If we needed to describe the expertise at this yr’s MarketingProfs B2B Forum in a single phrase, we’d in all probability need to go together with “neighborly.”
Yes, this vibe was deliberately embedded by the occasion organizers, who constructed the principle stage and supporting components at MPB2B round a “Mister Rogers’ Neighborhood” theme. But the audio system and attendees on the Gaylord National Resort & Convention Center all did their elements to foster a useful, pleasant, and type surroundings.
As a consequence, we’ve returned residence with our psychological batteries recharged, stuffed with inspiration and motivation to assist our shoppers, companions, viewers, and coworkers obtain new heights with B2B advertising and marketing technique.
So cling your coat up on the rack, untie your footwear, and settle in for tactics you could reimagine the way in which your workforce approaches occasions and to learn our most memorable moments from just a few stunning days within the MPB2B neighborhood.
7 Ways to Reimagine How Teams Approach Industry Events
Amping up the Audience Pre-Event
Leading as much as MPB2B, our workforce created some killer content material to assist whet the urge for food of convention attendees. Below you could find every of those superior experiences:
MPB2B Speaker Interviews
As a part of the pre-MPB2B expertise, our CEO Lee Odden carried out these fascinating video interviews with among the prime occasion audio system to dig deeper into their experience and prime insights.
Ann Handley on Being a ‘Badaxe’ Marketer
Jay Baer on Employee Generated Content
Ty Heath on Optimizing ABM & Social Sales with LinkedIn
Neen James on How to Make Attention Pay
Struggling to whip your content material advertising and marketing into form? Our workforce tapped into the minds of 16 audio system to get their prime suggestions for bettering content material efficiency.
B2B Marketing Fitness: 16 B2B Experts Share Top Tips for Optimized Performance
MPB2B Top 50
Which audio system are strolling the stroll and speaking the discuss? This listing from the workforce at TopRank Marketing consists of an evaluation of MPB2B audio system to establish which audio system are most topically related, have nice community engagement with on-topic content material and total community measurement and attain.
50 Top B2B Marketing Influencers, Experts & Speakers in 2019
Sharing Expertise with Attendees
When you spend each day with the individuals you’re employed with, you acknowledge that they’re good and gifted, however are they influential? Lee shared an concept just a few years in the past that has at all times caught with me:
“Everyone is influential about something.”
And one of many methods to showcase your workforce smarts is to take part as a speaker at business occasions like MarketingProfs B2B Forum. And sure, whereas talking might not be for everybody (and does require a sure stage of effort to construct your presence, pitch talking concepts and luxury talking in entrance of a crowd), it may be a superb approach to evangelize a message that aligns with attendee wants. This yr at MPB2B we had two workforce members that took the stage.
Lee Odden – CEO, TopRank Marketing
First up, our CEO Lee Odden helped attendees get their content material advertising and marketing into form with a chat titled: Content Marketing Fitness – 10 Exercise to Build Your Marketing Beach Body. Here are among the prime attendee takeaways from Lee’s session:
The @leeodden advertising and marketing well being plan:
?Strategy & targets
?Develop the story
?Design the content material combine
?Create & publish
?Measure & optimize
— Stephanie Baiocchi (@stephbaiocchi) October 17, 2019
“Have empathy for your customers: along the customer journey, what are the questions they have along the way (answer them!), how do they consume and who is influencing them.” ??? @leeodden #mpb2b pic.twitter.com/DzK90CbJxX
— Janine Wegner (@JanineWegner) October 17, 2019
Power Pages: Creating significant and credible content material to enhance your advertising and marketing. My new favourite template! Thx @leeodden #mpb2b #contentmarketing
— Dana DeLapi (@DDWordNerd) October 17, 2019
Ashley Zeckman – Senior Director of Digital Strategy, TopRank Marketing
I additionally had the distinction of presenting once more this yr and shared a whimsical have a look at creating and scaling B2B influencer advertising and marketing packages with a chat titled: Through the Looking-Glass – Enter a New World of Successful, Always-On Influencer Marketing. Here had been a few of my favourite tweets from the viewers:
“Make your influencer marketing a coordinated effort.” – @azeckman of @toprank #MPB2B pic.twitter.com/7Ljeya9odN
— Jesse Coulter (@JesseCoulter) October 16, 2019
#MPB2B The absolute worst approach to try influencer outreach is with mass e mail. Personalize and do your homework, or don’t do influencer advertising and marketing in any respect. @azeckman @toprank pic.twitter.com/I2nip5BHxT
— Christopher S. Penn (@cspenn) October 16, 2019
Understand the place to look and the distinction kinds of influencers through @azeckman #MPB2b pic.twitter.com/iNpYUFX2UJ
— Brian Fanzo #PressTheRattlingButton (@iSocialFanz) October 16, 2019
Most Talked About at MPB2B
Chris Penn, the grasp of information/information visualization created one among his well-known interactive maps showcasing who was most talked about at this yr’s occasion. I used to be excited to see that our model, our shoppers Amisha Gandhi and Konstanze Alex, in addition to Lee and I, had been each talked about.
#MPB2B has come and gone. Let’s see who was most talked ABOUT. Click the hyperlink for @BeliefInsights interactive map of @MarketingProfs 2019 B2B occasion feat. @talkwalker information: https://t.co/SHMkdu2rMf pic.twitter.com/qeQxiLQJmb
— Christopher S. Penn (@cspenn) October 18, 2019
Covering Stellar Sessions
When attending an occasion like this one, it’s IMPOSSIBLE to see all the things. That’s why you’ll see our workforce furiously typing and publishing session protection all through the convention. A really particular shout out to TopRank Marketing’s Nick Nelson for his superb session protection at MPB2B!
Breaking Down Barriers for Healthy B2B Marketing with Lee Odden #MPB2B
As we alluded to earlier, Lee offered an energy-packed and informative session on B2B advertising and marketing health that enthusiastically wove his private journal of shedding 65 kilos in the course of the course of a yr along with how you can greatest ship long-term advertising and marketing health and well being.
Lee’s B2B advertising and marketing acumen and prowess are among the many greatest within the enterprise, and each had been on show as he shared a robust array of actionable techniques for dealing with the obstacles to wholesome advertising and marketing, together with strategies that may result in breakthroughs within the areas of delivering sustained development utilizing always-on advertising and marketing, built-in technique, empathetic content material planning, and extra.
A Journey Through Always-On Influencer Marketing with Ashley Zeckman #MPB2B
In my session, we lined the ins-and-outs of always-on influencer advertising and marketing technique. Taking my cue and inspiration from Alice in Wonderland, we explored the whimsical world that’s always-on influencer advertising and marketing, sharing a related, relationship-based method to scalable influencer success — from discovering your topical candy spot and figuring out a balanced mixture of influencers to making a repeatable engagement mannequin.
The Truth About Marketing Personalization, According to Arm Treasure Data’s Tom Treanor #MPB2B
Arm Treasure Data’s Global Head of Marketing Tom Treanor offered a spirited session that seemed deeply on the huge energy and occasional perils of B2B advertising and marketing personalization.
Tom explored the altering B2B buyer journey and the way personalization is extra of a important problem now than ever, and supplied up a sequence of informative examples from international leaders in personalization, together with how the best successes come from those that can use information to work in a method that’s smarter, wider, deeper, and quicker.
Tom additionally shared a collection of the instruments and applied sciences he makes use of to simplify B2B advertising and marketing personalization and dug into how the appropriate timing and context play key roles in getting all of it proper.
A Primer on Combining Account-Based Marketing and Social Selling, from LinkedIn’s Ty Heath #MPB2B
LinkedIn’s Ty Heath led an interesting and informative session on how account-based advertising and marketing (ABM) and social promoting align for a greater B2B technique in a posh world the place the strains between gross sales and advertising and marketing have considerably blurred.
Ty shared smartly-aligned ABM and social promoting techniques, instruments, and insights for creating an expert model, by specializing in the appropriate prospects, participating with insights, and constructing trusted relationships — starting from social media cues to demographic information, and she or he even previewed among the new related options forthcoming from LinkedIn.
Tales from the B2B Influencer Marketing Trenches with Leaders from Dell & SAP #MPB2B
Konstanze Alex and Janine Wegner of Dell and Amisha Gandhi of SAP mixed to current a robust and information-packed session on the newest B2B influencer advertising and marketing insights from their respective companies, and every explored how a eager understanding of affect can present measurable enterprise success.
Konstanze, Janine, and Amisha every shared their very own first-hand experiences constructing profitable and scalable influencer advertising and marketing packages, and dug highlighted particular must-haves similar to setting the appropriate targets, discovering influencers who align with the values of your group, gaining management buy-in, and nurturing relationships for long-term worth.
How Intuit Surmounted Stagnating Lead Gen with Customer Insight
Intuit Digital Director Brian Hood led a radical presentation on how buyer insights can pair with information to considerably enhance and rejuvenate lead era, whereas additionally buyer empathy’s rising function.
Brian shared how each prospect and buyer remark contribute to steer era innovation, and the way good testing contributes to hitting present targets and attaining new ranges of success.
Connecting with Clients
Events additionally present an amazing alternative to attach with shoppers that you simply won’t get to see as typically as you’d like. We had been excited to spend some high quality face-to-face time with our shoppers from Dell, SAP, LinkedIn, Arm Treasure Data, Antea Group and Prophix at this occasion.
Connecting Speakers Around a Unified Idea
Our mates and shoppers at LinkedIn did a implausible job of taking the net expertise offline by internet hosting enjoyable, intimate joyful hour for lots of the audio system that we associate with as a part of this program.
This occasion was an amazing alternative to spend some high quality time attending to know extra about these business specialists and in addition offered them a chance to attach with one another previous to day 1 of the convention. Thank you to Garnor Morantes and Judy Tian for internet hosting this phenomenal gathering.
Saying Thank You
The workforce at TopRank Marketing additionally hosted our personal particular occasion for shoppers, companions, audio system and mates at MPB2B. This has change into considerably of a convention and one thing all of us stay up for. In addition to breaking bread collectively, it offers us all a chance to get nearer and alternate classes in advertising and marketing and in life. Thank you to everybody who made this an epic expertise!
We are so fortunate to work shoppers like LinkedIn, SAP Ariba, Dell, Prophix and Antea plus spend time with mates @MarketingProfs @cspenn @jonmiller @michelelinn & @WorkMommyWork 🙂 Another enjoyable @toprank VIP dinner within the books! Thank you #mpb2b for bringing us collectively 🙂 pic.twitter.com/H6CfvsrfEc
— Lee Odden (@leeodden) October 17, 2019
Creating Content for the Future
Have we talked about how vital it’s to make the most of in-person interactions? Over the course of two days, Susan Misukanis and Kelly Hogan from our workforce interviewed 13 audio system, shoppers and attendees from the occasion. Thank you to all of you for taking the time to take a seat down with our workforce and share your smarts!
Thank You All!
I need to say, it actually was a wonderful two days within the B2B advertising and marketing neighborhood at MPB2B. Thank you to the complete MarketingProfs workforce for placing on an amazing occasion, the superb attendees for bringing your power and questions, the exceptional audio system for serving to educate our group, our shoppers for spending time discuss by packages and to Ann Handley…the lady who brings us all collectively.
Disclosure: Dell, LinkedIn, SAP and Arm Treasure Data are TopRank Marketing shoppers.