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Demand Generation Trends for 2013

As we begin a new year, we have big plans for our marketing strategies. In order to gain the most value from our digital marketing programs it’s important to make sure they are aligned to buyer needs and preferences. In this session, you’ll learn how content consumption and channel trends in B2B are changing and the shifts required to ensure your demand generation goals for 2013 are achieved.

Topics addressed also include:

•Changes to format that drive demand
•Channel expectations and how they impact buying intention
•Overcoming the attention deficit in a multi-channel world
•How to use frequency, reach, and shift to drive demand in 2013
Recorded Jan 10 2013 46 mins
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Presented by
Ardath Albee, B2B Marketing Strategist, Marketing Interactions Inc.
Presentation preview: Demand Generation Trends for 2013
  • Channel
  • Channel profile
  • Linking Sales & Marketing for a Unified Customer Experience Aug 5 2020 5:00 pm UTC 60 mins
    Christa Tuttle, Founder and CEO, Launch Marketing
    Laying the groundwork for sales-marketing alignment is vital to success. According to MarketingProfs, alignment leads to 36% higher customer retention rates and 38% higher sales win rates. Even though alignment is proven to be critical to success, it can be difficult to get teams on the same page with processes that facilitate synchronicity.

    In this webinar, Launch Founder and CEO Christa Tuttle will help sales and marketing teams build the LINK to lock down criteria, identify standard processes, normalize regular communication and keep track of progress. By creating share language, processes and measures of success, B2B teams walk away from this webinar ready to establish a more efficient and united task force within the company.
  • Using Technology to Transform Marketing and Sales Into a Powerhouse Growth Team Jun 17 2020 9:00 pm UTC 45 mins
    Frank Cowell, CEO, Digitopia
    COVID-19 was a wake-up call for most businesses. If technology wasn’t powering your buyer experience before, now going digital is the only option. As a business leader, do you know what tech you can and should be using? Not sure how much time and effort you should dedicate to advancing your company’s data capabilities?

    Frank Cowell, CEO of Digitopia, will break it down in simple terms so you can quickly adapt to the changing landscape, and most importantly….empower growth in your business! 

    In this talk you’ll learn:
    - How to build a data-driven, revenue-centric marketing strategy
    - How to define each stage of your buyer’s journey (and nurture them through the sales pipeline)
    - What outcomes your buyers expect from your brand at each stage
    - How to identify the right platform to create alignment across Marketing, Sales and Service 

    Frank Cowell is a speaker, best-selling author, and CEO at Digitopia, a digital strategy and execution agency based in San Diego, California. He works regularly with CEOs, CMOs, and VPs of Marketing who are looking to create amazing brand experiences while driving inbound leads. A self-taught programmer with a deep understanding of technology, Frank enjoys a unique blend of brand development and marketing savvy that enables him to offer fresh perspectives on often-complex marketing concepts that he distills into actionable, easy-to-understand language. An energetic and entertaining speaker, Frank presents regularly to regional and national organizations on topics related to branding and digital marketing, and he recently released his latest book, Building Your Digital Utopia, on Amazon.
  • How to Grow Your Startup and Scale Your Product Using Rigorous Research Jun 17 2020 5:00 pm UTC 60 mins
    Robert J. Lewis, Ph.D.
    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.
  • B2B Content Wars: 4 Components of a Winning Content Marketing Strategy Recorded: May 13 2020 53 mins
    Karthik Nair, Director of Demand Generation, JOOR
    Uncertain times call for going back to the basics, while staying nimble to respond as the
    situation keeps evolving in your industry. Marketers in every industry find themselves in a
    surreal situation today with the health crisis and potential financial crisis staring at us.
    Now more than ever we need to build a content marketing strategy that not just wins the
    attention of our audience in a highly competitive environment, but also finds a way to make lives easier.

    The 4 components to craft such a successful content strategy involve the need to have a
    deep understanding of the: 

    1. Questions the user would ask as they move through the buying journey
    2. Buying journey
    3. Channels where users spend time seeking solutions to their biggest challenges
    4. Data that will give you insights into how users are engaging with your content

    Join this webinar to access best practices and frameworks to:
     Build a content strategy that revolves around the users’ needs
     Identify the right distribution channels for each phase of the funnel
     Data you should collect to help you optimize your content strategy
  • Pivoting, not Pausing Content During a Crisis Recorded: May 13 2020 38 mins
    Levitica “Lee” Watts, Chief Marketing Officer, Smith, Gambrell & Russell, LLP
    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
  • 3 Steps to Evolve Marketing Analytics from Manual to Autonomous Recorded: May 13 2020 61 mins
    Varun Kohli, Co-founder & Chief Business Officer, Stealth (Autonomous Intelligence) Startup
    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.
  • Rethinking Relevance: Making Content Count Amid Overwhelming Uncertainty Recorded: May 13 2020 61 mins
    Rob Leavitt, Senior Vice President, Consulting, ITSMA
    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.
  • THINK inside the box: The Evolution of Content Recorded: May 13 2020 35 mins
    Shallu Behar-Sheehan, CMO, Truata
    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
  • A Behind the Scenes Look at BrightTALK Recorded: Mar 19 2020 28 mins
    Nick Fagan, Managing Director
    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.
  • Webcam Panel: Are you Leveraging New Technologies to Maximum Marketing Effect? Recorded: Feb 12 2020 43 mins
    Janice Dru, Cambridge Innovation Center | Ray Renna, IVI RMA GLOBAL | Christie Post, Hypergiant
    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

    Janice Dru, Senior Marketing Director, Cambridge Innovation Center
    Christie Post, Marketing Director, Hypergiant
    Ray Renna, US Marketing Director, IVI RMA GLOBAL
  • The 7 Habits of Highly Effective Demand Gen Marketers Recorded: Feb 12 2020 46 mins
    Mary McCoy, Demand Gen Marketing Manager, Klaviyo
    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!
  • Marketing’s Digital Divide: It’s Just Marketing Recorded: Feb 12 2020 33 mins
    Marianne S. Hewitt, Marketing Strategy and Technology Leader, The Growth Strategy Group
    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!
  • Content that Connects: Accelerating Demand with C-Suite Content Recorded: Feb 12 2020 61 mins
    Rob Leavitt, SVP, Consulting, ITSMA & Leslie Cozatt, Sr. Director, Integrated Marketing, C-Suite Audience Engagement, Optum
    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.
  • Great Campaigns Don’t Chase: Demand Generation Starts with Knowing Your Audience Recorded: Feb 12 2020 36 mins
    Keith Johnstone & Dennis Le, Contrast Digital Marketing
    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


    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.


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

    Dennis Le, Digital Demand Generation Manager, Contrast Digital Marketing
  • LinkedIn: your best Demand building tool Recorded: Feb 12 2020 41 mins
    Rod Sloane, LinkedIn Champion
    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.
  • Crafting Cross-Channel Campaigns in Today’s Fragmented Landscape Recorded: Feb 12 2020 1 min
    Lauren Pettiglio, Director - Demand Generation, BlueConic
    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.
  • B2B Demand Generation Myths DEBUNKED Recorded: Feb 12 2020 21 mins
    Sowmya Moni, Marketing Director, Incture Technologies
    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.
  • Why influencer marketing deserves its place in today’s marketing mix Recorded: Feb 12 2020 33 mins
    Jeanette Okwu, Co - Founder & CMO, 1nfluencersmarketing
    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.
  • What’s next in B2B Marketing: Looking beyond Inbound and ABM Recorded: Feb 12 2020 40 mins
    Karthik Nair, Director of Demand Generation, JOOR
    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
  • RE-SET 2020: DIY AUDIT your Demand Gen ROI in 45 mins Recorded: Feb 12 2020 47 mins
    Philippe Ruttens, B2B Marketing & Sales Transformation Consultant & Coach
    “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.
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  • Live at: Jan 10 2013 8:00 pm
  • Presented by: Ardath Albee, B2B Marketing Strategist, Marketing Interactions Inc.
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