10 Must See Sessions @ B2B Marketing Forum 2012

If you sell digital products online you are no doubt aware of the two most popular affiliate networks, ClickBank and PayDotCom. While both of these are great and I highly recommend each of them, today I came across a brand new service that really caught my attention.

As a comedian and Director of Digital at The Onion, Baratunde Thurston pushes the envelope on the latest Web platforms. Whether personifying the Swine Flu on Twitter, treating a Foursquare mayor battle as legitimate politics, or live-blogging his experience clearing an exit ramp on Lakeshore Drive during Chicago's epic blizzard of 2011, he's found ways to do more than post photos and beg for followers.

Baratunde has delivered results with his proven ability to engage communities, target the most relevant audiences, and mine existing relationships for maximum conversion. During his B2B Forum opening day keynote, he'll show you how to generate similar results for your business by remaining authentic and true to your own voice.

Tom Fishburne—Founder and CEO, Marketoonist

Would your customers save your marketing communication on their fridge?

There has never been a better time for B2B brands that can tell a story well. Yet, most brand storytelling is not content worth sharing. It's time for B2B marketers to learn from one of the simplest forms of storytelling: cartoons.

How has the cartoon contest ignited readership in The New Yorker? Why does the most popular cartoon on the Web have punch lines you can't understand if you're not a Unix programmer? Why did Matt Groening dumpster dive at middle schools to find inspiration for Bart Simpson?

Using examples from American Express OPEN Forum and others, marketer and cartoonist (Marketoonist—get it?) Tom Fishburne will demonstrate how B2B content marketing has to be episodic, simple, interactive, and created for niche audiences to drive loyalty and even fans.

Mike O'Toole—President, PJA Advertising+Marketing
If you're used to drawing a line in the B2B marketing sand between building brand awareness and driving leads and sales, it's time to shift your thinking. Now, every B2B campaign needs to deliver against brand and demand if it's going to get funded—and get results. In this session, you'll learn how buyer behavior informs the brand-demand model. You'll also uncover how to choose the right channels, tactics, and content to drive brand and demand. Plus, get actionable advice on how to pitch a campaign that upper management will want to fund and show results that keep those funds coming.

Content Marketing Manager at Lattice Engines
By now we know that content rules. But, does yours stand out from the crowd? We're blowing the doors off traditional panels with this session featuring real-life examples sure to inspire, motivate, and make you a tiny bit jealous. We're doing things a bit differently with this panel. Audience participation is encouraged throughout and will help customize the panel discussion to answer your specific questions. We guarantee you'll leave a better content marketer than you entered. How's that for a promise?

The Grandpa of Content Marketing - Joe Pulizzi, Founder, Content Marketing Institute

Customers are getting smarter. With so much information to digest these days, it's easy for them to ignore the vast amount of it and engage with only the most interesting and relevant content in order to make buying decisions. And, to make it all even more complex, content shared on Google, Facebook, Twitter, LinkedIn, and Slideshare (Pinterest even) increasingly influences those decisions. Where's a marketer to start?

Uncover how marketers use content to generate leads, popular content tactics, budgeting recommendations, and more, based on research conducted by MarketingProfs and Junta42. Plus, you'll also hear case studies that demonstrate what works in content marketing now.

Roberta Rosenberg, President and CEO, MGP Direct, Inc.
If you'd like to volunteer for a makeover, please email events@marketingprofs.com. We'll let you know in September if you've been chosen. If you've been tasked with seamlessly integrating your landing pages into your marketing programs to convert more customers, then this session is for you! Join us for a live review and makeover of attendee landing pages and learn best practices for optimizing your own landing pages to engage your visitors and convert more of them into customers. You'll walk away with actionable tips for improving how all of the elements of your landing page—copy, design, offer, forms, and more—work together to appeal to and motivate your potential customers and speed the conversion process.

AUTHOR OF THE BOOK - OPTIMIZE!

Lee Odden—CEO, TopRank Online Marketing
About: Content flows in every direction throughout a variety of platforms, formats, and devices. The mass adoption of the social and mobile web has facilitated a revolution of information access, sharing, and publishing. Google handles over 11 billion queries a month. There are over 65,743,590 blog posts published each month. And, more video is uploaded to YouTube in that time than the three major US networks created in 60 years. Result? Competition for attention on search engines and the social Web is fierce.

In this environment, guiding customers through the sales cycle requires an integrated approach to content, optimization, and social media marketing. Join us for this lead generation and nurturing track keynote as SEO and social content expert Lee Odden discusses how to optimize the sales funnel to attract, engage, and inspire customers to buy.

Christopher S. Penn—Director of Inbound Marketing, WhatCounts

Concrete, actionable steps and methods for measuring B2B digital marketing ROI have been the holy grail of marketing for years. Fortunately, with modern tools and methods, it's now within your reach! Join us for this session to learn how to apply Google Analytics and multichannel funnels specifically for B2B marketing. Learn how to compute total marketing ROI, understand assisted conversion, and much more. We'll talk about how to transform giant amounts of data into actionable insights to improve your marketing immediately. Plus, you'll discover how to measure channels like social media and email marketing more effectively.

DJ Waldow—CEO, Waldow Social

When it comes to marketing, nothing is hotter than social media. Twitter. Facebook. Google+. LinkedIn. Instagram. Pinterest. And (insert new social media site-of-the-month here). In fact, it's so hot that many folks forget about the "original" online social network: email marketing. It's the digital glue that holds it all together. With an ROI of $40.56 for every dollar spent in 2011, email marketing is indeed still alive and kicking. Better yet, email and social go together like Batman and Robin—both can exist on their own, but together they're an unstoppable force. This session will dive into the various tactics to integrate email marketing and social media to "save the city."

Kipp Bodnar—Inbound Marketing Strategist, HubSpot
Jeffrey L. Cohen—Social Strategist, Salesforce Radian6

If you'd like to volunteer for a makeover, please email events@marketingprofs.com. We'll let you know in September if you've been chosen. Join us for another exciting MarketingProfs Makeover featuring three lucky attendees who will have their company's LinkedIn profiles critiqued live. But it's not just about constructive criticism: our social media "stylists" will offer up suggested improvements to help attract more business. Through these examples and other actionable advice, you'll learn best practices for generating leads through LinkedIn by joining groups, asking questions, using search, and more.

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