Gain fresh perspectives on the state of B2B marketing, challenge conventional wisdom, and elevate your marketing impact.
Learn how to grow your marketing team’s influence and secure a seat at the ‘top table’. Discover new ways to assess success and reshape the marketing funnel, redefine measurement and effectiveness and explore the power of creativity and brand-building to unlock untapped potential for emotional storytelling and differentiation.
Building out your marketing function from a team of 1 in a company of 300 people in 2014, to a global team supporting a 12,000+ person business across nearly 100 offices worldwide is no mean feat in any business. In B2B even more so. In this session Apex Group’s top marketer explains how to change the perception of marketing to get a place at the ‘top table
The B2B Institute’s Weinberg and Lombardo offer their unique perspective on B2B matters. Received wisdom will be challenged and fresh perspectives delivered.
Brand building is a difficult case to make, especially in categories and companies that have favoured functional, rationale messaging and where the value of brand has not been seen by all stakeholders. Join three marketers from three brands who will explain how in what way they have managed to make the case.
This panel will challenge received wisdom around the marketing funnel while examining the buying journey. Is it fit for purpose, and what needs to change, if anything at all?
For those who want to learn how to build stand-out brands for future growth and success.
When Glanbia, an Irish global nutrition group, decided on a spin-off, the company needed to standup a new brand, revitalise the remaining company brand, and build for the future. Join this session to hear from the leaders of both projects in conversation on how they’ve achieved all this and more!