Cognism
Login
Request demo

Connect

Talk to more prospects,
close more deals

Cognism at B2B Marketing Expo 2021 - LIVE BLOG

November 16, 2021

B2B Marketing Expo is Europe's leading marketing event and Cognism is there! 

Hit 🔄 for live updates from ExCeL London.

Day One | Day Two

Day Two

16:04

Elliot's key takeaways:

IMG_20211117_160330344

16:00

How SEO works across the entire funnel:

IMG_20211117_155840810

15:56

Content types that work at the Consideration stage:

IMG_20211117_155522027

15:53

How to find long-tail keywords:

  1. Study your competitors.
  2. Use Google Autocomplete (this is free - a good tip is to use incognito mode).
  3. Look at "people also ask" on Google search results.
  4. Use regex in Google Search Console.

15:48

Why SEO is important at the Awareness stage:

IMG_20211117_154741210

15:46

There are 4 pillars that make a website rank in search results:

  1. Relevancy.
  2. Authority (links judge the value of a page).
  3. Technical (your website must be fast and user-friendly).
  4. User experience.

15:43

Why you need SEO:

61% of B2B decision-makers begin their decision-making process with a web search.

15:41

Speaking now at the Lead Generation, SEO & UX Theatre is Elliot Haines, Head of SEO at Hallam.

His speech? "How to Create the Ultimate B2B SEO Strategy".

IMG_20211117_154042062_HDR

15:22

IMG_20211117_152019447

15:16

83% of B2B marketers intend to invest in marketing automation.

15:09

Marketers are among the most cautious in the B2B industry. 38% of those surveyed took 9-10 months to make a purchasing decision.

15:07

How are B2B buyers engaging with content? Which sources of information do they engage with when researching products? 

According to a recent study, tech vendors are the most trusted sources.

15:06

It's time for one of the final speeches of the Expo!

The venue = the Content Creation & Video Theatre.

The speaker = Ross Howard, Head of Product at Insights for Professionals.

The topic = B2B Tech Buyer Behaviour: Unique Insights for 2022.

14:49

Greig's tips for measuring the success of your personal branding:

IMG_20211117_144747897_HDR

14:47

Types of LinkedIn posts that work:

IMG_20211117_144545806_HDR

14:44

How to build momentum with your posting:

IMG_20211117_144219161_HDR

14:41

How to overcome impostor syndrome when posting on social media:

IMG_20211117_143936401_HDR

14:39

Tips for winning at LinkedIn SEO:

IMG_20211117_143550128_HDR

IMG_20211117_143649995_HDR

IMG_20211117_143739001_HDR

14:33

Why you need to invest in personal branding:

IMG_20211117_143311951_HDR

14:31

"When it comes to personal branding, you need buy-in from your C-suite."

14:30

The Brand & Social Media Marketing Theatre is the place to see Greig Robertson, Cognism's Senior SEO & Content Marketing Executive!

He's delivering a masterclass in personal branding and building your own hype.

IMG_20211117_142822273_HDR

14:22

Video marketing challenges to set yourself in 2022:

IMG_20211117_141914658

14:20

Anna's tips for video distribution:

IMG_20211117_141719391

14:18

Don't seek perfection in video marketing.

Here are Anna's tips:

IMG_20211117_141637728

14:13

There is so much video content we can produce ourselves.

Anna presents the value of having your own B-roll library:

IMG_20211117_141130308

14:10

The social media lifespan is roughly 1 week. Get into the habit of repurposing your videos; you don't always have to create something new.

14:07

"Every video you produce must be customer-centred. You're not going to sell on your videos, but you can move customers towards a sale."

14:05

Videos to use in the different phases of the customer journey:

IMG_20211117_135834488

IMG_20211117_135953651

IMG_20211117_140315627

13:58

89% of people research online before making a buying decision.

You must reach those people with relevant content. Today the customer journey is wholly non-linear.

13:55

We're watching Anna Downes, CEO at Video Sherpa talk about the "10 key elements that make your video marketing strategy shine".

You can see her by heading over to the Content Creation & Video Theatre.

IMG_20211117_135431380_HDR

13:31

"The most important thing for sales and marketing alignment is to call yourselves the revenue team. Share the same goals."

13:28

"Refine your audience by industry. Use your content to solve the problems that are specific to that segment."

13:20

"Create BOFU content that's engaging and shows intent."

An example is Cognism's TAM calculator.

13:18

"Work with thought leaders in your industry to build authority around your content."

13:15

"Hijack the conversation and create content that's on-trend."

13:14

When planning your content, research the following:

  • Speak to your existing customers.
  • Trending topics on social media.
  • Browse online forums or communities (e.g.: LinkedIn groups, subreddits).
  • Listen to your sales calls.

13:11

Create Green, Amber and Red lists for your customers.

  • Green - your best-fit customers.
  • Amber - customers that might be good fits.
  • Red - customers who'll never buy from you.

With these categories, you'll know who to target and who to avoid.

13:08

How to define your ICP? Speak to your customers! Marketers aren't doing this enough, Liam says.

13:06

Speaking now at Cognism's Masterclass Theatre - our Global Head of Demand Gen, Liam Bartholomew.

His speech? How to generate leads with content.

IMG_20211117_130406457_HDR

12:38

Today, the average length of HubSpot's most successful blogs is now 3k words. Longer content is better.

12:35

"A product that serves everyone doesn't really serve anyone."

12:32

"B2B products are rarely different from each other. It's how they're delivered that matters."

12:31

Axon Garside published a blog about the business mistakes they made.

That's a great example of transparency and honesty in content.

12:28

"Create content that offers solutions to your customers' problems."

12:24

"Content that's ghostwritten by marketers on behalf of your salespeople is great for your business and for enhancing their careers."

12:21

"You should have an in-house content master in your marketing team - someone whose job it is to plan and deliver your content."

"You should also have an inbound advocate inside your sales team who supports that process."

This is crucial to getting buy-in.

12:17

"Content marketing is about knowing every question your customers ask - and then providing the answer."

12:16

The 12 secrets of delivering more effective content:

  1. Get buy-in from your organisation.
  2. Have a single source of truth for content in your business.
  3. Your content must help the buyer.
  4. Express opinions in your content.
  5. Be transparent in your content.
  6. Don't avoid difficult topics.
  7. Be prepared to talk about pricing.
  8. Write long content.
  9. Use AI to increase conversions.
  10. Create personalised content.
  11. Deploy smart content to match your customers and their buying decisions.
  12. Add to your content mix with webinars and bots.

12:13

Changing the format of your content isn't the solution, it's about how you deliver that content.

IMG_20211117_120835197_HDR

12:11

The problem for content marketers is that there's just so much content out there - 2 million blogs are published every day!

12:08

Over at Marketing Services Theatre 1, it's time for "13 Secrets to Re-Invigorate Your Content Marketing Strategy" with Ian Guiver, Managing Director at Axon Garside.

10:45

Having data on its own isn't enough; you need the context that surrounds the data.

10:38

Hannah puts forward the idea of "automation bias" - humans putting too much faith in machines/algorithms. 

10:18

When working with data, it's important to think about the questions you want the data to answer.

10:11

Hannah is a self-confessed "data nerd"!

Her argument is that it's easy to be so focused on the data that's in front of you, that you miss the bigger picture.

"The more data you have, the better." 

IMG_20211117_100544483

10:00

We're at Keynote Theatre 2 for the first speech of the day! 

The topic is "Gather now, exploit later" and the speaker is Hannah Fry, mathematician and broadcaster.

9:38

We're back for the 2nd day of the B2B Marketing Expo! Visit Cognism at stand B2B-H50 to get premium B2B data that helps you connect with your dream prospects!

IMG_20211117_093452043_HDR

Day One 

16:30

3 key takeaways for better content creation:

IMG_20211116_162829679

16:25

Successful creative teams will:

  • Take on a more strategic role in organisations.
  • Double down on metrics.

16:22

The mistakes that can sabotage great content:

IMG_20211116_162117247

16:20

"We can achieve better outcomes by mastering the entire content lifecycle."

16:15

It's time for the final speech of the day! "The Content Lifecycle: The Secret Sauce for Optimizing Your Creative Workflow".

The speaker is Niels Bouwman, President at Lytho.

IMG_20211116_161227841_HDR

15:22

The only distribution plan you're going to need:

IMG_20211116_152051751

15:19

Oscar's tips for repurposing content:

IMG_20211116_151814804

15:16

The trick in distribution is to measure everything. Data is the truest source of feedback.

15:14

Every one of your distribution channels should fit into 1 of these categories:

IMG_20211116_151233720

15:12

Step 1: Review your distribution channels:

IMG_20211116_151046473

15:09

Why you need to invest in content distribution:

IMG_20211116_150745344

15:07

"Not distributing your content is like arranging a party but not sending out any invites."

15:05

Oscar has been focused on building a content distribution process at Cognism.

15:00

Next up on the Content Creation & Video Theatre - "The Secret to Winning Content Distribution" with Cognism's SEO & Content Executive, Oscar Frost! 

IMG_20211116_145740255_HDR

14:32

Richard's closing thoughts:

IMG_20211116_143121242

14:30

Did you know you can rely on AI to optimise performance marketing?

IMG_20211116_142809116

14:24

Richard's strategy is based on revenue-focused optimisations, with the goal of improving the conversion rate.

14:22

How to handle keyword expansion:

IMG_20211116_142057531

14:19

Ad copy best practices:

IMG_20211116_141611180

14:17

How Richard structures an account:

IMG_20211116_141507491

14:14

Richard's concept of the brand onion:

IMG_20211116_141212870

14:10

Quality score is extremely important in paid search.

IMG_20211116_140857562

14:08

The theory of paid search = an auction-based ad system, where you pay for clicks on search terms that you select. 

14:05

What is performance marketing?

IMG_20211116_140342610

14:03

Richard's speech promises to be valuable for both novices and pros.

IMG_20211116_140120744

14:00

Next up on Cognism's Masterclass Stage - Richard Tank, our Global Head of Performance Marketing!

His speech? "Scaling Google Ads: 4x revenue growth in 2 months".

13:13

"You don't need to be the most charismatic leader in the world. You need to be able to define your goals, execute your strategy and communicate it."

13:10

"Strategy is the most important thing, but it's not just about devising a strategy, it's about narrating it."

13:08

Are organisations overwhelmed by strategy? Campbell argues that too many leaders confuse goals with strategy.

13:04

"Effective leaders have to adapt because they're surrounded by change every day."

13:00

IMG_20211116_125937513_HDR

12:57

Campbell argues that the best leaders are effective communicators.

But effective communication has to be matched by effective strategy.

12:54

Campbell says there are 3 elements to successful leadership:

  • Objective - what your goals are.
  • Strategy - steps to achieve your goals.
  • Communication - explaining your strategy and goals effectively to others.

12:50

"Strategic communication is communicating something as you execute it over time." - Alistair Campbell

12:48

"We've gone from a vertical world to a horizontal world."

The vertical world is top-down; in the horizontal world, leaders are surrounded by committees with competing voices.

12:45

The next speaker at Keynote Theatre 1 is Alistair Campbell. His speech: "Leaders narrate a strategy, not simply execute it".

10:42

Mimi and David's key takeaways:

IMG_20211116_104101182

10:40

"Your campaigns should focus on people who might buy from you, not just people who you know will buy from you." - David Tiltman

10:31

The B2B effectiveness ladder:

IMG_20211116_102708864

IMG_20211116_102601181

10:26

"We all know if you spend more money, you're going to get a bigger impact." - David Tiltman

Budget is only one variable in B2B marketing; big ideas still matter. 

10:22

Finding 2: Creative commitment holds in B2B as well as B2C - but like in B2C, it is declining.

10:21

"Your competitors are competing in the same space - the human brain." - Mimi Turner 

Storytelling and brand character are very important in B2B. 

10:17

Finding 1: B2B does look different to B2C. 

IMG_20211116_101623081

10:14

The creative effectiveness ladder:

IMG_20211116_101157534

10:09

In order to grow, what do B2B companies need? 

Brand is a critical element, but the critical element of brand is recall - brands are more successful when customers remember them.

IMG_20211116_100910439

10:05

This keynote is all about marketing effectiveness in B2B.

"B2B companies make up 50% of the economy." - Mimi Turner 

10:02

IMG_20211116_100123996_HDR

09:56

The morning's keynote speech is about to start!

The topic: Cracking B2B’s ‘Effectiveness Code’

The speakers:

  • Mimi Turner, Head of EMEA and LATAM - B2B Institute, a LinkedIn Think Tank
  • David Tiltman, VP Content - WARC

9:30am

The Expo is now open! Come and visit Cognism at stand B2B-H50 to get intelligent B2B data that accelerates your revenue.

IMG_20211116_092943733_HDR