In this session, you will learn:

• 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.

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.

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

In this session, you will learn:

• How B2B brands can harness the power of authenticity to win trust 
• How Steven Bartlett’s DOAC team create unscripted bingeable business stories 
• How Vodafone Business (and Steven Bartlett) tap into reality TV entertainment formats to drive results
• How to find and tell true stories with real jeopardy and emotion in everyday BAU

It’s time for a reality check in B2B: creating more of the same dry, self-serving, brand content isn’t working. Increasingly, decision-makers will ignore business stories if they are dull or they smell a ‘sell’.

To cut through, B2B brands need to tell more true stories with real emotional impact. This session - presented by the creative storytellers Redwood BBDO and the team behind Steven Bartlett’s hit series ‘Diary of a CEO’ - will reveal ways marketers can win in the age of authenticity.
Join Alexandra Didio, Commercial Partnerships Director at Steven Bartlett’s Diary of a CEO, and Nick Duxbury, Executive Creative Director, B2B, at Redwood BBDO to discover:

• The power of true stories: how being real can win trust, build brand and drive consideration 
• Lessons in authentic interviews: how the DOAC team approach business storytelling with Steven Bartlett
• Winning with reality formats: How Vodafone Business and Steven Bartlett are making SMEs the stars in a business reality makeover series 
• Uncovering the extraordinary in BAU: Ways to tap into the jeopardy hidden in the everyday

In this session, you will learn:

• What decision drivers make the biggest difference between winning and losing for B2B brands in 2024, including some significant changes from previous years
• Where B2B brands and buyers disagree about what brands are doing well in the buyer experience
• Where you can make changes to have the biggest impact on shortening the buying process
• What changes you can make to channel and message to reflect changing buyer priorities

With Tejal Patel, former Senior Director, Global Digital Marketing at Cisco and  Rob Gold, President, dentsu B2B

Covering over 14,000 interviews of B2B buyers and 25,000 buying experiences over the last four years, the Superpowers Index is the largest ever study of B2B buying behaviour.

In this session, Rob and Tejal will discuss the 2024 results, including what’s important to buyers now, what’s changing over time and how B2B brands can respond.

The Superpowers Index represents a landmark in B2B buyer research: a rigorous study, steadily built up over four years, consistently asking B2B buyers about their buying experiences and connecting that insight to business impact. Ignite 24 is the first time we’ll be talking about the results in public – don’t miss out!

Please note that this is a VIP only session.

In this session, you will learn:

• How to develop comprehensive plans to prepare for and address potential disruptions.
• Gain insights into maintaining transparent and empathetic communication with all stakeholders during a crisis.
• Techniques for making informed and timely decisions in high-pressure situations.
• Strategies to enhance your organisation’s adaptability and resilience in the face of adversity.
• How to use digital tools to maintain operational continuity during crises.

In today’s volatile business environment, leaders must navigate through crises with agility and resilience. This session will delve into the critical role of strategic leadership during times of uncertainty, offering insights and practical advice for guiding your organization through challenges effectively.

Join industry experts and seasoned leaders as they share their experiences and strategies for maintaining stability and driving growth amidst disruption. Learn how to develop a robust crisis management plan, communicate transparently with stakeholders, and foster a culture of adaptability and innovation within your team.

Please note that this is a VIP only session.

In this masterclass, 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.

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.

In this session, you will learn:

• How AI delivers intelligence at scale, providing deeper insights and more effective decision-making.
• Techniques for implementing hyper-personalisation in B2B marketing within budget constraints.
• How to leverage AI for content creation and campaign management at scale.
• Strategies for achieving rapid ROI through AI-driven, targeted content creation.

Join Andy Johnson as he unveils the power of hyper-personalisation across B2B campaigns.

Witness first-hand how AI-driven insights streamline targeted content creation, delivering tangible results. Join us to see how HUT 3 accelerates content creation, drives ROI, and transforms your marketing campaigns.

Discover the HUT 3 B2B Cake, a framework designed for efficient ABM and demand campaigns, enabling scalable personalisation within budget constraints.

Explore Enigma HUT 3's AI insights and the innovative studio team's work, raising the bar in content creation and campaign management.

In this session, you will learn:

• Gain insights into how Generative AI is transforming business and society, necessitating new operating models and strategies.
• How companies are modernizing their data platforms to harness the full potential of Generative AI.
• How Generative AI assistants can enhance marketing productivity by assisting with tasks like summarising research and generating ideas.
• How Generative AI enables marketers to deliver hyper-personalised audience experiences.
• Explore real-world examples of how Generative AI tools are being used to revolutionise marketing strategies and outcomes.

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. 

In this live case study, attendees will learn:

• The importance of brand in B2B decision-making
• How to make the case to stakeholders
• How to understand and leverage customer experience
• Why, despite the industry obsession, purpose isn’t always the answer

Quantifiable on a balance sheet. A shortcut to authority, trust and credibility. A source of precious and often intangible value. Brands drive differentiation, credibility and margin. We all know that. But how do you establish a brand within an established business?

This frank discussion between Agency and Client reveals how and why, after 20 years of success in the used car market, mfldirect needed to create a strong brand.

Edd Southerden is Bray Leino’s Strategy Director. With an impressive pedigree of game-changing Agencies and a hefty portfolio spanning complex business operations and major brands’ global ad campaigns, Edd turns insights into impactful comms for a range of B2B businesses.

Craig Ford is a seasoned Digital Marketing and E-commerce expert, responsible for the UK’s largest single source B2B vehicle remarketing platform. Craig uses the insight and expertise gained from his career journey through Customer Services, Finance, Sales, Technology, Marketing, and Digital, to bring a holistic and deeply commercial perspective to the industry. He is passionate about improving the customer experience by harnessing data and customer insights to deliver incredible outcomes.

In this session, you will learn: 

• Discover how vision and industry activism builds B2B brands
• Learn how to influence your business and shape an inspiring vision
• Understand what playing an active role in shaping your industry should look like
• Appreciate the role thought leadership can play as a strategic brand building activity
• Develop the arguments you need to make the case for long-term brand building

According to B2B leaders, the most compelling attribute B2B brands can possess is a vision for the future of their industry. Furthermore, they are clear that it is those brands that play an active role in defining their sectors that lead the field.Activism is a concept most B2B brands are uncomfortable and unprepared to embrace so what can marketers do to lead their organisations to answer their audience's call?In this panel discussion, we will ask marketing leaders how to get businesses to play an active role and create a powerful vision that builds brand.

In this session, you will get:

• An engaging, humourous whistle stop tour of where we're at with AI right now from someone who's working with it every day.
• You'll also get a sprinkling of advice so that you can avoid the potential potholes and begin to reap the rewards of using AI in the right areas. 

AI is moving at breakneck pace, everywhere you look it seems like someone is talking about how AI is going to take all our jobs and take over the world. But, is that really the case? Does the hype live up to reality? This talk will take you through the honest truth of where we are today showing the areas AI excels, the areas it doesn't and what happens when it goes spectacularly wrong. 

In this session, you will learn:
•    How Moody’s shell company campaign generated awareness through 40+ press articles including in Bloomberg, CNN & Fortune, paid & organic social posts, digital ads, an interactive data story, campaign landing page, email outreach, blog posts, a podcast and a webinar
•    Success measures for middle of the funnel consideration
•    How this translated into leads
•    How Moody’s combines marketing tactics for maximum effect

Did you know that only 3-5% of your target audience is ‘in market’ to buy your products or services at any given time?  Campaigns focused on lead generation are missing the opportunity to serve the 95% - 97% of buyers who haven’t yet reached the bottom of the funnel.
Drawing on 30+ years of B2B marketing experience, Christine will share how Moody’s conducts original research to create hero content (ungated) for full funnel campaigns.  
Attendees will come away with an understanding of the power of executing fully integrated campaigns that meet the needs of buyers wherever they are in their journey, not just the 3-5% who are ready to buy right now.
 

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.

In this session, you will learn:

• The journey to the position today
• Timeframes and dependencies for the change happening
• The likely  "do nothing" impact
• What options and solutions should we be looking at

The demise of the third party cookie has been on the agenda for a number of years now, but they're still there and being used. 

Well this was all planned to change in 2024, when Google was going to stop supporting them via their Chrome browser. These deadlines now moved again to sometime early 2025.

As we experienced with the GDPR implementation, we need a plan of action for our online marketing, to prevent a sudden drop in enquiries and order volumes when the change happens.

To discuss this topic, Tony Lamb will be joined by Riaz Kanani - CEO of Radiate B2B, and Paul Collier- CMO of FunnelFuel.

This session will run in 2 parts. Firstly, they will look at the background position to today, then they'll look to the future, and what everyone should be thinking about now.

In this workshop, you'll learn:

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

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.

In this masterclass, 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.

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

In this roundtable, you will be discussing:

• What the role of channel partner marketing is in the development of Channel Strategy
• What the function of  Channel Partner marketing should cover  -  the roles, responsibilities and skills required
• How to measure the success of channel partner marketing

For many organisations over 70% of their revenues are driven from working with indirect partners. Yet, channel partner marketing is often considered tactical, reactive and the ‘unsophisticated’ part of marketing. 

 In this roundtable we’ll be discussing what we need to do to change the perception and our approach to channel partner marketing to maximise business growth.

In this session, you will learn:

• New world brand and demand balance.
• Complex buying group dynamics in B2B.
• Understanding channel dynamics.
• Marketing funnel and sales pipeline alignment.
• New tools and technologies.

As the marketing landscape evolves in response to profound global shifts and technological advances, the strategies that once drove our successes are being transformed into a new, more dynamic framework. This session explores how the marketing sphere is changing and identifies aspects that remain constant. Attendees will gain insights into how businesses can adapt both their brand and demand strategies to thrive in this new normal. This presentation will equip B2B marketing leaders with innovative ideas, valuable insights, and essential tools needed to navigate the complex marketing environment we all face and establish a more agile foundation for future growth.

Please note that this is a VIP only session.