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Media and Marketing

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  • CMO Priorities for 2019
    CMO Priorities for 2019
    Vasu Jakkal, EVP & CMO, FireEye Recorded: Dec 5 2018 48 mins
    Marketing today plays a central role in driving growth as businesses look to win the most important real estate in the world – a piece of your heart and mind. As our world rapidly evolves with the physical and virtual blending, consumers are increasingly engaged in digital self-nurture, complemented by analog immersive experiences that strengthen our bonds.

    CMOs are expected to be business leaders and change agents with “THINK BIG” strategies. We are expected to define brand purpose – have the vision and “why narrative” and to keep the company aligned to its NorthStar. We are expected to tackle big market trends with the magic of storytelling that’s supported by data, analytics, and digital platforms – combined with human-centric understanding – to drive revenue and deliver exceptional customer experiences.

    The CMO’s role has never been more exciting or more relevant, and in this talk we will explore what 2019 holds for us and what trends, disruptions and priorities we need to flawlessly address in order to win hearts, minds and $.
  • Go to Market Strategy & Investment Areas
    Go to Market Strategy & Investment Areas
    Dan Lamorena, FireMon | Sean Regan, Atlassian Recorded: Dec 5 2018 60 mins
    Join this webcam panel and hear the latest insights from our panel of experts.

    Dan Lamorena, Chief Marketing Officer, FireMon
    Sean Regan, Head of Product Marketing & GTM, Atlassian
  • Building Thought Leadership in 2019 and Beyond
    Building Thought Leadership in 2019 and Beyond
    Denise Brosseau, Thought Leadership Lab | David Wamsley, Rosebud Communications | Geoffrey Colon, Microsoft Advertising Recorded: Dec 4 2018 58 mins
    Now more than ever, companies need to invest time, money & resources into building their thought leadership.
    In this webinar, we will discuss how executive bylines (op-eds / opinion pieces), industry conferences & webinars can help companies establish credibility and influence in their markets.
    Key learning & takeaways:
    - Present a problem and solution instead of promoting your specific product or service.
    - Develop a cost effective and time efficient strategy to produce quality thought leadership content on a regular basis
    - Learn how to get featured in leading industry publications

    Subject Areas:
    Public Relations, Content Marketing, B2B Sales & Marketing, Media Relations

    David Wamsley
    After several decades as a serial entrepreneur (raising more than $100 million in venture funding), David founded Rosebud Communications, a strategic PR firm that works with high-growth technology companies across a variety of B2B verticals. He & his work have been featured in The New York Times, The Economist, WSJ, Fortune, Forbes, & The Washington Post.

    Denise Brosseau
    Denise works with executives to accelerate their journeys from leader to thought leader. She is a lecturer on thought leadership at Stanford Business School & a guest author for Salesforce.com, Inc.com, Fast Company, Entrepreneur & Forbes. Denise graduated with a Stanford MBA, and has spoken at major tech companies including Roche, Microsoft & Google.

    Geoffrey Colon
    Geoffrey is a compelling voice at the intersection of marketing, tech, media & popular culture. He is Head of Brand Studio at Microsoft Advertising, where he develops innovative concepts as a form of business development & collaboration with partners. Prior to joining Microsoft in 2013, Geoffrey was vice president of digital strategy at Ogilvy & Mather in New York City. Colon has done work with several influential brands including Spotify, Netflix, American Express, Coca-Cola, IBM, The Economist, USA Network, WWE, History & Red Bull.
  • 3 Ways to Tell Your Most Powerful Brand Story - Driving Customer Engagement
    3 Ways to Tell Your Most Powerful Brand Story - Driving Customer Engagement
    Arthur Germain, Communication Strategy Group | Lisa Dreher, Guideforce Recorded: Dec 4 2018 45 mins
    Driving valuable and authentic engagement with your prospects is increasingly difficult. There’s so much digital noise, bright-and-shiny social media objects and boring, “been-there, done-that, got-the-tee-shirt” marketing programs that even some marketers appear to have stopped caring about their messages. You need to break out of the mold and do something different to standout and be heard. And, the best thing about the approaches in this presentation, you don’t have to say anything. Leave the storytelling to your customers and partners. In this session we will detail real-world examples and actionable advice you can implement today to start driving more qualified engagements and in new and exciting ways that are fun to implement.

    Walk away from this session with examples that have worked, a view into the results you can expect and a formula for implementing these powerful storytelling programs for your company.

    We will show you how to get started the right way. Join Arthur Germain, Principal & Chief Brandteller, Communication Strategy Group and Lisa Dreher, CEO & Head Brand Strategist, GuideForce, for a lively look at 3 Ways to Tell Your Most Powerful Brand Story.
  • New Age Marketing – The shift from customer loyalty to customer relevance
    New Age Marketing – The shift from customer loyalty to customer relevance
    Arun Trivedi & Rahul Bansal, Wipro Technologies Recorded: Dec 4 2018 45 mins
    Traditional customer retention strategy relied on “buying” loyalty with rewards and discounts which is cost to company and it also means company losing focus on relevance for customers.

    In this talk, you will learn about how latest marketing trends and how data driven marketing is bringing customer relevance into focus.

    Presenters:
    Arun Trivedi, Partner, Wipro Technologies
    Rahul Bansal, Digital Partner, Wipro Technologies
  • How esports can combine old and new monetization models to reach new heights
    How esports can combine old and new monetization models to reach new heights
    Dean Takahashi, Lead Writer, GamesBeat Recorded: Dec 4 2018 60 mins
    Money is pouring into esports. There are more players, more games, more viewers, and bigger prize pools — and companies are taking note. Investment is coming from all angles, and everyone is looking for a piece of the pie. But many of the existing monetization models of esports only seek to follow the tried and true formats from traditional sports.

    There is a lot for the video game industry to learn from the legacy sports broadcast model; but there’s a catch: The video games industry uses some of the world’s most advanced interactive technology to create some of the world’s most compelling entertainment experiences.

    So why would we just do it the same way as before? The answer? We probably won’t. Not for long at least.

    In this special session, our panel of experts will unpack the old and the new of esports, and explore where genuine innovation may come from in the future. We’ll discuss how to get the most out of traditional methods, and how some companies are experimenting with new approaches to engaging with audiences and driving revenue.

    Register now to join us for free.

    Attend this webinar and learn:
    * How the current esports model stacks up against traditional sports, and where the money is coming from now
    * The new technologies that will change the existing business model
    * The difference between formal esports and personalized broadcasting — and what those differences mean for your bottom line

    Speakers
    * Jonathan Singer, Industry Strategist, Akamai
    * Robb Chiarini, Director esports, NCSA at Ubisoft
    * Dean Takahashi, Lead Writer, Gamesbeat
    * Kent Wakeford, Co-founder and COO, Gen.G

    Sponsored by Akamai
  • Adaptive Messaging: Customer Experience - the Lever to Improve Demand Generation
    Adaptive Messaging: Customer Experience - the Lever to Improve Demand Generation
    Jason Stewart, VP, Strategic Content, Annuitas Recorded: Dec 4 2018 49 mins
    Knowing that customer experience is often the differentiator driving customer loyalty and advocacy, it’s top of mind in nearly every B2B organization. However, some companies fail to understand that the customer experience begins before the purchase, not afterwards. Companies that seize the opportunity to differentiate with a pre-purchase experience that stands apart will reap the rewards. Quite simply, optimizing and improving the customer experience early in the buyer’s journey can dramatically impact revenues.


    In this webinar you will learn:
    • How your messaging needs to change as your buyer moves through the funnel
    • Why the customer experience matters, even before they actually become customers
    • Keys to understanding your buyer’s journey
    • How to better match the medium to the message


    ANNUITAS VP of Strategic Content Jason Stewart will share how your messaging needs to adapt to the needs of the buyer. Content, engagement and process need to be driven by a strategy that focuses on the buyer, and that has a goal of improving and optimizing their experience all the way through the funnel. Move away static, one-size-fits-all messaging focused on product or services and improve the customer experience before the sale.
  • How to Tell Great Stories to Boost Your Business
    How to Tell Great Stories to Boost Your Business
    Margaret Harrist & Lynne Sampson | Oracle Recorded: Dec 4 2018 48 mins
    For years, you’ve been hearing about the importance of storytelling in your marketing efforts. But where do you find great stories to tell? How do you take what’s happening with your business or industry and make it fascinating? In this session, you’ll learn how to rattle the cages of creativity to come up with great story ideas that will attract readers. You’ll then learn how to leverage these stories in your content marketing programs to interest and influence buyers along their journey.

    Presented by:
    Margaret Harrist, Senior Content Strategist, Oracle
    Lynne Sampson, Product Marketing Director, Oracle
  • Hitting the Mark 2018
    Hitting the Mark 2018
    Gavin Laugenie, dotmailer Recorded: Dec 4 2018 42 mins
    Discover the key findings and insight from the 2018 edition of our benchmark email marketing report. We’ll explore winning tactics practiced by leading ecommerce brands and learn from those common pitfalls you’ll do best to avoid.

    We’ll advise serious marketers like you with unmissable tip and tricks – proven to revive your customer experience and give your email programs a boost.

    Presented by:
    Gavin Laugenie
    Digital Strategist
    dotmailer
  • Enabling Content in Chatbots and AI: The Microcontent Solution
    Enabling Content in Chatbots and AI: The Microcontent Solution
    Steve Manning, Vice President Consulting Services, Precision Content Recorded: Oct 3 2018 77 mins
    We are giving you a second chance to catch one of our favorite sessions! The addition of Bots, voice-enabled interfaces, and Artificial Intelligence means we must change the way we structure content. We are moving from a broadcast style of communication – publish and hope for the best – to a more conversational style of communication. More question and answer.

    This imposes requirements on the content models you need to create if you want to talk to the Bots. We must be more granular in our models. We need to implement Microcontent.

    Join our special guest host, Val Swisher, and Steve Manning In Part II of this series, where Steve will go a little deeper. He will discuss the language of bots/AI: intents, attributes, and assets. Then he’ll relate that to how the granularity you design into your models, the semantic labels you apply to elements, and the taxonomy you capture in creation can make or break your ability to publish DITA content to the new technologies. The session will include real-world scenarios that rely on a microcontent strategy.

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