The golden shot

B2B World Fest and Performance Marketing | Nov 23, 2022

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Jen Faull and her star-studded B2B guests discuss how B2B could be on the brink of a golden age. B2B marketers have a lot to be excited about. They have been ahead of the curve in terms of performance marketing. They’ve sprinted into the digital realm and are investing more in creativity and brand than ever before. But have we truly arrived at the golden age of B2B marketing? Is the effectiveness truly, consistently, meaningfully there? This panel has a frank conversation about what’s next and what needs to be done.

Presenters and Guests

About the show

More Episodes

The Drum Show: B2B Worldfest Special 1

The Drum Show looks at how creativity is changing the face of B2B. Our top panel will look at key emerging trends. These include how technology, data and emotion are playing a bigger part in creative output - as is clear from The Drum Awards for B2B 2022 nominations.

The big commit

Reuben Webb and guests on how a full-on commitment to creativity is supercharging B2B effectiveness. Has B2B creativity finally arrived? At the inaugural Creative B2B Lions at Cannes, 2% of the work was considered “wow-worthy” enough to win. But what about the 98% that didn’t win? And all the work that wasn’t even entered? Cannes revealed a lot about the state of creativity in B2B. And it showcased why it takes a particular approach in B2B reach not just the creative heights, but the effectiveness heights.

Tomorrow's world

Remember when 2030 seemed the far-distant future? Well, it’s coming up fast led by millennials, Gen Z and, oh yeah, here comes Alpha. On top of that, a generation of marketers who made B2B what it is today has started to leave the industry. So, change is in the air! Want to know what B2B marketing future could and should look like? Don’t miss this session.

B2B One2One: Michelle Klein, VP, global business marketing at Meta

Where does the metaverse fit in B2B marketing plans, especially amid the current belt-tightening? Meta CMO Michelle Klein gives an in-depth look at both the opportunities and the obstacles for B2B brands looking to excel in this emerging, yet often confusing, realm.

Risky business

During a period of unknown and known risks, what are the best approaches for marketing teams to take? Ethical considerations must be reflected – both within a company and among its external audiences. The same with geopolitical considerations. Economic “macros” are affecting customers’ businesses. CMOs and their teams have a major role in developing the right strategies and narratives as well as supporting customers under stress. As we saw during the pandemic, challenging times can be B2B marketers’ time to shine. How best can we prepare?

3 more episodes +

The horror show

How do B2B marketers - with so many roles, so many pieces and parts - avoid turning into a Frankensteinian monster? Here’s how to avoid a modern-day horror story. Try to define the role of a B2B CMO. Go ahead. One sentence. Do they own a brand? Pipeline? Insights? Data? Growth? Internal comms? Customer relationships? Tech stack? Product? Creativity? DEI? Culture? Where does it begin? Where does it end? What does success look like? So many twists and turns. This session reveals all.

Funnel vision

Demand be damned? Are B2B marketers placing bigger bets on brands? Will it pay off? There is an interesting inversion happening in the world of marketing. Consumer marketers are talking a lot about the bottom of the funnel. Business marketers, meanwhile, are focusing more on brand building and awareness. The question right now is, how do B2B marketers interlock brand and demand? How do they improve (and prove) the impact of the brand-to-demand mix.

The grow show

Most B2B brands are global; almost all larger B2B brands are. Yet, global B2B marketing remains a big challenge. What’s the right model to achieve global consistency and local relevance? What are the right brand and agency models and relationships to address and drive all funnel stages, from the top of the funnel through the pipeline across all geographies? What’s the optimal role and interrelationship of central and field marketing? Importantly, how can you best manage all the moving parts and players without over-complexity and inefficiency? It’s a big subject in search of a better solution. Here’s your starting point.

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