Blog Wed, 24 Apr 2019 12:21:29 -0400 en-gb DGR Book Club: 2019 Reads To Add To Your List DGR Book Club: 2019 Reads To Add To Your List

Spring has finally sprung and what better way to enjoy the warm weather than to soak up the sun and dive into a new book that will help you polish up your marketing strategies and get ahead in 2019?

So grab your sunglasses, get some lemonade ready and find a sunny spot to settle down in and enjoy these new releases from sales and marketing industry experts.

“F#ck Content Marketing: Focus On Content Experience To Drive Demand, Revenue & Relationships” — Randy Frisch


When it comes to content marketing, more isn’t always better. In fact, 73% of buyers say they have less time to spend with content, so modern marketers should focus more on quality over quantity. In his new book, Uberflip Co-Founder, CMO and President Randy Frisch offers a framework for how B2B brands can create personalized content experiences similar to Netflix and Spotify that engage audiences at scale and enhance marketing ROI. If you need more reason to check it out, Frisch is currently donating $5 to The Hospital for Sick Children for every book purchased between now and April 26.

“With content being companies’ main driver for sales, it’s vital that they do everything they can to ensure buyers are viewing their strongest content as it relates to what they are looking for, at the right time and in the right place,” said Frisch in a statement to Demand Gen Report. “Creating more content every day of the week is simply not the answer to getting the results you’re looking for. You need to focus on the experience that surrounds the content in order to engage audiences and drive them through the sales funnel faster.”

Uberflip Amazon

“Conversational Marketing: How The World’s Fastest Growing Companies Use Chatbots To Generate 24/7/365 (And How You Can Too)” — David Cancel & Dave Gerhardt


B2C-style buying habits have transformed the B2B world as buyers increasingly demand a more consumer-like experience and crave more informal relationships with their vendors. In this new release, Drift CEO David Cancel and VP of Marketing Dave Gerhardt explore how forward-thinking B2B companies use conversational marketing to better connect with buyers and get ahead of the competition. The book is designed for seasoned executives and new marketers alike and includes key takeaways from fast-growing brands that have embraced chatbots as a cornerstone of their marketing strategy.

“We believe that the way we’ve been taught to do sales and marketing is perfectly suited for a world that no longer exists. In this new world, customers — not companies — control the buying process,” said Cancel in a statement to Demand Gen Report. “This is the playbook for the future of sales and marketing, and it’s all about transforming the way businesses buy from businesses.”

Drift Amazon
“Account-Based Marketing: How To Target And Engage The Companies That Will Grow Your Revenue” — Chris Golec, Peter Isaacson & Jessica Fewless


Seventy-four percent of ABM practitioners say they are meeting or exceeding expectations and more than half (60%) plan to invest more in ABM, according to Demand Gen Report research. If you’re looking to scale your ABM program or increase executive buy-in, this book is for you. Written by Demandbase executives Chris Golec, Peter Isaacson and Jessica Fewless, the book is designed to offer a step-by-step guide to executing a world-class ABM strategy, including how to find and attract the right accounts, integrate your sales and marketing processes and promote ABM adoption within your organization.

“We talk about organizational structure and how teams of varying sizes can come together and actually execute account-based marketing,” said Isaacson in an interview with Demand Gen Report. “There is certainly a little bit in [there] for the newbies that are considering ABM. But the bulk of it is really for people to provide a roadmap, even if you’ve already taken a couple of swings at ABM and have executed it on a certain scale to actually do it across the funnel and across channels.”

Demandbase Amazon

]]> (Elise Schoening) Blog Tue, 23 Apr 2019 17:35:38 -0400
Time To Hit Reset On B2B Campaign Creation To Focus On Business Outcomes Over Sign Ups Time To Hit Reset On B2B Campaign Creation To Focus On Business Outcomes Over Sign Ups

There was a time in the not-too-distant past when the goal of B2B campaigns was simply and almost universally to get prospects to raise their hand. The marketing team would be developing some compelling offer of a webinar, white paper or E-book, decide who to target, determine what the call-to-action (CTA) would be as a conversion point (sound familiar?), and then build an inbound/outbound campaign to that CTA.

However, while the goals and priorities for most B2B brands have evolved over the past three to four years, campaign structures and mindsets have not.

For example:

  • Our research shows more than 2/3 of marketers are now narrowing the focus of their campaigns with ABM programs;
  • 58% are prioritizing lead quality over quantity in 2019;
  • More than half (53%) have some form of revenue-based quotas; and
  • 68% say they are more focused on conversions rather than acquiring hand raisers.

In addition to being more targeted in their campaigns, other go-to-market strategies are also rewriting the traditional rules of B2B campaign creation. For example, many service and SaaS-based software companies are putting more investments towards customer marketing, with retention, cross-sell and upsell goals becoming a bigger revenue priority.

Yet, despite all of these changing and diversifying of revenue goals for B2B organizations, most campaigns are still amazingly similar. Regardless of whether brands are building programs for existing customers, a select group of prospects or are looking to acquire prospective buyers with a budget — the process still looks the same of featuring an offer and pushing them to a CTA that usually includes a landing page and a form.

Considering the limited time and thin patience most buyers have today (either as consumers or business executives), there is a long list of holes in this traditional model. We will examine a number of these topics in our upcoming Campaign Optimization Series, but here are a few areas where I would argue marketing teams and brands need to hit the reset button:

Gates and Forms: We have written a lot about the debate on whether to gate content offers, but as a starting point I would argue that all B2B brands should review their current content engagement experiences and challenge whether they really require a form in front of every asset.

Eliminating Dead Ends: A majority of campaigns I see still focus on singular CTAs — asking an audience to register for an individual webinar or download a single asset — without any thought to the questions a buyer might have or what the next steps in a logical buyer progression should be. For example, if an influencer is engaged with a campaign and is looking for other resources/assets that could help them build a business case to convince their boss or other decision makers, it’s important for campaigns to point beyond a single CTA.

Ultimately, most marketing teams are being asked to support different go-to-market strategies and are being measured against different goals. Therefore, it’s a perfect time to reset campaign structures and redesign the experience with the buyer in mind. Focus more on making it easy for buyers to engage with your brand, and less on frisking them for information before they can access your next webinar or read your next E-book.

]]> (Andrew Gaffney) Blog Wed, 17 Apr 2019 13:51:00 -0400
The 3 Key Decisions To Webcast Series Success The 3 Key Decisions To Webcast Series Success

/Webcast series have become popular in the marketplace, aiming to provide a “binge-worthy” content option for target audiences while offering a different format that is more engaging and valuable. We here at Demand Gen Report, as well as all our brands under the G3 Communications umbrella, believe that the key to a successful webcast series lies in first defining production and promotion processes that are scalable, repeatable and flexible.

One of the most popular people in our office, Sheri Butts, Marketing Manager at G3 Communications, had a lot to say on this topic at her recent session at Webinar World 2019. She offered a detailed checklist for teams looking to build out a webcast series. During the first part of her session, she highlighted the three main decisions webcast producers must make to get a program off the ground:

1) Decide The Theme

Like with any content strategy, understanding and building a plan around a particular theme is vital to brand consistency and ensuring the main messages and takeaways that want to be addressed are the highlight of the webcast series.

According to Butts, the main theme is what drives the entirety of the webcast series’ production schedule. “The theme is going to not only help you determine a cadence for your sessions, but also what some of those sessions are going to look like — what format you will use, who can tell that story, what content will support it,” Butts noted during her session.

2) Decide The Format

Butts shared three specific format types being leveraged throughout the industry, while also highlighting how they can be beneficial to an aspiring producer:

  • The “Mini Series.” This is essentially a blitz of webcasts within a relatively short period of time. In the case of G3 Communications, its series are week-long events that host anywhere from one to three webcasts per day, for five days straight. “This model works because the theme of our series is pretty time specific,” Butts added. “For example, we have our annual Strategy & Planning Series that takes place at the end of October into early November. It centers around the ways marketers can assess their programs from the year that's gone by and think about what they might need to tweak or change for the year ahead.”
  • The “Episodic Series.” This is the most common format that we're all accustomed to when we think of a series of any kind — such as TV talk shows or podcasts. “For example, LinkedIn started a webcast series called Live With Marketers," and their main motivation was that they wanted to break away from the standard talking over slides format and create a more personal experience,” Butts said. “So, they began a morning talk show by marketers for marketers to help humanize their brand. An episodic approach can help you build a sustained brand presence. It can also extend the life of your theme and continue to bring it back top of mind, since you can host quarterly, monthly or weekly episodes.”
  • The “Virtual Event.” This is when you aim to simulate a live event, in which the webcasts are positioned more like sessions of a live event. “You might want to consider this type of series if your topic is very targeted, or if you are encouraging completion of all the sessions for some reason,” Butts added. “For example, a certification course, or an online class might benefit from this format.”

3) Decide The Session Topics And Speakers

Session topics and speakers should tie back to the main theme, as well as support your format of choice. Butts shared some suggested sources for identifying potential speakers:

  • Clients, who can fuel case studies or panel discussions;
  • Analysts/Experts, who can provide detailed research and industry trends;
  • Influencers, who can offer expertise and perspective; and
  • Partners, who may share a common interest, goal and/or following.

Butts also stated that while you’re concurrently thinking about your theme, format and speakers, you may also want to consider a piece of content (or multiple pieces of content) that you can reference throughout your series to help tie all your sessions together.

“For example, our Buyer Insights & Intelligence Series happens around the same time [Demand Gen Report] publishes its B2B Buyers Survey Report,” Butts noted. “We use this report to kick off the series; we start the series with a session that focuses on the findings of that report, we dive deeper into it, we examine it, we talk about what it might mean for revenue teams. And then throughout the series, we have various speakers from all different areas of expertise, leading back to that same report. They might be talking from a completely different angle, but each one will reference that report and explore how it's affecting their role, their organization, their discipline.”

Of course, developing a good theme is just the very beginning. To help guide fellow webinerds through the comprehensive process, Butts shared an awesome checklist that dives into the nitty gritty of kicking off a series, planning out promotion, rehearsal and production, tactics for when the series is live, post-series follow-up, as well as ongoing measurement of campaign success.

And speaking of webcasts, you can catch one of Demand Gen Report’s series in action this month, by signing up for the Campaign Optimization Series: What’s Working In B2B Marketing, which will take place April 22-26.

What intrigues you the most about webinar series? Leave a comment below to let us know what your favorite webcast tips and tools look like.

]]> (Brian Anderson) Blog Wed, 10 Apr 2019 14:05:53 -0400
19 B2B Marketers To Follow In 2019 19 B2B Marketers To Follow In 2019

We're constantly in awe of the talented practitioners that continue to push the boundaries of our industry and we’re lucky enough to be able to meet these marketers annually at the B2B Marketing Exchange. But it’s important to stay connected throughout the year and be inspired and challenged by our peers. Check out some of the top marketers specializing in areas such as ABM, influencer marketing, digital marketing and more that we recommend you follow. Plus, head over to the B2BMX blog to see the full list!


Nancy Duarte, Principal, Duarte, Inc.

Nancy is a communication expert who has been featured in Fortune, Time Magazine, Forbes and more and has 20 years of experience working with global companies and thought leaders. As a persuasion specialist, she has cracked the code for effectively incorporating story patterns into business communications.

Tamara is the CEO of Thulium, a social media analytics and consulting agency, who drives smart social through proprietary data analytics and award-winning storytelling. She was named the #1 most influential woman in martech by B2B Marketing and ranked in the top 1% of global social media influencers by Klear. 

Ranked the eighth most popular author on Medium, Larryis the CEO of MobileMonkey, a platform that allows marketers to create powerful chatbots without coding. His key interests include AdWords, Facebook Ads, entrepreneurship and start-ups.

Danielle Guzman, Global Head of Social Media & Distributed Content, Mercer

Danielles passion is to lead change, launch new things and ensure they succeed. In April 2017, she was ranked second on InsTech’s Power 100 Leaderboard. Her specialties include marketing strategy, digital marketing, social media and more.

Cindy Kim, Strategic Marketing Leader, Deloitte

Named as one of the top digital marketers by BtoB Magazine two years in a row, Cindyis a seasoned marketing professional with proven experience in developing and executing integrated marketing strategies and programs. 

Tim's work at Onalytica is focused on connecting brands and influencer communities to help create better content and messaging for audiences around the world. His specialties include influencer marketing, employee advocacy and audience insights.

Sarah has spent 20+ years working in B2B technology marketing. She founded Tribal Impact, which specializes in helping B2B organizations achieve revenue growth through an integrated approach to employee advocacy, social selling, content marketing and social media.

Doug Kessler, Creative Director & Co-Founder, Velocity Partners

Doug co-founded Velocity Partners, which works to help clients develop compelling stories and then drive these stories into the marketplace. His specialties include content marketing, marketing strategy, technology marketing and more.

Marissa is an innovative, prolific Senior Marketing Director with a demonstrated track record of achievement in digital marketing, social media advertising, B2B and multichannel marketing, content development, campaign planning and management, brand communications, audience development and community building.

Evan Kirstel, Chief Digital Evangelist & Co-Founder, eViRaHealth

Evan is a B2B thought leader and top technology influencer with a solid understanding of emerging cloud, mobile technology and market convergence dynamics, along with a strong track record in marketing and selling disruptive technology to enterprise and service providers.

Check out all 19 thought-leaders that made the list on the B2BMX blog here. 

]]> (Marisa Jentz) Blog Wed, 03 Apr 2019 09:50:23 -0400
3 Reasons To Add The B2B Sales & Marketing Exchange To Your Must-Attend Event List 3 Reasons To Add The B2B Sales & Marketing Exchange To Your Must-Attend Event List

Picture it: a warm August week in lovely Boston, a brand-new resort and casino, three epic marketing and sales events packed under one roof, networking with hundreds of your peers and all the clam chowder and lobster rolls you can eat.

If all of the above sounds like a damn good time, then mark your calendars for the B2B Sales & Marketing Exchange, taking place at the beautiful, new Encore Boston Harbor Resort & Casino August 12-13, 2019. So new, in fact, that it’s not even open at the time I publish this blog post.

You may be familiar with Demand Gen Report’s B2B Marketing Exchange, which takes place annually in Scottsdale, Ariz. Due to its success and the valuable input from our awesome attendees throughout the years, we decided to join forces with The Pedowitz Group and #FlipMyFunnel to bring you an “East Coast version” with a twist. This new initiative will bring #FlipMyFunnel, REVTalks and the Demand Gen Summit together under one roof, where we will combine both sales and marketing into the agenda to give attendees a view from both sides of the fence.

As our team kicks planning into high gear, here’s a high-level breakdown of why you should add this event to your summer plans:

3 Top Marketing Events In 1


Your trip to Boston will be packed with insights on the latest B2B marketing and sales trends from some of the brightest minds in the industry. The event will feature three tracks: #FlipMyFunnel, REVTalks and the Demand Gen Summit — each one offering practical tips and takeaways from B2B influencers to help marketing and sales teams work more closely together to improve strategies and close more deals. So, if you struggle with sales and marketing or cross-organizational alignment or just want to improve the overall success of your teams, this event is perfect for you.                            

A Brand-Spankin’ New Location


All the event fun will take place at the new Encore Boston Harbor Resort & Casino opening in June 2019 (reservations are now open). The beautiful location is surrounded by water (and, no, you don’t need to hop on a boat or ferry to get to it) and stunning views of the Boston Harbor. The rooms are impeccable, as will be the hospitality, dining, shopping, gaming and ultra-premium spa. According to Encore, the luxurious resort has been “designed to seamlessly blend with the city’s rich cultural heritage and natural beauty.” We’re talking 507-thread-count linens, 4K televisions and voice-activated system controls, marble bathrooms with deep-soaking tubs and much more. After a full day of learning and networking, you’re going to want to crash here.


Boston In The Summer


August is the perfect time to visit Boston and experience the wonders this fun city has to offer. Extend your stay to catch a baseball game at Fenway Park, go whale watching in the Boston Harbor and grab a drink at the world-famous Cheers Restaurant (the original inspiration for the setting of the TV show “Cheers”). Plus, you’ll be in the center of the New England food scene, with the freshest fish, lobster and the like all at your disposal. Don’t forget to pack your appetite!

This is just the tip of the iceberg. To be the first to know about the agenda and any event updates, drop us a line here. We hope to see you Boston this August! 

]]> (Klaudia Tirico) Blog Wed, 27 Mar 2019 10:14:57 -0400
Salesloft CMO Sydney Sloan Discusses New Ways Of Engaging Buyers In Sales Revolution Salesloft CMO Sydney Sloan Discusses New Ways Of Engaging Buyers In Sales Revolution

/I had the opportunity to attend Salesloft’s Rainmaker conference in Atlanta, Ga. last week, where leading sales experts took the stage to discuss changing buyer behaviors and how modern reps can adapt to these new expectations. A key theme of the event was the “sales revolution,” which focuses on how sales teams must cater to digital transformation and practice new ways of servicing customers.

During the event, I sat down with the company’s SMO Sydney Sloan to discuss a variety of themes from Rainmaker, including the sales revolution, alignment across the organization, women in the workforce and much more.

Klaudia Tirico: Let’s talk about the “Sales Revolution” — what does this mean to you and the SalesLoft team? Why should sales reps adapt to this new era?

Sydney Sloan: When we were thinking about the theme for [the Rainmaker event] this year, we knew that digital transformation is real, and organizations are going through that. I mean, that’s a proven concept already. When you think about the areas that businesses have focused on, it’s involved setting up their digital properties and orchestrating their website, maybe updating their infrastructure, but the conversations that I’ve participated in the most is really around the cultural shift that also needs to occur in a way that companies have to adapt to new ways of working and new ways of servicing customers.

We took that as the inspiration and really looked at it as this transformation has happened. Customers’ and buyers’ needs have changed, including their desires and the way that they want to be served. Therefore, sales teams have to go through this revolution in order to be able to serve their customers. It’s a sales transformation, a sales revolution, you know, it’s all of that together.

Tirico: A common discussion throughout the event has been around sales and marketing alignment — or better yet, alignment across the organization. As a CMO, how do you maintain this alignment at your organization? What advice would you give other B2B marketing and sales teams looking to achieve it?

Sloan: I’ve been a fan of account-based [strategy] for many years, at many companies that I’ve been through. So, it was a relief for me that SalesLoft had already adopted an account-based strategy from the get-go. I think, too, if sales and marketing aren’t aligned, the business isn’t aligned. I ask, “Is it better to be right or to be aligned?” I would argue that it’s better to be aligned. If two people fight to be right and you’re not aligned, you’re not going to get anywhere. It’s better to get that sales and marketing alignment around the strategy of go-to market, and our choice to do account-based was because, if you think about it, you want to put your effort towards your most highly valued customers and your most highly valued prospects. If you can align all your resources on a smaller amount of companies you’re going after, then your chance of converting those is higher.

In our structure, we won 100% of our tier-one accounts last year. That tells me it’s working. I’d rather go after 10 top accounts and get them than 100 accounts and get 10, because I know that I’m doing a great job. The other thing is, when you think about sales and marketing alignment, the goal really is around aligning in the customer journey. You want to be able to have the same experience for the customer as they go through the marketing funnel, as sales is reaching out to them, and especially that hand-off when they become a customer. During that critical first 90 days, you have to focus on that and then how you grow that relationship with the customer over time. That alignment, first around the customer and how you serve that customer and aligning all their hand-offs and touchpoints seamlessly will deliver the best possible experience for the customer overall and that’s what you’re ultimately trying to achieve.

Tirico: What do you expect your sales counterparts to discuss with you in terms of ensuring that sales messaging and strategy aligns with your team's go-to-market strategy?

Sloan: When we are building our go-to-market strategy and our messaging to go after our customers, we very much do it together — everything from our account selection, planning, the frameworks that we use in order to identify our accounts, then, the way that we’re going to go after those accounts. Sales enablement is actually the glue in that equation. We’re working with the sales enablement team on identifying what the messages are going to be and how we’re going to prospect into those accounts. Marketing warms up but we’re technically going at the same time, after the same customer set and so, our messages absolutely have to be aligned because it’s one customer. They get one message and so, what they’re receiving from our sales teams and their outbound efforts and what they’re seeing in the marketplace from marketing have to align.

Tirico: Why do you believe companies should scale back on the product talk and develop messaging focused around the buyer?

Sloan: I think Danny Meyer reflected on this when he talked about the “Cheese Key” — which I loved. Anything that talks about cheese, I’m in. They trained their teams to understand their product offerings and the problem was that when they went up and it took them 20 minutes to describe every single type of cheese without even knowing if their customer wanted cheese. Today’s successful seller has to be a problem solver and you do that by asking great questions and collectively solving the problem with and for your customer. It doesn’t matter if the product goes 10 miles an hour or 50 miles an hour. It’s the people I want to work with in partnership and at the end of the day, it’s the people I want to work with. I’ll pick a company because of the relationship. The product still has to solve my problems but if two things are equal, I’ll go with the partnership.

Tirico: Diversity and women in the workforce was a common discussion at Rainmaker this year. Why do you believe it is so important to embrace diversity within B2B organizations?

Sloan: Yes. We set a goal for ourselves to have 51% diversity in our speakers and we hit 54 — 46% were females, which was great. I think in the sales profession, you have to reflect your customers. They come from diverse backgrounds, diverse cultures and so, our sales teams and our customer-facing teams need to be a reflection of our customers because at the end of the day, it’s the partnership that you build. So, you want to bring that collective experience together in order to be able to build and foster those relationships. The buying cycle is getting more and more complex. There are more buyers and stakeholders. So, you have to be able to match that on the sales side in order to be able to align those different mindsets, skills and personalities and bring the best thought to the table.

Tirico: What advice would you give other women looking to grow into C-level positions? What do you wish you would have learned from others when you first started out in the industry?

Sloan: What I’ve learned is it’s the relationships and the bridges you build along the way that actually make the most difference. I think fostering strong relationships, asking for help, identifying leaders and investing the time to understand what makes them tick and then not being afraid to go for it. There were a couple of times, too, where I got offered great jobs, absolutely fantastic jobs in great companies, and I stayed clear to my goal. It was hard to turn down those jobs, but I knew what I was going for and so, I stayed patient and continued to go for what ultimately was that I wanted. I think that’s true in life, as well. As people talk about work/life integration, sometimes it’s right to go that next stage but sometimes it’s okay if you need to get your life in order, if you have things that you need to deal with and the job you’re in allows you to do that, that’s okay, too. I think you do really need to be realistic about what’s needed in your life at that time and then when you solve that problem, you’re ready to take on that new challenge, it’s all the more rewarding.

Tirico: You were CMO of Alfresco prior to your role at SalesLoft. What have you carried over from your time at Alfresco to your new role?

Sloan: Before I got to Alfresco, I didn’t have a deep understanding of digital marketing and so, I really thank my time there of being able to build out a digital infrastructure, learn a lot about technology and build a great team. I’m very thankful for that experience. When I came here, I had that extra piece of the equation that I felt comfortable with.

I think what I’ll always take with me, too, is the desire to give the team and the employees the opportunity to say, “This is the best team I’ve ever worked on.” That was my goal there. That’s my goal now. It’s what I strive for. I want people to feel supported. That they can develop their career and they can develop themselves. That really means a lot to me to make sure that fostering an environment where people can be their best selves and they know they’ve got the support of their work family and team.

]]> (Klaudia Tirico) Blog Tue, 19 Mar 2019 16:58:57 -0400
Top #KeynoteInks Takeaways From The B2B Marketing Exchange Top #KeynoteInks Takeaways From The B2B Marketing Exchange

00 B2BMX19 Welcome

At this year’s B2B Marketing Exchange, the team at Quarry partnered with Kelly Kingman and the B2B News Network to create beautiful #KeynoteInks of some of the most tweeted moments from the event. Twitter was a buzz with a variety of quotable quips from the event, but Kingman and her team caught some of the best ones and used them as inspiration to create beautiful artwork highlighting some of the notable, key takeaways.

Here are a few of our favorite #KeynoteInks from this year’s B2B Marketing Exchange.

0226 03 InnovationProblem

What keeps your customers up at night? That’s a question that we should be considering when formulating a content strategy. During the keynote session with 3M’s Carlos Abler, he shared this memorable quote highlighting the current state of B2B content.

0226 08 Shaw

Another common theme of the event was that B2B brands have to be more authentic, show emotion and make genuine connections with their prospects. Comedian and former IBM content leader Tim Washer said during his opening monologue that this can easily be done using laughter to connect messaging with real human emotion.

0226 04 LoseControl

Another method for creating genuine customer experiences is giving your brand’s fans a platform to share their experience with you. Best-selling author, speaker and industry expert David Meerman Scott noted in his keynote that it’s time for brands to lose control and let their fans take over. He highlighted The Grateful Dead, and how they let concert attendees bring recording equipment to shows — which ultimately led to the band’s almost cult-like following.

0227 02 Goldfish

When it comes to content strategy, the often-quoted stat about today’s buyers having the same attention span as a goldfish is considered — leading to more straightforward and to-the-point content. However, millennial expert and industry consultant Brian Fanzo noted during his session that, if you have great content, the rule doesn’t apply! You can see this in the growing popularity of lengthy podcasts and video content binging.

0227 09 Helicopter

As the B2B buyer continues to evolve to look more like a B2C consumer, it’s vital for B2B businesses to position their buyers to take the reins and have control over their own buying journey. Forrester’s Steven Casey used the phrase “helicopter marketing” to describe how today’s marketers are always hovering over their target audience — when in fact they should be encouraging them to educate and buy at their own speed.

see you there

And we’re looking forward to next year! Stay tuned to the B2BMXpert community for updates on our other upcoming events and details about the 2020 B2B Marketing Exchange, slated for February 24-26, 2020!

Check out all the other #KeynoteInks from the B2B Marketing Exchange here!

]]> (Brian Anderson) Blog Wed, 13 Mar 2019 12:59:39 -0400
Top Tweets: #B2BMX 2019 Takeaways In 280 Characters Or Less Top Tweets: #B2BMX 2019 Takeaways In 280 Characters Or Less

More than 1,200 B2B marketing experts and practitioners packed into the Hyatt Regency Resort and Spa in Scottsdale, Ariz. for the 2019 B2B Marketing ExchangeThe three-day event, held February 24-26, included over 60 sessions, workshops and case studies designed to helped attendees see B2B marketing through a new lens.

Speakers from Google, SiriusDecisionsDemandGen International, Spear Marketing, Oracle and more took the stage to educate attendees around the hottest topics in B2B marketing. As usual, there was no shortage of great insights for attendees to take back to the office — just look at the #B2BMX feed on Twitter! 

With so many active attendees on Twitter, there’s hardly enough room to spotlight all the tweets in a single blog post. So, we rounded up our top 10 favorites below. 

Fuze’s Amanda Maksymiw shared a variety of tactics and strategies to incorporating industry influencers into your engagement strategy.

David Lewis of DemandGen International discussed the growing importance of customer experience in business today, while sharing comparisons to the success of Netflix versus the demise of Blockbuster.

Michael Brenner of the Marketing Insider Group shared three foundational tips to a cohesive content strategy.

Forrester’s Steven Casey discussed how the evolution of the “B2B consumer” requires businesses to act as helping hands versus conversion machines.

SiriusDecisions analysts also shared research highlighting where B2B CMOs are adding headcount: specifically, in marketing ops, engagement and demand gen roles.

Millennial and B2B business expert Brian Fanzo discussed the growing importance of authenticity in today’s branding. Striving for perfection ultimately has negative consequences on customer experience.

Matt Senatore of SiriusDecisions shared the firms’ framework for incorporating ABM into a demand gen strategy.

Lee Odden of TopRank Marketing discussed the benefits of an influencer strategy throughout the entire customer lifecycle.

During her session, author Pam Didner discussed the pros and cons of several approaches that support sales enablement for ABM programs. She shared case studies and best practices around strategic planning, message crafting and personalized content to campaign execution.

Quarry’s Meredith Fuller shared how her team has been working with Oracle to deliver relevant engagement with surging intent topics on prospective accounts.

]]> (Demand Gen Report Team) Blog Wed, 06 Mar 2019 11:13:01 -0500
Mastering The Millennial Mindset: Brian Fanzo Shares Sneak Peek Into His B2BMX Keynote Mastering The Millennial Mindset: Brian Fanzo Shares Sneak Peek Into His B2BMX Keynote

The B2B landscape is constantly changing, and today’s buyers are more informed than ever, especially as new generations like Millennials and Gen Z make up more of the workforce. It’s crucial for businesses to abide by this change and cater their marketing efforts to buyer preferences and needs.

This may sound simple, but it’s not all unicorns and rainbows. At this year’s B2B Marketing Exchange, Brian Fanzo, esteemed Millennial keynote speaker and Founder of iSocialFanz, will take the stage to help attendees master a Millennial mindset and market, collaborate and connect with digital natives.

We caught up with Fanzo ahead of the event — taking place in Scottsdale, Ariz. Feb. 25-27 — to get a sneak peek at his presentation and hear the latest trends in B2B marketing when it comes to these digital natives.

Demand Gen Report: The event theme this year is “seeing B2B through a new lens” — what advice would you give marketers looking to evolve their strategies and successfully change things up this year?

Brian Fanzo: In 2019, the speed of change and the number of distractions are at a level we’ve never seen before, and when it comes to change and distraction, the struggle is real for both B2C and B2B businesses. As we build our marketing strategies in this world fueled by change and distractions, we must look at our B2B business through a new lens focused on cutting through the noise. To do so, we must shift our focus to being more human and relatable with our marketing, while using new tools and techniques to embrace change but not become overwhelmed by change. Most B2B companies are looking at artificial intelligence, augmented reality and virtual reality as innovations that will drastically impact marketing in the future. But the smart companies today are taking baby steps to set themselves up to embrace these new mediums by creating content in dynamic ways through podcasting, live streaming video and influencer/employee account takeovers.

DGR: What trends are you seeing in the B2B marketplace, specifically when it comes to the emergence of Millennials in the workforce?

Fanzo: With Millennials making up over 50% of the workforce, the B2B marketplace is slowly realizing that Millennial employees care a lot less about having an open workspace or food truck Friday. Instead, they want to know that their voice is heard, be empowered to have an impact on their company and know that the company they work for cares about the wellbeing of their employees and is focused on making the world a better place.

DGR: Your session will cover the concept of "experiences" and how there possibly may not be a clear understanding of what that means. Can you share a sneak peek of what you hope to teach attendees on that topic?

Fanzo: All consumers today — not just Millennials — are smarter and more empowered than ever, and they know when they are being targeted with an ad and don’t want to be sold to or marketed at. So, the question becomes: how do we connect with this empowered consumer to provide them with what they want, while also building trust to turn them into a customer? The answer is experiences, which require a mindset shift from creating marketing focused on what the brand or product does to creating content that makes the consumer feel included, highlighting the problems we will help solve and why they should care. All consumers today want to feel like their voice is heard, while being a part of something special. During my talk, I will explain the tools and tactics B2B brands can use to do just that.

DGR: You also plan to talk about how B2B orgs must embrace the hyper-connected world buyers now expect. How do you plan to help attendees position themselves to embrace this mindset?

Fanzo: In this new hyper-connected world, brands must understand it’s no longer about building something and having your buyers come to you. It’s about creating content and conversations where your buyers are currently engaging and, ultimately, building trust that inspires them to want more. I understand this change is hard and my goal is to not force you to change, but rather inspire you to shift your perspective and create a strategy that allows you to embrace change and plan for the future while marketing where your buyers are today.

DGR: What else can attendees expect to learn from your presentation at B2BMX 2019?

Fanzo: During my session, we will walk through the changing landscape of today’s buyers, while painting a picture of what the future will hold and creating a strategy for us to get there. The focus will be on putting ourselves in the shoes of our buyers, so we can shift our marketing from talking at our buyers to creating marketing that brings buyers on a journey with us through tactics such as employee advocacy, episodic video content and transparent, authentic conversations.

DGR: What are you hoping to learn more about at B2BMX 2019? Are there any sessions you’re looking forward to?

Fanzo: I’ve been a longtime fan and friend of David Meerman Scott and Tim Washer, both of whom I saw speak many years ago. I have yet to hear their new presentations happening at B2BMX this year. I’m also a huge advocate for influencer marketing and artificial intelligence, so I’m planning on attending Amanda Maksymiw’s session, as well as Samantha Stone’s talk.

]]> (Klaudia Tirico) Blog Wed, 20 Feb 2019 11:48:52 -0500
5 Fresh Takeaways That Changed Even My View On Account-Based Strategies Source: Engagio

At Demand Gen Report, as well as at our sister publication ABM In Action, we have made it our mission to ensure that we’re providing the latest trends and best practices in the growing realm of account-based strategy. But during a recent webcast we produced with our friends at Engagio, I realized that there is always something to learn when it comes to one of the hottest trends in B2B business today.

For those of you who may have missed the session, Engagio’s Co-Founder and CEO Jon Miller shared a plethora of great insights on how to set a clear strategy for account-based marketing initiatives within an organization. Here are five of the most eye-opening takeaways from the presentation:

1) Marketing-Driven, Sales-Owned


Historically, one of the biggest challenges of ABM was the premise of marketing selecting the accounts sales teams should be going after. However, rather than marketing trying to win that argument every time, Miller suggests taking a “marketing-driven, sales owned” approach to lead sales teams to target the right accounts based on accurate insights.

“I think it is essential that sales own the task of selecting the accounts,” said Miller. “Without it, you run the risk of running some great account-based marketing plays, then sales not caring. The whole idea is that they are picking the accounts, and marketing are collectively going to go after them with their support. But marketing can guide the selection process for sales by bringing data — account fit and engagement data — to the table.”

2) ABM Standups


To continue promoting better alignment between departments, it’s vital to have regular communication with reps about the accounts that matter to them. Miller suggests scheduling regular “ABM standups” with individual reps to talk specifics about their target accounts from both marketing and sales’ perspectives.

“This is the single most powerful thing to really help sales and marketing get on the same page and work more effectively together for better ABM,” said Miller. “It's about taking the sales person, ABM marketer and perhaps the SDR, then they meet every two weeks to talk about what's going on at that rep’s target accounts. You want this to be focused on just that rep’s target accounts. Marketing is sharing key insights, and sales is bringing info that they know based on recent engagement. [They] can then decide what actions we'll take based on that insights.”

3) Hyper-Personalized Plays


Leveraging the abundance of data at marketing and sales’ disposal is vital to formulating plays to effectively engage top-tier accounts. However, to stand out among the crowd, this insight should help develop deep, hyper-personalized plays that speak to accounts on a personal and professional level.

“For example, we found one account with a VP that likes the Philadelphia Eagles,” said Miller. “We created a direct mail play where we added personalized tailgating accessories with a note aligned to talking to them about account-based marketing. I want to point out that this stood out in the crowded noise in the market because direct mail is unique, and it tied into their personal interests. In a perfect world, you're bringing commercial insight and something that stands out. When we run plays like that, we get an 80% meeting rate.”

4) ABM Automation


While hyper-personalization is a key differentiator, there is still a variety of opportunities to automate tactics based on the deep insight garnered from account engagement. Miller noted several examples of “if this, then that” moments where account activity and behavior can lead to targeted marketing and sales interactions.

“Let’s say there is an account we thought was a closed loss, but now has key executives that are reengaging,” said Miller. “That's a great opportunity to alert sales. Maybe for accounts with no activity, it would be good to launch account ads via LinkedIn. The key idea is that marketing and sales are sitting down, looking at the accounts information and deciding what they will can do now and or automate based on that information.”

5) ABM Metrics = Coverage & Engagement

Screen Shot 2019 02 13 at 10.54.59 AM

Based on past coverage of practitioner use cases, it’s clear that there is a contrast between important demand gen metrics and ABM metrics. The question is where should marketing teams focus their measurement efforts? Miller highlighted how account coverage and engagement are two important metrics in ABM for better understanding where accounts stand in the buying funnel.

“Most demand gen metrics are lead-based,” said Miller. “But at the end of the month, sales teams don’t talk about how many leads they’ve closed, but how many accounts they've closed. So, a big part of ABM is changing marketing's metrics to be more aligned with sales. Another key difference is that metrics should be more focused around quality versus quantity. In ABM, you don't care how many people show up at an event, it’s whether the right people showed up at the event. At Engagio, we look at which accounts have no engagement, which have little engagement, which are MQAs and how they are moving from stage to stage.”

This was only a glimpse of some of the key takeaways from the recent session with Engagio’s Jon Miller. Click here to check out the full session, available on demand!

]]> (Brian Anderson) Blog Wed, 13 Feb 2019 10:58:01 -0500