B2B Summit
North America

The Strategy Compass For Revenue Engine
Speaker: Bob McKinnon, Principal Analyst, Forrester

The Forrester Aligned Revenue Planning Process
Speaker: Cristina De Martini, VP, Research Director, Forrester

The Forrester B2B Revenue Waterfall™
Speaker: Vicki Brown, VP, Principal Analyst, Forrester

The Forrester Metrics Spectrum
Speaker: Ross Graber, VP, Principal Analyst, Forrester

Sales – The Relative Productivity Framework
Speaker: Steve Silver, VP, Research Director, Forrester

The Product Marketing And Management (PMM) Model
Speaker: Katie Fabiszak, Principal Analyst, Forrester

The Forrester Campaign Framework
Speaker: Rani Salehi, Principal Analyst, Forrester

The Messaging Nautilus®: Buyer’s Journey
Speaker: Barry Vasudevan, VP, Principal Analyst, Forrester

The Forrester Marketing Program Planning Framework
Speaker: Erin Rampey, Principal Analyst, Forrester

The Marketing Plan on a Page
Speaker: Craig Moore, VP, Principal Analyst, Forrester

The Forrester Technology Alignment Framework
Speaker: Katie Linford, Principal Analyst, Forrester

The Forrester Scope Of Content Strategy And Operations Model
Speaker: Lisa Gately, Principal Analyst, Forrester

It’s never been more mission critical for B2B marketers to engage their target and key accounts in today’s fast-paced, competitive world. While it’s clear we’re on the brink of a golden age of marketing, the journey is in equal parts exciting and daunting. In this Spotlight Session, Agent3 will share case studies of account-centric growth strategies, underpinned by the end-to-end delivery of data, creative content and technology which, combined, add real, predictable value to brands.

Speakers:
Liam Jacklin, Partner, Agent3

Explore how Showpad used the Ceros platform to launch their virtual Global SKO across more than 400 employees. Dive deeper into how Showpad was able to seamlessly integrate their product & workflow into the Ceros product to deliver an engaging experience owned entirely by their creative marketing & enablement teams.

Speakers:
Roxy Cordt, Director of Enterprise Sales, Showpad

In todays’ digital era, sales and marketing leaders have an array of prospecting data platforms to choose from. However, many platforms seem highly promising, but do not deliver. Have you been asking the right questions during evaluation? Are they truly global and privacy complaint?  What about data-quality and match rate? Join our session to find out, and get a free cheat sheet and a ready-to-use evaluation matrix to help your teams to ace this process!

Speakers:
Sanjay Gala, Founder & CEO, SMARTe

How is Walmart overcoming critical supply chain complexities to get products from distribution centers to shelves more efficiently? Through Wrike, they discovered a better way to work by integrating critical tools like automated dashboards and fully contextualized projects. Get a closer look at Walmart Canada’s work management journey with Wrike, and how it’s enabled them to better prioritize, collaborate on, and streamline end-to-end processes involving millions of customers and over 400 stores.

Speakers:
Molly Mixon, Senior Product Marketing Manager, Competitive Intelligence, Wrike, a Citrix Company

Understatement of the century: the business landscape changed tremendously during COVID. As organizations rallied teams to swiftly adjust to the shifting B2B horizon, Trend Micro embraced the challenges and quickly found common ground between marketing and sales. Hear what it takes to completely transform marketing and align in a new way with sales and customer success. Armed with data at their fingertips, the Trend Micro marketing team looked at their market, campaigns, and messaging in a new light.

Speakers:
Ashleigh Ford, Senior Marketing Manager, Demand Generagtion & Operations, Trend Micro

As the pace of change continues to accelerate, it is more imperative than ever for marketing teams to operate with speed and agility and adopt tools that help them rapidly create content to align with market demands. In this session, learn how Dell is implementing a work management solution to optimize the content planning, creation and management process to centralize and standardize workflows across systems as they evolve their marketing operational model.  

Speakers:
Leticia Rossi, Marketing Content Technology Director, Dell Technologies

Kustomer* is a global Customer Service CRM Platform company targeting specific industries that need to provide and deliver customer experiences that are faster, richer and available where customers want to connect. This session will illustrate how Kustomer has successfully implemented a multi-touch strategy to engage with qualified prospects through a partnership with True Influence that is allowing Kustomer to utilize industry-leading B2B data insights and intent to build their highly targeted ABM strategy and Ideal Customer Persona. (*acquired by Meta, Feb 2022)

Speakers:
Pam O’Neal, Senior Director of Growth, Kustomer/Meta
Scott Creed, VP of Sales, Growth Accounts, Anteriad

In 2021, Domo made the tough decision to shift its sales enablement and learning processes with an eye on the future. Through strong partnerships, an aggressive implementation and a focus on empowering sellers, Domo has launched an impactful experience that’s already showing benefits for sales managers and their teams.

Speakers:
Terri Barefoot, Sales Enablement Program Manager , Domo, Inc.
Robert Fox, Senior Manager, Global Sales Enablement , Domo, Inc.

Strategy and operations are two often competing priorities when it comes to marketing campaigns and reporting. Learn how Splunk positions the need and value of both to get the required resources to deliver strategic “CMO KPIs” based on a strong operational foundation.  Marlene shares her different experiences building robust operations with Allocadia at two different companies, how Splunk pivots plans based on insights, and how to build trusted relationships between finance and marketing.

Speakers:
Marlene Chan, Marketing Business Operations Director, Splunk
Hannes Migga-Vierke, VP of Global Marketing Operations and Demand Center , Acronis

Video is one of the most important tools marketers can use to achieve KPIs – and when part of a B2B marketing strategy, organizations can realize up to 49% faster revenue growth. As the need to find ways to more effectively connect with customers, video has become top-of-mind with marketers across all industries. In this session, you’ll hear how Brightcove customers use video to create meaningful engagements that maximize marketing value to reach and engage every audience, anywhere and anytime.

Speakers:
Jennifer Griffin Smith, CMO, Brightcove

Requirements change, goal posts move and the future is unpredictable. Finding a tech partner that can pivot and adapt inline with your business needs is essential for success. William Hamilton shares his 20 years experience of what makes a great vendor, considerations to keep in mind throughout your next digital transformation project and how to avoid making a difficult task harder than it needs to be.

Speakers:
William Hamilton, Co-founder, SmartPath
Tim Kreiner, Director-Sales, Builder.ai

Building an omnichannel ABX program is daunting for any marketer. Hear from Nicole Kimmick, Director of ABM Marketing at Alation, on how she built a successful, scalable and responsive ABX program. By partnering with Demandbase and leveraging the Alation data intelligence platform, the team built a data driven Account Based Experience (ABX) program that blends the best of demand generation with the exact targeting of ABM. Join this session to learn how to use data intelligence to identify target accounts and build personalized omnichannel experiences.

Speakers:
Nicole Kimmick, Director, Account Based Marketing (ABM), Alation

Enterprise-level account-based marketing initiatives require fine-tuned alignment with sophisticated resources and global teams. Maintaining optimal performance of these investments’ hinges on the accuracy, scale, and recency of the data that fuels their engines.

In this session, Google Chrome will demonstrate how identifying and creating high-propensity audience segments using technographic installation and intent data layering fueled their branded demand generation programs. This facilitated the growth of their ABM permission-based audience and accelerated ROI.

Speakers:
Steve Armenti, Head of Enterprise Campaigns & Operations, Chrome & Android, Google
Chris Rack, CRO, DemandScience

Rockwell Automation is on mission: bring together their first and third party data and provide deeper, more actionable insights that help their revenue teams drive faster growth. Join this session to learn about the seven steps they’ve taken to identify target buying groups and prioritize sales and marketing efforts around those more precise, in-market audiences; deliver customer experiences that engage and identify new opportunities for growth; and optimize channel performance to increase campaign ROI.

Speakers:
Gudrun Wetak, Marketing Manager – ABM, Rockwell Automation
Gino Palozzi, Senior VP Integrated Marketing, Dun & Bradstreet

Join Intentsify and TripActions for this fireside chat about transforming intent signals into actionable, pipeline-driving programs. We’ll discuss how TripActions’ ABM and Enterprise Marketing teams leveraged Intentsify to scale business during a time when most travel-related companies were struggling. You’ll learn how TripActions evolved its strategy by layering various types of intent signals to hone program targeting and drive efficiency, as well as the teams’ results to-date and future plans with intent data and Intentsify.

Speakers:
Christine Simonini, Director, Enterprise Marketing, TripActions
Colm Shalvey, Head of ABM, TripActions
Ed Laplante, Chief Operating Officer, Intentsify

Consumer expectations are changing, particularly in B2B. But frequently outdated business models hamper progress. We’ll examine how a B2B pet nutrition brand launched its Direct-to-Consumer offering by overhauling process and interconnectedness across their entire organization, from CX to marketing and sales to technology. We’ll walk step-by-step through how we helped them maximize their newly connected enterprise, and set them up for double-digit growth in both their DTC platform as well as their legacy business.

Speakers:
Bret Sanford-Chung, Managing Director, KPMG U. S. Marketing Consulting

Breaking free of lead-centric inbound models is easier said than done. Siemens has risen to the challenge, creating a pathway for others to follow. For anyone that’s stared down a demand unit waterfall and wondered ‘how’, this session will define a pathway for making the case for, and transformation to a Demand Unit model.

Speakers:
Liz Arndt, Senior Director, Global Inside Sales, Siemens Digital Industries Software
Evan Liang, CEO, LeanData

The last few years have generated new, increased pressure on organizations to be creative and flexible as they navigate rapidly changing circumstances. Join this session to learn how Thomson Reuters leveraged the Mindtickle Sales Readiness Platform to transition to a 100% virtual approach while increasing efficiency, reducing operations costs, and boosting revenue. Specifically, you’ll see how they streamlined reporting and data aggregation, generating actionable insights that led to observable increases in both readiness and behaviors.

Speakers:
Bill Mills, Manager, Sales Enablement, Thomson Reuters
Chris Lynch, CMO, Mindtickle

Revenue leaders are all facing the same challenge right now: pressure to deliver more revenue with fewer resources. And with more than 60% of the buyer’s journey happening online, it can feel impossible to drive that kind of change. The solution? The Next-Gen Rev Engine: Join Mariana, Kerry & Saima to learn how these thought leaders pioneered the application of a data-first, customer-centric approach that unlocks the next era of enterprise growth.

Speakers:
Mariana Cogan, CMO, People.ai
Kerry Cunningham, Research & Thought Leadership, 6sense
Saima Rashid, Sr. VP, Revenue Analytics , 6sense

Join Salesforce and Norma Dorst, Senior Director of Global Field Marketing at NI, as she shares how NI used data-driven insights to personalize their outreach at scale, allowing their marketing and sales teams to put the customer at the center of their marketing. She will share lessons learned from their marketing transformation, as well as actionable tips on:
– Creating content that resonates
– Using automation to personalize outreach at scale
– Using a data-driven approach to meet customers where they are

Speakers:
Norma Dorst, Senior Director of Global Field Marketing, National Instruments
Ruth Bolster, Product Marketing Manager, Salesforce

Join us to learn how to start connecting and organizing your B2B data to better optimize your revenue waterfall. Align BI has been implementing Forrester B2B frameworks and best practices for companies for nearly 15 years – and it’s been wildly successful. While Forrester frameworks outline what to do, this session will show we’ll give you our favorite data tips, so you’ll know how to get more insights out of your revenue waterfall.

Speakers:
Ryan Hobson, Partner, Align BI
Peter Netteshiem, Partner & Founder, Align BI

Have you wondered about how other people perceive you when you are talking?

We did.

We went from being ‘nervous and timid’ to ‘clear and confident’ after 4 weeks of practicing with VoiceVibes AI.

We couldn’t believe how simple it was.

We’ll show you the main tricks live so you can do it in two weeks.

The main thing is…Come to the talk to find out.

Speakers:
Nathan Fierley, VP of Sales Engineering , Bigtincan
Rusty Bishop, CMO, Bigtincan

Modern revenue teams need to be data-driven to run effective GTM strategies, but privacy, the proliferation of tools and data, and expectations of personalization make it difficult to execute on that vision. In this session, we’ll demo how Dun & Bradstreet can help maintain your data in CRM and let you action on it to launch omnichannel campaigns and sales plays, so you can reach the right targets with the right message at the right time in the buying journey.

Speakers:
Sam Bonfig, Director of Product Marketing, Dun & Bradstreet

Speakers:
Lisa M. Schwartz, Director, Product Marketing, Freshworks, Inc.

Driving revenue is more challenging than ever: products are increasingly complex, buyers less patient, and sales reps are stressed. Most try to solve this with more content and more sales plays, but it’s not making reps more successful! In this session, you’ll learn how to take charge of sales enablement, making it a strategic growth lever for the business, whether your focus is launching new products, implementing a new methodology, or managing a corporate rebrand.

Speakers:
Jarod Greene, VP, Product and Customer Marketing, Highspot

Building customer experiences in commerce is time-consuming. Logging into multiple systems, working across departments, depending on IT, drain your team and take them away from more strategic work. Using technology that can adjust the customer journey in real-time based on marketer controls or on its own with AI-driven machine learning, gives your team time back in their day. In this session, learn from Sitecore – a Forrester B2B Commerce Strong Performer – how to bring more efficiency and happiness to your teams.

Speakers:
Thai Arizpe, Vice President, Global Solutions Marketing, Sitecore

Customers are sending buying signals all the time, except most of them are anonymous. In this session we’ll discuss how to capture this intent, and predict the buyers journey so you can execute the right campaigns across every channel and never miss a revenue moment.

Speakers:
Latané Conant, Chief Marketing Officer, 6sense
Kerry Cunningham, Research & Thought Leadership, 6sense

Demand marketing teams in the B2B tech space are always looking for advanced strategies that create conversion and drive opportunity quickly. Join Dell Technologies and Activate as they reveal how Dell’s successful demand marketing team is servicing buyer needs and taking advantage of unique conversion strategies to consistently deliver high-quality leads to their sales teams every single quarter. Dell Technologies will share details around a unique Activate demand gen program that drove higher conversion to pipeline and delivered 3X greater ROI and continues to do so quarter over quarter.

Join Aruna Narsi from Dell Technologies in an informative session that will reveal:

• Demand gen marketing at Dell: The approach that works for them;
• Dell’s strategy to generate high-quality prospects;
• Challenges and goals;
• Key success tactics; and
• Program details and result proof points.

Gain an inside view of how Dell was able to capture conversion through the power of content, personas and a user journey that delivered strong results.

Speakers:
Aruna Narsi, Senior Manager, Field Marketing, Dell Technologies
Edward Grossman, Co-Chair, Chief Strategy Officer, Activate

Every day, businesses scramble to hire and onboard new sales reps in record volume and in record time. Unfortunately, many lack strategy and tools to deliver accelerated onboarding effectively. As a result, reps’ performance suffers, they leave, and companies must hire again. It doesn’t have to be that way. In this session, you’ll learn how eSentire’s lean sales enablement team broke that vicious and costly cycle and ensures new reps are onboarded, ramped, and selling in under 90 days.

Speakers:
Makenzie Van Eyk, Manager, Sales Learning and Development, eSentire

Learn how Anteriad helped SHRM reach their audience as people went remote and helped uncover new audiences with a data deep dive and a pivot to digital.

SHRM served as a critical resource to HR and business leaders throughout the pandemic – providing guidance on everything from Covid-19 protocols to remote work. Ironically, the remote work trend impacted SHRM’s ability to reach their own audience effectively, and the organization turned to Anteriad for help.  Anteriad recommended that SHRM rethink their email program in order to drive new leads and engage them, taking advantage of their successful content engine. They used a targeted approach that leaned into digital and broadened the audience scope, uncovering important new audiences that SHRM had not reached with offline channels. Anteriad helped SHRM increase SHRM’s email output by 10X – reaching HR Professionals wherever they were working.  Together, Anteriad and SHRM generated a 4x return on ad spend (ROAS).

Speakers:
Yancey Burgess, Manager, Marketing Audience Segment, SHRM
Patrick Butler, SVP, Client Strategy, Anteriad

Bottomline Technologies was mired in a fog when it came to managing the business of marketing. Plans were fractured and in multiple places. Funding was managed separately, and performance was captured in silos, with no context. Bottomline focused first on governance, bringing all the component pieces of marketing into one collaborative platform using a common language, realizing significant productivity improvements while enabling the better decision making needed to drive performance to reach their growth goals

Speakers:
Lianna McGauley, Senior Manager, Marketing Technology, Bottomline Technologies

Sales, marketing and RevOps teams are striving to be data-driven — and they all face the same challenges: privacy regulations, personalized buyer journeys, and proliferation of tools and data have increased the complexity of measuring performance and proving ROI. In this panel discussion, four marketing leaders will discuss how they’ve implemented processes and technologies to overcome these challenges and what they do to sustain success.

Speakers:
Gudrun Wetak, Marketing Manager – ABM, Rockwell Automation
Jerry Nichols, Head of Marketing Analytics, Bottomline Technologies
Tom Magadieu, Senior Director, Global Lifecycle Marketing, Wex
Gino Palozzi, Senior VP Integrated Marketing, Dun & Bradstreet

Want to improve your customer acquisition cost by 34% while scaling your paid user base? That’s what EZ Texting, the #1 SMS platform for business users, and Fathom, their digital marketing partner, achieved together in 2021. Punit and Steve will share a roadmap so you can do the same. Learn how they collaborated to realign EZ Texting’s marketing strategy to capture ideal customers across their most profitable digital media channels and test into growth areas.

Speakers:
Steve Kessen, Chief Executive Officer, Fathom
Punit Shah, Chief Marketing Officer, EZ Texting

Sales has changed dramatically in recent years. How do you simultaneously navigate major shifts in the B2B sales landscape and drive growth in your pipeline? Clario’s Global VP of Software Solutions, Rich Murg, will share insights into the evolution of software sales and how Clario has used Highspot to accelerate the creation of sales opportunities.

Speakers:
Richard Murg, Global Vice President of Business Development, Clario

Paige Gerber will demonstrate how she grew revenue, providing rich dynamic digital experiences to every website visitor and in-market account using Hushly. You’ll hear what it took to create this engine for growth and see the results from before and after. Get into market quicker by activating dynamic buyer experience for both demand generation and in-market accounts, including ABX destinations, unique content hubs for nurture destinations, event destinations, as well as dynamic website content.

Speakers:
Paige Gerber, Director of Demand Generation, Mindtickle

Mergers and acquisitions are meant to capture synergies created between the organizations, either through better revenue gain or through cost savings from improved operational efficiency. Yet many mergers don’t live up to expectations. The exclusion of technology and operations executives during due diligence incurs additional work down the road.

In this session, Ewan Auguste, Chief Marketing Officer, PlanSource, and Ed King, CEO and Founder of Openprise, will explore the strategic importance of RevOps in ensuring smooth integration and the ability to create value quickly after the M&A event. Ewan and Ed will also share from their M&A experiences, how a RevOps team can weather the rough seas of M&A with a well thought out technology and operations strategy.

Speakers:
Ewan Auguste, Chief Marketing Officer, PlanSource
Ed King, CEO & Founder,

Like most modern Chief Marketing Officers, Brett Theiss’, CMO of Anaplan, is focused on delivering strong pipeline. As Anaplan rolls out new products in new markets, he needs to ensure the entire go to market team confidently serves the right message in the right way. In this session, learn how Brett and his sales counterparts align on their go-to-market strategy and leverage Outreach’s Sales Execution Platform to deliver consistent, proven messaging and drive predictable pipeline.

Speakers:
Brett Theiss, CMO, Anaplan

The most effective marketing leaders know how to generate demand, but also know that it takes more than a savvy team to execute effectively and scale your efforts. The right technology – that integrates with the tools you use everyday and that delivers actionable data and insights around what your buyers are interested in – is also essential.

Join Doug Calvelage, Sr. Director of Global Demand and Digital Marketing at Blackboard, to see how he’s engaging buyers directly through content targeting, website analytics, and AI to increase conversions and track content performance. As Blackboard merges with Anthology, the marketing team has some major milestones ahead to plan for. His secret formula for success? Creating a smart marketing strategy to deliver the most relevant content to the right buyers at the right time and choosing technology that is flexible, easy to use, and stands the test of time.

Join Doug to hear his winning best practices for:
• Increasing website engagement and conversion rates
• Redefining traditional email nurture streams
• Creating the ideal mix of people, process, and technology
• Using technology to ensure successful marketing milestones
• Scaling marketing programs to ensure future success

Speakers:
Doug Calvelage, Sr. Director, Global Demand and Digital Marketing, Blackboard

Everyone loves swag…but demonstrating its revenue impact has never been more critical.  Learn how B2B software company Unitrends went from wasting thousands of dollars in giveaways to generating hundreds of thousands in pipeline with a strategic swag strategy.  In this session, you’ll get actionable ideas for campaigns you can launch in days, and give marketing their swagger back when it comes to branded gifting.

Speakers:
Jennifer Sipala, Vice President of Marketing, Unitrends
Ryan Campion, Head of Marketing, Printfection

It’s not easy managing one of the largest deployments of Sales Cloud in the world. Breighan Ballog, Sr. Director, Sales Planning & Strategy at Dell and Victor Liu, Sr. Director of Product Management at Salesforce will discuss how Dell created a centralized selling hub for reaching the right buyers and closing deals fast with Sales Cloud. We’ll cover the challenges they faced, the experience of getting started, and how it helps them achieve record-breaking results!

Speakers:
Breighan Ballog, Sr. Director, Sales Planning & Strategy, Dell
Victor Liu, Sr. Director of Sales Cloud PM, Salesforce
Jeremy Parker, Director of Global Marketing Automation, Dell
Adrienne McCrory, Product Marketing Manager, Salesforce

Turntide’s mission to save the planet (whoa) depends on better marketing. Simplifying a complex marketing landscape and battling the status quo is vital. Turntide’s strategy of not overthinking ABM strategy and focusing on “just starting” has transformed them into an industry leader. This session—which is sure to be unlike any other—will lay out how they did just that… launching a killer ABM program that continues to slay by leveraging world-class data to evolve and expand.

Speakers:
Marianne Schroer, Director, Growth Marketing, Turntide

Get an inside look at Twilio Segment’s operations: how we use our own customer data platform to drive go-to-market strategies. You’ll learn how Sales, Marketing, and Customer Success use Segment to spearhead growth, operationalize machine learning models, and personalize customer experiences.

Speakers:
Sean Spediacci, Sr. Product Marketer, Twilio Segment

Spend some time in these small, interactive group roundtable discussions aligned to priority topics by  job role.  Forrester analysts will kick-off the discussion, but bring your topic or question to the meetup and help spark the conversation. First-come, first-served.

Meetup: Campaign Craig Moore

Meetup: Content Strategy & Operations Lisa Gately, Kathleen Pierce

Evolving Your Content Engine: How to Increase Effectiveness and Show Value

Topics:

• Demonstrating the value of content to executives
• Creating content intelligence to drive engagement and ROI
• Designing content roles and advancing capabilities

Meetup: Customer Engagement with Amy Bills, Laura Ramos

Customer Marketing’s New Opportunities To Deliver Value

Topics:

• Ways to lead sales, services, and other customer-facing teams in postsale activity that drives loyalty and measurable outcomes.
• Effective ways to engage customers and deliver value so they will feel motivated to tell their stories.
• Creating reliable and repeatable dashboards that reflect both the value customers receive and benefits back to the business.

Meetup: Demand & ABM​ Jessie Johnson, Laura Cross, Bob Peterson

Let’s Discuss – Smarter Demand, Scalable ABM: B2B Marketing’s Next Evolution

Topics:

• Beyond acquisition. How opportunity types inform revenue modeling, optimal path and tactic mix planning.
  Beyond leads. How buying groups change everything in B2B marketing.
  Beyond technology. How to recognize and act on all audience signals to enable real-time audience engagement.

Meetup: Marketing Operations​​​ Katie Linford, Julian Archer, Brett Kahnke

During this session, you will learn from your peers how they are approaching key marketing operations challenges. Below are the topics we’ll explore during our conversation:

Topics:

• Marketing Technology – Who “owns” martech / Aligning technology across the revenue engine / Martech trends.
• Data – The forces driving data deprecation / Implementing a successful first part data strategy / What’s next for data management
• Measurement – Demonstrating marketing’s value beyond sourced pipline and revenue / Driving more efficient use of marketing spend.

Meetup: Portfolio Marketing​​​ Barbara Winters, John Buten, Beth Caplow

Driving business impact in an increasingly complex and fast-paced environment

Topics:

• How Portfolio Marketing creates strategic impact
• Managing complex portfolios
• Planning “launches” in the modern environment

Meetup: Product Management​ Lisa Singer, Sam Somashekar

Ensuring Product Management Is Driving Toward Business Goals

Topics:

• Digital products: are you missing out on key opportunities for innovation and growth?
• Developing subscription offerings is just the beginning. Considerations around pricing models as well as driving adoption and retention
• It’s not about the Sprint. Getting product management to be more strategic and drive business growth.

Meetup: ​Sales Enablement​​​ Jennifer Bullock, Peter Ostrow

Upping Your Sales Enablement Game for the Next Normal

Topics:

• How are you ensuring your Sales Enablement team is properly structured to support yout sales teams?
• To what success metrics are Sales Enablement leaders managing?
• Your choice of other topics!

Meetup: Sales Operations Anne Slough, Robert Munoz

Elevating Sales Productivity & Performance

Topics:

• Insights from Forrester’s Sales Activity Studies: Are sellers returning to face-to-face selling and how do high performers spend their time?
• Aligned Revenue Planning: What is it, why should you care, and how do you do it?
• Insights Driven Selling: Leveraging Technology to drive seller effectiveness and productivity

Derek Levine, Director Enterprise Sales at 6sense, shares his story of finding success through account prioritization. He’ll walk through his journey of being an Enterprise AE with a massive book of business, large territories, and strategic accounts to owning far fewer but with visibility, prioritization, and confidence to build a repeatable scalable pipeline.

Speakers:
Derek Levine, Director Enterprise Sales , 6sense

This session walks through the features and benefits of the Anteriad Marketing Cloud, including a capabilities overview and a step-by-step guide to defining an audience, building a campaign, analyzing results using the robust reporting functionality, and implementing an integrated marketing strategy.

Speakers:
Scott Creed, VP of Sales, Growth Accounts, Anteriad

Marketers are responsible for more of the funnel than ever, from awareness to conversion to retention. The modern marketer’s challenge is how to balance that reach while still providing personal moments that perform. In this session, you’ll learn how Alyce is improving the outbound marketing experience through their B2B gifting platform.

Speakers:
Greg Segall, Founder & CEO, Alyce

See how you can seamlessly integrate and automate all your customer applications from marketing to sales to customer service and deliver a truly connected experience in every interaction using the Workato Enterprise Automation platform. Learn about the key capabilities around low code integration, low code api management, api led automation, workflow automation, and much more.

Speakers:
Josh Lucas, RevOps Solutions Manager , Workato

BrandMaker will share their plans for a next generation offering that will enable marketers to accelerate their impact by digitally transforming the business of marketing. This digital transformation will be delivered through a unified and personalized user experience, propelled by connected intelligence on top of an open ecosystem of martech and back-office components. The workspace is designed to facilitate marketing planning, investment and spend management, performance management, work management, and digital asset and brand management.

Speakers:
Bruce Brien, SVP of Global Sales Support Services, BrandMaker

Join Oracle’s head of Global Marketing Technology to learn how to tackle massive marketing transformation as one of the largest technology companies in the world. With over 130,000 employees operating in over 175 countries, transformation at Oracle requires immense scale and unparalleled security throughout its marketing technology implementation, conversion of legacy systems into 100% modern cloud technology, and eliminating messy and siloed data into a unified Customer Data Platform with spectacular results.

Speakers:
Bence Gazdag, VP, Global Marketing Technology, Oracle Advertising and CX

Want to hit your revenue goals this year and every year, but unsure where to start? We’re going to walk through everything you need to do just that! Discover how the #1 Growth Platform can help you navigate disruption and successfully create buying experiences that delight customers, transform your teams for modern selling, and leverage insights to make data-driven business decisions. The result? Predictable, sustainable revenue growth this year and beyond.

Speakers:
Adrienne McCrory, Product Marketing Manager, Salesforce

Orchestrating successful ABM programs requires a deep understanding of your target accounts and their buying journey – an understanding made possible with a robust set of trusted data.  In this session, Snowflake’s Director of Account-Based Marketing, Hillary Carpio, shares how her team uses Company Surge® Intent data to:

• Identify “market ready” accounts
• Deliver relevant messaging from both sales and marketing
• Create multi-threaded marketing campaigns for key accounts
• 4x SDR meeting rate

Speakers:
Hillary Carpio, Director Account-Based Marketing, Snowflake

McKinsey experts estimate that 70% of Transformation Programs Fail and Salesforce predict that the digital skills gap could cost G20 countries more than $11.5 trillion in cumulative GDP growth. And yet online customer expectations continue to increase. This session will look at how innovation such as AI and low code/no code build options can help plug the gap and secure a digital first future.

Speakers:
Shalabh Moonat, VP Sales Americas, Builder.ai

In B2B, every sale needs a meeting. But not all meetings are created equal. You want to make sure that when you are in front of the ideal client, and you are doing everything possible to remove the friction to getting them into a meeting.

Hosted by Chili Piper, join Workato as they share how they optimized their inbound and outbound processes to reduce friction and increase booked meetings by 50% with their ideal clients.

Speakers:
Angelena Adamski-Carraci, Sr. Manager SDR Enablement, Workato

We’ve all heard the three letters A-B-M before. Well, folks, it’s time to push ABM to the next level. Today, marketing, sales, and customer success must work in lockstep to accelerate revenue. Enter: account-based engagement (ABE). ABE zeros in on your VIP accounts as they interact with your business at every stage in the customer lifecycle. Join us to learn how Stanley Black & Decker is using this game-changing strategy to power big pipeline.

Speakers:
Waseem Kawaf, Global VP of Digital Experience , STANLEY Security
Justin Keller, VP of Revenue Marketing, Drift

With the demise of its key demand activities – direct mail and events – and form fills during the pandemic… Martha France, VP of Marketing and Sales at Vya was on the hunt for a solution that allowed her team to be hyper-targeted and personalized. This is when she found Person-Based Advertising solution, Influ2. Martha shares how Influ2 campaign ‘clickers’ are helping Vya align marketing and sales activity and drive demand.

Speakers:
Martha France, VP of Marketing and Sales , Vya

B2B demand marketing is hard, but today it’s harder than ever. Marketing’s job is to connect with buyers, engage, and address their problems – but this has been hindered by internal silos across marketing teams, strategy, and technology. In this session, join Integrate CMO Deb Wolf and learn how to put buyers first, develop an omnichannel focus, deliver touchpoints built for buyer needs, and better measure results. In other words, Precision Demand Marketing.

Speakers:
Deb Wolf, Chief Marketing Officer, Integrate

Maintaining agility and brand consistency within a team of 400 marketers that spans different jurisdictions and organizations is no easy feat. Especially if they’re also executing over 2,000 email sends in a year. In this session, Palo Alto Networks’ Senior Manager of MarTech & Campaign Operations will speak to how his team met this challenge head on with a robust, integrated MarTech Stack, and core tools like Knak.

Speakers:
Kyle McCormick, Senior Manager, MarTech & Campaign Operations, Palo Alto Networks
Brendan Farnand, Co-Founder & COO, Knak

With the world reemerging from COVID, B2B marketers are again in need of the right deployment mix of digital and real-world customer experiences to meet the evolving normal. In this case study you’ll discover how American Express Global Business Travel, working in partnership with Ledger Bennett, deployed strategy and tactics during and coming out of the pandemic, while concurrently optimizing technology and reporting frameworks to increase marketing revenue accountability and enable data-informed progressive optimization.

Speakers:
Andrea Glenn, CEO, Ledger Bennett
Lewis Tierney, Global VP, Client Services, Ledger Bennett
Erin Stuckert, Global VP, Digital Strategy, Ledger Bennett
Chris Mann, VP, Product Strategy, Ledger Bennett

You expect to grow your revenue team by how much this year? Finding the candidates is step one, quickly ramping and empowering them is the holy grail. Join this session to hear how tech unicorn 6sense improved seller confidence and execution while scaling from 200 to 1100 employees. From micro-learning to interactive buyer experiences, we’ll touch on how revenue enablement removes friction across the buyer’s journey while boosting engagement, revenue team ramp time, and seller productivity.

Speakers:
Mark Ebert, SVP Sales, 6sense
Sean Goldie, VP of Revenue Enablement & Strategy , 6sense
Jodie Jansen, Chief Customer Officer, Mediafly

For enterprise and high-growth organizations embracing strategic ABM, a specific approach to people, processes, and technology has transformed sales and marketing into lock-step revenue teams. These organizations operate in complex environments and embody a sophisticated approach that extends beyond what most solutions offer today. In this session, you’ll learn from MRP and ServiceNow the driving forces behind ABM leaders’ speed to market, to pipeline, and to revenue: data, intelligent insights, and finely tuned orchestration.

Speakers:
Heather Rath, Director, Field Marketing, ServiceNow
Mark Ogne, Chief Marketing Officer, MRP

Effective webinars don’t just generate leads, they engage buyers and accelerate their journey towards a purchase decision. Attend this session to learn strategies and best practices on how to optimize webinars to turn audience engagement into customers. In this interactive session, you will learn how to optimize webinar engagement to drive key conversions. Dive into how you can analyze engagement and find insights for marketing and sales action, and explore how to enable better sales follow-up.

Speakers:
Tessa Barron, VP of Marketing, ON24

Digital experiences are the key to winning the hearts of customers. And the brands that can consistently deliver valuable and meaningful content will be the ones that win out. But that starts by taking a cold hard look at what’s happening internally…

Join this session to hear Kristen Fallon, Global Director of Brand & Digital Marketing at GE Healthcare, and Shafqat Islam, GM of Welcome, as they discuss how GEHC:

1. Established a vision for its ideal operating model — with digital experience as the core focus
2. Assessed its entire martech stack — visualizing the role & relationships that each investment would play
3. Built a proper foundation — to ensure tight coordination across different channels, teams & audiences

Speakers:
Shafqat Islam, Co-founder and General Manager , Welcome
Kristin Fallon, Vice President of Brand & Digital Marketing, GE Healthcare

Lofty targets are driving businesses of all sizes to focus their selling on the SMB segment. Why? SMBs make up 99.9% of all US businesses and they have money to spend. If nearly 26M of those businesses don’t have employees, how do you sell to the person who wears every hat and is hardest to reach? That’s the treasure chest one of the world’s largest companies asked Salesloft to unlock. In a matter of months, Salesloft illuminated the way to millions of dollars in revenue that marketing couldn’t touch and sales couldn’t get to because of capacity constraints and dated strategies. Learn how Salesloft can introduce cost-effective revenue growth at your org. It just might be the treasure chest you’ve been searching for!

Speakers:
Lily Austin, Principal Advisor, Value Engineering, Salesloft
Amanda Holcombe, Director, Strategic Services, Salesloft

The most competitive seller is the one that creates a valuable element of personalization in every engagement, including digitally. Enablement ensures sellers bring value to buyer engagements through readiness programs to set them up for success and guide them on the path of increased effectiveness. In this session, Deluxe will share how agile onboarding and guided training help their sellers conduct effective digital conversations by leveraging insights about what those customers care about most.

Speakers:
Megan Friedrich, Director of Sales Readiness, Deluxe
Heather Cole, Vice President of Market Growth, Seismic

As the B2B unit within one of the world’s largest communications companies, Verizon Business Group can sell into practically any company on the planet. But everything-to-anybody can lead to many misses.  That’s why Account-Based thinking plays such an important role for Verizon Business Group, both at scale and in the most focused initiatives.  Join this session to find out how Verizon Business Group implements intent-fueled ABM at scale across the company. Then drill into lessons learned from their “Verizon Frontline” Public Sector initiative, a very successful 1:Few ABM program.

Speakers:
Alejandra Quevedo, Head of Demand Generation and Digital Strategy, Verizon Business Group
Charity Chittum, Manager, Marketing , Verizon Business Group
John Steinert, Chief Marketing Officer, TechTarget

Learn how relevancy has allowed Bill.com to generate demand, engage with key accounts and even facilitate expansion revenue. Leveraging a simple framework, you’ll learn to identify the right accounts and buyers, attract them through modern channels, and most importantly, keep them engaged with relevant content experiences. You’ll also learn how the Bill.com team overcame obstacles to get campaigns launched in minutes with scalable personalization to the problems their segments struggle to solve.

Speakers:
Randy Frisch, Chief Evangelist & Co-Founder, Uberflip
Jeannie Ruesch, Director of Marketing, Bill.com

Customer acquisition cost is rising at an increasing pace due to the disconnected seller & customer experience we’re all familiar with, full of demo requests, discovery calls, guided POCs, creating quotes, assigning licenses, and more. In response, many are incorporating product-led growth principles into their go-to-market efforts. The goal being to leverage the product itself as the main interaction point for their customers, as opposed to the traditional B2B sales team. Yet the sales team is still absolutely necessary in driving enterprise deals with key budget holders. Join this session to learn the keys to using PLG principles in your B2B sales and marketing motion.

Speakers:
Stephen Farnsworth, Segment Leader - RevOps Solutions , Workato

Conversica AI Assistants proactively engage 100% of your leads in two-way, humanlike conversations until they’re truly ready to move on to the next step in their journey. Learn how to use AI to close the conversation gap, surfacing the highest priorities faster and nurturing the “lower-quality” leads in a way that actually works. 8x engagement. 3x conversion. Minimum 10x ROI. Welcome to the Conversation Qualified Era.

Speakers:
Kendra Matthews, Director, Product Marketing, Conversica

Driven by new technology and changing buyer preferences, social media has become a powerful aid to success in omnichannel marketing. Oktopost is an all-encompassing social engagement suite comprising social media management, employee advocacy, social selling, employer branding, social listening and social analytics solutions. Discover how Capco, ACI Worldwide and Fujitsu have generated up to 40% more leads and increased overall engagement by 40% from social media.

Speakers:
Natalie Binns, VP of Marketing, Oktopost

There’s a perception, especially post-Covid, that data companies are either B2B to B2C. The divide is rooted in the fact that people’s identities remain fragmented, a jumbled blend of both personal and professional elements. But it doesn’t have to be that way—and it shouldn’t if you want to get ahead of the competition. Pipl specializes in connecting all these identity data elements together accurately and at scale, breaking down B2B and B2C silos.

Speakers:
Erik Costello, Enterprise Sales Representative , Pipl
Garth Moulton, Director of Global Data Solutions , Pipl

Traditional marketing automation relies on gating content and forms to capture personal information. But today’s buyers don’t want to fill out forms; instead, they give fake information or find the content elsewhere, including from your competitors.

Enter Qualified. Rather than blindly chasing prospects and relying on form fills, learn how to supercharge your pipeline by identifying your most valuable buyers, uncovering signals of buying intent, and instantly starting sales conversations, right on your website.

Speakers:
Sarah McConnell, VP, Demand Generation, Qualified

Technology companies have built their market share on Content Syndication.

But the risk of The Risk of Privacy Violations in the current Content Syndication Industry are huge. Governments are fining companies Millions for violations. Pop up suppliers are proliferating while Customers don’t even understand that they are legally responsible.

This Risk Can be Eliminated with data hygiene systems and processes that work with High Volume and Targeted ABM Campaigns.

Speakers:
Russell Rothstein, CEO, SaleSpider Media

It takes 2+ weeks for 80% of brands to get one marketing email out the door. That’s because most companies use essentially the same method to create emails that was first used in the 1990s. This session will show how quality, always-on-brand emails can be produced in hours, not days, and how some of the best brands have been able to save time, optimize productivity, and boost email performance by using this better way to create emails efficiently.

Speakers:
Noah Dinkin, Founder and CEO, Stensul

Technology advancements and constant access to information have changed the world. Data-driven capabilities are transforming marketing’s capabilities for innovating and demonstrating impact. This session will explore how this transformation is providing marketers with new ways of working. We will discuss how creativity and growth are enhanced by automation and insights.
This session will provide the following benefits:
• Reimagine how marketing must adapt to thrive in the future tech-driven world.
• Become inspired to revolutionize the role and value of the marketer.

Speakers:
Cristina De Martini, VP, Research Director, Forrester
Renee Irion, Principal Analyst, Forrester

Sales organizations have long operated under a set of principles passed down for years and eventually codified as truths required to run the business. An insight-driven sales system disproves these principles, provides a new set of truths, and opens a path to optimizing productivity and increasing sales efficiency. Modern sellers depend on data-backed insights that optimize their creativity and problem-solving and enable them to advise customers on solving business problems.
This session will provide the following benefits:
• Learn how an insight-driven sales system optimizes productivity and unleashes creativity.
• Understand how to use a data-backed approach to enable modern sellers.

Speakers:
Seth Marrs, Principal Analyst, Forrester
Anthony McPartlin, Principal Analyst, Forrester

Product management leaders do more than assemble and manage a team of product managers to ensure an effective function. With the goals of creating products that customers love and driving business growth, product leaders must ensure responsibilities are clear, encourage strong cross-functional alignment, and promote customer obsession. This must be accomplished while fostering a culture of innovation and experimentation.
This session will provide the following benefits:
• Explore the elements product management leaders must manage to ensure offerings meet customer needs and deliver business value.
• Identify factors for product management leaders to consider when structuring the organization and setting goals.

Speakers:
Jeff Lash, VP, Group Director, Forrester
Lisa Singer, VP, Research Director, Forrester

Wanna hit 150%+ of your pipeline goal by effectively using revenue insights to drive revenue plays? Tired of not being exactly sure where to focus and quickly fix pipeline gaps? Chris and Saima will walk you through how they leverage AI to glean insights and create actionable plays that supercharge pipeline. Sales, Marketing and Ops leaders – expect to walk away from this

Speakers:
Chris Dutton, Sr. Director Marketing Operations and Demand Gen , 6sense
Saima Rashid, Sr. VP, Revenue Analytics , 6sense

Kevin & Shaun will recap the data & analytics journey that Infinite Electronics, a global supplier of engineering grade electronic products has taken over the last ~18 months. Merit built & hosts an industry leading B2B customer data platform that enabled Infinite to onboard, organize & visualize data, creating a single source of truth for measurement & activation. Developing KPIs & pushing meaningful BI to stakeholders across the business has helped led IE to +15% growth across the business. Join Kevin & Shaun as they share lessons learned & this powerful success story.

Speakers:
Shaun Gameroz, Director of Marketing, Infinite Electronics
Kevin Hope, VP, Intelligence & Analytics, Anteriad

In 2020, ADP began the process of reimagining how they onboard new hires within their major account sales teams with a concentration on purposeful practice and impactful coaching. Through a pilot program structured on seller KPI data, the ADP Sales Learning team is finding that coaching during onboarding can have a lasting impact on employees and their performance.

Speakers:
Mike Wallington, Vice President, Global Sales Learning & Leadership Development, ADP, Inc.
Josh Shepherd, Head of Customer Marketing, Bigtincan

Since implementing a marketing operations and resource management system, ServiceNow has been able to support a new iterative, annual operating planning process across its global marketing functions. Learn how it connects marketing plans to downstream execution, as well as finance systems, with a goal of tracking programs to revenue outcomes. Explore how the complex marketing organization is on a journey to prove the value of marketing by visualizing sophisticated performance results.

Speakers:
Sarah Anderson, Director of Marketing Planning, Budgeting, and Enablement, ServiceNow

The event landscape has been forever changed and the gatherings we once knew will no longer cut it. Teams need tools and a new event tech strategy to prepare for the next generation of events. Join meetings, events, and marketing leaders as they discuss how their use of event technology has shifted from planning one-off events to a fully integrated approach aligned to audience needs and marketing outcomes.

Speakers:
Lisa Shervin, Event Manager, W. L. Gore & Associates
Alyssa Peltier, Senior Manager, Market Insights, Cvent

A global leader in FinTech, WEX simplifies the business of doing business across continents and industries. To protect their market position and accelerate growth, WEX is forever evolving how they engage with prospects and customers across the lifecycle to provide a quality customer experience and drive growth for the business. This session will explore how they use Customer Data Platforms to drive efficiency and accelerate growth.

Speakers:
Tom Magadieu, Senior Director, Global Lifecycle Marketing, Wex
Gino Palozzi, Senior VP Integrated Marketing, Dun & Bradstreet

Prior to deploying Highspot, TripActions felt the pain of inconsistent sales results caused by reps delivering a disjointed client experience. How do you implement an enablement program to turn that around? In this session, Grant Martin shares how he built a world-class enablement program in just four months, optimizing with agility in an ever-changing business environment. Learn how he drove go-to-market alignment and change management at TripActions to boost rep productivity.

Speakers:
Grant Martin, Senior Director of Product Marketing, TripActions

Hushly will moderate a panel discussion with NVIDIA, Check Point Software, TechTarget, and ZoomInfo. The panelist will discuss how they blend ABM and demand generation strategies to execute simple, scalable, and repeatable campaigns that marketers can implement today. These leaders have created outsized results that led to increased engagement and conversions through rich personalization and dynamic experiences.

We will also dive into their perspectives on emerging and growing trends that are taking shape today.

Speakers:
Hussam AlMukhtar, Senior Director, Strategic Marketing, ZoomInfo
Ari Capogeannis, Director, Revenue Marketing , NVIDIA
James Kessinger, CMO, Hushly
Garrett Mann, Senior Director, Corporate Marketing , TechTarget
Sean Mattson, Head of Digital Marketing & Strategy , Check Point Software

When you change your perspective, you change the game and when it comes to the channel, leading teams are doing just that. Partner experience (PX) accounts for every interaction between partners and vendors and today it is the number one competitive advantage for Noname Security. Join to hear how to future proof your channel with PX that empowers partners every stage of channel growth.

Speakers:
Colleen Matthews, Chief of Staff, Noname Security
Gary Sabin, Vice President of Product Management, Impartner

The way we work is changing, and these changes are surfacing common challenges in the modern workplace—collaboration is more difficult, business is more complex, and teams are more siloed. Learn how leading companies are leveraging the Lucid Visual Collaboration Suite to enable effective collaboration, bring clarity to the complex, and create alignment among teams. See firsthand what happens when teams are able to work, communicate, and collaborate the way they work best—visually.

Speakers:
Lauren McNeely, Product Marketing Manager, Lucid

How do Neuroscience and Demand Generation combine to deliver a 3x increase in sales-qualified conversations? Join us for this deep dive into how to apply behavioral marketing automation to your demand generation strategy. We’ll show you how we integrated behavioral intent, strategic content, and marketing automation to revolutionize a global tech company’s lead nurture process. You’ll learn how the brain makes a purchase decision and how to adapt your marketing strategy to propel newfound success.

Speakers:
Kenda Macdonald, Demand Generation Practice Lead, MarketingProfs

Join Chris Wright, VP of Growth at Reputation, and Chris Black, Head of Demand Generation at Rattle, as they dive into the underlying processes that generate predictable, scalable revenue.

Speakers:
Chris Wright, VP of Growth, Reputation
Chris Black, Head of Demand Generation, Rattle

The pandemic forced many businesses to move their sales and customer communications online. However, it soon became apparent that they needed new ways and tools to thrive in the new sales ecosystem. Discover how VDA, Inc. successfully streamlined their customer engagement process, synced over 340,000 activities between Salesforce and Outlook, increased engagement rates with personalized emails, and designed custom Signals to improve their team performance and provide more value to customers.

Speakers:
James Peterlin, Senior Vice President, National Sales, VDA
Shayna Pitman, Sr. Project Coordinator, Key Accounts, VDA

The secret to great account-based marketing? There are many journeys to take! In this inspirational sit-down you’ll learn how one of today’s leading practitioners (recognized for her award-winning programs) started with only basic ABM tactics, bringing value to her organization and building an impressive career path. Whether you’re experimenting with ABM, beginning your journey, or overseeing a global center of excellence, you’ll leave this session learning the approach that can lead to transformational growth.

Speakers:
Hillary Carpio, Director Account-Based Marketing, Snowflake
Randi Barshack, CMO, RollWorks

Marketers are constantly evolving with changes in the market, environment, and our customers – so how do you build a future-proof marketing strategy that’ll allow your team to grow and scale? Join us for a panel discussion with Ana Villegas, CMO at NI, and Jon Suarez-Davis (JSD), SVP of Marketing Strategy and Innovation at Salesforce, on how they’ve evolved their marketing strategies that helped them grow their businesses.

Moderated by Jeremy Bergeron, Head of Strategy and Executive Host at Mission.org and host of Marketing Trends podcast, the panel will talk about how they’re leveraging data to align closely with internal stakeholders, humanize customer touchpoints, and drive business growth.

Speakers:
Jeremy Bergeron, Head of Strategy and Executive Host, Mission.org
Ana Villegas, CMO, National Instruments
Jon Suarez-Davis, SVP Marketing Strategy and Innovation, Salesforce

More than ever, marketing leaders are faced with increasing challenges to meet revenue growth targets (new and existing business), building brand engagement, and hiring and retaining top talent in the toughest hire market in decades.

Join our panel of Chief Marketing Officers and learn first hand on how they are successfully navigating these challenges and raising the value profile of marketing within their organizations.
In this session, you’ll learn how to:
• Craft highly differentiated marketing strategies to fuel revenue growth in 2022
• Amplify your brand in the market, create mindshare and turn it into wallet share
• Recruit a talented team of A+ marketers in this highly competitive candidate driven market

Speakers:
Amy Holtzman, CMO, Spring Health
Dee Anna McPherson, CMO, Invoca
Alex Ortiz, CMO, Sendoso
Sophie Vu, CMO, Unbabel

Like most B2B marketing leaders, you are constrained in budget and struggling to find and retain quality talent. What’s more, you experience the void in martech skills every day as you manage your RevTech Revolution. Join this session to learn how forward-thinking CMOs are transforming their operating models and leveraging a new approach – Marketing as a Service (MaaS) – that blends the best of internal FTE organizations, agency expertise, freelancer flexibility, and offshore economics.

Speakers:
Domenic Colasante, Chief Executive Officer, 2X
Greg Pumilia, Former VP of Demand Generation at SAP and Chief Customer Officer, 2X

For sales and marketing teams focused on the C-Suite, information is critical. We built our latest platform, BI PRO℠, that runs on a proprietary algorithm, to identify business priorities, find common threads, and discover powerful relationships across your most important accounts.

Join our team for a demo showcasing the highlights of BI PRO and how to best integrate these features into your existing workflows to accelerate your marketing strategies, increase deal velocity, and close larger opportunities.

Speakers:
Chris Akeson, Senior Account Executive, Boardroom Insiders

The journey from lead to demand generation and ultimately growth marketing is not for the faint at heart. These are revenue-generating strategies that require focus from marketers to yield the best results.

These roadmaps mandate complex, targeted, omnichannel campaigns to find the perfect approach that generates engagement and delivers value.

In this session, we explore real-life strategies for a hands-on view of best-in-class tactics you can implement to drive revenue.

Speakers:
Jeff Cleasby, VP, Strategic Accounts, INFUSEmedia

This session will look at the various types of intent data and go over 7 ways you should be using it today. Stop by our booth and we’ll be sure to send you the intent data guide.

Speakers:
Wendy Perilli, VP Marketing, PeerSpot

Facilitated by Nick Buck & Sheryl Pattek

During this session, you will learn from your peers how they are approaching transforming their marketing organizations – to drive cross-functional alignment and business growth. Below are the topics we’ll explore during our conversation.

Topics:

• Leadership in the C-Suite
• Modern Marketing Operating Models
• Sales, Product and Marketing Strategy Alignment

Facilitated by Lisa Gately & Kathleen Pierce

Evolving Your Content Engine: How to Increase Effectiveness and Show Value

Topics:

• Demonstrating the value of content to executives
• Creating content intelligence to drive engagement and ROI
• Designing content roles and advancing capabilities

Facilitated by Amy Bills & Laura Ramos

Customer Marketing Collaborations with Customer Success: When 1 + 1 =3

Customer marketing and success can become the new “power duo” for creating differentiated postsale experiences that deepen customer relationships. During this session, you will learn how your peers are developing new ways to retain and grow accounts through smart collaborations between customer marketers and CSMs that deliver tangible value to customers.

Topics:

• New ways marketing and CSMs can collaborate to deliver more value during onboarding and early stage adoption.
• How CSMs can leverage existing marketing technologies to scale communications and encourage customers to pursue success.
• Beyond metrics, what role does benchmarking and milestone achievement play in driving successful outcomes.

Facilitated by Jessie Johnson, Laura Cross, and Bob Peterson

Let’s Discuss – Smarter Demand, Scalable ABM: B2B Marketing’s Next Evolution

During this session, you will learn from your peers how they are approaching the limitations Demand and ABM marketers must address today. Below are the topics we’ll explore during our conversation.

Topics:

• Beyond acquisition. How opportunity types inform revenue modeling, optimal path and tactic mix planning.
• Beyond leads. How buying groups change everything in B2B marketing.
• Beyond technology. How to recognize and act on all audience signals to enable real-time audience engagement.

Facilitated by Katie Linford, Julian Archer, Brett Kahnke

During this session, you will learn from your peers how they are approaching key marketing operations challenges. Below are the topics we’ll explore during our conversation:

Topics:

• Marketing Technology – Who “owns” martech / Aligning technology across the revenue engine / Martech trends.
• Data – The forces driving data deprecation / Implementing a successful first part data strategy / What’s next for data management
• Measurement – Demonstrating marketing’s value beyond sourced pipline and revenue / Driving more efficient use of marketing spend.

Facilitated by Barbara Winters, John Buten, Beth Caplow

Driving business impact in an increasingly complex and fast-paced environment

Topics:

• How Portfolio Marketing creates strategic impact
• Managing complex portfolios
• Planning “launches” in the modern environment

Seventy-seven percent of B2B buyers have stated that their latest purchase was very complex or difficult. In today’s world of heightened expectations, it’s more critical than ever for B2B CX teams and processes to operate in parallel – supported by the right technologies and rich customer data. Join M&T Bank’s VP of Digital Marketing Technology Chris O’Brien and ActionIQ as we discuss how M&T Bank is successfully optimizing its B2B sales and marketing pipeline.

Speakers:
Chris O’Brien, VP, Digital Martech Strategy, M&T Bank

For Winnebago, properly enabling and training its channel partners is a vital and significant strategy.  With buyers more prepared these days, Winnebago is helping their distributor sellers intelligently prepare, engage, measure, and continually improve the premium buying experience, while keeping Winnebago top of mind. Learn how Winnebago’s Sales Enablement team is evolving their channel enablement strategies for the challenges of today with an eye on the future.

Speakers:
Anthony Keliinoi, Sales Enablement Program Manager, Winnebago Industries

B2B marketing and sales teams are tasked with developing initiatives to drive market understanding, foster community, and fuel the business’ revenue-engine. Join Crowdvocate and Hubspot for a deep dive into their successes with developing customer-centric advocacy programs that have helped buyers develop loyalty and understanding beyond the product. From execution tactics on merchandising customer stories to building a diverse and engaged community, this session is the ultimate playbook for driving customer-led growth.

Speakers:
Gal Biran, Founder & CEO, Crowdvocate
Rodrigo Souto, Team Manager, Customer Advocacy & Proof , Hubspot

Workato is a platform that integrates and automates everything, but scaling their Go-To-Market Team represented a significant challenge.  In this session, Justin Browne, Head of Sales Strategy, Sales Operations, and GTM Intelligence at Workato, will discuss how Workato scaled up the GTM operation and how the insights and automation in their revenue intelligence platform are helping them get to the next level of productivity and effectiveness.

Speakers:
Justin Browne, Sales Strategy & Ops, Workato

You do all of this work to get target accounts into the funnel and then… they get ‘stuck in MOFU with you’? Not for Henal Patel, CEO of DocJuris. In a business where sales aren’t made in two-days, he shares how DocJuris is using Influ2’s Person-Based Advertising to engage decision-makers about how its product can help solve their pain points and is driving urgency around decision-making – even when sales isn’t directly speaking to them.

Speakers:
Henal Patel, CEO, DocJuris

Successful demand generation requires precision on all channels, not just one or two. But achieving this requires marketers to activate, govern, and measure all channels to deliver the right messages, at the right time, to accounts and buyers. Impossible? Not at all. In this session, you’ll learn how to activate buyers across channels, how to deliver cross-channel experiences that connect with buyers, and how a precision approach can maximize budget and deliver repeatable, predictable results.

Speakers:
Stephanie Swinyer, Head of Growth Marketing, Integrate
Jennifer Schrader, Director, Campaign Management, Thomson Reuters

Reliably finding, creating and accelerating closeable business is at the heart of building a corporate growth engine. See how the Adobe DX team is leveraging the Leadspace Buyer Platform to enhance its growth marketing engine to double marketing-generated opportunities. Leadspace and Adobe will share best practices in utilizing AI to create real-time profiles, target accounts with the highest buying propensity, build persona-based segments/campaigns and fuel sales to qualify and close demand.

Speakers:
Marge Breya, Chief Marketing Officer, Leadspace
Lizzy Ragno, DX Marketing Transformation & Readiness, Adobe

Tired of pipeline 1:1s feeling like interrogations? Marketing-Sales debates over pipeline generation? Time to remove the vanity metrics and ground discussions in data proven to deliver results. In this session, Brian Froehling, EVP, Head of Global Sales at Brightcove, and Todd Abbott, EVP Corporate Development at Mediafly dive into the science of sales, their hypotheses for why revenue teams fall short, and three formulas that will improve alignment and team-wide execution.

Speakers:
Brian Froehling, EVP, Head of Global Sales, Brightcove
Todd Abbott, EVP Corporate Development, Mediafly

Businesses are increasingly focused on improving productivity to exceed sales goals. Data shows that effectiveness and efficiency (productivity drivers) are actually down compared to 10 years ago. In this session, Lumenis shares how to:
• Increase ROI for marketing
• Align sales and marketing
• Deliver content anytime/anywhere for reps to share with buyers
• Empower salespeople to focus on sales activities
• Easily engage buyers + gain buyer intent signals
• Onboard quickly to get reps producing revenue

Speakers:
Robb Cloyd, U.S. Director of Field Sales Training, Lumenis

Join Lisa Harris from AMD as she shares how the organization is reinventing their customer acquisition strategy. Focused on collaboration across sales and marketing, their account-based strategy is designed to create high-impact experiences between their sellers and prospects. Learn how they are moving beyond mere alignment, to synergies that produce game-changing impact for their target accounts across the globe.

Speakers:
Lisa Harris, Director of Commercial Marketing, AMD
Mark Ogne, Chief Marketing Officer, MRP

While many B2B customers primarily sell to other businesses and not Direct to Consumer (D2C), the B2B buyers still use B2C sites in their everyday lives. Because of this, they have come to expect a certain level of experience that B2B organizations need to meet.  This opportunity is your next channel for growth, by driving more of your buying experience to digital everybody wins; your buyers, your sellers, and your teams.   B2B Customers are not always in front of their laptop or desktop. A sales rep may be meeting with their customers on a factory floor, the field service rep may be out in the field installing a spare part, procurement specialists need to enter purchase orders in their own systems.  Introducing digital options and experiences at these touchpoints drives more revenue, reduces incorrect orders, and increases lifetime customer value.

Speakers:
Terence Murray, Strategic Development, Digital Transformation leader , Sonance
Josh Schoonmaker, Sr. Director of Commerce Strategy , Optimizely

Enablement is the engine that drives seller effectiveness and productivity. In this session, Informatica will share how data moves the needle on decreasing new rep ramp time, time to revenue, and increasing rep productivity because selling isn’t just an art, it’s a science.

Speakers:
Eileen Brooker, GVP Global Sales Effectiveness, Strategy & Digital Sales, Informatica
Heather Cole, Vice President of Market Growth, Seismic

Learn how Huntington Bank transformed its sales strategy to deliver an engaging buying team experience that makes it easy for their target customers buyers to buy from them. Hear insights into why a guided buying team experience is key to accelerating opportunities and getting sales content in front of executives, and how this customer’s revenue teams use Showpad to create high-impact and analytics-driven buying team experiences that deliver value every step of the way.

Speakers:
Glen Zehr, Senior Vice President, Commercial Banking Sales Enablement and Knowledge Center Director, Huntington National Bank

Join this session about RedVentures’ Bankrate integration of the Storyblok platform and dive into the different reasons why flexibility and a component approach towards Content Management can be decisive in not only creating successful content experiences across a variety of channels. Learn about how creating a scalable structure is so important and can lead to significant cost savings and lead to an extensible experience architecture that delights practitioners.

Speakers:
Sascha Plöbst, VP of Sales, Storyblok GmbH
Tyler Underwood, Software Developer, Red Ventures

A successfully executed Go-to-Market (GTM) strategy can mean the difference between your business flourishing, or your business plummeting.  Successful GTM motions require a unified system of data, insights, software, and integrations that promote complete visibility across your business and allow for seamless engagement and orchestration across teams.  Join Hussam AlMukhtar, Sr. Director of Strategic and Partner Marketing, ZoomInfo, for a walk through of how ZoomInfo uses a practice of alignment and data discipline to execute on Zero-waste GTM strategies.

Speakers:
Hussam AlMukhtar, Senior Director of Strategic and Partner Marketing, Zoominfo

What is the actual value your marketing team contributes to your company’s revenue goals? Join Etumos’ Marketing Intelligence Manager, Derek Gunn, for a demo on how multi-touch attribution can show leadership the complete data story of marketing’s influence and ROI.

Speakers:
Derek Gunn, Marketing Intelligence Manager, Etumos

In this session, you’ll learn the latest strategies for expanding your business by solving for two key challenges: pipeline growth and customer retention.

By leveraging virtually any data source—market, customer experience, operational, and account data—you can identify the most persuadable prospects at any given time and predict which clients are at the highest risk for churn, letting you know where to dedicate your resources to improve experiences and boost your bottom line.

Speakers:
Mandy Gatton, Solutions Consultant, InMoment

Though investing in direct mail, corporate gifting, and virtual events are just as critical in catching a prospect’s attention as digital, it can be difficult to track and measure their success. This session will walk through the 5 KPIs you need to be tracking to prove the ROI of your offline marketing investments.

Postal founder and CEO, Erik Kostelnik will cover how to measure offline marketing through every stage of your funnel, from lead generation, to ABM, to deal acceleration.

Speakers:
Erik Kostelnik, CEO, Postal

Inspire and build customer loyalty. Attract and acquire new business. These objectives are too often bound by the question, “Is that feasible with our tech stack?” rather than “What’s the best approach for achieving these goals?” Learn how a composable digital experience framework applies to architecting your tech stack and informing an organizational model that increases marketing autonomy and speed to market.

Speakers:
Sean Rusinko, Sr. Director, Product Marketing – Digital Experience, Progress Sitefinity

The sales and marketing organizations at Tipalti have grown by nearly 5x since 6sense was brought onboard and it continues to be the most valued tool in the go-to-market tech stack for new and veteran members alike. In this session hear how to scale 6sense, best practices in enabling users, and explore the Tipalti playbook for taking the guesswork out of prospecting.

Speakers:
Peter Tarrant, Account Based Marketing Manager , Tipalti

In this session, attendees will learn the marketer’s approach to embracing change and quickly obtaining quantitative success as a foundation for future, iterative efforts. In 2021, Verizon Business Group made substantial progress against their digital transformation initiatives by delivering contextual, personal experiences to B2B customers. By focusing on data integrity and building a unified view of their customer and optimizations to their internal operational model, Verizon increased customer engagement and revenue while improving speed-to-market.

Speakers:
Nitin Ahuja, Director of Marketing Technology, Verizon

Every day, businesses scramble to hire and onboard new sales reps in record volume and in record time. Unfortunately, many lack strategy and tools to deliver accelerated onboarding effectively. As a result, reps’ performance suffers, they leave, and companies must hire again. It doesn’t have to be that way. In this session, you’ll learn how eSentire’s lean sales enablement team broke that vicious and costly cycle and ensures new reps are onboarded, ramped, and selling in under 90 days.

Speakers:
Makenzie Van Eyk, Manager, Sales Learning and Development, eSentire

Join OpenText marketing execs, Joe Martiniello Vice President of Global & Regional Demand, and Rob McLean, Director, Digital Marketing as they cover how a simple content syndication pilot turned into a successful demand partnership with Anteriad. Hear how this global cloud-native solutions provider started with a broad audience of lead gen requests and morphed it into an “always-on” global ABM program resulting in a 25% increase in INQ>MQL conversion, a 30% increase in MQL>SQL conversion.

Speakers:
Joe Martiniello, VP, Global Demand Generation, OpenText
Rob McLean, Director, Digital Marketing, OpenText
Jerry Louks, Sales Director, East, Anteriad

When Lisa joined Faro in 2019, she committed to bring consistency, alignment, and structure to this highly complex marketing organization. By establishing a foundational work journey, reengineering systems and processes, bringing consistency to terminology, and adopting one collaborative system for marketing resource management, Lisa led the charge to completely transform their marketing organization. Learn how Faro’s transformation now enables marketing to prove ROI, better align with sales, and improve collaboration and communication.

Speakers:
Lisa Cole, Vice President Corporate Marketing, Global Marketing Leader, Faro Technologies

Video is the most powerful form of customer engagement. Video content and marketing are on the rise and 93% of B2B buyers say that video is important in building trust in a brand. Dell embraces a video-centric approach within their ecommerce experience that drives sales in an increasingly competitive environment.  Discover how Dell uses video to reach and engage customers globally, showcase their products and increase conversion.

Speakers:
John Tipton, Product Manager, Dell
Jennifer Griffin Smith, CMO, Brightcove

Through rapid growth and acquisitions, HealthEdge Inc. needed to create more efficient processes for marketing and sales. With a small team we learned how to utilize the available tools to capture engagement and turn that into qualified leads. In this session you will learn how to identify and act on new areas of opportunity for your sales team; create leverage with the help of data and technology; and engage with and create buy in from key stakeholders.

Speakers:
Kristopher Catterall, Sr. Manager Marketing Operations, HealthEdge Inc.

In this session attendees will learn how Adobe increased ROI, speed through funnel, and ABM conversion rates across the board by using DemandScience’s intent engine on top of their core ABM lists to generate and prioritize leads.  During this discussion, the presenters will illuminate how combining and analyzing multi-source intent data provides predictive B2B buyer insights that can be leveraged to deliver transformational results for marketers.

Speakers:
Lorena Fortuna, Senior Manager, B2B Demand Generation, Adobe
Chris Rack, CRO, DemandScience

In this session, leading business payment software company Bottomline Technologies will share their playbook on how they partnered with Dun & Bradstreet to build and launch a successful data-driven sales and marketing strategy in 60 days. They will also show how they continue to leverage that foundation to monetize data by driving incremental business value and insight, maximizing its flywheel effect on their growth.

Speakers:
Jerry Nichols, Head of Marketing Analytics, Bottomline Technologies
Johna Morris, Senior Manager, Portfolio Marketing, Dun & Bradstreet

How do you address the challenges of content creation, feedback and follow-through? In today’s fast-paced work environment it’s important to be able to gather insights into what is working for your sales reps and continuously optimize content for the best results. In this session, Chris Wraight shares how he develops and trains reps on the latest sales content, gathers content feedback, and optimizes content for continued improvement.

Speakers:
Chris Wraight, Senior, Product Marketing Manager, Devo

B2B selling looks nothing like the past. The rise of digital, the explosion of buyer signals and the shift to buyer-directed sales have forged a new set of B2B selling truths. Learn how B2B growth winners are modernizing revenue orchestration and eliminating old-school revenue chaos to turn buyer signals like intent data, leads and site visits into buying decisions.

Speakers:
Doug Bell, CMO, LeanData

Conversations about hybrid events are on the rise. But what exactly is a hybrid event? The answer isn’t that simple, since hybrid is a delivery mechanism rather than event type. Adding hybrid strategies to the mix can expand opportunities to engage with prospects and customers beyond “live” event dates, repurpose content, and add increased opportunities to collect first-party data with digital engagement. The right pre- and post-event strategies can reach more attendees and generate more data.

Speakers:
Cheri Hulse, VP of Research and Evangelism, ON24

Today’s operations leaders have a plethora of technology for their sales teams, but many of those offerings are falling short. Without a trusted and reliable data source, those systems and their true value are limited.  Learn how Seismic uses People.ai solutions to redefine its revenue intelligence allowing them to utilize the tech stack the way it was intended, support predictable planning and to optimize both the selling and buying experience improving overall sales performance.

Speakers:
Toby Carrington, EVP, Global Operations, Seismic

Over the last decade, average quota attainment dropped from 63% to 43% [Forrester]. To combat this trend, top-performing organizations use data to benchmark competencies of top performers and build those skills across their teams. Learn how Procore used BCI’s strategic services and framework to define seller competencies, enabling them to find and close skill gaps with individualized learning and coaching paths powered by Mindtickle. Now, Procore delivers a program recommended by over 99% of reps.

Speakers:
Walter Rogers, President, Baker Communications
Debbi Varela, Head of Revenue Enablement, Procore

In today’s world, what does it take to deliver great customer experiences? Join Salesforce and Jena Moorman Head of Integrated Marketing at Vonage, as she shares how they put the customer at the center of everything they do so they can deliver the experiences customers want and expect. Discover the keys to marketing and sales alignment that will help build long-term customer relationships. In addition, you’ll also learn:

– The latest trends and challenges impacting every marketing and sales organization today
– Actionable tips for how marketing and sales teams can partner
– How Vonage is building a successful marketing and sales strategy

Speakers:
Neha Shah, Director of Product Marketing, Salesforce
Jena Moorman, Head of Integrated Marketing, Vonage

Video messaging has become an integral part of virtual selling, offering new ways to stand out, build relationships, and explain complex ideas in a digital sales world. But what does it take to be successful with video in sales, and what kind of results can you expect with tools like Vidyard? From prospecting to proposals, discover how the sales team at LinkedIn is embracing video messaging to elevate their virtual sales strategy.

Speakers:
Mallory Fahy, Head of North America, Program Sales, LinkedIn Marketing Solutions
Tyler Lessard, Chief Video Strategist, Vidyard