BUILDING THE GLOBAL DEMAND GENERATION ENGINE AT UIPATH - Live from the San Francisco bay area

Head quartered in New York, UiPath is one of the US’ fastest growing companies. A Robotic Process Automation software company, that helps accelerate human achievement. They were ranked #2 as one of America’s fastest growing companies in 2020 by the Financial Times FT1000 and ranked #3 on the Forbes Cloud 100 list.

With over 30 years of experience in B2B marketing, Kathi will share her experience working with Steve Jobs at Apple and NeXT as well as her experience building global field marketing and demand generation teams at VMware, Qlik, Box and now as SVP Demand Generation at UiPath:

• How her global teams are driving demand with focus on net new logos, expanding existing accounts and adoption.
• How through her career, marketing accountability has moved from brand to demand and pipeline generation
• The structure and strategy of the centralised Global Demand Centre function
• The structure and strategy for APJ – the HQ/Global vs regional and country level responsibilities
• Practical examples of campaigns

THE FUTURE OF FIELD MARKETING & HYBRID EVENTS

STRATEGIES FOR MAXIMISING ENGAGEMENT FOR PROSPECTS, CUSTOMERS, PARTNERS AND INTERNAL TEAMS

The world has fundamentally changed and despite the demand, desire and even desperation from some quarters to return to live events as we knew them pre-COVID, there is an acceptance that virtual and hybrid are here to stay as part of the event mix for the foreseeable future. During this session, we’ll be sharing examples and case studies of how leading B2B tech companies have delivered successful virtual and hybrid events for a wide range of use cases including executive round tables, customer showcases, partner awards, team building, sales kick-offs, talent acquisition and more.

• Using Direct Marketing to drive attendance, complement the experience, deliver post-event engagement and crystallize your value proposition
• Leveraging activations to drive engagement
• Using “virtual” experience and engagement technology to enhance the live experience
• Access to talent and how this can drive benefits beyond the quality of content
• How to make attendees across multiple locations and contexts feel like they’re all enjoying a similar experience
• Striking a balance between virtual and live interactions to create blended experiences that feel natural while amplifying reach

THE ANTIDOTE TO DIGITAL FATIGUE: UNPACKING MYOB’S SUCCESSFUL DIGITAL ENGAGEMENT STRATEGY

Your audiences may be tuning in to your digital events, but are they tuning your message out? If they are, your audience may be suffering from digital fatigue.

Fortunately, MYOB, a leading accounting and tax software company, has found a winning formula to overcome digital fatigue. In this session, MYOB will share how they’ve formulated their digital engagement and demand generation strategy with immersive and interactive experiences.

Through insights captured across 500 events in 2021, you’ll learn how MYOB:

• Nurture leads through the different stages of the buyer’s journey
• Creates a memorable, interactive audience experience
• Uses buying intent to drive conversion and pipeline
• Accelerate the speed from MQL to SQL

HOW SIMPLUS USES CONTENT MARKETING TO DRIVE DEMAND ACROSS INDUSTRIES, ACCELERATE THE SALES CYCLE AND DEEPEN RELATIONSHIPS WITH TARGET ACCOUNTS

Two cornerstones of effective content marketing are understanding your audience and then using that knowledge to build relationships with prospects. But that can be tricky when you’re operating in niche B2B spaces like enterprise technology and implementation.

So how did Simplus – a Platinum Salesforce implementation partner and a part of global tech company Infosys – overcome that challenge?

Simplus works with companies to drive enterprise-wide digital transformations, often putting it in direct competition with big consulting players. Starting out, Simplus used content marketing to create demand within unaware industries and compete with these larger firms. But, to drive and expedite conversions, Simplus needed to evolve its content strategy further. And that started with a more granular, intimate understanding of its audiences, one that was mapped across a full customer journey.

In this session, Mahlab CEO Cara McLeod and Danielle Ozolins, Simplus’ Director of Marketing, Business Development and Alliances, will share insights into the content marketing strategy that helps Simplus accelerate its sales cycle and deepen relationships with clients.

Join this session to see:

• The path Simplus took to deeply understand their audience
• How Simplus identified SEO opportunities to build the foundations of their content program
• The process of targeting resources more efficiently by mapping content to priority industries
• How to create content that resonates with a technical audience and delivers results

KEY STRATEGIES AND METHODS TO ACCELERATE PIPELINE AND DRIVE REVENUE IN 2022

The day in the life of a B2B Marketer in Tech has never been so complex and challenging. The way our customers buy from us has dramatically shifted, so how do you update your marketing strategy to ensure you continue to accelerate your pipeline and drive revenue? In this session, Andrew Antal, Head of Marketing APJ at Talkdesk, and Lauren Stephenson, VP Global Marketing at Shootsta, will deepdive into how to create, scale and optimise your marketing pipe. Whether you’ve got budget and resources at your disposal, or you’re just starting out with minimal investment, there are some key ways you can drive growth for your marketing contributed pipeline.
Join this session to learn how to:

• Drive growth with limited budgets and resources
• Leverage ‘Content-as-a-Service’ to increase your lead-gen pipe
• Build and scale a SDR function that delivers growth
• Accelerate your sales cycle with personalised video & ABM tactics
• Construct a powerful brand presence from scratch
• Select technology that will actually deliver ROI, including how AI can be a key player in your tech stack