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Awareness vs. Precision: How Marketers Are Rethinking Channels, Metrics & Tactics To Engage Accounts & Roles At Key Buying Stages

Aired live on February 20th @ 2 PM ET / 11 AM PT

New research from Demand Gen Report shows that marketers are increasingly focusing on quality engagement over quantity and are rethinking their investments and traditional tracking metrics to adjust to evolving buyer needs.

This webcast, featuring John Dering of Demandbase, highlights the latest benchmark data on the channels, metrics and tools practitioners plan to leverage in order to better attribute marketing campaigns and leads to revenue.

This webcast shares an in-depth analysis of this year's research along with tips and best practices, including:

Watch the webcast to learn:

  • Demand gen priorities for 2019 — such as improving conversion rates and campaign results, improving the ability to measure and analyze marketing impact and generating the right contacts/stakeholders within target accounts — that are impacting go-to-market strategies and planning;
  • The tools marketers are planning to support a shift to ABM solutions and precision marketing;
  • The new metrics organizations are analyzing as they move from traditional demand generation metrics to data that aligns around business outcomes;
  • The channels — such as email, in-person events and tradeshows, website, search and social — being used to drive engagement and provide precise messaging to key stakeholders;
  • How marketers are optimizing channels at different stages of the funnel to balance specific goals of scale and precision; and
  • The continued importance of data and buyer insights.


Nathan Isaacs
John Dering

Tyler Lessard
Andrew Gaffney
Demand Gen Report

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