As marketers struggle to cope with the changing behavior of business buyers, the Folloze ABX Masterclass provides the tools and best practices to motivate and move B2B buyers on their digital journeys
Folloze today announced the second season of its popular ABX Masterclass (Account-Based Experience) program. Launched in 2020, the Masterclass program provides tools, best practices, and tutorials to help marketing and sales teams align with today’s demanding and evolving B2B buyers. The second season focuses on Folloze’s “PlayBooX” best practice for demand generation, strategic ABM, major events and programmatic upsell and B2B marketing directors from Agent3, Autodesk, Boomi, Demandbase, FireEye, PFL, RingCentral, RollWorks, Terminus and 6Sinn .
Changing B2B buyer behavior in a post-COVID-19 world creates a new urgency
The consequences of the COVID-19 crisis have accelerated the digital transformation in all companies and industries. At the same time, B2B buyers have evolved rapidly and expect contextual, connected, and immediate experiences. The Folloze ABX Masterclass is designed to help B2B marketing and sales teams thrive in an exclusively digital market and meet the needs of savvy and self-service buyers.
“Overnight, the buyer’s journey changed forever. To be successful, today’s marketers need to act quickly and rethink their entire approach to demand generation, events, channel and account-based marketing,” said Marlowe Fenne, senior manager Account-Based Marketing – Americas at FireEye. “I am excited to be participating in the Folloze ABX Masterclass program and helping my colleagues achieve their growth goals. I will show frontline marketers how to drive change in their teams and use data-driven strategies and digital experiences throughout the customer lifecycle can integrate. “” Fenne will appear on March 23rd in an ABM episode with Latané Conant, CMO, on 6sense.
The second season of the Folloze ABX Masterclass program features the following PlayBooX themes and tracks:
The story goes on
Demand generation | Convert from the start and get involved all the way
March 10, 10 a.m. – 11 a.m. PT / 1 p.m. – 2 p.m. ET
Jon Miller, Chief Marketing and Product Officer at Demandbase, explains how GTM, sales, and marketing teams should leverage the power of account-based experiences to drive deeper engagement across the customer lifecycle.
Daniel Sands, Managing Partner of Agent3, will present his agency’s approach to data-driven demand programs that create trust, credibility and authenticity.
Strategic ABM | Surrounding the purchasing committee when activating the C-Suite
March 23, 10 a.m. – 11 a.m. PT / 1 p.m. – 2 p.m. ET
Latané Conant, 6sense Chief Market Officer and author of No Forms, No Spam, No Cold Calls | The next generation of account-based sales and marketing.
FireEye’s Marlowe Fenne will share the results and techniques of a recent campaign that generated high levels of engagement in the C-suite.
Major events | Combat virtual event fatigue
April 6, 10 a.m. – 11 p.m. PT / 1 p.m. – 2 p.m. ET
Boomi’s Damon Waldron will share the fantastic results of Boomi’s Out of this World event. After the COVID-19 lockdown, Boomi quickly turned around and created a virtual event that generated a 65 percent engagement rate and impacted every deal in the same quarter.
Samantha Yarborough, Director of Strategic Partnerships at PFL, presents fun, creative ideas for integrating direct mail into major events.
RollWorks shares digital tips to increase event attendance and engagement for meetings.
Programmatic upsell | Integration of targeting, activation, campaigns and metrics
April 20, 10 a.m. – 11 a.m. PT / 1 p.m. – 2 p.m. ET
Auseh Britt, Vice President of Growth Marketing at Terminus, will provide groundbreaking tips on surrounding accounts for upsell efforts.
Thomas Howells, Senior Manager of Upsell and Cross-Selling at RingCentral, will discuss his segmentation and personalization strategies that support the company’s aggressive expansion programs.
“We are honored to have several new experts in the second season of the Folloze ABX Masterclass program,” said Etai Beck, CEO of Folloze. “The ABX Masterclass program is designed to empower frontline marketing teams to become the main architects of the buyer experience.”
“The ABX PlaybooX supports the move to micro-segmented and valuable thematic buyer experiences,” continued Beck. “In 2021, marketing, sales and revenue teams in every B2B company must move forward quickly and face this shift. Their growth prospects depend on the ability to implement and consistently deliver engaging buyer experiences.”
The Folloze ABX Masterclass program is free to enroll in sales, marketing, sales, C-suite, and go-to-market teams. To register, visit the Folloze ABX Masterclass registration page.
Folloze is building the leading B2B personalized marketing platform. With Folloze, sales and marketing teams can quickly create rich, personalized, and value-adding experiences that maximize the impact on sales across the entire customer journey. Top B2B brands like Autodesk, RingCentral, Cisco and ServiceNow trust Folloze to drive customer loyalty, revenue growth and the expansion of their target accounts. Further information is available at https://www.folloze.com/.
View source version on businesswire.com: https://www.businesswire.com/news/home/20210310005369/de/
Yael Cohen Bar-On
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