Oktay Arifkhan - SVP Data, ViacomCBS
Brian Solis - Global Innovation Evangelist, Salesforce
Leslie Canning – Vice President, Worldwide Sales Enablement, Hewlett Packard Enterprise

Meaningful collaboration between marketing and sales boosts business revenue significantly. Add data to the mix and a new level of collaboration ensues. This partnership allows B2B leaders to effectively plan digital marketing and sales strategies that increase revenue by successfully moving business forward. Accurately using data to identify and reach in-market buyers at the right time with the right message is critical for an effective and profitable organization. This is especially important today, as more buyers are remote and working from multiple devices. Quality data gives us information about prospective customers before any action takes place, so we can plan smarter engagements. Aligning sales, marketing and data allows us to plan effective strategies for segmenting, personalizing, connecting, and closing successfully.

Laura Ramos - VP, Principal Analyst, Forrester Research

At the end of 2020 True Influence commissioned Forrester Research to evaluate the state of B2B sellers’ go-to-market strategies. This critical information will be shared during this event.

The global pandemic has fundamentally upended marketing and selling. This is as true for business-to-business (B2B) brands as it is for their business-to-consumer (B2C) counterparts. The pandemic has accelerated the digital destinies of both business buyers and sellers, transforming the future of selling. The goal is to support B2B customer purchase journeys that have become even more self-reliant, self-directed, and digital-first. B2B companies must respond with go-to-market strategies that prioritize the customers’ needs and contexts first, engaging them in the channel and at the time of their choosing, while demonstrating their understanding of the buyers’ context. This vision, called prospective buyer engagement, ensures that buyers will be supported optimally throughout their journeys. Forrester’s research found that while sellers realize the future of selling has arrived, many struggle to meet the moment with comprehensive, optimized prospective buyer engagement strategies.

Tim Schneller - Head of Global Marketing, Honeywell
Corinna Grassam - Vice President, Global Campaigns/Demand Generation, OpenText

Honeywell PPE is piloting a new benefit for their Honeywell Partner Program. The vision is self-service lead generation through their partner portal eliminating manual efforts where minimal leads were produced using generic MDF/Co-op funded programs. Partners would interact seamlessly with Honeywell to update lead status allowing for close collaboration driving a measurable improvement in the lead to revenue cycle. The goal is to reach more customers and drive revenue for partners and Honeywell. Tim will discuss how he is using content syndication with display advertising and the preliminary results.

OpenText uncovers global opportunities using content syndication and sends them through their Sales Development Representative team. A nurture plan for those that are not ready to talk to a direct sales representative has been developed so the prospect isn’t lost. Approximately 1.3 million content syndication leads have been created in OpenText’s FY 2020 and are being used in FY 2021 to uncover opportunities. For this case study, Corinna will identify the process and tips for using content syndication optimally.