Defending Your Spend: Building a Credible Spend Model

A broad overview of basic research methods accessible to product-based businesses of all sizes. The discussion focuses on the most common and useful qualitative and quantitative research methods, and how to overcome each technique's individual disadvantages.

Participants will learn:

- How to define their business problem better, and choose the right method(s) to solve it.

- How to practically implement several very useful methods without the need for proprietary software.

- How to leverage the data they already have to find insightful patterns.

- Which methods are out there. Business leaders often do not realize there is a method that has been built specifically for their class of problem.
Having a broad understanding of the types of techniques that are out there (*and what they are for*) can be 90% of the battle.

About the speaker:

Robert J. Lewis, Ph.D. is a quantitative social scientist and software developer. His academic work in media psychology and entertainment has garnered more than 700 citations in his discipline. He has worked with multiple clients on various types of research problems, including Whatsmywine.com, Summery.ai, Crux Climbing Gym, and Rhu Collective.  Additionally, he taught analytics and research methods to advertising students for seven years at The University of Texas at Austin.

Social media, data analytics and artificial intelligence are all changing how marketers are connecting with their customers—are you ready for the revolution? This panel will explore the ways in which new technology is forcing marketing teams to rethink their practices, spanning everything from building the brand to developing new campaigns. Join us for a lively discussion that will help you drive your organization into the next decade.

Join the Conversation to Learn:

- How does social media affect brand/campaigns/engagement?
- How are AI and analytics impacting campaigns?
- What role does personalization play, and how can I make it happen?
- What compliance requirements do I need to worry about?
- How are internal relationships and networks affecting the marketing team?

Moderated by Melanie Turek, VP Research and Fellow - Connected Work, Frost & Sullivan

Panellists
Janice Dru, Senior Marketing Director, Cambridge Innovation Center
Christie Post, Marketing Director, Hypergiant
Ray Renna, US Marketing Director, IVI RMA GLOBAL

Every demand gen marketer knows how complex the marketing mix has become—every day you get a LI message, cold email, or ABM outreach about how X new tool can get you Y% more leads. It’s incredibly exciting, but it poses a challenge. When constrained by time, resources, and budget, how do you grow acquisition meaningfully and scalably?

During this webinar, I'll share seven tenets I've learned in my experience leading demand generation for two high-growth SaaS companies. Whether you're just starting out or looking to deepen your marketing know-how, you'll discover how to keep yourself grounded with strategies and tactics that drive results.

Being a successful DTC marketer isn’t about relying on a silver bullet or mastering one paid channel. I'll show you how to think holistically about the sales and marketing funnel, develop a multi-channel approach, and accelerate sales pipeline. Register now!

Absent compelling content, the most carefully designed campaigns fall flat. The challenge, of course, is that our customers and prospects are inundated with content and tune out all but the most timely and relevant material. And the C-suite audiences we all want to engage are the toughest of all.

Marketers obsess over the newest tools and channels (TikTok, anyone?) but what we say is at least as important as how we say it. Yes, we’re all moving to more video and interactive (as well as back to direct mail), but how can we ensure that the core of our campaigns is substantive content that our audiences actually care about?

Crafting compelling content, especially for executive-level audiences, is no simple task. Join ITSMA’s Rob Leavitt and Optum’s Leslie Cozatt to explore what the most skeptical buyers are looking for and how the most successful marketers are developing and using C-suite thought leadership content to accelerate demand in the most challenging markets.

Simplify your demand generation process by breaking it down and focusing on the components that matter most. Dividing the process into 4 steps, you can create an effective demand generation strategy that will drive interested leads into your sales team's open arms. Rather than chasing potential customers down and selling them on the same value propositions you and all your competitors are using, consider what it will take to make them chase you.

· Define your audience

o Maximize the effectiveness of your campaigns by starting with understanding the needs your product satisfies, and who will benefit most

· Gather insights

o Consider how and where your audience spends their time to identify what their interests, needs, or parallel pain points they may suffer from are

· Demonstrate value

o Create compelling content that attracts them to you and demonstrates value – something that will make your audience say thank you

· Set the bait

o Lastly, use your content and leverage targeted marketing channels to drive leads to you

Bios:

As General Manager of Contrast Digital, Keith directs all marketing activities and has a track record of successfully growing client revenues and lead volume quarter over quarter. He has had his insights featured in publications like Forbes, Entrepreneur Magazine, Sales and Marketing Magazine, and HubSpot Sales to name a few.

Specializing In digital demand generation, Dennis has been in the marketing industry for nearly a decade. He has worked on campaigns across industries including software, professional services, and construction, executing campaigns that have helped drive leads in excess of $20M in potential revenue.

Presenters:

Keith Johnstone, GM, CMO, CDO, Contrast Digital Marketing

Dennis Le, Digital Demand Generation Manager, Contrast Digital Marketing

Successful marketing is about more than just MQLs. More than delivering leads, modern marketing departments are playing ever-larger roles in all stages of business development. Join us for conversations with top demand generation experts on how their strategies can impact the entire sales cycle, fill the pipeline, and accelerate business growth. Deliver more of the leads your sales teams need and take them further than ever before by utilizing intelligent targeting, wholistic campaign design, and effective.

You could really take any angle on demand gen thought leadership, but some sample topics are:

- Demand generation strategies
- Holistic campaign design & effective segmentation
- Attribution and reporting best practices

For every B2B marketer who ever wondered 'why should B2C marketers have all the fun?', the 2010’s had all the answers. We got to learn frameworks such as inbound, ABM, conversational marketing, talk triggers and had access to technologies that helped us achieve those goals.

So, what’s next? Evoking strong emotions among your users/prospects for your product is the future for B2B companies, and the Product Led Growth (PLG) framework, combined with building communities is how you get there. Marketers should look at adopting specific elements of PLG’s framework whether you sell to SMBs, Mid-market or Enterprise businesses. PLG will soon become a basic expectation, like Inbound became a few years ago.

At the heart of PLG is the approach of giving users the ability to easily experience the product before the paywall and equip them to appreciate the value in the trial period or trial version. While companies have begun finding their stride with successful sales-marketing alignment, the stakes how now increased, the future is going to be about sales-marketing-product alignment.

Join this session for:

1. A quick introduction to PLG and how it will take you further along in the journey to higher personalization and higher organizational alignment

2. An approach to generating demand with traditional approaches, with some creative nuances, as you set yourself up for PLG

3. Build alignment with technology/product teams to structure data to move to PLG

4. A guide to building ‘tribes’ by connecting audiences with each other and with your company around theme of the problem you are solving for them

5. A recommended approach to structuring your team

6. Metrics you should track to measure performance