Demand Generation Experts Share Their Knowledge (Panel)

With the current global crisis, marketers will need to approach marketing differently as we move forward. The temptation may be to stop marketing, creating or speaking to your audience. However, we must continue to prepare for growth and look to the future. This presentation will focus on content strategies marketers can implement when a crisis tempts you to stop marketing or pause your efforts. The goal is to pivot, not pause.

Attendees will learn:
-The importance of assessing your current content
-Creative ways to repurpose content for the current situation
-Strategic tactics for connecting the dots for business development
-How to look for opportunities and leverage your company’s content

How many marketers could answer complex questions like “Which 2 campaigns are demonstrating more than 10% growth in number of opportunities quarter over quarter?” 

Among the organizations we’ve surveyed, maybe two out of ten. 80% would have to wait for a data analyst to create a report, a very manual human-to-human process. What if a machine-to-human AI approach could deliver those insights in seconds and without any manual work or asking questions?

It’s time to solve the “last-mile” problem of user adoption and reduce dependence on reports and dashboards. Join this session to learn how one CMO went from 13-months-prep-time-for-the-annual-report approach to:

Scaling BI and analytics tools beyond analysts to regular marketing users
Leveraging AI and ML to automatically surface and deliver business insights
Interacting with data through natural language audio-visuals instead of creating more reports and dashboards

Also, learn how the largest energy drink manufacturer, largest global pharmaceutical company, and the largest exporter of Californian wines are solving these challenges.

Content marketing is never easy even in the best of times. B2B audiences have little time, little tolerance for anything but the most relevant and compelling material, and timing is everything (i.e., if it’s not the right time, don’t bother me!).

Today, of course, we’re not exactly living through the best of times. Amid the onoing pandemic, B2B buyers are dealing with extreme market disruption and a fundamental rethink of where their businesses go next. Every industry and every account is different but overwhelming uncertainty is everyone’s new normal.

In this context, how can we develop and deliver content that counts? What are our customers and prospects looking for, how can we know, and how can we be most helpful in this most stressful of times? We’ve already pivoted to deal with the lockdown; how should we think about content marketing for the rest of this year and beyond?

Join ITSMA’s Rob Leavitt to explore what’s working now and what’s next for content marketing as we begin to shift from immediate responses to the COVID-19 crisis to the “next normal” of ongoing uncertainty. Rob will showcase effective new approaches and explore longer term guidelines for successful content marketing in a constantly changing environment.

Many of us are exposed to the adage to constantly think outside the box.

However, if we pause for a moment and recognise that our ‘new normal’ has resulted in not just us experiencing isolation, but also our budgets. We tend not to venture thinking inside the box because we are consumed with what’s outside it.

The evolution of content during a crisis is forcing us to re-evaluate, repurpose & refresh what we have spent hours initially creating. Great content has the potential to stay relevant for evergreen use.

Join this session and take away insights from the following:

The 3 Cs (contact-centric content) and how to re-build this view
The content conundrum – how to re-purpose the content strategy
The migration of content consumption during a crisis

Join us for a behind the scenes look at BrightTALK. Nick Fagan will provide an overview of how we work with marketers to support their content and demand marketing goals.

You'll get to see how our technology works to support webinar, video and virtual event strategies in light of COVID-19 and you can ask any questions live.

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!

Customers are demanding intelligent omni-channel engagement. Marketers are expecting satisfying and challenging work experiences and rich career opportunities. Businesses require profitable organic growth.

Read how to achieve all of the above through cross-functional work teams in an integrated marketing ecosystem!

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

Whether you are in sales and marketing you will be aware of the growth and adoption of LinkedIn. LinkedIn is now the preferred platform of choice for many when it comes to lead generation.

You may be using the platform for content sharing, advertising or brand awareness. This webinar outlines why you should consider LinkedIn for direct lead generation, too.

Rod Sloane will be sharing

Three key insights
Five key questions

that you should be asking your sales team to improve their LinkedIn cold prospecting to build your early pipeline activities.

With the ever-rising audience expectations and constant changes in technology and regulations, today’s landscape can feel more like a minefield than a greenfield for marketers. But what may initially appear as challenges, can be opportunities for you and your team to change your approach to campaigns and uncover new ways to meet your department and company goals.

Resister for this webinar to explore:

The growing number of considerations for today’s landscape
How technology can help – or hurt – your marketing campaigns
Tips and tricks for optimizing cross-channel campaigns

Lauren Pettiglio is a B2B marketer with nearly 10 years of marketing automation and campaign management experience. From strategy to analysis and reporting, her passion for demand generation has driven many creative solutions to challenges felt across industries. When she is not planning the next campaign or determining the best way to automate a process, you’ll likely find her singing along to a Broadway musical soundtrack.

Demand generation is a critical input to the sales process, but with competition on the rise and sophistication in martech stack, B2B demand generation has never been more complex. Fortunately, along with the swell of competition, a whole host of digital marketing tools have arrived as well. This has made generating leads both more complex and if done correctly, more effective. However, myths still continue to plague the whole demand generation process—confusing even the smartest marketers. In this webinar, we’ll look at debunking myths that lead to wastage of effort and money, so you can focus your efforts on your demand generation best practices.

About Sowmya Moni:

Sowmya is responsible for driving marketing & communications for Incture’s (www.incture.com) portfolio, globally. She has 20 years of marketing and product management leadership experience launching brand awareness, demand generation and sales enablement programs and campaigns at both start-ups and Fortune 500 companies such as HP and Oracle.

Sowmya holds an MBA from Management Development Institute, Gurgaon and a B.Com Honours degree from Delhi University, India. She also holds a PMP certificate from PMI.org and a certificate in Digital Marketing from Columbia Business School. She’s an active PMI global volunteer, CMO Council Member, and advocate for Gender Inclusivity in the Workplace.

About Incture

Incture® is a digital systems company and we deliver solutions with speed and at scale to address our customers’ complex business challenges. We are one of the largest providers of Digital Applications and Technology Solutions on SAP Cloud Platform and SAP On-Premise Platform. Incture is headquartered in Bangalore, India with offices in NA, SEA and the Middle East. We are currently serving more than 90 customers globally, many of which are on the Fortune 500 list.

The increasing role of digital and big data technologies in advertising has disrupted traditional ad agency business models. As advertisers consider how to confront these new challenges, a myriad of technology platforms can offer a variety of Ad/MarTech solutions.

Approaches like content marketing, reviews & recommendations, and social or influencer marketing are all considered viable ways to drive impact. But as advertising continues to decline, it’s Influencer marketing ($10BN industry in 2020) that has shown the greatest potential to reverse the trend of ad-fatigue, use of ad-blocker technology, and changing consumer behaviours of the new digital and mobile-only generation.

Take one look at the media landscape, and the bold new pioneer on the horizon is Influencer Marketing. But while it’s blazing new trails as the newest, boldest player in the advertising scene, it is often grossly misunderstood. Some point to its revolutionary successes. Others criticise its ineffectiveness. Leaving many with the perception that Influencer Marketing is simply a gleaming, glossy riddle wrapped in a mystery inside an enigma. Real observers know the truth: this pioneer has proven to be the only marketing discipline that delivers tangible consistent results for brands. And yet significant knowledge gaps on both the brand and creator sides keep the misconceptions alive.

Partnering with influencers is already familiar to us, but the market is undergoing constant change: Brands must continually evolve their strategies accordingly. The space is rapidly expanding as influencer types have proliferated and consequently fill every conceivable niche and sub-niche interest.

Each of these types offers distinct benefits and trade-offs for brands. But how to create a meaningful scalable program that folds into the entire marketing stack?

Here’s how: with date, insights, and a human touch.

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

“For over 40% of marketers, proving the ROI of their activities is their company second's biggest challenge (after lead generation).”

Sources: CMO Council, Deloitte



In this DIY "Revenue & ROI Audit” webinar you will learn in 10 steps how to self-audit your true marketing ROI in 2020 – based on your CEO’s commercial goals – to then plan how to improve on those month after month. We will focus on YOUR specific goals and ROI, combining practical steps and templates, so that you leave this 45-min webinar with your own Dashboard to then apply to your team: from AS-IS to TO-BE… aiming to boost your marketing ROI from 0-200% to 500%



After more than 20 years helping SMEs and blue chips in various B2B sectors to grow their marketing ROI, international consultant & coach Philippe Ruttens will share tools, sources and his approach to audit your marketing campaigns and operations both through quick wins and long-term transformation. Whether your KPIs and goals are more focused on campaign ROI, profitability, team efficiency, customer engagement or brand trust, you will learn concrete steps and to measure and consistently increase your marketing team performance.



This will be a dynamic exercise that will benefit you in three ways:

1. Measure & benchmark your core KPIs based on your 2019 performance and commercial goals -> AS-IS

2. Refine your 2020 vision, ROI & Revenue targets -> TO-BE

3. Prioritise next steps to build a simple roadmap to accelerate this new year



The best 45 mins of your 2020 career: Increase your team & ops performance, from campaigns to content and channels, at both a “next quarter” quick-wins level and for the next 12-18 months.