MarketingProfs B2B Forum 2021

MarketingProfs B2B Forum 2021

Marketing Business Acceleration: From Theory to Practice, Presented by UpTempo

Day 1 - October 13 - 2:05 pm to 2:50 pm

Pass Type: All Access Pass, Conference Only Pass, Live Stream Pass, Spotlight Pass

To successfully run and accelerate the business of B2B marketing, marketing leaders need to first take a look at their planning and strategy: the backbone of marketing performance success. Oftentimes, plans are living in tools that are disconnected from the rest of the martech stack. This leads to limited visibility into spending and performance.

How can you properly plan and budget when you don’t know what’s working and what’s not?

In this session, from Bottomline Technologies, Heather Loisel, CMO, and Lianna McGauley, senior manager, marketing technology, will look at two different perspectives on planning strategies for B2B marketers to improve their business visibility, agility, and velocity in a constantly dynamic and changing marketing environment.

You’ll learn:

  • How to redefine your planning and strategy to improve three tiers of marketing: visibility, velocity, and agility
  • KPIs and other vital performance metrics to constantly improve what marketing is doing
  • Consistency across global plans, campaigns, programs, and tactics by consolidating your marketing data into one collaborative system
  • Why managing the business of marketing is even more than just managing the martech stack


Bruce Brien

SVP of Global Sales Support Services

Lianna McGaulay

Senior Manager of Marketing Technology
Bottomline Technologies

Sponsors That Change the Game







Media Partners

Rep Cap
MarketingProfs B2B Forum

*IN-PERSON Terms and Conditions 

*IN-PERSON Health & Safety

*IN-PERSON & Online Code of Conduct

*ONLINE CANCELLATION POLICY: Every paid online ticket to B2B Forum comes with a subscription to MarketingProfs PRO. If you purchased a ticket to this event, you may cancel within 7 days of your registration to receive a full refund and to stop your complimentary PRO subscription. If you registered for $0 as a PRO subscriber, canceling your event registration will not affect your PRO subscription. You will just be removed from B2B Forum attendee news/program updates. *See Terms and conditions/cancellation policy.

Keep Building Momentum

Join the MarketingProfs Newsletter for news, updates & more...

Sign Up
CONTACT: | (866) 557-9625