Welcome back to our new series, “Feeling B2B,” where we journey into the heart of the B2B marketing landscape. In our debut installment we took a look at unconventional B2B marketing experiences with Joe Pulizzi of The Tilt, and we’re thrilled to present the next chapter of “Feeling B2B” featuring marketing expert Pam Didner, vice president at Relentless Pursuit. Join us as we dig in and get Pam’s unique takes on creating joy for customers in marketing, what she loves about B2B marketing and much more.
This video interview series is created by TopRank Marketing in partnership with MarketingProfs B2B Forum, an event that gathers the brightest minds in the B2B marketing industry. The 2023 B2B Forum will take place in Boston October 4-6, and also has online participation options.
With a dynamic background spanning over 14 years at Intel and a current role as a distinguished consultant and author, Pam brings a fascinating perspective to B2B marketing, and she recently sat down with our own CEO Lee Odden to take a look at the importance of emotions in B2B marketing.
Drawing inspiration from her personal experience with yoga, Pam looks at the benefits of finding joy in the process itself, including a memorable lesson from a yogi that rings especially true in B2B marketing: how joy can be a driving force. With this insight, Pam encourages marketers to infuse joy into their work, crafting marketing experiences that resonate on an emotional level.
“Can you find joy in B2B marketing and find joy in what you do? I think that’s a very important emotion and experience when you do your job.” — Pam Didner @PamDidner Click To Tweet
Pam and Lee also explore her longtime involvement with MarketingProfs B2B Forum, as she recalls memorable moments from the event (view the video below to find out what they are), and takes a look at the power of unity in the B2B marketing community. Pam also shares how MarketingProfs B2B Forum helps marketers discover that their challenges are shared and that they are not alone on their journey.
Stay tuned as we continue to traverse the landscape of B2B marketing in the “Feeling B2B” series.
Watch the video now and make sure to let us know if YOU are feeling B2B!
Thank you, Pam, for sharing your unique perspective and enriching our understanding of the emotional heart of B2B marketing. Make sure you also check out the interview with Joe Pulizzi in case you missed it, and we hope to see you at #MPB2B in October.
Stay tuned for more exclusive conversations in the #FeelingB2B series, and mark your calendars for the upcoming MarketingProfs B2B Forum 2023. This is where the industry’s trailblazers gather to exchange insights, share experiences, and propel B2B marketing into the future.
Here is the full transcript from this conversation between Pam and Lee:
Lee: Welcome to the Feeling B2B show, a limited interview series featuring conversations with some of the B2B marketing industry’s top voices, brought to you by the fine folks at MarketingProfs B2B Forum.
I’m your host Lee Odden, and today we’re speaking with B2B marketing expert, consultant, author, keynote speaker and presenter at the 2023 MarketingPros B2B Forum conference. Her name of course is Pam Didner. Pam spent over 14 years in advancing B2B marketing roles at Intel, before founding her consultancy. She’s author of multiple books, has been an adjunct instructor at multiple universities, and because of her depth of actual B2B marketing experience and her continued effort to elevate the craft, we’ve interviewed her many times, and are very happy to welcoming her back. Welcome to Feeling B2B, Pam.
Pam Didner:
Thank you so much for having me, and for the great introduction.
Lee:
We’ve both been in the B2B marketing industry for a long time. It’s 2023 and we’re still here, and I’m curious, what is it that you love about B2B marketing?
Pam:
You know Lee, I have two F words. Fun and frustrating. The fun part is that it’s a complicated and long purchase cycle. There’s always something to learn — from SEO to influencer marketing, which you are very good at, down to AI and its interesting technology to help us do our jobs better. The frustrating part is that it is complicated and it’s long purchase cycle, and it can be overwhelming sometimes. If that happens to you, just take a deep breath. It’s that love and hate relationship — that’s what makes it fun.
Lee:
I have to agree. It’s always changing. It’s always a challenge, and it seems that people like yourself who are satisfied by tackling a challenge and solving it seem to be the most successful. I’m curious, there are many different dimensions — as you’ve mentioned — in B2B marketing, and experiences have been a big theme for a long time. Content experiences and marketing experiences. What would you say is the importance of experiences that drive emotion in B2B marketing?
Pam:
I kind of want to answer that question a little bit differently. I was thinking about this, and would like to answer what is the important experience as a B2B marketer.
I have practiced yoga for years, and several years ago I saw a poster in my yoga studio, and a well-known yoga guru from India was coming to the studio to teach a three-day, four hour yoga training. So I signed up, and I was like, “Oh, this is great.” I showed up at the studio and it was completely packed, and then the yoga master — this tiny little lady walked in. She didn’t make a sound, and then asked everybody, “So, why did you come to this training?” She had a deep voice, and I raised my hand. I said, “Oh, I want to learn the yoga postures better.” Someone else said that she wanted to learn breathing better, and another person said he wanted to be a better teacher.
Finally, this is what she said. She said, “You know, all of those are great answers, but you guys are missing the point. You do it because of joy. You do yoga because you love it and it’s joyful.” I found that profoundly liberating.
The most important experience for us to have in B2B marketing is sometimes because it’s our job, but even if it’s a job, can you find joy in B2B marketing and find joy in what you do. I think that’s a very important emotion and experience when you do your job.
Lee:
Yes, and even creating joy for your customers, right? Creating joy through marketing experiences. You’ve spoken at and attended MarketingProfs B2B Forum multiple times, and I’m wondering if you could share a moment from the event that really stands out to you?
Pam:
You know, honestly Lee, where will you find so many B2B marketers in one place on this planet? When you attend, the more people you talk to, the more you will feel, “Oh my god, you know, I have that issue. I was using that system too, and that system had this feature or that one.” If you actually have a lot of challenges in your job, the more people you talk to, the more you will feel that you are not alone, which is the truth. You are not alone. A lot of issues you run into, all of a sudden you’ll find others encountering the same thing. So honestly, come to MarketingProfs B2B Forum — it’s a therapy session on steroids, in a good way.
Lee:
You’ll find your people there, right?
Pam:
You find your peeps.
Lee:
Exactly. So can you tell us a little bit about what you are looking most forward to, and I’m also wondering if you could share maybe just a little bit about the topic that you’re speaking about?
Pam:
I’m doing a workshop and I’m also doing a session. The workshop is about how to create a solid go-to-market plan. So if you are working on go-to-market plan, come to my workshop. I’m making it fun, trust me. We are going to actually read a couple books, and watch a couple movies — I’m not kidding. And then for my session, it is really about marketing AI. And if you’re having a hard time demonstrating how you provide value to companies, check out my sessions as well.
Lee:
Great. I’m super excited for that. There is such a huge momentum towards go-to-market right now, and I think a lot of people are hungry for learning exactly how to make sense of that for their company. Your workshop and session are two two reasons all by themselves that people should register for the conference — that’s awesome.
You can see and learn more from Pam at MarketingProfs B2B Forum in Boston or online. October 4th is when the workshop is happening, and then on October 5th and 6th is when the main sessions are happening. You can check out the full agenda, the list of other speakers, and all the other fun things that are planned by the folks at MarketingProfs B2B Forum at the event website.
LinkedIn Updates Newsletter Creation UI, Adds Option to Host Multiple Newsletters
Microsoft-owned LinkedIn has developed a more robust editor for creating newsletters on the professional social platform, which has begun rolling out alongside additional newsletter features including the ability to host up to five separate newsletters, LinkedIn recently announced. Also be sure to check out our own Elevate B2B Marketing LinkedIn newsletter which recently premiered. Social Media Today
Marketers ramp up social spending as ROI prospects improve, survey says
Most marketers are planning to increase spending on social media, as 51 percent of agency and brand media decision-makers have said that they will boost social spending during 2023, according to recently-released June survey data, up from 44 percent during April. Marketing Dive
Video Continues To Drive Programmatic Spending Growth
By 2025 video advertising spending is expected to hit $96.06 billion, well ahead of other digital display advertising spending of $71.72 billion, with video spending in 2024 expected to reach $85.52 billion, according to newly-published forecast data. MediaPost
How Might AI Affect Marketing and Communications Jobs?
82 percent of marketers have said they see AI as improving their team’s productivity, with 54 percent noting expected learning and development improvements thanks to AI, while 40 percent said AI would deteriorate job numbers — three of numerous statistics of interest to B2B marketers contained in recently-published survey data. MarketingCharts
Meta Rolls Out New Elements for Threads as Engagement Continues to Decline
Facebook and Instagram parent Meta has been testing additions to its Threads social platform including audio voice clips and a new tab for viewing content reposts, which are expected to make their way into a forthcoming Threads update, with desktop support also in the works, Meta recently announced. Social Media Today
Video dominates social time—but it’s reaching a saturation point
When it comes to how much time U.S. social media users allot to video, 2023 is expected to be the second year with video topping all other social network activities, with 56.4 percent of time expected to be spent on video during 2023, and reaching 60.1 percent by 2025, according to newly-published social video forecast data. Insider Intelligence
LinkedIn’s New ‘Brand Partnership’ Tags Aim To Boost In-App Creator Presence
LinkedIn has tested brand partnership tags which provide new ways for subject matter experts, influencers, and creators on the platform to more clearly denote content surrounding their partnerships with brands, in an effort that would boost partnership transparency on LinkedIn. MediaPost
From Mad Men to machines? Big advertisers shift to AI
Major brands have increasingly turned to AI tools including ChatGPT and DALL-E in efforts to boost productivity and reduce costs, while also taking a cautious stand in light of copyright and other potential risks that incorporating AI can bring to the table, and Reuters recently took a look at how some large brands are dealing with the challenges and opportunities. Reuters
“If you want a rule of thumb: consider everything you tell an AI service as if it were a really juicy piece of gossip. Would you want it getting out?” — Ben King of @Okta Click To Tweet
Bing Image Creator To Support Accurate Text Generation Soon
Microsoft’s AI-infused Bing Image Creator and Bing Chat have been slated to add greatly improved text rendering within AI-generated images with forthcoming product updates, Bing recently announced. Search Engine Roundtable
Sorry, But LinkedIn Is Cool Now
As social media upheavals at Twitter — known now as X — and other platforms have caused a shift in where people spend time online, Microsoft’s LinkedIn has thrived and been the beneficiary of the social turmoil, and Bloomberg recently explored how LinkedIn has become seen as a much cooler spot than it once was. Bloomberg
ON THE LIGHTER SIDE:
A lighthearted look at “Spray-and-Pray Marketing and Sales” by Marketoonist Tom Fishburne — Marketoonist
Netflix flinging out DVDs like frisbees as night comes for legacy business — The Register
TOPRANK MARKETING & CLIENTS IN THE NEWS:
Lee Odden — 10 Creative Content Ideas You’ll Want to Try Today, by Lee Odden — MarketingProfs
TopRank Marketing — Teach your team personal branding – and watch as they drive demand — Informa Tech
Have you found a top B2B marketing news item we haven’t yet covered? If so, please don’t hesitate to drop us a line in the comments below.
Thank you for making time to join us for this week’s Elevate B2B Marketing News, and please return again next Friday for another array of the most up-to-date and relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.
Why personalize B2B content? If your solution is the best fit for a particular problem, why not just list your features and benefits and let your product sell itself?
That’s the kind of thinking that dominated B2B marketing for decades. But in the age of distraction, we need to embrace a simple truth:
B2B content isnotabout you.
It’s not about your solution or your brand. Your audience should be the star of your content — they should see themselves represented in it. B2B content needs relevance and resonance to rise above the noise and earn attention.
Here’s why personalization is essential for B2B content now, and why it will be even moreso in the future.
Why Personalization Matters in B2B Content
Personalization isn’t just about sprinkling a few custom details here and there. It’s about understanding your audience’s pain points, challenges, and aspirations, and crafting content that directly speaks to those points. When you show that you’ve done your homework and truly “get” your audience, you build a foundation of trust that paves the way for fruitful interactions.
Crafting Personalized B2B Content
So, how do you create personalized B2B content that hits the bullseye? Here’s a quick guide to get you started.
1 — Know Your Audience Inside and Out
Too often, creating market personas involves more creative writing than data mining. It’s all well and good to try to empathize with your target audience as a mental exercise. But don’t stop there.
Start with defining the industries, job titles, and even potential target accounts that fit your ideal customer profile. Then take it a step further: Who are the people you’re trying to reach? What conversations are they having and where are they talking?
Even more important: Who are these people listening to already and what messages are they hearing? Using tools like Meltwater and Traackr can help you see who is influential to your target audience. From there, you can analyze what content people are engaging with, too.
The more you know about your audience, the more you can tailor content to them based on facts, not just speculation.
“The more you know about your audience, the more you can tailor content to them based on facts, not just speculation.” — Joshua Nite @NiteWrites Click To Tweet
2 — Segmentation is Key
Once you’ve gathered your data, segment your audience. Create distinct groups based on shared characteristics. This allows you to create content that speaks directly to the concerns of each group.
Don’t be afraid to create many small segments, as long as each one has significant differences in their pain points or potential messaging.
3 — Customize with Care
It may seem like personalizing content for multiple segments would get unwieldy. But don’t think of it as creating entirely net new content for each group. Start with a more general asset — blog post, infographic, eBook — and add more context and detail for each specific segment.
For example, say you have original research about the current state of the finance function in large businesses. You create a report:The Evolving Role of Finance in 2023.Then you add statistics focusing on CFOs, along with content from CFO influencers to createThe CFO’s Guide to Finance in 2023.You could create a CPA Guide the same way, and even a guide for CEOs navigating the changes in finance.
Each of these assets can use relevant material from your original report with a modicum of additional content for each segment.
When you’re done, you have multiple assets you can promote to highly-relevant, specific audiences.
4 — Personalize Your Nurturing
Specific and relevant content will earn attention. But consistency is what develops a relationship. Make sure that each of your segments gets its own unique nurture track. If the CEO downloads yourWhat CEOs Need to Know about Finance in 2023eBook, the followup email shouldn’t address them as a CFO.
“Specific and relevant content will earn attention. But consistency is what develops a relationship. Make sure that each of your segments gets its own unique nurture track.” — Joshua Nite @NiteWrites Click To Tweet
5 — Use Tech to Drive New Experiences
You don’t need a super-sophisticated tech stack to research, segment and tailor content to specific audiences. But if you do have martech on your side, you can get more creative with personalization.
With the right tools in place, you can personalize content dynamically based on user behavior. Email content, social ads and even your landing pages can contain adaptive content.
Benefits of Personalization in B2B Content
When people can see themselves reflected in your content, they’re more likely to give you their attention. The benefits extend through the entire funnel:
Higher Engagement: Personalized content stands out in the sea of generic messages, leading to higher open rates, click-through rates, and longer time spent on your website.
Enhanced Lead Nurturing: When your content addresses the specific challenges your leads face, you’re nurturing them with relevant solutions, making them more likely to convert.
Strengthened Relationships: By showing your audience that you understand their needs, you build trust and establish yourself as a partner who truly cares about their success.
Improved ROI: Investing in personalization tools and strategies can yield impressive returns by converting more leads into loyal customers.
Data-Driven Insights: Personalization is not a guessing game. It’s fueled by data and insights. These insights can guide your future content strategies and refine your targeting.
“Investing in personalization tools and strategies can yield impressive returns by converting more leads into loyal customers.” — Joshua Nite @NiteWrites Click To Tweet
The Future of Personalization in B2B Content
Let’s be real: We’re already facing a glut of impersonal, AI-driven content, and the situation is likely to get worse before it gets better.
But the increase in “noise” content means that thoughtful, resonant and relevant “signal” content will be even more valuable. Instead of using AI to create generic content in bulk, we can use AI tools to offer more meaningful content. Imagine sending a personalized video message to a potential client, addressing their unique challenges and offering tailored solutions.
By taking the time to understand your audience, segmenting effectively, and crafting content that speaks directly to their needs, you’re not just delivering information – you’re fostering connections that can lead to meaningful business relationships.
As the content ecosphere becomes more impersonal, artificial and generic, we need content personalized with data-driven insight, created by and for human beings.
Are you ready to dive into the world of B2B marketing like never before and hear exclusive interviews with some of the top voices in B2B marketing today?
Last week, we shared the Top 10 Reasons to Attend MarketingProfs B2B Forum, and today we’re thrilled to unveil an exclusive video series called “Feeling B2B,” bringing you candid and insightful conversations with the foremost voices in the industry who aren’t just “doing” B2B marketing, they’re “feeling” it – and hoping to inspire you to feel it too!
This series is created by TopRank Marketing in partnership with MarketingProfs B2B Forum, an event that gathers the brightest minds in the B2B marketing industry.
To kick off this series of interviews, we’re honored to present a captivating conversation between Joe Pulizzi, founder of Content Marketing Institute and The Tilt, and Co-Founder of TopRank Marketing, Lee Odden. Join us as we delve into the mind of the “godfather of content marketing” himself. As one of the world’s foremost thought leaders in marketing, Joe’s insights into the world of B2B marketing are not just knowledge, but passion in motion.
In this Feeling B2B interview, Joe and Lee talk about the connection between live events and content, top B2B marketing lessons Joe has learned in his career and a preview to his MPB2B presentation on Unconventional Content Marketing Approaches. And of course, what Joe loves most about B2B Marketing.
“If we did marketing correctly, if we published the right content to the right person and focused on their needs and pain points, we could truly make a difference in their lives.” — Joe Pulizzi @joePulizzi Click To Tweet
Watch the video now and make sure to let us know if YOU are feeling B2B!
In this exchange, Joe and Lee explore the heart of B2B marketing, shedding light on unconventional yet remarkably effective approaches. Joe shares his journey, from founding the Content Marketing Institute to pioneering innovative strategies that have reshaped the B2B landscape. Lee’s thoughtful questions elicit profound insights, making this conversation a treasure trove of wisdom for marketers and enthusiasts alike.
Join us on this exciting journey as we continue to uncover the nuances, challenges, and opportunities that lie within the realm of B2B marketing. Whether you’re a seasoned marketer or just stepping into the field, we hope you are feeling B2B!
“B2B does not get enough credit for innovation in marketing. B2B has become great at identifying what's missing.” — Joe Pulizzi @joePulizzi Click To Tweet
Stay tuned for more exclusive conversations in the #FeelingB2B series, and mark your calendars for the upcoming MarketingProfs B2B Forum 2023. This is where the industry’s trailblazers gather to exchange insights, share experiences, and propel B2B marketing into the future.
Here is the full transcript from this conversation between Joe Pulizzi and Lee Odden:
Lee: Welcome to the Feeling B2B show, a limited interview series of conversations with some of the top voices in the B2B marketing industry, brought to you by the fine folks at MarketingProfs B2B Forum.
I’m excited to kick off this series with none other than the godfather of content marketing himself, Joe Pulizzi. Joe is a longtime friend, fellow runner, a serial entrepreneur, and I think someone that you could argue is probably the most passionate about the topic of content marketing in the industry.
He’s the founder of Content Marketing Institute, the organization behind the famous Content Marketing World conference. He’s also founder of The Tilt, the organization behind the Creator Economy Expo, and together with his amazing wife Pam, Joe is the co-founder of The Orange Effect, a non-profit focused on autism and research into speaking disorders.
Joe: I’m thrilled to be talking to you today — thank you for having me. Anytime you want to talk B2B marketing, you know I’m ready, so bring it on.
Lee: What is it that you love most about B2B marketing?
Joe: I love B2B. First of all, I grew up in B2B marketing. I started in 2000 with Penton Media, which was all around B2B publishing and marketing. I actually thought it was the best place to start versus consumer, because I really felt if we did marketing correctly, if we published the right content to the right person and focused on their needs and pain points, we could truly make a difference in their lives. And I know that’s kind of like fuzzy and feeling, and I know we’re sort of talking about that, but I really do believe it.
And I’m like, OK, who is that person you’re really trying to talk to? What are their pain points? What keeps them up at night? Can you deliver ongoing communications to them to not only help them in their jobs — and of course, that’s what we’re here, we’re B2B talk — but you can also help them in their jobs and their lives at the same time.
It’s a little altruistic, but I certainly believe that’s a possibility, so I’ve made it a passion of mine for the last 25 years to focus on that. I don’t think B2B gets enough credit for innovation in marketing. And really, if you talk about, maybe you call it one-to-one marketing like Peppers and Rogers used to call it — or integrated marketing communications from Don Schultz, but if you’re talking about true content marketing programs over time, I think you’ll find most of them have happened on the B2B side.
Most people don’t know that, because why would you know it? You don’t see them on newsstands, you don’t see them on television. They’re not big flashy ads, but it’s happening, and a lot of that innovation and content marketing happened first on the B2B side, and continues to happen.
Lee: That is exciting, and you’re right on that innovation point. The great thing about it of course is that the sky’s the limit in B2B — there’s so much more opportunity, because of the longer sales cycles and so many other opportunities. Content marketing has become a very different thing since you’ve founded Content Marketing Institute and obviously in the last couple of years since you founded The Tilt. I’m wondering what you feel is a lesson that you’ve learned in that experience that you’ve had that’s still true today when it comes to content?
Joe: One of the things that I keep preaching about content marketing and have for a long time — and people still aren’t doing — which I hope they get to, and I learned this lesson when I started at Penton Media when I was in charge of profit and loss (P&L), you had to come up with two ways to grow revenue. One was organic growth. So who are the employees you’re going to use, and what are the initiatives, strategies, and the money that you have to build your revenue lines from that standpoint.
And then the other one was acquisitions. Can you go out and find somebody who’s doing something that, so you don’t have to spend two or three years build it up? You can see results right now if you have the cash to do that. So when I talked to a lot of content marketing directors out there, and vice presidents of marketing, I always say, look, we’re always trying to do things organically and we should absolutely — we’ve got wonderful, amazing people who understand B2B marketing.
We want to do that when it comes to content marketing, but you also have to look at acquisition. So I want you as a content marketer to look at, OK — what are the blogs out there that are already targeting your audiences and already saying the things you want to say, and who have already built the audiences. What are the podcasts, the YouTube channels, the Twitch streams — whatever it is, right? It doesn’t matter, but they’re already there. Those audiences are built, and those content brands are already built. We need to look to those for opportunities. And those deals are happening right now. I think there are a lot of marketers out there in executive positions who aren’t thinking about, “Wow, I could go out and buy that blog, that podcast, that e-newsletter, instead of spending three, four years.” It’s tough — you know this Lee. It’s tough to build an audience today.
So what’s out there? There’s a lot of amazing content creators and entrepreneurs out there who have already built these things, who are maybe a little bit spent with the whole thing. They’re looking for an exit. Well, you can be that savior to them and come in and say, look, we want to keep your thing going, but we want to invest in you as a content creator, or we want to take that audience off your hands, or we want to buy this for x amount of premium. And that’s what I want content marketers to do, and I’ll talk a little bit about that at the MPB2B Forum event as well — how there’s still an opportunity that a lot of B2B companies haven’t come around to.
Lee: You know, it reminds me of the expression in PR of borrowing to build. Borrowing someone else’s credibility to build your own. And you’re talking about buy to build. It’s very interesting.
Joe: Absolutely. And, and it’s so simple. We’ve been talking about this for two decades, and you get it right Lee, because you work with senior marketers all the time, and they automatically think, “What do we need to do? What do we need to create?” And there’s nothing wrong with that. We can create some amazing things, but if it’s already created out there, what are you doing? What are you wasting time for? Do your competitive analysis, see what’s already out there, and then if it doesn’t work, go ahead and create your thing. But, but look at both avenues.
Lee: Exactly. You know, there’s recent research from LinkedIn* citing real world events as one of the most effective current B2B content marketing tactics. Obviously events have been incredibly successful for you, so what would you say the connection is between real world events and content?
Joe: If you want to truly make an impact in your industry and be a leading expert, events are one of the most powerful ways to do that. I would say in-person events and writing a book are probably two things that marketing departments aren’t thinking enough about.
And here’s the truth when it comes to AI — you and I are spending a lot of time figuring out this whole AI and marketing thing today. What is going to distinguish you as an organization and an individual in the next three to four years, with everybody being able to produce content? Are your interpersonal relationships and your interpersonal communication and your one-on-one interactions at events, and you getting up and speaking in front of people and you as an organization putting on an event and being the thought leader over a particular area of expertise? I think it’s a wonderful match.
If you’re out there putting together a content marketing program and you have an e-newsletter or a content brand and you ask, “What’s missing? How do I bring these buyers and sellers together and not only raise up the industry’s level, but raise our own brand up?” There’s nothing better than putting on an in-person event. As you know, with Creator Economy Expo or Content Marketing World — I’ve done 30 events in my day — and there’s always a next level that you don’t realize when you’re putting on and getting ready for an event.
But once you get those people in, you realize that, oh my gosh, this is going to affect our entire business. If they’re a just a lead or a name in your database, it takes them to the next level. They will buy more quickly, and stay longer as customers. You might be able to increase the yield — there are all sorts of marketing benefits to this, but it isn’t easy to do. In content marketing, we always say, if you’re going to do this, how do you become the leading expert in your niche? You have to consider an in-person event as part of that program.
Lee: Digital is exciting, but in-person is powerful, and at MPB2B Forum, you are going to be speaking about unconventional approaches to content marketing. Could you share one of those?
Joe: Absolutely. I’m going to share as many tangible, unconventional content marketing approaches as possible. We talked about one, which is the idea of buying, and a lot of marketers don’t understand how do I actually go through the process of buying content marketing programs? You are buying a newsletter, or buying a podcast. We’ll talk about that and unpack how you’ve actually do that. I think some of the research that we’ve been finding at the Tilt, and I’m gonna share as well, is less is more. Mm-hmm. I think a lot of, um, marketers are mistaken out there in B two B got to be everywhere. I’ve got to be on LinkedIn, I’ve got to do the newsletter, I’ve got to be on the webinar series. I’ve got to do the book program. Those things are all good, but generally what happens is a B2B program will be a jack of all trades and master of none when it comes to content marketing.
They’ll be like, “Oh, we’re sprinkling our content everywhere,” but they actually don’t build an audience in any one of those channels. So what we found out is really focusing on one or two instead of say 12 or 13 is the way to go.
I’m going to talk about kind of how to right-size your content marketing approach for winning. I think the last thing I want to talk about too — and I’ll talk about many other things — but I think we’ve been talking about this forever, you and I Lee, and that’s the importance of email. If you really go and do an audit of most B2B marketers’ email programs, they’ll say, “Oh, you know, we’re getting a 4% open rate. We’re getting an 8% in open rate. We’re getting 12%. We’ve got a lot of promotions in our email, or we don’t have a really good ongoing editorial strategy, or it really doesn’t make an impact on our customers, or nobody does email anymore.”
Or, “It all goes to spam, and who cares — we want to be on social.” All that stuff aside, email is still the most important channel because that is your first party data, and Twitter or X, TikTok, or YouTube can’t take that away from you. That direct connection, that permission for them to say, “I want you to contact me, company — brand.” And if we get that permission, we have to be better about that. We have to do better with that information, and you have to create email communications that actually will make a difference in their lives. Yeah. So don’t give me those low open rates, instead give me 20, 25, 30, 35, 40% open rates, and then wow — those things will really start to make a difference in your program. And we’re going to talk a little bit about how to take your email more seriously as a core of your entire content marketing program.
Lee: That’s exciting, and I can’t wait to see your session. You’ve spoken at and attended quite a few — maybe all — of the MPB2B Forum events, so can you share a moment that really stands out for you personally that you’ve had at the event?
Joe: Well, what I love about MarketingProfs B2B is that the best of the best B2B marketers are always there. Whether you run into you, Lee, or Anne Handley or Jay Bear, and you’re walking and see Andrew Davis or are walking down the hall, and I’m like — oh my gosh, these are my people. This is why I came up.
Now the content is first rate — it’s always been first rate. The sponsors are wonderful. I always learn about a new technology or tool or whatever, but the best part about MP B2B Forum is the relationships you leave with. There’s always one or two, or five or six people who I’ve just met there for the first time, who I can take and we can grow some kind of relationship together. You’re not alone in B2B. What’s great is once you get on premises, you all realize that we’re not really competing with each other, and we all have very similar problems. It’s different than if you go to a very large event, where who knows who’s dealing with what, whereas when you go to a B2B marketing event like MarketingProfs B2B Forum, you know we’re all dealing with the same stuff. So I love that aspect — that you’re going to meet some real people and it’s going to make a difference in your life.
Lee: It’s definitely a community-focused event, with the feeling of community for sure. For this year, what would you say you’re looking forward to most at MPB2B Forum?
Joe: I’ve got to tell you, I was a naysayer on the whole AI thing for a long, long time. I wanted to deny this. And now I’ve come to the point where this is an inevitable part of our job as B2B marketers — to understand this not only about the impact that it’s going to make in our business and our lives, but that we really can use these tools. It’s going to be a differentiator for us as individuals in our career. For the last six months, I’ve been going down rabbit holes to figure out what AI in marketing means? How do I need to use it responsibly? How do I need to train on that with my team and my colleagues, and I know a lot of the content at Marketing Profs B2B Forum is going to be focused on that.
And even in those sessions that aren’t AI-related, everybody seems to be touching on it these days, which I think we have to. The good part is if you talk to just regular human beings who aren’t in B2B marketing right now, they don’t really understand the impact that this is going to have on our society. I think we have an opportunity to learn this stuff, to get ahead of it and to understand, OK, how are we going to use this and how are we going to be users of it? Which may be the most important thing. Just because we can use it doesn’t mean we should, right? So we need to focus on how do we use it in a responsible way, and then we can teach other people how to use it. But if you’re just selfish and you just want to be better in your career and you want to rise up the ladder, this is going to be great as well, because you’ll learn how to do that. But that’s kind of what I’m most interested in, and I want to pick up on how some of the leaders in the industry are using AI, and what I can take from it and then share with my team.
Lee: I love that attitude and perspective. I mean, AI is a tool, right, and it reminds me of the early days of social media, only accelerated. There’s something I’ve always said, that a tool is only as effective as the expertise of the person using it. We have an opportunity and an obligation, as you say, to learn about these tools and help others understand how AI is going to impact them, because it’s going to happen with or without us or anyone else. Things are moving forward, so there’s a lot that I love that you brought attention to, because there are a lot of sessions and a lot of opportunities for people to learn about AI. Well, answering the question, what is generative AI — what does it mean to me as it relates to B2B? You’re going to get answers about that at this event.
Thank you so much for sharing, Joe. You can see and learn more from Joe and a whole host of other top B2B marketing experts at MarketingProfs B2B Forum 2023 in Boston and online. October 4th is when the workshops are happening, with the main conference on October 5th and 6th. You can check out the full conference agenda and see who all the speakers are on the conference website. MarketingProfs is famous for organizing, and I think there’s even a run scheduled one morning. We’ll be there together, Joe.
Joe:
I’m happy and really excited to see you at MarketingProfs B2B Forum, and also to have everyone come to my session where we can talk about some of these unconventional approaches that I think are missed opportunities by a lot of companies.
B2B Exhibitions Move Forward in “Dramatic Improvement”
B2B events have continued on their steady return to pre-pandemic frequency, with a scant 0.3 percent of business exhibitions having canceled during the first quarter of 2023, significantly lower than the 8.9 percent figure from the same period in 2022, while 2024 has been forecast as the year when B2B events will experience a full recover, according to newly-published report data. MarketingCharts
LinkedIn Says ChatGPT-Related Job Postings Have Ballooned 21-Fold Since November
Since November, 2022 there has been a 21-fold increase in job postings related to ChatGPT and generative pre-trained transformer (GPT) on Microsoft’s LinkedIn professional social network, while the rate at which users of the platform added AI-related skills to their profiles nearly doubled from 7.7 percent during November to 13 percent, according to recently-released data. Forbes
Bain: Metaverse could be $900B biz by 2030, even as hype dies down
When it comes to the metaverse, a period of 5 to 10 years of early stage development is expected to come first, eventually leading to a period when some 65 percent of the metaverse is expected to consist of virtual experiences, while 35 percent of the market share will be comprised of the underlying technologies to enable immersive experiences — two of several findings of interest to B2B marketers in newly-published forecast data. Marketing Dive
CMOs say the end of third-party cookies is both a major challenge and a good thing
72 percent of chief marketing officers have said that they see difficulties ahead in facing Google decision to eliminate its use of third-party cookies, while some 61 percent noted that the shift would eventually become a good change for business, according to recently-released advertising and customer tracking survey data. MarTech
LinkedIn Adds New Ways for Job Seekers to Highlight Key Skills and Competencies
Microsoft-owned LinkedIn has rolled out a new feature that allows the professional platform’s 930-million-plus users to feature a selection of their 5 top skills within a new section of their profiles, along with the ability to implement skill-tagging in their featured projects, LinkedIn recently announced. Social Media Today
Add Social Media Links To Your Google Business Profiles
Search giant Google has begun rolling out the ability for brands to add an array of social media property links to Google Business listings, allowing marketers to feature social profiles for Facebook, Instagram, YouTube, Twitter / X, TikTok, LinkedIn, and Pinterest, Google recently announced. Search Engine Roundtable
Millennials’ Daily Time Online Said to Have Passed Its Peak
Those in the millennial demographic have seen the amount of time they spend online daily steadily drop from 7 hours and 36 minutes in 2017 to 6 hours and 48 minutes in 2023 — with a decrease of 11 minutes per day from 2021 figures for combined mobile and desktop computer usage, according to newly-published survey data. MarketingCharts
Instagram Unveils Carousel Music, Collabs, And Add Yours Sticker
B2B marketers using Meta’s Instagram social platform can now collaborate with up to three additional users on the creation of co-authored posts, reels and carousels, establishing new co-creation opportunities for influencers and subject matter experts using the platform for jointly-created content, Instagram recently announced. Search Engine Journal
DEI still a strong strategy despite backlash — here’s what the numbers say
Cutting diversity, equity and inclusion (DEI) from an organization’s strategy could already be combining to cost U.S. businesses $5.4 trillion, according to newly-published DEI report findings, and Marketing Dive recently took a look at some of the opportunities and challenges businesses are facing. Marketing Dive
“A lot of people feel either ignored or judged, or have experiences of discrimination that are a lot more common than what marketers think.” — Valeria Piaggio @FuturesNewAmeri Click To Tweet
Forrester’s 2024 Planning Guides: Economic Uncertainty Tempers 2024 Budget Expectations — Except In Technology
Some 84 percent of U.S. technology leaders have indicated they expect 2024 to see budgets increasing, with the top areas for increased investment coming in the AI tools and strategy and digital B2B buyer interactions segments, with the top areas of experimentation set to be advanced AI capabilities and AI-based machine learning security — three of numerous findings of interest to B2B marketers contained in recently-released report data. Forrester
ON THE LIGHTER SIDE:
A lighthearted look at “Third-Party Cookiepocalypse” by Marketoonist Tom Fishburne — Marketoonist
Adobe and Microsoft break some old files by removing PostScript font support — Ars Technica
TOPRANK MARKETING & CLIENTS IN THE NEWS:
Lane R. Ellis — This Week in Marketing: Making the Case — LinkedIn (client)
TopRank Marketing — 56 Influencer Marketing Agencies to Work With in 2023 — Business of Apps
Lee Odden — What’s your secret to staying informed on influencer marketing? — LinkedIn (client)
Have you a come across your own top B2B marketing news item we haven’t yet covered? If so, please don’t hesitate to drop us a line in the comments below.
Thanks for joining us for this week’s Elevate B2B Marketing News, and we hope you’ll come back again next Friday for another selection of the most up-to-date and relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.
The ‘Barbie’ movie, the hottest film of the summer, is a marketing machine, with strong brand awareness. Whether on an app on your mobile phone or in pop-up museums in your city, the influence of Barbie can be seen seemingly everywhere!
Undoubtedly, the marketing team behind the movie has done an exceptional job, inspiring me and other marketers to rethink our strategies. You might say Barbie is the ultimate influencer, and the marketing team behind the movie at the top of their game.
Interestingly, the ‘Barbie’ movie provides valuable insights that can be effectively applied to B2B influencer marketing. Now, let’s explore some of the key lessons we can learn from this enchanting film.
1 — Embrace Diversity
Like the Barbie franchise celebrates diversity in its characters, B2B influencer marketing should also embrace diversity in its content and collaborations. Influencers help brands reach a wider audience and foster inclusivity by including different perspectives and voices.
The ‘Barbie’ movie explores themes such as overcoming stereotypes, breaking down barriers, and promoting inclusivity. By addressing these issues head-on, the film encourages viewers to challenge preconceived notions and embrace people for who they truly are.
“Like the Barbie franchise celebrates diversity in its characters, B2B influencer marketing should also embrace diversity in its content and collaborations.” — Casey Borrero @CaseygBorrero Click To Tweet
2 — Authenticity is Vital
The ‘Barbie’ movie teaches us the importance of staying true to oneself. In the B2B marketing world, you want influencers to be authentic and genuine in their messaging. This builds trust with the audience and establishes credibility. This credibility frequently results in the formation of a supportive community of followers.
A great example is Pam Didner, with her deep understanding of content marketing, global marketing strategies, and practical expertise in the field. She shares real-world examples and reasonable advice based on her own experiences via her blog, books, and social media posts. As a bonus, she’s transparent about her journey, success, failures, and lessons learned from them, making her relatable and authentic. B2B influencers must take note if they truly want to grow their fan-base.
“In the B2B marketing world, you want influencers to be authentic and genuine in their messaging. This builds trust with the audience and establishes credibility.” — Casey Borrero @CaseygBorrero Click To Tweet
3 — Tell Compelling Stories
The ‘Barbie’ movie captivates viewers with engaging storytelling. Similarly, B2B marketers and influencers should focus on crafting compelling narratives that resonate with their target audience.
Want to leave a lasting impact like Barbie? Stories evoke emotions and connect with people on a deeper level. Sales influencer Morgan Ingram always does a great job with his storytelling.
Crafting content in the form of storytelling on LinkedIn* enhances search engine rankings, establishes expertise, boosts user interaction, and offers additional avenues for compelling calls to action. Morgan creates interesting posts that entice his audience to read more. Two really good examples are his posts about creating new routines and constructive feedback.
“The ‘Barbie’ movie captivates viewers with engaging storytelling. Similarly, B2B marketers and influencers should focus on crafting compelling narratives that resonate with their target audience.” — Casey Borrero @CaseygBorrero Click To Tweet
4 — Adapt to Change
Throughout the ‘Barbie’ movie, the character of Barbie evolves and adapts to various situations. This serves as a reminder for B2B marketers and influencers to stay agile and adaptable in an ever-changing industry. Stay ahead of the curve and maintain relevance by embracing new technologies, trends, and strategies.
In the movie, as the plot progresses, Ken’s decision to change the name of the dream house to “Mojo Dojo Casa House” becomes more than just a simple alteration. It becomes a catalyst for personal growth and self-expression for all the characters involved. Each character learns valuable lessons about embracing change, staying true to oneself, and accepting others’ differences.
The new house name also provides new marketing opportunities for Mattel. As we often say in marketing, it’s good to experiment and test.
Also, Barbie takes a bold step by embracing her flat feet and choosing to wear Birkenstock sandals. This decision not only challenges societal beauty standards but also sends a powerful message of self-love and confidence. She discovers change is good and learns to embrace her own individuality and celebrate what makes her different.
“B2B marketers and influencers should stay agile and adaptable in an ever-changing industry. Stay ahead of the curve and maintain relevance by embracing new technologies, trends, and strategies.” — Casey Borrero @CaseygBorrero Click To Tweet
5 — Collaboration is Powerful
Collaboration is powerful: The ‘Barbie’ movie often showcases the power of teamwork and collaboration among its characters. Similarly, B2B marketing influencers should seek opportunities for collaboration with other industry experts or brands. By joining forces, influencers can leverage each other’s strengths and expand their reach.
Marketing influencer Scott D. Clary leverages his podcast as a way for him and others to learn from it. He’s collaborated with the likes of Grant Cardone, Steven Kotler, and Seth Godin on topics ranging from success and the “art of the impossible.”
Speaking of collaboration, we asked top B2B influencers for advice you can take away for your elevated influencer content.
“B2B marketing influencers should seek opportunities for collaboration with other industry experts or brands. By joining forces, influencers can leverage each other's strengths and expand their reach.” — Casey Borrero @CaseygBorrero Click To Tweet
Marketing Lessons Barbie-Style
While the ‘Barbie’ movie may seem unrelated to B2B marketing, it offers valuable lessons for both marketers and influencers. By embracing diversity, staying authentic, telling compelling stories, adapting to change, and fostering collaboration, B2B marketing influencers and marketers can elevate their strategies and make a lasting impact on their audience and the brands they work for.
Sales growth is down for B2B products. Ad spending is up. Companies are facing heightened competition for business at a time where buyer budgets are tightening and purchasing cycles are getting longer.
The going is getting tough, so marketers are getting going. Here’s an overview of recent data highlighting the timely challenges being faced by the B2B marketing industry today, and how leaders are taking action to overcome them.
A Challenging Time for B2B Marketers
While warnings of an economic downturn haven’t been realized to the fullest degree, it’s clear that external conditions are having an impact on B2B activity, especially in the volatile tech space. Here are some trends that are placing B2B marketers in a uniquely tricky position at the moment.
Product growth slows as ad spend rises
A forecast from Insider Intelligence found that B2B product sales growth is at just 3.4% this year, while ad spend is still increasing with a growth rate of 9.3 percent.
“B2B companies are fighting over limited spend,” wrote Sara Lebow. This environment is raising the bar for impactful marketing that achieves bang for the buck.
B2B purchases are being scrutinized more deeply
New research from Demand Gen Report and Vidyard shows that “buyers are focusing more on the value of a purchase and thoroughly researching solutions before making a decision.” The study showed that 38% of buyers are conducting more detailed ROI analysis. Meanwhile, purchase cycles are extending.
Marketing leaders face increasing pressure to drive revenue (and prove it)
The B2B Marketing Benchmark from LinkedIn* found that the biggest change in the CMO role over the past two years was a two-way tie:
Expected to be able to demonstrate marketing impact to the bottom line
More direct role in driving revenue & growth
In other words, marketing leaders are increasingly expected to show results, at a time where results are inherently more difficult to achieve (at least, short-term revenue results).
Like I said: a challenging time. Fortunately, there are new techniques, tactics and tools emerging to aid B2B marketers as they navigate these difficult circumstances.
How B2B Marketing Leaders Are Rising to the Occasion
Drawing from expert insight and industry research, here’s a look at how B2B marketers are evolving their approaches to meet these challenges head-on.
“I worry those marketers [focusing solely on performance] are setting up their companies for irrelevance in the future by focusing on that short-term performance hit but not creating that long-term brand awareness and relevance,” said Anteriad CMO Lynn Tornabene.
The outsized value of branding investment during an economic downturn is well documented, and it appears that many B2B marketers are heeding those lessons.
Prioritizing creativity and differentiation
A space like B2B tech was crowded and competitive enough before introducing the aforementioned challenges. Right now, the need for differentiation is greater than ever, and top marketers are getting creative in thinking about how to set their brands apart.
Deep customer insight is foundational to getting this right. Tornabene said B2B marketers should ask themselves, “How do we know our customers better today and where they’re going than anyone else in our space so that we can win?”
As one example, an intent-driven SEO content strategy informed by your B2B buyer’s journey can help your brand show up to help solve problems and build credibility across the funnel. By winning these rankings from competitors, you drive strategic visibility and engagement as decision makers conduct activities pertinent to your solution.
Focusing on retention, cross-selling, and up-selling
A more favorable finding in Demand Gen Report’s buyer survey, according to Constantine von Hoffman at Martech: “Customers want to do business with people they already know.”
The research shared “a notable trend toward retention and cross-sell/up-sell plays, as prior experience with the vendor jumped from 25% in 2022 to 40% in 2023.”
Other data indicates that this mentality isn’t necessarily being reflected in marketing investments. For example, in the B2B Marketing Benchmark, every industry and region showed a lopsided budget allocation toward generating new business versus retaining existing customers. This trend was especially stark in the Tech sector.
In the Demand Gen Report survey, 24% of buyers said they are spending more time using social media to research vendors and solutions. As such, perhaps it is no surprise that a recent report from Wpromote and Ascend2 found that social media is the most effective B2B channel for driving revenues in 2023. Data shows that these channels appear to be resonating especially with younger B2B buyers.
Getting serious about measurement and marketing attribution
One of the most critical agendas for B2B marketing leaders at the moment is resisting the pull of “short-termism,” or over-investing in lower-funnel sales activation campaigns in response to revenue pressures, at the expense of long-term growth plays.
That doesn’t mean shying away from demonstrating marketing’s impact. It means becoming more sophisticated and evolved in how we illustrate that impact.
As DreamData CMO and co-founder Steffend Hedebrandt said in a G2 interview, “Activities need to have a revenue outcome. Otherwise, you run out of money.” The article is well worth reading for his thoughts on mastering revenue attribution amid complex, lengthening customer journeys.
Find Your B2B Marketing Edge
In tough market conditions, with elevated pressure and competition, the value of partnering with an experienced and proven B2B marketing agency is even greater, enabling you to tap into an expert functional team to get the most out of your budget and resources.
When you think of B2B Marketing do you think “blandscape”? Maybe “boring to boring”? Or do think of an exciting opportunity to impact an industry projected to reach $1.8 trillion in 2023 through ecommerce alone? (Statista). That’s right, TRILLION.
There’s a lot to be excited about in B2B Marketing today including the latest trend of Generative AI and its impact on everything from ideation to performance optimization. At the same time, questions about how we can do more with less and create impact both short and long term are being answered by more than technology.
As the saying goes, the B’s in B2B are people too and all that comes with being human including emotions. Undoubtedly you’ve heard the expression that people (including buying committees) make decisions based on emotion and justify with logic. While there’s temptation to pass that saying off as a cliche, “research from Google and CEB has found that B2B customers are significantly more emotionally connected with their vendors and service providers than consumers.” (via FT) In fact, 95% of our decision-making takes place in the subconscious mind. (Harvard Business School)
Without question, B2B marketing is both art and science. It is creativity and data, human and technology. One could say a lot of B2B marketing education available today is technology / data rich and emotion / human poor. And this is where MarketingProfs B2B Forum comes in.
2023 is the 14th year I’ve been giving B2B marketing presentations for MarketingProfs. Throughout my 25 year career in digital marketing, there have been many changes and also some universal truths. One of those truths is the importance of shared experiences and tapping into collective wisdom. Plenty of people try to improve their knowledge and skills as individuals – if at all. Fewer, and I would argue the most successful, make their career evolution a team sport. They seek knowledge and expertise through less mechanical and more meaningful means. They’re not just “doing” B2B marketing, they’re inspired, they’re “feeling” it.
Of course, the expression, “Feeling B2B” was coined by the brilliant Ann Handley. And Ann is also behind the programming of one of the most meaningful B2B Marketing learning experiences and networks of people you can connect with: MarketingProfs B2B Forum.
This year, B2B Forum is happening in Boston in person or you can join online. Workshops are October 4th with the main conference happening October 5th and 6th. As usual, the programming is current and timeless at the same time. The list of speakers is a who’s who of B2B marketing including marketers from major B2B brands like Forrester as well as expert consultants like Ahava Leibtag. I know budgets for marketing events these days require more justification than in the past, so I wanted to put together a list of top reasons to sign yourself and your team up for MarketingProfs B2B Forum in 2023.
1. Come for the Education, Stay for the Inspiration
Whether you want a deep dive, practical workshop on how to develop a Go To Market plan with B2B marketing expert Pam Didner or you want to be inspired on how to make your wild ideas mighty enough to dent the world through the power of Onlyness with visionary strategist Nilofer Merchant, the educational opportunities at B2B Forum are rich with whatever you need to succeed in B2B from 2023 into the new year. The breadth and depth of workshops plus sessions is hyper-focused on practical, take it home and use it on Monday, type of information you often don’t find at other B2B marketing events.
2. Insights from Actual B2B Marketing Experts
With conferences you can often find people who give great presentations because they’re adept performers but many times those performers are not actually practicing marketers. That’s OK especially if inspiration is the objective. At MarketingProfs B2B Forum, sessions are led by professionals who are the real deal.
For example, if you want to learn how to succeed in B2B with unconventional marketing tactics, why not learn from someone like Joe Pulizzi – founder of Content Marketing Institute/Content Marketing World and The Tilt/Creator Economy Expo – both of which have been so successful, they’ve been acquired. Or if you want to learn about ABM, why not learn from Jon Miller, a pioneer in the field of ABM as co-founder of both Marketo and Engagio and now CMO at Demandbase. Or if you want to learn about how webinars can accelerate your pipeline, why not learn from Forrester Vice President and Principal Analyst Lauro Ramos? The list goes on.
3. MPB2B is Home for Introverts and Extroverts.
Believe it or not, I am by default an introvert. I do love to meet new people of course – I’ve given over 300 presentations in 20 different countries. But doing that for introverts spends energy vs. generates energy (or spends coins vs. collects coins as Simon Sinek says). The good news about B2B Forum is that there are plenty of comfortable venues for introverts to connect in birds of a feather situations. There is empathy for the first time attendee as well as introverts so options are available to make it easier to meet other if you want to or not. Of course there are also plenty of options for extroverts to meet and greet and do their thing as well! Whether you’re an introvert like me or an extrovert – it’s easy to find your tribe at B2B Forum.
4. Find Resources that Can Actually Help You
As with every marketing industry event, there are sponsors and an exhibit hall at B2B Forum available to assist you with achieving whatever outcome you’re after. There will be every kind of martech platform from content to influence to ads to social to AI to analytics, CDP and so on. There will also be B2B marketing agencies and specialist consultants that you can meet either by seeing them present in the sessions, or by connecting during the one on one consulting sessions detailed below. Or you might meet someone from a vendor or an agency during the many networking events.
In the 10+ years I’ve attended MarketingProfs B2B Forum, I’ve never found sponsors to be anything but helpful and you can expect the same this year. If you’re looking for expertise in a particular area (my team at TopRank specializes in the integration of content, SEO and social influence for example) then B2B Forum offers numerous opportunities to comfortably learn more about expertise and capabilities all while getting the education you need to make appropriate recommendations and decisions.
5. GenAI for B2B Marketers is Embraced in the Most Practical Way
There are a gazillion sessions that mention AI at B2B Forum 2023. OK, maybe not a gazillion, but there are plenty. It would be understandable how a marketing focused event would seem wary of Generative AI since it’s not exactly a silver bullet or meeting up to the peak of inflated expectations happening right now. But MarketingProfs has evaluated and embraced the role of GenAI with the understanding that just about every B2B Marketer out there is looking for direction and answers about what’s possible, where to start, how to use and what are the pros and cons? With sessions from experts like Paul Roetzer Founder and CEO Marketing AI Institute and Wil Reynolds, Founder and VP of Innovation Seer Interactive, virtually all bases on GenAI will be covered at B2B Forum.
6. One on One Consulting Sessions
Keynotes and breakout sessions are great for inspiration and getting a certain level of understanding about a topic. And B2B Forum is covering a lot of topics from Email Marketing to Content, LinkedIn Ads, Social, and Sales to GenAI, GTM, ABM, SEO, ROI, GA4 and other acronyms galore. For those that want a little more, a venue for getting answers to questions that are more specific to your situation, there are one on one consulting sessions you can sign up for with experts. Get registered for the event now and signed up for the consulting sessions though – they are first come, first served.
7. Networking for All
MarketingProfs calls them Shenanigans and I like to call them people power ups. There are numerous networking and people meeting opportunities scheduled at B2B Forum. There’s something for first timers to meet others along with advice on getting the most out of the event as well as the famous welcome party. There’s also a Boston photo walk with the famous Steve Garfield and a fun run, which I will definitely be at. There’s also a B2B Carnival and B2B Bingo…the list goes on. Suffice it to say, whether attending for the first time, the 14th time, alone or with your team, you will find your tribe at B2B Forum.
8. Boston Rocks
The Omni Boston venue is only 3 miles from the airport right within the Seaport District, so there are a huge number of dining options. If you have not been to Boston before, this is a great time of year – it’s warm and sunny (make sure you bring great sunglasses) with many sights to see. If you have time, walk the Freedom Trail where you’ll get to see many historic locations. There’s also Fenway Park, Boston Common, Museums and all the shopping you want. And did I mention the food?
9. Ann Handley
Do I really need to say more? The Ann BrANNd is an experience you won’t want to miss. I’ve been friends with Ann for almost 15 years and it never ceases to amaze me how she continues to improve on so many levels. She obsesses over details and that focus manifests in the programming, the experience of the event (Marching band anyone? How about Ann playing an accordion on stage?) Ann also works very hard to observe and analyze what’s most relevant right now and in the future for B2B marketers. Then she brings those insights to us all in the most relatable way – through stories, shared experiences and with empathy for marketers.
10. B2B Forum is on Track to Sell Out and the Summer Rate Ends August 18th.
That means get signed up now so you can not only ensure your ticket is locked in, but you save money as well. Check out the rates and registration info here.
BONUS – What’s Next and Most Relevant for B2B Influencer Marketing
I will be speaking for the last time in 2023 at B2B Forum. My session, How to Elevate B2B Marketing Results with the Influence Trifecta is on October 5th at 4:05pm featuring our best advice on building brand influence from within and in partnership with industry thought leaders. PLUS I’ll be sharing our latest research into B2B Influencer Marketing with the most successful strategies, tactics and resources being used by top B2B brands including Adobe, LinkedIn and others.
MarketingProfs B2B Forum in 2023 will be like no other B2B marketing event or community you’ve experienced. I really do hope to see you there!
#FeelingB2B is a theme we need right now.
B2B marketing plays such a big role in the world of business and yet the work and people are often not well-recognized. It takes a lot of passion and energy for solving tough marketing problems in an ever changing industry to be successful. These change makers are not simply “doing” B2B marketing, they are feeling it. They love it!
What do you love about B2B marketing?
Please answer that question by sharing this post on your favorite social network with the #feelingb2b hashtag. We’ll curate some of the best into a new post and may feature you!
To help drive the #feelingb2b conversation even further, TopRank Marketing and MarketingProfs have partnered to produce a limited edition series of video interviews featuring some of the top voices in the B2B Marketing industry. We’re kicking the series off next Monday with the Godfather of Content Marketing, Joe Pulizzi and encourage you to watch for the promo videos on your favorite social network or just make sure you’re subscribed here at TopRank’s B2B Marketing Blog so you can get notified.
How to Connect with Pam:
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