I genuinely enjoyed the keynote speakers and the track sessions. There were nuggets in each presentation, and I couldn’t write fast enough (yes, I am a millennial, but I still love physically writing!) to catch them all. Much like my takeaways from the Healthcare IT Marketing & PR Community (HITMC) conference blog, I want to share some insight I gained from this event.
Four topics were drilled into my head by the time I left:
Below is a phenomenal graphic from the Welcome and Executive Address. It’s safe to say all marketers want to improve their reputation, relationships, and revenue. This graphic shows that the trifecta of analytics, AI, and ABM enhanced marketers three “R’s,” and how the three “A’s” did that.
Pat Oldenburg, Sr. Director of Digital Marketing & Ops, from ServiceMax by GE presented on AI and ABM Supercharges Business Growth for ServiceMax. He was on a mission to achieve aggressive pipeline goals while on a fixed budget, which is a huge challenge that many marketers face.
He was able to leverage AI and real-time intent to improve productivity, and increase account engagement, website conversion rates, and his marketing-sourced pipeline. Optimizing funnel conversion played a massive role in all these results, and Oldenburg used the tactics below:
I recommend looking into some of these if you also have aggressive pipeline goals while on a fixed budget. Even if that isn’t your situation, some of these tactics could truly improve your marketing results.
I attended a track session about getting ABM up and running to create a pipeline gen machine, by Amanda Wynne, Sr. Director of Marketing, from SAVO Group. She showed a proven blueprint for how to quickly implement ABM. Her ABM tech toolkit consisted of the following:
This process looks like it could work well for other marketers along with the guidance of other ABM best practices.
A session I especially looked forward to was by Michael McLaren, Executive Vice President, from Merkle, because it was on agencies and the new ABM ecosystem. I work at an agency, so naturally, I was psyched about this one!
I love LinkedIn, so I was curious about what Jon Lombardo, Global Brand Strategy Lead, from LinkedIn, thinks about the future of B2B marketing. He shared some eye-opening statistics and ideas:
Billie Jean King was incredible. I never thought I’d get to hear her speak in person. It had nothing to do with marketing, but it didn’t matter. Sometimes you just need a reminder to step back, and think about the bigger picture: we’re all humans, and we need to take care of one another. Like Billie Jean King once said, “The main thing is to care. Care very hard, even if it is only a game you are playing.” In our case, care very hard, because marketing is crucial for successful companies.