Align. Reinvent. Win.
That was the theme at this year’s Forrester B2B Summit, EMEA and we were proud to be sponsors again. As always, it made for an insightful three days of inspiration and networking with some of the best in B2B marketing.
B2B Marketers are continuously facing new expectations and buying behaviors; Millennial and Gen Z customers are lacking trust in traditional sales tactics while an unstable economic climate means that the tried and tested just won’t cut it anymore.
But with any challenge comes an opportunity. Speakers gave countless examples of how rethinking elements of your strategy, technology, and operations can help you seize the opportunity of change. That way you don’t just weather the storm – you have the foundations to fight and win.
We sent along a few of our team to talk about overcoming the challenges our clients face.
Brand and Demand: two wheels on a bike
We were delighted to share the stage with our client Palo Alto Networks for our case study session: Proving the Business Value of Brand and Demand.
Ashley Robertson, our SVP, Global Accounts, and Andrew Shepherd explored the business impact of investing in creative branding to amplify demand generation and ABM. They shared exciting examples of AI in action and explored how it has supercharged marketing efforts, while increasing effectiveness.
Fusing brand and demand isn’t a choice – it’s fundamental to keeping up with competition. Put simply, without them working in tandem, the B2B bike won’t start.
You’re a wizard, Ali
How long does it take to create account-based content – hours, days, weeks? What about 10 minutes?
Alastair Hussain, our SVP Strategy & AI, came with a trick up his sleeve. Using GenAI, he created an ABM campaign on-stage in under 10 minutes. This interactive session gave attendees a taste of what can be achieved when incorporating AI into B2B marketing.
But that’s just the tip of the sword…
The event was filled to the brim with talks and discussions on overcoming B2B marketing challenges.
Forrester VP and Principal Analyst Nicky Briggs discussed the challenge of achieving growth when competitors use the same strategies and tools. Seth Myers, another Forrester analyst, identified silos as common growth limiters – he advocated beginning with data and technology to create a unified view of customer interactions.
A common view, however, was that transformation should start with people. Without an agreed vision, even the best technology won’t help. Many businesses implement technological solutions without understanding how to leverage them to their full potential.
Only when aligning your organization around the end-to-end customer experience can you build effective processes and successfully grow.
The art of slaying dragons
At The Marketing Practice, we think of ourselves as dragon slayers.
Every business has its dragon: the biggest marketing challenge it’s facing. We help our customers find what that is and slay it together. Wherever you are on your marketing journey, it’s easier to conquer your challenges with an army of marketers behind you.
Want more insights on how to boost your B2B marketing's effectiveness? We recently hosted a series of webinars on how a tighter marketing focus can drive substantial, long-term business growth. You can watch all the sessions from Effectiveness Week on demand here.
Happy dragon-hunting!
