Sushi, sake and scaling revenue

Real talk. Curated sake. Great cuisine. Let’s skip the boring presentations and focus on what matters. This is for CMOs, RevOps, and MOPs leaders ready to start real conversations. Here’s what’s on the menu (besides Nobu’s black cod miso):

• Big ideas, bigger connections. Swap strategies with leaders from high-growth orgs.
• Fresh insights, no slides. Tackle real challenges and learn what’s working now.
• Your kind of people. Meet and network with the brightest minds in RevOps and MOPs.
• Serious food, casual vibes. It’s a night for fun, not formality.

Event Details

Location: Nobu Palo Alto
Date: Thursday, Feb 20, 2025
Time: 5:00 PM – 7:00 PM PT

Seats are limited. RSVP Now to secure your spot.

What to expect at Nobu Palo Alto (special sake tasting included)

Call it a much-needed reset with people who speak your language. Nobu Palo Alto is the perfect place to connect and collaborate.

• Premium sake tasting with standout selections from Hokusetsu Sake.
• Menu blending Japanese and Peruvian flavors, including Nobu classics like rock shrimp tempura and yellowtail jalapeño. Don’t sleep on the hot croissant pudding.
• Modern, stylish setting—with a patio—where you can relax and talk shop.

See you at Nobu Palo Alto! 

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Transitioning from small-scale pilot programs to enterprise-wide ABM campaigns can feel overwhelming—but it doesn’t have to be. Join us for an exclusive webinar where we’ll break down the process and provide actionable insights to help you:

• Expand ABM across your organization with proven frameworks and strategies.
• Align marketing and sales teams for maximum impact.
• Leverage data and technology to identify high-value accounts and drive engagement.
• Measure success at scale with metrics that matter to your business.

Event Details

Date: Thursday 23rd January

Time: 2:00 PM GMT

What You’ll Learn

This session is designed for B2B marketers and sales leaders looking to maximise ROI and achieve measurable growth with ABM. You’ll gain:

• Practical guidance on scaling ABM beyond the pilot stage.
• Real-world examples from organisations successfully implementing enterprise-wide ABM.
• Expert tips on overcoming common scaling challenges, from resource allocation to technology adoption.

Don’t miss this opportunity to take your ABM strategy from good to great. Whether you’re just starting with ABM or looking to expand, this webinar is your roadmap to success.

The post Unlock the Power of ABM at Scale Webinar appeared first on Demandbase.

• 7 Planning Activities to Drive ABM Success Workbook
• State of B2B Advertising Exclusive Report: 2nd Edition
• The B2B Marketing & Sales Orchestration Playbook
• ABM certification
• And 8 more high impact resources!

The post 12 Days of B2B Cheer appeared first on Demandbase.

Matthew is a strategic marketer specializing in technology marketing for B2B and B2C blue-chip corporates. He has been involved in shaping and implementing brand strategies and communications for most of his career. He has driven brand marketing for FTSE 100 and NYSE-listed businesses in the UK, USA, and several countries.

Connect with Matthew Leopold

Key takeaways

• Personalized marketing is important for diverse personas in professional services firms like law firms
• Understanding the buying journey and different needs of stakeholders like partners, IT directors, and users is key
• Attribution is difficult in B2B but tracking engagement, conversion, and retention is important
• Regulated industries face data privacy challenges that marketing must work within  
• Aligning sales and marketing goals through collaboration and understanding each team’s perspectives improves effectiveness
• Thought leadership should provide relevant insights sales can leverage with clients

Quotes

“I think no matter how many meetings I have with our clients, or with lawyers, I will never have as much time on the front line, as our salespeople will.”

– Matthew Leopold on why marketing should understand the sales perspective.

Highlights from this episode

Can you share some specific examples of how Lexus has segmented its messaging to reach different personas like managing partners, IT directors, and users?

Matthew provided some specific examples of how LexisNexis segments its messaging to reach different personas within law firms:

• For CTOs/IT directors, they focus on explaining how their SaaS product will work with the firm’s technology stack, how implementation will be managed, and how LexisNexis can support onboarding and enhance the firm’s tech roadmap. 
• For senior lawyers/partners, the messaging focuses more on how the product supports winning more business, working faster, and mitigating the risk of error by leveraging LexisNexis’s large legal content database. 
• For managing partners, the discussions center around how to make the firm more innovative, utilize the best technology, and retain staff through supporting the strategic goals of reputation, budget, and morale.

He noted tailoring the messaging to address the specific needs, priorities, and level of understanding of each persona within the buying process.

How does Lexus manage the impact and measure the success of marketing initiatives? What are some of the key metrics you focus on?

Matthew shared that LexisNexis goes beyond lead generation metrics to measure marketing impact and success. Some of the key metrics they focus on include:

• Conversion of leads to opportunities and sales, including what was purchased and at what price point.
• Retention and renewal rates for existing customers. 
• Senior leadership engagement through relationships built with key decision-makers.
• Usage and adoption of new products to gauge the effectiveness of marketing campaigns. 
• Attribution modeling to understand which marketing activities contributed to a sale and where opportunities exist.
• Tracking engagement with content and understanding which messaging resonates through digital analytics tools.

The goal is to measure impact across the entire customer journey and determine what role branding, communications, and content play in moving prospects through the funnel.

How do you combine the need for personalization in digital marketing with data privacy challenges? What tactics have you undertaken?

Matthew explained that as a provider of legal and business intelligence services, LexisNexis handles a vast amount of sensitive customer data and sits at the center of their clients’ technology systems. Due to this, the company takes an extremely rigorous approach to data privacy and compliance with regulations.

He noted they do not view it as “overcoming” the challenges of personalization within these constraints, but rather carefully operating within legal and ethical bounds. Where a highly personalized digital marketing message may not be possible without access to specific individual-level customer insights, LexisNexis aims to craft broader brand campaigns that can still resonate across diverse personas.

The sales team then plays an important role in having more tailored conversations once engaged with a lead, now privy to relevant details. Matthew also described how they leverage aggregated analytics on content consumption patterns and conversions to understand messaging effectiveness, without targeting individuals directly.

Through this multifaceted strategy of compliant broad branding paired with personalized sales discussions informed by insights, LexisNexis strives to balance data-driven personalization with its responsibility to clients’ privacy as a leader in the sensitive legal sector.

How are you enabling different stakeholders within law firms to collaborate more effectively?

Matthew shared that as a single supplier with relationships across technology and legal stakeholders, LexisNexis is uniquely positioned to facilitate collaboration. Some ways they enable this include:

• Helping solve firms’ internal problems by connecting roles like CTOs and senior lawyers to address similar issues. 
• Building networks for stakeholders like CTOs and innovation specialists across multiple firms to work together.
• Hosting discussions bringing together different roles within a firm, like presenting AI thought leadership to a group including managing partners, senior partners, CTOs, and senior lawyers. 
• Sharing insights and best practices from other firms to spur internal conversations on strategic topics like AI adoption.
• Acting as a trusted partner that all stakeholders rely on, creating a common point of interest to help different functions within firms work more cohesively.

From your experience, what advice would you give to improve the relationship between sales and marketing teams to better align their goals and metrics?

Matthew advised that the most important thing is for marketing and sales teams to get to know each other well. He recommended marketers get to understand the real-life challenges salespeople face when meeting with clients and making calls. Marketers should listen to what materials and support would help sales engage clients more effectively. 

He also stressed the importance of involving the sales team in marketing planning, not just handing over leads. Having two-way conversations to understand each function’s perspectives and goals is key.

Additionally, Matthew suggested marketers create content like thought leadership that provides relevant insights sales can leverage in conversations. Gathering feedback from sales on resonating topics helps with this.

The ultimate goal, he noted, is facilitating profitable sales. So both teams must work closely together to understand opportunities that exist to improve lead generation, conversion rates, deal sizes, and renewals through better alignment.

Resource recommendations

Carolyn Crandall is a technology CMO and executive with over 30 years of experience in building emerging technology markets in security, networking and storage industries. She has a demonstrated track record of successfully taking companies from pre-IPO through to multibillion-dollar sales and has held leadership positions at Attivo Networks, Cisco, Juniper Networks, Nimble Storage, Riverbed and Seagate. Carolyn is recognized as a global thought leader on technology trends and for building strategies that connect technology with customers to solcomplexult information technology challenges.

Connect with Carolyn Crandall

Key Takeaways

• The interconnectedness of today’s world demands a seamless and personalised customer experience. It’s crucial to ensure that your brand resonates with the audience, making them want to engage in business with you.
• A full-stack marketer mindset focuses on the holistic customer experience.
• Amidst rapid changes, it’s essential to strategise effectively, start with small steps, and move quickly in executing projects.
• Emphasise ongoing self-improvement and learning. Dedicate your day to learning and development to stay ahead of the curve.
• While AI might not replace all functions, its integration can significantly improve efficiency, enabling marketers to undertake more activities and experiments.
• Recognise AI’s role beyond content and creativity, particularly in reporting, analytics, and predictive modelling.

Quotes

“So much has changed that I just encourage people to think strategically and think big but move fast and start small wherever you can to move your projects and initiatives.”

– Carolyn Crandall.

Highlights from the Episode

Can you give insight into your background and journey through marketing over the years?

Over the past 30 years, Carolyn observed the industry transform from the days before standardised computers to the advent of the internet, enhanced storage, improved security, and the emergence of AI. Technological innovations have significantly influenced how people live and work.

How do interconnectedness and evolving customer demands influence modern marketing strategies?

Personalisation stands paramount. Customers yearn for tailored experiences, driving the need for a full-stack marketing mindset. Brand resonance, identity, positioning, and varied communication channels like videos, texts, and emails play crucial roles. Moreover, collaborations enhance reach, making it imperative to think big, start small, and execute rapidly.

How can marketing leaders enhance upskilling within their teams and optimise internal processes?

Continuous learning is essential. With AI revolutionising sectors like demand generation, content creation, and data analytics, embracing its capabilities is crucial. It streamlines processes and can pave the way for innovative experiments. Explore available AI tools and question your vendors about how they integrate AI, helping you leverage tools you already possess.

How do you see AI impacting modern marketing practices, and what are your recommendations for integrating it effectively?

To keep pace with AI’s influence in marketing, consider starting with its role in content ideation. AI is here to enhance, not replace, human creation. Monitor your brand’s image with AI-assisted tools, and remember to delve into demand generation possibilities. Finally, stay educated with resources like the Marketing Institute for AI, and always remember to start slow, mastering one tool at a time and expanding your toolkit as you grow more confident.

What can we learn from the leading B2B tech brands with unique marketing initiatives?

Carolyn highlights forward-thinking leaders like Leslie Alore and Daniel Raskin, pioneers in AI adoption. She emphasises the broader applications of AI in reporting, analytics, and predictive modelling, citing Imperative as a valuable tool. Carolyn also commends companies like Matter Communications for their advanced PR strategies, driven by data correlation and sentiment analysis.

Is there a book, blog, newsletter, website, or video that you would recommend to our listeners?

Marketing AI Institute

CMO Alliance

National Cybersecurity Society

Shout-outs

Leslie Alore – GVP, Growth Marketing at Ivanti

Daniel Raskin – Co-Founder & Chief Marketing Officer at Mperativ

Melissa Turek – Integrated Marketing Strategy Director at Matter Communications

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