Watch our thought-provoking session, “From TOFU to BOFU: Embracing the Brand Gen Era.” We’ll delve into the findings from our 2024 B2B Buying Disconnect: The Year of the Brand Crisis for a compelling discussion on the evolving role of brand generation in today’s marketing landscape.
Traditionally, marketing strategies have been segmented into top-of-funnel (TOFU) and bottom-of-funnel (BOFU) activities, often treating brand awareness as a TOFU-only concern. But lines between brand awareness and demand gen are blurring—what if we’re missing the bigger picture?
In this session, we explore “brand gen” as a motion that should be integrated at every stage of the buying journey. Our expert panel discusses the importance of evaluating all channels across the entire funnel, and why brand generation should no longer be seen as a separate entity but as an essential component throughout the entire customer journey.
Discover how breaking down these silos can enhance your marketing efforts and lead to greater success. From filling the funnel to post-sale, learn why brand awareness is crucial at every touchpoint.
Download the 2024 B2B Buying Disconnect Report: The Year of the Brand Crisis
Experience the interactive version of the 2024 B2B Buying Disconnect Report
Our Speakers
Sinehan Kerman
Senior Director of Global Revenue Operations | TIS
Sinehan (Sini) Kerman is Senior Director of Global Revenue Operations at TIS, leading the team focused on tech stack and process optimization. Sini has served as a CRM/Integration expert at multiple organizations and also teaches business and marketing technology courses at the University of New Hampshire. She thrives on creating alignment across revenue teams while reducing cost and overall helping teams to “work smarter, not harder.”
Millie Beetham
Sr. Director, GTM Strategy & ZoomInfo Labs | ZoomInfo
Millie Beetham is GTM innovation and strategy leader known for her ability to drive growth and revenue across industries. As the Senior Director of GTM Strategy & ZoomInfo Labs at ZoomInfo, she leverages 10+ years of experience developing and implementing comprehensive GTM strategies. Millie is deeply committed to leveraging AI and automation, fostering innovation, and empowering teams to achieve their objectives in today’s dynamic business landscape.
Grace Wells
Director, Product & Customer Marketing | TrustRadius
Grace Wells is a seasoned marketing strategist with over a decade of experience leading marketing efforts for diverse brands. She is passionate about helping clients achieve their marketing, branding, and ROI goals through thoughtful 360 degree approach to campaign execution. Grace is a tech nerd and loves nothing more than reading up on the latest marketing technology trends. She enjoys advising her clients and customers on which tools will help move the needle for their business.
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