Demand generation is the process through which a business integrates marketing and sales to move potential buyers down the sales funnel from interest to payment. The BrightTALK demand generation community is made up of thousands of professionals sharing and learning best practices for engagement marketing, demand generation and lead scoring and nurturing through interactive webinars and videos. Register and join the conversation to attend live webinars and have your questions answered by demand generation professionals and thought leaders.
Data, data everywhere…but where is the insight to drink? This could be the new battle cry for today’s CMO. Regardless of industry or region—whether it’s a B2B or B2C company—all CMOs are facing the evolution of data and its twin: digital. From what digital transformation means to an organization to the challenges we each face as our customer demands even higher levels of personalization, CMOs today are talking about where and how digital and data converge and what that collision means for the bottom line.
Join Liz Miller, Senior Vice President of Marketing for the CMO Council, as she gets to know Maria Winans, CMO of IBM Watson Customer Engagement. The discussion will span from insights into how Winans is facing the digital revolution to the trends she believes will shape marketing and engagement in the months and years ahead. The one-hour, interactive conversation will also take questions from the live audience, giving participants a unique opportunity to pick the brain of a true peer.
A graduate of University of North Carolina at Chapel Hill, Winans has spent more than two decades at IBM and has been at the forefront of both data and digital’s evolution. A true global business leader, Winans has served in leadership roles at IBM across Business Analytics, Collaboration Solutions, Mobile, Industry Solutions and PC Company, as well as serving as a Marketing Strategist for IBM Latin America.
Learn how to align emerging channel technology with proven channel best practices to support program growth, partner engagement and ROI. Channel experts Maria Chien, Service Director, Channel Marketing Strategies for SiriusDecisions, and Laz Gonzalez, Chief Strategy Officer at Zift Solutions, detail:
• The top 5 priorities for channel marketing leaders
• Aligning channel marketing efforts with corporate goals
• Best practices for demand creation, partner enablement and functional development
• How to solve integration challenges undermining channel program success
Stop throwing your profits away! You can make a lot more money by simply discounting less and charging more. Don’t think you can? Just wait—immediately after this revealing presentation you’ll be raising your prices and reaping the rewards!
Modern marketers get that influencer marketing is a critical piece of their marketing strategy, yet most don't realize influencers can be the best source of authentic content creation at scale.
Influencers, unlike celebrities, built their followings based on subject matter expertise and their amazing ability to deliver content to a highly engaged audience.
In this webinar, join Sydney Hodgson, and Joseph Cole of TapInfluence as they share 5 best practices on how to use the power of influencers and influencer marketing to support your content marketing goals:
1). Creative Ideation (both copy + design)
2). Content Creation
3). Content Distribution and Amplification
4). Content ROI
5). Optimization and Measurement
Most sales people spend a disproportionate time selling to narrow segment of their market, while ignoring or struggling to engage with over 50% of potential buyers. Objective Based Selling presents a different way to look, engage and sell to often ignored segments, leaving money and success on the table.
In 2015, hardly anyone knew what a customer data platform was. Honestly, most people groaned at another three letter acronym clawing for attention in the marketing tech space. Twenty-four months later, however? CDPs are dominating the conversation at events, in the media, and most importantly, among marketers who want a flexible solution, designed for them, to take their data to new levels.
In this webinar, we’ll cover:
• How dramatic the rise of the CDP has been and why – according to analysts and marketers, alike
• Trends that haven’t undergone much change in two years, the good and the bad
• New research about how a customer data platform is uniquely suited to help marketers of all kinds
Join us on Thursday June 22nd at 1pm EST/10am PST for a 45 minute webinar to look back, around, and ahead at customer data platforms.
Sales Managers are often unconscious about collateral damages to the business caused by their current management practices. Many of them cause actual. System Thinking helps to identify the causes for those collateral damages and to take corrective actions.
Lisa Nakano, SiriusDecisions Service Director for Customer Engagement Strategies, will share research and methodology behind the value that customers can bring to your company if engaged with strategically. A new data report on the performance of B-to-B customer referral programs will be shared by Trisha Winter, CMO of Amplifinity. Together they will prove with data the case for leveraging customers for demand generation and the results seen by companies that are running this as an always on channel.
What you'll learn:
- Why peers are critical to creating demand
- How to engage with customers to help create demand
- Performance benchmarks for customer referral programs
- Case study examples and business impact
You know you have a data quality problem, and you know that addressing it will make a huge difference in campaign performance. The question is, how do you build support at your company to get a project funded, even when budgets are getting tighter?
We’ll show you how! Experts at Openprise and ZoomInfo will share proven strategies you can apply today to:
• Generate excitement within Marketing, Sales, and the C-suite about data quality.
• Quantify the ROI of data quality project with bullet-proof numbers.
• Articulate your vision of how people, processes, partners, and technologies can come together to solve the data quality problem once and for all, for everyone.
There’s no reason to wait and hope your project gets funded. Join this webcast to find out how you can build a business case, get the support you need, and get your initiative moving.
Sales management experts Mike Weinberg and Steven Rosen are hosting a fireside chat providing their solutions and insights on the most challenging issues facing sales managers.
Expect an action-packed discussion, filled with bold, blunt and powerful sales management insights and stories, that will help you crush your sales numbers.
Account-Based Marketing tools like Engagio, DemandBase, and Terminus are powerful, exciting pieces of technology. But without the right data and decisions in place, it's like putting really nice shutters on a house without a foundation.
B2B companies must be thoughtful about their ABM setup.
Join Katie Martell, on-demand B2B marketer, and Jon Russo, B2B marketing operations expert and high-tech CMO as they walk through EXACTLY what companies need to get these tools to work. They'll share a real-life example of how to wrangle data and MAP/CRM integrations to get up and running with account-based strategies.
Everyone's on a journey with ABM, but some are in different places than others. This session is ideal for anyone who's interested in getting started with ABM, who has bought an ABM tool and wants to improve their implementation, or who wants to see more value from their investment in ABM.
Forrester Research has said that we are living in the age of the customer, which means the balance of power has shifted to buyers. Buyers can gather a lot of data before talking to a salesperson but salespeople can still capitalize on opportunities to demonstrate credibility and value early in the decision-making process.
In this webinar we'll explore how to design and begin to measure the Account Journey by mapping out the end-to-end marketing and sales processes.
Specifically, we'll introduce the idea of an "Account Stage" and map out a few variations of an Account Lifecycle Model - ie how do we take a prospect from "Target Account" to "Customer"?
Once we've established an account lifecycle model driven by the Account Stage, we'll fully automate it by using information about the contacts and sales deals in the account. The Account Stage will serve as the high-level indicator of where the account is in the sales cycle, making it easier to evaluate the health of our sales pipeline overall.
Mapping out the Account LIfecycle will also improve marketing and sales alignment for Account Based Marketing orchestration and performance measurement.
We'll conclude the webinar by showing examples of how Account Based Marketing Attribution can be used to analyze the performance of the account lifecycle.
Note to Audience:
This webinar is NOT a product demo or a pitch. Instead, our webinars offer an in-depth exploration of challenging topics that our customers and partners are working through - and that we hope to shed some light on.
Please attend the webinar to learn more about this topic and bring your own questions/comments to make the session more interactive - and more valuable to everyone.
If you'd like to learn more about Path to Scale products, please visit us our website.
In this webinar noted analysts and channel experts, Tim Harmon, Managing Director of Nuvello, and Zift’s Chief Strategy Officer Laz Gonzalez, will provide actionable insight and best practices for aligning priorities to capture partner mindshare, drive breakthrough performance and ensure a stronger ROI with PRM (Professional Risk Manager).
Watch live and learn:
- How changes in the channel landscape have created higher demand for PRM
Why B2B channel organizations need PRM even if they already have CRM and/or SFA in place
- Key components and operational processes required to “start smart” with PRM
- Best practices for partner recruitment, onboarding, shortening time-to-revenue and measuring performance with PRM
- Why integration and prioritization matters when it comes to PRM and CMM
Content marketing has long been a staple of the B2B marketing mix. But as more organizations are creating more content, how do you make sure your content breaks through the noise and actually creates value?
In this webinar, marketing leaders from Bizible, BrightInfo, and Uberflip discuss key components to planning, executing, and measuring content marketing that moves the needle.
The webinar will answer key questions, including:
• What is content fitness? And why does it matter?
• How do I build a knockout content experience?
• Should I be gating content?
• How do I measure the buyer's content journey? And how do I optimize it?
While this is important in a pre-sales capacity, it’s table stakes for delivering a customer experience that surprises and delights. In this session, we’ll talk about how to define your customer’s lifecycle, and how to apply the fundamentals of ABM (account selection, insights, segmentation and messaging, play development, and measurement) in a post-sale capacity for the purpose of retaining customers, nurturing loyalty, and motivating advocates.
About Ashley: Ashley is a Senior Associate at Inverta, and has spent more than ten years designing and implementing world-class demand creation and lead management strategies that leverage the latest in marketing technology. She’s held client-side and analyst roles in marketing systems and marketing operations, and consulting roles that leverage her unique expertise in lead nurturing, account-based plays, content, messaging, and social media strategy for more than 40 clients.
Account-based marketers talk a lot about being customer-centric. But the reality is that most ABM programs take a broad-brush approach to targeting customers that we think should be interested in our solutions.
A truly customer-centric approach, especially with key accounts, begins with a deep dive into each customer’s business issues and then partners with them to design new solutions and shared success.
This session will explore why and how a collaborative ABM approach can drive innovation, growth, loyalty, and advocacy with key accounts. The session includes a deep dive into Juniper Network’s award-winning ABM program, as well as examples from other companies including Accenture, Fujitsu, and KPMG.
Key takeaways include:
- The importance of collaborative innovation with key accounts
- The value of transparency: ABM “with” not “for” key accounts
- The research and development foundation required for collaborative ABM
- Metrics beyond revenue: Measuring success with collaborative ABM
About Rob: Rob Leavitt is Senior Vice President at ITSMA, a leadership community for B2B marketers and the pioneers of ABM in the early 2000s. At ITSMA, Rob provides strategic guidance to leading technology and B2B services firms on thought leadership, content marketing, and ABM.
About Jack: Jack Barrett is Senior Director, Strategic Marketing at Juniper Networks, and leads executive engagement, ABM, demand generation, and channel development across the Americas.
Customers are not looking for extravagance. In fact, according to a recent CMO Council survey of 2,000 global consumers, conducted in partnership with SAP Hybris, customers crave simplicity. Customers want value and to be valued by brands. And customers expect brands to know and recognize them: 36 percent admit that they are often frustrated when they are not treated like a loyal customer regardless of channel.
Marketers, however, have admitted that there are significant challenges in meeting the very basic expectation of knowing, recognizing and responding to their customers. In the report, “Context, Commerce + Customer,” only one in four marketers has been able to leverage customer insights to advance troubleshooting in order to address customer issues before they become frustrations or problems.
As brands strive to deliver exceptional, connected, contextual experiences to their customer, marketers admit there are significant challenges to be resolved specific to data, analytics and the ability to leverage real-time customer intelligence to truly deliver value in the moment the customer most expects.
To discuss these challenges and the opportunities in exceeding the expectations of the connected customer, the CMO Council, in partnership with SAP Hybris and Deloitte Digital, invite you to join us for a live-webcast being held on Thursday, June 15, 2017. We will be sharing additional findings of our new consumer study including how consumers say they will react to continued frustrations. In addition, experts from SAP Hybris and Deloitte Digital will join the discussion to share where and how customer demands have shifted customer experience strategies, including the very ecosystem of cross-functional connections that organizations must forge in order to truly meet and exceed these expectations.
As marketers are being asked to increase their contribution to bookings and revenue, account-based marketing is being used as a strategy to improve conversions and reduce the sales cycle.
That said, ABM is only as good as the quality of the underlying data in your database and performance varies substantially depending your approach to execution.
Tune in to this session and learn how you can:
- Increase the number of target accounts
- Increase the number of contacts inside of target accounts
- Increase appointments with target accounts
- Improve sales and marketing alignment
- Grow revenue inside target accounts
Over the past 17 years, Val has built and sold an Internet business and helped business, sales and marketing executives at Fortune 500, mid market and start-up companies to create value, move markets and accelerate growth. He combines this knowledge with deep insights from millions of data points that are generated as nearly 6M professionals connect with experts and companies on BrightTALK to learn and grow.
Sara Tatnall, Director of Marketing at PFL, will present three exciting account based marketing plays that grab attention and hold it. Get in-the-trenches tactics, not high-level strategy, that you can apply right now for your sales and marketing teams. She’ll also share real-world customer examples that drove incredible ROI and massive pipeline boosts.
Join this session to learn:
- ABM plays that work well for various target account segmentations
- Ideas for account and contact personalization across channels
- Tips for multi-channel execution and measurement
Account-based marketing is a proven strategy for growing revenue for B2B organizations. Ultimately, it's about delivering the right content, on the right channel, to the contacts in your target accounts.
In this webinar, our “ABM Superheroes” Daniel Gaugler, CMO of PFL, and Sangram Vajre, CMO of Terminus, will discuss how they use marketing technology to do ABM at scale.
They'll provide a brief overview of the steps in the #FlipMyFunnel model for doing ABM, then discuss how to orchestrate comprehensive, omnichannel ABM campaigns that deliver powerful results.
Session attendees listening live and tweeting with #ABM will have a chance to win a copy of Account-Based Marketing For Dummies.
No prospecting list? You can lose valuable prospecting time just building a list – then finding the elusive decision maker can take even more time. Discover 7 strategies you can use to uncover and build a list of the right decision makers to target your prospecting efforts and get higher response rates.
Market segmentation combined with tailored messaging and a scalable outbound process can lead to significant growth. Are you a B2B business trying to fill your pipeline with qualified leads? Are you scaling your sales and marketing operations? In this webinar, you will learn practical strategies to:
1. Segment your target market
2. Find qualified leads in each segment
3. Tailor messaging for each segment
4. Set up a scalable outbound process
Ben Raffi, CEO of Growlabs.com, will share his insights and experience. At Universe, he led business development efforts globally, acquiring 28,000 clients in less than 3 years with a team of 10.
Sales teams focus on landing the initial deal. Customer retention becomes the responsibility of everyone else in the organization who was not part of that first sale. Discover how to leverage the value of post-sale support teams. Create customer experiences which contribute to customer success and customer retention.
Zift Solutions and Oracle Marketing Cloud are proud to bring together some of the brightest minds in marketing automation and channel marketing and management (CMM) to discuss how different platforms and practices can work together to help drive revenue for both direct and indirect sales and marketing organizations.
In this webinar, the all-star panel will discuss:
• Why is partner adoption such a problem in the channel, and what can we learn from direct to consumer marketing?
• How does concierge offerings factor into the CMM process and what are some best practices when working with channel organizations?
• What are real, actionable steps you can take when working with channel partners who are less marketing savvy?
• How to support both high touch and low touch channel partners (while keeping your sanity)
• Getting the most out of your unique partner ecosystem including exclusive and non-exclusive partners or dealers
The value of content can be measured in lots of different ways, and many organisations will have their own goals and ambitions for what they want content to achieve.
Some may use content to deliver new sales leads, improve customer satisfaction or enhance brand visibility. But for all the benefits content can bring, expressing the contribution it makes to a business in pounds and pence remains one of the biggest hurdles for B2B marketers.
Phil’s webinar will offer a step-by-step guide to building out your content strategy by highlighting the three key elements needed to feed your sales pipeline:
- Buying cycle
- Content map
- Content personas
He'll also explore the importance of a content audit, and how to carry one out, and discuss what type of content works best at different stages of the sales cycle.
Phil has over 20 years’ experience in online marketing and performance-based lead generation and has worked both client and agency side, including in the private sector as head of marketing for a B2B software provider.
Kathy Contreras, SiriusDecisions Sr. Research Director for Channel Marketing Strategies, will share best practices to building a market-leading referral partner program. A new data report on the performance of B-to-B referral partner programs will be shared by Trisha Winter, CMO of Amplifinity. Together they will provide guidance on enabling referral partners to drive growth and the expected impact to your business.
What you'll learn:
- Key decision points for building a partner referral program
- Best practices from successful programs
- Performance benchmarks for referral partner programs
Path to Scale is pleased to announce the launch of a new FREEMIUM edition of our analytics solution for Salesforce.com to enable even more marketers to measure the impact of their campaigns on business revenue using Account Based Attribution models.
In this webinar, we will discuss:
- why Salesforce is great platform for marketing reports and dashboards
- revenue attribution modeling in Salesforce
- opportunity vs account based attribution
- example reports and dashboards
- what's included in the freemium edition and what's not
- how to install and try out the app
Maurice Flynn is a recognised expert in real time, marketing prediction (data+tech) & it's real world, enterprise scale application. With his 20+ years in email marketing for companies big and small, he has built a process/algorithm over time to help
companies achieve dramatic improvement in their marketing across email and other channels with an integrated approach.
Join this webinar to learn more about Maurice's formula:
STAGE 1. WHAT 1a - Data:Loyalty/Commerce/ CRM/App/Web/Social /Other 1b
- Simple Data ETL 1c -Predict::ML+Clustering/ DecisionTrees/Regression
Do you have too much email content? Not enough email content? Does your website team get all of the glory and cool content?
In this webinar we will give you tips on how to save time and money when looking for ways to create content for your email campaigns. It really is as easy as using the same bells and whistles incorporated in your websites and using them directly on your email campaigns.
Your emails will shine with relevant and engaging content that will be the envy of your colleagues and make your customers want to click whatever your content is offering.
Are you frustrated with your sales results, even though you have put a lot of time, money and effort, your heart and soul into growing your revenue? Looking to grow your sales, quickly and effectively, but also prevent buyer’s remorse and keep your clients loyal?
This webinar will help you identify new ways (that you can start using right away!) to find, engage, win and keep new clients.
Here's what you will discover:
1.FIND: How to find new clients who are in the market today
2.ENGAGE: How to connect with them instantly and engage into a dialogue
3.WIN: How to remove any resistance and win new clients
4.KEEP: How to prevent buyer’s remorse and keep your clients loyal
In Miller Heiman Group’s CSO Insights latest Sales Performance Optimization Study, on average, only 57% of reps make quota. If you could ask a few insightful questions proven to fill your pipeline with quality deals, would that be a good use of your time? Join Janice Mars, Principal and Founder of SalesLatitude and Shawn Sandy, Chief Revenue Officer of The Selling Agency for a fun and action-packed 45 minutes on how to crush your quota and make more money.