B2B Marketing Strategies for 2021 and Beyond

Execution of channel marketing is an enormous challenge for B2B marketers in 2021. From economic changes brought forth by the pandemic, to the evolution of B2B consumer preferences, and an increased focus on e- marketplaces, channel marketing is ripe with new opportunities and obstacles.

Attend this session to learn:

• How to create a successful balance of marketplaces and direct channels
• What B2B customer journeys will look like moving forward
• How subscription models are changing the marketing landscape
• Methods to evaluate your interactions with key accounts and determine which channels are working, and which ones to ditch

Deborah A. Bussiere

Global Chief Marketing Officer

Broadridge Financial Solutions

The B2B sales landscape is transforming and blurring the lines between B2B and B2C in two distinct ways. First, today’s B2B buyers want to browse, buy, and engage through online self-service and expect that experience to be as simple and satisfying as B2C. Second, the explosive adoption of B2B e-commerce – a $1.39 trillion opportunity – has more B2B businesses diversifying their traditional dealer/partner/rep model by adding direct-to-consumer sales or a hybrid B2B2C model.

This session includes research on the B2B landscape’s convergence with B2C and recommendations on how to elevate your B2B digital experience to mimic the “best of” B2C. You will also hear real-life examples of how clients like Yamaha WaterCraft Group and Cuisinart use their digital strategy to drive consumer demand, purchase intent, and brand loyalty for both B2B and B2C audiences, through their websites and retailer/dealer partners.

Attend this session to learn:

• Where to mimic B2C in your digital strategy to meet today’s buyers’ expectations
• How to optimize channels to build brand relevance and influence with both buyers and consumers, and drive revenue both online and through retailer/dealer partners
• How to use continuous optimization, AI, and automation to personalize the customer experience at-scale and drive loyalty throughout the pre- and post- purchase lifecycle

Joe Harris

Chief Revenue Officer

Whereoware

B2B content marketing uses content to grow an organization’s audience, strengthen brand, and ultimately drive sales. Smart marketers strive to create B2B strategies that produce content that will engage audiences and build trust.

During this interactive session, panelists will discuss:

• What B2B content marketing looks like in 2021?
• Which key elements are needed to create top-performing B2B content that leads to marketing success?
• How content marketing changed with COVID-19 and lessons learned from these shifts
• Actionable content tactics to solve marketing problems

Moderator:

Keith McCluskey

Senior Director of Online Strategy, Office of Communications

Harvard Law School

Panelists:

Richard Bourque

Chief Marketing Officer

Educational Epiphany

Laurie Cunningham

Director of Content

Rhetoriq

Gregory Fleischmann

Global Director, Business Development and Marketing

Sidley Austin LLP

Jane Lee

Managing Director - United for Business Marketing

United Airlines

With the rise of automation, came the fall of authentic, human-to-human interaction. As brands vie for the same audiences using the same value props, how do some brands flourish while others flounder?

Marketing is no longer about grabbing attention. It’s about creating real connections and building emotional resonance with your audience.

In this session, you’ll learn how to:

• Use Personal Experience to build meaningful moments throughout the customer journey
• Find inspiration in your contact database, and
• Harness the power of your brand’s voice to engage with your audience

Remarkable things can happen for your brand when you stop spamming and start bonding.

MK Getler

Head of Marketing

Alyce

Fueled by more than 100 extensive interviews with leading manufacturing marketers, this session reveals powerful marketing lessons developed in the trenches from brands like GE, Honeywell, and Klein Tools. Are you ready to think differently about your next marketing moves?

Carman Pirie, Founder of The Kula Ring Podcast, sat down with over 100 of today’s leading manufacturing marketers. He asked them what they were most proud of. He asked them what they were working on next. He dove deep to unpack the lessons of their best marketing home runs and asked the tough questions about the marketing failures they would rather forget. The unconventional thinking and unique marketing approaches uncovered along the way will help you gain new perspectives, insight, inspiration, and ideas to take your marketing to the next level.

Attend this session to learn:

• Battle-tested ideas for driving B2B growth
• How to gain C-suite buy-in for your digital transformation
• Best practices from today’s top global manufacturing marketers

Carman Pirie

Founder and Host

The Kula Ring Podcast

Account based marketing uses highly targeted campaigns to help you increase content consumption & move key accounts through the marketing funnel.

By targeting key business accounts directly, as units of one rather than ‘one-to-many’, ABM helps companies implement marketing strategies through various channels to appeal to specific stakeholders.

Is ABM as easy as ABC? Learn common mistakes and real-life tips for mastering your ABM roadmap in this panel discussion. Our industry experts will also discuss whether ABM:

• Delivers higher ROI than other marketing campaigns
• Is more or less effective since the pandemic
• Makes sense for your business model and sales/marketing cycles, and
• How to identify the key business issues facing target accounts and tailor campaigns to address those issues

Trish Lilley

Chief Marketing & Business Development Officer

Thompson Coburn LLP

Panelists:

Sara Gable

Chief Marketing Officer

Archer Roose Wines

Mike Mellor

Chief Marketing and Business Development Officer

Pryor Cashman LLP

Brittney Overstreet Hamer

Director, Campaign Marketing

HMS