Hugh Macfarlane, Founder & CEO of MathMarketing, writes...
At the end of day 2 at DemandCon, B2B marketing attendees should have all the advice you need to create a truly excellent Funnel Plan. The trick will be applying what you have learnt when you return to your B2B marketing company, and you are faced with the same problems that were there when you left for the conference. Whether its resource-shortages, process faults or a lack of alignment, your team will only be as strong as the processes that underlie it. You need to be confident that these processes are in order, and that the whole team understands them. So how do you turn all the good advice from DemandCon into an actionable plan?
For starters, attending the final session ‘Turning Funnel Insights Into Action’ on day 2 of DemandCon. The express aim of this session is to “provide a summary of key takeaways as well as prescriptive action items attendees can take home and apply to their businesses immediately.” The format of the presentation will be a panel of three experts who will provide ‘real-world’ examples of how to do this.
Panellist number 1:
Andrew Gaffney, Editor, DemandGen Report. As an experienced Editor and Publisher, Andrew has crafted successful campaigns built around white papers, event-based advertising sections and sales training materials for clients. As communication is core to every B2B marketing campaign, Andrew’s flair for identifying and communicating business issues that really resonate with readers will be a useful perspective to have in the panel discussion.
Panellist number 2:
Mac McConnell, Partner & Founder, BlueBird Strategies.
Panellist number 3:
David Lewis, Founder and CEO, DemandGen International. I touched on David’s bio in the blog post ‘B2B marketing and sales alignment: behind the scenes, the making of Concur’. Having started his career at Microsoft when they introduced the first versions of Windows, Excel, and Word, David has built a vast knowledge base around internet marketing, marketing automation, and CRM systems, guiding growth for numerous leading firms.
Of course once everyone is armed with all this knowledge, Chuck Besondy and I will lead you through the process of building an end-to-end sales and marketing plan in our B2B Marketing Training Workshop, The workshop will help you select tactics for every stage in the buyer’s journey, and to task each tactic with a clear and measurable role.
Haven’t yet registered for the B2B Marketing Training Workshop? You can do so (and get a 15% discount!) by scrolling to the bottom of our DemandCon event information page.