B2B Summit
North America

Value selling has emerged as a powerful antidote to the dreaded “no decision” and stalled deals. But too often value selling is relegated to ROI calculators and business cases that are seen as a checkbox in your sales process. Today’s buyers demand value from every interaction with your sellers. Learn how to infuse value selling into every stage of the buyer’s journey to close bigger deals, faster — using flexible, self-serve value tools.

Speakers:
Lindsey Tighgart, CMO, Mediafly

Do you ever feel like your revenue team’s relationship with data is on the rocks? You’re not alone. Many GTM and Ops teams face a cycle of distrust and inefficiency – data they can’t trust, is incomplete, or just feels disconnected. All leading to slow actions, wasted time, ineffective programs, and unbacked decision-making. We’re here to play matchmaker, introducing you to a RevOps data automation platform that’s the perfect fit for your needs. Say goodbye to tech stack headaches, and hello to seamless, trustworthy data that drives success.

Speakers:
Mike Ni, CMO, Openprise

Are buyers hearing your message? Take an audience-focused approach to content strategy and development. We’re sharing examples of assets that deliver at each stage of the buyers journey, attracting new prospects and connecting with even the trickiest personas. If you’re getting pressured for better leads and engagement, don’t miss this spotlight.

Speakers:
Alexis Carroll Cline, Director of Content Strategy, Emerald Studio
Cristina Puscas, Account Director, Emerald Studio

To effectively tell the story of their drive to develop innovative energy solutions, Shell Energy needed to use email better in more ways. However they realized their creation process depended on technical skills and was prone to bottlenecks and brand inconsistency. In this session, you’ll learn how Shell Energy transformed the way they build emails and reduced creation time by 33%, saving them almost 123 hours/month used to hone strategy to optimize marketing performance.

Speakers:
Christian Bianchi, Digital Marketing Integration Manager, Shell Energy
Noah Dinkin, Founder and CEO, Stensul

In this session, we’ll delve into the argument that without a solid brand, there can be no real demand. In times of economic uncertainty, marketers often face the challenge of budget cuts, with brand investments being the first to suffer. However, we argue that brand investment is essential for scaling demand efficiently and driving growth this year. By adopting a strategic approach, leveraging technology, and prioritizing consumer trust and privacy, marketers can overcome challenges and thrive in the ever-evolving landscape. We will discuss how to: Work smarter and not harder to scale efficiently in 2024 Understand which channels to prioritize and how to combine strategies to drive results for your business can unlock your growth. Leverage human first and personalized strategies to improve resonance and results. Rather than grappling with outdated methodologies, we’ll help you find ways to work smarter, not harder. By creating strategies tailored to your business and its trajectory, we can revolutionize demand generation and scale efficiently.

Speakers:
Carol Howley, CMO, Exclaimer

Are your email and landing page templates boring and too rigid? Are you tired of waiting weeks for your agency to build your campaigns? Are you in Marketing Ops and feeling like you’re in the weeds building out emails and landing pages for your marketers, when you could be working on much more strategic projects? Are your marketers frustrated? It doesn’t have to be that way. Join Knak in this session to discover how to: Quickly and easily build emails and landing pages with no code Speed up your review & approval process Improve campaign performance Create more content quicker and faster Delight your marketing teams Join this session and say goodbye to a chaotic email and landing page creation process.

Speakers:
Andrea Vicic, Director of Product Marketing, Knak

In this session, Uber Eats shows how they support their commercial managers with resources, training, and tools to encourage more effective manager coaching. This session will provide guidelines to easily create a simple playbook to define what good looks like for your sellers and managers. Additionally, you will find simple coaching frameworks that can be implemented today. Finally, learn best practices for using technology to scale coaching in your organization.

Speakers:
Angela Apple, Global Head of Sales Enablement, Uber Eats

Traditional ICP and ABM methods often fail to pinpoint prospects’ needs and research moments effectively. This session advocates for adopting Opportunity-Based Marketing (OBM) as a revolutionary strategy surpassing ABM and ICP approaches. Leveraging advanced intent research data from Bombora, OBM identifies prospects “in-market” and understands their research interests, transcending demographic and behavioral targeting. For Siemens and similar complex organizations, OBM ensures tailored content and maximizes digital and social campaign impact by eliminating sales outreach latency. Join to discover Siemens’ success with this innovative approach.

Speakers:
Alyson Burke, Director of Intent Data & Reporting, Siemens Digital Industries

Discover how 6sense leveraged Cvent’s Jifflenow to elevate its third-party events and activations, transforming their approach to meetings at scale. Gain insights on streamlining meeting organization, enhancing data clarity, and seamlessly syncing with CRM systems. This case study will reveal key strategies for leveraging meetings to drive revenue and optimize go-to-market efforts, showcasing the tangible impact on 6sense’s event presence and business outcomes.

Speakers:
EJ Oelling, Vice President, ABX, 6sense

Digitalzone surveyed 1,500 B2B marketers from around the world to better understand the modern B2B marketer and the state of the demand gen industry. This research uncovered new and emerging industry trends and helped establish some new benchmarks for 2024. Experts will dive into the key insights from this research and discuss how these market trends are impacting their own organizations. This session will explore key questions like: What demand gen strategies are working? How are marketers interacting with third-party vendors? How are marketers using data to enhance demand gen strategies? How are marketers measuring and evaluating ROI of demand gen tactics?

Speakers:
Eboni Ryan, VP of Marketing , Digitalzone

In 2023, Palo Alto Networks prioritized partner marketing automation, leading to the successful implementation of LaunchPad, their partner marketing program, under the leadership of Stephanie Zembal. With over 700 partners now utilizing the automated marketing programs across various platforms, including email, social media, and content, LaunchPad has proven its effectiveness. This session will delve into Palo Alto Networks’ goals, encountered barriers, best practices, and key takeaways for implementing scalable and automated partner marketing functions.

Speakers:
Stephanie Zembal, Sr. Manager Channel Marketing, Palo Alto Networks
Lindsay Jensen, Sr. Director of Partner Strategy and Growth, Impartner

Join growth marketing expert Chadia Sparrer as she explains how her team at Proofpoint transformed their marketing and sales outcomes, despite lower budgets and longer sales cycles. Leveraging personalization and real-time intent over the past 12 months, her full-funnel approach with Lead2Pipeline has driven 200% pipeline acceleration and 2:1 performance with her sales team. Learn from her team’s lessons, and adapt your campaigns to convert more effectively at every stage of your buyer’s journey.

Speakers:
Chadia Sparrer, Senior Manager, Demand Generation at Proofpoint
Chip Klang, Co-Founder and CEO, Lead2Pipeline

Learn how Pure Storage prioritized over 200M companies globally to strategically align their sales and marketing investments. Understand how the Pure Storage/Leadspace team aligned around account-specific TAM/SAM models – how they were developed and customized by industry classification. Goals, solutions and challenges for global hierarchies for TAM and territory assignments will be shared. Technology and intent targeting approaches will also be discussed. Change acceleration and shared vision strategies will also be shared on aligning teams and leadership.

Speakers:
Laurie Cremona Wagner, Vice President, Marketing Operations and Strategy, Pure Storage
Marge Breya, President, Leadspace

When marketing and sales are aligned, they can close deals faster and improve the customer experience. Learn how creating a single view of the customer can increase sales and drive pipeline.

Speakers:
Neha Shah, Sr. Director Product Marketing, Salesforce

In this session, Broadvoice showcases how they’re reshaping their revenue waterfall fueled by powerful intent data from TechTarget. Join for unfiltered insight from noted practitioner Malachi Threadgill, former Forrester analyst and current Broadvoice marketing leader, on how they are transforming success centered on buying groups and pipeline. Get real advice on what it takes to re-think and re-align people, processes and technology – including intent use cases – without upsetting everything and everybody. Take away specific tactics, a transferable roadmap and broader ways of thinking to propel your own journey.

Speakers:
Malachi Threadgill, VP of Growth and Product Marketing, Broadvoice
John Steinert, Chief Marketing Officer, TechTarget

Generative AI offers exciting opportunities, but also opens the gates to chaos as everyone turns it on everywhere. Businesses need a simple way to identify what’s important as well as what’s feasible to ensure that customer experiences remain enjoyable, on-brand, and compliant.

During this working session, you’ll learn:

• How your peers are approaching gen AI
• Why prioritization is only part of the picture
• How to identify quick wins and good investments–and avoid bad ones

Speakers:
Kathleen Pierce, Principal Analyst, Forrester

Achieving your revenue goals requires focusing sellers on the few, key actions they must consistently execute – a task easier said than done. The way forward is a rigorous enablement strategy that scales winning sales behaviors across your teams. Join this session to learn how Highspot’s AI-driven enablement platform empowers you to coach your teams everywhere they work, pinpoint the impact of your initiatives, and how to connect results with skills and behaviors.

Speakers:
Kelly Lewis, Vice President of Revenue Enablement, Highspot

The role of the seller is evolving. Increased competition makes it difficult to stand out, cost to acquire new customers is on the rise, and every purchase is heavily scrutinized by ever-growing buying groups. These shifts mean more companies are taking an account-based approach to both closing new business and expanding within their existing customer base.

Join Outreach’s spotlight session to see first-hand how Account Planning will help revenue organizations stand out in their prospecting efforts and maximize the value of their current customer base through strategic account planning and management – leading to sustained business growth.

 As a business leader, you’re expected to solve problems, make decisions, and take action to deliver results in record time, day in and day out. Where do those superpowers come from? Come see a demo of how Forrester Decisions helps you deliver strategic outcomes in record time. You’ll walk away knowing your peers’ top priorities and hear how this new, always-on model uniquely aligns you, your team, and your organization to tackle initiatives at scale. 

Speakers:
Brigitte Majewski, VP, Research Director, Forrester

Hear how Einstein Generative AI functionality in Account Engagement helps marketers save time and scale customer engagement. Plus, learn how to prepare your data and marketing team to realize the full value of Generative AI.

Speakers:
Mary Nell Williams, Senior, Specialist SE, Salesforce

GenAI has fundamentally reshaped the way we interact with information. But not all GenAI tools are created equal. Come see examples of how Izola, the new GenAI tool available in Forrester Decisions, helps you make progress on your top initiatives faster, with trusted answers backed by Forrester’s research, data, and insights. 

Speakers:
Doug Washburn, Vice President, RoleView For Business Technology, Forrester

Generate demand and fill your pipeline faster across the buyers’ journey. Come hear examples of how Forrester content such as published research reprints, expert speakers, webinars, event sponsorships, Dynamic Total Economic Impact™ (TEI) studies, and custom thought leadership delivered results that drove a 200% increase in pipeline and 12% increase in conversion rates.   

Speakers:
Vikram Sehgal, VP, Research Director, Forrester
Jon Erickson, VP, Total Economic Impact (TEI), Forrester

Learn how Iron Mountain unlocked a remarkable 21:1 ROI with 6sense — and how you can replicate their astonishing success. They enabled sales account teams to seamlessly prospect and win deals together using buying stages informed by intent data. That same data aligned marketing’s efforts across regions, empowering them to swiftly share best practices that increased digital spend effectiveness. Expect plenty of lessons learned and GTM transformative practices to apply at your own org!

Speakers:
Jack Speyer, Marketing Ops Director, Iron Mountain
Scott Stano, Senior Manager for Demand Optimization in the Americas, Iron Mountain

After leading win-loss analysis programs at three different companies, commercetools’ CMO will share some of the most helpful tips and tricks she’s picked up along the way. In this session, you’ll hear real-life examples of the benefits of win-loss analysis—along with key best practices on standing up your own program and how to use win-loss insights to drive meaningful, org-wide change.

Speakers:
Spencer Dent, Co-CEO and Founder, Clozd
Jen Jones, CMO, commercetools

For B2B high consideration purchases, the buyer is not one person, but a buying group with multiple personas. So how do organizations entrenched in MQLs and ABM motions sell to a group? Learn how tech giant NVIDIA operationalizes an Opportunity-focused, go-to-market motion using a powerful combination of generative AI, data science, and revenue orchestration. This session offers practical recommendations, addresses potential roadblocks, and highlights the role of a revenue team in implementing transformational change.

Speakers:
Aristomenis Capogeannis, Senior Director, Enterprise Revenue Marketing, NVIDIA

Recently, marketing, product, and sales teams from GE Vernova undertook a five-day Kaizen to build out its ABM program. Their expected outputs included account identification, segmentation, positioning, messaging, content, stakeholder mapping, activation plans, and tracking. Here, Tracy Swartzendruber and Lewis Tierney provide insight into that week, sharing the key lessons to take away and the templates to use to deliver fast-start ABM programs that involve the right teams from the outset.

Speakers:
Anna Harris, VP of Brand Strategy, Ledger Bennett
Tracy Swartzendruber, Vice President, Marketing – Power Generation and Oil & Gas, GE Vernova

Only 5% of buyers are actively in-market, and you only see a small sliver of a buyer’s entire journey. With margins this slim, it’s essential to optimize every buyer interaction, ensuring no opportunity falls through the cracks. But how can you gain greater visibility into who your buyers are and what they want? Learn how Intercept leverages NetLine’s buyer-level intent data and insights to create powerful content experiences that drive demand for their clients.

Speakers:
Andrew Au, Managing Partner, Intercept
David Fortino, Chief Strategy Officer, NetLine
Josh Baez, Sr. Manager of Demand Generation, NetLine

Speakers:
Ben Pollack, Vice President of Digital Marketing, Unisys
Shafqat Islam, Chief Marketing Officer, Optimizely

For B2B marketers, achieving success at the “Top-of-Funnel” stage doesn’t always directly translate into predictable pipeline outcomes. However, when content syndication is coupled with down-funnel intent signals and the leads are managed by an agile marketing infrastructure, it can yield tangible and exciting results. Join us as we dive into the collaborative efforts between Comcast Business and pharosIQ, where we refined global lead generation and sales and marketing strategies to enhance sales pipeline acceleration in the US and EMEA markets.

During this session, we will provide actionable insights on:

• Understanding the significance of signal-driven lead generation.
• Leveraging quality thought leadership and intent signals to optimize existing lead flow processes.
• Exploring the future implications of intent signal data for B2B marketers.

Speakers:
Kate Mahajoudeen, Senior Director, Growth Marketing , Comcast Business
Marty Fettig, Executive Vice President of Sales, pharosIQ

Ready to compete and win in a new era of selling? Join Salesforce for a conversation with David Harvey, Chief Sales Officer of Southwest Airlines, on how to accelerate revenue with every lever at your disposal. Plus, discover best practices to fuel data-driven insights, unlock rep productivity with AI and automation, and drive sales efficiencies – all on a single platform.

Speakers:
David Harvey, Chief Revenue Officer, Southwest Airlines
Amber Armstrong, Chief Marketing Officer, Sales Cloud, Salesforce
Katie Campbell, Senior Manager Product Marketing, Salesforce

In today’s market, having a competitive edge is as fleeting as the latest tech wave, only the shrewdest players foresee change and adapt. For those visionaries poised to ride the crest of the AI revolution, this conversation is for you. We’ll discuss how ZoomInfo Copilot can amplify human potential and make every seller your best seller while injecting your GTM strategy with innovation.

Speakers:
Bryan Law, Chief Marketing Officer, ZoomInfo
Shannon Duffy, Chief Marketing Officer, Asana

Quality over quantity. We say it – but don’t always follow this guidance. We get caught up finding more accounts for teams to target, rather than focus on the right ones most likely to buy. There’s a better way. With Enlyft, you can reinvent your ICP Fit by leveraging data intelligence, models, intent signals, and the power of GenAI. In just 10 minutes, you’ll learn a radically different approach to managing your GTM and increasing revenue.

Speakers:
Lokesh Dave, Enlyft, CEO
Michael Schultz, CMO and ICP Evangelist, Enlyft

Unlocking predictable revenue depends on establishing meaningful connections with the buying groups within your target accounts. But what about buyers who spend 70% of their buyer’s journey without ever engaging with sales? – By adeptly addressing their unique needs using accurate account and buyer intelligence and activation tools, you empower their research and decision-making processes. Explore how marketers can adapt to this defensive landscape and discover actionable steps to reset both buyer and seller expectations and expand your influence throughout the buyer’s journey, from awareness to expansion.

Speakers:
Victoria Albert, VP of Marketing, INFUSE

Flat budgets, bigger targets, bleak economic outlook – it’s a tough environment right now. Yet, strategies need to be delivered, martech needs investment and delivering demand can’t stop. In this session, we’ll share how three marketing leaders refocused their approach to deliver more with less. You’ll learn how diagnostic tools helped prioritize practices, how strong digital fundamentals prevent a ‘leaky bucket’ and how rethinking demand gained economies of scale saving millions.

Speakers:
Nicola Ray, CEO, Modern

The buyer has evolved, and so should we. Advancements in technology mean we can do more today than before. So, gone are the days of a fragmented tech stack, missed buyer signals, and selling with uncertainty. Enter: Salesloft Rhythm. Get a first-hand look at how Rhythm leverages the power of AI and integrations from your tech stack to guide sellers on the right actions to take at the right moments to delight buyers and maximize revenue.

Speakers:
Linda Su, Solutions Product Marketing Lead, Salesloft

Organizations are adopting generative AI in a big way. You know it’ll add a ton of value in your business, but where do you start? Join Anne Veit, GVP, Head of Product Strategy at Razorfish, and Andrew Racine, VP of Marketing at Writer, for a real-world look at how Razorfish is adopting generative AI, their top use cases, business case strategies, and success metrics.

You’ll learn:

• Key marketing use cases and what the output looks like
• Success criteria and KPIs
• Must-haves for your business case
• Stumbling blocks to avoid

Speakers:
Anne Veit, GVP, Head of Product Strategy, Razorfish
Andrew Racine, VP of Marketing, Writer

As much as 80% of the sales cycle is spent validating your technology. Improving execution of this critical stage isn’t just crucial for efficient growth; it’s an opportunity to glean insights that elevate your competitive edge. See how Vivun – an AI-powered Technical Copilot for sales teams – empowers customers to build revenue-centric roadmaps, deliver and scale compelling demos, and evolve their technical sales process to boost win rates, lift deal sizes and shorten sales cycles.

Speakers:
Jarod Greene, CMO, Vivun

Another year of frustration and inefficiency is another year lost. Complexity only escalates with time, leading to higher platform and operational costs. Is it time for a change? Act-On has reimagined marketing automation, helping customers improve time-to-market for key campaigns by nearly 85%. See how Act-On can help maximize your marketing ROI by drastically cutting costs and eliminating time-consuming tasks, empowering you to invest in what drives your business forward.

Speakers:
Jeff Day, SVP, Marketing, Act-On Software

Stand out from the crowd with data-driven personalization. Advertisers need to have a deep understanding of their prospects as a whole – from their home lives to the office. This session dives into how marketers can leverage data to surround their prospects on the channels they are most engaged on and tell a personalized, comprehensive story. We will also focus on the new Gen Z buyer and how to “think outside the email.”

Speakers:
Linnette Jones, VP, Strategic Accounts, Data Axle

Speakers:
Quintin Smith, Head of Product Marketing, CaptivateIQ

Join Colleen Cimone and Christian Pieper from Mindtickle as they demo how Mindtickle’s customers are using Digital Sales Rooms to create engaging buying experiences that drive deals forward. Watch them build a real room in minutes and see how customer engagement data flows in in real time. Find out why DSRs are not just well-adopted, but a driver of adoption for the entire Mindtickle platform.

Speakers:
Colleen Cimone, Enterprise Solution Consultant, Mindtickle
Christian Pieper, Senior Product Marketing Manager, Mindtickle

As a marketer, securing buy-in for ideas can sometimes feel like a challenge. Yet, it’s also an exciting opportunity to showcase the value and potential of our strategies. Activate and ServiceNow developed a strategy that focused on uncovering buyer pain points to engage the ideal customer. With this strategy, ServiceNow was able to successfully engage with its key accounts worldwide and across a multitude of industries, from Financial Services and Healthcare to Telecom and Tech. Join Sudeep and Ed as they reveal the particulars of this strategy that boosted conversion and changed the conversation.

Speakers:
Sudeep Misra, Global Integrated Campaigns, ServiceNow
Ed Grossman, Co-Chair and Chief Strategy Officer, Activate Marketing Services

By now, most of you know that getting leads through the Demand Generation supply chain involves more than the partner you work with. The Supply chain includes publishers, demand generation companies, enterprises, and agencies. The data that becomes a lead can start with publishers or demand gen companies, or use both of these types of companies simultaneously. How do the results – a lead – meet your specific criteria? How do the hand-off and alignment work through the campaign inception, execution, and reporting? How are marketing and sales aligned to take advantage of the lead(s)? Join Chris Leger, CEO of Bython, Travis Goodrich, SVP Global Campaign Marketing, Salesforce; and Craig Johnson, SVP, Head of Industry, B2B, Dentsu for this discussion.

Speakers:
Chris Leger, CEO, Bython
Travis Goodrich, SVP Global Campaign Marketing, Salesforce
Craig Johnson, SVP, Head of Industry, B2B, Dentsu

GTM efforts going off the rails? Hop aboard as agents of change from WEX, Bottomline Technologies, and Rockwell Automation take you on a journey to discover life after fragmented data, rudimentary audiences, and bad sales intel. They’ve been through it, and still came out the other end of the tunnel to deliver the payload. Learn what it might take for you to do the same.

Speakers:
Jerry Nichols, VP, Marketing Data, Analytics, and Insights, Bottomline
Gudrun Wetak, Head of Global Data Operations - Marketing, Rockwell Automation
Tom Magadieu, Senior Director, Digital and SMB Marketing, WEX

Many businesses say they are “customer-centric” or “customer obsessed,” but not all are taking the steps to truly embrace customer-led growth. Sprout Social lives and breathes this, with customer voice ingrained in their DNA. With authentic review insights from G2, the company understands their customers at a deep level. In this session, learn how Sprout Social leverages this validation in marketing, sales, customer support and success – while also guiding its product roadmap with timely customer feedback.

Speakers:
Natalie Severino, VP of Product & Customer Marketing, Sprout Social
Eric Gilpin, CRO, G2

In late 2023, Verizon saw an opportunity to combine the efforts of multiple marketing teams and super-charge parallel efforts. The powerful results created a template for Verizon’s 2024 planning. In this session, attendees will learn how to build a demand generation engine that optimizes the power of intent-driven content syndication and display advertising programs. By seamlessly integrating intent data, compelling content, and a motivated team, Verizon drives more qualified opportunities and faster deal cycles.

Speakers:
Gabriela Allen, Head of Demand Generation, Verizon
Hannah Swanson, Director of Marketing, Intentsify

Longer B2B buying cycles. Bigger buying groups. Self-service journeys. The traditional funnel no longer applies. Join this session with Ari Capogeannis, Senior Director of Enterprise Revenue Marketing at NVIDIA, to learn how NVIDIA is winning more deals by optimizing complex, non-linear buying journeys with content personalization, data and AI.

Speakers:
Aristomenis Capogeannis,  Senior Director, Enterprise Revenue Marketing, NVIDIA

AI is changing our world at record speed and empowering leaders to reimagine their go-to-market approach and strategies.
As we enter this next generation of AI technology, how can you set yourself up for success to leverage it in a way that drives genuine impact in efficiency, effectiveness and revenue?

In this session, Susan Zuzic, Sr. Director, Global Accounts at People.ai alongside Sandeep Kumar, GTM Strategy and Revenue Operations Leader at Cisco will walk through:

• The importance of building a data foundation
• How to leverage AI to unlock new levels of automation
• How customers are modernizing their existing techstack to supercharge GTM effectiveness

Speakers:
Susan Zuzic, Sr. Director, Global Accounts, People.ai
Sandeep Kumar, GTM Strategy and Revenue Operations Leader, Cisco

Expectations for personalized customer service are at an all-time high, and service leaders everywhere feel the pressure to reduce costs while keeping CSAT high. Join us for a discussion with Sanjeev Balakrishnan, SVP of Customer Success at Salesforce on how businesses can leverage data and AI with Service Cloud to elevate customer experiences from self-service to the contact center to the field.

Speakers:
Sanjeev Balakrishnan, SVP, Customer Success, Salesforce

“Where’s the current version of the marketing plan??” Forrester reports massive investments in martech and marketing operations, yet CMOs still run the business of marketing in a fog. Plans scattered across disconnected spreadsheets and PowerPoints create havoc for global marketing teams: over- and under-spending, misalignment, poor collaboration, and missed opportunities. Learn how a marketing planning system of record will improve your visibility, velocity, and agility and unequivocally prove marketing’s impact to the business.

Speakers:
Jim Williams, CMO, Uptempo

GenAI is allowing marketing leaders to capitalize on velocity when it comes to creating personalized content for paid media / social media, web and e-commerce and content creation. But how are they doing this?

• They are using the safe and enterprise secure technology
• That is personalized to reflect your brand and your audiences
• And integrated into your workflows like Google Ads

Speakers:
Arushi Jain, Marketing Director , Typeface

Economic constraints, the struggle to meet pipeline targets, complex buying journeys – these are just a few of the obstacles we’re all facing in 2024. In this session, Pipeline360 presents data from their recent market research and offers strategies and solutions to thrive in this new marketing era.

As a business leader, you’re expected to solve problems, make decisions, and take action to deliver results in record time, day in and day out. Where do those superpowers come from? Come see a demo of how Forrester Decisions helps you deliver strategic outcomes in record time. You’ll walk away knowing your peers’ top priorities and hear how this new, always-on model uniquely aligns you, your team, and your organization to tackle initiatives at scale. 

Speakers:
Brigitte Majewski, VP, Research Director, Forrester

Learn how to break away from cookie cutter sales and marketing tactics with a unified revenue platform built by Zoom. We’ll go over the Zoom Events playbook to help marketers hit their events ROI. We’ll also share how sellers can save time and accelerate deals using the AI and conversational intelligence of Zoom Revenue Accelerator. Join this session to see why Zoom is more than just meetings and can empower your entire revenue org on one platform.

Speakers:
Rajul Shah, Head of Sales, Growth Products, Zoom

GenAI has fundamentally reshaped the way we interact with information. But not all GenAI tools are created equal. Come see examples of how Izola, the new GenAI tool available in Forrester Decisions, helps you make progress on your top initiatives faster, with trusted answers backed by Forrester’s research, data, and insights. 

Speakers:
Doug Washburn, Vice President, RoleView For Business Technology, Forrester

Understanding the way that partners go to market is important – seems obvious, but different routes to market, or the introduction of new routes to market, means partners are motivated in multiple ways. The question then is, “how do vendors make it easier for partners to do business with them?” In this spotlight session, Ansira will share three vendor perspectives on how their platform and services drive competitive advantage in their vendors’ ecosystems.

Speakers:
Karlyn Bentley, SVP, Client Partnership, Ansira
Courtney Jane Acuff, SVP, Marketing, Ansira

Generate demand and fill your pipeline faster across the buyers’ journey. Come hear examples of how Forrester content such as published research reprints, expert speakers, webinars, event sponsorships, Dynamic Total Economic Impact™ (TEI) studies, and custom thought leadership delivered results that drove a 200% increase in pipeline and 12% increase in conversion rates.   

Speakers:
Vikram Sehgal, VP, Research Director, Forrester
Jon Erickson, VP, Total Economic Impact (TEI), Forrester

Effectively leveraging data across an organization’s entire GTM funnel is challenging. This session delves into how Box transformed its marketing landscape leveraging Bombora Intent data and Market Insights. Empowering sales, marketing, and product leaders, these insights enable tailored content and outreach strategies beyond traditional targeting methods. Moreover, they ensure all teams remain aligned with the evolving market dynamics and consumer expectations. Join to witness how Box drives sales velocity, effective outreach, and GTM success.

Speakers:
Tess Mercer, Head of Marketing Operations, Box

It’s imperative that enablement leaders work directly with their CROs to establish seller behavior change as the core responsibility of the enablement function. Concrete seller behaviors identified by the sales leader as critical to sales objectives provide the link between sales strategy and enablement activity. To become a strategic actor in the sales organization, enablement’s remit must expand beyond just training and communication. In this session, Corporate Visions and Highspot will showcase how to focus on identifying behaviors correlated with strategic growth initiatives and commercial success for them, scaling them across the sales force, and measuring their impact.

Speakers:
Tim Riesterer, Chief Strategy Officer, Corporate Visions
Kelly Lewis, Vice President of Revenue Enablement, Highspot

Join Workday as they share an inside view into their ABX journey, from building a robust model for account identification and clustering to dynamic cross-channel activation and increased pipeline. Workday will cover how they have piloted and scaled their ABM strategy while ensuring Sales is included every step of the way.

Speakers:
Matthew Miller, Global ABX Principal, Workday
Carolyn Wellsfry Cheng, Director, Global ABX, Workday

In ever-changing conditions, revenue leaders lack the insights they need to make informed decisions and confidently run their businesses. In this session you will learn how Deselect is transforming their revenue organization by leveraging a data-driven, AI-powered approach to drive business efficiency and revenue growth with Gong. Jason Garrett, VP of Sales, will share best practices with real life examples.

Speakers:
Jason Garrett, VP of Sales, Deselect

Tired of drowning in a sea of spreadsheets? Join us and break free from Excel hell. Whether it’s the frustration of month-end reconciliations or manual campaign allocation and spend management. Liberate your marketing team, create friends in finance,and gain crystal-clear visibility into your budget, plan and actuals. Discover how Planful streamlines your processes, integrates seamlessly with your existing tech stack, and empowers you to prove the value of your marketing efforts with ease.

Speakers:
Rowan Tonkin, CMO, Planful

Broadvoice is tackling challenges familiar to many in the market: standing out as a smaller player amidst larger competitors. Their secret weapon? Leveraging Account-Based Strategies for efficient wins. This session will help you master the art of using intent data for crafting perfectly personalized campaigns at each step of the buyer’s journey. Get ready to boost sales trust and alignment, skyrocket your win rates on a leaner budget, and enable positive outcomes for your BDR outreach.

Speakers:
Malachi Threadgill, VP of Growth and Product Marketing, Broadvoice

Join us to hear how Sparq transformed their outbound motion into a highly effective machine through comprehensive strategic alignment from Sales and Marketing. Learn how they navigated alignment complexities and launched an intent-driven target account approach. Gain firsthand insights on prioritizing early sales and marketing alignment to achieve success.

Speakers:
John Lenzen, Chief Marketing Officer, Sparq

There’s a massive question facing many B2B marketing leaders over the next two years. “How do we take our AI-powered solutions/services to market?” Get it wrong, and you risk being lost in the noise of every other business trying to pitch their AI message. Get it right, and there are big benefits for positioning, share price and sales growth. Thomson Reuters are ahead of the curve on this, and Melinda Chan, SVP, Marketing at Thomson Reuters, will share what they have learned to date, and what marketers need to do now and next.

Speakers:
Melinda Chan, SVP, Marketing, Thomson Reuters

In a challenging B2B landscape marked by slowing growth, AI disruption, and evolving privacy regulations, meeting customer expectations with efficiency is paramount. Higher expectations and dissatisfaction among buyers persists, signaling a need for better personalized experiences. Therefore, effectively engaging with customers and moving them through the journey requires a back-to-basics approach centered around five key principles: Plan, Curate, Design, Build, Measure. Learn how to apply these principles to deliver personalized engagement throughout the customer lifecycle.

Speakers:
Laura Hale Brockway, ELS, Vice President of Marketing, Texas Medical Liability Trust (TMLT)
Megan Virtanen, Senior Vice President of Marketing, Uberflip

Join Calendly’s Senior Solutions Engineer, David Evatt, for a sneak peek into how organizations leverage Calendly integration with leading CRMs like HubSpot, MS Dynamics, and Salesforce. Explore how this synergy boosts lead conversion rates and automates routine tasks. Discover Calendly scheduling and lead routing essentials, plus the perks of CRM integration. Elevate your efficiency and productivity—don’t miss out!

Speakers:
Dave Evatt, Senior Solutions Engineer, Calendly

Misalignment between sales and marketing kills even the best GTM strategy. You need operational rigor to align and execute consistently. Now is the time to level-up revenue performance through identifying and scaling winning sales behaviors. Join this session to learn how Highspot’s AI-driven enablement platform empowers you to drive more pipeline, measure go-to-market program impact, and unify data to align revenue teams.

Speakers:
Elisabeth Michaud, Sr. Director, Product Marketing, Highspot

Join Drift, a Salesloft Company, for an engaging session exploring adaptive marketing strategies tailored to enhancing your website experience. We’ll take a closer look at our latest products, Site Concierge and Bionic Chatbots, to create individualized experiences to help optimize engagement, conversion rates and pipeline

Speakers:
Holly Xiao, Director of Product Marketing, Drift

Generative AI offers exciting opportunities, but also opens the gates to chaos as everyone turns it on everywhere. Businesses need a simple way to identify what’s important as well as what’s feasible to ensure that customer experiences remain enjoyable, on-brand, and compliant.

During this working session, you’ll learn:

• How your peers are approaching gen AI
• Why prioritization is only part of the picture
• How to identify quick wins and good investments–and avoid bad ones

Speakers:
Kathleen Pierce, Principal Analyst, Forrester

In this session, Latané Conant and Saima Rashid, the master architects of revenue, will guide you through designing a blueprint for unified revenue creation using 6sense’s new Revenue Creation Framework. Discover strategies to establish predictable revenue growth by first forging predictable pipeline, utilizing intent data, generative AI, and innovative sales programs like ‘PipeGen Tuesdays’. Learn to align your sales and marketing teams and construct a revenue engine that empowers them to master opportunity creation and conversion. Whether you’re a seasoned revenue architect or just starting, this session provides the insights and strategies you need to build your path to revenue success.

Speakers:
Saima Rashid, VP, Marketing and Revenue Analytics, 6sense
Case Studies 5, ,

Amazon Studios delivers massive amounts of content and programming to the market, and identifying verified data was a challenge. By building their end-to-end content operations on Airtable, Amazon Studios now works from a single source of truth; improving collaboration, streamlining decision- making and accelerating time to market. Discover the operational engine that powers one of the world’s largest content creators, what B2B marketers can learn from this B2C powerhouse, and the role AI will continue to play in marketing and content operations.

Speakers:
Michelle Ow, Head of Studio Strategy & Ops, Amazon Studios
Paul Ohls, Chief Revenue Officer, Airtable

U.S Bank will share their B2B digital transformation story and how they are leveraging Marketing Technology to drive growth for their business. Specifically, the Bank will share how they are leveraging marketing technology to identify in-market accounts, digitally engaging with their target accounts through a multi-channel approach, providing insights and enabling sales and marketing teams in real-time and measuring impact, optimizing programs, and showing success.

Speakers:
Sam Archbold, Sr Vice President, Digital Strategy, Analytics & Operations Corporate Segment Marketing, U.S. Bank
Sarah Dempsey, Vice President of Marketing, U.S. Bank

Keep your customer and prospect data alive and full of value. As companies and people change you need better quality, up-to-date, dynamic data and insights to build new pipeline every quarter. In this session, Leadspace and Monster will showcase best practices in B2B marketing and sales today. Learn how dynamic buyer data allows you to identify and prioritize who you want to market or sell-to in your TAM, and why.

Speakers:
Lissette Leonardo, Senior Operations Manager, Monster
Amish Sheth, VP Solutions Engineering, Leadspace

Togetherwork offers mission-critical tools to help its customers manage and grow their communities. To best support these customers, Togetherwork needed to develop strong internal processes across the 23 different businesses under its portfolio. In this session, Tiffany will share how she approached the change management journey at Togetherwork, using monday.com to provide visibility into business-critical insights for leadership while empowering its entities to work more efficiently and deliver exceptional customer experiences.

Speakers:
Tiffany Bellah, Director, Operations Enterprise Applications, Togetherwork

Marketing and sales success relies on how well you know your buyers. And with the power of buyer-level insights, you gain a lens into who they are, what they want, and when they want it. ON24 knows this better than most. How do they leverage first-party engagement and buyer-level intent data to deliver the personalized and engaging experiences their audiences crave?

Speakers:
Tessa Barron, Senior Vice President of Marketing , ON24
David Fortino, Chief Strategy Officer, NetLine
Josh Baez, Sr. Manager of Demand Generation, NetLine

Join us to hear how Charles Schwab has used Experimentation as the foundational layer of their customer journey. Experimentation has not only allowed them to test hypotheses about their customers, but has also illuminated the good, the bad, and the ugly about their data. Find out how they have leveraged insights from their Experimentation program to build better change management practices, fight confirmation biases, and start to more heavily pursue personalization in 2024.

Speakers:
Michael Vanderhoof, Director, Digital Experimentation, Digital Data Capture, Charles Schwab

Join our panel of industry leaders to explore AI’s transformative influence on marketing. Discover how AI is set to streamline end-to-end marketing activities from vendor procurement to data utilization and lead targeting efficiency. Don’t miss this unique opportunity to gain valuable AI capability insights and stay ahead in the dynamic world of marketing innovation.

Speakers:
Michael McGoldrick, Vice President of Marketing, pharosIQ
Marty Fettig, Executive Vice President of Sales, pharosIQ
Jason Gladu, Chief Strategy Officer , Convertr
Tabrez Syed, Cofounder & CEO, boxcars.ai
Rose Punkunus, Founder and CEO , Sudozi

This hands-on workshop will show you how to achieve go-to-market excellence through the power of AI. Join us for a live demonstration on how to use ZoomInfo Copilot, our AI assistant, for an unfair advantage as you go to market. Discover how ZoomInfo Copilot uses first and third party data combined with our innovative playbook to help you capitalize on every opportunity and make every seller your best seller.

Speakers:
Calen Holbrooks, VP, Marketing, ZoomInfo
Kayla Prunier, AVP, New Business Director, ZoomInfo

In a landscape where every click, like, and share holds latent business potential, understanding and utilizing social intent signals becomes crucial. This session is geared toward marketing and sales leaders who are eager to harness the full potential of these signals to drive business activities. It aims to equip you with the tools and knowledge to decode social signals, turning them into actionable strategies. It is hosted by Colin Day from Oktopost, a leader in B2B social media management solutions.

Speakers:
Colin Day, Managing Director EMEA & Vice President Business Development, Oktopost

Businesses have poured millions of dollars and countless hours in processes and technologies that monitor revenue teams and automate their workflows to meet changing buyer expectations. But this disproportionate focus on sales efficiency over effectiveness has just led to more bad results, faster. Escape the sales efficiency trap and give your revenue team a competitive edge to cut through the noise, engage buyers in compelling conversations, and build real trust.

Speakers:
Paul Anderson, VP of Solutions Engineering, Showpad

We will detail how Composite AI unlocks the next phase of marketing data analysis: true causality. By leveraging advanced analytics and novel mathematics, the presenter will detail how correlations, media mix modeling, and first/touch are archaic methods of analysis in light of new, AI-enabled techniques.

Speakers:
Tomás Puig, Founder and CEO, Alembic Technologies, Inc.

In a new era ripe with technological promise, AI stands out with the potential to revolutionize how we market and do business. This isn’t just about the possibilities; it’s about the tangible, measurable change that generative AI is already driving for enterprises across the globe. Join Jessica Hreha, Head of Marketing AI Strategy & Transformation at Jasper for this quick yet impactful 10-minute session that offers a candid roadmap to start now and build repeatable results that scale. Get inspired and equipped with practical steps to not only launch your genAI marketing journey but also to track and amplify its impact. It’s time to transform potential into performance. You know that’s what your leadership cares about anyway. Let’s deliver.

Speakers:
Jessica Hreha, Head of Marketing AI Strategy and Client Transformation, Jasper

Nearly 1 in 5 web visits were fake last year. The rise of bots, fake users, and bad actors disrupting business continuity means go-to-market teams must quickly evolve how they operate. Join Kyle McCormick, Director of Marketing Operations at CrowdStrike, and CHEQ CEO Guy Tytunovich for a candid conversation about the evolution of fake traffic, its disruption throughout the entire funnel, and what your team can do to protect marketing efficiency, data, and customers.

Speakers:
Kyle McCormick, Director of Marketing Operations, CrowdStrike
Guy Tytunovich, CEO, CHEQ

New sales coaching research shows that sales reps are most receptive to changing behavior based on feedback from their customers vs. from their manager or peers. Additional research showed that reps who receive 3+ deal’s worth of win/loss feedback on their opportunities had 40% higher win rates than reps who received none. In this session, you will learn how sales and enablement teams are standing up win/loss/no decision buyer feedback system at scale and using the insights to personalize coaching and training for each individual rep, based on their identified blind spots.

Speakers:
Tim Riesterer, Chief Strategy Officer, Corporate Visions

Algolia’s cutting-edge technology has established them as a leader in AI-powered search, but one of their secrets to success was getting back to basics with their data strategy. In this session, we’re dropping the veil to reveal how they got there, including revamping data recovery, audience modeling, and prospect predictability – and how you can apply similar tactics to power your sales and marketing engines. 

Speakers:
Geert Wirtjes, Vice President, Systems & Process Transformation, Algolia
Gurpinder Dhillon, Vice President Market Planner, S&MS Data Solutions, Dun & Bradstreet

When B2B marketers understand how their efforts impact the bottom line, they can drive efficiencies and better align with sales. Learn three ways you can better understand your data to drive ROI.

Speakers:
Ruth Bolster, Product Marketing Manager, Salesforce

As a business leader, you’re expected to solve problems, make decisions, and take action to deliver results in record time, day in and day out. Where do those superpowers come from? Come see a demo of how Forrester Decisions helps you deliver strategic outcomes in record time. You’ll walk away knowing your peers’ top priorities and hear how this new, always-on model uniquely aligns you, your team, and your organization to tackle initiatives at scale. 

Speakers:
Brigitte Majewski, VP, Research Director, Forrester

Buyers today are asking more questions to win your business and sellers are scrambling to confidently respond, putting revenue at risk. Leading organizations recognize that every response counts on the path to winning a deal — from RFPs to security questionnaires to ad hoc emails. Learn how to break through the noise with Strategic Response Management, a new approach that centralizes expertise from the brightest minds in your business to drive growth and competitive advantage.

Speakers:
Jennifer Cannizzaro, VP Product Marketing, Responsive

 Generate demand and fill your pipeline faster across the buyers’ journey. Come hear examples of how Forrester content such as published research reprints, expert speakers, webinars, event sponsorships, Dynamic Total Economic Impact™ (TEI) studies, and custom thought leadership delivered results that drove a 200% increase in pipeline and 12% increase in conversion rates.   

Speakers:
Vikram Sehgal, VP, Research Director, Forrester
Jon Erickson, VP, Total Economic Impact (TEI), Forrester

Generative AI offers exciting opportunities, but also opens the gates to chaos as everyone turns it on everywhere. Businesses need a simple way to identify what’s important as well as what’s feasible to ensure that customer experiences remain enjoyable, on-brand, and compliant.

During this working session, you’ll learn:

• How your peers are approaching gen AI
• Why prioritization is only part of the picture
• How to identify quick wins and good investments–and avoid bad ones

Speakers:
Kathleen Pierce, Principal Analyst, Forrester