Is Your Marketing Approach Mass Backwards?
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1:00 - 2:00 p.m. ET
Learn how to stop wasting your marketing budget on accounts that will never convert and focus on those that will.
Are you marketing to masses of people, crossing your fingers that some of the leads that fall through the bottom of the funnel will be from companies you sell to? In the world of B2B where your potential customers are only a select group of companies, this strategy is ineffective and inefficient. Wouldn't it be better if you were able to align with the sales team and focus your marketing budget only on the accounts that will likely turn into customers?
In this webinar, Demandbase CMO Greg Ott reveals why “Mass Backwards” marketing falls short for B2B. You'll learn:
• How to avoid “quantity over quality”
• How today's B2B buyer has changed and why it impacts you
• How to attract, engage, and convert your dream accounts with Target Account Marketing
Greg Ott, Chief Marketing Officer, Demandbase
Greg Ott is a P&L-driven company leader with a proven track record of profitably building businesses, leading organizations, launching products, and creating integrated sales and marketing initiatives. As CMO of Demandbase, Greg leads a revenue-focused organization that includes product management, demand generation, web marketing, product marketing, customer success, and consulting teams. Under his leadership, Demandbase is focused on evangelizing how account-based marketing drives to a successful B2B customer lifecycle, from awareness building advertising campaigns to retention and loyalty programs.
Prior to Demandbase, Greg has held marketing leadership roles at Classmates.com, Ask.com, and Proctor & Gamble. Greg has a unique blend of business and consumer marketing, with expertise in brand management, advertising development, consumer insights and marketing performance.