DEMAND 2022: Virtual event hosted by Metadata
Bigger, better, & 100% virtual.
Run some paid ads, generate some pipeline and convert it to revenue. If only demand gen was that easy.
The role of demand gen today is all about building awareness, excitement, and trust in whatever your company sells. And it ain’t easy.
At DEMAND 2022, we’re bringing you tactical presentations so you can run better campaigns. The kind that generate demand and revenue.
Forget the fluff and get real tactical at DEMAND 2022
Learn what the best B2B marketers we know are doing to drive demand and revenue.
Steal new ideas and playbooks you can implement tomorrow.
Sessions about:
- Marketing like a media company
- Standing out in the sea of B2B same
- Building legit paid media strategies
- Finding new content distribution channels
- Writing persuasive copy that moves buyers
Speakers
Join the biggest names in B2B marketing and the next wave of B2B marketers you need to be aware of. The kind of speaker list we could charge serious $$$ for. But DEMAND is 100% free.
Agenda
Keynotes
ALL TIMES ARE LISTED IN PT
9:00
Welcome to DEMAND
Mark and Katie will set the tone for DEMAND, probably include a few zinger jokes free of charge, and share more about why we’re so excited for this year’s event.
Mark Huber
Head of Brand & Product Marketing, Metadata
Katie Ray
Head of Community, Metadata
9:05
The Best 10 B2B Marketing Lessons Learned in My Career
The most painful (and usually the best) lessons come with experience, messing things up, and learning from your mistakes. Dave Gerhardt, Founder of the Exit Five community, will share the best 10 B2B marketing lessons he’s learned in his career from his time at Drift, Privy, and Hubspot.
Dave Gerhardt
Founder, Exit Five
9:40
Demand Gen U: Small Ops Wins Deserve Way More Credit
There are all kinds of wins in marketing. A new campaign takes off. Demo requests increase. And pipeline is created. But the wins we don’t often talk a lot about are the tactical, operational wins. On today’s special episode of Demand Gen U, sponsored by our friends at SharpSpring by ConstantContact, Mark and Jason will talk about a few tactical ops wins we’ve had at Metadata this year.
Mark Huber
Head of Brand & Product Marketing, Metadata
Jason Widup
VP Marketing, Metadata
Tracks
Tactical session for every B2B marketer.
9:55
How to Win Beyond The Product
Having a good product isn’t enough to win anymore. You need to win on things beyond the product: your strategy, your narrative, your positioning and your messaging. Peep Laja, CEO of Wynter, will share everything he’s learned as a three-time founder of three successful startups.
Peep Laja
CEO, Wynter
10:25
Sponsored Lightning Talk: Doing More With Less by Foundry Intent
10:35
How ProfitWell Abandoned Inbound Marketing To Become a Media Company
Market like a media company. B2B marketers keep talking about and most don’t know where to start. No B2B company has done this better than ProfitWell. Patrick Campbell, CEO of ProfitWell, will explain why they abandoned their inbound marketing strategy to become a media company, what they learned along the way, and share a framework so you can start creating binge-worthy content for your B2B company.
Patrick Campbell
Founder & CEO, ProfitWell
11:00
- Break
11:15
Blending Product-led Growth with a Sales-led GTM Motion
Every company is excited about PLG today, wondering how they can implement it as a new GTM motion. But even Product-led companies will eventually need to adopt a Sales-led motion. Korina Edwards will explain what PLG actually means, why this hybrid model is the future of SaaS, and give away proven strategies so you can blend both GTM motions at your own company.
Korina Edwards
Growth Marketing Leader
11:45
Sponsored Lightning Talk: The Billion Dollar Brand Cookbook by Algert
11:55
5 Things Leaders Must Do To Build a Successful GTM Plan
Most marketing leaders need to rethink their marketing plan. The unintentional decision to only execute micro campaigns without developing a larger GTM strategy results in making their marketing team irrelevant. Stop making this mistake. Start justifying marketing’s importance. Janelle Amos, Founder of Elevate Growth, will give away her cheat codes for building a successful GTM plan.
Janelle Amos
Founder, Elevate Growth
9:55
The Heart-Based Message: Power Your Marketing With a Message That Connects With Your Buyer
Great messaging isn’t about cool buzzwords or snappy headlines. It’s about connecting the dots between your product and your customer’s needs, goals and dreams. Emma Stratton, Founder of Punchy, will walk you through a simple framework for writing messaging that hits home with your audience.
Emma Stratton
Founder, Punchy
10:25
Sponsored Lightning Talk: 5 Product Video Trends You’ll See in 2023 by Tourial
10:35
Creativity Class: 9 Ways to Have Good Copywriting Ideas
Writing really good copy doesn’t magically write itself. If only it were that easy. Eddie Shleyner, Founder of VeryGoodCopy, will share nine pieces of wisdom he’s picked up over the years that have changed his perspective, given him confidence, and helped him do better creative work (in a healthier, more enjoyable way too).
Eddie Shleyner
Founder, VeryGoodCopy
11:00
- Break
11:15
Crafting Landing Pages and Social Ads That Actually Convert
Every B2B marketer looks for ways to drive more demo requests. Your audience doesn’t care about your demo target though. They can smell your agenda a mile away. The key to all of this is writing copy that matches your audience’s state of mind. Eden Bidani, Conversion Copywriter & Founder of Green Light Copy, will walk you through how to write ad and landing page copy that actually converts.
Eden Bidani
Conversion Copywriter & Founder, Green Light Copy
11:45
Sponsored Lightning Talk: Doing More With Less by Foundry Intent
11:55
What the Top 1% of B2B Storytellers Do Differently
Stories help connect human beings with brands. But many still struggle with implementing storytelling into their GTM strategy. Brianna Valleskey, Head of Content at Inscribe, and Sruthi Kumar, Director of Demand Generation at TripActions, will share three real-world stories with practical examples of B2B storytelling in action.
Brianna Valleskey
Head of Content, Inscribe
Sruthi Kumar
Director of Demand Generation, TripActions
9:55
Building and Scaling Unstoppable Marketing Teams
Building the right marketing and growth teams at different stages is one of the toughest challenges companies and marketing leaders face. Holly Chen, VP of Marketing at Mosaic, will share practical advice on how to build different team structures, which roles to hire for first and how to scale high performing marketing teams over time.
Holly Chen
VP Marketing, Mosaic
10:25
Sponsored Lightning Talk: How To Maximize Ad Spend With the Trifecta for Marketing by Qualified
10:35
Using Data to Build a Demand Generation Engine
Demand gen marketers often jump to tactics right away and prioritize the wrong areas to focus on. It’s tough to drive consistent revenue growth if you don’t have the right marketing foundation in place. Shiv Narayanan, Founder and CEO of How to SaaS, will give away his proven frameworks you can use to build a data-driven demand generation strategy.
Shiv Narayanan
CEO & Founder, How to SaaS
11:00
- Break
11:15
Moving From An Old-School Lead Gen Playbook to a Demand Gen Machine
Lead gen has been the way for forever, but just because it’s always been done this way, doesn’t mean it’s the RIGHT way. In this fireside chat, Mark Huber, Head of Brand & Product Marketing at Metadata, will interview Kaylee Edmondson, previously Director of Demand Generation at Chili Piper, so you can see how Kaylee made the jump from running old school lead gen campaigns to building a legit demand gen machine.
Kaylee Edmondson
Director of Demand Generation, brightwheel
Mark Huber
Head of Brand & Product Marketing, Metadata
11:45
Sponsored Lightning Talk: 5 Product Video Trends You’ll See in 2023 by Tourial
11:55
Building a Paid Media Strategy In a Down Economy
B2B marketers are expected to do more with less right now. Paid media planning is daunting (and dangerous) if not done right. Silvio Perez, Head of Product Innovation at Metadata (and recovering performance marketer), will give you the rundown on how to build a paid media strategy from scratch during a time like this. From lessons learned from over $50M+ in ad spend across top B2B SaaS companies.
Silvio Perez
Head of Product Innovation, Metadata
9:55
How SaaS Brands Can Win in Commoditized Markets
B2B markets are more crowded than ever before, making it harder to compete (and win). Ross Simmonds, CEO of Foundation Marketing, will share data surrounding the SaaS companies who have achieved digital excellence in content, branding, interactions, and SEO, so you can build a marketing moat and unlock new opportunities.
Ross Simmonds
CEO, Foundation Marketing
10:25
Sponsored Lightning Talk: Website Health - The Missing Piece in Your Demand Gen Machine by Lumar
10:35
Drowning in a Sea of Sameness: 8.5 Ways for Your Marketing to Stand-Out
Categories are crowded and product features are all the same. Everyone wants to be the next $100M company but still runs the same still marketing playbooks that get mediocre results. Adam Goyette, Founder of Curdis.co, will share 8.5 proven ways your marketing can stand out from the crowd and drive real results.
Adam Goyette
Founder, Curdis.co
11:00
- Break
11:15
How to Build the Highest Performing Ad Creative
The average human sees 5,000 to 10,000 ads per day. That means that your brand needs to make a memorable impression on the person you are targeting enough so that they remember you, visit your website, consume your content, and ultimately convert. Jonathan Bland, Co-Founder of Omni Lab will share actionable tips based on real data from real ad creative to help you understand how to build high-performing creative, how to optimize for in-channel consumption, and how to create ads that don’t look like ads.
Jonathan Bland
Co-Founder, Omni Lab
11:45
Sponsored Lightning Talk: How To Maximize Ad Spend With the Trifecta for Marketing by Qualified
11:55
Moving from A/B Testing to Consistent Experimentation
Many marketers think website testing is just A/B testing headlines and CTAs. It’s hard to know where to expand once you’ve tested the usual suspects. Sara Pion, Head of Marketing Strategy at Dandy and a seasoned CRO expert will share her approach to website testing, and how she created an offer that converted better than demo requests through consistent experimentation.
Sara Pion
Head of Marketing Strategy, Dandy
9:55
Content-Led Growth: How to a Build a Wildly Effective Content Strategy
Content strategy is catching some SERIOUS momentum right now. But here’s the thing: most people don’t know the difference between content *marketing* and content *strategy.* This is why most content fails and growth stalls. Devin Reed, Head of Content at Clari, will give you the full rundown on how you can use content to fuel strategic growth.
Devin Reed
Head of Content, Clari
10:25
Sponsored Lightning Talk: The Billion Dollar Brand Cookbook by Algert
10:35
Grow Your Audience With Shareworthy Content
Find high-volume keywords to target, spend a bunch of time writing high-quality blogs and voile: more traffic, conversions and pipeline. This playbook used to work but it doesn’t work nearly as well anymore in 2022. Amanda Natividad, VP of Marketing at SparkToro, will explain how you can create share-worthy content at your own companies.
Amanda Natividad
VP Marketing, SparkToro
11:00
- Break
11:15
How B2B Brands Can Use Creators To Build Awareness and Stand Out
Influencer marketing has been around in B2C for a long time. And it’s quickly moving from a trend to a strategic tactic for B2B marketers. Chris Cunningham, Head of Influencer Marketing at ClickUp, will give an inside look at how they worked with B2B creators and influencers to help build trust with their buyers.
Chris Cunningham
Head of Influencer Marketing, ClickUp
11:45
Sponsored Lightning Talk: Website Health - The Missing Piece in Your Demand Gen Machine by Lumar
11:55
Why Creativity Matters in B2B Marketing
Research from LinkedIn’s B2B Institute shows that companies that invest in building their brand have better long-term business outcomes. Telling the right stories to create an emotional connection to your audience (both current and future) make brands more durable, more memorable, and more successful.
Ty Heath
Director of Market Engagement, LinkedIn B2B Institute
Keynotes
ALL TIMES ARE LISTED IN PT
12:35
Category Creation: How to Build a Movement
Category creation is really hard. It’s expensive, it takes time, and it’s not for every B2B company out there. Jason Widup, VP of Marketing at Metadata, will moderate this keynote panel with three big names in B2B SaaS who know a thing or two about creating new categories.
Sydney Sloan
Partner, Stage 2 Capital
Nick Mehta
CEO, Gainsight
Mike Volpe
Founding CMO, HubSpot
Jason Widup
VP Marketing, Metadata
1:10
Sponsored Interview: How AI Writing is Changing Demand Generation
May Habib
CEO, Writer
Mark Huber
Head of Brand & Product Marketing, Metadata
1:30
What's Next for the Marketing OS
Gil Allouche, CEO of Metadata, and Jason Widup, VP of Marketing, will discuss what a Marketing OS is, why Metadata is building the first one for B2B, and will share some exciting updates on how the Metadata product is evolving to deliver these benefits to B2B marketers.
Gil Allouche
CEO, Metadata
Jason Widup
VP Marketing, Metadata
2:00
Final words from Jason, Mark, and Katie
Jason, Mark, and Katie will wrap up DEMAND 2022, with two BIG Metadata announcements you won’t want to miss. Trust us.
Jason Widup
VP Marketing, Metadata
Mark Huber
Head of Brand & Product Marketing, Metadata
Katie Ray
Head of Community, Metadata
Register for DEMAND 2022
Save your spot at DEMAND so you can get access to all the recordings (whether you show up on October 20th or not).
Our partners
What you missed at DEMAND 2022
Didn’t make it to DEMAND this year? Don’t worry, we got you. You can watch every session at our DEMAND content hub.
Actual quotes about DEMAND last year from B2B marketers just like you
You delivered on your promise of designing an event that you would actually attend, which is why I also attended and enjoyed it.
The content was exceptional and highly practical, plus it was fun!
I was surprised at how useful the content was. Usually, with these events, it's a mix of sales content and generic information.
I will make sure to make a bigger effort to block my calendar next time so that I can really soak it all in.
Because of how valuable the content is, and how relevant the speakers are, it's a no-brainer to come back for more!
I haven't seen a virtual event conducted so smoothly (and you know I go to a lot of them). Please keep up the good work.
I appreciate the caliber of speakers and breadth of knowledge. The virtual set-up was one of the best I've seen in the past 18 months.
I haven't even gotten around to watching half of the sessions yet. From what I've seen so far, there's no way I'd miss next year.
Good speaker line-up and agenda. A virtual event that was actually good and worth attending.
The content was really worth attending! I loved that there were so many diverse marketing topics and the speakers were AWESOME (one of the biggest reasons I attended).
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