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Wednesday | October 3

1:30 PM – 2:10 PM
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How to Hack the Brains of B2B Buyers

Room: Marina Ballroom IV
One of the toughest challenges in B2B marketing is connecting with prospects. The people you target are smart and educated, but the human brain is hardwired to take the easy way out.
 
Social scientists have proven that humans cruise through much of their day on autopilot, defaulting to hardwired behaviors when they make many decisions – including the decisions that can ultimately determine whether or not you make a prospect’s shortlist.
 
But if you’re a savvy marketer, you can use these automatic responses to your advantage, increasing the likelihood your target will notice your message, respond to it, and even pay your asking price.
 
Key Takeaways:
  • How to use behavior to boost response rates and ROI
  • Ways to better understand your prospects’ behavior pre- and post-sale
  • Ideas for influencing the B2B consideration process
Presented By:
2:20 PM – 3:00 PM
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Improving Sales and Marketing Integration

Room: Marina Ballroom IV
While coordinated, integrated action between sales and marketing is the obvious optimal state, it’s a state that’s all too rare. Often, it’s blocked by “the wall” between the two departments, a barrier of incomplete knowledge or understanding, different timelines and processes, and non-aligned or even conflicting incentives. Both departments can end up spending lots of time and energy building up their side of the all – at the expense what matters. How do you tear down that barrier and redirect the wall-building energy into more customers and revenue? This session will show you four specific things you and your organization can do to shrink the wall and gain more customer and revenue. Co-presenters Jay Newman and Jim McKinley each have deep experience in managing large-scale efforts in sales and marketing, respectively. In this session, they discuss ways to get both departments working together to meet business goals.
 
Key Takeaways:
  • Discover how small changes to measurement and feedback can lead to big changes in outcomes
  • Learn two simple things marketing can do to increase the sales team’s close rates
  • Understand how sales can help marketing write more effective copy
    Presented By:
    3:20 PM – 4:05 PM
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    Tension + Human: Keys to Supercharging the B2B Sales Funnel

    Room: Marina Ballroom IV
    The topic of brand to demand or brand versus demand is top of mind for B2B marketers. There is agreement that it shouldn’t be an either/or conversation, and that successful B2B marketing must be a seamless balance and blend of brand level efforts and demand gen level efforts. But pulling off this balance without losing sight of your brand along the way is much easier said than done. This session will explore the keys to finding this balance and better navigate the key technologies and touchpoints of today to keep your customers engaged across their funnel journey.
      
    Key Takeaways:
    • Explore how to ensure brand consistency across the funnel experience
    • Tips for creating both internal and external brand moments that unify
    • Suggestions for ensuring a more human marketing machine
    • Keys to executing a tight handoff from marketing to sales to ensure the brand’s humanity and narrative are strengthened rather than watered down
    Presented By:
    4:15 PM – 5:00 PM
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    Spotlight on B2B Content Marketing: Who’s Doing What—And Doing It Right

    Room: Marina Ballroom IV
    There's never been more companies publishing content. But, are we getting it right? How do we create content that resonates with business buyers? And, in a sea of noise, how do we break through?  You’ve got content questions and we’ve got answers. In this interactive panel, we'll tap into the city's largest community of content professionals—Boston Content—to share examples of great content, and dig into the strategy behind their success. 
     
    Key Takeaways:
    • How to develop content ideas that resonate
    • What content formats work best —and what’s driving results
    • Examples of what works, what didn’t work—and how brands made it better
    Moderated By:
    • Katie Martell, On-Demand Marketer and Executive Director, Boston Content
    Presented By:

    Thursday | October 4

    9:10 AM – 10:00 AM
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    Reviving Long Dead Prospects

    Room: Marina Ballroom IV
    Engaging prospects and getting them to convert are the biggest lead gen challenges for B2B marketers. Discover four key engagement-building tactics that will help you transform your response rates and generate ROI. Learn how EyeMed gained a 15% response rate from cold B2B prospects that had never engaged before.
     
    Key Takeaways: 
    • Strategies to breathe new life into cold prospects 
    • Engagement-building tactics to boost response rates and ROI
    • Insider secrets - how EyeMed earned a 15% response rate from cold prospects 
    Presented By:
    10:45 AM – 11:25 AM
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    From Sidekick to Superhero: The Digital Transformation of Today's SDR

    Room: Marina Ballroom IV
    Historically, sales development reps (SDRs) have lived the role of sidekick to a team of seasoned sales exes. With the innovation of sales automation, AI and changing customer expectations, those sidekicks have graduated to sales and marketing superheros. Learn how to integrate your sales development teams into your marketing strategy and hear how experiential learning leader Eagle’s Flight led their own digital transformation.
     
    Key Takeaways:
    • What behavioral and motivational characteristics make up an SDR superhero
    • Ways to empower sales development reps for success
    • Case studies on how marketing can set up sales reps for success 
    Presented By:
    11:35 AM – 12:15 PM
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    Break the Cycle: Building a Lead Audit Strategy to Drive Sales Lead Adoption & Maximize Inbound Marketing

    Room: Marina Ballroom IV
    We know there can be a self-fulfilling misalignment—sales will not call marketing leads they consider low quality, and marketing cannot improve the quality of leads without feedback from sales.  Learn how ADP’s sales and marketing teams broke through this disconnect and aligned on a comprehensive lead audit strategy.  Using a mix of quantitative and qualitative methods including adoption dashboards, establishing SLAs and a third-party performance benchmarking program, ADP has been able to maximize the value of inbound leads to a new high for the organization. 

    Key Takeaways:
    • Discover practical methods to creating a multi-pronged inbound lead audit strategy—using both internal and external resources—to drive sales and marketing alignment
    • Learn the components of an inbound lead model that drives sales lead adoption, increases speed-to-lead and maximizes conversion rates
    • Understand how speed-to-lead helps maximize connection and conversion rates for inbound leads and how leveraging sales feedback can help optimize lead generation investments
    Presented By:
    1:30 PM – 2:20 PM
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    The Rise, Fall and Rise of Martech

    Room: Marina Ballroom IV
    Recent Gartner research shows that marketing technology is on average consuming 22% of enterprise marketers’ budgets — on par with media, people and services. Yet, a 2017 study revealed that only 15% of marketers believe they are among the “most successful marketers” who are using modern martech effectively. Learn how your organization can realize martech’s potential at a level that’s commensurate with your investment.
     
    Key Takeaways:
    • Ideas for successful martech implementations
    • Getting prepared for AI and other emerging technologies
    • How technology can help deliver emotional impact
    Presented By:
    • Tom Stein, Chairman and Chief Client Officer, Stein IAS
    • Dan Sheridan, Director of Interactions Operations, Stein IAS
    • Matt Preschern, Senior Vice President of Global Demand & Performance Marketing, CA Technologies
    3:10 PM – 4:00 PM
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    ABM is the New Black

    Room: Marina Ballroom IV
    Average B2B sales cycles go up to two years, and involve many stakeholders. Account based marketing can help marketers achieve lower acquisition costs, increased velocity and greater topical alignment. In this session, discover tactics for using digital to help sales teams connect with key accounts, the best tactics for reporting ABM success, ideas for implementing ABM tools and much more.
     
    Key Takeaways:
    • Why account education and engagement are more important than lead gen
    • How to shift KPIs for more accurate attribution and ROI
    • Ways Puppet and Zerto are implementing ABM tools for B2B success
    Presented By:
    4:10 PM – 5:00 PM
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    What’s Next? Chief Marketer’s Annual B2B Outlook

    Room: Marina Ballroom IV
    End the day with some hot off the presses marketing insights, and get a sneak peek at the soon-to-be-released 2019 Chief Marketer’s B2B Lead Gen Outlook Survey.  Learn where your peers are investing their time and money to improve lead gen, conversion and retention.

    Key Takeaways:
    • What channels are providing the best prospecting ROI
    • B2B marketers’ top acquisition challenges
    • What content works best at every point in the funnel

     
    Moderated By:
    Presented By:

    Friday | October 5

    9:10 AM – 10:00 AM
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    B2B2E in Action: One Marketing Team’s Journey to Engage, Educate & Enrich Employees

    Room: Marina Ballroom IV
    End-users aren’t the only audience B2B brands need to target with marketing. Employees are also a key constituency, and vital to keeping customers happy. Discover how First Data’s MoneyNetwork created a multichannel content marketing campaign to help a large U.S. retailer encourage more employees to use its debit card/mobile payroll solution.
     
    Key Takeaways:
    • Ways customized content can improve employee engagement and retention
    • How education can enhance the employee—and the customer—experience
    • The impact happier employees can have on the overall business
    Presented By:
    10:10 AM – 11:00 AM
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    7 Email Marketing Changes That Will Get Big Results

    Room: Marina Ballroom IV
    What really gets people to open your email, clickthrough and convert? In this session, learn how B2B brands can optimize their email in lead gen, content marketing, sales support and more to create results and better ROI. And, hear original research on SMB needs, attitudes and preferences about email.
     
    Key Takeaways:
    • Insight into ways B2B customers engage with email newsletters
    • Ways to optimize subject lines for better response
    • Topics and email formats customers engage with most
    Presented By:
    11:10 AM – 12:00 PM
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    Using Video Across the Buyer’s Journey

    Room: Marina Ballroom IV
    The more customers engage with video the more they learn, buy, and convert. The world is watching video but too often companies don't know where to start or how to use video effectively.  This session will put to rest the myths of video marketing and provide practical examples for you to get started.
     
    Key Takeaways:
    • How video influence every stage of the buyer’s journey
    • How to produce videos economically and measure video performance
    • Video marketing best practices
    Presented By: