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    B2B World Fest’s Pop up TV channel goes live Wednesday, Nov. 9. Here are the shows to see

    B2B World Fest 2022 will bring together some of the leading lights of the world of marketing for two days of conversations centered around the macro-trends shaping the industry at this very moment.

    The two-day event be aired live November 9-10 from our pop-up studio in London. It will be filmed in front of a live audience and will be broadcast around the world. Here’s an overview of the shows that are on tap:

    Wednesday, November 9:

    8:45am ET – B2Brunch

    The Drum Show looks at how creativity is changing the face of B2B. Our top panel will look at key emerging trends. These include how technology, data and emotion are playing a bigger part in creative output – as is clear from The Drum Awards for B2B 2022 nominations.

    9:10am ET – B2B One2One: Michelle Klein, the VP, global business marketing, Meta

    Kenneth Hein, The Drum’s US editor in conversation with Michelle Klein, the VP, global business marketing at Meta. Where does the metaverse fit in B2B marketing plans especially amid current belt tightening? Meta CMO Michelle Klein gives an in-depth look at both the opportunities and the obstacles for B2B brands looking to excel in this emerging, yet often confusing, realm.

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    9:35am ET – The grow show

    It’s time to think bigger. With all the talk of global recession, how B2B marketers and agencies efficiently deliver brand-to-demand marketing to drive growth? Most B2B brands are global; almost all larger B2B brands are. Yet, global B2B marketing remains a big challenge. What’s the right model to achieve global consistency and local relevance? What are the right brand and agency models and relationships to address and drive all funnel stages, from top of funnel through pipeline across all geographies? What’s the optimal role and interrelationship of central and field marketing? Importantly, how can you best manage all the moving parts and players without over-complexity and inefficiency? It’s a big subject in search of a better solution. Here’s your starting point.

    10am ET – Funnel vision

    Demand be damned? Are B2B marketers placing bigger bets on brand? Will it pay off?

    There is an interesting inversion happening in the world of marketing. Consumer marketers are talking a lot about the bottom of the funnel. Business marketers, meanwhile, are focusing more on brand building and awareness. The question right now is, how do B2B marketers interlock brand and demand? How do they improve (and prove) the impact of the brand-to-demand mix.

    10:55am ET – The horror show

    How do B2B marketers – with so many roles, so many pieces and parts – avoid turning into a Frankensteinian monster? Here’s how to avoid a modern-day horror story. Try to define the role of a B2B CMO. Go ahead. One sentence. Do they own brand? Pipeline? Insights? Data? Growth? Internal comms? Customer relationships? Tech stack? Product? Creativity? DEI? Culture? Where does it begin? Where does it end? What does success look like? So many twists and turns. This session reveals all.

    11:35am ET – The big commit

    Reuben Webb and guests on how a full-on commitment to creativity is supercharging B2B effectiveness.

    Has B2B creativity finally arrived? At the inaugural Creative B2B Lions at Cannes, 2% of the work was considered “wow worthy” enough to win. But what about the 98% that didn’t win? And all the work that wasn’t even entered? Cannes revealed a lot about the state of creativity in B2B. And it showcased why it takes a particular approach in B2B reach not just the creative heights, but the effectiveness heights.

    12pm ET – Trending

    Lynn Lester, Craig Duxbury and marketers discuss key takeaways from B2B World Fest 2022.

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    Thursday, November 10:

    8:45am ET – B2Brunch

    The Drum Show will ask whether the environmental summit currently taking place is a good COP or a bad COP. What practical steps can the B2B sector take to get on a net zero footing, and why is the industry better placed than most to make a real difference?

    9:10am ET – B2B One2One: Raja Rajamannar, chief marketing officer, Mastercard

    Mastercard’s Raja Rajamannar in conversation with the Stein IAS’s chief client officer Craig Duxbury. Best-selling author, award-winning CMO and World Federation of Advertisers President Raja Rajamannar is one of the preeminent voices in marketing. He sees the more human and emotionally enlivened future of B2B and also where the tripwires are for marketers. You won’t want to miss this compelling conversation.

    9:35am ET – The golden shot

    Jennifer Faull  and her star-studded B2B guests discuss how B2B could be on the brink of a golden age.

    B2B marketers have a lot to be excited about. They have been ahead of the curve in terms of performance marketing. They’ve sprinted into the digital realm and are investing more in creativity and brand than ever before. But have we truly arrived at the golden age of B2B marketing? Is the effectiveness truly, consistently, meaningfully there? This panel has a frank conversation about what’s next and what needs to be done.

    10am ET – People2People show

    Ellen Ormesher and her guests talk about the power and need of internal communications. If there’s one thing the Great Resignation and DEI imperative have taught companies, it’s the value of their own employees and need to be a talent magnet. But who ideally should own talent and employee branding? HR? Marketing? Both? Neither? And why, despite everything that’s happened, does internal communications often still play second fiddle? Here’s what needs to happen and why.

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    10:55am ET – Tomorrow’s world

    Remember when 2030 seemed the far-distant future? Well, it’s coming up fast led by millennials, Gen Z and, oh yeah, here comes Alpha. On top of that, a generation of marketers who made B2B what it is today has started to leave the industry. So, change is in the air! Want to know what B2B marketing future could and should look like? Make sure to tune in to this panel moderated by The Drum’s senior reporter Sam Bradley.

    11:35am ET – Risky business

    Tom Stein and his guests look at the lessons that can be learned from the pandemic, the war in Ukraine, and various financial meltdowns. During a period of unknown and known risks, what are the best approaches for marketing teams to take? Ethical considerations must be reflected – both within a company and among its external audiences. The same with geopolitical considerations. Economic “macros” are affecting customers’ businesses. CMOs and their teams have a major role in developing the right strategies and narratives as well as supporting customers under stress. As we saw during the pandemic, challenging times can be B2B marketers’ time to shine. How best can we prepare?

    12pm ET – Trending

    Lynn Lester and Craig Duxbury and marketers discuss key takeaways from B2B World Fest 2022.

    You can register to watch B2B World Fest online, or apply to attend in-person, here.

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