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Content Marketing

  • How Structured Content Powers Health Education at Healthwise.org
    How Structured Content Powers Health Education at Healthwise.org
    Sonja Deines Recorded: Nov 24 2020 43 mins
    Join us for an informative discussion with content strategist, Sonja Deines, about how non-profit patient education provider, Healthwise.org, uses structured content to power their innovative educational efforts. You’ll discover why the organization leverages structured information to deliver evidence-based, easy-to-understand content that helps people make better healthcare decisions.

    The Content Advantage is brought to you by Zoomin Software. Leading brands use Zoomin to help customers and employees find the answers they need, when and where they need them. Zoomin unifies all your product content and makes it available in full fidelity in your doc portal, Salesforce, ServiceNow, and even your product itself. And with actionable analytics into your content, you can continually optimize the knowledge experience.
  • Future Proof: How to Create a Lead Scoring Model That Scales
    Future Proof: How to Create a Lead Scoring Model That Scales
    Kylie Alexander Recorded: Nov 24 2020 47 mins
    With the right lead scoring model in place, you and your team are able to make the most out of every lead that enters your pipeline.

    Watch Kylie Alexander, Marketing Operations Manager and lead scoring expert, share how you can create a lead scoring model that will scale with your business.

    You'll learn:

    How to partner with the right stakeholders to make decisions that are aligned across the business

    Lessons the Marketo Engage operations team has learned so you don't make the same mistakes

    How to plan for a scoring model that will scale
  • Jennifer Aniston, storytelling and why sales know best about customer lifecycle
    Jennifer Aniston, storytelling and why sales know best about customer lifecycle
    John Aloy, head of strategic sales, O2; and David van Schaick, CMO, The Marketing Practice Recorded: Nov 24 2020 31 mins
    John Aloy is Head of Strategic Sales at O2 Telefonica. He’s been using ABM to improve customer value in strategic accounts for over four years.

    In this webinar, he’ll share his journey with TMP CMO, David van Schaick. Together they’ll take you on a journey that will reveal the art of growing strategic customers, and what all this has to do with Jennifer Aniston.

    We hope you will leave inspired anew about the power of storytelling in ABM.


    Your personal data:

    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 The Marketing Practice who is sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

    https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy
  • You’ve Got A CDP, So What?
    You’ve Got A CDP, So What?
    Tony Peters, Senior Solutions Consultant, Acquia Asia Recorded: Nov 24 2020 32 mins
    Customer expectations are evolving and brands are expected to be able to deliver meaningful personalization that can engage them through their customer journey. The effective use of a customer data platform (CDP) enables brands to address the new ‘paradigm of personalization’ for real business outcomes.

    Even if you have access to manage multiple customer touchpoints (for ie. sales, accounts and service) to have a ‘single source of truth’ when it comes to customer data, have you been able to deliver a consistent, seamless and unfragmented customer experience based on that single source of truth at scale?

    For marketers who are struggling with delivering more personalised, interactive and impactful experiences and campaigns, some help can be in the form of marketing automation.

    In this session you will learn:

    How data sources are connected; how data needs to freely flow back and forth and how can this be activated by martech solutions for desired conversion results?
    How a strong CDP strategy - with necessary processes in place, allows organizations to personalize the customer journey and deliver a seamless Customer Experience (CX)
  • Why Genre Matters for Mobile Game Monetization
    Why Genre Matters for Mobile Game Monetization
    VentureBeat x Facebook Recorded: Nov 19 2020 60 mins
    Learn top rewarded video integrations by game type!

    Research has shown that the ad-supported model of in-game advertising is a major win for
    publishers. By the end of 2019, in-game ads accounted for 17% of total worldwide smartphone
    gaming revenue ($82.6B) – and that number is expected to triple by 2024.

    But no matter your game genre, if your goal is to maximize the revenue impact of ad
    monetization, it’s important to hone in on the right formats and strategies, and stay on top of the
    latest best practices and research on what works best for your genre.

    In this VB Live event, experts will share stats and user sentiment from research and analyst
    reports covering everything from the best ad formats for every game type — from casual and
    hypercasual, to strategy, action, and RPG, social casino games and more.

    You’ll get an in-depth look at the best rewarded video entry points for your game type, including
    what works best for each genre, common placements, design innovations and value exchange.
    And you’ll learn about how to test ads in your game, no matter what genre it is.

    In this webinar you’ll learn:
    - Insights into in-app ad success by genre
    - The best rewarded video entry points for each game genre
    - How to leverage common A/B testing methods
    - How to make sure ad integrations complement in-app purchases
    - How leading publishers test and prove the revenue potential of ads

    Speakers:
    - Kiel LeBaron, Senior Director, Ad Monetization, Jam City
    - Hahn Kim, Strategic Partner Manager, Facebook Audience Network
    - Emma Bullen, Product Marketing Manager, Hyper Hippo Entertainment (moderator)
  • Curate Your Components: The Personalization Paradox #4
    Curate Your Components: The Personalization Paradox #4
    Val Swisher Recorded: Nov 19 2020 60 mins
    Components are where all of the work you’ve done so far to manage your words, sentences, and paragraphs come together to create a customer experience. Only by creating small, reusable content components (and tagging them correctly), can you make sure that only the right pieces of content are delivered to the right person, at the right time.

    Join Val Swisher, CEO of Content Rules, to learn how curating your components can have a big impact on how personalizable your content is.

    In this webinar, you will learn:

    Why componentized content is a requirement for personalization
    The 3 biggest pitfalls of componentized content (and how to avoid them)
    What an enterprise component eco system really looks like
  • From the ground up: Building your ideal game studio infrastructure
    From the ground up: Building your ideal game studio infrastructure
    VentureBeat x Akamai Recorded: Nov 19 2020 60 mins
    So you’re starting your own game studio. This is an incredible opportunity! You and your team get to start fresh, with no technical debt, and build the infrastructure of your dreams.

    But what does that look like? Where have other new studios found success and failure? And how can you best build a platform on which to launch your new game? Join our panel of technical and operational experts for help on how to start strong, and prepare to scale. Plus hear from developers at other independent studios about how they started small and achieved big success.

    You will learn about:
    - Tips for starting your own game studio
    - The landmines you should watch out for
    - The best way to approach technical decisions as you grow

    Speakers:
    - Glen Schofield, Chief Executive Officer, Striking Distance Studios
    - Emily Greer, Co-founder & CEO, Double Loop Games
    - James Dobrowski, Managing Director, Sharkmob London
    - Jonathan Singer, Senior Manager – Global Games Industry, Akamai
    - Dean Takahashi, Lead Writer, GamesBeat (moderator)
  • Webinar: Brand Authenticity and the Power of Personalisation
    Webinar: Brand Authenticity and the Power of Personalisation
    DMA, AAR, Mind, Swizzels Matlow, Worldwide Cancer Research Recorded: Nov 19 2020 66 mins
    Uncover the power of personalisation and brand authenticity alongside AAR, MIND, Swizzels Matlow, and other experts and discover how it can be used to your advantage. Tune in for discussion, debate, and leading insights, as you unpick the theory and dive into the makings of personalisation and brand authenticity.
  • BrightTALK Local Singapore: Driving Conversions with Digital Content
    BrightTALK Local Singapore: Driving Conversions with Digital Content
    Eying Wee (Rubrik), Adeline Goh (Gigamon), Joseph McCarthy (BrightTALK) Recorded: Nov 19 2020 45 mins
    If you create great content and nobody sees it, what’s the point? Join Singapore’s top content marketers to hear how they’ve shifted their strategy during the pandemic to maximize the ROI of their campaigns.

    They’ll share their secrets about:
    - Standing out from the digital noise during the pandemic with engaging, valuable content
    - Aligning content with demand generation strategy
    - Understanding campaign goals and personas to create relevant content
    - Designing virtual events to succeed when your audience has Zoom fatigue
  • COVID and mental health: What employers and HR need to know
    COVID and mental health: What employers and HR need to know
    VentureBeat x TriNet Recorded: Nov 17 2020 61 mins
    As the COVID pandemic continues to evolve, employees are struggling under the weight of the unknown. From the stress of working from home or returning to an office environment when regulations are in flux, to the intense pressure on employees with school-age children who are trying to juggle work and impromptu teaching, workers are wrestling with hard choices and difficult issues. The scale of employee mental health support that HR and business leaders must provide is unprecedented.

    In this webinar presented by TriNet and FEI, the Workforce Resilience Experts, you'll learn about the impact that COVID is having on employees' mental health and productivity — and, in turn, how employees’ mental health impacts the health of a company. You’ll learn about the internal strategies organizations need now to support employees, from adapting communication policies, to creating buddy systems for co-workers, flexible work schedules, and more.

    Registration is free!

    You'll learn:

    - What employers need to know about COVID’s impact on the mental health of their employees
    - How the mental strain of COVID may negatively impact the health of a company and employee productivity
    - Best steps and practices companies are taking to help their employees get through this difficult time

    Speakers:

    - Christy Yaccarino, Executive Director, Benefit Strategy and Wellness, TriNet
    - Michael McCafferty, Consultant, FEI Behavioral Health
    - Stewart Rogers, Moderator, VentureBeat
  • Content Intelligence: Developing a Data-Driven Content Strategy
    Content Intelligence: Developing a Data-Driven Content Strategy
    Nick Markwith, Sr. Director of Content, BrightTALK Recorded: Nov 17 2020 59 mins
    Developing your understanding of your target audience is important, but turning those insights into an actionable strategy that proves ROI can be difficult for the most seasoned marketer. It’s easy to get lost and hard to know where to begin without the right tools or strategies to help develop your ideas into a repeatable content plan.

    In the second episode of the Content Intelligence Series, Nick Markwith will explore how to start developing a data-driven content strategy that produces results from an analytical perspective. Join this episode to learn:
    - What elements are needed for your content strategy
    - How to understand your strengths and opportunities through analysis
    - How to leverage topics and formats drive results
  • Content Strategy: Yesterday, Today, and Tomorrow
    Content Strategy: Yesterday, Today, and Tomorrow
    Rahel Anne Bailie, Content Seriously Recorded: Nov 17 2020 46 mins
    Join us for The Content Advantage on when we chat with content operations maven Rahel Anne Bailie about the discipline of content strategy. We'll explore content strategy past, stopping to talk a bit about the foundations of the discipline, where we're at today, and where we're heading tomorrow. Come prepared to ask questions of one of the most knowledgeable content strategists on the planet.

    The Content Advantage is brought to you by Zoomin Software. Leading brands use Zoomin to help customers and employees find the answers they need, when and where they need them. Zoomin unifies all your product content and makes it available in full fidelity in your doc portal, Salesforce, ServiceNow, and even your product itself. And with actionable analytics into your content, you can continually optimize the knowledge experience.
  • CDP vs. CRM - What's The Difference?
    CDP vs. CRM - What's The Difference?
    Tony Peters, Senior Solutions Consultant, Acquia Asia Recorded: Nov 17 2020 32 mins
    Today, consumers interact with brands across multiple channels.

    This gives brands a multitude of opportunities to collect more customer data and use it to enhance customer experiences.

    Unfortunately, this data gets stored in departmental and functional silos, and brands seldom utilize this data to their utmost potential.

    Although we often read articles along the lines of ‘we live in the data economy’ or ‘data is the new oil,’ it stands true only for organizations that manage their customer data effectively.

    That's why our latest webinar series is designed to help you understand and establish a key link in the larger conversation around better leveraging organizational data – including of course customer data – to drive profitability and differentiated customer experiences.

    In this session you will learn:

    - How a CDP can be relevant to your business?
    - Use cases on effective applications of CDPs to achieve desired results
  • Changing Channels: How the Right Cross-Channel Mix Makes Every Marketing Dollar
    Changing Channels: How the Right Cross-Channel Mix Makes Every Marketing Dollar
    Mike Madden, Director of Commercial Demand Generation for Adobe Experience Cloud Recorded: Nov 13 2020 38 mins
    Watch our webinar, Changing Channels: How the Right Cross-Channel Mix Makes Every Marketing Dollar Go Further.

    Featured speaker Mike Madden, Director of Commercial Demand Generation for Adobe Experience Cloud, discusses how to create a more proven, more personalized, and more profitable path to purchase.

    In this webinar, you will:

    Discover how to measure performance beyond engagement metrics, to understand if and how your campaigns are generating revenue

    Improve your coordination efforts across channels, so that your customers receive a cohesively branded and personalized experience that can accelerate their journey

    Find out how to choose the right mix of channels for your business, and how to create the right content for those channels that aligns with the customer’s stage in the buying process
  • BrightTALK Local West Coast: Demand Generation Strategy
    BrightTALK Local West Coast: Demand Generation Strategy
    Morgan Cantrell (BrightTALK), Navin Mittal (Director, Marketing), Sebastian Rehaag (System Soft) Recorded: Nov 12 2020 68 mins
    How does your team build a demand generation strategy that actually works? Achieving marketing-generated revenue goals can be a challenge which is why understanding the right approach is the key to the success of any campaign. Join some of the west coast's top marketers, as they give an inside look at what have proven to be winning demand generation strategies and how they are shaping their plans for 2021.
  • When Do You Need a Content Consultant and How Do You Work With One?
    When Do You Need a Content Consultant and How Do You Work With One?
    Stephani Clark and Gretyl Kinsey Recorded: Nov 12 2020 63 mins
    Embarking on a structured content project is exciting but it can also feel daunting. Consultants typically help with content strategy, training, conversion, implementation, and selecting new tools. A content consultant can aid you with your project, but at what point should you ask for help? 



    Join Stephani Clark, Director of Customer Success at Jorsek, and Gretyl Kinsey, Technical Consultant at Scriptorium for this free one-hour webinar. When hiring a consultant, how do you set expectations, and how do you work with multiple vendors (consultants and tools vendors) to have a successful outcome? Stephani and Gretyl will discuss key areas of a content management project to evaluate when you should hire a consultant or when you should move forward on your own.

    Three Takeaways:
    • Signs you need a consultant
    • Setting expectations
    • Tips 
  • Flip the Switch: Budgeting for Virtual Events
    Flip the Switch: Budgeting for Virtual Events
    Edward Farraye, Growth/Revenue Marketing (HashiCorp) and Nick Fagan, Senior Director, US Sales (BrightTALK) Recorded: Nov 12 2020 58 mins
    You’ve set your virtual event KPIs. Now, where should you focus your resources to get the most bang for your budget? Let us walk you through the essentials.

    Join Nick Fagan, Senior Director, US Sales (BrightTALK) as he sits down with Ed Farraye, Growth/Revenue Marketing (HashiCorp), to highlight how to maximize the ROI of virtual events in 2021. We'll discuss how to establish a budget that maps directly back to your overarching goals and objectives, and how three different types of virtual events fit into your GTM strategy - demand gen, brand-building, and internal. While we won't share top-secret budget specifics, we'll break-down the minimum requirements necessary to launch a practicable B2B event or conference and outline the extras that, when executed cost-effectively, can elevate a standard virtual event into an engaging digital experience.
  • Up to the Minute: Enterprise Architecture Community Update
    Up to the Minute: Enterprise Architecture Community Update
    Harriet Jamieson - Senior Content Manager, BrightTALK Recorded: Nov 11 2020 16 mins
    Who is in the BrightTALK Enterprise Architecture community, what topics are of most importance to them, and what type of content do they prefer?

    Join this webinar to learn:
    - How the community has grown and evolved
    - What topics are trending and which are declining
    - What to look forward to in the rest of 2020
  • Webinar: Democratising Scotland’s Data Talent
    Webinar: Democratising Scotland’s Data Talent
    Golden Charter, Scottish Power Recorded: Nov 11 2020 63 mins
    Join us to hear from DMA Scotland’s Vice Chair, Howard Barber as we explore how Scotland can ensure it is creating a constant stream of skilled employees to staff the data roles that organisations need to fill. Tune in for discussion, debate, and insights from the Democratising Scotland’s Data Talent whitepaper.
  • Creating Voice and Tone Strategy that Wins with Customers
    Creating Voice and Tone Strategy that Wins with Customers
    John Caldwell, UX Design Leader Recorded: Nov 10 2020 36 mins
    Tapping into customer emotion and desire is at the heart of any winning design and content strategy. Join special guest, writer, author, content strategist, and UX design leader, John Caldwell, for this 35-minute webinar recorded in August 2020.

    Based on his book "Voice and Tone Strategy: Connecting with People through Content" (XML Press, 2020), John lays out the case for developing strategic content that connects with customers, gains their loyalty, and wins the game against your competitors. John demonstrates with a simple set of building blocks, guided by a clear and achievable goal, and then adapts it to you and your customers with a system for flexing how your character talks.

    Leveraging storytelling techniques, John works his way through some proven frameworks and ends with looking at how to roll out and deliver on a new strategy.

    During this webinar, you will hear about:

    • The value of meaningful and strategic relationships brought to life with character and principles that have the power to connect with people
    • How to develop a strategy that’s built on an easy-to-understand set of building blocks, driven by frameworks for flexing voice and tone
    • How to get buy-in from skeptical stakeholders and team leaders who have their own sets of priorities
  • Discussion: Technical Documentation Industry Survey: Coronavirus Edition
    Discussion: Technical Documentation Industry Survey: Coronavirus Edition
    Paul Perrotta, The Technical Communication Wrangler Recorded: Nov 10 2020 50 mins
    Join us for a chat with Paul Perrotta, the Technical Documentation Wrangler, about some of the preliminary findings from the 2020 Technical Documentation Industry Survey: Coronavirus Edition.

    We'll explore the data we collected from technical communication professionals working in the trenches during the coronavirus pandemic. Perrotta will give us a sense of how the COVID-19 pandemic has changed where and how technical documentation professionals work, how much they earn, and how they feel about the security of their job and the future of their careers. 

    The Content Advantage is brought to you by Zoomin Software. Leading brands use Zoomin to help customers and employees find the answers they need, when and where they need them. Zoomin unifies all your product content and makes it available in full fidelity in your doc portal, Salesforce, ServiceNow, and even your product itself. And with actionable analytics into your content, you can continually optimize the knowledge experience.
  • Recession-Proof Digital Transformation
    Recession-Proof Digital Transformation
    Dr. Dave Chaffey (Smart Insights) and Andy Wiggans (BrightTALK) Recorded: Nov 10 2020 47 mins
    With the growing potential for a global recession, businesses that are not yet digitally-focused will be forced to adapt. But, when pressure looms and budgets begin to feel tight, why will the best marketers lean-in to post-digital marketing?

    Join Dr. Dave Chaffey, co-founder and content director (Smart Insights), and Andy Wiggans, VP and regional managing director, EMEA (BrightTALK) as they break-down the intricacies of an omnichannel communications growth plan that prompts conversion to online or offline sales while limiting digital silos.

    Together, they’ll cover how to support the continued growth of both B2C and B2B organizations by reviewing:
    - Important success factors for digital transformation
    - Omnichannel communications planning and content marketing strategy
    - Quick wins from low and no cost comms
  • Staying ahead of the curve: How three unique brands scaled their OTT growth
    Staying ahead of the curve: How three unique brands scaled their OTT growth
    IBC365 | Vimeo | True Royalty TV | Alchemiya | IZZY Recorded: Nov 10 2020 63 mins
    This year has been one unlike any other for the streaming industry. In fact, paid streaming services soared almost 20% since the pandemic hit, presenting a dramatic (and sometimes daunting) opportunity for growth.

    Join IBC365 and Vimeo’s Daniel Cebrian as we learn from three unique OTT streaming services — Alchemiya, True Royalty TV, and IZZY — about how their business strategies over the last few months positioned them for explosive growth into 2021.

    Speakers:
    Daniel Cebrian, VP Sales EMEA, Vimeo
    Allan Wills, Head of Operations, True Royalty TV
    Navid Akhtar, Founder & CEO, Alchemiya
    Josh Hoffman, Co-founder & Head of Marketing, IZZY
  • Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-Gene
    Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-Gene
    Hayley Ferrante Recorded: Nov 6 2020 40 mins
    n an ever-changing environment, revamping traditional email marketing is more important and more difficult than ever. Changing up email copy and using personalized subject lines just won’t cut it anymore. It's time to reimagine email and engage with your audience in a way you never have before - with trigger campaigns based on engagement.

    Watch Hayley Ferrante for her webinar, Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-Generating Machine, where she will dive into how you can level up your email game and stand out from the crowd.

    You'll learn:

    How traditional engagement programs still work, but only to an extent
    How to listen to your audience and automate triggered campaigns
    Why token personalization is important, but not advanced enough
  • The Rise of Content Atomization to Support AI and Advanced Personalization
    The Rise of Content Atomization to Support AI and Advanced Personalization
    Kathleen Pierce, Patrick Bosek, and Scott Abel Recorded: Nov 5 2020 42 mins
    Are you happy with the performance of your content engine? If not, you've got company. 77% B2B marketing organizations report a significant inability to drive content consumption with intended audiences. Top reasons for content waste: quality, relevance, and customizability issues. Content atomization, or the use of structured content, is one way organizations can address these challenges and create much more personalized, AI-driven customer experiences at scale.

    Join us for a chat with, Forrester SiriusDecisions Principal Analyst Kathleen Pierce, who will share trends and actionable insights on how to improve content performance today and make your content engine agile and adaptable for the future.

    Coffee & Content is brought to you by The Content Wrangler and Jorsek, the makers of easyDITA.
  • Marketing Attribution: The Journey from Cost Center to Cash Cow
    Marketing Attribution: The Journey from Cost Center to Cash Cow
    Andy Schneider Nov 30 2020 10:30 am UTC 21 mins
    Watch Adobe’s webinar, Marketing Attribution: The Journey from Cost Center to Cash Cow.



    Featured speaker Andy Schneider, Solutions Consultant at Adobe, discusses the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale.



    During this webinar, you will:



    Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
    Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
    Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
    Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
  • Webinar: Brexit - What are Marketers Doing to Prepare?
    Webinar: Brexit - What are Marketers Doing to Prepare?
    DMA Nov 30 2020 3:00 pm UTC 75 mins
    DMA’s resident legal and policy experts will take you through all you need to know to prepare your business for any outcome.
  • Overwhelmed with data from different sources and systems?
    Overwhelmed with data from different sources and systems?
    Phil Coop, Marketing Cloud Director, Acquia APJ Dec 1 2020 3:00 am UTC 30 mins
    We know a well-defined customer data management framework can help ensure that valuable customer data is not locked up in silos, but rather flows freely across the organization, not only providing a single source of truth to marketing and other customer-facing functions such as sales and service; but also enabling real-time, data-driven responses to customer actions.

    According to Forrester, “On average, between 60% and 73% of all data within an enterprise goes unused for analytics.” Today there is a data deluge in most organizations, where millions of data points are coming into the system from thousands of customer touchpoints across diverse channels, platforms and devices.

    Organisations first need to understand what and how data needs to be ingested into the system to effectively use a customer data platform.

    The problem is, many of us face multiple challenges with integrating a CDP with all current/pre-existing relevant systems (BI, CRM, MA, 3rd Party Industry Data, etc.).

    In this session you will learn:

    - The first step in building a practical customer data integration plan and strategy.
    - How to unify all data from different sources to gain a 360° view of customers (Identity Resolution)
    - How to strategically and effectively deliver relevant and useful experiences based on customer data at scale
  • Webinar: Why Insight-Driven Marketers are the Engine of Growth
    Webinar: Why Insight-Driven Marketers are the Engine of Growth
    Lead Forensics, VervelQ, Peak Indicators, Radisson Hotel Group, Kingpin Communications Dec 1 2020 3:00 pm UTC 75 mins
    Join our webinar to hear from Peak Indicators and learn why marketers need to adopt growth as their key directive and get a handle on the complexity of marketing data.
  • The state of events: What is in store for 2021?
    The state of events: What is in store for 2021?
    Chris Wickson, VP & General Manager, Events at Integrate Dec 1 2020 4:00 pm UTC 60 mins
    In-person B2B events are slated to return in 2021. And it’s forcing marketers to talk about the elephant in the room. Because events remain one of the most siloed and expensive of all marketing channels. But that’s about to change.

    Since marketing budgets are under the microscope now more than ever, it’ll be up to event marketers to rethink their game plan and take a new approach that overcomes past challenges and limitations.

    Sign up to hear the results of Integrate’s latest research on how top marketers across the US and UK are thinking about 2021 event strategy.

    Join Chris Wickson, VP & GM of Events at Integrate, to hear:

    • What the new, expanded scope of the event marketer includes.
    • How to plan for hybrid virtual and in-person events
    • How to better align events with demand gen and revenue goals.
    • Why creating connected customer journeys is critical to success.


    Your personal data:

    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 Integrate who is sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

    https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy
  • B2B Selling in the 2020's: The Ten Critical Steps That Drive A Sale Forward Now.
    B2B Selling in the 2020's: The Ten Critical Steps That Drive A Sale Forward Now.
    Peter Strohkorb, International Sales Acceleration Specialist Adviser, USA, Australia, UK Dec 1 2020 9:00 pm UTC 47 mins
    Highly recommended for Business Leaders, Sales Leaders and Reps everywhere.
    International Sales Acceleration Specialist Adviser Peter Strohkorb brings you his views on current market conditions and offers his expert advice on acceleration strategies in the challenging selling environment.
  • How to build a through-partner channel program that works for you
    How to build a through-partner channel program that works for you
    James Taylor, Commercial Director at Kingpin Communications and Judit Nagypal, Partner Recruit Lead at Microsoft Dec 2 2020 12:00 pm UTC 60 mins
    For B2B technology brands, getting the most out of your partner programs can be the difference between success and failure, especially in these times of global economic uncertainty.

    To succeed, channel leaders need to harness new data, technology, tactics and techniques to ensure their channel is delivering genuine measurable business impact.

    In this 45 minute webinar, we will hear how Judit Nagypal, Partner Recruit Lead at Microsoft and James Taylor, Commercial Director, Kingpin Communications have worked together to build and execute a successful scalable, multi-region through-partner program for Microsoft Western Europe.

    In this webinar, you'll learn:

    • How to choose the right partners
    • How to build a scalable through-partner lead-generating engine.
    • How to understand your partners better – their challenges and priorities, their go-to-market strategy and their specialization.
    • How to measure the success of your program, scale and optimize.
    • What you need to avoid.

    Your personal data:

    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 Kingpin Communications who is sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

    https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy
  • Stop Overthinking Content: Show Your Expertise Using the Power of Q&A
    Stop Overthinking Content: Show Your Expertise Using the Power of Q&A
    Peter Evans (Co-Founder & CEO) and Deanne Taenzer (Expertise Marketing Expert) ExpertFile Dec 2 2020 4:00 pm UTC 60 mins
    Your audience has questions. Your experts have the answers. Studies show that structured Question and Answer type content can grow traffic to your website by as much as 10x by taking advantage of recent Google algorithm updates that boost organic search rank. In this session we’ll show you the fastest and most effective ways to create engaging Q&A type content with your experts.

    What you will learn
    ----------------------

    The #1 reason why Q&A structured content can outperform all other forms of content on your website.

    Also...

    - Why Q&A content is becoming critical if you want to get your experts at the top of Google.
    - How to rapidly create high quality content by engaging your subject-matter experts.
    - Best practices for using Q&A content to quickly fill in content gaps on your website.
    - How Q&A content boosts brand visibility, engagement, lead generation and sales conversions
  • Configuration Database Enables Automatic Assembly of Technical Documentation
    Configuration Database Enables Automatic Assembly of Technical Documentation
    Alex Masycheff Dec 2 2020 6:00 pm UTC 60 mins
    When complex products, such as aircraft, automobiles, or factory machines, are delivered to customers, they typically come in a customer-specific configuration. The configuration determines the components included in a particular product.

    For example, when an aircraft maker sells an aircraft to airlines, each airline orders their own configuration of the aircraft. Needless to say that a component (such as an engine or a certain version of the software) may be part of multiple configurations, and new configurations are constantly built. Engineers provided with the configuration name, usually have a way to find out which components should be included in each configuration.

    Technical documentation teams also need to have an efficient (and preferably automated) way to identify which content describing individual components is required for a specific configuration and to assemble it into a complete set of documentation deliverables.
     
    In this webinar, you will learn:

    - What a configuration database is
    - How product content is matched to the product configuration
    - Why the traditional way of content profiling doesn't always work for configuration-based product assembly
    - How Boolean statements can be used in conditional content expressions and why they make conditional content filtering more flexible
    - Why content has to be in a structured format to enable automatic content assembly
  • How data is revolutionizing game creatives for UA
    How data is revolutionizing game creatives for UA
    VentureBeat x YellowHEAD Dec 2 2020 6:00 pm UTC 60 mins
    Creative is the key to user acquisition and is going through an evolution. Gone are the days of
    guesswork and hunches for creative production — data is now leading the charge, and
    industry/category best practices have evolved. With data, you can optimize creatives for
    different social media platforms, find the right creative for each audience in each geo on each
    platform, drill down to the elements that resonate with your audiences, and more.

    In this VB Live event, GamesBeat, yellowHEAD, Zynga, and Snapchat will discuss how to
    optimize creative for user acquisition; how to create your own set of best practices for every
    target audience and geo; how to gain a competitive edge through new, groundbreaking creative
    processes and technologies; and more.

    Registration is free!

    You'll learn about:
    - How data-based creatives boost user acquisition
    - Developing your own set of best practices
    - Optimizing creatives for every social media platform
    - How to gain a competitive edge in your UA efforts with smart creative ideation
    - And more!

    Speakers
    - Maria Waters, Head of Conversion Optimization, Zynga
    - Oliver Wapshott, Creative Strategist, Snap
    - Noa Miller, Marketing Creative Strategist, yellowHEAD
    - Dean Takahashi, Lead Writer, GamesBeat (moderator)
  • Flip the Switch: Content That Converts
    Flip the Switch: Content That Converts
    Val-Pierre Genton, VP of Corporate Development, and Olivia Dassler, Manager of Marketing Programs, (BrightTALK) Dec 3 2020 3:00 pm UTC 72 mins
    Plan. Develop. Promote. Amplify. Repeat. The sheer amount of time and energy needed to create tactical, engaging content that converts can drag down a team when not done strategically.

    Join our VP of Corporate Development, Val-Pierre Genton, and Manager of Marketing Programs, Olivia Dassler, as they pull-back the curtain on BrightTALK’s own content production engine. You’ll come away with actionable best practices that set you up for success and prepare your team to capitalize on opportunities as they arise.

    They’ll focus on:
    - Generating scalable awareness and demand through always-on webinar and video programs
    - Creating a content plan that features all potential forms of content
    - Tips and tricks to speed up the content development process without sacrificing quality
    - Best practices that put your content to work for you
    - How to push measurement and performance monitoring to the next level

    As a special bonus, get access to the real-life templates the BrightTALK marketing team uses to plan, develop, promote, and maximize our own game-changing content.
  • Why We Bother To Map The Customer Journey
    Why We Bother To Map The Customer Journey
    Noz Urbina, Patrick Bosek, and Scott Abel Dec 3 2020 4:00 pm UTC 60 mins
    Customer Journey Maps (CJMs) are recognized across industries as key components to improving customer experience or the content that supports it. Why?

    Especially in times of crisis, understanding the priorities and pain points of your audience is essential. Maybe you want to be more customer-centric; to increase relevance or personalize content; to cut out content that's not driving improvements to customer experience; or to simply optimize your processes and team interactions.

    Ok, great. But what do you actually change? What do you focus on this week, month or year? CJMs help align strategy to zero in on what will deliver the greatest ROI in your unique brand situation.

    Join us for the next episode of Coffee & Content with omnichannel content strategist, Noz Urbina. We'll tease out how to best build content strategies and experiences. Attend this session to learn the benefits and the key concepts to making your CJMs better than the rest.

    Coffee & Content is brought to you by The Content Wrangler and Jorsek, the makers of easyDITA.
  • Beyond Centers of Excellence: Operating models for the data-driven organization
    Beyond Centers of Excellence: Operating models for the data-driven organization
    VentureBeat x Dataiku Dec 3 2020 6:00 pm UTC 60 mins
    When it comes to AI initiatives, everyone talks about building a so-called Center of Excellence. But what does that mean? Ultimately, the reality of operating models is much more complex. The most pressing consideration is choosing the operating model that works best for your use cases and business objectives.

    But how should data leaders and executives decide which of the three primary models, Decentralized, Hub and Spoke, or Centralized, works for your situation?

    Join this VB Live event for a deep dive into the details of each of the three models, the pros and cons of each, plus real-world examples of organizations that use each model -- and why. Plus, you'll uncover a framework of questions for understanding which model — or models — are best suited for your organization to get the most out of AI, so you'll leave with a firm grasp on best practices and your next steps.

    Register for free!

    You'll hear:
    - A detailed look at each of the three primary operating models for AI initiatives
    - The pros and cons of each operating model for a variety of business uses
    - Case studies from companies that have implemented each type of model
    - And more

    Speakers:
    - Beaumont Vance, Head of AI, Advanced Analytics and Emerging Technology DevOps, TD Ameritrade
    - Jennifer Roubaud-Smith VP, Global Head of Strategic Advisory, Dataiku
    - Kyle Wiggers, AI Staff Writer, VentureBeat (moderator)
  • Rally Sales & Marketing Around the 4Ps of Sales Effectiveness to Boost Revenue
    Rally Sales & Marketing Around the 4Ps of Sales Effectiveness to Boost Revenue
    Sonny Dasgupta, Head of Product Marketing at Conversica & David Rowlands, Editor at B2B Marketing Dec 3 2020 8:00 pm UTC 60 mins
    An effective lead follow-up strategy is vital to successful pipeline generation but many businesses struggle to adhere consistently to a cohesive process, often leaving revenue on the table. Well-aligned sales and marketing teams can work together to form streamlined processes to convert leads into pipeline—and ultimately new business.

    To understand trends in lead follow-up strategy and efficacy, Conversica investigated 1000+ companies and evaluated their engagement process as defined by the 4Ps of Sales Effectiveness: Promptness, Persistence, Personalization, and Performance.

    Join this webinar to hear the findings of this research and leave with key takeaways including:

    ● Understanding where your company’s performance stands relative to others in your industry
    ● Which factors are strong indicators of success or failure
    ● Specific measures you can take to align your Sales team with best practices for optimum success


    Your personal data:

    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 Conversica who are sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

    https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy
  • Now That You Have A CDP Ready, What's Next?
    Now That You Have A CDP Ready, What's Next?
    Phil Coop, Marketing Cloud Director, Acquia APJ Dec 8 2020 3:00 am UTC 39 mins
    Having all the right data in one place, even if it is organized into unified customer profiles, is necessary but not sufficient to ensure that the data can then be activated to run well-orchestrated marketing campaigns across channels.

    The last mile of a complete customer data management strategy also accounts for how the data will be actually moved into marketing technology systems and used to run data-driven marketing campaigns.

    For this, the marketing systems need to be integrated not just with the data and each other, but also with the performance tracking and analytics systems to optimize campaigns in real-time.

    In this session we share real examples of:

    - Where to start and how the good use of a CDP in a call centre / loyalty program boosts customer retention, reduce churn and increase client lifetime value
    - How it is possible to still grow revenue per customer during the current Covid situation
  • Contenus, Design et Gouvernance Digitale de vos sites web
    Contenus, Design et Gouvernance Digitale de vos sites web
    Philippe Mathieu, Véronique Gielec, Phil Bretherton Dec 8 2020 9:00 am UTC 65 mins
    La gouvernance digitale est au coeur du processus de transformation dans les entreprises.

    Quels sont les challenges des équipes de communication digitale en charge des sites web ?

    Adresser plusieurs dizaines de sites web, pays et marques
    Garder une identité et un contenu propres à chaque marque
    Localiser l’identité et le contenu en fonction des pays
    Ces challenges s’inscrivent dans un contexte de réduction des coûts, de réactivité et de sécurité.

    Dans ce webinar, nous apporterons un éclairage sur l’optimisation de la gouvernance digitale de vos sites web tout en respectant les besoins métier et en gardant une cohérence d’ensemble.
  • Activating Intelligent Insight with Acquia Personalization
    Activating Intelligent Insight with Acquia Personalization
    Alex Dal Canto, Director of Product Marketing, Acquia Dec 8 2020 2:00 pm UTC 19 mins
    Learn how an integrated approach can help you break through the clutter. See how leveraging the power of intelligent insights and a true 360 profile can empower you to identify and quickly implement truly effective personalisation at every step of the customer journey.
  • Creating a Successful Customer Journey and Content Mapping
    Creating a Successful Customer Journey and Content Mapping
    Kevin Nichols Dec 8 2020 4:00 pm UTC 60 mins
    A successful customer journey must be true to a customer’s needs but also useful for the business. It should not just end up as a mere decoration in someone’s corner cube in an office. So, what are the elements for its success—what does a successful one look like? Join us for a conversation with enterprise content strategy guru, Kevin P Nichols, as he shows you a successful model for a customer journey with content mapped to it. Kevin will offer his expertise around three core themes:

    • What is a successful customer journey and content map and what does an example look like?
    • After you build one, what are some key considerations for its implementation within a business.
    • Which types of KPIs should you think about to quantify its value across the enterprise?

    Join us for this conversation with Kevin, who will offer an example and point you to additional resources he has developed around these three focus areas.

    The Content Advantage is brought to you by Zoomin Software.
  • B2B Animation: Repurposing Existing Content
    B2B Animation: Repurposing Existing Content
    Helen Easter, Associate Producer, Jeff Kunken, Director, Creative Accounts and Steve Madeja, Producer (BrightTALK) Dec 8 2020 4:00 pm UTC 60 mins
    In a world where content is increasingly more complex and data-centric, B2B marketers are turning to animation to create engaging videos and gifs that stand out without breaking the bank.

    “Animation is only expensive if it’s a one-off. If you build it into your content motion, it can be cost-effective and powerful.” - Steve Madeja, Producer (BrightTALK)

    As marketers, we need to wring every last drop out of the content we work so hard to produce. In this episode, we’ll explore how leveraging animations can breathe life into existing content without having to start from scratch. We’ll strategize the types of B2B content that best lend themselves to animation and demonstrate how you can captivate new audiences through multiple formats.

    Join Helen Easter and Steve Madeja as they take you behind the scenes with The Studio, the BrightTALK content series pulling back the curtain on B2B video production in the marketing world.
  • Evolve: Ensuring Diversity, Equity, and Inclusion in AI (VB Live)
    Evolve: Ensuring Diversity, Equity, and Inclusion in AI (VB Live)
    VentureBeat Dec 8 2020 4:00 pm UTC 90 mins
    Evolve is a 90-minute event focused on best practices on how to ensure racial fairness and equity while building products, teams, and companies with AI, ML, and large data.

    Evolve bridges two of the most significant trends in the corporate world in 2020.

    First, the events of the past few months have reawakened the world to continued racial injustice. The corporate sector, in particular the technology industry, has historically been perceived as slow in efforts to promote equality and affirmative action in the workforce. But recent events have spurred them into action, and there are signs that real change could come about.

    At the same time, machine learning (ML) and artificial intelligence (AI) are arguably the most powerful enterprise technologies today, and hundreds of large companies are pushing AI/ML product development to get an edge on their competitors. But they are doing so at a time when many, if not most, of the decision-makers, do not reflect the diversity of the general population. And many companies have been careless in making sure their data used in AI decision-making is not reflecting prejudice and bias that can perpetuate inequality for years to come.

    PANEL DISCUSSION 1: THE WHY, HOW & WHAT OF DE&I IN AI
    - Moderated by Seth Colaner, Editorial Director, VentureBeat

    PANEL DISCUSSION 2: FROM 'SAY' TO 'DO': UNPACKING REAL-WORLD CASE STUDIES & HOW TO OVERCOME REAL-WORLD ISSUES OF ACHIEVING DE&I IN AI
    - Moderated by Hari Sivaraman, Head of AI Content Strategy, VentureBeat

    Speakers:
    - Tiffany Deng, Program Management Lead - ML Fairness and Responsible AI, Google
    - Rashida Hodge, VP, North America Go-to-Market | Global Markets, IBM
    - Huma Abidi, Senior Director of AI Software Products, Intel
  • How to Make Marketing Memorable: Separate Science from Science Fiction
    How to Make Marketing Memorable: Separate Science from Science Fiction
    Dr. Carmen Simon, Chief Science Officer at Corporate Visions Dec 9 2020 3:00 pm UTC 60 mins
    The only reason you create marketing materials is to influence your buyers’ decisions in some way. But influence is really a function of memory. After all, your buyers will make decisions based on what they remember. And you can’t hope to influence those decisions if your messages and content aren’t memorable.

    So how do you create memorable marketing?

    Join cognitive neuroscientist and Chief Science Officer, Dr Carmen Simon, to hear the results of Corporate Visions’ latest research and learn practical techniques to activate your buyer’s memory and make your marketing more influential.

    In this webinar, you'll learn:

    1. How memory influences people’s actions and decisions
    2. How to make your messages more memorable and persuasive
    3. The importance of using repetition the right way
    4. How much and what kind of visuals can impact memory
    5. How to harness complexity, rather than simplify it

    Your personal data:

    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 Corporate Visions who is sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

    https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy
  • How to Drive Onboarding and Training Success With Dynamic Workflows
    How to Drive Onboarding and Training Success With Dynamic Workflows
    Sarah Zey and Lawrence Orin Dec 9 2020 6:00 pm UTC 60 mins
    Helping people use your content naturally and intuitively is clearly crucial. Whether you’re a content author, instructional designer, LMS administrator or product leader, you know that a great onboarding experience is critical to driving product adoption and reducing churn. Likewise, a great training experience is key to ramping up new employees.

    The problem is that humans process information in a very interconnected way, whereas documentation is typically created and delivered in a linear fashion. So how can you provide easy access to the onboarding materials people need, so they can succeed from Day One?

    In this webinar, Sarah Zey of Netsmart, and Lawrence Orin of Zoomin Software, will show you how dynamic and intuitive workflows can guide your customers and employees through personalized content experiences, all within a single portal powered by your existing technical product content.

    Here are some of the things you’ll learn:
    • How workflows provide personalized user guidance
    • The problem with legacy methods for creating workflows
    • How a large software company builds dynamic workflows within their documentation portal to empower onboarding and training success.
  • Comment valoriser vos données clients pour optimiser vos campagnes marketing ?
    Comment valoriser vos données clients pour optimiser vos campagnes marketing ?
    Gabrielle Couzin, Cédric Demeulenaere, Nina Landes Dec 10 2020 10:00 am UTC 56 mins
    Le flux de data n’a jamais été aussi foisonnant et, en même temps, les marketeurs n’ont jamais eu autant de mal à réconcilier ces données afin de mieux connaître leurs clients.

    Retail
    - 96% des marketeurs peinent à obtenir une vue à 360° de leurs clients

    - 40% des marketeurs ne parviennent pas à personnaliser leur expérience-client à cause des silos qui séparent les différentes plateformes

    Grâce au Machine Learning, une Customer Data Platform (CDP) permet de bannir ces silos et de vous offrir une vue unifiée de vos clients.

    Le webinar se déroulera de la manière suivante :

    1) Introduction sur l’expérience client digitale, Cédric Demeulenaere, VP Southern Europe, Acquia
    2) Quel est l’intérêt d’une Customer Data Platform ?, Nina Landes, Director of Solution Architecture, Acquia
    3) Présentation d’un cas client, Gabrielle Couzin, Customer Success Manager, Acquia
    4) Questions/Réponses
  • Bringing the DXP Revolution to a Government Near You
    Bringing the DXP Revolution to a Government Near You
    Craig Hanna, Acquia with Julian Tedstone and Darren Coomber from Coherence Dec 10 2020 2:00 pm UTC 32 mins
    The UK Government Digital Service (GDS) has invested in one of the world’s finest sets of design principles, delivering a consistent, usable and accessible web-publishing framework for UK government websites.

    But we believe that it should also be easy to implement for publishers and content teams, not just developers. This is where the rubber hits the road and the real benefits can be realised.

    The Acquia Public Sector Design Bundle tears down the last barrier to effective public sector communications by enabling GDS compliant sites to be built rapidly, using low-code with an out of the box design system. Come and join Acquia and Coherence for this short presentation and demonstration of the new game-changing solution.
  • Webinar: Winning With Total Customer Experiences
    Webinar: Winning With Total Customer Experiences
    Merkle, People's Postcode Lottery Dec 10 2020 3:00 pm UTC 75 mins
    Every business is competing for a share of customer attention, and the delivery of connected experiences that matter to customers has become the golden thread everyone is striving for. Tune in on Thursday 10 December to hear from Merkle and People’s Postcode Lottery to learn the benefits of creating a truly connected experience for your customers.