Name: The Great ABM Debate: Will ABM marketers become the GTM leaders of tomorrow?
Start: 2024-07-17T14:00:00Z
End: 2024-07-17T14:01:00.000Z
Location: BrightTALK
Rating: 0

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.

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
● 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

In today's data-driven world, AI is rapidly transforming the marketing landscape. But how can marketers develop a personal relationship with AI to become more effective?

This webinar explores how to build robust, collaborative relationships with Generative AI, likens these dynamics to the rich bonds that drive human connection and creativity, and discusses how to cultivate this alliance to nurture creativity and propel innovative thinking. Marketers who learn to embrace AI as a creative partner will be well-positioned to develop and execute more effective marketing campaigns that resonate with their target audiences.

Key takeaways:
- How to understand the different types of AI and how they can be used for marketing
- How to build a collaborative relationship with AI
- How to use AI to generate creative ideas and content
- How to measure the success of AI-powered marketing campaigns

Make friends with the future:  Creative marketing in the age of AI

Account based marketing is fast realising its potential as a primary go-to-market strategy in B2B, and as such is continuing to evolve and mature as marketers strive to maximise its potential. Martech is obviously a primary means of achieving this, with a breadth of vendors providing solutions to help ABM-ers with every part of their programme development and delivery.

So what does this landscape of vendors look like, and more importantly, how can ABMers make sense of it, in order to understand where to invest to enable more effective marketing?

 That’s where our ABM Martech Vendor Spotlight Report comes in, the results of which we’ll be revealing in this webinar, in the company of report author and veteran martech analyst Peter O’Neill and ABM guru Robert Norum. During this event, we’ll discuss:

- How martech is driving the evolution of ABM, and its relevance to different aspects of the ABM process.
- How the lead vendors and their offerings are evolving.
- The changing role of martech in enabling different tiers of ABM – 1-2-1, 1-2-few and 1-2-many.
- What challenges marketers face in deploying tech as part of ABM adoption.
- What other aspects of vendors to consider when evaluating partners and solutions.

A dive on ABM martech vendors: learnings from our ABM Martech Vendor Spotlight

Social media is, theoretically, a B2B marketer’s dream, especially LinkedIn. It gives you the power to reach hundreds, thousands or even millions of people, and it puts speed, creativity and humour above all else. 

The problem, of course, is translating that into any meaningful business results. After all, what good does 1 million people liking your company’s post do if they’re all the wrong people, not in market, or you can’t prove that any of those engagements turned into a sale?

Because of these reasons (and then some), social media often doesn’t get the investment it deserves from B2B organisations. Fortunately, there are ways that B2B marketers can build social media into their overall marketing strategies that can be proven to drive growth. In this session, guest speaker Karen Tran, Forrester Principal Analyst, explains:

 - How to use social media as one part of your omnichannel marketing strategy.
 - How to prove the impact it’s having on marketing success, and making the business case for investment.
 - How social media can be used to build brand equity and drive engagement with your prospects throughout your campaigns.

How to drive revenue with your B2B social media strategy

While marketing and technology have become increasingly sophisticated, display advertising and content syndication has, for many, been left in the stone age. 

As other strategies and tactics become increasingly exciting or popular, theseis powerful tools are often not used to its full potential, leading to disgruntled marketers (and CFOs) and even a possibly damaging impact on your brand (after all, who wants to be spammed by an irrelevant advert?).

However, used properly, and in a targeted, data-driven way, display advertising (combined with content syndication) can be a reliable and effective way to create a predictable pipeline for your business. With that in mind, this session will talk through:

 - How to ensure your display adverts reach the right people, at the right time, in the right channel.
 - How to use display adverts and content syndication to nurture leads throughout the funnel (and not bombard everyone with the same weak brand awareness content!).
 - How to prove the powerful impact this marketing strategy is having for your business’ overall revenue goals.
 - A real-life case study of how one technology company used this strategy to generate more than €1.5 million in qualified sales pipeline.

Create predictable marketing pipeline with display advertising integrated media

What was once the new kid on the block has now matured. ABM may no longer be the silver bullet in B2B marketing, but it’s alive and kicking out better results than ever. Despite similar challenges in EMEA and the US, mass adoption has revealed radically contrasting regional perspectives.

In 'The Great International ABM Debate 2023', Transmission in association with The Global ABM Conference, six seasoned ABM practitioners take their continental views to the table in three live debates.

Session 1: “AI is going to change everything about ABM.”
Session 2: “The ABM hype is gone and so should ABM.”
Session 3: “ABM is no more or less creative than other programmes.”

Join our line-up of ABM experts and practitioners to hear their insights on:

- Will AI change everything about ABM or just some specific aspects?
- Do we accept now that ABM is a discipline and not just good marketing?
- Will ABMers ever start being more creative?
- Explore the differing perspectives between the US and EMEA – two very similar markets doing very different marketing.
- Learn the opinions and priorities of leading ABM practitioners from the US and EMEA markets.

Speakers: 
Neil Berry - Global Account Based Marketing Director - CapGemini
Rhiannon Blackwell - Account-Based Marketing (ABM) Leader, Global Marketing Organisation - PwC
Vanessa Schotes - Chief Marketing Officer - Enfuce
Ryan Almond - Global Vertical Marketing & ABX Director - Henkel
Sandy Walters - Global Account Based Marketing Manager (Business Messaging) - Meta
Lisa Perry - Senior Director, Account-Based Marketing - Salesforce

This event is for ABM practitioners from client side organizations. The organizer reserves the right to decline registrations from non-applicable companies and job functions.

B2B Marketing will use your details to send you the requested information and to stay in touch via email about events, products and services from b2B Marketing and our webinar partner Transmission. You can unsubscribe at any time.

The Great International ABM Debate

B2B marketing has radically transformed in a few short years. Just as we’re moving away from a global pandemic, we enter a bear market with a looming recession on the horizon.

This combination of past, present and future is causing longer sales cycles for B2B brands and leading to headaches for sales and marketing. And with this the need to drive pipeline and revenue growth has come to the top of any marketers’ agenda.

Against this backdrop, full-funnel marketing needs to take centre stage – the key to ensuring long-term, consistent growth in an age characterised by uncertainty.

Using research from B2B Marketing, this webinar will look at how +250 B2B marketers feel towards brand and demand marketing, exploring the barriers and opportunities to leverage how an aligned approach can help drive pipeline and revenue growth in a bear market. You’ll learn:

● How marketers think about brand and demand marketing in a bear market.
● The disconnect between B2B marketers and their full-funnel budget allocations.
● The barriers to full-funnel marketing.
● What marketers can do to impact full-funnel pipeline acceleration.

Survive & thrive: Driving pipeline & revenue growth during an economic recession

Lead generation has long been centered around capturing information from forms. Want to check out this case study? Fill out a form. Get pricing info? Fill out a form.

The problem? Forms don’t start a conversation; they’re a barrier to entry. But not every marketing and sales team depends on forms to fill their pipelines with leads. In fact, the consumer research platform, Voxpopme, ditched forms long ago. They’ve since turned to Conversational Marketing for a more frictionless customer experience, to increase website conversion rate, and more.

And now they want to share everything they’ve learned with you. On DATE, join us to learn: 

- How Voxpopme reinvented themselves using Conversational Marketing
- How you can scale conversations without forms (and without losing the human touch!)
- Voxpopme’s future plans around account expansion, prospecting, and ABM efforts

Doubling the conversion rate with conversational marketing

The customer journey has changed for good. Potential customers spend weeks, months or even years silently researching brands online. And even if they engage with your material, it doesn’t mean they’re ready to buy.

You need to know how to deliver the right content at the right time and in the right channels. In other words, focusing on the middle of the funnel - not the top.

This webinar is in conjunction with a report produced with B2B Marketing. Register now to learn:

-The importance of a buyer-journey-focused content marketing strategy.
-How the middle of the funnel is broken, and why it needs to be fixed.
-The dangers of not fixing the funnel.
-How you can unstick the middle of the funnel.

Register now to hear the actionable insight from Glenn Landauer, VP customer experience strategy at MOI Global!

Unstick the middle of the funnel

This webinar will explore the wider value and vital contribution of ABM in B2B Go-To-Market (GTM) strategy and execution. Using the power of debate, it will demonstrate the power of Sales & Marketing working in partnership and the impact of a strong, well-executed ABM strategy.

As we know, aligning Sales and Marketing has historically been one of the biggest challenges in B2B. However today, there’s a broad movement – especially in the technology industry – around GTM and the alignment it brings across Customer Success, Product, Sales, and Marketing.

ABM has long proven to be an effective way to bridge the divide between the two functions thanks to the shared goals and responsibilities around a set of named accounts. This has allowed ABM leaders to address historical issues and behaviours that might be standing in the way of greater performance – demonstrating the organisational benefits of more aligned customer-facing remits.

So, where do ABM marketers stand in today’s GTM landscape? Join us as we debate for and against the topics below:

ABM’s soft success in aligning Sales and Marketing is undervalued in most organisations
Improved Sales and Marketing cooperation through ABM makes no difference to GTM alignment
If the next CMO must deliver GTM alignment, it needs to be an ABM marketer

Speakers:

Joel Harrison, Co-founder & Editor-in-chief at B2B Marketing.
Barry Richards, VP Global Strategy at Transmission. 
Kathryn Nimmo, ABM Marketing Manager at HP.
Camila Homsani, Head of Marketing AM&M Europe West at EY.
Adam Preis, Director Product Solution Marketing, Ping Identity.
Melissa L. Alonso, Account-Based Marketing Leader.

The Great ABM Debate: Will ABM marketers become the GTM leaders of tomorrow?

Account Based Marketing

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Strategic Planning

Sales Alignment

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The Great ABM Debate: Will ABM marketers become the GTM leaders of tomorrow?

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