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Running Head: CONFERENCE WRITE-UP: DIGICONF

Conference Write-up: DigiConf

Sacred Heart University

Author Note DigiConf Session 1: “B2B Digital Marketing Trends in 2021” by Luke Brynley Jones Session 2: “B2B Paid Media Generation: Tools & Tactics to Drive Qualified Leads” by Smantha Noble

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CONFERENCE WRITE-UP: DIGICONF

I attended DigiConf via zoom on Wednesday April 21st. The two sessions I watched were: “B2B Digital Marketing Trends in 2021” by Luke Brynley Jones and “B2B Paid Media Generation: Tools & Tactics to Drive Qualified Leads” by Smantha Noble. Both sessions were very interesting and helped me gain knowledge in both topics. Jones talked about marketing before, during, and after the pandemic while Noble talked about different strategies and tips to use in different advertising channels.

The first conference session I attended was “B2B Digital Marketing Trends in 2021” by Luke Brynley Jones. He talked about how the pandemic has impacted the marketing industry in both positive and negative ways. Some much changed in marketing during the pandemic it was referred to as “the quickening” which was 10 years of digital transformation in 3 months. Companies say fewer sales opportunities are being generated and have seen delays in decision over spending, and at least half of their sales are done virtually. During this session I learned that content marketing is doing fantastic. Because of content marketing there has been an increase in demand for content, webinar consumption, and live streaming. Influencers also heavily help within content marketing. Influencer marketing has also become important these days due to its ability of being able to reach a large audience to promote a product. This type of marketing has shown that it improves customer experience. It is also expected that some changes made to cater to the world during the pandemic will stay as tactics for the foreseeable future.

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CONFERENCE WRITE-UP: DIGICONF

The second conference session I attended was “B2B Paid Media Lead Generation: Tools & Tactics to Drive Qualified Inbound Leads” by Samantha Noble. She talked about different advertising channels and strategies to use within. She mentioned Google ads which provide us with lead form extensions and Microsoft ads which show LinkedIn profile targeting, adjustable bids, and video extensions for search ads which will be coming out soon. She then talked about social media channels such as Facebook, LinkedIn, and TikTok. Facebook shows us lookalike audiences to find new customers, autofill, test hard sign-ups and soft sign-ups, click to messenger ads and much more. LinkedIn allows people to use pixel which can tell you which companies have visited your website, their job title, and what industry they are in, and so much more. TikTok is the newest platform of them all but is still extremely impactful. TikTok is one of the easiest platforms to go viral on which is was B2B first ad campaign, #BossIt2021, got so many views, likes, and entries for the changelle. This changelle encouraged small to medium sized businesses to talk about how their business has done over the past year while teaming up with different TikTok influencers to promote their businesses products to help boost the campaign and their business.

The two sessions I picked to attend helped me gain new knowledge on these marketing topics. Both sessions were interesting but my favorite was “B2B Digital Marketing Trends in 2021” by Luke Brynley Jones. I liked that it was focused on trends and how brands/companies are managing to keep up with the trends so well. Although Jones' session was my favorite I

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gained a lot of insight about advertising channels from Noble which I will definitely use in my future marketing career.

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CONFERENCE WRITE-UP: DIGICONF

Reference: DigiConf 2021 videos - OST - social media agency. (2021, April 26). Retrieved May 02, 2021, from https://ostmarketing.com/digiconf-2021-videos/...