A virtual day of inspiration, learning and insights delivered by B2B tech marketing leaders around the world.
On the 13th of May 2021 we were joined by speakers from the world’s leading B2B tech companies:
FINITE Fest is completely free to attend. With all recordings available to FINITE members on demand. Head here to apply for your free membership today.
Ambitious, leading B2B tech marketing experts who spoke at FINITE Fest in 2021:
Here’s what we covered at FINITE Fest on the 13th of May 2021
09.00 - 09.10 Opening remarks by FINITE Founder, Alex Price
09.10 - 09.40 Case study: Predictive content consumption and analytics: Monitor and attribute the ROI of your B2B tech content
Outline of the key strategies that will enable you to begin the attribution of ROI of your content
Ensuring consistency: how to set up for success so you can consistently monitor content ROI
Squeeze your content: best innovative ideas to help your recycle your content and increase KPI’s
Tools to help you: a run down of key innovative, simple tools to help improve content attribution
09.40 - 10.10 Case study: Starting and scaling a growth team - at startups, SMEs and enterprises
Spinning up a growth team to tackle a new market or explore a new GTM
The stages of growth teams
You’ve got the right team members, now how to pull together
Disband, or expand
10.10 - 10.40 Case study: Changing the B2B conversation
Buyers are 2X more likely to trust sources from within their own community, understand how B2B brands can foster conversation around their brands to achieve this
Create a community to drive conversation for others to talk to each other through business events and webinars
Use an ABM approach on Twitter to speak not just to the C-Level, but also to middle management
Humanise your brand to make it feel a more natural part of the conversation
Learn how to connect on a personal level through Twitter
EMEA Business Marketing Director
11.00 - 11.30 Case study: How to elevate the marketing maturity of your team
Why measuring marketing maturity is crucial for any fast-growing business
Frameworks to assess and measure marketing maturity
Accelerate your journey to elevated maturity with a robust roadmap – and how to stick to it
EMEA Marketing Operations Lead
11.30 - 12.10 Panel discussion: Understand how your B2B website can move the needle on SEO
Why UX is a key skill for any modern marketer
Assessing key changes in SEO – Core Web update
Understand how your website and content can work together to improve your SEO
Lyat Avidor Peleg
Global SEO Lead
London Stock Exchange Group (LSEG)
12.10 - 12.50 Case study: The worst behavioural bias of all! All or nothingism
A lot of things in the world would cause a great deal less anger and misapplied effort if we could only accept BOTH AND a little bit more and demand EITHER OR a little less.
Last mile and performance marketing is really, really valuable. But not on its own.
Bees, which are 19m years older than us, know this already.
What makes sense can be dangerous. Because what behaviours make sense at a small scale may be dumb at a large scale. Or when copied by everyone else. Or repeated too often. Or all three.
This may explain why digital advertising makes sense to its practitioners. Yet to consumers it seems entirely dumb. And its effect on the wider economy may be highly damaging.
13.20 - 14.00 Panel discussion: Identify the best ABM approach for your B2B market
Overview of the different approaches to ABM: one to one, one to few, one to many
Translating the value of ABM to sales and other key stakeholders
Understand what ‘goals’ look like for your ABM strategy
Common challenges when applying an ABM strategy and tips to overcome them
Head of EMEA Field Marketing
Community Growth Ventures
Field Marketing & ABM Leader, UK & Ireland
Account-Based Marketing Manager, D&M, UK&I and Nordics
14.00 - 14.40 Debate: Sales and marketing should be aligned under a single, revenue operations function
“This house believes that sales and marketing should be consolidated under a single, Revenue Operations function”
VP of Marketing
Global Marketing Development & Strategy Director
14.40 - 15.20 Panel discussion: IRL, virtual or hybrid? Tackling the future of events as a marketing channel that drives growth in B2B
Identify the best event format that will support your B2B KPIs and broader business revenue goals
Benchmark yourself on virtual events KPIs in B2B tech marketing across 2021
A look at some of the most innovative virtual events
Tackling the hybrid event: roadmap on how to make it happen
Head of Marketing, UK and Europe
Robbert van der Pluijm
Global Lead, Events & Experiences
Senior Product Marketing Manager, SMB Executive Events
Director of Event Marketing
15.30 - 16.00 Case study: How to craft stories that sell
The key role stories play in connecting you with your customers
Understand how and why our current storytelling frameworks do not give customers what they really want
See what research into successful sales processes can teach marketing storytellers
A framework you can use to not only captivate an audience but also motivate them to buy
16.00 - 16.40 Panel discussion: Data and analytics: Attribution and ROI across the B2B tech marketing function
Ensure your marketing software is set up for success
Deal with legacy systems in your B2B organisation
Tracking beyond google analytics? Understand why you might have disparities in your data & how to manage them
Choose, measure and optimise the right attribution KPIs and models for your B2B tech business
Use the marketing pipeline and attribution metrics to secure marketing budget
Worldwide Marketing Director
16.40 - 17.20 Panel discussion: B2B tech marketing operations: find balance between efficiency and effectiveness
Why is efficiency and effectiveness important to the success of your marketing operations function?
Understand how you can find the balance that works for you between being efficient, and effective
Enable yourself to attribute revenue to marketing operations
Senior Manager, Global Customer Advocacy
Gonzalo Garcia Villanueva
Global Marketing Operations Manager
Amazon Web Services
17.20 - 17.30 Closing remarks from Alex Price, Founder, FINITE
End of conference
FINITE Fest is run by FINITE
FINITE is the free, member only global community for ambitious B2B marketers in tech, SaaS and software to connect, learn and grow.
The FINITE community began in 2019, initially taking the form of London based meetups for B2B tech marketers. 2020 was a turbulent year, but it only highlighted the importance of our mission. As land borders closed, digital ones opened up, allowing us to build a global community of ambitious B2B tech marketers from London, New York, Singapore, Tel Aviv, Melbourne, and many more.
Now, we’re 1800+ members strong, and host weekly podcasts with guests like Rory Sutherland and April Dunford, a monthly webinar series with speakers from Hubspot, AWS, & Google, a fortnightly newsletter on B2B tech news, have an active Slack community, publish interview series with senior B2B marketers and run animated data reports on B2B tech trends.