B2B MARKETING 2016

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October 18–19, 2016
National Doral Miami
#FORRB2B

The Event For B2B Marketing And Sales Enablement Leaders

Join us to learn how to navigate the rapidly changing B2B environment and create the right sales enablement vision across a mix of marketing and sales channels.

Leading The Charge To Customer Obsession

B2B marketing executives have an opportunity to transform their role in the company — from a top-notch supplier of leads for the load-bearing sales channel to the architect of customer engagement across the entire customer life cycle. As a marketer, you've known for a while that business buyers have increasing power over your competitive strategy. The boundary between physical and digital marketing and selling is now irrelevant to them and so is the internal organization and systems that you use to go to market.

Conducting The Engagement

Marketers are getting experienced at content marketing, and they have taught buyers to consume the content they create. But marketers still want to control the flow by running campaigns and designing content delivery against a predefined journey. But buyers' preferences differ — and content distribution will move to “self-service marketing” where buyers will pick and choose among new content formats and channels.

Orchestrating The Relationship

Business buyers are now less interested in product or service features and much more drawn to “soft” factors, such as the ease of doing business together and content that demonstrates empathy to business issues. It is the relationship between businesses that counts, even in commodity buying where individual orders may be based on features and price, but a vendor would not even be on the list of approved vendors without an existing relationship. A relationship is valued based on trust, emotion, brand promise, and customer experience — all of which is communicated through marketing and sales interactions.

Pushing Passion — Enabling Sales To Tell The Story

A long-term business relationship is only awarded to suppliers that prove they provide business value over and beyond their product or service — and the sales force is the primary ambassador for this message. How can marketers need to enable their sales force to contribute value in conversations as early as possible in the customer life cycle?