B-to-B Forums for Sales, Marketing and Product Leaders

SiriusDecisions research shows that program origination often fails to align with go-to-market strategy, account for execution challenges or skill gaps, resulting in inconsistent performance and limited insight on how to improve. In this session, we introduce a planning and execution methodology where momentum begins with business context and is reinforced with performance insights, which show how the program should be optimized over time. We will explore how this can be applied to various demand creation programs, from broad-based demand to micro-targeted account-based marketing. During this forum, we will answer the following key questions:

• How do I define the right demand creation approach for my company?
• What are the required inputs for effective demand program goal setting and program design?
• How do I determine the right mix of inbound and outbound tactics to support demand creation objectives?
• How do I know if the program is working? And if it isn’t, how do I optimize?
• What are insight, technology and communication requirements across different demand creation planning and execution types?

Gaining a better understanding of buyer, customer and user needs is a key priority for product marketing and product management teams. Insight about b-to-b buyers can improve messaging, content, sales enablement and campaigns, and insight about users ensures that the products and solutions being developed will please the user audience within prospect and customer organizations. Many b-to-b organizations look to personas to enforce audience focus, though teams often struggle in their attempts to develop and leverage personas. In this forum, we will address critical questions such as:

• How should personas be defined, and for which roles should personas be created?
• What are the right elements and attributes to include in persona definition?
• How can personas be used to drive interlock across product, marketing and sales?
• What advanced techniques do best-in-class organizations use related to personas?

SiriusDecisions research shows that program origination often fails to align with go-to-market strategy, account for execution challenges or skill gaps, resulting in inconsistent performance and limited insight on how to improve. In this session, we introduce a planning and execution methodology where momentum begins with business context and is reinforced with performance insights, which show how the program should be optimized over time. We will explore how this can be applied to various demand creation programs, from broad-based demand to micro-targeted account-based marketing. During this forum, we will answer the following key questions:

• How do I define the right demand creation approach for my company?
• What are the required inputs for effective demand program goal setting and program design?
• How do I determine the right mix of inbound and outbound tactics to support demand creation objectives?
• How do I know if the program is working? And if it isn’t, how do I optimize?
• What are insight, technology and communication requirements across different demand creation planning and execution types?

SiriusDecisions introduced the Demand Unit Waterfall at the May, 2017 SiriusDecisions Summit in Las Vegas. Since then, dozens of articles, blog posts and webinars have been published discussing the nature and impact of the new Waterfall. Now for the first time, you will have a chance to hear directly from the source how organizations can utilize Demand Units, Demand Maps and the Demand Unit Waterfall to more effectively plan, execute and measure their Demand Creation and account-based marketing performance. During this event we will:

• Review key Demand Unit Waterfall innovations
• Learn how to identify their organization’s Demand Units and map those to accounts to inform demand planning processes
• Learn how organizations are utilizing Demand Units to inform go-to-market execution strategies and tactics
• Gain clarity around the new measures enabled by the Demand Unit Waterfall and workshop how those measures would benefit organizations

In this forum we will explore portfolio marketing best practices, create buyer’s journey maps and discuss the interlocks required by demand marketers who create offers and tactics that impact prospect acquisition and nurture results. This session will help you:

• Develop the appropriate organizational capabilities and aligned workflows required to map the buyer’s journey for portfolio marketing and demand creation roles
• Guide the development of the target audience’s buyer’s journey and demand creation plans
• Determine how to establish a mix of offers and tactics that are aligned to the buyer’s journey and persona preferences to drive inquiries, leads and revenue opportunities