Sep 2023, 27

How to Speak the Language of the CFO for Max Growth with Katheline Jean-Pierre

In many organizations, marketers have not adopted the language and mindset of CFOs. Aligning marketing with finance is often a missed opportunity to deliver more value and profits.

In this session, Katheline Jean-Pierre, Managing Director, Financial Services & Canada at LinkedIn, will explore how the relationship between value creation and the alignment of the CMO and CFO can be strengthened. Specifically, we will examine the fundamental principles, metrics, and workflows necessary for establishing a genuine partnership between these two critical roles. We will also discuss the critical mental models to help create a pathway and assess where your company is.

Sep 2023, 25

Is Category Creation All It’s Cracked Up to Be? with Thomas Shields

These days, it seems like every VC wants their portfolio companies to create a category. Many seem to think that if you can, you should do it. But, should you? It’s a decision that has big consequences on how you allocate resources.

In this talk, Thomas Shields will share the questions you need to ask to find out if category creation is right for you. You will learn:

A framework for assessing a category creation strategy
What most people misunderstand about category creation
Why investors want you to pursue a category creation strategy even if it isn’t right for your business

Sep 2023, 01

The B2B SaaS Growth Roadmap with Lalit Gautam

Most early-stage startups got stuck at one level after the first few sales. Converting the early success to a repetitive growth formula is important for any SaaS startup.

In this session, Lalit Gautam, founder and CEO of Sensegrass, is going to talk about the few key mantras to come out from this block point and go for a ride on the success train.

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Aug 2023, 30

The Four Most Dangerous Words in Marketing with Will Foust

In this session with Will Foust, Chief Critic at ad-versary, you’ll learn the most dangerous words in marketing–words that have destroyed projects, derailed careers, and caused more than a few tears.

We’ll learn how to never let them destroy you again.

Aug 2023, 28

The New Demand Generation Paradigm in a Product-Led World with Danny Essner

The New Demand Generation Paradigm in a Product-Led World Product-Led is replacing Sales-Led as the primary go-to-market motion for many businesses. This paradigm shift requires a change in marketing as well. We can no longer rely on gating content to capture and nurture leads with content. MQLs are no longer our most important KPI.

In this session, Danny Essner, VP of Marketing at Chameleon, will explore what the impact is on Marketing teams from moving from a Sales-led to a Product-led or hybrid go-to-market motion.

We’ll look at what strategies and best practices ruled the Sales-led era and focus on three new strategies marketers can employ to generate demand more effectively in a product-led environment.

Aug 2023, 25

Be a One Person Content Machine with Timur Daudpota

Being a one-person content machine starts with a mindset, you will be able to scale your content team with pennies on the dollar, as well as increase your SEO possibilities.

In this session with Timur Daudpota, founding partner of 2080 Ventures, you will learn:

How to dominate SEO
How to make money from content
How to create a content team with pennies on the dollar

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Aug 2023, 21

Your Sales/Marketing Misalignment Is Your Marketing Strategy with Liz Sullivan

Let’s not beat a dead horse discussing the age-old challenge of sales and marketing alignment (or lack thereof). Rather, let’s dive into the root of the issue.

During end-of-year planning, Sales and RevOps leaders are busy dissecting historical performance, total addressable market, and sales territories in order to generate segmented, AE-based pipeline and bookings goals. On the other hand, marketers are knee-deep in planning their campaign budget.

But marketers, what about the numbers!? (and I’m not just talking about MQL goals.)

I hate to break it to you–but if you don’t treat your marketing plan as seriously as sales treat their pipeline and quota plans, you will never achieve sales and marketing alignment.

In this session with Liz Sullivan, VP of Marketing at Discern, we will discuss how to generate a marketing plan that truly aligns marketing with sales and your entire organization.

Aug 2023, 18

The Top 10 F*ck Ups to Avoid in Building Efficient Marketing Programs with Aaron Cort

Ever wondered what to avoid when building an efficient marketing program in a market where the pressure is higher than ever?

Don’t worry, Aaron Cort has your back–he’ll go through the top 10 things to avoid based on his time growing ClickUp from $4M to $100M+ ARR in 3 years as the first Head of Marketing and now VP of Operations.

Aug 2023, 15

You Need To Give Google All Your Marketing Data with Glenn Schmezle

According to a Google-commissioned BCG study: companies move through 4 stages of digital maturity, going from “nascent” to “emerging” to “connected” to “multi-moment.”

For B2B companies, the “connected” stage refers to pulling data out of silos and sharing it with the channel platforms that you advertise on. Marketers who have not connected their data risk having the AI assign bids randomly, leading to high cost of acquisition and decreased profits.

By harnessing data models, companies can train their ad channels to effectively retarget audiences with optimized bidding.

In this session, with Glenn Schmezle, Founder and Chief Strategist at Marketing What’s New, you will learn:

How to combine your internal data with GA4
Understand ML’s power
What it takes to leverage it with your retargeting campaigns

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Jul 2023, 10

Your Lead Scoring Model is Wrong with Kenny Lee

Marketing teams invest a lot of money/time into creating sophisticated lead scoring models to hand off to SDRs.

Opportunities are then dispositioned by SDRs using their own defined methodology and handed off to Sales, who either accepts/rejects opportunities based on a sales methodology to work them into closed won deals.

This situation often leads to a common occurrence where all teams can meet or exceed their own targets but the overall business misses on bookings goals. The right solution starts when all teams are aligned to a common qualification methodology based on what attributes of winning opportunities look like in your sales CRM.

By aligning all teams around these winning attributes, GTM teams can qualify better, create standards for hand-offs to improve conversions, and ensure the pipeline for sales is “born on 3rd base” for the highest chances of conversion to bookings.

Listen in as Kenny Lee, VP of Revenue Marketing at Seismic, explains why your lead scoring model is wrong. Well, maybe not so much wrong, but how it could be better.