On December 8th, 2022, Revenue Marketing Alliance hosted the Revenue Marketing Summit in New York.
It was a day of non-stop networking, knowledge sharing, keynotes, panel discussions, and more with some big marketing names from the likes of LinkedIn, Shopify, and HSBC. Everyone came together to share their challenges, wins, and best practices.
We have loads more events, both in-person and virtual, in the pipeline. So to give you a taste of what you could look forward to this year, here’s a look back at our Revenue Marketing Summit New York event.
Chairperson opening remarks
The event kicked off with Jieun Choe, CMO at Viz.ai, running a short icebreaker and introduction to the summit. She asked the attendees what kind of things they were hoping to learn from attending the event, and some key answers included:
- Understanding how others tackle similar problems to theirs
- Driving collaboration between sales and marketing
- How to turn challenges into opportunities
- Taking a B2C product to market in a B2B way
How to build & structure your teams to drive revenue & business growth
In the first panel, we were joined by Bridget Tran, CMO & VP of Revenue Planning for Club Quarters Hotels; Tara Robertson, CMO of Bitly; and Jeff Boron, Global Head of Marcomms at TikTok, for a discussion about building and structuring teams for revenue and business growth.
They took a deep dive into tips for how to build and structure sales and marketing teams to ensure targets are met and business is propelled.
The panel covered questions like:
- What is the right team model for scalability?
- Is your organizational structure conducive to business growth?
- What's the best structure for cross-departmental collaboration and driving revenue?
“Clarity is important, but also transparency, communication, and helping people be a part of that journey. Because the last thing you want to do is come in and throw a new org structure at everyone and not have them be a part of that. “
Category Entry Points in a B2B world: linking buying situations to brand sales
"The most important search engine is still the one in your mind.” This statement makes a profound point about buyer behavior that all marketers should internalize: most purchases start not by searching Google, but by searching our memory.
If you believe most buyer behavior starts with memory, it then follows that the primary job of marketing is not to generate clicks, but instead to generate memories. All marketers need better ways to link brand advertising to brand sales.
This talk was given by Ty Heath, Director at The B2B Institute at LinkedIn. She discussed how Category Entry Points can introduce clarity and quantifiable value to your brand messaging strategy.
Interactive round table discussion: building revenue teams
To truly get to grips with revenue building, it’s essential to have a functional revenue-building team.
In this roundtable, attendees had the chance to find out what their fellow revenue marketers are doing to build their teams, get the answers they've been searching for, network, connect, and overcome their challenges in this insightful and collaborative roundtable session led by revenue marketing experts.
Panel: the battle between sales & marketing: is there a winner?
The classic battle between sales and marketing. It’s a problem that plagues many organizations but it’s rarely addressed.
In this panel, we were joined by Tobes Kelly, VP Revenue & Product Marketing; Mary Costa, Co-Founder and CMO at Batter & Better; and David H. Dancer, Interim CMO at NGDATA and FutureMethod as they discussed how they navigate their relationship with sales and their tips for aligning the teams to generate revenue.
“We have a shared seat at the table. We are speaking to our CFOs. Together, we are understanding the business metrics, and the overarching revenue for the company and how all of that works together. And so having those kinds of conversations, we can ensure that that information comes down so that both people on the marketing team and the sales team really understand and feel like they know what they are contributing to.”
Account-based marketing at LSEG
In this talk, Marquis Green, Senior Manager, Marketing Strategy, Account Based Marketing at the London Stock Exchange took us through the fundamentals of account-based marketing.
- What is ABM?
- Clusters vs one-to-one engagements
- The three pillars of ABM: reputation, relationships, and revenue.
- Common factors for starting an ABM program
- The challenges of ABM
“Whenever I think of ABM, you want to think about what are your priorities, where is the greatest advantage? And where are the sales team very concerned about?”
How AI will impact revenue marketing in 2023
Next up was a talk by Tobes Kelly, Vice President of Revenue & Product Marketing at Transfix, looking into how AI models and tools are disrupting how revenue marketing gets done, and what opportunities lie in 2023.
“AI isn't going to replace us, but it does change the game. In an age of proliferating channels, sales and marketing teams are under tremendous pressure to meet increasing content demands. AI will help revenue marketing teams make a massive leap forward in the pace and the quality of content production, getting them off the content hamster wheel and giving them space for creativity and strategy. This will be a major accelerant to your business growth in 2023.”
Ask Me Anything with Tara Robertson
Event attendees had the chance to have their questions answered by Tara Robertson, CMO at Bitly!
Tara has over 20 years of global experience leading award-winning marketing teams. With a passion for growth and results-driven marketing. Some of the questions from this AMA session included:
- Have you ever had to deal with a misalignment on brand between marketing and sales?
- What are some of the tactics you’re thinking about to continuously have that dialogue to influence change?
- How do you distill down the most important things your CFO needs to hear in the day-to-day?
- What is the most important component of a high-performing team?
The $60 million dollar tweak: creating a successful culture of experimentation
On average, for every $92 spent acquiring customers, only one dollar is spent on conversion rate optimization. While many brands focus on increasing traffic and awareness, companies often fail to convert these visitors without a robust experimentation strategy.
At this talk, given by Milan Coleman, Senior Demand Gen Manager at LinkedIn, our attendees found out how to analyze their current marketing and web experiences using the quantitative data they already have, while meeting the needs of their customers by finding out what matters to them most with qualitative research.
“Everyone at your company is likely an expert in something, and that's why they're there. So experimentation requires so many different skill sets. It's not just like a conversion optimization manager or a designer, it's so many people across the business that are really important. And if you can really identify early on, which is a project management kind of task, who is your social media expert, who is your SEO expert? Do you have a UX designer? But just make sure you’re making a dream team.”
Driving revenue with technical SEO
Finally, the day rounded out with a talk on driving revenue with technical SEO from Paul Shapiro, Head of Technical SEO, Growth Marketing Lead at Shopify.
He touched on:
- The three pillars of SEO
- SEO testing
- Interlinking your website
- Mobile-first content
“Google applies its algorithms and it decides what goes up the top and what goes at the bottom. How do you influence that? It's really three pillars when it comes down to SEO, which will result in rankings. So there's the content and the keywords. So if you don't have a piece of content with a keyword on a page, you're not talking about that topic, then you can appear. Right? That seems pretty obvious. There's this crawling and indexing part. If your search engine can't actually access your website or parts of your website, then it also can't serve it in a search result. And there's this, I call it like digital PR and backlink components.”
We hoped you enjoyed this brief look at our Revenue Marketing Summit in New York. We have plenty more events planned for this year and beyond, virtual and in-person, including our upcoming Denver event April 5th and 6th.
To keep up with all the latest going on at Revenue Marketing Alliance, and to find out if we’ll be hosting an event near you, join the community today.
And if you’d like to watch all of the panels and talks from the New York summit, you can do so with a Revenue Marketing Alliance membership! Gain access to on-demand footage from all our past and future events that you can watch as often as you like.
Speak at our events
Would you like to participate in one of our events as a speaker? We’d love to hear from you! Simply fill out the form on our speaking opportunities page to discover how you can get involved.