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B2B Marketing

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  • Making marketing automation a reality
    Making marketing automation a reality
    Katie Jameson - Head of EMEA Marketing at Act-On Software Recorded: Jul 2 2019 59 mins
    Marketers are well aware that marketing automation is a crucial tool in any marketing department.

    But if you’re new to the technology, how do you make sure you take the right steps to implementing it? And if you’re already using it, how do you know you’re maximising its full potential for your business?

    In this webinar, led by Katie from Act-On, you’ll learn the 7 steps to make MA a reality, plus:

    1.What the first steps of your MA journey should look like
    2.What questions to ask potential vendors before purchase
    3.The importance of culture, ownership and process
    4.Building a business case for MA
    5.What an effective MA process and strategy looks like
    6.How to leverage MA to encourage sales and marketing alignment

    Katie will also be sharing with you some tips to get the most out of your marketing automation and will be free to answer any questions you may have.


    Katie is Director, EMEA Marketing at Act-On Software, one of the fastest growing tech companies in North America. A marketing automation native, for the past ten years she has implemented, integrated and executed programmes on a variety of marketing automation platforms at industry leading companies such as Symantec, Paywizard and ResponseTap and now Act-On. Katie's hands-on experience gives her the ability to cut through the jargon and speak candidly about marketing automation, demonstrating the absolute power it can bring to the sales and marketing organisation.


    The data we collect here will be used to manage your webinar booking and provide you with useful and relevant sources of B2B Marketing content. By registering for this webinar you specifically consent to us passing on your details to Act-On so that they can contact you by email or by telephone with details of marketing products that they provide. For more information on how we manage your personal data please see our privacy policy below:

    https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy
  • How does your CMO stack up? Leadership perspectives on marketing performance
    How does your CMO stack up? Leadership perspectives on marketing performance
    Adam Needles - CEO of ANNUITAS Recorded: Apr 24 2019 60 mins
    How often have you seen marketing report outstanding results while business growth goals are not being met?

    When it comes to measuring marketing's impact on sales and revenue, stellar performance against KPI's doesn't always tell the whole story.

    ANNUITAS recently surveyed more than 200 business leaders across departments to classify marketing leaders by expertise and focus, and then asked business leaders across the organization to evaluate CMO performance.

    In other words, what does the rest of C-suite think of the decisions of a CMO?

    In this webinar, you will learn:

    - Why marketing success doesn't always align with business growth
    - The difference between a Brand focused and Revenue focused CMO
    - Whether the C-Suite is happy with marketing's KPI's and how they would change them
    - Why Revenue-focused CMO's are seen to be more successful than Brand-focused ones.


    Presenter information:

    Adam Needles is CEO of ANNUITAS. He is an expert in helping companies build buyer-driven perpetual demand generation programs and transform their lead-to-revenue processes to drive profitable revenue growth and build sustainable brands.

    Lauren has more than 24 years of B2B marketing experience, ignited by a passion for driving business outcomes with brands that are ready to define and deliver optimal buyer and customer-centric experiences. In her role as Chief Revenue Officer, Lauren helps marketing and sales leaders at enterprise organizations transform their demand marketing to drive profitable revenue growth and build sustainable brands.



    The data we collect here will be used to manage your webinar booking and provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with B2B Marketing and ANNUITAS who we are running this webinar in association with. For more information on how we manage your personal data please see our privacy policy below:

    https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy
  • Got CRM? Why you need marketing automation, too
    Got CRM? Why you need marketing automation, too
    Katie Jameson - Head of EMEA Marketing at Act-On Software Recorded: Mar 28 2019 60 mins
    CRM systems transform sales through organization; marketing automation completes the picture by generating leads and managing lead engagement.

    While marketing automation and CRM have different capabilities, when used together this dynamic duo forms a powerful sales and marketing tool.

    In this webinar, led by Katie Jameson, Head of Marketing at Act-On Software, you'll learn:

    1. What is a lead to revenue process?
    2. How to enable a lead to revenue process with the right technology
    3. How marketing automation and CRM systems compliment each other
    4. How to get the best out of both platforms.

    Katie will also share with you some top tips on how to get the most out of your marketing automation and successfully integrating it within your tech stack.

    Katie is the Head of EMEA Marketing at Act-On Software, one of the fastest growing tech companies in North America. A marketing automation native, for the past ten years she has implemented, integrated and executed programmes on a variety of marketing automation platforms at industry leading companies such as Symantec, Paywizard and ResponseTap and now Act-On.

    Katie's hands-on experience gives her the ability to cut through the jargon and speak candidly about marketing automation, demonstrating the absolute power it can bring to the sales and marketing organisation.

    The data we collect here will be used to manage your webinar booking and provide you with useful and relevant sources of B2B Marketing content. By registering for this webinar you specifically consent to us passing on your details to Act-On so that they can contact you by email or by telephone with details of marketing products that they provide. For more information on how we manage your personal data please see our privacy policy below:

    https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy
  • How to sync sales and marketing teams to deliver a better buyer experience
    How to sync sales and marketing teams to deliver a better buyer experience
    Lawrence Keltie - Account Executive at Showpad Recorded: Feb 13 2019 47 mins
    When sales and marketing aren't aligned, it poses a very real threat to your bottom line.

    The union of sales and marketing often isn't perfect. And for too long these two groups have operated desperately to diminishing results.

    But we're entering a new era, where prospective buyers expect more when they engage in a B2B transaction.

    This webinar, hosted in association with Showpad will show you:

    1. What today's B2B buyers expect
    2. The risks of sales and marketing misalignment
    3. 5 practical ways to align your teams to deliver a better buyer experience.
    4. How to empower sales with content that has value.
    5. How can technology support this.

    This webinar will be led by Lawrence Keltie from Showpad.

    Lawrence works closely with sales and marketing leaders to enable greater revenue attainment, increase marketing's impact on sales, and drive quicker 'time to marketing' of new sales reps - recently working most closely with high growth tech companies in the UK. Lawrence brings in an array of knowledge and experience to help drive your business to the next level.


    The data we collect here will be used to manage your webinar booking and provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with B2B Marketing and Showpad who we are running this webinar in association with. For more information on how we manage your personal data please see our privacy policy below:

    https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy
  • ABM for winning bids – your new secret weapon?
    ABM for winning bids – your new secret weapon?
    Joel Harrison - Editor-in-chief at B2B Marketing Recorded: Jan 9 2019 55 mins
    Like it or not, bid tendering and RFPs are an increasingly important part of the B2B marketer’s role – particularly for large contracts but increasingly for those of lower value.

    The stakes for bid tendering are very high – get it right, and teams responsible will be heroes in the business. Get it wrong, and you’ve potentially wasted a lot of time, effort and cash.

    So how can marketers use ABM techniques and tools to address this thorny marketing (and sales!) challenge? What’s the relevance of ABM to this unique business area, and how can it drive new thinking and new opportunities?

    In this interactive webcast, Nick Pearce and Claire Carsberg of JPC will call on real life examples to explain how you can apply ABM to improve your bid strategy and the keys to success.

    You'll learn:

    1. How to align procurement with your bid
    2. How to challenge everyone involved in the bid process
    3. How to be disruptive and make it part of your successful sales strategy
    4. How to improve your chances of winning bids
    5. How to avoid the common pitfalls, and turn failure into success

    Speakers

    * Joel Harrison – Editor-in-chief at B2B Marketing
    * Nick Pearce – Co-founder and strategy director at JPC
    * Claire Carsberg – Managing director at JPC


    The data we collect here will be used to manage your webinar booking and provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with B2B Marketing and JPC who we are running this webinar in association with. For more information on how we manage your personal data please see our privacy policy below:

    https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy
  • The path to customer experience success
    The path to customer experience success
    Claire Sporton - Senior Vice President, Customer Experience Innovation Confirmit Recorded: Nov 27 2018 59 mins
    Moving forward requires the right approach.

    If you've got a challenging route to face, you need the right tools for the job – or you face getting stuck in the mud.

    What does this have to do with customer experience in B2B you ask? More than you think.

    The sheer complexity of the many-to-many relationships in B2B means that many CX programmes risk getting bogged down before they even get started.

    Operational silos, tangled customer journeys and the challenges in proving ROI only exacerbate the issues.

    Join Claire Sporton, SVP CX innovation at Confirmit and she shows you how to break down B2B complexity, define a CX program that will help identify at-risk accounts, and inspire every member of your team to make smarter decisions and take faster actions that will benefit the entire business.

    In this webinar, Claire will show you:

    1. How to break down B2B complexity
    2. How to design a CX program that will help identify at-risk accounts
    3. What it takes to inspire every member of your team to make smarter decisions and take faster actions.
    4. How to tackle the common CX challenges
    5. The steps to ensure your CX programme takes off successfully.
    6. How to identify your CX priorities based on 4 core B2B challenges
    7. How to balance the needs of your clients and business stakeholders
    8. How to break down the barriers to truly empower the frontline.



    The data we collect here will be used to manage your webinar booking and provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with B2B Marketing and Confirmit who we are running this webinar in association with. For more information on how we manage your personal data please see our privacy policy below:

    https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy
  • Five signs you are ready for marketing automation
    Five signs you are ready for marketing automation
    Katie Jameson - Head of EMEA Marketing at Act-On Software Recorded: Sep 13 2018 56 mins
    As your business grows, so do your marketing needs and the ability to scale.

    Especially the way you go about sending emails to your customers.

    At this point, it's worth asking yourself, what's the difference between email marketing and marketing automation, and is your company ready to make the switch?

    In this webinar, you'll discover the 5 signs which show you're ready to make the jump to marketing automation and more.

    This webinar will cover:

    1. The differences between email marketing and marketing automation (MA)

    2. How to incorporate MA into your existing email strategy

    3. The importance of having a 360 view of your customers

    4. How MA can help improve the way you nurture leads

    5. The metrics to use to ensure MA works in your business

    6. Using MA across your customer journeys to drive growth


    Katie is the Head of EMEA Marketing at Act-On Software, one of the fastest growing tech companies in North America. A marketing automation native, for the past ten years she has implemented, integrated and executed programmes on a variety of marketing automation platforms at industry leading companies such as Symantec, Paywizard and ResponseTap and now Act-On.

    Katie's hands-on experience gives her the ability to cut through the jargon and speak candidly about marketing automation, demonstrating the absolute power it can bring to the sales and marketing organisation.

    The data we collect here will be used to manage your webinar booking and provide you with useful and relevant sources of B2B Marketing content. By registering for this webinar you specifically consent to us passing on your details to Act-On so that they can contact you by email or by telephone with details of marketing products that they provide. For more information on how we manage your personal data please see our privacy policy below:

    https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy
  • Why you should give 25% of your customers the boot
    Why you should give 25% of your customers the boot
    Iain Lovatt Recorded: Apr 5 2018 56 mins
    On average, 25% of your customer base are poor performing - but how do you find your best and worst customers to begin with? Using an innovative customer insight service Blue Sheep calls Money Mapping.

    In this presentation, you’ll see how Money Mapping can revolutionise your marketing strategy and learn:

    -Why not all customers should be treated equally.
    -How to identify your 'treasure' customers.
    -The differences between your ‘treasure’ and ‘avoid’ customers.
    -How assessing your customer database can lead to £millions in efficiency savings.
    -How profiling your most profitable customers can uncover similar leads worth £billions.
    -How Money Mapping can make your marketing more efficient, and profitable.

    The presenter:

    Iain Lovatt is Founder and Chairman of Blue Sheep, and has been helping businesses improve their performance using data for over 30 years.

    Iain is a respected member of the data marketing community, having been chair of the IDM Data Council, on the board of the DMA, and is a Visiting Professor at the University of the West of England. In 2017, he was elected a representative for the Direct Commerce Association.
  • Revenue Rift: Meeting the challenge of delivering for the bottom line
    Revenue Rift: Meeting the challenge of delivering for the bottom line
    Jason Ball - Managing Director of Considered Content Recorded: Jan 31 2018 48 mins
    In this webinar we’ll explore how today’s B2B marketers can meet the increasing demand to deliver greater pipeline and tangible bottom-line revenue. Using our recent research into senior B2B marketers in mid-market and enterprise businesses, we’ll look at:

    •How what you choose to measure impacts how senior management will view marketing
    •Why the way you’re currently measuring ROI could hamper your overall success
    •The targets B2B marketers are setting and just how many are delivering against them
    •Key tactics — what’s working, what’s not (and how this changes by sector)

    Then we’ll look at the 5 key barriers today’s B2B marketers view as the biggest obstacles to delivering greater pipeline and increased revenue and make actionable recommendations you can use to begin addressing these issues right now.


    Revenue Rift will be presented by Jason Ball, MD of Considered Content, a content-led demand generation agency based in London. Jason is a lifelong B2B marketing specialist with over 25 years’ experience in the industry. He has created strategies, campaigns and content for companies including Cisco, Adobe, EY, Sony Professional, Vodafone and many others. He is a passionate believer that B2B marketers and their agencies need to be less in awe of bright shiny new things and more focused on delivering the tangible business impact that resonates in the boardroom.
  • How to align your B2B content strategy with your customer personas and your sale
    How to align your B2B content strategy with your customer personas and your sale
    Phil McGuin, Director of Demand Generation Recorded: Jul 13 2017 41 mins
    The value of content can be measured in lots of different ways, and many organisations will have their own goals and ambitions for what they want content to achieve.

    Some may use content to deliver new sales leads, improve customer satisfaction or enhance brand visibility. But for all the benefits content can bring, expressing the contribution it makes to a business in pounds and pence remains one of the biggest hurdles for B2B marketers.

    Phil’s webinar will offer a step-by-step guide to building out your content strategy by highlighting the three key elements needed to feed your sales pipeline:

    - Buying cycle
    - Content map
    - Content personas

    He'll also explore the importance of a content audit, and how to carry one out, and discuss what type of content works best at different stages of the sales cycle.

    Phil has over 20 years’ experience in online marketing and performance-based lead generation and has worked both client and agency side, including in the private sector as head of marketing for a B2B software provider.

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