Track Sessions

Demand Creation

Demand marketers must rethink their demand toolkit – or get left behind by the competition. There is no more room to deliver disjointed outreach to individual buyers. Marketers need to engage buying groups and support their decisionmaking processes, offer interactive content formats, and measure and optimize in real time. In this track, we share the essential areas where demand marketers must challenge status quo thinking to transform their teams into data-driven and audience-centric demand creation functions.


“The ability to master and exploit change has become the hallmark of strong b-to-b marketing leaders, but those who do it well don’t just react to change. They design teams, processes and infrastructure that create the environment needed to drive positive change by ensuring clarity of goals, championing macro and micro performance analysis, and allowing iterative idea evolution. In this track, we’ll share best practice approaches to field design, program planning, demand nurture and measurement that enable marketers to seek out change and use it as a force for good.”
Jen Horton – Vice President and Group Director, Demand Creation Strategies

For additional networking with your peers, you’re invited to join our SiriusNetworking Breakfast for demand creation leaders on Thursday, May 10th at 7:30 a.m.

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Session Focus

  • Redefining the Field Marketing Job Family

    Wednesday, 1:50 pm Session Focus: Operationalize Session Priority: Demand Functional Design and Development

  • Demand Creation Infrastructure: A Capabilities-Driven View of the Stack That Drives Growth

    Wednesday, 2:40 pm Session Focus: Adopt Session Priority: Demand Functional Design and Development

  • SiriusLab: Implementing Nurture Programs in a Demand Unit World

    Thursday, 1:15 pm Session Focus: Operationalize Session Priority: Demand Program Design Planning and Execution

  • Programs of the Year: Demand Creation

    Thursday, 2:10 pm Session Focus: Operationalize

  • B-to-B Demand Creation: By the Numbers

    Thursday, 3:00 pm Session Focus: Adopt Session Priority: Demand Functional Design and Development

 

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