Resource Overview

This session will cover identifying key segments and prioritizing accounts, leveraging data from the Sales team and customers to drive higher performance, what worked – and what didn’t work – when driving personalized ads to engage key accounts and target industries and ongoing measurement to optimize, iterate and evangelize their efforts

eWorkshop: How Veracode Optimized Results with an Account-Based Advertising Strategy

 

eWorkshop Description:

As a B2B marketer, you won’t get the best results using the same old built-for-B2C display marketing strategies. This often leaves B2B marketers scratching their heads when it comes to evaluating success and proving ROI on display advertising. Veracode realized early on that they needed to rethink the way they spent their ad dollars.

In this session, John Dering, Director of Marketing Programs at Demandbase will showcase the new B2B display ad imperative with Patty Foley-Reid, Director of Marketing & Demand Gen Solutions at Veracode. Patty will share her journey of using technology to apply an Account-Based Advertising strategy to reach her target accounts with personalized display ads. She’ll also share the key steps to building an ROI-focused display campaign.

This session takes place on June 17th at the Digital Media Virtual Summit and will cover:

  • Identifying key segments and prioritizing accounts
  • Leveraging data from the Sales team and customers to drive higher performance
  • What worked – and what didn’t work – when driving personalized ads to engage key accounts and target industries
  • Ongoing measurement to optimize, iterate and evangelize their efforts

 

About the Presenters

Patty Foley-Reid - Director of Marketing & Demand Generation at Veracode

Patty is responsible for defining and executing the marketing programs for Veracode’s products and solutions. This includes plan development, content strategy and development, campaign strategy, inbound marketing and sales enablement support.

John Dering - Director, Marketing Programs at DemandBase

John is responsible for the strategic direction, execution and performanace of demand generation activities at Demandbase. Demandbase helps B2B companies accelerate revenue growth by marketing and selling to the accounts you value the most.