Four areas of insight, 32 presentations, two keynotes and networking with 400 peers means the B2B Summit is not to be missed.
The B2B Summit is returning after a sell-out first year in 2012. The full-day event will tackle four of the biggest topics facing
B2B marketers today: social media, demand generation, inbound marketing and multichannel marketing.
The event, aimed at marketing managers and executives, is designed to offer attendees practical advice and learning opportunites via best practice and case study presentations. The Summit’s unique feature is the ability for attendees to personalise their agenda depending on learning needs.
Marketers can stay in the same stream all day and sharpen up on a specific knowledge area, or move from stream to stream taking in different sessions to fill any skills gaps they may have.
The sessions
Inbound marketing has increased in relevance with the rise of the self-educated buyer. Forrester revealed some B2B buyers get 70 per cent through the sales cycle before they engage with the sales team of the company they’re interested in. Buyers are researching you before you’re aware they exist and they are now more likely to ignore push marketing. Keep up with your customers and utilise this pull marketing technique to the best of your ability.
Learn from TalkTalk Business as SteinIAS presents an inbound marketing case study it put together for the telecomms brand, and best practice sessions detailing the best techniques and tools for inbound marketing success.
Multichannel marketing is an ever-increasing maze thanks to the rise in the number of channels now available. Defining multichannel marketing in our recent feature Dan Mortimer, CEO at digital agency Red Ant, says: “Multichannel is like a smorgasbord; it all works better, and allows businesses to take advantage of a ‘joined-up’ sales process. Its sum is greater than its parts but, equally, each part works on its own.” In this stream you’ll discover how to integrate big data, thought leadership, influencer marketing, content marketing and much more.
Demand generation is a staple part of everyone’s marketing mix, without it you wouldn’t have any leads and therefore sales would be near impossible. The eight sessions in this stream will provide best practice dos and don’ts, take thought leadership advice a step further and reveal how to convert opinion pieces into sales. Attendees will also hear a case study about how Navman Wireless used automated emails to generate demand.
Social media are still the words on everyone’s lips, whether you’re an advocate, experimenting in the field or are adamant that it’s not right for B2B. If you’re in the latter group, let these statistics go someway to changing your mind: The B2B Marketing Social Media Benchmarking Report 2013 revealed social media popularity is growing; LinkedIn saw a five per cent increase in popularity among B2B marketers within the last year and YouTube increased in popularity by 11 per cent. The B2B Summit’s social media stream will provide case studies on driving revenue through the channel, advice on integrating it with other activity such as search and CRM and boosting your sales pipeline through activity on LinkedIn.
Keynote presentations
With 32 sessions for attendees to choose from, the B2B Summit offers four days of training in one, and its competitive price makes it practical for marketing teams to attend together. The full-day event will be attended by 400 B2B marketers, making it a valuable networking opportunity.
The sessions will be bookended by two keynote presentations designed to aid professional development and provoke further thought.
Paul Higgins, head of marketing at TalkTalk Business and one of B2B Marketing’s Rising Stars 2013, will begin the day by providing insights into his journey steering his brand to success. He will also offer tips and practical guidance for overcoming the key challenges facing B2B marketers today.
Closing the day with some provocative thinking will be Scot McKee, MD of agency Birddog. McKee will make attendees think about content marketing; asking the questions: ‘Is content a service that can be provided? Or is it a discipline that should be adopted internally? Is social media the accepted channel for content, or does content create its own channels? Does everyone in your organisation know how to support your content strategy?’
The full agenda is available on the next two pages, but for more information and to book visit the website: b2bmarketing.net/summit
Event information:
Date: 18 June
Venue: The Brewery, London
Timescale: 9.30am-7pm
Post drinks event: 5.10pm-7pm
Price: £250 +VAT until 10 May, £350 +VAT after; members’ discounts apply.
Web: b2bmarketing.net/summit
Call: 020 7269 6590
