B2B Demand Strategies for Growth Summit

Trent Warrick
Senior Digital Marketing Manager
February 8, 2019
Trent Warrick
Senior Digital Marketing Manager
February 8, 2019

Get insider tips from some of the top product, content and demand marketers in the world to boost your campaign performance. Discover how to make authentic connections with inspiring content, grow pipeline contribution with engaged leads and manage performance with smarter insights.

The best performing content centered around executive outreach, buying committees, and operations best practices.

Summit Highlights

Connecting with Executives: What Really Works?
Rob Leavitt, SVP, ITSMA & Julie Schwartz, SVP, ITSMA

Content marketers have made great strides in recent years, but connecting effectively with senior executives remains one of the toughest challenges. C-suite and other top executives at our customers and prospects are absolutely interested in new ideas, new ways of doing business, and innovative solutions… so long as they are truly relevant, credible, and timely. Executive standards are really high and breaking through the competitive noise is no simple task.

Join ITSMA’s Rob Leavitt and Julie Schwartz to review new research on executive preferences for content and engagement, and five guidelines to orient content marketing to what really works to connect with the executives that matter most.

“85% of Marketers agree that Thought leadership is critical to reach the C-suite, and 55% of Executives use thought leadership to help make decisions and vet organizations they are considering working with.”
“Were seeing cross-functional buying comittees, and decisions that were once made by the CFO or CIO are now made by different players.  The question is how well do we know these different buying groups and how do they group and regroup to make buying decisions?”

The Future of B2B content is Collaborative
Lee Odden, CEO, TopRank Marketing

The converging roles of social media and content marketing in B2B are creating rapid demand for new strategies, skills and expectations. As earned and owned media intertwine, B2B marketers who fast track their ability to adapt and evolve will gain a competitive advantage over the competition. In this presentation, you’ll learn about the top challenges B2B marketers are facing in the world of content (zombies are involved!) plus tested and proven models, strategies and tactics for content marketing based on an integrated and cooperative approach. Some of the key learnings include:

  • Modern B2B content marketing and what it really means for earned, owned and shared media.
  • How democratized content co-creation enables quality content at scale.
  • Redefining what influence is and what working with B2B influencers means for content marketing.
  • Key opportunities to integrate UGC, employee advocacy and influencer marketing for meaningful content that delivers impact.
“Everyone that has a relevant passion, relevant popularity and proficiency around the topic you want to be known for is a candidate for collaboration.“
“The intersection of content, influence, and a community of collaboration can drive our ability to create scaled quality content that resonates…”

Tried & True: People + Process = Solutions
David Pitta, CMO, BrightTALK

For the last 10+ years, we’ve been able to see first-hand how top-performing marketers use content and demand strategies for business growth. During this time, we shared their tips and tricks while also optimizing our own efforts for success. Starting with a modest marketing team and budget, we focused on continual improvement in how we use our own products and services to achieve growth. Now, with a centralized team of 8, we’ll share how we invested $600,000 last year to achieve $20M in pipeline and $8M in closed-won business from webinars and videos hosted on BrightTALK.

In this talk, we’ll share learnings from a decade of webinar and video experience:

  • Using a framework for: people + process = solutions
  • Identifying critical KPIs for content, campaigns, and operations
  • Establishing an optimal mix of content + demand tactics to meet growth objectives
  • Measuring success through lifecycle modeling and attribution reporting

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