Shakeup B2B | Online Marketing Conference | April 2023
Four hours of live, online interaction with your instructor, plus individual hands-on exercises and peer discussion
On-demand e-learning to augment and reinforce what you learn in the classroom
A comprehensive workbook with in-class activities and the essential takeaways
A chance to earn the MarketingProfs Certified Marketing Writer I credential
You should attend if you:
Are a newbie writer (or non-writer) looking for a proven process to succeed from the get-go-the MarketingProfs approach to writing
Like to learn by doing? Refining your writing projects through exercises and feedback
Want to network with like-minded marketers facing the same challenges and struggles as new marketing writers
Get certified:
Earn a writing credential that'll prove your newfound prowess: MarketingProfs Certified Marketing Writer I. By registering for this workshop, you've already taken the first step. To get certified?
Attend the LIVE workshop on April 11 (it will not be available on-demand)
Complete the companion e-learning materials
Pass the certification exam with a 70% score or higher within 60 days
Reva Harris
Principal | Reva Writes
Reva is a copywriter and content marketer who helps B2B brands reach their audiences with easy-to-digest, conversion-focused messaging. As a specialist in what she calls "unsexy" industries, she develops engaging, insightful content for companies in the SaaS, A/E/C, and Human Resources sectors.
11:00am4:00pm ET
Attract and Nurture: Demand Generation Workshop and Certification
Decode the buyer brain so you can create your best demand gen programs everstarting with the first two phases of life cycling marketing.
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WORKSHOP OVERVIEW
Demand generation and marketing automation are two powerful elements of a smart marketer's plan for B2B success. And the good news is, getting the best results from them doesn't require magicJust good science!
Instructor Kenda Macdonald is here to get you started in Attract and Nurture: Demand Generation. She'll provide the low-down on using behavioral psychology-based evidence to trigger your desired actions. You'll learn how to toss out your typical funnel and instead master life cycle marketing, the buyer purchase formula, and the five buyer awareness stages.
Make this workshop extra hands-on and progress your demand gen programs starting day one. Bring a lead magnet, map your follow-up process, and, if you've got the courage, volunteer to share your work with your fellow attendees. (Recommended, not required.)
This is a LIVE workshop only and will not be available on-demand. Sorry, we do not provide workshop slides as a handout, but there are plenty of other online resources, tools, templates, and takeaway materials.
Attract and Nurture: Demand Generation focuses on the first two phases of life cycle marketing-attract and nurture. You'll learn...
How to combine automation, buyer psychology, and content for demand generation success
How to identify and use the right type of content to attract and nurture prospects
How and why lead magnets work for you (and not just during the attract phase!)
Three types of nurture campaigns
What's Included:
Four hours of live, online interaction with instructor Kenda Macdonald, plus individual hands-on exercises, and peer discussion
On-demand e-learning selected to augment and reinforce what you learn in the classroom
A comprehensive workbook filled with in-class activities and the most-important takeaways
Online tools, templates, and takeaways you can use to implement your new skills right away
A chance to earn the MarketingProfs Demand Generation Marketer I credential
You should attend if you:
Love science and knowing how the mind really works
Are ready to shake up your existing demand gen programs and get better results
Are newly responsible for generating demand and want to use a proven method for success from the get-go
Like to learn by doing-with exercises, templates, and discussion
Get certified:
Earn a credential that'll prove your demand gen knowledge doesn't stop at business as usual: MarketingProfs Certified Demand Generation Marketer I. By registering for this workshop, you've already taken the first step. To get certified...
Attend the LIVE workshop on April 12 (it will not be available on-demand)
Complete the companion e-learning materials
Pass the certification exam with a 70% score or higher within 60 days
Kenda Macdonald
Founder | Automation Ninjas
Kenda is a behavioral psychology expert who brings a science-based approach her award-winning demand generation automation programs. She's MarketingProfs' demand generation practice lead, the founder of Automation Ninjas, a doting cat mom, and the author of the bestselling book Hack The Buyer Brain.
11:00am11:45am ET
Opening General Session and Featured Speaker: How AI Is Shaking Up B2B Marketingand What You Need to Do About It
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OVERVIEW
Welcome to the future, fellow marketers. Rise and shine and get ready for AI to shake up your B2B marketing.
Let's face it; AI is more than just sci-fi. As a marketer, you can't ignore it even if you want to. But why would you? The future starts right now, so hug your soon-to-be AI friends and embrace the shake-up!
In this featured opening session for Shakeup B2B, Mike Kaput, coauthor of Marketing Artificial Intelligence: AI, Marketing and the Future of Business, will discuss the major ways AI is shaking up B2B marketing strategy, talent, and technology. You'll learn what steps to start taking in your company and career to surviveno, thrive!in the age of AI.
Mike Kaput
Chief Content Officer | Marketing AI Institute
Mike is the Chief Content Officer at Marketing AI Institute, an education, event, and media company that makes AI approachable and actionable for marketers. He co-authored the book Marketing Artificial Intelligence: AI, Marketing and the Future of Business.
11:50am12:20pm ET
OVERVIEW
Stories don't compel people to buy. Conversations do.
Skip the complex and ineffective narratives, and develop the three critical messaging components of a brand that wins more work.
This session will teach you how to build a simple yet provocative go-to-market message (brand pitch) that creates compelling common ground with your target audiences, so they ultimately buy from you versus the competition.
After this session with accidental brand strategist Kate DiLeo, you'll be able to
Debunk outdated branding myths and learn legitimate best practices of a brand that is the path of least resistance to revenue
Uncover how to write the three key messaging components that provoke the prospect to want to have a conversation with you
Clarify how to deploy your brand to get more prospects to the table, more users who click, and more customers who buy
Kate DiLeo
Brand Architect | Kate DiLeo Branding
Kate is a brand architect and #1 international bestselling author who has partnered with more than 300 organizations to craft brands that bring more prospects to the table, more users who click, and more customers who buy. Her bestselling book, Muting the Megaphone, is available on Amazon.
11:50am12:20pm ET
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OVERVIEW
With the rise of AI copywriting tools converging with audience's expectations for a more personalized customer experience, there's no excuse not to create multiple versions of every piece of creative you publish. Whether it's headlines, subject lines, or ads, you should create multiple versions that speak to your audiences' considerations while also testing and learning what works best for your audience.
In this session with audience-favorite Zontee Hou, you'll learn
Why your brand should be generating more versions of creative than ever before
How to tailor your creative to address your audience's customer experience expectations
How to implement a testing schema that is sustainable and manageable
Zontee Hou
President & Chief Strategist | Media Volery LLC
Award-winning digital marketer Zontee is the founder of Brooklyn-based Media Volery, head of strategy for Convince & Convert, and a graduate professor at Columbia University and the City College of New York. She's advised brands from Oracle Marketing Cloud to the International Monetary Fund.
12:30pm1:00pm ET
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OVERVIEW
When was the last time you updated your LinkedIn profile? When was the last time you thought about how your LinkedIn profile makes you look to your actual target audience?
Treating LinkedIn as just a job board and resume service is a huge oversight. Potential clients and partners are looking at your LinkedIn profile right now, and you're missing out on opportunities to give them what they're looking for and a reason to reach out to you. It's time to create a personal LinkedIn strategy that results in more connection requests from people you actually want to talk to.
In this session from award-winning blogger, author, and social media consultant, Mike Allton, you'll learn
Over a dozen adjustments you can make to your profile today to attract your target audience
How just ten minutes a day can make a difference in your LinkedIn presence
How the law of reciprocity will help make your LinkedIn profile shine
MIKE ALLTON
Head of Strategic Partnerships | Agorapulse
Mike's an international speaker, award-winning consultant, and author with over a decade of experience in digital marketing. As Head of Strategic Partnerships at Agorapulse, he strengthens relationships with social media educators, influencers, and partner brands.
1:10pm1:40pm ET
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OVERVIEW
Relevancy has always been a moving target. But the risk that the gap between consumer expectations and brand execution will grow unacceptably large has never been higher. Learn how to keep pace with the forces reshaping what consumers consider personalized with a framework for increasing your email targeting sophistication.
In this session with Oracle Marketing Consulting Head of Research Chad S. White, he'll talk about how brands can use personalization to boost
The depth of their customer knowledge
The breadth of their real-time cross-channel visibility
The scale of their targeting activation
Chad White
Head of Research | Oracle Marketing Consulting
A five-time author of Email Marketing Rules (plus nearly 4,000 posts and articles!), Chad helps brands achieve more with their email and digital marketing programs. A former journalist, he's been featured in more than 100 publications. Chad was named the ANA's 2018 Email Marketer Thought Leader of the Year.
2:10pm2:40pm ET
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OVERVIEW
Did you know that up to 50% of people are introverts? (Yes, that includes B2B marketers!) While many assume that personal branding is easier for extroverts, introverts can have an advantage when it comes to building a strong personal brand. In this session, we'll share strategies to help you embrace your authenticity and stand out online and in person.
If you're a marketer and introvert, join René to learn
How to leverage your strengths as an introvert to build a personal brand that feels authentic and genuine
LinkedIn tips for networking and self-promotion to help you establish a strong personal brand that reflects your unique strengthsand attracts the right opportunities and audiencewithout having to put shoes on
René Shimada Siegel
Partner | Armanino LLP
René is a Silicon Valley marketer, adjunct professor, and former entrepreneur who merged her consulting agency into a Top 20 consulting and accounting firm. She connects colleagues, clients, and communities to solve complex business problems and amplify authentic stories. René loves pups, Pilates, poke, and alliteration.
2:50pm3:20pm ET
OVERVIEW
Are you using content as a lead tease instead of a long-term relationship builder?
Newsflash: Earning trust through content doesn't happen all at once. If you chase a download or new subscription with a high-pressure sales cadence, it's undermining your content plans.
Instead, use a series of content interactions to build trusting relationships with your target audience and make Trust Me the hidden CTA in every piece of content you publish. Take your content from one-night-stand to a healthy, ongoing connection between buyer and brand.
In this session with Ashley Guttuso, you'll learn how to
Shift your mindset from creating to capture leads (brand-serving) to creating to truly help your ICP (customer-serving)
Build a trust journey by getting into the mindset of your audience and understanding their challenges and motivations
Measure the results of creating trust content
Ashley Guttuso
Marketer + Strategist + Trust Builder
Ashley is a journalist-turned-marketer with a passion for storytelling that builds trust. She helps B2B brands adopt a media company approach to content strategy. Ashley regularly speaks at conferences like Content Marketing World, lives in Mississippi, and enjoys metal detecting in England (ask her about her 40 AD Celtic gold coin!).
3:30pm4:00pm ET
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OVERVIEW
Let's face it. Go-To-Market teams are no longer just sales and marketing. GTM metrics are no longer pipeline and revenue. GTM motions are no longer just inbound and ABM. We're all facing a crisis called the go-to-market confusion. It's time to rethink your approach to GTM strategy!
In this session with Sangram Vajre, based on research done by the GTM Partners Analyst firm, you'll learn
The 15 most common GTM challenges faced today
A modern GTM framework to address your challenges
5 recommendations to turn 2023 from confusion to clarity
Sangram Vajre
Co-Founder and CEO | GTM Partners
Sangram is the bestselling author of MOVE and the CEO of GTM Partners, a go-to-market analyst firm. He previously ran marketing at Pardot (acquired by Salesforce) before co-founding Terminus. He's now on a mission to transform 1,000 companies by 2025 by teaching the business of marketing, leadership, and life with frameworks.
4:10pm5:00pm ET
