2020_

B2B Marketing
Resolutions

A new decade is upon us, which means it’s time for B2B marketers to leave the tactics that didn’t work behind them and think of new ways to develop killer content and experiences. This collection of personal and professional resolutions from industry experts aims to highlight the trends and tactics B2B practitioners are planning to focus on in 2020.

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Justin Keller

Sigstr

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What are some of your personal resolutions for 2020?

To stop trying to be the first person in the office and, instead, use that time to hit the gym. (I also really want to visit a new continent next year!)
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What are some of your B2B marketing resolutions?

To write more myself, but to get the entire team writing more. I’m not talking about blog posts – I’m talking about writing, period. I think writing of every source is the most important muscle group in B2B.

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Why would you recommend your peers make #B2BMX a part of their 2020 plans?

A lot of conferences feel like they need star power and fluffy, feel-good thought leadership. That stuff is great, but it’s not going to make you a better professional. #B2BMX is peers talking to peers about their challenges, how they’ve overcome them, and how they can be better functional marketers. To me, that’s so much more valuable than a B-list celebrity keynote.
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Tabitha Adams

Slalom

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What are some of your personal resolutions for 2020?

This year I’m focused on the arts – attend at least one local artist concert a quarter and finally publish one of my short stories. I also should probably walk my dog more and spend less time on my phone right before bed!
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What are some of your B2B marketing resolutions?

I’d like to help orgs start “rebranding” their marketing operations teams. Marketing technology is all about enabling customer experiences. Let’s get away from thinking of MarkOps members as admins or technologists and think of them more as customer experience makers.

I think we’re at a point where we may have to think more about tech consolidation instead of acquisition. “Build vs. Buy?” is a constant question for technologists and we’re at a point where we need to understand what needs we can solve with what we have before we purchase the next shiny toy.

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Why would you recommend your peers make #B2BMX a part of their 2020 plans?

#B2BMX is full of people who are not only familiar with the latest trends and best practices, but they’ve executed upon them and they know what works! I’ve found so much value in the case study sessions and attending the networking events to nerd out with fellow marketers.
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Jeffrey Shaw

Jeffrey Shaw LLC

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What are some of your personal resolutions for 2020?

To be aware of when and how my mind gets hooked on negativity and shift to positive thoughts, productive action and quicker recovery.
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What are some of your B2B marketing resolutions?

Develop a more consistent and cohesive content strategy that provides real value to my B2B audience and builds long-term relationships. I want them to know I am here for them when they need me.

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What interests you most about the #B2BMX 2020 agenda?

I am so excited to see my good friends Tamsen Webster, Brian Fanzo and Todd Henry present! Additionally, I’m looking forward to being part of the community of #B2BMX! I expect to make a lot of new friends.

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Brian Fanzo

iSocialFanz

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What are some of your personal resolutions for 2020?

For 2020, I’m shifting my focus to simplifying my marketing message and my content while also creating an “episodic strategy” to everything I create. The reason for this is that I believe, to stand out from the noise, you need to not only be consistent but also make it simple for your audience to find and share your content. Managing expectations is essential for building trust in 2020.
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What are some of your B2B marketing resolutions?

In 2020, my B2B marketing resolutions are to increase my engagement on others content within LinkedIn, while also mixing in live video content with my current weekly video series. Also, I will be looking at great B2C examples of 2019 to understand why they worked, with the goal of adjusting and tweaking them to B2B. I don’t believe B2B is that far behind or different than B2C in today’s marketing world, especially when wanting to target Millennial and Gen Z consumers.

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Why would you recommend your peers make #B2BMX a part of their 2020 plans?

In this ever-changing world of B2B marketing, it’s never been more important to study your peers, find creative ways to collaborate and network with those doing great things in your industry. There’s no doubt that #B2BMX is the place to do that. I’m coming back for my third time in two years because of the speakers, the agenda and the vibrant community.

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Sangram Vajre

Terminus

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What are some of your personal resolutions for 2020?

To become more intentional about specifically these three areas: Lead professionally. Grow personally. Live fully.
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What are some of your B2B marketing resolutions?

Finally work on a newsletter that people actually love. I think we have lost our way and become spammers. It’s time to recreate value in every touch point and I am testing it myself by creating a #BecomingIntentional hashtag to see how that might work.

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Why would you recommend your peers make #B2BMX a part of their 2020 plans?

I have been at #B2BMX about three times and each time I am blown away with the quality of people who speak, but more importantly, the quality of conversations with people attending the conference. It’s not too big and not too small.
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Katie Martell

On-Demand Marketing

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What are some of your personal resolutions for 2020?

I am in the midst of creating a documentary about a difficult topic in the marketing industry. While it’s a hard truth to swallow, I believe telling and embracing hard truths are what moves industries forward, and helps us evolve as a profession that is in desperate need of change.

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What are some of your B2B marketing resolutions?

As a B2B marketer in 2020, I resolve to balance data and technology with creative and empathetic strategies. In other words, to flex both sides of my marketing brain – that which seeks to optimize through data and testing, and that which leverages instinct and humanity to connect with people through language and emotion.

I also resolve to push my clients towards thought leadership that can truly be called “thought leadership.” I was shocked by an Edelman / LinkedIn study that found only 17% of B2B decision makers rate the quality of most of the thought leadership they read as very good or excellent. Telling hard truths, doing the work to find original thought from our organizations’ practices, and delivering it clearly/simply to those who need it most is worth the investment. Lazy shortcuts, me-too content strategy, and lacking understanding of our target buyers will only waste time and budget. (But I expect to see a lot of it, regardless!)

Finally, I resolve to prioritize building trust as my #1 B2B marketing initiative for 2020. We live in a world of information overload, misinformation, and bad actors (both in business as in politics / media). This has led to the largest decline of trust in the last two decades among all buyers. Trust is a matter of perception, and marketers are the purveyors of perception. It’s on us to fix this, and it’s on all organizations to, in turn, trust marketers to guide them to build trust with skeptical buyers.

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Why would you recommend your peers make #B2BMX a part of their 2020 plans?

B2B marketing is only continuing to change, and that makes events like #B2BMX more important than ever. I recommend B2B, content, marketing ops, and demand gen professionals attend #B2BMX to pick their head up from the bubble of their industry or organization, connect with peers who are seeking to navigate the changing dynamics of Marketing/Sales, and learn new ways to build engaging go-to-market strategies. (It’s also just a ton of fun.)
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Toni Boger

Content4Demand

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What are some of your personal resolutions for 2020?

The biggest thing I’d like to do is continue to push my personal boundaries. It’s so easy to get comfortable with where we are, so I told myself that 2019 would be the year for me to try new things and get out of my comfort zone. I’ve had my awkward moments, but I’m so glad I’ve done it. I’ve tried new things I never would have done before this year, like boxing, ax throwing, cooking classes, and even circus school. If you had told me a year ago that I would be attending weekly aerial arts classes at a circus school, I would have said you were crazy — but here we are. Pushing my boundaries has been a huge help with learning what I’m capable of doing, and in being more confident in who I am.
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What are some of your B2B marketing resolutions?

I’d really like to be more consistent in learning about the trends and interests that keep coming up in the B2B marketing space. This was a pretty big year of change for me, so I haven’t had as much time as I’d like to learn about trends. I have wonderful coworkers who are great at keeping us in the loop about things to know about as we work with clients, but I’d like to bring some of this learning back to myself in 2020.

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Why would you recommend your peers make #B2BMX a part of their 2020 plans?

#B2BMX is a supportive environment that encourages you to talk with your peers about what they’re working on and what’s on their mind. I really enjoy attending the different sessions to see how others have succeeded in their content marketing and strategy, and also to ask how I can implement their lessons learned into my own work. I always leave #B2BMX with a notebook full of questions and ideas, as well as new connections. (It’s also tough to turn down a chance to be in warm weather after a long, cold Michigan winter.)
B2B Marketing Exchange

Join 1,000+ B2B marketers at the next #B2BMX in Scottsdale this February 24-26, 2020!

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