DemandGen: Data and Social Media Compete for the Marketing Mind
Aberdeen Group research shows that CMOs are increasingly adding science to the art of marketing, with marketers being goaled and measured based on revenue-oriented metrics (company revenue growth, contribution to sales-pipeline) over activity-oriented metrics (leads, traffic, awareness). Adoption of marketing automation technology has given Marketing the efficiency and measurability needed to track and deliver on these goals. And as companies enter their second, third and fourth years (or more) of marketing automation adoption, they begin to gain data to support more sophisticated, behavior-based segmentation, providing finer control and predictability to marketing operations—the ability to truly run marketing as a P&L-oriented business.
In this keynote, Trip Kucera, Sr. Research Analyst for Marketing Effectiveness & Strategy at the Aberdeen Group, will present the latest trends and insight on data-driven demand generation from Aberdeen’s research. In addition to looking at the impact and use of metrics in managing marketing operations, Trip will explore the challenges and opportunities presented by social media, which threatens to upset the demand generation apple cart, as well as the potential for social CRM to address emerging requirements.
RecordedMar 14 201240 mins
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Ian Moyse, Sales Director at Axios Systems and Olivier Choron, CEO and Founder of purechannelapps
Social media is where we as brands all need to be. But what are the nuances around this to consider, which platforms and how can you drive increased attention to your brand whist reaching a far greater audience? 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. Ian has high Klout and Kred social scores, is regularly featured in top social sellers and other reports / league tables and has advised many firms and leading individuals on fundamentals of playing the Social game.
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.
Ian Moyse, Sales Director at Axios Systems and Olivier Choron, CEO and Founder of purechannelapps
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.
Cath Hackett, VP of Channel and Marketing at Becrypt and Gary Morris, CEO / Founder at Successful Channels Inc.
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.
Heather Margolis, President & Founder of Channel Maven Consulting & Robert Cassard, CMO of Voodoo Viral Marketing systems
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.
Joe Gelata, Head of Global Revenue Operations, Vidyard
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
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
John Sweeney Director at Qbase, Francesca Hose-Berte Marketing Consultant at Apteco, Rob Jones Director at Qbase
Implementing data driven marketing techniques and methodologies is the dream of many advanced, forward thinking marketing pioneers. Attempting to tackle big data sets to perform sophisticated analyses that power data driven marketing can be very daunting. But why are so many businesses investing in data driven marketing? What is it they are trying to achieve?
In this webinar we will discuss the reasons why organisations see data driven marketing as the future for their businesses. We will examine what they are using it to achieve and how they are achieving it. In addition we will look at what companies need to successfully implement data driven marketing techniques and methodologies for their businesses and, discuss real-world examples of organisations who have done it.
The session will be hosted by John Sweeney, Sales and Marketing Director at Qbase, with panelists including Francesca Hose-Berte, Business Development and Marketing Consultant at Apteco, and Rob Jones, Head of Delivery at Qbase, who will field questions and share their knowledge and expertise with attendees.
Anastasia Antonakis, Principal Content Strategist, Incite. Creative Media House
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.
Everyone knows what a huge success Pokemon Go has been - combining Augmented Reality with GPS location tracking. We can also see the impact of personalized ads “following us” when we visit different websites online... But how will we feel when we start seeing personalized location based marketing in the ‘real’ world, as Augmented Reality starts to change the way we experience supermarkets, high streets, and even getting around on public transport?
Join us as we speak to two highly regarded experts in the world of Augmented and Mixed Reality:
- Nik Badminton - Futurist & CEO at Design:Culture:Mind
- Simon Gosling - Creative Evangelist at Happy Finish
Using Keichi Matsuda’s "Hyper-Reality" video as a starting point, we will be asking where we think boundaries will be set by consumers and how much our lives will change as a result of Augmented Reality infiltrating our daily lives.
VR is sometimes perceived as an isolating technology, where the user is cut off entirely from the real world in order to be fully immersed in the virtual one. Yet this doesn’t take into account how much of our lives are lived online, and how our identities and relationships are already built in connected virtual worlds. The Internet and social media have transformed every aspect of society by connecting people in ways that were previously unimaginable. Virtual Reality will build upon this interconnectedness, while at the same time making those connections much more compelling, meaningful and emotional. This introductory webinar will look at the unique aspects of the medium and ask how VR content producers can best leverage them to engage their audience.
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.
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.
B2B Content Marketing is one of the most popular B2B marketing approaches over the last few years. However, implementing a content marketing program doesn't always guarantee success. This webinar highlights the many facets of B2B content marketing and looks at the key success factors for a healthy and effective program.
In this webinar, Greta Paa-Kerner of Ganduxer will cover the following topics:
- What is B2B Content Marketing
- Why is it important
- Personas & Customer Journeys
- Seeding Content
- Measuring Success
- Resources Needed
- Key Success Factors
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
• 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
Werner van Ekkendonk, CEO EURObizz BV and Mark Appel, Global Marketing Director Exact Software
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.
Ben Rothke, Senior eGRC Consultant, Nettitude Group
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.
Peter Yates, Director of Client Campaigns, Axonn Media
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.
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
Gary DeAsi, Senior Manager, Digital Marketing & Brand SmartBear Software
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
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.
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.
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.
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.
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.
– 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.
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.
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).
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