B2B Ignite Conference Recap and Takeaways

On Tuesday May 23, the Marcel Digital team partnered with SEKO Logistics in presenting a session at B2B Ignite at The Willis Tower in downtown Chicago!

We're very proud to have been part of an event that brings together the best clients and agencies in B2B from across the US (as well as many of our friends from the UK).

Our session highlighted the process SEKO Logistics went through to create a lean, unified global marketing team with multiple partners. Our session covered a lot (and we didn't quite get through the whole thing) including program management, stakeholder engagement, team setup, integration and measurement.

By sharing our insights and expertise, the team offered valuable insight into something that is complex to implement but by working together in partnership with the right people in the right roles and locations, we can achieve remarkable outcomes! 

Themes and Takeaways from B2B Ignite

As we reflect on the B2B Ignite conference, we'd like to share some key takeaways from the event. You may recognize these from our LinkedIn post earlier, but here's a quick recap. 

1. Customers are becoming more sophisticated to marketing methods, making it hard to achieve desired results. This combined with the current economic conditions has buyers decreasing budgets and increasing consideration periods. B2B marketers combat this by tightening up focuses and marketing programs to yield higher quality leads. 
   
   
2. Buying Group Marketing was another popular theme at the B2B Ignite Conference. This concept focuses on the dynamics of multiple buyer groups to understand their needs in order to tailor the best solutions. It's essentially the natural evolution of account-based marketing.
   
   
3. Speaking of Account-Based Marketing, the conference also placed a focus on aligning sales and marketing teams to target key accounts effectively. As ABM continues to evolve, building strong customer relationships is still the heart of a good marketing strategy. 
   
   
4. AI's influence on B2B marketing has dramatically changed the way we think about content, processes, information gathering, and more. Leveraging AI to understand customer patterns, preferences, and behavior is a trend that seems to be catching on.

For more information on the biggest challenges facing B2B marketing today as well as the strategies that can be used to combat them, check out the full video here.