The A-Z of B2B marketing: One day of concentrated learning

Data and analytics is one way to gain essential knowledge about your audience and understand how they experience your product. When mixed with creativity, brands are able to create meaningful campaigns based on actionable insights their customers care about.

We’ve all heard that buzz-word laden explanation before but is it actually realistic? Is data or creativity more important or are they equally integral? And how can we get them to work together to deliver business results in a B2B landscape? After all, any insight can be actionable, but the insight has to be accurate and the action correct before it is successful.

In this session, multi-award winning advertising agency CHE Proximity will share tips on how B2B businesses and marketers can uncover human data to gain a superior understanding of people to create meaningful experience that will inevitably influence behaviour.

B2B marketing, like any industry, is full of acronyms and buzzwords like CRM, EDM, SEO, AI and SEM, making it challenging for marketers to prioritise their marketing budgets, data, capabilities and outputs.

So what should B2B marketers be prioritising and what emerging trends should the industry brace itself for? In this session learn digital marketing best practices and emerging trends including the application and impact of AI and machine learning.

IBM Watson’s Program Director and Marketing Evangelist Loren McDonald will fly in from America to share how the industry can leverage artificial intelligence, how to capture, and use, meaningful data and explore some emerging trends.

With customers expecting experiences that go above and beyond what was once considered standard. But how can B2B brands play in the experience space?

In a sea of brands vying for attention, every moment counts, and it can be a struggle for brands to cut through and really showcase the true differentiated value of a product, especially when every sale counts, and there is so much at stake.

In this session, Jack Morton Worldwide’s Vinny Panchal will teach you how to unlock the power of experience to create more emotional connections with your audience, forming better product understanding, recall, and ultimately more fruitful sales conversations.

Content marketing in the B2B sector can often be seen as difficult and time consuming, despite many companies having existing pockets of content strengths. But, what does it actually take to leverage these strengths and add to them, creating a high performing content marketing strategy.

In this session learn how to identify your content strengths, harness them and add additional skills to establish a successful content strategy.

Xero’s communications director, Marina Holmes, will help you discover the anatomy of a well oiled content machine including content strategy, people, process, technology and measurement.

Many of the most important ways to strategically develop B2B brands fall down the gaps between business functions. The reasons for this are many but the solutions are few.

In a landscape where B2B brands are focusing heavily on customer targeting, external relationships and growth, it’s easy to see why and how it happens but it doesn’t make the effects on business any less real and will erode the value of brand as a business and diminish culture and sense of identity. So how should B2B businesses use brand to align business functions and leadership to enhance business sustainability?

In this session, Principals Group Strategy Director, Tim Riches, will draw on his experience working with diverse B2B brands including BHP, GPT, Transurban, Corrs Chambers Westgarth, GE, Hassell, PSMA, PEXA and South32 to reflect on why B2B brands now have to focus on themselves and align their businesses properly. He’ll outline the obvious issues and what is falling through the cracks, discuss how to use brand to align business functions in a practical way, and explain how to ensure thought leadership investment creates an enduring brand value.

The lines between B2B and B2C are increasingly blurred. Traditionally, B2C marketers spend time and resources understanding consumer behaviour while B2B marketers try to understand the businesses they need to win over. But how much time do marketers take to truly understand the people that are at the heart of making the decisions? 

It’s time for a step-change in how we approach people. Achieving a marketing strategy has never been more dependent on fully understanding those behind the business, and what motivates them to take action.  

In this session, hear from Charlotte Valente, General Manager for the B2B division at Big Red Group on how she and the team are rethinking their approach to people. 

Do you really know your customers? Can you anticipate their purchasing behaviour? Do you understand what drives them to purchase – from you or the competition? 

Savvy marketers do, and will be able to convert one-off customers into long-term subscribers, keeping them engaged month after month, year after year.

Subscription based businesses have proven to be very successful business models in many different sectors, often experiencing strong growth. Interest in subscription models is only growing.

Constantly proving your worth long-term can be challenging, but there are tricks you can use to make the job less taxing and more effective.  

In this session, Lauren Moloney, founding member of News Corp Australia’s digital marketing agency, News Xtend, will discuss why knowing your customers and providing ongoing value is the crux of a successful subscription business.

Moloney will share some of her challenges and barriers as well as the all-important steps your business could take to create value that appeals to your subscribers and turn the churn.

In a bygone era, we would make the distinction between B2B and B2C marketing, where it was all about one ‘business’ buying the products and services of another ‘business’. 

Businesses are just entities and in themselves do not make decisions. They do, however, represent collections of people who do make the decisions.

With the rise of social media, remarketing techniques and an ‘always connected’ lifestyle, these lines are now blurred. And – this is where the opportunity lies for the savvy B2B marketer.

Join Customer Frame’s co-founders Peter Turner and Sueanne Carr as they share their simple, yet powerful insight of applying customer profiling techniques to B2B marketing. They’ll share how every organisation has ultimate and intermediate customers, how you can identify and resonate with them and provoke thought on your entire marketing and sales pipeline approach. 

Come away with an outside-in approach that moves you beyond relying on your brand alone to attract, convert, maintain & create advocates.

Too many B2B businesses still fall short of understanding how to unlock the commercial value of one of their most valuable business assets, their brand. They don’t look beyond the logo on their business card to see the bigger picture that their brand represents – and the bigger impact their brand can make.

In a world of business that is transforming right under our feet, branding has never been more valuable when it comes to enabling B2B brands to drive home their competitive advantage, win customers, and engage employees.

Learn how to take a hands-on approach to building your B2B brand, don’t leave it to the logo.

Influencers have long been an often used and equally often debated marketing medium for B2C. But what place do they have in B2B and could they really be not just a viable marketing strategy but a key one as well?

In this session, a panel of experts from both social media platforms, agencies and brands will discuss their relevance to the sector and, in particular, will provide use cases that have pointed lessons on the best ways to implement a B2B influencer marketing strategy, how it differs from the B2C market, and whether or not influencers can be a significant tactic in B2B marketing.

It’s a method that Mumbrella itself used for this year’s Mumbrella360 – but was it right to do so?

It’s the biggest issue in B2B marketing: How do you take complex, jargon-filled products and services and make them relevant in the real world?

In addition, how do you show customers your motives are pure and real people in society are better off thanks to your organisation’s work?

Join Mark Jones, a 20 year veteran of B2B marketing, enterprise journalism and brand storytelling, to discover the secrets to simplifying your message and cutting through the noise with a big idea. In this session you will learn:

• The five golden rule of B2B marketing
• How to align your stakeholders around a common cause – the real world
• The power of storytelling in your marketing
• How global brands are tackling this challenge
• A simple model for evaluating success

B2B marketing is often treated as different to B2C. More than just product feature and function descriptions, B2B marketing strategies need to leverage more emotional connections to stand out from competitors. The new battleground for B2B is viral marketing and news to produce compelling marketing content – but is it really possible?

In this session, Shutterstock’s global Chief Marketing Officer Lou Weiss will draw on learnings from the brand’s successful Fyre Festival campaign. Weiss will explore how to use culturally relevant moments and news to create a viral marketing campaign that will work for B2B.

Learn how to determine if your campaign will truly drive interest in your product or service and discover the steps to execute quickly and drive ROI.

Launching in 2013, design startup Canva now has customers in 190 countries using it’s platform which offers services in over 100 languages.

Having launched a tailored B2B service, Canva for Work (now named Canva Pro), the company is in the process of scaling this product to businesses and individuals across the globe. But how has it managed to begin to scale this way and how exactly did this growing global business transition from being coined a local startup to establishing itself as a global success story.

In this session hear from Canva’s Head of Performance Marketing, Bernise Alviar.

Bernise will unpack her top tips on how to start scaling a business globally for revenue and user growth through product hacks and performance marketing.