B2B Marketing Exchange

Social media has always been a critical part of the B2B marketing mix. Brands rely on some or all of the key networks, like LinkedIn, Twitter, Facebook and even Instagram, to amplify content assets, respond to audience feedback and build their communities. But the role and impact of social media is heightened today, as we socially distance and seek ways to stay connected.That is why this panel featuring Courtney Beasley of Walker Sands and Linda Beaton of Flexport is not just relevant, but valuable. During their discussion with Klaudia Tirico, Editor of Demand Gen Report, they discuss:How to tailor social media strategies to audience needs and behaviors;The critical need to repurpose and modularize assets for snackable social content;The emergence of Instagram in B2B; andWays to engage and empower employees to share brand messaging across social media.Courtney and Linda also share some quick tips, including their favorite tools and platforms, how to measure social success, and how to best deal with trolls and social media haters.

Less than two months ago, more than 1,300 B2B marketing and sales executives converged to learn, network and get inspired at the 2020 B2B Marketing Exchange. The novel coronavirus was a mere blip in the news headlines. Needless to say, a lot has changed since we all gathered in Scottsdale, Arizona. For the season two premiere of the B2BMX Podcast, our co-hosts, Alicia Esposito and Klaudia Tirico, reflect on the event and how B2B has had to pivot since COVID-19 swept the globe. Jon Russo, Founder and CMO of B2B Fusion, and Jen Spencer, VP of Sales and Marketing at SmartBug Media, join the conversation to share how their conversations and priorities have changed since the event. They delve into:The increased pressure on marketing to do more with less;A pivot to the fundamentals, including buyer understanding and targeted messaging;The need to balance traditional demand gen and more targeted, ABM plays; andWays brands can pivot in-person field events to be more digital but just as experiential.

For the season one finale of the B2B Marketing Exchange podcast, the Demand Gen Report team sits down with a few friends to reflect on how the event has grown and evolved. This jam-packed session, which is co-hosted by Alicia Esposito and Editor Klaudia Tirico includes three special guests: Andrew Gaffney, Editorial Director of Demand Gen Report; Christine Elliot, Global Leader, Demand Center and Content Strategy at JLL; and Dave Bruno, Marketing Director at Aptos. They discuss:The evolution of B2BMX, from content marketing event to the must-event conference for B2B marketing professionals;New content offerings and networking opportunities at this year's event;Key session themes and hot topics, and which are top-of mind; andExamples of lessons from B2BMX that have been applied within their organizations.

Todd Henry has made a living from creativity. A creative type himself, he has spent the last few years helping companies and individuals prioritize creative thought in their increasingly chaotic lives. During this episode of the B2BMX podcast, we sit down with Todd to hear his perspectives on how B2B organizations are balancing the need for creativity and the need for quick and efficient workflows. He also reveals how this new reality has:Impacted the way internal teams meet and collaborate;Changed the qualities of a successful manager; andInspired shifting perspectives in "hustle culture" and work-life balance.Along the way, Todd shares some inspiring anecdotes from his own conversations with creative pros on his podcast, The Accidental Creative, and the lessons he's learned speaking with these executives.REFERENCES:Makers Schedule, Managers Schedule"This is Marketing" - Seth Godin"Orbiting The Giant Hairball" - Gordon MacKenzie"The Art of Possibility" - Benjamin and Rosamund Stone Zander"Herding Tigers" - Todd Henry"The Accidental Creative" - Todd Henry

Tamsen Webster has a heritage in marketing. With about two decades in the biz, she has held positions at Weight Watchers, Tedx and helped numerous marketers and brands uncover big ideas and tell incredible stories. Think B2B isn't a space for creative stories? Tamsen will prove otherwise. During our conversation, she shares:The difference between a narrative and a story;How marketers can find what drives their business and their brand; andThe common "stop lights" in the buying journey that influence messaging and storytelling.

Jeffrey Shaw has experienced quite the career evolution, starting out as a photographer and eventually becoming a brand strategist, speaker and author. Why the jump? According to Jeffrey, it's all connected. During our sit-down, we talked about this connection and so much more. Listen in to get his thoughts on:Why marketers are still struggling to be audience-first;How technology can help, or hurt, marketing and sales strategies; andWhat trends he believes have the most potential for B2B organizations.

Events are a big investment. When designed and promoted effectively, they can drive big business value. But many times, events exist in a vacuum. When it's all over, it's never discussed again. During this presentation, Dave Bruno, Marketing Director at Aptos, explains how he implemented a completely new approach, using event content to fuel a multi-month content strategy and a series of programs. Embracing a new strategic framework, driving cross-functional collaboration and frequent communication and agile work, the Aptos team was able to take hard-hitting engagement topics from their annual user event to create:Real-time contentSocial media posts and imageryVideo contentLive blogsLong form thought leadership contentAt the end of this episode, you'll have a tactical blueprint to help you get the most value out of your event investments.

Over the past five years, we've seen video explode. What was once a blip on marketers' radar has become an integral format to engage, educate and nurture buyers at all stages of the decision-making process. Why? Because buyers today crave content that's not just helpful and valuable; they want content that's easily to consume and react to. During this panel discussion, Candyce Edelen of PropelGrowth, Andreas Hauke of Hauke Digital, and Paul Casinelli formally of BrightCove offer tactical best practices that can help B2B brands bolster their video marketing efforts. During their discussion, the panelists touch on everything from:The different types of videos and storytelling approaches;How brands can video plan that's aligned to buyer needs and brand differentiators;Ways to scale video production at all budgets; andUsing data and analytics to optimize video performance and ROI.

Netflix hasn't just transformed the way we consume media...it's changed the way we expect to interact with all brands. Whether they're making a purchase for their homes or their businesses, your buyers expect seamless access to timely, relevant and compelling content. As a result, marketers must adapt their strategies, collaborating with content and demand gen colleagues to design programs and content pieces that support these new needs.During this compelling panel conversation, Mark Bornstein of ON24, Nick Mann of Red Hat, and Lisa Kenney of Blackbaud (former), dig into the "Netflix Effect" and its affect on B2B audiences. They dig into:How the pain points and expectations of their target buyers have changed;How their approaches to content creation have evolved; andThe increasing role and impact of content experience.In addition to compelling commentary on the state of content marketing, the panelists offer real-life examples of how they've adapted, including their challenges and results.

B2C brands have relied on direct mail for decades, but the trend is re-emerging in B2B in new and exciting ways. Brands across industry verticals are incorporating direct mail into their marketing and sales strategies, especially in their account-based marketing (ABM) efforts. But what are the keys to success for this medium? During this in-depth discussion, a panel of experts delve into real-life examples of how they have used direct mail to create personalized and immersive campaign experiences that help establish long-term buyer relationships.Panelists include:Bailey Roberts, CongaDaniel Lambert, Rev (formerly of CareCloud)Brian Anderson, Demand Gen Report