Why Retention is more important than Pipeline

Day Three

November 4, 2020

Agenda

Wednesday, November 4, 2020

General Track

12:00pm ET

Innovating with Key Customers: Marketing’s Next Frontier?

Rob Leavitt

Business leaders appreciate that innovating with existing customers is essential to long-term growth. We develop and test new solutions with the customers that we trust the most.

ABM pioneers in the early 2000s understood this; they often focused on innovating new solutions with existing key accounts. But it’s rarely a marketing priority today and the ABM explosion in recent years has oriented mostly to new customer acquisition.

Now, amid the disruptions of 2020, customer marketing is on the rise and ABM-ers are putting more energy into customer success and retention. It’s an important adjustment but is it enough?

Join Rob Leavitt, SVP Consulting at ITSMA, to consider the next frontier for ABM and B2B marketing: Collaborative innovation with the customers that matter most. Rob will
• Review new findings from ITSMA’s 2020 ABM Benchmark Study as well as new research with executive-level buyers of B2B technology solutions
• Discuss why collaborative innovation is fast becoming a core priority for B2B marketing
• Identify the five keys to success with a collaborative innovation approach

12:40pm ET

A winning formula to CX and Marketing alignment: Predict renewal rates, increase upsell opportunities, create customer advocates

Andrew Stapleton

Mike Waldron

According to Forrester, it costs 3x as much to attract a new customer than to keep an existing one. So, why don’t more companies invest money and time to support renewals and expansion with existing customers?

Join Andrew Stapleton, VP of Customer Experience at G2, and Michael Waldren, VP of Marketing at Uberflip as they share their winning formula for CX and Marketing alignment. They will walk through how they use product, intent, and marketing data to create upsell opportunities, use predictive analytics to assess renewal and churn rates, and how to create early customer wins after implementation. They will also dive into how marketers can enable CX organizations with targeted account content at scale to support product adoption, retention, and upsell. This is the new wave of marketing, don’t get left behind!

1:20pm ET

Workshop: How to build post-sale programs to provide CX air-cover for retention and upsell (By RSVP)

Mike Waldron

Alana Merdzan

What is it?

Finish off the day with an intimate group of marketers learning from each others successes and challenges around building best-in-class programs. We don’t know about you, but we miss feeling the excitement of learning from our peers. If you’re missing that energy, join us for a discussion on what’s keeping you up at night and how other marketers have dealt with similar problems.

1:20pm ET

Speed Networking

Join other marketers on some speed networking—you only get a few minutes to make a lasting impression!

Speakers

Rob Leavitt

Senior Vice President, Consulting

ITSMA

Andrew Stapleton

VP of CX

G2 Crowd

Mike Waldron

VP of Marketing

Uberflip

Alana Merdzan

Customer Marketing Manager

Uberflip