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

Financial services organisations are often challenged with several marketing priorities: winning and growing accounts more efficiently; building long-term relationships with key accounts and driving engagement with strategic partners. In our recent global CMO study, financial services companies state that enhanced strategic customer and partner experience is their most significant priority for the next two years. As a result, best-in-class organisations are complementing their existing broad-based demand creation efforts by focusing resources to win, grow, retain and nurture targeted accounts more strategically. This is the power of account-based marketing (ABM).

The forum discussion will look to answer questions such as:

• What are the key areas of focus for marketing leaders in financial services?
• How is ABM different from traditional approaches for driving demand?
• What have best-in-class organisations achieved in their ABM efforts and how did they do it?
• What are the unique challenges to implementing ABM in financial services?

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

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

This forum will discuss the following:

• The elements that comprise best-in-class planning for both sales and marketing
• A step-by-step approach to annual planning that aligns action plans to corporate goals and sets the stage for improved execution throughout the year
• The specific interactions and points of alignment between sales and marketing

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

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

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

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

In this forum, we will explain the results of the Global Buying Study and learn:

• The key elements of creating an audience-centric content engine
• What content assets and information buyers value the most during each phase of the buying cycle
• How other b-to-b companies are optimizing their b-to-b content engines
• What roles in the organization contribute to creating winning content assets and capabilities