Automated lead nurturing: This time it’s personal!
Right message. Right Person. Right Time. Right… it’s a great aspiration but how can it be done? Dynamically-generated email messages, dynamic content and adaptive lead nurturing campaigns get us closer than ever to that ideal. Silverpop peels back the curtains on its own lead nurturing programs which are driving the business forward whilst reducing demand on human resources and marketing budget.
• Get top tips on what to do before embarking on automated marketing from people to processes
• Explore how tracking and using website and page data can help you gain a better understanding of customer profiles
• Examine segmentation programmes and new strategies that really do make a difference in fine-tuning the needs and demands of customers and future prospects
RecordedJun 28 201255 mins
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Jon Dome, Manager Customer Roadmap, Harte Hanks and Alex Gill, Senior Director, Harte Hanks
This webinar outlines breakthrough approaches B2B marketers can take to drive revenue through optimising the buyer journey, based on understanding buyers, the buying steps they take and the outcomes they are aiming for. We’ll look at how to understand the new digitally driven buying process including cues that buyers exhibit during different journey phases, the ‘buying’ jobs they perform through the process, the outcomes they are seeking and the interactions that happen. Then we’ll explore ways to design and deliver brilliant marketing solutions where every interaction is tailored to buyers’ needs, with special focus on those buying outcomes that are under-served.
Intelligent management of the buyer journey is a vital component of strategies to drive better revenue and growth. This webinar will give you what you need to accelerate your efforts.
You will learn:
• How to understand buyers and their buyer journeys
• How to take a step back from your current efforts to evaluate your audience and work out how to serve them better
• How to improve the buyer journey and customer lifecycle
• How to identify and act on buyers’ digital cues
• The pillars of marketing success, and how to deploy them
Billy Hamilton-Stent, Client Strategy Director, Octopus Group
A recent Octopus Group study of UK marketing directors revealed that changes in the competitive landscape were causing them to lose sleep, with over half stating that differentiation was a major challenge.
Billy Hamilton Stent, MD of Octopus Group’s research unit, Loudhouse, will discuss:
1) How to use customer insight to formulate a differentiating B2B strategy that strikes the right balance of engaging customers and appeasing internal stakeholders.
2) How to activate differentiating campaigns brilliantly to build brand advocacy quickly.
Nathan Anibaba, Head of business development, Tomorrow People Ltd
Instead of marketing to an impossibly large number of individuals marketers need to focus more on what your prospects have in common rather than what separates them. As community Marking is grows in popularity, many marketers now appreciate that building such a community allows you to separate yourself from the competition, increase the perceived and actual value of the brand and charge a premium for your products.
We need to create a community of like minded prospects and customers who feel like they 'belong'. This webinar shows you how mobile marketing holds the key to growing your community and connecting people on the basis of more than just the product.
This webinar will cover the following:
1. What is a brand community?
2. Why should you build a brand community? (Why your prospects and customers are seeking community)
3. Mobile's role in building your community
4. Case study in community building and mobile marketing
Billy Hamilton-Stent, Client Strategy Director, Octopus Group
Download Tech Heads 'The Sleepless CMO' via report via http://brandtosales.weareoctopusgroup.net/tech-heads-2016
Why are businesses taking longer to make purchasing decisions?
In our digital world of speed and convenience it doesn’t make sense that anything should take longer.
In 2015 Octopus Group’s annual ‘Tech Heads’ study looked at why B2B buying cycles were getting longer, and this year’s study explores the impact that trend is having on marketers.
They found that today’s CMOs are six times more likely to lose sleep that gain it compared to previous years, and are having to be more creative than ever to outwit their competitors. With the majority of them under increased pressure to hit targets, 90% of CMOs say they’re having to be more creative than ever to compete.
This trend has given rise to the ‘Sleepless CMO’. In this webinar, Octopus Group’s Billy Hamilton-Stent explores
What’s keeping marketers awake at night
What’s delaying prospects’ buying decisions
Ways to tell your brand’s story in a new way to awaken your buyers
Nathan Anibaba, head of business development, Tomorrow People
Marketers are ignoring one of the most fundamental customer needs: community. Hundreds of millions has been spent on customer centricity and understanding the persona to the nth degree in order to provide 'killer customer insight'. But we have all been blind to one of the most fundamental needs in human life that only comes second to food and shelter: the need to belong.
The stuff of the human condition is to belong, to make meaning, feel secure, have order within chaos and create identity. Marketers ignore these constituent building blocks of humanity at their peril.
This webinar will explain what a branded community is, why it is fundamental for marketing now and in the future, and how to build one for your organisation.
Simon Lodge, senior creative strategist and David Chandler, director, strategic accounts
Virtual reality is one of the most talked about marketing trends of the moment. Sceptics argue that the technology is over-hyped. But is it time for B2B brands to start thinking seriously about VR content?
In this webinar, Simon and David cut to the chase. They highlight real examples of businesses using VR to deliver tangible benefits. And they explore the powerful contribution the technology can make to B2B marketing strategies. A specific area of focus will be sales and marketing surrounding high-value investments with long-tail consideration.
Viewers will gain:
Insight into potential B2B applications of VR.
An understanding of how VR investment can add value and enhance top-of-funnel elimination.
Ideas for enhancing customer service with VR technology.
A realistic view of the investment and dedication required to get VR off the ground.
Sylvia Jensen, senior director EMEA marketing, Oracle Marketing Cloud
We know there is a lot of information out there to help marketers do their jobs better. Content marketing is one of the key tactical forces behind engaging the customer, and is therefore a particularly hot topic.
This webinar is focused on content marketing, but specifically the three core areas of the discipline that marketers can benefit from learning more about – regardless of where you are on your journey.
By attending the webinar you’ll learn:
How to develop a balanced content marketing plan to support your most significant business objectives.
How to mine sources of inspiration to help create meaningful content.
How to maximise existing content to create additional assets.
Content calendar best practices.
Ways to get to know your content comrades within your organisation.
The idea behind ‘content as data’ (and other must-have content marketing metrics).
Implementing marketing automation: breaking through the bottleneck
More than 60 per cent of marketers use mass email blasts to stay in touch with customers, however only 13 per cent are using automation software. There are many reasons why the majoirty of companies are yet to embrace marketing automation, but, in most cases, it’s either down to a lack of time and resource; too many internal processes and stakeholder hurdles; or the inability to build a business case to gain financial backing.
What many people don’t realise is that after the initial setup, marketing automation can increase productivity, allow marcomms to become more personalised and frequent, and deliver on ROI in a matter of weeks, if not days.
This guide will help you to overcome the challenges of implementing marketing automation within your business, including:
The three most common business bottlenecks.
Why you should automate your marketing.
What can you automate? Including examples of marketing outputs you can automate.
Building a business case (ROI, calculating time savings, relevant content – hot topic for 2016).
The right tool for the job – choosing your software.
Billy Hamilton-Stent, Client strategy director, Octopus Group, marketing strategy
In its annual Tech Heads study, Octopus Group spoke to over 400 UK directors to explore trends in content consumption and buyer behaviours for B2B businesses. (To view the full Tech Heads report, visit: http://bit.ly/TechHeads15)
The findings reveal a paradox: attention spans are shortening, but decision making time is extending (an average of 16.5 weeks currently according to respondents).
Octopus Group calls this challenge the ‘Content Pinch Point’, and it’s a big problem for marketers. It means that it’s never been harder to connect with and subsequently convert prospects.
Marketers now face a difficult task: catching prospects’ attention quickly through bold, creative, differentiating campaigns that are short on words and big on impact; yet once sales teams are engaged with prospects, marketing needs to suddenly become considered, consultative and big on substance to help their sales colleagues get over the finishing line.
Two very different styles of content marketing, which are incredibly difficult to integrate without appearing to have a bi-polar brand.
But there’s a huge opportunity for marketers who do manage to get it right, as their brand will give prospects a truly elevated and differentiated experience, which will tell in the pipeline they generate.
This webinar aims to help marketers capitalise on the opportunity and Billy Hamilton-Stent, Octopus Group’s client strategy director, will cover:
How the content ‘pinch point’ is adversely affecting marketing departments.
The tell-tale signs that reveal the pinch in your campaigns.
Strategies to rectify the problem and turn results around.
Practical ways marketers can support sales in the journey from interested lead to high value customer.
Click here to view Tech Heads: http://bit.ly/TechHeads15
B2B buying is becoming increasingly complex. The number of influencers, decision makers and stakeholders involved in the process is one driver of this. It’s further compounded by today’s multiplicity of marketing communications channels.
How can you master these challenges to deliver real and continuous pipeline for your products and solutions?
The secret is to align your approach to various channels, touchpoints and moments in time. Each interaction with your audience – be it customer, prospect or influencer - should be based on insight, tailored to the individual and deliver an impact.
This is ‘smarter demand generation’. It’s an approach that integrates data, technology, people and tactics. It leverages insight to improve targeting and messaging, and it’s optimised to deliver real, measurable impact to your pipeline.
This webinar will outline practical tips on achieving smarter demand generation. It will enable you to:
•Gain insights into the changing approach of B2B organisations when buying products/solutions
•Learn how to design and execute demand generation that delivers results in this new buying paradigm
•Encompass both digital and human interactions, aligning demand generation to the way buyers educate themselves, learn about solutions and ultimately select their vendors
•Understand the pitfalls to avoid
•Plan the steps needed to improve your own marketing and sales for smarter demand generation
Phil Hollrah, vice president of product marketing, Demandbase and John Dering, director, marketing programs, Demandbase
The last few years have seen a dramatic increase in the awareness of account-based marketing. Wanting to know how this is impacting B2B marketers, Demandbase recently teamed up with Demand Metric to conduct a research study on account-based marketing adoption and usage among B2B marketing companies.
This webinar will showcase more than 20 key findings on the latest trends in adoption, readiness, and business impact of ABM. You’ll also walk away with steps you need to take to successfully execute an ABM strategy.
In this webinar, you’ll learn:
Adoption rates for ABM within B2B organizations.
Which types of companies are adopting ABM.
How ABM impacts your business.
Key steps in how to adopt and get started with an ABM strategy.
You're creating great content and working tirelessly to get that content in front of your best prospects. But if you're only creating content in English, you might be ignoring copious amounts of potential customers. Seventy-one per cent of the global market prefers to be spoken to in a language other than English.
How do you reach these prospects? Where do you start? Good news: it's not nearly as difficult as you think it is.
Register our webinar, "How to optimise your marketing content for international markets" and discover:
•Why language matters and the importance for growing businesses
•Best practices for creating content that's easy to translate and
•An introduction to the SDL Language Cloud Managed Translation
solution for centralizing translation processes
According to Econsultancy’s 2014 email marketing census, 36 per cent of marketers cite poor measurement and analytics as barriers to effective email marketing. They know that the right metrics will drive the right business results but while the essential metrics (delivered, opened, clicked or click to open) have served us well, they are not necessarily the ultimate measure over a period of time.
In this webinar Skip Fidura of dotmailer takes a look at:
How marketers can measure engagement though 'click and open reach' and 'dwell (or read) time'.
The term 'the halo effect', how it can be measured and how it's in line with multichannel marketing measurement.
The 'post click funnel' metric and making sure your campaign assessment isn't incomplete.
How to examine your 'time of action' which will drive tests and improvements.
Niall Habba, managing director, The Telemarketing Company
Since it was heralded as ‘the next big thing’, the pros and cons of marketing automation have been debated at length. Data available suggests adoption rates have increased significantly but this is restricted to larger organisations and varies dramatically from industry to industry, so the overall picture is unclear. Direct feedback from our clients and our own research raise queries around the success of MA adoption, and the value of digital sources in generating revenue (marketers surveyed stated that 76 per cent of revenue is still generated through non-digital means).
It seems there may still be some way to go before we reach the holy grail of automated multichannel actions improving lead conversion rates and reducing the sales cycle, leading to increased revenue. This webinar will look at where we are today, what is still to do and how human interaction can help fill the gaps in realising the full potential of marketing automation.
At The Crocodile we believe data analysis is at the heart of getting the best out of social media and proving its value to the business. In our experience many B2B organisations are struggling to move their social media marketing to the next level. Doing social media well demands strategic thinking, technology driven insight, and a relentless focus on the customer across place, device and time.
In this webinar you will learn how to evaluate the opportunity and optimise your approach. We will also show you how to move your reporting beyond basic reach and engagement metrics to start distilling valuable business insights from the vast amounts of data in the social media landscape. Using real world B2B case studies we will reveal how to go beyond what’s being said and start uncovering insights that can be used to inform brand strategy and decision-making.
Get lots of clever tips and techniques to create more effective landing pages immediately.
This fast-paced, practical webinar includes more than 40 examples, good and bad and is led by popular content trainer and Sticky Content founder, Catherine Toole.
In just 45 minutes you’ll have learned how to:
rock a title – even on a small screen
catch attention from the get-go using bold openers and frontloading
organise information for optimal effect
get original approaches signed off and through compliance
optimise pages for conversion
delight customers and prospects by satisfying needs and goals
nudge users down specific paths
Get better at landing pages in under an hour – sign up for our webinar now.
Social Selling is a hot topic these days. Sales teams are talking about it. Marketing teams are talking about it. More and more companies are dropping the phone and picking up social tools and skills to help them target prospects and close deals.
But how do you get started and make it a success in your company?
Join LinkedIn and Oracle Marketing Cloud on July 2nd as we draw back the curtain and explore how to operationalise social selling.
Why social selling is important in today’s digital world .
Which departments need to be involved to make social selling successful.
Tips for both sales and marketing for getting started on social selling or how to take the next step in improving your programme.
Digital disruption has revolutionised the sales and marketing landscape – 72 per cent of buyers use social media to research before making a purchase, and 81 per cent of buyers are more likely to engage with a strong professional brand. To reach buyers, sales and marketing teams must align themselves to create a compelling social media presence.
Join LinkedIn and Oracle Marketing Cloud as they draw back the curtain and explore how to bridge the divide between sales and marketing.
• Why social selling is important and valuable to both sales and marketing.
• Which team is responsible for owning social selling.
• How to implement a social selling strategy across both teams.
The B2B buying process can be long and complex. But if marketers want to be successful, they need to understand what buyers really do to arrive at their final decision. What kind of information do they seek? And where do they get it from? And who does the buying – how do the different parts of the decision-making unit interact? Do B2B buyers use social media? And what are the characteristics of the suppliers they choose – as opposed to the also-rans who missed out?
This presentation looks into findings from the recent Buyersphere Report and raises a number of fascinating points that will both interest and inform B2B marketers who want to understand their target markets more fully.
More specifically, the session will cover:
-B2B buyers’ description of their ‘perfect’ supplier
-Insight into content preferences
-Analysis of channels used to gather information
-The composition of the buying team, including involvement of C-level
-Tips on how to engage buyers during the buying cycle