Name: Demand gen is broken: Fixing the funnel
Start: 2022-03-17T15:00:00Z
End: 2022-03-17T15:00:53.000Z
Location: BrightTALK
Rating: 4.3

This channel provides practical advice to help B2B marketers understand the rapidly evolving marketing landscape, and to make best use of new techniques and tools.

Ready to take your ABM to the next level with AI? 

Imagine harnessing the power of AI to pinpoint your ideal accounts, create and measure hyper-personalized campaigns, and boost engagement like never before. It’s not just possible—it’s happening right now, and we’re here to show you how.

In this webinar, in association with Salesforce, we’ll explore cutting-edge AI tools that work best at each of the five steps in Inflexion Group’s proven ABM process. If that wasn’t enough, you’ll get to see real-life demos from seasoned ABM-ers who’ll share how they integrate AI into their own successful programs. This session will arm you with the knowledge and tools to drive success and stand out in a competitive landscape.

Speakers include: 

- Joanna Moss, Marketing Director, and Top Accounts & ABM, Salesforce
- Bev Burgess, Co-founder and Chief Executive, Inflexion Group
- Rhiannon Blackwell, ABM Leader, Global Marketing at PwC
- Dorothea Gosling, Executive Consultant, Inflexion Group

AI Tips & Tricks to Supercharge Your ABM Journey

The pace of change in B2B is astonishing – AI has accelerated an ongoing creative
transformation that is seeing marketing campaigns evolve as never before, embracing new
channels, technologies and techniques to drive ROI in ruthlessly competitive categories. But
given the sheer breadth of campaigns across numerous brands and categories (and the
astronomical variety of brands, messages and creative strategies) how do marketers and
agencies understand and respond to the trends that are shaping tomorrow’s success?

Until now, this has been an impossible challenge, but not any more. For the first time in the
20-year history of the B2B Marketing Awards, we’ve done a deep analysis 100s of entries to
identify the key trends that are driving evolution and powering success in a new generation
of B2B marketing campaigns. Join Joel Harrison and Shane Redding for this webinar where
we’ll reveal the standout creative and campaign trends that we’ve identified, discuss how
these were deployed in real life examples and explore the implications for B2B marketing
success in 2025 and beyond. 

You’ll learn:
- Which creative techniques and marketing channels are defining the future of B2B.
- How changing buyer dynamics is impacting on creative execution.
- Which B2B brands are leading the pack by breaking the mould of B2B marketing.
- How to align creative excellence with ROI.

Revealed! The creative trends driving the future of B2B – an exclusive deep-dive on B2B Marketing Awards 2024 entries

With growing concern around polarisation and political instability at home, and regional conflicts fundamentally reshaping supply chains and global trade, marketers need to evolve alongside new dynamics to remain on the front foot. In this panel, we will explore the main global political and economic disruptions, the short-term and long-term dynamics that will affect marketers, and what can marketers do to rise to the challenges of these uncertain times.

Speakers include:
-Katherine Curtin, Senior Director, Head of Marketing - Know Your Customer, Moody's
-Atul Mathew, Head of Marketing - North America, Temenos

The impact of global, political, and economic forces on B2B marketing.

B2B organisations are facing unprecedented levels of disruption driven by rising operating costs, shifting buyer behaviours, and accelerated technological advancements. This webinar explores the challenges B2B marketing leaders must address to stay competitive and achieve profitable growth in a rapidly evolving landscape. 

Join us to enjoy actionable insights into how B2B organisations can navigate today’s challenges, drive innovation across the business, and achieve sustainable long-term growth.

Speakers include: 
-James Keaton, Chief Marketing Officer, Pleo
 
KEY FOCUS AREAS:

• How to uncover signals in your data to drive operational efficiency
• The effect of growing financial pressures on generating profitable growth
• How B2B marketing leaders can prove Marketing’s impact on revenues amid tightening marketing budgets
• Effective strategies to target future buyers, reduce marketing spend wastage, and increase ROI

AGENDA:

• Adapting to the new B2B landscape
Discover how pressures on margins and slower buying cycles are reshaping business strategies, making it crucial for B2B marketing leaders to demonstrate clear bottom-line impact to secure investment.

• Optimising your audience and media strategy
Learn how to surface ideal customer profiles and ‘in-market’ audiences in new ways using data-driven insights, optimise spend to deliver more marketing and revenue outcomes, align your content with audience needs, and allocate budget to the most impactful channels.

• Proving the ROI of your marketing strategy 
Explore how to implement a full-funnel attribution approach that enables you to track and prove the influence of marketing campaigns on key business metrics like revenue and pipeline growth.

• How you can leverage technology for a competitive advantage
Find out how MarTech can help improve operational efficiency at every level from simple content and ad personalisation and generation at scale, to AI-driven insights that power your go-to-market strategy.

Leading from the frontlines: Marketing-driven commercial growth in the age of B2B transformation

In the ongoing quest to build trust and credibility, B2B brands often struggle to align brand awareness with demand generation. In the past five years, influencer marketing has emerged as a powerful tool to bridge this gap.

In this webinar, in association with Inbox Insight, we will be giving you the playbook on enhancing a brand’s visibility and driving qualified leads; plus you’ll get the chance to listen to a compelling panel discussion with senior-level B2B marketers on the very topic.

In addition, this session will include:

- The advantages of B2B influencer marketing, including generating high-quality content, fostering organic engagement, and boosting demand generation.
- Strategies to convert brand recognition into tangible demand, driving growth, and maximizing ROI.
- Real-world case studies demonstrating how influencer marketing can achieve B2B business goals.

Speakers:

- Joel Harrison, Editor-in-chief, B2B Marketing
- Kristen Sesto, Director, Custom Influence
- Robyn Hartley, Founder, Paper Kite Media
- Ross Howard, Product Marketing Director, Inbox Insight.

Brand vs Demand: Unleashing The Power Of B2B Influencer Marketing To Bridge The Gap.

In the middle of volatile market dynamics and downward budget pressures, the need to demonstrate the value of marketing becomes more important than ever. In this webinar, our panelists will explore how we prove the impact of marketing on revenue in tough times. This panel will also discuss how best to navigate the tension between brand and demand for short-term sales, and what can be done to remain innovative despite dwindling budgets. 

Speakers include: 
-Megan Cabrera, Vice-President Marketing Ops, Sophos
-Jenna Beck, Industry Growth Marketing Executive, TCS
-Amanda Thompson, Director of Marketing Segmentation, Pax8

Demonstrating the value of marketing in tough times.

Tech giants like Google are encouraging advertisers to put AI to work for creative – but what does that look like in practice? 

In this practical fireside, Google’s Bethany Poole and Redwood BBDO’s Lauren Priestley reveal how, as client and agency partner, they are using Google AI tools to “walk it like they talk it” – supercharging and streamlining every part of their shared creative process, from sentiment scraping to shortcutting film production. Learn more about:

- AI’s role in supercharging human creativity.
- Using gen AI to analyze social sentiment.
- AI-enabled film production efficiency, at scale.
- AI-powered creative reviews & briefs.
- Building a culture of expectation.
- Fostering better agency-client relationships with AI.

About our speakers:

Bethany Poole is the Senior Director of Google and YouTube Ads Marketing. With over 20 years of experience building and managing successful consumer and business brands, Bethany’s work includes award-winning campaigns such as Google’s first TV commercial “Parisian Love”. She currently hosts the Modern Marketers podcast with Josh Spanier, VP of Media for Google, where she speaks with innovative leaders remaking marketing today.

Lauren Priestley is the Senior Creative Director & Head of US at Redwood BBDO. An award-winning journalist, Lauren has over a decade of experience working in media, content & advertising with some of the world’s largest brands. A passionate advocate for DEI in advertising, she co-founded Lost Time in 2020 to serve as a powerful reminder of the time women lose due to the industry’s pay gap. 

Join this exciting talk live on October 23rd 2024. Register today

How to make AI work for brands and agencies

The financial services sector is evolving rapidly, with digital transformation, regulatory changes, and shifting customer expectations reshaping the industry landscape. In this competitive environment, effective B2B marketing strategies are more crucial than ever for firms looking to differentiate themselves, build strong client relationships, and drive growth. 

With more pressure on marketing teams than ever, we decided to look into the current state of the financial services sector by identifying trends from our Propolis Community Index - our real-time dashboard of marketing metrics. From budget spending to customer retention and average headcount, we are breaking down all the juicy insights with Dr. Christine Bailey, Senior Director & Head of Compliance and third-party risk marketing, at Moody’s, and James Redgrave, Vice President, Global Thought Leadership & Editorial, at State Street. Not only will these sector experts divulge the reasoning behind some of these trends, but they will also discuss solutions to help shape your team’s strategies.

Challenges in the B2B Marketing Financial Services Sector (And How to Overcome Them)

Are you looking to advance your AI journey? Or perhaps you’re in the experimentation phase? Either way, you won’t want to miss this webinar with Gravity Global.

Join Josh Okun, Chief Innovation Officer, Gravity Global for a practical webinar on leveraging AI tools in marketing. Josh will start by introducing a popular set of AI tools that support various marketing functions. He’ll explain in simple terms how AI can fit into a marketing team’s everyday workflow and help improve efficiency.

The highlight of the session will be a live demonstration where Josh will show you how to build your own AI model, in less than five minutes, without any coding knowledge or wizardry. This part of the webinar is perfect for anyone in marketing—whether you're a CMO, marketing director, or working in B2B marketing—looking to get hands-on with AI technology to drive innovation and gain a competitive advantage.

How to build your own AI model in less than 5 minutes!

Digital experience platforms are increasingly becoming important in B2B marketing. They allow marketers to create exceptional and engaging experiences in order to stand out. However, with so many vendors in the market, how can B2B marketers choose the right platform for their needs? And are they even aware of the criteria they should be looking out for in the first place?

In this webinar, we’ll explore how this digital experience space is growing, alongside some findings we revealed in our B2B Marketing Digital Experience Vendor Spotlight. Our experts will talk through:

●  The key differences between the leading platforms.
●  Which vendors were top-rated, alongside a comprehensive evaluation.
●  What criteria to consider when considering digital experience vendors.

Speakers:
● Joel Harrison, Co-founder Editor-in-chief, B2B Marketing
● Peter O’Neill, Lead Analyst, B2B Marketing
● Ian Bennison, Customer Experience Director, CSC
● Karla Wentworth, Chief Operating Officer, Intermedia Global.

How To Select Your Next Digital Experience Platform

In August 2023, we officially launched the Community Index – the real-time dashboard of B2B marketing metrics, specifically made for the members of the global community for B2B marketers, Propolis. Since August, we’ve been collecting data on B2B marketing budgets, spend, return, customer acquisition, retention, team structures, and more. The result? A comprehensive picture of how much money B2B marketing teams have to work with, how they’re using it, and the impact they’re driving.

So, nearly a year on, what have we learned? Are budgets increasing or decreasing? Are B2B marketers spending more or less on brand? Is ABM on the rise, or on the decline? Is customer acquisition getting easier or harder?

Well, in this webinar, Kavita Singh, Senior Content Editor, will be joined by Nimmi Bhalla, the Director of Business Marketing at Virgin Media O2 Business, and David Keene, the Chief Marketing Officer at Wipro to discuss:

1. How B2B marketing budgets have changed this year, and how your peers are spending their time and resource.
2. How B2B marketers are using agencies (and how they’re not).
3. Where B2B marketers are reporting the greatest return on investment.
4. What B2B marketing teams look like in 2024, and how team size and structure are changing.

This webinar is your chance to fully understand the state of play in B2B marketing, and benchmark yourself against the masses.

What do B2B marketing budgets, spend, and return look like this year?

B2B Marketing will be launching its 2024 Global Agencies Benchmarking Report, and to kick things off, Gravity Global and B2B Marketing will be discussing some global trends we’re currently seeing in the marketplace.

We’re going to be diving into everything from:

● What the current headcount says about today’s ever changing market, from employee retention to managing talent at a global scale and attracting inhouse talent.
● How the pressure to perform has led marketing technologies to consolidate
● How to navigate and run campaigns in various regions around the world while maintaining a consistent brand message.
● The customer expectations to showcase sustainability and diversity and how to communicate to audiences without greenwashing.

How are global leaders adapting to the evolving marketplace?

Whether you work for a client or an agency, winning a B2B Marketing Award can be pivotal moment in your career, unlocking peer recognition and validating your achievements. With around 500 entries a year, the B2B Marketing Awards are the gold standard for excellence in B2B… but that also makes them hard to win. Too many excellent campaigns fail to get shortlisted because submissions make basic errors – much to the frustration of all concerned. 

It doesn’t have to be that way! In this live and interactive session, you’ll hear first-hand from the chairs of two of the judging panels what they expect to see in a submission worthy of winning, and which common pitfalls to avoid. And you’ll have your chance to quiz them directly about what they think makes a great awards entry. If you’re entering the B2B Marketing Awards this year, you can’t afford to miss this session!

How to win a B2B Marketing Award

The healthcare sector has certainly shifted in the last few years. From the pandemic to a shift to digital, marketing leaders have had to pivot their strategies at the drop of a hat. In an ever-changing market, that trend continues as the healthcare industry evolves in 2024.

What is the data behind this conclusion? Our Propolis Community Index indicates that healthcare marketing teams have a budget that equals 6% of their overall revenue target and are spending more than other sectors such as technology and professional services. Compared to the wider industry, that’s quite significant. Want to find out why that is alongside some other juicy real-time insights? 

In this webinar, we are going to be unveiling some of the latest data from our Propolis Community Index Report on the B2B healthcare industry. We will be joined by Kate Rodgers, Global Brand Media Director at GE Healthcare, and Rebecca Goplin, Senior Director of Marketing at PlatformQ Health, as we chat through:

-Why healthcare marketing teams might have more robust budgets than other B2B sectors.
-How healthcare marketers are using third-party support for activities such as content marketing, demand generation, and ABM.
-Why customer retention might not be a top priority for healthcare marketers and what that says about the industry.
-What trends can we expect in the healthcare sector and how should marketers be preparing for these changes?

Register for the webinar today to secure your place.

Mastering B2B Marketing in the Healthcare Sector

Lead Gen platforms are an increasingly important weapon in the armoury of B2B marketers, enabling marketers to access new audiences with significantly greater autonomy and transparency than by might be offered by tactical or one-off campaigns via agencies. But with a plethora of options available, how do B2B marketers choose the right platform, backed by the right vendor, for their needs? 

In this webinar, we’ll explore how this emerging tech category is transforming the lead gen space, and reveal the findings from the B2B Marketing Lead Generation Martech Vendor Spotlight, which is the first in-depth evaluation of Lead Gen platform players, and which will prove invaluable in the selection of this key strategic partner. 

In this session, you’ll learn:
- Why Lead Gen platforms is such a fast growing category
- Key differences between leading players
- Which vendors were top rated in our comprehensive evaluation
- What to consider when considering a Lead Gen platform vendor.

Register today!

How to choose the perfect B2B Lead Gen platform partner

For years, B2B marketers have shared knowing glances across the table around the realities of using programmatic digital advertising. The use of third-party cookies has enabled marketers to create targeted advertising campaigns across the web based on user behaviour, but it’s an open secret that vast swathes of the audiences they’re targeting are bots.

This means that B2B marketers have been wasting an unknowable amount of budget on advertising to no one. With tight budgetary belts all-round, this has to change.

As if by divine intervention, 2024 is also the year that Google will finally call it quits on third-party cookies – the technology that allows adtech companies to collect audience data and sell audiences to B2B marketers.

With this perfect storm brewing, this webinar is your opportunity to learn:

- How digital programmatic advertising has managed to remain so wasteful for so long, and why it’s only coming into focus right now.
- How the end of third-party cookies will now force marketers’ hands towards a new approach to digital advertising.
- What you can do right now to prepare for this new digital landscape.
- How marketing campaigns and client-agency relationships will need to evolve to ensure everyone wins.

The Evolution of Programmatic Digital Advertising and How You Can Excel

Revealing the latest data on the technology and software space in B2B marketing.

Let’s face it - the tech sector is constantly evolving from customer growth expectations to tech stack investments and much more. Our Propolis Community Index indicates that marketing is responsible for 35% of revenue specifically in the technology and software space. Want to find out more about why that is with real-time stats around the tech sector to back it up?

In this webinar, we’ll reveal the latest data that we’ve collected on the technology and software space in B2B marketing. Kavita Singh, Senior Content Editor, will be joined by Andy Grant, Senior Vice President of Marketing, at Digital Barriers, and Simon Edward, former VP and Chief Marketing Officer, at IBM who will talk you through the following:

● How the tech sector has transformed in the last year and what’s next in the industry.
● Why the technology and software sector achieved a higher ROI than the wider industry and what that means for B2B marketing.
● Where tech marketing leaders are utilizing third-party support (content creation, demand generation, and more.)
● and more...

This webinar is a must for any B2B marketer in the tech space looking to get a better understanding of their competitor's market and figure out where their opportunities may lie for growth.

Inside the B2B Tech Sector: How Marketing Leaders are Boosting Performance.

Navigating Budgets, Channels, and Capitalizing on Growth Opportunities.

Professional services marketing doesn’t always get the credit it deserves. In the past few years, there’s been an incredible slew of marketing campaigns including Addleshaw Goddard’s Gold award for ‘Best use of creative’ and ‘Best demand or lead generation campaign’ at the 2023 B2B Marketing Awards - clearly professional services have had a lasting impact in the B2B space.

According to our Propolis Community Index, our real-time dashboard of B2B marketing metrics, we can see that professional services marketers have, on average, a budget that makes up 6% of their revenue target and an attrition rate of 5% - want to hear more juicy real-time insights?

In this webinar, we’ll reveal the latest data that we’ve collected on professional services marketing teams. Kavita will be joined by Brian Macreadie, Head of Marketing, Addleshaw Goddard, and Barney O'Kelly, Head of Digital Marketing, AlixPartners. 

They will talk you through:
● How professional services have evolved in the past year and what’s next in the industry.
● Where professional services marketers are spending their budget (i.e. full breakdowns of where the budget is being spent across people, activity, tech, and more).
● The returns professional services marketers are getting on their various channels and activities.

This webinar is a must for any professional services B2B marketer looking to get a better understanding of their competitor market and figure out where their opportunities may lie for growth.

Exploring the Landscape of Professional Services Marketing

With only 5% of your customers ready to buy at any moment, it’s critical that marketing supports them throughout the funnel, and converts them before the opportunity is lost.

But how? The buyer journey has grown more complex than ever. And with so much noise in the purchasing process – multiple decision makers, an excess of choice, and not enough differentiation – prospects are frequently becoming stuck mid-funnel. So where should we begin fixing it?

Join tech marketing experts as they bust some myths, discuss common challenges, and ignite the ideas that are fundamental to supporting a more effective demand generation strategy in 2022.

This webinar answers:

• How to dispel the myths that are misguiding your campaigns to IT decision makers?
• Which ideas and innovative technologies turn your demand gen activity into award-
        winning results?
• What’s the secret to making marketing’s contribution more visible to the board?

Demand gen is broken: Fixing the funnel

Demand Generation

Technical Markets

Marketers

Lead Generation

IT as a Service

Conversion Rate

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Demand gen is broken: Fixing the funnel

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