Hi [[ session.user.profile.firstName ]]

Demand Generation

  • How to Cisco Leveraged Analytics to be More Effective with Channel Partners
    How to Cisco Leveraged Analytics to be More Effective with Channel Partners Chad Reese, Director, Partner Digital Marketing, Cisco, Laz Gonzalez, Chief Strategy Officer, Zift Solutions Recorded: Jul 25 2017 48 mins
    Most companies think they have an established channel marketing strategy, but can easily be left behind as soon as the next evolution of marketing hits. Organizations must be prepared to adapt to channel change. In order to stay ahead, it’s important to align your content, goals, and channel marketing program strategy.

    Laz Gonzalez, Chief Strategy Officer at Zift Solutions, and Chad Reese, Director, Partner Digital Marketing at Cisco share:

    •Disruptive forces in the channel and how to anticipate them
    •Integrated marketing programs Cisco is delivering to partners
    •Leveraging data and analytics to be more effective with channel partners
    •Best practices in content marketing
    •ROI expectations when marketing through partners
  • How To Help New Sellers Thrive Like Your Top Performers
    How To Help New Sellers Thrive Like Your Top Performers Donald Kelly Recorded: Jul 21 2017 47 mins
    During this training sales leaders will learn how to coach their new reps so they can perform like their more experienced reps.
  • Accelerating Channel Success with Referral Partners
    Accelerating Channel Success with Referral Partners Kathy Contreras, Sr. Research Director for Channel Marketing Strategies, SiriusDecisions and Trisha Winter, CMO, Amplifinity Recorded: Jul 20 2017 49 mins
    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
  • The Science Behind Memorable Visuals
    The Science Behind Memorable Visuals Dr. Carmen Simon, Memory By Design Recorded: Jul 19 2017 64 mins
    It is intuitive to believe that visuals are more memorable than text. To a certain degree, science confirms this. Research shows that visuals impact recall because they help viewers process information faster and assist them to pay attention by being more engaging than text.

    But there is such a thing as a forgettable visual. Think of all the information you encounter in a typical week. How much of it do you remember? We tend to forget our lives almost as quickly as we live them and visuals can still escape our memories.

    Join me, Scott Abel, The Content Wrangler, for a free, one-hour educational webinar with cognitive neuroscientist, Dr. Carmen Simon, to learn how to stay on people’s minds by applying science-based guidelines from the angle of how the brain processes visuals.



    You will learn how to use visual thinking skills in four areas that are prevalent in business communication: facts, processes, data, and abstracts. And, you’ll discover how to use design elements such as images, text, lines, shapes to create interesting—and memorable—content. Dr. Simon will provide you with universal visual design principles and explain how they influence viewer attention and retention.

    In just one hour, you will learn how to create and select visuals that impact memory and how to avoid those that don't. Visual thinking is important because when you use images correctly, you have the luxury of staying on your audience’s minds long-term. This helps you influence their decisions because people act in your favor based on what they remember, not on what they forget.



    About Dr. Carmen Simon

    Carmen Simon is a cognitive neuroscientist, bestselling author, and leading expert on using memory to influence decision-making. Her most recent book, Impossible to Ignore: Create Memorable Content to Influence Decisions, has won the acclaim of publications such as Inc.com, Forbes, and Fast Company, and has been selected as one of the top international books on persuasion.
  • Preparation Prior to the Sales Call: Researching People
    Preparation Prior to the Sales Call: Researching People Sam Richter Recorded: Jul 17 2017 49 mins
    On a sales call, knowing about the person and what’s important to him/her is the key to relevance, gaining permission to ask questions, and building a genuine relationship. In this session, award-winning speaker Sam Richter will show you how to find information on people, in ways you never thought possible
  • How to align your B2B content strategy with your customer personas and your sale
    How to align your B2B content strategy with your customer personas and your sale Phil McGuin, Director of Demand Generation Recorded: Jul 13 2017 41 mins
    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.
  • Automation Fusion: Blending Platforms to Drive Channel Revenue
    Automation Fusion: Blending Platforms to Drive Channel Revenue Maria Chien, SiriusDecisions. Kevin Espinosa, Caterpillar, David Johnson, Oracle Marketing Cloud, Laz Gonazles, Zift Solution Recorded: Jul 12 2017 63 mins
    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
  • Career Roadblocks that Derail Sales Leaders & What to Do When You're Stalled Out
    Career Roadblocks that Derail Sales Leaders & What to Do When You're Stalled Out Deb Calvert Recorded: Jul 7 2017 44 mins
    Welcome to The Sales Experts Channel! We are a community of 63 sales authors, trainers, researchers and thought leaders collaborating here to answer your questions about how to sell more effectively.
  • Get to Know a CMO: A Conversation With IBM’s Maria Winans
    Get to Know a CMO: A Conversation With IBM’s Maria Winans Liz Miller, SVP of Marketing, CMO Council, Maria Winans, CMO, IBM Watson Customer Engagement Recorded: Jun 28 2017 56 mins
    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.
  • Aligning Technology with Channel Sales and Marketing Best Practices
    Aligning Technology with Channel Sales and Marketing Best Practices Maria Chien, Channel Marketing Strategies, SiriusDecisions, Laz Gonzalez, Chief Strategy Officer, Zift Solutions Recorded: Jun 28 2017 29 mins
    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
  • The Myth of Price
    The Myth of Price Don Cooper, The Sales Heretic™ Recorded: Jun 27 2017 49 mins
    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!
  • 5 Critical Ways Influencers Can Improve Your Content Marketing
    5 Critical Ways Influencers Can Improve Your Content Marketing Joseph Cole - VP of Marketing, Sydney Hodgson – Strategic Accounts Manager Recorded: Jun 22 2017 43 mins
    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
  • Objective Based Selling: Sell More to More People
    Objective Based Selling: Sell More to More People Tibor Shanto Recorded: Jun 22 2017 46 mins
    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.
  • Two Years Later: DMPs and CDPs and CRMs – Oh My!
    Two Years Later: DMPs and CDPs and CRMs – Oh My! Cory Munchbach, VP Marketing - BlueConic Recorded: Jun 22 2017 46 mins
    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.
  • Avoiding Collateral Damages to your Business with System Thinking
    Avoiding Collateral Damages to your Business with System Thinking Christian Maurer Recorded: Jun 22 2017 33 mins
    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.
  • Customers: Your Most Important Source of Demand
    Customers: Your Most Important Source of Demand Lisa Nakano, SiriusDecisions Service Director for Customer Engagement Strategies and Trisha Winter, CMO, Amplifinity Recorded: Jun 22 2017 49 mins
    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
  • How to Get a Data Quality Project Funded at Your Company
    How to Get a Data Quality Project Funded at Your Company Allen Pogorzelski, VP of Marketing at Openprise & Phil Garlick, VP of Corporate Development at ZoomInfo Recorded: Jun 20 2017 39 mins
    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.
  • Fireside Chat: The Biggest Challenge Sales Managers Face
    Fireside Chat: The Biggest Challenge Sales Managers Face Steven Rosen Recorded: Jun 19 2017 47 mins
    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.
  • Are You Set Up for ABM Success? What to Know Before You Go.
    Are You Set Up for ABM Success? What to Know Before You Go. Katie Martell, Jon Russo Recorded: Jun 15 2017 56 mins
    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.
  • The Account Journey: Stage Automation and Attribution
    The Account Journey: Stage Automation and Attribution Grant Grigorian, Co-Founder and CEO of Path to Scale Recorded: Jun 15 2017 36 mins
    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.
  • Why B2B channel organizations need PRM even if they already have CRM
    Why B2B channel organizations need PRM even if they already have CRM Tim Harmon, Managing Director, Nuvello, Laz Gonzalez, Chief Strategy Officer, Zift Solutions Recorded: Jun 15 2017 53 mins
    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
  • Selling in the Age of the Customer
    Selling in the Age of the Customer Barbara Giamanco Recorded: Jun 15 2017 40 mins
    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.
  • How the Application of ABM Fundamentals Enhances the Customer Experience
    How the Application of ABM Fundamentals Enhances the Customer Experience Ashley Shailer, Senior Associate at Inverta Recorded: Jun 15 2017 43 mins
    “Know me. Know my business.”

    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.
  • How to Ensure Your Content Marketing is Generating Value, Not Just Traffic
    How to Ensure Your Content Marketing is Generating Value, Not Just Traffic Dave Rigotti, VP of Marketing, Bizible; Tara Robertson, Director of Demand Gen, Uberflip; Assaf Dudai, Head of Content, Brigh Recorded: Jun 15 2017 46 mins
    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?
  • Collaborative ABM: Partnering with Key Accounts for Innovation and Growth
    Collaborative ABM: Partnering with Key Accounts for Innovation and Growth Rob Leavitt, Senior Vice President at ITSMA; Jack Barrett, Senior Director, Strategic Marketing at Juniper Networks Recorded: Jun 15 2017 49 mins
    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.