14 Data-focused Sessions at MarketingProfs B2B Forum

The MarketingProfs B2B Forum is all about blending creativity and data for better marketing results. As usual, the program schedule is bursting with great talks. And I’m thrilled to be among the presenters. With the self-professed data nerds in mind, read on for my 14 top picks.

Top Sessions for the Data-Driven B2B Marketers

1. Stop Singing for Your Supper: How to Reframe the Conversation About Content ROI on Wednesday, Oct. 16 at 11 a.m.

If you are challenged to defend the value of your content marketing program, then this session, from Mary Ellen Slayter and Lee Price, is for you. Using examples from experienced marketers and storytellers, they will show how to reframe the conversation about the ROI of content.

2. A How-To Guide for Personalizing Your B2B Marketing Communications on Wednesday, Oct. 16 at 11 a.m.

Personalization within B2B has a unique set of obstacles. According to Samantha Stone, success requires using both business and individual context to personalize communications. At the end of the session, you’ll be able to articulate the role personalization plays in B2B communications and create a personalization strategy that scales.

3. How to Create A Marketing Plan & Budget Your CFO Will Love on Wednesday, Oct. 16 at noon

Matt Heinz believes that a strong relationship with your CFO can help you, and your marketing programs, go places. During his presentation, you’ll learn how to speak CFO, use marketing to drive impact to the bottom line, and build an attribution and impacts dashboard to ensure that your marketing programs, and relationship with the CFO, keep moving in the right direction.

4. Dessert & Development: The Truth About Personalization on Wednesday, Oct. 16 at 1:35 p.m.

This year was supposed to be THE year that mass personalization took off. So, how are we doing? Suffice to say it’s still a work in progress. The next question is: How much personalization do businesses really need? I’m excited to share industry benchmarks from a global personalization survey and define how a Customer Data Platform can accelerate your efforts.

5. The Unwritten Rules of Persuasion: The Science Behind the Words and Actions that Win People Over on Wednesday, Oct. 16 at 2:30 p.m.

Mentoring, marketing, mindset, and management are the four fundamental elements in the “Persuasion Pipeline” created by Jamie Turner. This talk, designed for B2B marketing and sales executives, will help you harness your persuasion to achieve better results from yourself, your team, and business efforts.

6. So You Think You Can MarTech on Wednesday, Oct. 16 at 3:30 p.m.

With 7,000 martech solutions out there, how do you find the right one to support your content marketing efforts? During this session, Berrak Sarikaya will illuminate the questions to ask when evaluating martech, how to assess whether a prospective tool fits with your current stack, and tips for building a financial case for the new technology.

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7. How to Build a More (Artificially) Intelligent Content Engine on Wednesday, Oct. 16 at 4:45 p.m.

Wondering how artificial intelligence will affect your job in the next two years? This session, presented by Paul Roetzer, goes deep, highlighting how AI-powered technologies will affect audience targeting, content strategy, SEO, media buying, email writing, and predicting conversions and churn. Paul will also share a practical method for building more intelligent content strategies.

8. Using Team Flow Science to Align Marketing and Sales Teams on Thursday, Oct. 17 at 8:45 a.m.

Why is it that the marketing and sales teams are perpetually at odds? This session, presented by Raviv Turner and Jared Weintraub, will discuss the latest in team flow and organization science. Attendees will learn about friction points, social triggers, and how to find the “magic metric” to align sales and marketing teams.

9. Data-First Marketing: Using Data to Improve Marketing Outcomes on Thursday, Oct. 17 at 9:45 a.m.

Data can power up marketing outcomes. However, many teams struggle to collect and leverage customer data. In this session, Janet Driscoll Miller will review the concept of data-first marketing, and the steps required to achieve success—including tracking data, creating a data-first mindset, and collecting accurate data that aligns with the business goals.

10. Paradise by the (Analytics) Dashboard Light: Data Storytelling for B2B Marketers on Thursday, Oct. 17 at 11:00 a.m.

Marketing analytics are underused. According to Christopher Penn, this is because data isn’t insight, and insight isn’t action. During this session, Chris will help marketers identify the critical principles of data storytelling, understand data visualization, and the process of creating high-impact B2B dashboards.

11. Dessert & Development: The 5 Best Ways to Make Your Personalization Super-Creepy (and How to Avoid Them, Should You Choose) on Thursday, Oct. 17 at 12:35 p.m.

When it comes to personalization, it’s easy to be creepy. This is great news if you want to alienate existing and potential customers! But, if you don’t want to be a creep, check out this session, during which Gary Gerber will share ways marketers can use data to make their marketing feel cozy—not creepy.

12. Nurturing From End-to-End: Build Relationships that Drive Business Growth on Thursday, Oct. 17 at 1:30 p.m.

The need for customer nurturing doesn’t end with the sale. Ardath Albee will share how marketers can stay relevant across the customer lifecycle with multi-channel content experiences.

13. Drive Digital Amplification With the 3 Ts: Trust, Training, Technology on Thursday, Oct. 17 at 2:30 p.m.

According to Brian Fanzo, customers still desire a human and emotional connection—something that it is not yet native to technology. Brian will discuss the consumer mindset and the essential need to humanize and personalize your message.

14. Getting Personal: Improve Lead Generation With Customer Insights on Thursday, Oct. 17 at 3:45 p.m.

How do you get better results? Why not take advantage of consumer interest in your brand and products? During his session, Brian Hood will discuss how marketing teams can deliver game-changing results through consumer insights.

Attend MarketingProfs B2B Forum and Imagine What’s Possible

The MarketingProfs B2B Forum is an inspiring gathering for leaders, innovators, and practitioners alike. We look forward to seeing you in Maryland at the Gaylord National Resort & Convention Center. Visit booth #203 to learn how Treasure Data enterprise CDP can help you blend data and creativity for results that redefine the possible.

Tom Treanor
Tom Treanor
Tom Treanor was head of marketing at Treasure Data. He focuses on marketing, martech, CDPs, and digital marketing. Follow him on Twitter @RtMixMktg.
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