EVENT AGENDA
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The Ultimate Account-Based Demand Gen Map: Buying Stage, Channel, Offer, and KPI
As marketers, we have a fantasy: Pick a list of target accounts, send them all a demo request offer via the cheapest channel available, and get 100% to book a meeting.
But we know the real world doesn't work like that. In fact, most of your target accounts are unaware of you, which means you need to do quite a bit of work before sending off that demo offer. Not to mention not all channels (or KPIs) are appropriate for all accounts or buyers or buying stages.
This session will offer a straightforward prescription for how to effectively map your offers, channels, and KPIs based on target-account buying stages.
You'll learn:
- How to use intent and engagement signals to group your target audience by stage
- Which are the best channels and offers to ensure your accounts progress through the funnel
- What the ultimate KPIs are per buying stage, and how much you should budget per outcome
PRESENTED BY
- Jodi Cerretani
- Director of Senior Demand Generation
- RollWorks
Jodi is director of senior demand generation at RollWorks, where she is charged with driving qualified pipeline through a mix of account-based and traditional marketing. Jodi has been working in B2B marketing and sales technology for nearly 10 years.
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Engaging Buyers With Experiences Across the Buyers' Journey
B2B marketers are facing new challenges in the current environment. Getting attention is harder, buyers are scrutinizing purchases more than ever, buying committees are growing, and decisions take longer. ABM programs can address buyer conflicts and needs better than ever, but the trick is getting and keeping buyers' attention.
In this session, you'll see how subtle changes in messaging will deliver better experiences that drive higher conversions for the offers you make during the buying journey.
You'll learn:
- How to evolve your messaging across buyer stages
- What context has to do with it
- Why emotion has a role to play
PRESENTED BY
- Ardath Albee
- B2B Marketing Strategist
- Marketing Interactions Inc.
- @ardath421
Ardath helps B2B companies create persona-driven content marketing strategies to turn prospects into buyers and convince customers to stay. She is the author of Digital Relevance: Developing Marketing Content + Strategies that Drive Results and eMarketing Strategies for the Complex Sale.
THIS SPONSORED WEBINAR FEATURES:
Ardath helps B2B companies create persona-driven content marketing strategies to turn prospects into buyers and convince customers to stay. She is the author of Digital Relevance: Developing Marketing Content + Strategies that Drive Results and eMarketing Strategies for the Complex Sale.
Jodi Cerretani is director of senior demand generation at RollWorks, where she is charged with driving qualified pipeline through a mix of account-based and traditional marketing. Jodi has been working in B2B marketing and sales technology for nearly 10 years.
SPONSORED BY:
KEY DETAILS
- Date: On-Demand — Access anytime!
- Sessions: 2 presentations by industry experts
- Length: 45 minutes per session
- Presenter: Ardath Albee, Jodi Cerretani
- Sponsor: RollWorks
- Topic: Account-Based Marketing, Demand Generation
- Price: $0
