These are fascinating instances on the earth of B2B advertising and there are few higher alternatives to kind the hype from the hope than B2B Forum, hosted by MarketingProfs.
I’ve had the great fortune to be a speaker on the B2B Discussion board yearly however one since 2010 once I co-presented with our shopper, PRWeb on Content material search engine optimization Greatest Practices and What to Keep away from.
That’s 15 years of sharing, studying and connecting with an incredible group of B2B advertising practitioners. B2B Discussion board is a good group and the eye to element for attendees is equal components humorousness and a dose of “I want I’d considered that” conveniences.
Main the cost is Ann Handley, (Blissful Belated Birthday Ann!) the queen of content material and B2B advertising whom we’ve interviewed six instances on our weblog and podcasts through the years. She’s a fountain of information, frequent sense and intelligent humor – all of which come along with enthusiasm and real thoughtfulness for creating an amazing convention expertise.
The following B2B Discussion board is developing quick, November 17-19 in Boston and I’ll be there together with a superb group of B2B advertising practitioners, consultants thought leaders and other people making shit occur within the B2B advertising world.
Each occasion presents a mixture of alternative and problem particularly in the case of deciding which periods to attend. Wanting by means of the convention agenda, there are a number of themes that stood out from this 12 months’s occasion. In case these themes line up together with your pursuits, listed below are some periods to sit up for:
Opening Keynote at B2B Discussion board
There are few extra memorable openings (assume marching band, skilled dancers, hip-hop group) than at B2B Discussion board. The 2025 occasion kicks off with an Opening Common Session and Keynote: Superhero Management in Unsure Occasions with Ann Handley and Filmmaker Brett Culp.
November 18 – 8:30am to 9:30am
Given the title, it appears cheap for Ann to come back out with a superhero costume, proper? I’m guessing her superhero title can be “SuperANNifragilisticexpialidocious” however that’s only a guess.
There are additionally keynotes from Joe Pulizzi, Christopher Penn and Kate O’Neill.
AI, knowledge & analytics-driven B2B advertising
In fact there are quite a few periods about AI. Everybody in B2B advertising is grappling with the right way to finest apply AI of their advertising combine and these are a number of the periods that can assist level you in the appropriate route.
Day 1: “Past Dashboards: How AI Is Reshaping Advertising and marketing Income Storytelling”
November 18 – 2:00pm to 2:30pm
Offered by Eric Westerkamp, CEO at CaliberMind
Day 2: “Embracing AI for Higher Advertising and marketing Outcomes: 5 Methods to Use AI to Drive Demand and Income”
November 19 – 10:55am to 11:25am
Offered by Neel Patel, Head of AI Merchandise at Asana
B2B content material inspiration to governance
Creativity in B2B advertising is a should and the place we get inspiration (exterior of AI) is extra priceless than ever. And so is how we handle that artistic content material.
Day 1: “Align, Approve, Amplify: The Content material Governance Technique That Delivers Nice Content material Each Time”
November 18 – 10:20am to 11:05am
Offered by Erika Heald, Advisor
Day 2; “Stealing Isn’t a (Advertising and marketing) Crime: The B2C Playbook That Will Revive Your B2B Campaigns”
November 19 – 1:30pm to 2:15pm
Offered by Jaclyn Freedman, Head of Advertising and marketing at Peerlogic
Purchaser journey and full-funnel pondering (model → demand → income)
Viewers insights are important for creating worth throughout the shopper lifecycle. As a result of what’s the purpose except you’re driving in the direction of outcomes, impression and income?
Day 1: “Full-Funnel Thought Management: Drive Model, Demand, and Income Outcomes.”
(together with a model new analysis report, Reply Engine: The State of B2B Advertising and marketing Thought Management)
November 18 – 10:20am to 11:05am
Offered by me! Lee Odden, CEO at TopRank Advertising and marketing
Day 1: Performing on Insights: Creating an Viewers-First Advertising and marketing Tradition
November 18 – 4:05pm to 4:50pm
Cheri Hulse Head of Market Insights at Zoom
Day 2: “Escape the Income Era Maze: How Advertising and marketing Can Personal 80% of Pipeline to Predictably Hit Targets.”
November 19 – 10:55am to 11:25am
Offered by Tiffany Nwahiri, Founder at third & Taylor
B2B measurement, reporting and playbook
There’s some that say the previous methods of B2B advertising are damaged and never solely do we want a brand new playbook, however we want more practical methods to report on our efficiency.
Day 1: “From MQLs to Significant Progress: A New B2B Advertising and marketing Playbook for the AI Period.”
November 18 – 5:00pm to 5:45pm
Offered by Jon Miller, Founder & CEO at Phave
Day 2: “Bridging the Hole: Presenting Advertising and marketing Success to Management and Boards”
November 19 – 10:00am to 10:45am
Offered by Katie Roudabush, Chief Advertising and marketing Officer at Alpine Intel
B2B content material channels & codecs
Profitable entrepreneurs are positively elevating the bar on content material high quality and expertise. Each video and higher e-mail design are methods to just do that.
Day 1: “Sensible Methods To Use Video To Unleash B2B Progress, Offered by Vimeo.”
November 18 – 2:00pm to 2:30pm
Offered by Charlie Ungashick, Chief Advertising and marketing Officer at Vimeo
Day 2: “Past the Tendencies: Design Rules That Make B2B Emails Work for Everybody”
November 19 – 2:25pm to 3:10pm
Offered by Justine Jordan, Head of Technique & Neighborhood at Beefree
B2B creativity + model id
There actually is not any model or demand debate – we should do each and do them nicely. There are many demand gen periods, however these two will assist care for the model perspective.
Day 1: “The Shared Mindset of Iconic Manufacturers.”
November 18 – 11:15am to 12:00pm
Offered by Lindsay Tjepkema, Founder at Human Manufacturers Win
Day 2: “The Model Advantages Playbook.”
November 19 – 8:30am to 9:15am
Offered by Allen Weiss Founder & CEO MarketingProfs
Optimizing your B2B advertising expertise & operation
Let’s not neglect a very powerful useful resource we’ve in B2B advertising – the folks and their expertise. These periods will allow you to optimize your staff and advertising productiveness.
Day 2: “Punching Above Your Weight: Having an Impression With a Lean (Solo?) Advertising and marketing Group”
November 19 – 8:30am to 9:15am
Offered by Angela Sarno, VP of Advertising and marketing at PaymentWorks
Day 2: “Be taught, Develop, Train: Upskill Your Group By way of Coaching and Growth”
November 19 – 10:00am to 10:45am
Offered by Mandie Sullivan, Senior Advertising and marketing Operations Supervisor at Insperity
End 2025 with a greater B2B advertising technique, finest practices and human connections
Whether or not you’re targeted on constructing model belief, mastering AI-driven analytics, or discovering new inspiration for a way you strategy content material in methods that can truly work, MarketingProfs B2B Discussion board is a good place to stage up. Yearly, it’s a reminder that regardless of all of the change on the earth and in our trade, the ability of a group of sensible, curious, and beneficiant entrepreneurs sharing what works is one thing price investing in.
I hope to see you in Boston November 17-19, 2025!
In regards to the writer
Lee Odden has been acknowledged as a prime B2B Advertising and marketing skilled by Forbes, The Economist and the Wall Road Journal. For over 20 years he is labored together with his staff at TopRank Advertising and marketing to assist elevate the B2B advertising trade by means of artistic advertising applications that ship extra genuine, experiential and inclusive content material for manufacturers like LinkedIn, Dell and Adobe. Lee is the writer of Optimize and has revealed over 1.4 million phrases on his company’s B2B advertising weblog. As a trusted advertising thought chief, he has given almost 300 displays in 20 completely different international locations on B2B content material, search and influencer advertising. When not advertising, Lee might be working, cooking or touring.
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