Marketing Leadership Forum: B2B Strategies for 2021 & Beyond - April - Argyle Executive Forum Events

Overview

The Argyle Digital: Marketing Leadership Forum on April 20, 2021 is your chance to connect with B2B leaders and influencers, and gain insight into the latest B2B marketing innovations.

You will learn about key topics including: Account-Based Marketing (ABM), customer/user experience, Business to Human (B2H) marketing, channel marketing, and the latest B2B marketing technologies to strengthen your marketing strategy.

During this full-day virtual forum, you will hear from industry leaders on B2B topics, solutions, and strategies for 2021 and beyond. Attend this interactive event to hear keynotes and panel discussions on:

  • Latest tech advancements, selection processes and design advancements for digital marketing, social media, content, UX/design, SEO, and more
  • Global optimization and business alignment of campaigns
  • Budgeting, revenue alignment and organizational best practices for B2B marketers
  • Proven data processes for successful Pipeline Conversion And Growth
Join Us at This Event

Speakers

Agenda

 

1100

1200

1300

1400

1500

1600

11 AM - 11:30 AM ET

KEYNOTE PRESENTATION: B2B Channel Marketing in 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. BussiereGlobal Chief Marketing OfficerBroadridge Financial Solutions

11:35 AM - 12:05 PM ET

THOUGHT LEADERSHIP: Blurring B2B and B2C – How to Optimize Digital to Drive Brand Loyalty and Revenue for Your Business and Retailer/Dealer Partners

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 HarrisChief Revenue OfficerWhereoware

12:10 PM - 12:55 PM ET

PANEL DISCUSSION: Engage, Trust, Build - B2B Content Marketing's Role in 2021

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 McCluskeySenior Director of Online Strategy, Office of CommunicationsHarvard Law School

Panelists:

Richard BourqueChief Marketing Officer Educational Epiphany

Laurie CunninghamDirector of ContentRhetoriq

Gregory FleischmannGlobal Director, Business Development and MarketingSidley Austin LLP

Jane LeeManaging Director - United for Business MarketingUnited Airlines

1 PM - 1:30 PM ET

THOUGHT LEADERSHIP: Using Authenticity to Scale Your Brand

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 MarketingAlyce

1:30 PM - 2 PM ET

Afternoon Break

2 PM - 2:30 PM ET

KEYNOTE PRESENTATION: B2B Marketing Lessons from 100 Top-Tier Manufacturers

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 PirieFounder and HostThe Kula Ring Podcast

2:35 PM - 3:20 PM ET

PANEL DISCUSSION: Mastering ABM (Account-Based Marketing) in Changing Times

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 LilleyChief Marketing & Business Development OfficerStroock & Stroock & Lavan LLP

Panelists:

Sara GableChief Marketing OfficerArcher Roose Wines

Mike MellorChief Marketing and Business Development OfficerPryor Cashman LLP

Brittney Overstreet HamerDirector, Campaign MarketingHMS

Sponsors

ADVISORY BOARD

We are proud to share with you the following Argyle Industry Influencers. Their contributions to Argyle help keep the programs we offer our membership current and relevant, so we can continue delivering you premiere experiences, content development, and membership engagement.

Monique brings over 20 years of global experience in marketing, sales, commercial operations, ecommerce, and digital transformation across several industries.  Monique Elliott joined Schneider Electric in 2020 as SVP of Global Marketing, Industrial Automation.  In her current role Monique is responsible for all areas of marketing including demand generation, value proposition development, segment marketing, digital customer experience, and communications. Prior to joining Schneider Electric, Monique was Global Head of Customer Experience Marketing at ABB Electrification.  Monique spent 15 years with General Electric holding various commercial roles including Chief Marketing Officer for GE Industrial Solutions, Global Head of Digital Commerce for GE Power, VP of Strategic Marketing at GE Capital Americas and Managing Director for the GE Commercial Finance Inside Sales Center.  Before her career at GE, Monique led sales operations for a California bay area software company.  Monique also serves on various academic and industry advisory boards focused on advancing marketing excellence.


Malorie Maddox spent 20 years as an award-winning journalist, covering an extensive range of stories – from deadly tornadoes, to a Ponzi scheme in Omaha, to her Emmy-nominated special, “Mothers Who Kill.” She has reported live from the “Jeopardy” stage and “The Voice” red carpet; interviewed many notable politicians and superstars; and emceed more than 500 events for organizations across the heartland.


Malorie’s passion for storytelling and commitment to the community led her to Blue Cross and Blue Shield of Nebraska (BCBSNE) in 2018. In her role as chief marketing, communications and strategy officer, she leads internal and external communications, public relations, brand, marketing, advertising, customer experience, insights, wellness, diversity and inclusion, and corporate social responsibility teams.


Malorie is a Kansas native and graduate of the University of Kansas. She lives in Elkhorn, Nebraska, with her husband, Greg, son, Moss, and Kit Kat-loving dog, Evie.


Tracy Robertson currently serves as Kimberly-Clark Professional’s Global Vice President of Customer Experience & Marketing. In this role, Tracy is responsible for all aspects of customer experience, digital dexterity and sales effectiveness to ensure the delivery of a high-quality, end-to-end experience across the entire customer journey.


Prior to joining KCP, Tracy spent 10 years at GE in various global commercial leadership roles. Her last two-years at GE she served as part of a mission-based team driving a company-wide project to define the strategy and implementation of GE’s Commercial and Customer Digital Transformation. Called upon to manage change, Tracy has delivered measurable results by comprehensively analyzing products, marketing, communications, and sales programs and then implementing continuous improvement, training, and culture initiatives in global, highly-matrixed organizations.


Tracy currently resides in Atlanta, Georgia and has an undergraduate degree in Communications and a M.B.A. from Syracuse University.