Decoding Success In Enterprise Technology Marketing
As technology Marketing Maestros and Sales Stalwarts go about gallantly achieving their long-term goals and daily wins in their Enterprise Technology Marketing journeys, they amass a wealth of knowledge and invaluable experience. Every Revenue Rainmaker eventually develops their own unique lens, honed and polished by their personal journey.
The VAMRR Enterprise Technology Marketing Summit dives deep into this treasure trove of unique insights and perspectives of Marketing & Sales Virtuosos, spotlighting their collective wisdom on decoding success in Enterprise Tech Marketing.
Topics covered at the inaugural edition (which was the 113th conference by VAMRR in 7+ years) included Industry Marketing, Account Based Marketing and Events Based Marketing.
The virtual event was successfully held on Thursday, 18th January 2024, from 3:00 to 5:00 pm, and was joined in by 50+ seasoned Marketing Mavens specializing in Enterprise Technology Marketing.
You can view the entire event replay or the sessions of your choice by registering below.
SPEAKERS
Sonal Chawla
Head of Marketing, India
VMware by Broadcom
Chetan Hingu
Country Head, Inside Sales, Commercial Business Strategy, Value Business
AMD
Anindita Veluri
Director Marketing
Adobe India
Bindu Oleti
Director – Field Marketing
Kyndryl
Anand Subbiah
Senior Director & Marketing Head
ex Qualcomm
Abhishek Shukla
Head – India Partner Marketing
Salesforce
Chaitra Shetty
Head – CSuite & Industry Marketing, India
ServiceNow
Deepthi Nagarajan
Director, Product Marketing
Freshworks
Suchitra Pritesh
Vice President & Global Head of Marketing
Cybage
Anand Gurnani
Founder & MD
VAMRR
AGENDA
Introduction & Context Setting
SUPER PANEL
Navigating the ABM Landscape: Strategies, Alignment, and Innovation
Esteemed Panelists
Sonal Chawla, Head of Marketing, India, VMware by Broadcom
Anindita Veluri, Director Marketing, Adobe India
Bindu Oleti, Director – Field Marketing, Kyndryl
Suchitra Pritesh, Vice President & Global Head of Marketing, Cybage
Chetan Hingu, Country Head, Inside Sales, Commercial Business Strategy, Value Business, AMD
Moderated by Anand Gurnani, Founder & MD, VAMRR Technologies
Discussion Focus: Success in Account Based Marketing hinges on successes across a wide array of activities.
These include strong alignment and teamwork between sales, technical and marketing teams; constantly updated business intelligence, cutting edge content strategies, hyper personalization, relentless engagement and dynamic campaigns requiring a blend of strategic planning with tactical approach for achieving goals within desired timelines and at scale.
Beginning with the continuous acquisition of fresh research and actionable business insights. Grasping the unique challenges and pain points across various industries, account categories, specific accounts, and the individual personas within them is a complex endeavor.
Equally important is the devising of content and communication tactics that need to be both wide-ranging and hyper personalized.
Campaigns need to be dynamic, must be meticulously designed with a strategic vision for the long-term, while also being adaptable and nimble, ensuring immediate goals are met within specific timeframes.
The development of engagement strategies emerges, requiring a careful selection of partners, vendors and choosing among personalized approaches—whether it be one-on-one, one-to-few, or one-to-many—and deciding on the mode of interaction, whether virtual, in-person, or a hybrid of both.
Eventually relentless engagement, diligent follow-up, and complete sync between sales and marketing teams to converting the milestone of engagements to the next level is crucial.
Let's understand what each and all of this means with our expert panelists, who lead campaigns, strategies and are pioneering and developing this space in real time.
The exploration will focus on the following key trends
- Importance of aligning sales and marketing teams in ABM
- Managing the collaborative coherent approach
- Fostering efficiency and revenue growth through alignment
- The importance of investing resources in cutting edge business intelligence & Account research
- Creating a 360 engagement plan for discovering Insights, Pain Points & Challenges at Multiple Levels
- Finding Synergy in Your Solutions and the industry & account pain points
- Shift from mass marketing to personalized, targeted communication
- Strategies and technologies for Customization
- Impact of personalization on engagement and effectiveness of ABM campaigns
- Importance of content strategy in ABM, focusing on thought leadership
- Creation of high-quality content that resonates with specific accounts
- Building trust and fostering engagement through thought leadership
- Evaluating Engagement Options: Comparing one-to-one and one-to-few strategies for personalized interactions
- Choosing the Engagement Mode: Deciding between in-person, virtual, or hybrid formats to align with marketing goals
- Tailoring Engagement Formats: Mapping the appropriate settings for engagement, including meetings, workshops, round tables, and conferences
- Importance of metrics and analytics in ABM
- Specific KPIs, including engagement metrics, conversion rates, and ROI
- Insights into campaign effectiveness and alignment with goals
SUPER PANEL
The Event Trilogy – Pre, Main & Post | Precise Alignment & Execution for End Goal Success
Esteemed Panelists
Anand Subbiah – Senior Director & Marketing Head, ex Qualcomm
Chaitra Shetty, Head – CSuite & Industry Marketing, India, ServiceNow
Deepthi Nagarajan, Director, Product Marketing, Freshworks
Moderated by Anand Gurnani, Founder & MD, VAMRR Technologies
Discussion Focus: In today's fast-paced marketing environment, every event needs to be a precisely mapped journey, where strategy, execution, and alignment play pivotal roles. This panel will illuminate not only the ROI of meticulous planning but also the hidden opportunities within Pre and Post Event phases. From tapping into the goldmine of engagement possibilities beyond mere lead generation to the critical selection of Value Added Partners & Vendors, the discussion will unravel the nuances of maintaining strategic focus amid the challenges of deadlines and budget constraints. A veritable treasure of insights and experiences related to transforming ordinary events into extraordinary successes.
The exploration will focus on the following key trends
- Alignment Precision: Demonstrating how precise alignment between event goals and end goals drives better results and maximizes returns.
- Investment Value: Exploring the tangible and intangible benefits of dedicating time and resources to alignment, including enhanced focus and efficiency.
- Case Studies: Analyzing real-world examples where meticulous alignment has led to success, providing actionable insights for attendees.
- Pre-Event Planning: Uncovering the strategies and tools that lead to effective pre-event engagement, including audience targeting and anticipation building.
- Maximizing Opportunities: Identifying overlooked opportunities in the pre-event phase that can enhance overall event impact.
- Execution Excellence: Delving into best practices for translating pre-event strategy into flawless execution, setting the stage for success.
- Beyond Lead Generation: Exploring the broader engagement opportunities within events, such as relationship building, industry insights, and thought leadership.
- Engagement Strategies: Providing practical guidance on leveraging events for multifaceted engagement, not just transactional lead collection.
- Success Stories: Sharing success stories where organizations have tapped into the full potential of events to create lasting connections and insights.
- Follow-Up Strategies: Outlining effective post-event engagement strategies that nurture relationships and extend the life of the event.
- Measuring Impact: Analyzing methods to evaluate post-event success and the long-term effects of the event on goals and relationships.
- Continuous Engagement: Discussing how to maintain momentum and leverage post-event opportunities for ongoing success.
- Partner Selection: Examining criteria and strategies for selecting partners and vendors that align with event goals and values.
- Collaboration Best Practices: Sharing methods for proactive and productive collaboration with partners and vendors to achieve shared success.
- Mitigating Challenges: Addressing potential challenges in partner and vendor relationships and how to overcome them.
- Strategic Resilience: Discussing strategies to maintain focus and adapt to challenges, including deadlines and budget constraints.
- Budget Management: Providing insights into handling expiring budgets without compromising strategy or execution.
- Balancing Act: Exploring the art of balancing multiple constraints while maintaining strategic integrity and achieving event goals.
IN CONVERSATION
Fireside Chat
In conversation with Abhishek Shukla, Head, India Partner Marketing, Salesforce
INTERACTION
Open Mic
Inviting all participants to share their insights and expert comments, adding to the knowledge base and shared wisdom of the Enterprise Technology Marketing Community.