The Importance of Segmentation in Content Marketing

BtoB Sales and marketing professionals frequently cite LinkedIn as one of the most valuable social networks to incorporate in a marketing and sales strategy. In fact, some statistics report that LinkedIn is 277% more effective for BtoB lead generation than Twitter and Facebook. However BtoB professionals are having trouble grasping how to get the most out of this powerful network.
Register for this webinar and learn how Shawn Elledge, CEO of Demandcon and Josh Turner, Founder of Linked University use eGrabber, the industry’s most accurate Internet research technology to capture, append & update BtoB prospect lists.
We will discuss data strategies that work, what doesn’t, and how to build a highly targeted prospect list.

Companies are collecting a ton of information about buyers and their behaviors, but too many aren’t using it to improve the sales process, and ultimately drive more revenue. In addition to missing a big opportunity, they risk being shunned by more educated, sophisticated and demanding customers and prospects who expect to be marketed to as individuals.
In this session you will learn more about what sales and marketing can do to deliver amazing buying experiences that convert. Specific areas to be covered include building a centralized database, segmenting, personalizing the website experience, using dynamic content and getting personal via automation.

Results from a Demandbase/Ziff Davis survey on B2B marketing priorities, challenges and the Account-Based approach to marketing
B2Bs sell to accounts – that is obvious to B2B salespeople but historically hasn’t played a s significant role as marketers plan demand generation programs. Where sales focuses on the accounts that are most likely to become revenue, marketers are often still running campaigns focused on generating a high volume of leads with the right titles, working in the right departments - regardless of account, when the reality is that you need to do both.
With leading analyst firms now adding account-based marketing practices into their research segments, B2Bs need to consider why this strategy is growing and what they can do to attract and convert more of the accounts that are most likely to become revenue. This webinar will share results from a recent survey investigating how B2B marketers are reacting to new Account-Based strategies. We will discuss:
• The #1 strategy B2B marketers are focusing on in 2013
• The factors driving content marketing decisions next year
• Which marketing targets are consuming the most resources in B2B
• The leading factors B2Bs consider while scoring new leads
• The top challenges B2B marketers are likely to face in 2013

More than 950 million people actively use Facebook. Facebook users share more than 30 billion pieces of content each month. It is the world’s largest database of personal data including consumers’ demographics, interests, activities and preferences and can be a phenomenal asset for market research. This webcast will discuss how to unlock this unprecedented new dimension for consumer segmentation and analysis. It will show how businesses can explore the vast array of personal information contained in Facebook for millions of consumers and use this extensive, accurate and up-to-date consumer data to improve a wide range of marketing activities including brand management, database marketing, media planning, competitive analysis, advertising, and social media marketing.

Multi-channel digital marketing has given SMBs reach, leverage, and efficiency.

This talk will focus on the digital marketing tactics of the top performing SMBs. Real customer case studies will demonstrate how companies with small marketing teams are using techniques in outbound demand generation, content creation, search optimization and social media to optimize lead to revenue management.

Attendees will leave with a clear direction of how to evaluate their current digital marketing and specific tactics for improving them.

There is a need for B2B Marketing ROI yet we’re still not there. According to Adobe’s 2012 CMO report, fewer than 20% of executive B2B marketers have the ability to measure ROI. SiriusDecisions reported in their 2012 CMO survey that CMOs number one concern was demonstrating ROI. Unlike the B2C marketer who has one consumer that could be making a single web commerce transaction which is tracked from start to finish, B2B marketers are faced with a buying committee of six to eight purchasers and a buying path that has become more digital over the years yet does not mirror the accuracy of digital tracking that a B2C marketer has. We will discuss key ingredients from operational companies that others are using to successfully measure B2B Marketing ROI for both inbound and outbound techniques.

Moderator: Jon Russo, CEO, B2B Fusion Group

Speakers:
Brian Kardon, CMO, Lattice Engines
Hunter Montgomery, Vice President of Marketing, Vocus
John Petralia, Head of Marketing, Bloomberg
Corey Livingston, Sr. Director, Marketing Operations, Level 3 Communications

With business contact information degrading at a rate of 2% per month, duplicate records, missing fields, and other universal data problems, Senior Marketing Manager Beverly Chiarelli needed to give Mimecast’s marketing database a quality makeover. In this session, learn how Beverly leveraged CleneProspex to: Make the business case for conducting a data hygiene project.

- Diagnose the state of her database quality and segmentation patterns
- Improve email deliverability, sales productivity, lead scoring efforts and response rates
- Find hidden revenue opportunities within her marketing database

Attendees of this session will receive a complimentary Database Assessment Report from NetProspex.

Session description coming soon!

Mr. Wright will discuss how organizations can adopt the new SiriusDecisions waterfall and truly integrate Teleprospecting seamlessly into inbound and outbound demand generation programs. While many organizations have used some flavor or Teleprospecting or tele-qualification to drive leads into the funnel, marketing and sales teams must properly align their resources with best-in-class demand generation modeling and measurement, clearly defined SLAs and hand-off processes, and a Nurture strategy that continues the conversations started by either Digital or Human interaction.

“Teleprospecting is more important than ever” – SiriusDecisions

Session description coming soon!

Are you acting or believe that today’s demand generation strategies render everything else null and void? Are you creating marketing content that one’s own boss, CEO or mom would not accept or consider? Are you over-relying on marketing technology vs. live human conversations and interaction?

Want to know more about these and seven other thought provoking issues please join this breakout presentation featuring Randy Byrne, VP of Marketing at Malvern Instruments and Michael A Brown, President of B2B Engage. Participants will learn how Malvern Instruments applies on-line and off-line “best practices” to provoke direct responses and engagement, and advance leads through the funnel.

Mr. Wright will discuss how organizations can adopt the new SiriusDecisions waterfall and truly integrate Teleprospecting seamlessly into inbound and outbound demand generation programs. While many organizations have used some flavor or Teleprospecting or tele-qualification to drive leads into the funnel, marketing and sales teams must properly align their resources with best-in-class demand generation modeling and measurement, clearly defined SLAs and hand-off processes, and a Nurture strategy that continues the conversations started by either Digital or Human interaction.

“Teleprospecting is more important than ever” – SiriusDecisions

Stefan Tornquist, VP of Research for Econsultancy, will moderate a panel of successful content creators discussing how to build a framework for your B2B content marketing process including creative, copy, formats, distribution and measurement.

Moderator: Stefan Tornquist, VP of Research, eConsultancy

Speakers:
- Michael Paradiso, Vice President, Content & Messaging, CA Technologies
- Ann Handley, Author of “Content Rules,” Chief Content Officer, Marketing Profs
- Andrew Gaffney, Editor/Publisher, Demand Gen Report (DGR)

Even though they play a huge part in advancing and then closing deals, most companies’ sales presentations let them down. That’s why even when slides are provided by marketing, sales reps often spend hours creating their own – when they should be busy selling. Messages get fragmented, value is not communicated, and opportunities stall.

Some have understood the need to banish bullet points, but selling complex products and services with ‘Zen’ images isn’t the answer. This session will tell you how to create effective B2B sales presentations.

- Identify – and avoid – the most common mistakes in corporate presentations
- Write persuasive sales messages for presentations at each stage of the sales funnel
- Create compelling visuals, using images, charts, and animation to help presenters sell
- Move beyond one-way sales presentations to visual sales conversations, including on tablets
- Understand how to adapt sales presentations for virtual selling
- Ensure sales tools actually get used by sales people in the field

50% of all opportunities fail to close as originally forecasted. Forecasting accuracy remains one of the top concerns for the CSO in today’s business environment. CSO Insight’s Sales Performance Optimization Survey Results tell us that 49.3% of all deals fail to close as originally forecasted. In addition, nearly 20% of all deals result in a “no decision”. The buyer simply did nothing.

The survey goes on to say that the number of calls needed to close a deal is rising, not because we have to make more calls on the same people, we now need to make more calls on more people. Sales reps are finding that bigger deals may need more levels of sign-off, requiring them to call on multiple stakeholders for support. This can have a major impact on the length of a sales cycle. Additionally, poor qualification continues to be a problem for many companies leading to record numbers of deals ending in “no decision”. Proper qualification throughout the entire sales process can help to minimize the risk of a deal ending in “no decision”. This module will provide you with a simple formula to better qualify opportunities and an approach for staying in alignment with multiple buyers as you move through the buying process.

During this session you will learn:

- How to identify compelling business reasons to take action
- How to overcome a lack of authority or influence of buyers to make a buying decision
- How to address multiple decision makers
- How to articulate a clear understanding of how your capabilities will help
- How to help buyers visualize how to transition from their current to future desired state
- How value justification helps to make a purchase decision

Imagine running into an old High School friend and them asking you “So, what do you do nowadays?” Would you respond, “I work for a next generation, flexible, scalable enterprise-class business solutions provider that delivers remarkable business value to the Fortune 1000″?

Probably not. But that’s exactly what marketer and sellers are doing with buzz-word laden, buyer irrelevant, grammatically offensive BizSpeak.

This session will share fresh insights (for Marketing & Sales Execs alike) on the language of demand gen: its evolution, what isn’t working, and how to drop the BizSpeak and truly connect with buyers.

The ability to map and target specific contact types is increased with higher levels of intelligence. This greatly enhances your ability to align your specific content to the audience and create a more responsive contact universe. To boost pipeline velocity and downstream revenue alignment, marketers can use this high-level mapping to create engaging micro-level campaigns.

Learn how Lenovo leveraged “competitive intelligence” to drive repeatable and predictable MQLs/SRLs and grow market share for their workstation products.

Imagine running into an old High School friend and them asking you “So, what do you do nowadays?” Would you respond, “I work for a next generation, flexible, scalable enterprise-class business solutions provider that delivers remarkable business value to the Fortune 1000″?

Probably not. But that’s exactly what marketer and sellers are doing with buzz-word laden, buyer irrelevant, grammatically offensive BizSpeak.

This session will share fresh insights (for Marketing & Sales Execs alike) on the language of demand gen: its evolution, what isn’t working, and how to drop the BizSpeak and truly connect with buyers.

Marketing shares new profitable customers with the sales organization. To attract new customers the sales and delivery teams must be able to articulate the business benefits. These groups often rely on marketing to create the tools to support the sales process. These sales enablement tools help the sales organization improve their effectiveness at the right time to increase their rate of success. Personas are an important tool marketers can create to support demand generation.

In this session learn:

-The differences between personas, profiles, and roles
- How to create personas
- How to use personas to support demand generation efforts