Marketing Track Sessions

Technology has changed how every team within the marketing function operates. From emerging companies to mature organizations, technology plays a critical role in the implementation, execution and optimization of marketing strategies, plans and analysis. In this track, we explain how to use technology in marketing to maximize impact on your organization’s growth goals.

Demand Reporting: A Crawl, Walk and Run Approach

SESSION FOCUS: Operationalize, Optimize

Presenters: Jeff Clark, Jen Horton

Most demand marketers fail to define the right program reporting requirements as part of the planning process. The biggest issues are that some marketers use vanity metrics to create the appearance of success, while others track post-mortem metrics that show success only after the program is over. A better option is a crawl, walk and run approach that satisfies the need to understand what works (and what doesn’t) at all stages. This presentation will provide the following benefits:

For marketing:

  • Understand metric options for program, tactic and delivery mechanisms and how to classify and prioritize metrics by stakeholder need
  • Learn how marketing automation, sales force automation (SFA) and business intelligence (BI) platforms help with reporting, operationalizing and visualization
  • Use the crawl, walk and run approach to assess current reporting and identify areas for improvement to make the process more manageable

Staying in the Race: The Evolving Art of Web Conversion Optimization


Presenters: Gil Canare, Barbie Mattie

Do you know how well your company’s Web site compares to best practices for Web site conversion optimization? Keeping up with advances in technology and applying what’s considered state of the art can seem like a tough race to win. Using feedback from client experience, SiriusDecisions regularly evolves its Web Conversion Optimization Framework to provide timely and comprehensive guidance on how to stay ahead of the competition. This presentation will provide the following benefits:

For sales, marketing and product:

  • Learn about the SiriusDecisions Web Conversion Optimization Framework, including the phases and components that are critical to assess, measure and optimize
  • Understand how to use the framework to identify specific improvement areas for your organization
  • Hear how to increase the conversion of Web site visitors from unknown and unengaged to known and engaged

Intent Monitoring: Deployment Considerations for Account-Based Marketing and Demand Creation

SESSION FOCUS: Adopt, Operationalize, Optimize

Presenters: Kerry Cunningham, Matt Senatore

As intent monitoring gains traction in b-to-b, there are several questions that organizations must answer if they’re going to get the most out of these tools. In this session, we will discuss the benefits of intent monitoring and how these benefits are driving its rapid adoption. We’ll also highlight what can make or break deployment and share a framework that organizations can use to select the highest-value use cases and providers. This presentation will provide the following benefits:

For sales, marketing and product:

  • Understand how to evaluate core use cases and vendors to realize the benefits of intent monitoring for both account-based marketing and demand creation
  • Learn how intent monitoring enables the active demand stage of the new SiriusDecisions Demand Unit Waterfall™
  • Hear client examples illustrating the successful implementation of intent monitoring

How to Use a Slingshot to Take Down Goliath: Technology As a Growing Company’s Unfair Advantage

SESSION FOCUS: Operationalize

Presenters: Barbie Mattie, Jessie Johnson

Being the little guy and needing to compete against big companies that have more resources and larger budgets is challenging; however, technology can be an equalizer. Smaller, more nimble organizations can use technology to leapfrog the competition by allowing resource-constrained teams to operate at scale and become even more productive than larger enterprise functions. This presentation will provide the following benefits:

For sales, marketing and product:

  • Learn how a technology roadmap and capabilities can help your organization scale to enterprise-level operational performance
  • Get data-driven guidance on the optimal combination of people, process and technology based on emerging-company marketing investment patterns
  • Learn tips and tricks for avoiding point solutions traps that can lead to wasted time and reduced profitability