Everywhere B2B marketers look, they keep hearing about AI and how it’s going to change B2B marketing forever.
From analyzing data to automating content creation to designing creative – AI can do these manual tasks faster, better, and in less time than we can.
The problem is, most B2B marketers don’t know where (or how) to get started.
At DEMAND 2023, we’re teaming up with the biggest names in B2B marketing to give you tactical playbooks to bring back into your everyday workflows and your company.
Learn how the best B2B marketers are using AI to work effectively, grow efficiently, and generate revenue.
Steal new ideas and tactical examples you can implement tomorrow.
Check back soon for the first wave of speakers later this month.
All times are listed in PT.
The death of 3rd-party cookies, the introduction of new privacy laws, the rise of ad blockers, and the domination of zero-click content spells the end of a trackable era in the digital marketing world. Rand will show what’s changing in the world of attribution and how to measure marketing in the future.
Tactical session for every B2B marketer.
PLG, AI, Product-Led Sales. There is an abundance of new technologies, frameworks, and best practices to build a modern go-to-market, but how do you make sense of it all. In this talk, we’ll present a maturity model to help you assess what growth levers to pull to hit your pipeline goals for 2024. This model will help you prioritize the strategies that will work best for your unique business, whether that’s using AI for mass personalized outbound campaigns, launching a freemium PLG offering, or equipping sales with PQLs and PQAs to drive a product-led sales-assisted motion.
Because of shifts in today’s buying habits and a challenging economy, in-market buyers are becoming harder to find, traffic to web pages is decreasing, landing pages aren’t converting, and the best channels for prospecting are becoming harder to identify and saturated with competition. However, buyers are more discerning and focused on self-service than ever before. According to our 2023 B2B Buying Disconnect Report, vendors should not be afraid to let their customers do the talking. User reviews are in the top three things a vendor can do to make a buyer’s shortlist and have increased 17% in preference year over year. In fact, 39% of buyers said a lack of user reviews will make them less likely to purchase from you. Buyers need to hear from relatable customers, and generating user reviews is a scalable way to do that. In this panel, TrustRadius’ VP of Marketing, Allyson Havener, will interview top customer voice evangelists on tried-and-true methods for generating demand using customer voice. Speakers include Rowan Tonkin, CMO at Planful, and Rebecca Stone, CMO at Cisco.
Learn how we cut our sales cycle in half at Navattic by focusing on buyer-first best practices like – public pricing, easy calendar scheduling, and direct product access.
In this, I also discuss how the exact methods I used at Navattic to get leadership and other departments on board with implementing these best practices.
As marketers, our world changes constantly – and we’re used to moving at breakneck speed just to try and keep up with it. But, there’s a lot to be gained in slowing down to dig into the details of program performance. In this session, we’ll dive into some tips and tricks to help you do just that – including how AI can scalably improve program performance, as well as alleviate time spent on executional tasks, buying you time back for that slower strategy analysis.
KlientBoost has been documenting the biggest efficiency levers within demand generation and demand capture to show you how you can double pipeline with LESS budget in the world of your content, your ads, and landing pages. Get 1st party from KlientBoost clients like Gong, Mural, Salesloft, Deel, Rippling, LivePerson, and more.
Both B2B and B2C marketing playbooks are changing. Building a memorable brand to stand out from the pack is top of mind for marketers. In this webinar, ClickUp’s Chief Creative Officer Melissa Rosenthal will share why brand is a top differentiator and how to infuse creativity into your brand to accelerate business growth and set your company apart.
We are in a data-saturated world. It is nearly impossible to cut through the noise of all the signals we have coming at us. B2B revenue teams are faced with a heroic task: what is this data actually telling us and what do we do with it? All of this noise is driving a wedge between teams and has created an entirely new bucket of data grunt work to actually get to the truth. How can we help revenue teams prioritize the data and signals that actually drive revenue by mobilizing all their data? We have to bring focus to revenue teams by predicting and prioritizing the right revenue-generating actions. By automating key workflows, prioritizing actionable signals, and working where your teams already are you are able to unlock your revenue teams to be completely focused on driving and closing pipeline.
Artificial Intelligence hit B2B marketers like a freight train this year, leaving us scrambling to recalibrate and adapt to new technologies amidst a period of economic uncertainty. With so much change coming so fast, it’s hard to know which way is up and which way is down when it comes to adopting AI. That’s where Justin Keller (SVP of Marketing, Drift) can help.
Justin has had a unique, front row seat to the evolution of AI in marketing over the last 20 years, and with this perspective, can provide you with context on how we got to where we are with AI today, as well as where we’re going. So, calm your AI nerves during Justin’s AI x Marketing session, where he’ll provide you with pragmatic tips and suggestions to get you headed in the right direction. Leave with the knowledge and confidence you need to stride towards an AI-powered marketing future.
Ah, ChatGPT. You blew up our social feeds for months on end, and now the board is convinced that we don’t need headcount in marketing because of generative AI. In this session, we’ll discuss the good, bad, and ugly of AI – and how to get your board to focus on giving advice that’s helpful.
Brand has always been important. But it’s even more crucial when creating a new market category.
Additionally, with all the changes coming to the B2B purchase cycle (g2 reviews, live demos, PLGs, Vendr etc) – a strong brand can make all the difference.
Join Dave Gerhardt, Gil Allouche, and Jason Widup as they discuss their experiences building B2B brands that stand out in new or crowded categories.
7 things I’ve learned about managing people that make you a better manager
All B2B marketers are being asked to drive measurable revenue and growth. Marketing ROI is being questioned, every investment is being analyzed and it’s harder than ever to make things work.
This actionable talk will share a battle-tested and scalable B2B revenue framework that works effectively no matter your budget, industry or stage of growth. You’ll walk away with the steps to define, plan, build and run a multi-channel strategy that can help your team plan, forecast and maintain top line revenue growth every quarter, including:
As a bonus, you’ll also get all of the pre-built templates filled with B2B revenue strategy and tactics to help kickstart the process with your team.
Learn how enterprise marketing teams can drive revenue and product usage using ABM strategies. By using modern cloud data platforms, marketers can execute on their upsell, cross-sell, and winback campaigns. Viewers of this session will learn how to execute segmentation and build distinct audiences for ABM campaigns that convert.
In this session, Danny Read interviews Ani Bisaria, CEO of Bisaria Digital, about the agency’s triumphant first year. Learn how Ani used artificial intelligence and automation to differentiate the agency and secure enterprise clients. Ani will share insights on the successes, challenges, and the overall journey of integrating AI into his business strategy.
With the wave of AI roaring over us all, it can be very overwhelming to figure out AI all on your own. Whether you’re a CEO or a newly hired intern, understanding how to leverage AI efficiently, ethically, and securely is a must. In this session, Briana will dive into 7 top prompts to get you started on your AI journey. We’ll define where you and your organization are with AI today, and more importantly, where you want to be. You’ll leave this session with actionable next steps to take as you continue leveraging AI for your sales & marketing.
Demand Generation marketers are constantly reprioritizing their days and putting out fires. In 12 minutes, learn how to pinpoint what needs your attention using a customizable template, powered by AI. Go from putting out fires all day to controlled prioritization that drives more impact — and keeps you sane. Walk away with a framework and process that helps you:
Prioritize fire drills & optimizations – without burning out
Create more predictability in your funnel – in real time
Uncover 4 AI prompts to turn AI into your personal data scientist to forecast & visualize trends from your data
Join us in this engaging session as we explore how to transform generative AI into a performance-driven technology connected directly to your marketing goals and business results. Discover how advanced language models can be optimized to not only improve the content creation process but empower marketing teams to consistently produce on-brand content that actually drives more sales and Boost Ad Performance. Through real-world case studies, we’ll showcase how businesses across diverse industries have effectively implemented this AI-based performance-driven writing to improve ad performance. Gain practical strategies for integrating this technology into your demand gen team to drive meaningful business growth and maximize your bottom-line results.
In this session, I’ll share practical ways to gather market & customer insights in order to refine target buyer personas, test & validate messaging, uncover new opportunities for growth, and make leadership confident in your marketing strategies.
Nineties fashion is trending again, but what about all the other gems that got us to Y2K? MarketingWeek called the ’90s the most fondly remembered decade. Join this countdown to learn marketing insights from five iconic ’90s TV shows.
Here’s a not-so-fun fact: 90% of all B2B decision-makers sign with companies they knew at the start of the buying process. As a result, getting in front of the right decision-makers and building brand awareness is more crucial than ever. But this doesn’t mean you should throw out machine learning, digital measurement, and granular targeting for a roadside billboard. B2B marketers, there’s a better way.
Join Severin Nesselhauf, Director of Marketing Strategy at MNTN, as he shows how clever B2B brands harness Connected TV to get in front of their most important audience and make a powerful first impression — beating their competitors to the punch. Severin will give best practices to reach valuable prospects, generate demand, and shorten sales cycles with Connected TV advertising. And with an analysis of CTV AI and machine learning technology designed to automatically optimize ads and always find your audience, you’ll leave with a blueprint to build the cohesive cross-channel story you need with the decision-makers you want.
As marketers, we’re constantly searching for ways to drive engagement and nurture customer loyalty. The untapped potential of triggered and transactional emails, often set and forgotten by the development team, presents a unique opportunity to achieve these goals. In this session, you will learn about the crucial role these emails can play in fostering customer interactions, enhancing brand loyalty, and boosting deliverability rates.
This insightful journey takes you from the fundamentals of AI to the advanced use of ChatGPT and innovative text-to-image applications through tools like Midjourney. Whether you’re just starting out or at the mid-journey mark, the session delivers practical wisdom and diverse toolkits to amplify your marketing strategies. Unlock the secret to sky-high ROI and join us to outpace competition in the AI-powered marketing world.
We’ve all heard content is king, and data is queen—well revenue…it’s the royal family. These days traditional demand generation tactics are no longer enough to ensure the success of our marketing efforts. Instead, revenue marketing has emerged as a powerful strategy to help drive growth and profitability. More holistic of an approach than demand generation, revenue marketing leverages both sales and marketing teams—working together to generate leads and convert them into paying customers. It focuses on the entire customer journey, from lead generation to conversion.
This move, though, requires a shift in both mindset and approach. It requires a deeper understanding of the customer’s journey, as well as a focus on new metrics such as customer lifetime value (CLV), customer acquisition cost (CAC), and return on investment (ROI). Marketers who are ready to take make that transition need to follow three critical steps: aligning marketing and sales, focusing on the customer journey, and learning how to measure and optimize in a new world that is not just lead gen focused. This session will not only cover what revenue marketing is and why it’s important, but also dig deeper into these three steps and provide a guide for breaking down silos, speaking directly to customers’ pain points and interests, and becoming more data-driven and revenue-focused.
In an industry flooded with technology, automated advertising, and generic ‘set it and forget it’ tactics, differentiating yourself hinges on adopting a personalized approach. Gone are the days when a one-size-fits-all strategy suffices! Buyers have become increasingly more discerning about the ‘copy and paste’ methods, spotting them effortlessly—be it templated emails or generic video messages.
To maintain authenticity, marketing leaders must embrace hyper-personalization as a game-changer. Join our experts as they unravel the ABM saga, from turbocharging go-to-market strategies to orchestrating symphonies of collaboration within cross-functional teams. Brace yourself for the generative AI twist that turns content personalization into an art form, akin to a chef’s secret recipe. Get ready to script your own marketing masterpiece, where hyper-personalization takes the spotlight and creativity takes a bow!
With larger buying groups and increased interest in self-guided buyer experiences, the complexity of B2B marketing is increasing. Now with continued economic uncertainty, buyers aren’t even buying. The response from many businesses is to pull back budgets. LinkedIn’s B2B Institute thinks marketers should take a different approach – investing in marketing now means winning in the future.
In this rapid-fire session, you’ll hear 3 research-backed B2B marketing trends that will help your brand grow and win in the long term, like:
ABM has been the name of the game for a better part of a decade. Some have been doing it for years, while others are just getting their feet wet with this strategy – in 2023, we’re seeing ABM take up 41% of marketers’ budgets (a 13% jump when compared with 2022). But lately, ABM seems to be broken. Even though 72% of marketers recognize ABM’s value in ROI, and the focus is there, we continuously see ABM programs fail and teams underachieving. And if SaaS companies keep adding “ABM” onto their products as a solution to the pain, ABM will stay broken. Truth is, there’s no such thing as an ABM Platform or Solution and one single product does not equate to an ABM strategy. ABM is a business motion, therefore requiring an allbound approach. Instead of focusing on what their team can individually do, leaders should leverage their revenue teams, channels and software in one motion with efficiency and shared goals. Only with allbound can you make it work. Allbound is the answer to your pipeline problems.
In this session you will learn:
Learn how marketing teams can use events, with the power of AI, to create integrated campaigns that continue delivering ongoing business value and higher ROI.
You’ve heard about it. The rising trend of companies integrating genAI into their daily operations. But where do you start when the concept of AI seems so amorphous? With this session featuring Marketing AI Council Founders from VMware, we’ll lead you through the process of how to launch an internal AI council, responsibly implement AI into your business, and set the foundation for success. In this session, you will learn:
How can demand gen help drive revenue, not just leads? In this session Isaac Ware will discuss strategies demand generation teams can use to help move prospects through the sales funnel, including a paid media multithreading playbook he used at UserGems to increase win rates by 31%
If you do it right, every single product launch can be an opportunity for connection – unifying your organization, pulling your prospects closer to purchase and cementing your value in your customers’ minds. Doing it right, however, is a science and an art that is hard to master. It requires you to speak the language of the product team one minute and then translate it for your sales team the next. You have to know how to set expectations, anticipate blockers, influence without authority, and a whole host of other skills that they just don’t teach you in school or anywhere else. In this session, I’m sharing my tried and true strategies, frameworks and tips for making the most of every launch. You’ll come away with everything you need to make your next launch your best one.
Are your marketing investments a hit-or-miss game? Despite pushing into SEO, paid media, content, and social channels, growth stays inconsistent due to fragmented approaches. The outcome? Unpredictable quality pipeline certainty, shaking your confidence. What you truly need is a dynamic flywheel, not just a basic funnel. We’re prepared to dig deep, allocate your resources wisely, and convert your investments into a dependable engine for growth. See how your team’s efforts seamlessly integrate into a solid growth framework. It’s time to get hands-on and make a real difference.
Everyone talks about how important marketing and sales alignment is, but no one actually shares how to get there. In this session, we’ll dive into the critical steps toward building a cohesive, efficient, and result-oriented relationship between your marketing and sales teams.
Nobody likes talking about the marketing fundamentals. AI is sexy and there’s PLG and UGC to spend your time on. But, having worked with companies from high-tech software to your local landscaping company and everything in between, I’ve come to realize there are several key fundamentals that every marketer needs to have before adding all the fancy go-fasters. If you really nail your market segmentation, understand your customer better than they do, and lead with a message that resonates with those key buying personas, everything else falls into place. That’s when the tech like Metadata can really accelerate your growth. But if you don’t have the fundamentals, even great tech won’t save your pipeline.
Most marketers see the value in social proof, but they’re missing the mark. Case studies rarely get read, reviews are often pay-to-play, so how do you build trust with buyers who are self-educating more than ever. In this session, Dustin walks through how to map out your buyers questions, fears, and doubts at each stage of their journey, how to create impactful content for each stage, and why repurposing content is key when it comes to customer stories. There’s an entire hidden pipeline of deals that you’re losing due to lack of trust. It’s time to fix that.
If you’re a marketer at a B2B SaaS company that has begun selling to the enterprise, you know your CEO will inevitably ask, “What’s marketing’s impact on generating sales pipeline?” The foundation to being able to answer that question with confidence is to set up your demand funnel’s measurement in a way that aligns with the reality of your market and selling activities. Join Tyler Durman as he explains how he set up data.world’s demand funnel as its first growth marketer.
In his talk, you’ll learn how to:
You’re a marketer and have one mission: orchestrate successful campaigns that fuel qualified pipeline growth.
Buckle up, brave marketers. Get ready as we delve into the high-stakes world of marketing in cybersecurity.
In this insightful and irreverent presentation, hear tall tales and lessons learned from marketing on hard mode from a cybersecurity marketer. In this talk, we’ll explore how the mindset of a hacker can revolutionize your demand generation strategy in any industry, flipping challenges into opportunities, and transforming you from an intruder into a trusted ally.Attendees will walk away with these key takeaways:
Traditionally, B2B marketers are measured on the basics – MQLs, SQLs, and sales pipeline. This leaves a huge gap in how marketers make good marketing decisions and how they align with the rest of the GTM team. In this talk, I am going to go over demand metrics that you should be measuring against, how to internally communicate these KPIs, and how to use them to make marketing (and larger GTM) decisions.
People buy from people, learn how to humanize your brand in your content, your advertising and your go to market strategy in a way that’ll stick out and your buyers will actually care about
Whether you’re an established company or a shiny new startup. Tasked with a rebrand, new product launch, new territory or industry. Brand, product and campaign messaging are the bane of many marketers’ professions.
Conventional messaging processes are lengthy and costly.I’ll cover a unique methodology (tech, people, processes) to test your messaging for online campaigns and company branding. This saves brands time and money by:
Personalization has become a key driver of success in the B2B buying journey. As businesses strive to meet the evolving needs of their customers, Artificial Intelligence has emerged as a transformative technology for delivering personalized experiences. This session explores how AI can be leveraged to personalize the B2B marketing journey, enhance customer satisfaction, and drive business growth. During this session, we will begin by understanding AI and its applications in the B2B marketing context. Participants will gain insights into how AI can analyze vast amounts of data, identify patterns, and make data-driven predictions, enabling businesses to tailor their interactions with customers at every touchpoint. We will share in-depth examples of how B2B marketers are leveraging AI to personalize the buyer journey from the thousands of AI projects reviewed on Clutch, including building interactive sales enablement tools, customizing web experiences, and automating personalized content and email workflows to accelerate sales cycles and conversion rates.
Without an effective website, your demand generation efforts are going to waste. It’s the pivotal force in engaging today’s buyers and starting meaningful conversations. In this talk, Phil Vallender, co-founder of Blend, a leading B2B website agency, will share actionable insight into what makes an effective, demand generating website in 2023. Tap into Phil’s expertise as he equips you with proven strategies and hands-on tactics that have yielded remarkable results for many businesses.
Nailing the perfect Business Development Representative (BDR) cadence can be a challenging journey, fraught with experimentation and unexpected outcomes. This presentation aims to guide attendees through this complex landscape, offering practical insights for creating successful BDR cadences and avoiding common pitfalls. The presentation will cover the core principles of effective BDR cadences. We’ll delve into understanding your target audience and the importance of tailoring outreach according to different campaign types. Leveraging these foundational concepts, we will guide you on how to build a cadence that resonates with your prospects and drives engagement. Next, we’ll spotlight specific strategies that have proven to be reliable in generating positive results. We’ll share real-life examples and case studies that demonstrate the effectiveness of these approaches, providing tangible takeaways that you can apply directly to your own BDR strategy. However, it’s not all smooth sailing. We’ll also confront the darker side of BDR cadences – tactics that are ineffective or even counterproductive. These ‘bad’ and ‘ugly’ aspects can derail your efforts, and we’ll show you how to identify and sidestep these common errors. Finally, we’ll explore approaches that work only under certain circumstances, demonstrating the importance of adaptability and context-awareness in BDR cadence design. By the end of this presentation, attendees will walk away with a robust understanding of BDR cadences and a toolbox of strategies for their own campaigns. Our aim is to empower you with the knowledge and confidence to design BDR cadences that truly deliver results. Join us on this insightful journey into the heart of BDR outreach
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You delivered on your promise of designing an event that you would actually attend, which is why I also attended and enjoyed it.
The content was exceptional and highly practical, plus it was fun!
I was surprised at how useful the content was. Usually, with these events, it's a mix of sales content and generic information.
I will make sure to make a bigger effort to block my calendar next time so that I can really soak it all in.
Because of how valuable the content is, and how relevant the speakers are, it's a no-brainer to come back for more!
I haven't seen a virtual event conducted so smoothly (and you know I go to a lot of them). Please keep up the good work.
I appreciate the caliber of speakers and breadth of knowledge. The virtual set-up was one of the best I've seen in the past 18 months.
I haven't even gotten around to watching half of the sessions yet. From what I've seen so far, there's no way I'd miss next year.
Good speaker line-up and agenda. A virtual event that was actually good and worth attending.
The content was really worth attending! I loved that there were so many diverse marketing topics and the speakers were AWESOME (one of the biggest reasons I attended).
We’re looking for the best up-and-coming B2B marketers around. We want to give you the platform to share new content, ideas, and tactics to the demand gen community.