Agenda

The B2B Leaders forum consists of carefully chosen speakers covering topics that have been chosen as relevant for people who are leading a client-side marketing function at a great B2B brand, with time allocated throughout the day for roundtable discussions to facilitate peer-to-peer learning.

9:40 AM - 10:05 AM
Exclusive report results: Benchmarking the core pillars of B2B marketing
Peter O’Neill
Veteran Industry Analyst on B2B Marketing,Marchnata.eu
Description
For our 2020 B2B Marketing Leaders Report, we’ve undertaken to define the core pillars of B2B marketing and then benchmark our members. In this presentation, we’ll show where they are succeeding and where they are struggling, and unpick the potential reasons why.   You’ll learn:     Where B2B marketing functions are proving most effective     Which areas they need to focus more effort and energy into     How trends vary across industry sector or company size     Where marketers need to improve to be more effective in the future.     What do the most effective cohort of B2B marketers look like
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10:05 AM - 10:30 AM
Panel discussion: What B2B marketers can do to improve for a more successful future
Joel Harrison
Editor-in-chief,B2B Marketing
Peter O’Neill
Veteran Industry Analyst on B2B Marketing,Marchnata.eu
Fran Brosan
Chairman & Co-Founder,Omobono
Description
Our first B2B Marketing Leaders Benchmarking Report has lifted the lid on where B2B marketers are succeeding, and where they need to change their approach. So what are the practical implications of that? In this panel discussion, featuring three prominent B2B marketers, we’ll explore this in detail, and examine both challenges and opportunities to build a more effective marketing function.
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10:30 AM - 11:00 AM
Roundtable: Building a better B2B marketing team
Description
In this session, attendees will split into 1 of 4 groups to discuss the previous session.  Attendees will already have picked which one of these roundtables to attend based on the factors that affect them most. These topics are: Strategy and Evolution - FULL Growth - (GTM, demand gen, ABM, Channel) Execution & campaigns - (Digital, data, events, creativity, internal communications) CX - (Buyer journey, sales enablement, sales and marketing alignment, advocacy, customer success)
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12:00 PM - 12:30 PM
Keynote: The pandemic is accelerating the company-customer power shift... How can marketing leaders respond to drive growth?
Daniel Bausor
Director and co-author,The Customer Catalyst
Chris Adlard
Customer Transformation Leader & Co-Author,The Customer Catalyst
Description
The Digital Revolution has changed the business landscape in remarkable ways and will continue to do so. Organisations across industries and around the world are being disrupted and digitised at an increasing pace - putting far more power in the hands of both customers and end-consumers. The traditional ‘inside-out’, functionally-siloed business model, typical of the product and sales-led growth era is over. Now is the time for marketing leaders to respond. The pandemic is accelerating this trend and is bringing to light those companies that understand this, and those that don’t. Chris Adlard and Daniel Bausor are co-authors of the best-selling book, ‘The Customer Catalyst – how to drive sustainable growth in the Customer Economy’. Join Chris and Daniel at this session to hear how organisations can put customers truly at the heart of their business and catalyse genuine, sustainable growth in this new normal. Let’s take Zoom, the company that has been at the epicentre of this power shift and has literally transformed the way the world interacts - in the space of just a few months. Zoom was already on a massive growth trajectory, having gone public in 2019 when it was valued at $7bn. For reference, today it has a market cap of over $50bn! Zoom adopted exactly the same principles as Amazon – asking a simple question “How can we make the experience for our customers as simple and frictionless as possible?”. This invaluable session will enable marketing leaders to: Lay a path for their organisations to drive more profitable and sustainable growth. Transform their organisations to become truly customer-centric with the C-change growth engine. Hear in-depth stories from leaders of customer-centric companies such as Zoom, Signify, Starling Bank, Ritz Carlton, Microsoft and Finastra. Understand the practical steps needed to achieve success. Help their companies adapt to, and profit from, the new realities of the Customer Economy.
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2:00 PM - 2:30 PM
Panel discussion: Why B2B Marketers should address the lack of diversity now
Perrine Farque
Founder and director,Inspired Human
Ridgy Lemarier
Senior field marketing manager,AppDynamics
Tricia Stinton
Sr Director, Head of Field Marketing UK & Ireland,Cognizant
Jen Hennings
Lead Experience Specialist,Omobono
Description
Recent protests highlighted the urgency for organisations to address the lack of workforce diversity and the dangers of the status quo. From brand reputation damage to bad PR coverage to stagnant audience reach even boycott, the risks of ignoring this issue are significant. In this panel discussion we will discuss: Why B2B Marketers should address the lack of diversity now How to implement a long-term strategy to diversify your team How to get leadership buy-in and commitment How to avoid the most common diversity mistakes
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3:20 PM - 4:00 PM
Keynote: You are not a marketer
Joe Ippolito
Head of transformation analytics, data & performance marketing,IBM
Description
You are not a marketer. At least, I’ll contend you shouldn’t be—not solely a marketer, anyway. At our best, we can be officers of growth, with a meaningful seat at the table, helping to power our businesses forward. Now more than ever, we have the data to unearth transformational insights. Using concrete examples, I’ll show how we’ve able to partner with the most senior leaders across our business by reframing discussions toward how value is truly created. We understand which products are disproportionately likely to lead to further sales. We can show with precision which interactions actually made your customer less likely to purchase. We can clearly demonstrate the patterns and paths in your customers’ journeys (hint: they probably don’t look how you think they do). Anyone can talk about growth—but a marketer has data and insight and a perspective on value. If you’re not having those conversations, there’s a good chance your organisation may be making radically sub-optimized decisions. That knowledge brings with it real authority — the authority to claim your seat at the table as a true growth leader and to start helping shape your company’s future. In this session you’ll get: Insights from how we’ve been able to elevate the marketing function at IBM—a Fortune 100 company with more than 400K employees and 5,500 marketers—into an engine focused on growth Strategies for gaining credibility with senior stakeholders Questions to help unlock real value for your business The roles and skills needed to power a growth department
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4:00 PM - 4:30 PM
Panel discussion: From demand to brand in the age of Covid19 – a paradigm shift, or a short term blip?
Aditi Chauhan
Marketing Director ,National Instruments
Joel Harrison
Editor-in-chief,B2B Marketing
Simon McEvoy
Head of Strategy ,Omobono
Kate Sinclair
Partner, Business Development & Marketing,Lane Clark and Peacock
Samantha Burns
Director of Marketing,KPMG UK
Description
Brand or demand? That’s been the apparently eternal question facing B2B marketers. Most aspire to focusing on the brand, understanding that it will drive long term value, but too often get pushed back to focus on demand, and the need to feed the sales engine. But Covid has changed the narrative, with authenticity, honesty and purpose coming to the fore, and making bullshit increasingly easy to spot. So is this a short term blip, or a fundamental shift in priorities and understanding? And what can marketers do to seize the brand agenda and finally make it their own? In this session, we’ll speak to three leading marketers about how Covid changed their brand challenge, how they grasped the opportunity, and what they learned along the way. In this panel discussion we will be discussing: How to make your brand fit for the post-COVID world How to manage or set expectations about the brand Setting the right tone with your brand messaging How to make this the start of a lasting focus on brand
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