Temperatures have risen, flowers have begun to bloom and there is a shift in the air. That can only mean one thing: conference season has sprung.
Like many of you, it feels like decades since I attended my last in-person conference (October 2019 to be exact). This week , that all changes as my teammate and I will be traveling to the windy city for an epic 3-day event.
B2B Ignite US will take place June 1st – 3rd at the gorgeous Renaissance Chicago Downtown Hotel. B2B Ignite is a well-known conference in the UK, but this week marks their first stateside conference.
In this post, we’ve compiled some of the sessions that we’re looking forward to most. For those of you attending or considering attending, we hope that our take helps you create your schedule for the event.
But first, here are 5 things I’m looking forward to most at B2B Ignite:
- Seeing Katie Martell: Katie is serving as this year’s co-host and let me tell you, this woman is a queen. If you don’t already, follow her on LinkedIn and Twitter
- Meeting New Marketers: Connecting with new people in a WFH environment can be tough. There is no replacement for making new connections IRL and learning together. If you want to connect beforehand, you can find me on LinkedIn and Twitter.
- Expanding my POV: The speakers for this event are 🔥 and I can’t wait to learn and bring key insights back to my team.
- Re-Learning how to Socialize: Let’s face it, we’re out of practice. I’m excited for the opportunity to try my best not to awkwardly interact with other attendees.
- Upping My Game: Every time I leave a conference, my brain is swimming with new ideas. I can’t wait to take what I learn at B2B Ignite and inject it into client programs.
12 Must-See Sessions at B2B Ignite
What purpose means for Adobe – and why it’s more critical than ever in 2022
Date/Time: 6/1/22 @ 1:20pm
Speaker: Cass Taylor – Purpose Marketing Lead, Adobe
Why We’re Looking Forward to It
First, it’s Adobe. Everything they do is magic. But with that magic, often comes some challenges. In this session, Cass will pull back the curtain on one of the most successful brands in the world to share how brands can remain relevant and responsive to audience needs and expectations.
See the full session description here.
Panel Discussion: B2B Branding in 2022: What’s the Big Deal?
Date/Time: 6/1/22 @ 2pm
Speakers:
- Diane Hund – SVP & Chief Marketing Officer, US Foods
- Jill Kouri– COM, HCL Technologies
- Katie Martell – Marketing & Communications Consultant, Producer, Author, Woke-Washed
- Joel Harrison– Editor-in-chief, B2B Marketing
Why We’re Looking Forward to It
The realities of branding have changed. Which in the world of B2B, is bringing the way that we brand our organizations under a very fine-tuned microscope. We’re dealing with new challenges and opportunities that we’ve never experienced before. We’re excited to learn more from this powerhouse panel on the importance of alignment between departments to deliver against heightened expectations.
See the full session description here
More Than a Brand: Why Championing ESG is a Marketers’ New Role
Date/Time: 6/1/22 @ 4:05pm
Speakers:
- Mark Bula – Chief Commercial Officer, H2 Green Steel
- Patty Rioux – President, ODEA
Why We’re Looking Forward to It
Sustainability is one of the most sought-after topics that our clients are interested in putting at the epicenter of their company mission and marketing message. ESG (Environmental, Social and Governance) is a new lens that B2B consumers are using to drive purchasing decisions. This session is focused on helping brands walk the ESG walk, and gain an understanding of what is truly required both inside and outside of marketing to look outside of sustainability at the bigger picture.
See the full session description here
Better Together: How Microsoft US Creates Brand Value through Partnerships & Alliances
Date/Time: 6/1/22 @ 4:05pm
Speakers:
- Ani Hagopian – Partner Marketing, Microsoft NA*
- Ally Bancroft – SVP, Global Client Practice, TMP
- Joan Spindel – Americas Alliances Marketing Lead, Scarsdale Group
- Katie Martell – Marketing & Communications Consultant, Producer, Author, Woke-Washed
Why We’re Looking Forward to It
As a B2B Influencer Marketing Platform, partnerships are core to our business. When it comes to driving ROI, many marketers are still searching for the best way to showcase the value of these programs. This session is going to share insights into how brands can move beyond joint messaging and KPIs to joint accountability.
See the full session description here
Balancing Brand & Demand – A Fireside Chat with Google’s Sarah Kennedy
Date/Time: 6/2/22 @ 9:50am
Speakers:
- Sarah Kennedy – VP, Google Cloud
- Katie Martell – Marketing & Communications Consultant, Producer, Author, Woke-Washed
Why We’re Looking Forward to It
Sarah Kennedy is a powerhouse. In addition to her current position at Google Cloud, she’s a former CMO at Adobe and Marketo. This fireside chat will take a dive into how marketers can bridge the gap between B2B brand and driving demand, what to consider when building high-performing teams and the role that Google plays in lead generation.
See the full session description here
Power of Brand in the Era of the Great Resignation
Date/Time: 6/2/22 @ 10:25am
Speaker: Lisa Gilbert– VP Brand, Sponsorships & Content, Kyndryl
Why We’re Looking Forward to It
The great resignation has changed the game. Attracting and more importantly, retaining talent has become critical for brands large and small. However, many are still struggling to crack the code. Lisa has been through it, all during a new brand launch. In this session she’ll cover how to build a brand that employees believe in, how to engage employees as brand ambassadors and exploring a new labor model for the future.
See the full session description here
How to Use Buyer Insight to Elevate Your ABM Programs
Date/Time: 6/2/22 @ 2pm
Speaker: Nirosha Methananda – VP of Marketing, Influ2
Why We’re Looking Forward to It
The term “ABM” was first coined in 2004. And yet, here we are in 2022 STILL struggling how to figure out how to successfully target and attract our ideal customers. This information-rich session will teach attendees how to approach mapping buyer groups, creating content that resonates and optimizing the sales handover.
See the full session description here
When you built it, but they didn’t come – improving your product messaging
Date/Time: 6/2/22 @ 2:35pm
Speaker: Rachel Rapoza – Lead Product Marketing Manager, UKG
Why We’re Looking Forward to It
Marketers pour months into creating the perfect marketing campaigns, only to be disappointed when they don’t generate the results they expect. Often, it’s because they haven’t properly planned how to promote and communicate the campaign. In this session, Rachel will explore how to elevate product messaging without watering it down and tips for differentiating your product in a crowded market.
See the full session description here
What’s so funny about peace, love and CloudOps?
Date/Time: 6/2/22 @ 3:10pm
Speaker: Steve Mudd – Head of Content Marketing, NetApp
Why We’re Looking Forward to It
B2B doesn’t have to be boring, and this session from Steve Mudd proves it. Incorporating humor into your marketing is only half the battle. Things get real when you have to convince key stakeholders why humanizing your brand is critical to success.
See the full session description here
B2B branding beyond your comfort zone: Lessons from building the billion-dollar Auth0 brand
Date/Time: 6/2/22 @ 3:45pm
Speakers
- Erin Wigger – Brand Director, Auth0*
- Emily Hsiao – Brand Design Manager, Auth0*
Why We’re Looking Forward to It
When you think of most fortune 500 brands, you don’t think “pushing boundaries”. But that’s exactly what the team at Auth0 set out to do after their acquisition last year. This session is sure to be filled with lessons on building your brand outside your comfort zone to better serve customers and employees alike.
See the full session description here
How Solenis put ESG at the heart of its brand vision to drive a new era of growth
Date/Time: 6/3/22 @ 10:25am
Speakers
- Katy Abernathy – Senior Director, Corporate Communications, Solenis
- Donna Harris – Director of Strategy, Godfrey
Why We’re Looking Forward to It
Over time, many brands experience a dilution in their messaging strategy. What used to work no longer appeals to new buyers (especially as the generation of those buyers changes). Solenis decided to face this challenge head-on and was determined to reposition themselves in the eyes of employees, customers and the world at large.
See the full session description here
Fireside Chat: How to be a B2B Outperformer – The New Growth Equation
Date/Time: 6/3/22 @ 11:15am
Speakers: Sinem Hostetter– Partner, McKinsey & Company
Why We’re Looking Forward to It
When an expert from McKinsey & Company is leading a session, you attend. They consult with some of the world’s largest brands, which means they are at the epicenter of the most important data related to trends and predictions. We are excited to gain a glimpse into the top trends for B2B brands.
See the full session description here
We Hope to See You There!
If you’re still on the fence about attending B2B Ignite, we can sweaten the deal. If you use the code IGNITEASHLEY at registration, you’ll save 25% on your ticket.
For those of you that are attending, which sessions are you looking forward to most?