The landscape of B2B demand generation strategy is rapidly changing. Until recently, demand gen teams were laser-focused on lead volume—identifying, converting, and qualifying prospects. But the focus is shifting. Now, it’s about understanding buying groups, delivering personalized experiences, and adapting to evolving buyer needs. To stay ahead and build high-performing demand gen programs, you need to keep up with the latest trends, assess potential gaps in your strategy, and ensure you’re equipped for the future.
To help professionals stay on top of these developments, BrightTALK is hosting a virtual summit titled Driving Demand: Build Authentic Connections with Buyers on May 12. This one-day event will feature industry thought leaders sharing insights on how to effectively target, engage, and convert buyers into pipeline opportunities. Here’s a preview of the summit sessions that could be most valuable for you and your team:
Like Tetris™ for B2B: Winning the Demand Generation Game
Successful demand generation strategies require a mix of careful planning, forward-thinking, and the ability to quickly adapt. Artur Trapizonyan (Dell Technologies), Claudia Freudenberg (Neptune Software), and experts from Marketing Vogue share their top tips on building a flexible demand capture model for B2B ROI success.
Engaging with Larger, More Fragmented Buying Centers
In today’s crowded B2B tech market, buyers are overwhelmed by choices and faced with a growing number of stakeholders in the decision-making process. Winfried Schultz (Teradata) will explore how teams can evolve their content to better meet the changing needs of buying centers at every stage of the journey.
Data-Driven Marketing with a Human Touch
With access to vast amounts of data and automation tools, B2B marketers can scale like never before. However, it’s crucial not to lose the human element in the process. BrightTALK’s Olivia Dassler and Alex Stern will discuss how teams can seamlessly integrate a human touch into the buyer’s journey, even when automating or scaling efforts.
CDPs Powering Demand Generation
Personalized content is key to guiding buyers through their journeys, but creating that content requires high-quality data and actionable insights. Marianne S. Hewitt (The Growth Strategy Group) will demonstrate how to build and maintain unified customer profiles using Customer Data Platforms (CDPs).
The Science of Win-Back Conversations
When a loyal customer leaves, it doesn’t always spell the end of the relationship. Doug Hutton (B2B DecisionLabs) will share findings from a new behavioral study on how to effectively re-engage lost customers and what strategies work best for win-back conversations.
Why Connection Is the New Currency
In an always-on, digital-first world, reaching the right person at the right time is essential—but it’s easier said than done. Erin Fitzgerald (CloudKettle) will discuss how building authentic, long-term relationships with buyers through clean data, meaningful content, and consistent engagement leads to a more successful demand generation strategy.
Maximizing Marketing Impact: Great Content + Great Distribution
To stand out in today’s hyper-competitive B2B market, your content needs to be both distinctive and effective at reaching your most critical targets. Rebecca Kitchens (Marketing Vogue) will share actionable insights into how to improve both content development and distribution to ensure your messaging hits the mark and attracts buyers.
This summit will equip you with the tools and strategies needed to elevate your demand generation efforts and keep up with the rapidly changing landscape.
