MarketingProfs B2B Forum 2020 will be the center of the B2B marketing world this week, as many of the world’s leading B2B marketers gather virtually on November 4 – 5 to learn and exchange the industry’s latest research and insight.
This year’s first-ever virtual edition offer a vast array speakers and sessions relating to all areas of B2B marketing, and while we’ve already shared our handy list of “25 Top B2B Marketing Influencers To Follow In 2021 #MPB2B,” we also want to provide you with a list of some of the sessions that we’re most looking forward to this week during #MPB2B.
Here are 10 sessions that stand out to us as must-see presentations as we head towards 2021 and beyond.
10 Must-See Sessions at MarketingProfs B2B Forum 2020
1 — Influencer Love Affair: Dating With an Eye Towards Long-Term Commitment, Not One-Night Stands
Speaker: Rani Mani, Head of Global Employee Advocacy, Adobe*
Time: Wednesday, November 4 — 11:50 a.m. Eastern
Rani will take a close look at the numerous advantages of long-term commitment in the would of B2B influencer marketing, and “why you need to stop using influencers as just billboards and mouthpieces, and instead tap into their unique skills and talents,” along with sharing what it takes to build passionate and enduring influencer relationships.
Learn more from Rani in her interview with our CEO Lee Odden, “B2B Influencer Marketing Interview: Rani Mani, Adobe,” and in “20 B2B Influencer Marketing Pros to Follow from Top Brands.”
2 — How to Create an Email Newsletter People Will Clear Their Calendars to Read: 5 Lessons from the Past 8 Months
Speaker: Ann Handley, Chief Content Officer, MarketingProfs 
Time: Wednesday, November 4 — 1:00 p.m. Eastern
Ann will examine the elements that B2B marketers can combine to create memorable and successful newsletters, including proven tips and examples that specifically focus on how the pandemic has affected email newsletter marketing.
“Come to this fun, inspiring session intervention to hear how to write one that gets fantastic results, and not squander the clear opportunity we all have,” Ann notes
Learn more from Ann in her interview with Lee, “B2B Marketing Spotlight: Ann Handley on Being a ‘Badaxe’ Marketer.”
3 — YouTube for B2B? Your Secret Weapon for Awareness and Demand
Speaker: Tim Matthews, CMO, HackerOne
Time: Thursday, November 5 — 11:45 a.m. Eastern
Join Tim for an insightful look at the power of YouTube in B2B marketing including its strength reaching target buyers, increasing awareness, along with setting demand generation targets — plus a look at the platform’s unique SEO challenges and opportunities.
“Most B2B CMOs know YouTube is the #2 search engine behind Google. Yet most phone it in when it comes to treating their YouTube channel as a serious marketing channel. That’s a mistake,” Tim suggests.
4 — How to Create Truly Memorable Content According to Neuroscience
Speaker: Joe Lazauskas, Head of Marketing, Contently
Time: Thursday, November 5 — 12:20 p.m. Eastern
Joe will use neuroscience as a lens for more clearly seeing what it takes for B2B marketers to create memorable and engaging content, with an examination of Steady State Topography (SST) and the new science of “branding moments.”
He’ll also share a proprietary study and other B2B marketing insight surrounding the creation of truly memorable content.
5 — New Research: How to be Successful With Influencer Marketing
Speaker: Lee Odden, CEO, TopRank Marketing
Time: Thursday, November 5 — 12:55 p.m. Eastern
Our CEO Lee will share his latest insights into building a successful B2B influencer marketing program, including new data from the industry’s first State of B2B Influencer Marketing Research Report, in which hundreds of marketers were recently surveyed to identify strategies, tactics, best practices, and predictions for the future of influence in B2B.
Lee will explore what this data reveals and how B2B marketers can best use it to implement a successful influencer program.
“60% of marketers don’t have the knowledge to execute or have the right skills in house to implement ongoing influencer marketing programs. And yet, of those that do engage influencers, 96% feel they are successful. Discover what they’re doing that can help you get your influencer programs working for your brand,” Lee notes of this must-attend #MPB2B session.
6 — B2B Marketing Analytics Strategy
Speaker: Christopher S. Penn, Co-Founder, Trust Insights
Time: Wednesday, November 4 — 1:35 p.m. Eastern
Christopher is set to share how B2B marketers can best gain insight from analytics, including a look at which areas are important to measure and which may not be worth it.
“You’ve heard the adage, ‘You can’t manage what you don’t measure.’ But in a world of ever-increasingly complex data and confounding circumstances, what if you’re not even sure what to measure,” Christopher asks — one of numerous B2B marketing analytics strategy questions he’ll tackle in his #MPB2B session.
7 — Keynote: Evolve your Strategy: 3 Mega Marketing Trends to Outperform Your Competition
Speaker: Tyrona Heath, Director, Market Engagement, The B2B Institute, LinkedIn*
Time: Thursday, November 5 — 2:10 p.m. Eastern
Ty’s keynote presentation is set to reveal three mega-marketing trends along with key macro-trends that will endure — and which B2B marketers will be able to count on — over the next decade.
“Discover how you can recalibrate your marketing strategy by following the key macro-trends you can count on for the next decade,” Ty notes.
8 — Keynote: YES, You Can Build Passionate Fans in B2B Businesses!
Speaker: David Meerman Scott, Fandom Strategist, Fanocracy
Time: Wednesday, November 4 — 11:00 a.m. Eastern
David will deliver a keynote presentation showing how making business personal can be among the most powerful business strategies you can implement, and he’ll also explore the process of creating the type of fandom he’s written about in Fanocracy.
“Creating fandom isn’t just for actors, athletes, musicians, and authors. Fandom can be rocket fuel for any company or organization that chooses to focus on inspiring and nurturing true fans,” David notes of his #MPB2B keynote session, in which he’ll also present examples from a variety of businesses and organizations that have incorporated newfound passion to create fans and achieve success.
9 — How to Create Meaningful Experiences That Inspire Action in an Unpredictable World
Speaker: Ashley Zeckman, Senior Director, Inprela Communications
Time: Wednesday, November 4 — 4:45 p.m. Eastern
Ashley will guide B2B marketers on a journey to create more meaningful experiences in a virtual world — a journey that’s more important now than ever — including sharing how businesses can stand out and achieve strong results despite today’s world of diminished brand loyalty
“Brands across the globe have done what they can to continue to drive revenue and service customers, but something is missing: the human connection,” Ashley notes of her #MPB2B session, which will also examine how B2B marketers can best maintain ongoing connections and create meaningful experiences with teams, customers, and industry experts in our increasingly virtual world.
10 — 5 Creative Ways Marketers Can Support Their B2B Sales Team
Speaker: Pam Didner, B2B Tech Marketing Consultant & Author, Relentless Pursuit
Time: Wednesday, November 4 — 1:00 p.m. Eastern
Pam is set to share some of the best methods and hidden opportunities that B2B marketers can implement to support their sales team, along with looking at why greater aligning with your sales team is vital when it comes to quantifying your marketing’s ROI.
“For complex sales or when selling technology, content that showcases the technology and product benefits can be key to moving prospects through the sales funnel. In the era of digital and social selling, marketers can use existing marketing elements to better engage and support sales,” Pam explains, an area she’ll expand on in her must-see #MPB2B session.
Join Us Virtually at MarketingProfs B2B Forum 2020!
We hope you’ll join us virtually for these 10 must-see sessions during MPB2B, and for the many additional stellar presentations that will take place over November 4 – 5, for B2B marketing insight to drive your efforts well into 2021 and towards the post-pandemic future.
Also be sure to keep posted for live-blog coverage here on TopRank’s Online Marketing Blog.
* Adobe and LinkedIn are TopRank Marketing clients.
