Track Sessions By Track – Technology-Enabled Marketing

Technology has changed how every function within the marketing team operates. Marketing leaders must be alert to the ways in which marketing technology continues to evolve and the uses cases that emerge every day. In this track, we look at how to use technology in marketing to drive scale and impact an organization’s growth objectives.

Building the Capability-Led Marketing Tech Stack

SESSION FOCUS: Adopt, Operationalize

Presenters: Jeff Clark, Jonathan Tam

Guest Spotlight Speaker: Peter Mcrae, TIBCO

Technology seemingly exists for everything marketers desire: from Web site personalization and content marketing to planning and budgeting. This doesn’t mean that marketing requires or even would benefit from having every technology available. Rather, leaders must understand the capabilities they require and have the right combination of expertise, process and technology required to deliver them. This presentation will provide the following benefits:

For sales, marketing and product:

  • Understand the key capabilities required by b-to-b marketing organizations
  • Learn how to evaluate your organization’s capabilities – or lack thereof – when designing the technology stack
  • Gain insight on how to define the processes, expertise and technology required to enable each of the capabilities your marketing organization requires

Analytics-Enabled Marketing: Nine Use Cases for Better Results


Presenters: Erin Bohlin, Kerry Cunningham

Until recently, a dearth of data in b-to-b hindered marketers’ ability to make data-driven decisions. Now, from addressable-market segmentation to opportunity forecasting, the availability of data and analytic processes enable the improvement or replacement of existing practices. This presentation will provide the following benefits:

For marketing:

  • See the new SiriusDecisions Predictive Analytics Framework, and understand the top nine applications b-to-b marketing leaders should consider
  • Learn how to assess your demand creation processes to determine if and where predictive analytics can drive performance improvements
  • Hear how predictive analytics can add both precision and scale to market segmentation and messaging

Transactional Done Right: What B-to-B Needs for E-Commerce Success

SESSION FOCUS: Operationalize, Optimize

Presenters: Gil Canare

As b-to-b companies move toward software-as-a-service and other business models, the ability to create, transact and support demand through e-commerce has become increasingly important. Creating this capability requires specific skills, processes and technology that are vastly different from traditional sales-led b-to-b demand creation. This presentation will provide the following benefits:

For sales, marketing and product:

  • Learn the key processes and tasks needed to support successful e-commerce
  • Understand the technologies and capabilities needed for an effective e-commerce infrastructure
  • See examples of transactional demand creation done right

The State of Marketing Automation

SESSION FOCUS: Operationalize, Optimize

Presenters: Laura Cross, Jen Horton

Innovation, acquisitions and possible disruptions – oh my! The marketing automation platform (MAP) landscape, competitive positioning and capabilities have shifted quite a bit in the past two years, while many organizations still struggle with MAP adoption and realizing value in their automation investments. This presentation will provide the following benefits:

For marketing:

  • Learn how b-to-b organizations are using MAPs beyond lead scoring and drip email marketing to increase sales productivity
  • Hear about the current level of marketing automation sophistication and the degree to which effective nurturing approaches now extend beyond standard functionality
  • Understand how organizations are resourcing and scaling MAP adoption to support programs that meet demand creation and customer experience objectives


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