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Demand Generation

  • Cultivating Great Communities: How to Develop & Share Content Users Want to See Cultivating Great Communities: How to Develop & Share Content Users Want to See Melanie Turek, VP of Connected Work at Frost & Sullivan; Kelly Harris & Walter Jabcuga, Community Managers at BrightTALK Recorded: Aug 24 2016 57 mins
    Professionals turn to communities for the latest insights, but they expect to effortlessly find, uncover, and digest the exact information they need. Of course, the kind of content offered matters, too—a lot.

    Based on recent research from Frost & Sullivan, the vast majority of active BrightTALK users indicated that they want content that addresses both short-term professional interests and long-term career goals, as well as more general information about their industry, company, and general business best practices.

    Join us for our panel discussion to learn more about how to shape content that works and generates loyal members on BrightTALK (and other communities).
  • Mobile Marketing - Your key to building a passionate brand community Mobile Marketing - Your key to building a passionate brand community Nathan Anibaba, Head of business development, Tomorrow People Ltd Recorded: Aug 24 2016 23 mins
    Instead of marketing to an impossibly large number of individuals marketers need to focus more on what your prospects have in common rather than what separates them. As community Marking is grows in popularity, many marketers now appreciate that building such a community allows you to separate yourself from the competition, increase the perceived and actual value of the brand and charge a premium for your products.


    We need to create a community of like minded prospects and customers who feel like they 'belong'. This webinar shows you how mobile marketing holds the key to growing your community and connecting people on the basis of more than just the product.

    This webinar will cover the following:

    1. What is a brand community?
    2. Why should you build a brand community? (Why your prospects and customers are seeking community)
    3. Mobile's role in building your community
    4. Case study in community building and mobile marketing
  • The State of Influencer Marketing The State of Influencer Marketing Brian Solis, Principal Analyst, Altimeter Group Recorded: Aug 23 2016 63 mins
    Traditional digital advertising channels are delivering declining results, forcing marketers to look for new alternatives that deliver better ROI. Influencer marketing has emerged as a powerful new addition to the marketing mix.

    This study takes an in-depth look at the current state of influencer marketing and provides insight into how to run programs successfully. Both influencers and brands were surveyed to identify where they are aligned in their approach to influencer marketing and where there are gaps between the two. Topic areas covered include:

    - Budget allocation
    - Preferred social platforms
    - Key challenges faced
    - Measuring success
    - Top performing tactics
    - Why influencer marketing works

    About the speaker:
    Brian Solis is principal analyst at Altimeter Group (a Prophet company). Solis is globally recognized as one of the most prominent thought leaders, speakers, and published authors in new technology, digital marketing and culture shifts.
  • Get 3 tips on how to utilise your customer data in Social Get 3 tips on how to utilise your customer data in Social Lisbeth Chawes, Partner Director, Komfo Recorded: Aug 23 2016 44 mins
    Social Media is by the experts less and less being seen as a silo in the organization. It is a very mature channel with a lot of possibilities for integrations in your omni channel strategy. It has proven to drive innovation and revenue for your business.

    One of the advantages of social media, is that you can exactly define who should see your content. Your advertisement budget will be spend much more efficient compared to traditional retargeting. Only the people who it’s really relevant for, will be shown your content. This also gives you the possibility to place the content in the right context and touchpoint of the customer journey.

    Join this presentation and get actionable tips, insights in the latest statistics and relevant.
  • Priority Pass - Using Sitecore to deliver a World Class Omni-channel experience Priority Pass - Using Sitecore to deliver a World Class Omni-channel experience Crystal He, Product Owner, Codehouse Recorded: Aug 19 2016 36 mins
    Priority Pass - Using Sitecore 8.0 to deliver a World Class Omni-channel experience to global customers.

    Codehouse will be running through the digital transformation of Priority Pass, from UX enhancement through to delivery of a world-class website using Sitecore 8.0.

    The webinar will include insight into use of personalisation within Sitecore’s Rules set editor to deliver personalised content to the user.
  • Social Selling for Enterprise Sales Social Selling for Enterprise Sales Rebecca Smith Recorded: Aug 18 2016 45 mins
    Criteria for Success has spent the last 16 years transforming sales systems and increasing sales performance by at least 25% for the organizations they help. They recognized early on that busy sales executive easily forget that new customers and clients are right under their nose.

    CFS have identified Social Selling as key to reaching to these buyers and accelerating sales growth. And that intuition is now supported by data: according to a Forbes report, 78.6% of salespeople that used social media to sell out performed those who didn't use social media.

    Join us to learn how you can combine standard tools, such as LinkedIn and Salesforce, with a simple process to create a winning Social Selling PlayBook.

    Attendees of this workshop will learn:

    • How to target qualified suspects and prospects

    • Generate more business opportunities using inbound and outbound applications, such as Hubspot and LinkedIn

    • Learn how to turn suspects into paying customers and partners

    Takeaways:

    • A Social Selling PlayBook, customized at the event

    • Tips and know-how to identify, connect with, and sell new contacts

    • An efficient process to generate a larger volume of workable leads

    Who should attend:

    • Business owners

    • Key sales & marketing executives

    • Any stakeholder involved in growing their business
  • The true power of B2B Content Marketing (showcase from Exact Software) The true power of B2B Content Marketing (showcase from Exact Software) Werner van Ekkendonk, CEO EURObizz BV and Mark Appel, Global Marketing Director Exact Software Recorded: Aug 18 2016 36 mins
    In 1996 Bill Gates (Microsoft) made his famous statement with his article titled 'Content is King'. And how right was he with this statement. Content marketing is more important than ever before. In this webinar we will look at a case of Exact Software.

    We will interactively discuss things like the culture of content and how Exact Software was able to triple their business of Exact Online in the past few years! A spectacular result that, of course, is not just a matter of course. This resulted in a takeover by the private equity company Apex and made Exact into an American company.

    Our Keynote speaker is nobody less than Mark Appel, Global Marketing Director of Exact Software (operational in 6 countries). He talks about his experiences in setting up a content marketing and demand generation strategy for Exact Software.
    His informal way of speaking and his seniority will definitely inspire you.

    In 60 minutes EURObizz and BrightTALK will showcase you on the journey of Exact Software and what the lessons you can distillate from that. This is something you don't want to miss.

    Recommanded websites:
    EURObizz: www.eurobizz.eu
    BrightTALK: www.brighttalk.com
    LinkedIn profile Mark Appel: www.linkedin.com/in/markappel
  • The 5 Keys to B2B Content Marketing Success The 5 Keys to B2B Content Marketing Success Dallas Jessup (BrightTALK), Matt Knight (Spiceworks), Monique Luttrell (UBM), Jill Talvensaari (IO Integration) Recorded: Aug 18 2016 61 mins
    Join us as we discuss the 5 Keys to B2B Content Marketing Success and review the results of a new B2B content marketing survey to better understand the current state of content marketing and to identify key challenges as well as best practices.
  • What a marketer couldn’t tell you about email marketing What a marketer couldn’t tell you about email marketing Ben Rothke, Senior eGRC Consultant, Nettitude Group Recorded: Aug 18 2016 40 mins
    As a Senior eGRC Consultant at the Nettitude Group, Ben Rothke knows little about how to create a successful email marketing campaign. But as someone who has received tens of thousands of emails from such campaigns, he’s seen what works and what doesn’t.

    In this webinar, Ben will share some of the worst email fails he has received, which immediately went into the deleted folder. He’ll also share those emails that were effective, and resulted in a successful follow-up for the sender.
  • Unblocking your sales funnel: why your traffic isn't converting Unblocking your sales funnel: why your traffic isn't converting Peter Yates, Director of Client Campaigns, Axonn Media Recorded: Aug 18 2016 20 mins
    Improving conversions is the cornerstone of any marketing strategy, but why are so many B2B marketers disheartened with their content marketing results? Peter examines what's going wrong as he takes a look at the strategies that are doomed from the start, and offers advice on how to turn around your content marketing to achieve the conversions you really want to see.
  • Content Marketing: How Blogging Offers Actual ROI Content Marketing: How Blogging Offers Actual ROI Suzanne Baran, Content Strategist, Capital Group Recorded: Aug 17 2016 61 mins
    Adaptive businesses have found success in creating a digital footprint by publishing original content. Savvy digital marketing tactics offer branding and audience growth. Come learn:

    - Why content is at the forefront of digital strategy
    - How to evangelize the importance of content marketing for your brand, product, service, or sector
    - Tips and tricks of the trade
    - Making a case for content marketing resources and measuring your efforts
  • 5 Proven-Methods to Create Content for a Consistent Customer Experience 5 Proven-Methods to Create Content for a Consistent Customer Experience Kelsey Loughman, Content Marketing Manager at Kapost & Dallas Jessup, Content Marketing Manager at BrightTALK Recorded: Aug 17 2016 47 mins
    When it comes to the customer experience consistency is key, especially when it costs 5x more to acquire a new customer than to keep an existing one. So, how do you design a cohesive, seamless customer experience that excites your new customers and keeps the loyalty of your customers?

    Join Kapost and BrightTALK as we walk through the copious ways a single piece of content can be leveraged throughout different points in the journey to reduce churn and to spike upsell potential. Kapost will share some of the latest insights from their 2016 B2B Customer Experience Benchmark Report such as how to:
    - Create a standardized, repeatable process across teams, tools, and channels that creates a full-funnel customer experience
    - Ensure your content is accessible for your key users, so they have a straightforward process for consuming information
    - Improve the process strategically from both a quantitative and qualitative perspective
  • Why Your Content Marketing is Failing (and how to fix it) Why Your Content Marketing is Failing (and how to fix it) Gary DeAsi, Senior Manager, Digital Marketing & Brand SmartBear Software Recorded: Aug 17 2016 59 mins
    In a digital world where customers have all the power and everyone is a publisher, increasingly high competition and standards are pressuring marketing teams into a race to produce higher quality content, in greater volumes, and at a faster rate than ever before, often with the same amount of resources. But while content is the fuel for every digital marketing engine, not everyone gets the same mileage out of it. A 2016 report from Content Marketing Institute found that while 88% of B2B organizations are using content marketing, only 30% rated their content efforts as being effective for reaching their goals.

    This session delivers an insightful overview of common costly mistakes that can be killing your content marketing results, and a deep dive on how to maximize content marketing ROI with actionable tips and steps to amplify the impact of every content initiative, including:

    · Content Planning. Creating monthly and quarterly content plans aligned with the customer journey, and key business goals and metrics

    · Content Creation. Digital content creation approaches optimized for search, engagement and conversion, designed for re-purposing

    · Content Distribution. Integrated multi-channel content distribution tactics to reach both larger—and more qualified—target audiences across platforms

    · Data Utilization, Automation and Metrics. The utilization of data, automation and marketing technology to test, measure and enhance targeting to optimize results

    · Content Lifecycle Management. Understanding the stages of the digital content lifecycle to implement an efficient, repeatable process and lengthen the lifetime value of content
  • 6 Powerful Marketing Ideas for B2B Companies 6 Powerful Marketing Ideas for B2B Companies Catrinel Bartolomeu Recorded: Aug 17 2016 26 mins
    It's official: it's 2016 and Content Marketing is here to stay, especially for B2B brands. From startups to international corporations, from the most well-known brands like Coca-Cola's blog "Unbottled" to niche companies looking to reach (and teach) new audiences, executives are turning to content. But not just any content will do; readers are more discerning than ever, and only content that provides value to the people you want to reach will get the job done.

    But how do you provide content that really adds value to your customers? Catrinel Bartolomeu, Head of Content at Oz Content, shares six of her favorite content marketing ideas for B2B marketers. These ideas will help you stand out from your competition, improve your SEO rankings, and attract new clients. Want even more insight? Catrinel will answer audience questions live-- all you have to do is tune in and ask.
  • How to market for Google (and therefore your customers) How to market for Google (and therefore your customers) Jennifer Riggins, Marketing Consultant Recorded: Aug 17 2016 45 mins
    Time and again I hear from so-called captains of their industries what they want to say about their products and services. As thought leaders, they use jargon and insider terms to sound like experts, but when you're doing that for website, that's ridiculous. If you want new customers to find you, you need to write for what they are asking Google. I would recommend signing up for Google AdWords before because this will be a hands-on demo of how to use Google Keyword Planner as the backbone of your online content marketing strategy, that will provide you with SEO success even if you never spend a buck on AdWords.

    Workshop will include:
    - basic explanation of What is SEO
    - how to use the free Google Keyword Planner
    - how to choose the low-hanging fruit keywords (low competition, higher volume)
    - how to then apply those keywords, choosing 1-2 for across your entire website and then the rest for specific themed landing pages
    - how H1, H2 headers, bullets, bolding, etc work
    - backlink strategy - don't send all the juice to your homepage!
  • Content Strategy: Is your content connected to your customer? Content Strategy: Is your content connected to your customer? Mark Donkin, Managing Director and Karl Horton, Creative Director Recorded: Aug 17 2016 42 mins
    In this webinar from SuccessFlow, Mark Donkin, Managing Director and Karl Horton, Creative Director, will take you through the process of understanding your audience, to better align your content strategy and content marketing strategy with your customer journey. With a documented strategy, you will feel considerably less challenged and have the right tools to become more effective at content marketing. The end result being a more personalised and valuable journey for your customer, and creating consistent brand experience.
  • Key Steps to Get Revenue from Sales and Marketing Alignment Key Steps to Get Revenue from Sales and Marketing Alignment Trisha Winter, CMO, Amplifinity and Josh Evans, SVP of Sales, Velocify Recorded: Aug 11 2016 47 mins
    Smarketing. It’s the new buzz term for Sales and Marketing alignment that lots of people are talking about, but few are addressing tangible steps to get value from it. In this webinar we bring a software Marketing and Sales Executive together to outline key steps to increase the maturity and corresponding benefit from Smarketing.
    What you’ll learn:
    •3 levels of Smarketing maturity (3 C’s)
    •Actionable steps to take to reach each level
    •Technology that can help you get full value from alignment
  • How To Empower Your Teams To Create Brand-Right Marketing On The Fly How To Empower Your Teams To Create Brand-Right Marketing On The Fly Karen Wenning and Theresa Aide, Suttle-Straus Recorded: Aug 11 2016 52 mins
    If you struggle with how to maintain control of your brand while ALSO giving your marketing teams and sales agents the flexibility to create their own materials – you are not going to want to miss this free webinar.

    During this session, we will explore how your organization can best utilize a Marketing Resource Management (MRM) system to streamline processes and empower decentralized teams to create brand-right marketing materials on the fly – thereby creating team efficiency AND ensuring a cohesive brand experience is delivered every time.

    Join us to learn:

    - What an MRM system is and how it supports a variety of marketing distribution models.

    - The key benefits of an MRM system to the brand’s stakeholders.

    - How to select the right MRM system for your organization’s needs.

    - How to implement your new system and encourage adoption.
  • A pragmatic approach for using personas in context marketing A pragmatic approach for using personas in context marketing True Intent, Jeroen Huizinga, Partner & Digital Consultant Recorded: Aug 11 2016 51 mins
    Using personas to profile your website visitors and serving them relevant content based on these personas is something a lot of companies are struggling with.

    Everyone understands the principles, but how do personas actually transform over to your website, and moreover what does using content profiling actually mean for your organization?

    Personas are one aspect of profiling content and it may make more sense to use different techniques to get a better understanding of how your visitors are using your content and serve them relevant content based on their behaviour. During this webinar we will go into the ideas behind content profiling and we will be showing you how to setup your personas with your Sitecore environment. All of it illustrated with real customer cases.
  • Customer Experience. Vejen til mere bundlinje Customer Experience. Vejen til mere bundlinje Niels Anderson, Senior Experience Strategist, Pentia A/S Recorded: Aug 11 2016 59 mins
    De 20% mest loyale kunder står for 80% af omsætningen. Og netop customer experience er vejen til en stærkere, mere relevant kundeoplevelse, som gør, at kunder bliver hos dig. I denne session sætter vi bl.a. fokus på dialog, personalisering og hvordan du får mere ud af de kunder, du allerede har. Du får inspirerende eksempler og konkrete take-aways fx om Engagement plans, EXM.
  • Create concrete business value with Sitecore Experience Platform – now! Create concrete business value with Sitecore Experience Platform – now! Michael Tandrup, Senior Digital Strategist, DIS/Play Recorded: Aug 11 2016 60 mins
    • You have the Sitecore platform. You probably bought into a dream. A dream about relevant customer journeys, plenty of automatization and a boosted amount of valuable conversions on your business website.

    • Maybe you’ve run out of steam. After years of implementing and consolidating. Maybe you haven’t embarked on the fun part of the journey. Embarked on what creates value. For both your customers and for your business.

    • You don’t need to start all over again. Developing new strategies, or making large investments. You need a concrete action plan. And realised initiatives. Initiatives that create value now. Not tomorrow. The excitement in your business has to return.

    • Get concrete tips on how to get started. Quickly, affordably and effectively. We will present possible start-up kits and show examples of concrete initiatives.
  • Missing Conversions That Cost You Customers Missing Conversions That Cost You Customers Liz Miller - CMO Council, Susan Bryant - DialogTech Recorded: Aug 10 2016 62 mins
    In today’s omnichannel world, consumers engaging with digital marketing convert in four ways: online via a website or mobile app, in person, and via a phone call. This last conversion—the phone call—can be the source of one of the most costly mistakes made by marketing teams: not understanding how digital channels, campaigns, ads and website content drive customer calls.

    Smartphones have fundamentally changed the way consumers engage with businesses online. Instead of filling out web forms, consumers are picking up the phone to call. According to recent CMO Council research, 45 percent of marketers agree that while their customers primarily research purchases online, they still want to call at different moments throughout the customer journey.

    So why are call conversions often left out of digital performance metrics? Are we missing the opportunity to connect our customers’ digital journey to the phone calls they want to make? What data does the organization need to capture in order to allocate budget to the digital channels, ads and web content that drive customers to the most successful outcomes?

    To discuss these issues and more, the CMO Council, in partnership with DialogTech, will host a one-hour, interactive webcast focused on the new measures, metrics and fundamental connections required to fully optimize the customer journey. The webcast will include real-world case studies and examples of how savvy digital marketing leaders are connecting online and mobile experiences directly to calls and conversions that drive the bottom line.
  • eCommerce: Choosing the right product for your customer eCommerce: Choosing the right product for your customer Altitudo Recorded: Aug 10 2016 58 mins
    E-commerce enables organizations to be closer to their customers, so choosing the right e-commerce platform is essential for your strategy. The Sitecore platform offers a variety of commerce solutions to meet your commerce and customer experience needs, but which one is good for your unique customers?

    This webinar is an introduction to Sitecore and eCommerce and will cover how Sitecore works with eCommerce products and how you can determine which eCommerce product is the best solution for your customer.
  • CX: from the boardroom to your bottom line CX: from the boardroom to your bottom line Kelsey Parish, Senior Project Manager, Vanson Bourne Aug 25 2016 2:00 pm UTC 75 mins
    Customers have always been the jewel in the crown of a business. Without customers, your business will not exist, and it is because of them that organizations are constantly evolving to better suit their needs.

    In an increasingly digital world where customers are more empowered, loyalty is no longer a given. With customers able and willing to switch alliances between businesses, organizations can no longer assume they have guaranteed “lifetime” customers.

    You have to stand out. Your customer experience needs to be better than your competitors, hence the increasingly central focus on CX.
    Flying under the radar, however, is the impact that this focus has on the bottom line. Because, while trying to perfect that customer experience, organizations have discovered a whole host of benefits that have huge financial and business impacts, making the case for that “flawless” customer experience even more worthwhile.

    So what is holding organizations back? How can they overcome these hurdles? And what awaits them when they do overcome them?
    During this webinar, we will explore the hidden benefits of a customer experience focus, and how businesses can get to these benefits, using insights gathered from 880 decision makers.

    Ultimately, organizations know that they need to focus on the customer experience. But do they know about all the financial benefits that are there for the taking? We are here to help inspire your company to take customer experience to the next level – from the boardroom to the bottom line.
  • Keeping Marketing Relevant in the Age of the Customer Keeping Marketing Relevant in the Age of the Customer Thomas Husson, VP & Principal Analyst, Forrester Aug 30 2016 3:30 pm UTC 60 mins
    As marketers, today, we face more challenges and higher business demands than ever before. Our reality is “do more with less, using new technologies”. No small feat, indeed.

    To succeed, we have to rethink our marketing and do away with the hurdles that hold us back. As marketers, we must demand – and deliver – more transformation.
  • Turning Social Media Into an ROI Positive Channel Turning Social Media Into an ROI Positive Channel Aseem Badshah, Socedo CEO Aug 30 2016 4:00 pm UTC 60 mins
    As a social marketer, you might know that your target audience spends a lot of time on social. But your company’s social accounts are only being used to broadcast company news, and not helping with your company’s lead generation goals. In this webinar, Aseem Badshah, Socedo CEO, explains how to turn social media into an ROI positive channel in B2B organizations focused on demand generation. That means using social to generate new leads and opportunities.

    He discusses:
    – Why social media should not be viewed as just another isolated channel.
    – How social media helps you grow your database, send better emails, increase the efficiency of your paid advertising programs, and helps to increase ROI on events.
    – Why social media strategy needs to take into account the entire marketing funnel, not just the top of the funnel.
    – A roadmap with actionable steps for making social media ROI positive channel for your organization.
    – How to measure ROI from your social efforts to prove its value in a B2B context.
  • How To Integrate Predictive Marketing Into Your ABM Strategy How To Integrate Predictive Marketing Into Your ABM Strategy David Lewis, CEO DemandGen | Tony Yang, VP of Demand Generation Mintigo Aug 31 2016 5:00 pm UTC 60 mins
    Predictive marketing is a hot new technology that’s been gaining ground providing marketers a better way to score leads. With the rise of ABM, B2B marketers are beginning to see the value of applying predictive technologies to drive their ABM strategy. Unlike traditional lead generation, predictive can identify the best target accounts that will most likely buy, discover non-intuitive insights for personalized messaging, and more. In this session, we will share examples of how predictive marketing can power your ABM strategy.
  • Content considerations for the IT industry Content considerations for the IT industry Heather Margolis, President & Founder of Channel Maven Consulting & Robert Cassard, CMO of Voodoo Viral Marketing systems Sep 1 2016 3:00 pm UTC 45 mins
    So what type of content really receives the most engagement from channel partners? And which channel do they respond best to? Here Heather Margolis, President & Founder of Channel Maven Consulting and Robert Cassard, CMO & Creative Director, Voodoo Viral Marketing Systems will reveal all as well as share our best practise approach to creating content that’s appealing to your audience.
  • eCommerce: Choosing the right product for your customer eCommerce: Choosing the right product for your customer Altitudo Sep 1 2016 3:00 pm UTC 60 mins
    E-commerce enables organizations to be closer to their customers, so choosing the right e-commerce platform is essential for your strategy. The Sitecore platform offers a variety of commerce solutions to meet your commerce and customer experience needs, but which one is good for your unique customers?

    This webinar is an introduction to Sitecore and eCommerce and will cover how Sitecore works with eCommerce products and how you can determine which eCommerce product is the best solution for your customer.
  • Amplify your Christmas marketing: How to capture the attention of early shoppers Amplify your Christmas marketing: How to capture the attention of early shoppers Sara Hajjar (AdRoll), Lucy Tesseras (Marketing Week) Sep 7 2016 2:00 pm UTC 75 mins
    Savvy marketers are already planning their Christmas campaigns, tailoring their approach to win new business, maximise ROI and stay front-of-mind with customers and prospects.

    Join AdRoll and Marketing Week to find out what tactics and strategies can be used to prepare your business for digital-marketing domination this Christmas.

    Highlights include:

    oPlanning and delivering successful seasonal campaigns
    oSegmentation strategies and re-engagement tactics
    oMaximising historical data to drive sales this Christmas
    oUsing dynamic creative to drive higher conversion rates
    oExpanding reach across web, social and mobile

  • Driving B2B Sales Success with Predictive Analytics Driving B2B Sales Success with Predictive Analytics Kevin Brooks, CMO, DxContinuum Sep 7 2016 4:00 pm UTC 45 mins
    In recent years, spending on B2B marketing and sales technology has seen explosive growth. But sales closing rates and quota attainment have remained flat at best. What’s going on? Today’s companies are more data-driven than ever before, but in this new world of big data and increased business velocity something is clearly undermining the benefits that should come from sales and marketing investments in people, technology and process improvement.
  • Planning a Video Marketing Campaign: What to Expect and Where to Begin Planning a Video Marketing Campaign: What to Expect and Where to Begin Anastasia Antonakis, Principal Content Strategist, Incite. Creative Media House Sep 14 2016 4:00 pm UTC 60 mins
    Beginning a video marketing campaign can be daunting, in this webinar we will discuss what to expect when hiring a video production company, where to look for inspiration within your business, and how to leverage one video shoot into multiple pieces of content.
  • From Zero to Hero: How to revamp your webinar strategy to deliver excellence From Zero to Hero: How to revamp your webinar strategy to deliver excellence Kushlani De Silva, Senior Lead Marketing, WSO2 Sep 15 2016 3:00 pm UTC 45 mins
    Webinars have proved to be one of the most cost effective and successful mediums of engaging with a global audience. While many organizations deploy a webinar strategy, they are often erratic and unorganized.

    Join this webinar to learn how you can move away from one-off webinars to building a program that will “improve your demand generation funnel!

    This session will cover:

    •The evolution of webinars
    •Key determinants of a successful webinar strategy
    •Necessary evils and how to avoid them
    •How to build a consistent strategy for your webinar program
  • TSYS Case Study: Constructing a Referral Channel for Organic Growth TSYS Case Study: Constructing a Referral Channel for Organic Growth Andrew Brabec, Marketing Manager, TSYS Merchant Solutions Sep 15 2016 3:00 pm UTC 45 mins
    With continuing pressure from sales to produce more high-quality leads, referral programs are being used by B2B marketers to meet demand. TSYS shares their experience in starting a referral program for their customers, employees and partners. They’ll share how they got started in referral marketing and how they changed their program design as referrals became an important part of their marketing mix.

    In this presentation you’ll learn:
    • Why and how TSYS got started in referral marketing
    • How TSYS architected their referral program and how this changed as it matured
    • The future plans for TSYS referral programs to continue to grow demand creation
  • 8 Ways Video Can Supercharge the Bottom of Your Funnel 8 Ways Video Can Supercharge the Bottom of Your Funnel Joe Gelata, Head of Global Revenue Operations, Vidyard Sep 15 2016 4:00 pm UTC 45 mins
    Video is a very persuasive medium; it’s engaging and leads can use it to make their way through the entire funnel at their own pace – all you have to do is set up the content journey. At the bottom of the funnel, video can help you seal the deal when it comes to closing and can even help you post-purchase when you want to reinforce that you were the right choice.

    In this webinar, we will share tips on how real-world B2B marketers can use video to turn late stage prospects into buyers. We'll also cover:

    • 8 different video types to support the BoFu
    • How to map your content to different stages of the funnel
    • What information your potential buyers are looking for
    • How to connect your video marketing campaigns to ROI
  • How to Make Video for Mobile Audiences - Brella Productions How to Make Video for Mobile Audiences - Brella Productions Mark Mallchok, Director of Accounts; Dave Less, Director of Video; Mark Rochon, Content Team Manager Sep 15 2016 5:00 pm UTC 60 mins
    Brella Productions’ Director of Video, Dave Less, and Content Team Manager, Mark Rochon join forces with Brella's Account Director, Mark Mallchok, to explore how one of the most important questions ask when making a marketing video is not just who is my audience, but how are they viewing the video? David, Mark and Mark will discuss the different approaches required for mobile video from the storytelling and the aesthetic/technical perspective. Can you be sure that your audience will have the audio turned on? Why does direct address to camera work so well for mobile? What’s the ideal length for a mobile video? Could a slick, commercial style video actually be less successful than a playful more personal story? Addressing these ideas through the concepts of mobile aesthetics, user authenticity, personalization, humor, narrative, and serialization, David Mark, and Mark explain how to optimize your video marketing for the vast mobile audience.
  • Authentic Brands and Their Emotional Connection With Fans Authentic Brands and Their Emotional Connection With Fans Liz Miller, CMO Council, Jill Cress, Mastercard, Andrew Shripka, Kellogg's and John McGarr, Fresh Squeezed Ideas Sep 21 2016 5:00 pm UTC 75 mins
    Winning hearts and minds is a continuing challenge for marketers seeking to connect with consumers on an emotional, cultural or behavioral level. Whether you run marketing for a distinguished, dynamic or developing brand, there is always a need to continually search for ways to stay relevant, real and rewarding for customers.

    Drawing on best practices and perspectives from the CMO Council’s latest report, titled “Building Brands That Attract and Engage Fans,” this upcoming webinar will feature both brand leaders and domain experts.

    Topics to be explored include:

    -The roots of brand attraction and cognitive connection
    -How to survive and prosper amid market diversity and change
    -The intersection of cultural and behavioral economics
    -The essential ingredients for authenticity and credibility
    -Fresh thinking on new ways to invigorate and magnetize brands 

    Webinar participants will include Liz Miller, SVP Marketing from CMO Council, Jill Cress, Executive Vice President Consumer Marketing at Mastercard, Andrew Shripka, Associate Director Brand Marketing at Kellogg's and author John McGarr, President of Fresh Squeezed Ideas.
  • End the struggle with marketing automation End the struggle with marketing automation James Pellizzi, VP-Marketing Automation, Layer One Sep 22 2016 6:00 pm UTC 45 mins
    MA will take B2B to new heights in the coming years. But first marketers must figure out how to manage this technology and optimize results.

    Attend this webinar to get started with marketing automation and understand how to mature it. Topics will include:
    • selecting a platform
    • setting a foundation for success
    • identifying quick wins
    • learning what a long-term MA solution looks like
  • No theory or waffle – just 10 great personalisation campaigns No theory or waffle – just 10 great personalisation campaigns Mindi Chahal (Marketing Week), Andrew Furlong (CRO Director at RedEye) Sep 27 2016 2:00 pm UTC 75 mins
    Personalisation is the key to boosting sales, customer loyalty and conversion, yet only a handful of brands are doing it. How’s this for startling? 72% of companies say they know they need to implement personalisation but aren’t sure how to do it.

    Well that’s where we come in. Andrew Furlong, RedEye’s CRO Director, will not only explain the importance of personalisation, but give real, tangible actions you can take to start ramping up your personalisation efforts. We’ll be focussing on real-life campaign examples you can take away and implement quickly to rapidly see increased conversion, loyalty and ROI.
  • Growth Hacking Your Business Through Influencer Marketing Growth Hacking Your Business Through Influencer Marketing Kyle Lacy, VP Marketing – OpenView Partners and Joseph Cole, Head of Growth – TapInfluence Sep 28 2016 7:00 pm UTC 60 mins
    Let’s face it, when it comes to marketing, our target market has created a wall, it’s not their fault, it’s ours. Think about this - you’re responsible for generating 5,000 MQLs this quarter, how are you going to do it?

    - Create another eBook?
    - Write more blogs?
    - Invest more money in AdWords?
    - Refocus on building pipeline with ABM?

    You would probably want a combination of all the above, but that’s time-consuming and quickly adds up $$$. And even if you’re doing all of the above, there isn’t a guarantee that these channels will cut through the noise. Take these examples into consideration:

    - 57% of Internet users don’t click on banner ads because they’re afraid of receiving spam or malware.
    - 18% of Internet users in the U.S. use an ad blocker, which resulted in a loss of $5.8 billion in ad revenue on 2014.
    - Spotify Premium grew by a cool 10 million users since 2014 as consumers sought an ad-free listening experience.

    If you’re a start-up, small company, (even if you’re pretty big) marketing budgets are tight and always scrutinized. Influencer marketing has proven to be a profitable and scalable channel, if done right. Learn from growth marketing experts as they give you tips on how to Growth hack your business through Influencer Marketing.
  • Delivering Engaging Experiences to Your Audience Delivering Engaging Experiences to Your Audience TBD Sep 29 2016 5:00 pm UTC 75 mins
    When the CMO Council recently asked more than 200 senior marketing decision makers how effectively they have aligned physical and digital experiences, half admitted that these integrated experiences were selective, at best. Yet it is alignment, consistency, and connection that drive the foundational relationship between the brand and the buyer.

    The CMO Council, in partnership with IBM, will host a one-hour interactive webcast with industry-leading media and entertainment marketers to discuss:

    •Best practices for linking physical and digital interactions in a way that is seamless to the customer and enhances the brand experience
    •How to extract audience insights from digital and physical channels to create content and tailored experiences which turn customers into fans and drive the bottom line
    •Examples of capitalizing on the opportunities of OTT to connect with fans and deliver enriching experiences
  • Is there an ideal partner portal? Is there an ideal partner portal? Cath Hackett, VP of Channel and Marketing at Becrypt and Gary Morris, CEO / Founder at Successful Channels Inc. Oct 6 2016 3:00 pm UTC 30 mins
    Are you providing enough resources, news and updates to your channel partners? Do you know what they actually want to receive from you? Interviews with vendors such as Cath Hackett, VP of Channel and Marketing at Becrypt and their partners to determine what their partners want to receive, and what they are actually getting. Let’s examine together how different these really are.
  • From Fear to Friction: What Is Destroying the Best Made Marketing Plans? From Fear to Friction: What Is Destroying the Best Made Marketing Plans? Liz Miller - CMO Council Oct 18 2016 5:00 pm UTC 75 mins
    Year over year, new strategies and plans are developed in an effort to boost the bottom line, ramp up customer engagement and establish profitable competitive advantages that elevate strategies to proven industry best practices. But in reality, even the best-laid plans get sidetracked. They are adopted only in part, stalled by organizational silos or tabled because of budget concerns. When implemented, results can be less than hoped for or forecasted—customers react differently…or not at all.

    As we head into the second half of the year, the CMO Council, in partnership with Vindicia, will host a one-hour, interactive webcast to discuss the new opportunities in business models, digital engagements and experiences, including subscription services and recurring payments. We will also be discussing how leading brands, led by fearless marketers, have pushed through issues of complex processes and customer journeys rife with gates, stops and requirements and instead taken the path that feels counter-intuitive yet delivers a frictionless experience for the customer.

    Among the questions and topics to be discussed in this hour are:

    •Where and how are we unintentionally stopping our customers from engaging, transacting and lengthening their lifetime relationships with our brands?
    •What are industry disruptors doing to change the experience and make waves, and how can we apply that same thinking to our businesses today?
    •Are we so focused on creating processes and experiences that we are actually making it harder for customers to be loyal?
    •New ideas and thinking around monetizing experiences and turning content into opportunity
  • Lead generation through Social advocacy and selling Lead generation through Social advocacy and selling Ian Moyse, Sales Director at Axios Systems and Olivier Choron, CEO and Founder of purechannelapps Oct 20 2016 3:00 pm UTC 45 mins
    Social Selling is a now buzzword and many are asking how to better use Social Media through sales and its partners to generate more opportunities and customer engagement. Here we will be joined by Ian Moyse, sales director at Axios systems, ISMM Sales Director of the Year 2015 and rated 2016 #1 social influencer on cloud and #18 on IOT by Onalytica. Come hear for simple, usable practical approaches and tips from Ian Moyse on how to leverage Social Media and Social Selling.
  • You Got the Lead, Now What?: How to Get a Lead to Take Action You Got the Lead, Now What?: How to Get a Lead to Take Action Ian Campbell, CEO, Mission Suite Oct 20 2016 6:00 pm UTC 45 mins
    Often B2B marketers will focus heavily on the generation aspect of lead generation and lose sight of what happens next. Generating new leads is one thing, but nurturing them to qualify themselves is what separates a lead in your funnel from a customer tied to revenue.

    Join Ian Campbell, CEO, Mission Suite as he breaks down a lead generation and management process that generates results at the bottom of the funnel.