AI and Data FTW: Create Winning Campaigns for your ABM Program

Like most revenue teams, you are likely looking to accelerate revenue success in 2018. How can you align your teams on a common set of objectives and the buying cycle? What role can ABM play and what are the key plays you can use to achieve quick wins and turbocharge results?

This webinar will walk you through how Masergy, a leading networking and security solutions company, achieved their growth targets by aligning sales and marketing on their ABM strategy and taking a data-driven approach to scaling their ABM program for sustained growth.

In this webinar, you will learn the following:

-Aligning your team on the buying cycle with the Sirius Demand Unit Waterfall framework
-Key sales and marketing plays you can use at each stage of the Waterfall to jump start your ABM strategy
-How Masergy’s used these plays to fuel their ABM strategy and drive a 20% increase in revenue within 3 months

Speakers:
Malachi Threadgill, Director of Demand Generation, Masergy
Matt Senatore, Service Director, Sirius Decisions
Nipul Chokshi, VP Product Marketing, Lattice Engines

AI and data are key pillars of any modern marketing strategy. Learn from high-growth companies how they are leveraging AI and data to align with sales and drive account-first marketing and sales efforts.

In this webinar, attendees will learn how AI and data can help identify and align with sales on your targets, including how to:

1. Identify target accounts and ideal buyer profile;
2. Score and prioritize targets; and
3. Create contextualized buyer experiences and have personalized conversations using data.

Presenters will also share campaign examples you can run to see quick wins and early success.

Leading B2B organizations are executing full-steam on account-first strategies to increase conversions and drive pipeline. The thing they’ve all found is that taking a “crawl, walk, run” approach to executing on ABM is paramount to success.

This webinar, brought to you jointly by Sangram Vajre, CMO of Terminus, and Nipul Chokshi, VP at Lattice Engines, will also feature thought leading marketers Morgan Norman, CMO at Dialpad and Elle Wolfe, VP at LookBookHQ, who will share their experience with account-first programs. They’ll discuss:

- Impetus for adopting ABM
- How they went about getting alignment and preparing for ABM
- Their version of “crawl, walk, run” campaigns that they ran
- Measuring success
- Key learnings

Data-savvy marketers are looking for ways to improve their account-focused programs, to make them scalable and more efficient. One of the best ways to do so is to utilize account-level data attributes to run targeted campaigns through marketing and sales teams. In this webinar with Lattice Engines, Dun & Bradstreet and LiveRamp you’ll learn how to:

Access and use in-depth knowledge about all of your targeted accounts

Drive specific data-rich campaigns that increase engagement with key accounts

Enrich all marketing and sales activities with curated information on target accounts

So, you’ve decided that 2017 is the year you’ll be “doing ABM.” You’ve got alignment with sales. You’ve put together a list of a few hundred (maybe even thousands) of target accounts. You’ve got a dashboard and/or report ready to measure results. Now what?

Well, what kind of campaigns will you run?

This webinar will walk you through several real-world examples of companies that have
run winning ABM campaigns using a combination of creativity, data and AI.

Join us to learn:

- What targeting strategies should you pursue and how do you go about actually doing the segmentation?
- Examples of sales and marketing tactics you can use to engage your targets to maximum effect
- Ideas around how you can test different tactics and measure success

In this webinar, Nipul Chokshi of Lattice Engines and Charlie Liang of Engagio will discuss the hacks that will fast-track your target account efforts into immediate results:

Convince everyone internally to adopt Account Based Everything,
Strengthen the fundamentals to be successful at Account Based Marketing and Sales, including getting the most out of existing data + additional insights you’ll need, and real life examples of successful ABM campaigns from start to finish

Are you looking to deploy a predictive marketing solution, but need more details on how to get started, what different use cases predictive can support, and how to measure success? Watch this webinar to learn:

-Differences in approaches to launching a predictive solution
-Top use cases for getting started
-How to measure success

Join this webinar with Engagio and Lattice Engines to learn:
How important ABM and ABE are, and why marketers are moving towards this trend
How predictive analytics and data can enable you to drive ABM and ABSD at scale
How companies like EMC, CDW, Dell, HootSuite have done it successfully

Are you looking for best practices on how to apply predictive analytics into your organization? Come listen to Kerry Cunningham of SiriusDecisions and Shashi Upadhyay of Lattice Engines discuss:

-Key areas of the demand waterfall that predictive marketing can enhance
-Marketing pain points that predictive can solve, with key use cases
-How to best put predictive into action within your organization

2016 is indeed the year of Account-Based Marketing (ABM). And with good reason:
- 60% of those doing ABM for at least a year saw an increase in revenue
- 70% found greater sales and marketing alignment through their ABM programs

With metrics like these, its not surprising that many companies are already doing ABM for their top 20 to 50 accounts. However, with predictive analytics marketers are able to scale their ABM programs beyond their top 50 accounts, to their top 500 or 5000!

Join this webinar to learn the following -
- How deploying ABM tactics can improve the focus of your B2B marketing
- The four key steps to scaling ABM at your company, using predictive analytics
- How ABM innovator Demandbase leveraged predictive analytics as a part of it’s ABM strategy to achieve 75% higher close rates and 26% higher ASP

Speakers:
- Peter Isaacson, CMO of Demandbase
- Sangram Vajre, CEO and Co-Founder of Terminus
- Nipul Chokshi, Head of Product Marketing at Lattice Engines

In this webinar you will learn about the most common uses of predictive scoring to prioritize leads for sales and hear how three Lattice customers creatively put their predictive scores to use to increase conversion and campaign performance rates. Audience will learn how to increase sales enablement, how to sell more to current customers, and what to do if you have too many leads.

Demand generation teams now have access to more data on customers and prospects than ever before. Using predictive analytics, you can quickly turn mountains of data into high converting campaigns for each stage of the buyer’s journey.

Watch this Demand Gen Report webinar on-demand to learn how predictive analytics can provide marketers with a new weapon for battling the data deluge. This Lead Life Cycle session hosted by Lattice CMO Brian Kardon covers how to:

* Use predictive scoring at every stage of the funnel;
* Prioritize inbound demand; and
* Spot cross-sell and up-sell opportunities.

Join Lattice for a guided tour of the marketing tech stack that powers Acquia's demand gen engine.

In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

Show Me Your Stack (#MKTGstack) is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business.

Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

About Acquia:
Acquia is the digital experience company. Intuit, Warner Music Group and Stanford University are among the more than 4,000 organizations that are transforming their digital businesses with Acquia’s open cloud platform. Global 2000 enterprises, government agencies and NGOs rely on Acquia to create new revenue streams, lower costs, and engage audiences more deeply through content, community, commerce and context.

Are you ready to add fuel to your lead engine with predictive scoring, but aren't sure where to start? View this Marketo LaunchPoint session featuring Lattice customers Joanna Kwong of FireEye and Dan Ahmadi of MuleSoft. Joanna and Dan will walk you through their companies' thought processes for on-boarding predictive scoring and how they went about vendor selection, implementation, roll-out, and education.

Watch this on-demand webinar to obtain a road map for achieving predictive lead scoring at your own company! You'll discover:

* Considerations to make when planning your implementation
* The right metrics to track from beginning to end
* How to use it alongside your current lead scoring for easier adoption

What tools do marketers at Kapost rely on? Find out on Lattice's Show Me Your Stack! with Jesse Noyes.

In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

Show Me Your Stack (#MKTGstack) is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business.

Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

About Jesse Noyes:

Jesse Noyes is the Senior Director of Marketing, Content and Product at Kapost. Before Kapost from Offerpop, where he was Director of Content Marketing. Before that, he was pumping out content and drawing up strategy at Eloqua. He got his start as a business reporter, first at the Boston Herald and then the Boston Business Journal, before jumping into marketing. You can hit him up on Twitter @noyesjesse.

Join Lattice for a guided tour of the marketing tech stack that powers Uberflip's demand gen engine.

In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

Show Me Your Stack (#MKTGstack) is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business.

Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

About Hana Abaza:

Hana Abaza is the VP Marketing at Uberflip, a platform that helps marketers create, manage and optimize content experiences at every stage of the funnel to boost engagement and generate leads. A blend modern chic, tech geek and entrepreneurial hustle, she combines a data-driven approach with her knack for communicating inspired tech solution to mainstream audiences to get results.

Find out what's in Five9's marketing tech stack in Lattice's Secret Sauce Series: Show Me Your Stack.

In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

Show Me Your Stack is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business. Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

About Doug Sechrist:

Doug Sechrist is Vice President of Demand Marketing at Five9, the leading provider of cloud contact center software. Before joining Five9, he served as Vice President of Demand Generation at Eloqua as well as Taleo. He has also held Corporate and Field Marketing positions at ZANTAZ, an Autonomy Company, Intira Corporation, and Ascend Communications.

What tools do other marketers use? Find out in Lattice's Special Sauce Series: Show Me Your Stack! with Influitive VP of Marketing, Jim Williams.

In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

Show Me Your Stack is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business. Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

About Jim Williams:

Jim Williams is a veteran marketer for early and growth stage tech companies. He loves bringing transformative concepts to market. Before joining the Influitive team he held marketing leadership roles at Eloqua, Unveil Solutions, Lernout & Hauspie, and several PR agencies.

You’ve probably heard about companies that are evolving their traditional lead scoring practices to a predictive scoring approach, but you might be wondering how it really works, what kind of companies need it and how it really drives value.

Get a glimpse into why marketers are adopting predictive scoring, how it compares to traditional scoring and what you should consider before you deploy. We’ll also look at some creative, out of the box use cases and review some case studies for how to successfully adapt your marketing and sales process to a predictive scoring model and handle the subsequent change management.