The Drum Awards Festival - Extended Deadline

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The horror show

B2B World Fest and Brand marketing | Nov 16, 2022

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 a 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.
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The Drum Show: B2B Worldfest Special 1

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.

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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. He also explains what the tripwires are for marketers. You won’t want to miss this compelling keynote.

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Demand be damned? Are B2B marketers placing bigger bets on brands? 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.

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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 the top of the funnel through the 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.