What? One-day conference, featuring 15 presentations. Organized by the Canadian B2B Marketing Network. When? 29 th February 2016 Where? Toronto International Centre How many people came? Approximately 150 paid attendees THE EVENT

Take your B2B game up a notch! Get up to date on what’s happening with Canadian B2B statistics and trends in global markets. Learn from Canada’s top B2B Chief Marketing Officers about how they address fast-changing challenges such as technology tools, marketing, sales alignment, exchange rates and talent recruitment. Hear international speakers share their successes in applying content marketing and social media to engage qualified prospects that generate sales. Identify technologies and tactics you don’t use yet but could boost your marketing ROI. Align marketing and sales to create more effective teams. Raise your strategic and tactical plays to world class levels. THE OFFER

 THE KEYNOTES Ally Motz SiriusDecisions Ann Handley Marketing Profs Scott Brinker Chief MarTech

Of the 150 attendees, 35 filled out the post-B3 survey giving us a 23% response rate (the average response rate for a survey is usually 10%) Nearly 45% of respondents heard about Better B2B Marketing 2016 through word of mouth, followed by the internet The majority of attendees worked in marketing (34%), followed by manufacturing (24%) and other industries (24%) that were not listed on the survey The majority of respondents work in marketing at various levels ranging from coordinator to manager 58% of respondents were between the age of 26 – 45 (29% between and 29% between 36-45) THE SURVEY

 71% of respondents said they would attend Better B2B Marketing events in the future and would do so for the speakers, to stay up to date on what is happening in B2B marketing and because there are few events that support B2B marketers. 94% of respondents had a good overall experience at Better B2B Marketing % of respondents felt that the information presented at Better B2B Marketing 2016 was valuable. Most respondents found the keynote speakers, most specifically Ann Handley, to have been the most liked portion of Better B2B Marketing 2016, followed by the choice of relevant topics. Most respondents disliked that certain presentations felt sales driven. Others felt that the moderated panel was “uninspired” and that there were not enough B2B examples to learn from. THE SURVEY

‘WHY THEY ATTENDED’ VERBATIMS  Learning and networking opportunities. To learn about what is going on in the B2B space and how it can help my organization be more effective, efficient, up to date with technology, etc. To encourage that creative- meets-business side and learn about the challenges and new advancements within the industry. Relevant, resourceful, to be a better B2B marketer. Useful content. To keep up with the latest news and trends. Keeps me up-to-date. Good networking. Because there is nowhere else in Canada that I can get b2b learnings at this level.

‘WHAT THEY LEARNED’ VERBATIMS  It was a good mix of theory and case studies: it's an amazing way to acknowledge the latest marketing trends and to understand how to apply it in your business. I found all of the speakers very informative and useful. The topics were relevant to what is currently going on in my marketing department, and it was great to get such actionable recommendations from the speakers. I would love to see more events, or maybe even a community develop, from this where marketers can connect and brainstorm ideas. Very good speakers, as a novice at B2B Marketing I learned a great deal. In line with our reality! Engaging, interesting, interactive, informative. There aren't many courses or professional groups dedicated to supporting marketers in the B2B world. I found most of the content valuable and also appreciated sharing thoughts and ideas with peers. Good learning experience and generally good quality presentations. Informative of current trends and technology that were relevant. I found it to be very informative and the speakers had interesting things to say. Great speakers—good insight about modern B2B marketing.