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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Max is an experienced marketing executive with his sights set on ROI and maximizing engagement. His revenue-minded approach to Demand Generation is built on a foundation of Marketing Analytics and Operations. Efficient growth marketing and revenue optimization are the pillars of Max’s ongoing success. He’s a no-fluff marketer with a passion for maniacal execution of GTM strategy, data-driven analysis and sales alignment. Max builds world-class teams and employs modern AI-powered MarTech designed to inspect what’s expected and scale sales and marketing processes to drive growth.

Connect with Max

Key takeaways

• Sales, Marketing, and Finance Alignment: Achieving cross-functional harmony requires clear priorities, shared goals, and consistent communication throughout the fiscal year.
• Tailored Budget Allocation: Investments should align with specific go-to-market priorities, such as new logo acquisition, customer retention, or cross-sell opportunities.
• The Role of Soft Skills: Presentation skills and structured communication are critical for marketing leaders to gain stakeholder buy-in and showcase the impact of their strategies.
• Innovative AI Applications: Tools like Google’s Notebook LM reshape internal training by transforming written assets into engaging audio formats.
• Metrics-Driven Decision-Making: Choosing the right KPIs and frameworks to measure marketing’s impact on revenue is vital for demonstrating ROI and refining strategies.

Quotes

On Alignment
“Sales, marketing, and finance need to align on go-to-market priorities for budgets to reflect the organization’s true objectives.”

On Presentation
“Great presentation skills can make or break your ability to secure buy-in during critical budget discussions.

Tech recommendations

• Google Notebook LM: A tool for transforming written content into audio formats, ideal for internal training.
• ABM Platforms: For aligning marketing strategies with sales efforts.

Resource recommendations

Podcast:

• The Remarkable Podcast for creative marketing insights.

Shout-outs

• Jessica Kao: Max highlighted Jessica Cowin as someone he looks up to for her thought leadership and best practices in marketing automation and operations.
• Ash Parikh: Ash provides a valuable C-level perspective and vision for B2B marketing, in addition to his experience across different companies.

The post Budget Battles: Aligning Sales, Marketing, and Finance for Growth appeared first on Demandbase.

Aleasha Bahr is a sales strategist, speaker, best-selling author, and founder of the Black Sheep Sales Method. Because if it’s a fit, it’s a fact and there’s no selling involved. She has 15 years of experience customizing sales strategies to your personality, audience, and service (because sales is not a one-size-fits-all!) Her methods empower business owners to effortlessly convert up to 80% of their leads without pressure, pitching, or pretending to be someone else. Aleasha’s signature Black Sheep Sales Method is based on 15+ years of sales experience, tens of millions of dollars in services personally sold herself and sold by service providers she’s supported.

The post Sales as Market Research: Unlocking Insights for Marketing Success appeared first on Demandbase.

Why Attend?

• Refine Your Marketing Strategy: Learn to align your teams and focus on the accounts that matter most.
• Data-Driven Insights: Master intent data to optimise your campaigns and budgets.
• Proven ABM Frameworks: Take away actionable strategies for immediate impact.

Agenda

• 8:30 AM: Registration and Breakfast
• 9:15 AM: Workshop Begins
• 11:30 AM: Event Close

Location: Haymarket Hotel, 1 Suffolk Place, London, SW1Y 4HX

The post Revenue Rise: Start 2025 Strong with Account-Based Strategies appeared first on Demandbase.

Jeremy Schwartz is the Sr. Manager of Global Lead Management & Strategy at Palo Alto Networks. He is a seasoned Global RevOps Marketing Leader with over 25 years of experience driving growth and innovation for B2B organizations. Renowned for pioneering strategic buying group models, Jeremy specializes in optimizing demand generation and lead management to deliver measurable results. His expertise lies in architecting large-scale, integrated campaigns that enhance visibility, engagement, and revenue. Committed to fostering collaboration, Jeremy aligns marketing and sales to achieve operational harmony and shared objectives. By leveraging data-driven insights, he transforms complex challenges into strategic growth opportunities, creating long-term business impact and scalable success.

Connect with Jeremy

Key takeaways

• Traditional MQL models lead to inefficiencies like low conversion rates, wasted resources, and engagement with low-priority contacts. Jeremy explains how these models fail to identify real opportunities within accounts.
• Jeremy describes buying groups as the next evolution in ABM, focusing on identifying multiple stakeholders within an account and targeting them collectively to improve opportunity creation.
• First-, second- and third-party intent signals are critical to identifying active buying groups within accounts. Understanding these signals allows for better allocation of resources and more targeted marketing and sales efforts.
• Jeremy outlines how buying groups allow both marketing and sales to work together by using personalized tactics for different stakeholders, creating a seamless activation process.
• By analyzing historical data, companies can identify key personas involved in successful deals and tailor their outreach to align with the needs of similar stakeholders in the future.
• Jeremy highlights the importance of tools like Demandbase, LeanData, Marketo, and custom-built applications for implementing and scaling buying group strategies effectively.
• Jeremy predicts that buying group adoption will accelerate, and technology will evolve to better support this motion, offering enhanced tools for targeting and collaboration.
• The successful adoption of buying groups requires an iterative approach that starts with manual processes, develops clear workflows, and eventually integrates technology to scale.

Quotes

On Identifying Buying Groups:

“Being able to see who’s in a buying group and understanding their personas is the first step to transforming your account-based strategy.”

On Optimizing Resources Based on Signals:

“Don’t spend money where you see low or no engagement. When you see a high signal account, throw everything, including the kitchen sink, at it.”

Highlights from this episode

Can you share your background and how it shapes your approach?

Jeremy shared his extensive career journey, which spans roles in design, sales, project management, and marketing operations. He explained how this diverse experience gives him a unique perspective on challenges faced by various teams, allowing him to communicate effectively and drive better outcomes. He emphasized that his current role at Palo Alto Networks as a Global Lead Management Strategy Leader enables him to integrate these experiences to improve marketing and sales alignment.

What challenges do traditional MQL-based models present?

Jeremy highlighted the inefficiencies of traditional MQL-based models, such as low conversion rates, wasted resources, and misaligned metrics. He explained how these models often focus on individual leads rather than broader account-level insights, leading to poor-quality leads being passed to sales. He also described the “second lead syndrome,” where leads are generated for accounts already engaged, resulting in wasted efforts and miscounted marketing influence.

How do buying groups address these challenges?

He explained that buying groups are more aligned with the reality of B2B sales, where decisions involve multiple stakeholders. By identifying and targeting these groups instead of individual leads, organizations can significantly improve opportunity creation, deal sizes, and win rates. Buying groups enable both marketing and sales teams to focus on the right personas and roles within an account, ensuring more precise engagement.

How can intent signals improve targeting?

Jeremy emphasized the importance of leveraging first-, second-, and third-party signals to identify active accounts and stakeholders. These signals provide actionable insights into where accounts are in their buying journey and what products they are interested in. For example, he shared how his team uses data from sources like G2, TechTarget, and Demandbase to determine when to engage an account and tailor their approach.

How do you align sales and marketing using buying groups?

He described the integration of marketing and sales tactics, such as using marketing automation to activate campaigns and sending pre-MQL leads to sales for multi-threaded engagement. Jeremy stressed the importance of personalization in outreach, such as referencing other team member’s involvement in a deal to create more authentic and impactful conversations.

What tools and technology are essential for implementing buying groups?

Jeremy listed tools like Demandbase for identifying intent signals, LeanData for account-to-contact matching, Marketo for automation, and Tableau for reporting. He also explained how his team developed a custom buying group app to track and activate buying group signals. These tools work together to provide a cohesive system for managing buying group strategies.

What steps are required to successfully scale a buying group strategy?

He advocated for starting small, with manual processes to refine workflows before automating them through technology. By first gaining buy-in from sales teams and ensuring alignment, organizations can scale more effectively. Jeremy also highlighted the importance of enabling sales teams to understand and manage buying groups, ensuring a smooth transition to the new approach.

What are your predictions for the future of marketing in 2025?

Jeremy predicted that buying groups would continue to gain traction as organizations recognize their effectiveness in driving revenue. He also foresaw the development of new technologies designed specifically to support buying group strategies, making it easier for companies to implement and scale these approaches.

Resource recommendations

Communities:

• Buying group members (LinkedIn community):  A community dedicated to discussions and insights on buying group models in B2B marketing. He recommends this group for professionals seeking to deepen their understanding of buying groups and to engage with industry experts.

Shout-outs

• Terry Flaherty, VP, Principal Analyst. Demand Services at Forrester: Jeremy praised Terry for his thought leadership in the shift from MQLs to opportunity-centric and buying group models. He highlighted Terry’s insights into improving marketing and sales alignment and his ability to articulate the next big shifts in B2B marketing.
• Jessica Kao, Senior Director, Marketing Operations and Martech at Cloudflare: Jeremy recommended Jessica for her wealth of information on buying group strategies and highlighted her ability to translate complex ideas into actionable insights.

The post Buying Groups: The Next Seismic Shift in ABM appeared first on Demandbase.

Nick Cegelski is the Founder of 30 Minutes to President’s Club and the host of the world’s #1 Sales Podcast with over 2 million annual streams. He is also the Author of the International Bestseller “Cold Calling Sucks (And That’s Why It Works).” Nick is based in Pasadena, CA and enjoys coaching wrestling, yoga & cooking in his spare time.

The post Nick Cegelski on Event Strategies that Actually Work appeared first on Demandbase.