HomeBlog Summit Preview Spotlight: Advanced Demand Creation

Summit Preview Spotlight: Advanced Demand Creation

April 20, 2015 | By Jessica Lillian

  • So, you already know your automation qualified leads from your teleprospecting generated leads
  • If you’re ready for the next steps, this year’s SiriusDecisions Summit has a perfect series of sessions for you
  • Here’s a sneak preview of the sessions in this track

So, you already know your automation qualified leads from your teleprospecting generated leads, your inbound from your outbound inquiries, your lead level definitions from your service-level agreements? You understand the Demand Waterfall®, and the importance of deploying a consistent, measurable approach to demand creation.

SummitIf you’re ready for the next steps, this year’s SiriusDecisions Summit has a perfect series of sessions for you. In the Advanced Demand Creation track, you’ll hear about the latest SiriusDecisions research findings on popular demand creation topics and learn new ways to elevate your marketing measurement, lead nurturing and more.

Here’s a sneak preview of the sessions in this track:

Demand Center: Stories from the Front. Presented by Meta Karagianni and Jennifer Ross, this session revisits b-to-b demand centers – a rewarding but frequently challenging demand creation initiative. At last year’s Summit, Jay Gaines outlined the reasons that many demand centers fall short of expectations and become dysfunctional, disorganized and disconnected from the rest of the organization. This year, you’ll hear from Meta and Jennifer on four real-life examples of thriving demand centers. Learn what these best-in-class demand centers have in common and how they were built.

Beyond Measurement: Advanced Demand Waterfall Use Cases. The Demand Waterfall tracks the progression of leads and measures your sales and marketing performance, right? Right, but advanced practitioners can also use this signature SiriusDecisions model to do much more. Presenters Jason Hekl and Terry Flaherty will explain how the Demand Waterfall can help you perform advanced diagnostics and develop sophisticated forecasts. They’ll also show you how to build the additional data elements, views, metrics and context filters required to unlock new Demand Waterfall insights.

Event Marketing for Modern Times. During this session, Julian Archer and Laura Cross will introduce the SiriusDecisions Event Management Framework, which outlines a logical plan for making the most of b-to-b events. Learn about the three pillars of a modern event strategy – and what you should be doing before, during and after every event to properly measure its contribution to demand creation efforts and maximize its ROI. You’ll also learn why events should be integrated into a campaign framework.

Lead Scoring: Next-Generation Approaches. Accurate lead scoring can be a boon for sales, marketing and teleprospecting teams, but false positives, false negatives, bias and other issues commonly plague even the most well-intentioned lead scoring initiative. Kerry Cunningham will outline common problems with first-generation lead scoring approaches, and then show a better way: next-generation lead scoring. You’ll hear about examples of organizations that have already implemented the latest best-in-class methods – and learn the three keys to success for any organization planning to make the switch.

Lead Nurturing: Thinking Outside the (In)box. With email response rates declining and increasingly stringent opt-in laws coming into effect, it’s time for b-to-b marketers to move away from email as their only lead nurture delivery mechanism. Join Laura Cross and Isabel Montesdeoca for a session on building out multi-channel nurture programs. They’ll delve into the SiriusDecisions Lead Nurturing Framework and the SiriusDecisions Nurture Treatment Plan to give you the knowledge you need to ensure that nurture messages are delivered to the right person at the right time.

This is one track of many that will be featured at Summit

Jessica Lillian

Jessica F. Lillian is a senior editor at SiriusDecisions and has more than seven years of b-to-b editorial experience, including five years as the editor of national b-to-b magazines. Follow Jessica on Twitter @jessica_lillian

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