Elevating B2B Marketing Impact: Strategic Measurement Insights
A MarketingProfs workshop with Christopher S. Penn and Katie Robbert
November 12, 2024 | 9:00am – 3:30pm ET
Omni Boston Seaport | Ensemble C
Hi there!
Thank you for registering for the Elevating B2B Marketing Impact: Strategic Measurement Insights workshop at MarketingProfs B2B Forum (that's #MPB2B for those in the know). We're excited to see you!
This is a full-participation workshop, so get ready to get actively involved in exercises, group activities, and conversation (we think it's the best way to learn). Check out the latest description if you want a refresher on what this workshop covers.
But first things first: you need to log in with the email you used when registering to access important details about your workshop and find the digital workbook.
Log in to your MarketingProfs account to access your workshop materials.
Are you excited? Because we're excited.
Whether you're still packing for Boston or already on-site at the Omni—welcome!
Here are some need-to-knows to make your #MPB2B workshop a ridiculously awesome experience.
Need Help?
Questions? Concerns? Contact us at support@marketingprofs.com. Or, if you're already on the ground in Boston, swing by the event Help Desk starting at 7:00am on workshop day.
What to Bring
To fully participate in the workshop and complete hands-on activities, you must bring a laptop loaded with a plain text editor, spreadsheet software, and Web browser. Before the workshop begins, please ensure you have access to...
- Your choice of ChatGPT, Google Gemini, or Anthropic Claude*
- Web analytics data
- Your existing Ideal Customer Profile (ICP) or LinkedIn profiles of your ideal customer
The paid version of your preferred LLM is recommended but not mandatory. The free versions of these AI tools often limit the number of requests you can make or the length of your conversations.
Location
Elevating B2B Marketing Impact: Strategic Measurement Insights takes place in Ensemble C on floor 2. Please check the app for a map or ask a member of the event staff for directions.
You can find all workshop meals and refreshment breaks in the Ensemble Foyer on floor 2.
Agenda for November 12
- 7:00am – 7:00pm | Registration and Badge Pick-Up
- 7:30am – 9:00am | Breakfast
- 9:00am – 10:30am | Workshop
- 10:30am – 11:00am | Refreshment Break
- 10:45am – 12:00pm | Workshop
- 12:00pm – 1:00pm | Lunch
- 1:00pm – 2:30pm | Workshop
- 2:30pm – 3:00pm | Refreshment Break
- 3:00pm – 3:30pm | Workshop
Your Instructors
Katie Robbert
CEO | Trust Insights
Katie is an authority on compliance, governance, change management, agile methodologies, and dealing with high-stakes, "no mistakes" data. As CEO of Trust Insights, she oversees the growth of the company, manages operations and product commercialization, and sets overall strategy. Her expertise includes strategic planning, marketing operations management, organizational behavior, and market research and analysis. Before cofounding Trust Insights, she built and grew multi-million dollar lines of business in the marketing technology, pharmaceutical, and healthcare industries.
Christopher S. Penn
Chief Data Scientist | Trust Insights
Chris is an authority on analytics, digital marketing, and marketing technology. A recognized thought leader, best-selling author, and keynote speaker, he has shaped four key fields in the marketing industry: Google Analytics adoption, data-driven marketing, modern email marketing, and artificial intelligence/machine learning. As chief innovator of Trust Insights, he is responsible for creating products and services, creating and maintaining all code and intellectual property, technology, marketing strategy, brand awareness, and research & development. He's authored over two dozen marketing books, including bestsellers like AI for Marketers: A Primer.
Downloads
You'll also receive a physical copy of your workbook in your workshop room.