With the SiriusDecisions 2017 Summit fast approaching, I’ve got my flight and my hotel booked, and I can’t wait to get to Las Vegas. I’m ready to soak up some desert sun and all the knowledge SiriusDecisions has to share about the latest trends in B2B marketing and how I can leverage them to take my content strategies up a big notch.
Here’s a rundown of the top sessions that I’m excited to attend and why you should join me.
It Wouldn’t Be a Modern B2B Marketing Conference Without a Major Focus on ABM
Account-based marketing continues to be a major trend in B2B — and with good reason. Now that marketing is making use of automation to measure its influence on sales pipeline and contribution to revenue, sales is taking marketing more seriously than ever.
Since B2B companies targeting major or named accounts, industry verticals, or customer retention have been doing account-based selling for a long time, it’s time for marketing to support sales with account-based marketing. That’s why the session “Account-Based Marketing: What the Future Holds” is a not-to-be-missed session.
The Sales-Marketing Partnership Extends to Sales Enablement
ABM is one piece of an even bigger trend toward more one-to-one marketing that helps move prospects down the pipeline and turn them into customers. Another important piece is sales enablement. At Content4Demand, we’re seeing more and more requests for help in this area.
The days are past when marketing can toss MQLs over the wall to sales and say, “Okay. It’s yours now. My job is done.”
One of the best ways for B2B marketers to help sales in its efforts is to share knowledge of how to speak to the audience. The Thursday session “Sales Enablement: Taking an Audience-Centric Approach” is at the top of my list of sessions to attend to help me do a better job of targeting sales enablement tools to our audiences.
We Still Need Top-Quality, Top-of-the-Funnel Demand Creation
Demand creation is still at the heart of the B2B marketer’s role. I’ve got a trio of keynote and track sessions at the top of my list so I can learn about new strategies and tools for demand creation: 1) “The Next-Generation Demand Waterfall,” 2) “Making Personas Personal: SiriusDecisions Buyer Insights 2017,” and 3) “Is Your Organizations as Good at Demand Generation as You Think?”
Don’t Forget the Fun!
You can’t go to Las Vegas and not have any fun. That’s why my agenda includes the Wednesday evening Green Tie Gala featuring Counting Crows.
Is Your Sunscreen Packed?
With all the great sessions, special events, and the excitement of Las Vegas, you can’t miss the SiriusDecisions 2017 Summit. Look for me while you’re there.