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Demand Generation

  • Relationship Intelligence & Sales IQ Relationship Intelligence & Sales IQ Jim Cathcart, CSP, CPAE Recorded: Mar 1 2017 45 mins
    Everyone can be more intelligent about some aspects of Selling. Jim Cathcart, co-creator of The Sales IQ Plus online assessment shows you how to break down each aspect of selling so that you can initiate surgically precise improvements that pay off big time in sales results. Don’t just study Selling study the parts of it that will help You the Most!
  • How National Instruments Automated Marketing for 1,700 Events How National Instruments Automated Marketing for 1,700 Events James Huddleston, Sr. Director of Product Marketing; Helena Lewis, Sr. Group Manager-- Marketing Operations and Technology Recorded: Mar 1 2017 29 mins
    National Instruments is a Fortune 1000 company that provides test, measurement, and control solutions that allow scientists and engineers to innovate and integrate technologies faster. National Instruments runs 1,700 live events globally per year including user conferences, roadshows, and local events. As their event program has grown over time with goals to increase event attendance and engagement, the investment in manual processes throughout the event lifecycle has grown as well, requiring resources from regional and country teams, marketing, event planning and data management teams. To address this problem, National Instruments is reengineering their event program using Certain Event Automation integrated with the Oracle Eloqua Program Canvas to deliver highly repeatable and scalable event marketing using templated event workflows to eliminate manual processes and re-focus efforts on delivering the best customer experience.

    During this webinar, you will learn how to:

    - Scale your event program by standardizing your event campaigns and increasing operational efficiencies
    - Create and launch event campaigns in Oracle Eloqua in 5 minutes or less using EventStream
    - Deploy business applications that leverage the power of the Oracle Eloqua Program Canvas to deliver more profitable marketing outcomes
    - Deliver repeatable results from your event program

    Speakers:
    James Huddleston, Sr. Director of Product Marketing -- Certain
    Helena Lewis, Sr. Group Manager-- Marketing Operations and Technology at National Instruments
  • Selling via Strategic Disruption Selling via Strategic Disruption John Smibert Recorded: Feb 28 2017 43 mins
    Traditional solution selling is failing. Why? Because buyers don’t see value in your traditional approach. Your sales methods have become commoditised.
    What do buyers want? They want help to think differently about their business, to explore new ways to achieve their desired outcomes. They need you to disrupt their thinking.
  • 7 Content Marketing Trends You Need to Know Now 7 Content Marketing Trends You Need to Know Now Jay Baer, Convince & Convert; Hana Abaza, Uberflip Recorded: Feb 28 2017 56 mins
    Being great at content marketing was harder to do in 2016 than ever before. That's because there's more content in more places, with more topics and more faces. And that trend isn't going to stop in 2017 – it's only going to multiply.

    Get ahead of the competition by understanding how to take a more nuanced, informed approach, so your content works smarter and harder.

    Spend an hour with Uberflip's Hana Abaza and Jay Baer from Convince & Convert diving into seven (at least!) content marketing trends that you cannot afford to ignore going into 2017.
  • Biz Dev Done Right Biz Dev Done Right Caryn Kopp, Chief Door Opener Recorded: Feb 24 2017 45 mins
    When Business Development is done right, there is no limit to what can be accomplished! Caryn answers the top 4 sales questions she is asked most about sales including, “How do I get more sales? How do I meet more prospects? How do I close sooner? And, how do I find time for business development?”
  • How Content Marketing on LinkedIn can Boost your Bottom Line How Content Marketing on LinkedIn can Boost your Bottom Line Viveka von Rosen Recorded: Feb 24 2017 48 mins
    LinkedIn Publisher is like a hidden treasure for content marketing. If you have the right “map” to find the gold within! My session will be your roadmap to LinkedIn Content Marketing Success. As one of Linkedin Learning’s authors, we get special access to what LinkedIn is looking for in Publisher Posts- and I’ll share that information with you!
  • How To Get More Clients Without Being A Pushy Salesperson How To Get More Clients Without Being A Pushy Salesperson Laura Posey Recorded: Feb 23 2017 48 mins
    Here is what you will learn:
    •The five-step master formula for attracting all the business you want
    •The secrets to building a sales machine that delivers quality prospects day in and day out
    •How having fewer prospects actually leads to more profit
    •And so much more...
  • Shifting From Sentiment to Opportunity Shifting From Sentiment to Opportunity Liz Miller - CMO Council, Alan Gellman - Esurance, David Berkowitz - Sysomos Recorded: Feb 23 2017 61 mins
    As social data streamed into systems, the voice of the customer became distinct and immediate. But as sentiment became the table stakes of today’s intelligence, marketers started to look for more out of their social engagement and listening programs. This shift has brought about a call to identify points of opportunity in social data that drive the business forward.

    This new mandate reveals new challenges: social media data can be messy, filled with lots of noise and few signals that point to definitive action. The mass of unstructured data that floods into systems is often incomplete and constantly in flux. One minute, a customer is “liking” a brand, and the next minute, that customer is telling the world about negative experiences and defection intentions. Wires get crossed. Sentiments can shift without warning. And slowly but surely, a marketer’s trust in social data can begin to erode.

    The conversation around social needs to evolve—breaking away from the endless opportunities to chat, mix and mingle with the customer and turning toward an intentional strategy of leveraging social data to reveal business-driving opportunity. These signals must point to where a business can make money or where a business may be missing the mark…or it must deliver real-time alerts to problems that can lead to customer defection and discord.
  • Selling for Introverts - how to stay true to who you are and grow your sales Selling for Introverts - how to stay true to who you are and grow your sales Alen Mayer Recorded: Feb 23 2017 47 mins
    Register for this webinar and discover 5 powerful strategies to help you excel and shine as an introvert in sales, without losing yourself in the process:
    •How to promote yourself without being obnoxious
    •What strategies to use for networking and social functions
    •How to know and meet your client's REAL needs (and make them happy)
    •How to persuade your clients without being manipulative
  • Culture IS Brand: Leadership Strategies for the Digital Age Culture IS Brand: Leadership Strategies for the Digital Age Michael Brenner - Best-selling author of "The Content Formula" Recorded: Feb 23 2017 55 mins
    SUMMARY:

    Having great ideas is one thing. Having an organization designed to embrace great ideas is a completely different thing. In this webinar you will learn a new framework for creating the culture you need within your team to allow great things to happen.

    DETAILS:

    You're a leader. Whether you work independently, lead a small team, or you're the CMO of a global brand - you know that yesterday's marketing ideas just don't work today.

    Unfortunately, getting the entire organization to embrace your new initiative, green light an innovative marketing concept, or simply redesign your newsletter can feel like an uphill battle.

    In this webinar, veteran marketer and bestselling author Michael Brenner will show you how courageous marketing leaders are transforming their entire culture, and building a powerful brand.

    You will learn the revolutionary new framework that sparks rapid culture change and gets your entire organization on board.

    EVERYONE has the power to spark culture change and become the leader your company, your brand, and your people need. Join us and find out how.
  • 5 Secrets that Will Change Your Approach to LinkedIn Networking 5 Secrets that Will Change Your Approach to LinkedIn Networking Alice Heiman Recorded: Feb 22 2017 49 mins
    Thousands of people are on LinkedIn and not taking advantage of its full power. Find out how to make your connections count and get the leads flowing. Discover the 5 Secrets That Will Change Your Approach to LinkedIn Networking forever.
    Salespeople will be amazed at how they can build relationships and generate leads.
    Sales leaders will gain ideas to help their salespeople prospect.
  • Establishing and Enriching the Content Supply Chain Establishing and Enriching the Content Supply Chain Liz Miller, SVP Marketing, CMO Council Recorded: Feb 22 2017 62 mins
    In the world of marketing, these principles have been applied through the application of a marketing supply chain, effectively connecting customer and company demand for marketing materials (typically marketing consumables like printed content, promotional items, etc.) into a transparent, technology-powered network of suppliers and users to streamline processes and optimize budgets and utilization. Just as with manufacturing supply chain management, marketing supply chain optimization has led marketing leaders to realize great customer satisfaction and profitability, particularly through significant savings and the reduction in material obsolescence.

    So now, savvy CMOs are turning to the customer and asking whether these same principles of supply chain dynamics can be applied to a process that actually reaches, engages and connects with customers. The answer is surely yes…but before we take that leap, the same rigor and advancement used to establish a marketing supply chain must be paid to content itself. Now is the time to realize the state of the content supply chain.

    According to the Content Marketing Institute, 32 percent of a B2C organization’s budget and 28 percent of a B2B organization’s budget is spent on content. In a recent CMO Council study on the impact of the connected omni-channel experience, 60 percent of marketers admitted that the new connected customer has necessitated a shift in content strategies and a call for the rapid development of new content in new formats and sizes. Yet despite the clear budget priority content has taken—as well as the clear call to rapidly advance our content development and management skills to meet the demands of our customers—why is content still developed in campaign and functional team silos, often lacking effective paths for cross-functional collaboration and distribution? Are we giving content the respect and attention it deserves?
  • Sales Success  - Looking through your Customer's Lens Sales Success - Looking through your Customer's Lens Janice Mars, Principal and Founder/Lisa Dennis, President and Founder and Lisa Magnuson, President Recorded: Feb 22 2017 47 mins
    If you were honest with yourself, could you say that your sales aids, value propositions, sales and forecasting processes are designed from a customer point of view, or are your tools company-centric? Join Janice Mars, Principal and Founder of SalesLatitude and Lisa Dennis, President of Knowledgence Associates for a fun and action-packed 45 minutes on not only how to see things through your customer’s lens, but also how to build it into your sales toolkit.

    Lisa Magnuson President of TopLine Sales to moderate
  • What You Need to Know About Account-Based Marketing What You Need to Know About Account-Based Marketing Ben Earle, AdRoll; Victoria Hoffman, Uberflip Recorded: Feb 22 2017 50 mins
    Over 90% of marketers recognize the value of account-based marketing (ABM), but few understand where to get started and how to successfully implement ABM at their B2B organization.

    It's time to clear the fog and take a comprehensive look at the people, processes, and tools that are involved when putting ABM into action.

    In this webinar, we share the key elements you need to succeed with your ABM strategy.

    You will learn:
    - How to define your target accounts
    - How to use ABM to attract customers that will grow your business
    - How to measure the success of your ABM campaigns
  • How to Build a Sales Process That Drives Successful Behaviors How to Build a Sales Process That Drives Successful Behaviors George Bronten Recorded: Feb 21 2017 32 mins
    In times of change and increased competition, HOW you sell is becoming your primary differentiator. Learn how to build a sales process that makes it easy to execute your b2b sales strategy, by driving the behaviors needed to consistently achieve your targets.
  • The Experience Factor in Sales The Experience Factor in Sales Barbara Giamanco Recorded: Feb 16 2017 45 mins
    By 2020 customer experience will overtake price & product as the key brand differentiator according to the Walker 2020 Customers Report. Your focus on demonstrating value NOT selling features is how deals get closed. Learn strategies for getting buyers at hello and delivering a great sales experience at every step in the buying process.
  • SDR's: A Marketer's Best Friend SDR's: A Marketer's Best Friend James Brett, SDR EMEA Manager, BrightTALK Recorded: Feb 16 2017 25 mins
    An ongoing discussion within most revenue-driven businesses is how to align the sales and marketing teams, potentially the biggest opportunity for improving business performance today. The key to creating this synergy is the effective use of a Sales Development Team (SDRs), who qualify marketing-generated leads and deliver them to the Account Executives.

    The SDRs are often the first point of contact for the business so they need to know the right messages, ways to overcome objections, and enough information about the product and the market to sound plausible on the phone. Many of these things aren’t really the domain of the sales organisation, so this is where it falls on Marketing to give the proper amount of sales enablement.

    Join James Brett, BrightTALK's SDR EMEA Manager, as he discusses aligning the SDR team and Marketing to work towards a common vision and working together to keep the relationship successful.
  • The Lies Salespeople Believe That Prevent Sales Growth The Lies Salespeople Believe That Prevent Sales Growth Carole Mahoney Recorded: Feb 16 2017 40 mins
    Why do the majority of salespeople struggle to have conversations with buyers that build trust and add value? Learn what science has found are the hidden, but most common, mindsets and beliefs that the majority of salespeople struggle with and discover how they impact sales performance and growth.
  • 3 Ways to Improve B2B Demand Gen with the Power of Relevance 3 Ways to Improve B2B Demand Gen with the Power of Relevance Katie Martell Recorded: Feb 16 2017 62 mins
    There are no shortcuts in the practice of turning prospects into engaged buyers who become loyal customers. However, there is one concept effective B2B marketers live by to accelerate the process of generating leads: relevance.

    Join this free, live webinar hosted by Katie Martell, and learn three ways demand gen pros are harnessing the power of relevance today, including:

    - Customer insight
    - Account-based programs
    - Personalization

    This webinar is brought to you in partnership with Evergage and presented as part of BrightTALK's Demand Generation Summit.

    About Katie

    Katie Martell creates buzz and drives market demand as an on-demand marketing consultant, writer, and speaker based in Boston, MA. She has been named a "marketing expert to follow", a top 10 marketing writer on LinkedIn, top 3 most influential B2B marketer on Twitter, and has been invited to speak at a variety of industry conferences. Katie has spent the last decade marketing in positions including CMO and co-founder of MarTech startup Cintell and Director of Buzz at NetProspex (a D&B company). www.katie-martell.com.

    About Evergage

    Only Evergage’s real-time personalization platform delivers The Power of 1, enabling digital marketers to transform the dream of 1:1 customer engagement into reality. Combining in-depth behavioral analytics and customer data with advanced machine learning, Evergage provides the one platform you need to systematically understand and interact with each person that visits your site or uses your app – one at a time, “in the moment” and at scale – to deliver a maximally relevant, individualized experience.
  • What are the Most Important Steps to Demand Generation Success in 2017? What are the Most Important Steps to Demand Generation Success in 2017? Maurice Flynn, Altaire Recorded: Feb 16 2017 43 mins
    Demand generation is getting ever harder and more complicated across multiple channels, so what's a business to do?

    In this session we outline the most important steps to success in Demand Generation in 2017, based on the latest case studies. We will look across multiple channels including:

    - Email marketing and eCRM
    - Maximising for mobile
    - Personalisation across channels
    - Influencer outreach and experiential

    Participants will walk away with a clear understanding of these key steps to take across their most relevant channels.
  • Developing a ‘Customer Strategy’ to FIND, WIN and KEEP your Customers! Developing a ‘Customer Strategy’ to FIND, WIN and KEEP your Customers! Ian Golding, CCXP Recorded: Feb 16 2017 41 mins
    ‘So tell me – what is our strategy to KEEP the customers we WIN?’ Now that is a question. Intuitively, it sounds so obvious, but when you lift up the ‘bonnet’ or ‘hood’ of the workings of most companies, understanding how to KEEP customers is not always very clear.

    As both a customer and an employee, I have been exposed to businesses who have quite clearly never thought about it. I have always found it a sense of frustration when a business offers better deals and incentives to WINNING new customers than they do to KEEPING their loyal, long standing customers. Call it what you will, but it smacks of ‘taking customers for granted to me’ – or a clear sign of having no defined strategy to KEEP customers.

    In this webinar you will learn about the following:

    1. What Customer Experience (CX) actually is and the difference is between Customer Service, CX and Customer Centricity
    2. Why businesses have lost sight of their true purpose and are failing their customers and employees
    3. Why business strategy is a balance of what the business wants AND what the customer wants
    4. How to create a clear customer focused strategy
    5. The importance of measuring the success of your strategy through the Customer Journey
  • How to Create Professional B2B Video Content (for Non-Video Producers) How to Create Professional B2B Video Content (for Non-Video Producers) Jon Spenceley, Community Marketing Manager, Vidyard Recorded: Feb 15 2017 46 mins
    Everyone and their second cousin wants more video content; it's the medium that today's buyers crave. But not every marketer has the ability (or the funds) to sign a full production house for every video project. That's why today's savviest marketers are bringing video production in house.
    Join this webinar and learn:

    •The essential, must-have video equipment you'll need
    •Five tips for creating professional-quality videos
    •How to set up an in-office studio
    •How to produce more of what your customers want, and less of what they don't
    •When to call in a video production expert
  • Events on Autopilot: How Savvy Marketers Drive Higher Results from Events Events on Autopilot: How Savvy Marketers Drive Higher Results from Events David Johnson, Director of Product Marketing at Oracle Marketing Cloud, & Ron Corbisier, CEO of Relationship One Recorded: Feb 15 2017 39 mins
    On average, events make up 30% of a marketing organization's budget, yet 59% of marketers have no way of measuring the success of their events. Fragmented data and the inability to capture insight-rich customer and prospect data from events inhibits the ability to launch highly targeted, real-time campaigns with the right message at the right time.

    Join David Johnson, Director of Product Marketing at Oracle Marketing Cloud, and Ron Corbisier, CEO of Relationship One, to learn how innovative marketing teams are using technology and deep, native integrations to not only quantify the ROI from their events but also drive greater pipeline, revenue, and operational efficiency from their teams.
  • Leveraging the Sales Development Team to Convert your Campaigns Leveraging the Sales Development Team to Convert your Campaigns David Dulany, Founder & CEO, Tenbound Recorded: Feb 15 2017 35 mins
    Alignment between Sales and Marketing is essential to any demand generation strategy. It's pivotal to ensure you get the most out of your campaigns by being in lock-step with the SDR team.

    This discussion will focus on:
    - Goal setting
    - Internal campaign communication strategy
    - Training sessions
    - Running productive check-in meetings
    - Delivering results
  • Six Core Competencies For Strategic Account Managers Six Core Competencies For Strategic Account Managers Ago Cluytens Recorded: Feb 15 2017 35 mins
    In this webinar, Ago Cluytens will take a deeper dive into the six core competencies that are required for Strategic Account Management success. Based on in-depth, current research around what high-performers do differently, Ago will give a detailed breakdown of how your organization – and you – can increase account penetration, protect your most valuable account from competitors, and generate substantially more revenue.