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

Agents Of Change: How To Win In The Age Of Transformation

Agents Of Change: How To Win In The Age Of Transformation

Digital transformation is sweeping through businesses, driving tremendous change across every customer facing function. Marketing is in an unprecedented position to lead this change — starting with the way we engage with prospects, customers and other departments.

During this keynote, David Lewis will share what it takes to thrive in the digital era and how to become “agents of change.” This session previews the many ideas in his upcoming book on the same topic.

 

Key takeaways will include:

  • The single most important thing your organization must excel at;
  • What you need to get rid of in your organization to win more;
  • How you should use technology as an enabler of strategic change; and
  • Examples of successful B2B brands and leaders who have driven change in their organizations.
  • David Lewis, DemandGen International

04:45pm

CMO Panel

CMO Panel

The expectations for heads of marketing in B2B continue to expand and escalate, as they look to gather deeper intelligence on customers and prospects, create messaging that connects and show measureable impact on pipeline and revenue growth.

This session will feature perspectives from three different heads of marketing from different industries and stages of growth, all sharing insights into:

  • Strategic priorities for 2019 and beyond;
  • The integration of new data sources to identify and engage target accounts;
  • Channels, tactics and programs showing positive results;
  • New tools and solutions they are testing or deploying; and
  • Plans for building and guiding the modern marketing organization.
Panelists:

  • Jeff Pedowitz, The Pedowitz Group
  • Corinne Sklar, Bluewolf, an IBM Company
  • Joseph Harding, Windstream
  • Venkat Nagaswamy, 8x8
  • 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

B2B Chief Marketing Officers are operating in a fog of seemingly endless digital options and strategies. What is the right technology stack to meet unique business requirements? When it comes to digital strategies, what really works and what doesn't? How are great digital experiences created for all relevant audiences? What the heck is a digital transformation and what is the role of the CMO?

Marketing leaders are in a unique position to drive unprecedented efficiency and success for themselves, their customers and their businesses, but they must focus and make good decisions. During this keynote, Jay Gaines will share data supported answers to all of the questions above and more, including a five-year view of digital marketing strategies will evolve and what it means for CMOs. 

Key takeaways will include:

-How to translate business needs into business requirements for smart technology buying;
-Which digital marketing strategies and technologies are being prioritized by leading CMOs and why;
-How digital transformation takes different forms based on business context; and
-A future view of digital marketing and what it means for marketing leaders.

  • 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
Partner Enablement Is The New Black – How Effective Partner Enablement Can Fuel Channel Marketing Success

Partner Enablement Is The New Black – How Effective Partner Enablement Can Fuel Channel Marketing Success

How are you fueling your partners’ success? Though most channel leaders agree that partner enablement is critical to channel success, they struggle to use this as a strategic lever for their business. Shifts in B2B buyer behavior, disconnected selling motions and sophisticated marketing campaigns and tactics that partners don’t adopt are just a few of the challenges facing channel marketing leaders.

During this session, SiriusDecisions’ Maria Chien will explore best practices and use cases for how organizations can outperform their peers by taking a deliberate, focused and sustained approach to partner enablement.

The session will offer specific guidance on:

  • Insights into partner enablement foundations and processes for success;
  • A holistic partner enablement approach that encompasses partner audiences, key partner personas and the partner lifecycle;
  • The impact of partner enablement on driving partner demand program performance; and
  • Best practices for improved partner and buyer experiences.
  • 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
Operationalizing Marketing Innovation: How Top Companies Rethink & Re-engineer Demand Marketing Excellence

Operationalizing Marketing Innovation: How Top Companies Rethink & Re-engineer Demand Marketing Excellence

B2B demand marketing teams have to do more with less. But incremental improvements cannot make marketing more effective and efficient using more of the same.

Join this panel to hear how to not only overcome, but how to revitalize the seeming constraints of legacy systems, existing skills and endless demands. Our panel will share their insights and tips to take away and re-energize your demand marketing in 2019.

  • Jocelyn King, MOCCA
5 B2B Marketing Trends You Need To Know About In 2019

5 B2B Marketing Trends You Need To Know About In 2019

B2B marketers now face digital challenges that simply didn’t exist a few years ago. These days, we can’t just meet the needs of our customers. We must anticipate their needs before they engage with us and exceed their expectations with the help of automation and other digital technologies.

Join Maureen Maggioni of Salesforce as she dive into the latest industry reports to understand the data and trends shaping the B2B marketing industry today.

  • Maureen Maggioni, Salesforce
ABM 2.0: How To Take Your Marketing From Good To Great

ABM 2.0: How To Take Your Marketing From Good To Great

ABM is the B2B marketing strategy that seems to be everywhere these days. Since it first came on the scene, it’s caught on like wildfire and helped many businesses transform their sales and marketing. But, simply following an ABM strategy isn’t going to drive revenue on its own. It might get the job done on a basic level, but it won’t help you knock your goals out of the park.

There’s perhaps no one more passionate and knowledgeable about ABM than Terminus Co-Founder & Chief Evangelist Sangram Vajre. And in this session, Sangram will help attendees understand exactly what it takes to succeed with ABM today.

Specifically, he will cover:

  • How ABM has moved from revolution to evolution, and how its widespread adoption and following a TEAM framework means it must be treated as the gold standard;
  • The new organizational structure that’s needed to support an optimized ABM strategy;
  • 4 strategies businesses must embrace in order to get the most out of ABM; and

Multiple use cases of handpicked, real ABM practitioners. Attendees will see the curtain pulled back and understand the exact steps these individuals have taken with ABM to experience wild success.

  • Sangram Vajre, Terminus
Panel: Revenue Operations

Panel: Revenue Operations

Description coming soon.

Getting Smart About Applying AI In B2B Channels

Getting Smart About Applying AI In B2B Channels

While everyone’s talking about artificial intelligence or AI, how it applies to B2B channels is less understood. During this session, channel expert and strategist Laz Gonzalez will dive into the areas where AI and machine learning intersect with channel programs. He’ll review the differences between AI, machine learning and propensity modeling. Then, he’ll outline the key areas and requirements channel leaders need to plan for to apply AI to partner planning, onboarding, marketing and more.

  • 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
ABM And Modern B2B Advertising: Reaching The Buying Committee At Your Target Accounts

ABM And Modern B2B Advertising: Reaching The Buying Committee At Your Target Accounts

The “buying committee” is the critical audience at your target accounts. These buyers and influencers are the people who will decide whether your prospects buy your product or services, or don’t. But identifying them, and actually reaching them, has been a significant challenge — especially at the top of the funnel.

In this session, Peter Isaacson, CMO at Demandbase, will take you through the past, present and future of B2B advertising, with specific examples and tips on:

  • How marketers can turn their advertising into a growth engine;
  • Use cases of how B2B brands are using AI and sophisticated intent data to reach the buying committee at their target accounts with account-based advertising; and

Advice on how ads and placements can be specifically tailored to support ABM programs or to reach specific stages of the funnel.

  • Peter Isaacson, Demandbase
Women In B2B: How & Why Visionary Brands Are Embracing Diversity At All Levels & Paving Sky’s-The-Limit Career Paths

Women In B2B: How & Why Visionary Brands Are Embracing Diversity At All Levels & Paving Sky’s-The-Limit Career Paths

With women making up more than half of the U.S. workforce but less than 20% of tech jobs, visionary brands have embraced a new perspective on diversity and are striving to tell more people — especially women — that successful career opportunities are available to them.

During this panel, Jen Spencer, VP of Sales and Marketing at SmartBug Media, and Lauren Witte, Content Strategist at Axosoft — both board members of The Phoenix Chapter of Girls in Tech — will join Bluewolf CMO and Co-Founder of The Women Innovators Network (WIN) Corrine Sklar, and Lia Hanson, Director of Demand Generation at Demandbase and a member of the Women in B2B Network, to discuss why and how companies are ensuring that women entering the job market for the first time or considering a career change will find opportunities expanding for them in the technology industry and beyond.

Key talking points will include:

  • Understanding the business imperative for ensuring that women are included in a diverse workforce at all levels;

  • Communicating the benefits of greater staff diversity to senior management; and

  • Recruiting more women to consider gate-way career opportunities — in marketing and technology — as early as the college level, and on through the executive ranks.
Panelists:

  • Melissa Chang, PureB2B
  • Jen Spencer, SmartBug Media/Girls In Tech
  • Lauren Witte, Axosoft/Girls In Tech
  • Corinne Sklar, Bluewolf/The Women Innovators Network
  • Lia Hansen, Demandbase/Women in B2B Network
  • Hover to view panelists
ABM At Scale: Oracle’s Account-Based Strategy With People, Process, Data & Tech

ABM At Scale: Oracle’s Account-Based Strategy With People, Process, Data & Tech

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.
Panelists:

  • Alicia Esposito, Content4Demand
  • Dave Bruno, Aptos
  • Tina Dietz, Something Creative
  • Cara Hogan, Zaius
  • Hover to view panelists
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

A perfect follow-up talk to Kelvin Gee’s presentation about Oracle’s approach to account-based strategy, Oracle marketers Jungah Lee and Shelby Aprile join Meredith Fuller from B2B demand agency Quarry to share their experience around targeting, personalizing, orchestrating and measuring two very different — yet equally impactful — recent account-based campaign roll outs. This session will demonstrate how Oracle puts theory into practice, while also providing practical tips and takeaways that attendees can apply to their own account-based initiatives.

Speakers:

  • Shelby Aprile, Senior Manager, Marketing, Oracle
  • Jungah Lee, Senior Digital Marketing Manager, Oracle Cloud for Finance, Oracle
  • Meredith Fuller, Managing Director, Buyer Engagement, Quarry
Panelists:

  • Shelby Aprile, Oracle
  • Jungah Lee, Oracle
  • Meredith Fuller, Quarry
  • Hover to view panelists
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 Agency Edge: The New Skill Sets & Services That Distinguish Channel-Fluent Marketing Agencies

Panel: The Agency Edge: The New Skill Sets & Services That Distinguish Channel-Fluent Marketing Agencies

From concierge services to complete management of MDF programs, marketing agencies are increasingly helping their accounts do more of the of the heavy lifting necessary to optimize channel marketing programs.

During this panel discussion, executives from leading channel-focused marketing agencies will review how they have evolved the services they provide to optimize channel marketing programs.

Panelists include:

  • Jennifer Anaya, VP Marketing, Ingram Micro
  • Marie Rourke – Founder/Chief Channel Strategist, White Fox Marketing
  • Tracy Diziere – President/CEO, TDZ Creative Partners
  • Angela Leavitt, Founder/CEO, Mojo Marketing
Panelists:

  • Jennifer Anaya, Ingram Micro
  • Marie Rourke , White Fox Marketing
  • Tracy Diziere , TDZ Creative Partners
  • Angela Leavitt , Mojo Marketing
  • Hover to view panelists

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: How To Market, Collaborate & Connect With Digital Natives

Millennial Mindset: How To Market, Collaborate & Connect With Digital Natives

In this keynote, Brian will walk the audience through the workforce changes that have drastically shifted the mindsets of both the digital dinosaurs and the digital natives as employees and customers.

The choice for us as marketers is no longer about online vs. offline. Instead, today, we need to learn how to embrace a hyper-connected world that requires on-demand access to people, places and experiences. (And we need to understand what we mean by “experiences,” too.) Today we need to shift from being simply marketers who create content to becoming producers of a kind of reality series — and what that might look like in the business world.

During the session, the audience will learn:

  • Millennials make up over 50% of today’s workforce. Creating personas in marketing around those born during certain years can be valuable, but with a multi-generational workforce, it’s essential to understand that a Millennial Mindset is not restricted to employees of a certain age.
  • Collaboration isn’t about everyone having a task. Successful collaboration enables everyone to focus on what they do the best. Not every employee needs to be a social employee but every employee plays an important role in a brand’s storytelling efforts.
  • How the opportunity is massive for B2B.
  • Importance of sharing your digital WHY with the world.
  • Acceptance that perfection is a fairytale and control is an illusion.

What “transparency” actually means in B2B: It doesn't guarantee trust and authenticity, but when leveraged strategically it is the key to growing a community and being relatable.

  • Brian Fanzo, ISocialFanz

09:10am

How to Effectively Engage Today’s B2B Consumer

How to Effectively Engage Today’s B2B Consumer

B2B buyers are behaving more like digital consumers every day, which has changed their expectations of B2B companies in every dimension — from the emotional impact of a brand promise to when and how they prefer to interact with marketing and sales. In this session, Forrester analyst Steve Casey will recommend a new strategy for B2B marketers to engage the B2B consumer in an empathetic manner at the most critical initial stages of the customer lifecycle. By adopting this approach, B2B marketers will be able to create a more meaningful and lasting conversations with their buyers through improved content discovery, access and relevance.

Key takeaways include:

  • The key trends driving the most significant change in B2B buyer behavior since the website;
  • The critical things B2B marketers need to start — and stop — doing to engage with the modern B2B buyer; and
  • Key martech applications to create the kind of engagement B2B consumers expect and prefer.
  • 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
Moving Beyond MQLs: New Metrics And Models That Support Segmentation And Account-Based Strategies

Moving Beyond MQLs: New Metrics And Models That Support Segmentation And Account-Based Strategies

In this session, Pat Oldenburg from ServiceMax will share a use case of how the company is moving from a traditional funnel model to adopt a new set of metrics and tracking for its marketing and revenue generation efforts. Some of the key topics and takeaways will include:

  • How the company uses intent-based tools and signals to better segment and select target accounts and prospects;
  • How they are building and applying a new account-based scoring model; and
  • New tools and processes the company is applying to better measure and track the impact of marketing programs.
  • Patrick Oldenburg, ServiceMax
'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
Audience-Driven Enablement Strategies: How Top Brands Are Building Strategies That Address All Stages Of Buyer Engagement

Audience-Driven Enablement Strategies: How Top Brands Are Building Strategies That Address All Stages Of Buyer Engagement

For B2B sales teams to succeed, they need the insights, resources and tools necessary to maximize their efficiency — all while streamlining the buyer experience. During this panel discussion, executives will share their experiences around positioning their reps with the right messaging, insights and tools to boost their performance and continue building relationships with prospective customers.

Topics that will be discussed include:

  • The technology helping to ensure the right messaging is getting through to the right audience at the right time;
  • How to streamline communication between marketing and sales teams for better enablement;
  • The important role content plays in effective sales enablement, and how marketing teams can ensure sales content is on point; and
  • Tips and best practices for formulating enterprise-level sales enablement processes from the ground up.
Speakers:

  • Christine Elliot, JLL
  • Ellie Mirman, Crayon
  • Hover to view speakers
Martech, Process And People: A Journey To Channel Transformation

Martech, Process And People: A Journey To Channel Transformation

Join Liz Cope, Director of Marketing Technology and Operations at Ingersoll Rand, as she shares the martech, process and people roadmaps behind their channel transformation journey.

Learn about:

  • Key technologies they are using to reduce business complexity;
  • Processes they are scaling across the enterprise; and
  • The organizational structure pulling it all together.
  • Liz Cope, Ingersoll Rand

12:05pm

Lunch & Learn Sessions

Lunch & Learn Sessions

Description coming soon.

01:35PM

Content Marketing Session

Content Marketing Session

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.

Driving Partner Engagement: New Approaches For Boosting Partner Participation In Channel Programs

Driving Partner Engagement: New Approaches For Boosting Partner Participation In Channel Programs

Getting partners to engage in supplier channel programs can seem like a Herculean task. With average engagement for partner portals at the same low levels, year after year, some companies are taking new approaches to capture partner attention — and keep them active.

During this panel discussion, leading channel experts will share the new tactics channel programs are employing to break through the partner engagement conundrum. During this session we’ll discuss:

  • What works best for high-touch and low-touch partners;
  • Which activities require a more pro-active approach than others; and
  • The the winning formulas the panelists are using to engage partners beyond the portal.
Speakers:

  • Laz Gonzalez, Zift Solutions
  • David Portnowitz, Star2Star Communications
  • Stephanie Zembal, Symantec
  • 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

Demand Gen Report research shows that 88% of B2B buyers want content producers to focus less on product specifics and more on the value that can be brought to them and their business. In order to stand out from the crowd, marketers must put their audience first when developing content.

In this panel, you’ll hear from practitioners from vastly different industries sharing their approach to engaging unique audiences with a holistic strategy. The panelists will discuss how they developed segmented messaging strategies, as well as learnings from content and campaign development aimed at specific roles and influencers.

Panelists will share:

  • Insights about their unique audiences;
  • Examples of how they built a strategy to target and engage those audiences;
  • The context/campaigns used to reach that target audience; and
  • More.
  • 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 Execution To Outperform Organizational Expectations

Panel: Optimizing ABM Execution To Outperform Organizational Expectations

ABM has become a cornerstone of the modern B2B marketer’s go-to-market strategy, with 60% planning to invest more in ABM during 2019 according to Demand Gen Report research. This panel will explore how brands of different sizes and from different sectors are aligning their marketing and sales teams around a winning account-based strategy.

Specific takeaways will include how these brands are:

  • Optimizing for cross-channel success with account-based campaigns;
  • Applying new data and insights to engage key influencers within accounts; and
  • Utilizing new metrics and reporting to better gauge the impact of account-specific programs.
Speakers:

  • Justin Gray, LeadMD
  • Som Puangladda, GumGum
  • Adam Goyette, G2 Crowd
  • Eric Martin, SalesLoft
  • Hover to view panelists
Scaling Account-Based Sales-Marketing At Autodesk — How To Scale An ABM Program Globally To 10K Accounts In One Year

Scaling Account-Based Sales-Marketing At Autodesk — How To Scale An ABM Program Globally To 10K Accounts In One Year

An innovative company by nature, whose mission is to help people design, create and make a better world, it’s no wonder Autodesk is also leading the way when it comes to ABSM (Account-Based Sales-Marketing).

Attend this session and learn about Autodesk’s journey to scaling their ABSM program from a few hundred enterprise accounts and a handful of ABM marketers, to nearly 10,000 mid-market accounts and 30+ dedicated ABM marketers on various teams around the world. Discover how they leveraged Folloze, a software platform which supports their ABM program, from self-service personalized content for sellers in email campaigns to direct mail campaigns, enabling them to focus efforts for maximum impact.

Join this session and discover how Autodesk:

  • Implemented a global Account-Based Sales & Marketing program, at scale — and fast;
  • Enabled sales to deliver customized content to sales targets, driving significant sales activity; and
  • Leverage Folloze technology for scalable personalization in email and direct mail campaigns — saving time and money from agency fees.

Speaker: Nathalie Moore, Americas Account-Based Marketing Manager, Autodesk

  • Nathalie Moore, Autodesk
Panel: Socializing Partners: How To Optimize Message Syndication Through Channel Networks

Panel: Enabling Social Message Syndication

Channel marketers report that partners are “liking” their social content syndication program. Indeed, social sharing appears to be the lowest hanging fruit of many through-channel marketing opportunities.

During this panel discussion, channel pros will discuss how they drive partner engagement by enabling them to select a mix of customer-centric content and brand-promoting materials, and then share with easy-to-use tools or fully-automated tools.

Speakers:

  • Lisa Penn, SAP
  • Terri O’Leary, SonicWall
  • Hover to view panelists

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.