This session will discuss the new critical skills of high performing marketing organizations, and those skills that are on the decline. The emergence of new marketing technologies (including AI), heightened customer expectations, and the need for greater data accuracy at an accelerated pace have created a pressing need for marketing leaders and their teams to work differently. High performing marketing organizations are not just managing this shift by hiring a fleet of specialists, but also by strategically tapping into new capabilities of existing talent, revisiting and redefining existing roles, and the expertise needed to be successful. In this session you will learn: 1) The key skills required for a high-performing marketing organization 2) How to succeed in a digital-first environment 3) How to harness human capital and organizational innovation to improve operational effectiveness

Building and maintaining a healthy pipeline of high-quality leads, as well as driving those leads towards purchase, remains a top priority among B2B marketing leaders. To achieve these objectives, marketing team activities need to be grounded in a strategic and comprehensive demand generation program that promotes both effectiveness and scale. In this session, attendees will learn:


● The key elements of a focused demand generation strategy

● The practical steps required to ensure demand generation programs meet strategic goals

Trust is declining as customers hold brands to higher expectations, with 81% refusing to do business with brands they don’t trust. Brands focus on building trust through exhibiting transparency, warmth, honesty, and reliability, while our research has uncovered a more powerful driver of customer trust in brands. During this session, you will learn best practices to provide customers with a clear reciprocal value exchange while demonstrating capability by:

● Providing immediate value during interactions and clarity on future value
● Focusing on key moments in customer’s buying journeys and lives
● Appealing to shared higher order customer values while respecting privacy