Marketing B2B Technology

Bonnie Crater, President and CEO of Full Circle Insights, explains why companies struggle to identify what marketing activities impact pipeline opportunities and clarifies what attribution means and what to consider when selecting an attribution model. 
She also shares the best piece of advice that she has received as a marketer and the insights she would give to someone starting their career.

Farzad Rashidi, Lead Innovator at Respona, a link-building tool, discusses the origin of the business as an internal tool within the content creation platform Visme. He shares top tips for getting good quality backlinks and creating backlink campaigns that benefit both the requesting business and the providing business.
He also shares how to capitalise on current trends and discusses a successful campaign involving Game of Thrones that dramatically increased Respona's page rankings.

Evan Kramer, CEO of MotionPoint, a tech-driven translation and localisation company, discusses the differences between translation and transcreation and the benefits that going beyond simple translation can have. 
He also explains the impact translation can have on conversions and why you should measure the impact to determine the level of translation required. 

Morgan McLintic, CEO and Founder of Firebrand Communications, breaks down what start-up companies need to consider when building their martech stack and why choosing the wrong products can result in losing visibility of what is and isn't working. He also shares his optimistic views on how AI may change the marketing landscape and why this makes technology exciting again.

As one of the world's largest markets, China presents an excellent opportunity for many businesses. But how should you approach marketing to the region? Domenica Di Lieto, CEO of leading Chinese marketing consultancy Emerging Comms, shares her experience and advice on growing businesses in China.From choosing the correct channels to the importance of localisation, Domenica provides an overview of the differences marketers should consider when working with the Chinese market.

Haralds Gabrans Zukovs, Head of Marketing at Credolab, explains how through understanding how individuals use their smart devices, marketing teams can create campaigns optimised towards personality traits. He also describes how the additional insight can enhance marketing personas.  Haralds and Mike also discuss machine learning and AI, their impacts, benefits, and limitations.

When it comes to marketing automation platforms, the choices can seem endless. Jeff Day, Senior VP of Marketing at Act-On, discusses the key considerations mid-market marketing teams should consider when selecting a platform.
He explains the buyer journey, what customers need at each stage and how to create automated programs that encourage a buying decision.
Find out how to use data to identify what is engaging customers and inform where you send them next.

William Hearn is the Sales Director for EMEA and RoW at Sendinblue, an all-in-one marketing platform.
The marketing automation market is increasingly crowded, and William discusses how Sendinblue positions itself to stand out amongst competitors. Find out some of the different requirements for B2B and B2C marketers and how B2B can benefit from replicating B2C campaigns.
William also discusses some of the most effective campaigns he has seen and some of the simple techniques that can have a huge impact.

Ruben Vardanyan, Founder and CEO of digital publishing platform Joomag, shares how the traditional PDF has evolved in a more mobile-focused world and how interactive alternatives benefit both marketers and their customers.  
He discusses the increasing requirements marketeers demand from their content, and how thoughtful personalisation leads to higher conversion rates. Find out how to optimise content based on reader behaviour and why we must educate businesses on how the digital world works.

Mark Williams-Cook, Founder of SEO tool AlsoAsked, explains how users can maximise the data provided by Google’s “people also asked” feature and how this information can be useful beyond just SEO.  
He shares his journey to founding AlsoAsked and the advice he would give to someone just starting out in marketing or communications.