After two long years of virtual, we are getting ready to deliver Forrester’s B2B Summit EMEA in a hybrid format. It will be exciting to join hundreds of customers on October 11–12, 2022, as we uncover endless possibilities to drive measurable impact. Below are the three key reasons and supporting sessions that portfolio marketers should not miss.

Portfolio marketers need to be change agents. Audience-centric transformation is not something that is easily achieved. Moving from product-centric to audience-centric requires an effort from all parts of the revenue engine. Portfolio marketers armed with insights into the market and buyers need to facilitate this transformation. But what does it take to be a change agent? Meta Karagianni and Peter Ostrow tackle this exact question on the main stage. Later that day, Christina Schmitt and I will provide a data-driven analysis of why overcoming functional silos is such an important step in becoming truly customer-obsessed.

Day & Time Session Title Session Type
Tuesday, 9:45–
10:15 a.m. BST		 Loosening The Status Quo And Overcoming Inertia: Become An Effective Change Catalyst Main Stage
Tuesday, 4:25–
4:55 p.m. BST		 Award-Winning Customer Obsession Through Leadership, Strategy, And Operations​ Main Stage

Getting a grip on the competition. Too often, competitive information is used to provide “random acts of seller support.” In the last stages of the sales opportunity, a competitor suddenly appears; sales escalates and portfolio marketing scrambles to gather insights and provide tactical support in closing the deal. What if we had a better understanding of our competitors and used these valuable insights not just tactically but strategically to differentiate our content from the competition? Here are two sessions that dive into this exact topic and show why competitive intelligence could be so much more than what it is today.

Day & Time Session Title Session Type
Tuesday, 10:25–10:55 a.m. BST Creating Competitive Intelligence With Organisational Impact Breakout
Tuesday, 1:50–
2:20 p.m. BST		 Standing Out From The Crowd: How To Differentiate Your Content From Your Competitors’ Breakout

Don’t let your efforts go to waste. Portfolio marketers put a lot of effort into building out buyer personas and buyer journey maps. Sometimes, however, organisations do not leverage these insights to their full potential across campaigns and new offering introductions. Partially this is because we do not enable our customer-facing roles. Sometimes the complexity is just overwhelming. Whatever the reason, the following three sessions will deliver meaningful guidance on how to best ensure that your efforts are not wasted but put to good use.

Day & Time Session Title Session Type
Tuesday, 12:20–12:50 p.m. BST Optimising New Offering Introductions Into The Region Breakout
Wednesday, 9–
9:30 a.m. BST		 Connecting The Dots: Tying Portfolio Marketing’s Insights Into Regional Campaign Execution Breakout
Wednesday, 10:45–11:15 a.m. BST Flipping The Script On Enablement: Command Attention Instead Of Demanding Time Breakout

One last consideration to pull you over the line: One of the significant drawbacks of live events has always been that there are too many sessions to see. Choosing the best agenda mix always came with a certain “fear of missing out.” In the new hybrid form of events, this is no longer an issue. As an attendee, you get the best of both worlds: the unrivalled personal interactions with peers, analysts, and sponsors and the ability to (re)watch any session through on-demand access, post-event for 90 days.

Join us at the InterContinental London – The O2, on October 11–12, 2022, as we uncover endless possibilities to drive measurable impact at B2B Summit EMEA. Secure your ticket today.