Here's Why You’re Failing at Content Marketing
Most b2b marketers have some kind of content marketing strategy. But most say they are failing. The good news is there are key differences between the not so good and the great content marketers. Hear Joe Pulizzi detail each one and what you need to do now to turn your program around.
Predicting the Future: Unlocking the Power of Big Data in B2B Marketing
If you think big data only matters to massive b2c marketers, you are in for a surprise. Hear one of the world’s leading research analysts take you through the fast-changing world of predictive marketing and show why you need to prepare for this next chapter in modern b2b marketing practices.
The Myth of Marketing Automation
Marketing automation provides instant gratification. (Maybe it should be called “marketer gratification.”) We gleefully register open rates, CTRs and social shares on our dashboards. However, few “automaters” seem to realize that, to most in their audience, their efforts provide little more than yet another generic piece of junk mail.
Marketing Careers: A Ringside Seat Perspective
The Chief Marketing Officer chair continues to be a hot seat. Whether you are a senior or junior marketer aspiring for the top, hear the world’s top CMO recruiter discuss the most noteworthy executive landscape changes and then offer sage advice on how to continually build your skill set, reputation and career.
Growth Hacking—The New Marketing Normal?
Growth hacking, still the rage in Silicon Valley, began as the things tiny, resource-starved start-ups did to get going. Develop only products people want. Build marketing into the product. Focus on acquisition, not awareness. Test, test, test. Spend hardly anything. Growth hacking has driven such success stories as Facebook, Airbnb and Dropbox, who’ve spent nary a traditional marketing dollar. Hear why growth hackers could be our future VPs of Marketing and why growth hacking could soon be the new marketing normal.
Taming the Marketing Technology Beast and Teaching It to Fetch (Customers)
With more than 2,000 vendors and growing, the marketing technology landscape can seem daunting. But it doesn't have to be. This session will help you better understand the different classes of marketing software and how they can be managed cohesively. It will provide a framework to develop a marketing technology strategy, both as a guide for vendor selection and roadmap for capability development. It will also look at the evolving collaboration between marketing and IT and the roles of marketing technologists.
Only Human: The Emotional Logic of Business Decisions
Data is a powerful tool for executives, delivering greater analytical depth than ever before, and helping ensure better business decisions. However, despite the vast pools of information available today, the emotional still precedes the rational when it comes to business decisions. This was the key finding from a compelling research study conducted by gyro and the Fortune Knowledge Group. This session will explore how marketers can straddle the new realities of data combined with the undeniably powerful emotional side of business.
Launching New Technology in a Complex, Highly Regulated Industry
Feeding a population projected to grow from 7.2 to 9.6 billion people means agriculture must produce as much food in the next 40 years as it has in the previous 10,000. To meet demand, farmers need the most modern technology available. This session chronicles the Enlist™ Weed Control System, the largest ever product introduction from Dow AgroSciences. Learn insights, strategies and challenges of entering a complex and highly regulated industry dominated by a single leader while managing unprecedented stakeholder and public interest.
Better Client-Agency Relationships for Better Business Results
Client-agency tenure continues to decline. The grass is not always greener as changing agencies is not a sure-fire solution. It can be a resource drain costing time and money with changes inevitably impacting short term productivity – and it may not solve the problems at hand. Anything less than an exceptional relationship is a lost client opportunity and an agency danger sign. MIG partners Steve and Robin Boehler will share tricks learned from hundreds of client-agency 360’s that yield better client-agency relationships.
Keynote Session and Lunch
Contagious: Why Things Catch On
What makes a product popular? Hear New York Times best-selling author and Wharton professor, Jonah Berger describe how to win in today’s market where quality, price and advertising are table stakes. Berger’s talk combines groundbreaking research with a suite of compelling b2b examples to illustrate six principles behind successful word-of-mouth and social-transmission marketing programs. The winners in b2b marketing are already talking about Jonah Berger’s work. You’ll want to hear how you can apply his ideas to your own efforts.
Why Pinterest Has B2B Marketers Pinning About Pinning
Never thought of Pinterest as a b2b marketing channel? Well, you're not alone. But, like other initially consumer-centric platforms--such as YouTube, Facebook and Twitter--Pinterest is now generating serious b2b marketer interest and attention. In this session, learn how and why some early b2b pioneers are seeing real results.
The Cloud Games: Catching Fire
The cloud is red hot—especially in b2b. The promise: a connected cloud of marketing apps that rains down real-time data to build richer buyer profiles and enable greater communications personalization and relevance. Cloud providers are rushing to stake claim as the platform of choice, and marketers are rushing to make sense of it all. At this lively face-off, three top cloud users and three top cloud providers will discuss the marketing cloud’s impact on marketing mixes, organizations, roadmaps and agency ecosystems.
Branding’s Second Act
Let’s say you’ve changed the name of your Fortune 500 company and successfully repositioned it globally through a carefully orchestrated launch and activation program. Employees are proud. Customers know your messages. Analysts talk about you in a way that’s aligned with your positioning. So then what? It’s not more of the same. Learn how to create branding’s second act for deeper differentiation. Two presenters—one client, one agency—will help you look at your own brand in a fresh way.
Freightliner "Real Cost of Ownership” Campaign
In uncertain economic times, buyers increasingly focus on price. That’s when savvy b2b marketers must craft a compelling story addressing cost, while taking the brand-value proposition to a higher level. In this session, see how Daimler’s Freightliner truck brand did just that by focusing on “total cost of ownership” (TCO). Its new brand platform transforms the conversation from one dominated by fuel economy to one built pm five pillars of Real Cost of Ownership sm (RCO). See how it was done.
SPEAKER: Mary Aufdemberg
, Director, Product Marketing, Daimler Trucks North America
INSPIRED: How Brilliant Brands Create a Sudden Urge to Act
The marketing and sales funnel has been around since 1898, and we are still using it to shape the way we approach and measure markets. In this thought-provoking session, Andrew Davis will challenge you to re-think the funnel with real-world b2b brands that are focusing squarely on increasing market size instead of worrying about and focusing on market share. You will walk away challenged to take advantage of the biggest opportunity in the marketplace today: owning the Moment of Inspiration.
Welcome to the “Age of Flux”
Career paths are no longer linear. Rapid, unexpected business change is an immutable fact of life. The ability to adapt or occasionally reinvent yourself has become a required skill. Hear a prominent b2b marketer’s tale of career pivots while staying relevant and crafting a very personal definition of success.
Putting Editorial Content at The Heart of B2B Marketing
Earning prospect/customer attention via genuinely valuable content seems the only way to connect with attention-challenged buyers. But how do you put content at the center of a marketing function? How do you introduce an editorial culture inside a marketing and sales-driven culture? Hear about one model and how it’s worked.
B2B Rising: Two Journeys from P&G to B2B
Are b2b and b2c marketing blending, as some contend, or are they still fundamentally different realms, as others insist? To get a clear perspective on this matter, hear what two former senior P&G marketing leaders who made the transition from b2c to b2b marketing see as the key differences and similarities.
The B2B Conflagration
Traditional B2B must be destroyed. Sales forces must be retrained as negotiators. Marketing must be based on real time, data platforms to accommodate the continuous inflow from the “Database of Things”. Communication must move from linear, outbound to multidimensional touch points. The conflagration be controlled…..now.
SPEAKER: Don Schultz, Ph.D., Professor Emeritus-in-Service, Medill IMC Program, Northwestern University
#MindtheGap: Building Relationships Between Millennials and Mentors
Walk/Bus to Gala
"Air It All Out" Evening Networking Gala
At the end of Thursday, bus over or walk the five short blocks to Chicago's fabulous Museum of Broadcast Communications, opened in 2012 and one of just three such museums in the country. Relive the 1960 Kennedy-Nixon debate; see clips of dozens of memory-inducing TV and radio shows, actors, and news personalities; see the original Charlie McCarthy and Mortimer Snerd and the door Oprah entered every day and much, much more. Network on three museum levels surrounded by bars and food stations.