Enjoy inspiring and enlightening sessions that will provide an exciting and motivational day of learning and development
STREAM 1iTransformationThis stage features ten roof-raising speakers and keynote presentations, chosen from the best of the movers and shakers in B2B.
STREAM 2iB2B GurusGet up close and personal with some of the most inspirational and innovative speakers we’ve ever put together on one stage.
STREAM 3iABMThis stream is laser focused on how businesses of all shapes, sizes and models can deliver sales and business growth through account-based marketing (ABM).
STREAM 4iCXFind out how to define and manage the customer journey – from pre-awareness to post-purchase.
STREAM 5iLeadershipWhether you’re already a leader, or planning to emerge as one, this stream will give you vital insight into the procedural, cultural and strategic challenges B2B leaders face in their roles, and how these experts have succeeded in them.
STREAM 6iEngagementHow should you be connecting with your buyers? We’re talking content, CRM techniques, influencer marketing hyper-personalisation and getting emotional, in this hugely enlightening stream.
STREAM 7iInsightsLearn how to unlock the secrets of your data to execute more effective marketing: focusing on big data, cognitive marketing, metrics and revenue growth, social listening and much, much more.
STREAM 8iMartechWhat’s around the corner? Is tomorrow bright and shiny or an AI apocalyptic wasteland? From fintech to martech and analytics to hardware, it’s technology that’s pushing the boundaries of B2B marketing. Learn from those leading the charge.
Behavioural science is a discipline which has taken the marketing industry by storm in recent years, shining a new light on individual motivations and psychology, and debunking many myths and preconceptions surrounding buying behaviour in both B2B and B2C environments.
Rory Sutherland is one of the leading thinkers and influencers in this topic globally, often being described as the ‘father’ of behaviour science in marketing – as well as ‘the worst graduate trainee that Ogilvy & Mather every took on’ and ‘the worst dressed man in advertising’.
In this session, Rory will walk through some of the latest thinking and developments in this exciting and rapidly evolving field, examine how these insights are being applied to buyer behaviour, and explain how marketers can use this knowledge to improve their marketing.
Renowned as an unconventional, fiercely intelligent and highly amusing speaker and commentator, Rory Sutherland’s opening keynote session is not to be missed.
- Gaps ABM technology can fill
- Sample tech stacks that organisations have put in place
- How Demandbase field marketing has added technology to our ABM strategy to get 2 times the results out of our programs
If you’re not already convinced of the value of account-based marketing then let it be know your competitors are. The race is already on to beat your neighbour at ABM.
In this session, B2B Marketing’s senior ABM advisor and Head of content review the status of ABM in B2B marketing, drawing on the experiences of those who are embedding it.
You’ll hear practical advice on how to critique your own ABM programme, including updated versions of our two key tools for success the ABM Maturity Index, which allows you to map your journey towards success, and the ABM Technology Map, which shows the tech solutions available to you at each stage of your programme.
- Learn how the market’s approach to ABM is developing
- Understand the common and current challenges faced in ABM delivery – and how to tackle them
- Review your ABM tech stack against what’s out there
- See the value of a content-driven approach to ABM
Do we really understand our customer journey? Do we understand the steps or interactions prospects have with us, on the way to becoming a paid customer? And how does that compare with the journey that we’d like them to have? Most important of all, do we understand the emotional components of this journey – how it makes customers feel at each stage, and what does that mean for the kind of content that we’re creating?
These were amongst the questions that Antonia Wade, and her team at Thomson Reuters, asked themselves in mid 2017. Their objective was to create a more effective and efficient customer journey to increase engagement and ultimately drive shorter/more conversions for Thomson Reuters’ information services. In this session, Antonia will explain the lessons she and her team learned along the way, and the insights they gathered.
Antonia will share her first-hand experience so you can create a more effective and efficient customer journey to increase engagement and ultimately drive more conversions for your business.
In this session you'll learn:
- How to understand the nature of emotional engagement at each stage of the buying journey, and use this insight to improve the impact of that interaction
- How insight gathered can allow you to alleviate customers pain points.
- How to map out the content needs at each stage of the journey.
- How rationalised content production will ensure a leaner more effective process.
- How being savvy to the emotional context of engagement will allow your marketing to start different and more interesting things.
Customer Experience is arguably the most pressing and important topic for B2B Marketers today. Your brand has no secrets and most buyers have done their research before they even speak to you.
So does your company really live up to the promises it makes? CX is a strategic, cross-functional change programme, not just an improvement in digital experience and campaign integration. So how can you, as a B2B marketer drive change across the organisation, above and beyond the traditional programmes and activities of a B2B marketing organisation? Find out in this presentation:
- Why CX is now the critical factor for growth
- How you as B2B marketers can lead the change
- What does a world-class B2B CX programme look like?
- How do you bring the organisation with you?
- What does a career in CX look like?
Sally Wright has had a meteoric career, bagging some of the biggest jobs in B2B marketing, working in senior marketing roles for the likes of Vodafone, Samsung and currently Tektronix. But she’s always striven for a positive work/life balance, which has led her to taking some tough (but ultimately rewarding) decisions, and sharp changes in direction.
In this hugely personal session, Sally will talk through how she has navigated and been highly successful in the corporate marketing world whilst staying true to herself. And she’ll highlight the lessons that she has learned along the way that have made her a better marketer and a happier human being.In this session, you will learn:
- Why a positivity filter could be your most useful asset as a marketer
- How to adopt a progressive approach to risk
- How to celebrate failure as positively as success
- How to identify the right cultural fit (and why that’s the most important criteria in determining your success).
If time is money, then report automation is a goldmine.
Which tools should we automate?
Expect at this session:
- A brief explanation of the free tools required for report automation.
- How to use them - a walk through of how to pull the data using the Analytics add on to Google Sheets and then visualise them in a report using Data Studio.
- Why they should use them - an explanation of why report automation should be implemented.
If delivering a significantly better customer experience is on your b2b marketing to do list, join Rene Power at B2B Ignite for an empowering session on how video and webinars offer a powerful way to build a business and engage customers.
Be prepared to rethink your entire approach to engagement, customer service and video!
- How to really understand how video can play such a powerful role in b2b.
- Pick up new creative ways to use video for customer service and engagement.
- Appreciate the divergence of platforms and their differing benefits.
- Go away with an action list of things to try.
New rules and more self-management are being demanded by younger generations. Absolute financial transparency, a decrease in salary differences and privileges between directors and non- executive workers, telecommuting, a reduction in standards and procedures, consensus on tactical and even strategic decisions, voting on the physical site...
In short, democracy is seeping through the walls of the company. Hierarchy stifles innovation. Co-workers should be treated as adults. In return, they give commitment, passion and enthusiasm. Transparency is a key principle of good corporate culture. On one hand, it builds trust; on the other, it helps decentralise decision-making; two key ingredients for self-managed companies.
- Attendants will get many simple and real examples of actions that can help build employee trust and engagement through transparency.
- In his 5 year journey, Fernando will explain some of the mistakes with no shame, nor regrets, to help you avoid them.
- His personal journey (to the point of publishing a book praising this trend) can serve as a transformative example for many leaders and managers.
That extra 1% - sounds easy but it isn't. How do you prove the value and improve on the value your B2B marketing is achieving? Do you discount some activities too soon? Do you know how to read performance data? Are you giving the plethora of channels and tactics a real chance?
This session will show you how to reveal your hidden insights that you will have in existing data, to show you what really is and isn't working. It will also walk you through a marketing automation planning process and look into how the planning and set up of any activity is so crucial for gains further down the line.
You will walk away with that extra 1% mentality and should start to see 1% improvements on your own activities day in day out from hereon in, as well as:
- Practical tips to set up and manage marketing automation and not just use it to send emails.
- Metrics you should set up and plan against as standard for all campaigns.
- Deriving real and actionable value from your data - everyday.
When we think of what differentiates organisations we often identify people and experience as a key factor. Buyers are looking for the right supplier with the right knowledge.
Through a series of relatively easy to understand steps, it is possible to use the internal expertise your firm already has to improve the performance of your sales and marketing funnel. Applying the firm's knowledge effectively creates more authentic, valuable and compelling ABM strategy.
Using an Expert-to-Expert approach, firms are much better placed to position themselves as trustworthy, competent and the best choice for prospective clients.
This session will give you an understanding of how to:
- Align marketing, sales & internal experts to achieve a virtuous circle where expertise is a readily available component of ABM.
- Engage busy experts in the marketing and sales process for maximum effect whilst protecting their valuable time.
- Drive ABM outcomes with an authentic, valuable and impossible to replicate competitive advantage using the expertise already available now.
While digital transformation is commonly associated with the move to the cloud or the adoption of new innovations such as AI, blockchain and machine learning, these are just pieces of the larger puzzle.
Digital transformation is not about the simple adoption of these tools, but rather their application and how they ultimately make a difference. The most important application of emerging tech, regardless of your role within a company, is the customer experience. The customer is the red thread that links everyone together – delighting buyers and expanding your customer base is what brings everyone in to work in the morning.
Businesses with the ability to tap into emerging technologies to create agile environments that build personalized and engaging customer experiences will be the ones that endure and thrive.
Mika’s presentation will provide case studies on smart ways brands are levering technology to create unique touch-points with customers, as well as common mistakes to avoid. She’ll also share practical advice on how brands can embark on a digital transformation journey, providing tips they can implement to directly boost their own customer experiences.
- How to create a culture of challenging thinking in your team
- How to look outside of your bubble and challenge the conventions of your sector
- How to challenge your agencies to think beyond the brief
- And, how to challenge yourself to do something boldly different, tomorrow
- Digital has forever and fundamentally changed marketing's very foundations, so that its function and purpose are nothing like what has come before.
- The marketing plan is the marketing strategy.
- The purpose of marketing is lead generation.
These fallacies continue to negatively impact the effectiveness of our B2B marketing activity by encouraging a focus on short-term marketing outputs instead of longer-term business outcomes.
The proliferation of new technologies which create new tools, tactics and channels is keeping the weight of our perspective in the here and now. We do more of what can be measured and remain obsessed with the latest tool or tactic without understanding why we do what we do and if it matters to our customers or businesses.
This session will challenge and explore each of these fallacies in turn and recommend essential steps and actions we can take to think, do and be different in today's commercial environment. And ultimately, how we can become better B2B marketers.
- what the key pieces of a strong ABM plan is, including account selection.
- How to create incredible ABM content.
- How to build your budget and cross-functional team.
- How to determine what technology you need to ensure success.
- How to ensure organisational buy-in.
In this fast-paced session, we'll take a look at some of the key factors that can make or break your B2B marketing - and present 5 things you can (and probably should) do about it – one of which flies in the face of current B2B wisdom. In this session, B2B Marketing’s ‘Creative Individual of the Year’ 2017 will:
- share personal experiences of some key things that might stop customers from buying your B2B products or services;
- dissect probably the most famous saying in all of B2B marketing;
- explain how the ghostbusters, busy restaurants and - ahem! - David Beckham's package, can help tip the B2B odds in your favour… by helping you to win the battle of the B2B brands, and the war for customer preference;
- look at a couple of brilliant brands - and why they work:
- close by posing a provocative question, which us B2B marketers should have in mind when we consider our future marketing priorities.
- Better understand market and customer behaviour
- Predict best-fit prospects at each stage
- Retain the right customers
- Accelerate customer growth and lifetime value (CLV)
This session explores how to apply principles of psychology to content hub design and content marketing and maximise visitor attention.
Psychology is the study of the mental processes that lead to human behaviour. Why do content hub visitors behave the way they do? What can drive readers' behaviour and facilitate content consumption? Isn't persuasion a bad word, or even a dark art? And what does it look like to design a content hub without considering the users psychology?
The session will explore some principles of psychology (Elaboration Likelihood Model, Fogg's Behavioural Model, Cialdini's principles of Persuasion) with lot of practical examples and best practices and how to apply them while you design your site, app or content hub.
As a content marketer or hub designer, you want to understand psychological principles whether you work on an existing site to make it more intuitive or build a digital experience aligned with how users take decisions.
You'l leave the session with:
- Basic principles of psychology and how to apply these principles to content hub design.
- How to design content and define CTAs at the right time to trigger the users behaviour.
- How to use some of the basic principles of persuasion (scarcity, social proof, etc.) to facilitate visitors behaviour.
- Practical examples and best practices specifically from high tech, insurance, account industries.
- Learned principles to respective blogs and content hubs you can apply immediately.
At any given day in New York City or London, there are 200+ events on the single topic of tech. 200 events that compete for eyeballs and attention. That's each day, every day. Over the year, that's over 73,000 events in one city alone.
With audiences maturing quickly on social media, evolving trends in digital marketing as well as brand new event technologies available, there is a lot of uncertainty amongst event marketers and event professionals as to how to attract, retain and understand their audiences.
So because we all know that in-person events still tops the list of most effective B2B marketing tactics, you need to be in this presentation so you're ahead of the pack in knowing which tools to use, how to achieve integration with your marketing tech stack and how to smash your event ROI targets through smart event tech deployments.
At this session you'll learn:
- How to identify event tech trends (and fads) and the difference between them
- Understanding the role of event tech in the marketing tech stack - how to build integrations, alignments and what the traps for unwary players are
- How to build tech skills in your team
- Benchmarks for event ROI as part of the marketing mix
A marketer's constant dilemma is to create a great customer experience while delivering a good return on a company's marketing investment.
While it's in our nature to look for the next big thing that will make balancing investment with return, or the ever-elusive marketing silver bullet that will deliver all the leads your sales team needs, your best performing marketing channel may actually already be at your fingertips.
With a little data-driven insight and focus, your website can become the heart of your digital marketing mix and web-sourced leads the fuel to your sales team's unbridled success. Re-discover the marketing channel that delivers the best quality leads for the least amount of investment.
It can be hard to understand your customers, and remember that they're people,also working in the B2B communications space.
A winning message needs to take into account the human beings behind the decision-making process, not just the pixels of data that add up to their generated persona on a matrix.
In this era of engagement, we must learn to use our digital tools as a means of making messaging organic again, connecting our business initiatives to the needs and realities of the people to whom we want to offer solutions. Data is critical. Information is key. But the power of real understanding is going to drive you past your goals and into the hearts of your customers. That's where lasting success lives.
In this session you'll learn how to:
- Identify core, limiting problems using a hypothesis driven approach.
- Employ artefacts to foster cross-functional team alignment.
- Mine for clarity across the organisation to eliminate customer blind spots.
- Ensure skills and competencies are part of the team's DNA.
- Engineer a road map to accelerate your growth journey - Build services that continually deliver value.
- Extract meaning - use your tools and apply methods to continually understand the customer's context.
- Reveal the "what" and "why" to identify additional value creation.
The nature of work, and our working lives, has changed almost beyond recognition. This transformation is being driven by a range of factors – from the impact of digital technologies on our working patterns, to the arrival of new disruptive competitors, to shifting demographics and the consequent impact on employee branding and engagement, plus many more.
B2B organisations – not to say marketers – can struggle to understand what the new realities of work mean for them, and how to adapt their marketing to be relevant.
Using exclusive research on the Future of Work, Annabel Rake from Deloitte will talk through how Deloitte is tackling these changes, at both a business and marketing level, what it means for the future of the organisation and its customers. And she will show what these changes mean to marketers as professionals – what skillsets and attributes they will need in order to flourish and succeed in these transient times.
In this session you'll learn:
- Which transformations your business will be facing in the immediate future – and how it will have to adapt to survive.
- How Deloitte is tackling these challenges – and lessons learned along the way – including changes to the marketing team and new ways of engaging clients.
- What it takes to be a successful marketer in this dynamic era.
What do you do when the CEO of your market-leading 30-year old, multi-billion dollar financial services company calls you into his office one morning and tells you that he’s selling the part of the business that made you famous, and the brand with it? That you’ll need to relaunch as an agile tech-orientated company ready to take on new markets and operate in new ways? And that by the way, it’s happening in less than a year.
The most important thing not to do is panic – you build a plan, quickly, and a good one. In this session, Nathalie Burdet will explain precisely how she addressed this not insignificant challenge, and what she learned along the way.
Key takeaways from this session:
- How to transform your entire marketing ethos, from corporate, to startup.
- How to build a single, compelling brand simultaneously worldwide in an aggressive time-frame.
- How to ensure staff understand the nature of this profound change, what it means to them and bring them with you
- How to build emotional connections for a new brand with customers, partners and the wider market.
- Why building a new brand is never over, and how to keep on transforming.
Influencer marketing has grown massively in popularity over the last few years. You might have read that 70% of marketers are actively planning influencer marketing campaigns. However, many are still unsure as to how to connect with influencers, how to drive engagement, how measure the impact, or, crucially, how to secure internal buy-in.
This presentation will address those questions and provide a clear and logical framework for your influencer marketing programme.
Learn how to:
- Translate your business objectives into influencer marketing objectives through case studies and engagement models.
- Engage influencers organically (without paying them).
- Effectively measure success.
We’ve seen experienced ABM-ers scale their programmes by adopting a blended approach of at least two of the three types. But how does this work in practice? And how do you know which type or types are right for you?
Bev Burgess (the woman who literally wrote the book on ABM) will host this panel discussion made up of the legends of ABM, giving you incredible insight into B2B marketing's hottest and most talked about subject.
- How to build a “programmatic approach” to ABM for both 1:few and 1:many
- How to include all media (social, advertising, outbound call, etc.) to make ABM successful
- How technology and predictive analytics can support the achievement of ABM objectives and metrics
- How to make sure the above media are bound by your metrics and link their costs to your performance
We all know the importance of implementing and using the right marketing technology to achieve our goals. But what if you work at a smaller organisation? Where you don't count your potential customer base in the millions, but in the thousands? Or even less?
I work at a company of 250 people, a marketing department of 25 people and we've experienced a lot of the ups and downs of implementing MarTech. We now have a clear plan of what we will and won't use as we scale, and where we're really getting value. I'd love to share our story and recommendations.
Key take aways from the session will be:
- Technology recommendations for smaller marketing organisations
- A formula for working out whether a piece of marketing tech is worth your time for investigation
- Learning from our mistakes over the last few years!
- Pitfalls to avoid
Change is always tough, but especially recent advances in technology such as AI can leave us feeling no longer competent and that the world in which until recently we thrived, no longer exists. We are so focused on efficiency, optimisation and new tech that we forget what really matters - people.
Discover in this session:
- Why change is a massive opportunity
- How to reduce resistance and help your team to embrace change
- How to deal with constant restructuring
Customer experience is the new battleground. To offer the best customer experience, companies must replace one-off transactional interactions with long-lived customer journeys, which includes proactively engaging with customers through a preferred or convenient channel.
In many B2B industries, companies are increasingly leveraging partner networks to sell to customers but how do you empower partners to sell efficiently?
Schneider Electric's Berangere Ducimetiere will discuss how the multinational company uses both partner journey orchestration and customer journey analysis to increase sales of strategic enterprise solutions and products for optimise energy management globally. She'll be joined by Usermind CEO Michel Feaster to share how automation & personalisation are helping Schneider increase their partner network tenfold, their daily partner engagement and improved partner conversion and introductions, with a network effect of six figures.
You'll find out at this session:
- Examples of non-traditional avenues to reach customers such as a partner network or a referral program.
- How partner journey mapping and customer journey mapping are different including nuances for businesses to consider.
- Examples of different partner journeys such as on-boarding, lead governance and trail optimisation.
- A case study about successful partner journey orchestration campaigns and how this could apply to you.
Kirsty & Gareth will demonstrate how true ABM has helped NIIT Technologies change perceptions in the technology space and generate significant results and ROI.
NIIT Technologies is a leading global IT solutions organization focused on digital services.
With key industry expertise, award winning work and strong client satisfaction, their challenge was to shift their clients mindset from seeing them a reliable delivery partner to viewing them an agile innovator.
Focusing on a selection of their most valuable tier 1 clients, NIIT worked with Really B2B to truly harness insight at business and individual stakeholder level, before creating and delivering an ABM strategy which resonated, engaged and educated the audience, creating opportunity, growing revenue and positively shifting perceptions.In this session you'll learn:
- Is ABM right for your strategy?
- How to get personal with your prospects.
- How to plan an effective strategy.
- How you can use attribution and measurability ABM in real life.
We all know that digital platforms have changed our lives, but how do you stay ahead of the competition? It’s easy to say you will be an innovator, but how do you generate those great and crazy ideas? How do you make it easy for ideas to become actual products? And how do you do it in a repeatable and consistent manner?
From the early beginnings of “one-click shopping”, to today’s Dash replenishment buttons, to the future with Prime Air drone deliveries, all of Amazon’s innovations (including those for its B2B customers) start by addressing a customer need. It is this obsession over customers, which has enabled them to deliver services that delight their customers. In this session you will learn:
- The culture of innovation that drives everything at Amazon.
- The mechanisms that enable repeatable results.
- The organisation model that allows rapid product launches.
- How to leverage these consumer-focused learnings in a B2B environment.
- What skills and attributes B2B marketers need to deliver and drive innovation.
- How to convince the sales team to ditch outbound
- How predictive/intent platforms fit into FireEye’s tech stack
- How to operate ABM without outbound
- What else you can get up to as a marketing team when you don’t have to rely on emails.
At the centre of the Account-based Marketing-Content Marketing (ABM-CM) Venn diagram is ABX — the account-based experience that moulds your marketing efforts around a central content strategy rooted in the principles of account-based marketing.
Applying a relatively simple ABM framework to your content strategy helps you
1) maximise your overall content budget,
2) easily and appropriately map content to ABM efforts,
3) create the most effective content and communications.
Julie will talk you through this so you’ll leave this session with an understanding of how to ensure:
- Content (big rock and little rocks) has a purpose and is connected to other content
- Content is rooted in actual customer and competitive data/insights
- Content is tied to your value propositions through the customer perspective
- The martech and Modern Marketing “state of play” — strides made, strides yet to make.
- The challenges that stand in the way of realizing your full potential.
- The patience or impatience of the c-suite and sales organization.
- The need for marketers’ to justify the investment by delivering results back to the business.
- The attendant need to take stock and drive Modern Marketing mastery to enable adoption of the “post-modern” tech right around the corner (such as AI).
- The need to re-balance the emphasis on digital technology with intuitive, emotionally rooted creative ideas and experiences — the post-modern “wow” that B2B marketers are increasingly embracing.
- How to streamline your content marketing, to save you time and money
- How to focus on one key message, so that all stakeholders in your business know your proposition
- Write and disseminate content that answers your customers questions
- Why insight is the new ‘muscle’ of modern marketing – and how to use these to kick off effective programmes
- How to bring your team with you on the digital transformation journey
- What ‘1 by 1’ marketing is, and how to deploy it within your marketing
- How to embed real-time thinking and techniques to leverage tactical opportunities
- Why ‘Generation Z’ers are different to millenials, and how to engage both through your B2B marketing
Just how do you make it all the way to the top? In an honest and frank exploration you'll gain insight from those who have made CMO & now wear the T shirt, whether by accident or design.
Find out their top tips and see how you can unlock your potential.