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Monday December 12, 2016

GLEN DRUMMOND

Insight and Differentiation in Commodified Markets

Glen Drummond, Chief Innovation Officer at Quarry

B2B marketing professionals operate in an era of (two-way) transparency - that is to say, we have all kinds of data on customers, and they have all kinds of data on us. In this environment, the role of "Authenticity" in branding gains a new priority. This requires a "new recipe for authentic B2B brand building".

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Insights Applied: Mature Startup - TwentyThree Thomas Madsen-Mygdal, Co-founder & CEO of TwentyThree Thomas Madsen-Mygdal is the Co-Founder and CEO of TwentyThree, and has previously co-founded Podio (acquired by Citrix). In his talk he will share the story about finding the right timing, believing in your narrative and creating an innovative video marketing platform, which is changing how companies market their products and communicate.

SCOTT SCHEFF

Sales Enablement: The Last Mile. How Sales Enablement can help Close a Deal. Scott Scheff, Director of User Experience at The Garrigan Lyman Group

MICHAEL MCCUNE

KEYNOTE: PRODUCT MARKETING TO EMPOWERED CUSTOMERS Michael McCune, Senior Executive Advisor, Marketing Leadership Council at CEB Many B2B Product Marketers realize the buying environment is changing: customers have more information sources and are more empowered than ever to make decisions about their problems, potential solutions and your offerings. The result is a disturbing trend towards commoditization, where customers are no longer willing to pay for the differences in performance. CEB shows how winning suppliers challenge their customers with new ideas about their business and employ modern marketing strategies that re-frame how customers assign value to those differences. The CEB model works, but the onus is on Product Marketers to ask hard questions about their roles: Why are customers not responding to our value propositions? Why does voice of the customer suddenly feel so shallow? Why does it seem like customers won't take action? The answers to the questions reveal new strategies Product Marketers can use to generate high quality sales and deeply engage today's empowered customer