B2B Marketing Blog

The Data-Driven Marketer's Guide to SiriusDecisions Summit 2016

By Alexis Getscher
May 17, 2016
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SiriusDecisions Summit, Infographic preview

Over 2,500 B2B marketing leaders are headed to Nashville for “SiriusDecisions 2016 Summit: The Art & Science of Intelligent Growth.” The four-day conference features the latest B2B research and insights, as well as intimate breakout sessions with SiriusDecisions analysts on niche topics, all with the focus of operationalizing your company’s growth strategy.

More than 100 case studies will be presented on Tuesday, May 24, along with a kickoff keynote from Alton Brown. Wednesday brings more keynote presentations and breakout sessions, same goes for Thursday, and Friday closes out the conference with final keynote presentations.

Conferences can be overwhelming, especially when there are so many great session options, so we’ve created this guide to help you navigate the conference landscape and get the most out of your #SDSummit experience, including recommended sessions and key speakers to follow.

The “Art & Science” of B2B Marketing Attribution

The 2016 Summit theme is right up our alley at Bizible. We believe marketing attribution truly is an art and science, which is why we’ve created the Periodic Table of B2B Marketing Attribution as well as a Content Marketing Molecule.

Attribution is the final brushstroke on your sales and marketing masterpiece. It ties all of your online and offline efforts to revenue, allowing teams to optimize the channels that are actually driving business results.

We’re happy to be a part of this year’s SiriusDecisions Summit and we hope to chat with you at the Bizible Booth (#119). Additionally, we’re super excited for what the future of Virtual Reality means for the B2B Marketing community-- think VR product demos, case studies etc.-- so when the Oculus Rift got released we knew we had to make it a part of our marketing team. If you’re also interested in VR, swing by our booth to try on a headset and be transported to an alternate universe.

SiriusDecisions Summit 2016, infographic

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Bizible’s Recommended SiriusDecisions Schedule

The 360-Degree View of Marketing Data: Are We There Yet?

Wednesday, 1:30-2:10pm

Presenter: John Donlon

With data volumes at an all-time high, it becomes increasingly difficult to create a consistent, 360-view of marketing data that helps organizations understand their prospects and customers.

This presentation will provide the following benefits:

  • Learn strategies for unifying the data that fuels marketing’s key business processes
  • See how other organizations excel in assembling and making use of marketing data
  • Understand the interlock required with other teams for gathering data outside of marketing.

Taking Small-Net Fishing to the Next Level

Wednesday, 2:20-3:00pm

Presenter: Kerry Cunningham

To keep pipelines full and maximize close rates, organizations must rely on inbound and outbound demand strategies. Paired with predictive analytics and lead development rep enablement tools, targeted outbound strategies can be more effective than ever.

This presentation will provide the following benefits:

  • Learn what small-net fishing is, and how and why to use it
  • Understand how to optimize small-net fishing programs through the use of the latest technologies
  • See examples of successful small-net fishing in action

Account-Based Marketing: Taking an Industry Approach

Thursday, 1:00-1:40pm

Presenters: Julian Archer & Bob Peterson

When does an industry-specific, account-based marketing (ABM) approach make sense and how do the sales, marketing and product resource teams get it right?

This presentation will provide the following benefits:

For sales:

  • Understand how to leverage marketing support to make selling into accounts in targeted industries more productive

For marketing:

  • Learn how to design an industry ABM approach aligned to company go-to-market objectives and how to avoid falling into the trap of generic industry marketing

For product:

  • Understand when industry-specific insights, content and functionality may be required to support an account-based approach

Sirius Lab -- So Many Personas, So Little Time

Thursday, 1:50-2:30pm

Presenters: John Grozier & Cheri Keith

How many and which personas should your organization formally address? This presentation discusses the SiriusDecisions Persona Framework and Prioritization tool to help sales, marketing and product leaders prioritize their personas.


Using Predictive Analytics to Drive Marketing Decision-Making

Thursday, 2:40-3:20pm

Presenters: Kerry Cunningham and Mike Raimondi

Predictive analytics can inform decisions surrounding product design, audience selection, prospect scoring and offer strategy.

This presentation will provide the following benefits:

  • Understand what makes analytics predictive, and how predictive helps marketing leaders make better decisions
  • See a set of marketing analytics use cases that your organization should consider in the near term

Six SiriusDecisions Analysts to Follow on Twitter- #SDSummit

Jay Gaines, @izjay

Jay Gaines is the Vice President and Group Director at SiriusDecisions and has a B2B career that spans over 20 years. He has worked with a number of leading CMOs to drive positive organizational change, validate decisions, innovate, benchmark and challenge them to create effective, measurable and focused marketing functions.

Megan Heuer, @megheuer

Meg Heuer is the Vice President of Research and leads the account-based marketing and marketing operations services at SiriusDecisions. She is a sales and marketing thought leader with over 20 years of experience with a goal to help clients bridge the divide between best-practice theory and real-world requirements to deliver exceptional customer experiences.

Jennifer Horton, @jenhorton

Jen Horton is a Senior Research Director of Demand Creation strategies with over 15 years experience in high-growth B2B organizations. She is experienced in sales and marketing process improvement, sales and marketing effectiveness measurement, demand generation strategy and execution, product and solution marketing, sales enablement and customer experience marketing.

Kerry Cunningham, @kerrysirius

Kerry Cunningham is a Senior Research Director of Demand Creation Strategies with over 20 years of experience. He has been a thought leader in the design and implementation of inside sales, tele-prospecting, telemarketing and processes and teams for a wide array of B2B products, solutions and services.

Ross Graber, @RossGraber

Ross Graber has over 15 years of marketing experience and is the Senior Research Director of Marketing Operations Strategies. He has expertise in a range of areas including measurement, process development, segmentation, messaging, marketing technology, customer marketing and sales enablement.

Cheri Keith, @Cheri29

Cheri Keith is a Research Analyst of Technology and Services with over 10 years experience serving B2B organizations at communications agencies. She has a proven track record of moving people and organizations forward and is a respected and results-oriented leader.The CMO's Guide To  B2B Marketing Attribution  Learn the ins and outs of marketing attribution in this guide created just for  you.  Download Now

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