Alicia Esposito, Content Strategist
We’re less than a week away from the B2B Marketing Exchange, which means we’re less than a week away from warm Scottsdale weather, beautiful resort living and, of course, three days of inspiring and thought-provoking content.
Although there are six tracks that cover everything from content strategy to demand generation and sales enablement, the #B2BMX team always strives to connect all sessions with an overarching trend. This year, the theme is clear: “humanizing B2B” or using new tools, formats and campaign strategies to engage with buyers in a more relevant and intimate way. Buyer-focused content is what we do best, so we thought this would be a great time to spotlight some of the sessions we think all B2B marketers should attend to improve their strategies. Here are six of the many sessions lined up:
1. Humanizing the B2B Decision-Making Journey
We’re extremely excited to catch Brian Solis’ keynote presentation. Author, and digital anthropologist, Brian use his own research and analysis to spotlight the innovative strategies B2B brands are implementing to humanize the B2B buying experience using more emotive and personalized approaches.
2. The Back Story On Audience Centricity
We always love a good SiriusDecisions presentation! In this session, SiriusDecisions Content Strategy and Operations Service Research Director Phyllis Davidson will reveal benchmark research on marketers’ audience-focused content strategies. Learn how much content is being mapped to audience and buyer journeys, and how teams are addressing skill gaps to support a new audience-centric approach to content.
3. Applying Personas and Message Maps to Optimize Channel Marketing
At Content4Demand, we treat personas and message maps as the core foundation for buyer-focused content. This may seem extremely complicated if you’re marketing through a network of partners, but Jen Spencer of SmartBug Media will put you at ease, sharing how you can implement persona research and what types of persona-based content will yield the greatest results.
4. Next Level Native: B2B Advertising Gets Personal
There has been a lot of debate around if and how B2B brands can implement native advertising successfully. When done well, native advertising helps brands create a stronger connection with buyers by illustrating their authentic relationships with reliable third parties, and by showing their knowledge, expertise and association with specific topics and trends. Edwin Wong, Vice President of Research and Insights at BuzzFeed, will uncover new research focused on this new advertising trend and specifically, how it can be defined and applied in the B2B world.
5. Putting Personalization To Work In B2B: How Brands Are Building Contextual Customer Journeys
We are all human and we are all unique. That is why personalization and context are key in the new customer experience equation. In this session, professor and practitioner Jeff Marcoux, will highlight how B2B brands are building customized paths for different buyers from first touch to close.
6. Empathy: The Hallmark Of The Customer-Obsessed B2B Marketer
B2B marketers must carefully balance relevant messaging and compelling formats. At the same time, they must ensure that content touts evidence- and fact-based viewpoints from customers and unbiased sources. In this session, Laura Ramos, Vice President and Principal Analyst at Forrester Research, will teach attendees how to tune their content to buyers’ interests by boosting its relevance and demonstrating empathy with their target audiences.
If you haven’t already, check out the #B2BMX agenda to see all the other great sessions lined up. Will you be attending the show next week? Visit us at our booth and we’ll discuss how you can take the show’s learnings and apply them to your content marketing strategies. But don’t worry if you can’t join us in sunny Scottsdale. Shoot us an email and we can set a time to discuss your goals and challenges one-on-one!