Transcript see the results - Better B2B Marketing 2016

THE EVENT
What?
One-day conference, featuring 15 presentations. Organized by the Canadian B2B Marketing Network.
When?
29th February 2016
Where?
Toronto International Centre
How many people came?
Approximately 150 paid attendees
THE OFFER
Take your B2B game up a notch!
• Get up to date on what’s happening with Canadian B2B statistics and trends in global
markets.
• Learn from Canada’s top B2B Chief Marketing Officers about how they address fastchanging challenges such as technology tools, marketing, sales alignment, exchange rates
and talent recruitment.
• Hear international speakers share their successes in applying content marketing and
social media to engage qualified prospects that generate sales.
• Identify technologies and tactics you don’t use yet but could boost your marketing ROI.
• Align marketing and sales to create more effective teams.
• Raise your strategic and tactical plays to world class levels.
THE KEYNOTES
Ally Motz
Ann Handley
Scott Brinker
SiriusDecisions
Marketing Profs
Chief MarTech
THE SURVEY
• Of the 150 attendees, 35 filled out the post-B3 survey giving us a 23% response rate (the
average response rate for a survey is usually 10%)
• Nearly 45% of respondents heard about Better B2B Marketing 2016 through word of
mouth, followed by the internet
• The majority of attendees worked in marketing (34%), followed by manufacturing (24%)
and other industries (24%) that were not listed on the survey
• The majority of respondents work in marketing at various levels ranging from coordinator
to manager
• 58% of respondents were between the age of 26 – 45 (29% between 26-35 and 29%
between 36-45)
THE SURVEY
• 71% of respondents said they would attend Better B2B Marketing events in the future
and would do so for the speakers, to stay up to date on what is happening in B2B
marketing and because there are few events that support B2B marketers.
• 94% of respondents had a good overall experience at Better B2B Marketing 2016.
• 77% of respondents felt that the information presented at Better B2B Marketing 2016
was valuable.
• Most respondents found the keynote speakers, most specifically Ann Handley, to
have been the most liked portion of Better B2B Marketing 2016, followed by the choice
of relevant topics.
• Most respondents disliked that certain presentations felt sales driven. Others felt
that the moderated panel was “uninspired” and that there were not enough B2B
examples to learn from.
‘WHY THEY ATTENDED’ VERBATIMS
• Relevant, resourceful, to be a better
B2B marketer.
• Learning and networking
opportunities.
• Useful content.
• To learn about what is going on in
the B2B space and how it can help
my organization be more effective,
efficient, up to date with technology,
etc.
• To keep up with the latest news and
trends.
• Keeps me up-to-date.
• Good networking.
• Because there is nowhere else in
Canada that I can get b2b learnings
at this level.
• To encourage that creative-meetsbusiness side and learn about the
challenges and new advancements
within the industry.
‘WHAT THEY LEARNED’ VERBATIMS
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It was a good mix of theory and case studies:
it's an amazing way to acknowledge the latest
marketing trends and to understand how to
apply it in your business.
I found all of the speakers very informative
and useful. The topics were relevant to what
is currently going on in my marketing
department, and it was great to get such
actionable recommendations from the
speakers. I would love to see more events, or
maybe even a community develop, from this
where marketers can connect and brainstorm
ideas.
Very good speakers, as a novice at B2B
Marketing I learned a great deal.
In line with our reality!
•
Engaging, interesting, interactive, informative.
•
There aren't many courses or professional
groups dedicated to supporting marketers in
the B2B world. I found most of the content
valuable and also appreciated sharing
thoughts and ideas with peers.
•
Good learning experience and generally good
quality presentations.
•
Informative of current trends and technology
that were relevant.
•
I found it to be very informative and the
speakers had interesting things to say.
•
Great speakers—good insight about modern
B2B marketing.