Everyone is using every channel. Everyone is basically saying the same things.
Everyone has access to the same data, the same tech stacks, the same media, and the same agencies. The products are mostly undifferentiated, the strategies are well-known, and the playbooks are common knowledge.
What's the advantage you can have to win?
How to ensure your brand messaging directly contributes to pipeline, deal size, and efficiency.
Too often, brand and demand investments are disconnected; no single story unifies the strategy.
Drawing from experience as an SaaS founder (Idio.ai, acquired 2019), running brand & demand at Optimizely, and now as CMO at Paddle.com, Andrew will explore how the best B2B brand messaging unlocks pipeline.
You will walk away with practical frameworks on how to structure your narrative, unify brand & demand efforts, and defend brand investments in a tough economic climate.
• getting more high-ACV good-retaining customers
• turning ‘unhealthy’ customers into good business
Almost overnight we have shifted gears. We have gone from ‘growth at all costs’, to a laser focus on efficiency and profitability. These operating models are very different and require a similar shift in strategy in order to successfully adapt, survive and thrive.
So how do you go about optimizing your marketing approach to make it as efficient as possible? What changes do you need to make to ensure that you are generating more of the high-ACV, high-retaining customers, and at the same time, turning that ‘unhealthy’ portion of your customer base into good business?
There are 20 tables - each with a different topic. Choose a topic of interest and join that conversation.
How to
• make your messaging truly resonate and drive more pipeline
• acquire new prospects and customers who fit the company's ideal customer profile
• stand out with pattern interruption marketing
• secure more budget for paid acquisition programs
• tell better stories in B2B marketing
• craft a strategic narrative and use it effectively
• make your marketing organization move faster and ship more
• run ABM the right way
• use personalization to drive better conversions in B2B marketing
• find new channels to drive more pipeline
• win more deals and bigger deals
• use competitive intelligence to win more deals
• conduct ICP research and use the insights for better marketing
• differentiate your business
• convert more visitors into customers
• understand and measure what's working
Learn what's working really well for everyone (and not), and use those insights to go faster.
With access to data at their fingertips, marketers have forgotten how to connect with their users on a human-level. Most B2B SaaS companies obsess over spreadsheets and dashboards while ignoring insights uncovered from connecting with their ICP in a meaningful way.
The results? Vague messaging, uninspiring customer stories, and dull content.
Learn the interview techniques and research framework to uncover how your customers think, talk, and behave. Then turn those insights into content and experiences to drive more growth and deeper relationships with your most valuable users.
How can marketing help B2B SaaS companies win with PLG?
Most B2B marketers don't experiment enough. We've all heard the excuses: there's not enough volume in B2B, I don't have enough resources, or I know what resonates with my ICP.
The reality is, marketers who experiment consistently as part of their normal strategy have greater success than those who don't. Join Jason Widup, VP of Marketing at Metadata, as he walks through the process his team uses to bring a scientific approach to experimentation.
There are 20 tables - each with a different topic. Choose a topic of interest and join that conversation.
How to
• make your messaging truly resonate and drive more pipeline
• acquire new prospects and customers who fit the company's ideal customer profile
• stand out with pattern interruption marketing
• secure more budget for paid acquisition programs
• tell better stories in B2B marketing
• craft a strategic narrative and use it effectively
• make your marketing organization move faster and ship more
• run ABM the right way
• use personalization to drive better conversions in B2B marketing
• find new channels to drive more pipeline
• win more deals and bigger deals
• use competitive intelligence to win more deals
• conduct ICP research and use the insights for better marketing
• differentiate your business
• convert more visitors into customers
• understand and measure what's working
Learn what's working really well for everyone (and not), and use those insights to go faster.
There are 20 tables - each with a different topic. Choose a topic of interest and join that conversation.
How to
• make your messaging truly resonate and drive more pipeline
• acquire new prospects and customers who fit the company's ideal customer profile
• stand out with pattern interruption marketing
• secure more budget for paid acquisition programs
• tell better stories in B2B marketing
• craft a strategic narrative and use it effectively
• make your marketing organization move faster and ship more
• run ABM the right way
• use personalization to drive better conversions in B2B marketing
• find new channels to drive more pipeline
• win more deals and bigger deals
• use competitive intelligence to win more deals
• conduct ICP research and use the insights for better marketing
• differentiate your business
• convert more visitors into customers
• understand and measure what's working
Learn what's working really well for everyone (and not), and use those insights to go faster.
The way B2B buyers discover, research, evaluate, and purchase products has fundamentally changed over the past 5 years, but B2B measurement and attribution models haven't. Specifically, the rapid rise of "dark social" - social media, podcast, word of mouth, communities, 3rd party events, etc. - that many buyers use throughout their buying process that don't get tracked properly by attribution software.
Chris Walker, CEO & Founder of Refine Labs, will present data that demonstrates the limitations of current B2B measurement strategies and introduce a proprietary framework called "Hybrid Attribution" you can use to close the measurement gaps.
We talk shop, have a good time and forge lifelong friendships.
