As a demand marketing agency, HiP attends a finite number of trade events each year that really pertain to our business interests. My personal favorite last year was Demand Gen Report’s Content2Conversion (C2C) Conference and Demand Gen Summit, now expanded and renamed the B2B Marketing Exchange.
Apart from its wonderful Scottsdale (Arizona) Fairmont resort location, the event’s mission, audience and educational tracks aligned exceptionally well with HiP’s approach to demand generation. We found that the other sponsors, speakers, exhibitors, and attendees were as heavily invested in the process of demand marketing as HiP and, like us, equally focused on measurable business outcomes.
As HiP began preparing its trade event schedule for 2017, this event was naturally in the mix again. We measured the new business we converted from last year’s show, examined how our involvement had influenced existing client relationships, reviewed the agenda and speaker list. And we were happy to learn this year’s event has been expanded to include an account-based marketing and a sales enablement track to meet the needs of an even greater cross-section of B2B leaders.
The B2B Marketing Exchange ticked all the boxes for us, and HiP is heading back to Arizona next month. Here are the top 3 reasons:
1. The Sessions:
We’re excited to see a couple of the general sessions like “The Secrets To Creating Contagious Content Campaigns” (presented by author Jonah Berger) and, especially, “Collaborating With Your Customers To Create B2B Messaging That’s Not 2Boring2Care” (presented by Second City – yes, the same Chicago organization that’s produced accomplished storytellers and humorists from Stephen Colbert to Bill Murray to Tina Fey).
Then there are the more than 50 divergent tracks devoted to topics like ABM, demand generation, and sales impact. A few great examples include:
- “Blowing Up The Funnel” with Kathleen Schaub of IDC
- “How Best-In-Class B2B Orgs Operationalize ABM” with Matt Sanatore of SiriusDecisions
- “If Your Customer Was A Golf Ball: Lenovo’s Intent-Driven Digital Marketing” with Mike Ballard of Lenovo
- “Applying “UnMarketing” To B2B Engagement” with Brian Fitzgerald of Veracode
- “Creating The Continuous Customer Conversation” with Patrick Flanigan of ADP
2. The Networking
With more than 800 attendees expected, this audience will be focused on the education, and the business at-hand, particularly compared with larger shows that seem to just swallow us all. And more than 70% of the audience is director-level or higher. It was really refreshing last year to be surrounded by peers looking to advance the performance and the impact of their content and demand gen programs.
At a time when many of us are ready for a break from winter, sunny Arizona is a welcome change. The Scottsdale Fairmont is comfortable and convenient, with so much of our networking and after-hours “fun time” hosted outside in the warm, fresh desert air.
As John Coe, co-founder of B2BMarketing, said about last year’s show: “This conference provides a great location to connect with old friends and meet new ones, but above all, an opportunity to advance our knowledge and ability to produce results.”
3. The Business
Because HiP is a demand marketing agency, it should come as no surprise that we’re at B2BMX for more than education and networking. We’re expecting the same great opportunities to talk one-on-one with other thought leaders in our space this year, as well as the potential for conversations with decision-makers where we can see a revenue impact.
For 2016’s event, we measured that impact in terms of new logos whom we subsequently served, as well as by how much we were able to enhance current business with valued customers. That tangible impact was a clear part of our decision to attend.
Software and technology-driven companies are HiP’s bread and butter. A look at the sponsors will give you a sense of the B2B marketing process and technology focus at this show: Engagio, Marketo, Uberflip, Brightcove, 6Sense, Vidyard, Curata, SnapApp, and Lattice are just a handful of those present.
Care to join HiP at B2BMX in sunny Scottsdale this February 20-22? We can help!
Use the code below to join us at this event and get 50% off your pass.
To register: http://dg-r.co/B2BMX-Offer-HiP
Discount code: B2BMXHIP50B
Fabulous show! Once again, was both meaningful from an educational perspective as well as a networking standpoint. And certainly not lacking in opps to drive revenue.