Track Sessions

Demand Creation Strategy

Whether fueling hyper-growth or pushing to gain momentum, demand marketers are charged with building strategies to maximize contribution to pipeline. They must comprehend constant changes in available technology, approaches to data and analytics, and evolving expectations. In this track we will offer guidance for strategic decisionmaking in demand marketing for all target audiences, program approaches and transaction types.

Account-Based Marketing: What the Future Holds

Presenters: Nicky Briggs, Matt Senatore

It’s a fact; account-based marketing is becoming ubiquitous across the b-to-b landscape, with many organizations now having at least baseline large, named or industry-specific ABM programs in place. As ABM becomes more widely adopted, what will these organizations need to do to stay ahead of the pack or leapfrog the competition? This presentation will provide the following benefits:

For marketing and sales:

  • Acquire foresight into changes into key ABM areas, including functional design and integration, skills and competencies, process and technology
  • Understanding the implications for sales, marketing and the customer across these key areas of ABM change
  • See a new framework for assessing how prepared your organization is to address the future state of ABM, and a scorecard for prioritizing ABM improvements

Making Personas Personal: SiriusDecisions Buyer Insights 2017

Presenters: Cristina De Martini, Carrie Rediker

Understanding what makes a wide variety of b-to-b personas tick is essential to creating effective marketing campaigns, content, sales enablement materials and more. To help you do just that, our SiriusDecisions 2017 Buying Study will illuminate how b-to-b buyers truly behave, including their engagement levels, decision drivers and content utilization. This presentation will provide the following benefits:

For sales, marketing and product:

  • Gain perspectives on when buyers need and want to interact with a salesperson vs. how much of their activity is self-service
  • Become educated on the critical drivers for purchase decisions, as well as factors that validate these decisions
  • Learn how to identify the source of buying power and decision triggers to ensure offerings are engineered to connect with buyer needs

The Evolution of Scoring: Considerations for Today

Presenters: Erin Bohlin, Laura Cross

Though lead scoring is increasingly common in b-to-b demand creation, many organizations continue to use inaccurate lead scoring models, struggle to determine whether their scoring model is working, and question whether to replace scoring based on a marketing automation platform (MAP) with predictive scoring. This presentation will provide the following benefits:

For marketing:

  • See our new Lead Scoring Decision Support Framework, which provides a set of criteria to guide organizations to their best scoring approach
  • Understand considerations for implementing scoring in MAP, predictive and hybrid scenarios
  • Understand how to use statistics, data science and machine learning to assess and evolve existing lead scoring models

For sales:

  • Understand how different scoring models impact sales followup
  • See how to participate with marketing to drive success for the lead scoring model and continuous improvement of lead quality

Leveraging Data to Power Account-Based Marketing

Presenters: John Donlon, Matt Senatore

Absent high-quality, connected data informing strategy and execution, account-based marketing (ABM) can result in an organization placing its bets on the wrong accounts and focusing its efforts on inappropriate messages and misguided tactics. Flip that around, however, and account-based marketers can turbocharge everything associated with ABM with the right insights. So, what’s the best way to source the right data, ensure its high fidelity and glean the insights marketers need to inform their ABM activities? This presentation will provide the following benefits:

For marketing:

  • Understand which ABM processes are most impacted by data, and learn strategies for ensuring those activities are fueled with the most accurate and complete information possible
  • See examples of how SiriusDecisions clients have leveraged data to drive more effective ABM results

Effective Demand Creation Program Planning and Execution

Presenters: Jen Horton, Carrie Rediker

SiriusDecisions research shows that program origination often fails to align with go-to-market strategy and account for execution challenges and skill gaps, resulting in inconsistent performance and limited insight on how to improve. In this session, we will introduce the SiriusDecisions Program Pendulum, a planning and execution methodology where momentum begins with business context and is reinforced with performance insights that inform how the demand program should be optimized over time. This presentation will provide the following benefits:

For marketing:

  • Understand how to create discipline in demand creation program planning, execution and optimization
  • Learn how to build agility into the program implementation process by starting smaller in scope, embracing experimentation and frequent feedback, and making adjustments

For product:

  • Understand the required inputs from portfolio marketing for effective program goal setting and program design
  • Learn strategies for effective collaboration with demand creation program owners