B2B Marketing Exchange Sessions for Revenue Operations Leaders

February 15, 2019 Jaime Lee

b2b marketing exchange

Get ready to be inspired! New year, new strategy—right? If you’re looking to up your marketing and sales game this year, you’re in luck. The B2B Marketing Exchange is just around the corner and it is the place to be; not only to learn about new trends, but to walk away with an action plan for you and your team. With more than 1,000 B2B marketers in attendance, and 90+ sessions chock-full of information at your fingertips, planning is key when it comes to getting the most out of your time there. If optimizing revenue is a priority for your team this year, here are some sessions you won’t want to miss:

Revenue Operations Sessions

Top Priorities for B2B CMOs

Tuesday, February 26, 10:45-11:15 a.m.

B2B Chief Marketing Officers are operating in a fog of seemingly endless digital options and strategies. What is the right technology stack to meet unique business requirements? When it comes to digital strategies, what really works and what doesn't? How are great digital experiences created for all relevant audiences? What the heck is a digital transformation and what is the role of the CMO?

Marketing leaders are in a unique position to drive unprecedented efficiency and success for themselves, their customers and their businesses, but they must focus and make good decisions. During this keynote, Jay Gaines will share data supported answers to all of the questions above and more, including a five-year view of digital marketing strategies will evolve and what it means for CMOs.

Key takeaways will include:

  • How to translate business needs into business requirements for smart technology buying
  • Which digital marketing strategies and technologies are being prioritized by leading CMOs and why
  • How digital transformation takes different forms based on business context
  • A future view of digital marketing and what it means for marketing leaders

Featuring: Jay Gaines, SiriusDecisions

The Expanding Role of RevOps: How B2B Organizations are Building Teams & Strategies to Improve Pipeline Collaboration & Visibility

Tuesday, February 26, 11:25-12:10 p.m.

Operations roles are playing an increasingly important role in B2B marketing organizations, as data and technology play a starring role in revenue creation. Often sitting at the pivotal point between sales, marketing and the C-suite, ops experts are increasingly seen as the elite force in interpreting trends and converting analytics into revenue. This session will feature some of the industry’s thought leaders in this area addressing how sales ops, marketing ops and the new role of rev ops are taking the lead on areas such as:

  • Selecting and optimizing martech and sales tech applications
  • Gathering deeper data and insights on customers and prospects
  • Building out reporting and attribution that shows marketing impact and provides insights on improving performance at key funnel stages

Featuring: Yun Fan, Centrify; Karen Steele, LeanData; Jocelyn Brown, Allocadia; Laura Patterson, VisionEdge Marketing

Demand Gen Power Panel: Perspectives from Industry Vanguards Driving Successful Engagement

Tuesday, February 26, 4:30-5:15 p.m.

Changes in B2B buyer behavior continue to challenge marketers to rethink their budgets and strategies and change up their traditional approach to demand generation. This panel session will present real-world perspectives and examples from some of the top minds in demand gen, including the channels, tactics and tools they are applying to gain buyers’ attention in a noisy world. This all-star lineup of demand gen superstars will share:

  • Top content formats to stand out from the crowd
  • Key Channels to reach new generations of audiences
  • Strategies for bringing together and collaborating with a team
  • Best practices for delivering campaigns that wow buyers

Featuring: Jenn Steele, Madison Logic; Sherrie Mersdorf, Evariant; Michelle Liro, PTC; Brandi Smith, Uberflip

Moving Beyond MQLs: New Metrics and Models That Support Segmentation and Account-Based Strategies

Wednesday, February 27, 10:40-11:10 a.m.

In this session, Pat Oldenburg from ServiceMax will share a use case of how the company is moving from a traditional funnel model to adopt a new set of metrics and tracking for its marketing and revenue generation efforts. Some of the key topics and takeaways will include:

  • How the company uses intent-based tools and signals to better segment and select target accounts and prospects
  • How they are building and applying a new account-based scoring model
  • New tools and processes the company is applying to better measure and track the impact of marketing programs

Featuring: Patrick Oldenburg, ServiceMax


Closing Keynote: Revenue Growth Predictions for 2019

Wednesday, February 27, 3:30-4:15 p.m.

Revenue drives business. But the process of generating, measuring, and analyzing revenue can be challenging.  Data that should be accelerating revenue is slowing it down. Sales and Marketing teams are not aligned. Go-to-market motions are outdated before they launch.

Revenue Marketers, Sales Leaders, Data Analysts, Technologists and Revenue Operations Gurus are changing the game and the industry. Learn from this expert panel of on how they have built and executed proven, integrated go-to-market strategies to accelerate revenue growth for their companies.  Understand the trends and predictions impacting the acceleration of revenue growth, while making the B2B buying and selling experience smarter and saner for everyone involved.

Featuring: Evan Liang, LeanData; Bill Binch, Pendo; Max Altschuler, Outreach; Pat Oldenberg, GE Digital

See the B2B Marketing Exchange agenda for the complete list of sessions.


About the Author

Jaime Lee

Jaime leads content marketing at LeanData. Prior to LeanData, she led content at Velocify through its acquisition (by EllieMae) and was responsible for GTM communications at VMware.

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