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12 Can’t-Miss Sessions at 2023’s B2B Marketing Exchange Conference #B2BMX

Katelyn Drake on Feb 27th, 2023
B2B Marketing, Marketing & PR Industry, Marketing PR Conferences

This week, the annual B2B Marketing Exchange (#B2BMX) conference kicks off in Scottsdale, Arizona, and if the promise of sunshine wasn’t enough, the speaker lineup has me radiating with excitement.

This is my first B2BMX and I’m hoping to run into some old friends as well as make some new connections while we soak up the energy and inspiration from the B2B marketers attending, presenting and exhibiting at the event.

If you are like me and get easily overwhelmed with so many inspiring sessions from top thought leaders, here’s a cheat sheet for my can’t-miss sessions.

Here are my top 12
(because I couldn’t narrow it down to 10)
Can’t-Miss Sessions at B2BMX 2023:

DAY 1 – FEB 27

12 Can’t-Miss Sessions at 2023’s B2B Marketing Exchange Conference #B2BMX

5 Ways ChatGPT Will Change the Future of B2B Content Marketing

Harry Mackin on Feb 27th, 2023
B2B Marketing, Content Marketing

If you haven’t heard the jokes yet, you will. ChatGPT is the terminator, and all of us content marketers are Sarah Connor. It’s only a matter of time before the evil machines seize our jobs out from under us and send us scrambling for one of the six journalism positions left on the planet. If, someway, somehow, we want to stay in marketing, our only desperate recourse will be to learn how keywords actually work, or worse… try PAID SEARCH.

…Ok, so the reality isn’t all that dramatic, no matter what those jokers in SEO want you to believe. There is, however, a grain of truth behind all the ribbing: the fact is, ChatGPT and advanced machine learning AI like it is going to change how content marketing works forever. In fact, it already is. It’s just not going to replace content marketing or content marketers.

5 Ways ChatGPT Will Change the Future of B2B Content Marketing

B2BMX Speaker Spotlight: Jeff Marcoux on B2B Go To Market (GTM) Disruption

Lee Odden on Feb 24th, 2023
B2B Marketing

Our B2B Marketing Exchange Speaker Spotlight is back with none other than Jeff Marcoux, CMO at Bombora, a provider of Intent data for B2B sales and marketing. With a conference theme of Performance Plus, Jeff is a great choice for a B2BMX keynote speaker with his extensive background in tech and enterprise B2B Marketing.

I first met Jeff when he was a CMO Lead, Worldwide Enterprise Marketing at Microsoft in 2015 and was kind enough to educate us all in the art and science of predictive analytics. Jeff has continued on his path as a sophisticated B2B marketer in senior marketing leadership roles, giving back as an adjunct professor in marketing and starting his own go to market consultancy.

B2BMX Speaker Spotlight: Jeff Marcoux on B2B Go To Market (GTM) Disruption

B2BMX Speaker Spotlight: Pam Didner on Artificial Intelligence Impact on B2B Marketing

Lee Odden on Feb 22nd, 2023
B2B Marketing

Where do B2B Marketers go for up to date information, great networking and insights on what’s working in B2B Marketing? B2BMX is definitely on the list of events where business marketing professionals find what they need to succeed in the dynamic and fast changing world of B2B marketing.

To give TopRank’s B2B Marketing Blog community a preview of the expertise to be found at the B2B Marketing Exchange marketing conference, today’s post features an interview with my longtime friend and B2B Marketing/Sales champion, Pam Didner.

Pam worked at Intel for over 14 years before elevating her career to become an international keynote speaker, workshop leader, adjunct professor, author of multiple B2B marketing books and one of the most influential people on the topic of B2B marketing. She’s also VP of Marketing at Relentless Pursuit.

B2BMX Speaker Spotlight: Pam Didner on Artificial Intelligence Impact on B2B Marketing

Infographic: 15+ Reasons B2B Brands are Leveraging Influencer Marketing

Lane Ellis on Feb 20th, 2023
B2B Marketing, Influencer Marketing

What are some of the top reasons that B2B brands are leveraging influencer marketing in 2023?

In the following infographic, we share 15+ valuable insights, take-aways and statistics that show how B2B brands and marketers are increasingly turning to the power of influencer marketing to add the type of human touch-points that are more important than ever in the face of increasing use of artificial intelligence (AI), and to help strengthen marketing efforts in the face of economic uncertainty.

Let’s jump right in with an array of 15+ helpful and sometimes-surprising B2B influencer marketing insights.

You can download a full-resolution PDF version of this infographic here.

Infographic: 15+ Reasons B2B Brands are Leveraging Influencer Marketing

15+ Top Tips For B2B Marketers To Optimize & Humanize LinkedIn Profiles

Lane Ellis on Feb 15th, 2023
B2B Marketing, LinkedIn

Since its formation LinkedIn* has been the leading business social media platform, and with increasing numbers of brands and users having turned away from Twitter since its 2022 ownership change and subsequent policy shifts, in 2023 LinkedIn has grown to over 900 million members.

With interest in LinkedIn at a new high-point, how can B2B marketers ensure that their place within the LinkedIn universe is accurately represented — both professionally and personally?

The many features of LinkedIn member profiles have evolved and greatly expanded over the years, and more B2B marketers than you would expect are missing out on exposure opportunities that are only a click away.

Let’s take a look at 15+ optimizations that will take your LinkedIn profile to the next level, with a focus on the human elements that will help you sparkle on the platform.

15+ Top Tips For B2B Marketers To Optimize & Humanize LinkedIn Profiles

Trust Statistics for 2023 that B2B Marketers Will Love

Joshua Nite on Feb 13th, 2023
B2B Marketing

It’s almost Valentine’s Day, that commodified and commercialized celebration of the most bountiful and free resource we have.

But cynicism aside, love in all its forms is a beautiful thing worth celebrating. And one absolutely essential part of love is trust. It’s asking someone to put their trust in you and having faith you will get the same in return. That’s something no amount of flowers and chocolate can buy.

As a marketer, you want customers to fall in love with your brand. But that type of love requires trust, too. And on that point, we’ve got good news and bad news.

Edelman just published their 2023 Trust Barometer. It’s always an eye-opening read, and this year has some fascinating stats that marketers need to know.

Trust Statistics for 2023 that B2B Marketers Will Love

B2B Search Marketing: 5 Key Ways Generative AI is Changing the Future of SEO from Google’s Bard to Microsoft’s Prometheus-Based Bing

Lane Ellis on Feb 8th, 2023
B2B Marketing, Google, Microsoft Bing, Search Marketing, SEO

How is ChatGPT artificial intelligence (AI) chatbot technology changing search engine optimization (SEO), and how will the major shifts being implemented by Google, Microsoft and others alter the business marketing landscape of the future?

During my 39 years working in online communications I’ve seen immense changes in search engine technology and how businesses optimize their ever-growing collections of digital content, and consider AI’s impact on the search industry to be one of the biggest shifts yet.

ChatGPT — short for generative pre-trained transformer — was rolled out as a prototype in November 2022 by the OpenAI AI research organization, and takes the form of a website interface where users type in questions and receive written responses.

B2B Search Marketing: 5 Key Ways Generative AI is Changing the Future of SEO from Google’s Bard to Microsoft’s Prometheus-Based Bing

How B2B Brands Can Elevate Their Marketing by Aligning with Audience Passions

Art Allen on Feb 6th, 2023
B2B Marketing

My sister has an uncanny ability to buy the perfect present for everyone in her life. Every time she gives me a gift, I’m surprised at how thoroughly perfect it is — and most of the time, I didn’t even realize I wanted whatever it was she got me. In fact, her gift giving ability is so good that I swear sometimes she can read minds.

Of course, she can’t actually read minds. No, her gift giving superpower is nothing more than listening to the people around her and understanding them. For example, she listened to me talk about my love for science fiction and my enthusiasm for getting dressed up, which made it easy enough for her to delight me with a space-themed tie clip.

How B2B Brands Can Elevate Their Marketing by Aligning with Audience Passions

The Myth of Recession-Proof B2B Marketing & 3 Things To Do Instead

Lane Ellis on Feb 1st, 2023
B2B Marketing, Influencer Marketing

Is recession-proof marketing genuinely possible in the uncertain headwinds of 2023, and — if not — what can B2B marketers do instead to best weather the storm?

Recession-proof B2B marketing may sound reassuring, however blindly buying into it could at the very least cause unwanted surprises, and at the worst end up proving disastrous.

Thankfully, there are marketing tactics that persevere better than others during uncertainty, however none will be quite the digital panacea that some have been recently touting.

97 percent of chief marketing officers and brand managers have said that inflation and recession concerns were a top concern when it comes to what keeps them awake at night, according to the most recent “Marketing on My Mind” survey — concerns that were new to the 2022 edition of the list.

The Myth of Recession-Proof B2B Marketing & 3 Things To Do Instead

What Recent Data Shows About The Rising Importance of Human Touch-Points in B2B Marketing

Lane Ellis on Jan 30th, 2023
B2B Marketing

Are the human touch-points we use everyday as B2B marketers taking on greater importance in the face of record levels of digital content touched only by artificial intelligence (AI)?

Facing increasing automation from ChatGPT and other AI-infused tools, B2B marketers are taking a closer look at our truly human touch-points to differentiate in the unique year that 2023 is shaping up to be.

While savvy B2B marketers are sparingly using the power of AI to do more with less, some less sophisticated strategies have turned solely to AI-generated content, making differentiation between human and AI service more important than ever.

Let’s take a look at what recently-published data from industry reports and surveys can tell us about the rising importance of human touch-points in B2B marketing.

What Recent Data Shows About The Rising Importance of Human Touch-Points in B2B Marketing

B2B Marketers on the Move: Spotlighting New Leadership & Talent To Kick Off 2023

Lane Ellis on Jan 25th, 2023
B2B Marketing

As B2B marketers adjust to the changes that 2023 brings, the industry continues to offer growth opportunities as well as shifts that often seen to happen so fast that they are difficult to fully appreciate.

For more than two decades now, TopRank Marketing has had the please of helping a wide variety of the world’s top B2B marketers and major global brands elevate and go beyond merely being competitive, to standing out from the crowd with creative and award-winning successes.

In 2023 we place increased focus on elevating through intelligence, relevance, and the type of humanization that allows efforts to stand out from the increasing reach of those touched more by artificial intelligence (AI) than by human hands. In this spirit, for more than a year now we have regularly made a point of taking the time to congratulate and honor B2B marketing leaders who have recently seen career advancement.

B2B Marketers on the Move: Spotlighting New Leadership & Talent To Kick Off 2023