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B2BC2C

With the conclusion of the B2B Marketing Exchange Conference (#B2BMX) the sunny Scottsdale days have come to an end and the Synthio team is back in ATL (which is also pretty sunny, but there’s not a palm tree or red mountain in sight). As a marketer who is highly invested in events for a variety of reasons, and one who has been to this event 3 years in a row – I can confidently say, this one is one of my favorites. Here’s why (along with some session takeaways from leading practitioners):

 

Amazing Location!

The event is held in beautiful Scottsdale, Arizona with views of the stunning Camelback Mountains seen from most rooms. Vegas tends to be the go-to spot for marketing conferences, and as much as I love flying out there, the shows hosted there are usually very large, making it difficult to effectively connect with the attendees. Furthermore, the amount of distractions is unmatched. Period. For #B2BMX the turnout was about 1,000 marketing leaders and decision makers so the event was big enough to not feel empty, but intimate enough to be able to meet nearly all of them. Not to mention, there aren’t any lines to get into sessions and your questions during sessions will actually get answered.IMG_6833

 

Innovative Content

To put it simply, the content at #B2BMX is top notch, hence ‘Content2Conervsion’. All the sessions were centered around fresh and innovative topics and ideas lead by notable practitioners who provided real takeaways to bring home. Many of the tradeshows I attended last year were heavily focused on new strategies and how to implement them, but I always felt there was a shortage of guidance on how to build and optimize your tech stack; it’s what drives most of a marketer’s business after all. In Nick Ezzo’s session, “Building and End-to-End Strategy for ABM Success,” (VP of Demand Gen for Host Analytics), he not only explained how to effectively execute an ABM program step-by-step, but how to setup technologies that best enable it and that best work with one another. He showed his entire tech stack and really emphasized the importance of optimizing the utilization of each technology and the removal of ones that aren’t necessarily must haves.

There was certainly a lot of chatter around ABM, but I must say though, that the hype seems to be simmering down a bit. I think most marketers are realizing that ABM was just a resurgence or reemphasis on the importance of selling AND marketing into targeted accounts.

There was also a good bit of attention given to customer retention; I even heard someone say that ‘renewals’ are the next ‘new business’.

 

Content Recognition

The Content2Conversion part of B2BMX has an award ceremony to honor the most successful content of 2016. With categories for video, social, nurture, interactive, and many more, the ceremony was jam-packed full of the industry’s best content and the strategy behind it. We were honored to be selected as finalist, but didn’t bring home the “Finny” this year…there’s always next year! Check out the winners here.

 

Perfect Audience Size

The audience at this is event is intimate, as I mentioned previously, but high-caliber marketers and practitioners. Not only are we learning from the best marketing influencers and thought leaders on stage, but we are surrounded by an audience of bright professionals at the forefront of modern marketing and industry innovation. The mix contains a large segment of manager level marketers and then smaller pockets of Director level, VP level and C level. They come from industries far and wide as well as places. And the best part? We’re all B2B.

Speaking of audience…I lead a short session on how to convert your content into revenue, but focusing FIRST on the audience. As marketers, we tend to jump straight into the content – what its going to say, how it is going to look, the design, etc. Then, we realize that now we have to find someone to send it to… and guess what? You either don’t have that segment, it isn’t available, or it’s too small. All that content strategy and hard work for nothing. Your audience is your most important asset as a marketer so it’s important to treat it that way. Look for untapped segments and seize the opportunity that was hiding in your MAP/CRM! I went step-by-step into how to most effectively leverage your audience.

 

This was my third consecutive year attending the B2BMX conference and it just keeps getting better. From the content, to the networking, to speakers, sponsors and parties – I don’t ever see myself missing this event. Have you ever been? What were your favorite parts?

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Chandler McGee
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