B2B Marketing Exchange Conference Doubles Channel Track Sessions

The B2B Marketing Exchange will feature an expanded agenda of channel marketing sessions. As the conference moves to a new venue, the Hyatt Regency Scottsdale, February 25 – 27, the channel track has been expanded to include as many as eight sessions and workshops.

“We fully expected that our channel sessions would be well received when we introduced them to B2BMX last February,” said Andrew Gaffney, CEO and founder of G3 Communications, the event’s organizer and publisher of Channel Marketer Report.

Maria Chien, Service Director, Channel Marketing Strategies, SiriusDecisions

“But the enthusiastic response to those sessions – some were standing-room-only – clearly demonstrated that our attendees are interested in learning more about channel marketing best practices. We’re also seeing significant interest in our expanded coverage of channel marketing topics in our digital magazine, Demand Gen Report.”

Prominent channel strategy thought leaders are headlining the channel marketing agenda. Maria Chien, service director, channel marketing strategies at SiriusDecisions, returns to B2BMX to discuss how companies can get on the path to best-in-class channel marketing programs.

To ensure the success of a new channel marketing function or propel an existing program to the next level, it’s important to have a detailed roadmap. During this session, Chien will address some of the key issues that will have a direct impact on the future of channel marketing programs

Jay McBain, Forrester’s principal analyst – global channels, makes his debut at B2BMX with his presentation, Through-Channel Marketing: How New Tools And Services Will Accelerate Partner Programs. According to research by Forrester, sales of through-channel marketing automation (TCMA) software will grow at a CAGR of 25.2% to $1.18 billion by 2023. Another $1.3 billion will be generated in related services offered by channel technology companies. And the broader TCMA market will include thousands of marketing digital agencies that will grow to generate an additional $2 billion of services over the same time.

Jay McBain, Forrester Principal Analyst Global Channels

Jay McBain, Forrester Principal Analyst — Global Channels

During his session, McBain will review how strategic investments in through-channel marketing technology and services will be critical to engaging partner participation in demand generation campaigns.

The B2BMX channel track will include several other presentations and panel discussions. During one panel discussion, channel marketing leaders will share insights into how they are encouraging and enabling their channel partners to amplify mutually beneficial social media messages.

In another session, panelists will discuss how the definition of “full-service” marketing agency is encompassing a broader set of activities that support channel marketing programs. In addition to helping their clients create channel focused content and campaigns, a growing number of marketing agencies are actually implementing the programs on behalf of the partners.

During this panel discussion, marketing agency executives will discuss how they identify, create, and deliver the variety of services their clients need to implement successful channel programs.

In addition to the channel-focused sessions, B2BMX features an all-star line-up of demand gen professionals sharing their insights during 70-plus presentations.

Author and marketing powerhouse David Meerman Scott is the featured keynote speaker. Meerman will share details on his new book, focused on the neuroscience of fandom. During his presentation, he’ll discuss real-life examples of how brands are building passionate fans of their products, services and ideas.

Registration for B2BMX is now open.