Wednesday October 19 | 12:00pm-12:45pm

Marina Ballroom II

Account-Based Marketing in Real Life: How to Create New Efficiencies in Your Funnel (and Budget)

With 67% of the B2B buying cycle now occurring digitally and a large percent of buyer decision-making occurring BEFORE a sales rep is ever involved, marketers have a huge opportunity. They have an opportunity to do away with high volume, spray-and-pray marketing strategies in favor of engaging the high-value target accounts their sales team cares about with Account-Based marketing. In this session, Lisa Ames, VP of demand generation at Demandbase, will present a case study in executing ABM across the funnel.

You will learn:

  • How to engage target accounts throughout the buyer’s journey, even while they’re anonymous
  • How to boost conversion rates while reducing marketing spend in every channel
  • How to adjust your metrics and KPIs to tie marketing efforts to business outcomes

Speaker: Lisa Ames, VP, Demand Generation | Demandbase
Lisa is a strategic B2B marketer with a consistent record of helping enterprise SaaS companies build pipeline, generate revenue, and achieve market growth quickly. At Demandbase, Lisa leads a team of world-class, innovative marketers with responsibility for marketing programs, marketing automation, customer marketing, events, and corporate marketing. She and her team are Account-Based Marketing experts that apply an ABM lens to everything they do and tie their efforts directly to revenue. Prior to Demandbase, she oversaw demand generation, marketing ops and field marketing at Castlight Health where she built all three of these functions from the ground up. 


Marina Ballroom III

Successful Habits of Highly Effective Marketers: Building a Sustainable Data Management Strategy

Fads don’t last. Savvy marketers look to build sustainable strategies that will positively impact the team and the organization well into the future. For many, their multi-channel vision is highly dependent upon a robust data management strategy that supports both short and long-term goals. Whether you are responsible for demand generation, digital, market segmentation, persona development, email marketing, or operations the importance of great data cannot be understated. Join us for a session with senior marketing leaders as they offer their most valuable tips and practical advice on how to develop an enduring data strategy that stands the test of time. You’ll also learn about the marketing and business trends driving the data management industry in 2016 and beyond.

You will learn:

  • Sustainable, scalable processes to ensure data management success
  • Data alignment strategies to support performance analytics
  • Segmentation and personalization tactics to improve campaign metrics
  • Strategies for how to tackle your own database problems

Speaker: TBA


Marina Ballroom IV 

How Content-Enabled Campaigns are Improving Conversion Rates

Campaigns fueled by compelling content are not only driving better basic metrics like open and click through rates, they are also proving to be more cost-efficient in converting and accelerating the flow of qualified leads. In this session you’ll discover how to create campaigns that convert!

You will learn:

  • How your peers are driving engagement and conversion results
  • How to utilize conversational content
  • How you can leverage content in your campaigns to achieve better results

Speaker: Aaron Dun, SVP Marketing | SnapApp

Aaron drives marketing and strategy for SnapApp. He has nearly 20 years of experience running marketing programs for high growth venture-funded companies and larger publicly traded global organizations. In addition to building highly visible technology brands, he has focused on connecting marketing performance to sales achievement through the use of innovative content marketing, inbound marketing, and social media strategies. Prior to SnapApp, Aaron served as the CMO for Intronis before it was acquired by Barracuda Networks.