Accelerate Revenue Series
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UPCOMING: Building Optimal Audiences for Demand Generation

March 21, 2022 | 1:00 pm EST
Join us as we talk with Lana Warner from Lotame. As Director of Partnerships and Client Strategy, Lana will provide some key insights on building audiences for demand gen, audience targetting through the buying journey, the effects of The Great Resignation, and much more!

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How To Expand Your Digital Audiences

Kathi Gray, Digital Marketing Manager for OpenText, says expanding her target audiences to include influencers and other Buying Group personas means focusing on quick-but-powerful messaging that starts a conversation – or sometimes lets a smart marketer edge into an ongoing discourse. Gray says intent data is more important than ever in identifying what prospects really want to talk about.

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How Data Can Be Marketer’s Secret Weapon

Theresa Kushner, Data and Analytics Solutions Lead for NTT Data, says marketing can be the “glue” that helps build a cohesive picture of how data defines your business. It begins with sales and marketing agreeing on what a “customer” actually is, and extends to how customer satisfaction and workflow efficiency data should be included in marketing success metrics. We constantly gather data about our customer behavior and our own processes, Kushner adds, and using it “the right way” is an ethical, strategic and tactical challenge. For starters, data needs to be in the right place, accurate, and accessible to everyone

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MeritB2B and True Influence Join Forces

Rob Sanchez, CEO of MeritB2B, says his company’s recent decision to join forces with True Influence creates a perfect opportunity to accelerate his company’s strategic roadmap as a global leader in multi-channel marketing solutions. Sanchez joins True Influence CTO RK Maniyani discuss how the combination MeritB2B’s extensive data and analytical capabilities and True Influence’s demand generation services and intent data technology will make True Influence Powered by MeritB2B a cornerstone of any data-driven B2B marketing practice.

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How To Achieve Revenue Based Results

By building data-driven pipeline strategies, enterprise Revenue Marketing can be the cohesive force that aligns sales and marketing operations behind a common goal – revenue. Aristomenis Capogeannis, Director of Revenue Marketing for NVIDIA, says that he tells his team to base every decision on omni-channel data – not instinct or intuition.

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Content Strategies That Speak to Your Customers

Decision-makers can interact with your content 50 or more times during the complex B2B buying journey. Rachit Dayal, the Chief Marketing Officer, APAC, for leading CXM provider Merkle, stresses that each of these touchpoints, particularly in the high funnel, doesn’t have to be a homerun. Content is just a way to get your message across, Dayal says, and so long as it’s enjoyable and provides useful information it’s done the job, regardless of delivery format. Dayal’s content strategies lean on creativity and a willingness to experiment across all channels, including consumer or lifestyle video. His philosophy is informed by his experience in different markets, where prospect’s expectations and reactions to content can vary widely.

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How Buying Group Signals Can Accelerate Momentum in Q4

B2B buyers are now “leading the dance” when it comes to purchase decisions. And to build momentum in Q4, marketers need to listen to what their prospects are telling them. Jessie Johnson, a principal analyst at Forrester who focuses on demand generation, says that understanding how different Buying Group roles interact to make purchase decisions is critical to accelerating momentum heading into next year. It all boils down to context, Johnson says – what content and interaction are the next logical step to enable a prospect’s purchase research. Offering content that’s contextualized to the contact’s purchasing role will establish you as a trusted partner, and not just somebody who’s trying to make a sale.

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