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): Kristin Farwell and Lisa Nakano
Date: Tuesday July 24, 2018 | 8:00 AM
Location: Falls Church, VA
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
Succeeding With Agile: Best Practices for Portfolio Marketing and Product Management in an Agile Environment
Speaker(s): Jeff Lash and Rachel Young
Date: Wednesday July 25, 2018 | 8:00 AM
Location: Palo Alto, CA
Description
In this forum we will address questions such as:
- How do the roles and responsibilities of portfolio marketing and product management change when product development goes agile?
- How should organizations adjust their approach to launch, given that agile often results in a more frequent release cadence?
- How can portfolio marketing and product management collaborate and remain aligned in a fast-moving agile environment?
Powering ABM: Driving Audience-centricity With a Solid Data Strategy
Speaker(s): John Donlon and Alisa Groocock
Date: Tuesday July 31, 2018 | 8:00 AM
Location: New York, NY
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
Personalization and Technology Considerations for Demand Creation and ABM
Speaker(s): Jonathan Tam and Bob Peterson
Date: Wednesday August 01, 2018 | 8:00 AM
Location: Atlanta, GA
Description
In this forum we will discuss the following:
- How demand creation and ABM complement each other within a broader demand ecosystem
- A deep dive into the customization overlay of the SiriusDecisions Demand Spectrum, with a focus on content and technology customization
- Examples and best practices of content personalization and marketing technology stacks for demand creation and ABM
Powering ABM: Driving Audience-centricity With a Solid Data Strategy
Speaker(s): John Donlon and Alisa Groocock
Date: Thursday August 02, 2018 | 8:00 AM
Location: Austin, TX
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
Using Digital to Drive Effective B-to-B Customer Engagement
Speaker(s): Jessie Johnson and Amy Bills
Date: Tuesday August 07, 2018 | 8:00 AM
Location: Chicago, IL
Description
In this forum we will discuss the following:
- 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
Stronger Together: Aligning Sales and Marketing Planning
Speaker(s): Craig Moore and Steve Silver
Date: Thursday August 09, 2018 | 8:00 AM
Location: San Francisco, CA
Description
In this forum we will discuss the following:
- An exploration of 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
- Guidance on the specific interactions and points of alignment between sales and marketing
Using Digital to Drive Effective B-to-B Customer Engagement
Speaker(s): Jen Horton and Lisa Nakano
Date: Tuesday September 11, 2018 | 8:00 AM
Location: Kansas City, MO
Description
In this forum we will discuss the following:
- 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
Using Digital to Drive Effective B-to-B Customer Engagement
Speaker(s): Jen Horton and Lisa Nakano
Date: Thursday September 13, 2018 | 8:00 AM
Location: St. Louis, MO
Description
In this forum we will discuss the following:
- 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 into Demand Creation Programs
Speaker(s): Jessie Johnson and Beth Caplow
Date: Wednesday September 19, 2018 | 8:00 AM
Location: Minneapolis, MN
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