Next week, we’re off to Nashville for the 10th annual SiriusDecisions Summit.
The theme of this year’s event is “Outperform: Strategies for Intelligent Growth” – and, of course, we’ll be in booth 712 showing off our latest and greatest solutions for helping your team build smarter go-to-market strategies with account-based intelligence.
But that’s not the only thing we’re looking forward to. In preparation for the Summit, we’ve seen some really interesting trends emerging – and we’re eager to connect with our Clients, partners and fellow sales and marketing pros to see how those trends are impacting the market.
1. The Rise of Account-based Marketing
Account-based marketing is at our foundation – our Clients depend on us to deliver the account-level intelligence that enables them to develop targeted, effective sales and marketing strategies – and we’ve long considered it a “strategy for intelligent growth.” The good news is that it looks like a hot topic for next week’s show.
Why does account-based marketing matter? Well, because taking an account-by-account approach to tackling a specific market ensures that your team will be aligned – the account intelligence sits at the intersection of sales and marketing, giving both teams the information they need to tailor their outreach to ensure that they’re talking to the right people with the right messages at the right time.
In our recent webinar, Megan Heuer, VP and Group Director at SiriusDecisions, gave some incredible insight into best practices for getting sales and marketing to collaborate effectively on account-based marketing initiatives. It’s worth checking out before you head to Nashville!
2. Teleprospecting as the “Heart of Demand Creation”
Teleprospecting is a subject near and dear to us. It’s how we started back in 1997 – and we’re still considered the best in the business.
It’s not easy work that blends both art and science. Consistent success in appointment setting takes high process-orientation and superior sales/marketing alignment along with a whole lot of dedication and passion.
That’s why we’re so psyched to see teleprospecting get its due at the Summit next week. In “Teleprospecting: The Heart Of Demand Creation,” attendees will learn why it’s time to elevate this this business-critical function – and stop treating it like an afterthought.
3. Lead Nurturing – Going Beyond Emails
When you hear the phrase “lead nurturing,” we’re guessing your mind goes to email campaigns – “drip” communications set up through your marketing automation platform to ensure that you’re pushing content out on a regular basis to folks in your database who might be interested in your offering … someday.
But are those email communications enough? Are they effective on their own? Could you be doing more?
In a recent Mass Tech Leadership Council Sales and Marketing Summit session on lead nurturing, many of the marketers present acknowledged that people are getting good at “tuning out” email – inboxes are simply too full for prospects to engage with every piece of content that comes along.
What does today’s lead nurturing look like? Email is still a critical part – but strategic human “touches” – go a long way. Everything from qualifying phone calls to direct mail and high value events could give your nurturing process the shake-up it needs to be even more effective.
The Summit’s track on the foundations of aligned demand creation features a session that will detail best practices for lead nurturing – and we’re interested to see what comes out of that…
So, lots of stuff happening in Nashville next week! We’re ready to roll – are you? What are you most excited about?
If you’re interested in setting up some time to talk at the show, drop us a line. Otherwise, we look forward to seeing you there!