That’s A Wrap – Top Take-Aways from B2BMX 2023 | International Association of Digital Marketing Professionals (IADMP)

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B2B marketers are facing more and more challenges. We are asked to do more with less, cultivate human connection balanced with high-tech experiences, all with the threat of artificial intelligence (AI) coming for our jobs.

Staying ahead of trends, finding efficiencies that drive impact, maintaining a growth mindset and looking for inspiration are ways TopRank Marketing commits to our missions to elevate the B2B marketing industry. All of this is fueled by community: seeking, creating and engaging in the B2B marketing community of brands and thought leaders doing the work and sharing their highs and lows throughout the journey.

This week, our team had the opportunity to attend the annual B2B Marketing Exchange conference in Scottsdale, Arizona. Talk about community — this event was packed with experts, topics and opportunities to connect and collaborate. In case you missed the conference, here are a few highlights and top takeaways:

Marketing + “The Machine”: Sizing Up AI’s Emerging Impact On Efficiency Vs. Risks To Creativity

Pam Didner, vice president of Relentless Pursuit, set the conference tone on day one talking about all aspects of AI and its impact on B2B marketing today — from content creation and campaign structure to audience mapping. Our CEO Lee Odden shared a sneak peek of this session and a deeper dive into the topic last week. Check out the speaker spot here.

It was great catching up with Pam in person!

Well, There Goes My Buyer’s Journey…

Sphere Strategy CEO Jeff Marcoux opened the first general access day talking about the changes we are seeing in the world, brands, markets and audiences. He taught the group the importance of engaging the whole account in the go-to-market (GTM) strategy, how to pivot account-based-marketing (ABM) to cover demand and best practices for metrics for the ideal customer profile (ICP). Read the full speaker spotlight here.

Who do B2B marketers need to influence across the sales journey?
– End users and influencers
– Decision makers
– Friendly due diligence team
Jeff Marcoux #b2bmx pic.twitter.com/u7bskWidUz

— Lee Odden – B2B Marketing (@leeodden) February 28, 2023

“You don’t need to be Coke to the world. You need to be Coke to the customers you care most about.” @jeffmarcoux #b2bmx pic.twitter.com/EfDALa10nJ

— Lee Odden – B2B Marketing (@leeodden) February 28, 2023

Learn How to Crack The Code on ABM & Intent Data

Dan Cafiero of Seagate Technology and TechTarget CMO John Steinert shared how they are working together to crack the code of AMB and intent data. They talked about the importance of marketing and sales alignment in ABM and the power of intent data. Check out the live blog post here with my three key takeaways from the presentation.