cross-channel marketing
Best Practices

Why We’re Running The B2B Channel Panel

The job of a demand generation marketer is tough. We have all this great content and the number of ways we can reach our prospects with that content is increasingly overwhelming. There are seemingly endless channels on which we can deliver content to generate leads. However, not all channels are created equal.

Not that long ago, we might invest in whichever channels would deliver the most leads. But now, B2B marketers are focused on quality over quantity. According to a 2017 Demand Generation Benchmark Survey by Demand Gen Report survey, 75% of B2B marketers listed generating higher quality leads as their top priority. Yet with a seemingly bottomless list of marketing channels available and not-so-bottomless budgets, it can be difficult to narrow in on the marketing mix that will reach your ideal customers most effectively and efficiently.

Scratch below the surface of any cross-channel marketing strategy and you’re faced with oh-so-many questions: When is the right time to hold or participate in a field event? Do display ads drive the right kind of leads? Does my email nurture actually help close deals? And how can I measure my success across all my marketing channels to make sure I’m continually optimizing my campaigns?

Back in February, we ran a program called The Great Gate Debate. The idea was simple: take a hot topic in B2B marketing and put a few people with strong opinions in one (virtual) room to hash it out. We received amazing feedback on the program and had tremendous engagement, so we’re riding the coattails of that program and the success of the live video format. But this time, we’re rounding up the best of the best in B2B marketing to explore how to get the most of your cross-channel marketing efforts.

And so… *cue drumroll*…

PathFactory and friends present: The #B2BChannelPanel!

cross-channel marketing

Since there are so many channels to discuss, we knew a 1-hour session wouldn’t cut it. We’ve broken The B2B Channel Panel into a summer series of 6 lively discussions:

Measurement Across All Channels

A 2017 Demandwave survey revealed measuring ROI is still a top challenge for marketers. With a big marketing focus on multi-channel attribution models, this panel will spark conversation around how to master your measurement and prove your marketing’s ROI.

When: Aug. 2, 2018 at 1 pm EST
Dave Rigotti, VP of Marketing at Bizible | Twitter | LinkedIn
Mark Bruno, VP of Analytics at Bulldog Solutions | LinkedIn
Amber Thompson, Senior Digital Marketer at Apptio | LinkedIn


Any self-respecting B2B company has a website; however, whether or not it’s doing its job is a whole other conversation. This panel aims to expand that conversation and explore innovative ways to optimize your company website and turn it into the conversion machine you always dreamed it could be.

When: Aug. 9. 2018 at 1 pm EST
Tyler Lessard, VP of Marketing at Vidyard | Twitter | LinkedIn
Takeshi Young, Website and SEO Manager at Optimizely | Twitter | LinkedIn
Shannon Vaughan, Digital Marketing Specialist at Rockwell Automation | Twitter | LinkedIn

Online and Offline Events

A recent Demand Gen Report survey revealed events and webinars were the top 2 most effective engagement tactics for B2B marketers in 2016. Are you getting the most out of your investment in on and offline events? In this panel, industry leaders and marketing experts will discuss best practices for a winning events strategy.

When: Aug. 16, 2018 at 1 pm EST
Mark Bornstein, VP of Content Marketing at ON24 | Twitter | LinkedIn
Myllisa Patterson, Director of Event Cloud Marketing Campaigns at Cvent | LinkedIn

Content Syndication

Content planning/content syndication plans climbed to 42% in 2017 (up from 35% in 2016). B2B pros will discuss how to best invest your time and money when it comes to the fastest growing channel in B2B marketing and how to stay ahead of the curve.

When: Aug. 23, 2018 at 1 pm EST
Kate Athmer, Director of Demand Orchestration at Integrate| Twitter | LinkedIn
Dana Harder, VP of Strategy at Content4Demand| Twitter | LinkedIn
Brooke Giroux, Senior Manager of Digital Programs at IDG | LinkedIn

Paid Social and Ads

In the last 5 years, B2B digital advertising budgets have increased 111% and, as a result, its forecasted that B2B spend in this area will grow to $4.6 billion. Are you getting your money’s worth when it comes to paid social and ads? An expert-stacked panel will dive deep into the world of paid social and digital advertising and share how to get the most out of every dollar spent.

When: Aug. 30, 2018 at 1 pm EST
John Dering, Senior Director of ABM, Strategy and Technology at Demandbase | Twitter | LinkedIn
Emily Thurman, VP of Demand Gen at AlienVault | Twitter | LinkedIn
Masha Finkelstein, SMB Growth, Devices, and Mobile at Google | Twitter | LinkedIn
Erika Heald, B2B Marketing and Social Media Consultant | Twitter | LinkedIn


A shocking number of business emails are sent each year, 124.5 billion in 2018 alone! That’s a lot of emails. How do you make yours stand out from the crowd? And are your efforts paying off? This panel will round out our B2B Channel Panel series with an in-depth exploration of how to break through the inbox noise and prove email marketing effectiveness as email saturation becomes a higher and higher hurdle.

When: Sept. 6, 2018 at 12 pm EST
Justin Keller, VP of Marketing at Sigstr | Twitter | LinkedIn
Jen Rios, Senior Manager of Demand Generation at Invoca | LinkedIn
Kim Roman, Senior Principal Consultant at Oracle Marketing Cloud | LinkedIn
Kellie Vahlsing, Director of Global Digital Demand Generation at OSIsoft | Twitter | LinkedIn

An effective cross-channel strategy is essential to the success of any marketing program. We’ve been testing and gathering insights over the years and excited to share and weigh in. There will be a member of the PathFactory marketing team on each panel to host and participate on each topic including our VP of Customer Experience, Heather Foeh, VP of Marketing, Elle Woulfe, Director of Content Marketing, Cassandra Jowett, and yours truly, Director of Demand Gen.

Over half of demand gen marketers are testing or deploying a multi-channel lead nurturing strategy this year. So if you’re in Demand Generation, Marketing Programs/Campaigns, or Marketing Operations this is a program you can’t afford to miss.

Register today for one or all of these must-see live sessions!