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8 ‘must-sees’ at the B2B Summit 2016

Posted by Octopus Group - June 16, 2016

“I wish I’d seen it” is a phrase that no marketer worth their salt wants to mutter after a work event. So with the B2B Summit just round the corner, we thought we’d earmark some must-sees to help you get the most out of your time at the event.

The B2B Summit is an event organised by B2B Marketing and it’s designed to give delegates a chance to refresh the way they look at marketing.

This year’s event is taking place on Weds 22nd June at The Business Design Centre in London and will see over 850 B2B professionals meet, network and learn. There are marketing sessions on engagement, social media, insight, multichannel marketing, content, and technology. With so much going on, it’s difficult to catch everything you want to see so below are our seven must-sees.

1. Joe Pulizzi’s keynote on content marketing

Joe wrote the book on content marketing. Literally. Search ‘content marketing’ on Amazon and Joe’s books, Epic Content Marketing and Content Inc, are the first few to come up. He’s also the founder of the Content Marketing Institute.

Have I used the term ‘content marketing’ enough yet?!

In short, what I’m saying is that if your marketing department creates content, then this a talk you absolutely MUST go and see.

Joe’s keynote, A Proven, Strategic Model for Successful B2B Content Marketing, will cover the six steps to building your own content platform to drive your business, including:

  • Finding Your Sweet Spot
  • Understanding Your Content Tilt
  • Building the Base
  • Harvesting an Audience
  • Diversifying Your Content Mix
  • Monetizing the Platform

His talk starts at 9.10am so be sure to get to the B2B Summit early so you get a good seat and don’t miss a minute of it.

Check out the video below to see Joe talking at C3 2015

2. Billy Hamilton-Stent’s content session on The ‘Sleepless CMO’

Once the morning keynote has finished, check out Billy’s session at 10am.Billy Hamilton-Stent

The Sleepless CMO talk will see Billy explore buyers’ views on how businesses are marketing themselves, and will advise marketers on how to tell their brand’s story in a new way to awaken their buyers’ interest.
Billy is our Client Strategy Director here at Octopus Group, and he’ll be looking at the key findings from Tech Heads – our annual survey of business buyers and marketing directors.

This year’s report shows that today’s CMO’s are six times more likely to lose sleep than gain it in 2016, in comparison to previous years. Why the sleepless nights? 92% of ‘Sleepless CMOs’ say competition has increased pressure to hit targets, and 90% say they are having to be more creative to compete. Meanwhile buyers think everyone is saying the same thing, in the same way, and are therefore taking longer to make buying decisions.

One not to be missed.

NB: You’ll need to register for Billy’s talk via the B2B Summit delegate portal.

3. Bob Apollo’s session on sales and marketing leaders

After Billy’s talk, get your skates on and head over to Bob Apollo’s session, which starts at 10.35am.3

You’ll need to register for it and be a head, chief, director or VP to go to this one. If you’re not, then ask your boss if they can make it, as it’ll be worth it.

Bob Apollo is the Managing Partner at Inflexion-Point, a sales performance consultancy, and he knows the B2B sales landscape better than anybody else.

Bob’s session, What B2B sales leaders need from B2B Marketing Leaders in 2016 (and beyond), will cover the changes in B2B buying that are making sales leaders and their teams adopt new strategies. It will look at the kind of support salespeople now need from their marketing colleagues and cover what B2B marketing leaders need to do to rise to the challenge, amplify their impact on revenue and rethink their relationship with sales.

4. The app

Not so much a must-see, more a must-have so you can stay on top of everything on the day.

The B2B Summit app allows you to keep up to date with everything happening on the day, as well as:

  • View your chosen sessions and sync them to your phone calendar so that you are super organised
  • Share your experience of sessions, speakers, and the event with other attendees via messaging and the activity wall
  • Rate and review speakers sessions
  • Download content from exhibitor stands that you’re visiting via iBeacon technology

5. Carlos Hidalgo’s closing keynote

Carlos is the CEO of demand strategy firm ANNUITAS and the author of Driving Demand.Carlos Hidalgo

If content marketing, demand generation, and marketing automation are priorities for your department, then you won’t want to miss this…particularly, if you want to know how to bring about change in your business.

Carlos is an expert in change management and his keynote, Transforming Marketing to Drive Innovation, will look at why change is so difficult, how organisations can achieve wholesale change and start to innovate, and how B2B marketers can move from a tactical to a strategic mindset.

6. Our stand

If you’re after some free B2B-specific content marketing resources, then look no further than our stand. You can either ask our guys at the stand for them or download the resources via the app, courtesy of iBeacon tech and save them to your digital wallet.

Plus, we’ve got a little surprise at our stand…keep your eyes peeled for it.

7. The hashtag

No matter how well you time it, you won’t be able to see absolutely everything that’s happening at the B2B Summit, so keep up with the conversation by following the #B2BSummit16 event hashtag.

8. The drinks reception

The drinks reception starts at 5.15pm and it’ll give you a chance to chat to your peers in a relaxed setting over a few drinks…after a full day of content marketing learning, what better way to round off the event?

Not going to the B2B Summit? No problem, you can learn about the key findings from Tech Heads by downloading the report here and listening to the webinar on it.

Download Tech Heads – The Sleepless CMO


Binocular image via, B2B Summit logo via B2B Marketing, Business Design Centre via

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