Not all B2B web visitors are created equally - How to target your Sweet Spot

Jason Hekl, Research Director of Demand Creation Strategies - SiriusDecisions and Greg Ott CMO - Demandbase
Jason Hekl, Research Director, Demand Creation Strategies of SiriusDecisions and Greg Ott CMO of Demandbase discuss the importance of optimizing your web experience for the visitors who represent future revenue- your Sweet Spot.

Hear case studies of organizations who have moved from “flying blind” to leveraging key firmographic data to drive their business decisions. Learn how to win at common B2B challenges, such as personalizing to your audience segments, addressing the home page real estate battle, and uncovering insights into strategic business opportunities.
In this session, learn how to:

-Personalize content to your audience segments
-Optimize conversion for your targeted accounts
-Accelerate ROI with an account based marketing approach
Jun 28 2012
62 mins
Not all B2B web visitors are created equally - How to target your Sweet Spot
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    In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

    Show Me Your Stack is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business. Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

    Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

    About Doug Sechrist:

    Doug Sechrist is Vice President of Demand Marketing at Five9, the leading provider of cloud contact center software. Before joining Five9, he served as Vice President of Demand Generation at Eloqua as well as Taleo. He has also held Corporate and Field Marketing positions at ZANTAZ, an Autonomy Company, Intira Corporation, and Ascend Communications.
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    This session will highlight best practices to achieve webinar program success, including:

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  • Join to learn how to:

    1. develop a messaging strategy based on "mobile moments"
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    2. leverage a users context: where they are, where they’ve been, what they like and how they want to receive messages
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    -Picking the right event
    -Lead generation and capture tactics
    -Giveaways, competitions and gorilla marketing
    -Avoiding empty booths
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  • What tools do other marketers use? Find out in Lattice's Special Sauce Series: Show Me Your Stack! with Influitive VP of Marketing, Jim Williams.

    In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

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    Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

    About Jim Williams:

    Jim Williams is a veteran marketer for early and growth stage tech companies. He loves bringing transformative concepts to market. Before joining the Influitive team he held marketing leadership roles at Eloqua, Unveil Solutions, Lernout & Hauspie, and several PR agencies.
  • Think about it - your customers have a very intimate relationship with their mobiles. Beware!

    It’s amazing how many marketers still enthuse about their “mobile first” approach to digital. Sure, many of you will have over half your web traffic from mobile devices, and most of your social engagement of smartphones.
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    Drawing on case studies from Amazon, Clever Cards, FT.com, Selfridges and Starbucks, this 45 minute session looks at how to deliver the best mobile customer experience in your sector.

    - Create a great first impression - any screen, any time, any place
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  • Think about it - your customers have a very intimate relationship with their mobiles. Beware!

    It’s amazing how many marketers still enthuse about their “mobile first” approach to digital. Sure, many of you will have over half your web traffic from mobile devices, and most of your social engagement of smartphones.
    But what about the unique mobile customer?

    Drawing on case studies from Amazon, Clever Cards, FT.com, Selfridges and Starbucks, this 45 minute session looks at how to deliver the best mobile customer experience in your sector.

    - Create a great first impression - any screen, any time, any place
    - Wow the early adopters - win the hearts & minds of your greatest fans and resellers
    - Develop exceptional UX - across sites, apps
    - Make it personal, keep them coming back for more - across the whole customer journey
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  • Advertising to Buying Signals with Demandbase B2B Retargeting Recorded: Dec 3 2013 50 mins
    For B2B companies, it’s far more powerful to reach multiple stakeholders at specific companies than anonymous individuals with the “right” profiles and titles. Unfortunately, current B2C ad technology lacks the ability to target prospects in way that drives revenue in a clear, measurable way for B2B companies. This technology disparity is particularly evident with retargeting, which serves ads to visitors who have previously engaged with your brand online.

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    •Why B2C tech is a mismatch in the B2B world
    •The benefits of integrating Demandbase B2B Retargeting into your advertising programs
    •How to execute, measure and optimize Demandbase B2B Retargeting successfully
  • Favorite B2B Analytic Reports and Insights Recorded: Nov 7 2013 44 mins
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    Register now to learn:
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    • How to understand your B2B analytics and how make them actionable
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  • Marketing's Next Move: Live Engagement Recorded: Oct 15 2013 13 mins
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    How are you Tying and Tracking Engagements and Experiences Across the Buyer 2.0 Journey?

    SiriusDecisions estimates that the buyer's journey is 70 percent complete by the time a salesperson is contacted -- and a recent CMO Council study of B2B buyers indicates that 87 percent of buyers believe that online content impacts their buyer journey from vendor selection and purchase decisions. In spite of this growing shift to online, most B2Bs organizations have been slow in reacting to the changes with their prospects' purchasing activity, particularly the engagement with their company website during the evaluation process.

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    We will also be joined by a leading thought leader in account-based marketing, Allison Metcalfe of Demandbase, who will share insights into the shifts and requirements of the new “Buyer 2.0”, including the new behaviors that boost the criticality of adopting a more targeted and relevant approach to connected engagements.
  • Buyer 2.0 - Today's B2B Buyer Recorded: Jun 28 2013 2 mins
    Buyer 2.0 is the informed customer. They spend most of their buying process independently searching for and accessing information to learn more about the potential impact of their priorities and how to best go about addressing them. For B2B vendors to successfully attract and engage these buyers, new approaches, thinking and technology must be applied.
  • The Value of Visitor Identification: Selling to Buyer 2.0 in the Information Age Recorded: Feb 28 2013 41 mins
    Recent research from Google has indicated that buyers are generally at least 60% through the sales process before identifying themselves to a seller. How do you best identify, engage, and influence the buyer you cannot see? Which website visitors are most likely to become customers? The self-guided tactics of "Buyer 2.0" have many B2B marketing and sales organizations on their heels … but the reality is that the evolved buying cycle should be welcomed as an opportunity to retire the resource-intensive, hit-or-miss sales and marketing models of old and replace them with the proactive, precision-guided engagement efforts which the new B2B buyer is looking for today.
  • The Account-Based Approach: What Marketing Can Learn From Sales Recorded: Jan 30 2013 54 mins
    According to research collected by B2B analyst firm SiriusDecisions, leads sourced by sales typically outperform those coming from other sources. In other words, leads sourced by sales are more likely to become revenue. This is not good news for sales managers, however, as prospecting is not how they want their top sales performers to spend their time. But how do they approach the prospecting process? How is it different than the ways marketers generate leads, and is there anything that we can do to increase the percentages of marketing sourced leads moving through the sales funnel?
  • How Demandbase Uses Demandbase Recorded: Dec 20 2012 47 mins
    Hear how Demandbase applies real-time ID to account-based marketing.

    Register now to join our discussion on:
    -How to drive sales with a focus on marketing to your “sweet spot”
    -Extending account-based marketing and account segmentation beyond email and into your website and content strategy
    -Making it all work by combining your existing content assets, website, CRM, MAS or Live Chat
    -Actionable ways to think big, start small, and move fast to incrementally improve web conversions of your highest value prospects.
  • Direction of B2B Marketing Automation for 2013, What's Next? Recorded: Dec 13 2012 49 mins
    Join industry leaders from the top Marketing Automation organizations on the future of marketing automation for 2013! Marketing automation professionals bill themselves as the most progressive marketers in the world, so drawing direction from these professionals will give insight to what is next for progressive marketers. CMO of Demandbase Greg Ott, will moderate the discussion helping frame the direction for the processes, technology and people we will see in the coming year. Also discussed will be challenges and opportunities organizations will see in taking their marketing operations to the next level.

    Greg Ott, CMO Demandbase (moderator)
    Responsible for Marketing and Product strategy and execution, Greg brings experience from both large corporations and startups in B2B and B2C. Before joining Demandbase, Greg was in leadership roles at Classmates.com. Global Marketing at Ask.com, Xoom.com, RealNames Inc., and Procter & Gamble.

    Heidi Melin, CMO Eloqua
    Heidi is the Chief Marketing Officer of Eloqua, a leader in Marketing-Automation She has also led many of Silicon Valley's most respected technology brands. Ms. Melin led marketing and demand generation efforts at several successful businesses throughout the Bay Area, including Oracle, Polycom and Taleo.

    Adam Blitzer, VP of B2B Marketing Automation at ExactTarget
    Adam is responsible for product management, marketing, and operations. He is a frequent speaker at industry events such as Dreamforce, SugarCon, and American Marketing Association panels. In 2011 Adam was named to BtoB Magazine’s annual Who’s Who list.

    Jon Miller, VP Marketing Content and Strategy Marketo
    Jon leads strategy and execution for all aspects of Marketo’s thought leadership and content marketing programs. In 2010, The CMO Institute named Jon a Top 10 CMO for companies under $250 million revenue. Jon holds a bachelor’s degree in physics from Harvard College and has an MBA from the Stanford Graduate School of Business.
  • The Art and Science of Building the Perfect Named Account List Recorded: Aug 21 2012 35 mins
    B2B companies recognize they’re most likely to sell to the accounts that fit the profile of their current customer base. To continually improve quality lead generation, it’s critical to identify the distinguishing characteristics of these customers -- especially because they aren’t always an enterprise’s biggest customers with the most impressive logos. Jennifer Pockell-Wilson, VP of Marketing and Demand Operations at Demandbase, shares tips and tricks on how to build a target account list that both sales and marketing will love. Avoid the pratfalls of list building by focusing on your corporate “sweet spot” – the companies most likely to become revenue.

    About the speaker:

    Jennifer Pockell-Wilson leads the demand-focused marketing teams and demand operations at Demandbase. She is passionate about aligning sales & marketing toward common goals through the coordination of language, systems and process. Before joining Demandbase, Jen was the Senior Director of Global Marketing Operations at Polycom and has also spent time at Hyperion, PeopleSoft, Ernst & Young LLP and Lotus Development.
  • Expert Panel: Account-Based Lead Management and Nurturing Strategies Recorded: Aug 21 2012 49 mins
    Marketing automation systems focus on driving prospects through the marketing funnel in order to identify the qualified individuals that are ready to talk to a salesperson. There are more subtle indicators of interest at the account level, however. Buying signals across multiple contacts that fly beneath the radar when considered individually, and that could be missed altogether if you don’t know what to look for.

    Lead management and marketing automation thought leaders Adam Needles, Carlos Hidalgo and Matt Heinz discuss incorporating Account-Based selling strategies into B2B lead management and nurture campaigns in this panel discussion moderated by Jason Stewart.
  • Creating Content for the Accounts that Matter Recorded: Aug 21 2012 45 mins
    Crafting content for the B2B marketplace is a challenging proposition. Long sales cycles, and multiple decision makers mean that the buyer's journey can be frustratingly complex. Creating content that resonates and engages both influencers and buyers at the accounts we value most should be relevant, personal and, most importantly, influential to his or her journey. Meanwhile, B2B websites are still cluttered with generic, "one-size fits all" content designed to convert the generic "buyer persona." What happens when you move to a focused, quality-first personal engagement strategy? What happens if you spend the time to fully engage at the top of the funnel, rather than at some generic "sales handoff" stage. Join Robert Rose, as he discusses the best practices of putting your best content in front of the people at the accounts that matter most.

    About the speaker:
    Robert Rose, author of Managing Content Marketing, is the Chief Troublemaker at Big Blue Moose and is a strategist in residence for the Content Marketing Institute. Robert is responsible for innovating creative and technical content marketing strategies for a variety of clients at Big Blue Moose, including AT&T and musician Dwight Yoakam.
  • Ignite the Pipeline! Personalized, Integrated Communications Drive Revenue Recorded: Aug 21 2012 44 mins
    Driving engagement with sophisticated B2B buyers requires an deep understanding of their business needs and challenges. In this presentation, you'll see a proven approach to buyer-centric marketing. The outcome - personalized, relevant and integrated communications that drive engagement and revenue.

    About Lauren Goldstein:

    Leveraging more than 16 years of sales and strategic leadership in direct marketing, Lauren has been at the core of Babcock & Jenkins’ success for nearly 14 years. She has achieved business objectives with campaign results for companies including LinkedIn, Microsoft, Intel, HP, Adobe, Jive Software, Symantec, Getty Images, NetApp, Sterling Commerce and Starbucks.
  • Analyze and Optimize your Web Experience for your Sweet Spot Recorded: Jul 31 2012 45 mins
    Demandbase Customer Ted McDonald of Verisign and Adam Greco of Web Analytics Demystified, discuss how to optimize your web experience for the visitors who represent future revenue – your Sweet Spot.

    The power of personalizing your web experience for your target accounts and Identifying business opportunities that you are missing out on with visibility into your visitors company data.

    -Provide richer offers to your prospects on customers by segmenting by account data
    -Insight into your current web traffic by industry and company size
    -Give your sales team insight into their named account who are engaging in key content
  • Not all B2B web visitors are created equally - How to target your Sweet Spot Recorded: Jun 28 2012 62 mins
    Jason Hekl, Research Director, Demand Creation Strategies of SiriusDecisions and Greg Ott CMO of Demandbase discuss the importance of optimizing your web experience for the visitors who represent future revenue- your Sweet Spot.

    Hear case studies of organizations who have moved from “flying blind” to leveraging key firmographic data to drive their business decisions. Learn how to win at common B2B challenges, such as personalizing to your audience segments, addressing the home page real estate battle, and uncovering insights into strategic business opportunities.
    In this session, learn how to:

    -Personalize content to your audience segments
    -Optimize conversion for your targeted accounts
    -Accelerate ROI with an account based marketing approach
  • The Rearchitected SiriusDecisions Demand Waterfall Examined - Panel Discussion Recorded: Jun 19 2012 67 mins
    Join Demand Generation industry leaders to discuss the new SiriusDecisions Demand Waterfall. Just unveiled at the recent SiriusDecisions Summit in May, the latest evolution of the Demand Waterfall's re-architecture was released, to incrementally improve insight and effectiveness of the current model. But what impact will this have on organizations? 

Hear from industry leaders on their key takeaways and strengths and challenges of the new model.

    •The increase in market focus on inbound marketing and how it will effect inquiries
    •The new AQL (Automation Qualified Lead) and TAL (Teleprospecting Accepted Lead) up leveling the role of teleprospecting
    •The "route around" taking into account non-marketing sources leads and how this will impact marketing and sales alignment

    Panelists include: Doug Sechrist - VP of Demand Marketing Eloqua, Jennifer Pockell-Wilson - VP of Marketing Demandbase, Dave Lewis - DemandGen
Real-time targeting and personalization platform for B2B
Demandbase integrates with other sales and marketing technologies to deliver unique intelligence about web visitors, and better attract, convert and retain the right customers. Enterprise leaders and high-growth companies alike use Demandbase to drive better marketing performance.

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  • Title: Not all B2B web visitors are created equally - How to target your Sweet Spot
  • Live at: Jun 28 2012 5:00 pm
  • Presented by: Jason Hekl, Research Director of Demand Creation Strategies - SiriusDecisions and Greg Ott CMO - Demandbase
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