Buyer 2.0: Account-Based Marketing and the Modern B2B Buyer, Demandbase

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ClickZ Academy case study

Company: ClickZ Academy

Published: 16 April 2013

Business Area: Marketing Strategies

Format: Portable Document Format (.pdf)



Recent research from Google has indicated that buyers are generally at least 60% through the sales process before identifying themselves to a seller. How do you best identify, engage, and influence the buyer you cannot see? Which website visitors are most likely to become customers? The self-guided tactics of "Buyer 2.0" have many B2B marketing and sales organizations on their heels - but the reality is that the evolved buying cycle should be welcomed as an opportunity to retire the resource-intensive, hit-or-miss sales and marketing models of old and replace them with the proactive, precision-guided engagement efforts which the new B2B buyer is looking for today.

Join us in the webinar as we discuss:

  • The definition of Buyer 2.0 and what it means to the B2Bs trying to adapt to it
  • Understanding the roles of the buyers, influencers and decision makers at the accounts you sell to
  • Strategies to understand account-level engagement with your brand and your content
  • How to retarget and remarket to the companies that matter

Laura Roth, Senior Conference Manager, SES Conference & Expo

Carlos Hidalgo, President and Principal, ANNUITAS
Jason Stewart, Director of Marketing, Demandbase

Carlos Hidalgo, President and Principal, ANNUITAS
Carlos is a known thought leader in B2B marketing for his keen insights on the development and implementation of lead management process, and is also a recognized expert in marketing automation. Most recently, Carlos was named a 2011 Who's Who in BtoB Marketing. Additionally, Carlos has been recognized three years in a row (2009 - 2011) by SLMA's 50 Most Influential People in Sales Lead Management. Prior to The Annuitas Group, Carlos was responsible for global SMB marketing at BMC Software and held similar roles at other various B2B companies including McAfee and Staffware, as well as Bertram, McKee & Associates, an independent marketing firm, where he was instrumental in delivering strategic marketing, lead management, generation and database development programs for Microsoft, IBM, HP and Avnet. Carlos received his bachelor's degree in business communications from Cedarville University in Ohio.

Jason Stewart, Director of Marketing, Demandbase
Jason Stewart leads content marketing efforts at Demandbase, but has been involved in B2B demand generation for more than 13 years at both private and public companies. Jason was recently named one of marketing automaton's key influencers in Marketo's definitive guide to Marketing Automation, and was one of the inaugural nominees for the Content Marketing Institute's Orange Awards for content marketing excellence. Jason founded and leads the San Francisco User Group.

Laura Roth, Senior Conference Manager, SES Conference & Expo
Laura RothLaura Roth heads up content for the SES Conference and Expo series in North America and Europe, and is responsible for programming the SES agendas and speaker acquisition. She is also a content advisor to the SES team in Asia for events in that region. Laura is a resident blogger for SES and regularly moderates ClickZ webinars and sessions at SES conferences. Before joining SES, Laura worked for three years in Incisive Media's London office, programming content for conferences, exhibitions, and seminars across various portfolios including information, publishing, HR, and legal events. She has also managed social media marketing campaigns for several event brands, and currently works closely with the marketing team on the SES Social Media strategy.

Sponsored by Demandbase.

Demandbase is the first targeting and personalization platform for B2B, transforming the effectiveness of marketing programs and marketing's ability to impact revenue. While personalization tools have long existed for B2C, until now, none were geared specifically to enable B2B marketers to make online interactions more effective, delivering the right message at the right time. Without the use of cookies, Demandbase's patented identification technology bridges the gap between known and anonymous web visitors by identifying and segmenting the companies visiting a website, and providing detailed, targetable business attributes in real-time. The Demandbase platform includes Company-Targeted Advertising, Website and Conversion Optimization modules, and Sales intelligence tools that integrate with other sales and marketing technologies to deliver unique intelligence about web visitors, and better attract, convert and retain the right customers. Enterprise leaders and high-growth companies alike use Demandbase to drive better marketing performance. For more information, visit

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