B-to-B Forums for Sales, Marketing and Product Leaders
Forums inform participants by diving deeper into emerging trends in sales, marketing and product performance. Participants gain data, insight and best practices they can use to optimize the efficiency and effectiveness of key initiatives impacting the revenue engine, go-to-market strategy, campaign planning and program execution. These half-day, topic-based, interactive sessions are delivered in person on a quarterly basis.
To register interest please contact: [email protected]
Using Digital to Drive Effective B-to-B Customer Engagement
Speaker(s): Lisa Nakano and Jen Horton
Date: Tuesday January 29, 2019 | 8:00 AM
Location: Irvine, CA
Description
In this forum we will review the elements of the customer lifecycle and the opportunities for digital components in the post-sale ecosystem. This forum will provide:
- An overview of the SiriusDecisions Customer Lifecycle Framework
- An approach for determining the digital strategy for customer engagement
- Three actions you can take right now to use digital to enhance the customer experience
Activating Personas In Demand Marketing Programs
Speaker(s): Barry Vasudevan and Kristin Farwell
Date: Wednesday January 30, 2019 | 8:00 AM
Location: Toronto, ON
Description
This forum will provide the knowledge to:
- Use buyer insights from portfolio marketing to answer the critical questions demand creation professionals have when designing programs
- Gather the best practices for constructing a buyer's journey map based on the buyer persona's preferences and behaviors and use it as the foundation for cost-effective demand program tactic selection
- Understand the integrated roles of sales, marketing and product functions in the buyer's journey
Powering ABM: Driving Audience-Centricity With a Solid Data Strategy
Speaker(s): John Donlon and Bob Peterson
Date: Tuesday February 12, 2019 | 8:00 AM
Location: Minneapolis, MN
Description
In this forum we will discuss the following:
- What data is needed to build highly targeted content and messaging, whether you’re reaching a handful of accounts or scaling to dozens or even hundreds of accounts with your ABM program?
- How to create a roadmap for an ABM data strategy, no matter what your starting point
- How marketing, operations and sales can collaborate to source data internally and externally, as well as provide data access to the ABM team
- The underlying data processes, systems and tools you should invest in to support a thriving ABM program over time
Building Leadership Dashboards That Demonstrate Marketing Impact
Speaker(s): Matt Papertsian and Ross Graber
Date: Tuesday February 26, 2019 | 8:00 AM
Location: Seattle, WA
Description
In this forum we will discuss the following:
- Highlight industry trends and best practices to convey marketing’s impact
- Review the steps that are critical in determining marketing goals and how to convert them into KPIs and metrics
- Share proven methods for gathering data that will create effective dashboards
Artificial Intelligence (AI) and The Revenue Engine
Speaker(s): Dana Therrien and Kerry Cunningham
Date: Wednesday February 27, 2019 | 8:00 AM
Location: Boston, MA
Description
In this forum, we will lay out the case for incorporating artificial intelligence (AI) into the b-to-b revenue engine. This will include a framework for determining when and how to incorporate AI, as well as:
- An understanding of how AI illuminates critical blind spots in b-to-b marketing and sales planning, execution and management
- Exercises to help identify those blind spots in your organization
- Compelling real-world examples of how leading sales and marketing organizations are adopting and benefitting from AI
Building Leadership Dashboards That Demonstrate Marketing Impact
Speaker(s): Matt Papertsian and Ross Graber
Date: Thursday February 28, 2019 | 8:00 AM
Location: San Diego, CA
Description
In this forum we will discuss the following:
- Highlight industry trends and best practices to convey marketing’s impact
- Review the steps that are critical in determining marketing goals and how to convert them into KPIs and metrics
- Share proven methods for gathering data that will create effective dashboards
Artificial Intelligence (AI) and The Revenue Engine
Speaker(s): Dana Therrien and Kerry Cunningham
Date: Tuesday March 05, 2019 | 8:00 AM
Location: San Francisco, CA
Description
In this forum, we will lay out the case for incorporating artificial intelligence (AI) into the b-to-b revenue engine. This will include a framework for determining when and how to incorporate AI, as well as:
- An understanding of how AI illuminates critical blind spots in b-to-b marketing and sales planning, execution and management
- Exercises to help identify those blind spots in your organization
- Compelling real-world examples of how leading sales and marketing organizations are adopting and benefitting from AI
Go-to-Market Strategy: The Missing Piece in Campaign Strategy and Planning
Speaker(s): Christina McKeon and Meta Karagianni
Date: Tuesday March 05, 2019 | 8:30 AM
Location: Paris, FR
Description
This forum will provide the knowledge to:
- Develop an audience-centric go-to-market strategy across regions and business units that aligns around targets buyers instead of internal organisational structures
- Isolate the market segments where you are more likely to succeed and focus campaigns in these areas
- Understand how to prioritise buyers in a large buying group when there are campaign budget and resource constraints
- Identify your buyers’ primary needs and which offerings to promote based on those needs
- Document the buyer’s journey to better allocate resources in reputation, demand marketing and sales enablement programs
- Use the go-to-market strategy as an input into a campaign framework to execute campaigns more efficiently and make better use of precious campaign resources
Go-to-Market Strategy: The Missing Piece in Campaign Strategy and Planning
Speaker(s): Christina McKeon and Caroline Bright
Date: Thursday March 07, 2019 | 8:30 AM
Location: Stockholm, Sweden
Description
This forum will provide the knowledge to:
- Develop an audience-centric go-to-market strategy across regions and business units that aligns around targets buyers instead of internal organisational structures
- Isolate the market segments where you are more likely to succeed and focus campaigns in these areas
- Understand how to prioritise buyers in a large buying group when there are campaign budget and resource constraints
- Identify your buyers’ primary needs and which offerings to promote based on those needs
- Document the buyer’s journey to better allocate resources in reputation, demand marketing and sales enablement programs
- Use the go-to-market strategy as an input into a campaign framework to execute campaigns more efficiently and make better use of precious campaign resources
Go-to-Market Strategy: The Missing Piece in Campaign Strategy and Planning
Speaker(s): Caroline Bright and Paul Ferron
Date: Tuesday March 12, 2019 | 8:30 AM
Location: London, UK
Description
This forum will provide the knowledge to:
- Develop an audience-centric go-to-market strategy across regions and business units that aligns around targets buyers instead of internal organisational structures
- Isolate the market segments where you are more likely to succeed and focus campaigns in these areas
- Understand how to prioritise buyers in a large buying group when there are campaign budget and resource constraints
- Identify your buyers’ primary needs and which offerings to promote based on those needs
- Document the buyer’s journey to better allocate resources in reputation, demand marketing and sales enablement programs
- Use the go-to-market strategy as an input into a campaign framework to execute campaigns more efficiently and make better use of precious campaign resources