24feb(feb 24)10:00 am25(feb 25)3:00 pmPlaybooks 21Live & On-Demand
All times listed CST
- Day 1
- Day 2
- February 24, 2021
10:00 A STRATEGY PLAYBOOK: Mending the Gap Between SMBs & B2SMB Brands10:00 A - 11:00 AUsing 2021 research conducted by Accenture & B2SMBI as a backdrop, we've gathered a small panel of Leaders to diagram the best response to the enormous trust gap between Small Business and Enterprises that serve them. We'll talk strategies that address the many gaps between what SMBs think of their large company partner-resources, and what those same large-company's think SMBs want (and think of them.) LIVE Q&A.
Managing Director, Accenture
10:00A STRATEGY PLAYBOOK: (The Prequel) Minding the Gap Between SMBs & B2SMB Brands10:00A - 11:00ACan this marriage be saved? Accenture & B2SMBI have partnered for powerful new research on the Buyer-Seller relationship within the B2SMB ecosystem. In mirror-surveys that spoke with Small Businesses AND Executives from the enterprises that serve them, these 2021 insights detail a symbiotic union in trouble, struggling with underlying trust and foundational understanding. Recorded for our Forward 21 conference, it's must-viewing.
Managing Director, Accenture
11:00A STRATEGY PLAYBOOK: Building an SMB Marketplace to Enhance Your B2SMB Offering11:00A - 12:00PThe Zenefits Team will soon launch a new insurance marketplace that expands its core direct offering into the more expansive self-serve, on-demand space accessible to a much larger SMB audience. Kevin Marasco gives a Playbook on the why, the how and the what of introducing "shopping" into your B2SMB product mix.
1:00 P STRATEGY PLAYBOOK: Did Digital Transformation Transform You?1:00 P - 2:00 PMuch has been written about "digital transformation" - the flood of web/cloud/SaaS adoptions that covered 2020. For many Small Business, the transformation was long overdue, but for those purveying digital solutions for years, the crazy-rapid growth presented wholly new challenges. Chris Vasquez, CPO of one of our largest e-mail platform providers, rode the waves and lived to tell about it, and now shares his advice for surfing a digitally transformed future.
Chief Product Officer, AWeber
1:30 P STRATEGY PLAYBOOK: How to Get Partnerships Right1:30 P - 2:30 PAt the very first B2SMB Playbooks in 2019, Eric Groves gave a primer on what makes for a successful B2SMB partnership. From his perspective of years leading Constant Contact and now Alignable, Eric lays out the strategic choices and clear objectives that form the foundations for successful collaborations - collaborations that are needed more than ever in 2021.
2:00 P STRATEGY PLAYBOOK: How to Help Small Business Through Advocacy2:00 P - 3:00 PMany in our B2SMB Community want to help Small Business, now more than ever. But how do we grow beyond our primary role as vendors? Xi Pena gives us a primer playbook on building Small Business advocacy from the individual to the team to the brand to the local community and far beyond. Bottom line: you can make a difference as part of a rapidly growing and engaged network of B2SMB peers helping Small Business recover in 2021.
VP Engagement, Small Business Majority
2:00 P PERSONAL PLAYBOOK: Resilience Is Your Super-Power 2:00 P - 3:00 PWith so much going on, and so much dependent on us (family, community, company, team) it is damned hard to "bend like the willow. But resilience seems the key to managing the max-level change pushing us around. Our panel of B2SMB Leaders shares the journey in personal terms. From recognition to response, from "rehab" to recovery. Pull up your chair and share.
Eric Spadafora, VP Sales, Verizon Business
Jacqueline Morgan, Sr. Director, Software & Platforms, Accenture
Ramon Ray, Founder, SmartHustle
Brian Bar, Founder/CEO, VictoryLap
2:00 P PERSONAL PLAYBOOK: Performance, Mental Well-Being and Mindset2:00 P - 3:00 PWe're all experiencing drastic changes in our lives and we adapt in the only ways we know how. It’s exhausting to be pulled in so many different directions. Internally, you might be thinking that you're not doing enough, but this mindset can take a toll on your mental, physical and emotional well being. It can impact your performance, how you show up at home and to others and even how you view yourself. Learn how to change this mindset and start taking care of ourselves.
Nicole Wood, Co-Founder, Ama La Vida
Foram Sheth, Co-Founder, Ama La Vida
- February 25, 2021
10:00 A SALES & MARKETING PLAYBOOK: Training, Directing & Optimizing the 2021 B2SMB Sales Force10:00 A - 11:00 AWith a Small-Business-focused Field Sales team of over 4500 representatives, Verizon Business had to rapidly respond to every one of 2020’s challenges. As 2021 takes shape, new challenges are arising. How does a team charged with reaching, engaging & closing new business go to market? Dave Hickey, who directs the Business Sales org of Verizon Business’ West Division, talks the year ahead from end-to-end - from finding & hiring sales talent to training, from planning to orchestrating to managing performance. A must-see Playbook for all Sales & Marketing pros.
VP Sales, West, Verizon Business
10:30 A SALES & MARKETING PLAYBOOK: Pivot Principles - How to Strategize & Plan to Meet 2021 Changes10:30 A - 11:30 AIt follows that if your customers are changing, you need to change, too. But as SMBs in 2020 went through pivots to survive, many B2SMB brands struggled with how to respond. Dave Patrick brings us years of Strategy Management at Leo Burnett & McDonalds, as well as on behalf of Mid-to-Small size Businesses. He talks through a Go-to-Market Playbook that applies well-established principles to the demands of adaptation.
11:00 A SALES & MARKETING PLAYBOOK: How To Create a Winning CE At Your Next Virtual Event11:00 A - 12:00 PIt's really just a matter of time: we'll all grow beyond Zoom's limitations to once again focus on creating that killer "customer experience" at our sales presentations, trade shows and launch parties. Allen Yeselevich of Accelevents gives a list of ingredients that makes for breakthrough virtual events, whatever the application.
Managing Director, Accelevents
12:00 P SALES & MARKETING PLAYBOOK: The New Buyer Journey - An Update12:00 P - 1:00 PBack in July, Mark Emond and a small panel of B2SMB Leaders detailed the changes underway in the classic "Buyer Journey." In this update, Mark again assembles SME practitioners to lay out what each step, from interest to consideration to recognition of need to solution fit, and what each looks like in 2021.
Mark Emond, President, DemandSpring
Stacey Greiner, CMO, Dun & Bradstreet
1:00 P SALES & MARKETING PLAYBOOK: How to Sell in 20211:00 P - 2:00 PYou can't stop doing business, which means you can't stop selling. But given all of the external factors that weigh on the pandemic-era "sales journey," how do you adjust your game? Brian Bar and his team at Victory Lap methodically test, learn and adapt B2B sales skills for a range of entperprise offerings, and they share their play-by-plays.
Brian Bar, CEO, Victory Lap
2:00 P CONTENT PLAYBOOK: Meeting Small Business Where - and Who - They Are2:00 P - 3:00 PTalking to millions of Small Businesses every month tends to give you a very good ear on how SMBs think, especially what they expect. Three of our most widely recognized SMB Influencers give a primer on what Small Businesses need to hear from their B2SMB resources, especially in 2021. If you are charged with creating content and communications to SMBs, this session is must-make.
Melinda Emerson, The Small Biz Lady
Pamela Slim, Main St. Learning Lab
Anita Campbell, Small Business Trends