B2B Marketing Forum: 5 Sessions Every Content Marketer Should Attend

Tools, Tips & Tactics to Turn you into a Content Marketing Wizard

October 19, 2015

boston waterfront

Where’s the only place Don Draper, This American Life, and a Unicorn get together? MarketingProfs’ B2B Marketing Forum, naturally.

The LinkedIn Marketing team is traveling to Boston this week to attend MarketingProf’s ninth annual self proclaimed “quirky” conference, the B2B Marketing Forum, which takes place Oct. 20 - 23rd.

While we’re looking forward to mingling with some of the most innovative marketers out there and partaking in all the shenanigans Ann Handley, MarketingProfs’ Chief Content Officer, has up her sleeves, we’re really excited about the sessions this year, which are definitely poised to turn content marketers into content marketing wizards.

There are more than 50 sessions over four days, and here’s our take on a short list of the content our team is most looking forward to attending this week:

Martinis are Back: What Don Draper Knew Still Matters

Wednesday, October 21, 10:30AM – 11:30AM
Speakers: Ahava Leibtag, President, Aha Media Group
Loren McDonald, Vice President, Industry Relations, Silverpop, an IBM company

As marketers it is our job to be on trend when it comes to strategy, tactics and tools -- always chasing “the next big idea.” But what about the proven marketing concepts from decades past? If the promise of understanding which of today’s “new BIG ideas” are actually proven marketing techniques from the past doesn’t get you to this session, then perhaps the “Martinis optional” will.

Newsjacking! The Art and Science of Injecting Your Content in a Breaking News Story

Wednesday, October 21, 2:30PM – 3:30PM
Speaker: David Meerman Scott, Marketing Strategist and Bestselling Author

In my past life running internal PR for a startup, I know how critical it was to get media attention by injecting our story into relevant news stories. After all, Newsjacking is not only a vehicle for thought leadership but a lead generating machine -- all for free. But Newsjacking is spontaneous, dynamic, and real time, leaving marketers feeling less programmatic and more reactive. Best selling author, David Meerman Scott, will unveil the secrets to Newsjacking that are bound to drive media attention, generate leads and grow business.

Teach Me How! Content Marketing for LinkedIn

Wednesday, October 21, 2:30PM – 3:30PM
Speaker: Jason Miller, Group Manager, Content Marketing, LinkedIn

Our very own Group Manager-Content Marketing, Jason Miller, is queued up to lead a workshop on mastering content marketing on LinkedIn. Think of this as our recently launched LinkedIn Content Marketing Tactical Plan coming to life. This  workshop will unveil an actionable strategy for driving ROI based on multiple tests conducted by the LinkedIn marketing team.

From Storytelling to Story-Selling: How to Tell a B2B Story that is “This American Life” Compelling

Thursday, October 22, 11:45AM – 12:45PM
Speaker: Bobby Lehew, CEO, Robyn Inc.

Content marketers are always honing the craft of storytelling. However, it can be a challenge for B2B marketers to connect business goals with real, raw and captivating content. Be prepared to banish features and benefits selling forever and learn the simple tactics of spellbound, audience-centric storytelling. The bar has been set that we’ll be walking out of this session poised to share stories that are “This American Life” compelling.

Unicorns and Yetis and Best Practices

Thursday, October 22, 4:00PM – 5:00PM
Speaker: Frank Days, VP, Tesora

Best practices are touted left and right. Best day of the week to launch an email campaign. Best time of day to Tweet. How many weeks needed to promote a webinar. But are we testing these assertions made by “experts”? And do they relate to my audience and business goals? Do best practices really exist? Be prepared to learn how to stiff arm the obsession around best practices and change the way we work by trusting our instincts and personal best practices.

Not attending the B2B Marketing Forum this year? Stay connected with our content: Subscribe to the LinkedIn Marketing Solutions blog for fast follow takeaways and follow us on Twitter and Instagram for real time, snackable storytelling from the conference floor.

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