MarketingProfs B2B Forum 2023

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

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

Pass Type: All Access Pass, Conference Only Pass, Livestream Lite Pass, Livestream Pass

Session Type: Break

Session Topic: Metrics and Measurement, Strategy and Planning


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

Sponsors That Change the Game

Title

Knak

Platinum

Agorapulse
BlueOcean
Printfection
Uptempo
Validity
Vidyard

Gold

Act-On
CONTENTgine
Cvent
Letsignit
Litmus
Momentive
Onalytica

Partners

American Marketing Association
Rep Cap

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