Take Aways from Marketing Sherpa B2B Summit

Getting ready to head home from the Sherpa B2B Summit tonight. Want to thank the team at MarketingSherpa for inviting me to speak. I enjoyed it immensely and it seemed like my talk went over well.  As I have said before, in addition to picking up great topics and lessons from the presenters, I really appreciate the time just to think about marketing topics. I usually come home with a long list of great ideas, hopefully we can actually execute some of them.

So in no particular order here are some my takeaways/ideas/thoughts from the event.

Chairs: I have been to numerous shows, and usually the table + chair set up is more fitting of a high school classroom. Kudos to the Westin for having good space and comfy chairs. Having spent over 40 hours on a plane in the last week or so, I was happy for that!

Grasshopper Viral Video: This was a cool viral campaign. See the details here and the video here



I thought it was Kind of similar to some recent ads on TV celebrating the small businesses that drive the economy. While this video is extremely cool, seems a bit disconnected from the promise of the brand.

Conversions: Big topic of the conference centered on conversions, using SEO and PPC specifically to drive business opportunities. Some great stories on how people blew up their sites to focus on search leads with amazing results.

Hubspot: Much thanks to Mike and the team for a nice dinner out.  Some of things they themselves are doing with video is very cool and they have a great spirit. Definitely worth taking a look at their service.

Lead Scoring: We have only started the lead scoring process because volume is low, but we need to get serious. Some companies are doing some amazingly advanced things to score leads into the nurture funnel vs the sales funnel.  Emily Salus of Collabnet told a great story on their effort. A good interview on the topic with her can be found on the Smashmouth Marketing Blog.

I especially liked the idea that students get a -500 on a +100 scale. Competitors get -250. They stay in the system though so they can track what they do, but they never make it to sales. Love it.

Facebook for B2B, yes or no? Lots of discussion about if Facebook is really a viable channel for B2B. A few companies (including me) are very skeptical. Yet there are a few really strong examples of companies taking their “Fans” and turning that into business.  I posted the question to my FB network and right now its running 5-1 against.  For us, it’s likely going to help us more on recruiting, but time will tell.

If you are interested in the notes that MarketingSherpa took and the slides from the event (including mine) you can link to them here:



And I you want to review the Tweets from the event search on #sherpab2b09.

See you in Boston in two weeks!


3 Responses

  1. Aaron your talk rocked. And I don’t want the Summit to be over. Nooooooo.

  2. Sorry I missed the talk.


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