Missi Carmen, CMO at Spirion, shares invaluable insights on the evolving landscape of marketing metrics and technology, shedding light on how operational foundations are critical to reshaping marketing and driving organizational success. Missi shares her journey and extensive background, highlighting her focus on integrating technology into marketing to enhance efficiency, agility, and customer experience.
David Karel, CMO at Crunchtime, discusses the decline of traditional B2B marketing strategies. He emphasizes the evolution of storytelling, the importance of resonating content, and the transformative role of AI in creating engaging, meaningful audience interactions.
Aashish Dhamdhere, CEO and Co-Founder at Relevvo, advises against relying solely on intent data, urging a focus on in-market accounts instead. He underscores the importance of balancing demand generation with demand harvesting by targeting companies actively seeking solutions, and emphasizes the need to combine fit and intent to effectively reach the right prospects in the buying journey.
David Karel, CMO at Crunchtime, discusses the decline of traditional B2B marketing strategies. He emphasizes the evolution of storytelling, the importance of resonating content, and the transformative role of AI in creating engaging, meaningful audience interactions.
Aashish Dhamdhere, CEO and Co-Founder at Relevvo, advises against relying solely on intent data, urging a focus on in-market accounts instead. He underscores the importance of balancing demand generation with demand harvesting by targeting companies actively seeking solutions, and emphasizes the need to combine fit and intent to effectively reach the right prospects in the buying journey.
Marva Bailer, CEO of Qualaix, shares invaluable insights from her experiences handling billion-dollar quotas. From understanding the importance of scale and ecosystems to embracing shared values and expanding career opportunities, she discusses how these key lessons can drive success in today’s dynamic business landscape.
Marva Bailer, CEO of Qualaix, shares invaluable insights from her experiences handling billion-dollar quotas. From understanding the importance of scale and ecosystems to embracing shared values and expanding career opportunities, she discusses how these key lessons can drive success in today’s dynamic business landscape.
In this 4:34 summary video with Barbie Mattie, former VP Principal Analyst at Forrester and current advisor at Iron Horse, she explains why account-centric content is the new account-based marketing. "Content is the new ABM because the same diligence that was used to target high-value accounts needs to be applied to go beyond the targeting." - Barbie Mattie
Barbie Mattie, former VP Principal Analyst at Forrester and current advisor at Iron Horse, discusses the findings of her recent report on B2B investments in 2024. The report reveals that high-growth companies prioritize efficiency, retention, and expansion as their most important outcomes. Content marketing emerges as a key strategy. Mattie emphasizes the importance of audience-centric content and a connected buyer journey. She also highlights the need for companies to focus on customer retention and expansion rather than solely on net new acquisition.
Gayle Nixon, a multiple-time B2B CMO with 20+ years of experience, shares her insights on why CMOs need to be great forecasters and how she has flipped the traditional marketing attribution model. Instead of looking at marketing results after the fact, she focuses on predicting marketing spend and ROI before implementing any tactics.