Agenda

Monday, February 25th

Time

Session

08:00am

Registration Open

Registration Open

Registration Open

09:30am

Workshops

Workshops

Hundreds of #B2BMX All-Access Pass attendees start out the event by rolling up their sleeves and digging into hands-on workshops that provide actionable takeaways on many of the hottest topics for B2B practitioners.

Join them by reserving your seat and adding a workshop to your agenda this year! You’ll be able to choose from 11 different workshops taking place on Monday morning, where you’ll spend two and half hours learning and working with your peers.

All the workshops are facilitated by top thought leaders in the industry with unique expertise and perspective.

View the full lineup

12:00pm

Lunch In The Marketplace

Lunch In The Marketplace

Lunch In The Marketplace

01:30pm

Case Studies

Case Studies

The case study presentations feature a great mix of perspectives from directors and managers who directly implemented the solutions for their companies, as well as VPs and CMOs who were behind the strategy, budgeting and building business cases for adopting different solutions.

The use cases offer an inside look at how industry peers have dealt with rolling out and scaling solutions such as:

  • Interactive content;
  • Intent Data;
  • Video;
  • Attribution;
  • Reviews;
  • ABM;
  • AI; and
  • Sales enablement.

Learn More

04:00pm

Keynote Session

Keynote Session

Speaker: David Lewis

  • David Lewis, DemandGen International

04:45pm

CMO Panel

CMO Panel

CMO Panel

Panelists:

  • Jeff Pedowitz, The Pedowitz Group
  • Corinne Sklar, Bluewolf, an IBM Company
  • Joseph Harding, Windstream
  • Hover to view Panelists

06:30pm

Opening Night Party

Opening Night Party

Enjoy good food, music, and company during our Opening Night Reception! Registration will be open during the party.

08:25pm

Fireworks 🚀

Fireworks 🚀

Enjoy this extraordinary display during the Opening Night Party.

Tuesday, February 26th

  • TOPIC KEY:
Content2Conversion
  • C2C
Demand.Gen.Summit
  • DGS
Digital.Strategy
  • DS
ABM.In.Action
  • ABMIA
Sales.Impact.Summit
  • SIS
Channel.Marketing
  • CM

Time

Session

07:00am

Boot Camp

Boot Camp

Start your day with our boot camp regimen to wake you up before diving into sessions.

07:30am

Registration Open & Networking Breakfast

Registration Open & Networking Breakfast

Breakfast and coffee are served inside of the Marketplace.

08:30am

Welcome to #B2BMX: Opening Remarks

Welcome to #B2BMX: Opening Remarks

Andrew Gaffney – Editorial Director of Demand Gen Report – kicks off the 2019 B2B Marketing Exchange!

  • Andrew Gaffney, Demand Gen Report

08:45am

Developing Fans In A World Of Digital Overload

Developing Fans in a World of Digital Overload

In this session, best-selling author David Meerman Scott will share a blueprint for how people and organizations are moving beyond leads and prospects and building passionate fans of their ideas, companies, art, solutions and services. David will preview some strategies and examples from the research for his upcoming book, including specific recommendations on how B2B companies can:

  • Apply the neuroscience of fandom to your marketing and sales strategies;
  • Expand communities by breaking down the gates and making content and thought leadership easily accessible;
  • Lead with authenticity by being a true thought leader, and scrapping generic messaging and imagery;
  • Build relevance and context with innovative new content formats, channels and personalization practices.
  • David Meerman Scott

09:30am

Can Marketing Save The World?

Can Marketing Save The World?

During this session, Carlos Abler, Leader of Content Marketing & Strategy at 3M, will address the true trope about how companies have to adopt publishing and media company methodologies to address the demands for content excellence in contemporary customer/audience creation/relations. 

Carlos will dive deep into how we have an opportunity to apply social innovation and entrepreneurialism to identify and productize relevance for our value-added content and app products.

Key takeaways will include:

  • How to use content to build better and more profitable relationships and uncover new business model opportunities;
  • Ways to deliver thought leadership that changes the way a person sees the world in a manner that reveals new actionable approaches; and
  • Case studies drawn both from the world of content marketing, as well as NGOs and others.
  • Carlos Abler, 3M

10:00am

Networking Break

Networking Break

Refreshments served inside of the Marketplace.

10:45am

Content And The Customer Experience: Building 360-Degree Audience Engagement

Content And The Customer Experience: Building 360-Degree Audience Engagement

Content is a critical factor in delivering on the promise of optimized customer experiences across all brand touch points. Unfortunately, too many organizations still have little awareness of or plans to address poor content-driven customer experiences.

In this session, Christine Polewarczyk, Service Director of SiriusDecisions’ Content Strategy and Operations service, will explain how to transform enterprise-wide content strategy, processes and technologies to effectively support and measure omnichannel content experiences.

  • Christine Polewarczyk, SiriusDecisions
Wrangling Shiny Objects: Five Opportunities To Innovate In Demand Marketing

Wrangling Shiny Objects: Five Opportunities To Innovate In Demand Marketing

B2B marketing is full of shiny objects. Organizations are often challenged with a culture that positions status quo against innovation. At the same time, changes in buyer behavior and expectations combined with new technologies and touchpoints are forcing modern B2B marketers to rethink their approaches. This session will explore five areas of innovation that savvy demand marketers should explore as they seek to supercharge their revenue engine, including:

  • Artificial intelligence;
  • Interactions;
  • Media;
  • Mix; and
  • Culture.
  • Erin Bohlin, SiriusDecisions
Top Priorities For B2B CMOs

Top Priorities For B2B CMOs

Description coming soon.

  • Jay Gaines, SiriusDecisions
Not All ABM Programs Are Created  Equal: What’s  Different, What’s Required To Win & What Does Success Look Like For Different ABM Models?

Not All ABM Programs Are Created  Equal: What’s  Different, What’s Required To Win & What Does Success Look Like For Different ABM Models?

Going after a must-win massive deal? Trying to efficiently land hundreds of targeted accounts in a select vertical? Looking to identify the best and most manageable ways to expand the customer base? ABM helps B2B organizations do all of these. But what you do, how you do it and what success looks like will change — given different strategic scenarios?

In this session, Matt Senatore, Account-Based Marketing Service Director for SiriusDecisions, will discuss operational considerations for various ABM scenarios, as well as measurement approaches tailored to suit each scenario.

In this session you’ll learn:

  • ABM deployment models;
  • The differences in deployment model requirements (e.g. resources, depth of account insights, degree of customization); and
  • How to tailor measurement to different ABM scenarios.
  • Matt Senatore, SiriusDecisions
Driving Better Buyer Interactions By Getting Inside The Mind Of A Sales Rep

Driving Better Buyer Interactions By Getting Inside The Mind Of A Sales Rep

B2B marketers often put substantial effort into understanding buyers’ needs and behaviors, but they don’t always think of targeting sellers in the same way. Because sales reps are a major conduit of information for buyers, it behooves marketers to transfer knowledge to reps in a way that aligns to reps’ needs and helps them maximize their buyer interactions.

In this session led by Christina McKeon of SiriusDecisions, you’ll learn:

  • How to think beyond ad hoc sales tools and target reps according to their tenure and the market situation they’re selling into;
  • The impact of brain science for sales reps and how they best consume and retain knowledge; and
  • How to develop a sales learning strategy that supports the application of knowledge and reinforces competency attainment.
  • Christina McKeon, SiriusDecisions
Achieving Channel Marketing Excellence

Achieving Channel Marketing Excellence

Description coming soon.

  • Maria Chien, SiriusDecisions

11:15AM

Session Changeout

Session Changeout

Session Changeout

11:25am

Break Free Of Boring B2B With Interactive Influencer Content

Break Free Of Boring B2B With Interactive Influencer Content

B2B doesn't need to mean "boring to boring," and yet much of business marketing has earned its reputation. In a world of information overload, buyers expect engaging content from sources they can trust. The solution? Content co-created with industry experts delivered as interactive experiences.

In this presentation from industry expert Lee Odden, you'll learn:

  • 5 top interactive formats for B2B;
  • Best practices for influencer content engagement; and
  • How to pull it all together through B2B brand case studies.
  • Lee Odden, TopRank Marketing
Targeting The Buying Committee

Targeting The Buying Committee

Description coming soon.

  • Peter Isaacson, Demandbase
The Future Of B2B Marketing

The Future Of B2B Marketing

As B2B marketers, we know that it’s more important than ever to receive smart, actionable insights from your data to target the right accounts with dynamic, customer-centric campaigns. But how do we begin to create integrated experiences today that will set us up for success with the buyers of tomorrow?

Join Maureen Maggioni of Salesforce to get a behind-the-scenes look at the future of B2B marketing. Learn how to leverage ABM, AI and analytics to get a 360-degree view of your customers and deliver integrated experiences across every step of the customer lifecycle. 

  • Maureen Maggioni, Salesforce
ABM 2.0

ABM 2.0

Description coming soon.

  • Sangram Vajre, Terminus
Panel: Revenue Operations

Panel: Revenue Operations

Description coming soon.

AI In The Channel

AI In The Channel

Description coming soon. 

  • Laz Gonzalez, Zift Solutions

12:10pm

Lunch & Learn Sessions

Lunch & Learn Sessions

Lunch & Learn Sessions

01:30pm

Keynote: Humanizing Even The World’s Most Boring B2B Brands: How To Win With Empathy, Creativity... And A Little Humor

Humanizing Even The World’s Most Boring B2B Brands: How To Win With Empathy, Creativity… And A Little Humor

Comedian, producer and former B2B marketer Tim Washer will lead an interactive and lively session featuring some group exercises, real-world examples and advice on: 

  • How to work around frequent stumbling blocks to creativity that pull us toward the "safe" talking-head, approved buzzword content;
  • Brainstorming techniques used by improvisers to create brilliant stories instantly;
  • Approaches for creative storytelling on a tight budget;
  • How to make your customer the hero for their customer;
  • Examples for voice of the customer storytelling; and
  • Tactics for expressing empathy using humor.
  • Tim Washer

02:15pm

2019 Killer Content Award Winners: Key Takeaways & Lessons

2019 Killer Content Award Winners: Key Takeaways & Lessons

In addition to recognizing the 2019 winners, this session will examine some of the common trends and approaches among the winners, and also highlight some examples that attendees can apply in their own campaigns.

  • Tim Washer

03:15Pm

Networking Break

Networking Break

Refreshments served inside of the Marketplace.

03:45Pm

Tapping Influencers To Fuel Your Content Creation Engine

Tapping Influencers To Fuel Your Content Creation Engine

Influencer marketing has been a tried and true method in the consumer world, but how can B2B marketers tap influencers to reach their goals? Hint: It’s more than just social media. The right influencers can help increase your awareness, offset your content creation engine, and help you reach your target audience. In this session, Amanda Maksymiw will share best practices on building an influencer program, how to develop integrated campaigns, and the pitfalls to avoid when getting started.

Key takeaways include how to:

  • Develop an influencer program;
  • Leverage influencers for content creation;
  • Brainstorm content ideas; and
  • Think about campaigns versus one-time hits.
  • Amanda Maksymiw, Fuze
MOCCA Ops Panel

MOCCA Ops Panel

Description coming soon.

  • Jocelyn King, Sprimo Labs
Panel: Women's Leadership

Panel: Women's Leadership

Description coming soon.

Scaling For Success: Oracle’s Account-Based Strategy With Connected Data, Intelligence & Experiences

Scaling For Success: Oracle’s Account-Based Strategy With Connected Data, Intelligence & Experiences

Coordinating in-market activities is a challenge that many organizations face. Imagine doing it with 420,000 customers in 175 countries! Hear how Oracle is changing its global go-to-market approach, technology, and processes, and operationalizing its account-based strategy across sales and marketing to support the company’s shift to the cloud.

Oracle’s Kelvin Gee will take the stage to share:

  • The benefits (and challenges) of taking an account-based approach;
  • How to operationalize a Fit + Intent + Engagement strategy; and
  • The best way to approach synchronous orchestration of marketing and sales activities in-market.
  • Kelvin Gee, Oracle
Marketing Within The Deal: Reaching Deeper Into The Funnel To Impact Win Rates

Marketing Within The Deal: Reaching Deeper Into The Funnel To Impact Win Rates

Once an opportunity reaches SQL status, most sales organizations have a pretty clear mantra for their marketing cohorts: "Speak only when spoken to." As sales reps take their leads and ride off into the field, marketers try to uncover the next SQL opportunity to toss over the fence. Dave Bruno, Marketing Director at Aptos, is trying to change all that by building a bridge between marketing and the deal.

At Aptos, Dave has established a process for creating deal-specific messaging that has a positive and significant impact on deal cycles, executive engagement and, most importantly, win rates. During this session, he will share:

  • How he is developing and refining processes
  • The challenges he’s faced — and how he’s tackled them
  • Real-world examples of deal-specific content
  • Insights into how he is creating a culture of “marketing within the deal” at Aptos.
  • Dave Bruno, Aptos
Optimizing Partner Communication

Optimizing Partner Communication

More than ever, partners are being bombarded by information. We all are. How do you then differentiate yourself, rise above the news and make an impact? These partners may be working with anywhere from five to 25 different vendors and each of these vendors are sending information from different departments. Everything is urgent, everything needs an email blast … to every partner and every role at those partners. STOP!

In this 30-minute presentation, Heather K. Margolis, CEO of Channel Maven, will present ways that you can stop bombarding and start engaging your partners, current and prospective. You will walk away from this presentation ready to:

  • Build a matrix of communication so partners get information when and where they want it;
  • Aggregate your email outreach so that it is predictable and less likely to be deleted; and
  • Leverage your executives’ profiles to gain more exposure.
  • Heather Margolis, Channel Maven Consulting

04:20PM

Session Changeout

Session Changeout

Session Changeout

04:30Pm

Panel: The Power Of Podcasting: How B2B Marketers Are Seeing Payoffs From Serial Content

Panel: The Power Of Podcasting: How B2B Marketers Are Seeing Payoffs From Serial Content

In the U.S., the average commute to work is 26.9 minutes. That’s 26.9 minutes to and from the office that you can spend learning a new skill, getting up-to-speed on current events or listening to an intense true crime series. You can do all this and more on a plane, train or automobile, thanks to podcasting.

In this session, we’ll highlight how B2B marketers are integrating podcasts, videos and blogs to build a cadence that engages their audience across channels.

During this session, a panel of marketing pros will share how B2B brands can:

  • Design a core podcast mission statement;
  • Test and learn different podcasting styles and storytelling methods;
  • Develop a comprehensive strategy aligned to buyer needs and pain points; and
  • Build a large and engaged fanbase leveraging cross-channel amplification methods.
Panel: Demand Gen Power

Panel: Demand Gen Power

Description coming soon.

  • Jenn Steele, Madison Logic
The Marketing Organization Of The Future

The Marketing Organization Of The Future

In order to keep pace with the “fourth industrial revolution,” companies are examining how they can better blend software, employee experience and organizational strategy. Leveraging new research from Mercer’s Global Talent Trends study, and insights from Sirius, this presentation will focus on key trends that are driving the composition and mission of modern marketing departments, including:

  • The impact of external data, AI and automation; 
  • The changing skill sets needed for marketing teams; and 
  • How progressive organizations are applying technology to people management.
  • Jeanniey Mullen, Mercer
Bringing Oracle’s Account-Based Strategy To Life: A Tale Of Two Campaigns

Bringing Oracle’s Account-Based Strategy To Life: A Tale Of Two Campaigns

Description coming soon.

5 Creative Ideas To Support Sales Enablement For Specific ABM Initiatives

5 Creative Ideas To Support Sales Enablement For Specific ABM Initiatives

In addition to passing qualified leads to their sales teams, many marketers also collaborate with sales to win strategic accounts. Marketers create highly customized outreach programs to complement sales’ engagements. 

During this session, Pam Didner will discuss the pros and cons of several approaches that support sales enablement for ABM programs. She will also share case studies and best practices around strategic planning, message crafting and personalized content to campaign execution. 

Key takeaways include:

  • The ability to convert account-based insights to marketing outreach;
  • How to leverage content better between sales and marketing;
  • Different approaches to personalize and customize content for sales;
  • How to ensure sales is using the right content for target accounts.
  • Ideas to further improve the collaboration of sales and marketing.
  • Pam Didner, Relentless Pursuit, LLC
Panel: The Role Of Agencies In Channel

Panel: The Role Of Agencies In Channel

Description coming soon.

05:15Pm

Networking & Drinks Reception

Networking & Drinks Reception

Networking & Drinks Reception

Wednesday, February 27th

  • TOPIC KEY:
Content2Conversion
  • C2C
Demand.Gen.Summit
  • DGS
Digital.Strategy
  • DS
ABM.In.Action
  • ABMIA
Sales.Impact.Summit
  • SIS
Channel.Marketing
  • CM

Time

Session

07:00am

Advisory Board

Advisory Board

Advisory Board

07:00am

Yoga (All Levels)

Yoga (All Levels)

Yoga

07:30am

Registration Open & Networking Breakfast

Registration Open & Networking Breakfast

Breakfast and coffee are served inside of the Marketplace.

08:30am

Welcome to Day 3 of #B2BMX: Opening Remarks

Welcome to Day 3 of #B2BMX: Opening Remarks

Andrew Gaffney — Editorial Director of Demand Gen Report — kicks off the final day of B2BMX.

08:40am

Millennial Mindset: Embracing Digital Change, Collaboration And Community

Millennial Mindset: Embracing Digital Change, Collaboration And Community

Description coming soon.

  • Brian Fanzo, ISocialFanz

09:10am

How to Effectively Engage Today’s B2B Consumer

How to Effectively Engage Today’s B2B Consumer

Description coming soon.

  • Steven Casey, Forrester

09:55am

Networking Break

Networking Break

Refreshments served inside of the Marketplace.

10:40am

Conversations Are Critical: Make The Move From Monologue To Dialogue

Conversations Are Critical: Make The Move From Monologue To Dialogue

Marketers have had two competing forces in their quest for world domination: automation and buyers taking control of their experiences. Automation has fooled us into thinking we can push interactions along by pushing out information — whether wanted or not. Buyers taking control have challenged us to step up our game by becoming more finnicky about what qualifies as an inviting interaction.

It’s time to realize that a monologue is not a conversation your buyers and customers crave. What they want is an honest and transparent dialogue. This means a conversation. But, somewhere along the way, we’ve forgotten how that works. It’s time to revive the art of conversation and get back in the game.

 

In this session presented by Ardath Albee, B2B Marketing Strategist and CEO of her firm, Marketing Interactions, Inc., you’ll learn:

  • How automation can fuel conversations for engagement at scale;
  • Why conversations that cross channels get more attention — and how to build them; and
  • What shifts to make to your monologues to turn them into dialogues without reinventing the wheel.
  • Ardath Albee, Marketing Interactions
Applying New Funnel Metrics

Applying New Funnel Metrics

Description coming soon.

  • Patrick Oldenburg, ServiceMax, GE Digital
'Next Level' B2B Content Marketing Strategies

'Next Level' B2B Content Marketing Strategies

Today's business leaders expect marketing to deliver revenue and higher ROI. We believe marketing should focus on providing amazing customer experiences. And yet, every day, we are asked to do more and more marketing activities that don't always deliver leads, revenue or better customer experiences.

In order to bridge this gap, the fearless B2B Marketer puts customers at the center of everything they do. Because brilliant marketing leaders know that by focusing on customer value, they can deliver better outcomes for the entire business. 

In this presentation, veteran marketer, inspiring entrepreneur and bestselling author Michael Brenner will show you how the future of B2B marketing is about activating the talent and expertise of your entire organization.

Key takeaways include:

  • The simple trick B2B marketers use to push back on the things that they know won't work;
  • How to take your marketing to the next level and engage your audience through storytelling; and
  • A powerful framework to use to rally the entire organization around the customer.

The future of B2B is already here. Get ready to embrace it!

  • Michael Brenner, Marketing Insider Group
Applying ABM Principals To Target SMBs

Applying ABM Principals To Target SMBs

A year ago, when we heard the term "Account-Based Marketing,” it triggered the following associations: tight account lists made up of large enterprise companies, running very expensive and very high touch campaigns, and sending exclusive invites to cocktail receptions with five to 10 high-level prospects mingling quietly with account executives.

In the past year, however, our associations around the term "Account-Based Marketing" have significantly evolved. ABM principles can and should be applied to marketing to small and medium businesses as they are not limited to only targeting larger enterprises.

During this session, join Google’s Masha Finkelstein to learn:

  • How an ABM approach can help prioritize SMB accounts to focus on;
  • What types of ABM campaigns work better for SMB segments; and
  • How to measure success of your SMB focused ABM marketing initiatives.
  • Masha Finkelstein, Google
Sales And Marketing Alignment — From Hate To Love In 60 Days

Sales And Marketing Alignment — From Hate To Love In 60 Days

Are your sales and marketing teams operating in silos? Is there a lack of trust and collaboration? During this session, Shahid Javed, Director of Enterprise Marketing for Hughes Network Systems, will share a step-by-step case study that goes over the process, strategies, tools, content he and his team used to break down the silos — all in 60 days. He will also share how the team continuously monitors and improves the alignment on an on-going basis, with results to match.

Key takeaways include how to:

  • Achieve sales and marketing alignment in 60 days with a step by step process;
  • Develop a seamless MQL vs SQL process and criteria that help leads push through the funnel quickly; and
  • Create content to make sales look like rock stars and improve engagement, including templates for outbound material, battle cards, videos and more.
  • Shahid Javed, Hughes Network Systems
Through-Channel Marketing: How New Tools And Services Will Accelerate Partner Programs

Through-Channel Marketing: How New Tools And Services Will Accelerate Partner Programs

According to research by Forrester, sales of through-channel marketing automation (TCMA) software will grow at a CAGR of 25.2% to $1.18 billion by 2023. Another $1.3 billion will be generated in related services offered by channel technology companies. And the broader TCMA market will include thousands of digital marketing agencies that will grow to generate an additional $2 billion of services over the same time.

During this session, Jay McBain, Forrester’s Principal Analyst – Global Channels, will review how strategic investments in TCMA solutions and services will be critical to engaging partner participation in demand generation campaigns.

Key elements of his presentation will include:

  • How the purpose-built capabilities of TCMA solutions boost partner engagement and channel marketing effectiveness;
  • What critical skill sets are necessary to optimize TCMA investment; and
  • Why and how digital marketing agencies will emerge as key providers of TCMA technology and support.
  • Jay McBain, Forrester

11:10AM

Session Changeout

Session Changeout

Session Changeout

11:20am

Panel: Hear From The Best In Blogging: Tips And Tricks From B2B Practitioners

Panel: Hear From The Best In Blogging: Tips And Tricks From B2B Practitioners

According to Demand Gen Report’s 2018 Content Preferences Survey, 71% of buyers refer to blogs during the decision-making journey and 74% consistently share blogs with colleagues. Needless to say, if you’re not investing in blogging, you’re leaving significant engagement opportunities on the table.

But like any content investment, there are some questions that need to be answered before you dive in. This panel of experts will spotlight key considerations and best practices, helping you build a buyer-focused blogging plan to present to your team.

Panelists:

  • Toni Boger, Siemens PLM Software
  • Greg Mooney, Ipswitch
  • Hover to view panelists
Building An End-To-End Account Strategy From The Ground Up

Building An End-To-End Account Strategy From The Ground Up

Description coming soon.

Speakers:

  • Peter Herbert, Fullstory
  • Kristen Wendel, Fullstory
  • Hover to view speakers
Messaging Apps Applied To B2B Marketing

Messaging Apps Applied To B2B Marketing

User adoption of messaging apps such as Facebook Messenger and WeChat continues to grow, and businesses are starting to wake up to the opportunity in front of them. B2B marketers are making their first forays into leveraging these newer marketing channels and early adopters are being rewarded with engagement rates that far surpass email. What do these platforms offer, and how does one start to build a messenger marketing strategy? Join Andrew Spoeth, Director of Digital Marketing at CA Technologies, to learn how he and his team implemented a successful messaging app strategy.

Key takeaways include:

  • ‪Understand current trends in the messaging app landscape;
  • ‪Learn about available growth tools and how to use them;
  • ‪Build a content strategy that fits to this new medium; and
  • ‪Know how to measure success in messenger marketing.
  • Andrew Spoeth, CA Technologies
Rethinking Measurement In The Age of ABM

Rethinking Measurement In The Age of ABM

Sales teams who worry about complexity and superfluous administrative processes are often wary of ABM. And, you have probably heard more than one marketer say, “Isn’t ABM just a self-fulfilling prophecy?” We would argue that ABM is not self-fulfilling, but instead is a powerful tool to drive a hyper-focus on joint sales and marketing strategies and — when combined with the SiriusDecisions Demand Unit Waterfall® — will help you show the true value of that joint strategy.

This session will outline a strategy for rolling out an ABM program that both sales and marketing will support, what the management of an ABM program involves over time and how ABM programs force traditional sales and marketing professionals to rethink the way they collaborate, analyze and report success.

In a world where success was traditionally measured by how many leads were generated, the shift to ABM and more account-centric metrics will have a major impact on the way sales and marketing departments prioritize their work. We will discuss new, key metrics that demonstrate the vitality of accounts and what it means to businesses, including:

  • Key personas;
  • ABM vs. non-ABM programs; and
  • Account activity insights and business results.
Speakers:

  • Mark Erwich, Imprivata
  • Lynne Powers, Imprivata
  • Naomi Marr, Imprivata
  • Hover to view speakers
Panel: Sales Enablement

Panel: Sales Enablement

Description coming soon.

Channel Marketing Session

Channel Marketing Session

Description coming soon.

  • Liz Cope, Ingersoll Rand

12:05pm

Lunch & Learn Sessions

Lunch & Learn Sessions

Description coming soon.

01:35PM

Extending The Impact Of B2B Research

Extending The Impact Of B2B Research

Description coming soon.

A Crash Course In B2B Email Creative

A Crash Course In B2B Email Creative

Whether it’s for ABM, lead nurturing or sales outreach, email is still the workhorse of modern B2B demand generation. And no matter how sophisticated your tech stack, how finely tuned your list or how compelling your content, email creative still matters.

What’s working today in email creative? Hear Howard Sewell, a 25-year B2B veteran and President of Spear Marketing Group, a leading B2B agency, share practical tips and proven strategies for email success, leveraging examples of real-world email campaigns: the good, the bad and the ugly.

This was one of most popular sessions at last year’s conference. This year, Howard’s bringing all new examples and updates based on today’s latest email trends, including best practices for landing page design. Get ready to take notes at this fast-paced, rapid-fire, informative session and leave with tips, strategies and best practices for dramatically increasing email success in 2019.

  • Howard Sewell, Spear Marketing Group
Authentic Conversations In The Age Of Artificial Intelligence

Authentic Conversations In The Age Of Artificial Intelligence

The rise of voice search, chatbots, virtual assistants, robots and IoT sensors is changing the very nature of conversations between customers and brands. These new technologies allow marketers to scale interactions across all phases of a customer lifecycle — from initial purchase to product use and advocacy. It's an exciting time, but also one of uncertainty.

This session explores the use of AI driven technologies to develop scalable, emotional connections with buyers by balancing the tension between machine intelligence and human interaction. Attendees will learn:

  • How to develop marketing that is MORE human as a result of modern marketing technology;
  • Examples of past AI use cases and how marketers are getting better at them today;
  • Common myths that hold us back from embracing essential technology;
  • How to think about technology as an authenticity tool; and
  • Actionable next steps to take back to the office.
  • Samantha Stone, The Marketing Advisory Network
The ABM Formula: Strategies To Support Account-Based Initiatives

The ABM Formula: Strategies To Support Account-Based Initiatives

Description coming soon.

  • Jenn Steele, Madison Logic
Building An Integrated Sales & Marketing Machine

Building An Integrated Sales & Marketing Machine

Description coming soon.

Channel Marketing Session

Channel Marketing Session

Description coming soon.

Speakers:

  • Amy Belcher, Xerox
  • Laz Gonzalez, Zift Solutions
  • Hover to view speakers

02:05PM

Session Changeout

Session Changeout

Session Changeout

02:15PM

Panel: Connecting With Context: Applying Audience-Specific Content Models To Target & Engage

Panel: Connecting With Context: Applying Audience-Specific Content Models To Target & Engage

Description coming soon.

  • Jim Young, PrecisionLender
The Quest For Top Talent: How To Build Your Marketing A-Team

The Quest For Top Talent: How To Build Your Marketing A-Team

Every year, there is a new pool of marketers entering the workforce who have studied new disciplines and acquired some of the latest and greatest in marketing knowledge. And it’s up to you to create a culture that they’ll love.

But Wes Lieser of Versique is here to tell you that it’s not just about happy hours, flexible working and team getaways. During this session, Wes will reveal how you can win the fight for stellar talent and create a top-notch marketing team. You’ll learn how to:

  • Better collaborate with HR on a hiring strategy;
  • Determine which roles/disciplines to prioritize;
  • Set salaries based on key industry benchmarks; and
  • Cultivate a compelling (and sustainable) company culture.
  • Wes Lieser, Versique
Confessions & Takeaways From A Journalist-Turned-Marketer

Confessions & Takeaways From A Journalist-Turned-Marketer

“Think like a journalist” has become an oft-heard mantra in the marketing world. But while the notion of developing a voice and editorial machine akin to The New York Times, Washington Post and Boston Globe is enough to drum up excitement among marketers, it’s sometimes difficult to turn this principle into a scalable and profitable strategy.

Not anymore. A journalist-turned-marketer himself, Ryan MacInnis will reveal his learnings as he transitioned from reporting for the Boston Globe to creating content and campaigns for companies like Twitter and fast-growing startups. Moreover, he will share real campaigns and experiences from his career in an effort to teach other marketers how to:

  • Develop unique story angles and hooks that capture reader interest;
  • Weave stories into all aspects of the buyer journey for maximum conversion and retention;
  • Hire journalists and successfully integrate them into your team;
  • Find, acquire and develop talent that can make up a modern marketing newsroom; and
  • Apply change management best practices to get your team (even the C-suite) on board.
  • Ryan MacInnis, Notarize
Panel: Optimizing ABM

Panel: Optimizing ABM

Description coming soon.

Applying Real-Time Insights For Sales & Marketing

Applying Real-Time Insights For Sales & Marketing

Description coming soon.

Panel: Enabling Social Message Syndication

Panel: Enabling Social Message Syndication

Description coming soon.

03:00Pm

Networking Break

Networking Break

Refreshments served inside of the Marketplace.

03:30pm

Closing Keynote

Closing Keynote

Description coming soon.

04:15pm

#B2BMX Wrap-Up

#B2BMX Wrap-Up

Description coming soon.