NAB, Mahlab, Howarth, Marketo, The Dubs and more to speak at the Mumbrella B2B Marketing Summit

NAB’s head of micro and small business marketing, Fiona Murray, will deliver a session at Mumbrella’s inaugural B2B Marketing Summit focusing on creating effective relationships with micro and small businesses.

NAB’s Murray will discuss the bank’s campaign focusing on micro and small business

Murray was integral to NAB’s campaign, ‘Backing business in moments that matter’, which aimed to demonstrate support for micro and small businesses across industries. In the session she will explain the concept, how the bank worked with customers and what benefits it has seen by using them as the focus of a marketing push.

The B2B Marketing Summit will take place on September 5 in Sydney. Earlybird tickets are on sale now.

Are marketing and sales drifting apart in a damaging way? Jill Rowley will answer the question and provide solutions

Marketo’s chief growth officer, Jill Rowley, will fly in from the US to discuss the divide between sales and marketing, and how it is affecting businesses’ bottom lines.

Technology’s push into marketing has resulted in increased efficiencies and real-time results, but sales teams aren’t always kept in the loop about the outcomes. In this eye-opening session, Rowley will explain the danger in creating a divide between marketing and sales, look at whose job it is to close it and put forward solutions that will bring sales and marketing back together.

CX is making a big push into B2B marketing – Andrew Haussegger will illustrate how and why

CX will take centre stage when Green Hat’s CEO, Andrew Haussegger, explains how B2B marketers can employ CX principles in their marketing strategies in a newly confirmed session.

Green Hat and ADMA recently released their ‘B2B marketing research report’ and Haussegger will specifically discuss the biggest marketing roadblocks: measuring ROI, optimising customer experience creating a customer persona and effective lead generation.

Frith and Mahlab will join the panel discussing the relevance of content marketing in B2B

Meanwhile, the panel on winning business through B2B content has also gained two additional speakers. Josh Frith, managing director of The Dubs, and Bobbi Mahlab, managing director of Mahlab, will join The Revery’s Jodi Gaylard exploring how to develop a B2B voice, how to track ROI, and how content can provide a clear communications channel to the consumer – especially for businesses in industries which have complex products or services.

Graham White, group managing director of Howarth, and Nichole Provatas, head of digital and social at WE Buchan have also been confirmed to speak. They will join Adam Benson of Recognition PR on the panel discussing the value of PR for B2B and why it is particularly important for the marketing department to get on top of.

With B2B marketing having a generally narrower field of consumers to market to, all with similar skill sets and interests, PR is becoming a more widely recognised opportunity to shake up the status quo and deliver business results. But ownership of PR and execution are still significant talking points, and the panel will explore the options and opportunities.

Earlybird tickets are available now for the B2B Marketing Summit. It will take place at the Amora Hotel Jamison on September 5 with global B2B marketing expert Nancy Harhut, from the US, flying in to headline the event.


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