Wes Lieser 2 - B2B Marketing Exchange - Takeaways - Versique

B2B Marketing Exchange – Takeaways

by Wes Lieser

I had an opportunity to speak at the B2B Marketing Exchange Conference in Scottsdale, AZ recently and wanted to pass along my thoughts on the event. Obviously some of the specific examples I use will make more sense if you attended, but I think these takeaways can serve as a benchmark when deciding what conferences to attend in the future.
Also, for those who attended my session on “Building the Modern Marketing Team,” if you click here you’ll have access to the slide deck from my presentation. I’ll also be running a short webinar in a couple of weeks for those who missed it.
Alright, back to the conference. Here are my 3 biggest takeaways on what made the B2BMX Conference worthwhile:

  1. Specific Audience

The title of the conference (B2B Marketing Exchange) pretty much sums it up, but it’s worth repeating….the target audience is specifically B2B Marketers. Too often these conferences try to cater to everyone, and end up catering to no one.  Definitely not the case here. Everyone I spoke with at the conference was in the same boat as far as what they were trying to accomplish. There were obviously differences as far as specifics, but generally speaking having a common goal makes it easy to converse with one another. Both days over the lunch break I found myself amongst different circles of people discussing similar issues and sharing best practices. One of the days I heard a marketer from Seattle asking for advice from another marketer based out of London on how to revise their content strategy based on the different vernacular between the regions. Cool stuff.

  1. Relevant Content/Speakers

Leaving a conference feeling like you didn’t learn anything is the worst. And it has nothing to do with the amount of money you spent on the plane ticket, hotel room, and conference pass. It has everything to do with time allocation. Not only do you have to leave your loved ones to deal with airport security, Uber/Lyft rides, and overpriced resort cocktails…..now your email inbox/to do list is overflowing because you spent the last two days in sessions that aren’t relevant.

This conference did a great job of having extremely relevant speakers and content. They didn’t try to reinvent the wheel. The rooms were broken down into categories of the most relevant topics today:

  • Content
  • ABM
  • Demand Gen
  • Sales Impact
  • Digital Strategy

What’s so great about this is the fact that you get multiple points of view and you can decide what’s most applicable to your business. Plus, there’s nothing more frustrating than when you want to attend two sessions that happen at the same time. If you missed one session on ABM, you could go to another one later in the day and not feel like you missed the only conference that discussed how to build an ABM strategy.

  1. Networking Opportunities

I don’t know about you, but when I go to conferences I try to maximize my experience. Let me clarify: maximizing my experience does not mean I’m the guy who travels around to all of the vendors in order to accumulate the most swag…I’m far from that guy. I mean I like going to the networking/HH sessions and meeting new people. Part of that is the recruiter in me, but the other part is the fact that I genuinely love hearing about new companies, the issues they face, and how they’re tackling those issues.

Yes, every conference has networking opportunities, but few of them actually create an environment that promotes networking. This conference did a great job of that. Part of it was the actual resort it was held at (Fairmont Princess = 65 acres of awesome), but everywhere you turned there were fitness classes, lunch and learns, workshops, happy hours, and receptions to network your heart out.


If you didn’t attend, this is definitely a conference I’d recommend for any B2B marketer. For those who also attended, I’d love to hear from you. Any additional thoughts you’d like to add?


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