MarketingProfs B2B Forum 2021

MarketingProfs B2B Forum 2021

Wednesday, 7:15 am-8:30 am ET

Photo Walk With Steve Garfield

Have you ever gone to a conference and never seen the outside of the hotel, or what the city is like? Steve is back by popular demand to make sure that doesn't happen to you this time.  In this one hour photo walk, you'll see highlights of the Seaport on the Boston Harborwalk. Steve will give you some photo tips to get started, then guide you to the water and the Institute of Contemporary Art, new developments on the Seaport, and that spot where all the local news programs shoot live from so that they can show the city of Boston skyline. You don’t need a fancy camera to participate. It's going to be fun (lots of fun!).


Speaker
Steve Garfield

Steve Garfield

Photographer |

@stevegarfield
Steve is staff photographer for Stroll Magazine. He is humorist, writer, author of Got Seen: An Autobiography, and a videoblogging pioneer. He's learning how to straighten out his drive, brew a New England IPA, and is also Jimmy Fallon's BFF.

Thursday, 7:30 am-8:15 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, 7:30 am-8:15 am ET

Speaker-led Roundtables

Grab a cup of joe and talk about your favorite topic with one of our awesome speakers!

Kenda Macdonald - Demand/Lead Generation Jay Schwedelson - Email Marketing Zontee Hou - Social Media Matt Heinz - Marketing & Sales Alignment Andy Crestodina - SEO Strategy

Speaker
Andy Crestodina

Andy Crestodina

Co-Founder and CMO | Orbit Media

@crestodina
Andy is a co-founder and Chief Marketing Officer of Orbit Media, an award-winning 50-person digital agency in Chicago. Over the past 20 years, Andy’s provided guidance to 1000+ businesses. He speaks at national marketing conferences and writes for big marketing blogs. He's also the author of Content Chemistry: The Illustrated Handbook for Content Marketing. Andy has written 500+ articles on content strategy, search engine optimization, visitor psychology, and analytics.

Wednesday, 7:45 am-8:30 am ET

Speaker-led Roundtables

Grab a cup of joe and talk about your favorite topic with one of our awesome speakers! Robert Rose - Content Marketing Allen Weiss - Marketing Strategy Christopher S. Penn - B2B Analytics Dina Otero - Account Based Marketing Nick Westergaard - Branding


Speaker
Robert Rose

Robert Rose

Founder, Chief Troublemaker | The Content Advisory

@Robert_Rose
For more than 25 years, Robert has helped B2B marketers tell their story more effectively through digital media. As the founder of The Content Advisory, Robert has worked with more than 500 companies, including 15 of the Fortune 100. He’s provided strategic marketing advice and counsel for global brands such as NASA, Dell, Hewlett Packard, Microsoft, Schneider Electric, and LinkedIn.

Thursday, 8:30 am-9:15 am ET

Exactly How B2B Marketers Earn Trust: Evidence-Based Content

B2B marketers make lots of claims, but we rarely share adequate proof to validate them. The right, evidence-based content can be a major differentiator in a sea of "we're the best because we said so" B2B marketing. In this session, Melanie will share what specific types of content you should use to corroborate your claims, demonstrate your value, and educate your audience on all of the differentiators that are most important to your business and brand.

You'll learn:

  • The importance of using content as evidence for B2B marketing claims

  • How content can help you build audience trust

  • Three key types of content you should be using as evidence in your marketing


Speaker
Melanie Deziel

Melanie Deziel

Speaker, Author, and Co-Founder | The Convoy

@mdeziel
Melanie is a keynote speaker, author, award-winning branded content creator, and the author of the best-selling marketing and business communications book, The Content Fuel Framework: How to Generate Unlimited Story Ideas. Melanie is also the co-founder and VP of marketing at The Convoy, a B2B marketplace that helps small and independent businesses save money on their everyday expenses so they can invest more in themselves and their communities. Prior to co-founding The Convoy, Melanie was the founder of StoryFuel and spent her days giving keynotes and leading workshops that teach marketers, creators, and companies of all sizes how to create better content. Melanie was the first editor of branded content at The New York Times, a founding member of HuffPost’s brand storytelling team, and served as director of creative strategy for Time Inc.

Thursday, 8:30 am-9:15 am ET

B2B Video: How to Produce Quality Content on a Shoestring Budget

As a marketer, you’ve seen the data. Video is no longer a luxury item. It’s a necessity! But how do you produce good quality videos without breaking your budget? Emmy and Telly award winner Tony Gnau will show you how to find affordable talent to produce your videos, as well as DIY tips if you can’t afford anyone at all.


Speaker
Tony Gnau

Tony Gnau

Founder & Chief Storytelling Officer | T60 Productions

@t60productions
Tony  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, 8:30 am-9:15 am ET

Break Through the Noise: B2B Like Rockstar Taylor Swift

It’s insanely competitive and LOUD out there. The B2B marketplace is spinning right round. You have somewhere between 8-12 seconds to capture your customer’s attention. You’re looking for the next great B2B earworm and your bosses want you to produce the same tired showtunes: “Keep it boring, keep it tame, keep it high-level.” But you recognize that the age of TikTok, short-form, and quick hits is here, and want to do better. Marketers need to reinvent how they write and communicate, challenging traditional methods to meet the challenge of the new and different ways customers consume content. Let’s listen and learn from one of the queens of the music industry, Taylor Swift, on how she promotes content, gains new fans, shares news and builds audiences. Rich with fresh, exclusive B2B examples, you’ll learn how to create raving fans, drive engagement and create content that satisfies the most tone-deaf B2B executive. You’ll learn:

  • How to plan a campaign with maximum impact and buzz
  • Planning for content reuse from the beginning
  • Building an audience by getting specific


Speaker
Ahava Leibtag

Ahava Leibtag

President | Aha Media Group

@ahaval
Ahava is passionate about providing clear content for people in search of healthcare information. She is the founder and owner of Aha Media Group, a healthcare content agency.

Thursday, 8:30 am-9:15 am ET

5 Tips to Inspire Engagement With Learning and Development

Due to current circumstances, this session will be presented live-streamed with Emily Sullivan, both in-person and online.
“I don’t have time!” “I don’t know where to start!” “I’m more focused on achieving my business goals!” If you’ve ever been tasked with implementing a learning and development program, these responses may sound familiar to you. With a full plate of strategic responsibilities and burn-out on the rise, how can we encourage employees to spend their precious time on professional development? In this session, we’ll discuss 5 tips that will help you to build credibility and inspire engagement in learning and development. You’ll learn:
  • Tactical steps you can implement immediately to engage teams in training
  • The importance of linking learning to company and individual goals
  • How to win buy-in by bringing key stakeholders along in the process


Speaker
Emily Sullivan

Emily Sullivan

Manager, Marketing Operations | Milliken & Company

Emily is the manager of marketing operations at Milliken & Company. In addition to managing the learning and development program for over 120 marketing employees, she is responsible for strategic planning, the project management office, and best practice creation. Emily brings her passion for continuous learning and process optimization together to foster a culture that gives marketers the tools needed to achieve their professional goals.

Thursday, 8:30 am-9:15 am ET

[Roll Up Your Sleeves] Start Your Thought Leadership Journey

Building a bench of thought leaders in your organization requires a plan for consistent engagement. Join us for this session to roll up your sleeves to map out your plan today. You'll learn everything from baselining a potential thought leader to pinpoint focus areas and outlining narratives based on content depths to laying the foundation for a personal brand. This session is meant to equip you to take immediate action when you return to the office. You’ll walk away:

  • A content worksheet to map out 3-5 narratives across conceptual, strategic, and tactical depths
  • An abstract and key take-aways workshop to pitch podcasts and conferences
  • A Personal branding worksheet

Roll Up Your Sleeves sessions give you a hyper-focused, deep dive into a specific task. You’ll walk away with a step-by-step action plan—making you instantly more capable when you get back to your office. Come prepared to participate and to get it done! (Note: Actually rolling up your sleeves is optional.)


Speaker
Ashley Faus

Ashley Faus

Director of Integrated Product Marketing | Atlassian

@ashleyfaus
Ashley  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, 9:00 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 or register for just this workshop (does not include access to the regular conference)

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

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, 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 or or register for just this workshop (does not include access to the regular conference) 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  or register for just this workshop (does not include access to the regular conference) 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
  • MarketingProfs Certification upon completion of workshop and supplemental coursework


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 or register for just this workshop (does not include access to the regular conference) 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

B2B and Tech Marketing Consultant, Author, Speaker |

@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 or register for just this workshop (does not include access to the regular conference) Overview Marketers want few things more than proof that what we're doing is working. And yet, we struggle mightily with even the basics of effective B2B marketing measurement. In this workshop with TrustInsights.ai CEO Katie Robbert and Chief Data Scientist Christopher Penn, you'll tackle measurement head on with the scientific method. When used properly, you'll amplify the effects of what's working, leave behind what isn't working, and most importantly, be able to tell the difference between the two. You'll learn:

  • How the scientific method applies to B2B marketing Why measurement breaks down so much for B2B marketers What steps to take to ensure your marketing measurement is providing good data How to build an action plan to realign your measurement strategy with best practices
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
Prerequisites and Requirements:


Speaker
Christopher S. Penn

Christopher S. Penn

Chief Data Scientist | 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.

Wednesday, 9:10 am-9:30 am ET

Keynote: The Surprising Role of Creativity in B2B, sponsored by Knak

We’re watching it happen. Automation is running rampant. Creativity is being outsourced to agencies. AI is lurking around the corner. B2B Marketers are being pushed and prodded to conform with scoring & forms & templates & workflows. A gazillion tools and platforms exist to help us better connect with buyers–and more are on the way. But the question is: Are they really getting us where we need to be? Is there a better way? YES THERE IS! The key to better connecting with buyers is to rediscover our roots (and Marketing’s origin story). The game-changer is being more creative (in creative ways!) to truly engage our audiences, and to capture their hearts. Are you thinking… yeah but… I’m not creative! Pierce Ujjainwalla is here to dispel that myth. You ARE creative. The truth is that everybody can be creative - especially in B2B, where a tiny bit of creative elbow grease can make the difference between satisfactory and stupendous, between meh and memorable. Pierce, Co-Founder & CEO of Knak, shares his personal story of how he found his creative outlet in Marketing only to have it suppressed in B2B enterprise tech. He walks the B2B Forum audience how he got his creative groove back, and how Knak relies on creativity as a cornerstone of its Marketing. Now, Pierce is passionate about empowering B2B Marketers like you to be more creative. Discover how to use your creativity to engage your audiences like never before… and find out how you can differentiate yourself  from your competition to earn a place in their hearts… (and a big piece of their budget!!)


Speaker
Pierce Ujjainwalla

Pierce Ujjainwalla

Co-Founder & CEO | Knak

@marketing_101
Pierce Ujjainwalla has years of experience as a CEO, entrepreneur, and marketing leader. He has lived in the marketing trenches at companies like IBM, SAP, NVIDIA, and Marketo, and he launched Knak in 2015 as a platform designed to empower Marketers to be creative.

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

Innovative Strategies to Amp Up B2B Referral Generation

Referrals are the lifeblood of growth for many organizations, yet few do anything intentionally to amplify this channel. Join John Jantsch, best-selling author of The Referral Engine, as he outlines three specific approaches that any B2B business or marketing agency can employ to generate referrals while increasing client retention. You'll learn:

  • How to generate referrals without asking current clients
  • How to provide more value to existing clients as a road to referrals
  • How to increase your influence in the market as a referral generation tool


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.

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

Mastering the Prospect Experience: Increasing Loyalty and Conversion Throughout the Buying Journey

Too many companies approach the buying journey as a selfish affair – putting up forms, following up relentlessly, pitching product too fast – the list goes on and on.

Today’s most successful companies think outward first, defining and prioritizing the prospect experience. And the more complex your buyer and buying journey, the more vital this approach is to predictable success!

In this jam-packed session you’ll hear best practices, get proven frameworks, and see specific examples of success from B2B sales and marketing programs.

You'll learn:

  • Proven frameworks for documenting the ideal prospect experience

  • The processes and playbooks needed to create a seamless prospect experience

  • The best AND worst practices from the field, via real-world examples


Speaker
Matt Heinz

Matt Heinz

President and Founder | Heinz Marketing

@HeinzMarketing
Matt is president and founder of Heinz Marketing with more than 20 years of marketing, business development, and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways. Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success, and customer loyalty. He has helped organizations such as Amazon, Seagate, Morgan Stanley, The Bill & Melinda Gates Foundation, and many others create predictable, repeatable sales & marketing engines to fuel growth. Matt is a repeat winner of Top 50 Most Influential People in Sales Lead Management, Top 50 Sales & Marketing Influencers, and Top 50 Keynote Speakers. Matt and his wife Beth live in a 105-year-old historic farmhouse they renovated in Kirkland, Washington and share with their three children, two dogs, two cats, two rabbits and seven chickens.

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

[Roll Up Your Sleeves] How Did Branded Merch Become So Hot? (And How Can B2B Harness Its Power?)

UPS partners with fashion designer Ugo Mozie to design a branded merch collection. White Castle partners with famed designer Telfar Clemens to design their staff uniforms and merch. There’s a weird revolution happening right under your nose involving big brands and merch: Hulu, Netflix, KFC, Chipotle, Ritz Carlton, Fortnite. Big brand collabs like Bieber + Dunkin. (That’s just the shortlist). And it’s not just brands. Authors like Salley Rooney and Huraki Murakami and even gazillionaires like Elon Musk are revolutionizing the way the world uses merch. Forbes even published an article, “If You Notice Branded Merch Everywhere, You Are Not Alone—Here Is Why.” In this session, Bobby Lehew will share how the explosive interest in branded merch is shaping a very democratic and revolutionary experience. Plus, how B2B brands can avoid brandfill and create conscientious, sustainable campaigns that work, turning an ordinary product that anyone can get into an extraordinary experience that no one else can emulate. You’ll learn:

  • How to avoid contributing to landfill (brandfill) and how to buy conscientiously
  • How to use branded merch as a press release, instigator, and provocateur
  • How to use merch to create cult-like fervor in brand followers
  • How to view merch as an emotional connection point

Roll Up Your Sleeves sessions give you a hyper-focused, deep dive into a specific task. You’ll walk away with a step-by-step action plan—making you instantly more capable when you get back to your office. Come prepared to participate and to get it done! (Note: Actually rolling up your sleeves is optional.)


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, 9:25 am-10:10 am ET

The Steps to a Credible and Defensible Market Position

The first step to brand success? Understanding what makes your brand unique. If you want to rise above the competition, you won't want to miss this session with positioning expert, Allen Weiss. You'll discover the steps you need to take to position your product or service in your market -- in a way that is credible and defensible. Allen will walk you through a B2B case study that illustrates how these steps were used by a major player in the semiconductor industry. Along the way you'll learn about the importance of perceptual maps, segmentation, positioning statements, benefits, core competencies, and much more. You have positioning questions: come to this session for all the answers. You'll learn:

  • How to position yourself today and in the future
  • What the market really wants
  • How to make sure your position is defensible against competitors


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, 9:25 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

From social proof to CTAs, videos to chatbots, we will break down the options for UX elements and how they work with (or against) the psychology of your visitors.


Speaker
Andy Crestodina

Andy Crestodina

Co-Founder and CMO | Orbit Media

@crestodina
Andy is a co-founder and Chief Marketing Officer of Orbit Media, an award-winning 50-person digital agency in Chicago. Over the past 20 years, Andy’s provided guidance to 1000+ businesses. He speaks at national marketing conferences and writes for big marketing blogs. He's also the author of Content Chemistry: The Illustrated Handbook for Content Marketing. Andy has written 500+ articles on content strategy, search engine optimization, visitor psychology, and analytics.

Wednesday, 9:30 am-10:30 am ET

Opening Keynote: Taking the Numb Out of Numbers

Every marketing campaign is driven by data, but how can we marshal the complex facts and figures of raw data into messaging that is compelling, relatable, and persuasive? To data journalist Mona Chalabi, data is a language like any other, and translating it effectively requires attention to both clarity and beauty. As the Guardian’s data editor and a frequent contributor to The New York Times, New York Magazine, and elsewhere, Chalabi has garnered a devout international following for her powerful, attention-grabbing data visualizations. In “Taking the Numb Out of Numbers,” Mona will walk you through her drafting process, revealing how she transforms abstract data sets into meaningful stories through simple language, beautiful images, and a decent dose of humor.


Speaker
Mona Chalabi

Mona Chalabi

Data Editor | The Guardian

@MonaChalabi
Mona is a journalist who really loves numbers. She is the data editor of The Guardian where she writes articles, produces documentaries, and illustrates, as well as animates, data. After analyzing statistics for the United Nations, Mona Chalabi saw how important data was, but also how easily it could be used by people with their own specific agendas. Since then, her work for organizations like Transparency International and The Guardian has had one goal: To make sure as many people as possible can find and question the data they need to make informed decisions about their lives. Her illustrations have been exhibited by the Design Museum and were commended by the Royal Statistical Society. Mona helped create the Emmy-nominated four-part video series “Vagina Dispatches” which explores the physical, social, and sometimes political dynamics that surround women’s bodies. She also executive produced and hosted Strange Bird, a podcast about things that we’re not great at talking about. She has worked for FiveThirtyEight, the Banks of England, the Economist Intelligence Unit, and the International Organization for Migration.

Thursday, 10:40 am-11:25 am ET

The Evolution of Influence: Rethinking How B2B Brands Partner With Experts

Blogger. Influencer. Creator.

These are all contributors that B2B marketers have worked their way into marketing strategies and tactics over the past decade.

While the notion of partnering with external experts isn’t new, the WAY that we find them, engage them, and partner with them is constantly evolving. In fact, we’re seeing more brands partner with experts than ever before. BUT, for most, there are still a multitude of questions surrounding the who, what, and how of implementing influencer marketing at scale.

Whether you're just contemplating partnering with experts, or you’ve already found amazing partners and are looking to scale your program to improve results, this session is for you!

You'll learn:

  • How to align Influencer Marketing tactics with business objectives
  • How to find the right influencers that align with your brand POV
  • The steps to gain concept buy-in from internal stakeholders
  • Why you should centralize your B2B influencer marketing efforts
  • How the top 1% of marketers successfully integrate influencers


Speaker
Ashley Zeckman

Ashley Zeckman

VP of Strategy & Customer Success | Onalytica

@azeckman
Ashley is the VP of Strategy and Customer Success for Onalytica. In addition to finding innovative ways to showcase the exceptional work of her team, she drives strategy for influencer and content programs for mid-size and enterprise B2B clients.

Thursday, 10:40 am-11:25 am ET

Ignite Your B2B Email Marketing! New Tips, Tactics, and Trends You Need to Know Now

Email is still one of the number one tactics in marketing. But that doesn't mean it's set-it and forget-it. In fact, it's constantly evolving. And what drove excellent response six months ago, might not work today.

Join Jay for this fast-paced session where you'll get essential test ideas to fuel your email marketing programs today: How often to send, subject line trends, pitfalls to avoid, and so much more!

You'll walk away with techniques that are simple to implement but will make your email campaigns standout and drive increased response rates!

You'll learn:

  • 5 test ideas you can try immediately

  • Emerging tactics from the last three months

  • Email pitfalls that are holding you back from HUGE performance


Speaker
Jay Schwedelson

Jay Schwedelson

Founder of SubjectLine.com & CEO of Worldata Group |

@worldata
Jay is the founder of SubjectLine.com, the leading free subject-line rating tool ranked in the top 1% of all websites worldwide. Having led SubjectLine.com through the testing of more than 12 million subject lines, Jay uses his knowledge to guide organizations across multiple industries on how to implement impactful email marketing.

Thursday, 10:40 am-11:25 am ET

Marketing Planning for 2023 and Beyond

As marketers, we're used to trying new things. But the global pandemic has thrown even the best of us into a whirlwind. The physical events we carefully selected haven’t fully returned, direct mail programs we designed often had nowhere to go, and the messaging we crafted had to be delivered in an entirely new context. At the same time, buying processes were disrupted and the sales team was desperate for some help. What's a marketer to do? In this session, we will explore the fundamental shifts in marketing that sustained even as we move beyond the pandemic. You'll learn:

  • Three trends your B2B marketing strategy must adopt
  • Tips for adapting forms to better serve buyers
  • Planning sequences that drive high impact results


Speaker
Samantha Stone

Samantha Stone

Founder | Unleash Possible

@samanthastone
Samantha, author of Unleash Possible: A Marketing Playbook that Drives Sales, is a revenue catalyst who helps bridge the gap between buyers, sellers, and marketing for organizations that have complex selling processes. She’s a fast-growth, B2B marketing strategist, researcher, speaker, and consultant who has also managed to find time to raise four children with her husband, David. Throughout her career she has launched go-to-market initiatives and led marketing strategies for award-winning, high-growth companies. In 2012 she founded The Marketing Advisory Network to help savvy business leaders unleash the possible within their enterprises.

Thursday, 10:40 am-11:25 am ET

[Roll Up Your Sleeves] Optimizing Your Instagram Profile and Content

Join international Instagram expert, Jenn Herman, for this deep-dive and tactical session on optimizing your Instagram account as a B2B brand. Bring your phones and get ready to workshop your way through tactics you can begin implementing immediately during this session, as well as strategic actions you can incorporate in future content. The tips gained will help you rank higher in search, get found by more potential customers, and help you drive leads for your brand. You'll learn:

  • How to write a bio description that is optimized for search and appeals to new customers
  • How to craft captions that help you drive leads and traffic to your website
  • How to pick the right hashtags for your brand and ideal audience
  • How to quickly create Reels to improve reach

Roll Up Your Sleeves sessions give you a hyper-focused, deep dive into a specific task. You’ll walk away with a step-by-step action plan—making you instantly more capable when you get back to your office. Come prepared to participate and to get it done! (Note: Actually rolling up your sleeves is optional.)


Speaker
Jenn Herman

Jenn Herman

Speaker, Consultant, Strategist | Jenn's Trends

@jenns_trends
Jenn is a social media consultant, speaker, and globally recognized Instagram expert. Her blog, Jenn’s Trends, has won the title of a Top 10 Social Media Blog over multiple years. She is a sought-after and international speaker providing tips, resources, and training for organizations of all sizes that need to structure their social media strategies. Jenn has been featured in Inc., Fox News, BBC News, Yahoo Finance, HuffPost, The Verge, CBS Radio LA, and numerous other podcasts and publications. She is the author of Instagram for Dummies, Instagram for Business for Dummies, and Stop Guessing: Your Step-by-Step Guide to Creating a Social Media Strategy.

Thursday, 10:40 am-11:25 am ET

The Urge to Act: How Masterful Marketers Mold Their Stories to Resonate Deeper and Earn Passionate Superfans

“Storytelling” has become a buzzword in marketing, which feels impossible, like chefs making “cooking” a buzzword. Isn’t it just supposed to be the job? The skill we practice? The thing we’re good at doing? The thing is, there’s a difference between telling good stories and being an effective storyteller. Understanding that difference can help us create more original work that stands out, grows the audience, and the trust and love of people who subscribe, buy, and share. In this eye-opening, inspiring talk, author and showrunner Jay Acunzo will take you inside the process of how the world's best storytellers tweak their delivery in specific ways to resonate deeper and inspire audience action. Reach is fine, but today’s premium skill is the ability to resonate. Can you connect so deeply, you spark action? Without action, you don’t see results. You’ll learn:

  • How to turn yourself (the individual marketer) into a masterful storyteller
  • How to connect with any audience and teach anything -- using one story
  • A powerful exercise to elevate your impact without adding more resources


Speaker
Jay Acunzo

Jay Acunzo

Creator & Host | Unthinkable

@jayacunzo
Jay is one of the world’s most sought-after B2B storytellers, authors, and show hosts. He’s worked in marketing roles at Google, ESPN, and HubSpot, created original series for tiny startups and massive brands, and he hosts the award-winning podcast Unthinkable. His stories have been heard by over a million people worldwide. Today, Jay teaches creators and marketers to question best practices, tell better stories, and resonate deeper.

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

Show, Don’t Tell: Putting CX at the Center of Marketing

Your customers' patience is short. And their expectations are sky high. That's why marketing campaigns that showcase real customer experiences are more valuable than ever before. From unboxing videos to office walk-throughs to pro-user demonstrations, content that shows customers exactly what they're going to get builds trust, while also helping you to identify qualified leads. Learn how to get the most out of CX content in this example-filled session.


Speaker
Zontee Hou

Zontee Hou

President & Chief Strategist | Head of Strategy | Media Volelry | Convince & Convert

@ZonteeHou
Zontee has been a passionate marketing and communications advisor for nearly 20 years. She’s the founder of digital marketing agency Media Volery and head of strategy for the respected consulting firm, Convince & Convert. Zontee was named one of LinkedIn’s 16 marketers to follow in 2021. She is also consistently named one of TopRank’s 50 most influential content marketers and 25 most influential B2B marketers. Her work has garnered multiple awards including several PR News Platinum Awards and a Forrester Groundswell Award. Her clients have included Allstate Insurance, Oracle, Cisco, and the UN Food and Agriculture Organization. Zontee has been a faculty lecturer in strategic communications at Columbia University, as well as a board member and lecturer at the City College of New York.

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

B2B Content Strategy: Your Competitive Advantage in 2023

There is one thing that every B2B marketer must face: content will never be a differentiator. However, your approach and process to developing content just may be! In this session, you'll learn how  to develop a systematic approach for creating, managing, activating, and measuring your content. And with it, building a system that will help you gain a competitive advantage in 2022 and beyond. You’ll learn:

  • Examples of evolutionary approaches for building ecosystems of content, rather than siloed channels
  • A step-by-step approach for how you can develop a B2B content operation that differentiates your business
  • How an intelligent content operation provides the foundation for a measurable content strategy


Speaker
Robert Rose

Robert Rose

Founder, Chief Troublemaker | The Content Advisory

@Robert_Rose
For more than 25 years, Robert has helped B2B marketers tell their story more effectively through digital media. As the founder of The Content Advisory, Robert has worked with more than 500 companies, including 15 of the Fortune 100. He’s provided strategic marketing advice and counsel for global brands such as NASA, Dell, Hewlett Packard, Microsoft, Schneider Electric, and LinkedIn.

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

Creator | Woke-Washed

@KatieMartell
Katie is an “unapologetic marketing truth-teller.” She explores the collision of marketing and social movements in her writing, speaking, and research, including a forthcoming documentary "Woke-Washed." Katie serves on the board of Pride in Our Workplace and is an evangelist for digital accessibility with Perkins Access. She frequently partners with brands including LinkedIn, Oracle, Adobe and more to amplify stories of transformation, marketing, and customer experience. Katie has appeared on stages across the US and internationally for her perspective on the evolving world of marketing, amassing 150k followers and appearing in publications including Adweek, CNBC, Forbes, WSJ, NYT, and more. Katie was named “one of the most interesting people in B2B marketing," an Adweek Pride Star and a top voice in marketing on LinkedIn 3X.

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

Future Guide to Email Marketing: How to Drive B2B Email Success in 2023 and Beyond

Here’s the thing: Regardless of whether you’re trying to nurture potential customers or cultivate loyalty from existing ones, email continues to deliver success for B2B brands. And while your customer's eyeballs might be elsewhere on their devices throughout the day, their inbox apps command the vast majority of their time on those devices, especially regarding their professional lives. Unfortunately, B2B marketers are still sending email campaigns like it’s 2001. Those campaigns lack personalization. Those campaigns don’t account for how fragmented their customers' brains are when dealing with their inboxes. And, in many cases, we seem to have forgotten many of the tried and true best practices necessary to land emails in the inbox. Let’s fix all that and prepare ourselves and our brands for future success in the inbox. You'll learn:

  • The current and future challenges facing B2B marketers in the inbox
  • How to prepare for upcoming email opportunities like Apple’s support of BIMI
  • How to select the right email design for different types of campaigns
 


Speaker
Michael Barber

Michael Barber

Marketing Strategist |

@michaeljbarber
Michael's career began at Mighty Interactive, the agency founded by Jay Baer. Michael went on to hold leadership roles in strategy and planning at Sitewire, Nomadic Agency, COHN, and Godfrey. In 2018 Michael was named one of Marketo's Fearless 50, an award that recognizes the top marketers around the globe driving fearless marketing and digital transformation. He helps organizations like Aptean, MeUndies, Charter School Capital, Ithaca College, Johnson and Johnson, Church & Dwight, and Hass Avocados with their brand and marketing initiatives.

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

|

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

B2B marketing and sales are difficult in the current environment. You believe in your product/service. You know it’s right for your target audience! 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 all the excuses! But there is a way to break through. Join #mpb2b favorite, Nancy Harhut, for what's sure to be an eye-opening session that will hep you improve your marketing... IMMEDIATELY.  Nancy will show you what to write (or say) to lower your customers' defenses, obliterate objections, and sway things your way (it's science!) so your messages are heard... and you're able to close the deal. She'll help you improve your marketing right away. You'll learn:

  • How to apply scientifically proven tactics that help overcome common buying barriers
  • How to make other companies' customers consider YOU
  • Proven approaches you can use to book a meeting with a prospect


Speaker
Nancy Harhut

Nancy Harhut

Co-Founder and Chief Creative Officer | HBT Marketing

@nharhut
A top-ranked speaker, Nancy’s known for her interesting and actionable insights that focus on the impact of behavioral science on marketing. She's wowed audiences in Sydney, London, Berlin, and all over the US with her high-energy, example-jammed sessions. The co-founder and chief creative officer of HBT Marketing, Nancy’s been named one of the 10 Most Fascinating People in B2B Marketing, a Social Top 50 Email Marketing Leader, and a Top 40 Digital Strategist. She and her teams have won 200+ awards for marketing effectiveness. Check out her new book, Using Behavioral Science in Marketing, published by Kogan Page.

Wednesday, 11:55 am-12:40 pm ET

Empower Your Marketing With Private Social Media Communities

Private social media communities like Slack and Discord have enormous impact on audience and customer retention, delight, and conversion. But most marketers don't know how to use them or what to do to make them work for their marketing.

Join Trust Insights Chief Data Scientist, Christopher S. Penn, for an eye-opening talk about private social media communities and how they can power your marketing efforts, including lessons learned from administering Analytics for Marketers, one of the largest B2B marketing communities on Slack.

You'll learn:

  • What private social media communities are and which platforms to consider based on your audience

  • Why private social media communities easily beat public social media for marketing performance

  • How to successfully administer a private social media community for your brand


Speaker
Christopher S. Penn

Christopher S. Penn

Chief Data Scientist | 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.

Wednesday, 11:55 am-12:40 pm ET

The Emperor Has No Content Without Good Storytellers

The business of storytelling is not just about creating content. Storytelling is about collaborating with the best-fit voices who can tell your story better than you. Sharing successful examples from SAP, Ursula Ringham will show you how to collaborate with B2B influencers to create innovative content across multiple mediums and channels. Content that engages your audience, creates demand, and tells a unified and integrated story. You’ll learn:

  • How to identify and engage good storytellers
  • To connect the dots in your organization - sales/marketing/product/C-suite
  • How to create Innovative, authentic content that drives campaign success


Speaker
Ursula Ringham

Ursula Ringham

Head of Global Influencer Marketing | SAP

@ursularingham
Ursula is an innovative leader in digital content, influencer marketing, and social media. She is an early adopter in utilizing the latest technologies to generate awareness, to create unique experiences and campaigns to build community. Before her position as head of global influencer marketing at SAP, she worked at Apple and Adobe in their developer relations organizations, helping companies bring products to market.

Wednesday, 11:55 am-12:40 pm ET

[Roll up Your Sleeves] LinkedIn Ads: Double Your Performance by Avoiding These Costly Pitfalls

LinkedIn Ads are a B2B marketer's biggest opportunity. But due to the high costs and the difficulty of the platform, they are naturally high-risk. So how do you capitalize on the potential and make LinkedIn Ads work for you? Join LinkedIn Ads legend, AJ Wilcox, as he walks you through the ideal setup of new campaigns to avoid costly pitfalls. Plus, come prepared to dive into your own account and make adjustments to your campaigns. You'll roll up your sleeves and do live optimization, real-time—on your own, current B2B campaigns. You’ll learn:

  • How to get the lowest pricing possible from LinkedIn
  • Targeting tricks to boost your lead quality
  • Our template to create ads that get 3X the average performance

Roll Up Your Sleeves sessions give you a hyper-focused, deep dive into a specific task. You’ll walk away with a step-by-step action plan—making you instantly more capable when you get back to your office. Come prepared to participate and to get it done! (Note: Actually rolling up your sleeves is optional.)


Speaker
AJ Wilcox

AJ Wilcox

Host of the LinkedIn Ads Show, Founder | B2Linked

@wilcoxaj
AJ is a LinkedIn Ads pro who founded B2Linked.com, a LinkedIn Ads-specific ad agency. He's managed over $150M in spend on the platform (they're official LinkedIn partners). He's also the host of the LinkedIn Ads Show podcast, and has managed 5 of the world’s top 10 LinkedIn Ads accounts. He's a ginger & triathlete. He lives in Utah, has 4 adorable kids, and his company car is a wicked-fast gokart.

Wednesday, 11:55 am-12:40 pm ET

How to B2B Podcast for Fun, Profit, and Branded Giggles

A fireside chat with Kerry Gorgone, Matthew T. Grant, and George B. Thomas Join veteran podcasters Kerry, Matt, and George for a very special one-time-only conversation about how to create and sustain a successful branded podcast that fuels your business, feeds your audience… and fires you up, too!
This will be a special conversation that has been a decade in the making. Matt launched the MarketingProfs Marketing Smarts podcast 11 years ago. Kerry took Marketing Smarts and made it her own. And now George has taken the reins and continues to evolve it. But that’s not all….. these three people have a ton of experience with their own audio and video podcasts as well.
In Boston… for the FIRST TIME ONLY (and probably the last!), you’ll get an inside view at how to launch and grow a podcast for your brand (or for yourself) based on the wisdom of these incredible marketers and podcasters.
This trio has a combined 31 years* of experience in hosting, producing, marketing, growing, and sustaining successful shows. It’s a rare opportunity to learn from those who have definitely been there, done that… and who continue to love what they do.
Bring your questions. Get some advice. And get ready to be blown away by the truths and insights these three will drop.
* a made up number, but close enough.

Speaker
Kerry O’Shea Gorgone

Kerry O’Shea Gorgone

Senior Editor & Writer | Appfire

@KerryGorgone
Kerry O’Shea Gorgone, JD, MBA, is Senior Editor & Writer at Appfire, the largest global provider of award-winning Atlassian apps. She hosts Appfire’s series of BEST Shows on project portfolio management, IT Service Management, and Work Management, and co-hosts The Backpack Show LIVE with Chris Brogan every Friday. Her audio show, Punch Out With Katie and Kerry, is currently in its seventh season of production. Learn more about her at kerry.show. https://www.kerry.show/

Wednesday, 11:55 am-12:40 pm ET

Non-Techy Marketer’s Guide to GA4: What You Really Need to Know

You’ve heard that Google Analytics is going through a major upgrade. Starting July 1, 2023, you won’t be able to use the current GA tool you’ve come to rely on. So how do marketers begin to prepare for this shift? How are you going to access the information you need from Google Analytics going forward as the world evolves to GA4 (and your favorite GA shortcuts go away?) And: How do you ignore the GA4 bits you don’t need? In this session, Janet Driscoll Miller is your therapist and counselor. She will ease your anxiety and help you find the exact information you’ll need as a B2B marketer… and help you decide what to ignore. You'll learn:

  • How to introduce and get everyone on board with the opportunities of GA4 – from the tech-savvy to the tech-averse people on your team
  • How to navigate GA4 as a novice: Where key marketing information resides exactly; how to get there quickly and easily
  • How to speak the language of your tech team to ensure GA4 is in place and tracking (and so you can understand the results!)
  • How and when to migrate to GA4: Determining a date when the team will move to GA4 as its primary source of truth for marketing data; archiving historical data so you can access key marketing data in the future


Speaker
Janet Driscoll Miller

Janet Driscoll Miller

President and CEO | Marketing Mojo

@janetdmiller
Janet is the president and CEO of the award-winning digital marketing firm, Marketing Mojo, and the author of Data-First Marketing: How to Compete and Win in the Age of Analytics. With over 25 years of marketing experience, she specializes in data and analytics, SEO, and digital advertising. She has helped companies from small businesses to large corporations fix their analytics issues. Janet is Google Analytics certified.

Thursday, 12:00 pm-12:40 pm ET

Luncheon Keynote— Understanding Web3 Through a Marketing Lens: How to Evaluate Whether Web3 Adds Value to Your Business

A special conversation featuring Tony Pham, Vice President of Marketing at SuperLayer with MarketingProfs podcast hostest-with-the-mostest, George B. Thomas. 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, DAOs (Distributed Autonomous Organizations), and NFTs. But still you have questions: What is Web3, exactly? What’s beyond the buzzwords? And how can Marketing not get left behind? How can we take advantage of these technologies and strategies? Tony Pham has been at the forefront of this new frontier. And as a marketer himself, he is passionate about 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. Get behind the buzzwords and learn:

  • What Web3 really is, and what it means for your organization
  • How cryptocurrencies is the new type of currency (financial, social, and otherwise); NFTs are the new promising assets; and DAOs are 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.
  • What the costs, risks, and rewards are for your marketing strategy
This session will help you prepare for the future of business and marketing. Join us for an entertaining and educational expert session!  


Speaker
Tony Pham

Tony Pham

Vice President, Marketing | SuperLayer

@tonypham
Tony Pham is currently the Vice President of Marketing at SuperLayer, a web3 and crypto venture studio with investors such as Marc Andreeseen, Chris Dixon, Paris Hilton, Joe Montana, and Nas. Prior to joining SuperLayer, he led marketing at Kadena, a scalable PoW blockchain whose KDA token is a top 100 cryptocurrency with a market cap of over $1 billion USD. Previously, Tony was head of marketing and communications at TrustToken, whose TrueUSD stablecoin is also a top 100 cryptocurrency with a market cap of $1 billion+ USD. Tony began his career in Silicon Valley by running product marketing at Slide (founded by Max Levchin, acquired by Google). After Slide, he was the first VP of Marketing at Life360, a popular safety app used by over 35 million monthly active users around the world (IPO on ASX). Tony is recognized as an industry leader, having won a Webby Award and a Data-Driven CMO Growth Award. Outside of work, he teaches meditation and compassion classes at Tibet House US.

Thursday, 12:50 pm-1:35 pm ET

Who is Your Customer? Capturing (and Maintaining) the Data Points That Matter, Presented by Validity

As B2B marketers, we have a high standard for personalization and data-driven campaigns. But with thousands (even millions) of new data points flowing into your database every day, the potential for “bad data” to de-rail your marketing efforts, muddy your reports, and cloud your view of your ideal customer profile (ICP) has never been higher. Join us for this session for the tactical tips you need to:

  • Effectively profile your data, identify reporting vulnerabilities, and pinpoint opportunity areas for your sales teams
  • Prioritize and capture the data points that matter to your business, and your campaigns
  • Manage and maintain your CRM to combat “data decay” and build healthy, effective lists and segments


Speaker
Andrew Fragias

Andrew Fragias

Product Manager | Validity

@TrustValidity
Andrew is a product manager at Validity and a Salesforce certified Administrator. His specializations are email marketing, CRM, user productivity and Salesforce Marketing Cloud.

Thursday, 12:50 pm-1:35 pm ET

The Road to B2B Growth is NOT Paved in MQLs… It’s Built with Brand! Presented by BlueOcean

As pressure on marketing ROI increases, the B2B marketing discipline has found itself in the vice grip of the MQL.  Marketers are overly focused on optimizing short-term goals, when in reality the key to long-term B2B growth is building a strong brand.  

When you focus on building a strong brand, you not only achieve needed MQLs and pipeline more efficiently, you'll do it in a way that leads to long-term, sustainable growth.

In this session, learn:

  • How performance marketing has shifted focus away from the importance of brand
  • Why regaining an emotional connection with audiences is critical for B2B success
  • How data and AI powered “brand intelligence” can enable audience connection and drive long-term, durable growth


Speaker
Grant McDougall

Grant McDougall

CEO and Co-Founder | BlueOcean

@grantmcdougall
Grant is the CEO and Co-Founder of BlueOcean. With more than 25 years of experience leading the development of digital products for brands like Toyota, Samsung, Apple, Visa, IBM, NerdWallet and AT&T, He founded BlueOcean with industry knowledge that allowed him to gain an inimitable understanding into the AI-driven marketing landscape. As a former agency insider, Grant is leading the charge to provide real-time, actionable brand insights to drive and sustain growth.

Thursday, 12:50 pm-1:35 pm ET

How To Create The Ultimate Ambassador Program to Build Brand Visibility, Presented by Agorapulse

A staggering 90% of respondents to a recent marketing survey indicated that they believe influencer marketing to be effective. And yet, according to a CMO Council report, only 33% of C-level business leaders report having a formal strategy in place. In this session, you'll learn from Agorapulse's head of strategic partnerships how to identify and work with influencers, what influencer marketing even means, and how to structure an Ambassador Program that demonstrates ROI and has influencers asking to be a part of. You'll learn how to:

  • Understand the different levels and types of influencer marketing
  • Navigate the details that make the difference when it comes to working with influencers
  • Visualize the kind of strategy and framework that will support your business goals


Speaker
Mike Allton

Mike Allton

Head of Strategic Partnerships | Agorapulse

@mike_allton
Mike is a virtual event strategist, an award-winning blogger, speaker, and author at The Social Media Hat, where he has been educating businesses and organizations on the best use of content marketing for reaching and converting target audiences. He teaches a holistic approach to using content, social media, email marketing, and search engine marketing to drive traffic, generate leads, and convert those leads into sales.

Wednesday, 1:15 pm-1:55 pm ET

Keynote—Dawn of the Next-Gen B2B Marketer with Paul Roetzer

As artificial intelligence advances what’s possible with technology, a next generation of marketers is emerging. These professionals aren’t defined as next-gen because of age, but rather their approach to embracing change and applying smarter (i.e. AI-powered) technologies.

In this keynote, Paul Roetzer, Marketing AI Institute founder and CEO, lays out the vision and opportunity for next-gen marketers who use AI to deliver the personalization and experiences modern consumers expect; unlock previously unimaginable creative possibilities; and drive efficiency, revenue growth, profits, and societal impact that leadership demands.

We have entered the age of intelligent automation. AI is not going to replace you. Rather, it will replace specific tasks, and augment what you are capable of doing. Don’t wait for the marketing world to get smarter around you. Take the initiative now to understand, pilot, and scale AI. The opportunities are endless for marketers with the will and vision to transform their careers, and the industry.


Speaker
Paul Roetzer

Paul Roetzer

Founder and CEO | Marketing AI Institute

Paul is the founder and CEO of Marketing AI Institute and founder of Ready North (formerly PR 20/20), HubSpot’s first partner agency. He's the author of Marketing Artificial Intelligence, The Marketing Performance Blueprint, and The Marketing Agency Blueprint. He's also the creator of the Marketing AI Conference (MAICON). As a speaker, Paul is focused on making AI approachable and actionable for marketers and business leaders. Paul has consulted for hundreds of organizations, from startups to Fortune 500 companies.

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

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

|

Thursday, 1:45 pm-2:30 pm ET

[Roll Up Your Sleeves] Behavioral Design for Demand Generation

Core to the success of a world-class demand generation strategy is understanding how to track and interpret behavior. Lead behavior gives you everything you need to create a strategy that gets higher engagement, better conversion rates, and longer customer lifetime value. Leads tell us what they're interested in, what's a problem, and how ready they are to buy with their behavior. But in order to track behavior... you must design for behavior. Join us in this hands-on session where you'll learn why behavior is important, how to map out behavior intent, and how to design for data anchors... the key to your success! You'll leave with a deep understanding of consumer behavior, an intent plan, and a plan for behavioral segmentation and their triggers!


Roll Up Your Sleeves sessions give you a hyper-focused, deep dive into a specific task. You’ll walk away with a step-by-step action plan—making you instantly more capable when you get back to your office. Come prepared to participate and to get it done! (Note: Actually rolling up your sleeves is optional.)


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, 1:45 pm-2:30 pm ET

8 Powerful Secrets for Creating Addictive Website Copy for Every Single Industry

Stop me if you've heard this one before. Your ideal buyers are out there, desperately searching for exactly what you’re offering (you just know it). But no matter how many days and sleepless nights you spend writing, rewriting, and re-rewriting your website copy, your ideal buyers just aren’t biting. If this sounds familiar, you won’t want to miss this session. Liz will show you eight simple, yet powerful, copywriting techniques that you can use to immediately transform your website into the moneymaking powerhouse you know it can be—while also making you look like a superhero at your company. You'll learn:

  • To stop making the most common, insidious copywriting mistakes on your website (that are total buyer turnoffs) forever
  • Liz's eight secrets to crafting swoon-worthy website copy that you can implement on your website immediately
  • The industry-agnostic messaging principles that will transform your website into digital catnip for your audience


Speaker
Liz Murphy

Liz Murphy

Founder | Buona Volpe

@naptownpint
Liz is on a one-woman mission to eradicate the world of boring business content. Liz’s core competencies (see: "obsessions") are brand voice and messaging, revenue and traffic-driving content strategy development, and creating wildly engaging business content that doesn't suck. As a seasoned B2B content strategist and former editor-in-chief, she has honed her expertise in these areas over the past decade through the development and execution of revenue-generating multimedia content programs (written, video, on-demand courses) in both agency and in-house settings. On top of "traditional" content director stuff, Liz is a coach for entrepreneurs, industry experts, and executives who want to find their voice, tell stories that matter, and ignite change. She is a motivational keynote speaker for business audiences and is currently writing a no-bullsh*t guide to finding your voice, which will be released in early summer 2023.

Thursday, 1:45 pm-2:30 pm ET

The Most Successful B2B Content Marketing Teams Do These Amazing Things… And You Should Too

Most B2B organizations produce content – blog posts, emails, social media, ad copy. But many B2B marketers have a hard time proving the value of their content marketing efforts. The best B2B content marketing teams do things differently. Successful teams build content marketing strategies that their leadership teams understand. They have the right people and processes in place to support their strategy. And they know exactly how to measure performance and share a clear picture with their leadership team. Join us for this session where we’ll first zoom out to see exactly what the best content marketing teams do, then we’ll zoom in to show you how you can do it too! You'll learn:

  • How to build a content marketing strategy that your leadership team loves (with templates!)
  • How a few simple exercises can get your organization 100% aligned on your audience, positioning, and strategy (with examples!)
  • How to really measure the success of your content marketing efforts and share a clear narrative with your leadership team (with tools!)


Speaker
Ryan Morgan

Ryan Morgan

Digital Marketing Strategist | Swell Digital

Ryan 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. Ryan was formerly the director, brand + digital Strategy at ignite, and the VP, digital marketing at Aztek, two leading agencies for digital marketing.

Thursday, 1:45 pm-2:30 pm ET

Reimagining Marketing Management and Leadership

In this interactive fireside chat with TrustInsights.ai CEO Katie Robbert and Chief Data Scientist Christopher S. Penn, you’ll learn the story of two different management styles and the impact that effective management and leadership has on outcomes. Learn how a dynamic duo doubled headcount and tripled revenue in just 18 months - and all the things that went wrong along the way. As a hybrid session, you’ll have the opportunity to ask questions and participate in conversations all throughout the talk, so bring your toughest marketing management and leadership questions with you. You'll learn:

  • What the 5P framework is - improve management of teams and marketing operations
  • Why people and processes are most neglected, but also most impactful in leadership (and why you’re not addressing those problems!)
  • How to diagnose your organization’s issues using the 5P framework and build a roadmap to a better marketing future for your organization


Speaker
Christopher S. Penn

Christopher S. Penn

Chief Data Scientist | 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, 1:45 pm-2:30 pm ET

Inclusive Marketing Strategy Techniques You Can’t Afford to Ignore

Everyone is talking about diversity and inclusion - especially regarding marketing. But most brands have a long, long way to go before they’re where they need to be. This session will explore the gaps that need to be closed, the tough conversations that need to be had, and the investments and decisions that need to be made now. Inclusivity is not an inherent skill, but can be taught, honed, and practiced. An Inclusive Strategy can only help grow your business. Join us to learn how to make changes now that will have an immediate impact on the bottom line, corporate culture, and growth potential. You'll learn:

  • Strategies to be more inclusive and demonstrate diversity authentically
  • A simple framework to ensure you are creating an inclusive, customer-centric strategy
  • The unintentional things you’re doing that are NOT inclusive that you can correct now


Speaker
Sydni Craig-Hart

Sydni Craig-Hart

CEO | Smart Simple Marketing

@SydniCraigHart
Sydni is CEO of Smart Simple Marketing and a 4th generation entrepreneur. Since 2006, her team, having worked with over 10,200 small businesses in 79 different industries, has been helping companies to drive engagement with small, minority- and women-owned businesses. If you want to increase the value of existing-customer spend, recapture marketing investments, grow customer lifetime value or decrease attrition, be sure to speak with Sydni to discover how her team is doing this for companies like Facebook, Google, LinkedIn, and more.  

Wednesday, 2:05 pm-2:50 pm ET

TikToks, Shorts, Explainers, Oh My! B2B Video Strategies for 2023, Presented by Vidyard

The use of video by B2B marketing teams is exploding. From educational content for websites and inbound marketing to TikToks, YouTube Shorts, and other forms of social video, the opportunities are endless.

But where should you focus your efforts for the biggest bang?

Which channels drive meaningful engagement from B2B audiences?

Can B2B brands really use TikTok to generate new leads?

Discover answers to these questions and more as we smash that Like button on B2B video content strategies for 2023.

You'll learn:

  • The latest trends in using video content to engage audiences across various digital channels
  • How B2B brands can use organic video content on TikTok, YouTube, and LinkedIn to generate more leads
  • How to connect your video content strategy to your lead generation


Speaker
Tyler Lessard

Tyler Lessard

Chief Video Strategist, VP of Marketing | Vidyard

@tylerlessard
GTM exec, video and content strategist, author, B2B media mogul (someday). As VP Marketing and chief video strategist at Vidyard, Tyler has spent nearly a decade immersed in the worlds of B2B video marketing, video selling, demand generation, and customer experience. He’s been recognized by Demand Gen Report as a top B2B Buyer-Centric Marketer, and by Marketo as one of the world’s top 50 Fearless Marketers. He’s the host of the Full Funnel show, author of The Visual Sale, and founder of the Sales Feed media network for sales professionals.

Wednesday, 2:05 pm-2:50 pm ET

Making Marketing More Personal, Not Personalized, Presented by Printfection

It's been a wild couple of years riding the in-person to virtual to in-person rollercoaster. Your customers and prospects are real humans going through the same wild ride, and they are craving connection! Now more than ever, B2B marketers need to design a strategy to connect meaningfully with humans behind the screens. Join this session to learn from a professional services marketing department (of one!) about using branded gifting and community building to do just that! You’ll learn how to:

  • Create moments that matter around a company anniversary
  • Foster retention of employees at a 100% remote company
  • Collect useful survey data to fuel helpful, valuable content marketing
  • Celebrate community at conferences both in-person and virtually


Speaker
Cathy Colliver

Cathy Colliver

Marketing Director | Test Double

@cathycolliver

Cathy is marketing director at Test Double. She loves simplifying challenges and focusing on humans behind the screens. Her work spans technical and creative, plus multiple industries: theatre, insurance, marketing agency, news, software. She volunteers with arts boards and Every1Reads, and served on the Courier Journal Editorial Board.

Wednesday, 2:05 pm-2:50 pm ET

Marketing Business Acceleration: From Theory to Practice, Presented by UpTempo

To successfully run and accelerate the business of B2B marketing, marketing leaders need to first take a look at their planning and strategy: the backbone of marketing performance success. Oftentimes, plans are living in tools that are disconnected from the rest of the martech stack. This leads to limited visibility into spending and performance. How can you properly plan and budget when you don’t know what's working and what’s not? In this session, from Bottomline Technologies, Heather Loisel, CMO, and Lianna McGauley, senior manager, marketing technology, will look at two different perspectives on planning strategies for B2B marketers to improve their business visibility, agility, and velocity in a constantly dynamic and changing marketing environment. You’ll learn:

  • How to redefine your planning and strategy to improve three tiers of marketing: visibility, velocity, and agility
  • KPIs and other vital performance metrics to constantly improve what marketing is doing
  • Consistency across global plans, campaigns, programs, and tactics by consolidating your marketing data into one collaborative system
  • Why managing the business of marketing is even more than just managing the martech stack


Speaker
Bruce Brien

Bruce Brien

SVP of Global Sales Support Services | UpTempo

Bruce has spent most of his 35+ year career at the cross sections of Marketing, Sales, Technology and Analytics. To say that he is passionate about these topics would be an understatement. He embraces the challenges that exist in large organizations with complex sales and marketing requirements, and looks forward to identifying or architecting the people, process, and/or technology solutions that will deliver the desired results. Bruce has worked for a variety of high tech organizations, participating in multiple acquisitions and servicing many companies in the Fortune 50. He is an advocate for his customers and their needs, both internal and external, working effectively to ensure their success. He loves to solve problems by blending the art and science that is available into the best possible solution.

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

Wednesday, 3:00 pm-3:45 pm ET

B2B Stories are NOT Boring! (5 Storytelling Myths Debunked)

The #1 complaint from most B2Ber’s: B2B stories aren’t interesting. Wrong!

Every brand—regardless of what you sell—can create a compelling story that has an impact on the world, even if that world is simply your customers, your employees, or your community. To do so, we simply must revisit the craft of storytelling and see it through a new lens, because there are logical sequences in storytelling, formulas, and shifts in our tactics that will forever change the way you look at an “ordinary story.”

In this session, we’ll bust the myths and explore the timeless magic that creates enchanting stories. Yes, friends …. even B2Bers can shape magical stories.

You'll learn:

  • The shape of a compelling B2B story

  • Point-of-view vs perspective (and why both matter)

  • Voicing the authentic experience

  • How to map one story to multiple situations

  • The shockingly simple secrets to all great stories


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.

Wednesday, 3:00 pm-3:45 pm ET

[Encore Roll up Your Sleeves] LinkedIn Ads: Double Your Performance by Avoiding These Costly Pitfalls

Missed your chance to sit in on this session earlier? Here’s your chance to learn from AJ, with this second session added to the program. LinkedIn Ads are a B2B marketer's biggest opportunity. But due to the high costs and the difficulty of the platform, they are naturally high-risk. So how do you capitalize on the potential and make LinkedIn Ads work for you? Join LinkedIn Ads legend, AJ Wilcox, as he walks you through the ideal setup of new campaigns to avoid costly pitfalls. Plus, come prepared to dive into your own account and make adjustments to your campaigns. You'll roll up your sleeves and do live optimization, real-time—on your own, current B2B campaigns. You’ll learn:

  • How to get the lowest pricing possible from LinkedIn
  • Targeting tricks to boost your lead quality
  • Our template to create ads that get 3X the average performance

Roll Up Your Sleeves sessions give you a hyper-focused, deep dive into a specific task. You’ll walk away with a step-by-step action plan—making you instantly more capable when you get back to your office. Come prepared to participate and to get it done! (Note: Actually rolling up your sleeves is optional.)


Speaker
AJ Wilcox

AJ Wilcox

Host of the LinkedIn Ads Show, Founder | B2Linked

@wilcoxaj
AJ is a LinkedIn Ads pro who founded B2Linked.com, a LinkedIn Ads-specific ad agency. He's managed over $150M in spend on the platform (they're official LinkedIn partners). He's also the host of the LinkedIn Ads Show podcast, and has managed 5 of the world’s top 10 LinkedIn Ads accounts. He's a ginger & triathlete. He lives in Utah, has 4 adorable kids, and his company car is a wicked-fast gokart.

Wednesday, 3:00 pm-3:45 pm ET

Become a Marketing Yogi: Flexibility Is the Key to Strategy

These past couple of years have been a major test for anyone responsible for marketing planning. The unexpected curveballs have seemed never ending.

And with the seemingly endless upheaval, where social and political issues are at the forefront, we marketers need to be more vigilant and flexible than ever before.  We’ve seen far too many examples of brands misreading the room and sounding tone deaf.

In this session, we'll look at why traditional marketing planning methods are unhelpful right now, and how brands need to keep their ear to the ground before making any decisions. And be ready to make decisions quickly.

We'll look at examples of both sides: brands that didn't meet the audience where they were and then those that with quick thinking — and strong brand values — made a positive impact on the audience.

You'll learn how to be more flexible in your planning approach, understanding what's important and what isn't. And, you'll walk away knowing how to feed current affairs into any content or brand strategy, using digital methods, to maximize your relevancy.

You'll learn:

  • How to create a series of shorter-term objectives and incremental gains, along with specific measurements for each component

  • What collaboration tools you should be using to document strategy

  • The importance of listening to audience sentiment and commentary about social issues so you can align your content

  • What tools and content types allow for more flexibly so you can adapt messaging to reflect change


Speaker
Paul Ince

Paul Ince

Managing Director | LikeMind Media Limited

@BizPaul
Paul is a marketing strategist, host, and emcee who believes that the people working within a business are best poised to talk about that business. He helps organizations understand their voice and puts strategies in place to amplify it to their market. With 20 years of experience, he has helped many businesses increase their visibility online and grow their business through digital technology. He speaks frequently on the subject of how to improve the way businesses have conversations with their customers and clients via digital, and occasionally analogue, marketing. In addition to running his content marketing agency, LikeMind Media, Paul hosts MarketEd.Live in Nottingham, UK every September, and co-hosts the podcast Humans Exhaust Me about the societies we live in .

Thursday, 3:00 pm-3:45 pm ET

How to Navigate the New Normal: When Social Movements + Marketing Collide

How do we navigate this strange age of "woke-washed" marketing? In this session, we’ll reconsider the role brands play in aligning with consumers on shared values. We’ll examine brand actions that help social movements, and those that pander. We'll share what marketers can do to protect both brand reputation and the social movements we want to support. Most importantly, we'll explore the unseen impact of performative brand allyship in a time of femvertising, rainbow-washing, and other ways marketing has collided with social movements. It’s a weird new normal, but it’s also a fantastic opportunity for change. You'll learn:

  • How to consider the risks and opportunities of engaging in social movements as a brand steward
  • The most common, unseen risks of performative allyship in marketing
  • What social movements need now from corporate allies


Speaker
Katie Martell

Katie Martell

Creator | Woke-Washed

@KatieMartell
Katie is an “unapologetic marketing truth-teller.” She explores the collision of marketing and social movements in her writing, speaking, and research, including a forthcoming documentary "Woke-Washed." Katie serves on the board of Pride in Our Workplace and is an evangelist for digital accessibility with Perkins Access. She frequently partners with brands including LinkedIn, Oracle, Adobe and more to amplify stories of transformation, marketing, and customer experience. Katie has appeared on stages across the US and internationally for her perspective on the evolving world of marketing, amassing 150k followers and appearing in publications including Adweek, CNBC, Forbes, WSJ, NYT, and more. Katie was named “one of the most interesting people in B2B marketing," an Adweek Pride Star and a top voice in marketing on LinkedIn 3X.

Thursday, 3:00 pm-3:45 pm ET

Creative Briefs Are Your Friend: Streamlining the Creative Process

How many times have you been SO excited about a campaign only to receive creative that looks more like an ad for a bank in 1982 than that sweet Chewy campaign that inspired you? Don't let the creative process get you down! There's a way to better communicate your amazing vision and see it come to fruition. Join the super entertaining Bryan Smith to learn how a well-crafted creative brief can make all the difference! You'll learn how to write them well, and how to leverage them to inspire creative excellence. Most importantly, you'll discover how to use the brief during the creative evaluation process to drive productive, helpful and targeted feedback... ultimately reducing the endless rounds of feedback and revision. You'll learn:

  • How to write better briefs
  • How to use briefs to inspire creative
  • How to use briefs to deliver effective feedback


Speaker
Bryan Smith

Bryan Smith

Sr. Director of Marketing | Extole

@boliversmith
Bryan has over 20 years of experience in B2B sales and marketing in a variety of industries including SAAS, publishing, consumer packaged goods, and manufacturing. Bryan recently joined Extole, a SAAS-based customer engagement platform. Before joining Extole, Bryan held leadership roles at Tennant Company, Thomson Reuters, and General Mills. In his off time, Bryan enjoys performing in community theater, downhill skiing, and working on restoring his classic Jaguar.

Wednesday, 3:00 pm-3:45 pm ET

Next Gen ABM: The Playbook to Launch a Successful ABX Program

Every marketer knows that the key to any successful ABX program is getting sales onboard. In this session, Dina will share her story and insights on how to launch an ABX program from the ground up and scale so you become a strategic partner for your sales organization. And one that they love. You'll learn:

  • How to enable your sales team with account intelligence so they see positive results quickly (and make them miss you when you're not in the room)
  • How to modularize your content for personalization at scale
  • The steps to shift from account-based MARKETING to account-based EVERYTHING


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, 3:00 pm-3:45 pm ET

Revenue Marketing Metrics: The Only Framework You Will Ever Need for Planning, Forecasting, and Tracking

Do you have numbers everywhere? Excel files that seem to proliferate like Tribbles or Gremlins? And when there is a big meeting, do you and your other team members scramble to gather all the right metrics to support the presentation? Wouldn’t it be great to have an always available system for gathering all these numbers that was easy-to-use and didn't require any fancy reporting tools? In this session, we’ll show you the critical elements for a complete marketing analytics framework using your CRM, MAP, and shareable spreadsheets. Then we will review examples of how real B2B companies use it to manage marketing data and provide every metric their CMO needs, anytime they need it! You will learn:

  •  The key components of a marketing analytics reporting system
  • How to leverage this reporting system to track actual performance against goals and forecasts
  • How to automate the creation of executive quality graphs and charts


Speaker
Tish Millsap

Tish Millsap

CEO | Revenate Marketing LLC

@RevenateMKT
Tish started Revenate to help marketing teams shine by unleashing their revenue generating potential. She’s a results-oriented marketer who has helped dozens of fast-growing companies implement and sustain effective and measurable demand-gen and revenue-boosting solutions. Prior to Revenate, her marketing career included working in several demand gen leadership roles at both large and small companies.

Thursday, 3:00 pm-3:45 pm ET

The Impact of Streaming B2B Video Networks

The current size of the global video streaming market is around $473 billion, and growing fast. Needless to say, there’s an enormous audience and appetite for such content. This extends to the B2B world and yet, for many years, B2B organizations shied away from getting on board. The reality is that B2B companies must embrace streaming video in order to better serve their buyers and be competitive today. Fortunately, they’re heading in the right direction: More than half of marketers expect to increase their spending in video this year! Is that you? Or could you use some help making the case to spend more? Join Justin Levy for a discussion on the impact of streaming B2B video networks in modern times. He'll show you examples of streaming B2B content and dive deep (case study!) into how Demandbase was able to be the first B2B brand to launch a streaming network, DBTV, with 75+ episodes across five shows in 2021 - and the impact it has had since. along with other examples of streaming B2B content). You will learn:

  • Why every company has to become a media company
  • How organizations can use social, content and influencer campaigns to amplify the power of streaming content
  • How your team can be successful with streaming content


Speaker
Justin Levy

Justin Levy

Director, Social and Influencer Marketing | Demandbase

@justinlevy
Justin has spent 12+ years in social media, influencer marketing, and content marketing. His current role is the director of S\social and influencer marketing at Demandbase. Previous experience include roles at ServiceNow and Citrix as well as consulting with brands such as PepsiCo, Molson Coors, AMD, and more. Justin is the author of "Facebook Marketing" and has been interviewed by media sources including FOX Business, Associated Press, Inc. Magazine, and the Boston Globe.

Wednesday, 3:00 pm-3:45 pm ET

Integration 101: Technology and the Customer Journey

Many companies create customer journeys based on personas, industry segments, or their marketing outreach process. These are a great place to start. But in this age of technology, why are we ignoring technology requirements and content needs? Stop. #Technologynofuss You'll learn:

  • How to easily align technology to both “As Is” and “To Be” customer journeys
  • To work with different team members to understand technology needs
  • How to create both a technology-centric and effective customer journey


Speaker
Pam Didner

Pam Didner

B2B and Tech Marketing Consultant, Author, Speaker |

@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, 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

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, 3:55 pm-4:45 pm ET

Closing Keynote— Using Science to Stay One Step Ahead Rather Than Following the Latest Trends in B2B

Radical shifts in how we do business are taking place all around us. Just take a look at B2B the past few years... all of us have bounced between Inbound, Outbound, and micro-targeting based on intent data. And today, we are all witnessing the rise of a new GTM: Product Led Growth. Trends like these never stop and these days they come at us even faster and more often. How can we prepare and proactively respond? When you look underneath it all, you will find a set of fundamental principles that do not change. These principles form models that we can use to better understand these trends, and they enable all of us to lead our markets and to prepare for what comes next. Jacco van der Kooij will share his insights (fueled by science and RedBull!) on these principles and provide guidance for the future so you can ensure your companies’ growth today and beyond.


Speaker
Jacco van der Kooij

Jacco van der Kooij

Founder | Winning By Design

@Jacco_vd_Kooij

Jacco is an internationally renowned business leader and thought leader on revenue growth and strategy. He is the founder of Winning By Design and author of Blueprints of a Sales SaaS Organization, along with seven other best-selling books on driving growth for Software-as-a-Service (SaaS). He is a sales mentor across several venture capital firms such as Notion Capital, Reach Capital, Astella and Storm Ventures, where he helps accelerate the development of sales teams across their portfolios.

Prior to founding Winning By Design, Jacco held senior executive roles at Qumu (acquired by Rimage), Kontiki, and Technicolor. He is proud to have helped marquee customers over the years, including Amazon, AT&T, Dish, and Disney.

Nice to know: Jacco is the youngest of eight, raised in a small farming village in the Netherlands. He competed in chess, boxing, sailing, and represented the Netherlands at two world championships in the triathlon.

Wednesday, 4:15 pm-5:00 pm ET

How to Publish a Year’s Worth of Content From One Research Study

What if you could take one research project and turn it into an (almost) endless stream of content? All you need is the right mindset, story-worthy survey questions, and a plan. In this fast-paced session, you’ll learn how to create one survey and repurpose that content throughout the year. You’ll leave with a solid plan on how to create a survey from the ground up and use your data and insights in multiple ways. The process is flexible enough that you can rely on the content formats and channels you are already using as well as experiment with new ideas, too! You'll learn:

  • 6 types of survey questions to ask that will fuel your editorial calendar
  • A straightforward yet customizable framework for publishing consistent content from your research
  • 50+ examples of how to repurpose your research


Speaker
Michele Linn

Michele Linn

Co-Founder | Mantis Research

@michelelinn
Michele is a content marketing guru, having worked in the field since its early days. She is the co-founder of Mantis Research, which publishes and spotlights research in marketing. She has written and published hundreds of articles on the subject, being recognized as one of Folio’s Top Women in Media in 2015. Michele cut her teeth as the head of editorial at the Content Marketing Institute. She was the first employee hired there and helped the organization grow to an audience of 200,000 subscribers. She’s no stranger to podcasts either, having co-hosted the Marketing Breakout Podcast for six months.

Wednesday, 4:15 pm-5:00 pm ET

The Scrappy Brand’s Guide to What’s Next (and What to Do About It)

While marketing is changing more rapidly than ever, the one thing B2B marketers can’t afford to do is EVERYTHING. But how can you know what’s both new and worth your brand’s limited time and resources? Pulling on the latest expert interviews from the popular On Brand podcast, this forward-looking (yet practical), tactical talk takes a look at the latest trends that need to be on your B2B marketing radar, what they mean, and, most importantly, what you can do to be ready for them. You'll learn:

  • What’s changing in how we connect with customers and what this means for your big-picture marketing strategy
  • A scrappy framework for determining which trends to adopt and implement, and an action plan for how to tackle this work moving forward
  • About the latest trends and how to share them with others internally and beyond


Speaker
Nick Westergaard

Nick Westergaard

Chief Strategist/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.

Wednesday, 4:15 pm-5:00 pm ET

Why Don’t I Rank? These Are the 5 Big Reasons You Aren’t Getting Traffic From Search

You published a beautiful page, but you’re still not ranking. What went wrong? Was it the content? The competition? Why the heck isn’t this page getting any love from the Big G? Here’s the thing: Search is actually more straightforward than people think. Anyone can rank like a champion with just a basic understanding of the big concepts. This is exactly what we’ll be covering in this session. You'll learn:

  • Overview of the big search ranking factors
  • A quick review of links and competition (aka authority)
  • A quick review of content and keywords (aka relevance)
  • The toolbelt of the modern SEO
And best of all… A live review of actual pages from volunteers Even if you’re a total newbie at SEO, this session has some walk-away-with-a-new-understanding tips that will make you more confident in your search optimization skills every time you publish forever after.


Speaker
Andy Crestodina

Andy Crestodina

Co-Founder and CMO | Orbit Media

@crestodina
Andy is a co-founder and Chief Marketing Officer of Orbit Media, an award-winning 50-person digital agency in Chicago. Over the past 20 years, Andy’s provided guidance to 1000+ businesses. He speaks at national marketing conferences and writes for big marketing blogs. He's also the author of Content Chemistry: The Illustrated Handbook for Content Marketing. Andy has written 500+ articles on content strategy, search engine optimization, visitor psychology, and analytics.

Wednesday, 4:15 pm-5:00 pm ET

[Roll Up Your Sleeves] The Alt Text Guide for Marketers

Making your marketing accessible to all is more important than ever (1 in 4 adults in the US have a disability). And can be a strong business driver. Alt text uses image descriptions to help someone who is blind or has low vision and uses assistive technology. It's an essential part of creating accessible digital content and is a no-brainer for any brand trying to be more inclusive. If fact, it's one of the simplest steps you can take to make your content accessible to people with disabilities right now. If you're not sure where to begin or who how to do it well, join us for this hands-on session to learn everything you need to know about alt text, including best practices you can implement across your social channels, emails, and websites right now. Come ready to practice writing alt-text. You'll learn:

  • What alt text is, who it helps and why you should be using it
  • How to implement alt text across your marketing channels, from social media to emails and web
  • How to write good alt text and use inclusive language in the process

Roll Up Your Sleeves sessions give you a hyper-focused, deep dive into a specific task. You’ll walk away with a step-by-step action plan—making you instantly more capable when you get back to your office. Come prepared to participate and to get it done! (Note: Actually rolling up your sleeves is optional.)  


Speaker
Kelsey Bronski

Kelsey Bronski

Marketing Manager | Perkins School for the Blind

@perkins_access
Kelsey brings the entrepreneurial mindset she developed at Babson College to everything she does. As a marketer, she’s always asking, “How can this be better?” At Perkins School for the Blind, she leads the marketing effort for Perkins Access, the digital accessibility consulting team that is making the digital world a more inclusive place—one digital experience at a time. When she's not breaking down accessibility barriers, you can find her on Peloton’s leaderboard.

Wednesday, 4:15 pm-5:00 pm ET

Designing a Life You Love To Live By Rethinking Everything

Everyone wants to be successful, yet a recent study by Oracle showed that 75% of professionals feel either personally or professionally stuck. And despite the acknowledgment, many do not know how they got stuck. And more importantly, they don't know what they can do to get unstuck and move forward.

The "success gurus" will tell you that working harder, longer, and at a faster pace is the only way you can succeed. But with so many things involved in our lives, is work really the barometer for success? Maybe it's time to look at life more holistically and stop trying to balance, blend, integrate, and harmonize work with life. After all, it is all just life.

In this talk, Carlos will help you rethink what it means to be truly successful, the mindset you need to get there, and how doing so is the only way to truly design your best life.

You'll learn:

  • How to create a blueprint for your own Life Design

  • A new perspective on your relationship with work

  • How to establish boundaries so you can get the most from your life


Speaker
Carlos Hidalgo

Carlos Hidalgo

Life Design Coach, Marketing and Sales Consultant, Podcaster, Author and CRO | Demand Spring

@cahidalgo
Carlos is CRO at Demand Spring and a life design coach, a corporate well being development consultant, two-time author, and TEDx and international keynote speaker. Over the span of the last 25 years, Carolos has held corporate roles, started his own entrepreneurial ventures, led his company to multiple Inc 5000 awards ,and served in non-profits. He is now dedicated to helping others design a life they love to live every day through his life design coaching and corporate well being services. Carlos’s last book The UnAmerican Dream (available on Amazon) details his journey from a workaholic to a life that he loves.

Wednesday, 5:10 pm-5:55 pm ET

The Great Shift in B2B: The Fundamental Change Everyone’s Missing

It’s not news that the entire B2B marketing discipline has changed dramatically over the last 5-10 years. But underneath all the martech and analytics and optimization something way bigger has been happening. It’s a change in the fundamental structure and mindset that has underpinned marketing for the last 150 years—and it should change everything you do. For the last few centuries, misleading people was built into the way marketing worked. Maybe not outright deception, but an acceptable and expected truth-stretching. Today: honesty, transparency, and authenticity dramatically out-perform the sleaze, sugar-coating, or sleight-of-hand we all grew up on. Unfortunately, most B2B marketing teams are still operating under the old mindset and running an outdated playbook (then wondering why everything is flatlining). This session gets to the bottom of The Great Shift—the most important change in B2B marketing since the website. It’s kind of about new efficiencies and new targeting accuracy. But it’s mostly about the new perspective and strategic approach that these things make possible. Give me 45 minutes and… You’ll learn:

  • Why the Great Shift is inevitable (and well underway)
  • How it should change your thinking, your strategies, and your tactics
  • What successful marketing must look like today


Speaker
Doug Kessler

Doug Kessler

Co-Founder and Creative Director | Velocity Partners

@dougkessler
Doug is co-founder and creative director of Velocity Partners, the London- and New York-based B2B tech marketing agency. Doug has written a lot about content marketing, including Insane Honesty in Content Marketing; Crap: The Content Marketing Deluge; and A Stakeholder Through the Heart. Doug is also on the board of Clear Global (Translators without Borders), an NGO closing language gaps in the humanitarian world. Check us out. Very cool work.

Wednesday, 5:10 pm-5:55 pm ET

10 Creative Content Ideas You’ll Want to Try Today

Have you noticed that some B2B marketers seem to produce a never-ending stream of clever, compelling, and creative content while others fall flat? What’s the secret to content superiority? The truth is, there is no secret. Just a better way than trying to do it all on your own! With rising expectations from digital-first B2B buyers, elevating the marketing experience is more important than ever. To develop creative content that genuinely attracts, engages, and drives action, marketers need to break free from what’s comfortable, find new sources of inspiration, and tap resources and talent beyond the brand. Join veteran B2B content marketer, Lee Odden, for this session to discover how to creative content that keeps your customers coming back for more. You’ll learn:

  • The “break free of boring B2B” process for content ideation
  • Why and how to steal great ideas from other industries, sources, and data
  • How to get down with OPC (other people’s content) by working with influential creators


Speaker
Lee Odden

Lee Odden

CEO and Co-Founder | TopRank Marketing

@leeodden
When Lee isn't working with his team to create custom superhero comics to re-launch a B2B brand or helping a global B2B tech company launch an immersive audio podcast featuring executives, customers, and influencers, he's probably writing his 2,147th blog post about B2B marketing, launching a new B2B marketing research report, or speaking at an excellent B2B marketing conference like the B2B Forum. Or he might be running. Lee really loves running.

Wednesday, 5:10 pm-5:55 pm ET

How to Create a Behavioral, Data-Driven Content Strategy That Converts

Content marketing is guilty of a cardinal sin: Random Acts of Content. Disconnected content strategies drive poor demand generation results. In this B2B example-packed session, you'll uncover how to turn your content strategy into a plan that helps you connect behaviorally and collect the data you need to convert more sales. We'll deep dive into the types of content you need for growth and conversion. You’ll learn how to:

  • Capture interest and educate leads
  • Progressively profile your prospects
  • Move leads from MQL to SQL
  • Understand behavior and anticipate engagement
  • Build content for Data Anchors


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

Wednesday, 5:10 pm-5:55 pm ET

The 4 Pillars of Thought Leadership

Everybody wants to be an influencer. A spokesperson. A thought leader. Individuals want to build their personal brands, companies want to build their reputation in their industry, and marketers everywhere want to leverage these people and brands to influence customers and job candidates. But what makes a “thought leader”? How do you go from unknown to unstoppable? How can you accelerate the increase in influence and turn it into a repeatable process to build a pipeline of credible spokespeople? In this session, we’ll explore strategies, tactics, and real-world success stories of starting from scratch and scaling a thought leadership platform. You'll learn:

  • The benefits of building and scaling a thought leadership program, both as an individual and an organization
  • A framework for building thought leaders: four pillars to assess and execute a thought leadership strategy
  • Strategies, tactics, and real-world examples of building thought leaders within an organization


Speaker
Ashley Faus

Ashley Faus

Director of Integrated Product Marketing | Atlassian

@ashleyfaus
Ashley  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, 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.

Fall 2022 Program In Retrospect

  Register here to watch on-demand.

Already registered? Access the sessions.

Workshops

  • Topics

  • Pass Level

9:00 am-4:00 pm ET

Workshop—Marketing Strategy and Planning for the Future

Speakers: Allen Weiss, Andrew Moravick
Pass Type: All Access Pass

9:00 am-4:00 pm ET

Workshop—Attract, Nurture, Sell: Demand Generation

Speaker: Kenda Macdonald
Pass Type: All Access Pass

9:00 am-4:00 pm ET

Workshop — Aligning the Twin Hearts: Marketing and Sales

Speaker: Pam Didner
Pass Type: All Access Pass

9:00 am-4:00 pm ET

Workshop—Marketing Measurement and Analytics

Speakers: Christopher S. Penn, Katie Robbert
Pass Type: All Access Pass

9:00 am-4:00 pm ET

Workshop—The Math (and Magic!) of Story

Speaker: Bobby Lehew
Pass Type: All Access Pass

Day 1

  • Topics

  • Pass Level

7:15 am-8:30 am ET

Photo Walk With Steve Garfield

Speaker: Steve Garfield
Pass Type: All Access Pass, Conference Only Pass

7:45 am-8:30 am ET

Speaker-led Roundtables

Speakers: Robert Rose, Allen Weiss, Christopher S. Penn, Dina Otero, Nick Westergaard
Pass Type: All Access Pass, Conference Only Pass

8:45 am-9:10 am ET

Opening Act and Remarks

Speaker: Ann Handley
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass, Spotlight Pass

9:10 am-9:30 am ET

Keynote: The Surprising Role of Creativity in B2B, sponsored by Knak

Speaker: Pierce Ujjainwalla
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass, Spotlight Pass

9:30 am-10:30 am ET

Opening Keynote: Taking the Numb Out of Numbers

Speaker: Mona Chalabi
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass, Spotlight Pass

10:30 am-11:00 am ET

Refreshment Break: Recharge and Meet With Our Amazing Sponsors


11:00 am-11:45 am ET

Show, Don’t Tell: Putting CX at the Center of Marketing

Speaker: Zontee Hou
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

11:00 am-11:45 am ET

B2B Content Strategy: Your Competitive Advantage in 2023

Speaker: Robert Rose
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

11:00 am-11:45 am ET

Future Guide to Email Marketing: How to Drive B2B Email Success in 2023 and Beyond

Speaker: Michael Barber
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

11:00 am-11:45 am ET

How to Overcome the Biggest B2B Buying Barriers

Speaker: Nancy Harhut
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

11:55 am-12:40 pm ET

Empower Your Marketing With Private Social Media Communities

Speaker: Christopher S. Penn
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

11:55 am-12:40 pm ET

The Emperor Has No Content Without Good Storytellers

Speaker: Ursula Ringham
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

11:55 am-12:40 pm ET

[Roll up Your Sleeves] LinkedIn Ads: Double Your Performance by Avoiding These Costly Pitfalls

Speaker: AJ Wilcox
Pass Type: All Access Pass, Conference Only Pass

11:55 am-12:40 pm ET

How to B2B Podcast for Fun, Profit, and Branded Giggles

Speakers: Kerry O’Shea Gorgone, Matthew T. Grant, George B. Thomas
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

11:55 am-12:40 pm ET

Non-Techy Marketer’s Guide to GA4: What You Really Need to Know

Speaker: Janet Driscoll Miller
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

12:40 pm-1:55 pm ET

Time to Fuel Up: Lunch is Served


1:15 pm-1:55 pm ET

Keynote—Dawn of the Next-Gen B2B Marketer with Paul Roetzer

Speaker: Paul Roetzer
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

2:05 pm-2:50 pm ET

TikToks, Shorts, Explainers, Oh My! B2B Video Strategies for 2023, Presented by Vidyard

Speaker: Tyler Lessard
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass, Spotlight Pass

2:05 pm-2:50 pm ET

Making Marketing More Personal, Not Personalized, Presented by Printfection

Speaker: Cathy Colliver
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass, Spotlight Pass

2:05 pm-2:50 pm ET

Marketing Business Acceleration: From Theory to Practice, Presented by UpTempo

Speakers: Bruce Brien, Lianna McGauley, Heather Loisel
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass, Spotlight Pass

3:00 pm-3:45 pm ET

B2B Stories are NOT Boring! (5 Storytelling Myths Debunked)

Speaker: Bobby Lehew
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3:00 pm-3:45 pm ET

[Encore Roll up Your Sleeves] LinkedIn Ads: Double Your Performance by Avoiding These Costly Pitfalls

Speaker: AJ Wilcox
Pass Type: All Access Pass, Conference Only Pass

3:00 pm-3:45 pm ET

Become a Marketing Yogi: Flexibility Is the Key to Strategy

Speaker: Paul Ince
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3:00 pm-3:45 pm ET

Next Gen ABM: The Playbook to Launch a Successful ABX Program

Speaker: Dina Otero
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3:00 pm-3:45 pm ET

Integration 101: Technology and the Customer Journey

Speaker: Pam Didner
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3:45 pm-4:15 pm ET

Refreshment Break: Recharge and Meet With Our Amazing Sponsors


4:15 pm-5:00 pm ET

How to Publish a Year’s Worth of Content From One Research Study

Speaker: Michele Linn
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4:15 pm-5:00 pm ET

The Scrappy Brand’s Guide to What’s Next (and What to Do About It)

Speaker: Nick Westergaard
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4:15 pm-5:00 pm ET

Why Don’t I Rank? These Are the 5 Big Reasons You Aren’t Getting Traffic From Search

Speaker: Andy Crestodina
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4:15 pm-5:00 pm ET

[Roll Up Your Sleeves] The Alt Text Guide for Marketers

Speaker: Kelsey Bronski
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4:15 pm-5:00 pm ET

Designing a Life You Love To Live By Rethinking Everything

Speaker: Carlos Hidalgo
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5:10 pm-5:55 pm ET

The Great Shift in B2B: The Fundamental Change Everyone’s Missing

Speaker: Doug Kessler
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5:10 pm-5:55 pm ET

10 Creative Content Ideas You’ll Want to Try Today

Speaker: Lee Odden
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5:10 pm-5:55 pm ET

How to Create a Behavioral, Data-Driven Content Strategy That Converts

Speaker: Kenda Macdonald
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5:10 pm-5:55 pm ET

The 4 Pillars of Thought Leadership

Speaker: Ashley Faus
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6:00 pm-7:30 pm ET

A Super Fun Party!


Day 2

  • Topics

  • Pass Level

7:00 am-8:30 am ET

Breakfast


7:30 am-8:15 am ET

Relax, Release, Realign: The Art of Mindful Living

Speaker: Allen Weiss
Pass Type: All Access Pass, Conference Only Pass

7:30 am-8:15 am ET

Speaker-led Roundtables

Speakers: Andy Crestodina, Matt Heinz, Zontee Hou, Kenda Macdonald, Jay Schwedelson
Pass Type: All Access Pass, Conference Only Pass

8:30 am-9:15 am ET

Exactly How B2B Marketers Earn Trust: Evidence-Based Content

Speaker: Melanie Deziel
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

8:30 am-9:15 am ET

B2B Video: How to Produce Quality Content on a Shoestring Budget

Speaker: Tony Gnau
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

8:30 am-9:15 am ET

Break Through the Noise: B2B Like Rockstar Taylor Swift

Speaker: Ahava Leibtag
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8:30 am-9:15 am ET

5 Tips to Inspire Engagement With Learning and Development

Speaker: Emily Sullivan
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

8:30 am-9:15 am ET

[Roll Up Your Sleeves] Start Your Thought Leadership Journey

Speaker: Ashley Faus
Pass Type: All Access Pass, Conference Only Pass

9:25 am-10:10 am ET

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

Speaker: Andy Crestodina
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

9:25 am-10:10 am ET

Mastering the Prospect Experience: Increasing Loyalty and Conversion Throughout the Buying Journey

Speaker: Matt Heinz
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

9:25 am-10:10 am ET

[Roll Up Your Sleeves] How Did Branded Merch Become So Hot? (And How Can B2B Harness Its Power?)

Speaker: Bobby Lehew
Pass Type: All Access Pass, Conference Only Pass

9:25 am-10:10 am ET

The Steps to a Credible and Defensible Market Position

Speaker: Allen Weiss
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

9:25 am-10:10 am ET

Innovative Strategies to Amp Up B2B Referral Generation

Speaker: John Jantsch
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

10:10 am-10:40 am ET

Refreshment Break: Recharge and Meet With Our Amazing Sponsors


10:40 am-11:25 am ET

The Evolution of Influence: Rethinking How B2B Brands Partner With Experts

Speaker: Ashley Zeckman
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

10:40 am-11:25 am ET

Ignite Your B2B Email Marketing! New Tips, Tactics, and Trends You Need to Know Now

Speaker: Jay Schwedelson
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

10:40 am-11:25 am ET

Marketing Planning for 2023 and Beyond

Speaker: Samantha Stone
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10:40 am-11:25 am ET

[Roll Up Your Sleeves] Optimizing Your Instagram Profile and Content

Speaker: Jenn Herman
Pass Type: All Access Pass, Conference Only Pass

10:40 am-11:25 am ET

The Urge to Act: How Masterful Marketers Mold Their Stories to Resonate Deeper and Earn Passionate Superfans

Speaker: Jay Acunzo
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

11:25 am-12:40 pm ET

Time to Fuel Up: Lunch is Served


12:00 pm-12:40 pm ET

Luncheon Keynote— Understanding Web3 Through a Marketing Lens: How to Evaluate Whether Web3 Adds Value to Your Business

Speakers: Tony Pham, George B. Thomas
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

12:50 pm-1:35 pm ET

The Road to B2B Growth is NOT Paved in MQLs… It’s Built with Brand! Presented by BlueOcean

Speaker: Grant McDougall
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass, Spotlight Pass

12:50 pm-1:35 pm ET

Who is Your Customer? Capturing (and Maintaining) the Data Points That Matter, Presented by Validity

Speaker: Andrew Fragias
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass, Spotlight Pass

12:50 pm-1:35 pm ET

How To Create The Ultimate Ambassador Program to Build Brand Visibility, Presented by Agorapulse

Speaker: Mike Allton
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass, Spotlight Pass

1:45 pm-2:30 pm ET

The Most Successful B2B Content Marketing Teams Do These Amazing Things… And You Should Too

Speaker: Ryan Morgan
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

1:45 pm-2:30 pm ET

Reimagining Marketing Management and Leadership

Speakers: Christopher S. Penn, Katie Robbert
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

1:45 pm-2:30 pm ET

Inclusive Marketing Strategy Techniques You Can’t Afford to Ignore

Speaker: Sydni Craig-Hart
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1:45 pm-2:30 pm ET

[Roll Up Your Sleeves] Behavioral Design for Demand Generation

Speaker: Kenda Macdonald
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1:45 pm-2:30 pm ET

8 Powerful Secrets for Creating Addictive Website Copy for Every Single Industry

Speaker: Liz Murphy
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2:30 pm-3:00 pm ET

Refreshment Break: Recharge and Meet With Our Amazing Sponsors


3:00 pm-3:45 pm ET

Creative Briefs Are Your Friend: Streamlining the Creative Process

Speaker: Bryan Smith
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

3:00 pm-3:45 pm ET

Revenue Marketing Metrics: The Only Framework You Will Ever Need for Planning, Forecasting, and Tracking

Speaker: Tish Millsap
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3:00 pm-3:45 pm ET

The Impact of Streaming B2B Video Networks

Speaker: Justin Levy
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3:00 pm-3:45 pm ET

How to Navigate the New Normal: When Social Movements + Marketing Collide

Speaker: Katie Martell
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

3:55 pm-4:45 pm ET

Closing Keynote— Using Science to Stay One Step Ahead Rather Than Following the Latest Trends in B2B

Speaker: Jacco van der Kooij
Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

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