Customer acquisition and growth is hard work. Marketing leaders (and their teams) are surrounded by an echo “more, more, more” shouted from CEOs, CROs, Sales, and SDRs. But what do you do when you’ve tapped out your own reach?
On the surface, the shift from building to buying demand shouldn’t be hard. It’s often easier to write a check and put the work on trusted vendors. But every seasoned marketer who’s made a bad investment decision knows, scaling through customer acquisition investments requires intentional effort. And for those who haven’t properly built their own engagement engine first, buying demand can be disastrous.
Join John and David, as they unpack their 20+ years of experience making build or buy decisions while crafting engagement engines at scale.
They will share:
- What can we learn from large-scaled audience engagement networks (what do they do well and how can we emulate)
- What are the (5) key ingredients to properly building your own engine
- What’s the impact of passive vs active participation in buying engagement from audience networks
- What’s critical in choosing trusted partners to scale through a buy strategy
David Pitta, CMO, BrightTALK
John Steinert, CMO, TechTarget