Driving Demand: Build Authentic Connections with Buyers

The fundamental building blocks behind a great demand generation strategy require the complex interweaving of great planning, forward thinking, and quick adaptation. Like Tetris, how you stack your moves within the game timeframe determines your sales engagements and future ROI. Plus, having the ability quickly react when you get a block that isn't going to fit!

In this webinar, we take a look at how to build a game plan for B2B ROI success within your demand generation strategy. Join panel experts Artur Trapizonyan, EMEA AI, HPC & Compute Programs Manager at Dell Technologies; Claudia Freudenberg, CMO at Neptune Software, Byrony Seifert, VP of Marketing and Product Delivery of EMEA at TechTarget, and Juozas Statnickas, Senior Customer Success Manager at TechTarget as we review our top tips for building your demand model, including how to be forward thinking in your lead generation planning.

Why the real challenge is not the selling, but the buying. And what marketing can do.

-Traditional B2B technology marketing makes it harder to sell and buy.
-Best-in-class organizations acknowledge the shift to digital in their GoToMarket.
-In the future, suppliers will face a desire for a “Rep-free” buying process.
-Why Sales and Marketing integration is more important than ever.
-How content must change to meet shifting buying center needs.

About the Presenter:
Over the past 30 years, Winfried witnessed the computer, wireless, internet and now cloud/SaaS industries transform through new technology and business models. Constantly questioning yourself and adaptation based on learning is what he is attempting to instill in all teams he leads. Having worked in sales, consulting and marketing as a subject matter expert and in leadership roles, he acquired a broad understanding of customer interactions in B2B high technology selling and marketing. His engineering degree laid the foundation for an affinity to facts and data, while his education in lean transformation in one of the world´s best continuous improvement organizations, Danaher, shaped his systemic thinking and problem-solving skills. Winfried´s life-long interest in psychology and sociology informs current marketing campaigns and shaped his approach to buying center interactions, which, in today´s world of committee buying, is more relevant than ever.

Today, B2B marketers have access to data that they could have only dreamed of a generation ago. Powered by technology, automation is allowing marketing teams to simplify and scale like never before. That said, we’re in danger of over-automating and losing the human touch. Let us remember that purchasing decisions are made by engaging the mind (left brain - IQ) as much as emotions (right brain - EQ).

- What does the data tell us about what our audience is thinking?
- How can we utilize data to assist the way we craft inspiring stories and create compelling content formats that truly speak to our buyers?
- How is it even possible to make authentic connections while you’re automating for scale?

Join Olivia Dassler, Director of Marketing Programs, and Alex Stern, Marketing Programs Manager at BrightTALK as they share proven strategies for how to embrace the human touch with data-driven marketing.

High growth businesses utilize data more effectively than their slower growth competitors (Deloitte).

With most customer journeys online, personalized and trigger driven content guide the customer through the buying experience. This requires high quality data and a single view of the customer.

Integrating data from multiple channels including offline

In this talk, we will:
-Present the characteristics of a CDP (Customer Data Platform)
-Discuss capabilities of CDPs for data driven personalization and dynamic customer journeys
-Demonstrate how CDPs can orchestrate omnichannel experiences
-Depict a closed loop system from CDP to activation to transaction to integration back to the CDP
-Discuss how CDPs fit in your MarTech architecture in 2022

Takeaways:
In this interactive webcast, we will exchange ideas about creating and maintaining a unified profile of your customers. You will leave the exchange with:
-an understanding of why a CDP is the foundation for Driving Demand
-a firm definition of a CDP and the hybrid environment that is evolving ideas for “activating” a CDP for driving demand
-an appreciation of the benefits of implementing a CDP

Whether it was due to a service failure, supply chain challenges, or they were lured away by a better price; your formerly loyal customer decided to leave.

But does that mean it’s over for good? Or could there be a way to win them back?

A new behavioral study from B2B DecisionLabs tested that question in a real-world sales situation. Over 300 sellers approached 1,350 former customers using several possible win-back messages.

Find out which approach drives the best response (and which ones fall flat) in this webcast with Doug Hutton, SVP Products at B2B DecisionLabs.

Tune in to get research-backed answers to questions like:

· What’s the most effective approach to re-engage lost customers?

· Should you treat lost customers more like new logos or existing accounts?

· Does their reason for leaving affect their chances to return?

Sign up to see the surprising new science of win-back conversations.

In our always-on digital world, the refrain “serve up the right message at the right time to the right person,” is always at the forefront. The need to meet customers in their preferred channel with a message that resonates is greater than ever before. But how do you actually achieve this?

Customers expect brands to be authentic and genuine. In order to accomplish this, brands need to meet them at moments that matter. Whether this is in their inbox or LinkedIn feed, and achieved through careful segmentation or on your website with thoughtful personalization - a single transactional point of contact is not enough to cultivate relationships. Rather, being prepared to play the longer game to generate awareness, grow recognition, and build trust is where your company will find success.

Erin will delve into how clean data, meaningful content, and customer authenticity are at the heart of a successful demand generation strategy. She will lay out how to meet customers at moments that matter, and how this can help you to transform your business.

Hyper competitive markets mean that your marketing’s competing on many fronts at the same time. Add in the channel crowding of the last two years and it’s no wonder that buyers often feel overwhelmed simply by the volume of information available to them.

To have even a chance of breaking through, you know you need content that differentiates you from others in your category. But what does that really mean? And no one has the resources to simply peanut butter spread it across the whole internet. So once you’ve got the right content, what are the core tenets of a distribution strategy that can yield the best effects for your spend?

In this webinar, led by TechTarget’s EVP/Publisher Rebecca Kitchens, we’ll examine opportunities to improve marketing performance from “content to click”. To help you improve your teams’ performance, we’ll highlight key leverage areas you should be focusing on in your content and distribution to help more of your buyers buy from you.