2024 TMSA ELEVATE Presentation: The Revenue Engine: Fueling a High-Octane Pipeline by Kara Brown at LeadCoverage

The Supply Chain landscape is ultra-competitive. A modern B2B go to market strategy is essential for companies seeking sustainable growth and success in today's dynamic marketplace. Your plan should align marketing efforts with sales objectives and leverage strategies and technologies like programmatic media buying and account based marketing to reach and engage potential and existing clients. Brown will share specific strategies and tactics that put data-driven buyer intent to work, immediately. More importantly, walk away with a framework to show the ROI of your efforts by measuring volume, velocity, and value.   Walk away with a playbook to: 1. Measure Performance PR - Measure direct ROI to performance PR campaigns. Prove that your PR drives actual revenue. 2. Track Who’s Interested - Account Based Marketing best practices start with a very clearly defined Ideal Customer Profile. *There is no new freight* so how do you track the interest of your current customers to buy more, or future customers to change their provider mix? Walk way with a clear understanding of what the best in class are executing and how you can “dip your toe” in the water of intent data without over-investing. 3. Follow Up - First touch means more when buyer intent is at its highest. Can you say with certainty what first or last “touches” impact your buyer’s decision making? Learn how.