The ROI of Buyer Personas

In this month’s Marketing Automation in EMEA webcast series John Sweeney (DemandGen) welcomes two companies Oracle | Eloqua and Zift Solutions who together are leading lead the charge in providing innovative technology solutions to Partner Marketers.
The session will cover:
· The challenges of delivering scalable and trackable Partner Marketing Programs flexible enough to meet the needs of multiple Partners

· How Partner Marketing enablement tools create better Partner Marketing Programs

· Examples and Case Studies from successful technology enabled Partner Marketers

In this webinar John Sweeneyprovides a Case Study on how DemandGen uses video and webinar as part of its marketing strategy. DemandGen, the world’s largest Integrated Lead Management consultancy, use video and webinar content to generate names, nurture leads and close new business. This webinar will describe the role video and webinars play in the company’s lead management process and the progression of prospects the through the Demand Funnel.

· Top of Funnel - Building a community through webinars (on the BrightTALK DemandGen Channel)

· Middle of The role of video and webinars in lead scoring and lead nurturing

· Bottom of Funnel - Using video and webinars to close new business

John Sweeney, Managing Director of DemandGen UK, will share insights on how best to combine video and webinars into a demand generation activities and provide examples of how to use video and webinar effectively.

Demand Gen are the world’s leading consultancy for Integrated Lead Management, Marketing Automation and Inbound Marketing. In this webcast John Sweeney and Richard Harris from DemandGen will provide practical insights learned from projects with data driven marketing departments.

In this session you will discover how a data driven marketing approach feeds an integrated lead management system and delivers an increase in marketing attributed revenue. Content includes case studies from award winning clients leading the successful deployment of marketing automation platforms.

Most CEOs regard improving sales and marketing alignment as an important priority, and with good reason. Highly aligned organisations consistently outperform their peer group when it comes to revenue and profit growth. But best-in-class levels of sales and marketing alignment can only be achieved through tightly integrated planning combined with common processes, goals and metrics and technology . Fortunately, it’s easier to achieve than you might think.

Bob Apollo, Managing Partner of Inflexion-Point Strategy Partners, and John Sweeney, Managing Director of DemandGen UK share some simple best practices that can help to ensure that your sales and marketing teams get along together just fine - as well as achieving outstanding results.

Savvy marketers have already worked out that generating leads and revenue works best when sales and marketing work together. What would happen if sales professionals could get their hands on sophisticated marketing tools and help share the load? The answer is that they would find super-targeted prospects in online, in social networks and your database.

This webcast explores the sales enablement tools that are being used today to support lead generation.

Times are changing in High-Tech Channels.  IDC predict massive restructuring is “due to the emergence and convergence of social, mobile, big data, and cloud based solutions. These forces are expected to cause a substantial churn in the channel”.
 
Now more than ever Channel Marketing needs to make an impact. Marketing ROI needs to be demonstrated, partner campaigns need to be both scalable and sustainable.  Partners need marketing support and marketing expertise.
 
Join John Sweeney, Managing Director UK and Olivier Choron, CEO and Co-Founder of purchannelapps. They’ll be assessing the challenges facing Partner Marketers and providing examples of some innovative companies using Marketing Automation and Social Media tools to win the hearts and minds of Channel Partners.

In this webcast, John Sweeney and Richard Harris from DemandGen and James Ollerenshaw from Forrester will be discussing the reasons behind using buyer personas, the process of creating them for your organisation and some of the use cases and results. Get real input on how to increase your marketing effectiveness with buyer personas.

Join DemandGen UK, Cisco and Sirius Decisions as they discuss how to build and manage Partner Demand Centers.

Join Andy Wiggans of BrightTALK and John Sweeney of DemandGen UK as they discuss the value of capturing content at physical events and repurposing them for campaign usage.

Watch this video and learn from Carli Wesson from Swiss Post Solutions what’s the potential of leveraging Marketing Automation. Carli talks to DemandGen about her the journey of implementing the system and getting the buy-in and trust from stakeholders across the organizations. She also describes the difference of their marketing approach after deploying marketing automation. Finally, she gives some advice on when to work with a partner to fill the knowledge gap and shares her experience on working with DemandGen on their set up and execution.

Watch this video and listen to Oison Timoney from Swiss Post Solutions talk about why Marketing Automation has brought alignment to the organization. Also, he touches on why the benefit of Marketing Automation goes beyond simply allowing SPS to communicate efficiently with its clients, and how it has given SPS a platform to scale knowledge globally. In addition, Oisin talks about how Marketing Automation has given SPS the confidence and visibility on what’s working and what’s not. In this video Oisin explains how DemandGen has provided best practices along the ways, allowing them to rethink their go-to-market plan.

Watch this video and learn from Nirav Patel’s reasons for implementing Marketing Automation and working with DemandGen. Nirav was looking to implement a system that would not only generate a high quantity of qualified leads, but rather highly quailed leads. In this interview with DemandGen, Nirva talks in detail about why batch and blast campaigns do not work and why segmentation is critical. The ultimate goal of the marketing function at Nuance is to generate pipeline and ROI from marketing programs.

Watch this video and listen to James Gunn from Advent talk about the benefits of Marketing Automation, the challenges that come with leveraging the Marketing Automation tool to profile and target customers in a more relevant ways. James also talks about how to get started with Marketing Automation to ensure that Marketing is driving qualified leads to sales. Finally, he gives some advice on working with experts such as DemandGen to ensure that you are building a scalable and effective system.

DemandGen is a global consulting firm helping companies deploy and utilize marketing automation and CRM systems including Eloqua, Marketo and Salesforce. We are the trusted advisor to the world's leading marketing and sales teams combining superior service, business process, and technology expertise.

Watch this video and learn what to avoid when creating a lead scoring program. Holly Gage from The Forum Corporation talks with DemandGen about the difference between creating multiple-profile or single-profile lead scoring models. In addition, she gives very practical advice on how to integrate the sales team in the design phase of a lead scoring program.

Traditionally, the mind of the marketer is on demand generation: filling the funnel for the sales force. Today, while that’s still a key first step toward customer acquisition, Marketing’s role now extends far beyond the top of the funnel: to establishing the “sales and marketing factory.”

In this webinar, you’ll learn how to align sales and marketing by creating a demand funnel that provides the taxonomy, process, and metrics for effective demand generation.

You'll learn:
•How to start the process of aligning sales and marketing
•Why a Demand Funnel is a critical first step for effective demand generation
•Sample funnel models and case studies
•How lead scoring and nurturing interact with the Demand Funnel
•How the Demand Funnel should used to measure pipeline velocity


David Lewis is a dynamic speaker, metrics-based marketer, and successful "Inc. 500" entrepreneur. As founder and CEO of DemandGen International, his team educates and works with sales and marketing teams on effective lead management, online marketing, marketing automation, and CRM systems. His speaking style is humorous and energetic; he keeps his audience continually engaged through interaction, sharing stories, and relating experiences.
With 20+ years of sales and marketing experience, David and has team have helped 100's of the top sales and marketing teams improve their demand generation and customer acquisition programs. His extensive experience will provide you great insight into the challenges and opportunities of the sales/marketing relationship -- which is at the heart of every closed sale.

Steven Woods, Eloqua CTO and co-founder, joins DemandGen's John Sweeney. This session examines the Challenges of Marketing Automation for Cloud Marketers and the role of the AppCloud.

- Why Marketing Automation is needed for Cloud Marketing today
- What is the AppCloud and how do it work?
- Why do you need it?
- Examples of Apps and successful deployments?

Watch this video and learn how Swiss Post Solutions successfully deployed Marketing Automation globally and designed a demand creation framework to drive demand. In this interview, David Dorling talks about how working with DemandGen helped him get the knowledge he needed to execute on a Lead Management process to ultimately drive revenue. Swiss Post Solutions is the winner of the Best Marketing Automation Deployment 2012 Markie Awards.

Watch this video to learn how Concur technologies implemented Marketing Automation to align the sales and marketing team at Concur. In this interview, Chris Porreca talks about how he worked with DemandGen to design multiple Lead Nurturing and Lead Scoring programs to provide the sales team with qualified leads. Concur has won several awards for its remarkable sales and marketing alignment approach, including Eloqua’s Markie award for Best Sales & Marketing Alignment and SiriusDecisions’ annual Return on Integration (ROI) Awards.