Events season is well and truly underway for B2B marketers. With Marketo’s Marketing Nation Summit, SiriusDecisions 2017 Summit, Oracle MME and the MarTech series packed into just two months, it’s fair to say our events team — like many others — have their hands full right now!
It’s an exciting time of the year, and a fantastic opportunity to pick up new ideas and tips, to network, hear refreshing perspectives, and simply take in the astoundingly rapid pace of innovation in the marketing technology space.
What makes this year all the more exciting for us at Leadspace, though, is news this week that two of our leading enterprise customers have won awards for their marketing efforts.
On Tuesday, Marketo announced the winners of its annual Revvie Awards, with Leadspace customer Microsoft receiving the Enterprise Marketing Team of the Year award.
Having had firsthand experience working with the phenomenal marketing team at Microsoft ourselves, I can’t say I’m surprised. It’s only the latest recognition of their trailblazing approach to demand gen. Just last year, Microsoft’s Senior Director of Marketing Ops & Technology, Charles Eichenbaum, won the SiriusDecisions ROI Award for Demand Creation.
If you’re attending the Marketing Nation Summit, you can gain an insight into the secret sauce of Microsoft’s demand gen success.
Eichenbaum — who is also a member of Leadspace’s Martech Industry Council — will be presenting together with thought leaders from two other Leadspace partners: Facebook’s Lauren Griewski, and Marketo’s Principal Product Marketing Manager Brian Glover. They’ll be joining me at 2:15 p.m. on Monday April 24, Room 3014/3016, for a panel on how cutting-edge technologies like Artificial Intelligence are empowering B2B marketers to know their audiences like never before.
This is definitely a session you won’t want to miss (not that I’m biased or anything).
Another award-winning customer is DXC Technologies (formerly CSC), whose VP of Brand Demand and Digital Marketing Nick Panayi, and ABM & Pursuit Marketing CoE Lead Dorothea Gosling were announced as winners of the SiriusDecisions ROI Award in the Account-Based Marketing category.
Again, it’s a reward well-earned for two B2B marketing leaders, at a company whose success with account-based marketing is setting a benchmark for ABM as we move beyond the early “hype” and noise into successful implementation.
For both these companies, as with any other examples of successful demand generation, the basic secret behind their success lies in a very simple combination: using human talent, supported by the right technologies, powered by the best possible data, to identify, understand and target their audiences effectively.
It’s a straightforward combo in theory, but in practice getting right each of those components — the people, technology and data which comprise your marketing campaigns — is easier said than done. Which is why successes such as these are so noteworthy.
Marketo also won big themselves — increasing their win rate by more than 40%!