Insights into B2C Customer Lifecycle

February 28, 2021 - February 28, 2021

Summary

The modern B2B marketing role has expanded significantly in recent years. In addition to content, brand and channel strategy, marketers now need to understand how to align departments, create measurement strategies and make data driven investments.

Gartner Says 80% of B2B Sales interactions between suppliers and buyers will occur in digital channels by 2025. With such a pivotal shift from the golf course to the Zoom room, do you know how to make investments that will fuel your pipeline and take Marketing from a cost center to a revenue generator?

Join Tara Petre, TA Digital’s Marketing & Sales Technology Director & Adrienne Whitten, Director of Product Marketing for Marketo Engage to gain insight into how to align your Marketing & Sales team around a shared vision for success.

Discussion Topics

  • Aligning Marketing & Sales teams – How to create a process that’s understood and enforced throughout your organization
  • Creating KPIs that reflect a shared vision of success and are trusted throughout your organization
  • How to reverse engineer your funnel
  • How to layer attribution and lifecycle metrics to make data driven decisions


Partners

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Speakers

Adrienne Whitten

Adrienne is a Director of Product Marketing for Marketo Engage, part of the Adobe Experience Cloud at Adobe. She focuses on the Marketo Engage GTM strategy and execution for the Enterprise segment, including developing key industry content for B2B demand marketing and thought leadership content on Digital Transformation in Marketing. She is an avid collector of customer stories.

Adrienne has been building, marketing, writing and speaking about enterprise software for more than 20 years. Prior to Adobe, she held leadership positions in product marketing and management at SAP, SuccessFactors, Taleo, Saba Software and HotJobs. She’s been featured on BlogTalk Radio, quoted in Money Magazine and Named a Mover and Shaker in Marketing by Aragon Research.

Tara Petre

As the Director of Marketing Technology, I am responsible for TA Digital's go-to-market strategy surrounding martech & sales tech. In addition to leading marketing and sales initiatives surrounding my practice, I also lead a team of 25+ MarTech consultants who support our clients in their journey to digital transformation.

Moderator

Aaron Conant

BWG Connect provides executive strategy & networking sessions that help brands from any industry with their overall business planning and execution. BWG has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

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