Agility, Training and Collaboration –
The three key ingredients to master digital-driven marketing and sales


More often, the growing majority of B2B decision makers tend to self-navigate themselves through the early stages of the purchasing journey. The expanding combination of online search, blogs and social media dominate at this phase of the buying cycle, providing a huge potential for digital touch points to influence early, and create lasting impressions of, potential solution providers. However, most of the time the buyers are largely operating under the radar, gathering intelligence on potential solutions and forming preferences long before they are willing to talk with a salesperson. Hence, companies who do not properly operate digital channels risk losing buyer awareness and ultimately, miss out on real sales opportunities.

Three major shifts in your internal organization are required to take your marketing and sales to the next level through integrated digital strategies: agility, training and close collaboration. New age marketers need to have the “agile” mindset to drive dynamic campaigns instead of relying on outdated, static one-way communication activities. At the same time, keeping up in the, ever-changing digital environment requires an up-to-date knowledge on the latest marketing technology available together with strategic methodologies to apply these effectively. Both can only be achieved through curated training and walking a constant learning curve. Last, but not least, marketing and sales need to merge into a closely linked team that uses the advantages of digitally gathered intelligence, sophisticated automation and a sharp eye on international requirements.

During this workshop, we focused on these three organizational shifts, which are the key ingredients for mastering digitally-driven marketing and sales. After this evening session, attendees understood how modern, digital marketing campaigns are planned and deployed in an agile manner. We provided a comprehensive overview of available resources and educational platforms that leverage self-paced learning to acquire a digital skill set. But most importantly, we covered methods to aggregate the advantages of disruptive marketing techniques with traditional sales to bring your company ahead.

The workshop consisted of three sections:

1. Agility – Applying an agile mindset to marketing
2. Training – Learn about the newest digital marketing tools
3. Collaboration – Putting the pieces together

Workshop Section Details:

Digital marketing requires agility – Start small. Analyze, optimize and repeat
(Nicolas Athanasopoulos)

The traceability of all digital channels offers unprecedented possibilities with regard to evaluating the related return-on-investment for every budget dollar spent. However, this requires a critical shift towards an agile mindset for marketing operations. Choosing the right tool, setting up a sophisticated analytics funnel and starting with small experiments that can be dynamically adjusted at any time is the new way to deploy any digital campaign. For that reason, this section will focus on the biggest mind-shift from traditional to digital marketing.

Training is key – Learn about newest digital marketing tools and techniques
(Nicolas Athanasopoulos)

Keeping up with the disruptive and the ever-changing digital environment, can be challenging in the daily business but it is absolutely necessary to ensure your marketing fits today’s needs. Fortunately, there are a lot of freely available tools and platforms that not only provide help with this application but also offer sophisticated insights into the latest marketing techniques. This part of the workshop will provide a brief overview on the best tool stack to start digital marketing and will focus on the educational process for shifting to “digital” and how to master it through self-paced training.

Collaborative sales – Putting the picture together
(Dave Kelf)

Bringing sales directly into the market process magnifies the effectiveness of these techniques. Cold calling and emailing is replaced by online lead qualification and nurturing towards a successful purchase for both parties. A well-placed digital marketing campaign will ultimately result in the prospects calling sales, and not the other way round. To engineer this process requires close collaboration between sales and marketing, blurring the traditional line between these specializations. This section will look at the tools and techniques that create a sales-marketing virtuous circle. Potential customer personas are identified and their needs carefully targeted, as they are lead down a nurtured online engagement in an iterative fashion.

Photos from this informative evening!

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Date: Wednesday, October 3, 2018
 Location: SEMI
673 S. Milpitas Blvd
Milpitas, CA 95035

Workshop Leaders:

Nicolas Athanasopoulos, Head of Digital Strategy, OneSpin Solutions

Nicolas is head of digital strategy at Silicon Valley startup OneSpin Solutions, one of the fastest growing software vendors in the electronic design automation (EDA). Born into a generation of digital natives, Nicolas has his finger on the pulse of change when it comes to state-of-the-art marketing technology. After cutting his teeth at leading global agency WPP Holding, where he developed digital media strategies for accounts like Barclays, Ubisoft, and Fiat Chrysler Automobiles, Nicolas went on to curate business-to-business experience in the digital unit at 3M.Nicolas holds a master’s degree in Media and Communication Management from Media design University of Applied Science for Design and Information Technology. His thesis, “Digital Customer Centricity,” explored the theoretical integration of a customer-centric approach into 3M’s existing digital marketing strategy.

Nicolas is based in Düsseldorf, Germany.

Dave Kelf, Chief Marketing Officer, Breker Verification Systems

Dave is responsible for all aspects of Breker’s marketing activities, strategic programs and channel management. Dave most recently served as vice president of worldwide marketing solutions at formal verification provider OneSpin Solutions. Earlier, Kelf was president and CEO of Sigmatix, Inc. He worked in sales and marketing at Cadence Design Systems and was responsible for the Verilog and VHDL verification product lines. As vice president of marketing at Co-Design Automation and then Synopsys, Kelf oversaw the successful introduction and growth of the SystemVerilog language, before running marketing for Novas Software, noted for the Verdi product line, which became Springsoft and is now part of Synopsys.

Dave holds a Bachelor of Science degree in Electronic Computer Systems from the University of Salford and a Master of Science degree in Microelectronics from Brunel University, both in the U.K., and an MBA from Boston University.

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Workshop Leaders Courtesy of: Event Host: