b2b marketing forum

OpenView’s Q4 B2B Marketing Workshop: A Whirlwind of Actionable Ideas for 2013

b2b marketing workshop

Last week, OpenView hosted a “B2B Marketing Workshop” for the Senior Marketers and Demand Generation Leaders in the portfolio. The one-day session led by thought leader Brian Carroll of MECLABS, covered a lot of material in a short time period (as you can clearly see below), but our portfolio leaders (as usual) brought their “A-game”, ready to both absorb and share best practices with one another.

As we wrap up 2012 and head into a new year it is important that expansion-stage marketing teams get clarity and create actionable game-plans to optimize the following items, which (not so coincidentally) made up our workshop agenda:

Building the foundation of your lead generation program

  • Who are you targeting? Identifying buyer personas
  • Creating the killer value proposition
  • Delivering the message with high quality content

Mastering Essential Lead Generation

  • Inbound marketing tactics
  • Outbound marketing
  • How to select your lead generation mix

Uncovering Qualified Leads

  • Bridging the gap between Marketing and Sales
  • Identifying the marketing-sales funnel
  • Finding the gold: Identifying and qualifying leads
  • Harvesting high quality leads with nurturing programs

Lifting Results

  • Lead generation analysis
  • Automation analysis
  • Metrics that matter
  • Delivering marketing value to the C-Suite
  • A note on marketing leadership

b2b marketing workshop

Our portfolio attendees all walked away from the workshop with MECLAB’s VERY robust handbook that covered all of the B2B Marketing best practices, templates, etc. discussed during the sessions (and then some!), but here are some additional content resources referenced throughout the day that could be helpful to you:


b2b marketing workshop

And of course, the event kicked off with a cocktail reception the evening before in our Studio space to encourage portfolio marketers to mingle, make the connection, and perhaps even talk best practices over some frosty brews!

Cheers to a great Q4, B2B Marketers!



Devon McDonald is a Partner at OpenView, where she sits on the firm’s investment committee and oversees OpenView’s Growth team, a group of Research, Sales and Marketing Strategists responsible for helping its portfolio companies acquire more customers and scale at an accelerated rate.
You might also like ...
Portfolio Updates
OpenView Partners with Buildkite to Empower Software Development Teams to Deploy Faster with CI/CD

We’re excited to lead Buildkite’s $28M AUD Series A and support the Buildkite team as they strive to be a force multiplier for development teams.

by Kate Murdock
Portfolio Updates
OpenView Invests in Cogito, The Emotional Intelligence Platform
We’re excited to announce OpenView’s investment in Cogito, the leading provider of real time emotional intelligence in the enterprise. By...
by Mackey Craven
Weekly Roundup
Financial Resources and Capital Markets Roundup for 6/12/2020

“The path of least resistance is the path of the loser,” according to author H.G. Wells. Yet time and time again we see that humans are all guilty of opting for the easier path.

by Sean Fanning