Marketing Strategy Friday Forum

Marketing isn't always rational. That's why using counterintuitive marketing practices can sometimes be your best play—like adding friction to the buying experience or deleting people from your email list.

Amanda Natividad, VP of marketing at SparkToro, joins us to talk about using these against-the-grain tactics in three areas of marketing, as well as in sales.

You'll learn how to:

Get greater ROI from smaller opportunities
Grow through unscalable interactions
Give away free value to enhance your credibility and grow your leads
Use other novel approaches

SPEAKER

Amanda Natividad
VP of Marketing, SparkToro
@amandanat

Amanda is VP of Marketing for SparkToro and has led content and communications initiatives at both Fitbit and NatureBox. She is a contributor to AdWeek , writes a B2B marketing newsletter called the Menu, and teaches Content Marketing 201.

Mastering ABM and Display Ads: Strategies and Campaigns for Marketing-Led Growth

TIME: 12:30pm–1:00pm LENGTH: 30 minutes

Join ZoomInfo's senior demand generation manager, Colin Chang, to explore the latest ABM and display advertising strategies and platforms—such as TikTok—that are accelerating Marketing-led growth.

He'll highlight the role of video, the importance of creators, and best-practices for B2B brands to dominate in today's digital landscape.

Get proven B2B marketing strategies from the team that's using them to ensure successful campaigns.

You'll learn:

How to harness intent-based signals in digital advertising campaigns
Which ABM and digital advertising metrics point to success
What the core benefits of intent-based targeting are (hint: lower spend and improve ROAS and ROI)

SPEAKERS

Colin Chang
Sr. Demand Generation Manager, ZoomInfo
@ZoomInfo

Colin is senior manager, demand generation, at ZoomInfo, where he manages all of the paid social activities at ZoomInfo. He brings almost a decade of experience in B2B marketing to his work.

Ashley Eleveld
Senior Manager of International Integrated Marketing, ZoomInfo
@ZoomInfo

Ashley is ZoomInfo's senior manager of international integrated marketing, a self-professed demand generation nerd, data cruncher, and martech enthusiast. She works across channels and teams to maximize the reach and effectiveness of campaigns.

What B2B Marketing Will Look Like in 2026 (And How to Get Ready Now)

TIME: 1:15pm–2:00pm LENGTH: 45 minutes

Today's innovative strategy could be tomorrow's broken status quo. And the best way to keep your edge is to see—or at least anticipate—what's coming so you can start getting ready now.

Join expert marketer Matt Heinz for this actionable and fast-paced session about what to expect in B2B Marketing over the next few years.

You'll learn:

The checklist of marketing priorities you should be following
How to ensure you're ready for the next 12-23 months
How to charge up your revenue's impact

SPEAKER

Matt Heinz
President and Founder, Heinz Marketing
@HeinzMarketing

Heinz Marketing's founder and president, Matt Heinz, has 20+ years of marketing, sales, and business development experience. He's a repeat winner of multiple awards, including Top 50 Sales & Marketing Influencers and Top 50 Keynote Speakers.

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