Sales & Marketing Forum

Capturing the elusive 95%

This is a story about the power of playing the long game. Samantha Bear, Marketing Programs Lead for Virgin Media O2 Business, will discuss the journey of VMO2's award-winning growth engine - delivering an average of £20 revenue for every £1 invested over the last 6 years. It's all about how consistency over multiple years allows for true data-driven optimisation, building a pipeline of future prospects rather than constantly harvesting immediate demand, and developing the proof-points that show long-term business value.

What does it take to win a B2B Marketing award?

The B2B Marketing awards have been running for 20 years, receive hundreds of entries per year, and are internationally recognised as the gold standard for excellence in B2B marketing. But what does it take to win one of these coveted trophies? What are the hallmarks of marketing campaigns that make the fabled leap from 'good' to 'great'? And what does it take to impress the discerning panel of senior client side marketers (B2B only!) who make up the judging panel? Founder of B2B Marketing and Propolis, Joel Harrison will gives an exclusive peek behind the scenes of what it takes to be amongst the best in B2B.

Re-inventing marketing’s ‘human channel’ for the modern B2B buyer

In the race to AI, don’t underestimate the role of quality, ‘human channel’, approaches for complex B2B solution sales – it is at the heart of some of the best performing demand generation programs we’ve seen this decade. But a lot has changed in a few short years, so how can we re-invent the SDR/BDR playbook as part of marketing’s overall Growth Engine?

Steve Watson shares his experience of elevating the role of the human channel to make it fit for strategic ABM, while he was Corporate Marketing Director at Thomson Reuters, and then applying those lessons learned to setting up a brand-new pan EMEA SDR organisation during his time at a high growth, SaaS business - PROS.

The Immersive Experience part two: This time it's personal

At our forum one year ago, the Splunk Immersive Experience had just been launched. The team shared their excitement about tracking ahead of engagement targets just a couple of months into the program. One year on, it's a B2B 'Gold' Award-winner and we have the chance to hear how it is performing in reality. This is a great story about creating compelling in-person experiences that can transform the sales and ABM process.

AI: From 'wow' to 'how'

The idea of generative AI has been blowing Ali's mind since he was about 6 years old. But it was only in the last 6 months that he's seen tangible ways that B2B marketers are creating value from it. He'll share some of these, demonstrate a couple, and also summarise what he heard from other leading marketers during our 'AI week' event. When it comes to genAI, you've seen the 'wow'. We're here to share the 'how', too.