Agenda

B2B Marketing in Tough Times: Achieving Growth in a Slow Economy
Charlie Whyman, Marketing Strategist and Momentum Builder, Curious B2B Marketing Ltd

Your marketing budget is being cut, you don’t have enough people in your team and you’re overwhelmed by the expectations of key stakeholders. Where can you focus your time, budget and energies that will deliver the maximum return even in a slow economy? In this session you’ll discover: What marketing activities to focus on that will reduce your overwhelm and increase sales and revenue for the business How to communicate with key stakeholders such as the board and sales team so they value the marketing function of the business How to achieve more with less by using a simple one-page marketing system

"Rethinking B2B Marketing: Moving Beyond Traditional Campaigns"
Maike Zimmermann, Practice Lead and Project Manager, Brightvision

Join Maike as she presents the session "Rethinking B2B Marketing: Moving Beyond Traditional Campaigns". With 80% of B2B businesses struggling to see results from their marketing efforts, Maike will delve into the challenges of B2B marketing in the current era, where traditional campaigns are not always the way to go. Explore the reasons behind the struggles, such as a lack of understanding of the market, generic advice, and limited budgets. Maike will provide insights on how to overcome these challenges by moving beyond traditional campaigns and taking a data-driven, always-on approach. Learn about the importance of data-based strategies, always-on content marketing, and understanding the impact of "dark social" interactions on the fragmented buying journey.

"Lead Generation Best Practices (learned from 500+ website redesigns)"
Andy Crestodina, Chief Marketing Officer and Co-Founder, Orbit Media Studios, Inc.

Click! You have a new visitor. What happens next? Do they barf and bounce or smile and stay? The answer depends on a lot of little things, some obvious, some not. This session is a breakdown of the best practices for B2B lead generation websites, based on hundreds of website projects. You will learn: What are the key elements of high-performing service pages? What features are common to blog templates but probably shouldn’t be? What three elements determine if visitors sign up for emails? From social proof to CTAs, videos to contact forms, Andy will break down the options for UX elements and how they work with (or against) the psychology of your visitors.

"Connecting with Your B2B Audience: The Power of Audience-Centric Language in Marketing
Ahava Leibtag, President, Aha Media Group and Content Expert

In this session, Ahava will explore the power of audience-centric language in marketing for B2B businesses. She will discuss the importance of understanding your target audience’s needs in order to effectively communicate with them, solve their problems and drive conversions. Through examples and practical tips, Ahava will show attendees how to connect with their specific B2B audience and improve their marketing efforts. This session is suitable for marketing professionals and business owners looking to improve their B2B marketing strategies.

"Tech Changes B2B Marketing: That’s Why You Need to Go Back to Basics"
Annika Svensson, Director Marketing AEC Nordic, Symetri Europe

In this talk, Annika Svensson, Director Marketing at Symetri Europe AB, will share her thoughts on how tech tools can facilitate workflows and support marketing both in their daily work and also pave the way for new ways of working. To drive change and get understanding of change she will share her experiences from both large and smaller companies. With an extensive background both in sales, business development and marketing she will try to explain the puzzle many marketers need to handle in their daily lives. And that’s why it is so important to go back to basics and trust yourself and your team in order to drive change.

"Unlocking the Potential of B2B Buyers: Navigating the New Customer Journey" - 4:15-4:40 PM CET
Ardath Albee, CEO and B2B Marketing Strategist, Marketing Interaction

In this session, Ardath Albee, B2B Marketing Strategist and CEO of Marketing Interactions, will explore the strategies for empowering buyers and addressing the new customer journey in the B2B space. Through the use of account-based marketing (ABM) and buyer enablement, Ardath will show attendees how to increase relevance and revenue by addressing the needs of buyers and helping them to help themselves. She will discuss how to counter the frustration buyers often feel with vendors and sellers, and provide attendees with actionable steps for creating a more satisfying buying experience. Tune into Ardath's to gain an understanding of the new customer journey and how to navigate it to drive growth.