MarketingProfs Preview: 6 Hand-Selected Sessions for the B2B Marketer

October 3, 2017


We’re still absorbing the sights and sounds from last week’s INBOUND 2017, but already another big conference is set to get underway in Boston, with the MarketingProfs B2B Marketing Forum kicking off on Tuesday.

At LinkedIn, we are all about staying tuned into the latest B2B marketing trends, so we always eagerly anticipate this annual event. Now in its 11th iteration, the B2B Marketing Forum regularly brings it, with stellar speaking lineups and enlightening sessions on a diverse range of important topics. This year is no different. 

MarketingProfs does fantastic work with this gathering, thanks in no small part to the efforts of their entertaining and energetic Chief Content Officer, Ann Handley, whom we had the chance to spend some time with recently at Content Marketing World:

For those B2B marketers who plan to attend, or at least follow the coverage, here are six sessions you definitely won’t want to miss.

The Secret Sauce For Account Based Marketing

Speaker: Jon Miller (CEO, Engagio)

Time: Wednesday, 2:15pm-3:00pm

For B2B organizations, ABM is an approach that cannot be ignored. It was a prevalent theme during last week’s INBOUND conference, where our own Ty Heath participated in an expert panel on the subject. She also wrote here on the blog about cracking the account based marketing code on LinkedIn and beyond. Miller is a leading voice on ABM and will surely have some illuminating thoughts to share.

From Why to ROI: B2B Influencer Marketing Case Studies for Success

Speaker: Lee Odden (CEO, TopRank Marketing)

Time: Wednesday, 3:15pm-4:00pm

How do influencers fit in an integrated B2B marketing strategy? Odden is helping drive the charge on the influencer marketing frontier. He will offer real-life examples of B2B brands who are driving bottom-line results by developing and nurturing these relationships. If you still associate influencer marketing with Instagram celebrities and YouTube stars, this session may prove eye-opening.

Video is Changing Everything: How to Ride the Wave

Speakers: Jason Hsiao (Co-founder/Chief Video Officer, Animoto), Brian Peters (Digital Marketing Strategist, Buffer)

Time: Wednesday, 4:30pm-5:15pm

Anyone who’s monitoring the state of the industry can see that video marketing is on the rise. But how can we best take advantage of this channel, especially if we don’t have a great deal of experience with it? Hsiao and Peters are immersed in this world everyday, and they will serve up practical tips to help you level up your own video efforts. Have you tried experimenting with LinkedIn native video yet?

Your LinkedIn Content Marketing Tactical Plan

Speakers: Alex Rynne (Content Marketing Manager, LinkedIn), Chris Wilson (Inbound Consultant, Hubspot)

Time: Thursday, 11:15am-12:00pm

Who better to help you implement a tactical plan for LinkedIn than our Content Marketing Manager, Alex? She’ll team up with Wilson, HubSpot’s inbound marketing guru, to lay out a game plan for effective engagement on the world’s largest professional network. You’ll find out which techniques consistently yield the best results, based on loads of research and data.

How To Mine Social Data For Actionable B2B Insights

Speakers: David Berkowitz (Chief Strategy Officer, Sysomos), Gloria Potichko (Marketing Director, Georgia Pacific)

Time: Thursday, 2:30pm-3:15pm

In an endless sea of social data, marketers often have a tough time fishing out the ones that matter. Let these seasoned insight anglers be your guides on a quest for clarity. They’ll explain which social media metrics matter and how they can positively impact your marketing initiatives.

Predictive Analytics For B2B Marketers

Speaker: Christopher S. Penn (Vice President of Marketing Technology, SHIFT Communications)

Time: Friday, 8:30am-9:15pm

Penn is a respected authority on marketing tech, and will be delivering an opening keynote on artificial intelligence and its role going forward Tuesday morning. In this session at the end of the week, he’ll shift (no pun intended) his focus over to predictive analytics, which he dubs “the B2B marketer’s secret weapon for 2018.” If you want to gain an understanding of how the marketing landscape will shape up in the early part of next year, then you will definitely want to hear Penn’s predictions based on statistical trends.

Stay tuned into all of the majors news and tidbits to arise from this event, and others in the coming months, by subscribing to the LinkedIn Marketing Solutions blog.