red Hat’s Brent Simoneaux and discover how the content marketing team at Red Hat created a successful podcast venture by doing their homework, winning over internal teams, taking that big leap into unexplored company territory, and ultimately… sticking the landing. You’ll learn:

  • How to decide if a podcast is right for your brand
  • Tools for pinpointing your audience
  • Strategies for developing content that will engage your audience


Speaker
Jonas Woost

Jonas Woost

Director of Strategy | Pacific Content

@jonaswoost
Jonas Woost is a digital media and entertainment executive with a passion for innovating in the digital content ecosystem. His work has received a number of awards and in 2019 he was named one of BC’s 40 under 40. Between 2015 and 2019, Jonas was the Executive Producer of Original Content & STORYHIVE at TELUS. He helped one of the biggest Canadian telecom companies tell impactful and engaging stories while supporting Western Canada’s community of filmmakers.

Thursday, 4:45 pm-5:20 pm ET

How to Build Durable First-Party Data Strategies for Content Marketers

According to a recent Boston Consulting Group study, 9 out of 10 marketers say that first-party data is vital to their digital marketing programs – but the truth is, very few use it to its full potential in delivering cross-channel experiences. Learn how to better leverage your data in creating personalized campaigns, improving retargeting strategy, and even predicting future trends. In this session, you’ll get the latest data strategy from best-selling co-author of “Crawl, Walk, Run: Advancing Analytics Maturity with Google Marketing Platform and CGO of InfoTrust, Michael Loban. You’ll learn:

  • Essential steps for building a durable first-party data strategy
  • How to assess market response & create a fair & transparent value exchange
  • The benchmarks for measuring your success


Speaker
Michael Loban

Michael Loban

CMO | Infotrust

@InfoTrustLLC
Michael Loban is the Chief Growth Officer at InfoTrust and the best-selling co-author of “Crawl, Walk, Run: Advancing Analytics Maturity with Google Marketing Platform." Michael takes pride in passing on the power of digital analytics to the next generation of marketers and analysts through his roles as Term Adjunct Professor at the University of Cincinnati and Adjunct Faculty at Xavier University.

Thursday, 4:45 pm-5:20 pm ET

How to Cultivate Market Insights on a Shoestring Budget

Reliable market research costs a fortune, right? Well, in this session with Chief Marketing & Growth Officer of Chief Outsiders, Jennifer Apy, you’ll discover inexpensive market research tactics to help you optimize messaging, campaigns… and your marketing spend! Whether you’re an entrepreneur bringing your dream to market, a marketer looking for growth ideas, or a consultant who needs quick cost-effective input, you’ll uncover ways to gain valuable market insights to help your business grow, even on a tight budget. You’ll learn:

  • How to ask questions that will give you a deeper understanding of your customer
  • How to determine if your product is poised to succeed
  • How to fail inexpensively before making big investments


Speaker
Jennifer Apy

Jennifer Apy

Chief Marketing & Growth Officer | Chief Outsiders

@jenapy
With over 20 years of experience spearheading large marketing initiatives, Jennifer Apy understands how to cultivate and articulate key market insights to guide product development and omni-channel marketing campaigns. Jennifer holds a solid track record for driving metrics-based marketing excellence in deadline-pressured environments for both startups and global organizations.

Thursday, 4:45 pm-5:20 pm ET

Critical Techniques to Improve B2B Email Marketing Performance TODAY

In this session, Jay Schwedelson, founder of SubjectLine.com and CEO of Worldata, will share what you should be doing now to improve your email campaign ROI. Understand what's driving audience engagement in 2022 and how you can leverage that to drive big results. Get actionable insider tips for increasing open rates by 30%+, and getting more clicks and conversions from your email campaigns today! You'll learn:

  • Email offers that are generating huge responses right now
  • How to double your open rates with a few simple tweaks to your campaigns
  • How to personalize like a pro with emojis and interactive designs that'll capture your target audience


Speaker
Jay Schwedelson

Jay Schwedelson

Founder of SubjectLine.com & CEO of Worldata Group |

@worldata
Jay is the founder of SubjectLine.com, the #1 free subject line rating tool ranked in the top 1% of all websites worldwide, according to Alexa rankings. He is also the president and CEO of Worldata, making the company a leader in acquisition marketing strategies and permission email marketing services. Having led Subjectline.com through 10 million subject lines tested, Jay uses his knowledge to guide organizations across industries in how to implement impactful email marketing that matters.

Thursday, 4:45 pm-5:20 pm ET

The Decision Journey: Create Intentional Content Your Audiences Can’t Ignore

Relevance is red hot in today’s always-on marketing landscape. Yet, our content strategies don't always support efforts to accelerate customers through their decision journey. It's time to put ourselves into our customer's shoes to understand how they are trying to solve the problem we can answer. Join marketing strategist Lauren Teague as she reveals a decision journey map framework used by the world's best marketers. In this session, you'll learn how to develop your own roadmap that leads to content and campaigns your audience can't help but pay attention to. And you'll walk away knowing how to support and accelerate customers through their decision journey. It's time to step into our customer's shoes so we can better understand how they're making decisions and how we can make ourselves the most relevant solution at every step.

You’ll learn:

  • How to identify what your audience is doing, thinking and feeling at every stage of their decision journey
  • The framework to build decision journey maps that identify your brand's ideal response to audience needs
  • How to share content at the right time and place to guide your audience to their (and your) ultimate goal

Speaker
Lauren Teague

Lauren Teague

Strategy & Content | Convince & Convert

@LaurenTTeague
Lauren Teague is a digital native and marketing strategist. For 15 years, she's navigated through startups, non-profits, event management, consultancies, and professional sports -- including seven seasons as the original voice of @PGATOUR social media. Lauren is powered by collaboration and contributes to Convince & Convert, Brain+Trust Partners, and Sports PR Summit, when not on stage. A real-life minivan driving soccer mom, Lauren is the President of her kids' co-op preschool and co-hosts the Mom Buns Podcast.

Thursday, 4:45 pm-5:20 pm ET

No More Awkward Zoom Calls: How to Maximize Creative Collaboration From Anywhere

The last couple of years have been a crash course in virtual presence – with most companies having to make a decade of technological headway in a matter of mere months. Remote work, hybrid office schedules and virtual collaboration are now routine, but you may feel as though you've lost true connection in the process. In this talk with creative superstar Scott Trobaugh you’ll hear proven methods for maximizing the power of your virtual connections—and how to leverage them to get your team's best ideas. At the end of this session you will be able to:

  • Stay connected and creative across any distance
  • Leverage distance as an asset
  • Ensure quality and timeliness in your finished product


Speaker
Scott Trobaugh

Scott Trobaugh

Owner | Dash 8 Creative

@Dash8Creative
Scott Trobaugh is the owner of Dash 8, a creative consultancy. Applying his design education to the world of business, Scott leads teams in creative problem-solving and brand development. Unlocking creativity where you’d least expect it, he’s counseled everyone from sole proprietors to Fortune 500 companies.

Thursday, 4:45 pm-5:20 pm ET

How Good Content and Optimized Content Can Coexist

As marketers, we want the content we write to speak to our audience, to be compelling, and to match our brand's tone and voice. But we also want it to perform well in search and drive the right traffic to our sites. Join us for this session where we'll discuss why these two objectives don't always pair together perfectly and how to reconcile the needs of both in your marketing efforts. You'll learn:

  • How to create the blueprint for well-written content that's optimized for search
  • The tools to use to perform keyword, topic, competitor, and audience research
  • The process for understanding what your audience is looking for in any piece of content


Speaker
Ryan Morgan

Ryan Morgan

Digital Marketing Strategist | Swell Digital

Ryan Morgan is a 15+ year digital marketing expert who has led organizational and agency digital teams with a focus on driving growth through SEO. Ryan currently operates a digital consultancy called swell. He was formerly the Director, Brand + Digital Strategy at ignite and the Vice President, Digital Marketing at Aztek, two leading agencies for digital marketing.

Thursday, 5:30 pm-6:15 pm ET

Closing Keynote: What’s Missing From Your Message

You may have noticed a problem with the age-old “problem/solution” formula for driving action from your messages and marketing: it doesn’t always work! That’s a big issue when your job, and maybe even your business, depends on your content converting customers and clients. Unfortunately, presenting *only* the audience’s problem and your solution misses an important fact about them: your audiences aren’t rational decision-makers, they’re rationalizing decision-makers. In this keynote/session, learn to use a simple structure that creates both the logical and emotional transformation you need for content that creates long-term change. You'll learn:

  • Three critical message components that lead your audiences to action
  • How to use those elements to make any message more powerful (and diagnose what might be missing)
  • How to adapt those elements for any content or messages, no matter the location or length


Speaker
Tamsen Webster

Tamsen Webster

Founder & Chief Message Strategist | Find The Red Thread

@tamadear
Having a powerful idea isn’t enough. Your idea has a story, because your idea IS a story—and your audience needs to hear that story before they’ll act. As a professional "Idea Whisperer," Tamsen Webster has combined 20 years in brand and message strategy with 4 years as a TEDx Executive Producer to create The Red Thread®—which helps idea-makers bring their stories and messaging to life.

Thursday, 5:30 pm-6:30 pm ET

Closing Keynote: Different is Better than Better: Captivate Your Customer to Win in a Crowded Market

You have a choice: either have the biggest budget or be the most fascinating. If you have a bigger budget than any of your competitors, must be nice…but few of us do. What if you’re a small business with a frugal budget or competing in an intensely crowded space? Then you must fascinate. Until now, branding required years of study or a team of experts, but in her decade of working inside world renowned brands, Sally Hogshead discovered the algorithm behind it all. By combining science with branding principles, she unlocked the formula for fascination and, once you can identify the patterns, you can make any message more memorable. In this keynote, based on her 2016 New York Times bestseller Fascinate: How to Make Your Brand Impossible to Resist, Sally reveals the formula for fascinating anyone. You'll learn:

  • Understand why others perceive you and your brand a certain way
  • Develop a clear understanding of why people want to work with you
  • Identify the perfect words to introduce and promote yourself authentically
  • Cultivate confidence in your natural competitive advantages
  • Increase your value to a prospect by communicating your greatest professional assets
  • Prove how you are different than others competing for the job


Speaker
Sally Hogshead

Sally Hogshead

Founder & CEO | Fascinate®

@SallyHogshead
New York Times bestselling author Sally Hogshead created a method to identify how each person is able to captivate their listeners—The Fascination Advantage®. It's the first communication assessment that measures how others perceive you and can pinpoint your most valuable differentiating traits. The science of fascination is based on Sally’s decade of research with dozens of Fortune 500 teams, hundreds of small businesses, and over a thousand C-level executives. She is a member of the Speaker Hall of Fame and Word of Mouth Marketing Association (WOMMA) Hall of Fame. Named a Top Brand Guru, her practical marketing system now lives inside organizations such as IBM, Twitter, the YMCA, as well as thousands of small businesses.

Thanks to everyone who joined us for the spring #mpb2b

The Spring B2B Forum was AMAZING and you can still get access to the sessions on-demand through June 30, 2022.

Already registered?
Access the on-demand sessions here.

Day 1

  • Topics







12:35 pm-1:10 pm ET

The Journey to ABM That Scales

Speaker: Dina Otero

1:10 pm-1:40 pm ET

Sponsor Booth Break










4:00 pm-4:35 pm ET

The New Rules of Social Media

Speaker: Ashley Faus






Day 2

  • Topics









1:10 pm-1:40 pm ET

Sponsor Booth Break
















Spring 2022 #mpb2b Sponsors

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*CANCELLATION POLICY: Every paid ticket to B2B Forum comes with a subscription to MarketingProfs PRO. If you purchased a ticket to this event, you may cancel within 7 days of your registration to receive a full refund and to stop your complimentary PRO subscription. If you registered for $0 as a PRO subscriber, canceling your event registration will not affect your PRO subscription. You will just be removed from B2B Forum attendee news/program updates. *See Terms and conditions/cancellation policy.

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