Rebecca Schuette, SVP, Marketing @ Verusen Olga Perez-Bonnelly, Director, Events @ Elastic Karina Babcock, Head of Content, Customer and Community Marketing @ Hex Moderator: Courtney Pallotta, VP of Marketing @ ChaosSearch How do you get buyers to feel passionate about using your product? Gone are the days of simply crafting clever messages as a means to generate awareness and convert leads. Today’s B2B buyer expectations are higher than ever. At the same time, modern marketers are rising to the challenge delivering authentic, transparent and educational experiences that generate interest and action. In this session, SaaS marketing leaders will discuss what’s working, what’s not and outline the essential elements for modern buyer engagement.

1. Rebecca Schuette
VP of Marketing
Verusen
Courtney Pallotta
CMO
ChaosSearch
Olga Perez Bonnelly
Director of Conference
Strategy
Elastic
Modern SaaS Marketing:
How to Listen, Engage and Respond to your
Customers
Karina Babcock
Head of Content and
Communications
Hex
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2. Why Does Listening Matter?
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1. To understand challenges
2. To determine product market fit
3. To deliver an authentic and transparent experience
4. To foster trust
5. To deliver an optimal experience
6. To increase loyalty
7. To retain and grow customers

3. Today’s Buyers Want to Know Your Product
Before Engaging
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4. But Not Every SaaS Product is Designed for
Seamless Engagement
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5. Making That Happen Means Deeply Understanding YOUR
Customer’s Wants
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6. What’s changed when it comes to engaging today’s B2B
buyers?

7. What are two ways you bring listening into your marketing
strategy today?

8. How do you deliver authentic and transparent experiences
for buyers?

9. What sorts of tools do you use to listen to customers and act
on feedback today?

10. What are the red flags marketers should be watching for?

11. How to Listen for Success Throughout the Customer Journey
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1. Identify key tools that ensure accountability and measurement throughout the
customer journey
2. Know what you’re listening for: 1-3 key questions
3. Ask the hard questions: “How does this resonate with you?” “How could we
improve this experience?” “How likely are you to recommend our offering to
others?”
4. Seek to be proven wrong
5. Take action

12. Listen. Act. Engage.
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13. THANK YOU