2015 Top 10 B2B Marketing Events to Attend

June 2, 2015

LAUREN ON DEMAND'S

My best thinking happens on the road – running.

Major business problems get resolved, child-related drama is rationalized (like what made my 5 and 8-year old boys decide to flush two rolls of toilet paper down the toilet?), my mind is rejuvenated and ideas are born.

By the end of my run I feel refreshed, inspired and productive.

Whether you’re a runner or not – the good news is that there are other times to get into this frame of mind – at a great event!

During the upcoming months, there are several B2B Marketing events that have caught my interest, in part because of the inspiring line-up of speakers (and also because I’ve attended most of these in the past).  I’ve included events in both the US and the UK since BNJ has a presence that spans both continents and we are always looking for international opportunities!

If you’re looking for some inspiration this summer and fall – go for a great run and/or leave the office to visit one of these leading marketing conferences.  Here’s a list of my top 10 recommended events:


US Events

1. ITSMA’s 2015 Marketing Leadership Forum, June 2-3, Napa, CA

While it will be impossible to sign up now (as the event is currently underway), I suggest checking out the content that will be posted following the event from great thought leaders like Julie Schwartz, Senior Vice President, Research and Thought Leadership at the ITSMA.

The ITSMA is also a stellar resource for best practices on my favorite topic – ABM (Account Based Marketing).  You can expect to see an upcoming blog post from me on ABM following this event (sharing a combination of new insights from ITSMA along with real-world best practices from client work).

Or, if you find yourself intrigued, put their “main event” on the calendar, November 3-4 in Boston, MA.

2. DemandBase Virtual Marketing Innovation Summit for B2B, June 16, Webinar

I’ve heard firsthand that the DemandBase Innovation Summit held earlier this year was an A+ event. They’re now bringing it straight to your office with a 6-hour virtual event.  In particular, I’d make sure to watch:

  • Megan Heuer, VP & Group Director at SiriusDecisions on Account Based Marketing
  • Holly Bounds, Digital Strategy Lead for GE Energy Management on how to Stay Lean and Go Fast with digital
  • And the half dozen additional speakers – with great topics!

3. Content Marketing World 2015, September 8-11, Cleveland

This is THE place to be for content marketing brilliance (and content marketing geeks).  It’s no surprise that the lineup of speakers (and yes, content) is a 10.  It’s truly a gathering of the BEST content minds on the planet  (check out the speakers and attendees!).

4. Dreamforce 2015, September 15-18, San Francisco, CA

Inspiration. Imagination. Innovation. It’s all inside Dreamforce. Dreamforce brings together thought leaders, industry pioneers, and thousands of your peers for a week of idea-sharing.  I also love the access into the latest marketing technologies for B2B marketers – as they’re all there.

5. Corporate Visions Conference 2015, September 21-23, San Francisco, CA

While I’ve not attended this conference – I’ve seen this group in action – specifically to support storytelling and sales enablement.  This year’s conference is focused on the conversations your company has with your clients and how to “create a compelling story…and then equipping your salespeople to deliver that story and articulate your value to the market.”

6. DMA Conference 2015: &Then, October 4-6, Boston, MA

Truthfully, I’ve taken a decade “off” from this event.

The DMA is on a comeback – and this event has the potential to deliver a powerful, global and integrated view of what marketing can and should achieve.

7. ANA Masters of Marketing Conference, October 14-17, Orlando, FL

This event has been referred to me by a trusted source – and one that is high on my list to check out.  The ANA invites marketers to learn and engage with the leaders of the marketing community who have built brands, leveraged the expanding array of media, made marketing more accountable and improved the quality of their marketing organizations.  One such featured thought leader is Airbnb’s CMO, Jonathan Mildenhall.

8. Marketing Profs 2015 Marketing B2B Forum, October 21-23, Boston, MA

Marketing Profs caters beautifully to the marketing practitioner who wants to be inspired by ACTIONABLE ideas that can be put to use, immediately.  With speakers from Google, MIT and NPR, this year’s event promises to be a great opportunity to learn about the latest in B2B Marketing!


UK Events

9. B2B Marketing Summit 2015, June 17, London, UK

Brand new to my radar, but an incredible line-up of content and ideas. “The B2B Summit is B2B Marketing’s biggest best practice event of the year and the only event of its kind to give attendees access to over 40 B2B marketing experts and 500 of their peers under one roof in a single day. It was designed to help marketers meet their specific information needs as never before – with five streams of content on the hottest topics in the industry, all focused on practical, actionable insights attendees can customize the event agenda to meet their own personal requirements.”

10. Sirius Decisions Summit Europe, October 19-20, London, UK

Having just wrapped up their US event in the spring, Sirius Decisions will take their great content and insights to Europe in the fall. Sirius Decisions always brings fresh thinking and frameworks that enable marketers to soar. It’s also an incredible place to hob-nob with the savviest B2B marketers and connect with great agencies (yes, full disclosure, BNJ is a sponsor at this event).


***Not yet announced, but also not to be missed is the Marketo Roadshow Series!  This roadshow will take place during July and August and will hit about half a dozen cities around the US.  The series promises to deliver the same great content that was shared at their summit earlier this spring.  For those who missed the summit, this is a great chance to see what it had to offer in a local setting.  More to come on this!

And…I’m sure there are dozens of other events that aren’t on my radar and should be. Please add some recommendations that you have for 2015 (and beyond)!


Save the Date – 2014 Must-Attend B2B Marketing Events

February 11, 2014

Happy New Year! In the spirit of setting goals and mapping out the new year, I want to share with you my top five 2014 events I recommend attending this year and why.  I love attending conferences because it is a dedicated 2-3 days to refuel. In addition to learning and connecting with your peers, conferences can give you the boost you need to get reenergized and motivated.

LG Goal

Here’s my list of 2014 can’t-miss B2B marketing events:

Forrester’s Forum For Marketing Leaders (San Francisco: April 10-11: Join Forrester experts for smart discussions with smart people about what you and your organization need to keep you on top of upcoming digital developments.

BNJ’s partnership with Forrester has been invaluable. Their analysts have helped us stay informed and ahead of the curve so we are always bringing marketing best practices to our work with clients.

SiriusDecisions Summit (Orlando: May 21-May 23) SiriusDecisions’ annual Summit is another place for smart people to gather and share stories. This unique three-day conference with analysts and top sales and marketing leaders from Fortune 500 companies and major SMBs share how B2B organizations are solving critical issues that hinder predictable growth. Each year, the theme focuses on aspects of how sales and marketing can, and should, intersect. Bring your marketing and sales team to get the most out of this event.

ITSMA Marketing Leadership Forum (Napa: May 25-26) The Information Technology Services Marketing Association (ITSMA) has assembled some of the best minds in marketing to explore the “New Vision for Marketing.” Dave Munn, President & CEO of ITSMA, says this event is meant to be a small, highly interactive, content-rich, leadership roundtable for marketing leaders who want to remain ahead of the curve on marketing trends and breakout strategies.” Sometimes smaller is better, but no matter what, conferences of every size can be beneficial—it’s all about what YOU make of it.

BMA Blaze (Chicago: May 28-30) The Business Marketing Association’s (BMA) Global Annual Conference boasts the latest in B2B marketing thinking, trends, best practices, success stories, technology and tools and more. We never miss the BMA Blaze.

Mirren Live the 2014 New Business Conference (New York: May 13-14) The industry event focused on agency business models and agency new business innovation. This year, Mirren’s content is focused into several key tracks. They want you to bring your agency materials—in numerous sessions, you’ll be evaluating your own new business practices and your own business model. In others, you’ll be exploring innovative agencies as you take away new ideas for your own agency growth. I love the idea of how interactive and personalized this conference will be with utilizing your own agency materials. In other words, you get down to brass tacks right away.

There you have my top five conferences and benefits of attending. What conferences do you support and who from your team attends them? What’s your biggest motivator in 2014?


6 Tips to Ensure Your B2B Demand Gen Content Connects

September 25, 2012

Joe Chernov, VP of Content Marketing Eloqua

Strategically mapping content to the Buyer’s Journey is important—and so are the basics that make content connect. I recently checked out a video where Joe Chernov, VP of Content Marketing at Eloqua, shares some content marketing tips that I thought I’d pass along. Joe offers a few good reminders to help ensure your content gets shared:

  1. Un-friend the form
    In short, compelling content should be set free. Not sure which content should be gated? Check out my post Four Criteria for Gating Content to Aid Demand Generation.
  2. Be visual
    Include visuals to break up the copy—and leave plenty of white space.
  3. Be brief and digestible
  4. Be personal
    Make sure content is authored by a real person at your company.
  5. Be the viewer’s advocate
    Meet real needs and desires to make a real connection.
  6. Take a big idea and break it down into different kinds of content (or “atomize” it)
    Want to learn more about atomizing content to reach more people with greater impact? Get started with Three Essentials For Atomizing Content to Fuel B2B Demand Generation.

When making content choices, Joe favors the slideshare over the infographic and doesn’t think too highly of the whitepaper. He and I don’t entirely see eye-to-eye on this. I think there’s no silver bullet when it comes to content. Diversity is the spice of life, and our job as marketers is to offer diverse formats and experiences—because everyone consumes information in different ways.

What steps do you take to ensure your content connects to drive demand, and what has been most effective in meeting that goal?


iQ by Intel Takes the Food Cart Viral: A B2B Demand Gen Case Study

August 28, 2012

I was checking out one of my favorite foodie blogs, Eater 38, when I came across the iQ by Intel series on Mobile Food. These videos investigate how popular food carts in New York and Portland are using technology to succeed. The first, “Starting the Food Cart,” shows mobile restaurant owners discussing how technology shapes the industry. Next, “Powering the Food Cart” looks at how these businesses use the latest payment technologies. And the third, “Promoting the Food Cart,” will show how they use social media to connect with customers. I think these are great examples of how smart content becomes discoverable—by revealing something people want to know and are excited to share.

A colleague of mine knows Bryan Rhoads, iQ Editor-in-Chief, and he gave her the inside scoop about this project. “iQ is designed to feed a content-hungry 24/7 cycle. It may sound cliché, but content is the currency of the modern web…and social shares are the transactions in this market place for eyeballs and exposure.”

How has iQ been effective in grabbing eyeballs? “As consumers of information, we still Google or search for information, but content discovery has changed. I’m much more likely to discover interesting items, news and product offerings in my social news feeds like Facebook, Twitter and Google+. An additional and very pleasant surprise for us is how often we’re seeing our content in news aggregation sites, magazines and apps like FlipBoard or Zite. That’s effective modern marketing. That’s how the game is now played: getting one’s content to appear organically in these new tools and apps. Seeing an iQ story, including the Foodcart series in FlipBoard and Zite, is what it’s all about.”

How can businesses increase exposure? “It’s a 24/7 on-demand market place. Brands need to think more like publishers, i.e. cater to what the audience needs, wants or wants to share. iQ’s content strategy is ‘demand-side’ economics, not the ‘supply-side’ where brands have traditionally focused. Brands historically want to supply content and messages that they want to push out. However, in this on-demand world, messages and content will fall helplessly flat if there is no demand.”

The Mobile Food series is a great reminder that we can increase awareness and credibility without being salesy. One of my social gurus, Carmen Hill, agrees that these guys have knocked it out of the park. “I love what Intel is doing with the iQ site. Bryan and his team have truly blazed a trail with their social and content marketing practice. It’s so easy to fall back on the bad habit of always talking about ourselves. What Intel is doing—and what we should all aspire to do—is to create content about things our audience cares about. Talking about our products is boring. Talking about how our products help get your lunch paid for and ready to eat faster is much more interesting.”

The takeaway? When B2B demand gen efforts are aligned just right with what’s hot, content can become not just relevant but magnetic.

How are you delivering the content your audiences are hungry for in ways that reveal your true value—and get you the eyeballs you want?


Top 3 Playground Rules for Sales and Marketing Teams

July 31, 2012

Sales and marketing teams are often at odds, blaming each other for a loss of revenue or lack of success. In the Playground Rules for Sales and Marketing Teams event presented by the Marketing Automation Institute (MAI), I was on a panel of industry leaders including Brian Hansford, Account Director—Marketing Automation, Heinz Marketing and Alex Shootman, Chief Revenue Officer, Eloqua that was moderated by Jay Hidalgo, President of The Annuitas Group. Together, we explored what it takes to get sales and marketing aligned to work (and play) well together—and what to expect along the way.

All of us on the panel agreed that in today’s market, the focus should be on buyers—what they need and how they want to buy. With 70% of the buyer’s journey now happening before sales is even engaged, sales and marketing alignment is not an option; it’s a requirement. It is not surprising that top performing organizations where sales and marketing effectively collaborate are seeing improved performance and increased revenue. How do they accomplish this? Following are the top three insights for businesses striving to align sales and marketing efforts:

1.  Employ these 5 practices that companies with great alignment share

  • Establish a common understanding of knowledge, vocabulary and goals.
  • Understand that buyers go through a journey and that sales and marketing both need to work with them through the journey.
  • Ensure that sales and marketing each know their role—as if in a partner dance; each should know who is leading and who is following at each stage in the buyer’s journey.
  • Commit to clean data.
  • Employ a common set of metrics and joint reporting.

That’s the big-picture overview. Following are a few of the finer points that can help you be successful as you put these practices into play.

2.  If you meet resistance, start small

When you are first aligning sales and marketing, you don’t have to bite off the whole organization at once. If you are meeting resistance, try piloting with a specific region. Once there’s proof that marketing’s efforts are advantageous to the sales process, the rest of your organization will get on board quickly.

3.   Softer metrics can help you gain traction

When you hear anecdotes about sales enablement tools that help close the deal, make sure to capture and share the enthusiastic feedback. (I gave an example of how my agency helped CenturyLink analyze target audience needs to inform a custom demand gen solution. When one prospect immediately agreed to a meeting and actually brought the tool we created to the meeting, it was evident that marketing helped sales gain both access and credibility. This went a long way toward speeding adoption.)

The good news is that alignment is within reach for your organization! The practices outlined here are very achievable when you start small and remain committed to the process. Our panel suggested that you keep in mind the Steven Covey quote “Light is the greatest disinfectant in nature and business” as you investigate opportunities to maximize the impact of sales and marketing collaboration.

Want the full download? You can listen to the entire Playground Rules for Sales and Marketing Teams conversation any time.


How to be Enchanting: Top 3 Tips from Guy Kawasaki

July 17, 2012

If ever there were a man who practices what he preaches, it would be Guy Kawasaki. I was thrilled to experience Apple’s original chief evangelist while at the 2012 International BMA Conference. The conference was fabulous, the content it delivered was top notch and hearing Guy speak was the icing on the cake.

Author of the new book Enchantment, Guy reports that he has been in the business of enchantment since 1979. And I can back him up on this: Guy is as enchanting as they come. Not only does this thought leader have great proof and credibility, he knows how to captivate an audience with a story. Guy’s advice reminded me of some of the universal truths of what makes business (and human) relationships work. He emphasized the importance of the softer side of marketing: ultimately, people buy from people. I’ll tell you three reasons why (and what you can do about it).

1.    Be likable.
When you are genuinely friendly, you can make a genuine connection. Guy told a great story about how enchanting he found Sir Richard Branson, Founder of the Virgin Group, to be when the big shot got down on his knees and rubbed Guy’s feet. A colleague was just relating a story to me on this point. When she was leaving the office of a long-term client, he said to her, “You do great work. But the real reason I love to collaborate with you is that I always feel better when you leave my office.”

2.    Be trustworthy.
The point that really hit home for me here was that when you trust others first, they will trust you. Guy pointed to brands like amazon.com, zappos.com and Nordstrom that have earned loyalty and brand equity by leading with customer trust. One of the suggestions Guy made on this point was to always approach people seeking to help them accomplish their goals (rather than wondering what they can do for us.)

3.    Tell a story.
Stories are currency. They can create intrigue, make an emotional connection and offer proof of likability and trustworthiness. One of the great legends of Silicon Valley, according to Guy, is that Ebay was started because the founder’s girlfriend wanted to sell PEZ dispensers. This makes a huge company seem completely approachable and even personable—even if its true mission (to democratize commerce) is far more lofty. Why talk about 64 gigabytes, for example, when you could explain that an iPod holds 10,000 songs? When you talk the talk of your desired listener, you are far more likely to make a connection. (Want more ideas about making an impact with story? Check out my post Storytelling That Sells: Five Tips for B2B Demand Generation Marketers.)

Are you enchanted yet? I encourage you to experience all of Guy’s insights about enchantment. Click the link to listen to his hour-long presentation and review the slide deck. Then, get ready to change hearts, minds and actions.

Note: the recorded presentation was given at Stanford University. It is very similar to but not exactly the same as what we heard at the BMA Conference. I think it’s a great example of how a story can be customized to connect with each audience, as Guy (a Stanford alum) weaves quite a bit of Stanford insider jesting throughout his presentation.


5 Key Insights to Prime Your Inbound Marketing Pipeline

June 28, 2012

Today, our best (highest quality and velocity) leads are coming from inbound marketing. In this post, you’ll learn about the business climate shaping this trend and important content creation insights that can maximize the value of your inbound marketing efforts.

1.  Inbound marketing is the new frontier for lead generation.

Today, buyers control the journey toward a closed deal. According to SiriusDecisions, by 2015, more than 71% of an organization’s leads will come via inbound marketing. Yet, their recent research brief “Inbound Marketing: Findings From Our Survey”  indicates that fewer than half of organizations today have defined an enterprise-wide inbound marketing strategy. This means that the playing field is wide open and you have an opportunity to become a B2B inbound marketing leader.

5 Components of Inbound Marketing, by Eric Wittlake

2.  Be found through the recommendation of others and delight everyone that finds you.

I believe that this recommendation offered by my esteemed colleague and celebrated B2B blogger Eric Wittlake in his blog post “5  Key Elements of Modern Inbound Marketing” will give you the greatest return on your inbound marketing efforts. In this post, Eric sums up the opportunities of inbound marketing today as follows:  Modern inbound marketing is built around the core of your content and the experience it is wrapped in. This content and experience is discovered through organic search, other people’s social media recommendations and earned coverage from media, analysts and other publishers. The rest of this post is focused on “delighting everyone that finds you” to ensure that you are found.

3.  Deliver content that has meaning for your audience.

Content becomes discoverable when it is relevant. When you understand the buyer’s pain points and produce content designed specifically to meet those needs, you maximize the odds that your content will be read—and shared. In fact, I advised a prospect today with limited money, time and resources that they’d get the most return on their marketing investment by discovering what kind of content their audience wants and then dedicating their resources to creating that content and leading that conversation.

4.  Stand in your buyer’s shoes.

Don’t forget that putting content at the heart of everything you do becomes powerful when you put the buyer at the heart of everything you say. Don’t stand in your own shoes and talk about your own agenda. Write content from a buyer-centric perspective—to help answer questions, solve problems and reveal opportunities for that buyer.

5.  Increase your buyer-centric marketing intelligence.

You can learn more about how to become a leader in inbound marketing in my post Take 4 Steps Back for 1 Giant Leap Forward: The Buyer-Centric Marketing Model where you can review the four (often overlooked) steps to attract savvy B2B buyers and increase pipeline efficiency.

In summary: When content is GREAT, it is inspired by what your prospect or customer cares about most. And they can’t wait to read it, apply its insights and then spread the word. This is the power source behind high-impact inbound marketing. Put this principle into play now and you’ll have a strategic advantage in satisfying buyers all the way to the purchase.




Follow

Get every new post delivered to your Inbox.

Join 5,280 other followers

%d bloggers like this: