B2B Summit EMEA

September 28 – 29, 2021  |  Live Virtual Experience

Who Should Attend

B2B Summit EMEA is the only event to offer attendees the latest research, models, and frameworks, paired with extensive access to the analysts who created them. Case studies, peer exchanges, and inspirational keynotes all contribute to helping marketing, sales, and product leaders bring their strategies to life and accelerate business growth.

The breadth and depth of our B2B research and advice covers a wide variety of cutting-edge insight. Our sessions are aligned to nine key roles to provide you and your team with everything you need to know to develop initiatives and validate strategic direction, thus furthering your organisation’s intelligent growth goals. Learn more about each role below.

Marketing Leadership

B2B content leaders are critical to B2B marketing and customer experience success. They sit at the intersection of strategy and execution, delivering the fuel that runs the revenue engine. In this year’s content-related sessions, discover the latest trends, frameworks, and best practices B2B content leaders need to deliver high-performing, audience-centric content and campaigns. Learn how to fix content alignment issues, make more data-driven content strategy decisions, scale content production capabilities, and maximise the impact of your B2B content efforts and investments.

Customer success, customer marketing, and customer experience leaders are making significant progress toward ensuring adequate visibility and investment in existing customers. However, they must continue to improve post-sale customer engagement to support retention, loyalty, growth, and advocacy. Many organisations fail to leverage customer loyalty and insights, leaving cross-sell and upsell opportunities on the table while facing retention strategy challenges. We will explain how to measure and optimise retention, growth, and advocacy to maximise the impact of customer engagement in your organisation.

To sustainably maintain B2B pipeline growth, demand and account-based marketing leaders need to be laser focused on the buying groups they want to reach. This means listening and responding to buying groups’ digital signals and optimising the path toward a buying decision. We will discuss how to align with sales to determine the right blend of demand and account-based strategies, how to design programmes, and how to enable key constituents such as teleservices and field marketing teams to execute them.

B2B marketing and sales leaders at emerging companies are now being viewed as revenue engine leaders who are transforming the way their contributions are viewed within the business. More than just separate functional groups, marketing and sales teams are considered integral, integrated parts of the revenue ecosystem. We will explain how marketing and sales leaders for companies with less than $100 million in annual revenue can build effective strategies and plans to guide the execution of go-to-market efforts, measure performance, and leverage content and technology to support hypergrowth.

As B2B businesses continue to operate in volatile market conditions, B2B marketing leaders must balance short-term efforts and long-term strategies to deliver against their growth agendas. The object is to drive relentless focus while empowering teams, optimising resources, and fueling deep and meaningful connections with target audiences. But external changes cannot be sustained unless the entire organisation is aligned around a shared vision of the customers. Marketing teams must be reenergized so they can harness the capabilities that drive high-performance marketing. We will share how B2B CMOs can tackle this challenge with best-in-class approaches for strategy and planning, powerful storytelling that drives audience engagement, team transformation, and demonstrations that illustrate how marketing value aligns to business objectives.

Marketing operations leaders are creative contributors to the B2B organisation’s future success, laying a foundation that enables the organisation to deliver superior customer experiences and grow revenue. Uniquely positioned to understand and act upon stakeholder needs, marketing operations develops capabilities that include data interpretation, tool application, and process development, all of which are vital to superior execution and the delivery of confidence-inspiring insights. Effective marketing operations leaders elevate and position their teams to reveal unseen possibilities and realise the full value of the marketing function.

Portfolio marketing requires a renewed focus on audience-centricity and a deep understanding of buyer needs to drive growth. Insights must be sharpened to attract and engage buyers — especially those within an organisation’s current customer base. In addition, the internal roles that interact with buyers and customers must be equipped with the right knowledge. These critical areas guide how portfolio marketers do their jobs — from targeting the right audiences to adopting the right messaging strategy and bringing offerings to market. We will share key approaches and best practices to help you make a positive impact on the business.

Sales Leadership

Channel organisations are at the forefront of tremendous shifts in route-to-market strategies. New partner business models are emerging in response to evolving buyer and customer preferences for subscription and consumption models, and B2B marketplaces are proliferating to satisfy buyers’ self-service expectations. B2B channel sales leaders must create purpose-driven organisations that target buyers’ needs with hyperpersonalised solutions and offerings. B2B channel marketing leaders must establish demand and enablement strategies that more effectively connect partners to buyers and customers, while improving insight into the impact of these programmes. We will share ways to forge positive partner and customer interactions in the channel and provide key metrics and insights that can boost channel performance.

B2B buyers and B2B sellers face four macro-socioeconomic shifts. To address these shifts, B2B sales executives must create purpose-driven organisations that target buyers’ needs with hyperpersonalised solutions and offerings. B2B sales executives, sales operations leaders, and sales enablement leaders must adopt a new approach to building, developing, and operating their sales organisations. They must move beyond a traditional reliance on individual sales heroics to embrace an insight-driven selling system that prioritises a more scientific and data-driven approach — one that empowers teams to consistently achieve quota, allowing the organisation to achieve its overall revenue and growth objectives. We will discuss strategies for designing and optimising a high-performing, insight-driven sales organisation.