Reflections on B2B Ignite USA

I’ve noticed, in recent months, that many of my blogposts, internal company communications and social shares have included the term ‘a good day in the office.’  Are there really so many good days in the Agent3 office?  Maybe!  And certainly last week was no exception!

 As many of you will be aware, last week the US (and beyond!) B2B community came together for two days of B2B marketing, inspiration, best practise sharing and networking at B2B Marketing’s Ignite USA event and Agent3 was proud to sponsor, participate and even scoop a couple of awards at the event.   

And what an event it was!  

On the virtual stage, it was great to see Agent3’s Hollie Brown with one of our key Salesforce AMER clients, Lisa Perry, talking about turning insight into action.  It’s a thorny issue but, as Lisa explained, an important one to get right as the need for insights has only accelerated during the pandemic, and it’s insight, after all, that forms the foundation of successful ABM.

With this in mind, over in our booth, interest was high in our newly launched Making Insight Intelligent guide, supported by the ITSMA, which helps marketers understand how to extract the right insight at the right time from the sea of data available. Judging from the feedback we got from Lisa and Hollie’s session, and the interest in our guide at the booth, it would seem getting insight right is a challenge for many marketers.

It always makes sessions more meaningful when we can partner with some of our fantastic clients and have audiences share their experiences ‘out in the field,’ so it was particularly gratifying to see three such clients join Agent3 partner, Greg Salmon, for a panel discussion entitled ‘Scaling ‘true’ ABM.’  Leaders in ABM, Carrie Feord, Servicenow, Giovanni Di Natale Pure Storage, and Vera Tatro, Splunk, explored the challenges in scaling ABM and provided some perspective on how best to successfully navigate them.  The conversation was lively, but audience feedback would suggest the team hit on some very real challenges that resonated with many before offering some practical tips and advice. 

Last, but certainly not least, on the stage, our very own Rebecca Youngs, a finalist in the B2B Marketing Elevation Awards for Young B2B Marketer of the Year, was invited to give a  presentation on her vision for the future of B2B marketing as an industry or profession.  Earlier, Rebecca had scooped the Silver award in the Young B2B Marketer category so had some valuable contributions to make!

Finally, on the topic of the Elevation awards, I’m proud to report that….drum roll please…..Agent3 took home the Gold award for Best Use of Account-Based Marketing for its ‘Cloud Nirvana’ campaign for Splunk! It was a fantastic testimony to the efforts of the Splunk team and also a great example of the magic that can happen when you work in close partnership with great clients!

Reflecting on the week, it wasn’t so much a good day in the office as a proud day.  Proud of our people, proud of our clients and proud of the work we are achieving together.  ABM is gathering momentum, so it was great to have the opportunity to feel first-hand the energy from, and curiosity of, some of the industry’s best marketers.

If you would like to hear more about our Insights guide, or find out more about navigating the challenges of scaling ABM, or even if you think you might like to work for an agency that has a lot of good days in the office, don’t be shy, we’d love to hear from you!

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