EVENT MARKETING: B2B Marketing Annual Conference 2012 overview
B2B Marketing’s annual conference took place last month. If you weren’t there on the day, or if you’d like to relive it all over again, here’s Alex Aspinall’s condensed version
Despite a slightly tongue-in-cheek closing discussion looking at whether or not the B2B marketing rulebook should be torn up, there was very much an air of ‘wanting to get something out of the day’ among the delegates present at the B2B Marketing Conference this year. Days out of the office are not what they once were; they are hard to justify, and conference attendees need to return to the office with actionable insight, not just a few new business cards and clichéd talk of ‘a useful day’.
With this in mind, Joel Harrison, B2B Marketing’s director of editorial and content, and MC for the day, kept his intro brief and handed over to the first speaker, Paul Cash, chief innovation offier at OTM. Cash was keen to encourage marketers to re-evaluate their approach, insisting that business is now being conducted in the ‘crazy age,’ where changes in the way humans communicate are rendering the old B2B methods redundant. Setting the tone for the day ahead, Cash urged delegates to innovate and not be afraid to loosen their control over the brands they represent.