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Adapting to your dynamic customer base

Jeremiah Owyang - Altimeter Group, Susan Etlinger - Altimeter Group, Justin Kistner - Webtrends
#WTaltimeter - @jowyang - @setlinger - @justinkistner

Today’s customer journey has changed significantly. As a consumer you’ve already made the shift, but how is this new consumer behavior affecting your organization and marketing tactics?

You’re not so different from your audience.

Join Altimeter Group and Webtrends for a new webinar about today's dynamic customer journey.
Apr 17 2012
59 mins
Adapting to your dynamic customer base
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Demand Generation

  • Live and recorded (1028)
  • Upcoming (13)
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  • Early on expectations from B2B buyers in their journey set the stage for marketing and sales to work together. As leads flow in, an agreed-upon plan and process should be in place for lead identification, distribution and follow-up. This optimized plan and process can make a huge difference between smooth sailing or rough seas in the next steps of the journey for the marketing and sales teams and most importantly, the buyer.

    So, what does this process look like, and how can an optimized lead process affect not only the quality of the buyer's journey, but opportunity generation? Join Isaac Payne, Marketing Operations Specialist, and Ali Gooch, Sr. Sales Manager-both of Pardot, as they explore and give us tips on how we can get the most out of an optimized lead process.
  • BDB’s head of PR Alison Owen and guest speaker Fiona Steggles will talk through how to get the most out of every contact with the media. She will cover
    -How to prepare for a media interview
    -How to avoid answering tricky questions
    -How to turn every conversation with a journalist to best advantage
  • 65-90% of the buying process happens before you even know a prospect exists. Which means it’s critical for your marketing collateral to help prospects through the process on their own, particularly with video.

    If you join us at this webinar, you’ll learn:

    • The step-by-step process that today’s buyer follows before purchase and how video can promote movement through it.
    • The types of videos you can produce and where they’ll have the most impact in your buyers’ journey.
    • Ways to approach your own unique buyer’s journey and questions to answer before production.
    • A real-world example from Act-On of how one video is mapped to the buyer journey and what’s considered prior to production.
  • Join DemandGen for an exclusive “State of the Union” address on the Oracle Marketing Cloud from special guest Kevin Akeroyd, general manager and senior vice president for Oracle Marketing Cloud. Coinciding with Oracle’s first ever Modern Marketing Experience (taking place the following week in Las Vegas), David will ask Kevin to share his insights on what attendees can expect at the show -- including the future of Eloqua and Responsys, Oracle’s flagship B2B and B2C marketing automation systems.
  • Modern buyers are self-educating on purchase decisions at every stage of the sales funnel. However, many lead generation professionals reserve the most engaging content formats for specific stages – a strategy misstep that fails to encourage prospects to move to the next stage. Webinars and videos can be used to engage prospects in all phases of the lead generation process, allowing marketers to better qualify leads and pass them to sales teams with more confidence.

    In this webinar Frost & Sullivan will discuss:

    •What moderns buyers expect from lead generation content
    •When to use webinars and videos in the sales funnel
    •Tailoring the message to fit each stage of the sales cycle
  • Predictive analytics is old news in the B2C world with companies like Amazon driving as much as 35% of revenues through their recommendation engine. But over the past year, B2B companies have been adopting this powerful technology to better understand purchase propensity and focus their resources on the highest converting leads, most effective campaigns and best customer expansion opportunities.

    Learn about the most common uses of predictive scoring to prioritize leads for sales and hear how three Lattice customers creatively put their predictive scores to use to increase conversion and campaign performance rates.
  • Analytics are key to making your company agile, and to making better market, customer, and competitive decisions. An analytics center of excellence provides the company with valuable insights, protects privacy and brand reputation, and guides the prioritization and selection of opportunities for greatest growth. Join Laura Patterson in a discussion about:

    · How an Analytics Center of Excellence make a difference to the company, customers, marketing

    · What is an Analytics Center of Excellence, establishing its purpose, and creating the vision

    · The key functions and capabilities needed

    · The journey’s key stages, associated challenges, and what do you need to do to get to the next step

    · What metrics you should select to measure the value and impact of an Analytics Center of Excellence
  • Marketers often say that they want to be more metrics-driven or that they want to be able to show marketing’s value. In this session we will discuss the ways you can collect the metrics that prove the value of marketing, so you can regularly review and take action on the data. We will also cover the value of benchmarking in order to refine your processes and improve the effectiveness of your marketing efforts.
  • With the economy emerging from recession and businesses looking for new opportunities to reach, engage and attract new and profitable audiences, it is no wonder that talk of “going global” is spreading. According to the CMO Council’s own “State of Marketing” study, 86 percent of senior marketing leaders are looking at global markets thanks to new market sizes and opportunities. And the majority (48 percent) also believe that presenting a strong story via optimized digital channels is the best path to success.

    Despite the opportunities that new global markets present, there are also significant challenges and pitfalls that marketers must avoid to ensure that a relevant, contextual and robust customer experience is actually being delivered in a way these new global audiences understand and value. This is not just a conversation about how to translate a website. In fact, this is often where so many globalization strategies fail. This is a call to turn great digital experiences into globally relevant engagements, regardless of where customers live or what language they speak.

    Join the CMO Council for an in-depth discussion into the new mandates to reach and engage the digital global customer. Experts from Lionbridge, Esri and ISITE will share their perspectives on where and how new strategies must be outlined to address the complexities of staging globally relevant conversations in the new digital world, regardless of whether this new customer is across the ocean or just across the street.

    Some key issues to be discussed in this interactive webcast will include:

    •The new expectations of the global customer—and a call for relevance across all channels
    •The complexities of language, content and engagement
    •The impact of globalization on the bottom line: Are real-time experiences making real advancements in profitability and loyalty?
  • Modern professionals are more connected than ever. This connectivity enables them to source business solutions and grow their careers across a variety of digital channels. The challenge for B2B marketers wanting to connect with these professionals is identifying the channels where their buyers are the most engaged.

    One of these channels is BrightTALK. Millions of professionals and businesses use BrightTALK to connect, learn and grow through shared knowledge and insights. And according to Frost & Sullivan, these professionals are among the most engaged buyers out there. In this in-depth session we'll discuss how BrightTALK helps customers:

    - Include rich media and online events in their content marketing mix
    - Accelerate lead generation with a strategic mix of paid BrightTALK programs
    - Get warm leads who engage with relevant content mapped to the sales funnel
    - Qualify and convert leads more effectively into loyal customers
  • Channel
  • Channel profile
  • Adapting to your dynamic customer base Recorded: Apr 17 2012 59 mins
    Jeremiah Owyang - Altimeter Group, Susan Etlinger - Altimeter Group, Justin Kistner - Webtrends
    #WTaltimeter - @jowyang - @setlinger - @justinkistner

    Today’s customer journey has changed significantly. As a consumer you’ve already made the shift, but how is this new consumer behavior affecting your organization and marketing tactics?

    You’re not so different from your audience.

    Join Altimeter Group and Webtrends for a new webinar about today's dynamic customer journey.
  • Ads for Fans are Facebook's best kept secret Recorded: Nov 17 2011 59 mins
    Justin Kistner, Director of Social Products
    After the adrenaline rush from hitting your fan growth goal subsides, the harsh reality of "Now what?" takes over. Management starts asking about how you plan to monetize your fan base. They want to know what the return on investment is for all of your new found fans. If you're like most, you turn to the wall in a desperate attempt to publish offers only to be disappointed by the results (we'll talk more about why this happens on the webinar, but it's because transactional content gets low engagement, which means Facebook's EdgeRank algorithm filters those posts out of the stream). What you need are ads for fans. Did you know you can target your fans with ads just for them? And did you know they get an average of 7X higher click through rate; which not only means a higher response, but also makes them a much cheaper cost per click? Join us for this in-depth session on the least understood best practice in Facebook advertising and start delivering real business value from social campaigns.
  • Facebook posts. Market smarter with Hoverstats. Recorded: Nov 10 2011 60 mins
    Justin Kistner, Director of Social Products
    Twitter hashtag: #hoverstats

    Page admins all want to know a few things: What should I be posting on our wall? When should I post? How often should I post? How do I know if the posts I published performed well? To help answer those questions, Facebook recently released more post-level data. Webtrends was one of seven companies that was allowed early access to this data before it was publicly released, which lead to the development of Hoverstats. Hoverstats is a browser plugin that takes your Facebook data and overlays it directly on your Facebook page. It's core feature is the patent pending PSI, post score indicator, which calculates a score for each post from 0-100 based on a post's performance. Using PSI, page admins can easily compare their past posts using a single number to more easily see which posts are stars and which are duds. Justin Kistner will demo Hoverstats and PSI as well as share the insights that have surfaced from seeing countless scored posts.
  • The First Step in Facebook Domination Your Fan Page Recorded: Nov 2 2011 59 mins
    Webtrends
    The First Step in Facebook Domination Your Fan Page
  • Lead the Digital Marketing Future Recorded: Sep 20 2011 47 mins
    Justin Kistner, Director of Social Products
    During the webinar you'll learn how to apply real insights to your Facebook marketing efforts and get ahead of the curve. Justin Kistner will offer detailed data-driven explanations about the value of utilizing Facebook for your marketing campaigns along with tips, tricks and inspirational ideas.
Social and Facebook marketing expertise
Providing performance base marketing insights for Social and Facebook campaigns.

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  • Title: Adapting to your dynamic customer base
  • Live at: Apr 17 2012 5:00 pm
  • Presented by: Jeremiah Owyang - Altimeter Group, Susan Etlinger - Altimeter Group, Justin Kistner - Webtrends
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