With B2B Ignite USA 2023 just around the corner on May 23 through 24 in Chicago, we wanted to get some of the latest B2B marketing insight from Melanie Deziel, chief content officer at StoryFuel, who will be delivering a new presentation on “Using Content as Evidence of Your Most Important Claims” during the event.

B2B Ignite USA 2023 features a powerhouse selection of more than 40 top B2B marketing thought leaders, including our own CEO Lee Odden who will present “The New Frontier of B2B Influence: Inside Out,” during two jam-packed days of inspirational talks, interactive workshops and round-table discussions, all contained in five content streams, plus the event’s Elevation Awards.

Melanie Deziel’s Discusses the New Frontiers In B2B Marketing

Our own director of agency marketing Katelyn Drake sought out Melanie’s take on several of the key B2B marketing topics that are moving to the forefront this year.

Katelyn began by asking Melanie, “What’s one of the new frontiers in B2B marketing that marketers should be focusing on in 2023?”

“We’re going to continue to hear a lot about AI in the coming months, and I’m urging B2B marketers to take a measured approach,” Melanie shared.

“As marketers — and the world at large — learn how best to use these tools, how to think about it ethically, and how they can or cannot contribute meaningfully to our work, it’s smart to be cautious and not panic. Take the time to explore the tools fully before making any major changes to processes,” she added.

“We’re going to continue to hear a lot about AI in the coming months, and I’m urging B2B marketers to take a measured approach.” — Melanie Deziel @mdeziel Click To Tweet

We also took the opportunity to get a glimpse into some of the themes that Melanie will be speaking about during Ignite USA 2023.

Question: What can we look forward to from your presentation at Ignite USA?

“I’m excited to help the audience unlock their creativity with systems they can use to improve and focus their content operations,” Melanie noted.

She also took the time to expand on how B2B marketers can build trust and increase authenticity.

Question: With the rise of AI in content creation, how can marketers prove authenticity and build trust with their buyers?

“Making providing evidence of your claims a priority is going to be increasingly important in the age of AI,” Melanie said.

“Consumer skepticism was already on a steady increase for the last several years, and I imagine we’ll see an even sharper increase in consumer skepticism and doubt as AI becomes more integrated in our lives. Identify the business claims you’re making and the expectations you’re setting and aim to create content that corroborates and demonstrates their truth, as well as content that educates your audience about the importance of the claim in the first place,” she added.

Authenticity in B2B is a topic that our own Theresa Meis recently explored in “3 Key Ways Authenticity In B2B Writing Helps Solve People Problems.”

“Identify the business claims you’re making and the expectations you’re setting and aim to create content that corroborates and demonstrates their truth.” — Melanie Deziel @mdeziel Click To Tweet

Katelyn was also curious for Melanie’s take on getting the most out of the increasing number of in-person events that are returning.

Question: Now that we are post-Covid times, what advice do you have for attendees to get the most from in-person conferences?

“To get the most out of the conference, make a point to walk the exhibit halls to meet with sponsors and attend networking sessions and events so you can maximize conversations,” Melanie suggested.

“To get the most out of the conference, make a point to walk the exhibit halls to meet with sponsors and attend networking sessions and events so you can maximize conversations.” — Melanie Deziel @mdeziel Click To Tweet

We took a look at some of the many additional ways that B2B marketers can learn from in-person and other types of events, in “In-Person, Virtual & Hybrid: How To Get The Most From B2B Marketing Events.”

We were also curious about how B2B marketers are forging ahead and succeeding even while being asked to do more with less during uncertain economic times.

Question: There’s lots of talk about uncertainty within the market, what advice do you have for marketers who are being asked to do more with less?

“Marketers never have the budget they’d like, or the team size, or the skills and tools, but we always find creative ways to fill those gaps and do work that matters,” Melanie noted.

“Keep looking for creative solutions to resource shortages and prioritize the work that has resonance over pure volume of work,” she added.

“Keep looking for creative solutions to resource shortages and prioritize the work that has resonance over pure volume of work.” — Melanie Deziel @mdeziel Click To Tweet

Learn More From Melanie Deziel At B2B Ignite USA 2023

Many thanks to Melanie for taking the time to share her newest insights on the issues that B2B marketers are increasingly facing in 2023, along with a look at what is coming down the pike.

You can learn about the B2B Ignite USA 2023 conference on May 23 through 24 in Chicago at the event website, and be sure to also check out Lee’s look at some of the sessions we’re most looking forward to at the event, in “Where to Find the New Frontiers of B2B Marketing at Ignite USA.”

We hope to see you in-person for a stellar event including Melanie’s must-see session.

Look for additional coverage of B2B Ignite USA 2023 in the lead-up to the event and while it takes place, and be sure to follow the #B2BIgniteUSA hashtag for more information.