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Demand Generation

  • 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 Live 45 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 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.
  • 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?
  • 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.
  • Account Based Marketing in a Marketing Automation World
    Account Based Marketing in a Marketing Automation World Adam Sharp, MD & Co-Founder, CleverTouch Marketing Recorded: Jun 14 2017 38 mins
    Account Based Marketing is one of the biggest marketing buzzwords at the moment. This webinar aims to dispel some of the hype around ABM and provide a reality check on what it really means for B2B marketers in the context of Marketing Automation.
  • Building Relevancy into Every Email Campaign
    Building Relevancy into Every Email Campaign Shefa Weinstein, VP Product, PowerInbox Recorded: Jun 14 2017 45 mins
    In this webinar we are going to cover 7 easy and fast ways to Kick Your B2B campaigns up a notch by building relevancy into every email campaign. Users are now expecting each email to be handcrafted to their wants and needs. And you need to convince them to read and click, by giving them a reason. In addition, content can now be generated on time of open, keeping it the most relevant it can be.

    Over the course of this session, we will show you ways to help target your audience by GeoLocation or device, automate content so you get more but work less, collect data and build a better list, highlight events with countdown timers and add to calendar action buttons, adding exciting video and including social feeds - providing you with a new toolbox of ideas to make all of your email campaigns relevant without costing you more time.

    Read more about this topic on the BrightTALK blog: https://business.brighttalk.com/blog/live-email-personalization-secret-weapon-abm-strategy/
  • How to Hire, Structure, and Train Your Revenue Team for ABM Success
    How to Hire, Structure, and Train Your Revenue Team for ABM Success Dayna Rothman, VP of Marketing and Sales Development at BrightFunnel Recorded: Jun 13 2017 39 mins
    We know that ABM is an imperative for today's revenue teams, but how do you actually structure your team for success? When it comes to ABM, you need to have 100% alignment between sales and marketing, which requires the right people, in the right roles, running the right plays.

    Join Dayna Rothman, VP of Marketing and Sales Development at BrightFunnel and author of Lead Generation for Dummies as she discusses how to build your marketing, SDR team, and sales team to focus on ABM. In her session learn:
    - How to structure a full-funnel revenue team for targeted ABM plays
    - How to cultivate and hire a SDR and hybrid-SDR team for high-touch, multi-channel ABM outreach
    - How to run integrated ABM campaigns that include marketing, SDRs, and closing AEs
    - How to add account-based engagement as a component of SDR quota
  • How NI's ABM Program of the Year Winner Built Initial Alignment with Sales
    How NI's ABM Program of the Year Winner Built Initial Alignment with Sales Joe Quinn, Account Based Marketing Section Manager, Americas at National Instruments Recorded: Jun 13 2017 32 mins
    Sales and marketing have long been siloed, and alignment between the two departments is vital to gaining traction and support for an account-based approach.

    When sales and marketing align toward common account goals, sales has better account insights, contacts and positioning at their accounts and marketing has more substantial ROI for their efforts.

    So whether your ABM program is still in a pilot phase or fully integrated into your company, you'll be able to leverage the 7 approaches NI's award-winning ABM program uses to partner with their sales account managers.

    Key takeways:
    - Learn where and how ABM alignment starts and the most powerful tool for continued alignment
    - Leverage 5 best practices for building alignment when establishing new sales account manager relationships
    - Review 3 approaches you should consider for every account marketing objective you work on
  • Mastering Sales and Marketing Alignment in an ABM World
    Mastering Sales and Marketing Alignment in an ABM World Mark Yeager, President, Yeager Marketing Recorded: Jun 13 2017 30 mins
    Digital automation tools for marketing are here to stay. They’re getting smarter, and they’re changing the way we think about everything we do as marketers, from how we qualify leads to what content we produce to how we align our sales and marketing teams.

    Aligning marketing and sales has always been a challenging – yet critically important – exercise. You have to define a common language, synchronize strategies, and execute in such a way that each team empowers the other’s success, despite differences in timelines, drivers and goals.

    As the marketing world shifts to embrace digital platforms, particularly around the concept of account-based marketing (ABM), we’re re-evaluating how we can best achieve alignment, and we’re exploring what these new tools offer to expedite and streamline that process.

    In this webinar, we’ll cover:

    - The foundations of sales and marketing alignment: what it looks like and why it’s critical to overall company success
    - How sales and marketing alignment looks different in our emerging ABM world
    - Which digital ABM tools assist in delivering a foundation for alignment

    After watching, you’ll have a framework that will help ensure both groups are synergizing their efforts, and you’ll gain an understanding of how account-based marketing tools can be used to optimize that synergy and deliver a bigger pipeline of opportunities.
  • It’s not just a small laptop!  Best practices for presenting on your tablet or m
    It’s not just a small laptop! Best practices for presenting on your tablet or m Julie Hansen Recorded: Jun 13 2017 31 mins
    Tablets are a perfect tool for facilitating customer conversations, however many reps are making costly mistakes when presenting content on mobile apps. The result is customer tune-out, confusion, and lost opportunities. Learn best practices for showcasing your products in a way that moves the sale forward!
  • ABM for Critical Clusters: Driving Growth with a One-to-Few Approach
    ABM for Critical Clusters: Driving Growth with a One-to-Few Approach Louise Jefferson, Senior Associate at ITSMA Recorded: Jun 13 2017 45 mins
    The rise of account-based marketing (ABM) has brought to the fore two distinctly different approaches: One-to-one for strategic accounts and one-to-many for broader market segments.

    With a true one-to-one, Strategic ABM approach, marketers work hand-in-hand with key account teams to create highly customized programs for individual clients. This can generate dramatic returns but scaling beyond a small number of accounts is hard to afford.

    With a one-to-many, Programmatic ABM approach, marketers identify dozens, hundreds, or even a few thousand named accounts and organize segment-oriented campaigns to drive desirable opportunities through the pipeline. ABM works at scale from the beginning; the key challenge is going deeper with your most important accounts.

    Between these two extremes, a one-to-few, cluster-based approach can split the difference by focusing customized programs on small groups of accounts with similar business issues and initiatives. Marketers craft highly targeted value propositions based on deep insight, a new point of view, and tight collaboration with sales. Examples might include groups of 5-10 large grocery chains, automotive suppliers, or life science firms, each group having similar business challenges.

    This session will explore the why, what, and how of a one-to-few, ABM Lite approach with data and examples from ITSMA research and experience in the field. Key takeaways include:

    - Critical elements of the three types of ABM and how best to apply them
    - Readiness criteria for a one-to-few, ABM Lite approach
    - ABM Lite examples and tactics
    - ABM Lite metrics and impact

    About Louise: Louise Jefferson is a Senior Associate at ITSMA, a leadership community for B2B marketers and the pioneers of ABM in the early 2000s. As part of ITSMA’s global ABM practice team, Louise provides training, mentoring, and consulting services to help large technology and business services firms build ABM competency and accelerate growth with key accounts.