RESERVE YOUR SEAT
GET THE ANSWERS TO THESE QUESTIONS
Why do 87% of B2B Companies say ABM is extremely important to overall marketing efforts What are the top5 Technology and Tool Investment areas for ABM? Does ABM needs affect Marketing Automation Platform selection?ABM deployment where do you start?what is the difference between Demand Generation and ABM? Where do you start?
WHILE WE'RE SERVING SUSHI
ABM is the Marketing Trend of 2017.Which is why you'll hear a lot of noise from many self proclaimed experts. Mostly self serving. Listen to what the world's most important independent analyst, advisory and research firm SiriusDecisions has to say
Technology is one of the pillars of successful ABM execution. Can Marketing Automation platforms fill the need or not? Is that the case for any platform? What's the ultimate feature/function check list when considering MA platform choices?
Strategy to execution means change. Bite sized just like the delicious exclusive Sushi and lunch we'll be serving in between the sessions. We start at 11am and plan to stop at 3.30pm so you can also please the home front by an early start of the weekend
WHO SHOULD ATTEND & WHY?
Everyone in the Benelux, France (north), Germany (west)
Sales Operations Mgrs
Lead & Demand Gen Mgmt
Field Marketing Mgmt
Channel Marketing Mgmt
Product Marketing Mgmt
Marketing Ops. Mgmt
Large Account Mngt
6 REASONS WHY TO STAY ZEN
DEMAND GENERATION versus ABM?
Lead generation, a powerful tool for reaching small businesses, is the right fit for lower value deals. Penetrating larger accounts, however, demands a more structured approach. Account-Based Marketing is the rung up the ladder that puts medium or large deals in the marketer’s grasp. Traditional demand generation practice tend to be people centric. You make lists of people and lists of MQLs and you run your programs and campaigns to these people. But that creates a fundamental disconnect with the sales side, because sales thinks in account centric terms. In ABM, marketing recognizes that it needs to be account-centric just like sales.
JOIN OUR 8th ZEN SERIES FOR MARKETING AUTOMATION EVENT
LeadFabric ZEN is a must for anyone who understands that change is a journey. During short, relaxing sessions in exquisite or exclusive locations, our thought leaders will inform you in bite sized chunks about strategy, best practices, technology and success stories. Don’t fear a full plate. We keep things light, yet also high-end and exclusive, just like the sushi we will be serving during the sessions. Not into japans delicacies? No fear we als serve a western lunch for all attendees
REVERSING THE FUNNEL?
The rise of the Account Based Marketing (ABM) is turning the typical sales funnel upside down. ABM is a coordinated strategic approach with sales and marketing where all assets are tailored towards targeting specific accounts. Instead of marketing to acquire a large number of leads, ABM focuses on a few key accounts and marketing to people of those accounts. ABM tactics are essential for higher conversion rates, specifically for higher quality, complex big business deals.
MYTHS AND REALITIES. STAY ZEN
Myths. Long held beliefs. Debunking them sometimes comes with a big bang. Sometimes angst. Far from a Zen place. Today a lot of digital “specialists” ride on fear, uncertainty and doubt (FUD) to try to convince you that the world has gone from black to white. From a time where everything was sales driven to a future where a major part of the sales process all of a sudden will be purely marketing driven. Everywhere you see statements that 67% of the buyer’s journey needs to become digital and that sales only comes in at the end to take the order. Learn why these advisors get it wrong.
DIGITAL MARKETING DOES NOT END WHERE SALES TEAMS START
The good news is, things are not that binary. That would be too simple. It’s digital nonsense to think we can push buyers though a digital dialog until we think they are ready to talk to our sales people. The new normal is cadence. It’s about weaving a hybrid stream of digital and human touch points that facilitate buyers through out their buying journey. Dermand generation for the bottom of your target pyramid and ABM for the top section. Knowing how to do that is what creates the competitive advantage.
SUMMARY: WHAT YOU WILL WALK AWAY WITH
Sales organizations are now competing in a new world, where the buyer has more control than ever. Effective marketing programs that nurture the customer, score leads, and measure results are quickly becoming table stakes in almost every industry. That is where marketing automation comes in. But then there's also large account marketing, ABM. Also here martech can help. But it's here that the chaff is has to be sorted from the weed. When it comes time to make the case for marketing automation, deciding to start small and justifying the decision via simple ROI tools isn't going to do the trick. For ABM you need the full gamut. Most ROI calculators we see, assume you have got people and process nailed down and that's it really only all about getting more inbound traffic. This makes you believe you just need to optimize your funnel and gently tweak MQL, SAL, and SQL. We have learned that to prove marketing automation's necessity, you need to do more than calculate conversion rates. There's technology and the rest. A full plate indeed. During this ZEN event we will focus on building the business case for marketing automation.
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