- Expert advice, cutting-edge ideas, and measurable results. It’s time to make your marketing work harder and build business. It’s time to get better. CHALLENGED. CONNECTED. INSPIRED.



  • Get up to date with what’s happening with Canadian B2B statistics and trends and in global markets
  • Learn from Canada’s top B2B Chief Marketing Officers about how they address fast-changing challenges such as technology tools, marketing and sales alignment, exchange rates, 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


Ally Motz

The Economics of Marketing, Sales and Product Alignment

Talk to most chief executive officers about growth, and you’re sure to see some excitement. Stop a chief financial officer to discuss how the organization can become more profitable, adn smiles will abound. But sit down with those same executives to talk about aligning sales, marketing and product is one of the most important things you can do to reach these goals, and you’ll likely get a reaction that ranges from curiosity to boredom.

Is it because you’ve struggles to make the critical case on why alignment is so important?

This session, led by CEO and President of SiriusDecisions Canada Ally Motz, will provide the following benefits:

  • Gather evidence to share with senior management and the board about the tangible benefits of tightly aligning the organization’s revenue-producing functions
  • See key operating statistics from organizations that have driven alignment, and those that haven’t
  • Understand new key leading indicators of alignment that SiriusDecisions has identified

Presented By: Ally Motz

Ally is a senior sales, marketing and general management executive with more than 27 years experience spearheading the rapid and sustained growth of b-to-b organizations. Ally has a high level of proficiency in launching new ventures and developing growth strategies, including market share enhancement, market expansion and new market segment penetration. He is skilled at working with senior executives to identify and align strategic and financial goals to improve company performance.


Ann Handley

Good content vs. good enough content: A fight for sore eyes

This is a run-of-the-mill session description of a typical presentation that will deliver good information but in an ordinary, lackluster manner.

Do you want to come to this session, based on that description? Ewww. Of course not. Sounds kind of dull, right? So why is it that so much content is at best “good enough”--or at worst, lifeless and uninspired. In this session, author, speaker and chief of content officer of MarketingProfs, Ann Handley will counsel you on creating engaging content--because your audience demands it, and your company or organization deserves it.

You’ll leave better equipped to:

  • Tell better (and braver!) stories
  • Use stronger, more ripped writing and a unique point of view
  • Create “best of breed” content to attract the people you want (and repel the ones you don’t)
  • When to be a little outrageous (and when to dial it back)
  • Secrets to inspiring the best work out of writers and content creators

The biggest, missed opportunity in content marketing is playing it too safe. Let’s do this!

Presented By: Ann Handley

Ann Handley is a veteran of creating and managing digital content to build relationships for organizations and individuals. Ann is the author of the Wall Street Journal bestseller Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content (September 2014, Wiley) and co-author of the best-selling book on content marketing, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) that Engage Customers and Ignite Your Business (2011, Wiley). She is the Chief Content Officer of MarketingProfs; a columnist for Entrepreneur magazine; a LinkedIn Influencer; a keynote speaker, mom, and writer.


Scott Brinker

Hacking Marketing: The Amazing Convergence of Marketing & Software

Modern marketing has more in common with the software profession-- it’s the natural result of the world going digital. Marketing must move faster, adapt quickly to market feedback and manage a complex set of customer experience touchpoints.

All of these challenges are shaped by the dynamics of software--from the growing number of technologies in our own organizations to the global forces of the Internet at large.

In this session, Scott will explore how to adapt successful management frameworks from the software industry to the practice of marketing.

You’ll learn about:

  • Agile and lean management methodologies
  • Pragmatic approaches for scaling up marketing in today’s shifting environment
  • Innovation techniques from high-growth technology companies
  • How to help your talent reach their full potential in a digital age

Presented By: Scott Brinker

Scott Brinker writes the popular Chief Marketing Technologist blog, chiefmartec.com, with over 75,000 readers at the intersection of marketing and technology and is the program chair of the MarTech conference series. He is also the co-founder and CTO of ion interactive, a marketing software company that provides a platform for interactive content adopted by many of the world’s leading brands.

Scott is an experienced keynote speaker and the author of the book “Hacking Marketing.” He’s written articles published in Advertising Age, Adweek, Harvard Business Review, and TechCrunch. He has degrees in computer science from Columbia University and Harvard University and an MBA from MIT.


Chief Marketing Officers, Audience Access and Technology Solutions Providers and Agencies debate their approaches to present and future B2B marketing challenges


Marketers and agencies co-present how the got ahead of the game with measurable strategies.


Do you have direct or indirect responsibility for creating and keeping business customers? Then you’re a marketer. Executives, sales, distribution, production and product development-- all are welcome. Join us at Better B2B Marketing 2016 and hold your marketing people accountable for a more successful future.