B2B Marketing Exchange

B2B buyers want to be in control of their journey. They want to access information when, where and how they want, and they want to determine when a sales rep engages with them and what they discuss in conversations. Messaging has emerged as an effective way to give buyers that power and arm sales and marketing with powerful insights about their audiences. This session replay from the 2020 B2B Marketing Exchange delves into how Unity leveraged real-time messaging. Jesus Requena, the company's Director of Growth Marketing reveals how you can:Increase quality leads to your inside sales team;Boost online conversions with assisted transactions and custom messaging; andImprove customer retention with targeted messaging.

The novel coronavirus has not only shaken up our personal lives. It has turned some careers, and even businesses, upside down. While some companies have implemented hiring freezes, others have been forced to fill employment gaps, going through hiring surges. In some cases, organizations have had to bolster their workforce by looking inward, upskilling current employees. During the 2020 B2B Marketing Exchange in Scottsdale, a panel of experts discussed how they're building the marketing teams of tomorrow. We believe some of their insights are still valuable -- that's why we're re-sharing this episode with you! But,, we believe some things have changed. That's why we brought back the panel moderator, Wes Lieser of Versique, to get his take on what's happening in the employee market, and how brands and individuals can move forward successfully.Topics include:Coveted skills in the current climate;Soft skills to include on your resume and in interviews;Whether employers prefer generalists or specialists; andThe current state of the talent pool, and how it will change over the next year.

Historically, taking a stand on political and social issues was considered a risky move for marketing and brand executives. In the current climate, however, it's risky not to take a stand. In a world where many judge a company's alignment (or misalignment) with these issues based on how quickly they respond, how can organizations (even those in B2B) ensure that they're not only taking the correct measures, but developing a strategy that can make a tangible impact? It's a lot for even seasoned executives to navigate, and that's why, for this episode of the B2BMX Podcast, we sit down with Katie Martell, marketing truth-teller and an expert on the cross-section of marketing and social movements.During our discussion, we get to the heart of what's top-of-mind for us as content creators and community builders, including:Speed or quality of response. Is there a right answer?What is performative allyship and how can we ensure we don't do it?What are some ways to spot brand pandering?How can we best amplify the voices that need to be heard right now?How can we hold leadership and ourselves accountable every day?How can we drive positive change within our teams and make this change scale?RELATED LINKSLearn more about Katie Martell's book and documentaryDive deeper into the risks of performative allyshipBuy Me And White Supremacy Buy White Fragility: Why It's So Hard For White People To Talk About RacismSee brand responses and statements regarding Black Lives Matter

The Marketing Technology Landscape Supergraphic now features more than 8,000 solutions, a 13.6% increase year over year. With every new solution, determining what to include in your tech stack (and what to throw out) feels more overwhelming. As the Head of Marketing Technology Innovation and Best Practices at Intuit, Masha Finkelstein is responsible for helping her team take a more strategic approach to martech research and implementation. During this presentation, which was first shared at the 2020 B2B Marketing Exchange, Masha reveals how you can:Audit existing tech and capabilities to identify clear gaps;Cut through the noise to better prioritize investments; andTake a buyer-first approach to vendor evaluation and selection.

As the Founder and CEO of his firm, Roderick Jefferson & Associates, Roderick Jefferson has made a career out of helping organizations get their sales enablement initiatives into tip-top shape. A speaker at the 2020 B2B Marketing Exchange, Roderick reveals how a few key adjustments to rep on-boarding, enablement and collaboration practices can help decrease time to revenue. Listen to this session to learn how to:Build a role-specific continuing education program;Develop a consistent, scalable and repeatable baseline of learning;Increase funnel opportunity by aligning all selling metrics to the buyer’s cycle; andUse the latest tools and technology to track revenue focused metrics & KPIs.RELATED LINKSLearn more about Roderick Jefferson & Associates

Podcasting has exploded in the B2B realm. We've seen brands across industries and of all sizes use podcasting to share their unique thought leadership and interview experts in their field. But how is this area of the media landscape evolving as more brands create podcasts, and as more buyers rely on them? During this episode, we sit down with Tina Dietz, Founder of Twin Flames Studios, to get her take on how podcasting is evolving. Together, Tina and hosts Alicia Esposito and Klaudia Tirico go through:New podcasting formats and approaches;Creating strategies for the middle and bottom of the funnel;The "murkiness" of podcasting metrics; andHow to use podcasting to build company culture.RELATED LINKSLearn more about Twin Flames StudiosListen to Tina on a B2BMX panel about podcasting

Account-based marketing (ABM), like any marketing discipline, requires equal parts art and science. Without technology, ABM takes a lot of time and bandwidth to execute. However, without the human touch, you may lose the creativity and authenticity that goes into crafting compelling content and experiences. That's why Robin Bordoli, President of RollWorks believes that B2B organizations need to embrace the best of humans and machines in order to scale ABM successfully. During this episode, which is a replay of a 2020 B2BMX session, he explains why, and brings in Sam Kuehnle, who is the Team Lead of Digital Marketing at Blackbaud, to share his team's journey.Key takeaways include:An overview of shifting customer expectations and the impact on marketing and sales programs;Examples of how companies are leveraging machine learning to scale programs;How ABM platforms can align marketing and sales teams; andSteps you can take today to start to scaling your account-based programs.

In 2019, Kelly Borter, Director of Industry Demand Generation at Salesforce, had one mission: to create a comprehensive, multi-channel campaign that engaged retail executives and positioned the company as a go-to resource for all things holiday. Sounds fun, right? But in an industry where holiday is a hot topic and there is a sea of vendors looking to stand out in this area, Kelly and her team needed a powerful story, and killer content, to succeed.During this episode, we go back to Kelly's presentation at the 2020 B2B Marketing Exchange, where she walks through every step of the planning and roll out their Salesforce Powers the Holiday campaign. Regardless of your product, industry and target buyer, you can glean valuable insights from Kelly as she walks through the campaign's:Overarching strategy;Theme and messaging;Team-based approach to activation;Emphasis on content repurposing and modularization; and360-degree amplification, which included syndication with key partners.

Many B2B marketers have had to pivot their event strategies and budgets in the wake of COVID-19. Teams have also had to keep pace with internal goals and pivot in light of team and budget changes. With a strategy that relied heavily on in-person events, GumGum had to quickly adapt and find new ways to get in front of their audience. While some tactics, such as webinars, are tried and true, others were relatively new for the brand.During this episode, hosts Klaudia and Alicia sit down with Som Puangladda, who is the VP of Global Marketing at GumGum, and discuss:GumGum's creative approaches to in-person events and sponsorships;How the brand has pivoted in light of COVID-19 and hundreds of event cancellations; andWays the brand is embracing interactive formats to engage prospects and clients.RELATED LINKSSee GumGum's COVID-19 insights experienceDig into relevant content insights amid COVID-19Learn about GumGum Smile

Many B2B marketers tap happy, engaged clients for their content and campaigns. But what if we told you there was a lot of untapped potential, and that you could engage your clients in a holistic way to power all areas of your business? ADP did just that with the launch and expansion of its client advocacy program.During this episode of the B2BMX podcast, we're featuring a session from our 2020 featuring Sarah Schreiner, who is Senior Client Insights Analyst at ADP. During her presentation she shares how the program has expanded into more than 5,000 clients and offers practical guidance to help you:Build a comprehensive base of client advocates;Identify and engage internal stakeholders to demonstrate value;Scale and ensure easy access to client insights; andRecognize unique opportunities to engage and celebrate client partners.2020 Campaign Optimization SeriesLooking for more awesome insights to guide your B2B marketing and sales strategies through the rest of 2020? Demand Gen Report's Campaign Optimization Series is happening soon, and it's touching on everything from ABM, to video, digital experiences, data orchestration, and so much more. Check out the agenda and learn how you can connect with context amid new realities.