Youtility: Why Smart Marketing Is About Help, Not Hype
If you’re wondering how to make your products seem more exciting online, you’re asking the wrong question. If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life. Filled with dozens of real-world examples, this hilarious and powerful presentation will fundamentally change the way you think about your business. Is your marketing so useful that people would pay for it? That’s what it takes to become a Youtility….and you can get there.
SPEAKER: Jay Baer
, President, Convince & Convert, and author Youtility: Why Smart Marketing Is About Help, Not Hype
Five Ways to Make People Fall in Love with Your Brand
GE has become a first mover in content, digital and social innovation, connecting with audiences in ways that are both unexpected and deeply authentic. This talk will focus on the specific media strategies, creative ideas and brand-activation formats that have sparked new-found passion for the 135-year-old brand.
SPEAKER: Linda Boff
, Executive Director, Global Brand Marketing, GE
Challenger Marketing: Succeeding in Today’s B2B Battleground
Conventional wisdom attracts marketers to thought leadership. But thought leadership mainly teaches customers something they don’t already know or believe about their the world—often grounded in future trends. It rarely influences customers’ buying processes. Commercial Insight “unteaches” customers something they already know or believe about the way their business currently operates. Only this kind of mental disruption can reset the customer’s purchase criteria decisively in your favor. Learn how to use this approach to stand out in a noisy marketplace.
SPEAKER: Brent Adamson
, Managing Director of Advisory Services, CEB, and co-author, The Challenger Sale
Engineers, Coders, Growth Hackers and IT Mavens: We’ve Come a Long Way from Captain of the AV Club
MODERATOR: Alex Kantrowitz
, Staff Reporter, Advertising Age
PANELIST: Jon Kimpel
, Executive Director, Marketing, Firestone Building Products
PANELIST: Scott Brinker
, Co-founder & CTO, ion interactive, inc.
PANELIST: Jane Lansing
, VP Marketing, Emerson Process Management
Brand Appeal: I Second That Emotion
In the 24/7 world of digital/social engagement, b2b/b2c customer buying patterns have blended. A 2013 brand study found customers are more emotionally connected to b2b brands and named Cisco number one with emotionally connected customers. Learn how Cisco creates brand loyalty and how to use this dynamic in your business.
Profound Brevity: Go Deep, But Keep It Simple
In this attention-challenged world, everyone hungers for brilliant ideas that can be briefly explained. Creative ideas don’t get buried in excessive detail; strategists avoid what easily confuses people and subject matter experts can just as easily give the two-minute as the two-hour version. Learn all about an essential new skill: profound brevity.
SPEAKER: Joe McCormack
, Managing Director, Sheffield Marketing Partners, and author, Brief
New Light Through Old Windows: How B2B Vertical Channels are Reinventing Themselves for the Digital Age
Before the digital revolution, marketers had a select few channels to reach b2b target audiences. Today, there’s a whole new world of ways to engage and converse. Far from being eradicated, traditional channels like exhibitions, email and old-school media brands (which used to include “magazines”), are increasingly reinventing themselves for the digital age and often look more compelling, powerful and effective than ever. Learn how these core channels have changed, what opportunities they present and how they can best be exploited.
MODERATOR: Joel Harrison
, Editorial and Content Director, B2B Marketing
PANELIST: Paul Miller
, CEO, UBM Tech
PANELIST: Rick Stamberger
, CEO, SmartBrief, Inc.
PANELIST: Nicole Hallada
, Senior Director, Global Marketing and Strategy, Association of Equipment Manufacturers
The Mobile Mind Shift: Engineer Your Business to Win in the Mobile Moment
We are in the midst of a mobile mind shift. Not just about "mobile first" or apps, it is the expectation that any desired information or service is available, on any appropriate device, in context, at your buyer’s moment of need. Learn how this consumer-first trend will play out in the b2b world.
SPEAKER: Josh Bernoff
, VP and Principal Analyst, Forrester Research, and author, Groundswell
and The Mobile Mind Shift: Engineer Your Business to Win in the Mobile Moment
Mastering the Moment: the Live Opportunity for B2B Marketers on Twitter
The marketing paradigm has gone from being scheduled and prescriptive to being live, public and conversational. How can b2b marketers keep pace? Hear a top Twitter exec share their latest b2b cases, techniques and tips for identifying the moments that spark audience engagement and lead to positive business outcomes.
Shooting for the Moon: What B2B Marketers Can Learn From the Marketing of the Moon
There are lessons for marketers of all stripes in Marketing the Moon, the best seller about arguably the most successful marketing program in history. How did space exploration, once the purview of rocket scientists, reach a larger audience than “Laugh-In”? Why did a government program whose SOP had been secrecy turn its greatest achievement into a communal experience? You will learn you can achieve audacious goals, too, using many of the same techniques that riveted the world 45 years ago.
SPEAKER: David Meerman Scott
, co-author (with Richard Jurek), Marketing the Moon
and author, The New Rules of Marketing & PR
Wrap-up and adjourn