Summit 2018 Case Study Preview: An Interview With True Influence

This year’s SiriusDecisions Summit features more than 100 b-to-b practitioner case studies spanning all of the most important topics in sales and marketing technology. At these sessions, Summit delegates can hear from peers who have deployed various tools and platforms and learn how having the right technology in place can improve processes and results.

In this post – the fifth in a series with our Summit Premier sponsors – we spoke with Janet Rubio, CMO at True Influence.

What will your case studies cover?

Imprivata will share how it is using True Influence’s InsightBASE^® Intent Monitoring Platform to accelerate accounts into the Active Demand stage of the SiriusDecisions Demand Unit Waterfall™ to validate product campaigns, discover accounts ready for a sales conversation and engage targets.

Extreme Networks will discuss how it turned to True Influence’s Intent Monitoring Platform as a competitive advantage for its solutions to uncover new prospects actively searching for its solutions. 

Bulldog Solutions will show how they are getting the most out of account-based marketing (ABM) strategies using True Influence’s InsightBASE^® intent data to identify which accounts are in market and most interested. The company will share sales plays and nurture programs it uses to engage and accelerate prospects throughout the buyer’s journey. 

How did you decide on these particular topics and clients?

Marketers are hearing a lot about intent monitoring and intent data but are seeking more actionable use cases for how it’s used, how providers differ from one another, and what makes one better.

Our case studies are focused on leading-edge companies sharing why they chose True Influence’s InsightBASE^® platform over others, how they use it, and the impact it’s bringing as a strategic weapon in their marketing.  

Who should make sure to attend your case studies?

Marketers involved in ABM, demand generation, content marketing, sales enablement, marketing operations and product marketing who are interested in learning how to use intent data as an integral part of their ABM strategy or to accelerate their demand creation should definitely attend.

What is the most interesting trend you think we’ll see in b-to-b this year?

I believe that ABM is taking hold – and many marketers, if not most, will launch or improve initiatives in this area. To truly capitalize on this strategy, though, folks will have to get sharper at targeting the right person at the right time with a highly relevant and creative message.

Aside from your own content, which Summit sessions are you or someone else at your company most excited about? Why?

We always look forward to new thinking from SiriusDecisions. As the primary analysts for b-to-b marketing, they offer presentations with a point of view that sets the pace for the year.

Anything else you’re especially looking forward to at Summit?

We are looking forward to networking and meeting with customers, as well as attending the ROI Award Winner presentations.