Agenda


Unleash the Power of Storytelling: Build Trust, Win Hearts, Change Minds

Rob Biesenbach Communications Consultant, Actor, Author

We’re bombarded with studies attesting to the unrivaled power of stories to move and persuade audiences. But what goes into a good story? And how can you find, shape and tell powerful stories that will win hearts and change minds? This engaging session unlocks the secrets of storytelling to help you: develop more creative programming for your company, better represent your brand in the marketplace and win business.

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MICRO-MOMENTS IN B2B

Tim Freeth Head of Industry for Business and Industrial Markets, Google

Mobile has fundamentally changed the way that purchase decisions are made and influenced. And those decisions are happening in moments of ever-decreasing length. A “micro-moment" occurs when someone turns to digital to act on a momentary need – a need to learn, do, discover or buy. Join this session to learn how you can meet your customers’ micro-moments with immediacy and relevance.

PIPELINE ENGINEERING: SYNCING CONTENT TO THE CUSTOMER BUYING PROCESS

Laura Patterson Proven Marketer, Respected Consultant

Content marketing aims to create and curate relevant and valuable content that will change, enhance and drive customer behavior. But to be effective, you have to focus on the customer buying process. In this session, you’ll learn to identify behavioral commitments; map the process and sync content, channels and touchpoints accordingly; and create relevant metrics to prove marketing contribution.

FISHING WITH SPEARS: ALL ABOUT ACCOUNT-BASED MARKETING

Jon Miller CEO, Engagio (co-founded Marketo)

Account-based marketing (ABM) is quickly becoming the next big thing in B2B marketing. In this fast-paced talk, you'll see why ABM is generating buzz, and get practical tips for launching and scaling your programs. You'll learn how ABM is different from traditional demand generation (fishing with nets), how to market to current customers for account expansion, and how to measure and prove the impact of your account-based marketing tactics.

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FROM PDFs TO ACTION: REINVENTING YOUR B2B PERSONAS

Katie Martell Co-Founder and CMO, Cintell

Buyer personas are an effective way of understanding buyers, but not if they’re hiding at the back of a desk drawer in a PDF, full of assumptions, or rarely updated. Join this session to learn why 85% of marketers aren’t using buyer personas effectively, and how you can create or reinvent your personas to be used as actionable tools to drive real results companywide.

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CREATE STUFF THEY’VE JUST GOTTA READ: HOW TO WRITE FOR SOCIAL NETWORKS

Paul Gillin B2B Social Media Expert

Writing for social networks is about capturing attention. It’s about finding angles, factoids and quotes that intrigue and provoke using words that no one expects you to use. Each social network has different styles and techniques that work. In this mini-course, we’ll cover best practices for communicating on Facebook, Twitter and LinkedIn.

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VISUAL STORYTELLING IN B2B

Suzanne Lavin Executive Director, The Institute for the Study of Business Markets

How brands reach, influence and engage audiences today is increasingly a challenge. In a world of rapidly evolving digital channels and the proliferation of brands, we humans remain largely the same: we are drawn in by compelling ideas, strong narratives and emotion. In this session, you’ll discover how to balance the power of story with the incredible tools, channels and techniques that our digital landscape affords.