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?


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.


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