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

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