Top 5 Fall B2B Marketing 2013 Conferences

August 20, 2013

As Fall/Winter Conference season approaches, my attention turns to the dozens of great events that can ignite “next practice” thinking for B2B marketers. This year I’m taking a look at events in both the US and the UK (note: attending European conferences comes with the addition of a new office space in London!).

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These conferences are guaranteed to catalyze learning

Below are my top 5 picks for events that truly stand out and deliver value in the US and in the UK.

If you’re only going to a few, chose wisely! Read on.

US Events

  1. CMWorld: This is THE place to be for content marketing brilliance (and content marketing geeks). No surprise that the line up of speakers (and yes, content) is a 10+. In 2012 I’m proud to say that BNJ (my firm) rocked it with our Orange Crush presentation. This year we will be back and I can’t wait! Takes place 09/09-09/11 in Cleveland.
  2. Eloqua Experience: This has historically been a fantastic hub of modern marketing rock stars, best practices and next practice thinking. It will be interesting to see what’s in store for EE since this will be the premiere event under the Oracle umbrella.  See you 10/23-10/25 in San Francisco!
  3. B2B MultiChannel Summit: This year will mark the first B2B MultiChannel Summit. This event made my list because of the fabulous speakers; Dell, Office Depot, and GE decision makers will all be sharing their knowledge. I am especially excited to hear from Merrick Rosner, VP of Business Development for Poppin’, an exciting new furniture venture based out of NY! Check it out 12/02-12/04 in Phoenix.

UK Events

  1. SiriusDecisions: The SiriusDecisions Summit is always a professional highlight for me. In May I had the opportunity to attend the San Diego event and LOVED it, so I am sure that the UK version will carry the same great content. This event brings in best-of-class B2B marketers from all across the globe, making it an excellent place to network. Takes place 11/05-11/06 in London.
  2. Marketo Jumpstart: As a Marketo partner, it is always interesting to see what is in store for marketing automation. In the past, I have attended Marketo events in the US and am always left impressed with the growth they have seen and the value they provide to companies they work with. Did I mention it’s in London? Tune in 9/10/13!

Honorable Mentions

Yes, that’s the best of the best – but there are truly dozens of other great events taking place in the second half of 2013. Here are some other important events/conferences to check out:

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 Fall or Winter, 2013.


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?


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.


6 Tips & 10 Touch Points for Social B2B Demand Generation

July 19, 2012

Today, social media is as important as email and whitepapers in driving demand generation success—and this is widely recognized by high-performing businesses. In fact, according to a recent study by the Aberdeen Group, 41% of best-in-class companies have integrated social media with their lead management and lead scoring efforts. And 33% of those companies have integrated social profile data into their customer or prospect records.

If you’re considering using social media to generate leads, you’ll find dozens of guides and thousands of blog posts on this topic. I think Eloqua’s The Grande Guide to Social Demand Generation delivers a succinct and useful introduction that will help you dip your B2B demand gen toes in the social waters. Below is my distillation of the guide’s greatest hits.

Blueprint for Your Integrated Contact Strategy
I’d suggest that companies getting started in the social sphere check out “10 Touch Points for a Socially Savvy Contact Strategy” by Carmen Hill, Social Media Strategist at Babcock & Jenkins, on page 8 of the Grande Guide. (Yes, I’m biased because we work together, but we work together because Carmen is awesome!) I’m going to share my three favorite tips from Carmen here:

1.    Influence the influencers
Participate in influencer blogs and forums by providing relevant, data-rich content and commenting or responding when appropriate.

2.    Be social
Interact with others on social networks by joining or starting relevant conversations, sharing content and providing your insights.

3.    Nurture relationships
Stay in touch with responders via email and social channels until they indicate interest or intent to purchase.
I think Carmen offers a smart place to start, without biting off too much. I encourage you to read the rest of her tips about how to get your message in front of the right people at the right time.

Six Success Tips from Sage Software
Take a look at the case study “How Sage Went Social in Just One Year” on page 4 of the Grande Guide to learn how Sage Software established a social media presence for their human resources products that outpaced the competition in just one year by following these six steps:

1.    Outline clear goals
Reached influencers by developing a content creation process that feeds social engagement and joining prospects’ and customers’ conversation.

2.    Find the audience
Conducted a social media audit for their space, identifying the relevant posts, articles and targets to engage.

3.    Pick the platforms
Focused on creating a branded presence on the four most relevant channels for HR conversations: Twitter, Facebook, LinkedIn and YouTube.

4.    Identify the influencers
Developed a methodology for identifying and reaching out to the key influencers in the HR social space leveraging tools like Klout.

5.    Turn on the tools
Employed a socially savvy content management system and marketing automation platform.

6.    Measure meaningfully
Through a custom dashboard, measured number of leads generated and cost per lead.
What I most appreciated about this case study is how it demonstrates that taking basic (and repeatable) steps can make a significant impact.

Get even smarter about social
Want to dive a little deeper into the social B2B demand gen waters? Check out a few of my previous posts, plus other industry intelligence:
•    A Knockout Social Media Guide for the B2B Chief Marketing Officer (CMO)
•    How to Use Social Media Tools for B2B Demand Generation
•    Two Major Building Blocks for Social Media Success in B2B Demand Generation
•    Develop a Winning Combination for Social Media Integration: 9 tips from a recent MarketingSherpa webinar
•    Understand How B2B Social Media Connects to Your Audience


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