10 Must-See Sessions at MarketingProfs B2B Forum 2020 #MPB2B

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MarketingProfs B2B Forum 2020 will be the center of the B2B marketing world this week, as many of the world’s leading B2B marketers gather virtually on November 4 – 5 to learn and exchange the industry’s latest research and insight.

This year’s first-ever virtual edition offer a vast array speakers and sessions relating to all areas of B2B marketing, and while we’ve already shared our handy list of “25 Top B2B Marketing Influencers To Follow In 2021 #MPB2B,” we also want to provide you with a list of some of the sessions that we’re most looking forward to this week during #MPB2B.

Here are 10 sessions that stand out to us as must-see presentations as we head towards 2021 and beyond.

Speaker: Rani Mani, Head of Global Employee Advocacy, Adobe*Rani Mani

Time: Wednesday, November 4 — 11:50 a.m. Eastern

Rani will take a close look at the numerous advantages of long-term commitment in the would of B2B influencer marketing, and “why you need to stop using influencers as just billboards and mouthpieces, and instead tap into their unique skills and talents,” along with sharing what it takes to build passionate and enduring influencer relationships.

Learn more from Rani in her interview with our CEO Lee Odden, “B2B Influencer Marketing Interview: Rani Mani, Adobe,” and in “20 B2B Influencer Marketing Pros to Follow from Top Brands.”

Speaker: Ann Handley, Chief Content Officer, MarketingProfs Ann-Handley

Time: Wednesday, November 4 — 1:00 p.m. Eastern

Ann will examine the elements that B2B marketers can combine to create memorable and successful newsletters, including proven tips and examples that specifically focus on how the pandemic has affected email newsletter marketing.

“Come to this fun, inspiring session intervention to hear how to write one that gets fantastic results, and not squander the clear opportunity we all have,” Ann notes

Learn more from Ann in her interview with Lee, “B2B Marketing Spotlight: Ann Handley on Being a ‘Badaxe’ Marketer.”

Speaker: Tim Matthews, CMO, HackerOneTim Matthews

Time: Thursday, November 5  — 11:45 a.m. Eastern

Join Tim for an insightful look at the power of YouTube in B2B marketing including its strength reaching target buyers, increasing awareness, along with setting demand generation targets — plus a look at the platform’s unique SEO challenges and opportunities.

“Most B2B CMOs know YouTube is the #2 search engine behind Google. Yet most phone it in when it comes to treating their YouTube channel as a serious marketing channel. That’s a mistake,” Tim suggests.

Speaker: Joe Lazauskas, Head of Marketing, ContentlyJoe Lazauskas

Time: Thursday, November 5  — 12:20 p.m. Eastern

Joe will use neuroscience as a lens for more clearly seeing what it takes for B2B marketers to create memorable and engaging content, with an examination of Steady State Topography (SST) and the new science of “branding moments.”

He’ll also share a proprietary study and other B2B marketing insight surrounding the creation of truly memorable content.

Speaker: Lee Odden, CEO, TopRank MarketingLeeOdden

Time: Thursday, November 5  — 12:55 p.m. Eastern

Our CEO Lee will share his latest insights into building a successful B2B influencer marketing program, including new data from the industry’s first State of B2B Influencer Marketing Research Report, in which hundreds of marketers were recently surveyed to identify strategies, tactics, best practices, and predictions for the future of influence in B2B.

Lee will explore what this data reveals and how B2B marketers can best use it to implement a successful influencer program.

“60% of marketers don’t have the knowledge to execute or have the right skills in house to implement ongoing influencer marketing programs. And yet, of those that do engage influencers, 96% feel they are successful. Discover what they’re doing that can help you get your influencer programs working for your brand,” Lee notes of this must-attend #MPB2B session.

Speaker: Christopher S. Penn, Co-Founder, Trust InsightsChrisPenn

Time: Wednesday, November 4 — 1:35 p.m. Eastern

Christopher is set to share how B2B marketers can best gain insight from analytics, including a look at which areas are important to measure and which may not be worth it.

“You’ve heard the adage, ‘You can’t manage what you don’t measure.’ But in a world of ever-increasingly complex data and confounding circumstances, what if you’re not even sure what to measure,” Christopher asks — one of numerous B2B marketing analytics strategy questions he’ll tackle in his #MPB2B session.

Speaker: Tyrona Heath, Director, Market Engagement, The B2B Institute, LinkedIn*Ty Heath

Time: Thursday, November 5 — 2:10 p.m. Eastern

Ty’s keynote presentation is set to reveal three mega-marketing trends along with key macro-trends that will endure — and which B2B marketers will be able to count on — over the next decade.

“Discover how you can recalibrate your marketing strategy by following the key macro-trends you can count on for the next decade,” Ty notes.

Speaker: David Meerman Scott, Fandom Strategist, FanocracyDavid Meerman Scott

Time: Wednesday, November 4 — 11:00 a.m. Eastern

David will deliver a keynote presentation showing how making business personal can be among the most powerful business strategies you can implement, and he’ll also explore the process of creating the type of fandom he’s written about in Fanocracy.

“Creating fandom isn’t just for actors, athletes, musicians, and authors. Fandom can be rocket fuel for any company or organization that chooses to focus on inspiring and nurturing true fans,” David notes of his #MPB2B keynote session, in which he’ll also present examples from a variety of businesses and organizations that have incorporated newfound passion to create fans and achieve success.

Speaker: Ashley Zeckman, Senior Director, Inprela CommunicationsAshley Zeckman

Time: Wednesday, November 4 — 4:45 p.m. Eastern

Ashley will guide B2B marketers on a journey to create more meaningful experiences in a virtual world — a journey that’s more important now than ever — including sharing how businesses can stand out and achieve strong results despite today’s world of diminished brand loyalty

“Brands across the globe have done what they can to continue to drive revenue and service customers, but something is missing: the human connection,” Ashley notes of her #MPB2B session, which will also examine how B2B marketers can best maintain ongoing connections and create meaningful experiences with teams, customers, and industry experts in our increasingly virtual world.

Speaker: Pam Didner, B2B Tech Marketing Consultant & Author, Relentless PursuitPam Didner

Time: Wednesday, November 4 — 1:00 p.m. Eastern

Pam is set to share some of the best methods and hidden opportunities that B2B marketers can implement to support their sales team, along with looking at why greater aligning with your sales team is vital when it comes to quantifying your marketing’s ROI.

“For complex sales or when selling technology, content that showcases the technology and product benefits can be key to moving prospects through the sales funnel. In the era of digital and social selling, marketers can use existing marketing elements to better engage and support sales,” Pam explains, an area she’ll expand on in her must-see #MPB2B session.

Join Us Virtually at MarketingProfs B2B Forum 2020!

We hope you’ll join us virtually for these 10 must-see sessions during MPB2B, and for the many additional stellar presentations that will take place over November 4 – 5, for B2B marketing insight to drive your efforts well into 2021 and towards the post-pandemic future.

Also be sure to keep posted for live-blog coverage here on TopRank’s Online Marketing Blog.

* Adobe and LinkedIn are TopRank Marketing clients.

The BIGLIST of 50 Top B2B Marketing Conferences in 2020

B2B Marketing Conferences

Marketing conferences offer a wealth of benefits to marketers looking to learn, network, and increase brand awareness, but how do you go about finding events that match your business and B2B marketing needs?

Over the past decade the number of conferences has skyrocketed, making it harder than ever to hone in on the ones that can best help build your business, boost your networking opportunities, and offer the most relevant new industry education from top speakers, especially when it comes to B2B marketing.

For 2020 we’ve gathered together no fewer than 50 events that place an emphasis on B2B marketing in all its facets, and we’re thrilled to present the list here, in chronological order.

“There really is no substitute for real-world interactions and creating a great experience for your customers or prospects.” @LeeOdden Click To Tweet

Now let’s dig in and explore our collection of 50 top B2B marketing-related conferences and events for 2020.

50 Top B2B Marketing Events in 2020

AdExchanger Industry Preview — #IP2020
When: January 28-29, 2020
Where: New York City
Theme: MarTech
About: AdExchanger Industry Preview is an annual global forum for marketing technology, featuring two days focused on what to expect in MarTech this year, with featured speakers from Google, Amazon, Forrester, and Oracle.

SMX West — #SMX
When: February 19-20, 2020
Where: San Jose, CA.
Theme: Search Marketing
About: Search Marketing Expo West focuses on search engine optimization (SEO) and search engine marketing (SEM), with a well-rounded variety of digital commerce marketing sessions, featuring speakers from Microsoft, Procter & Gamble, and Quora.

The Gathering Marketing Summit — #TheGatheringSummit
When: February 19-21, 2020
Where: Banff, Canada
Theme: Creating Cult-Like Branding
About: The Gathering Marketing Summit explores how some of the bravest brands deliver marketing, build culture and connect with customers in ways that don’t just get them to buy, but to buy in, featuring leading speakers from Spotify, ESPN, GoDaddy, Coca-Cola, and Airbnb.

B2B Marketing Exchange — #B2BMX
When: February 24-26, 2020
Where: Scottsdale, AZ.
Theme: B2B Sales and Marketing
About: B2B Marketing Exchange focuses on B2B sales and marketing tactics and technologies with sessions covering content marketing, demand generation, sales enablement and more, with leading industry speakers including our CEO Lee Odden, Brian Fanzo, Tamsen Webster, Pam Didner and others from SAP, Oracle, and Cisco.

Social Media Marketing World — #SMMW20
When: March 1-3, 2020
Where: San Diego, CA.
Theme: Social Media
About: Social Media Marketing World offers marketers a deep-dive into social media marketing focusing on new ideas and quality networking opportunities, including presenters from Microsoft, Vimeo, and Best Buy.

Challenger Brands Summit 2020 by Adweek — #Adweek
When: March 4-5, 2020
Where: New York City
Theme: Brand Marketing
About: Challenger Brands Summit is Adweek’s second-annual conference offering two days of brand discovery and learning covering 12 major topics that impact the brand ecosystem, with top speakers from Uber, NFL, Puma, and Zagat.

The ABM Innovation Summit — #ABMSummit
When: March 17-18, 2020
Where: San Francisco, CA.
Theme: Account-Based Marketing (ABM)
About: The ABM Innovation Summit explores account-based marketing’s role in B2B marketing and sales, with an eye towards the future. Top speakers from firms including SAP, Salesforce, and Uberflip are scheduled to present.

SaaStr Annual 2020 — #SaaStr
When: March 10-12, 2020
Where: San Francisco, CA
Theme: Software as a Service (SaaS)
About: SaaStr Annual 2020 offers a cloud-focused business event bringing together B2B founders, executives and investors for the largest non-vendor SaaS conference, including speakers from Adobe, Slack, Google Cloud, and Intuit.

Modern Business Experience — #ModernCX
When: March 23-26, 2020
Where: Chicago, IL.
Theme: Oracle Customer Experience
About: Oracle’s Modern Business Experience event is focused on customer experience (CX) for marketing, commerce, sales, and service professionals, including top speakers from Oracle, Deloitte Digital, The New York Times, and the Chicago Bulls.

Pubcon Florida — #Pubcon
When: March 24-26, 2020
Where: Fort Lauderdale, FL.
Theme: Search & Social
About: Pubcon Florida explores search and social marketing with a wide variety of subject tracks, and includes a training day where our CEO Lee Odden will present. Other speakers include Gary Illyes from Google, Jesse McDonald from IBM and Nagu Rangan from Microsoft.

SearchLove 2020 — #SearchLove
When: March 26-27, 2020
Where: San Diego, CA.
Theme: Search Marketing
About: SearchLove provides a multi-day event focusing on search marketing for in-house and agency search engine optimizers, business owners, marketing managers and more. Scheduled to present are speakers including Mike King, Will Critchlow, Cyrus Shepard and Wil Reynolds.

Adobe Summit / Magento Imagine — #AdobeSummit
When: March 29-April 2, 2020
Where: Las Vegas, NV.
Theme: Digital Experience
About: Adobe Summit and Magento Imagine at Adobe Summit explore re-imagining customer experiences with leaders in marketing automation, advertising, commerce and analytics, and feature speakers from Microsoft, Intuit, Best Buy and many others.

LeadsCon 2020 — #LeadsCon2020
When: March 30-April 1, 2020
Where: Las Vegas, NV.
Theme: Lead Generation
About: As its name implies, LeadsCon 2020 focuses on the lead generation side of business marketing, and features speakers from SAP, Google, and Microsoft Advertising.

Digital Sales & Marketing World 2020 — #DSMW2020
When: April 5-7, 2020
Where: Hartford, CT.
Theme: Marketing & Sales
About: Digital Sales & Marketing World provides a focus on aligning sales, marketing and leadership for digital success, and features top speakers from MarketingProfs, Vidyard and others.

CXL Live — #ConversionXL
When: April 5-7, 2020
Where: Austin, TX.
Theme: Optimization & Experimentation
About: CXL Live explores the best in optimization and experimentation for driving organizational growth, and features speakers from Mailchimp, Netflix, Airbnb, and Hilton.

Martech West — #MarTechConf
When: April 15-17, 2020
Where: San Jose, CA.
Theme: MarTech
About: Martech West focuses on actionable tactics in marketing technology to solve marketing problems, with speakers from Twitter, Wells Fargo, Thomson Reuters, Salesforce, and Verizon Business Group.

Content Marketing Conference — #CMC20
When: April 21-23, 2020
Where: Boston, MA.
Theme: Content Marketing
About: Content Marketing Conference offers marketers actionable content marketing tools and tactics to humanize your brand, with top speakers including our CEO Lee Odden, as well as Ann Handley, Andrew Davis, AJ Wilcox, and Dennis Yu.

B2B Online — #B2BOnline
When: April 20-22, 2020
Where: Chicago, IL.
Theme: eCommerce
About: B2B Online is a leading digital B2B marketing conference for manufacturers and distributors, offering speakers from LG Electronics, Office Depot, and Unilever.

ContentTECH Summit — #ContentTECH
When: April 20-22, 2020
Where: San Diego, CA.
Theme: MarTech
About: Offer a focus on content, technology and  strategy specifically for enterprise marketers, ContentTECH Summit features top presenters including our CEO Lee Odden and others from Microsoft, AWeber, NewsCred and Forrester.

TOPO Summit — #TOPOSummit
When: April 23-24, 2020
Where: San Francisco, CA.
Theme: Marketing & Sales
About: TOPO Summit brings together marketing strategy and technology for professionals in sales and marketing, and features speakers from Cisco, AutoDesk and Gigster.

Sirius Decisions 2020 Summit — #SDsummit
When: May 3-6, 2020
Where: Austin, TX.
Theme: Marketing & Sales
About: Sirius Decisions Summit enables B2B sales, marketing and product leaders to learn how to drive growth and energize their business, and features speakers from top industry speakers to be announced.

C3 Conference — #C3NY
When: May 12-13, 2020
Where: New York City
Theme: Brand Marketing
About: Conductor’s C3 conference embodies professional marketers who connect, collaborate, and commit, and features top speakers including Ann Handley, Rand Fishkin and Aleyda Solis.

ANA Masters of B2B Marketing Conference — #ANAmasters
When: May 12-14, 2020
Where: Scottsdale, AZ.
Theme: Marketing & Sales
About: The Association of National Advertisers’s ANA Masters of B2B Marketing Conference is all B2B, all the time, offering the latest B2B marketing insight by leading speakers from SAP, Visa, Intel, and Microsoft.

Incite Marketing Summit West — #InciteGroup
When: May 14-15, 2020
Where: San Diego, CA.
Theme: Marketing
About: Incite Marketing Summit West examines the future of marketing through the lens of authentic engagement on a personal level, augmented by purpose-driven data-backed marketing, and featuring speakers from LinkedIn, Intel, and SurveyMonkey.

ITSMA Marketing Leadership Forum 2020 — #IMSMA
When: May 19-20, 2020
Where: Napa, CA.
Theme: Marketing Leadership
About: The Information Technology Services Marketing Association (ITSMA) Marketing Leadership Forum 2020 conference explores how B2B marketers can transform to thrive in our connected economy, and features speakers from Oracle, Deloitte, Cisco, and VMware.

Influencer Marketing Show — #IMSNYC20
When: May 20, 2020
Where: New York City
Theme: Influencer Marketing
About: Influencer Marketing Show focuses on the future of influencer marketing for brands, to ensure they navigate their way through the planning, execution, and measurement of smart influencer campaigns. An impressive roster of speakers to be announced.

B2B Marketing Ignite USA — #IgniteB2B
When: May 27-28, 2020
Where: Chicago, IL.
Theme: Marketing
About: B2B Marketing Ignite takes its popular London B2B marketing event to the U.S., focusing on fresh and inspiring thinking and featuring leading speakers including our CEO Lee Odden as well as Joel Harrison, Ruth Stevens, and Doug Kessler plus presenters from Oracle, SAP, Dow Jones, IBM Systems, and Citrix.

Email Innovations Summit — #EISConf
When: June 1-3, 2020
Where: Las Vegas, NV.
Theme: Email Marketing
About: As its name implies, the Email Innovations Summit focuses on the email aspects of marketing, discussing the cutting edge of email marketing trends and featuring top speakers from leading firms to be announced.

Growth Hackers 2020 — #GHConf20
When: June 4, 2020
Where: San Francisco, CA.
Theme: Marketing & Sales
About: Growth Hackers 2020 explores the next generation of growth tactics and the leaders building those tactics, featuring top speakers from IBM, Wish, and Worthix.

SMX Advanced 2020 — #SMX
When: June 8-10, 2020
Where: Seattle, WA.
Theme: Search & Social
About: SMX Advanced offers an in-depth look at the advanced tactical side of search and social media marketing, and features an array of speakers to be announced.

DigiMarCon Midwest — #DigiMarCon
When: June 17-18, 2020
Where: Chicago, IL.
Theme: Marketing & Sales
About: The DigiMarCon Midwest digital marketing conference offers up emerging strategies, the latest innovative technologies, and best practices to move your business to the next level, featuring top speakers to be announced.

SaaStock North America — #SaaStock
When: June 22-24, 2020
Where: San Francisco, CA.
Theme: Software as a Service (SaaS)
About: The SaaStock North America event focuses on the B2B side of  Software as a Service for founders and executives, and features leading speakers from SurveyMonkey, Emergence Capital, and Xactly.

MozCon — #MozCon
When: July 6-8, 2020
Where: Seattle, WA.
Theme: Search & Social
About: MozCon explores search marketing with tactical advice from industry-leading practitioners including Britney Muller, Cyrus Shepard, Dr. Pete Meyers, and Ross Simmonds.

Marketing Artificial Intelligence Conference — #MAICON
When: July 14-16, 2020
Where: Cleveland, OH.
Theme: Artificial Intelligence
About: The Marketing Artificial Intelligence Conference focuses on digital marketers using artificial intelligence to make better business marketing decisions, and features an array of top speakers to be announced.

CONEX – The Content Experience — #CONEX
When: August 20-23, 2020
Where: Toronto, Canada
Theme: Customer Experience
About: At CONEX – The Content Experience, professionals from digital marketing, demand generation, and content marketing explore the content experience, featuring speakers from top firms to be announced.

B2B Sales and Marketing Exchange — #B2BSMX
When: August 10-12, 2020
Where: Boston, MA.
Theme: Marketing & Sales
About: B2B Sales and Marketing Exchange brings together thought leaders in ABM, revenue marketing and demand generation, including speakers from McKesson – RelayHealth, HubSpot, Forrester, and Verizon.

When: August 18-21, 2020
Where: Boston, MA.
Theme: Marketing & Sales
About: INBOUND 2020 presents some of the biggest names and brightest minds in sales and marketing and other industries, and offers speakers from firms including Intuit, HubSpot and others.

Brand ManageCamp — #BMCVegas
When: September 15-16, 2020
Where: Las Vegas, NV.
Theme: Brand Management
About: Brand ManageCamp’s conference explores the insights, tools, strategy and leadership inspiration to drive new brand growth, featuring a lineup a speakers to be announced.

Connect to Convert — #ConnectToConvert
When: September 16-18, 2020
Where: Boston, MA.
Theme: Lead Generation
About: Connect to Convert offers dedicated B2C and B2B content designed around each section of the sales cycle, and features top speakers to be announced.

AI Summit Silicon Valley — #AISummit
When: September 30-October 1, 2020
Where: Santa Clara, CA.
Theme: Artificial Intelligence (AI)
About: AI Summit Silicon Valley presents all things artificial intelligence for business marketers, and includes leading speakers from Google, Lyft, Boeing, Lenovo and more.

2020 B2B Next Conference & Exhibition — #B2BNext
When: September 29-October 1, 2020
Where: Chicago, IL.
Theme: Marketing & Sales
About: The 2020 B2B Next Conference & Exhibition explores the digital-first B2B economy with a focus on collaboration in eCommerce, and features top speakers to be announced.

Advertising Week New York — #AWNewYork
When: October 5-8, 2020
Where: New York City
Theme: Marketing & Sales
About: Advertising Week New York serves as a worldwide gathering of marketing, advertising, technology and brand professionals, offering major speakers to be announced.

Forbes Under 30 Summit — #ForbesUnder30
When: October 4-7, 2020
Where: Detroit, MI.
Theme: Young Leaders
About: The Forbes Under 30 Summit focuses on young leaders, bringing together top young leaders, founders and creators in technology, finance, philanthropy and other fields, with a lineup of speakers to be announced.

Fast Co. Innovation Festival — #FCFestival
When: October 5-9, 2020
Where: New York City
Theme: Innovation
About: The Fast Co. Innovation Festival offers business inspiration by leaders making a difference through technology and creativity, with a powerful slate of global speakers to be announced.

MarTech East — #MarTechConf
When: October 6-8, 2020
Where: Boston, MA.
Theme: MarTech
About: Martech East focuses on actionable tactics in marketing technology for solving marketing problems, with top speakers to be announced.

REACH 2020 — #REACH2020
When: October 7-8, 2020
Where: Chicago, IL.
Theme: Ratings & Reviews
About: The REACH 2020 conference offers marketers, sales leaders, and entrepreneurs a closer look at ratings and reviews, with major speakers to be announced.

Pubcon Pro Las Vegas 2020 — #Pubcon
When: October 12-15, 2020
Where: Las Vegas, NV.
Theme: Search & Social
About: Pubcon Pro Las Vegas 2020 focuses on the search and social side of marketing, with a diverse array of content tracks and featuring leading industry speakers to be announced in the lead-up to the event.

Content Marketing World — #CMWorld
When: October 13-16, 2020
Where: Cleveland, OH.
Theme: Content Marketing
About: Content Marketing World conference and expo explores the best in content marketing to grow your business and inspire your audience, featuring top speakers to be announced in the lead-up to the event.

Sitecore Symposium 2020 — #SitecoreSYM
When: October 26-29, 2020
Where: Chicago, IL.
Theme: Marketing Automation
About: B2B marketers looking to explore the marketing automation landscape can attend Sitecore Symposium 2020 and learn the next generation of strategies and tactics, with a lineup of major speakers to be announced.

MarketingProfs B2B Forum — #MPB2B
When:November 3-6, 2020
Where: San Francisco, CA.
Theme: B2B Marketing
About: At MarketingProfs B2B Forum top leaders, innovators, and people who make things happen gather to share their secrets to success, with a stellar lineup of speakers to be announced in the lead-up to the event.

Dreamforce 2020 — #DF20
When: November 9-12, 2020
Where: San Francisco, CA.
Theme: Customer Relationship Management (CRM)
About: Dreamforce brings together the Salesforce community of thought leaders and industry pioneers for education and inspiration, and with over 2,700 sessions its one of the latest business conferences. Look for speakers to be announced in the lead-up to the event.

When: November 16-18, 2020
Where: New York City
Theme: Search Marketing
About: At ONWARD20 search marketing industry professionals explore future trends and tactics, with a strong lineup of speakers to be announced.

ANA 2020 Influencer Marketing Conference — #ANA
When: December 7-9, 2020
Where: Rancho Palos Verdes, CA.
Theme: Influencer Marketing

The Association of National Advertisers’s ANA 2020 Influencer Marketing Conference is set to examine influencer practices related to digital and social, PR and media relations, content creation, social listening, data and analytics and more, with a lineup of speakers to be announced.

Take Your 2020 B2B Marketing Events To The Next Level

We hope you’ve found a number of new and useful events to attend in 2020 on our list, and that the networking and learning you’ll experience from either these conferences or the many others available will help you achieve new levels of B2B marketing success this year and beyond.

At TopRank Marketing we’ve explored the power of events for B2B marketers, especially those who incorporate influencer marketing, in a number of articles, and here are three to help you get the most from your 2020 B2B marketing events:

12 Must-See Sessions at MarketingProfs B2B Forum #MPB2B

MarketingProfs operates on the belief that learning changes lives. And from that perspective, it might be fair to suggest next week’s B2B Forum will be a life-changing experience for those in attendance, because there is a whole lot of learning in store.

Dubbed by MarketingProfs as the “most let’s get down to business but not take ourselves too seriously while doing it marketing conference on the planet,” B2B Forum brings together many of the brightest minds in the industry around a singular focus: improving. The well-rounded agenda on tap will run the gamut of vital topics in the modern B2B marketing environment, offering opportunities to improve by learning from foremost experts and leaders in the field.

These 12 sessions, in particular, stand out to us as must-see attractions amidst a schedule brimming with brilliant business minds. 

12 Must-See Sessions at This Year’s B2B Forum

#1 – Through the Looking-Glass: Enter a New World of Always-On Influencer Programs

Speaker: Ashley Zeckman, Senior Director of Digital Strategy, TopRank Marketing

Time: Wednesday, Oct. 16 from noon-12:45 p.m.

Don’t be late for this very important date. Our Senior Director of Digital Strategy will guide you through a Wonderland-themed exploration of ongoing influencer engagements, and the mutual value they can provide. You’ll learn how to develop an always-on influencer program and avoid falling down the rabbit hole.

#2 – Dessert & Development: The Truth About Personalization

Tom Treanor, Arm Treasure DataSpeaker: Tom Treanor, Global Head of Marketing, Arm Treasure Data

Time: Wednesday, Oct. 16 from 1:35-2:15 p.m.

The larger a company and its audience, the greater the challenges involved with scaling personalization. As Arm Treasure Data’s* Global Head of Marketing, Tom has seen many of the struggles and successes on this front experienced by enterprise organizations around the world. The benchmarks and insights he’ll share promise to be useful for businesses of any size.   

#3 – Dessert & Development: ABM Nirvana — Reaching the Buying Committee at Your Target Accounts

Peter IssacsonSpeaker: Peter Isaacson, Chief Marketing Officer, Demandbase

Time: Wednesday, Oct. 16 from 1:35-2:15 p.m.

Understanding the nuances of buying committees is critical for B2B marketers everywhere, and is being increasingly emphasized in the age of account-based marketing. Being able to reach these committees with relevant and timely messaging is of the essence, and new waves of technology are breaking down the barriers. Demandbase’s CMO will enlighten us on what’s happening and what’s coming. 

#4 – How to Create a Messaging Framework That Resonates

Pam DidnerSpeaker: Pam Didner, B2B Tech Marketing Consultant & Author, Relentless Pursuit

Time: Wednesday, Oct. 16 from 2:30-3:15 p.m.

We often have only a small amount of time and/or space to communicate the value of our product or service to those who can benefit from it. It’s crucial that we make the most out of these opportunities with a message that makes an impact. As one of the top B2B tech marketing consultants in the biz, Pam knows how to align value propositions with customer pain points, and will share some of her best tips. She’ll even provide templates you can put to use right away. 

#5 – The Secret to a Truly Measurable Content Strategy

Speaker: Robert Rose, Chief Troublemaker, The Content Advisory
Time: Wednesday, Oct. 16 from 3:30-4:15 p.m.

Content can feel like an ambiguous frontier, and as a result, it tends to be managed haphazardly. Even the most seasoned marketers and sophisticated organizations fall into this trap. Through his work with the Content Advisory, Robert has witnessed this phenomenon in many different settings, and he’s helped plenty of companies work through it. He’ll show you how to treat content as a scalable and measurable business model.

#6 – How to Combine Account Based Marketing and Social Selling on LinkedIn

Speaker: Ty Heath, Global Lead of The B2B Institute, LinkedIn

Time: Wednesday, Oct. 16 from 4:45-5:30 p.m.

LinkedIn* is a key fixture in the evolution of modern B2B sales, enabling reps to become more personalized, insightful, and relationship-driven in their outreach. When converging this approach with ABM fundamentals, you create a powerful engine for business development. Ty will break down the research and lay out a six-step framework in her session, and you can prime yourself for it by checking out her recent B2B Spotlight interview with Lee Odden.

#7 – Tale of Two Tech Companies: Scaling a Data-Driven Influencer Marketing Program

Speakers: Konstanze Alex, Director Global Enterprise (B2B) Influencer Relations and Digital Storytelling, Dell Technologies; Janine Wegner, Global Though Leadership Program Manager, Dell Technologies; Amisha Gandhi, Vice President of Influencer Marketing & Communications, SAP Ariba and SAP Fieldglass

Time: Thursday, Oct. 17 from 8:45-9:30 a.m.

Both Dell* and SAP Ariba* are on the cutting edge of enterprise influencer marketing, so any time their leaders talk about the subject, we tune in. Alex, Janine, and Amisha will dish on what it takes to create cross-functional partnerships and scalable influencer content, while coloring their insights with real-world examples. 

#8 – Content Marketing Fitness — 10 Exercises to Build Your Marketing Beach Body

Lee OddenSpeaker: Lee Odden, CEO, TopRank Marketing

Time: Thursday, Oct. 17 from 11:00-11:45 a.m.

It’s just as true in the world of marketing as it is in the world of fitness: shortcuts don’t work. The keys to both sustained weight loss and marketing results lie in cutting out bad habits and committing to an effective regimen. TopRank Marketing’s CEO will guide you through 10 marketing fitness exercises that can whip your strategy into shape.

#9 – The Importance of an Audio Strategy for B2B Marketers

Speaker: Tom Webster, Senior Vice President, Edison Research

Time: Thursday, Oct. 17 from 1:30-2:15 p.m.

Anyone who’s paying attention to content consumption trends can see the shift from text to audio. Podcasts are rapidly gaining popularity while smart speakers and voice assistants become increasingly prevalent. Edison Research’s SVP will draw from his experience working with clients like Audible, Spotify, and Pandora to sound off with best practices for a B2B audio strategy that delivers.

#10 – Account-Based Marketing: New Insights and Best Practices for 2020 

Jon MillerSpeaker: Jon Miller, CEO and Co-Founder, Engagio

Time: Thursday, Oct. 17 from 1:30-2:15 p.m.

When it comes to ABM, most of us have a good grasp by now of the “why.” Jon’s session promises to explain the “how.” The former Marketo co-founder and current Engagio CEO knows this changing landscape as well as anyone, and will provide a look at where account-based strategies are heading in the year to come.  

#11 – Getting Personal: Improve Lead Generation With Customer Insights

Speaker: Brian Hood, Digital Director, Intuit ProConnect

Time: Thursday, Oct. 17 from 3:45-4:35 p.m.

Are you talking to your customers, or at them? Too many marketers are stuck in the latter mode, due to a lack of personalization, and lead generation suffers as a result. Intuit ProConnect’s Digital Director will illustrate the ways in which today’s B2B companies can drive business growth by leveraging customer insights and analytics to the fullest.  

#12 – Follow the Fear: Creativity in B2B for Better, Stronger, More Fulfilling Results

Speaker: Tim Washer, Keynote Speaker, Event Emcee, and PowerPoint Comedian, Ridiculous Media

Time: Thursday, Oct. 17 from 3:45-4:30 p.m.

As Ann Handley told Lee in their B2B Spotlight conversation, “I think it’s important to approach our jobs not just as robots but as whole people.” This is very true, and it’s also important for us to approach our prospects and customers as people and not robots. That means speaking to emotion as well as logic. Tim is a master of infusing humor into marketing, and in this session he’ll cover the most powerful emotion of them all. 

We’ll See You at MarketingProfs B2B Forum!

Will attending this conference change your life? We can’t guarantee that. But it will very likely change your marketing strategy for the better, because there will be so very much to learn. That’s an opportunity we’ll be taking seriously (but maybe not too seriously). 

If you can’t make it to B2B Forum in person, be sure to follow our blog for live coverage of the event, including detailed recaps of many of the sessions listed above! And make sure to prep yourself for all the mind-expanding knowledge to come with these 16 B2B marketing fitness tips from the experts.