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Account-based marketing solution provider Demandbase’s flagship event, the Marketing Innovation Summit, is a huge part of its overall marketing strategy. In fact, CMO Peter Isaacson says 15% of his marketing budget goes toward the annual event. Isaacson spoke with eMarketer’s Jillian Ryan about how the Summit fuels the sales pipeline for Demandbase’s 3,000 best targets, and how the company measures whether the event is a success.
eMarketer: Demandbase put on its fourth annual Marketing Innovation Summit this past April. What’s your event strategy, and how does it fit into your larger marketing vision?
Peter Isaacson: There’s a trend toward [business-to-business] B2B companies wanting to own their own message and [because of that], they’re starting to do their own events. For us, our Marketing Innovation Summit is quickly becoming the cornerstone of our overall marketing efforts.
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Expected Change in US SMB Ad Spending, by Media/Format, Jan 2018 (% of respondents)
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