The email marketing community on BrightTALK is made up of thousands of engaged email marketing professionals. Find relevant webinars and videos on email best practices to help you increase email conversions and drive email marketing ROI. Join expert speakers and email marketing peers sharing insights into building email lists, list segmentation, click-through rates and triggered campaigns.
The Modern Marketing Experience offers an unprecedented opportunity to gain insights at a single premier event presented by Oracle. Experts in marketing automation, social marketing, content marketing, and big data will present you with the strategies and tactics you need to make modern marketing succeed in your organization. Engage with BrightTALK at MME15!
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.
John Koetsier: VP Research; VentureBeat
Kristina Wallender: VP Marketing; Ticketfly
Kelly Seelig: Head of Marketing & Communications; Blue Jeans Network
Allyson Campa: VP of Marketing; Dot & Bo
In a 2,000-product marketing technology ecosystem, marketing clouds attempt to bring all the functionality you need into one place, in one system of record, with one unified profile of your customers, and one unified, simple user interface to control it all.
At least, that’s the theory. To find and report the reality, we surveyed 1,483 marketing technologists, studied marketing cloud penetration data on 10s of millions of websites, combed through vendor financials, conducted more than 20 personal interviews, collected over 150 feature and functionality data points on 19 vendors, and gathered and analyzed revenue share statistics for key vendors.
Our webinar will be a condensed overview of our VB Insight Marketing Clouds report, which covered:
- What is a marketing cloud, anyways?
- Features of marketing clouds (plus: most used, least used)
- Marketing cloud penetration data, including who is using them
- The 5 different kinds of marketing clouds
- Our scoring matrix
- Vendors’ scores on 12 different categories
- VB’s “best bet” marketing clouds for enterprise, midmarket, small companies, and startups
- What existing marketing cloud clients say about what ROI they’re getting, what effect having a marketing cloud has had on their marketing, how long they took to research marketing clouds, how long it took to set up their marketing clouds, how much they intend to invest next year.
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.
2015 is the year of customer experience. If by now you are not offering your customers a highly personalised and targeted experience then you can be sure your competitors are.
Whether you are just starting out with customer segmentation, or you need some fresh ideas for increased targeting this is a must attend webinar. Pure360 Account Manager, Lauren Hudson, will talk you through six segmentation strategies that will help you to offer the best customer experience possible, in turn significantly increasing your email ROI.
By attending this webinar you will:
- Learn six key segmentation strategies that will improve your ROI
- View up to the minute big brand segmentation case studies
- Understand why segmentation should form a key part of your email strategy moving forwards
This webinar will be presented by Grant Johnson, VP of Strategy at ClickMail and Brian Steacy, Regional Director at Adestra. Grant and Brian will look at these two key marketing tactics and explain how they can form the basis of a successful marketing program.
You’ll learn more about:
The importance of email marketing
How to make sure your emails get in your subscribers inboxes
Ways to grab the attention of your recipients
The growing influence of content marketing
How to build content that engages your audience
Testing to optimize your customer journeys
Stewart Rogers: Director, Marketing Technology; VB Insight
Tia Newcomer: Vice President, Marketing; Cord Blood Registry
Ryan Steingard: Director, Retention Marketing; Zulily
A complete report on the current state of cost, payback and return within marketing technology.
In this edition of the State of Marketing Technology, we look at the total cost of ownership across the most popular martech categories and show the ROI attributable to each of them.
Which categories and tools provide the biggest return, and which are a waste of money?
Which are the most expensive to own?
Which tools might be best suited to your size of organization, and which should you discount from your selection criteria?
And how do ROI levels change during different stages of marketing and sales?
We also look at different approaches to marketing technology management, including insights on the shift from on-premise to cloud-based solutions, and uncover the reality of how many marketing technology projects fail to return on their investment.
Marketing and sales each have their unique role in the B2B buyer's journey. Both teams share in the responsibility of closing deals. When it comes down to driving revenue, these two groups need to be in lockstep — armed with killer campaigns, insight into prospect activities, and the ability to read the buyer’s mind so they can deliver relevant resources throughout the sales cycle. Enter the Pardot and Salesforce powerhouse.
Join us as we take a look at how Pardot unites sales and marketing. Walk through a short demo with Phil Simpson, Sales Manager at Pardot, and learn how both teams can benefit from the power of Pardot and Salesforce to create more opportunities, close more deals, and, ultimately, boost their company's bottom line.
Investing a lot in content marketing? Make every pound count by ensuring you’re using every persuasion technique in town to encourage prospects to click, share, download and sign up. You don’t need design or technical support – just word power. We’ll share a host of case studies and examples showing how a few simple copy optimisation tricks could make you a content marketing hero.
Learn how to:
• Avoid common mistakes that put prospects off content.
• Increase sign ups and data capture.
• Encourage social sharing and amplification.
• Increase engagement: dwell times; repeat visits and interaction.
• Ensure your calls to action inspire action!
Partners are incredibly valuable when it comes to B2B marketing; they can unlock your marketing potential by accessing a wide customer base. But there are also some challenges: keeping control of content and channels while maximising the impact of your initiatives.
In this webinar we will show you how Microsoft used their partners to amplify their content through social media.
Hear how Hilton Hotels, Adobe and Dell have launched successful Employee Advocacy Programs to achieve key business results. The case studies will include organizational adoption challenges, lessons learned, popular content employees like to share, plus how to sustain the program through rewards and recognitions.
Creating a great digital customer experience is about incorporating a digital footprint with a business’s products or services. It can be difficult to define but it is easy to understand. It combines client needs with marketers’ desires to create interactions and communications that drive brand loyalty. This in turn creates loyal relationships that are focused and personal. The net benefits for marketers are efficiency in techniques and marketing automation leading to KPI’s being met. Through different client case studies we will show you how digital customer experience KPI’s have been exceeded by understanding and creating personas that allow for tailored and personal experiences. All this will help you to clearly understand your analytics and manage your customer experiences’.
In order to send the most targeted and relevant campaigns possible the ability to draw on key customer insights to segment your data is of vital importance. In this webinar Email Marketing Expert, Russell Flawn, will explain how you can utilise the very latest product functionality tools, such as Customer Intelligence, to gain vital insights into your customer and target them far more affectively as a result.
By attending this webinar you will learn how to:
- Capture relevant demographic, behavioural and transactional data
- Collate this data to gain insight and intelligence into your customer base
- Create actionable segments with this data to group customers based on similarities
- Use these segments to send out highly relevant and timely email automations
Given the savvy B2B buyer of today, marketers are challenged with providing relevant content to buyers even before their initial contact with a sales team member. To address their buyers' needs effectively, marketers need insight into a buyers' interests at a defining level. So, how is it possible to sift through all of the noise to identify what the buyer is looking for and provide a personalized experience?
Join us in this upcoming product demo as Phil Simpson, Sales Manager at Pardot, explores how Pardot marketing automation can help your marketing team address this challenge and deliver timely, relevant content to buyers, while simultaneously moving them successfully through the sales funnel.
Join Baxter Denney, Director of Marketing Operations at New Relic, as he gives you a view into the anatomy of a high-impact Marketing Operations team. Baxter will share with you how a world-class Marketing Operations team can drive high growth within your organization.
In today's ever-changing digital marketing landscape, it can be hard to keep up with all of the new channels and strategies to test. Fast-growth companies are juggling dozens of campaigns, focused on both driving brand awareness and acquiring net new leads. Plus, they are tasked with proving the value of all of these efforts — often with limited resources and small (but mighty!) marketing teams.
Join Russ Glass, Head of Products for LinkedIn Marketing Solutions, alongside Kyle Porter, CEO and Founder of SalesLoft, and your host, Mathew Sweezey, author of Marketing Automation for Dummies, as we explore how to jumpstart your 2015 efforts with four hot new marketing strategies.
- Creating an account-based marketing campaign
- Using new technology to help increase your sales close rates
- Taking a look at new reporting models to show marketing value
- Using agile content creation
SmartFocus and guest speaker Rusty Warner from Forrester Research, Inc. explore the concept of contextualization, with UK and US retail case studies showing that Mobile is not a channel, but a portal to buyer-led marketing.
Join Jessica as she breaks down what it takes to create actionable email content. She'll cover the new rules of email promotions, what the customer wants to see in their inbox, best practices for A/B testing, and the 4 must-haves for a successful email.
The deployment of Marketing Playbooks have support Exact’s efforts in generating more impact with their marketing campaigns as they are opening up their SaaS portfolio to new markets. With the use of Modern Marketing techniques like the playbooks and Oracle Marketing Cloud Exact increased Sales Qualified Leads by 35%.
The way that email is consumed is changing rapidly. Recipients are constantly on the move and checking their inboxes via multiple devices, at any time of the day and with varying degrees of attention.
“We are seeing our database size increase however we are also seeing our mobile users increase. Despite our database growing, our open and click through ratio is decreasing and we have even received complaints from mobile recipients that our emails are unusable.”
Modern email needs to be designed for the modern recipient. To offer a seamless user experience on all platforms markers have to address new challenges; concentrating on changeable templates, mobile friendly functionality and a continuous review process to ensure that no recipient is alienated.
By attending this webinar you will learn:
- Where your emails are being opened
- The type of message appropriate for your email
- The type of design method appropriate for your message
- How to design the finer details of an email to include all users
- How to keep your emails at the forefront of modern design
Both content and social have played major roles in the demand gen landscape of B2B marketing in 2014. So, what does 2015 have in store for B2B marketers? Will it be a year of change for social and content? Let's see what the experts have to say!
Join Jay Baer, New York Times Best-Selling Author of "Youtility," Chief Content Officer of MarketingProfs, Ann Handley, and Joe Pulizzi, Founder of the Content Marketing Institute, in this revealing and in-depth look at:
- The 2014 B2B marketing year in review and predictions for 2015
- New plans for content marketing and new content avenues in the new year
- Social's changing role in demand gen
- Effective ways to manage and prove ROI on cross-channel marketing in 2015
You'll never look at social and content the same way again!
When thinking about marketing automation everyone jumps to software purchases. But what happens after the purchase? Does this big piece of software solve all you marketing problems?
Most marketers find that the biggest challenges with marketing automation come from implementing and running it. From creating the right content to ensuring and the lead flow is strong enough, marketers sometimes find it hard to find results after automation.
Join this panel of experts as they discuss what it takes to make automation a success in your business.
Big Data, Marketing Automation, Real-time Personalisation... technology has permeated every aspect of modern marketing. The impacts of this intricate relationship are complex: the CMO has to rise to an understanding of technology much greater than before, and the CTO has other departments requiring massive technology investments.
Join this live video panel session to get an under the hood perspective on this relationship and what the future holds of modern marketers and technology experts alike.
Companies that have a solid marketing and sales team alliance to leverage in go-to-market efforts have a great advantage. Shared insight into how campaigns are performing, identification of content that is relevant to your audience, and marketing and sales messaging alignment are paramount in supporting this advantage.
Join Phil Simpson, Sales Manager with Pardot, in this upcoming webinar as he walks us through a short demo and takes a look at how Pardot marketing automation can support your marketing and sales team alliance efforts with valuable shared insight into campaign management, lead gen efforts, ROI and more!
In an increasingly competitive marketplace, conversion rate optimization (CRO) tools, techniques, and tactics can be the difference between becoming a market leader or an ‘also ran.’
The practice of gaining as much as possible from existing traffic, visits, reads, and views is becoming a serious business, and a raft of tools are carving out their place in the field.
We’ll analyze the top solutions, revealing what techniques CRO practitioners use them for, how they are priced, how satisfied users are with them, how they score for each major feature, and what types of business use each product.
Check out VB Insight to access Stewart's Conversion Rate Optimization report, and to access the latest research on Marketing Technology:
The lure of data-led tactics for web re-targeting and advanced customer experience applications is intoxicating for marketers, particularly when customers demand relevance and reward personalization with increased frequency and volume of purchase. But while this age of data-led marketing has opened up a world of possibility for engagement, personalization and real-time, one-to-one experiences, it has also prompted customers to grab indelible paint to draw the “creepy line”—that point at which knowing the customer turns from creating a relevant experience to exhibiting stalker-like behavior. The magic for marketers is not just understanding their customers, but understanding where that line in experience has been drawn…and knowing that while there are universal truths to engagement, the repercussions of crossing the creepy line can be detrimental to a customer’s desire to engage with a brand.
To address where and how marketers must engage and interact in a customer-defined scope of individualization and personalization, the CMO Council, in partnership with Teradata, will host a one-hour webcast to kick off the discussion around just how close we can and should get to the creepy line. Joining the conversation will be brand leaders who have made strides in driving relevant experiences that add value to the customer’s journey, in addition to customer intelligence experts to share key trends, mandates and best practices in moving beyond mass personalization to achieve true individualization.
To win in today’s complex, noisy selling environment, you need marketing and sales to rally around the same goal: engaging customers. While it seems simple, more often than not these teams aren’t playing by the same rules. Join us as we dive into how you can referee the following common marketing and sales scuffles:
- Countless dead-end calls: your sales reps complain that all the leads sent over by marketing are a waste of their time
- Operating in the dark: marketing doesn’t know what happens to their leads, and sales doesn’t know where to start their conversations — how can either expect to deliver a personalized customer experience?
- Reps gone rogue: your marketing team is concerned about the content of messages that sales is sending to prospects
Tune in on April 21st, as Bob Kelly, Founder & Chairman - Sales Management Association, and Katie Doyle, Product Marketing Director - Pardot, walk through how to address these scenarios and eliminate common roadblocks on the path to becoming a sales and marketing super team.