Learn from 2016’s Best-in-Class B2B Marketing Teams [On-Demand Webinar]

2 minute read

Upland Admin

Last week, we sat down with three marketing rockstars from our Kapost 50 awards—Rafi Kretchmer from Panaya, James Furbush from AthenaHealth, and Dylan Press from Kroll—and took a deep dive into how they implemented world-class B2B marketing campaigns on their teams.

Whether you were there or not, make sure to re-watch the webinar here.

Here’s a quick synopsis of what went down throughout the hour webinar. The deck is also embedded below!

The Lowdown

Kretchmer from Panaya opened up the floodgates with this statement: “Elevate the discussion through exec-level content. Don’t sell your product. Present a promise.” He then took us through a case study of their ABM plan—all the way from goals and methodology to KPIs.

Furbush from AthenaHealth discussed the launch of their company’s new content hub, AthenaInsights, and how utilizing an ABM strategy played a critical role in content development. As he advised that we must “Equip teams with reusable content assets to push out and use.”

To bring us home, Press talked about how a small marketing team (of nine full-time employees!) was able to equip their 1,000 person team that spans across 20 countries with relevant content for clients and prospects—constantly. In this words: “Everyone at Kroll uses Kapost, whether they are aware of it or not.”

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