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Tuesday | May 14

2:30 PM – 4:30 PM
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WORKSHOP: BANDS AND BRANDS: MAKING BEAUTIFUL MUSIC TOGETHER

There may be no more powerful device in the event marketer’s toolkit than music. It excites a crowd. It stirs emotions. And it creates connections between once-in-a-lifetime moments and your brand. But music partnerships are an increasingly crowded and evolving space to navigate. In this session, we’re turning it up to 11 to give you the tools and insights you need to develop smart and authentic artist partnerships, and use music in highly personalized (and legal) ways across your entire portfolio. You will learn:

  • How to carve out equity and mind share at today’s hottest music festivals
  • How to partner creatively and effectively with bands and music artists
  • How to get song clearances and rights for digital content and live experiences
  • Insights and advice from some of the leading brand + artist partnerships in the industry
  • Forecasts on the future of the music business and how it will impact events
  • Technology tools and trends to help you personalize your events based on musical preferences
  • Insights from music artists on what makes a brand partnership worthwhile—for them
  • Wednesday | May 15

    9:45 AM – 10:30 AM
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    B-TO-B EVENT CONTENT: HOW SAP IS USING CONTENT AND EVENTS TO DRIVE EACH OTHER

    Things are about to get interesting as the worlds of content marketing and event marketing collide and start generating more powerful, targeted and effective integrated marketing campaigns. Step inside SAP’s marketing organization to see how—and why—a world-class brand is ramping up its content and event collaboration. Take a look at an organizational case study on what happens when you break down silos and reengineer your event strategies with content top of mind. Learn how to leverage live events as content generation platforms for the entire marketing mix, and how to create inspired environments that compel attendees to create and share content.
    Presented By:
    10:45 AM – 11:30 AM
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    THE ‘CONSUMERIZATION’ OF B-TO-B EVENTS: EXCLUSIVE RESEARCH

    SXSW. Burning Man. Coachella. These types of events are thrown around a lot as inspirational benchmarks when programming b-2-b events and trade show programs. But what's causing this trend and is augmenting your event program to be more consumer-centric effective? Be the first in the industry to see the results from a historic new survey focused on the white-hot “consumerization” of b-to-b events space — and hear how marketers are redesigning their b-to-b events as more b-to-c and b-to-h experiences to connect with a new breed of b-to-b event attendees. Get access to data from brand marketers on which elements of their b-to-b events are getting recast as more consumer-esque experiences and see results from a separate survey of b-to-b attendees asking how they themselves would define a killer b-to-b event. We’ll also show off a few case studies of b-to-b events that are getting redesigned with a consumer-ish eye.
    Presented By:
    • Michael Hughes, Head of Data & Insights, Event Marketer Magazine, Event Marketer Magazine
    • Marc Herron, Senior VP-Strategy, Sparks
    11:45 AM – 12:30 PM
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    6 WAYS TO CREATE MEANINGFUL, PERSONALIZED B-TO-B EXPERIENCES WITH CISCO LIVE!

    Smart b-to-b marketers know that personalization is the key to unlocking deep engagement with b-to-b customers and prospects alike. In this session, you’ll learn how Cisco’s flagship global event, Cisco Live, is leveraging omnichannel marketing, technology and data insights to create meaningful, highly customized experiences before, during and after the event—experiences that drive behavior, surprise and delight customers and create stronger emotional connections to its brand and events. See how you can use persona data and key customer “careabaouts” to craft personalized customer journeys and marketing campaigns that accelerate the buying cycle and drive business impact.
    Presented By:
    2:15 PM – 3:00 PM
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    POWER PANEL: THE 2019 DREAM TEAM PANEL

    Our March cover story comes alive as our inaugural B-to-B Dream Team comes together to discuss top trends, best practices and the future of the event discipline. Come experience some of the sharpest minds in b-to-b events, hear candid comments on face-to-face marketing and walk away inspired and excited about the future of your events.

    Presented by: Watch this space for this year’s Dream Team. Could you be on the list?
    3:45 PM – 4:30 PM
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    INTERNAL EVENTS: HOW TO TELL (MANY) BRAND STORIES AT ONE EMPLOYEE EVENT

    How do you create a clear and captivating narrative when you have not just one brand story to tell, but more than 30? In this session, learn how Marriott transforms a single internal employee event—its biannual Americas Leadership Summit—into an immersive platform that effectively communicates the unique personalities of 30-plus brands. Get tips on how to distill sub-brand value propositions into a concise, dynamic and entertaining experience that will resonate with attendees. And walk away with a “multi-brand” blueprint you can apply to your own conferences that will help you construct and program your show’s content in a way that makes every brand the star.
    Presented By:
    • Diana Pavlov, Senior Director-Global Entertainment Marketing, Marriott International
    • Bruce Starr, Founding Partner, BMF

    Thursday | May 16

    10:15 AM – 11:00 AM
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    TWITTER UNPLUGGED: B-TO-C STRATEGIES FOR B-TO-B EVENTS

    Customers are consumers at the end of the day so it makes good sense that b-to-b events appeal to the b-to-c spirit. Twitter’s event team takes the stage in this candid panel to discuss the way it approaches its b-to-b events, and what inspires its consumer-centric activations. Hear about how the team uses insights from its consumers and their communities to craft activation ideas, and how it Twitter’s global offices serve as inspiration the brand’s lively and modern event environments. Hear first-hand how this team is structured and how it optimizes itself for maximum creativity and productivity.
    Presented By:
    11:45 AM – 12:30 PM
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    THE NEW SHAREHOLDER MEETING

    Long-running conferences can sometimes run into long-running ruts. Sit down with Walmart’s master of reinvention to learn how his team keeps the brand’s annual Shareholder Meeting current and competitive in an increasingly cluttered space. Learn what engagement strategies and technologies the brand is deploying to enhance the shareholder and employee experience for its 14,000-plus attendees. Get ideas on how to keep your biggest annual events fresh year to year. Bonus: This chat will be just days away from Walmart’s 2019 event, so get ready for a rare preview into what’s on the agenda, and what attendees will be taking about days after the show.
    Presented By:
    2:00 PM – 2:45 PM
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    HIGH-TECH EVENTS FOR HIGH-TECH AUDIENCES: THE SAMSUNG DEVELOPER CONFERENCE

    Few event attendees are as tech-savvy as developers. In order to stand out in the increasingly crowded world of developer conferences, Samsung created an event that armed attendees with what they needed to know to stay at the forefront of their own industry. Learn what strategies the team used to engage a wide variety of attendees, including developers, technologists, business leaders, innovators, designers and content creators. Find out how a mix of formats ranging from tech talks to leader panels to hands-on labs to product launches, empowered attendees with the training, practical advice and inspiration they craved. Get a better understanding of what moves and motivates this high-tech audience and how to craft events that can effectively compete for their time, loyalty and attention.
    Presented By: