At this session, Tom Stein, chairman of global B2B agency Stein IAS, and Marc Keating, Stein IAS's Chief Innovation Officer, laid out the path forward for marketers seeking to master modern marketing and step ahead into B2B marketing's post-modern age.

25. INBOUNDCHANNELSOUTBOUNDCHANNELS
INTEGRATEDPAID,OWNED,EARNEDMEDIA
REACHANDATTRACT
ABM
AIRCOVER
ALWAYS ON
360 DEGREE
CAMPAIGN STRATEGY
AppCloud Technologies
Data Marketplace (3rd Party)
Marketing Automation
Campaign Delivery & Orchestration
ADNETWORKSANDEXCHANGES
DMP
1st, 2nd and 3rd Party
Data Management
DSP
Programmatic
ABM Orchestration
Multi-buyer Account Targeting
MESSAGES
CONTENT
BUYER JOURNEY
ALIGNMENT
Data Cloud Technologies
Digital Data Intelligence
CRM
MA
ANALYTICS
WEB / CMS
DMP / DSP
SERVICE
SOCIAL
OTHER (ERP)
CAMPAIGNORCHESTRATION
ADTECH AND MARTECH STACK
PREDICTIVEANALYTICS&MACHINELEARNINGCDP
Unified
Customer
Data
Buyers
Demand Units
TAM/AD
CUSTOMER
EXPERIENCE
PLATFORMS

26. Brand web site
Web form
Content
engagement
analytics
Interactive Content
CUSTOMER
EXPERIENCE
PLATFORMS
BRANDCXCAMPAIGNCXALWAYSONCX
Brand/Solution content
Campaign content
Prospecting content
Web form
Lead generation
INTERACTIVE
WHITEPAPER
Retargeting strategies
Web, Display and Search
Data augmentation
Digital Body
Language
ONLINE
BEHAVIOUR
Contact preference
management
LEAD
SCORING &
NURTURING
ENGAGEANDINSPIRE
Brand campaign hub
Demand gen
campaign hub
Prospecting hubCampaign landing pages
AUTOMATED
NURTURES
Landing pages
PERSONALISATION
CONTENT MANAGEMENT
AWARENESS
CONTENT
BROWSING
CONTENT
PURCHASING
CONTENT
BLOGS
ARTICLES
VIDEOS
INFO-
GRAPHICS
IMAGES
SLIDEKITS
FILTERS
GIFS
MEMES
360
VIDEO
VIRTUAL
EVENTS
PODCAST
DIGITAL
TOOLS
AR/VR

27. Sales funnel
Closed business
Contact record
Partner
Management
System
CRM
SALES/TELEMARKETING INTEGRATION
MARKETING SALES
INTEREST LEARN EVALUATE JUSTIFY PURCHASE
LEAD
SCORING &
NURTURING
ON-SITE RETARGETING
OFF-SITE RETARGETING
E-MAIL NURTURING
A4 A3 A2 A1
B4 B3 B2 B1
C4 C3 C2 C1
D4 D3 D2 D1
CAMPAIGNNURTURE
ACCOUNT/
PREDICTIVE SCORING
Lead scoring rules
Leads
pushed to
CRM
A1
D4
A3
MQL
PQL
NURTUREANDCONVERT
REPORTING
&
ANALYTICS
Contact Data Sales tools Lead Priority
Alerts and triggers
based on buyer
engagement
DEMAND CONTENT SALES ENABLEMENT CONTENT
SALES INTELLIGENCE & AI DRIVEN INSIGHTS
ACCOUNT
DATA
PREDICTIVE
INTELLIGENCE
BUYER
INTENT
Lead Alerts Lead Routing
LEAD GENERATION
PROGRAMMES
Data Integrations
CONTACT SCORING
Contacts added
to database

28. ANALYSEANDOPTIMISE
REPORTING
&
ANALYTICS
MASTER
REPORTING
TAGMANAGEMENT
UTMSTRATGEY
TRACKING&CONVERSIONTAGS
DEMAND
FUNNEL
ROI
MODELS
KPI
FRAME-
WORK
KPI AND TRACKING
FRAMEWORKS
STAKEHOLDER
REPORTING
TECH
STACK
CRM
AUTOMATION
ANALYTICS
WEB / DBL
DMP / DSP
AD SERVER
SOCIAL
PLATFORMS
OTHER
DATA SOURCES AND
TECH STACK
DATA VISUALISATION
AND DASHBOARDS
Persona &
buyer journey
realignment
ALWAYSONVSCAMPAIGNREPORTING
TEST &
OPTIMISATION
STRATEGY
DATA &
COMPLIANCE
STRATEGY
MEASUREMENT
& REPORTING
STRATEGY
OPERATIONAL
ENGAGEMENT
PIPELINE
REVENUE
INTERNALSTAKEHOLDERS
Sales
Management
Marketing
DATA, ANALYTICS AND
MEASUREMENT STRATEGIES