Join us for the Best of #B2BMX, a virtual event featuring some of the top-rated sessions from the live 2020 B2B Marketing Exchange and beyond!
From the convenience of your home office, you’ll be able to access a menu of more than 20 different presentations — covering all of the hottest topics in B2B, including ABM, content marketing, revenue operations and demand generation.
full days of content on ABM, content marketing, revenue ops & demand generation
top-rated keynotes, breakouts, & case studies from #B2BMX and beyond.
access to all sessions and content from the comfort of your desk.
Find The Red Thread
The Accidental Creative
Things were already changing. It didn’t take a global pandemic to know that marketing was increasingly moving online. Why? Because that’s where our audiences are, and yes, now more than ever.
The key to great marketing in a virtual world is building interactive, engaging, experiences that put the human back in the digital.
In this keynote session, you will learn:
During this session, discover how Zendesk wins business by putting the customer at the center of its brand story. By turning positive customer feedback into case studies, testimonials, and stats, Zendesk builds trust and validates its messaging across the buyer’s journey.
You’ll learn how to:
In this session, Pure Storage’s Director of Marketing Technology & Data Strategy, Bill Mitchell, will share how he uses 1stparty intent data to propel personalization and web form enrichment to attain his KPIs in competitive displacement and target account engagement. Dun & Bradstreet’s Leader of Integrated Marketing, Sean Crowley, will also cover how 3rdparty intent data can be leveraged to identify the accounts that are in the early stages of the buying journey and the best practices on how to bring that data to life to improve your marketing outcomes.
Marketing, specifically demand generation, is broken. As marketers, we’ll spend a total of $6 billion dollars last year to drive traffic to our websites, only to have just over 3% of traffic actually convert. Our processes and our systems are broken and filled with friction. We’re so busy filling up MQLs that we forget there are actual people on the other side. Join Ben Battaglia, Director of Marketing at Lessonly and Kate Adams, VP of Marketing at Drift to hear why this is the case and what you can do to create a better customer experience and buyer’s journey.
One of the biggest problems with business content is that customers forget 90% of what you share after two days. And the typical goal for creating a message and sharing it with a customer is to influence their behavior in some way. But how can they act on your message if they only remember a tenth of it? How do you even know which tenth they’ll remember?
Join this session to discover strategies for transforming yourself and your message into something worth noticing and remembering. Carmen Simon of Corporate Visions will share:
The majority of B2B content produced today results in digital experiences that are undifferentiated from one brand to another, dooming them to mediocrity. Fortunately, consumer demand and innovation in technology is leading marketers away from static, cookie-cutter content strategies and towards new approaches aimed at creating engaging digital experiences.
In the session, learn how to transform your B2B marketing with experiential content. Discover how interactive and immersive elements make content experiential and how you can build effective processes to scale it. Discover the actual journey of two B2B companies that have embraced the experiential content transformation. See examples of their work and learn from their lessons along the way. Executives from Ceros, Carbon Black and Bluecore will share:
When Aptos spun out of a much larger brand in 2015, they had to completely reimagine the way they went to market. Part of a highly entrenched and competitive category, many of Aptos’ competitors were focusing on the same trends, using the same jargon and frankly, telling the same stories. The company had an opportunity to stand out, leveraging cost-effective yet strategic content creation practices that allowed them to build brand credibility, establish trust among target buyers and influencers, and truly stand out in the marketplace.
Join Aptos’ Brand Director Dave Bruno to discover some of the most valuable lessons his team learned on their five-year journey. A few highlights of those lessons learned include:
Have multiple GTM motions at your organization with different teams and priorities? Need to ensure all teams are effective and yielding results? Learn how BrightTALK manages complex growth strategies with a solid data foundation and a revenue operations mindset.
Join this session to hear how BrightTALK:
Recent Gartner research showed marketing budgets were expected to decline in 2020 for the third year in a row. But as marketers know all too well, that doesn’t let us off the hook. We’ll still be expected to deliver even more pipeline despite our budget realities.
So how can marketers do more with less? Most already know that Account-Based Marketing improves the effectiveness of marketing plans. In this session, B2B marketers will learn:
…And What Sales & Marketing Teams Need To Know About Its Immediate Impact
AI has begun impacting our lives in more ways than you may realize. In this session, author and advisor Pam Didner will crack some AI myths and share insights to help you identify potential AI initiatives that can impact each of the specific stages of buyer engagement.
In this keynote, you will:
The best messages get clients (and their customers) to say “YES” to something, like a change in thinking or a new behavior. Too often, though, we get a whole lot of “NO.” Why? Because we try to get a “YES” to the hardest things for people to say “yes” to.
Join 20-year brand and message strategist and former TEDx Executive Producer Tamsen Webster as she explains how to make it easy for your team, your clients and the market to say “YES” to your ideas … and just as easy for you to build the content, pitches and presentations that explain and sell them.
By the end of this session, you’ll be able to:
The Corporate Accounts division of Grubhub was struggling to effectively engage senior stakeholders, who are the ultimate decision-makers in the buying process. By taking a multi-touch approach to engagement, using a creative combination of direct mail and digital follow-up, including a drone giveaway, the team was able to go beyond administrative gatekeepers and pique senior executives’ interests, ultimately driving a 41% lead-to-opportunity conversion rate and 11.3X ROI.
During this session, Madeline Maguire, Corporate Enterprise Demand Generation Lead, will share how you can:
This session will highlight how Optum transitioned from a disparate and inconsistent executive-level marketing approach to an engagement campaign designed and constructed with connected tracks targeted at distinct C-suite audiences. In addition, attendees will learn how Optum moved from random acts of content to messaging that is developed and disseminated for specific tracks and C-suite audiences, while still being aligned with quarterly themes.
Some of the key takeaways of this session will include:
Over the past five years, the responsibilities of marketers have changed dramatically. No longer just responsible for acquisition, the marketing teams at winning companies are taking a full-funnel approach.
Join Terminus VP of Marketing Justin Keller, along with experts Jillian Ryan from eMarketer and Charity Newsome from Command Alkon, to take a look at the real-world shifts in marketing and how your teams can take the lead with them.