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Marketing Operations and Automation

  • The Business Use Cases of Predictive Intelligence and Personalization The Business Use Cases of Predictive Intelligence and Personalization Anuj Lal, Strategy Consultant at Optimizely; Zak Garner, Director of Solutions Consulting at 6sense Recorded: Aug 25 2016 53 mins
    Business leaders recognize that marketing can deliver huge benefits to their organizations by building a deep understanding of their customers – who they are, what makes them tick and the challenges they face. Enabling sales teams with this intelligence allows account executives to have better-informed conversations that focus on delivering value to the customer. On the marketing end, customer intelligence helps create experiences that better serve the wants, needs and habits of your prospects.

    Join 6sense and Optimizely as we discuss how customer data coupled with modern personalization tools can create a customer experience that builds revenue pipeline and lowers churn. Our conversation will focus on how to:

    -identify, collect and analyze the data that is vital to understanding your customers;

    -operationalize these insights into ABM use cases for your marketing and sales teams; and,

    -personalize your digital properties to improve customer experience with the goal of building pipeline and revenue.
  • CX: from the boardroom to your bottom line CX: from the boardroom to your bottom line Kelsey Parish, Senior Project Manager, Vanson Bourne Recorded: Aug 25 2016 62 mins
    Customers have always been the jewel in the crown of a business. Without customers, your business will not exist, and it is because of them that organizations are constantly evolving to better suit their needs.

    In an increasingly digital world where customers are more empowered, loyalty is no longer a given. With customers able and willing to switch alliances between businesses, organizations can no longer assume they have guaranteed “lifetime” customers.

    You have to stand out. Your customer experience needs to be better than your competitors, hence the increasingly central focus on CX.
    Flying under the radar, however, is the impact that this focus has on the bottom line. Because, while trying to perfect that customer experience, organizations have discovered a whole host of benefits that have huge financial and business impacts, making the case for that “flawless” customer experience even more worthwhile.

    So what is holding organizations back? How can they overcome these hurdles? And what awaits them when they do overcome them?
    During this webinar, we will explore the hidden benefits of a customer experience focus, and how businesses can get to these benefits, using insights gathered from 880 decision makers.

    Ultimately, organizations know that they need to focus on the customer experience. But do they know about all the financial benefits that are there for the taking? We are here to help inspire your company to take customer experience to the next level – from the boardroom to the bottom line.
  • Nexterday North 2016 - 10 reasons & excuses to join Nexterday North 2016 - 10 reasons & excuses to join Ari Vänttinen, CMO Recorded: Aug 24 2016 31 mins
    The Nexterday North antiseminar will hit Helsinki on 28 - 29 November 2016. Join us as we give you 10 excellent reasons to join this antiseminar - and a chance to ask questions.
  • The State of Influencer Marketing The State of Influencer Marketing Brian Solis, Principal Analyst, Altimeter Group Recorded: Aug 23 2016 63 mins
    Traditional digital advertising channels are delivering declining results, forcing marketers to look for new alternatives that deliver better ROI. Influencer marketing has emerged as a powerful new addition to the marketing mix.

    This study takes an in-depth look at the current state of influencer marketing and provides insight into how to run programs successfully. Both influencers and brands were surveyed to identify where they are aligned in their approach to influencer marketing and where there are gaps between the two. Topic areas covered include:

    - Budget allocation
    - Preferred social platforms
    - Key challenges faced
    - Measuring success
    - Top performing tactics
    - Why influencer marketing works

    About the speaker:
    Brian Solis is principal analyst at Altimeter Group (a Prophet company). Solis is globally recognized as one of the most prominent thought leaders, speakers, and published authors in new technology, digital marketing and culture shifts.
  • Corporate Culture Shapes B2B Content Marketing Corporate Culture Shapes B2B Content Marketing Greta Paa-Kerner, Course Director, CIM Recorded: Aug 23 2016 48 mins
    B2B Content Marketing is one of the most popular B2B marketing approaches over the last few years. However, implementing a content marketing program doesn't always guarantee success. This webinar highlights the many facets of B2B content marketing and looks at the key success factors for a healthy and effective program.

    In this webinar, Greta Paa-Kerner of Ganduxer will cover the following topics:

    - What is B2B Content Marketing
    - Why is it important
    - Personas & Customer Journeys
    - Seeding Content
    - Measuring Success
    - Resources Needed
    - Key Success Factors
  • Get 3 tips on how to utilise your customer data in Social Get 3 tips on how to utilise your customer data in Social Lisbeth Chawes, Partner Director, Komfo Recorded: Aug 23 2016 44 mins
    Social Media is by the experts less and less being seen as a silo in the organization. It is a very mature channel with a lot of possibilities for integrations in your omni channel strategy. It has proven to drive innovation and revenue for your business.

    One of the advantages of social media, is that you can exactly define who should see your content. Your advertisement budget will be spend much more efficient compared to traditional retargeting. Only the people who it’s really relevant for, will be shown your content. This also gives you the possibility to place the content in the right context and touchpoint of the customer journey.

    Join this presentation and get actionable tips, insights in the latest statistics and relevant.
  • Priority Pass - Using Sitecore to deliver a World Class Omni-channel experience Priority Pass - Using Sitecore to deliver a World Class Omni-channel experience Crystal He, Product Owner, Codehouse Recorded: Aug 19 2016 36 mins
    Priority Pass - Using Sitecore 8.0 to deliver a World Class Omni-channel experience to global customers.

    Codehouse will be running through the digital transformation of Priority Pass, from UX enhancement through to delivery of a world-class website using Sitecore 8.0.

    The webinar will include insight into use of personalisation within Sitecore’s Rules set editor to deliver personalised content to the user.
  • Social Selling for Enterprise Sales Social Selling for Enterprise Sales Rebecca Smith Recorded: Aug 18 2016 45 mins
    Criteria for Success has spent the last 16 years transforming sales systems and increasing sales performance by at least 25% for the organizations they help. They recognized early on that busy sales executive easily forget that new customers and clients are right under their nose.

    CFS have identified Social Selling as key to reaching to these buyers and accelerating sales growth. And that intuition is now supported by data: according to a Forbes report, 78.6% of salespeople that used social media to sell out performed those who didn't use social media.

    Join us to learn how you can combine standard tools, such as LinkedIn and Salesforce, with a simple process to create a winning Social Selling PlayBook.

    Attendees of this workshop will learn:

    • How to target qualified suspects and prospects

    • Generate more business opportunities using inbound and outbound applications, such as Hubspot and LinkedIn

    • Learn how to turn suspects into paying customers and partners

    Takeaways:

    • A Social Selling PlayBook, customized at the event

    • Tips and know-how to identify, connect with, and sell new contacts

    • An efficient process to generate a larger volume of workable leads

    Who should attend:

    • Business owners

    • Key sales & marketing executives

    • Any stakeholder involved in growing their business
  • The true power of B2B Content Marketing (showcase from Exact Software) The true power of B2B Content Marketing (showcase from Exact Software) Werner van Ekkendonk, CEO EURObizz BV and Mark Appel, Global Marketing Director Exact Software Recorded: Aug 18 2016 36 mins
    In 1996 Bill Gates (Microsoft) made his famous statement with his article titled 'Content is King'. And how right was he with this statement. Content marketing is more important than ever before. In this webinar we will look at a case of Exact Software.

    We will interactively discuss things like the culture of content and how Exact Software was able to triple their business of Exact Online in the past few years! A spectacular result that, of course, is not just a matter of course. This resulted in a takeover by the private equity company Apex and made Exact into an American company.

    Our Keynote speaker is nobody less than Mark Appel, Global Marketing Director of Exact Software (operational in 6 countries). He talks about his experiences in setting up a content marketing and demand generation strategy for Exact Software.
    His informal way of speaking and his seniority will definitely inspire you.

    In 60 minutes EURObizz and BrightTALK will showcase you on the journey of Exact Software and what the lessons you can distillate from that. This is something you don't want to miss.

    Recommanded websites:
    EURObizz: www.eurobizz.eu
    BrightTALK: www.brighttalk.com
    LinkedIn profile Mark Appel: www.linkedin.com/in/markappel
  • What a marketer couldn’t tell you about email marketing What a marketer couldn’t tell you about email marketing Ben Rothke, Senior eGRC Consultant, Nettitude Group Recorded: Aug 18 2016 40 mins
    As a Senior eGRC Consultant at the Nettitude Group, Ben Rothke knows little about how to create a successful email marketing campaign. But as someone who has received tens of thousands of emails from such campaigns, he’s seen what works and what doesn’t.

    In this webinar, Ben will share some of the worst email fails he has received, which immediately went into the deleted folder. He’ll also share those emails that were effective, and resulted in a successful follow-up for the sender.
  • Unblocking your sales funnel: why your traffic isn't converting Unblocking your sales funnel: why your traffic isn't converting Peter Yates, Director of Client Campaigns, Axonn Media Recorded: Aug 18 2016 20 mins
    Improving conversions is the cornerstone of any marketing strategy, but why are so many B2B marketers disheartened with their content marketing results? Peter examines what's going wrong as he takes a look at the strategies that are doomed from the start, and offers advice on how to turn around your content marketing to achieve the conversions you really want to see.
  • Content Marketing: How Blogging Offers Actual ROI Content Marketing: How Blogging Offers Actual ROI Suzanne Baran, Content Strategist, Capital Group Recorded: Aug 17 2016 61 mins
    Adaptive businesses have found success in creating a digital footprint by publishing original content. Savvy digital marketing tactics offer branding and audience growth. Come learn:

    - Why content is at the forefront of digital strategy
    - How to evangelize the importance of content marketing for your brand, product, service, or sector
    - Tips and tricks of the trade
    - Making a case for content marketing resources and measuring your efforts
  • Why Your Content Marketing is Failing (and how to fix it) Why Your Content Marketing is Failing (and how to fix it) Gary DeAsi, Senior Manager, Digital Marketing & Brand SmartBear Software Recorded: Aug 17 2016 59 mins
    In a digital world where customers have all the power and everyone is a publisher, increasingly high competition and standards are pressuring marketing teams into a race to produce higher quality content, in greater volumes, and at a faster rate than ever before, often with the same amount of resources. But while content is the fuel for every digital marketing engine, not everyone gets the same mileage out of it. A 2016 report from Content Marketing Institute found that while 88% of B2B organizations are using content marketing, only 30% rated their content efforts as being effective for reaching their goals.

    This session delivers an insightful overview of common costly mistakes that can be killing your content marketing results, and a deep dive on how to maximize content marketing ROI with actionable tips and steps to amplify the impact of every content initiative, including:

    · Content Planning. Creating monthly and quarterly content plans aligned with the customer journey, and key business goals and metrics

    · Content Creation. Digital content creation approaches optimized for search, engagement and conversion, designed for re-purposing

    · Content Distribution. Integrated multi-channel content distribution tactics to reach both larger—and more qualified—target audiences across platforms

    · Data Utilization, Automation and Metrics. The utilization of data, automation and marketing technology to test, measure and enhance targeting to optimize results

    · Content Lifecycle Management. Understanding the stages of the digital content lifecycle to implement an efficient, repeatable process and lengthen the lifetime value of content
  • 5 Proven-Methods to Create Content for a Consistent Customer Experience 5 Proven-Methods to Create Content for a Consistent Customer Experience Kelsey Loughman, Content Marketing Manager at Kapost & Dallas Jessup, Content Marketing Manager at BrightTALK Recorded: Aug 17 2016 47 mins
    When it comes to the customer experience consistency is key, especially when it costs 5x more to acquire a new customer than to keep an existing one. So, how do you design a cohesive, seamless customer experience that excites your new customers and keeps the loyalty of your customers?

    Join Kapost and BrightTALK as we walk through the copious ways a single piece of content can be leveraged throughout different points in the journey to reduce churn and to spike upsell potential. Kapost will share some of the latest insights from their 2016 B2B Customer Experience Benchmark Report such as how to:
    - Create a standardized, repeatable process across teams, tools, and channels that creates a full-funnel customer experience
    - Ensure your content is accessible for your key users, so they have a straightforward process for consuming information
    - Improve the process strategically from both a quantitative and qualitative perspective
  • 6 Powerful Marketing Ideas for B2B Companies 6 Powerful Marketing Ideas for B2B Companies Catrinel Bartolomeu Recorded: Aug 17 2016 26 mins
    It's official: it's 2016 and Content Marketing is here to stay, especially for B2B brands. From startups to international corporations, from the most well-known brands like Coca-Cola's blog "Unbottled" to niche companies looking to reach (and teach) new audiences, executives are turning to content. But not just any content will do; readers are more discerning than ever, and only content that provides value to the people you want to reach will get the job done.

    But how do you provide content that really adds value to your customers? Catrinel Bartolomeu, Head of Content at Oz Content, shares six of her favorite content marketing ideas for B2B marketers. These ideas will help you stand out from your competition, improve your SEO rankings, and attract new clients. Want even more insight? Catrinel will answer audience questions live-- all you have to do is tune in and ask.
  • How to market for Google (and therefore your customers) How to market for Google (and therefore your customers) Jennifer Riggins, Marketing Consultant Recorded: Aug 17 2016 45 mins
    Time and again I hear from so-called captains of their industries what they want to say about their products and services. As thought leaders, they use jargon and insider terms to sound like experts, but when you're doing that for website, that's ridiculous. If you want new customers to find you, you need to write for what they are asking Google. I would recommend signing up for Google AdWords before because this will be a hands-on demo of how to use Google Keyword Planner as the backbone of your online content marketing strategy, that will provide you with SEO success even if you never spend a buck on AdWords.

    Workshop will include:
    - basic explanation of What is SEO
    - how to use the free Google Keyword Planner
    - how to choose the low-hanging fruit keywords (low competition, higher volume)
    - how to then apply those keywords, choosing 1-2 for across your entire website and then the rest for specific themed landing pages
    - how H1, H2 headers, bullets, bolding, etc work
    - backlink strategy - don't send all the juice to your homepage!
  • Content Strategy: Is your content connected to your customer? Content Strategy: Is your content connected to your customer? Mark Donkin, Managing Director and Karl Horton, Creative Director Recorded: Aug 17 2016 42 mins
    In this webinar from SuccessFlow, Mark Donkin, Managing Director and Karl Horton, Creative Director, will take you through the process of understanding your audience, to better align your content strategy and content marketing strategy with your customer journey. With a documented strategy, you will feel considerably less challenged and have the right tools to become more effective at content marketing. The end result being a more personalised and valuable journey for your customer, and creating consistent brand experience.
  • Hacking mobile retail: Marketing automation for LTV Hacking mobile retail: Marketing automation for LTV Jason Allen, VP Multi-Channel, GameStop Recorded: Aug 16 2016 61 mins
    Shoppers have an unlimited number of retail apps that promise to deliver the right product at the right price at the right time. The latest and greatest app bells and whistles may attract the new user, but developing them into a long-term follower/ user is easier said than done. It’s easier to get them then to keep them, after all.

    With an increasing number of apps on a user’s device, app marketers are challenged to draw the user's attention not only through efficient user acquisition initiatives, but also via engagement and retention activities. Leveraging marketing automation technology to increase user lifetime value and minimize cost per install is the crux of the issue. Let VentureBeat’s panel of experts shed light on how to use marketing automation to implement acquisition strategies that work.

    By identifying synergies between acquisition and user engagement, this webinar hits the high points of reactivation tactics (via push, email, retargeting). Join Jason Allen from mega-retailer GameStop and Marissa Tarelton from RetailMeNot as they discuss how to increase LTV and lower CPI.

    In this webinar, you will:

    * Harness the power of marketing automation to build a user acquisition program that works
    * Explore key strategies for efficient, highly-optimized user acquisition
    * Gain new best practices for engaging and retaining users while reducing churn
    * Learn acquisition-engagement synergy tactics such as: pre- and post-install segmentation, organic growth, retargeting and reward-based acquisition

    Speakers
    * Jason Allen, VP, Multi-Channel at GameStop
    * Marissa Tarleton, CMO, RetailMeNot
    * Stewart Rogers, Director of Marketing Technology
    * Rachael Brownell, Moderator, VentureBeat


    Sponsored by IBM Marketing Cloud

    Register today for this free VB Live event!
  • Key Steps to Get Revenue from Sales and Marketing Alignment Key Steps to Get Revenue from Sales and Marketing Alignment Trisha Winter, CMO, Amplifinity and Josh Evans, SVP of Sales, Velocify Recorded: Aug 11 2016 47 mins
    Smarketing. It’s the new buzz term for Sales and Marketing alignment that lots of people are talking about, but few are addressing tangible steps to get value from it. In this webinar we bring a software Marketing and Sales Executive together to outline key steps to increase the maturity and corresponding benefit from Smarketing.
    What you’ll learn:
    •3 levels of Smarketing maturity (3 C’s)
    •Actionable steps to take to reach each level
    •Technology that can help you get full value from alignment
  • A pragmatic approach for using personas in context marketing A pragmatic approach for using personas in context marketing True Intent, Jeroen Huizinga, Partner & Digital Consultant Recorded: Aug 11 2016 51 mins
    Using personas to profile your website visitors and serving them relevant content based on these personas is something a lot of companies are struggling with.

    Everyone understands the principles, but how do personas actually transform over to your website, and moreover what does using content profiling actually mean for your organization?

    Personas are one aspect of profiling content and it may make more sense to use different techniques to get a better understanding of how your visitors are using your content and serve them relevant content based on their behaviour. During this webinar we will go into the ideas behind content profiling and we will be showing you how to setup your personas with your Sitecore environment. All of it illustrated with real customer cases.
  • Customer Experience. Vejen til mere bundlinje Customer Experience. Vejen til mere bundlinje Niels Anderson, Senior Experience Strategist, Pentia A/S Recorded: Aug 11 2016 59 mins
    De 20% mest loyale kunder står for 80% af omsætningen. Og netop customer experience er vejen til en stærkere, mere relevant kundeoplevelse, som gør, at kunder bliver hos dig. I denne session sætter vi bl.a. fokus på dialog, personalisering og hvordan du får mere ud af de kunder, du allerede har. Du får inspirerende eksempler og konkrete take-aways fx om Engagement plans, EXM.
  • Create concrete business value with Sitecore Experience Platform – now! Create concrete business value with Sitecore Experience Platform – now! Michael Tandrup, Senior Digital Strategist, DIS/Play Recorded: Aug 11 2016 60 mins
    • You have the Sitecore platform. You probably bought into a dream. A dream about relevant customer journeys, plenty of automatization and a boosted amount of valuable conversions on your business website.

    • Maybe you’ve run out of steam. After years of implementing and consolidating. Maybe you haven’t embarked on the fun part of the journey. Embarked on what creates value. For both your customers and for your business.

    • You don’t need to start all over again. Developing new strategies, or making large investments. You need a concrete action plan. And realised initiatives. Initiatives that create value now. Not tomorrow. The excitement in your business has to return.

    • Get concrete tips on how to get started. Quickly, affordably and effectively. We will present possible start-up kits and show examples of concrete initiatives.