MarketingProfs B2B Forum 2021

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

Relax, Release, Realign: The Art of Mindful Living

During difficult times of anxiety and uncertainty, the practice of mindfulness will give you the resources to reduce the emotional stress and difficult thinking that naturally arise. You will find greater passion and inner peace that will help you concentrate more, get more done, and live the life you always wanted to live.


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, 10:00 am-10:45 am ET

Speed Networking

Do you want to meet new people you haven’t met before? Are you looking for new partners, clients, or hires? Or maybe mentor or mentee? If you answered “YES!” to any of these questions, this 45-minute speed networking is for you!

At this fun event, you’ll meet marketing peers — for 3 minutes at a time. Say hello, tell your story, learn about someone new, exchange Twitter handles, and then move to your next marketing match.

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

Speed Networking

Do you want to meet new people you haven’t met before? Are you looking for new partners, clients, or hires? Or maybe mentor or mentee? If you answered “YES!” to any of these questions, this 45-minute speed networking is for you!

At this fun event, you’ll meet marketing peers — for 3 minutes at a time. Say hello, tell your story, learn about someone new, exchange Twitter handles, and then move to your next marketing match.

Thursday, 11:00 am-11:40 am ET

Keynote with Mitch Joel — The Great Compression: Striving in the Post Covid-19 World

Online purchasing was 15% of all commerce prior to the global pandemic. It then soared to close to 50%. During the short span of a few months, behavior fundamentally shifted. Everyone from pre-K children to our most elderly are now online and comfortably transacting and interacting. Where will it land? Does that matter? Probably not. What's critical and fundamental is that the world is never going back. But does this really impact B2B? Yes! It has huge ramifications  for B2B. The Great Compression is our new reality. Companies are now forced to think less about the "experience" and more about what comes next: How “experience” helps lead to and shape a sale. B2B businesses must now reckon with the same fully-digitized revolution driving B2C organizations. In this lively keynote, we'll discuss these important questions...

  • How should we rethink many of the commonly held beliefs about what works in our own businesses today?
  • What will the future may look like?
  • How do we grow a successful business in this digital world where everything has compressed so dramatically?


Speaker
Mitch Joel

Mitch Joel

Founder | Six Pixels Group

@mitchjoel
When brands like Google, Starbucks, Shopify and GE want to leverage technology to better connect with their consumers, they call Mitch. He has been called “one of North America’s leading visionaries” by Strategy Magazine. Mitch is the founder of Six Pixels Group - an advisory, investing and content producing company that is focused on brands, commerce, community and what’s next. He's also a columnist and journalist for I Heart Radio, Harvard Business Review, and Inc. Magazine. He was also awarded the highly prestigious Top 40 Under 40. His first book, Six Pixels of Separation, named after his successful blog and podcast is a business bestseller. His second book, CTRL ALT Delete, was named one of the best business books of 2013 by Amazon. Prior to founding Six Pixels Group, Mitch spent close to two decades building, running and selling his agency to WPP. Most recently, he was President of Mirum – a global marketing agency operating in 25 countries with close to 3000 employees. Since Covid-19 kicked in, Mitch has delivered over 50 virtual presentations for brands like Google, Walmart, SAP, Sanofi, Canadian Franchise Association, European Startup Festival, and countless others. Mitch is also the host of Groove – The No Treble Podcast, where he is slowly trying to build the largest oral history of electric bass players in the world.

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

Demand Generation

Date: October 27 Time: 11:00am-4:00pm ET Total Length: Approximately 4 hours of content + breaks = 5 hours Where: Zoom Price: $395 or $300 as add-on to B2B Forum pass (only 50 seats available). Register here or if you've already registered for the conference, contact events@marketingprofs.com to add a workshop(s) to your registration. 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! This live, interactive workshop from MarketingProfs will help you decode your buyers’ brains so you can create your best demand gen programs ever. Through 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 relationship You’ll gain insights into the buyer’s purchase formula; the four stages of lifecycle marketing; and planning effective and profitable automation.

You’ll learn:

  • Combine marketing automation, buyer psychology, and content for demand gen success
  • Identify and use the right type of content for three types of campaigns that will help your organization attract, sell, and nurture prospects and customers
  • Determine the right KPIs for tracking and how to set up your demand generation dashboard
What’s Included
  • 4 hour live, interactive workshop
  • Downloadable PDF workbook
  • Related supplemental online coursework available prior to and for up to 60 days after workshop
  • MarketingProfs Certification upon completion of workshop and supplemental coursework


Speaker
Kenda Macdonald

Kenda Macdonald

Founder | Automation Ninjas

@_KendaMacdonald
Kenda is a forensic psychology major and the founder of Automation Ninjas, the UK's leading behavioral automation agency. She is 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, 11:00 am-4:00 pm ET

Storytelling

Date: October 26 Time: 11:00am-4:00pm ET Total Length: Approximately 4 hours of content + breaks = 5 hours Where: Zoom Price: $395 or $300 as add-on to B2B Forum pass (only 50 seats available). Register here or if you've already registered for the conference, contact events@marketingprofs.com to add a workshop(s) to your registration. Overview As a marketer, you’re constantly being asked to develop compelling content that engages prospects and customers. And it’s no easy task in today’s distracted world. But there is a way to make your job easier while also enduring your customers and prospects. At MarketingProfs we believe, and have proven, that storytelling is the foundation successful marketing. But, not all of us were gifted with the ease of storytelling. Luckily, it’s something you can learn! Join us for this live, half-day workshop where we’ll explore multiple storytelling techniques and frameworks so you can forever banish features/benefits selling and become a superstar storyteller for your organization.

You’ll learn:

  • Three powerful storytelling frameworks to help develop your company’s narrative and story arc: The Narrative Wheel, The This American Life Method, and The Monomyth Method (The Hero’s Journey)

  • How to develop department-specific content to address your specific customer objections

  • To identify which frameworks and messaging are best for different stages of the buyer’s journey (i.e., brand awareness, qualified sales leads, internal and external advocacy)

  • How to take common objections and weave them into a story

What’s Included
  • 4 hour live, interactive workshop
  • Downloadable PDF workbook
  • Related supplemental online coursework available prior to and for up to 60 days after workshop
  • MarketingProfs Certification upon completion of workshop and supplemental coursework


Speaker
Bobby Lehew

Bobby Lehew

Chief Content Officer | commonsku

@bobbylehew
Bobby is a passionate storyteller and creative writer who loves to feature real-world success from entrepreneurs who thrive at building distinct brands with unique voices. He is the chief content officer for commonsku, a cloud-based CRM, order management platform, and creative community that empowers entrepreneurs. Bobby crafted the MarketingProfs workshop, “Storytelling: Using the Power of Story to Drive Action” and is a frequent speaker on the topics of marketing and storytelling.

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

Marketing Strategy

Date: October 28 Time: 11:00am-4:00pm ET Total Length: Approximately 4 hours of content + breaks = 5 hours Where: Zoom Price: $395 or $300 as an add-on to B2B Forum pass (only 50 seats available). Register here or if you've already registered for the conference, contact events@marketingprofs.com to add a workshop(s) to your registration. Overview Shiny objects are great, but they usually don’t make a great foundation for long-term success. And in the end, you’re be left disappointed in the results. Rather than chasing the next new thing, you need to understand your business landscape and create a strategy that lasts—not one that relies on trendy tactics, but one that establishes your edge over your competition. MarketingProfs’ Marketing Strategy workshop is designed to help you better understand the market you’re in so that you can address competitive threats head-on. Through hands-on activities and live interaction with your instructor, you’ll learn how to powerfully and actionably define your market, plan for meaningful engagement with partners and customers, and boost your product or service revenue by defining your differential advantage.

You’ll learn:

  • Define a market by its benefit to customers—and understand what benefits define your market
  • Identify and tackle competitive threats
  • Conduct a differential advantage analysis
  • Say goodbye to shiny objects and hello to a strategic competitive advantage
What’s Included
  • 4 hour live, interactive workshop
  • Downloadable PDF workbook
  • Related supplemental online coursework available prior to and for up to 60 days after workshop
  • MarketingProfs Certification upon completion of workshop and supplemental coursework


Speaker
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.

Wednesday, 11:05 am-11:45 am ET

KEYNOTE with Oli Gardner: The Marketing IQ Manifesto

Great marketing doesn’t feel like marketing.

But much of what we experience favors a low IQ approach: emails asking for a 15-minute call, followed by five more emails “bumping” it to the top of your inbox because you might have missed it.

We didn’t miss it, we simply don’t want it.

The Marketing IQ Manifesto is a new methodology for creating marketing that matters. It embraces diversity, choosing extra, and being real, resulting in high-converting experiences that respect our audience's needs and who they are.

In this actionable and entertaining talk, Oli will show you:

  1. The 6 elements of Marketing IQ: Spatial Ability (conversion-centered design), Language Ability (conversion copywriting), Mathematical Ability (analytics & data), Memory Ability (repeatable processes & optimization), Emotional Intelligence, and Strategic Thinking.

  2. The 10 guiding principles of a high-IQ marketer.

  3. And the MIQ Checklist which encapsulates your actionable guide to intelligent growth for your business.


Speaker
Oli Gardner

Oli Gardner

Co-founder | Unbounce

@oligardner
Perpetually pissed off by sh**ty marketing, Unbounce co-founder Oli Gardner is obsessed with identifying and reversing bad marketing practices. His disdain for marketers who send campaign traffic to their homepage is legendary, resulting in landing page rants that can peel paint off an unpainted wall. Oli is on a mission to rid the world of marketing mediocrity by using data-informed copywriting, design, and UX to create a more delightful experience for marketers and customers alike. He was recently named "The world’s most brilliant marketing mind" by his 2yr old son Hendrix, who knows nothing about marketing.

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

Top Three Google Analytics Mistakes You’re Probably Making — And How to Fix Them

Google Analytics is a powerful tool giving marketers strategic insights into campaign success. But far too often, Google Analytics mistakes can cause marketers to rely on inaccurate metrics for strategic planning and measurement.

In this session, Janet will share the three most common Google Analytics errors she’s seen, across multiple clients, during her 16-year agency career. And she’ll demonstrate using real-world B2B examples how to fix these all-to-common errors to ensure your analytics tracking is accurate.

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

  • Understand and correct three of the most common Google Analytics mistakes

  • Know what Google Analytics may not be tracking all that you think and how to measure with complimentary tools

  • Ensure your gated content is properly measured


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, 11:50 am-12:25 pm ET

The State of B2B Influencer Marketing

The pandemic has accelerated digital transformation for B2B companies, impacting all areas of business. B2B marketers have responded by implementing new go-to-market opportunities that are:

  1. Digital-first
  2. Experiential
  3. Optimized for trust

Influence plays an important role in each of these three areas. And to help you understand how, in this session Lee will highlight new case studies of B2B brands that are leveraging influence in the "new world" of marketing.

Join Lee as he shares insights from B2B companies—including LinkedIn, SAP, and one of the largest telecommunications companies in the world—to help you with your own influence strategy.

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

  • Understand the most effective influencer engagement strategies

  • Choose the best influencer content marketing tactics, based on actual experience

  • Solve several of the most pressing B2B marketing problems by partnering with industry experts


Speaker
Lee Odden

Lee Odden

CEO and Co-Founder | TopRank Marketing

@leeodden
Lee is a lightly bearded B2B marketing strategist, world traveler, aspiring runner, and CEO at TopRank Marketing. With roots in PR and the early days of online marketing, his work integrating search, social, content, and influencer marketing has been recognized by the Wall Street Journal, The Economist and Forbes. Over the past 15 years, Lee has evangelized an integrated, customer-centric approach to marketing with 250+ presentations in 18 different countries, authoring a book on Content and SEO called Optimize and blogging over 1.4 million words at marketingblog.com. By combining a "best answer marketing strategy" together with "do well by doing good" values, he's attracted top industry marketing talent and clients including LinkedIn, SAP, 3M, and Dell.

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

Social Media Marketing: The 6th Love Language

Is your product, service, or brand considered “boring?” Does your industry have a stigma attached to it that makes it hard to sell, hire, engage, or connect with your audience?

Join Stacey Holsinger to learn how you can identify your industry’s missing motivators and incorporate them into your social strategy. You’ll get an inside look at how Steel Toe maximizes ‘dirty brand’ awareness to turn social channels into places where businesses and people want to visit and engage with brands.

She will show you how Singing Contractors, Dad How do I?, and Ashville Waste Management and Aggregates successfully made social media their love language and built substantial audiences (despite the challenges of being in a seemingly hard-to-engage industry)… and how you can too.

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

  • Identify the missing motivators that help attract customers and potential job candidates to your organization’s social channels

  • Build a social campaign that includes six key concepts that will make your content more entertaining, informative, and inspiring

  • Increase social engagement by expressing heartfelt commitment to your audience using the love languages


Speaker
Stacey Holsinger

Stacey Holsinger

Owner | Steel Toe Communications

As a digital marketing leader in the A/E/C industry and owner of Steel Toe Communications, LLC, Stacey has over 15+ years of experience helping small and medium contractors compete with larger regional and national firms. Her award-winning marketing campaigns helped grow Shapiro & Duncan, Inc, a large mechanical firm in the DC region, from $60M to $132M in annual revenues. Now as a marketing consultant, she works to be a trusted resource for contractors who want to showcase their work, establish credibility in the industry, build company culture, and attract the right candidates to their organization.

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

Marketing Agility in Times of Crisis: What Worked, What Didn’t, and What We Learned for the Future

The past year has affected our lives in unprecedented ways. From the global pandemic and working remotely to civil unrest and a politically contentious election, everything changed. As a result, businesses (and particularly marketers) had to rapidly adapt to continually shifting circumstances, fundamentally changing their messaging and approach.

In this session, you’ll get a behind-the-scenes look at how OneLogin quickly pivoted its marketing to not just survive, but thrive, during crisis. You’ll walk away with lessons that you can apply to your marketing so you too can thrive in times of crisis.

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

  • Adapt your messaging, tactics, and approach to communicate to prospects in times of anxiety

  • Keep your marketing team focused, engaged, and creative through empathetic leadership while staying on track with an agile planning process

  • Take measured and appropriate risks in your marketing to define your brand voice while not alienating your audience


Speaker
Dayna Rothman

Dayna Rothman

Chief Marketing Officer | OneLogin

@dayroth
Dayna is the CMO at OneLogin. Previously, Dayna held leadership roles at D2iQ (FKA Mesosphere), Marketo, EverString, BrightFunnel, and SaaStr. She is the author of Lead Generation for Dummies. She has received several marketing honors such as The Top 25 Women in Revenue, Top 20 B2B Startup Marketers to Watch in 2019, Top 40 Marketing Strategists of 2014, and an Expy Content Award nomination.

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

Marketing Automation Mastery – Increasing Conversions, Enhancing Engagement and Building Momentum

So you've got the lead... Now what?

There is one extremely vital component to your sales and marketing that directly affects:

Time to conversion Conversion rates Value of sale Return on investment Customer lifetime value

It's also the MVP for your marketing automation: it’s your Nurture!

From acquisition to advocacy, your nurture is vital to helping you succeed. Join attendee-favorite Kenda Macdonald to discover 5 different types of nurture and how to use them in to keep the momentum building in your marketing automation. You'll leave with a clear understanding of where to use each strategy and how to apply it to your own business for optimum conversions and high engagement.


Speaker
Kenda Macdonald

Kenda Macdonald

Founder | Automation Ninjas

@_KendaMacdonald
Kenda is a forensic psychology major and the founder of Automation Ninjas, the UK's leading behavioral automation agency. She is 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, 11:50 am-12:25 pm ET

The Secret to Getting More Email Opens NOW

Forget what you think you know about email marketing! The pandemic created real behavioral changes in how your customers notice, process, and respond to marketing messages. And if you want to succeed, you can’t go on with business as usual.

In this session, you’ll discover how to capture more attention in the inbox just by looking at your previous two months of email activity. From how to craft the best-performing subject lines to creating interactive designs, we’ll take a deep dive into what’s been proven to drive strong direct marketing results via email right now.

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

  • Understand the power of subject lines, as well as the exact time and days to send emails for maximum impact

  • Double open rates with just a few easy tweaks

  • Use personalization, emojis, and interactive design like a pro to capture specific demographic audiences and drive performance


Speaker
Jay Schwedelson

Jay Schwedelson

President and CEO | Worldata

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

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

Discovering Your Voice in a Time of Reconnecting

A standup comedian walks onto the stage and has only seven seconds to get her first laugh… or she will lose the audience. Her first joke reveals a vulnerable truth about herself that most people wouldn’t share with their closest friend. It builds immediate rapport with the audience, expresses empathy, and is the start of a true relationship.

We marketers should be approaching our work similarly.

More than ever, there is a desperate need for us all to feel reconnected, both with customers and fellow employees. Marketing buzzwords ring hollow and superlatives are the worst. Now is the time to imbue our communications with a new level of personality and profound meaning. It’s a time to reveal more of ourselves and invite a deeper, authentic connection with our audience.

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

  • Apply the framework comedy writers employ for discovering their voice and building their collection of material to your content strategy

  • Express your personal voice to grow affinity for your company’s brand

  • Understand the key tenants for creating image and video content to amplify your voice


Speaker
Tim Washer

Tim Washer

Virtual Emcee and Transformational Leadership Keynote |

@timwasher
Tim spent 20 years at IBM, Cisco, and Accenture while moonlighting as a comedy writer/actor on SNL, Conan, and The Late Show. Tim studied improv under Amy Poehler, comedy writing with The Colbert Report executive producer Tom Purcell, and has appeared on the Onion Sports Network, Conan, and Last Week Tonight with John Oliver. Tim has written and performed custom PowerPoint Comedy at corporate events for Deloitte, CDC, Google, and The White House. His award-winning corporate work has been featured in The New York Times, WSJ, ADWEEK, and Fast Company. He works with CEOs to use humor to build encouraging, trusting culture in remote-work environments.

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

Creative Ways B2B Brands Can Leverage Instagram

If you’ve wondered what type of B2B brand content you should put on Instagram, this fun and jam-packed session is for you. You will look at examples of unique and effective Instagram content from B2B brand marketers and discover the best tips for B2B marketing success on Instagram (no fluffy B2C examples included!).

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

  • Create better Instagram feed posts that drive engagement and website traffic

  • Write captions that drive conversions

  • Use Instagram Stories more effectively


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, 12:35 pm-1:10 pm ET

Standout Brand Storytelling: Using the Science of Story to Captivate Customers

Although technology has made marketing easier than ever before, the increased digital noise has made it harder for brands to stand out. To address this problem, we need to learn the secrets of the oldest, most powerful communications tool—storytelling.

As part of this entertaining, educational, and actionable session, we’ll explore the brain science behind why story works — with examples from pop-culture classics and story-driven brands. We will then move beyond talking about the trend of storytelling to how to tell stories that help captivate your audience, and help you get results for your business.

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

  • Define the key elements of brand story including protagonist, antagonist, and world building

  • Capture attention by creating empathetic stories based on customer challenges

  • Craft captivating stories that drive profitable actions and long-term brand loyalty


Speaker
Nick Westergaard

Nick Westergaard

Chief Strategist and Partner | Brand Driven Digital

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

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

Revenue Operations: The Continuum for Customers

Buyers are pushing sellers away because they don’t add value. New business models make it easy for customers to get a shiny offer and jump vendors. As B2B buyers push for seller-free experiences with a preference toward digital, marketing has a huge opportunity to help companies make a shift toward revenue operations.

Creating sustainable growth means you need to address context with consistency across the continuum of the customer lifecycle. It’s an end-to-end proposition.

Join us to learn how marketers can play a key role in creating a continuum approach that supports revenue teams.

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

  • Understand why confidence must be your biggest stake in the ground

  • Position your revenue team to add value at every decision point using an outcome focus

  • Prepare for operational shifts with a continuum approach


Speaker
Ardath Albee

Ardath Albee

CEO | Marketing Interactions

@ardath421
Ardath helps B2B companies with complex sales create and use persona-driven content marketing strategies to turn prospects into buyers and convince customers to stay. She is the author of Digital Relevance: Developing Marketing Content and Strategies that Drive Results and eMarketing Strategies for the Complex Sale. She has been one of the 50 Most Influential People in Sales and Marketing for the last five years and was selected as a 2014 Woman to Watch in B2B Marketing by FierceCMO.

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

Five Ways to Readjust Your Digital Marketing Plans for 2022

If you’re a marketer dealing with the challenges of working remotely, shifting strategies, and uncertainty… YOU ARE NOT ALONE!

The pandemic has undeniably changed our world forever, affecting consumer behavior, access, and desires. And in turn, making marketing more complex than ever. We’re facing challenges we’ve never dealt with before. So what’s a marketer to do?

Attend this session, of course! We’ll discuss these new challenges and how you can navigate them to be be successful today… and into the future.

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

  • Understand how uncertainty affects your customers’ buying behavior and how your adjusted marketing budget should look in 2022

  • Identify how your competitors are dealing with the crisis

  • Reframe your thinking to better engage with consumers


Speaker
Juntae Delane

Juntae Delane

Founder & Chief Strategist | Digital Delane

@JuntaeDeLane
Juntae is a sought-after strategist, thought-leader, and influencer. He is the founder & chief strategist at Digital Delane, a full-service digital agency, the founder of Digital Branding Institute. He is often noted as a Top Social Media and Content Marketing Influencer and has spoken around the world advancing the practice of digital branding. If you can’t catch him on stage or online, you can probably find him at the gym, doing his 1,000th push-up. #notreally

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

Changing Your World Through Story

Headlines are ablaze with the foreshadowing of a new renaissance of growth on the horizon as we emerge from the pandemic. What has grown is our hunger for meaning: For stories that reconnect our disconnected world. And the expectations for brands to bring hope and bridge opportunity have reached an all-time high.

Every brand—regardless of what you sell—can have an impact on the world, even if that world is simply your customers, your employees, or your community. Most companies are making an impact, but they lack the pieces to help them stitch together their story in a way that conveys hope. This session will explore not only how our world has changed in its demand for story, but also how we have a chance to change our world through the power of the telling.

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

  • Understand what the world craves now, and how story is central to our future

  • Shape your brand story in a way that resonates with your audience

  • Identify the missing elements in most brand stories and how to shift your perspective

  • Build a bridge to brand affinity through emotion


Speaker
Bobby Lehew

Bobby Lehew

Chief Content Officer | commonsku

@bobbylehew
Bobby is a passionate storyteller and creative writer who loves to feature real-world success from entrepreneurs who thrive at building distinct brands with unique voices. He is the chief content officer for commonsku, a cloud-based CRM, order management platform, and creative community that empowers entrepreneurs. Bobby crafted the MarketingProfs workshop, “Storytelling: Using the Power of Story to Drive Action” and is a frequent speaker on the topics of marketing and storytelling.

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

What, Why, and How: Analytics Foundations of B2B Marketing

With the right analytics foundations, your B2B marketing will be set up for success.

Without them, you're building a business on quicksand.

Join Katie Robbert and Christopher S. Penn to set yourself up to win in this strategy-focused look at B2B digital marketing analytics.

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

  • Create a B2B analytics strategy with Google Analytics

  • Explain why things happened and use advanced attribution analysis

  • Use predictive content marketing analytics for forecasting your B2B content calendar

  • Use prescriptive content analysis to understand what content truly boosts conversion


Speaker
Christopher S. Penn

Christopher S. Penn

Co-Founder | Trust Insights, Inc.

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

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

Designing Your Life: Getting Unstuck to Live A Life You Love To Live Everyday

We only have one life, yet most are not living it to its fullest and many, well they just feel stuck. There is an inkling of the idea that life could be better. But for many, how to get there is a mystery.

In this session, Carlos Hidalgo, author, TEDx Speaker, Marketing Executive, and Life Design Coach will discuss how we can get back to who we were created to be, so we can identify our purpose and have our world open up. He’ll share insights from his own life and the path he walked to start living his best life possible.

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

  • Understand the importance of starting with “who” instead of “why”

  • Begin the process of getting back to who you were created to be

  • Begin designing the life you love to live every day with a provided outline


Speaker
Carlos Hidalgo

Carlos Hidalgo

Founder and CEO | VisumCx

@cahidalgo
Carlos is founder and CEO of VisumCx, a customer experience strategy firm. He has over 20 years of experience working with B2B organizations in delivering multi-channel customer experiences. Carlos is widely recognized for his expertise and as an international speaker on how organizations need to transform to meet the needs of their customers and buyers. He is the author of Driving Demand, has been named one of the 50 Most Influential People in Sales Lead Management for the last six years, and is recognized by Onalytica as the “Most Influential Person in B2B North America in 2015.”

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

Why Text is the Essential Digital Marketing Tool

Cutting through the noise and getting your business and products noticed is harder than ever. But while other marketing channels struggle against changing consumer habits or over-saturation, text messaging (and its eye-popping 98% engagement rate) can give forward-thinking marketing leaders an edge.

Research by EZ Texting found that 70% of text messages are read within just 5 minutes, and an astonishing 95% are read within one hour. And while texts are 134% more likely to be read than emails, what’s even more amazing is how well text works as an omni-channel booster, with one text raising email open rates by as much as 30%.

A text has become the new welcome message — a digital handshake allowing for exactly the kind of direct connection and personal interaction with customers that we all crave.

Join us if you’re looking to supercharge engagement and delight customers in new and surprising ways.


Speaker
Norman Happ

Norman Happ

CEO | EZ Texting

@nhapp
Norman has over 25 years of B2B, SaaS, and leadership experience, including 11 years working to optimize customer success at brands like Evernote and Intuit. At EZ Texting, he spearheads growth initiatives, accelerates user adoption, and adds new partnerships, enabling EZ Texting to extend its position as the number one mobile marketing platform for business.

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

What’s the State of Email Analytics? Presented by Litmus

Presented by Litmus

Lots of changes are happening when it comes to marketing analytics. Recent, major events are proving that. The death of the third-party cookie has been postponed from early next year to 2023. Apple announced their Mail Privacy updates hitting this fall will affect what data senders—you— will be able to know. Key data that gives marketers the power to personalize.

Join us for this discussion on email analytics trends-to-date (backed by research from over 2,000 marketers) and how marketers are pivoting in light of recent changes. For example, did you know that brands that use third-party analytics to supplement their ESPs’ dashboards see a return on investment (ROI) of 45:1 vs. those who don’t report seeing an ROI of 36:1?

In addition to more useful statistics we’ll touch on:

  • Third-party analytics: How are email results measured and with what analytics tools?
  • Email performance visibility: What are the email metrics that are—and should be—measured?
  • Sharing email results: How often is email performance shared and with whom?
  • Inactivity management: How often do brands re-engage, win back, and remove inactives?
  • Email deliverability: How frequently do brands run spam tests and monitor deliverability?
  • Return on investment (ROI): What are the strategies and tactics driving higher ROI?
  • Privacy changes: How do privacy updates affect your reporting and influence everything outlined above?


Speaker
Kaela Mazzola

Kaela Mazzola

Product Marketing Manager | Litmus

@KaelaMazzo
Kaela is a product marketing manager at Litmus, where she focuses on empowering the marketing community with technology to supercharge their most dependable channel - email. Kaela brings 8+ years of experience working at global B2B SaaS companies in various roles including product marketing, sales, and education services, and is passionate about representing the voice of the customer.

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

Gong’s Winning Strategy: Using Insights To Create Customer Advocates & Close More Deals presented by Momentive

Sponsored by Momentive

Gong was struggling to find a fast and reliable way to understand its existing customers’ use cases for their solutions, and to gain reference support for sales and marketing initiatives. Manual efforts to collect objective customer use case data and to find references could not keep pace with Gong’s customer growth.

Join Momentive (formerly SurveyMonkey) and Gong to learn how they used SurveyMonkey TechValidate to quickly create a branded customer feedback form that captures customer use case data and probes for reference-worthy results. And how you can too.

We'll discuss how you can use feedback to elevate customer knowledge and reference data, increase your customer references, and improve your sales strategy to close more deals.

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

  • Identify top customer use cases and find quality reference
  • Segment customer use cases to improve sales and marketing
  • Capture customer references to validate use case value
  • Make high-impact use case and reference data available to many stakeholders


Speaker
Jack Foster

Jack Foster

VP, Global Demand Generation & Marketing Ops | Momentive (formerly SurveyMonkey)

Jack leads the Global Demand Generation and Marketing Operations team responsible for driving growth for Momentive’s (formerly SurveyMonkey) portfolio of enterprise solutions. Her team delivers business impact through integrated marketing campaigns across the marketing and sales funnel, and focuses on MarTech strategy, process optimization, and marketing analytics. Prior to Momentive, Jack built and led the demand generation and marketing operations team at Lever, a high-growth Saas startup transforming the talent acquisition space, and she held marketing leadership positions during her time at ARCserve and CA Technologies.

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

Five SMB Observations to Shape Your 2022 Brand and Marketing Strategies, presented by Cargo

Presented by Cargo

If you’re a marketer interested in targeting the ever-evolving and growing small business customer, you won’t want to miss this session.

Cargo is the leading North America agency helping enterprise brands market to small businesses and they’ll share their insights, data, and observations about this growing market to help you plan your 2022 strategies, programs, campaigns, and experiences.

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

  • Understand strategies for growing your small business customer base in 2022

  • Keep and strengthen your current small business customer relationships

  • What the top messaging, targeting, and content strategies should be for smb–focused efforts in 2022


Speaker
Dan Gliatta

Dan Gliatta

Founder | Cargo

@cargodan
Dan is the founder and chief growth officer of Cargo, a full-service marketing and advertising agency that specializes in helping big brands connect with small businesses. He is an expert in the Business to Small Business space coining the term B2SB Marketing®. Dan's 25+ year marketing career includes working with major brands like Lenovo, RBC, NASCAR, Verizon Wireless, 3M, Michelin, Intel, Daimler, Microsoft, Mercedes-Benz, and others.

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

KEYNOTE with Pam Didner: It’s Time to Crush Your Campaign Plan

At the Spring B2B Forum Pam presented 7 Key Elements You Need to Incorporate Into Your 2021 Marketing Plan to rave reviews. Join us this fall as she helps you take your marketing planning one step further (you don’t have to have been at the spring session to get value out of this new session).

If you are working on an integrated marketing campaign and need a template and flow to update your management, this session is for you. Pam will talk about the key elements that you can use to rally your team members and move everyone in the same direction to achieve your campaign goals.

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

  • Gather information to pull the plan together

  • Develop key elements to include in your campaign plans

  • Determine the flow of your presentation to management


Speaker
Pam Didner

Pam Didner

Author, Speaker | B2B Tech Marketing Consultant

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

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

KEYNOTE with Sydni Craig-Hart: You Don’t Get It: What Diverse Audiences Wish Marketers Understood

The term multicultural marketing is a bit of a misnomer. After all, multicultural marketing is really just good marketing. If you want to be successful today, you must embrace all of your audiences, understanding and reflecting their unique experiences and perspectives.

The problem is that marketing teams typically aren’t as diverse as the audiences they’re speaking to. Many in marketing have never been in the shoes of those they’re marketing to – whether business owners, decision-makers, or otherwise. Nor have individual team members been trained on how to execute successful multicultural marketing campaigns. This can lead to messaging and content that is (at best) generic and narrow-minded or (at worst) offensive and divisive.

So what can you do to bridge that gap?

Join multi-award-winning multicultural marketing expert Sydni Craig-Hart to discover your best and easiest first step toward creating smarter marketing – marketing that is inclusive and customer-centric.


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, 3:15 pm-3:50 pm ET

Empowering and Trusting Sales for Marketing Scale presented by Uberflip

Presented by Uberflip

Opportunities are created or lost through our ability to move fast a united marketing and sales organization. Especially in a modern world with complex sales.

As priorities and market demands change on the fly, our ability to hit a launch target or close a deal keeps us on track and even alive. On the other hand, missing our campaign dates or that timely sales reply creates a Launch Gap and further impacts our ability to remain relevant.

As marketers, empowering sales to serve the right content at the right time, and deliver it as a personalized experience, is often the biggest impediment to success.

If you’re involved in complex sales, and embrace personalization and strategies like ABM, you won’t want to miss this session!

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

  • Outline a more holistic way to look at the buyer journey that does not end when a deal is signed

  • Empower sales teams to create more consistent messaging

  • Outline the impact of ensuring your sales organization can respond quickly to keep deals moving


Speaker
Randy Frisch

Randy Frisch

CMO, President, Co Founder | Uberflip

@randyfrisch
Randy is CMO and co-founder at Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and focus on the experience. Randy is also the host of The Marketer's Journey podcast, was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of F#ck Content Marketing: Focus on Content Experience (yeah, he swears sometimes).

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

Email is NOT Dead: Three Ways to Juice Your Email Marketing Program for Q4 and Beyond, Presented by Validity

Presented by Validity

Despite what you may have heard or assumed, email as a B2B marketing channel is NOT dead. On the contrary, many of us have relied on email more than ever over the past 18 months to communicate with customers and grow our businesses.

With email volumes 94% higher than this time last year, now’s the time for innovation and investment in your email program and campaign strategies to cut through the noise and convert your audience into loyal, paying customers.

Join this session for three key lessons B2B marketers can learn from B2C brands on the cutting edge of email innovation.

At the end of this session you will be able to:

  • Accurately measure & diagnose email performance
  • Identify the differences between “tokenization” and true “personalization”, and how to most effectively leverage intent data to create personalized email messages
  • Implement best practices for standing out in a crowded inbox and building brand recognition & trust with your audience

Speaker
Kate Adams

Kate Adams

Senior Vice President of Marketing | Validity

@kadams24
As SVP of Marketing, Kate leads all of Validity’s marketing efforts. Prior to Validity, Kate was vice president of Marketing at Drift. While there, Kate built the demand generation function from the ground up, achieving more than 200% in pipeline growth. Before Drift, Kate led the demand generation and marketing operations teams at SmartBear, where she managed the pipeline generation for a portfolio of more than 20 products. Kate has also led marketing and product for a number of early-stage startups ranging in size and industry, from education and healthcare to employee engagement.

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

How to be Bingeable: 4 Stealable Ideas to Amp Up Your Video Marketing presented by Vidyard

Presented by Vidyard

Video has emerged as a go-to content format for many marketing teams in the digital-first world. But unless you create a bingeable, video-first experience for your buyers, they won’t hesitate to change the channel to browse your competition. With so much information available online, it’s crucial to give buyers what they want, in a way that leaves them asking for more.

Join Tyler Lessard, co-author of The Visual Sale and Chief Video Strategist at Vidyard and Rebecca Whitaker, Content Marketing Strategist at Vidyard to learn how to create bingeable video content to keep your audience engaged throughout the buyers’ journey.

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

  • Identify what types of videos your buyers are looking for online

  • Open your mind to bolder video content to keep your audience delighted and engaged

  • Understand the basics of video analytics to make informed content decisions


Speaker
Tyler Lessard

Tyler Lessard

Chief Video Strategist | Vidyard

@tylerlessard
Tyler is a truly engaging, dynamic and entertaining thought leader in the areas of B2B marketing, content marketing, video marketing, and video selling. As chief video strategist at Vidyard, he’s spent nearly 10 years immersed in the world of B2B video, helping to define and share the latest best practices and industry trends for creating remarkable customer experiences with video across all aspects of marketing and sales. He is also the author of The Visual Sale and frequent speaker.

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

Moving B2B Marketing to the Big Screen presented by MNTN

Presented by MNTN

B2B marketers have long focused their advertising efforts on channels like paid search and LinkedIn. While these two may be effective, they also carry inherent limitations that keep B2B strategies one dimensional.

Once considered out of reach and unscalable in the B2B space, Connected TV — done the right way — is a major opportunity for B2B marketers to launch a third effective ad channel and drive measurable performance by targeting the exact audiences they need to reach. Join us for this session to learn how.

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

  • Utilize Connected TV as a performance marketing channel

  • Understand the ins and outs of targeting in-market B2B audiences

  • Track and measure key results


Speaker
Rachel Siegel

Rachel Siegel

Sr. Director of Platform Experience | MNTN

Rachel is the senior director of Platform Experience at MNTN, where she and her team provide the resources advertisers need to get the most out of Performance TV. She plays a pivotal role in crafting platform strategies and best practices that have helped MNTN advertisers generate billions of dollars in revenue. Through ongoing education initiatives and support, she and her team strive to provide brands the confidence they need to launch successful performance-driven television campaigns.

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

Demandbase Secret Sauce: How Demandbase Uses Account-Based Techniques to Drive Growth, presented by DemandBase

Presented by DemandBase

Account-Based Experiences (ABX) is the future for go-to-market success for B2B leaders, and it's rooted in an intense focus on the customer at every stage of the buying cycle, using intelligent insights to know when and how to engage, and what to say to each account.

In this session, Jon Miller, Demandbase CMO, opens the kimono on their internal Account-Based Experience (ABX) techniques so you can learn how the leading account-based go-to-market technology provider drives growth for their own business.

This tell-all session will show you real examples of proven go-to-market tactics used by Demandbase Sales, marketing and customer success teams that you can implement to build a winning ABX strategy for your B2B organization.

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

  • Evolve your B2B go-to-market strategy with account-based experiences

  • Use data and insights to orchestrate relevant, trusted marketing and sales actions throughout the B2B customer lifecycle

  • Reference feal-life, practical examples of how Demandbase does ABX that you can apply at your own company


Speaker
Jon Miller

Jon Miller

Chief Product Officer | Demandbase

@jonmiller
Jon is the chief product officer of Demandbase, responsible for delivering Demandbase’s ABM platform and fulfilling its mission of transforming how B2B companies go-to-market. Miller was the co-founder and CEO of Engagio, which was merged with Demandbase in June 2020. Earlier, Miller co-founded and held the position of CMO for Marketo (acquired by Adobe). He was named Most Influential Marketing CEO of the Year in the 2019 Corporate Excellence Awards, B2B Marketing named Jon one of the 10 Most Influential Tech Marketers in the world, and the CMO Institute named him a Top 10 CMO for companies under $250M.

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

The Lord of The Links: How To Create an Organic Link Building Strategy That Delivers Epic Results presented by Page One Power

Presented by Page One Power

In the quest to earn links, things have never been more difficult for B2B organizations. The shortcuts brands took in the past don't work anymore and webmasters are more aware than ever of cheap schemes. But there is hope. Earning links for your company doesn't have to be as difficult as the journey to Mt. Doom.

Join Michael Johnson on a not so “unexpected journey” to see how his team wins battles by earning some of the best organic links on the web for their B2B clients... and how you can do the same.

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

  • Expand your audience for link opportunities

  • Create pages people actually want to link to

  • Measure the quality of a target site

  • Influence the pages that are hardest to get links to


Speaker
Michael Johnson

Michael Johnson

Partnerships Development Manager | Page One Power

@pageonepower
Michael has been in the SEO industry for over eight years. He's developed hundreds of SEO campaigns and strategies for companies of all sizes, ranging from small businesses to Fortune 500 brands. As sales nanager at Page One Power, Michael works with prospective partners to ensure goals, expectations, and beliefs all align before the launch of every campaign.

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

B2B Customer Case Study Programs That Put the Customer’s Voice Front and Center

Customer case studies can be a powerful sales tool to help prospective customers validate that your products and services will help them solve their most pressing business challenges. Yet, too often, companies publish case studies that read more like a product brochure than a compelling retelling of a customer's business transformation.

In this session, we'll explore how to design and implement a customer case study program that connects with your ideal customers, one relatable story at a time.

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

  • Conduct an effective customer case study interview

  • Identify the right interview questions to uncover different use cases

  • Write a customer case study that connects with your ideal customers


Speaker
Erika Heald

Erika Heald

Founder | Erika Heald Consulting

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

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

Rethinking the Customer Journey

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

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

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

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

  • Construct the perfect client journey

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

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

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


Speaker
John Jantsch

John Jantsch

Marketing Consultant, Speaker, and Author | Duct Tape Marketing

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

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

The SCHITT’s Method for More Successful B2B Influencer Marketing

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

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

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

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

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

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

  • Understand why mutually beneficial relationships are the key to success

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


Speaker
Ashley Zeckman

Ashley Zeckman

Vice President | Inprela Communications

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

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

Start Here: The (Non-Obvious) Prioritized Framework for Digital Marketing

It’s a real problem. There are so many possible actions we can take as digital marketers. And so much advice. So where do we begin?

After working with 1000+ businesses, websites, strategies, and Analytics accounts, Andy has a few (proven) suggestions. The thesis is simple: start from the end.

Join us to learn how optimizing at the very bottom of the funnel is the fastest way to drive impact.

For example: Polish the most important page on your website for conversions (contact page); reconsider the most important words on your top pages (calls to action); update the key pages that actually trigger demand (service pages); and so on — moving backwards through users’ experience, upwards through the funnel, with a total focus on the most important elements in the most important places.

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

  • Prioritize the actions of your marketing team

  • Make informed decisions on the most important aspects of your digital marketing efforts

  • Clearly see the context of your marketing efforts and your digital strategy


Speaker
Andy Crestodina

Andy Crestodina

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

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

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

Content Your Sales Team Will Love and You Can Afford

Content is king, but creating it and ensuring your salesforce can find (and use) can feel overwhelming.

But Bryan is here to help simplify fit all. In this fast-paced presentation, he’ll share innovative ways to create content on a limited budget (based on real-world examples). And how to leverage a sales enablement platform to ensure your sales reps can easily access and share that content to support the sales process.

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

  • Create quality content on a budget that keeps on giving

  • Tailor content to support your sales process

  • Effectively implement and leverage a sales enablement platform


Speaker
Bryan Smith

Bryan Smith

Advanced Technology Marketing Leader | Tennant Company

@boliversmith
Bryan has over 20 years’ experience in B2B sales and marketing in a variety of industries including legal publishing, software, consumer packaged goods, and manufacturing. At Tennant Company, Bryan led marketing for the company’s $600M North American Business Unit and recently moved to R&D leading strategy for Tennant’s advanced technology marketing. Before joining Tennant, Bryan held management roles Thomson Reuters and General Mills.

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

Three Universal Truths about Customer Experience

Customer experience (CX) is so much more than fancy lingo and customer service: it stretches across every touchpoint. And that means that marketing is being tasked with more aspects of CX all the time.

In this session you will discover three ways you can positively affect your customer’s journey, regardless of your role or your budget.

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

  • Understand what CX is and how great experiences drive business results

  • Measure success for you and your organization

  • Build coalitions to gain leadership buy-in and advocacy


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, 4:45 pm-5:20 pm ET

How to Craft A Marketing Strategy That Gives You a Sustainable Advantage

Sponsored by:

ON24

Many people (even many of us marketers) don’t quite “get” marketing strategy. It’s NOT about one campaign or a calendar of tactics. A marketing strategy focuses on long-term goals and identifying a sustainable, differential advantage over the competition.

Join strategy expert Allen Weiss as he hones in on the most important elements of creating a sustainable strategy: Understanding the market and where competitors come from, different growth strategies, market evolution and the strategic decisions you must make when managing several different products.

You’ll leave understanding how you can help your brand obtain a differential advantage in the market.

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

  • Understand how new competitors enter a market

  • Recognize the options and investment decisions for growth strategies

  • Claim a differential advantage in your market


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.

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

The Three Must Haves for Successful Account-Based Marketing

This fast-paced, data-filled session aims to cover everything you ever wanted to know about running a successful account-based marketing program… but were afraid to ask. You will learn the secrets that must be nailed down before starting a program if you want to succeed. We'll review a successful case study, and why it was successful. Then we'll work on creating a holistic ABM program, how to pivot if you're not hitting your goals, and how to work with sales to get that closed-win.

Expect to watch this session again and again!

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

  • Build an ABM list

  • Design an ABM program

  • Work with sales to close deals

  • AND THAT'S NOT ALL - Attendees will get a copy of our ABM Playbook


Speaker
Shira Abel

Shira Abel

CEO | Hunter & Bard

@shiraabel
Shira is the CEO of Hunter & Bard, an award-winning marketing agency that focuses on account-based marketing for science and engineering driven organizations that sell to enterprise. She’s been a Fellow at Berkeley, teaching marketing for technologists in the SCET school at CAL, a professor of Startup Marketing at Tel Aviv-Jaffa University, and a speaker at conferences worldwide. Her favorite two words are ‘closed-win’.

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

Advanced Content Measurement: Setting Goals That Are Actually Strategic and Achievable

The biggest reason that content measurement fails in business isn’t because we don’t have the right technology, or can’t get access to numbers. Rather, the biggest challenge is that the business doesn’t have a shared understanding of what success or failure looks like.

This session will explore a more advanced look at construction of strategic content measurement goals. We’ll explore how to establish an actual strategic goal, how to apply the KPI’s that make achieving them unambiguous, and how to pull in the right metrics to make it all work together.

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

  • Understand a new measurement framework (the measurement pyramid) and how it can help you develop clearer strategic objectives for content strategies

  • Understand how real B2B organizations are measuring success with content marketing (examples included)

  • Understand the role of a content marketing mission and vision statement that helps to align a shared purpose toward strategic measurement


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, 4:45 pm-5:20 pm ET

Customer Insights that Matter

If you’re like most marketers, you have questions about your customers : What do customers really think of your product or service? Why aren't some customers loyal? How do customers think you compare to your competitors? How can you build more admiration for your brand? The list goes on.

Gaining high-level, actionable customer insights — and using them strategically — requires turning your own musings about customers into a researchable question, collecting unbiased data from credible customers, accessing and leveraging insights from industry reports and the academic literature, and synthesizing this information.

If you’d like to understand how to do just that to better serve your market, then you’ll want to join this session.

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

  • Clarify your burning questions about customers

  • Find answers from customers and leverage insights from the business and academic literatures

  • Synthesize these answers and insights into an action plan that matters


Speaker
Debbie MacInnis

Debbie MacInnis

Professor and Author | University of Southern California - Marshall School of Business

Debbie is the Charles L. and Ramona I. Hilliard professor of business administration and professor of marketing at USC's Marshall School of Business. Based on her numerous academic research awards and publications, she has been named a Fellow of the American Marketing Association, the Society for Consumer Psychology, and the Association for Consumer Research. She’s held editorial positions for the Journal of Consumer Research, the Journal of Marketing, and the Journal of Consumer Psychology. She is co-author of a leading textbook on consumer behavior, several edited volumes, and a book on developing, enhancing, and leveraging brand admiration.

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

Seven Powerful Ways to Create 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 seven 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.

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

  • Discover the most common, insidious copywriting mistakes you’re making on your website that are total buyer turnoffs

  • Unlock the seven secrets to crafting swoon-worthy website copy that you can implement on your website immediately

  • Learn the industry-agnostic principles that will transform your website into digital catnip for your audience


Speaker
Liz Moorehead

Liz Moorehead

Editor-in-Chief | IMPACT

@naptownpint
As IMPACT's editor-in-chief, Liz oversees the strategic vision of publishing at IMPACT. This includes on-demand digital sales and marketing training courses, lessons, and certifications for growth-focused business leaders and professionals. Liz is a highly sought-after speaker and educator who is on a one-woman mission to unsuck content creation for everyone. She is also a freelance writer who considers The Godfather (Part I & II) to be her first love language.

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

The Tactics of Customer Generation: Delivering on the Promise That Demand Gen Forgot About

Your product is not for everyone. Unfortunately, traditional demand gen tactics forget about this.

Customer generation is a new marketing methodology that focuses on SQLs and Customers instead of legacy metrics like MQLs.

Join us to discover the strategies and tactics that the top 1% of SaaS companies are using to hit their SQL targets EVERY. SINGLE. TIME.

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

  • Build the perfect TAM & 1st party database for zero-waste advertising

  • Use LTV: CAC financial modeling to compare and forecast channel level performance

  • Monetize paid social (including Facebook) with an offer your customers can't refuse

  • Increase funnel conversion rates and decrease time to revenue via personalization and technology


Speaker
Brian Bui

Brian Bui

Director of Marketing | Directive

@DirectiveAgency
Brian is the director of marketing at Directive, an award-winning performance marketing agency for software companies. Prior to leading Directive's marketing efforts, Brian was consulting with top public and private B2B SaaS companies such as Xactly, SentinelOne, and Cherwell, to help grow their revenue from marketing. Since taking over the in-house marketing team, Brian has helped Directive double its revenue from new business opportunities in less than 12 months. Brian hosts an online video series called Directive R&D, where he shares his campaign findings from managing over $1.8M per year in research in development for testing new growth strategies for B2B SaaS companies.

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

KEYNOTE with Keith Jennings: The Power of Applying Servant Leadership Principles to Modern Marketing Practices and Day One Wrap-Up

You spend most of your time and energy trying to achieve success. However, by being a marketer who listens, empathizes, builds community, etc., you can achieve significance through your work.

Servant leadership is an ancient philosophy that spans two millennia. But the modern servant leadership movement was born with a self-published essay by Robert K. Greenleaf — a man with a front-row seat as protests over war and civil rights threatened universities, corporations, and other institutions in the late 1960s.

Greenleaf believed institutional leaders were failing society by using their privileged positions for self-serving purposes, rather than the greater good. So he called for a change by emphasizing 10 surprising characteristics the greatest leaders embody—characteristics that are more relevant than ever to marketers.

In this keynote, Keith Reynold Jennings will take you on a whirlwind tour of this movement’s aim and opportunities, with an emphasis on how servant leadership’s core principles can be applied to your modern marketing practices — with powerful impact.

You’ll learn:

  • The important difference between servants who lead and leaders who serve

  • Why servant leadership isn’t for everyone (but is available to anyone)

  • The 10 characteristics of servant leadership

  • The one question few marketers dare to answer


Speaker
Keith Reynold Jennings

Keith Reynold Jennings

Vice President, Community Impact | Jackson Healthcare

@keithjennings
Keith is an executive and writer on a mission to bring lift to people’s work lives. He currently serves as vice president of community impact at Jackson Healthcare. In this role, he is responsible for the organization’s multi-faceted charitable outreach – from deepening external partnerships, to maximizing associate engagement in social impact efforts. This includes advancing the company’s LoveLifts community impact platform, with a special focus on improving access to healthcare and the well-being of young people. A regular columnist and speaker, his research and writing is focused on helping professionals cultivate a deeper understanding of who they are and why they do the work they do.

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

KEYNOTE with Shawn Kanungo: Disruption is Opportunity

Today, we are undergoing a paradigm shift. The world has not only become more dynamic and intertwined, it’s also become unpredictable. We are now looking for organizations to be fearless in a ever-changing world.

Join Shawn Kanungo where he’ll share his bold, unique, and contrarian view of the near future. He’ll outline some of the disruptive trends that are impacting every industry, and then explore how your organization can become more adaptable, experimental, and collaborative.

Weaving together storytelling, humor, inspiration, and actionable takeaways, you’ll walk away with a roadmap to can create a brighter future… together.

You’ll learn:

  • The societal, economic, and technological trends shaping the future of organizations

  • How the leading companies are becoming more nimble, flexible, and adaptable

  • How organizations can develop their own “Innovation Capital” and how they can experiment with new technologies, business models, and new customer experiences


Speaker
Shawn Kanungo

Shawn Kanungo

Disruption Innovation Strategist |

@ShawnKanungo
Shawn is a globally recognized innovation strategist. He has worked with hundreds of organizations on their journey to digital transformation. He has been on the ground floor leading complex projects incorporating artificial intelligence, robotic process automation, cloud technologies, behavioral economics, human-centered design, and film. He is a Partner with Queen & Rook, where he advises leading organizations and executives on disruptive trends, and invests in early-stage ventures. He previously spent 12 years at Deloitte working closely with leaders to better plan for the opportunities associated with disruptive innovation. Kanungo’s work and interviews have been featured in The Globe & Mail, The Guardian, CBC, and CTV. He has been recognized in Avenue Magazine's “Top 40 Under 40” and Inc's 100 Most Innovative Leaders. In 2021, he was named in Forbes as the “Best Virtual Keynote Speaker I’ve Ever Seen”. His content on innovation has also garnered millions of views, respectively across LinkedIn, TikTok, YouTube & Facebook.

Program

All sessions are online and are in Eastern Standard Time. All sessions will be available to watch on-demand for 60 days after the live event. 

 

This event is approved by the American Marketing Association to earn up to eight continuing education units (CEUs) toward maintaining any AMA Professional Certified Marketer® credential. 

Post Presentation Huddles

Post Presentation Huddles

Join us in the Networking Lounge after each session bank to connect with speakers and ask any questions we weren’t able to get to during the regular session time.

Day 1

  • Topics

10:00 am-10:45 am ET

Roundtable discussions


10:00 am-10:45 am ET

Speed Networking


11:00 am-11:05 am ET

Kickoff with Ann Handley








12:35 pm-1:10 pm ET

Changing Your World Through Story

Speaker: Bobby Lehew

1:10 pm-1:40 pm ET

Lunch Break (great time to speak with sponsors!)










4:00 pm-4:45 pm ET

Rethinking the Customer Journey

Speaker: John Jantsch






Day 2

  • Topics

10:00 am-10:45 am ET

Roundtable discussions



10:00 am-10:45 am ET

Speed Networking




11:50 am-12:25 pm ET

The State of B2B Influencer Marketing

Speaker: Lee Odden





1:10 pm-1:40 pm ET

Lunch Break (visit with our sponsors!)












4:45 pm-5:20 pm ET

Customer Insights that Matter

Speaker: Debbie MacInnis




Workshops

  • Topics

October 26

11:00 am-4:00 pm ET

Storytelling

Speaker: Bobby Lehew

October 27

11:00 am-4:00 pm ET

Demand Generation

Speaker: Kenda Macdonald

October 28

11:00 am-4:00 pm ET

Marketing Strategy

Speaker: Allen Weiss

Workshops are available as a conference add-on or for standalone purchase.

Sponsors That Change the Game

Platinum

überflip
Validity
Vidyard

Gold

Cargo
DemandBase
Litmus
Page One Power
MNTN
SurveyMonkey

Silver

ON24

Bronze

Rep•Cap

Media Partners

Media 7
MarketingProfs B2B Forum 2021

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

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