Events make up the largest single line item in the typical B2B marketing budget, for good reason. On a cost per contact basis, events are the most expensive channel. But also because business buyers will rarely make a purchase from a company they’ve never met in person. Despite the rise in ecommerce, business buying is based on relationships. Which is why we marketers attend conferences ourselves.
Thanks to eager pent-up demand, B2B marketing conferences are making a welcome comeback. Here’s the line-up for the fall of 2022, and into 2023. So, let’s get registered, and get out there!
September 13-16, Cleveland, Content Marketing World
The torch bearers of modern content marketing. Mostly B2B. A “virtual experience” is available Sep 21-22. Virtual access to their recent 2022 Content Tech Summit will be available through June 2023.
October 12-14, Boston, MarketingProfs B2BForum
A must-attend for B2B marketers in need of actionable advice, in an engaging atmosphere. Their tagline: “Insights, networking and laughs.” Tickets limited to 450 seats.
October 24-26, Boston, Marketing Vision Conference
ITSMA, the highly respected professional group dedicated to B2B strategic account management, has been acquired by the global consulting company Momentum. ITSMA’s annual conference in 2022 will carry the theme “The Year of Marketing Enablement,” at the Kimpton Marlowe Hotel.
October 25-26, Austin, CXL Live Conference
For marketers focused on experimentation and conversion in digital channels. Mostly B2B.
November 2, London and virtual, The Global ABM Conference
Three tracks: Customer insight; execution and experience; and sales alignment and enablement, over one full day.
November 14-15, Orlando, B2B Online
Specializing in ecommerce and digital marketing for manufacturers and distributors. Another is scheduled for May 2023 in Chicago.
Nov 22-23, London, B2B Marketing Expo
One of three co-located expositions, along with Marketing Technology and Sales Innovation. A consumer-like model, where attendance is free but the exhibit hall provides most of the content, and the educational sessions are limited.
I’m getting the feeling that the pandemic has slowed the pace of conference planning considerably. I would have expected that at least the date and location of established events would be available by now. So, I’ll be back in January with another round-up. Meantime, here’s what I can report for 2023.
February 27-March 1, Scottsdale, B2B Marketing Exchange
A reliably informative and well-managed conference, at the lovely Phoenician resort. Operated by DemandGen Report.
May 1-3, Chicago, B2B Online
On ecommerce and digital marketing for manufacturers and distributors, organized by WB Research, same as the November 2022 show in Orlando, above.
May 22-24, Aurora CO, Gartner Marketing Symposium/Xpo
Trends, technology and innovation for senior marketing executives. Back in person after a virtual 2022.
May 24-25, Sydney, B2B Marketing Leaders Forum
Look for additional events in 2023 in Singapore and Melbourne.
June 5-7, Austin and “digital experience,” Forrester B2B Summit North America
Targeted to marketing, sales and product professionals.
June 7-9, Naples FL, ANA Masters of B2B Marketing Conference
Targeted to large advertisers and marcom professionals, versus the demand generation side.
Keep an eye out
The Australian B2B Marketing Leaders Forum should be running their Asia-wide events in Sydney, Singapore and Melbourne.
The pandemic has introduced higher levels of uncertainty into the event business. Planning horizons are shorter. Flexibility is still the watchword. Meantime, make your plans for fall 2022.
P.S. If you’re looking for an ongoing way to keep your tech marketing skills sharp, have a look at HYPCCCYCL, which hosts a series of monthly esports competitions, plus a Slack community, around building better go-to-market strategies. Not a conference per se, but serving a similar need.
Ruth P. Stevens consults on customer acquisition and retention, specializing in B2B markets. She advises companies on go-to-market strategy, sales lead generation, customer and prospect data, content marketing and ABM. Crain’s BtoB magazine named Ruth one of the 100 Most Influential People in Business Marketing.