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The Ultimate Account-Based Demand Gen Map: Buying Stage, Channel, Offer, and KPI TIME: 2pm–2:45pm ET Jodi Cerretani, Director of Senior Demand Generation, RollWorks 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:
Engaging Buyers With Experiences Across the Buyers’ Journey TIME: 2:45pm–3:30pm ET Ardath Albee, B2B Marketing Strategist, Marketing Interactions Inc. 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:
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