Name: The Coming Wave of Martech Consolidation
Start: 2018-06-27T18:00:00Z
End: 2018-06-27T18:44:49.000Z
Location: BrightTALK
Rating: 5

Everything predictive from education to implementation to ROI.

Failing to align on marketing and sales strategies leads to wasted efforts, execution mishaps and lost business opportunities. Yet according to SiriusDecisions research, only 37 percent of b-to-b organizations would say there is overall marketing and sales alignment, and nearly one-third of sales organizations estimate they lost at least one month of productivity re-evaluating their account territory assignments after the start of the year.   

Tune-in to learn industry best practices for aligning sales and marketing to drive demand in an account-based buying environment. Discover tips for leveraging technology to gain actionable insights on accounts, focusing prioritization efforts to rapidly scale ABM efforts.  

You’ll also hear first-hand how to create an aligned ABM strategy that drives measurable results like faster time to engagement, larger deal size, and higher win rates.

Take Control in an Account-Based Buying World

Research says that 67% of the buyer’s journey is now done digitally (SiriusDecisions). This does not go to say that sales is not involved whatsoever during this process, but what this statistic tells us is that there is a lot more research going on in the dark that we don't know about. Meaning... sales could be missing a lot of potential deal opportunities. 

Sales has essentially lost control of the buying journey since everything has started to move digital. What if we told you that you can gain your control back? What if we told you that you can get in at the right time, win more deals, and at a larger value?

Truth be told, nobody really controls the buying journey except for the buyer, but through the right coordination, ABM can help sales and marketing teams better align with the buyer’s journey and get in the door sooner. The key is here is to develop an ABM approach and focus on the right accounts at the right time. Where does one even get started? That’s what we’re here to help you with. Building an ABM strategy with Rob Israch, CMO at Tipalti and Srihari Kumar, Chief Commercial Officer at 6sense.

Without Sales, ABM Fails

Following a recent analysis of predictive marketing vendors and the publication of The Forrester Wave: Predictive Marketing Analytics for B2B Markers, join us for a webinar featuring guest speaker and Forrester senior analyst Allison Snow to learn more about the trends in the predictive industry and what she sees in store for the future. 

Additionally, 6sense VP of Product Amar Doshi, will discuss how B2B marketing and sales teams are being transformed through modern advances in data science to deliver complete omni-channel buyer visibility, highly converting pipeline and measurable proof of ROI.  

In this webinar you will learn:

•The Forrester Wave methodology, how Forrester conducts their research and how to leverage the research to make better predictive marketing analytics vendor decisions
•How marketing and sales teams are witnessing increased pipeline, optimized spend, higher win rates, larger average deal sizes and improved campaign efficiency
•Where Allison sees the industry headed in the coming years

Webinar feat. Forrester: Taking the Pulse of B2B Predictive Marketing Analytics

In this webinar for sales and marketing, join us for a discussion on the steps you should consider to implement the new B2B Next Generation Demand Waterfall® that Kerry Cunningham and Terry Flaherty covered in this year’s SiriusDecisions Summit keynote.

Learn about:

• How to identify Total Addressable Market
• How to find Total Addressable Market Now (TAMnow®)
 •How to execute on a TAM NOW, account-centric approach to demand creation; full funnel activation from brand to demand to closed-won
• How to measure the success of your TAM NOW full-funnel activation strategy
• How to use this approach to build trust, efficiency, and improved metrics across sales and marketing

We will cover these topics while referencing examples of organizations who are aligning their demand centers and sales teams to this approach such as Cisco, Netsuite, PGi, Arkadin, Panasas, Lenovo, Dell, Box, Qlik and others who have implemented the Next-Generation Demand Waterfall and witnessed success across the entire funnel, including increased pipeline, optimized spend, higher win rates, larger average deal sizes and improved campaign efficiency. 

Examples include:

• PGi: witnessed a 58% faster time to close, lift in win rates and 4x the average deal size
• Dell: saw a 3x lift on MQL to SQL conversion, a 2x-6x lift in opportunity size, 50% higher deal sizes, and a 12x return in media spend
• Cisco: achieved a 3x higher MQL to SQL conversion rate than any other campaign ever run, 5x higher average opportunity size and 13x more pipeline that three other intent vendors combined

You Heard About SiriusDecisions' Next-Gen Demand Waterfall® - Now What?

The value of search in B2B marketing is beyond question. Marketers spend massive amounts of time and money on selecting, revising and purchasing keywords in an effort to drive visits to their website, raise brand awareness and influence buying decisions. For marketers who want to reach their target buyers during the pivotal first moment of research, being able to understand, harness and measure online research and search data is no longer negotiable. But staying up-to-date and on top of the ever-changing world of search marketing is no easy task.
 
Join BusinessOnline and 6sense as we discuss how marketers can use search as a key tactic in their arsenal and leverage online research to power their account-based marketing and sales efforts.

 The webinar will cover:
•Current search trends throughout B2B industries
•Search engine marketing, search engine optimization and everything in between
•The value of search data in marketing and sales
•The future of search data

Online Research: The Key to Uncovering Prospects Early in the B2B Buying Journey

For B2B marketers looking to regain control in an increasingly digital and programmatic world, marketing analytics technology has proven to be a powerful enabler. With marketing budgets ranging from the high thousands to multi-millions, marketers rightly continue to focus on driving the customer experience to compel engagement and, eventually, convert business. 

Unfortunately, marketers are only able to track, measure, and derive data value from less than 10% of that spend. This leaves B2B marketing with ‘The 90% Problem:’ when there’s a greater percentage of buyers participating in a marketing campaign than those who ever actually raise their hand. While this audience consumes 90% of a marketer’s budget, time, and effort – and also plays a significant role in a buying decision – their anonymity makes it difficult to take advantage of the data and analytics that can inform marketing and sales strategy in a more comprehensive, efficient and cost effective way. 

Join this webinar to hear Amar Doshi, VP of Product at 6sense, share:

1.An introduction to The 90% Problem, and how marketers and marketing technologies are solving it.

2.How The 90% Problem impacts predictive analytics and what it means for the future of marketing analytics.

3.Tactical next steps B2B marketers can take today to set their companies up for a successful data-driven tech stack.

The 90% Problem: A Missed Opportunity for B2B Marketers

Even the journey to a $3-million-dollar deal starts with an online search. That’s just how important online search and B2B centers of research have become in the day-to-day lives of professionals. So it comes as no surprise that for most marketers Search Engine Marketing (SEM) represents their largest marketing investment. The problem with SEM is that – even when prospects are searching for a solution you deliver - only a tiny fraction of this audience ever click on your ads and an even smaller fraction ask to be contacted by sales.

We’re very excited to announce the launch of our brand new product, SearchSense, built on the 6sense Predictive Intelligence Platform to help marketers and sales professionals develop and hone their ABM lists. SearchSense uncovers which accounts are actively searching for your keywords and allows you to optimize your marketing and sales campaigns based on search data. 

Join us to learn how SearchSense can help ensure that your 2017 ABM campaigns target the right accounts.

How to Power Account-Based Marketing with Search Data

Learn how Cisco is powering its digital efforts using predictive intelligence. Joseph Puthussery will share Cisco’s path to building a modern revenue engine and what the future holds for the data-driven enterprise.

Data-Driven B2B: The Power of Predictive Intelligence

Are you in the middle of planning out your 2017 budget and interested in learning how predictive intelligence can help you hit your pipeline and revenue goals? This webinar will explore how predictive intelligence improves the targeting and conversion rates of your digital marketing and demand gen activities and increases the relevancy and quality of leads you pass on to Sales. We will also discuss the business processes and due diligence every company should go through before investing in predictive intelligence. 

In this presentation you’ll learn general best practices and the specific approach Citrix took to:

-identifying major use cases of predictive intelligence for B2B marketing and sales;
-building an evaluation committee for predictive intelligence;
-justifying the investment to executives; and,
-building implementation teams to increase your chances of a successful rollout.

You’ll walk away from the presentation better prepared to make the right decision this year to take advantage of predictive intelligence in 2017.

2017 Planning: Making the Case for Predictive Intelligence

With today’s overwhelming marketplace of vendors, trying to find one solution is like trying to find a needle in a haystack. Several different moving parts, multiple contracts and overlapping end dates, and a constantly changing landscape – if only you could stitch them all together.

What if there was a platform that’s already done that for you? Tune in with Nick Ezzo, VP of Demand Gen at Sage Intacct along with Srihari Kumar, Chief Commercial Officer at 6sense, as they discuss the benefits of consolidating your marketing tech stack from several point solutions into one, and the value brought to the table in working with one integrated, consolidated platform. 

Webinar: The Coming Wave of Martech Consolidation
Date: June 27th, 2018
Time: 10am - 10:45am PDT

One platform designed to drive more qualified pipeline, increase ACVs, shorten deal duration and close more deals? Sounds like you might have found that needle.

The Coming Wave of Martech Consolidation

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