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Demand Generation

  • Get to Know a CMO: A Conversation With IBM’s Maria Winans
    Get to Know a CMO: A Conversation With IBM’s Maria Winans Liz Miller, SVP of Marketing, CMO Council, Maria Winans, CMO, IBM Watson Customer Engagement Recorded: Jun 28 2017 56 mins
    Data, data everywhere…but where is the insight to drink? This could be the new battle cry for today’s CMO. Regardless of industry or region—whether it’s a B2B or B2C company—all CMOs are facing the evolution of data and its twin: digital. From what digital transformation means to an organization to the challenges we each face as our customer demands even higher levels of personalization, CMOs today are talking about where and how digital and data converge and what that collision means for the bottom line.

    Join Liz Miller, Senior Vice President of Marketing for the CMO Council, as she gets to know Maria Winans, CMO of IBM Watson Customer Engagement. The discussion will span from insights into how Winans is facing the digital revolution to the trends she believes will shape marketing and engagement in the months and years ahead. The one-hour, interactive conversation will also take questions from the live audience, giving participants a unique opportunity to pick the brain of a true peer.

    A graduate of University of North Carolina at Chapel Hill, Winans has spent more than two decades at IBM and has been at the forefront of both data and digital’s evolution. A true global business leader, Winans has served in leadership roles at IBM across Business Analytics, Collaboration Solutions, Mobile, Industry Solutions and PC Company, as well as serving as a Marketing Strategist for IBM Latin America.
  • Aligning Technology with Channel Sales and Marketing Best Practices
    Aligning Technology with Channel Sales and Marketing Best Practices Maria Chien, Channel Marketing Strategies, SiriusDecisions, Laz Gonzalez, Chief Strategy Officer, Zift Solutions Recorded: Jun 28 2017 29 mins
    Learn how to align emerging channel technology with proven channel best practices to support program growth, partner engagement and ROI. Channel experts Maria Chien, Service Director, Channel Marketing Strategies for SiriusDecisions, and Laz Gonzalez, Chief Strategy Officer at Zift Solutions, detail:

    • The top 5 priorities for channel marketing leaders
    • Aligning channel marketing efforts with corporate goals
    • Best practices for demand creation, partner enablement and functional development
    • How to solve integration challenges undermining channel program success
  • The Myth of Price
    The Myth of Price Don Cooper, The Sales Heretic™ Recorded: Jun 27 2017 49 mins
    Stop throwing your profits away! You can make a lot more money by simply discounting less and charging more. Don’t think you can? Just wait—immediately after this revealing presentation you’ll be raising your prices and reaping the rewards!
  • 5 Critical Ways Influencers Can Improve Your Content Marketing
    5 Critical Ways Influencers Can Improve Your Content Marketing Joseph Cole - VP of Marketing, Sydney Hodgson – Strategic Accounts Manager Recorded: Jun 22 2017 43 mins
    Modern marketers get that influencer marketing is a critical piece of their marketing strategy, yet most don't realize influencers can be the best source of authentic content creation at scale.

    Influencers, unlike celebrities, built their followings based on subject matter expertise and their amazing ability to deliver content to a highly engaged audience.

    In this webinar, join Sydney Hodgson, and Joseph Cole of TapInfluence as they share 5 best practices on how to use the power of influencers and influencer marketing to support your content marketing goals:

    1). Creative Ideation (both copy + design)
    2). Content Creation
    3). Content Distribution and Amplification
    4). Content ROI
    5). Optimization and Measurement
  • Objective Based Selling: Sell More to More People
    Objective Based Selling: Sell More to More People Tibor Shanto Recorded: Jun 22 2017 46 mins
    Most sales people spend a disproportionate time selling to narrow segment of their market, while ignoring or struggling to engage with over 50% of potential buyers. Objective Based Selling presents a different way to look, engage and sell to often ignored segments, leaving money and success on the table.
  • Two Years Later: DMPs and CDPs and CRMs – Oh My!
    Two Years Later: DMPs and CDPs and CRMs – Oh My! Cory Munchbach, VP Marketing - BlueConic Recorded: Jun 22 2017 46 mins
    In 2015, hardly anyone knew what a customer data platform was. Honestly, most people groaned at another three letter acronym clawing for attention in the marketing tech space. Twenty-four months later, however? CDPs are dominating the conversation at events, in the media, and most importantly, among marketers who want a flexible solution, designed for them, to take their data to new levels.
    In this webinar, we’ll cover:

    • How dramatic the rise of the CDP has been and why – according to analysts and marketers, alike
    • Trends that haven’t undergone much change in two years, the good and the bad
    • New research about how a customer data platform is uniquely suited to help marketers of all kinds
    Join us on Thursday June 22nd at 1pm EST/10am PST for a 45 minute webinar to look back, around, and ahead at customer data platforms.
  • Avoiding Collateral Damages to your Business with System Thinking
    Avoiding Collateral Damages to your Business with System Thinking Christian Maurer Recorded: Jun 22 2017 33 mins
    Sales Managers are often unconscious about collateral damages to the business caused by their current management practices. Many of them cause actual. System Thinking helps to identify the causes for those collateral damages and to take corrective actions.
  • Customers: Your Most Important Source of Demand
    Customers: Your Most Important Source of Demand Lisa Nakano, SiriusDecisions Service Director for Customer Engagement Strategies and Trisha Winter, CMO, Amplifinity Recorded: Jun 22 2017 49 mins
    Lisa Nakano, SiriusDecisions Service Director for Customer Engagement Strategies, will share research and methodology behind the value that customers can bring to your company if engaged with strategically. A new data report on the performance of B-to-B customer referral programs will be shared by Trisha Winter, CMO of Amplifinity. Together they will prove with data the case for leveraging customers for demand generation and the results seen by companies that are running this as an always on channel.

    What you'll learn:
    - Why peers are critical to creating demand
    - How to engage with customers to help create demand
    - Performance benchmarks for customer referral programs
    - Case study examples and business impact
  • How to Get a Data Quality Project Funded at Your Company
    How to Get a Data Quality Project Funded at Your Company Allen Pogorzelski, VP of Marketing at Openprise & Phil Garlick, VP of Corporate Development at ZoomInfo Recorded: Jun 20 2017 39 mins
    You know you have a data quality problem, and you know that addressing it will make a huge difference in campaign performance. The question is, how do you build support at your company to get a project funded, even when budgets are getting tighter?

    We’ll show you how! Experts at Openprise and ZoomInfo will share proven strategies you can apply today to:

    • Generate excitement within Marketing, Sales, and the C-suite about data quality.
    • Quantify the ROI of data quality project with bullet-proof numbers.
    • Articulate your vision of how people, processes, partners, and technologies can come together to solve the data quality problem once and for all, for everyone.

    There’s no reason to wait and hope your project gets funded. Join this webcast to find out how you can build a business case, get the support you need, and get your initiative moving.
  • Fireside Chat: The Biggest Challenge Sales Managers Face
    Fireside Chat: The Biggest Challenge Sales Managers Face Steven Rosen Recorded: Jun 19 2017 47 mins
    Sales management experts Mike Weinberg and Steven Rosen are hosting a fireside chat providing their solutions and insights on the most challenging issues facing sales managers.
    Expect an action-packed discussion, filled with bold, blunt and powerful sales management insights and stories, that will help you crush your sales numbers.
  • Are You Set Up for ABM Success? What to Know Before You Go.
    Are You Set Up for ABM Success? What to Know Before You Go. Katie Martell, Jon Russo Recorded: Jun 15 2017 56 mins
    Account-Based Marketing tools like Engagio, DemandBase, and Terminus are powerful, exciting pieces of technology. But without the right data and decisions in place, it's like putting really nice shutters on a house without a foundation.

    B2B companies must be thoughtful about their ABM setup.

    Join Katie Martell, on-demand B2B marketer, and Jon Russo, B2B marketing operations expert and high-tech CMO as they walk through EXACTLY what companies need to get these tools to work. They'll share a real-life example of how to wrangle data and MAP/CRM integrations to get up and running with account-based strategies.

    Everyone's on a journey with ABM, but some are in different places than others. This session is ideal for anyone who's interested in getting started with ABM, who has bought an ABM tool and wants to improve their implementation, or who wants to see more value from their investment in ABM.
  • Selling in the Age of the Customer
    Selling in the Age of the Customer Barbara Giamanco Recorded: Jun 15 2017 40 mins
    Forrester Research has said that we are living in the age of the customer, which means the balance of power has shifted to buyers. Buyers can gather a lot of data before talking to a salesperson but salespeople can still capitalize on opportunities to demonstrate credibility and value early in the decision-making process.
  • The Account Journey: Stage Automation and Attribution
    The Account Journey: Stage Automation and Attribution Grant Grigorian, Co-Founder and CEO of Path to Scale Recorded: Jun 15 2017 36 mins
    In this webinar we'll explore how to design and begin to measure the Account Journey by mapping out the end-to-end marketing and sales processes.

    Specifically, we'll introduce the idea of an "Account Stage" and map out a few variations of an Account Lifecycle Model - ie how do we take a prospect from "Target Account" to "Customer"?

    Once we've established an account lifecycle model driven by the Account Stage, we'll fully automate it by using information about the contacts and sales deals in the account. The Account Stage will serve as the high-level indicator of where the account is in the sales cycle, making it easier to evaluate the health of our sales pipeline overall.

    Mapping out the Account LIfecycle will also improve marketing and sales alignment for Account Based Marketing orchestration and performance measurement.

    We'll conclude the webinar by showing examples of how Account Based Marketing Attribution can be used to analyze the performance of the account lifecycle.

    Note to Audience:
    This webinar is NOT a product demo or a pitch. Instead, our webinars offer an in-depth exploration of challenging topics that our customers and partners are working through - and that we hope to shed some light on.

    Please attend the webinar to learn more about this topic and bring your own questions/comments to make the session more interactive - and more valuable to everyone.

    If you'd like to learn more about Path to Scale products, please visit us our website.
  • Why B2B channel organizations need PRM even if they already have CRM
    Why B2B channel organizations need PRM even if they already have CRM Tim Harmon, Managing Director, Nuvello, Laz Gonzalez, Chief Strategy Officer, Zift Solutions Recorded: Jun 15 2017 53 mins
    In this webinar noted analysts and channel experts, Tim Harmon, Managing Director of Nuvello, and Zift’s Chief Strategy Officer Laz Gonzalez, will provide actionable insight and best practices for aligning priorities to capture partner mindshare, drive breakthrough performance and ensure a stronger ROI with PRM (Professional Risk Manager).

    Watch live and learn:

    - How changes in the channel landscape have created higher demand for PRM
    Why B2B channel organizations need PRM even if they already have CRM and/or SFA in place
    - Key components and operational processes required to “start smart” with PRM
    - Best practices for partner recruitment, onboarding, shortening time-to-revenue and measuring performance with PRM
    - Why integration and prioritization matters when it comes to PRM and CMM
  • How to Ensure Your Content Marketing is Generating Value, Not Just Traffic
    How to Ensure Your Content Marketing is Generating Value, Not Just Traffic Dave Rigotti, VP of Marketing, Bizible; Tara Robertson, Director of Demand Gen, Uberflip; Assaf Dudai, Head of Content, Brigh Recorded: Jun 15 2017 46 mins
    Content marketing has long been a staple of the B2B marketing mix. But as more organizations are creating more content, how do you make sure your content breaks through the noise and actually creates value?

    In this webinar, marketing leaders from Bizible, BrightInfo, and Uberflip discuss key components to planning, executing, and measuring content marketing that moves the needle.

    The webinar will answer key questions, including:

    • What is content fitness? And why does it matter?

    • How do I build a knockout content experience?

    • Should I be gating content?

    • How do I measure the buyer's content journey? And how do I optimize it?
  • How the Application of ABM Fundamentals Enhances the Customer Experience
    How the Application of ABM Fundamentals Enhances the Customer Experience Ashley Shailer, Senior Associate at Inverta Recorded: Jun 15 2017 43 mins
    “Know me. Know my business.”

    While this is important in a pre-sales capacity, it’s table stakes for delivering a customer experience that surprises and delights. In this session, we’ll talk about how to define your customer’s lifecycle, and how to apply the fundamentals of ABM (account selection, insights, segmentation and messaging, play development, and measurement) in a post-sale capacity for the purpose of retaining customers, nurturing loyalty, and motivating advocates.

    About Ashley: Ashley is a Senior Associate at Inverta, and has spent more than ten years designing and implementing world-class demand creation and lead management strategies that leverage the latest in marketing technology. She’s held client-side and analyst roles in marketing systems and marketing operations, and consulting roles that leverage her unique expertise in lead nurturing, account-based plays, content, messaging, and social media strategy for more than 40 clients.
  • Collaborative ABM: Partnering with Key Accounts for Innovation and Growth
    Collaborative ABM: Partnering with Key Accounts for Innovation and Growth Rob Leavitt, Senior Vice President at ITSMA; Jack Barrett, Senior Director, Strategic Marketing at Juniper Networks Recorded: Jun 15 2017 49 mins
    Account-based marketers talk a lot about being customer-centric. But the reality is that most ABM programs take a broad-brush approach to targeting customers that we think should be interested in our solutions.

    A truly customer-centric approach, especially with key accounts, begins with a deep dive into each customer’s business issues and then partners with them to design new solutions and shared success.

    This session will explore why and how a collaborative ABM approach can drive innovation, growth, loyalty, and advocacy with key accounts. The session includes a deep dive into Juniper Network’s award-winning ABM program, as well as examples from other companies including Accenture, Fujitsu, and KPMG.

    Key takeaways include:

    - The importance of collaborative innovation with key accounts
    - The value of transparency: ABM “with” not “for” key accounts
    - The research and development foundation required for collaborative ABM
    - Metrics beyond revenue: Measuring success with collaborative ABM

    About Rob: Rob Leavitt is Senior Vice President at ITSMA, a leadership community for B2B marketers and the pioneers of ABM in the early 2000s. At ITSMA, Rob provides strategic guidance to leading technology and B2B services firms on thought leadership, content marketing, and ABM.

    About Jack: Jack Barrett is Senior Director, Strategic Marketing at Juniper Networks, and leads executive engagement, ABM, demand generation, and channel development across the Americas.
  • Putting the Customer Into Context
    Putting the Customer Into Context Olivier Binse, Advisory Partner, Deloitte Digital ; Jamie Anderson, CMO, SAP Hybris ; Liz Miller, SVP Marketing, CMO Council Recorded: Jun 15 2017 66 mins
    Customers are not looking for extravagance. In fact, according to a recent CMO Council survey of 2,000 global consumers, conducted in partnership with SAP Hybris, customers crave simplicity. Customers want value and to be valued by brands. And customers expect brands to know and recognize them: 36 percent admit that they are often frustrated when they are not treated like a loyal customer regardless of channel.

    Marketers, however, have admitted that there are significant challenges in meeting the very basic expectation of knowing, recognizing and responding to their customers. In the report, “Context, Commerce + Customer,” only one in four marketers has been able to leverage customer insights to advance troubleshooting in order to address customer issues before they become frustrations or problems.

    As brands strive to deliver exceptional, connected, contextual experiences to their customer, marketers admit there are significant challenges to be resolved specific to data, analytics and the ability to leverage real-time customer intelligence to truly deliver value in the moment the customer most expects.

    To discuss these challenges and the opportunities in exceeding the expectations of the connected customer, the CMO Council, in partnership with SAP Hybris and Deloitte Digital, invite you to join us for a live-webcast being held on Thursday, June 15, 2017. We will be sharing additional findings of our new consumer study including how consumers say they will react to continued frustrations. In addition, experts from SAP Hybris and Deloitte Digital will join the discussion to share where and how customer demands have shifted customer experience strategies, including the very ecosystem of cross-functional connections that organizations must forge in order to truly meet and exceed these expectations.
  • Targeted ABM Strategies: Increase Conversions and Reduce Sales Cycles
    Targeted ABM Strategies: Increase Conversions and Reduce Sales Cycles Val-Pierre Genton, VP of Audience at BrightTALK Recorded: Jun 14 2017 39 mins
    As marketers are being asked to increase their contribution to bookings and revenue, account-based marketing is being used as a strategy to improve conversions and reduce the sales cycle.

    That said, ABM is only as good as the quality of the underlying data in your database and performance varies substantially depending your approach to execution.

    Tune in to this session and learn how you can:
    - Increase the number of target accounts
    - Increase the number of contacts inside of target accounts
    - Increase appointments with target accounts
    - Improve sales and marketing alignment
    - Grow revenue inside target accounts

    Over the past 17 years, Val has built and sold an Internet business and helped business, sales and marketing executives at Fortune 500, mid market and start-up companies to create value, move markets and accelerate growth. He combines this knowledge with deep insights from millions of data points that are generated as nearly 6M professionals connect with experts and companies on BrightTALK to learn and grow.
  • Battle-tested ABM Plays that Drive Engagement
    Battle-tested ABM Plays that Drive Engagement Sara Tatnall, Director of Marketing and Business Development, PFL Recorded: Jun 14 2017 46 mins
    Sara Tatnall, Director of Marketing at PFL, will present three exciting account based marketing plays that grab attention and hold it. Get in-the-trenches tactics, not high-level strategy, that you can apply right now for your sales and marketing teams. She’ll also share real-world customer examples that drove incredible ROI and massive pipeline boosts.

    Join this session to learn:
    - ABM plays that work well for various target account segmentations
    - Ideas for account and contact personalization across channels
    - Tips for multi-channel execution and measurement
  • Orchestrating an ABM Campaign with Advertising, Content & Direct Mail
    Orchestrating an ABM Campaign with Advertising, Content & Direct Mail Sangram Vajre, CMO at Terminus and Daniel Gaugler, CMO at PFL Recorded: Jun 14 2017 49 mins
    Account-based marketing is a proven strategy for growing revenue for B2B organizations. Ultimately, it's about delivering the right content, on the right channel, to the contacts in your target accounts.

    In this webinar, our “ABM Superheroes” Daniel Gaugler, CMO of PFL, and Sangram Vajre, CMO of Terminus, will discuss how they use marketing technology to do ABM at scale.

    They'll provide a brief overview of the steps in the #FlipMyFunnel model for doing ABM, then discuss how to orchestrate comprehensive, omnichannel ABM campaigns that deliver powerful results.

    Session attendees listening live and tweeting with #ABM will have a chance to win a copy of Account-Based Marketing For Dummies.
  • How to Use List Strategies to Find the Decision Maker Fast
    How to Use List Strategies to Find the Decision Maker Fast Kendra Lee and Shawn Finder Recorded: Jun 14 2017 49 mins
    No prospecting list? You can lose valuable prospecting time just building a list – then finding the elusive decision maker can take even more time. Discover 7 strategies you can use to uncover and build a list of the right decision makers to target your prospecting efforts and get higher response rates.
  • How to Increase Sales by 800% by Segmenting Your Target Market
    How to Increase Sales by 800% by Segmenting Your Target Market Ben Raffi, CEO at Growlabs.com Recorded: Jun 14 2017 23 mins
    Market segmentation combined with tailored messaging and a scalable outbound process can lead to significant growth. Are you a B2B business trying to fill your pipeline with qualified leads? Are you scaling your sales and marketing operations? In this webinar, you will learn practical strategies to:

    1. Segment your target market
    2. Find qualified leads in each segment
    3. Tailor messaging for each segment
    4. Set up a scalable outbound process

    Ben Raffi, CEO of Growlabs.com, will share his insights and experience. At Universe, he led business development efforts globally, acquiring 28,000 clients in less than 3 years with a team of 10.
  • Customer Retention is an Art Form & A Strategy
    Customer Retention is an Art Form & A Strategy Babette Ten Haken, Founder & President, Sales Aerobics for Engineers® Recorded: Jun 14 2017 41 mins
    Sales teams focus on landing the initial deal. Customer retention becomes the responsibility of everyone else in the organization who was not part of that first sale. Discover how to leverage the value of post-sale support teams. Create customer experiences which contribute to customer success and customer retention.