Name: Beyond MQLs: Unlocking Revenue Growth by Embracing Buying Groups
Start: 2025-04-24T14:00:00Z
End: 2025-04-24T14:01:00.000Z
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.

Delivering high-impact digital ads can certainly be a challenge in the B2B
industry. The days of relying on third party cookies have been replaced with investing in first-
party data, utilising contextual targeting and creating data ecosystems - but not everyone
has gotten on board.
 
In this webinar in association with Funnel Fuel, we will be delving into some top tips for
brands who are looking to build a first-party data strategy to deliver their digital campaigns.
We also address how to ensure your ads appear in the right context to the right audience at
the right time, as well as the key to delivering your ads in real-time.

Top 5 Tips For Executing Your Digital Advertising Campaign

What does GTM (go-to-market) mean? We talk about it all the time but are we
defining and applying it in the most strategic way? And does it lie with marketing, product or
sales? But most importantly - how can it be used to generate commercial success?

These are all questions that will be answered in an exciting panel discussion.In this B2B
Marketing webinar in association with The Think Tank, we are hosting a panel with three key
marketing leaders including (representative from TTT). Off the back of winning ‘UK B2B
agency of the year’ at our B2B Marketing Awards, The Think Tank will share their definition
of a go-to-market strategy, the steps to executing it effectively, as well as the commercial
benefits from introducing this strategy into the business.

Why Defining and Activating Your Go-to-Market Strategy Is a Must in 2025

In this exciting webinar in association with FunnelFuel, we will be breaking down
the new digital advertising environment - specifically around targeting. We will be using real-
world examples and expert advice to demonstrate why precision targeting isn’t just a nice-to-
know but a need-to-know in B2B marketing.
We will also be discussing:
● Why there’s been a revival of contextual advertising and why advertisers need to
focus on the content’s quality and relevance.
● How marketers can shift away from retargeting strategies and focus on first party
data methods such as email, CRM testing and much more.
● How to ensure compliance with privacy standards and cultivate trust with your
audiences.
● Whether curation platforms are a good option to pursue in lieu of third-party data.

Hitting The Bullseye: How To Aim For Precision in Digital Advertising’s New Landscape

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

Arqiva, which offers smart water metering networks and capabilities in the UK, was working on programs with the likes of Thames Water and Anglian Water. But despite this, the brand wasn’t widely known in the water industry. Enter Nine+Nico, who aimed to raise Arqiva’s profile and cultivate relationships with metering decision-makers.

In this digital case study in association with Nine+Nico, Kavita Singh, Senior Content Editor, B2B Marketing, will be chatting with Harriet Nicholson, Strategy Director, Nine+Nico, and Kate Stephens, Marketing Manager, Arqiva to discuss their successful collaboration on this ABM campaign. From exposure through a whitepaper and conference to incredible results, we’ll find out how Nine+Nico was able to get Arqiva’s name out there while reaching key accounts. Tune in to learn all about it.

Download the full Martech Vendor Spotlight Report 2025 for ABM, which is linked in the attachments.

How Nine+Nico Made Waves With Its ABM Campaign For Smart Water Meters

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
-Andres Llano Meija, Marketing Excellence Senior Manager - Global Marketing Organisation, PwC
-Anthony Riley, President and CEO, The MX Group

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

In today’s complex B2B landscape, purchasing decisions aren’t made by just one person—they involve buying groups of key stakeholders, each with unique priorities and influence. Yet many organizations still rely on lead-centric (MQL) models that struggle to identify the most promising opportunities quickly and effectively. In fact, Forrester reports that a lead-centric process has a 99% failure rate from inquiry to close.

In this insightful webinar and panel discussion with LeanData, we’ll explore why buying groups are the true drivers of revenue growth—and how shifting your strategy can unlock better pipeline efficiency and sales alignment.

We’ll dive into practical strategies for:

Transitioning from lead-based models to buying group engagement
Overcoming challenges like sales buy-in, stakeholder identification, and tracking multi-threaded engagement
Understanding the tech side: Does your CRM support buying group data, and how can you optimize it?

Plus, if your company is entrenched in an MQL structure, we’ll be delving into some top tips for organizations that might be resistant to change.

Speakers include:
- Martin Haasenstrach, Global Channel Marketing, Siemens
- Lauren Daley, Director, Marketing Operations, Palo Alto Networks

Beyond MQLs: Unlocking Revenue Growth by Embracing Buying Groups

B2B Marketing

Buying Groups

revenue growth

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Beyond MQLs: Unlocking Revenue Growth by Embracing Buying Groups

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