Summer School: Modern Marketing Playbook for 2025

Marketing needs to establish the relationship and trust with your buyer.

In today’s landscape, marketing has changed and success requires a fresh approach. Join us, this July, for a transformative 4-part webinar series featuring experts from Inverta, Demandbase, Sendoso, and other industry experts as we explore the what, why, and most importantly HOW to evolve your marketing practices.

Learn to stay ahead of the competition, authentically connect with your buyers, and ensure your company makes the shortlist in every prospect’s buying decision.

Webinar Series Details

North America

DATES: July 7, 14, 21, & 28 at 9 AM PST/12 PM EST

TIME: 9 AM PST/12 PM EST

EMEA

DATES: July 8, 15, 22, & 28 at 10 AM BST

TIME: 10 AM BST

Session 1 (7/7): It All Starts with a List and a Strategy

In today’s competitive landscape, a well-defined ICP is more than a lead generation tool—it’s the cornerstone of an effective GTM strategy. This webinar goes beyond the basics of targeting to focus on a deeper, more strategic approach to ICP development—one that prioritizes NRR over just landing new logos.

Join us as we explore:

How aligning your ICP with NRR goals creates a foundation for scalable, predictable revenue
Advanced segmentation strategies
Actionable persona development
How to understand the full dynamics of modern buying groups

This session is ideal for GTM leaders looking to refine their targeting, drive meaningful engagement, and unlock the full potential of their revenue engine—starting with the right list, backed by the right strategy.

Panelists:

Kathy Macchi (Inverta)
Alicia Hale (Demandbase)
Jillian Coffin, Senior VP (Informa TechTarget)

Session 2 (7/14): Leveraging AI + Human Touches to Reach Your Buyer

In an era where efficiency is paramount and inboxes are overflowing, marketers and sellers face a critical challenge: how to scale outreach without losing the human connection that drives real engagement. This webinar explores how to strike the right balance between AI-powered automation and authentic, human-driven interactions to reach today’s discerning buyers.Join us to uncover practical strategies for combining the speed and scale of AI with the empathy and nuance only humans can provide. We’ll break down use cases where AI excels—such as lead scoring, personalization at scale, and behavioral insights—and contrast them with the moments in the buyer journey where human interaction is irreplaceable.

Learn actionable frameworks for orchestrating AI and human efforts across your GTM motion, enhancing prospecting, nurturing, and deal acceleration. Whether you’re building campaigns, writing outreach sequences, or refining your sales strategy, this session will equip you to connect more effectively—with both the right message and the right touch.

Panelists:

Brian Schmid, AI Practice Lead (Inverta)
Kacie Jenkins, SVP of Marketing (Sendoso)
Daniel Johnson, GTM Engineer (Clay)

Session 3 (7/21): Metrics That Drive Performance, Not Just Prove Value

Marketing leaders today are under increasing pressure to justify every dollar spent—yet the traditional metrics used to “prove value,” like MQLs, often fall short of reflecting real business impact. It’s time to shift the conversation from vanity metrics to performance-driving indicators that align with revenue goals and business outcomes.

In this webinar, we’ll explore:

How marketing teams can champion a data strategy that not only reports success but actually drives it
How to identify and operationalize the metrics that influence pipeline velocity, sales efficiency, and long-term revenue growth
How to reframe stakeholder expectations, build cross-functional alignment around shared KPIs, and create a measurement framework that empowers marketing to be seen not just as a cost center, but as a growth engine

Walk away with practical approaches for rethinking your dashboards, educating internal teams, and making data a catalyst for strategic decision-making—well beyond the MQL.

Panelists:

Jessica Fewless (Inverta)
Ashley Long (Demandbase)

Session 4 (7/28): MOPs as Your Strategic Weapon

MOPs is often seen as the team that “makes things work”—executing campaigns, managing platforms, and maintaining data hygiene. But in reality, MOPs holds the key to something far more powerful: strategic influence across the entire marketing engine.In this webinar, we’ll reframe the role of MOPs from tactical executors to strategic enablers. Discover how your operations team can—and should—be embedded in the earliest stages of campaign planning, helping to shape smarter segmentation, cleaner attribution, scalable processes, and more insightful reporting. Learn how their technical fluency and data-driven perspective can unlock efficiencies and innovation across your GTM efforts.

We’ll share real-world examples of how forward-thinking organizations are empowering MOPs as strategic partners, driving alignment between marketing, sales, and revenue teams, and turning operational rigor into a competitive advantage.If you’re looking to elevate the impact of your MOPs function and transform your marketing execution from the ground up, this session is for you.

Panelists: