In a new addition to the 2020 B2B Marketing Exchange, rising marketing stars (manager and director level) will have the opportunity to sign up for 1:1 meetings with established and regarded heads of marketing.

As part of the program, these experienced executives will spend 15 minutes in breakout conversations with the next generation of CMOs, offering advice and guidance on topics including:

Skills/requirements
for advancing to 
CMO role.

Working with challenging colleagues in sales/IT etc.

electing and negotiating with software/solution provider partners.

These in-person connections during the event will also be designed to provide a platform to keep in touch with CMOs beyond B2BMX to reach out for tips or suggestions via email or social media.

CMO Lineup

Justin Keller

Justin Keller

Vice President of Marketing
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LaurenMead

Lauren Mead

CMO
timetrade_cmo
Daryll_Praill

Darryl Praill

Chief Marketing Officer

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jens pencer

Jen Spencer

VP, Sales and Marketing
smartbug_cmo
KellieDeleon

Kellie de Leon

Vice President of Marketing & Strategy

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john_steinert_2019

John Steinert

CMO

techtarget_cmo
Jeane Hopkins

Jeanne Hopkins

Chief Marketing Officer

lola_cmo
David Portnowitz

David Portnowitz

CMO

star2star communications
david_headshot

Scott Vaughan

Chief Growth Marketing Officer

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Nolin-LeChasseur

Nolin LeChasseur

CMO

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SusanWall

Susan C. Wall

CMO

devada
Peter Isaacson

Peter Isaacson

Chief Marketing Officer

demandbase

Sign Up For Updates

The CMO Mentors available to the first 100 All-Access Pass attendees! If you’d like to book a meeting, please sign up below to be notified as soon as appointment bookings open up.

  1. Click the button below to access your custom calendar.
  2. Review first-come, first-serve available times with CMOs.
  3. Add Attendees, Time and Location.
  4. Enter Subject: CMO Mentor Meeting.
  5. Click “Send Appointment Invitation.”
  6. Once the event planner approves the request, you and your mentor will receive a confirmation via email from B2B Marketing Exchange.

Sign up for updates

Be the first to know about the agenda and any event updates.

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

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

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

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

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

Demand Generation Masterclass & Certification

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

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

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

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