Blog Sat, 14 Dec 2019 08:16:38 -0500 en-gb Transitioning From Analyst To Engagio’s VP Of Marketing With Megan Heuer Transitioning From Analyst To Engagio’s VP Of Marketing With Megan Heuer

For the last three years as the VP of Research at SiriusDecisions, Megan Heuer led a team of more than 80 analysts and editorial professionals to guide B2B sales, marketing and product leaders. She founded the account-based marketing practice in 2012 and, previously, led the marketing operations practice. 

Heuer was recently unveiled as the new VP of Marketing at Engagioa company that has made notable strides in the ABM technology sector. Bringing her analyst background to the helm of the company’s marketing department, Heuer said that this is a prime opportunity for her to help the company reach “the promise of genuine customer experience within B2B marketing.”

Listen on to hear Heuer’s perspective on the marketplace and what she plans to achieve in her new role at Engagio. Topics discussed include:

  • Heuer’s perspective on the state of account-based marketing in the B2B marketplace;
  • Her thoughts on where Engagio sits in the market and what drew her to this position; and
  • A discussion around the ongoing importance for better alignment within B2B companies to see better results. 

]]> (Brian Anderson) Blog Thu, 05 Dec 2019 15:18:34 -0500
3 Lessons Learned For B2B Sales Enablement In The Customer Era 3 Lessons Learned For B2B Sales Enablement In The Customer Era

In 2019, the sales enablement platform market tallied $1.1 billion, and that number is projected to climb up to $2.6 billion by 2024. Also, 76% of organizations increased their enablement budget. This trend in sales enablement is indicative of “the customer era,” a time where customers feel more in control and have higher expectations of the customer experience during the buying process.

As more customers step up to the plate, businesses must evolve to meet increasing demands through implementing or refining their own selling or marketing practices. The foundation of sales enablement is to provide sales teams with what they need to successfully engage the buyer throughout the buying process, but what role can AI intelligence and a conversational framework have?

While sitting in on a few sessions during the Strategy & Planning Series, I learned about the vitality of the sales industry as a whole and how businesses can better adapt to remove friction and improve sales enablement.

Lesson 1: Prioritize the removal of friction from the buying process

B2B customers want to rely on sales representatives as a trusted advisor, and the foundation of any relationship is conversation. Conversations spark relationships, and relationships can spark sales. Mark Kilens, Vice President of Content and Community at Drift, and Sara Pion, a Growth Marketer at Drift, discuss how abiding to a conversational framework can improve sales and make for a more frictionless buying process. Removing friction helps sales team connect with the right people faster and enhance brand reputation, but there are still too many cases of customers finding a site hard to navigate or having trouble finding answers to simple questions. Having AI-intelligence, such as bots, run in the backend of a site can lend a company the ability to provide more personalized or guided instructions and a specific course of action.

Lesson 2: Recognize sales enablement as more than just enabling sales

Bryan Ehrenfreund, a Sales and Marketing Leader at Ossia, further discusses how AI algorithms can help predict a lead’s next move and give the seller a better idea of the customer’s spending habits. With consensus and committee buying scenarios becoming more relevant and organizations beginning to enable additional roles outside of traditional sales, it is clear that sales itself as an industry is growing. Sales enablement involves training, metrics, strategies and more tools to ensure frictionless processes for both the seller and the buyer. Sales enablement is not all about enabling sales, but it is about enabling growth throughout an entire organization to drive revenue, serving as an umbrella over various teams and silos such as customer support and channel partners. With the average adult attention span for digital tasks sitting around 40 seconds, Ehrenfreund also suggests more “snackable content” as a way to better target certain demographics.

Lesson 3: Integrate sales enablement with sales readiness & training tools

Chris Bogosh, a Customer Success Manager at Seismic, shares that companies are increasingly engaging with their sales enablement platform to integrate with sales readiness and training tools. Seismic’s four-pronged approach to sales enablement involves personalization, analytics, automation and education. Illumina, a company that markets integrated systems for the analysis of genetic variation, saw a 5-6X increase in content usage and 3X increase in platform usage after taking the measures to properly evaluate their adoption of sales enablement technology.

]]> (Brian Faussette) Blog Thu, 21 Nov 2019 11:54:59 -0500
4 Tactical Tips To Enhancing The Customer Journey 4 Tactical Tips To Enhancing The Customer Journey

As sales and marketing organizations continue to work towards greater alignment to enhance the B2B buying experience, they are not just working to enhance the ways they engage potential clients, but they are also looking for strategies to better retain current clients. Successful teams can navigate the balance between tracking potential clients and retaining current clients, but companies are still looking for ways to be more customer-centric and serve a more seamless customer journey.

To understand how to better serve a more seamless customer journey, companies need to realize the vast potential that customer retention itself can have on net profits, for just a 5% improvement in customer retention can result in a 25% to 95% increase in profits. In a session during the Strategy & Planning Series, ON24 Director of Customer Marketing Tiffany Beddow discussed all things customer engagement and ways to enhance the customer journey.

Tip 1: Understand The Customer’s Situation

Sales teams need to be able to step into the customer’s shoes and empathize with them and the experience they’re having with the brand. Understanding how a customer is feeling about a brand can allow teams to adapt their approaches to better serve the customer journey. Checking the temperature of key internal stakeholders regarding the brand experience can also go a long way in building a customer-centric foundation.

Tip 2: Align Teams

When it comes to understanding the customer journey, bring along anyone who touches the customer. This should include the customer success, product, sales and marketing teams. It’s one thing to identify what the customer journey is and where the problems are, but to implement change, executives and other department heads need to buy into the plan of action.

At ON24, Beddow described the lack of collaboration amongst teams and how teams worked to break up silos and enforce collaboration. Teams came together to map out the first year and assign goals and roles for each department based on an assigned time period. Aligning departments within a particular set of goals helps companies identify shortcomings and move more towards a customer-centric approach and a more identifiable customer journey.

Tip 3: Build A Visual Customer Journey Guide, Then Put It Into Action

A customer journey map is a visual representation of every experience your customers have with you, according to Beddow. In building and enacting a customer journey map, it’s pivotal to incorporate three facets:

  1. Channels where your customers interact with you (e.g., product, blog, knowledge center, community, in-person events, existing digital content, 1:1 meetings);
  2. Tools to enhance customer experience; and
  3. Important triggers and milestones for your customers and your brand.

Most importantly, much like departments need to be aligned within a specific set of goals, companies need to have tools readily available to properly align these three facets for a seamless customer journey.

Tip 4: Prioritize Cohesive Customer Experience

Prioritizing a cohesive customer experience makes it easy for customers to follow along throughout the customer journey and better connect with a brand. ON24 strives to provide a cohesive customer experience, with their implementations of webinar experiences, on-demand hubs, subscription libraries and login page promotions all within easy access to a customer.

Even before a customer journey begins, companies need to ensure that site navigation tools and informational resources are easily accessible to customers and, by doing so, customers are empowered to take more of a self-service approach. Instead of reaching out to customers when they are not necessarily looking to buy, companies with a cohesive customer experience can get a better feel for the customer pool and better plan out the customer journey.

]]> (Brian Faussette) Blog Wed, 20 Nov 2019 12:56:24 -0500
5 Reasons Why We Can’t Wait For This Year’s OpsStars Event 5 Reasons Why We Can’t Wait For This Year’s OpsStars Event

Since we cover performance marketing trends on a daily basis, we geek out a bit over any events that cover topics like revenue operations, sales/marketing alignment, ABM and data. That’s why the OpsStars event has emerged as one of our favorite events of the year.

Held the same week as Dreamforce, OpsStars has become a great forum for the B2B sales and marketing community to converge and share research, use cases and thought leadership around how companies are transforming their operations roles, processes and teams. The event’s unique location — the historic Mint building in downtown San Francisco — represents a great opportunity for attendees to step away from the crowds at Moscone and connect with like-minded revenue marketing teams.

Since we are a few weeks away from this year’s event, here are five reasons we are counting down the days to this year’s OpsStars event.

1) Real Revenue Stories:

This event has really helped bring revenue operations to center stage, and the agenda features an array of execs who have helped transform revenue operations within their organizations, including Erik Charles, VP of Strategic Marketing for Xactly (speaking on The Rise of the Data-Driven Sales Leader), and Dan Carpenter, SVP of Revenue Excellence & Operations for Carbon Black. Also, I have to put a plug in for the panel session I’ll be moderating (Show Me The Money: Tips On Driving Revenue Faster Through Automation) on Wed., Nov. 20th with Brian Kaminski from Conversica and Kelley Chan from

2) Showing Some Love To Customer Marketing:

Starting on Tuesday, there are speakers such as Bryan Hamblin from Gainsight (speaking on How Customer Centricity is Transforming Selling), Craig Rosenberg from Topo covering The 6 Key Factors for Delivering A Remarkable Customer Experience in B2B.

3) A Whole Lotta ABM:

As publishers of ABM in Action, this is a topic we are passionate about, so we are really psyched to see quite a few sessions with real-world case studies from some of the top thought leaders in the space. We will be in the front row for Sydney Sloan, CMO of SalesLoft, during her session, 5 Considerations to Execute a Modern ABM Strategy; 6sense CMO Latane Conant presenting on ABM at Scale; Laura Ramos, VP and Principal Analyst at Forrester, speaking on ABM’s Evolution and It’s Growing Impact, and Engagio CEO Jon Miller presenting a luncheon keynote on Wednesday that will cover the Future of ABM.

4) Team Building:

In addition to covering a wide range of topics, the OpsStars event has a lot of great content on the different roles and skills that make up the revenue team. Some of the highlights we are looking forward to around this topic include Growth is a Team Sport with Peter Horst, President of CMO, Inc., and Mastering the Sales Rep Ramp with Dean Patton, VP of Revenue Operations from Pendo.

5) Networking For All:

The Women In Revenue Reception on Tuesday night will be a great opportunity for networking with peers, and also hearing from a great power panel featuring Shari Johnston, Founder of; Corinne Sklar, CMO, IBM iX; Robin Ritenour, Global Head of Business Development & Channels,, and Rashmi Vittal, CMO of Conversica.

The event is less than three weeks away and we hear it is already sold out. Hopefully many of you have already grabbed a ticket. If so, we look forward to seeing you there!

]]> (Andrew Gaffney) Blog Thu, 31 Oct 2019 13:31:48 -0400
3 Actionable Tips For Maintaining Happy & Healthy Customer Relationships 3 Actionable Tips For Maintaining Happy & Healthy Customer Relationships

Oftentimes, acquiring new customers takes precedence over retaining existing ones. Marketing and sales teams are so focused on content and messaging that will move the buyer along their journey that they tend to use the same formats and strategies for customers who have already sealed the deal.

New research from Corporate Visions’ revealed that 62% of the market provides the same messaging in campaigns to new logos as they do to existing customers. It also found that these strategies have the exact opposite effect of bettering the customer experience.

“[Our research proved that the psychology of the prospect and how to win new business is different than the psychology of an existing customer and how to renew and up-sell existing business,” said Tim Riesterer, Chief Strategy Officer at Corporate Visions, in an interview with Demand Gen Report. “What companies are starting to realize is that 70% to 80% of their revenue and growth in a given year comes from existing customers, and they need to spend more time and effort cultivating that. As a result, [companies] need to identify specific, dedicated strategies for that piece of the business.”

There are a variety of things to consider when developing a winning customer marketing/retention strategy. Read on to learn how to leverage content to maintain a long and healthy relationship with your customers.

1) Welcome Customers With Open Arms (& Content)

Just because a prospect becomes a customer doesn’t mean that their learning should stop. It’s important to allow customers to become an expert in your solution/tool so they make the most out of your offerings and use them to their advantage, essentially helping them drive success at their organization.

One way to do that is by going the Netflix route and providing customers with a hub of content to continue their learning. Similar to providing bingeable experiences to prospects during their buying journey, these hubs can include:

  • Onboarding webinars, which showcase demonstrations and best practices around using your tool/solution;
  • Testimonial videos of other existing customers with similar pain points/use cases to fuel inspiration;
  • Maturity assessments to help customers gauge where they stand in terms of product use/success so they can gauge what’s working and what isn’t; and
  • An instant messaging/chat tool to maintain real-time contact with customer success teams.

2) Make Your Customers Feel Valued

At the end of the day, it’s crucial to develop a Rolodex of customer advocates. As mentioned earlier, the first step is to provide them with the right content and resources to ensure they are using your product to the fullest potential … successfully.

As soon as they are on board and seeing success, it’s important to toot their horn a bit to show you value them as a customer. Send them a personalized direct mail piece at key milestones (i.e. three months into using your solution or “welcome kit” of sorts when they first sign on).

Furthermore, give them the opportunity to tell their story by:

  • Asking them to present their case study at an industry event or webinar;
  • Posting video testimonials or case studies on your website and social channels;
  • Asking them to be a part of your Advisory Board to share their insights with peers on a regular basis. These insights can then help enhance your solution to top customer needs; and
  • Letting them be beta users of new features/functionalities coming down the pipe.

3) Develop A Customer Advocacy Program

As more marketers turn to their peers for advice, customer advocacy programs have been gaining steam in the B2B space. Research from IDC shows that 67% of B2B businesses currently have a customer advocacy program in place.

Asking customers to join your advocacy program is a great way of showing them you appreciate their business and want to provide them with even more opportunities for success. Through these types of programs, you can give these top customers:

  • Access to exclusive content and events;
  • An opportunity to learn from your team of experts, as well as other customers who share the same challenges and successes;
  • Early access to test new products within your solution; and
  • An advocacy hub to ask questions, share comments and concerns for immediate feedback and help.

Customer marketing should be a top priority for modern B2B organizations. Marketing, sales and customer success teams must align their strategies to ensure the continued success and learning of existing customers. This is just as important as acquiring new customers.

“The of majority companies —78% to 80% of companies — spend less than 30% of their marketing and content revenue on existing, customer-driven programs,” said Riesterer. “In fact, they spend the vast majority (over 70%) on new logo acquisition. What we're seeing now is a realization that maybe needs to be redistributed in areas where the real opportunity exists.”

If you’re looking to revamp your customer marketing efforts in 2020, consider the above tips as a starting point. Plus, learn how you can leverage webinars to take your customer marketing to the next level with these helpful insights.

]]> (Klaudia Tirico) Blog Mon, 21 Oct 2019 14:29:12 -0400
Interactive Content Lessons From The Rosé Mansion Interactive Content Lessons From The Rosé Mansion

This blog was originally published on the Content4Demand blog

I’m not going to lie, I’m a sucker for a good 
Instagrammable moment. I’ll take a snap of my breakfast (no shame), revel in some post-workout pride and venture to the latest pop-up experience promising an “immersive experience.” That’s why the Rosé Mansion has become a go-to for me and my friend, who is a graphic designer turned art teacher. We’re both are passionate about user experience, branding and, well, wine.

The Rosé Mansion is marketed as equal parts wine bar, amusement park and museum of science for wine. It seems like a big promise, but the team delivers, creating a series of themed rooms. In each room, you get to taste test a specific type of wine, learn about how it is created and how others enjoy it. Once you get your sample, you get to interact with the room, which has a fun design theme, series of props and Instagrammable opportunities. 

I’m riding high on all the fun my friend and I had, and all the interesting things we learned. The most surprising takeaway: how I can apply some of the design concepts from the experience to my everyday work as a content creator. For instance, one room was designed to act as a live-action board game. You walk the path, answer a series of questions about how you like your coffee, your ideal music volume and more. In the end, you get a recommendation for the type of rosé that’s right for you: sweet, semi-sweet and dry. Then, you get to taste-test your selection. Super fun, right?

Well, the easy and rewarding experience got me thinking about how we can make B2B interactive experiences just as enjoyable as this one. You may think it’s a stretch, but here are some things I think we can apply as we attempt to design quizzes and assessments that are rich, engaging and valuable for everyone: 

Take Some Creative Risks 

The reason why the mansion’s board game is so effective is that the design is so fun and compelling. Bright colors and vibrant visuals scatter the floor, making you truly feel like you’re in the game. If you want to drive people to take the time to share information about them, you have to make it interesting. Plus, it’s a good time to embrace a fun theme or creative concept to see if it resonates with your audience. You may find you can push more creative boundaries and it‘ll actually pay off.  

Connect To A Greater Purpose

The entire goal of the Rosé Mansion is to educate visitors about the pink drink’s history and teach them how to find the right wine for their unique palette. The game supports this broader mission in a fun and actionable way. Your quiz or assessment should do the same, connecting to a broader campaign objective that is valuable for your business. Additionally, it should connect to a broader story that is relevant and entertaining for your audience. 

Make The Journey As Seamless As Possible

This refers equally to the copy and the overall experience. How many times have you seen "quick quizzes" that end up having 15 questions and five potential answers for each? Talk about misleading and frustrating. Don’t give your audience a reason to abandon your experience. Make the questions quick and easy, and the responses even easier. Bonus points if you can make them all yes/no! 

Give Them A Solid Send-Off

You don’t want your buyer to go through a quiz or assessment only to think, "now what?" You want to have a payoff that’s equal to or greater than the time and effort they spent going through the experience. In the mansion, we receive a wine tasting that aligned with our unique preferences. With my clients, I always recommend a higher value outcome, such as a benchmark analysis, recommendations based on maturity levels, or a more detailed piece of content. These provide a clear next step in the decision journey, and empower buyers to consume more information if they so choose. 

Too many times I’ve seen brands try to force an interactive experience that ends up being overly complex and worst of all, not valuable for the buyer. They end up wasting valuable time and marketing budget on something that ultimately doesn’t perform or fit into their campaign goals. But the Rosé Mansion shows that there is a better way and that you can find incredible interactive content inspiration in unlikely places. Sometimes you just need a cocktail…


]]> (Alicia Esposito, Content4Demand) Blog Wed, 16 Oct 2019 13:47:32 -0400
Listen Up! The B2B Marketing Exchange Podcast Is Here Listen Up! The B2B Marketing Exchange Podcast Is Here



You’ve probably already heard about Demand Gen Report’s premiere marketing event, the B2B Marketing Exchange, from your peers and colleagues. You might have even attended in the past — or, better yet, are already registered for the 2020 event. But what if I told you that you don’t have to wait until February 2020 to get your yearly dose of #B2BMX content?

We recently launched the B2BMX podcast, which was created to bring sessions from our top-selling events from the stage to your ears. Every Wednesday afternoon, we will give you a chance to hear from the crème de la crème in B2B marketing, including key influencers, speakers, industry experts and practitioners who have all taken the stage at B2BMX.

Podcast episodes will feature audio versions of top-rated sessions from our 2019 events (including the first-ever B2B Sales & Marketing Exchange), as well as original interviews with speakers scheduled to take the stage at future events. Let’s just say your morning commute just got a whole lot better.

We’ve already launched three awesome podcast episodes for your listening pleasure. Below is a breakdown of what you’ll hear. And don’t forget to set a reminder to tune into this week’s episode, featuring Chris Mitchell of Carbon Black.

Episode One: Break Free Of Boring B2B Content With Lee Odden

B2B doesn't need to mean "boring to boring." However, much of business marketing has earned this reputation. In a world of information overload, buyers expect engaging content from sources they can trust. The solution? Content co-created with industry experts delivered as interactive experiences.

In this episode, TopRank Marketing’s Lee Odden breaks down:

  • Five top interactive formats for B2B;
  • Best practices for influencer content engagement; and
  • How to pull it all together through B2B brand case studies.

Listen here.

Episode Two: ABM Is B2B With Sangram Vajre

There’s perhaps no one more passionate and knowledgeable about marketing transformation than Terminus Co-Founder & Chief Evangelist Sangram Vajre. In this episode, Sangram will help you understand exactly what it takes to succeed with marketing today — and why B2B marketing and sales is broken and how to fix it.

In this episode, you’ll learn:

  • Four best practices businesses must embrace in order to get the most from their marketing efforts;
  • How following a TEAM framework can elevate the results you’re getting, and the new organizational structure that’s needed to support an optimized marketing strategy; and
  • Multiple use cases of handpicked marketing practitioners.

Listen here.

Episode Three: Master An Allbound Strategy With PatientPop

Sales and Marketing need to work TOGETHER for ultimate success. Learn how PatientPop, a practice growth platform for healthcare providers, creates a true lead generation and revenue machine by weaving inbound and outbound methods together.

In this episode, VP of Marketing Jared Jost and VP of Inside Sales Kevin Dorsey share how they work together to tackle direct mail, retargeting, white papers, click campaigns — you name it. Personally, this was one of my favorite sessions from the B2B Sales & Marketing Exchange, so you must check it out!

Listen here.

]]> (Klaudia Tirico) Blog Wed, 09 Oct 2019 09:30:45 -0400
3 Points To Consider Before Adopting Algorithmic-Guided Selling 3 Points To Consider Before Adopting Algorithmic-Guided Selling

While algorithmic-guided selling is a newer concept and implementation of these types of tools are only just starting to ramp up, a new report from Gartner’s 2019 Market Survey, titled: Current and Emerging Technologies in Sales, shows that the B2B world is ready. In fact, 51% of sales teams have or plan to deploy algorithmic-guided selling within the next five years.

Algorithmic-guided selling uses AI and sales data to boost prospect engagement and automate sales actions to help sellers deal with the complex buying process. Tools that utilize algorithmic-guided selling simplify the buying process for sellers by augmenting traditional sales tools.

Although algorithmic-guided selling sounds like a simple solution to daily sales tasks, it isn’t a one-step process and important factors come into play for it to run smoothly. Companies should ensure that they are prepared to harness tools with this type of selling before implementing it, as it usually relies heavily on clean and consistent data.

I had a chance to chat with Tad Travis, VP of Research at Gartner, to discuss what manual sales tasks can be automated for sales with these types of tools, how much accurate data plays a part and which companies are selling these solutions.

Leverage Predictive Algorithms To Automate Manual Tasks

Algorithmic-guided selling tools can be found in different areas, including the sales acceleration space and the sales enablement space. Salesforce automation vendors are also introducing predictive algorithm tools.

“Predicted algorithms [within automation vendors] are uncovering predictive signals that might determine whether the health of an account or of a deal is trending up or downward, depending on recent actions taken or even the absence of certain actions,” Travis said.

These tools will do two forms of work: manual data capture and helping decide next steps for a deal. Sellers can save time spent capturing data by using the tool to capture discussions in meetings for them. According to Travis, captured meeting discussions strengthen the quality of interaction data to enhance the operation of the algorithm.

“The other part of manual data entry is that there are algorithmic tools that will capture the occurrence of the meeting and immediately associate it with relevant records in the CRM system,” Travis added.

Some algorithmic-guided selling tools can also push forward recommendations about what to do next by recommending who to call or what content will get a cold lead’s attention based on the content's established success pushing other deals.

Prepare Consistent, Clean Data To Fuel The Algorithm

Implementing algorithmic-guided selling tools seems like an obvious solution to solve day-to-day tasks that sales reps typically do manually, but is your company’s data ready?

This type of selling tool thrives on accurate, reliable data for it to work. Travis recommends companies have 18 months of clean and consistent data to witness the algorithm operate at its true potential. “Eighteen months makes sense because it helps take out some of the seasonality of market performance, which might influence how the algorithms operate,” he said.

In terms of data, Travis detailed three data tips that can help drive algorithmic-guided selling:

  • Firmographic data should be accurate and consistent, while purchased firmographic data should be augmented with the company’s own data;
  • Clean interaction data is crucial as it measures the reaching frequency of interactions and helps the algorithm operate;
  • Data should be categorized into signals to help indicate next steps after a meeting; and
  • Market performance data, although rare among current algorithmic selling tools, should be concise if utilized to help create a clearer picture of interactions.

Discover The Companies Driving Algorithmic-Guided Selling

With tech that aims to take care of time-consuming tasks on the rise, Travis believes sales organizations that want to be more data-driven are prepared to take on algorithmic-guided selling. However, other areas of the B2B world are already there.

Travis noted companies such as Highspot, Showpad and Seismic have these types of tools, as well as companies like Outreach and InsideSales in the sales engagement field. There are even some companies, such as, taking a holistic approach to look at customer interactions.

“We definitely see different types of tools for content management,” Travis said. “There are many tools doing algorithmic recommendations of what content to distribute.”


]]> (Amanda Hollenbeck) Blog Tue, 01 Oct 2019 10:37:41 -0400
What Worked In 2019? #SPS19 To Share Demand Plan Inspiration For 2020 What Worked In 2019? #SPS19 To Share Demand Plan Inspiration For 2020

Want to know what worked in B2B in 2019 and form goals for your 2020 plan? Demand Gen Report’s 6th annual Strategy & Planning Series will help B2B marketing and sales professionals look at their 2019 attribution models and develop a plan for 2020.

The week-long digital event, taking place November 4-8, will have 16 sessions that will covers topics ranging from account-based marketing and sales enablement to marketing strategy and email marketing. In an effort to aid B2B professionals uncover what succeeded and plan for the year to come. Session presenters will discuss tactics, channels and offers that worked this past year, while also highlighting best practices to optimize ABM efforts at scale, experiment with conversational marketing and make the most of event data.

Some of the topics on the schedule include:

  • From Acquisition To Advocacy: How To Optimize Engagement Across The Customer Journey;
  • Work Smarter, Not Harder In 2020: How To Integrate ABM & Demand Generation To Turbocharge Your Pipeline;
  • A BluePrint For Content ROI: 3 Ways To Maximize The Value And Impact Of Your Content Investments;
  • And More!

"The timing of the Strategy & Planning Series is really critical because most marketers are reviewing their programs from the current calendar year to determine what worked and what didn't," said Andrew Gaffney, Editorial Director of Demand Gen Report. "They are also in the process of budgeting for 2020, so the ability to hear how other brands are employing new tools and tactics is a great way to validate their roadmaps for the coming year."

]]> (Amanda Hollenbeck) Blog Tue, 24 Sep 2019 09:29:15 -0400
3 Scrappy Ways To Boost B2B Engagement 3 Scrappy Ways To Boost B2B Engagement

Whether you’re a growing startup or an enterprise business, its oftentimes difficult to keep the content calendar filled with relevant insights. However, many businesses are looking to take scrappier approaches to content creation, ensuring that investments in other tactics — such as webinars and events — fuel engagement later in the calendar year.

This was a recurring theme during a panel discussion hosted by ON24 and Bizzabo at their Experience This! event that took place this past August. My colleague, Klaudia Tirico, moderated the conversation between Axel Kirstetter, VP of Content Marketing at the Merrill Corporation, and Anne McCrory, Group VP of Customer Experience And Operations for Events at IDG. While the topics of discussion varied, scrappy marketing as a business practice seemed to be in constant consideration.

Here are a few things discussed during the session that any marketing team can start doing today to get scrappy with their B2B engagement strategies:

1) Leverage Prospect Engagement To Fuel Content Production

While webinars have been around for some time, it still seems as though many B2B businesses continue to produce them on an as-needed basis. However, Kirstetter noted during the panel discussion that webinars can be a foundational asset that helps drive discussion, while also fueling ideas for other pieces of content later down the line.

“We use webinars to generate content,” Kirstetter said. “We visualize our ideas prior to the webinar, but the flow is subject to panelist and attendee engagement.”

Kirstetter also noted how specific polls during webinars enable his team to create extremely segmented infographics. For example, specific responses from a heavily dominated healthcare audience in a webinar can create new insights into that segment’s behavior. “It really generates a lot of interesting discussion,” he concluded.

2) Experiment Unique Ways To Connect Relevant Physical & Digital Events

There are a variety of (pseudo-free) channels at a marketing team’s disposal when looking for unique ways to engage an active audience. When it comes to connecting physical events with digital experiences, McCrory of IDG noted how they started to investigate mediums such as Twitter chats to get speakers and attendees engaged early to drive further engagement once the event came around.

“Sometimes as a follow up, after we started this group conversation after the event and everybody wanted to keep going, I wanted to bring this sort of the community — which also lives within an app — to have more of a live interactive experience,” McCrory noted.

3) Building A Community To Promote Further Engagement

Ultimately, B2B companies are learning that building a community around your brand provides a plethora of benefits — including opportunities to learn more about your customers and fuel content calendars. McCrory noted how IDG is practicing this along with their Twitter chats, such as with Advisory Boards and reward programs.

“We usually have an advisory board to come in the past to share ideas and give us feedback on topics we were presenting,” McCrory noted. “We also typically have an awards program associated with that. It’s a very rewarding mechanism for our stakeholders, and we can create a ton of content from that.”

]]> (Brian Anderson) Blog Mon, 23 Sep 2019 12:24:58 -0400