Title: B2B Marketing: The Future IS the Platform Abstract: As B2B marketing becomes increasingly digital and social, marketers are grasping for the best content to reach and influence customers and stakeholders impacting their business. Investigating and forecasting the future is an empowering behavior to capture and maintaining audiences’ valuable attention. But how do you do it? Bill Adams from Allison + Partners will present case studies and tips for best practices in futurescaping. Bio: Bill has over two decades of consulting experience in China; providing strategic counsel to clients on corporate reputation management, executive profiling, issue/crisis management, and B2B marketing. Prior to working in public relations, Bill was an analyst of East Asian economic, political and security issues with the private intelligence firm Strategic Forecasting (Stratfor). Bill holds a Masters in Public Affairs and a Masters in Asian Studies from the University of Texas at Austin.