Marketing Planning Friday Forum

EVENT AGENDA

• How to Start Thinking Like a CMO

  LENGTH: 45 minutes

  It's time to start thinking bigger. In this session, we'll break down ways to make your brand more discoverable on search engines; strategic methods to build brand impressions; and the actual math behind why the current marketing funnel is financially broken.
  
  But most important? We'll discuss how all that can lead to increased company revenue.
  
  Whether you have 5+ years of search marketing experience or you're just getting started in demand gen/digital, it's important to get on your executive team's good side and earn your seat at the table.

  You'll learn how to:

  • Apply actionable tactics to make your brand more discoverable and exponentially grow qualified lead volume
  • Develop an entirely new perspective and approach to generating awareness, opportunities, deals, and revenue

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  SPEAKER

  

  • Garrett Mehrguth
  • Co-founder and CEO of Directive
  • @gmehrguth

  Garrett Mehrguth is a co-founder and the CEO of Directive, a leading enterprise search marketing agency. In 2019, Directive ranked in the top 500 in the Inc. 5000 fastest-growing companies. A frequent industry speaker, Garrett has been published by Salesforce, Marketing Land, Marketo, and others.

• How to Build a Revenue-Generating Digital Ad Program

  LENGTH: 30 minutes

  Think about your digital advertising program for a minute: Do any of the following ring true: Low clickthrough rates? Limited budget? Declining engagement? Missed revenue targets?

  If you've answered yes to any (or all) of the above, it's time to rethink your digital advertising playbook to optimize spend and achieve sky-high revenue growth in the year ahead.

  This session will walk you through proven ROI-driving strategies to master audience segmentation and targeting with absolute precision.

  You'll learn how to:

  • Optimize and align ad program objectives, audience segmentation, offers, and more for maximum ROI
  • Deftly avoid a budget squeeze as more brands shift dollars to compete in digital
  • Determine which content works for what buyers within different channels
  • Use intent data to ensure your advertising goals are on the right track

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  SPEAKERS

  

  • Mitchell Hanson
  • Director of Demand Generation, ZoomInfo
  • @ZoomInfo

  Mitchell Hanson is director of demand generation at ZoomInfo. After starting his career as an agency-side copywriter, he has led B2B demand generation, marketing operations, and creative strategy at some of the fastest-growing brands in technology for over a decade.

  

  • Hussam AlMukhtar
  • Sr. Director of Strategic Marketing, ZoomInfo
  • @ZoomInfo

  As Sr. director of strategic marketing, Hussam AlMukhtar leads the account-based marketing team at ZoomInfo, with a focus on enterprise and strategic accounts. Hussam's career spans digital marketing, marketing ops, and demand gen roles.

• How to Build a Brilliant B2B Marketing Plan

  LENGTH: 45 minutes

  Building a B2B marketing plan is fairly straightforward if you break it down into its component parts. In this session we'll review the three steps you need to take in advance of writing the plan, and then we'll tackle the six elements you need to produce a solid plan for growth.

  You'll learn how to:

  • Define your target customers, identify their needs, and develop your points of competitive differentiation
  • Create a value proposition using a failsafe framework
  • Determine the elements of a sound marketing plan, including objectives, metrics, and budgets
  • Select the key media that drive marketing results in B2B markets
  • Adjust your plan for the new normal in a COVID-19 world

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  SPEAKER

  

  • Ruth Stevens
  • President of eMarketing Strategy
  • @RuthPStevens

  Ruth consults on customer acquisition and retention, and she teaches marketing at business schools around the world. Named by Crain's as one of the 100 Most Influential People in Business Marketing, she's a contributing writer at AdAge. She has held senior positions at Time Warner, Ziff-Davis, and IBM.