Yesler is off to Nashville to attend the 10th annual SiriusDecisions Summit, a jam-packed week of learning and sharing with the theme of Outperform: Strategies for Intelligent Growth. Aside from the 2,300-plus B2B marketers, four days of sessions, networking, and parties, here are a few highlights that we’re looking forward to.

New Frameworks

One of 18 new frameworks to be revealed at this year’s summit, the SiriusDecisions Aligned B-to-B Experience Framework combines “the buying cycle and customer life-cycle to streamline the definition of customer needs and company goals both pre- and post-sale.” Frankly, we couldn’t be more ready for this. In our work with our clients, we increasingly see a paper-thin wall between the needs of prospects and the needs of customers in terms of what each group wants to know, what vendors want to share with them, and how everyone wants to participate in the conversation. Breaking down the silos between lead nurturing and customer engagement makes more sense than ever before.

Getting Sirius About ABM

For us and for our clients, 2015 is definitely the year of Account Based Marketing (ABM). At last week’s Demandbase Marketing Innovation Summit in San Francisco, Megan Heuer, SiriusDecisions VP and Group Director, shared that a recent survey found 92% of B2B companies believe that ABM is extremely or very important to their overall marketing efforts, yet only 1 in 5 of those surveyed currently have an ABM program in place. We look forward to learning more about what works and what doesn’t in ABM and how we can help our clients implement and expand their own ABM efforts. We’re also looking forward to the ABM case studies from SAP, Dell, and CSC.

Deconstructing Buyer Behavior

Modern B2B marketers know far too well that the B2B buying process can be a long arduous journey where much of the action takes place out of reach and beyond their view. Thursday’s keynote, Demystifying B-to-B Buying for 2015 and Beyond, is based on a new SiriusDecisions research study. This session promises to shed light on whether digital marketing disintermediates sales and how marketers can align content and campaigns to support the buying process.

Winning the Talent War

As marketing has changed, so have the skills required to master the craft. From discussions of the T-shaped marketer to a dearth of technical and analytical talent, marketing teams everywhere are no stranger to fierce recruiting efforts and prospective employee bidding wars. Another new framework, the SiriusDecisions Employee Marketing Lifecycle Framework will provide guidance about how to attract and engage the right employees and retain them as they build their careers.

Athens of the South

Last but not least, Travel+Leisure readers just ranked Nashville one of the best affordable places to visit in the United States. The Music City is known these days as much for its locavore restaurants and boutique shopping as it is for its traditional honky tonks, dive bars, and dance halls. And the average temperature in Nashville in May tops out at 77 degrees. Sounds like heaven to this band of Seattleites.

Are you heading to the #SDSummit? Look us up when you arrive, follow us on Twitter for updates and photos of our green ties, or check out our blog for a recap of the Summit.