The Art of Targeting

You know your product/service is right for your audience. But your prospects always have a reason for not engaging: They're not in the market They don't know who you are They already have a vendor... So how do you break down the barriers they put up and prove your product is right for them? Join #mpb2b favorite Nancy Harhut for an encore presentation of her fall 2022 B2B Forum talk. She'll show you what to write—and say—to lower customer defenses and obliterate objections (it's science!) so your messages are heard and you can close the deal.

With only 5% of your customers ready to buy at any moment, it’s critical that marketing supports them throughout the funnel, and converts them before the opportunity is lost. But how? The buyer journey has grown more complex than ever. And with so much noise in the purchasing process – multiple decision makers, an excess of choice, and not enough differentiation – prospects are frequently becoming stuck mid-funnel. So where should we begin fixing it?

Between the need to launch and scale your ABM programs to managing your current demand generation efforts, it’s easy to feel overwhelmed and drop the ball on one or the other. Brandi Smith, VP, Demand Generation Marketing at Uberflip and Charm Bianchini, Head of Global Demand at Engagio, explore how their teams make both strategies work in tandem and create harmony in their marketing departments.

How do content marketers move from simply creating content to creating content experiences? And how do we create content experiences that make sales part of the process? The role of content for content marketers and sales is shifting. We’ve invited Samantha Stone, Founder & CMO at The Marketing Advisory, and Mark Bornstein, VP of Content Marketing at ON24, to explore the challenges that lie ahead to help you prepare.