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.
  • Find out what's in Five9's marketing tech stack in Lattice's Secret Sauce Series: Show Me Your Stack.

    In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

    Show Me Your Stack is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business. Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

    Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

    About Doug Sechrist:

    Doug Sechrist is Vice President of Demand Marketing at Five9, the leading provider of cloud contact center software. Before joining Five9, he served as Vice President of Demand Generation at Eloqua as well as Taleo. He has also held Corporate and Field Marketing positions at ZANTAZ, an Autonomy Company, Intira Corporation, and Ascend Communications.
  • Growing installs is the number one mission for any mobile app developer, and any user acquisition strategy generally consists of a mix of organic installs and paid campaigns. But many see these as separate and distinct. Not true. To get the most out of each — especially for smaller developers — it’s critical to understand how paid installs impact organic installs, and vice versa.

    In this webinar, Ian Sefferman of TUNE will share the eye-opening results of a study investigating the correlation between paid campaigns and organic installs (yes, it’s positive), and how this varies depending on the app category and operating system. Christian Calderon of DOTS will dive into the strategies and tactics that increase both paid and organic installs, and how they work together.

    What you’ll learn:
    For every paid install, how many organic installs an app can expect to see
    How the multiplier effect impacts app categories differently
    How organic installs and engaged users affect your paid strategy and spend
    Best-practice examples on what really works to maximize both organic installs and paid campaigns for highest yield

    #paidorganic
    #appmktg

    Speakers:
    Ian Sefferman, GM, App Store Analytics
    Christian Calderon, Head of Marketing, DOTS
  • 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.
  • 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
  • Learn the secrets to the productivity behind an agile creative team.

    Watch how one in-house creative team’s innovative agile workflow has helped them meet deadlines and increase productivity.

    Learn how to:
    ●Minimise overtime by planning work in sprints
    ●Organise priorities strategically by grooming your backlog
    ●Keep work and deadlines visible with burndown charts
    ●Prove your value as a team with continuous improvement
  • Small businesses are facing a massive shift driven by technology. To stay competitive they are turning to technology and the Internet to manage cash flow, increase productivity and streamline operations. And the small business market is primed to accelerate its adoption as newly developed apps are helping small business owners save time, reduce costs, increase revenue and productivity, and work more effectively.

    With traditional banks slow to respond, non-banking technology providers have obliged with innovative, intuitive solutions that integrate payments, receivables, and online banking data and offer reporting and cash flow management.

    Join Yodlee Interactive and a panel of experts for an animated roundtable discussion on how the development and start-up community can capitalize on the transformation occurring in the small business sector.

    Speakers:

    Christine Barry, Research Director, Wholesale Banking Practice, Aite Group

    Kathryn Petralia, Co-Founder & COO, Kabbage

    Andy Childs, Vice President of Marketing, Paychex

    Greg Weddell, Practice Manager, Small Business, Yodlee
  • Retailers today must juggle multiple priorities to achieve success. The most important of these priorities is adapting to a world where shoppers have unprecedented power in their interactions with retailers.

    Attend our webinar on Feb 25th at 1PM Eastern, 10AM Pacific, to learn how Best-in-Class retailers make strategic use of data to overcome their challenges. Our discussion will help you increase brand awareness, grow revenue, achieve operational excellence and minimize risks when managing customer data. So join the webinar to learn:
    •The Profile of a Data-Driven Retailer
    •How to Meet and Exceed Evolving Consumer Expectations
    •Steps to Optimize your Merchandising & Supply Chain Activities
    •Best Practices to Ensure Data Security & Privacy
    •How to Leverage IT to Drive Better Shopper Experiences
  • What tools do other marketers use? Find out in Lattice's Special Sauce Series: Show Me Your Stack! with Influitive VP of Marketing, Jim Williams.

    In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

    Show Me Your Stack is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business. Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

    Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

    About Jim Williams:

    Jim Williams is a veteran marketer for early and growth stage tech companies. He loves bringing transformative concepts to market. Before joining the Influitive team he held marketing leadership roles at Eloqua, Unveil Solutions, Lernout & Hauspie, and several PR agencies.
  • 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.
  • Mobilizing your employees as advocates directly addresses three of the most urgent human capital must-haves: leadership development, engagement & retention.

    Join this panel discussion with Denise Holt to discover how implementing an Employee Advocacy program can meet these needs head on and the its longterm effects on the organization.
  • You know your employees are your best brand advocate. You want to help them engage with your customers. How will you tie an employee advocacy program back to revenue? This case study will define how to build your employee advocacy program to amplify paid asset, earn additional marketing reach, drive to your owned content, and ultimately deliver ROI.
  • Winner of several awards, including DIA Omni-channel and Global Markie award for best Cross-Channel Marketing Program, Tivoli Gardens, Denmark’s number 1 tourist attraction, will share in on its lessons delivering customer experience across all channels.

    Even after 170 years, Tivoli Gardens is still gearing up for the future. Tivoli Gardens aim to deliver a personalised, omni-channel visitor experience: Internet, mobile, email, social – as well as the physical park experience.

    Hear Tivoli Garden’s vision for tomorrow’s digital marketing, which they, together with their agency Magnetix, aim to bring to life: Current strategy, roadmap, results and their take on key success criteria.
  • Consumers are constantly bombarded across multiple channels with branded messages, so how can the gamification of the mobile customer experience help brands to increase engagement, loyalty and improve customer value when most consumers have already tuned out? The Economist Intelligence Unit showed that companies share a conviction that cultivating a high level of customer engagement is now a key strategic challenge.

    This panel discussion explores whether Gamification, as an engagement technique, can help Marketers to secure consumer mind share, giving their brands a competitive advantage, or is it just a passing gimmick that won’t deliver against this strategic goal?
  • 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
  • Events matter. Join Heidi as she breaks down the modern conference and what you need to do as a brand to be successful at them.

    She’ll cover how in-person engagement can drastically change your future pipe, as well as, your existing customers’ experience with your brand. Including, what events do for your brand image, the challenges every business faces at events, and Marketo’s success secrets.
  • 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.
  • Consumers' expectations of insurance companies have changed. They expect a seamless, integrated and consistent customer experience throughout their life stages.

    What does this mean for insurance companies? They need to transform how they operate to deliver better customer experiences. CRM applications promised a 360 customer view, but never quite delivered. The fact is, not all valuable data about customers is in CRM. It's scattered across multiple policy-centric applications. And, the core customer data that should be the same across applications, isn't, which makes it difficult to reconcile.

    Join us for a webinar to hear how Nicolas Lance, VP of Retirement Income Strategies & Head of Customer Data at OneAmerica®, is leading the shift from a policy-centric to a customer-centric view to improve customer experience. Find out how OneAmerica® is using master data management (MDM) to bring together business-critical data from multiple applications, clean and enrich it, merge duplicates, and create relationships between data. Then, fuel CRM and other applications with clean, consistent, and connected customer information.

    During this webinar, Nicolas Lance from OneAmerica®, Naveen Sharma from Cognizant and Jakki Geiger from Informatica will:

    • Discuss barriers to seeing a total customer relationship view across products and channels
    • Explain how OneAmerica® is shifting from a policy-centric to a customer-centric view
    • Share the business benefits OneAmerica® expects to achieve
    • Reveal the lessons OneAmerica® has learned from this experience
  • 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.
  • You’ve probably heard about companies that are evolving their traditional lead scoring practices to a predictive scoring approach, but you might be wondering how it really works, what kind of companies need it and how it really drives value.

    Get a glimpse into why marketers are adopting predictive scoring, how it compares to traditional scoring and what you should consider before you deploy. We’ll also look at some creative, out of the box use cases and review some case studies for how to successfully adapt your marketing and sales process to a predictive scoring model and handle the subsequent change management.
  • Today, people spend more time using mobile apps than they do sitting on a computer surfing the web. In fact, overall time spent in apps has increased by 21% over the last year!

    In this webinar, we show you how to apply your online marketing skills to the app-driven future. This is your free crash course on the app analytics you need to start paying attention to.

    During this webinar, designed for web marketers, you’ll learn:

    The key mobile equivalents of web metrics to help you gauge your app’s performance
    How to measure success during all lifecycle stages of your app: from awareness, to engagement, to conversions and closes
    The similarities and differences between the customer journey online vs. in apps
    Plus: Get a detailed introduction on how to do inbound marketing for apps!
  • Two thirds of B2B companies Forrester surveyed said the way they interact with customers has fundamentally changed as a result of B2C. The majority of B2B customers are using mobile devices to research and buy products online. Do you have a strategy for this?

    Join industry leaders to learn:
    * How B2C expectations are fueling the new B2B buyer behavior
    * Crossover threats from B2C titans
    * What you need to be doing differently to stand out
  • 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
  • In 2015, marketers will be challenged to think more strategically about the content they produce and how it is leveraged to drive demand for their business. With the abundance of information at the buyer’s disposal, webinars have become a critical tactic for converting prospects further down the education and buying cycle. Yet, the art and science of a successful webinar program is evolving rapidly.

    The insights from the 2015 BrightTALK Webinar Benchmarks Report were generated from the thousands of webinars on the BrightTALK platform in the past year. This data-intensive webinar will include highlights from the report and discuss a number of easy-to-implement strategies for driving demand with webinar programs, including:

    - How to plan webinar promotions
    - What to expect during a live webinar
    - What features are driving the most engagement
    - How to utilize webinar data to convert leads to opportunities
  • With consumers expecting more from brands to tempt them to engage, and the explosion in smartphones as a key communication channel, marketers need to adapt their current strategies to win.

    3radical are teaming up with Forrester Research to present a webinar on the current hot topic of how "Gamification of Mobile Marketing" can deliver a competitive advantage to brands.

    Mike Talbot Chief Visionary and Rusty Warner, Principal Analyst at Forrester Research, will cover topics including :
    - Why is mobile a strategic channel for brands in the world of the connected consumer?
    - How does gamification and contextual relevance drive consumer engagement?

    They will also bring the information to life with :
    - Expert best practice tips and advice on how brands can develop a winning mobile gamification strategy
    - Examples of how brands are succesfully driving consumer engagement with mobile gamification

    Don't miss out, sign up for this free webinar now.