More than 1,200 B2B marketing experts and practitioners packed into the Hyatt Regency Resort and Spa in Scottsdale, Ariz. for the 2019 B2B Marketing Exchange. The three-day event, held February 24-26, included over 60 sessions, workshops and case studies designed to helped attendees see B2B marketing through a new lens.
Speakers from Google, SiriusDecisions, DemandGen International, Spear Marketing, Oracle and more took the stage to educate attendees around the hottest topics in B2B marketing. As usual, there was no shortage of great insights for attendees to take back to the office — just look at the #B2BMX feed on Twitter!
With so many active attendees on Twitter, there’s hardly enough room to spotlight all the tweets in a single blog post. So, we rounded up our top 10 favorites below.
Tactics for B2B influencer content engagement:— Lee Odden (@leeodden) February 27, 2019
- Guest blog post
- Written Q&A
- Social media activation
- In-person events
- Long form content
- Quote requests
- Video participation
- Podcast interview
- Webinar speaker
Via @amandamaks #b2bmx pic.twitter.com/Km2mgSdhgF
Fuze’s Amanda Maksymiw shared a variety of tactics and strategies to incorporating industry influencers into your engagement strategy.
“Your #customerexperience has got to be phenomenal. If not you may end up like Blockbuster, taken out by a distraught customer who went out and started @Netflix.” -@demandgendave talking about @reedhastings at #B2BMX pic.twitter.com/07YyVsLzcr— Joshua Molina (@JoshuaMolina) February 26, 2019
David Lewis of DemandGen International discussed the growing importance of customer experience in business today, while sharing comparisons to the success of Netflix versus the demise of Blockbuster.
@BrennerMichael 3 foundational tips for #ContentMarketing.— Carlos Abler (@Carlos_Abler) February 27, 2019
1) Document your content strategy.
2) Publish frequently
3) Align content to the needs of the customer journey. #B2BMX pic.twitter.com/X7ASmvksrt
Michael Brenner of the Marketing Insider Group shared three foundational tips to a cohesive content strategy.
Forrester’s Steven Casey discussed how the evolution of the “B2B consumer” requires businesses to act as helping hands versus conversion machines.
Where are CMOs adding headcount? @siriusdecisions research shows that it's a great time to be in marketing ops, customer engagement and demand gen! Another great #B2BMX show! pic.twitter.com/8BZNVgeOwV— Engagio (@Engagio) February 26, 2019
SiriusDecisions analysts also shared research highlighting where B2B CMOs are adding headcount: specifically, in marketing ops, engagement and demand gen roles.
Millennial and B2B business expert Brian Fanzo discussed the growing importance of authenticity in today’s branding. Striving for perfection ultimately has negative consequences on customer experience.
Thinking about #ABM or where ABM fits in your Demand strategy? @MattSenatore talks thru the different demand approaches and the 3 elements (insights, collaboration, customization) that need to be understood within the Demand Spectrum #B2BMX @siriusdecisions pic.twitter.com/wI9mkq4M88— Jonathan Tam (@jontam13) February 26, 2019
Matt Senatore of SiriusDecisions shared the firms’ framework for incorporating ABM into a demand gen strategy.
Lee Odden of TopRank Marketing discussed the benefits of an influencer strategy throughout the entire customer lifecycle.
During her session, author Pam Didner discussed the pros and cons of several approaches that support sales enablement for ABM programs. She shared case studies and best practices around strategic planning, message crafting and personalized content to campaign execution.