In the wake of the Back to Brand events that Marketing Arena organized online in 2020, the B2B Day aims to highlight the importance of being loyal to the brand to overcome any storm.
Last year we witnessed a standardization of the messages launched by companies that, in an attempt to emerge and make their voices known, ended up canceling their differentiating elements. The impression was that of a depersonalization of brands, which lost all their peculiarities to adapt to the fashions of the moment.
We have perhaps forgotten that building a brand, and making it speak through marketing, requires a long-term strategy but above all coherence with a very precise identity and trust on the part of the consumer.
The B2B Day was therefore born from a need:
That of returning, after a year of chaos, to restore order to the concept of brand, reconstructing its meaning and re-establishing its main purpose.
This year, Marketing Arena decided to stockholder database understand what is really happening in the B2B world and started by listening to the market, building an Observatory together with Ca’ Foscari University of Venice, to investigate the state of marketing in B2B companies. The data collected during this study will have a dedicated space in the next B2B Day. But let’s go into detail.
B2B Day 2021: 4 macro-themes with excellent speakers
On each of them the speakers, figures of the most important skills for a social media manager today excellence in the world of marketing but not only, will give their point of view in 15 minutes of high intensity. This will be followed by exchanges of jokes between two speakers at a time, in a mode borrowed from the world of music and called “back to back”.
The B2B Day will take place over several days for a total of four one-hour appointments each: February 16, 18, 23 and 25, 2021. The cuba leads opening of all appointments is scheduled for the late afternoon and will be entrusted to Alberto Casna, Client Director of Marketing Arena.
Among the various guests we will also see:
- Paolo Iabichino , Creative Director and Daniele Francescon , Co-founder NeN – on the topic: Contaminations. What B2B can learn from B2C.
- Giorgio Soffiato , Managing Director Marketing Arena and Francesco Guidara , Marketing and Business Development Director – on the topic.
