We would like to invite you to Discover Directive, an exclusive private event for our clients, partners, and members of Directive Society, featuring content from leading experts in Marketing! This event will be held on Zoom.

We will be covering customer generation, driving revenue alignment, attracting the modern B2B buyer and why storytelling in content matters. All sessions will include Q&A segments so reserve your spot today!

Event Details

Date: October 29th
Time: 9 AM - 1 PM PST
Location: Zoom Events


Featuring marketing experts from

Garrett Mehrguth

CEO & Co-Founder, Directive

Garrett Mehrguth is the CEO of Directive Consulting, a Moz, Unbounce, Google & Bing partner serving mid-enterprise level firms with industry trusted SEO, PPC, Content & Social. He has been published in Moz, CrazyEgg, PPCHero, Ahref, Convince and Convert, Wordstream, Raven, Local Search Ranking Factors, Kissmetrics, SitePoint, Marin, Acquisio, and more. He has spoken at SMX West, Share16, 3XE Digital, State of Search, Big Digital, MozCon Ignite, General Assembly, PeopleSpace Innovation Labs, SoCal Code Camp and others.


An Exclusive Virtual Event

After this session, you will be able to:

•  Perfectly understand and compare channel level performance using the Customer Lifetime Value to Customer Acquisition (LTV:CAC) formula
•  Boldly identify and emotionally connect with your exact persona at your ideal accounts
•  Correctly leverage 1st party data for campaign success
Aggressively grow pipeline revenue via gift giving and psychology

Customer Generation: Delivering on the Promise that Demand Generation Forgot About

Garrett Mehrguth CEO & Co-Founder, Directive

9:00 - 9:45 AM PST

Join Kyle as he discusses the lessons learned and tactical strategy around building one of the more important elements of any high-growth company: revenue alignment. It’s one of the more important jobs of any marketing leader. It’s not about sales and marketing alignment. It’s about aligning every team involved in the prospect and customer journey. Kyle will give examples from ExactTarget, Lessonly, Seismic and others building the best revenue aligned orgs.

Driving Revenue Alignment

Kyle Lacy, SVP of Marketing, Seismic

10:00 - 10:45 AM PST

Millennials are now the most common decision-maker in the buying committee. They continue to disrupt the buying cycle by demanding change. Making up 60% of B2B tech buyers they want:
•  Unbiased information readily available
•  Control over their journey and access to self-serve demos, public pricing, trial access where feasible
• Authentic insights from peers - trust peers over any other source

In this session we'll discuss strategies for winning over millennials buyers now and in the future including:
•  Activating and harnessing the voice of your customers in your marketing
•  Being present in the independent venues where buyers are doing do research and where you can own your company narrative
•  Use intent data to uncover who is in-market and target your ad spend accordingly

How to Attract the Modern B2B Buyer

Vinay Bhagat, Founder & CEO, TrustRadius

11:00 - 11:45 PM PST

The Art of Storytelling: Telling True Stories Well

Ann Handley, Bestselling Author, Chief Content Officer, MarketingProfs

12:00 - 1:00 PM PST

Stop me if you’ve heard this: “Humans are hardwired for stories.” Or: “Storytelling is the new marketing.”But what does that really mean?

How does something squishy like “story” drive real business success? And how can you use your brand stories to connect with customers, grow your business, do work you love?To succeed with email marketing now and the years to come, we need to rethink our foundational stories based on a new framework for 2021.

In this lively, high-energy talk, master storyteller Ann Handley will educate you, inspire you, and leave you ready to write emails grounded in stories that pack a wallop. She’ll show business superstars (that’s you!) how to tell stories that both nurture new customers and nourish the ones you already have.Let’s demystify Storytelling together in this lively and enlightening talk by the World’s First Chief Content Officer herself! Who’s in?

Kyle Lacy

SVP of Marketing, Seismic + Lessonly

Kyle Lacy brings over 15 years of experience in marketing with a slice of revenue. He is currently SVP of Marketing at Seismic where he serves a global marketing team made up of brilliant people. Prior to joining Seismic, Kyle held senior positions at Lessonly, OpenView, Salesforce and ExactTarget. He is also the author of three books, Twitter Marketing for Dummies, Branding Yourself and Social CRM for Dummies. He wears monotone, loves history and hates onions.

Vinay Bhagat

CEO & Founder, TrustRadius

Vinay conceived TrustRadius after experiencing challenges when buying enterprise solutions at his last company. He founded Convio in 1999, the leading SaaS platform for nonprofits. In April 2010, Convio became a public company, and was acquired in May 2012 for $325 million. He holds an MBA from Harvard Business School where he graduated as a Baker Scholar, an MS Engineering Economic Systems from Stanford University, and a MA Engineering Information Sciences from Cambridge University with First Class Honors. When he’s not working, Vinay loves playing with his kids, swimming and the occasional squash game.

Ann Handley

Bestselling Author, Chief Content Officer, MarketingProfs

Ann Handley is a Wall Street Journal bestselling author who speaks worldwide about how businesses can escape marketing mediocrity to ignite tangible results. IBM named her one of the 7 people shaping modern marketing. She is the Chief Content Officer of MarketingProfs; a LinkedIn Influencer; a keynote speaker, mom, dog person, and writer.

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