On-demand

Effectiveness Week 2024

From more marketing activity to more meaningful results

Today’s B2B marketers are increasingly challenged to do more—to show up in more places, analyze more data, and impress more stakeholders. However, the pressure to do more can pull focus away from doing what matters most. The result? More marketing minutiae and less marketing effectiveness.

Effectiveness Week was designed to help you recalibrate.

In this series of workshops and events, now available on demand, we explore how a tighter focus and a shift in perspective—from simply doing more to doing more of what matters—can help marketing efforts drive substantial, long-term business growth.

Modernizing attribution: from lagging justification to forward-looking optimization

Traditional attribution methods—first-touch, last-touch, and multi-touch—each have merits and provide valuable insights. However, Marketing Mix Modeling (MMM) offers a more comprehensive approach. Join this session to learn how MMM equips marketers with the data-driven insights necessary to make informed decisions by analyzing trends and correlations between marketing spend and sales pipeline generation.

Data-led Creativity

In this session, Dan Schrad and Jillian Hart will explore the relationship between information and expression - what should lead, what should follow, and how you can think about both the long and short-term impacts of creative.

Your business case for creativity in B2B marketing

This session presents a fresh perspective: creativity isn't a frivolous expense but a powerful tool for maximizing budget efficiency and gaining a competitive edge. This session explores how creativity can be a force-multiplier in B2B marketing join us to discover how creative can make marketing more meaningful.

Proving the business value of brand AND demand

Join Andrew Shepherd, Senior Director, EMEA & LATAM Marketing Palo Alto Networks and and Paul Everett. Chief Client Officer at The Marketing Practice to discover the business impact of investing in creativity and brand to amplify demand generation and ABM.

MQLs in the crossfire: the shift from leads to lasting impact

In this fireside chat, Jon Miller Marketo & Engagio Founder, and Tracy Henshaw, VP Strategy at The Marketing Practice discuss how the traditional focus on leads, MQLs, and other highly measurable metrics has secured marketers a seat at the revenue table but is now being challenged by increasing pressure to do more with less, a tough economic environment, and heightened competition for a shrinking buying group.

Integrated marketing for ABM success: balancing scale and precision

Navigating B2B buying across multiple regions requires a balanced approach. This webinar explores how integrating brand, demand, and ABM strategies enables you to engage key stakeholders, measure influence throughout the funnel, and ensure ABM is a cohesive part of your overall marketing strategy, despite regional differences and varying market dynamics

Navigating the Future of B2B Advertising

This discussion will explores the implications of Google's decision to delay the removal of third-party cookies and what it means for the B2B advertising landscape.

The 5 elements of effectiveness in B2B Marketing

Join us for a Fireside chat with Dr Grace Kite, CEO/ Founder Magic Numbers and Alastair (Ali) Hussain, SVP Strategy at The Marketing Practice and host of How to Grow a CMO podcast and delve into the critical aspects of marketing effectiveness.

Outthink vs Outspend: Strategies for Optimizing Media Performance

As market competition intensifies, managing your media budget effectively becomes vital for achieving long-term brand growth and maximizing return on investment (ROI). Join David Hayes, Kellie Felsten, to delve into the strategies, tools, and methodologies for optimizing media spend, ensuring every dollar is utilized to its fullest potential.

Strategies to transform your demand generation