In this episode, we talk to Category Leader, Peter Isaacson, CMO at Demandbase about How to Manage Influences, Analysts and More! You can read the full transcription of this episode on the Heinz Marketing Blog starting Monday, 7/2/18.
Here's just a taste of the converstation:
Matt: The easy thing to do on this conversation would be to talk about account based marketing. Demandbase is one of the leading providers of account based marketing technology to B2B companies. You guys do some amazing work in the space, but I've been particular impressed with the work you and your team have done with influencers and to create influence among third party experts in the market. So I wanted to spend a little time talking about that because I know a lot of our listeners on the sales and the marketing side, there's a lot you can do in terms of direct marketing, but every one of us we're marketing to people where there is a network of organizations, of individuals, of analysts, and others that are influencing their decision making as well. I think probably the best example of that for you guys more recently is the Forrester Wave that recently came out. Can you just kind of level set what was the wave about and how was Demandbase placed there?
Peter: Sure. So this is a real milestone I think certainly for Demandbase but also for ABM as a category and certainly want to get into kind of category creation and the role influencers play in that. But this has been a multi-year journey for us, not just overall within ABM certainly but also with Forrester to really kind of work with them, to help them understand account based marketing, why it's getting so much traction, why customers are getting engaged in it, things like that. Really for a category to really stand as a true category, you need a lot of things to happen, but one of the key milestones certainly is Gartner doing a magic quadrant and/or Forrester doing one of their waves around the category. That's what happened. They just published it about three weeks ago. ABM platforms specifically and Demandbase thankfully was established as the clear leader up into the right for the ABM platform category. So very exciting.
Listen in for much more!
GDPR WTF and What Now?!
How to Manage Remotely - Best Practices for Leading from a Distance
Is the Landing Page Dead? Prospect Engagement Best Practices
Integrated Brand Experiences in B2B Marketing
How to Build High-Performance Marketing Teams
B2B Pet Peeves: Pipelines, Predictability, Control and MORE!
Secrets to SaaS Start-up Sales Growth
Mid-Year Marketing Performance Review – Identify the top performing revenue channels and make adjustments for a strong finish for the second half of 2018!
Managing marketing through rapid growth with Elissa Fink, CMO, Tableau Software
Marketing Operations Exposed! The good, bad & ugly with Mike Braund from Tableau Software
Sales Enablement Live: New Insights & Research from Miller Heiman CEO Byron Matthews
Data Intelligence 101: The Key to Faster Growth & More Efficient Marketing
Sales Enablement’s Evolution from a Front Row Seat with Jim Ninivaggi
How Microsoft is Shaping The Future of Sales
Sales Presentations That Don’t Suck (& How Marketing Can Help)
Marketing Operations 2.0: How One Company is Managing the Next Generation of Martech Stacks
Can You Trust Your Sales Team with Technology? Outreach Thinks So
Your Crazy-Busy Buyer: How to Break Through, Build Value & Get the Sale
Confessions of a CMO: The Secrets and Successes Behind B2B’s Revenue Leaders
Create your
podcast in
minutes
It is Free
The emPOWERed Half Hour
Right About Now with Ryan Alford
The Marketing Secrets Show
The Agile Brand™ with Greg Kihlström
B2B Agility™ with Greg Kihlström
The Goal Digger Podcast