Dear ,

As the sun pours through my windows and the road work
drills away, I’m in my happy place.

Why?
I’m traveling by train to Washington, DC for MarketingProfs B2B conference (MPB2B). 

And Ann Handley and her team always pack the conference with surprises.

I’m thrilled that this year’s conference includes a focus on metrics, taught by some of the smartest B2B marketers. Among them are:

• Mary Ellen Slaytner’s Stop Singing for Your Supper: How to Reframe the Conversation About Content ROI
• Matt Heinz’s How to Create A Marketing Plan & Budget Your CFO Will Love,
• Robert Rose’s The Secret to a Truly Measurable Content Strategy
• And my session, Marketing ROI: How To Stop Justifying Your Job, Build Business Value, and Grow Your Budget (No Math Required!). 

I'm thrilled because, despite developing the foundation for long term business growth, many marketers do a poor job of explaining what they do and how it contributes to the business’s success.

Joe Pulizzi made this point in one of his recent newsletters:

“When I was at Penton Custom Media in 2003, my new boss didn’t have a clue about what our department did. I walked out of the initial meeting knowing for sure we were going to get cut (the company was struggling financially at that time). For the next 18 months I sent monthly packages to him, the CEO and a few others, about the purpose and power of content marketing, including some of our revenue-generating products. Believe it or not, 16 years later and the department is still alive and kicking.”
 

MarketingProfs has brought together an astounding array of speakers. I'm particularly looking forward to the sessions by:

• Ardath Albee
• Michael Barber
• Andy Crestodina
• Pam Didner
• Amisha Gandhi
• Allen Gannet
• Kerry O'Shea Gorgone (speaking on the law and marketing)
• Katie Martell
• Jon Miller
• Chris Penn
• Wil Reynolds
• Tom Webster (speaking on the importance of audio)

Besides the great sessions, MarketingProfs B2B Forum is fun! And it's not just the amazing parties or going out to the local clubs. 

Rather, MarketingProfs creates activities called “Off-The-Clock Antics” that let attendees rediscover their childlike sense of play.  As a result they engage with other B2B marketers without focusing on their device or worrying about the work that they’re not doing. 

Actionable Marketing Tips You Can Use:

• Build non-work fun into your events. Unlike other conferences, the off-hours activities at MarketingProfs B2B focus on fun. Why? Because it makes attendees feel happy.
   
• Encourage attendees to socialize to build relationships. I love the people who attend MarketingProfs B2B. It’s like attending a big party at a friend’s home where it’s easy to talk to other people, even if you don’t know them.

To meet me IRL or hear my presentation, Marketing ROI: How To Stop Justifying Your Job, Build Business Value, and Grow Your Budget (No Math Required!), please join me at MarketingProfs B2B Forum, October 16 – 18.

Save $100 when you register with my code: B2BFriend19. (This is not an affiliate link.)

If you’re running an event that you would like me to speak at, please let me know. (Just hit reply to reach me.)
 

Shout out to new readers: Anjali, John, Sand, Dave, Christian, Ifeoma, Mike, Lori, Tanya, Katia, Katrina, Palma. Welcome and thank you for joining our community.

Happy Marketing,
Heidi

PS: Do you have a friend or colleague who would benefit from reading the Actionable Marketing Guide newsletter? If so would you please forward this email to them?

 

FEATURED ARTICLE: Seismic Content Marketing Shift

Are your once stellar content marketing results starting to decline?
Even though you’ve followed “best practice” tactics.

Content Marketing has changed.

 

FEATURED ARTICLE: How To Build Your Network

Regardless of what type of marketing you do, having a bigger and stronger network will improve your work product with less effort on your part!

 

FEATURED ARTICLE: Author Interview With Nir Eyal

Heidi Cohen talks to Nir Eyal about his new book, Indistractable, a valuable guide on "How to Control Your Attention and Choose Your Life."

Read Nir's previous book, Hooked: How to Build Habit-Forming Products.

    

Heidi Cohen Around The Internet

• I love how Veronica Jarski transformed her visit to the Cleveland Museum of Art’s ArtLens Gallery into a story about social media. By contrast, when I visited the museum, I was blown away by its use of AI. Get the full scoop on the AgoraPulse blog: What Social Media Managers Can Learn From the Cleveland Museum of Art’s ArtLens.
  
        
   
• Want to increase your traffic from Instagram? Susan Moeller of Tailwind gives you a roadmap in this Content Marketing Institute post.
   
• Big tip of my hat to George Stenitzer of Crystal Clear Communications for his must-read summary of the Content Marketing World highlights appropriately called: 4 Looming Questions

 Click here to get this and previous AMG newsletters on the Web.

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• Unless noted otherwise, all photos are ©2019 by Heidi Cohen
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