The marketing operations and automation community on BrightTALK is composed of thousands of marketing automation professionals. Learn and share best practices for marketing campaign analysis, outbound marketing and lead creation with hundreds of on-demand webinars and videos. Increase your engagement and fine tune your funnel management strategy by asking questions during live, interactive webinars with marketing automation peers and industry leaders.
And that’s okay! When asked, digital marketers can rattle off a long list ways unified customer data would help them in their jobs, from better ad targeting (and retargeting) to smarter emails to more effective web personalization just to name a few. But there’s a big gap between knowing what you would do with customer data and actually deploying specific use cases. In this webinar, founder of the Customer Data Platform Institute David Raab takes attendees through how to approach customer data unification, so you get value right away – and set yourself up for more success as you go. Specifically:
1. We’ll review the different scenarios that result when you’re using one data source, a few similar ones, or multiple disparate sources
2. Then, we’ll look at how a customer data platform (CDP), depending on its features, supports an array of applications for the data, from simply providing access to adding messaging and analytics on top
3. Lastly, we’ll bring those two dimensions together to look at the sequencing of use cases that result from the various combinations of these inputs
Marketo helps marketers get the most relevant messages to prospects at the right time. But too many companies’ Marketo systems are full of inaccurate or outdated data—including bad email addresses, postal addresses, and phone numbers.
You need to protect these fields’ quality and integrity if you want to communicate with your customers and prospects, and obtain a single view of them across all channels. Fortunately, this is easy to achieve with the right knowledge and technology.
Attend this webinar to learn how you can:
•Quickly visualize and monitor the health of your Marketo data
•Fix the most impactful data quality problems right inside Marketo
•Enrich your data with business and/or consumer information
Video is no longer just a buzzword in marketing. It is a revenue generation tool that every B2B marketer needs to utilize in order to help their business grow.
But the options available are countless. How should marketers establish their video marketing priorities to ensure maximum ROI? Where do you even begin with a video campaign? What strategic, creative, production and distribution resources do you need to engage with?
Join us on BrightTALK on April 19th for a live panel discussion with industry thought leaders as we discuss:
-why video is so important in 2017 for B2B marketers
-the best ways of measuring ROI from video content
-how to integrate video content into your wider marketing activity
The value of search in B2B marketing is beyond question. Marketers spend massive amounts of time and money on selecting, revising and purchasing keywords in an effort to drive visits to their website, raise brand awareness and influence buying decisions. For marketers who want to reach their target buyers during the pivotal first moment of research, being able to understand, harness and measure online research and search data is no longer negotiable. But staying up-to-date and on top of the ever-changing world of search marketing is no easy task.
Join BusinessOnline and 6sense as we discuss how marketers can use search as a key tactic in their arsenal and leverage online research to power their account-based marketing and sales efforts.
The webinar will cover:
•Current search trends throughout B2B industries
•Search engine marketing, search engine optimization and everything in between
•The value of search data in marketing and sales
•The future of search data
Multi-touch attribution modeling and analytics are a must for a metrics driven marketing organization - but how should we approach measuring account based marketing strategies? How are account based attribution models different from more traditional models?
In this webinar we will explore how to think about account based multi-touch marketing attribution and provide practical advice on how to get started. We'll also show example dashboards and business use-cases for the derived metrics.
Join us to get your questions answered so you can get started with your own modeling!
Ordinary attribution metrics tell us next to nothing about what parts of the customer journey are more likely to influence a customer to make a purchase.
The holy grail of marketing, true multi-touch attribution modeling, has remained frustratingly out of reach. The best marketers could hope for were difficult-to-parse proxies like linear attribution and time decay attribution.
But now, in the age of AI, we can finally achieve the real thing—probabilistic attribution modeling. In this webinar, we will tell you how true multi-touch attribution can let you:
- Turbocharge ROI across all your marketing channels
- Grow your funnel with one-to-one marketing to customers most likely to buy
- Predict the customers most likely to buy, and increase per-purchase spend
For most marketers, connecting the dots between campaigns and revenue poses a complex challenge. With extended B2B sales cycles, it’s difficult to track and analyze each touchpoint, and even harder to determine which action was most influential in closing a deal.
As a result, only 22% of marketers believe they’re using the right attribution model, according to Bizible. In this live roundtable, our panel of marketing experts will discuss the current landscape of attribution and ROI, highlighting areas where marketers can improve and fine tune their strategies.
Our panel will weigh in on topics including:
- Selecting an attribution model that’s right for your organization
- Measuring marketing ROI effectively and accurately
- Interpreting attribution data to invest in more revenue-generating tactics
Marketers have never seen a challenge like this: unprecedented amounts of data, transferred at unprecedented rates, with data breaches doubling in just the past year. Many solutions have protected data in its various states, but no solution has secured data at rest, in use, and in motion – until now.
In Triple Threat: Protecting Data Throughout its Lifecycle, IIS Chief Data Scientist Don Vilen and Strategic Advisor Joel Rubinson show you how to utilize the most advanced algorithms, format-preserving encryption to protect PII, and tokenization.
About the presenters:
Don Vilen - Formerly a Data Scientist at AOL and Chief Data Scientist at Buysight, IIS Chief Data Scientist Don Vilen brings over 30 years of software development and data analytics experience to this webinar. He has worked on some of the most groundbreaking database and web advertising products the industry has seen.
Joel Rubinson - Joel is an adjunct professor of marketing at New York University. A published author and marketing analytics consultant, Rubinson has allowed IIS to streamline the conversation between its customers’ marketing and IT departments.
There are many steps to producing a successful event. From promoting your event through to registration, reminders and finally post event feedback. Our trainer will show you how to build an automated program in dotmailer to ensure you get the most from your events.
Are you struggling to keep pace with rapidly changing customer needs and market demands? Are you slowed down by organisational silos, hierarchies, and processes? It may be time to get Agile. More than 90% of marketers who have adopted Agile marketing say it has improved their speed to market for ideas, products, and campaigns.
Whether your marketing organisation is just curious, starting the transition or all in on Agile, the time to learn about Agile marketing is now! Join Agile marketing expert Andrea Fryrear, and Workfront Creative Director David Lesué, as they explore what it means to be an Agile marketer and provide practical tips on how your organisation can make the transition.
Attend this webinar and learn how to:
•Secure leadership buy-in to move to an Agile marketing methodology.
•Respond to market changes more quickly.
•Improve collaboration between departments and locations.
•Avoid daily distractions and stay focused on the right priorities.
How do you measure the impact of your marketing strategy? Are you a victim of misleading data spikes up and down? Do you even know which metrics matter when?
This webinar will cover the best method to calculate the true impact of your actions. We'll also discuss which metrics are the right ones to measure depending on business goals and lastly, we'll talk about clarity in reporting and monitoring and how to quickly catch issues that indicate a change of course is needed.
Join us to walk through common questions marketers have about how to leverage predictive. You'll learn: Where predictive fits in the marketing stack, how predictive vendors improve your marketing efforts, what tactics you can use to leverage predictive, what the first 30-60-90 days with a predictive solution looks like, and how predictive will drive marketing evolution in the future.
So, you’ve decided that 2017 is the year you’ll be “doing ABM.” You’ve got alignment with sales. You’ve put together a list of a few hundred (maybe even thousands) of target accounts. You’ve got a dashboard and/or report ready to measure results. Now what?
Well, what kind of campaigns will you run?
This webinar will walk you through several real-world examples of companies that have
run winning ABM campaigns using a combination of creativity, data and AI.
Join us to learn:
- What targeting strategies should you pursue and how do you go about actually doing the segmentation?
- Examples of sales and marketing tactics you can use to engage your targets to maximum effect
- Ideas around how you can test different tactics and measure success
For B2B marketers looking to regain control in an increasingly digital and programmatic world, marketing analytics technology has proven to be a powerful enabler. With marketing budgets ranging from the high thousands to multi-millions, marketers rightly continue to focus on driving the customer experience to compel engagement and, eventually, convert business.
Unfortunately, marketers are only able to track, measure, and derive data value from less than 10% of that spend. This leaves B2B marketing with ‘The 90% Problem:’ when there’s a greater percentage of buyers participating in a marketing campaign than those who ever actually raise their hand. While this audience consumes 90% of a marketer’s budget, time, and effort – and also plays a significant role in a buying decision – their anonymity makes it difficult to take advantage of the data and analytics that can inform marketing and sales strategy in a more comprehensive, efficient and cost effective way.
Join this webinar to hear Amar Doshi, VP of Product at 6sense, share:
1.An introduction to The 90% Problem, and how marketers and marketing technologies are solving it.
2.How The 90% Problem impacts predictive analytics and what it means for the future of marketing analytics.
3.Tactical next steps B2B marketers can take today to set their companies up for a successful data-driven tech stack.
Predictive analytics and AI are quickly becoming “the new electricity” for modern businesses. Sales & Marketing in particular is starting to see great success taking on the daily onslaught of Data to learn, adapt, and drive efficiencies.
In this webinar you’ll learn:
- How predictive models are created
- Key GTM challenges associated with predictive
- Real life use cases for Sales & Marketing
- How to measure success
Last year, marketers were focused on predictive analytics and ABM. This year is proving to be all about how machine learning and artificial intelligence will impact marketing strategies.
Leading organisations powering the marketing technology landscape are quickly innovating to introduce new technologies and are determined to make marketers successful. But just how will this happen? What questions should you be asking in order to innovate on your go-to-market plans?
Join us on Tuesday 4th April as we discuss how machine learning and artificial intelligence is shaping marketing decisions, driving growth and improving the customer experience.
Advancements in marketing intelligence and analytics have enabled marketers to streamline demand, performance and ROI to better align with business metrics and support growth. Marketers are using analytics to analyze the effectiveness of automation, build out predictive models, personalization and performance metrics, leading to less waste and increased revenue.
In this session we look at the key trends, techniques, tools and tricks in this space to help get you off to a fast start and build on success, including:
- What does marketing prediction mean and how can we cut through the jargon?
- How can we combine predictive models and personalization to deliver more profitable revenue (or other business objectives) with less resources?
- What are the options when it comes to marketing predictive models and personalization? How can we compare and contrast the pros and cons?
This talk Included case studies and examples based on personal experience. Suitable for all levels as it has all the basic building blocks for success and advanced techniques too built from personal experience.
Customer experience can be your competitive advantage. But only if you harness your data to drive loyalty. See how our next-gen MDM customer 360 solution can change the game with your customers.
Join this launch webinar and demo to see how Informatica MDM can help you:
- Take a data-centric focus to customer experience
- Streamline your customer onboarding processes
- Visually explore and link big data to your mastered customer information
- Share clean, consistent, and trusted data securely
Aujourd’hui, une expérience client réussie prévaut sur le prix et l’innovation dans la décision d’achat. Seule une connaissance accrue du client basée sur une donnée de qualité et largement diffusée peut permettre aux directions marketing et relation client d’offrir cette expérience sans couture que les consommateurs exigent.
Participez à ce webinaire pour découvrir comment :
- Mettre les données client au cœur de la stratégie de l’entreprise et de l’expérience client grâce à l’exemple de Hyatt Hotels ;
- Améliorer la fidélisation en offrant des expériences personnalisées et fluides d’un canal à l’autre ;
- Se doter d’une vision client unique grâce aux technologies de Master Data Management nouvelle génération, à travers une démonstration live.
Marketers are driven by data. That’s no secret, but as consumer attitudes shift about how data is collected, managed, and distributed, marketers need to be at the forefront of the data revolution. A recent study found that more Americans are more concerned about their online data privacy than they are about losing their primary source of income.
In this webinar, analytics industry veteran Adam Corey will walk through the changes in consumer sentiment, recent legislation, and technology shifts that affect how marketers work with data, as well as the six things every marketer should know as they build their marketing roadmaps.
Nearly 50% of business leaders fear they will become obsolete over the next several years, and nearly 80% feel threatened by digital startups. Why? New technologies and digital strategies are challenging existing business models and forcing companies of all sizes to reimagine patient care, product innovation and distribution models to remain competitive.
View this on-demand webinar hosted by PharmaVOICE to learn from Andrea Bradbury, Co-Founder and Chief Quality Officer, Suvoda Software, a leader operating at the intersection of life sciences and technology as she shares how she built her business on a digital platform to accelerate her organization’s global expansion while meeting the needs of mobile, digital customers and employees.
Topics covered include:
- Streamlining clinical research, sales and HR processes with digital tools
- Elevating the digital agenda at your organization
- Scaling technologies globally
- Applying nimble design models for life science operations
- Implementing top life sciences trends in 2017
There’s a lot of data available to B2B marketers, but having the right data is the first step toward building an effective account based marketing strategy. But what is the right data, and how do you apply it?
When account based marketing is done right, sales and marketing teams can align behind the best prospects to target and develop messages that resonate with these prospects. This webinar will help you:
- Recognize the right data for account based marketing campaigns
- Apply that data to create hyper-relevant campaigns
- Measure and continually optimize your ABM campaigns
Moderated by John Donlon, research director at SiriusDecisions, and featuring presentations by Mark Godley, CRO of HG Data, and Vin Turk, COO of Madison Logic, this webinar demonstrates the type of data you need to succeed in your programs. Vin and Mark will also share use cases as to how data is helping them deliver extraordinary results in real-world ABM programs.
AI ain't a maybe anymore. New payments and mobile commerce conversion strategies are erupting, all in the wake of the impact that AI and bots are having. More than 2.5 billion people worldwide use instant messaging services, and you need to be where your customers are – it's where AI and commerce meet.
Indeed, messaging platforms are revving up to let businesses dive face-first into the buffet of expanded commerce opportunities, letting businesses leverage customized communications like receipts, shipping notifications, and even direct conversations with customer service.
In this interactive VB Live event, we'll dive deep into the latest Bot Insight consumer study to show you why you need to get on board, and take you on a deep dive into how to take a running start, with full C-suite support.
Don't miss out!
In this webinar you'll:
* Dive into the current AI landscape, from free tools to enterprise-class options
* Learn how conversational UI and AI will transform your mobile commerce
* Understand which new platforms are right for your own commerce strategy
* Get the key points to convince your CEO and CFO to put these master class tools in your hands
* Stewart Rogers, Director of Marketing Technology, VentureBeat
* Wendy Schuchart, Moderator, VentureBeat
•The Spring release of Address Verification is now available. Come and learn about the new capabilities available in Address Verification 5.11.0, which will add value to your organization and help you make more informed decisions. Some of the highlights include:
•APAC Enhancements including Native Support for Macau
•Iran – Postal Code Updates
Kapost’s award winning “B2B marketing operating system” helps leading companies like Linkedin, IBM, and AT&T maximize ROI around their content marketing strategies. Unfortunately, when it came to getting insights from internal systems Kapost faced the same challenges as many data-driven companies do, where business insights were trapped behind siloed data sources from a dozen different systems in multiple departments.
In this Talk, Kapost will talk about how they used a Live Data Management strategy to unify their data across systems and democratized data access so their teams could integrate new data on-the-fly, collaborate around experiments and rapidly execute on new business insights
Each customer undertakes a unique journey, incorporating multiple channels and exhibiting different behaviors. Although this means huge potential for marketers to better engage with customers, actually tracking this behavior, and making use of the data, can seem like an insurmountable challenge for marketers.
In this webinar, BlueVenn Principal Consultant Jim Kelly will explore this topic in more detail and discuss concepts such as ‘cross-journey communication’ to manage the customer experience.
The value of a subscription business model is its consistency: predictable revenue to lifetime customer value, you've got a solid foundation to start seeing incredible growth—and that comes directly from becoming the 6 million dollar man of customer acquisition.
That's where the subscription model delivers another distinct advantage: The capability to identify your most profitable customers, and the technology—a wealth of key data about marketing, customer and billing events—right at your fingertips.
Now how do you turn that data into insights to optimize subscriber acquisition and accelerate your business growth up to 60 mph or more? Join this interactive VB Live event to learn how, plus tap into the latest research and benchmarks on key subscriber acquisition metrics.
In this webinar, you'll:
* Identify the most effective subscription plans and promotions
* Compare your trial program performance against industry benchmarks
* Use best practices to create a frictionless subscription experience
* Capture the key metrics for measuring acquisition performance--plan performance, MRR, LTV and more.
* Wendy Schuchart, Moderator, VentureBeat
* Emma Clark, Sr Product Manager, Recurly
Email is a proven channel for keeping customers engaged once they have left the website. But with returning customers out-spending first time customers and marketers battling to get attention in the inbox, smarter loyalty efforts are crucial.
Social Annex (the only complete customer loyalty and advocate marketing platform) has teamed up with dotmailer for a 45minute session to give you 3 strategies that can be implemented for communications that convert, generate repeat purchases and more.
This webinar examines the common misconceptions and questions surrounding starting a SCV project. Jim Kelly, Principal Consultant at Blue Group, takes you through the benefits, technicalities, improvements and ROI that an SCV could bring your organization.
Having consulted for some of the biggest names in the retail, leisure, finance and insurance industries, Jim provides an honest and fair representation of the benefits and complexities of building an SCV.
Financial services organisations are under intense pressure to identify new opportunities to grow sales. In an increasingly digital world where customers are engaged via multiple channels, financial services organizations struggle to understand all of the interactions with customers to propose more targeted solutions and drive new sales. Using new data platforms, like Apache Hadoop, and enterprise data lake management solutions from Informatica, successful organisations are building a single trusted view of customers by finding, preparing, mastering, securing, and governing data into trusted data assets.
These activities make up part of a robust Data Management approach - across people, process and technology - to validate and continually trust analysis and business decisions that arise.
Those who fail to adopt integrated and systematic approaches to data management are not only missing an opportunity, but creating compliance risk and negative customer experiences deriving from data silos spanning across the organisation.
Join Informatica and Entity Group on this webinar to learn about:
•The Data Delta (or gap in people, process and technology) which organisations face in achieving a complete ‘Single Customer View’ – and how to integrate more data faster from more data sources
•How Data Lake Management and Master Data Management collectively power a trusted single customer view
• How you can augment your trusted master customer data & identify new relationships & opportunities
GDPR (General Data Protection Regulation) is only a year away, and many organisations are still trying to understand what this new regulation means to them, and their data practices.
Join us for the final in a series of webinars which focus on how organisations can begin to action GDPR - this short session is all about creating a single place to access, maintain and administer Data Subjects and their explicit consent - with Master Data Management.
In the context of GDPR, a mastering process collects Subject Data from across the enterprise and a range of techniques are applied to match & merge data related to the same party, enabling an organization to accurately identify all records related to that data subject from a single place.
This session will cover:
-Essentials in the ‘right to be forgotten’ and SAR GDPR Clauses
-Benefits which can be achieved in addition to preparation for GDPR Compliance
-Live Demo of Informatica’s Master Data Management Capabilities for Subject and Consent Mastering
A push notification is a tricky kind of social engagement: it can be a tap on the shoulder, a punch in the face, or water torture. In other words, it can be tremendously successful at driving commerce and engagement, or it could piss your customer off so badly they'll go rip you a new one on Twitter. And we've seen how well that works out for brands.
At the very least, every misstep reduces open rates, strikes a blow against retention and destroys engagement. You want to know how to not be the boor at a cocktail party, because push notifications, one of the most powerful and immediate engagement tools in your arsenal (when you do it right) can garner 2770% higher conversion rates.
Don't be part of the 63 percent of marketers who stumble on the messaging, timing, and frequency of your notification strategy—join this interactive VB Live event.
* Discover the one trick to never-fail push notifications everywhere, not just apps
* Drive 2770% higher conversion rates through a specific kind of push notifications
* Learn how to apply behavioral triggered push notifications in your own marketing strategy
* Build better timing into your push notifications to increase conversions
* Stewart Rogers, Director of Marketing Technology for VentureBeat
• Wendy Schuchart, Moderator, VentureBeat
For LTV, engagement, and lifecycle, organic installs blow paid install campaigns out of the water—and they're a lot cheaper. VB Insight analysts report that if you want to boost organic downloads by at least 20 percent—or in some cases double or even triple that rate—you need to get in the ASO game.
ASO basics have been buried alive in the avalanche of new apps, flawed app search, and rapid-fire algorithm changes that aren't always developer friendly. To get the most out of your entire marketing funnel, not just your app store presence, you need to step up your ASO game with these key takeaways from our latest in-depth, Godzilla-sized ASO report.
For report highlights, key best practices and can't-miss ASO insights from super-analyst Stewart Rogers, join our latest interactive VB Live event!
In this webinar you'll:
* Learn why ASO is fundamental to the success of any app
* Familiarize yourself with the pillars of solid ASO strategy
* Leverage technology to increase your lifetime user value
* Think beyond keywords for your search strategies
* Stewart Rogers, Director of Marketing Technology, VentureBeat
* Peggy Anne Salz, Chief Analyst, MobileGroove
* Wendy Schuchart, Moderator, VentureBeat