• FEBRUARY 24-26, 2020
  • HYATT REGENCY SCOTTSDALE

Real stories. Real takeaways.
Real value.

#B2BMX is the must-attend event for B2B sales or marketing practitioners at the forefront of implementing cutting edge tactics and technologies. 

What to expect at #B2BMX

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Tracks

Of sessions including content marketing, demand generation, digital strategy, ABM, channel marketing, and sales enablement.

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Sessions

From leading executives in B2B — including case studies, labs, workshops, panels, and more.

"Easily one of the best marketing events I've attended in my career."

Jeanne Hopkins
CMO, Lola.com

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B2B

LABS

Providing hands-on guidance from industry leaders on the latest applications of intent data, interactive content, ABM and more.

CMO
 Mentors

This program is designed to connect up-and-coming revenue executives with established industry leaders.

CXO Perspectives

From top CEOs, CMOs, and CROs at high-growth B2B brands.

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ABM Is B2B: Why B2B Marketing And Sales Is Broken And How To Fix It

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Registrants

From teams at top companies in financial services, high tech, manufacturing and other B2B verticals.

“The main event for education and networking for the tech-enabled marketer … An annual must-have.”

John Panek

John Panek
Vertical Marketing, Zebra Technologies

Intimate Workgroups

Offering deep-dive content for executives in operations, content marketing and sales enablement.

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The Venue:

Hyatt Regency

Discover the infinite beauty and natural wonders of the Sonoran Desert encompassing our breathtaking 27-acre Scottsdale family resort. Set amidst flowering cactus and framed against the majestic McDowell Mountains, our Arizona destination is surrounded by adventures and miles from the ordinary. Enjoy stunning views blended with intriguing Native American culture as you take advantage of our indulgent lifestyle amenities.

Tamsen Webster

Strategist and
TEDx Producer

Todd Henry

author of Herding Tigers
and The Accidental Creative

Pam Didner

Author, Speaker, Owner
Relentless Pursuit, LLC

Brian Fanzo

Millennial Keynote Speaker
iSocialFanz

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How To Turn Events Into A Measurable, Pipeline-Generating Machine

On average, B2B Marketers are investing 18% of their annual budget in events, according to Forrester Research. Events — in all forms — are the single largest demand program expenditure, held back by outdated, siloed and resource-intense efforts, one of the hardest to measure. And yet, it’s the demand source most coveted by sales teams.

With the large expenditure and resource commitment, teams are under pressure to deliver and show clear contribution to pipeline and revenue. It is a perfect time for a fresh approach — starting with strategy, how to deliver the right event qualified leads, convert to opportunity and to thoughtfully measure and deliver results.

This workshop led by event and demand marketing leaders will provide strategy, hands-on advice, real-world case studies and an “Events-to-Pipeline Playbook” that you can put to work immediately to:

  • Develop an events demand strategy and metrics, with and without sales
    Exercise: Shaping a Strategy Development Framework
  • Create the right events mix, types and formats to deliver target prospects
    Exercise: Building Your Events Model & Audience
  • Turn attendees’ engagement, experience and capture into Event Qualified Leads
    Exercise: Defining Event Lead Capture and Process
  • Orchestrate a speedy, impactful event follow-up strategy and process
    Exercise: Establishing A Next Best Action Event Lead Plan
  • Measuring event effectiveness and impact
    Exercise: Developing Your Events Dashboard and Pipeline ROI

Demand Generation Masterclass & Certification

It’s 2020 and time to level-up your expertise in the essential aspects of Demand Generation. By attending this session, you’ll leave B2BMX with the knowledge and expertise needed to approach several of the core initiatives for high-performance B2B Demand Generation. Class certification certificates will be provided to attendees along with PowerPoint templates, workbook tools and a supporting textbook, Manufacturing Demand, to take back to your office and apply what you’ve learned.

Attendees to this workshop should be in either Demand Generation, Marketing Operations, Marketing Automation or Marketing Leadership roles. The session is restricted to marketing practitioners only and outside consultants will not be admitted. Attendees should have one of the leading marketing automation systems to get the most relevant value from what is being taught including Marketo, Eloqua or Pardot along with Salesforce as your company CRM.

This workshop will cover the following topics, frameworks and demand generation principles:

  • The Demand Generation Framework — A holistic approach for driving revenue that spans Demand Creation, Demand Management and Demand Expansion.
  • Essential Lead Management Principles and Techniques – You’ll learn how to design and implement a demand funnel, lead scoring and corresponding lead nurturing programs needed to optimize lead conversion.
  • Sales Enablement Pro Tips – See examples of ways you can enhance your lead, contact and account layouts in Salesforce to help sales be more effective in their engagement with leads.
  • ABM Programs – You’ll learn the TEAM framework for ABM that covers targeting, engaging, activation and measurement. You’ll learn how to approach an ABM initiative at your company and what it takes to be successful. This portion will include a walk through of a sample ABM program and the tools used to implement it including Marketo, Engagio and Salesforce.
  • Measurement & Reporting – You’ll learn the essential KPIs for marketing in 2020 and how to capture and report on them. The section will teach the proper techniques for configuring, capturing and reporting on campaign attribution within Salesforce.
  • MarTech Essentials – We will discuss the seven primary MarTech categories, and which tools to consider in your stack to help you cut through the noise.
  • Data – None of the above will be met with success unless your marketing automation and CRM data is pristine. The workshop will cover techniques and tools to get your data clean and keep it that way.