The Experience IS the Marketing
Peter Drucker once quipped, “the purpose of marketing is to make selling superfluous.” Perhaps then the purpose of experiences is to make marketing superfluous? Or at least challenge marketing executives to re-think their assumptions about demand creation. Led by the celebrated co-author of the path-breaking book, The Experience Economy, this session will outline five areas in which experience thinking is now being applied in the marketplace, share principles and tools for creating experiential value, and highlight exemplars of excellent experience design and innovation.
B2B Customer Loyalty: The Proven Path to Monetizing Customer Experience
We all have experience with consumer loyalty programs, few of them satisfying. Compared to consumers, b2b customers are more complex and of significantly higher value. They require entirely different strategies that drive deeper, more pervasive engagement and produce superior ROI. Attend this session to learn the latest trends and hear case studies with small business and enterprise customer sets. You will quickly see why shrewd b2b marketers lead with loyalty to grow, retain and acquire new customers.
Successfully Making the Tectonic Shift from B2C to B2B
So much of a turnaround is getting back to basics, capitalizing on core strengths while looking at new markets. But how do you do this while transitioning a brand that was focused on b2c to a brand focused on b2b? While b2b marketing functions are the first you build out, how do you retain key b2c best practices when targeting a b2b audience? Hear Mark Wilson share BlackBerry’s blueprint for rebuilding its iconic brand.
Face-to-Face Marketing Rules
In a digital world, marketers may be tempted to migrate away from face-to-face tactics. But the most effective relationship-building tactics still involve a human encounter. Learn why b2b marketers still name events as their most successful tactic for both awareness and lead generation. And come away with three tips for tripling face-to-face marketing productivity.
SPEAKER: Ruth Stevens
, President, eMarketing Strategy
, and author, Maximizing Lead Generation: The Complete Guide for b2b Marketers
and Trade Show & Event Marketing: Plan, Promote & Profit
Big Data, Little Data and Marketing at the Intersection
BIG data is important. Understanding buying patterns and mining signals that indicate decision-making are a necessity. Little data is important, too. Like transactional records telling you what was bought, the support required and the level of satisfaction. Get advice on evaluating your data environment using information from the intersection of big-little data.
The Reinvention of the Diebold Brand
Founded in 1859 as a safe manufacturer, Diebold is the world’s leading provider of cash terminals, automated bank branches and security solutions to the financial industry. To win in today’s complex environment requires constant self-evaluation. It sometimes means making big bets on new ways of engaging with your customers and the industry as a whole. Learn how this 150-year-old company is adopting the principles of collaborative innovation and leveraging its strong hardware know-how to transform into a services-led, software-enabled technology company.
Project Odyssey, A Marketing Journey with a GAMEPLAN
Many b2b companies are at the starting point or in the midst of journeying from product-first selling to end-market-focused solution selling. Odyssey-like, this journey is fraught with obstacles as one’s own sales force, channel partners and the marketplace itself all must make the transition. Learn how the world’s leading manufacturer of power transmission and fluid power products has made this classic journey via a comprehensive GAMEPLAN engaging its sales team, channel partners and customers that has made all the difference.
B2B Companies: Major Sports Sponsors of the Future?
Sports sponsorships, once the domain of the Cokes and McDonald’s, are now attracting b2b firms, big and small. Aon, USG and Deloitte are using sponsorships to engage employees, recruit talent, strengthen client relationships and build their brands. Learn how and why sports sponsorships are so hot in the b2b world.
SPEAKER: Gordon Kane
, Founder, Victory Sports Marketing
Unlocking the Power of Big Data: From Peer Advocacy to Business Impact
We have all heard this line before: we are “drowning in information but starved for knowledge.” In this data-driven world, it is increasingly important to uncover insights that accelerate sales. With peer advocacy often an important purchase driver, how can b2b marketers tap into influencer networks to engage their best prospects, create “p2p” endorsement and ultimately drive growth? Learn how HP leveraged big data with a new face-to-face, events-driven approach to personalize marketing that paid off big.
B2B Video: The Comedy Writes Itself
In this session, the man who almost singlehandedly made humor safe for b2b video will examine a few recent humor-laden b2b videos, analyzing what worked and what failed and outlining a process for replicating the former and avoiding the latter. He also will share tips for producing b2b videos on a shoestring budget, describe how to usher a b2b comedy video through the sometimes treacherous approval process and walk through a formula for integrating humor into other kinds of content.
SPEAKER: Tim Washer
, Senior Marketing Manager, Social Media, Cisco Systems
, comedy writer and former actor, "Late Night with Conan O'Brien"
Wrap-up and Adjournment