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BtoB Marketing That Truly Works For Sales

Join David Thompson, co-founder and CEO of Genius.com and former CMO at WebEx, as he talks about the changes in attitude, processes and technology that need to take place to effectively align marketing and sales.

More than ever, empowering sales with timely insight about which prospects are most interested in your products and services has to be the primary goal of your B2B Marketing efforts.

In this session, David will walk us through the Processes, Techniques and Most Importantly, the Technologies needed to truly align Sales and Marketing.

As Former CMO at WebEx, Founder and Co-Chair of the Sales 2.0 Summit and author of Sales 2.0 for Dummies, David has dedicated himself to solving the omnipresent issue of Sales and Marketing disparity.
Recorded Jan 14 2009 38 mins
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Presented by
David Thompson, CEO & Founder of SalesGenius
Presentation preview: BtoB Marketing That Truly Works For Sales

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  • How the Application of ABM Fundamentals Enhances the Customer Experience Jun 15 2017 4:00 pm UTC 45 mins
    Ashley Shailer, Senior Associate at Inverta
    “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 Jun 15 2017 3:00 pm UTC 45 mins
    Rob Leavitt, Senior Vice President at ITSMA
    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 hope might be interested in our current portfolio.

    A truly customer-centric approach, especially with our most important accounts, begins with a deep dive into each customer’s business issues and then partnering to design new solutions and long-term shared success.

    With examples from companies including Accenture, Fujitsu, Juniper, and KPMG, this session will explore the why, what, and how of a collaborative ABM approach that drives innovation, growth, loyalty, and advocacy with key accounts.

    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.
  • How to Increase Sales by 800% by Segmenting Your Target Market Jun 14 2017 5:00 pm UTC 45 mins
    Ben Raffi, CEO at Growlabs.com
    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.
  • Building Relevancy into Every Email Campaign Jun 14 2017 10:00 am UTC 45 mins
    Shefa Weinstein, VP Product, PowerInbox
    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.
  • How to Hire, Structure, and Train Your Revenue Team for ABM Success Jun 13 2017 9:00 pm UTC 45 mins
    Dayna Rothman, VP of Marketing and Sales Development at BrightFunnel
    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:
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    - 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 Jun 13 2017 6:00 pm UTC 45 mins
    Joe Quinn, Account Based Marketing Section Manager, Americas at National Instruments
    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 Jun 13 2017 5:00 pm UTC 45 mins
    Mark Yeager, President, Yeager Marketing
    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.
  • An ABM Year in Review: Winning Strategies & Lessons Learned Jun 13 2017 4:00 pm UTC 45 mins
    Julia Stead, Sr. Director of Demand Generation at Invoca
    A crucial part of a successful ABM strategy is getting the right goals in place - and having these KPIs and reporting metrics properly aligned across sales and marketing.

    Two years after launching their initial programs, Invoca has recently rolled out version 2.0 of their ABM strategy, incorporating new reporting structures, updated strategic frameworks, and key lessons learned along the way.

    Julia Stead, Sr. Director of Demand Generation will share Invoca’s story firsthand, including clear, actionable examples and recommendations on:
    - KPIs for ABM success
    - Creating ownership, accountability and alignment across marketing and sales
    - Early lessons learned and what to avoid when getting started
  • ABM for Critical Clusters: Driving Growth with a One-to-Few Approach Jun 13 2017 3:00 pm UTC 45 mins
    Louise Jefferson, Senior Associate at ITSMA
    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.
  • Panel: ABM - The Route to Sales and Marketing Alignment Nirvana? Jun 13 2017 2:00 pm UTC 45 mins
    Peter Lundie, Agent3; Greg Salmon, Agent 3; Emma Gould, BT; Rob Holmes, BT
    Numerous studies tell us that when sales and marketing are aligned, revenue generation is accelerated. And increasingly, Account Based Marketing is being utilised as the means to achieve alignment around driving stronger key and named account revenue. But the route to success is littered with pitfalls and challenges, given it requires new thinking, new technologies and new ways of working.

    Join Peter Lundie, Managing Partner at Agent3 and Greg Salmon, Partner at Agent 3 along with Emma Gould, Marketing Manager at BT Business and Public Sector and Rob Holmes: Business Development Director at BT to learn how Agent3 and BT Business are executing an innovative Account Based Marketing campaign, based on insight, that is driving sales and marketing alignment and resulting in increased revenue opportunities.

    By joining the webinar you will better understand campaign strategy, how to deploy technology successfully, the timelines for success, the roles played by different members of the virtual team and how to measure progress.
  • Butting Heads: Why ABM Makes Sales and Marketing Alignment Easier, Not Harder Jun 13 2017 10:00 am UTC 45 mins
    Riaz Kanani, Joint-MD, Radiate B2B
    In the B2B world, aligning sales and marketing has been a challenge going back decades. If you believe the stereotype, it's because marketing is the colouring-in department and sales are know-it-alls who don’t listen. This session will look at how to align the two when adopting an Account Based Marketing strategy.
  • Discover How to Drive the Biggest Impact with ABM Jun 13 2017 9:00 am UTC 45 mins
    Luella Ben Aziza, Strategy Director at MomentumABM
    Hosted by Luella Ben Aziza, Strategy Director at MomentumABM

    Drawing on client examples and insights Luella will explore how ABM delivers the best returns – giving marketing a seat at the top table through closer alignment with sales and commercial goals. In this session Luella will discuss -
    • The different models of ABM and how to choose the best fit for your organisation
    • How to implement and grow a strategic ABM programme, balancing 1:1 focus for high-value opportunities whilst clustering and reaching a broader set of accounts.
    • Understand where automation fits in to ABM – including automated insight platforms and programmatic tactics – and how to blend tech tools with ABM expertise.
  • Machine Learning To Increase Human Understanding Recorded: Apr 13 2017 46 mins
    Assaf Baciu, Co-founder, SVP of Product & Engineering at Persado
    There is a misconception that infusing automation into the customer experience will make it less human, and thus less relatable, to consumers. On the contrary, companies are pioneering AI technologies to enable them to gain a deeper understanding of the people they serve, resulting in experiences that are more relevant, personal, emotional, and ultimately rewarding--for customer and company alike.

    Join Assaf Baciu, head of product and co-founder of Persado, who will demonstrate how Fortune 1000 brands are leveraging machine learning to create emotional relationships with their audiences.
  • Natural Language Processing and Recommender Systems for Media Houses Recorded: Apr 12 2017 43 mins
    Pavel Kordik, Data Scientist at Recombee
    We will teach you how to use NLP engine and Recommender System to boost page views and reduce bounce rate. We are also going to show you how artificial intelligence can make content producers more efficient and we'll discuss what is the future you should prepare for.
  • Ask the Mobile Expert: Live Q&A on mobile growth and staying competitive Recorded: Apr 10 2017 61 mins
    Edward Cooper, Head of Mobile, Revolut
    How do you achieve hyper growth in the mobile space and compete with large incumbents as a new start up with limited resources?

    Join this session where Edward Cooper, Head of Mobile at cutting edge mobile-first FinTech company Revolut, will take questions from the audience and discuss the following:

    - What techniques can you use, given limited budget and resources, to compete with large established players.
    - Is traditional marketing effective? If not, what has changed?
    - What other steps can you take to get your app / idea to spread.
    - Paid mobile analytics companies, useful, or fools gold?
    - PR companies, yes or no?
  • More Leads, More Sales: How to Make Your Funnel Wider Recorded: Apr 6 2017 37 mins
    Bryan Tobin, Training and Usability Manager, SharpSpring
    Everyone wants a wider funnel to capture more leads. Let’s ditch the theories and get practical. How do you do it?

    This webinar will challenge you to think about the phases of a sales and marketing funnel: Driving Leads, Messaging and Closing.

    We’ll apply the specific tools and features that marketers use in each phase, and see how they multiply when used together.

    Whether you are new to marketing automation or you are a pro user, you'll see how these features work in concert to drive more leads, convert leads to sales and optimize the marketer's spend.
  • Account Based Multi-Touch Attribution Modeling: A Practical Approach Recorded: Apr 6 2017 37 mins
    Grant Grigorian, CEO and Co-Founder, Path to Scale
    Multi-touch attribution modeling and analytics are a must for a metrics driven marketing organization - but how should we approach measuring account based marketing strategies? How are account based attribution models different from more traditional models?

    In this webinar we will explore how to think about account based multi-touch marketing attribution and provide practical advice on how to get started. We'll also show example dashboards and business use-cases for the derived metrics.

    Join us to get your questions answered so you can get started with your own modeling!
  • Executive Roundtable: Marketing Attribution & ROMI Recorded: Apr 6 2017 48 mins
    Tom Campbell, Yellowfin; Robyn Forman, Zoomdata; David Pitta, BrightTALK
    For most marketers, connecting the dots between campaigns and revenue poses a complex challenge. With extended B2B sales cycles, it’s difficult to track and analyze each touchpoint, and even harder to determine which action was most influential in closing a deal.

    As a result, only 22% of marketers believe they’re using the right attribution model, according to Bizible. In this live roundtable, our panel of marketing experts will discuss the current landscape of attribution and ROI, highlighting areas where marketers can improve and fine tune their strategies.

    Our panel will weigh in on topics including:

    - Selecting an attribution model that’s right for your organization
    - Measuring marketing ROI effectively and accurately
    - Interpreting attribution data to invest in more revenue-generating tactics
  • Email Metric Madness Recorded: Apr 6 2017 46 mins
    Tim Watson, Zettasphere
    The Mad Hatter: Have I gone mad?
    [Alice checks Hatter's temperature]
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    Too often email metrics are compiled into a report each month, collect dust and they are not used to improve marketing.

    The power of email marketing is in using the rich metrics to aid decisions, rather than taking them as a look in the rear view mirror. This webinar shows you what to look for in your metrics and what actions to take, covering:

    · Making better decisions with campaign metrics
    · Avoiding the trap of chasing higher campaign rates
    · Using business metrics not just campaign metrics
    · Email insight using Google Analytics
  • Methods To Measure Marketing And The Metrics We Move Recorded: Apr 5 2017 47 mins
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    How do you measure the impact of your marketing strategy? Are you a victim of misleading data spikes up and down? Do you even know which metrics matter when?

    This webinar will cover the best method to calculate the true impact of your actions. We'll also discuss which metrics are the right ones to measure depending on business goals and lastly, we'll talk about clarity in reporting and monitoring and how to quickly catch issues that indicate a change of course is needed.
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  • Live at: Jan 14 2009 10:00 pm
  • Presented by: David Thompson, CEO & Founder of SalesGenius
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