Once Upon a Time in B2B Storytelling @ PwC

THE WORLD'S SIMPLEST BRANDS AND POWER OF SIMPLICITY: A SPECIAL ANA B2B EDITION

Want to forge deeper relationships with your customers and employees? Learn how organizations use simplicity to articulate their purpose, deliver a clear value proposition and create simple employee experiences to build a more valuable brand. Moderated by Brian Rafferty, Global Director, Business Analytics & Insights, and based on their annual World’s Simplest Brands study, this roundtable session uses an interactive format lets each participant share their knowledge and experiences while learning from peers.

About the World’s Simplest Brands study:
More than 15,000 people across nine countries in the U.S., Europe, Asia, India, and the Middle East evaluated brands and industries on their simplicity. Key findings include:

• 55 percent of people are willing to pay more for simpler experiences.
• 64 percent of people are more likely to recommend a brand that delivers simple experiences.
• A stock portfolio of the simplest global brands has outperformed the average of the major indexes by 679 percent since 2009.

Brian Rafferty

Global Director, Business Analytics & Insights Siegel+Gale

THE ROI OF SOCIAL MEDIA MARKETING: HOW BUSINESSES SHOULD APPROACH SOCIAL MEDIA FOR MAXIMUM IMPACT

Matthew Babiarz

Senior Digital Strategist Mower

TRANSFORMATIVE NARRATIVES: SHOW PROSPECTS THE LIGHT AND DRIVE MASSIVE DEALS

Most businesses will admit they fear disruption. Few will admit they fear the transformation necessary to keep disruption at bay, but their hesitancy tells us otherwise. For marketers offering transformational products and services, how do we get prospects to buy in to wholesale change that is at once risky, expensive, and arduous?

LivePerson’s Brian Donnelly discusses how content marketing and sales enablement can join forces to create sticky narratives that take prospects on a journey from hesitant and complacent to excited and enthusiastic about transformative change. You’ll learn how:

• To adopt a focus on ‘one goal’ throughout the B2B buyer journey to increase success. 
• To reframe the conversation so your offering is the only path forward for a prospect. 
• To cut through the noise with compelling content delivered on the right channel in the right buying phase.

Brian Donnelly

Marketing Director LivePerson

2019 TRANSATLANTIC TRENDS IN B2B

B2B brands are experiencing significant change as technological disruption and political events unfold. How is this affecting the marketing world?

Each year, B2B International monitors the pulse of the b2b marketing and insight community through its B2B Marketing & Insight Survey. This year’s report reveals the marketing strategies in focus, including the extent to which the likes of digital transformation, e-commerce, and people-based marketing are being embraced.

How are your peers doing when it comes to assessing brand health, the customer experience, and segmentation? How are they establishing greater levels of brand engagement? How are they taking control of the buyer journey? Don’t miss out on this inside take on what lies ahead!

Nik Werk

Research Director, B2B International Gyro

B2H: A HUMAN-CENTERED CREATIVE APPROACH TO BRANDED CONTENT

With a Business to Human mindset, a brand can shift from churning out repetitive customer testimonials to creating Brand Documentaries that tell a larger story. By celebrating people and achievement rather than focusing on speeds and feeds, we can make content that is relatable and unique to the brand and its products, driving engagement and adoption.

Chris Weldon, partner at Bonfire Labs, a San Francisco creative studio, and Tom Magrino, Senior Manager of Brand and Creative at Salesforce.org will demonstrate how one brand has adopted techniques from documentary film and applied a Business to Human mindset. Telling your brand story through these human-centered approaches is a combination of vision, discovery, curation, and transformation and creates a series of authentic human stories across multiple customer touch points that drive lasting engagement. 

Chris Weldon

Partner, Head of Strategy and Creative Bonfire Labs

RE-ENVISIONING A BRAND AND A PLATFORM WITHOUT LOSING THE PLOT

Even in a B2B context, brand still has a big role to play in demand/performance marketing. Learn how Mailchimp refreshed their brand identity to better serve their evolving product offering and underlying business.

Palmer Houchins

Director of Integrated Marketing Mailchimp