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B2B Customer Acquisition: The Role of Human Engagement in a World of Digital-First Marketing (Enterprise)
What's this research about?
According to a press release from Gartner in May 2021, B2B sales organisations must deliver a human-assisted buying experience to customers in order to succeed in today’s digital-first environment.
But according to Deloitte, only 29% of buyers really want face-to-face interactions in the sales process, while almost 50% of sellers thought in-person was really the only way to connect with the customer.
Meanwhile, McKinsey says 70% of B2B decision-makers say they are open to making new, fully self-serve or remote purchases in excess of $50,000, and 27% would spend more than $500,000.
So in an ever-increasing world of digital-first marketing, what human-assisted buyer experiences delivered remotely should marketers pursue in ABM enterprise marketing?
This Market View publication will feature the thoughts and views of 30 CMOs and marketing leaders for Enterprise Account-Based Marketing (ABM) on the evolving role of human engagement in B2B customer acquisition.
*Please note, these interviews are invitation only. Do not register for an interview if you have not received a written invitation from TechPros.io or our sponsor.*
Book your interview now*
Participants include:
Kay Kienast
Chief Marketing Officer
True Influence
Andrea Palten
Vice President of Digital Marketing
Techstars
Trinity Nguyen
VP of Marketing
Usergems
Nick Panayi
Chief Marketing Officer
Amelia
Suresh Balasubramanian
Chief Marketing Officer
qualys
Melissa Alonso
Vice President, Digital Marketing & Communications
Socrates AI
John Steinert
Chief Marketing Officer
TechTarget
Peter Isaacson
Chief Marketing Officer
Replicant
Juliana Pereira
Chief Marketing Officer
Revieve
Erin Marks
VP Global Marketing
Energy Exemplar
Rohit Wadhwa
EVP and Chief Marketing Officer
Transportation Insight
Kacyn Goranson
Vice President of Marketing
Knak
Paige Asady
Marketing Director - Brand, Customer Enablement & Field Marketing
Candid
Heather Larrabee
Chief Marketing Officer
FORM
Leela Gill
Chief Marketing Officer
1health
Lara Daniel
Part-time Digital Marketing Instructor
General Assembly
Leslie Murdock
Advisory Council Member for Digital Marketing For Executives
California State University, Chico
Josh Linard
Chief Marketing Officer (CMO)
Mediacurrent
Ellie Ahmadi
Chief Marketing Officer
Schlesinger Group
Kenneth F Dec
Founder/CEO
CMO and Grow
Lisa Viselli
Chief Marketing Officer
Escalent
Lindsay O'Connor
Senior Growth Marketing Manager
Bellwether Coffee
Kevin Alansky
Chief Marketing Officer
Jedox
Joseph Lee
VP Growth Marketing
Ontra
Randy M Latimer
Senior Consultant Demand Generation Group
BDO Digital USA
Rosina Feser
Director of Sales & Marketing
PIXO VR
MJ Patent
Co-Founder and CEO
Alveo
Carla Sierra Fitzgerald
Marketing & Communications Consultant
Carla Fitzgerald Consulting
Prash Shenoy
MarkTech Stack/Demand Gen Strategy/Account Based Marketing(ABM) - Speaker
Marketing Technology Strategy
Aash Sood
Director Marketing
Cineplex Digital Media
Harsha Kotikela
Director, Product and Solution Marketing
Nutanix
Michael Baer
Fractional/Interim Chief Marketing Officer
TechCXO
Dana Salman
Head of Demand Generation
Tyk
Sidi Saliu
Head of Marketing UK
Leyton
Jeff Platon
Chief Marketing Officer
Hoxhunt
Payal Mathur
Director of Marketing
Jade Global
Megha Chaudhry
Head of Global Marketing and Alliance Management
Course5i
Avi Bhatnagar
Vice President, Growth Marketing
Commvault
Kevin Bobowski
Chief Marketing Officer
Aware
Jayashree Rajan
Global Vice President Marketing (Digital & Demand Generation)
Five9
Kerri Vogel
Vice President, Revenue Marketing
Anaplan
Rich Smith
Chief Marketing Officer - Home Loans
PenFed Credit Union
Jake Knight
ABM Manager
Storyblok
Annie Wissner
Vice President of Marketing
High Level Marketing | Digital Marketing
Chris Collier
Director, Marketing
CyberMaxx
Seth Steinman
Marketing Consultant
Steinman Growth Consultants
Mary Williams
Head of Creator Success & Marketing
LTK
Carmen Goldstein
Director of Global Strategy & Campaigns, Growth Marketing
Unity Technologies
Matt Hummel
Head Of Digital Marketing
Demandbase
Melissa Liedkie
Director of Marketing
SOCi, Inc.
Joe (Josef) Bresler, MBA, CSM, CSPO
Vice President Digital Marketing - Digital Experience/Web
Informatica
Moira van den Akker
Director, Enterprise Marketing
Demandbase
Chris Leger
CEO
Bython Media
Rusty Bishop
Chief Marketing Officer
Bigtincan
Diana Henderson
VP, Global Head of Marketing
TELUS Consumer Goods
Olusegun Ekundayo
Technical Business Development Manager
NEC Corporation
Katie Draper
Marketing Director, Retail
Ascential
Anastasia Shegidevich
Director, Industry Marketing, Capital Markets & Insurance
Luxoft
Hilary Oliver
CMXO Chief Marketing and Experience Officer
Tollring
Kevin Rippon
Director of Platform Marketing
VTS
Stephen O'Brien
Marketing Director
M247
James McCormick
VP of Marketing
Contentsquare
Andrew Davies
Chief Marketing Officer
Paddle
Shaleen Dhrobra
Marketing Director, Northern Europe
Scandit
Laurence Baker
MARKETING DIRECTOR - EMEA & APAC
ONTRA
Joshua Harris
Head of Growth Marketing
Sorted
Vicky Cunningham
Vice President of Global Marketing and Digital
ADEC Innovations
Wayne Gratton
Vice President Digital, Marketing and BD
NUVIAS
Julia Hartwig
VP of Marketing
Acquire
Sandra Greefkes
Vice President, Product and Partner Marketing
XIFIN, Inc.
Charlie Riley
Chief Marketing Officer
Quadrant Biosciences Inc
Chris Moloney
Partner | Chief Marketing Officer + Chief Strategy Officer
Chameleon Collective
Hannah Mans
Account Based Marketing
Twilio Inc.
Caryne Say
Vice President of Global Marketing and Digital
Merkle Science
Caryne Say
VP, B2B Marketing - Brand and Demand Generation
The Knot Worldwide
Lorena Harris
CMO | VP Marketing
CBORD
Ema Linaker
Commercial Director
We Are Rival
Mark Kilens
Chief Marketing Officer
Airmeet
Claire Darling
Chief Marketing Officer
Skybox Security
Annie Lynch
Senior Consultant
MEADE STREET LLC
Stephanie Broyles
Chief Marketing Officer
Adlumin
Caine Ruckstuhl
Head of Marketing, North America
CAREL
James Gilbert
Chief Marketing Officer
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Why participate in a TechPros.io interview?
SHARE. LEARN. CONNECT.
- Share your experiences and learn from others
- Find out what your industry peers think
- Be featured in a publication and on TechPros.io
- Raise awareness of your personal brand on LinkedIn
Book your interview:
Participation does not cost anything other than 30 minutes of your time. The interviews are held over Zoom or MS Teams. If you would like to discuss your interview with TechPros.io or our sponsor Network Sunday before participating, please email interview@techpros.io with the theme you have been invited to interview for and a number to call you.
Your interview write up:
Your one-page interview write-up will look like the examples below.
We will provide you with your own standalone page which you can add to your LinkedIn profile.
Background reading to set some context for the interview:
Further information:
An eBook will be published in Q3 2022 and will be complimented by several articles in the trade press and a series of events.
See 2 example questions:
Q1
According to Gartner's 5 ways the future of B2B buying, 44% of millennials prefer no sales rep interaction in a B2B purchase setting. As baby boomers retire, and millennials mature into key decision-making positions, a digital-first buying posture will become the norm.
As this generational shift to digital self-service and scepticism of salespeople continues, what steps can organisations take to increase the perceived value of sales in the buying process?
Q2
According to Deloitte only 29% of buyers really want face-to-face interactions in the sales process, while almost 50% of sellers thought in-person was really the only way to connect with the customer. Timothy Greulich, managing director, Deloitte Consulting LLP says “We need to listen to that and think more often about how we show up and engage.” With this in mind, how important do you think in person meetings are to the enterprise sales process in 2022?
