Marketing B2B Technology

Rena Fallstrom, VP of Communications at Pure Storage, discusses how they adapted the communications strategy as competition in the industry dramatically expanded and how she collaborates with the international team to ensure communications are tailored to each region and no valuable region is ignored.
Discover why working with analysts can be beneficial and hear some top tips on how to build relationships with the analyst community, to ensure a beneficial working relationship.

Mark Stouse, CEO of data analytics platform Proof Analytics, discusses the difference between marketing mix modelling (MMM) and marketing resource management (MRM) and how they can demonstrate the impact of marketing activities on business bottom line.
Mark also explains why it is vital to trust and use math when making marketing decisions and why pressure from the C-suite means this is increasingly important.

Karthik Suresh is Co-Founder and Chief Product Officer at Ignition, a go-to-market platform automating the product launch process.
Karthik explains how noticing a gap in the SaaS market for a tool supporting product marketeers led to Ignition's development. He discusses the pros of working in start-ups versus large corporations, and what marketers should consider when undertaking a product launch.
Karthik also shares how to approach putting together a go-to-marketing plan, from establishing a target audience to communicating the value proposition of a new product. 

Jeffrey Mack, VP of Marketing at Agility PR, discusses the benefits of having a PR platform that integrates distribution with measurement, and how measurement is becoming a critical component in successful PR strategies. He discusses how measuring PR success is evolving from traditional quantitative AVE data to more qualitative data and how marketing teams can benefit from this shift.
Jeffrey also shares his thoughts on the future of trade publications and why marketeers may have more impact from reaching out to smaller industry publications.

At a time when attention spans are shortening and competition rising, having great design assets can be vital to a successful marketing campaign.
Jason Byer, Marketing and Partnerships Manager at crowdspring, discusses how businesses can produce great designs whilst sticking to strict brand style guides, and the importance of the creative brief.
He also shares why he thinks marketers shouldn’t get hung up on the tactics and the advice he would give to someone just starting out in their marketing career.

As more people understand the value of SEO, competition increases. Sam Oh, VP of Marketing at Ahrefs, discusses Ahrefs’ commitment to reliable data and how bad data can lead to bad decisions.
He also offers advice on how marketeers can approach SEO campaigns and how impactful SEO fundamentals and basics can be for companies.

The internet is an increasingly crowded place, with competition rising and ad costs increasing. Ensuring landing pages are as optimised as possible is more important than ever. Darby Sieben, Chief Product Officer at Unbounce, shares top tips and insights about creating effective landing pages.
 
Darby shares how Unbounce continues to evolve to build tools that drive better conversions for marketeers, and his opinion on how pop-ups can be used for success.
 
He also shares the advice he has gained from throughout his career and discusses his goal of helping marketeers get better at what they do and levelling the playing field between small and large businesses.

Terri Delfino, Chief Marketing Officer at FormAssembly, discusses what makes FormAssembly stand out amongst its competitors and how marketers can integrate forms into their marketing automation and CRM systems like Salesforce.
Terri talks about the importance of branding forms, and how features like pre-fills give customers a better experience. She also shares details around the need to be compliant with legislation, such as GDPR, is driving more people to tools like FormAssembly, where it is harder to make a mistake.

Daan Reijnders, is co-founder and CEO of Foleon, a content creation platform where users can create engaging long form content.
As an increasingly bigger portion of the customer journey is done offline, out of the marketeer’s view, the amount of individual investigation prospects do is increasing. Daan discusses how content is a good solution to support that journey and shares his expertise on how to ensure you capture attention and overcome shortening attention spans.  

Chad Reid, VP of Marketing at Jotform, discusses what makes Jotform stand out amongst its competitors, shares which marketing tactics have proven to be the most successful and offers some top tips on how to maximise form conversions, as well as how to approach a marketing strategy when marketing to a broad audience.