Marketing Operations and Automation

Community information
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.
  • 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!
  • Speakers:
    John Koetsier: VP Research; VentureBeat
    Jen Kavanagh: EVP, General Manager (US); Beamly

    Abstract:
    The biggest apps and the most successful enterprises do things differently. Mobile marketing automation is how Subway Surfer improves monetization. It's how Starbucks engages deeper with its customers. And it's how Plants vs Zombies gets you back.

    We surveyed 375 mobile developers with over 900 million monthly average users to find the best mobile marketing automation platforms. Then we analyzed 1.8 million apps in Google Play and the iOS app store, conducted 17 live interviews, and surveyed 19 MMA providers.

    The result is the most complete report on mobile marketing automation available.
  • Hear directly from brand experts to see how they're driving brand growth. Learn best practices and gain valuable insights about the technology and strategies that help top brands succeed.
  • 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.
  • As technology investments are increasingly important to marketers, the marketing operations function is developing rapidly within organizations. A relatively new role in the marketing world, this function is becoming essential as marketing teams adopt and integrate more tools and technologies.

    For those modern B2B marketing teams who are using webinars as a demand generation tactic, it is critical from a process and efficiency standpoint that the right webinar program metrics are being tracked across those investments: webinar platform, marketing automation and CRM. Join this session to learn how best in class marketers are successfully structuring, reporting on and measuring their webinar programs.

    This session will highlight best practices to achieve webinar program success, including:

    - Reporting on webinar program performance and ROI
    - Scoring webinar data in your marketing automation system
    - Routing webinar leads and engagement information to sales
    - Establishing a set of webinar program KPIs
  • Abstract:

    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.
  • 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
  • Boosting the Operational Efficiencies and Effectiveness of the Modern Marketing Organization

    It is undeniable that the customer experience is a complex and ever shifting landscape, defined and initiated by the customer and spread across an online and offline landscape that is growing with every decision and journey. But how has this complexity impacted marketing’s operations? How are leading organizations managing everything from budgets, strategies and assets to core resources, tracking strategies, activities and outcomes in this ever expanding and increasingly complex business landscape?

    As marketing continues to focus on delivering exceptional customer experiences that are highly rewarding to the customer—and increasingly profitable for the business— savvy CMOs are looking to improve operational efficiencies to create truly agile and effective business engines.

    Join the CMO Council as we examine this quest for marketing effectiveness and impact, and see what brands and leading experts believe will take us to this next stage of truly effective marketing performance. How are successful teams reshaping how resources and relationships are being managed? How do highly effective organizations align their talent and technology to deliver high-impact customer experiences? How are resources, assets and strategies being tracked, monitored and measured in order to reach key business goals faster? How are highly effective marketing teams thinking about budgeting, planning, asset management and campaign management to meet the needs of the business and advance at the speed of the customer?
  • The job description of a content marketer has evolved dramatically over the last few years. Having initially morphed from a creative function into a publisher/distributor role, we are now entering the era of the next generation content marketer - not only capable of creating and distributing compelling content, but also with technical, operational and analytical acumen to develop, refine and measure campaigns.

    In this live video panel, experts will discuss what it takes to be a leading content marketer in 2015. From buyer journeys and personas to usage management, format innovation and analytics, this video will discuss the role and responsibilities of a next generation content marketer.
  • Modern professionals are more connected than ever. This connectivity enables them to source business solutions and grow their careers across a variety of digital channels. The challenge for B2B marketers wanting to connect with these professionals is identifying the channels where their buyers are the most engaged.

    One of these channels is BrightTALK. Millions of professionals and businesses use BrightTALK to connect, learn and grow through shared knowledge and insights. And according to Frost & Sullivan, these professionals are among the most engaged buyers out there. In this in-depth session we'll discuss how BrightTALK helps customers:

    - Include rich media and online events in their content marketing mix
    - Accelerate lead generation with a strategic mix of paid BrightTALK programs
    - Get warm leads who engage with relevant content mapped to the sales funnel
    - Qualify and convert leads more effectively into loyal customers
  • Date & Time are TBD and are subject to change.

    Abstract: Stay tuned for more details!

    This webinar will be based on John Koetsier’s VB Insight report, which will be published in February, 2015.

    Check out VB Insight to access John's Marketing Clouds report, and to access the latest research on Marketing Technology: http://insight.venturebeat.com
  • Marketers often say that they want to be more metrics-driven or that they want to be able to show marketing’s value. In this session we will discuss the ways you can collect the metrics that prove the value of marketing, so you can regularly review and take action on the data. We will also cover the value of benchmarking in order to refine your processes and improve the effectiveness of your marketing efforts.
  • Digital targeting tools, data and advanced analytics have evolved to the point where you can understand and target desirable customer segments with customized messages. See a case study and learn best practices of how to use advanced analytics to focus and personalize your digital marketing on your most desired audiences.
  • Analytics are key to making your company agile, and to making better market, customer, and competitive decisions. An analytics center of excellence provides the company with valuable insights, protects privacy and brand reputation, and guides the prioritization and selection of opportunities for greatest growth. Join Laura Patterson in a discussion about:

    · How an Analytics Center of Excellence make a difference to the company, customers, marketing

    · What is an Analytics Center of Excellence, establishing its purpose, and creating the vision

    · The key functions and capabilities needed

    · The journey’s key stages, associated challenges, and what do you need to do to get to the next step

    · What metrics you should select to measure the value and impact of an Analytics Center of Excellence
  • Predictive analytics is old news in the B2C world with companies like Amazon driving as much as 35% of revenues through their recommendation engine. But over the past year, B2B companies have been adopting this powerful technology to better understand purchase propensity and focus their resources on the highest converting leads, most effective campaigns and best customer expansion opportunities.

    Learn about the most common uses of predictive scoring to prioritize leads for sales and hear how three Lattice customers creatively put their predictive scores to use to increase conversion and campaign performance rates.
  • Uncover five examples of enterprise strategies that SMBs can start practicing today -- without breaking the bank.
  • Wir leben in einer Welt in der wir Informationen im Überfluss haben; daher hat sich unser Kaufverhalten für immer verändert. Fakt ist, dass wir schon zwei Drittel des Kaufprozesses durchlaufen bevor der Käufer an den Verkäufer herantritt. Durch diese Veränderung erhalten wir als Marketer unglaubliche Macht. Wie können wir diese nun nutzten um mit unseren Kunden in Kontakt zu treten?

    Melden Sie sich zu unserem live Webinar an, dass von Melanie Gipp, Marketing Manager EMEA, Marketo gehalten wird, um folgendes zu lernen:

    -Die neuen Regeln von Engagement Marketing
    -Wie ziehen Sie potenzielle Kunden durch guten Content an
    -Wie kommunizieren sie mit Ihren potenziellen Kunden basierend auf Ihr Verhalten
    -Wie erstellen sie anhaltende 1-zu-1 Beziehungen im großen Stil
  • 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.
  • Real-time marketing meets real-time research: Understanding Consumers' Digital Media Addiction

    The goal for marketers is to present the right advertising message to the right person at the right time - no matter whether a person is surfing social media, watching television, checking their mobile phone or walking into a store. This becomes more and more difficult as media consumption is ever-changing. Furthermore, while we need to keep different communication methods in mind and optimise our messaging for the medium, we should also approach consumers holistically, understanding that they are who they are on mobile devices, in their cars listening to the radio, or while watching television.

    In addition to dissecting the typical consumer and their media consumption, we’ll discuss how this new world order requires complete cohesion between brands, their advertising and media agencies - all the while supported by smart, real-time market research. This presentation will focus on the consumers' role in that ecosystem and their ability to recognise and internalise the messages they are sent.
  • Date & Time are TBD and are subject to change.

    Abstract: Stay tuned for more details!

    This webinar will be based on Stewart Rogers' VB Insight report, which will be published in February, 2015.

    Check out VB Insight to access Stewart's Social Media Marketing report, and to access the latest research on Marketing Technology: http://insight.venturebeat.com
  • The decrease in the percentage of UK households with a digital TV; the explosion of new media channels; the decline in linear TV viewing; the proliferation of digital content. In this context, market research company 2CV has recently completed a study with the aim of seeking out and engaging with those pushing the boundaries of media and entertainment consumption. In the webcast on 15th April, Alex Nketiah and Adam Short from 2CV will run through the findings from this unique research. It’s sure to be essential viewing for both brand owners and media companies looking to the future.

    The research explores what motivates and inspires… where expectations are now and in the future. It’s a deliberate journey to the edge to explore emerging media behaviours and attitudes – to discover what this might mean for media tomorrow and where the new value is likely to be.

    Using a combination of qualitative and quantitative research amongst a robust sample of respondents from across the UK, the 2CV research explores the motivations and behaviours of five different audiences at the edges of media consumption (for example, early adopters and rejecters of mainstream channels) to discover:

    •What draws them into this ‘new’ media usage

    •Their expectations around content quality, discovery and personalisation

    •The changing relationship between the media companies and content deliverers

    •The priorities and trade-offs to determine what truly drives choice in their media worlds

    •The findings will provide interesting food for thought both for advertisers looking to formulate future communications strategy and media owners wanting to adapt and thrive in the new media landscape.

    Adam Short and Alex Nketiah are Joint Heads of Technology & Entertainment Practice at 2CV.
  • Date & Time are TBD and are subject to change.

    Abstract: Stay tuned for more details!

    This webinar will be based on John Koetsier’s VB Insight report, which will be published in March, 2015.

    Check out VB Insight to access John's Marketing Automation Systems report, and to access the latest research on Marketing Technology: http://insight.venturebeat.com
  • Date & Time are TBD and are subject to change.

    Abstract: Stay tuned for more details!

    This webinar will be based on Stewart Rogers’ VB Insight report, which will be published in March, 2015.

    Check out VB Insight to access Stewart's Email Marketing report, and to access the latest research on Marketing Technology: http://insight.venturebeat.com
  • For the last 4 years, CA Technologies has been building global communities of IT professionals who regularly engage audiences through videos and webinars. These thriving communities not only continue to attract new, and engage returning, subscribers to content, but they also enable CA to exceed their lead generation goals.

    Join this session to learn how the global marketing programs team at CA Technologies, was able to implement a content strategy and built a distribution engine with real-time integration across marketing systems.

    In this must-see webinar, you'll discover how CA was able to:

    - Spend less time importing leads and more time engaging target audiences and creating new webinars
    - Increase marketing program relevancy and timeliness through real-time platform integrations and triggered event responses
    - Respond more quickly to sales opportunities by passing qualified leads

    Speakers:
    Kaitlin Stich, Sr. Marketing Manager, BrightTALK
    Sara Marino, Sr. Marketing Communications Analyst, CA Technologies
    Stephanie McArthur, Program Manager, Global Integrated Marketing, CA Technologies
    Karen Naves, Director, Global Integrated Marketing, CA Technologies
  • Date & Time are TBD and are subject to change.

    Abstract: Stay tuned for more details!

    This webinar will be based on John Koetsier’s VB Insight report, which will be published in April, 2015.

    Check out VB Insight to access John's Mobile Advertising report, and to access the latest research on Marketing Technology: http://insight.venturebeat.com