Hot Content Marketing Topics From Top B2B Brands at #B2BMX1. Please join me Tuesday morning as I walk you through six KPIs you probably haven’t thought of that can prove your dollars-and-cents, ROI worth to the CEO. Marketing. And only 1 in 5 believe ABM actually aligns their marketing and sales better. Join me Wednesday afternoon as I bust a few more ABM myths and talk about one of the biggest overlooked opportunities – using ABM to turn your existing customers into an authentic, active voice for your brand.” Presentation: Customer Advocacy & Account-Based Strategies Best thing about a Winter conference in Arizona: “The Wurtz Farm Gourd Festival …because when I’m out of my gourd, I can always get a new one there.” Laura Ramos, Vice President at Forrester @lauraramos Analytics into Insight: “Through tracking the influence of all your marketing and sales touches using a tool that enables multiple attribution models and looking at how each activity moves a segment of buyers through the funnel, you can have a more systematic approach to planning out the ideal customer journey. Basing all of your program decisions on analytics enables you to send the right message, to the right person, at the right time.” Presentation: What To Say Next: How B2B Marketers Can Turn Analytics Into Actionable Buyer Insight Favorite thing about a Winter conference in Arizona: “My favorite thing about AZ during any time of year are the cacti! You will also hear how marketing realigned itself with sales and changed its culture from product- to customer-centric.” Presentation: New Approaches To Buyer Centric Marketing Favorite thing about a Winter conference in Arizona: “Conference in Arizona in February? We need to stop pushing what we ‘think’ they want and wait for them to tell us what they care about.” Presentation: Case Study: How Lenovo Delivers Results Through Predictive-Powered Lead Generation Presentation: Get Over It…Your Customers Don’t Care About You: Lenovo’s Intent-Driven Digital Marketing Best thing about a Winter conference in Arizona: “The chance of snow being 0%.” Mike Ballard Senior Manager, Digital Marketing at Lenovo @mballard5574 Make the Buyer the Hero: “There’s always a story behind how your buyers get from problem to solution. And, of course, Mexican food!” Ardath Albee, Principal Analyst at Marketing Interactions @ardath421 Actionable ABM: “Attend this fast-paced session to learn how to introduce and implement ABM into your overall marketing strategy. ABM can play nice with inbound and this session will illustrate how to create an actionable plan with scalable programs that drive real results.” Presentation: Secret Sauce For Integrating ABM Into Your Full Marketing Plans Favorite thing about a Winter conference in Arizona: “My favorite thing about a February conference in Scottsdale is the chance to wear my cactus shirt.” Heidi Bullock, Group Vice President of Global Marketing at Marketo @HeidiBullock Influence Trends & Tactics: “We live in an age when there is too much content being published and most consumers don’t pay attention to the content that actually reaches them.
What makes B2B content marketing hotter than having a conference at a Scottsdale, Arizona resort in February?
How about tips from 10 top B2B brands and industry experts including senior executives from Forrester, Microsoft, Aptos, Lenovo, BrightFunnel, Oracle and Marketo.
In advance of the upcoming B2B Marketing Exchange conference coming up later this month, I reached out to other speakers for practical tips as a preview to their presentations. For fun, I also asked them what their favorite thing is about a February event in Arizona. I know, that’s kind of obvious but this willing group shared some interesting answers.
Real Marketing ROI:
“Sales are wonderful. Sales are important. Sales are the lifeblood of any business. But. Really, but. Sales are NOT the alpha and omega of how you demonstrate your worth as a marketer. Really. I can prove it. Please join me Tuesday morning as I walk you through six KPIs you probably haven’t thought of that can prove your dollars-and-cents, ROI worth to the CEO. The CFO, even. We’re not talking volume metrics like “likes,” but real, bottom line marketing value unrelated to selling more stuff (even if you still need to sell stuff).”
Presentation: B2B Content Metrics & KPIs You Can Take To The C-Suite
Best thing about a Winter conference in Arizona:
“I’m not the biggest hot weather fan, so you won’t get the expected response. It’s picking the brains of all the attendees, of course. I’m an analyst, so always researching. That, and the opportunity to grab a phosphate at my favorite soda fountain in the world, MacAlpines. After all the disruptive tech, it’s a visit to the 1940s!”
Rebecca Lieb, Principal at Conglomotron
@lieblink
Busting ABM Myths:
“ABM. Account. Based. Marketing. It’s everywhere, everything, and totally awesome. At least that’s what several dozen vendors and agencies would have you think. However, 73% of B2B marketers we surveyed wouldn’t agree — they find ABM “confusing and applied too broadly”. And only 1 in 5 believe ABM actually aligns their marketing and sales better. Join me Wednesday afternoon as I bust a few more ABM myths and talk about one of the biggest overlooked opportunities – using ABM to turn your existing customers into an authentic, active voice for your brand.”
Presentation: Customer Advocacy & Account-Based Strategies
Best thing about a Winter conference in Arizona:
“The Wurtz Farm Gourd Festival …because when I’m out of my gourd, I can always get a new one there.”
Laura Ramos, Vice President at Forrester
@lauraramos
Analytics into Insight:
“Through tracking the influence of all your marketing and sales touches using a tool that enables multiple attribution models and looking at how each activity moves a segment of buyers through the funnel, you can have a more systematic approach to planning out the ideal customer journey. Basing all of your program decisions on analytics enables you to send the right message, to the right person, at the right time.”
Presentation: What To Say Next: How B2B Marketers Can Turn Analytics Into Actionable Buyer Insight
Favorite thing about a Winter conference in Arizona:
“My favorite thing about AZ during any time of year are the cacti! Cactus is my favorite plant and marketing is my favorite thing–so the B2B event is a win-win for me.”
Dayna Rothman, VP of Marketing & Sales Development at BrightFunnel
@dayroth
Transformation to Customer Centric Marketing:
“In order to successfully implement new marketing tools and best practices, organizations need to win internal buy-in and drive adoption. Attend this session to learn how Oracle transformed its traditional marketing organization to Modern Marketing to coincide with the company’s shift to the cloud. During the session, you’ll discover how…
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