B2B marketing and media have been disrupted by Covid-19 and global economic volatility. In 2020, B2B brands switched budget and activity into digital, but also suspended many activities. Media and events companies ramped up digital campaigns and delivered new virtual event formats, with mixed results. The arrival of vaccines is creating a series of complex questions for B2B marketers and media companies:
- To what extent has value shifted online (from print and from face to face)?
- What is the true value of live events?
- Will clients demand integrated marketing solutions or is there more value in specialising in events or publishing?
- What will the event of the future need to look like?
This webinar is for owners, founders and CEOs of independent B2B events and media businesses who are positioning their companies for success in the new landscape.
Here’s what we learned:
- Get closer to your audience than you’ve ever been before
- Build data and track insights and intent to develop products and services for your clients
- Don’t let short-term P&L and inward view drive your product development
- New rules, new skills, new people – keep a digital mindset and think about diversity
- There is a future for live events – but only if it involves year-round audience engagement
Here’s the recording:
Alison Jackson, Group Managing Director, Nineteen Events
Alison Jackson has held MD positions across the exhibition industry, including at Ascential, UBM, IIR Exhibitions, Montgomery Exhibitions and Emap / i2i Events Group. With substantial backing from Phoenix Group, Nineteen Group are rapidly building and acquiring large scale tradeshows, and were nominated in seven categories at the 2020 EN Awards.
Alan Loader, MD Tech Media, Incisive Media
Alan joined Incisive Media in 2002. He is responsible for the Enterprise Technology and Sustainability Business having previously worked with the Legal and Trading Technology divisions. Alan became Managing Director of the Technology Division Enterprise Technology in 2018. During his time running the group, Alan has led the rapid transition away from a predominantly advertising focused business to a one which is now growing fast in events and digital marketing services.
Paul Miller, CEO, Questex
As CEO of Questex, Paul is responsible for shaping Questex’s growth strategy and enhancing its offerings to better serve its customers as the leading information services company focused on the experience economy. A visionary leader with a keen ability and track record of growing businesses, Paul has a passion for creating winning cultures and high performing teams. He has led and grown businesses with revenues ranging from $30 to $250 million in both privately and publicly held companies. Paul was a member of the Executive Leadership team that completed the sale of Penton to Informa for $1.2Bn.
Fergus Gregory, Director, Collingwood Advisory
Fergus Gregory has been a thought leader throughout the pandemic, advising both events and publishing clients on the digital pivot, omnichannel marketing solutions, and how to build and optimise commercial and client success teams for the new era. He has been MD of Lloyd’s List and Marketing Solutions at Informa, as well as holding senior roles at The Drum, and at community platform provider Zapnito.