October 2016 B2B Marketing Events: A Review and Takeaways

October 2016 B2B Marketing Events: A Review and Takeaways

There’s been a lot of activity in the marketing events world this past October. And while we can’t hit every B2B date every month, we gathered some really useful insight and fun experiences at the events we did hit.

SnapApp’s 2016 October events include:

  • CEB Sales and Marketing Summit in Las Vegas, NV
  • DreamForce by Salesforce in San Francisco, CA
  • Marketers Who Lunch, SnapApps very own lunch series in New York, NY (this time)
  • MarketingProfs in Boston, MA

For those of you who couldn’t make it, below are some key takeaways from each event we attended.

2016 CEB Sales and Marketing Summit Recap

By Vanessa Porter, Director of Marketing

Today’s buyer is overwhelmed and put into a position where on average 6.8 people are involved in the buyer process. With so many decision makers, often buying decisions are avoided or reduced to the lowest common denominator – “good enough” decisions are made and the status quo is maintained.

But CEB offered up a challenge to attendees: it’s time to rethink this process and challenge customers to break the status quo and prescribe solutions to navigate through the buyer process jungle.

It starts with challenging the customer that they must not settle for “good enough.” To do this, we must think about how the customer thinks about their business. Insights and core priorities allow us to understand the root of their questions and concerns.

Once we’ve aligned our solutions to their business problems, we must help them align the different people involved in the buying process.  Prescribe solutions and strategies that make the buying process easier, which means it’s not all about the product – it’s about how to create a good experience.

So, where to begin?

  • Start by mapping your content to the customer journey and let your content challenge the customer.
  • Establish new buyer criteria.
  • Connect diverse buying groups by creating tools that let them see the points that matter to them, and motivate them to action.
  • Finally, let your content guide and prescribe solutions for the customer in as personalized way as possible to take action.

Dreamforce 2016

SnapApp hosted a glow-in-the-dark party where there was some dreamy imagery, and also ping pong. Everyone had a blast, to put it simply. 

DreamForce2016.png

#SalesInDreamLand

Marketers Who Lunch NYC

By Elissa Myones, Events Marketing Specialist

MWL-NYC.jpg

Marketers Who Lunch is a forum-style lunch with your peers that started in Boston this summer and made its way to New York City this fall. At Manhattan’s Serafina, Aaron Dun, SVP of marketing for SnapApp, hosted a discussion on how marketers can reshape the landscape to deliver super-qualified MQLs.

This lunch gave people a chance to eat lunch, ask questions, and network with some of the top marketers in New York City. Although there were many takeaways through the presentation including sharing campaign ideas, and overall networking, here is what everyone walked away with for the day:

  • When the quality of our leads goes down, conversion spirals down to the floor. Let’s change that! We need to start having better conversations with our audiences for better qualifying data to send to sales.
  • What is a content enabled campaign? SnapApp uses content enabled campaigns to bridge the gap between marketing and sales. We are able to ask questions to learn what type of content we need to deliver to a prospect in order advance them through the funnel quicker.
  • Stop doing more of the same. We get it. But let’s make a transformation! How do we get away from lead gated PDFs? Crazy idea… Interactive content!

B2B MarketingProfs

By Elissa Myones, Events Marketing Specialist

B2BMarketingProfs.png

MarketingProfs’ B2B Marketing Forum is more than just a quirky (not-so-little) conference. It’s the place where leaders, innovators, and people who make things happen gather to learn about the latest in B2B marketing and share the secrets to success.

This year’s event was the 10th “birthaversary” for the event, a mix between a birthday and an anniversary to celebrate their great success! Although this show only brings around 1000 attendees, they are a group of marketers who are ready to roll their sleeves up and learn.

Between all the punny parties (like the Worst Party Ever which consisted of a live band, bratwurst, and lots of beers), we heard a lot of talk centered around creating higher quality leads, and knowing how to measure a lead’s readiness effectively.

What to Look for in November?

Upcoming SnapApp events to mark on your November calander are:

NEDMA MTech Summit

Tuesday, November 1, 2016 in Boston, MA. 
This informative event features speakers and luminaries who will present the lastest and greatest technologies being used by modern marketers of all stripes. Learn more here.

Inbound

Wednesday, November 9, 2016 in Boston, MA. 
SnapApp will be handing out free cookies from the Cookie Monsta food truck. If you're going to Inbound, come find us! Who doesn't like cookies?

Viewtopia

Wednesday, November 9, 2016 in San Francisco, CA.
Explore how video can help you bring to life not only your own stories, but the unique perspectives that come from all your customers. Join us in California!

Marketers Who Lunch Atlanta

Tuesday, November 15, 2016 at White Oak Kitchen and Cocktails in Atlanta, GA.
SnapApp's new lunch series is dedicated to highlighting the amazing ways marketers combine content and demand gen to deliver real results. A discussion-based event where good food is had and smart ideas are shared. RSVP here if you can make it!
 

 

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