In this session, Lynzi Ashworth delves into the intricate world of brand building and demand generation within the B2B sector. Drawing upon the seminal insights from "The Long and The Short of It" alongside her extensive experience as a B2B marketing expert, Lynzi aims to shed light on the evolving landscape of B2B marketing strategies.

Throughout the presentation, Lynzi will navigate through the historical evolution of these strategies, pinpointing the pivotal challenges and opportunities that have emerged. With a keen focus on the dual-speed approach to marketing—a strategy that harmonizes the quick wins of demand generation with the enduring impact of brand building—she will offer attendees a comprehensive understanding of how to achieve balance and measure success in today's complex market.

Attendees will gain valuable insights into:

• The fundamental principles of brand building and demand generation in the B2B context.
• The evolution of these strategies over time and the driving forces behind their change.
• The unique challenges faced when implementing a two-speed marketing strategy and practical solutions to overcome them.
• Effective methodologies for measuring the impact and success of your marketing efforts, ensuring both short-term gains and long-term growth.

This session is designed for B2B marketing professionals eager to refine their strategies, enhance their brand's presence, and generate demand more effectively

Social Selling isn't a new discipline. LinkedIn has dominated the topic since 2012, yet few companies have deployed successful programs that generate meaningful revenue. Unfortunately, the gulf between consistently positive data that demonstrates the power of a strong social selling program and the execution of one has barely narrowed over the past decade.

That changes today.

In this masterclass, Numentum Founder & CEO Dan Swift taps his experience launching LinkedIn's own social selling business and the Sales Navigator platform to provide marketing professionals with a clear framework to partner cross-functionally to deploy, execute, and maintain an effective program.

The results? Digitally empowered employees who provide better buyer experiences that foster customer loyalty, increased customer lifetime value and drive long-term growth.

You will learn:

• How to get all employees on brand and on message on LinkedIn to present a consistent and cohesive brand image to potential buyers.
• How to help employees understand their roles in the revenue engine and inspire them to proactively post on LinkedIn to educate, influence, and attract buyers.
• How technology, content, and employee mindset play an equal role in effective program execution.
• How to think about internal relationship capital and how it negates the need for outdated and ineffective outreach techniques.

Through a savvy yet targeted approach, customer insight laid the foundation for Mitie’s Decarbonisation, Delivered campaign. In this session, Tina Hobart, Head of Insight at Mitie, and Sajjad Ishaq, Insight Manager at Mitie, share how in-house research and insights were utilised to inform as well as measure the success of the campaign. 

Generative AI is unlike any technology that has come before. It’s swiftly disrupting business and society, forcing leaders to rethink their operating models, skill needs and strategies in real time.

For marketers, Generative AI offers a time to shine.

Companies have long had the data they need to create hyper-personalized experiences. But it’s been housed in disparate data sets across multiple departments, and marketing didn’t have the power to harness it with AI tools. Now, driven by the meteoric rise of Generative AI tools, more companies are modernising their data platforms to be able to take full advantage of AI.

Join us for this fireside chat with Lois Smith, Field Marketing Leader at IBM UK and Ireland, to discover how working hand-in-hand with Generative AI assistants designed for specific tasks – from quickly summarising research to generating new ideas and producing copy – marketing professionals can become more productive while delivering more engaging, truly personalised audience experiences. 

Powerful, effective writing remains a core skill for every B2B marketer. And the more AI gets involved in content creation, the more essential it will be for you to understand what good content really looks like, and how and why it works. Analysing writing objectively – far beyond what you learned at school or simply suggesting something “reads well” – is a valuable workplace skill.

This lunch-and-learn workshop – a taster of our successful course with B2B copywriting expert David McGuire – will focus on a key challenge in all B2B content: the need to write in a clear, engaging way without “dumbing down”. You’ll also learn how to structure your copy to deliver meaning quickly, and grab the attention of busy B2B decision makers.

In this preview session, you will:

• Learn to simplify your writing without sacrificing technical authority
• Gain key transferable skills to improve any asset you write or review
• Build confidence in your writing through an objective, structured approach

Virtually everyone in the corporate world is well-aware of how sustainability has become mission-critical - it is current and future license to operate.

But talk to a few people within the same organisation, and chances are that they will have different perspectives on sustainability and how their company delivers on it.

Even if you get everyone on the same page, the next challenge is to communicate this complex topic in a simple way that connects with a wide range of stakeholders, and carries through business and functional initiatives both globally and locally. And to top it all, this messaging needs to stand the test of time and withstand greenwashing and legislative risks.

So how do we find our way through this maze?

Listen to Sumit Khatter, Global Vice President at Tetra Pak - a world leader in food processing & packaging solutions - as he shares first-hand experiences and insights from multiple sustainability marketing and communication initiatives, both in the B2B and B2C space, at global, regional and local levels.

You will learn:

• Drawing the Sustainability red thread through the organisational strategy and culture.
• Pressure-testing the narrative and building internal and external advocates.
• Bringing the sustainability story to life - across Marketing, Communications and more.
• Demonstrating value and ensuring a ‘one-company’ front across business units and geographies.

As the buyer landscape evolves, so does the need for a more refined, experience-driven approach. In just 70 minutes, we'll dive into the essentials of Buyer Experience (BX) and how it fits within your broader marketing and sales strategy. Forget the buzzwords and theory; we’re here to talk about real, tangible tools and strategies that you can start applying the moment you step back into your role.

This session is tailored for professionals who are looking to immediately enhance their buyer enablement programmes and strategies

What you'll discover:

• A practical framework for Buyer Enablement that transcends traditional marketing and sales boundaries.
• Actionable strategies for creating a seamless, personalised buying experience that not only attracts but also retains and advocates.
• How to seamlessly integrate buyer experience into your existing processes without overhauling your strategy.
• Practical tools and frameworks that support decision-making and drive buyer action.

Stories don’t compel people to buy. Conversations do. Skip the complex and ineffective narratives, and develop the three critical messaging components of a brand that wins more work. This session will teach you how to build a simple yet provocative go-to-market message (brand pitch) that creates compelling common ground with your target audiences, so they ultimately buy from you versus the competition.

Takeaways:

• Debunk outdated branding myths and learn legitimate best practices of a brand that is the path of least resistance to revenue.
• Uncover how to write the three key messaging components that provoke the prospect to want to have a conversation with you.
• Clarify how to deploy your brand to get more prospects to the table, more users who click, and more customers who buy.