Leads, Laugh, Learn: Angelika Karasinska-Marlow’s B2B Demand Generation Insights
Published on 19 November, 2024 | Author: Digitalzone
Explore the latest trends in B2B marketing with Digitalzone's series, Leads, Laugh, Learn, which features candid conversations with industry leaders and demand gen experts.
About the videos
In our latest series installment, we sat down with Angelika Karasinska-Marlow, the EMEA Head of Campaigns at Box. Watch our 2-part video interview with Angelika or review the detailed written summary below, where she dives into her insights on account-based marketing and the importance of community in demand generation.
Video 1: Future of ABM
In the first video, Angelika breaks down the essentials of account-based marketing (ABM). It's all about laser-focusing on the right accounts and crafting messages that truly connect with audiences. Whether you’re going for a one-on-one approach or a broader strategy, the key is aligning with business goals.
She highlights that setting solid marketing objectives is crucial, which includes choosing the right accounts, understanding the market dynamics, and syncing with sales priorities. ABM strategies can be customized to align with different products and business models.
Angelika wraps up the video by discussing how there are tools available for integrating sales insights with market trends, allowing for timely engagement or gradual awareness building as needed.
Want to learn more about ABM? Get up to speed on the strategy and best practices in our online course, ABM 101: Foundations of Account-Based Marketing.
Video 2: Concerns in Demand Gen for B2B
In the second video, Angelika explains how demand generation has been impacted by the revival of in-person events. After pandemic, there's an undeniable craving for those real-world connections.
These days, she says that professionals want more meaningful connections. With personal time and family reigning supreme, it takes an event that's truly worthwhile or exceptionally tailored to lure people away from their beloved routines. She explains the importance of delivering unique, personalized experiences at in-person engagements to deliver true value.
Bringing it all together
Wrapping up this series installment, let's cut to the chase about what's working in B2B marketing: mastering account-based marketing (ABM) and creating valuable in-person interactions.
Angelika breaks down the essentials of ABM in the first video, emphasizing the importance of targeting the right accounts and delivering messages that truly hit home. It's all about aligning these efforts with your business goals and being nimble enough to adapt strategies across different products.
The second video highlights the renewed demand for in-person events and the challenges that come with them. Professionals now seek experiences that are not only memorable but deeply meaningful. With personal time becoming more precious, only events offering real value will draw people's attention.
Are you ready to integrate these strategies into your marketing efforts? Use the insights shared by Angelika to connect authentically with your target accounts and nurture lasting relationships in B2B.
Get featured in the Leads, Laugh, Learn video series!
Are you a demand gen expert with valuable insights to share? We’d love for you to be part of our Leads, Laugh, Learn series! Simply drop us a line at marketing@digitalzone.com, and a member of our team will reach out.
