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Demand Generation

  • 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 Recorded: Aug 31 2016 63 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.
  • Customer Journey how to start? Learn, create & optimize! Customer Journey how to start? Learn, create & optimize! Fabienne Heiles, Sitecore Recorded: Aug 31 2016 48 mins
    How can Sitecore help you by providing the most complete and detailed views on your customer’s behaviours and how can your digital strategy be translated into real actions on your digital channels by setting up the first customer journey flows in Sitecore? Learn, test and optimize the steps to a successful customer experience. 
  • Customer Experience Design as a marketing discipline Customer Experience Design as a marketing discipline Mathieu Dhondt, Business Consultant, The Reference Recorded: Aug 31 2016 53 mins
    The experience you offer your customers has become a vital element of competing for their business.

    Based on collaborations with our B2C and B2B clients, we explore what “experience” actually means and offer a framework for creating and managing a coherent customer experience across all channels.
  • Making Brand Communication Relevant - Getting Technology Applied Making Brand Communication Relevant - Getting Technology Applied Marina Sverdel, Head of Multichannel Marketing, METRO AG, & Michal Popelar, MD ACTUM+, Sitecore MVP Digital Strategist Recorded: Aug 31 2016 41 mins
    Together, ACTUM+ and our client METRO Cash & Carry, we will present how we have activated advance marketing features, personalization, marketing automation and campaign management for omnichannel consistency.

    It is the largest and most complicated implementation of Sitecore in Germany. 24 METRO countries and 200 users are working daily with Sitecore from China to Japan, even Germany to France. More than 10 million visits are tracked monthly.

    Our main goal is to provide great personalized customer experience for all the METRO sites.
  • Thought Starters across Verticals Thought Starters across Verticals Stefan Ivanov, Business Development Manager, Hedgehog Recorded: Aug 30 2016 61 mins
    It’s easy to fall into a pattern of comparing yourself to your peers, but sometimes the best lessons come from companies that don’t look like you. Tactical lessons learned from solving vertical specific challenges can provide new paths and ideas for improving customer experiences.

    In this session Hedgehog will review great ideas we’ve seen across industries that are applicable to all Sitecore users.
  • Turning Social Media Into an ROI Positive Channel Turning Social Media Into an ROI Positive Channel Aseem Badshah, Socedo CEO Recorded: Aug 30 2016 62 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.
  • Keeping Marketing Relevant in the Age of the Customer Keeping Marketing Relevant in the Age of the Customer Thomas Husson, VP & Principal Analyst, Forrester Recorded: Aug 30 2016 53 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.
  • CX: from the boardroom to your bottom line CX: from the boardroom to your bottom line Kelsey Parish, Senior Project Manager, Vanson Bourne Recorded: Aug 25 2016 62 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.
  • 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
  • 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.
  • 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.
  • Real-time Personalisation: The power of conversational content Real-time Personalisation: The power of conversational content Spencer Waldron, Regional Manager - Western Europe at Prezi, & Dallas Jessup, Content Marketing Manager at BrightTALK Recorded: Aug 18 2016 40 mins
    Over 61% of B2B marketers leverage personalised content to better shape the experience (Cintell). Marketers spend an enormous amount of time, bandwidth, and finances to create various content segmented by persona, stage, or vertical to have the best influence. But when it comes to creating and delivering presentations, many marketers and salespeople are still taking a traditional approach: build a different presentation for each opportunity, memorise a script and deliver the same one-way, linear presentation, no matter who the audience is or what information they need.

    Enter conversational presenting, an emerging trend that allows you to customize your presentation in real-time to make the best connection for the most success. Prezi’s European Regional Manager, Spencer Waldron, and BrightTALK’s Senior Marketing Manager, Andrea Goodkind, will discuss some of the best tactics to evolve previously stale, one-sided presentations into personalised conversations. Topics may include:

    Channels to leverage before the presentation to give the audience what they want
    The questions you should always ask your audience in order to determine what will resonate with them the most
    Live tactics for real-time content personalisation while presenting

    Let us know if there’s anything else you’d like to know on this topic by tweeting us @Brighttalk using the hashtag #brighttalkprezi. See you there!
  • 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
  • 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
  • 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
  • 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.
  • 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.
  • 5 Easy Steps for Creating an Account-Based Sales Strategy 5 Easy Steps for Creating an Account-Based Sales Strategy Thomas Cox, Director of Sales at Velocify Sep 7 2016 5:00 pm UTC 60 mins
    Sales has been targeting contacts at key accounts for decades. So why has account-based selling become the hottest trend to hit B2B sales? Some sales experts believe it is the need for sales and marketing to align around what matters – personally connecting with your buyers. Having a deeper understanding of your buyers goals and objectives and how your product or service can make a difference could help you win more sales.

    In this webinar, walk away with a 5-step account-based sales strategy that you can share with your boss. You’ll gain:

    - Tips on mapping out ideal buyer personas in partnership with marketing
    - Ideas for personalized content to move buyers through the sales cycle faster
    - Key metrics to measure and optimize your approach
  • 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.
  • Social influencers: How to #Crush in Video with Expert Billy Parisi Social influencers: How to #Crush in Video with Expert Billy Parisi Billy Parisi, Social influencer & video expert Sep 14 2016 5:00 pm UTC 60 mins
    Let’s face it. When it comes to building your social influence, there’s always a new technology, platform, and trend just around the corner. It’s no secret that video is becoming a powerful and popular medium for influencers to share a brand's message.

    TapInfluence has partnered with social media influencer and video expert Chef Billy Parisi to bring you everything you need to know about getting started in video.

    Join us on Wednesday, September 14th at 1pm EDT. In this 1 hour webcast, you’ll learn:

    - Why video?
    - What to consider before getting started
    - Ways to get involved: DIY vs. Hired Production
    - Equipment & tool recommendations for the beginner, intermediate and advanced video enthusiasts
    - How to work with brands on video collaborations

    About the speaker:
    Chef Billy Parisi is one of the true culinary media entrepreneurs branching out his brand across the digital and social landscape since 2007. He engages as on-camera talent, speaking engagements, live cooking demonstrations, brand advocacy and culinary consulting.
  • Understanding B2B Buying Habits to Create Better Webinars Understanding B2B Buying Habits to Create Better Webinars Rob Arnold, VP at Frost & Sullivan & Taylor Freitas, Content Marketer at BrightTALK Sep 14 2016 5:00 pm UTC 45 mins
    Virtually all modern marketers use digital engagement tools to fill their sales pipelines. That said, tools alone are not enough—successful marketing campaigns also require strategic planning.

    Assuring the right depth, tone, and type of content is often the primary focus in online marketing campaigns. Sometimes overlooked, however, is knowing when and why prospects access online content. Frost & Sullivan research found that buyers seek solutions to address their immediate needs and to assess the longer-term impact of their decisions.

    In this webinar Frost & Sullivan and BrightTALK will discuss:
    - Why prospects access online content
    - What keeps prospects engaged
    - How to strategize your webinar for the best ROI
  • 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
  • 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
  • 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.
  • How to Conduct Research for Revenue Generating Content How to Conduct Research for Revenue Generating Content Melanie Turek, VP of Connected Work at Frost & Sullivan; Taylor Freitas, Content Marketer at BrightTALK Sep 20 2016 5:00 pm UTC 30 mins
    In a data-centric workforce, metrics and benchmarks provide professionals reasons to invest, alter, and evolve their strategy. One of the biggest trends in content creation and delivery is conducting surveys to capture your target audience’s pain points, thoughts, strategies, and drivers.

    As companies continue to compete for market space, one strategy to approach the industry is to create and conduct insightful studies. Prospects and customers alike want to understand the latest trends, what their peers are doing, and where their industry is going. When done right, research elevates your gravitas in the market and serves as an effective way to engage your prospects -- both while completing the study as well as revealing the results.

    Join Frost & Sullivan and BrightTALK for an in-depth discussion on research reports and findings. Topics include (but not limited to):
    - Defining your goals for conducting research
    - How to structure your report for ideal results
    - Converting data into marketing content
  • 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.
  • Chaos Wrangling: The Latest Addition to the CMO To-Do List Chaos Wrangling: The Latest Addition to the CMO To-Do List Ed Breault, Aprimo, Strategy Consulting ; Jim Lenskold, President of Lenskold Group and author of Marketing ROI Sep 22 2016 5:00 pm UTC 75 mins
    In today’s expanding marketing landscape—not to mention today’s increasingly complex matrix known as the customer journey—the chief marketing officer is faced with sheer and unadulterated chaos. From the multiplying channels that our customers are defining as their most valued to the massive amounts of customer data and intelligence flooding (i.e., clogging) our analytics and intelligence systems, CMOs must wrangle and tame the complexity in order to make better decisions faster and have true visibility and transparency into performance, outcomes and value to the business.

    Unfortunately, the old standards of marketing operations no longer apply, and new approaches, alignments and agility must be included. To delve into the issues of chaos, operations and the mandates to make bold business decisions, the CMO Council, in partnership with Aprimo, will host a one-hour interactive webcast to discuss the complexities and opportunities of modern marketing management. Among the topics to be discussed are:

    •How to deliver marketing results at scale with total accountability and transparency in operations
    •Best practices to create order from chaos, bringing actionable insights from marketing programs to enhance results and prove ROI

    Joining the CMO Council for this best-practice dialogue will be brand leaders who are transforming the chaos across the organization, as well as marketing operations experts who will share examples of where and how transformation can help tame the chaos and turn it into a profitable process.
  • 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.
  • 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 27 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.
  • 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.
  • Panic at the disco - being different in B2B Panic at the disco - being different in B2B Billy Hamilton-Stent, Client Strategy Director, Octopus Group Sep 29 2016 2:15 pm UTC 45 mins
    Differentiation in B2B marketing can be a bit like your first school disco. You want to be different, but you really don’t want to risk being too different. This webinar from Octopus Group’s research unit, Loudhouse, will reveal how to use customer insight to formulate a differentiating strategy that works.
  • Delivering Engaging Experiences to Your Audience Delivering Engaging Experiences to Your Audience Liz Miller, SVP Marketing, CMO Council ; Laurie Hutto-Hill, IBM 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.