The lucky marketers registered for the 2023 B2B Marketing Exchange have some pretty fantastic sessions in store for them. If you haven’t reserved your spot, these 8 B2BMX 2023 highlights might persuade you to book some last-minute travel.
You’ll meet plenty of your fellow B2B marketers at receptions and networking events—even in the marketplace, where of course you’ll find members of the Content4Demand team at Booth 309. Be sure to stop by to say hello after you clear your mind in a sound bath experience at The Phoenician on Tuesday morning.
Don’t miss the off-site rooftop party or B2B game night. And be sure to check out the impressive B2BMX agenda to find the sessions that focus on your favorite topics to stay on top of what’s happening.
We’ve identified eight must-see sessions ideal for content marketers to help you chart your course through our favorite event of the year. The stunning surroundings and impressive amenities at the Phoenician in Scottsdale, Arizona, are just the icing on the cake.
Content Storytelling: Cut Through the Clutter with Inspiring Buyer Stage-Specific Content
Monday, February 27, 9:30 a.m. to 12 p.m.
Join Content4Demand content experts in a hands-on workshop to learn to cut through the content clutter with three key strategies: knowing your buyer personas, developing content specific to their buying stages and creating interactive content experiences that move them through the funnel to a purchase.
We’ll show you tips, best practices and real-world case studies from clients who’ve used these strategies with great success. You’ll roll up your sleeves with our experts to develop these areas:
- Creating targeted content for specific industries/roles/personas
- Mapping content and offers to specific stages of the buyer’s journey
- Adding interactive content to engage prospects at key decision points
Seats are limited to all-access passholders, so be sure to register in advance.
Are We Ready to Trust the Machines?
Building a More Intelligent Content Stack with AI, Automation & Analytics
Tuesday, February 28, 10:45 a.m. to 11:15 a.m.
As AI, automation and sophisticated analytics converge in B2B marketing, they’re becoming must-haves for scaling and optimizing content engines. Phyllis Davidson, VP, Principal Analyst, Content Strategy and Operations at Forrester will discuss how to achieve results by loosening the reins and allowing these technologies to work. You’ll learn how they’re working today, how to use them in the future and how to evaluate new options.
How 2022’s Marketing Trends Are Shaping 2023
Tuesday, February 28, 11:25 a.m. to 11:55 a.m.
According to Salesforce’s “Global State of Marketing Report,” B2B marketers’ top challenge was the ineffective use of tools and technologies. In this session, you’ll hear about top challenges and trends B2B marketers faced in 2022 and strategies to overcome them in the future. You’ll also get tips and best practices from Southwest Airlines, who will reveal how the brand is leveraging marketing automation to put these tactics into action.
The CMO’s Guide to Innovating During the Economic Storm
Wednesday, March 1, 9:30 a.m. to 10 a.m.
Economic uncertainty has followed us into the new year and advertisers are taking a second look at their ad budgets. Each element of the ad mix needs to be accountable and drive real results to justify spending during the economic storm. So why is everyone using the same playbook? How do you stand out and ensure that you’re seeing the necessary impact on your strategy?
Join Ali Haeri, MNTN’s Vice President of Marketing, to learn about:
- The steps you can take today to differentiate your B2B business;
- A case study of MNTN’s own steps to innovate, including an exclusive look at the launch of the thought leadership hub MNTN Research;
- How to leverage social media in a non-obvious way; and
- The importance of educational content, including examples from MNTN’s own initiatives.
The 3 Steps to Fix Your GTM in Any Economy
—With Multiple Rockstar Marketer Cameos!
Wednesday, March 1, 10:45 a.m. to 11:15 a.m.
In this session—which Randy insists is NOT a panel—Uberflip’s Chief Evangelist Randy Frisch will walk through how to win in a tough economy by catering to the needs of buyers. Randy will share a simple framework for go-to-market (GTM) excellence that works in any economy. He’ll highlight the sequence to (1) identify which accounts should buy from us, (2) attract buyers at the right place and time and then (3) engage with relevant content experiences.
Once the ground for this simple flow is laid out, killer marketing stars will outline how they execute the above for various GTM motions, including the tech stack that adds scale. You’ll hear examples that can serve as a template for your team to succeed during a recession and easily adapt for the next boom with little lift.
Building a Revenue Playbook:
Drive Real Value for Sales
Wednesday, March 1, 10:45 a.m. to 11:15 a.m.
Building a revenue playbook allows marketers to organize and evaluate their efforts in a simple and failsafe way. It also helps create connectivity and shared accountability between marketing, sales and the business.
In this session, Christine Elliott will cover the seven competencies that marketers need to master for driving growth and revenue, with special focus on:
- Practical tips for getting buy-in for revenue-driving campaigns;
- Creating materials that sales will actually use;
- Building a stronger, more collaborative relationship; and
- Much more.
Keynote: The Audience Is the Algorithm, and Bravery
Is the Answer
Wednesday, March 1, 1:45 p.m. to 2:30 p.m.
For marketing to succeed today, it must resonate deeply with actual human beings. If people are passionate about what you create, then Google, LinkedIn, Facebook, YouTube and TikTok will also embrace it.
But to create passion for your marketing, you must set aside the notion that B2B means “Boring to Boring.” You must give yourself and your team permission to find the edge, tell bigger stories and break through the sea of sameness that envelops most B2B communications.
In this bold, hilarious presentation filled with powerful, real-world examples, Jay Baer will challenge you to find the courage to make the marketing you’ve always wanted to… and that your prospects and customers now demand.
Killer Content Awards Ceremony
Wednesday, March 1, 2:45 p.m. to 4 p.m.
With the 2023 Killer Content Awards, B2BMX is celebrating the brands that not only put innovation at the forefront of their strategies, but also let their creative juices flow to surprise and delight audiences. Join the ceremony to see this year’s class of Finny winners and get inspired by their creative content and campaigns. Of course, we’re rooting for our clients, Arvig and Intralinks, and the exciting work we’ve collaborated on with them in the past year.
Have I already mentioned that this is our favorite B2B event of the year? There are lots more keynotes, breakouts, lunch and learns and case studies worth adding to your own schedule at the Phoenician, so be sure to check the agenda for the areas you’re most eager to learn more about.
Holly Celeste Fisk is an accomplished marketing pro with 20+ years of experience in B2B and B2C. She’s responsible for Content4Demand’s internal marketing efforts, managing everything from content creation and email marketing to events and sponsorships, blog publishing, website management and social media presence. When she’s not working, you’ll find her sliding into third at softball, buried in a book or practicing her Italian.