B2B Expo logo

25 & 26 MARCH 2020

ExCeL LONDON

Seminar Theatre 6

    • Wednesday

      Sam Madden: Speaking in the Seminar Theatre 6

      11.00 - 11.30

      Sam Madden
      Adverity

      How to crack ROMI and other marketing fairytales...

      76% of CMOs report the complexity of measuring marketing performance and sales attribution is severely impeding their ability to grow, make informed decisions and take appropriate risks. But ever-increasing digital channels are here to stay, and the stakes have never been so high. Simply put, proving ROMI is a reality that every CMO must face. Learn how to master that goldmine of data you have been sitting on, and unlock its full potential to clearly demonstrate the value of your marketing contribution and finally prove that ROMI really isn't the elusive fairytale you perhaps first thought it would be... 3 Key Takeways: - Overview of the marketing tech landscape and what''s on the horizon - Empower successful data driven decisions by fully understanding your end-to-end marketing activities - How to crack ROMI and prove that marketing is vital to your organisation's success

      Wesley Mathew: Speaking in the Seminar Theatre 6

      11.40 - 12.10

      Wesley Mathew
      Meltwater

      Why Everything You Know About B2B Marketing is Wrong

      As B2B Marketers, there are certain tactics we've been led to believe are the gold standard for achieving everything from brand awareness to MQL generation. For the most part, these methods have been accepted at face value with very little critical evaluation… but what if they're not all they're hyped up to be? What if I told you some of the most successful Marketers were doing exactly the opposite of what's labelled 'best practice'. In this presentation, we'll take a critical look at the state of B2B Marketing… flaws and all. 3 Key Takeaways: - A look at the current paradigm of B2B Marketing Best Practice - Where B2B Marketing is going wrong - Case studies of how to do B2B marketing differently

      13.00 - 13.30

      Ross Howard
      Insights for Professionals

      Understanding B2B Buyer Behaviour: What they say vs What they do

      B2B technology buying is a complex, unforgiving process. Senior decision makers need to navigate stakeholders, manage budget cycles, and justify their choices. Join us as we step inside the mind of a director with a dilemma… Insights for Professionals have conducted detailed panel research into how and why buyers make their decisions. We’ve then taken it a step further and put their words to the test by comparing it to how they consume content. 3 Key Takeaways: - How do senior B2B professionals research topics? - What drives them to make a purchase? - How can you engage them to consider your brand?

      Mark Mills: Speaking in the Seminar Theatre 6

      13.40 - 14.10

      Mark Mills
      Argus

      Lead Generation & ABM – The MQL is dead. Long live the MQA.

      What's more important in B2B? Understanding what an individual is engaging with, or understanding what a whole business is engaging with? Of course the answer is the latter, after all businesses purchase as teams, not individuals. Yet for some reason, the majority of demand generation marketers are still fixated on qualifying individual leads. Mark Mills believes it's time that changed, and in this session will discuss the benefits of shifting to an MQA strategy and the tools, techniques and tactics needed to get there. 3 Key Takeaways: - Why marketers need to shift from MQLs to MQAs - The tools, techniques and tactics needed to implement an MQA strategy - Understanding intent data, and how it can improve results across marketing and sales

      Philip Hendrickx: Speaking in the Seminar Theatre 6

      14.20 - 14.50

      Philip Hendrickx
      WoodWing Software B.V.

      How marketers are using technology in creative productions

      Marketers often say they want more. More time. More budget. More creative talent. But for most modern marketers, more isn't always possible. Their resources are often limited, and their production demands are always on the rise. Yet they have to proliferate content across countless channels, from social to websites to TV to print. As a result, they've turned to an array of tools, from digital asset management to design, to make their lives more efficient and manageable. In this seminar, you learn how marketers are using technology in creative production and how they can benefit from working as a publisher. 3 Key Takeaways: - Orchestrating workflow and processes for content creation is key - Technology isn't a replacement for human creativity - Mind-set of a publisher helps in storytelling

      Leszek Zawadzki: Speaking in the Seminar Theatre 6

      15.00 - 15.30

      Leszek Zawadzki
      The Rectangles

      Incremental UX design — your new best way to more conversions

      Meet the concept of incremental UX design and learn how you can use it to optimize the key marketing metrics of your online business. In this seminar, Leszek Zawadzki, entrepreneur and UX consultant, will show you how to make your online business better, by making small, predictable and measurable improvements to your conversion funnel. Put your users in the center of your growth strategies, learn how to define right conversion goals across your sales funnel and find out how all this can make your entire company culture more user-centric, data-driven, and result-oriented. And non-hyphenated. 3 Key Takeaways: - What is incremental UX design - How to leverage it in your marketing efforts - Key conversion objectives for ecommerce and SaaS businesses

      Ben Brown: Speaking in the Seminar Theatre 6

      15.40 - 16.10

      Ben Brown
      Session Media

      Using SEO to Maximise B2B Lead Generation (With Real-life Examples)

      Find out how B2B companies can build their website’s authority, to compete against the world’s biggest companies in Search Engines. We’ll be going through some real-world case studies and the process we’ve used to rank our clients at the top of Google in highly competitive markets. 3 Key Takeaways: - How to choose the right (high-intent) keywords to rank your website for. - How to create linkable assets to build backlinks (even in the most ‘boring’ industries). - How B2B companies can utilise Digital PR in their SEO Strategy