Improving marketing effectiveness with marketing automation

Running content marketing programs can be daunting, specifically for organizations that are running content marketing programs for the first time.

This webinar will take you through the steps needed to launch and run a consistent stream of content through webinars and videos. As well as being littered with case studies and examples of 'top notch' programs this session will also share those much needed practical tips and quick wins to get you on your way to a successful program of events.

Patricia Page, Marketing Programme Manager EMEA at BrightTALK, has been focused for the passed three years on initiating such content programmes and working with clients across finance and technology industries to help them develop their own content marketing plans with exceptional results.

Quoc-Thai Dang, Demand Generation Marketing Manager, BrightTALK is focused on using webinars and videos to drive highly engaged sales-qualified leads for BrightTALK . He will be sharing his expertise and insights on how to target specific audiences for successful program outcomes.

B2B marketers are drowning in email. In today’s digital, distributed and increasingly multinational organisation, it’s used for everything – sharing creative ideas, gathering feedback, reporting on results etc. etc.

The result is a maelstrom of internal messages flooding into marketers’ inbox every day, requiring management and response and preventing marketers from getting on with their day job: which is to get the marketing done. Far from being a tool helping marketers achieve their objectives, email is increasingly becoming a significant barrier, often creating more problems than it solves through disjointed conversations, lost messages, corrupted files and lack of clarity on internations. In short, we have created a monster.

But it doesn’t have to be this way. There are other means for marketers to manage their activities, communicate with relevant internal and external stakeholders and produce killer content and more engaging campaigns to boost ROI.

This webcast will explore the problems with traditional managing of marketing through email, propose practical, tactical solutions to optimise activity, and go on to examine the opportunities to use new technology. In particular, it will explore how online collaboration can not only improve existing processes and communication flows for marketers, it can generate improved levels of performance by enabling better dialogue, sharing of ideas and greater inclusivity.

Key learnings:
* Understand the problems with using marketing management through email.
* Utilise techniques to optimise effectiveness of email usage.
* Understand new technology and opportunities for new working patterns and behaviours.
* Improve effectiveness and cohesiveness of marketing through online collaboration.

The Lead Forensics webcast will show you how to track your target audience's journey on your website from end to end, whether you're emailed them, they've received a direct mail campaign or you're doing a telemarketing campaign.

The webcast will give insight to B2B companies on how they can track website visitors from end to end from their campaign activity when they go to their website, even if they don't click on the relevant link or choose the customer journey put in place for them.

Paul Thomas, Managing Director at Lead Forensics will teach you how you can use this information to increase your sales leads and improve your online ROI.

Key learnings:

• Track your target audiences journey from end to end on your website
• Identify those key businesses that have visited your website but not enquired
• Learn how to use this valuable insight to increase sales leads and improve your online ROI

Creating a webinar is relatively easy these days but many marketers fail to think about lead follow-up and audience acquisition. Furthermore, content is usually not aligned to the buying cycle. Join Quoc, Demand Generation Manager of BrightTALK as he shares the secrets of building an opt-in webinar community using partnerships and social media, how to score webinar leads and the lead follow-up you should take to ensure success.

Globalisation, and the growing ability to tap into international markets, is creating huge opportunities for B2B brands. But with it come significant challenges. How do you manage B2B activities across multiple territories seamlessly and with maximum effectiveness? How do you ensure disparate groups of marketers, sales people and channel partners in remote locations are working cohesively towards the specified objectives?

This webcast will explore some of the challenges that are facing international B2B brands, and look at technological solutions to overcome this. It will include a live Q&A between the participants and members of the online audience.

Key learning's from this session:
• How to ensure consistency of brand and product messages
• How to gather meaningful feedback from disparate teams
• How to generate new ideas and collaborate internationally
• How to share marketing materials, assets and resources effectively

In this presentation Eloqua will show you how to really maximise your leads, looking at:
• Why lead lifecycle management is to so important in today’s B2B marketing world
• The importance of sales and marketing alignment
• 7 steps - from understanding the buyer to revenue
o Know your personas
o Targeting and segmentation – Target the right buyers
o Marketing efficiency – Doing more in less time
o Lead quality – Get the right leads to sales
o Lead Nurturing – Get more from your existing database
o Sales enablement – Marketing intelligence for sales action
o Marketing effectiveness – Measure everything
• Continuous optimisation: Why you’ll never be done

Automation is great if you’re already doing something that should be automated. So this won’t be a presentation about technology (although it does play a role). It will be a presentation about the hard work involved in setting up successful demand generation programmes for companies including Canon, O2, Atos and Oracle.

Join The Marketing Practice to step through examples of:

- Building the business case for demand generation
- Setting marketing objectives that truly link through to revenue
- Designing the process that ties it all together and integrates with sales
- Planning campaigns that convince the audience to join you on a journey
- The new integrated model of telemarketing working alongside (not after) campaigns
- Tracking ROI of anything from 20 to 350 times marketing investment

If you’re being asked to increase the proven ROI of demand generation, or you need to set up a more industrialised lead generation engine without losing sight of brand objectives, or you’ve spent a year generating leads that sales haven’t followed up on – this is the session for you.

In increasingly busy inboxes how can you stand out in the crowd and maximise your email marketing activity? As B2B marketers there are a number of tools at your disposal to help you stand out in the crowd.

In this webinar Pure360 Account Director, Jonny Davies, gives a number of tips and techniques to ensure you get the best possible results from your campaigns. Specifically Jonny will cover:

• The importance of dynamic, personalised and relevant content within a B2B email marketing strategy
• An email marketing health check - how healthy is your current B2B list?
• How to best integrate your email and CRM activity to generate ROI
• Transactional and lifecycle marketing 'from lead to customer'

No doubt about it, we’ve been though tough economic times — and an economic slowdown means a tendency to scale back marketing spending. However, research shows that a downturn creates opportunities to accelerate growth faster than your competitors.

This means it may be the best time to step up your marketing — at least in quality if not quantity. The marketers that focus on getting the most out of every pound/euro spent and on demonstrating marketing’s impact on revenue and pipeline will be well positioned to come out of the slump looking like a star!

Join Marketo to learn how you can:
• Use lead management to maximise the value of every lead
• Give your programs a lift with social media
• Ramp up your content marketing
• Align sales and marketing
• Use marketing analytics to help you spend your budget wisely.

Content marketing is an increasingly central part of our marketing strategy. But it takes a lot of time and effort. And there is often no budget allocated to it, which means it often needs to happen on a shoestring. This webcast reveals a great way not just to assess the value you are getting from your content, but also how to increase it many times over.

The effectiveness of the content you produce – whether it is intended to generate leads or raise awareness – is a function of how good it is and how much time and money it takes to produce. In this webcast, John Bottom of Base One shares an entirely new model of content marketing efficiency, based on the correlation of quantity and quality, when applied to both the creation and distribution of content. It will help you:
• Create better content
• Get more value out of existing content
• Increase download number and website traffic

Content is king in today's highly competitive buyer-centric information environment, with decision makers able to access whatever information they need at a time and place to suit them. So as a B2B brand, how do you ensure your content packs a punch and creates engagement opportunities that matter - both in terms of delivering new leads, nurturing prospects and retaining existing customers? Rich media can be a highly potent solution to this significant challenge for business-to-business marketers - but what options are available and what are the secrets of success for this channel?

Join Joel Harrison, editorial director of B2B Marketing, in conversation with CEO of Wild Orange Media & ex Microsoft digital marketing leader Allister Frost and BrightTALK co-founder Charlie Blackburn as they discuss the role of new technology in creating high impact engagement opportunities, and the strategies that B2B marketers can adopt to best leverage these new tools and techniques.

There are an increasing number of B2B organizations using videos to engage stakeholders and customers. What are the best ways to attract these audiences and encourage their involvement? What data could you also analyze to improve the content, audience experience and the optimization of the registration process? Attend to hear what the experts are saying about SEO, PPC advertising, social media and join the discussion around how you can get the best distributing your B2B video out there.

For marketers in today's world, change is the only constant. The landscape, buyer behaviour and communication techniques are all evolving rapidly: welcome to what pioneering thinker in B2B marketing Paul Cash calls 'The Crazy Age'.

This video of Paul Cash’s keynote speech at the B2B Marketing Annual Conference 2012 will put the changes that are sweeping through marketing into context, and explain the new way that marketers need to act to ensure success in this most challenging of environments.

The perfect opportunity for people who couldn’t make it to the B2B Marketing Conference!

Predictions suggest that internet usage via mobile devices will account for half of all internet usage by 2013. With more people moving to mobile on a global basis, the research industry faces some tough challenges to adjust and adapt to this new channel.

Join Research Now as they challenge current myths about mobile research, explain the truths and suggest ways in which the industry will adapt to this changing landscape.

The webcast will give an overview of how companies can build a winning content marketing strategy mapped to their funnel. It will show how to tailor your content marketing strategy for both top of funnel and mid funnel campaigns.

Kieran Flanagan, Online Marketing Manager (EMEA) at Marketo will go through some of the best techniques Marketo use to build a content marketing strategy that helps drive new visits through their funnel.

Key Learnings:

- What type of content marketing and assets are best suited for top of funnel campaigns (attracting new visits into your funnel)
- How can you best promote your top of funnel campaigns to get most visibility for your content
- What type of mid funnel campaigns help convert new visits into leads and leads into customers.

The growth of webinar and video is becoming a huge part of the B2B armoury. With the ability to grow brand awareness and leads, should online events become a vital part of a demand generation strategy? If so, what are the best ways to utilise the platform? How can the content be targeted to the correct demographic? Join Joel Harrison and Patricia Page as they discuss the golden rules to maximising webinar and video effectiveness.

B2B marketing is changing all the time and it can seem impossible to prepare for the challenges you’ll be facing one year from now, let alone five.

In this webcast, Base One will look ahead to where B2B marketing will be in 2017, what sort of campaigns you’ll be running in five years and what it means for you now. They’ll be looking at:

• Meta-trends
• Changing footprints
• Big data
• The new world of work
• The power of the individual