Marketing 2024
In Q1 of 2024 we sat down with senior level thought leaders from HP, Gigamon, Virsec & Verato to get their thoughts on a variety of marketing topics for 2024. Please see their responses and more below...
Let's Go!
1. HOW ARE YOU INTEGRATING ai INTO YOUR MARKETING?
During the wide ranging discussion on this question, panelists mentioned the following most often: AI in content creation, predictive analytics and demand generation, efficiency and productivity, and authenticity and tone in messaging.
GRETCHEN HOFFMAN
“Content acceleration, creativity and diversity. Then, what are
we doing with the learnings and how are we building a relevant message to each of our distinct target personas?”
Benefits
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Firstname Lastname, Position
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1 of 3
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Role Spotlight
Firstname Lastname, Position
Firstname Lastname, Position
Address
1234 Main Street
New York City, NY
10010
Phone
Lorem: 123-456-7890
Ipsum: 234-567-8901
Email
sample1@email.com
sample2@email.com
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MOST TALKED ABOUT TOPICS DURING THIS QUESTION
Head, Demand Gen
TROY O'BRYAN
Head, Growth Marketing
“Today, we have more than 50 different use cases in our AI-first agenda. Text, imagery, data analysis, and most anything we can, we’re applying AI.”
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dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
KARL VAN DEN BERGH
Chief Marketing Officer
“Driving greater efficiency, especially around content,
tech stack and ABM platforms. However, even with AI, the human element will always
be required.”
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dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
2. BEYOND AI, WHAT MARKETING TREND DO YOU EXPECT TO DOMINATE 2024?
Gone are the days of one-to-too-many. This has been replaced with more strategic approaches and hyper-personalization when it comes to targeting prospects and keeping active customers. Where you can, ensure the messaging is more targeted and specific to a persona you’re either looking to bring aboard or keep.
ABM / ABX
It’s not enough these days to just “keep” an active customer. The goal is to continue to grow that account, so that it becomes more entrenched in your company ecosystem and you’re building a longer lasting, more robust relationship.
CUSTOMER GROWTH
The ability to utilize advanced analytics will allow organizations to create content, messaging and events that speak directly to specific audiences in almost a one-to-one fashion. This allows those who are looking to be spoken to in a very direct way.
HYPER-PERSONALIZATION
As technology proliferates, customers of all types will
seek out brands they feel are authentic and trustworthy. Thus, organizations will need to tailor their messaging and brand voice toward trust, transparency, and authenticity.
BRAND TRUST
3. DO YOU PLAN TO DO MORE In-Person or
VIRTUAL Events?
4. What 3 tactics would you include to ensure a successful 2024 integrated campaign?
5. Which strategies will you double down on, and which will you cut out?
Follow us on LinkedIn for new 2024 Virtual Think Tank Wrap Ups with a variety of marketing thought leaders from around the globe. Below, you can visit our web, register to be a thought leader, or check out the Brand & Demand LinkedIn page. Thank you!
THANK YOU TO ALL OF OUR THOUGHT LEADER PANELISTS AND OUR AUDIENCE!
PROJECTIONS & REFLECTIONS
Panelists really honed in on quality over quantity, digital engagement and webinar education, customer interaction and advocacy, and financial considerations and ROI. All hugely important when developing your event planning.
MOST TALKED ABOUT TOPICS DURING THIS QUESTION
Relationships and partnerships, innovation and incremental growth, segmentation and targeting, and content strategy and optimization were mentioned most around things that will be doubled down on or cut out.
MOST TALKED ABOUT TOPICS DURING THIS QUESTION
GRETCHEN HOFFMAN
Head, Demand Gen
“Utilizing the same
influencer strategies for B2C
in the B2B market. Generating engagement and education through well-known industry personas to drive performance.”
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Cras tincidunt lobortis feugiat vivamus at augue eget arcu. Pellentesque eu tincidunt tortor aliquam nulla facilisi cras fermentum odio. Viverra nam libero justo laoreet sit amet cursus.
dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
TROY O'BRYAN
Head, Growth Marketing
“Trust is a big thing in a world of AI and machines. So, where do you validate? To a community. You rely on crowd-sourcing solutions through industry experts.”
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Cras tincidunt lobortis feugiat vivamus at augue eget arcu. Pellentesque eu tincidunt tortor aliquam nulla facilisi cras fermentum odio. Viverra nam libero justo laoreet sit amet cursus.
dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
MARK MILINKOVICH
Sr. Dir, Product Marketing
“Driving greater efficiency, especially around content,
tech stack and ABM platforms. However, even with AI, the human element will always
be required.”
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Cras tincidunt lobortis feugiat vivamus at augue eget arcu. Pellentesque eu tincidunt tortor aliquam nulla facilisi cras fermentum odio. Viverra nam libero justo laoreet sit amet cursus.
dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
(formerly)
TROY O'BRYAN
Head, Growth Marketing
“We’ll focus on more owned, smaller, and intimate in-person events to better understand the needs of our customers and will sprinkle in virtual to advance
the conversation.”
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Cras tincidunt lobortis feugiat vivamus at augue eget arcu. Pellentesque eu tincidunt tortor aliquam nulla facilisi cras fermentum odio. Viverra nam libero justo laoreet sit amet cursus.
dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
MARK MILINKOVICH
Sr. Dir, Product Marketing
(formerly)
“Increasingly leverage our partner ecosystem for stronger connectivity events. In-person events mainly where we can speak directly to the prospect or customer.”
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Cras tincidunt lobortis feugiat vivamus at augue eget arcu. Pellentesque eu tincidunt tortor aliquam nulla facilisi cras fermentum odio. Viverra nam libero justo laoreet sit amet cursus.
dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
KARL VAN DEN BERGH
Chief Marketing Officer
“Quality over quantity doesn’t just apply to content. We’ll do less volume events but focus
on company-led executive roundtables and dinners for better connective opportunities.”
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Cras tincidunt lobortis feugiat vivamus at augue eget arcu. Pellentesque eu tincidunt tortor aliquam nulla facilisi cras fermentum odio. Viverra nam libero justo laoreet sit amet cursus.
dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
GRETCHEN HOFFMAN
Head, Demand Gen
“ABM will be the focal point
for us. Within ABM: stories, differentiation, multichannel engagement, testing, reporting and pivoting based on the
data story.”
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Cras tincidunt lobortis feugiat vivamus at augue eget arcu. Pellentesque eu tincidunt tortor aliquam nulla facilisi cras fermentum odio. Viverra nam libero justo laoreet sit amet cursus.
dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
KARL VAN DEN BERGH
Chief Marketing Officer
“Primary research that presents value to the audience, either company-led or with an analyst firm. Truly original and valuable content is a must-have.”
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Cras tincidunt lobortis feugiat vivamus at augue eget arcu. Pellentesque eu tincidunt tortor aliquam nulla facilisi cras fermentum odio. Viverra nam libero justo laoreet sit amet cursus.
dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
MARK MILINKOVICH
Sr. Dir, Product Marketing
(formerly)
“Sales enablement is big for us. Communicating in real-time about the cyber threats that exist on a daily basis is integral to success in our industry.”
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Cras tincidunt lobortis feugiat vivamus at augue eget arcu. Pellentesque eu tincidunt tortor aliquam nulla facilisi cras fermentum odio. Viverra nam libero justo laoreet sit amet cursus.
dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
GRETCHEN HOFFMAN
Head, Demand Gen
“Double down: customer evangelism, advisors, segmentation, buying groups and intent level data. Cut out: spray and pray marketing, one-to-one meetings that lack follow-up.”
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Cras tincidunt lobortis feugiat vivamus at augue eget arcu. Pellentesque eu tincidunt tortor aliquam nulla facilisi cras fermentum odio. Viverra nam libero justo laoreet sit amet cursus.
dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
TROY O'BRYAN
Head, Growth Marketing
“Double down: Focus on
where we can drive incremental revenue drivers to the org.
Cut out: The rinse & repeat mindset; it worked last year, so let’s do it again.”
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Cras tincidunt lobortis feugiat vivamus at augue eget arcu. Pellentesque eu tincidunt tortor aliquam nulla facilisi cras fermentum odio. Viverra nam libero justo laoreet sit amet cursus.
dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
MARK MILINKOVICH
Sr. Dir, Product Marketing
(formerly)
“Double down: refining the buyer’s journey, ROI tools and tailored information that speaks to the specific financial costs to organizations experiencing cyber threats.”
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Cras tincidunt lobortis feugiat vivamus at augue eget arcu. Pellentesque eu tincidunt tortor aliquam nulla facilisi cras fermentum odio. Viverra nam libero justo laoreet sit amet cursus.
dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
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