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Marketing Operations and Automation

  • Applying the Mini-MBA in Marketing Applying the Mini-MBA in Marketing Mark Ritson & Russell Parsons Recorded: Jul 28 2016 59 mins
    In this entertaining and useful 40 minute webinar, Professor Mark Ritson will discuss the structure of the Marketing Week Mini-MBA in Marketing and the logic behind the approach. He will then look at some recent case studies in marketing where the topics he will teach on the Mini-MBA are directly applicable. It’s a great chance to learn a bit more about the September course but also to get Ritson’s take on some of the big marketing moments of the past few months.
    The topics covered during the session will include:
    -Brand Equity
    -Market Orientation
    -Segmentation
    -Positioning
    -Marketing Communications
  • 5 Priorities of the Data-Driven CMO 5 Priorities of the Data-Driven CMO Eric Ramos, Director of Analytics at Business Online; Amar Doshi, VP of Product at 6sense Recorded: Jul 27 2016 53 mins
    Today’s Chief Marketing Officer will soon be unrecognizable form the marketing leaders who came before. The modern range of marketing responsibilities now encompasses: a deeper understanding of customer needs and behavior; the ability to collect, analyze and operationalize customer data; and, alignment with sales and direct impact on pipeline and revenue.

    Join 6sense and BusinessOnline as we discuss the practical steps marketing leaders must take to effectively pick up the mantel of data-driven marketing, including:

    1.The collection, management and analysis of customer data.

    2.Continuous review and piloting of new technologies.

    3.Cross-functional alignment with sales, customer success and product to drive a superior customer experience.

    4.Metrics and measurement that deliver visibility into attribution and marketing impact on business priorities.

    5.Building the capabilities and processes to allow data-driven customer-focused decision making drive marketing and sales execution.
  • Massively engaged: Building mobile apps that inspire loyalty not just downloads Massively engaged: Building mobile apps that inspire loyalty not just downloads TJ Hunter, Sr Director of Consumer Marketing, Rosetta Stone Recorded: Jul 27 2016 62 mins
    If you’re an app product manager or marketer without a robust strategy to increase ARPU and raise LTV, you’re leaving money on the table. Whether because of poor engagement, low social engagement, or poor user interface, your app limitations are costing you money.

    Everyone knows that the difference between success and failure in mobile app business is long-term customer engagement and higher LTV, but lighting a fire in the hearts of consumers is easier said than done. From app discovery to customer retention to long term value, finding the right combination of strategies to build massively effective customer engagement is part art and part science.

    Join VentureBeat and our panel of experts as we demystify app engagement and the technology that supports it. In this webinar, you’ll learn to:
    • Leverage in-app personalization to build loyalty
    • Proactively seek and secure high levels of customer satisfaction
    • Increase customer retention rate
    • Raise revenue per user
    • Implement strategies that increase LTV and increase ARPU


    Speakers:

    * TJ Hunter, Sr. Director of Consumer Marketing for Rosetta Stone's Consumer Division
    * Benjamin Weiss, Mobile Product Manager, Walgreens
    * Shahar Kaminitz, Founder & CEO, Insert
    * Stewart Rogers, Director of Marketing Technology, VentureBeat
    * Wendy Schuchart, Moderator, VentureBeat

    Sponsored by: Insert

    Register for this free executive level learning opportunity today!
  • How to Create a Small Business Marketing System How to Create a Small Business Marketing System Jared Kimball, Conversion Strategist, Infusionsoft Recorded: Jul 26 2016 90 mins
    Do you ever wonder:
    • What to say that will make leads take action?
    • How to structure your content so it converts?

    In this webinar, you'll learn:
    • Common advertising and marketing myths that small businesses fall for
    • 3 ways to innovate your business so you stand out in any crowded marketplace
    • A 5-step framwork to attract your ideal customer's around the clock
  • Reimagine Engagement with Pardot, B2B Marketing Automation by Salesforce Reimagine Engagement with Pardot, B2B Marketing Automation by Salesforce PHIL SIMPSON - Regional Sales Manager, Salesforce Pardot Recorded: Jul 26 2016 45 mins
    B2B marketing and sales teams are on a constant quest to improve upon their revenue-generating efforts, and the tasks involved — seeking out new business, creating a seamless buyer experience, building and tracking campaign efforts — all require significant time and effort.

    What if there was a way marketers and sales teams could save time and effort and increase revenue generation at the same time?

    Enter, your technology solution. With Pardot, B2B Marketing Automation by Salesforce, marketing and sales teams can maximize campaign efforts, boost productivity, and shorten sales cycles — yielding consequential benefits both marketing and sales teams.

    Join us for a quick 40-minute look at how Pardot is:

    - Powerful enough to deliver the personalized experience that buyers expect
    - Simple enough to make this a manageable and scalable effort for your sales and marketing teams
    - Connected enough to make working together a seamless process, allowing sales and marketing to deliver a truly frictionless customer experience

    We’ll also be joined by a Pardot client, who will share how marketing automation has transformed the way that they market and sell!
  • Utilize your visual content across all platforms and stay relevant Utilize your visual content across all platforms and stay relevant Rasmus Pultz, Market Director, Digizuite Recorded: Jul 26 2016 43 mins
    As a marketer, you are responsible for utilizing large amounts of rich media content (images, videos, presentations etc.) as well as an increasing amount of channels. To serve the needs of your target group, you must communicate in the right context and take control of your visual content. Digital Asset Management makes this possible.

    Learn how you can utilize your visual content across all channels and stay relevant in the minds of the consumers by integrating Digital Asset Management (DAM) with customer experience management (CXM).
  • 3 Ways to Transform eBooks to Boost Your B2B Marketing Results 3 Ways to Transform eBooks to Boost Your B2B Marketing Results Vanessa Porter - Director of Marketing at SnappApp Recorded: Jul 26 2016 40 mins
    Almost every B2B marketer has experience leveraging eBooks. eBooks are an effective way to provide rich content while creating a fun experience for your audience; however, running the same eBook creation and promotion process over and over again can get boring (for both you and your audience).

    In this webinar, SnapApp joins us to discuss three ways you can transform eBooks to engage your buyers at every stage of their journey to boost your B2B marketing results.

    You’ll learn:

    How to create engaging content for each stage of the buyer journey
    How to transform eBooks into interactive content that engages users and converts more leads
    What best-in-class marketers are doing to squeeze more value out of their existing eBooks
  • CMO Checklist: Why brands should engage with bots CMO Checklist: Why brands should engage with bots Jon Cifuentes, Analyst, VentureBeat Recorded: Jul 21 2016 56 mins
    A few years ago, kik might have seemed like just another messaging app. Today it boasts 275 million users and its very own Bot Shop a platform for companies like Sephora and Weather.com to display their bot prowess. More and more smart companies are sitting up and paying attention, as Yahoo, Facebook, and others get into the messaging bot game.

    Today most bots center around the conversational interface offered by Facebook Messenger and the likes of kik, but who knows what tomorrow might mean?

    Join our VB Live event as our panel of experts talks about what smart companies know about bots. From messaging to shopping, bots are increasingly part of the business landscape.

    In this webinar, you’ll learn to:

    * Understand the importance of bots to brands
    * Know bot landscape and what it means for your business
    * Recognize the potential synergies and pitfalls between bots and brands

    Speakers:

    * Paul Gray, Director of Platform Services, Kik
    * Jon Cifuentest, Analyst, VentureBeat
    * Rachael Brownell, Moderator, VentureBeat

    Register for this free executive leadership live event today!

    Sponsored by ArcTouch
  • Customer Data - The New Value Exchange Customer Data - The New Value Exchange Adam Corey, Tealium Recorded: Jul 21 2016 29 mins
    With the continued explosion of digital and data-centric technologies, a rich stream of customer data is increasingly available to today’s marketers – and a company’s first-party data is undoubtedly a growing source of competitive advantage. But the opportunity to generate deeper customer insights and understanding with that data comes with the expectation of a connection or interaction that goes beyond the transactional.

    During this interactive discussion, Adam Corey - VP of Marketing at Tealium - will explore how data has become the new 'value exchange' between brands and consumers, and how to leverage that data to generate business value while maintaining consumer trust and loyalty. He'll share:
    - the pivotal moments of data capture that brands should focus on (or steer away from)
    - the key differences between a transactional vs. emotional data exchange
    - the core principles of a successful data-driven approach
    - the critical elements of a comprehensive data security/ privacy practice

    We hope you'll join us.
  • The mobile commerce revolution The mobile commerce revolution Tom Webster Recorded: Jul 21 2016 41 mins
    Mobile Technology is a rapidly moving target—and that’s why your mobile strategy can’t be based on technology. Hear Tom Webster, co-author of The Mobile Commerce Revolution, discuss how brands can proactively develop mobile strategies that are consumer-based, build loyalty and engagement, and be future-proof.
  • Meet, Greet & Inspire the EMEA Marketing Buyer Meet, Greet & Inspire the EMEA Marketing Buyer Andrea Goodkind, Senior Marketing Manager at BrightTALK Recorded: Jul 21 2016 40 mins
    While the digital advertising and marketing spend continues to exponentially grow, marketers are still seeing imperfect conversion rates from prospect awareness to SQLs. Site or landing pages convert at 7% and content syndication sites convert at 2%.

    EMEA marketers bear many different tasks, roles and challenges as they work to expand their business growth across the diverse regions. Driving better conversion rates means starting out with the who and getting your marketing content where they are.

    Out of the 4 million professionals researching on BrightTALK, 68,000 marketing professionals from EMEA are engaging with leading brands. We’ve studied the researching habits of these marketers and are sharing them in this action packed session.

    This session will reveal how to circumvent being lost in the sea of vendors and how to acquire your best buyers through videos and webinars.
  • Dear B2B Marketer: A Love Letter From Your Sales Team Dear B2B Marketer: A Love Letter From Your Sales Team TIFFANI BOVA, Global Customer Growth and Innovation Evangelist at Salesforce Recorded: Jul 20 2016 45 mins
    We all know that when sales and marketing are in sync, deals close faster and revenues soar. The research tells us it’s true. Our gut tells us it’s true. But putting ideas into action isn’t always so easy. Marketing often lacks perspective on what’s really going on in the field, and how to best influence organizational change. So, we’re calling in an expert to give you insight into what it’s like to “bleed sales.”

    Join Tiffani Bova, Global Customer Growth and Innovation Evangelist at Salesforce — and self-proclaimed “recovering sales rep” — as she discusses current trends in B2B marketing, and shares her perspective on how to build better marketing-sales relationships. In this webinar, you’ll learn:

    - How to translate current buying trends into actionable playbooks
    - Why your sales training isn’t sticking
    - Why sales and marketing alignment is more important now than ever before
  • Effective Data Capture for Marketers Effective Data Capture for Marketers Katie Hurley, Account Director, Pure360 Recorded: Jul 20 2016 25 mins
    Learn how to capture data effectively using best practice guidelines and some useful tips and tricks to maximise your lead generation conversions from Pure360.
  • How to Build a 6-Figure "Set It and Forget It" Money-Making Machine How to Build a 6-Figure "Set It and Forget It" Money-Making Machine Noah St. John, Author & Inventor, Afformations® Recorded: Jul 19 2016 40 mins
    Would you like to get unstuck and automate your business?
    Are you tired of the long hours, hard work, and not reaching the people you want to reach?

    In this webinar, Noah St. John wants to show you:
    • The secret to tripling sales after people get on your list
    • The 5-step formula for an irresistible lead magnet
    • The 5-steps to build a 6-figure business machine
  • Conquering the Mobile Beast: Winning Customer Loyalty by Adding Value to Mobile Conquering the Mobile Beast: Winning Customer Loyalty by Adding Value to Mobile Scott Anderson, CMO, Sitecore, & Brian Solis, Chief Marketer Recorded: Jul 19 2016 60 mins
    It’s no secret: winning mobile loyalty is imperative. Business innovation thought leader Brian Solis discusses what you need to do to connect with the mobile consumer by adding value to your mobile moments.
  • High performance marketing: What are the best marketers doing differently? High performance marketing: What are the best marketers doing differently? Danielle Howe, reports editor at B2B Marketing, and Andrew Dalglish, director at Circle Research Recorded: Jul 19 2016 47 mins
    What are the top-performing marketers doing differently from the rest? Our latest piece of research sought to find this out.

    We identified four areas – the four ‘pillars’ of marketing – that the best marketers are putting at the heart of their marketing every day: strategy, customer, brand and measurement.

    In this webinar Danielle Howe, reports editor at B2B Marketing, and Andrew Dalglish, director at Circle Research, will discuss:

    What high performance marketing is, what the four pillars are and why they matter.

    How high performance marketers do consistently better, and what you can learn from them.
    How you can start thinking differently to join the best and leave the rest behind.
  • 5 Critical Steps to Account-Based Marketing 5 Critical Steps to Account-Based Marketing Charm Hayes Bianchini Senior Director, Enterprise Marketing at Marketo Recorded: Jul 19 2016 43 mins
    In today's world, sales and marketing professionals are implementing account-based marketing (ABM) strategies to win new business and create lasting relationships.

    In this webinar (part of our ABM Hacks webinar series), Marketo's ABM expert Charm Bianchini shares five easy steps to use ABM to drive demand and generate revenue within target accounts.
  • Improve Marketing ROI by 11X with Influencer Marketing Automation Improve Marketing ROI by 11X with Influencer Marketing Automation Nielsen Catalina Solutions and Rustin Banks, TapInfluence CPO/Co-founder Recorded: Jul 18 2016 52 mins
    Earlier this year, Nielsen Catalina Solutions released a first-in-class study, revealing that influencer marketing delivered unprecedented ROI for a Fortune 500 brand. In this webinar, TapInfluence co-founder and CPO Rustin Banks and Joshua Books from Nielsen Catalina Solutions will unveil the marketing technology that made these results possible and expert insights into the campaign methodology. Watch this webinar and learn how TapInfluence was able to deliver an 11x ROI over traditional advertising using Influencer Marketing Automation.
  • Accurate Contact Data in PowerCenter, IDQ, and MDM with Data as a Service Accurate Contact Data in PowerCenter, IDQ, and MDM with Data as a Service Thomas Brence, Director of Product Marketing and Dan Paner, Senior Product Manager Recorded: Jul 14 2016 51 mins
    For Powercenter, MDM, and Data Quality customers, ensuring that every piece of customer contact data is incredibly important. Whether you are embarking on an application consolidation project, building a data governance program, or you need customer data that you can rely on, leveraging Informatica Data as a Service will help you to meet your goals.
    During this webinar you will learn how our Contact Record Verification product will ensure that your customer contact data is verified and accurate, regardless of where your customers live. Ensure every mailing address in your database – in over 240 countries and territories – can be verified for accuracy. Never have a returned piece of mail again. Validate that every email address in your contact records is accurate at the mailbox level for both B2B and B2C customers. No more bounced email messages or blacklist threats. Finally, confirm that your customer’s phone numbers are accurate and up to data quality standards. No more complaints of, “You have the wrong number”.
  • Webinars in the Digital Age Webinars in the Digital Age Kushlani De Silva, Senior Lead Marketing, WSO2 Recorded: Jul 14 2016 62 mins
    Webinars have evolved into becoming one of the most cost effective, yet powerful tools, in lead generation, nurturing and customer acquisition. With Digital Marketing, becoming the name of the game in 2016, your webinar strategy needs to sit at the heart of your digital strategy Join this webinar to learn:

    - How webinars can contribute to an organisations digital strategy,
    - Best practices to follow when using webinars as part of a digital strategy.
    - Measuring the success of webinar campaigns effectively.
  • Unified Data Architecture to Drive Customer Insights with a Marketing Data Lake Unified Data Architecture to Drive Customer Insights with a Marketing Data Lake Amr Awadallah, CTO, Cloudera; Todd Walter, CTO, Teradata; Darshan Joshi, SVP Engineering, Informatica Jul 28 2016 4:00 pm UTC 60 mins
    Data-driven companies are always striving to provide more meaningful customer engagement across multiple channels by better understanding their customers and prospects. The challenge is how to harness the wealth of data not just from peoples' transactions, but also generated by interactions from social, mobile, and IoT. Successful organizations are modernizing the data architecture to access, integrate, match, and analyze all types of data to understand customer behavior so marketers can drive more effective and relevant campaigns.

    In this webinar, you’ll hear from the CTO’s at Cloudera, Teradata, and Informatica as they describe how to successfully build a marketing data lake as part of a unified data architecture that drives customer insights and revenue.
  • Hacking mobile retail: Marketing automation for LTV Hacking mobile retail: Marketing automation for LTV Marissa Tarleton, CMO, RetailMeNot Jul 28 2016 5:00 pm UTC 60 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) and virality initiatives 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
    * Marissa Tarleton, CMO, RetailMeNot
    * Gilad Rotem, Co-Founder and COO, CUPS
    * Wendy Schuchart, Moderator, VentureBeat


    Sponsored by IBM Marketing Cloud

    Register today for this free VB Live event!
  • Gartner Ready-Aim-Fire: The New Imperative for Managing Customer Experience Gartner Ready-Aim-Fire: The New Imperative for Managing Customer Experience Mark Floisand, Sitecore, & Mick MasCavaigh, Gartner Aug 2 2016 2:00 pm UTC 45 mins
    The way you think about web content management needs to change—fast. If you’re not delivering meaningful digital experiences across channels in real-time, you risk losing them to competitors who are. Hear how WCM as a category is evolving way beyond delivering content storage for web pages and why it matters to your business.
  • How to Choose the Right MarTech Stack& Data to Excel your Marketing Organization How to Choose the Right MarTech Stack& Data to Excel your Marketing Organization David Lewis,CEO DemandGen, Ed King, CEO Openprise Aug 3 2016 5:00 pm UTC 60 mins
    There are 3,874 vendors listed in the 2016 Marketing Technology Landscape, and the phrase “MarTech stack” yields over 50,000 Google results. What’s a rational way to decide what you actually need?

    Join experts from DemandGen and Openprise as they provide a strategic framework for deciding what systems and what data you need to be successful.
  • How to use digital intelligence to create nurture paths that resonate How to use digital intelligence to create nurture paths that resonate Gemma Went - Digital Marketing & Online Business Consultant Aug 4 2016 1:00 pm UTC 60 mins
    Nurture paths and sales funnels are the life blood of any business. Without them you might as well be broadcasting your message into the wind.

    But even if you have nurture paths set up, are they right? Have you researched what your audience needs to see and here to create the right action?

    We'll delve into the psychology of the nurture path development using digital intelligence and help you understand how to create funnels that resonate with your audience.
  • Moving from data to insight to action…& other challenges of 100 marketing execs Moving from data to insight to action…& other challenges of 100 marketing execs Lars Petersen, Sitecore, & Sasha Qadri, MeetTheBossTV Aug 4 2016 1:30 pm UTC 60 mins
    Over the past couple years Sitecore has collaborated with MeetTheBoss TV to interview over 100 marketing executives from some of the world’s most famous brands on their biggest marketing challenges. Find out how these global brands are effectively turning customer data into deep insight that can be leveraged to deliver better brand experiences.
  • Managing Marketing Data, From Quality to Quantity Managing Marketing Data, From Quality to Quantity Adam Hutchinson, Demand Generation Marketing Manager, Socedo Aug 4 2016 3:00 pm UTC 60 mins
    Marketers gather, analyze, and use a vast amount of lead data from a variety of sources. Data quality is an on-going challenge in marketing, and as much as we might like to use "big data" in our campaigns, we know the risks of filling our marketing automation systems with bad information. According to a Demand Metric survey, over half of marketers don’t have an effective process to ensure the quality of data is up to par in their key systems. In this webinar, we'll cover:
    -How we manage data quality at Socedo
    -How third party data helps us qualify leads and create targeted campaigns
    -Best practices for handling social media data in your database
  • Six trends to superb experience management Six trends to superb experience management Eric Knutson & Lindsay McKinney, Sitecore, & Ray Wang & Natalie P, Constellation Research Aug 9 2016 1:00 pm UTC 60 mins
    The convergence of digital marketing, commerce and mobile is bringing a massive transformation to how brands and organizations engage prospects and customers. Get a look at six cutting-edge trends that companies are using to keep customers from falling through the cracks and turn ordinary experiences into superb experiences.
  • 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 Aug 11 2016 3:00 pm UTC 60 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.
  • 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 Aug 11 2016 6:00 pm UTC 45 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
  • How to market for Google (and therefore your customers) How to market for Google (and therefore your customers) Jennifer Riggins, Marketing Consultant Aug 17 2016 2:00 pm UTC 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!
  • 6 Powerful Marketing Ideas for B2B Companies 6 Powerful Marketing Ideas for B2B Companies Catrinel Bartolomeu Aug 17 2016 4:30 pm UTC 30 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.
  • 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 Aug 17 2016 5:00 pm UTC 60 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 Aug 17 2016 5:00 pm UTC 45 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
  • Content Marketing: How Blogging Offers Actual ROI Content Marketing: How Blogging Offers Actual ROI Suzanne Baran, Content Strategist, Capital Group Aug 17 2016 6:00 pm UTC 60 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
  • 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 Aug 18 2016 9:00 am UTC 45 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.
  • 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 Aug 18 2016 1:30 pm UTC 60 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
  • Content considerations for the IT industry Content considerations for the IT industry Olivier Choron, CEO and Founder of purechannelapps Aug 18 2016 3:00 pm UTC 45 mins
    So what type of content really receives the most engagement from channel partners? And which channel do they respond best to? Here we will reveal all as well as share our best practise approach to creating content that’s appealing to your audience.
  • 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 Aug 18 2016 4:00 pm UTC 45 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.
  • Put Your Content to Work: A Guide to B2B Marketing's Best Practices Put Your Content to Work: A Guide to B2B Marketing's Best Practices Cooper Pickett Aug 18 2016 5:00 pm UTC 45 mins
    This webinar will explore the essentials of effective B2B content marketing campaigns with an overview of audience research, topic identification, content creation, strategic promotion, and lead generation.

    You’ll learn how to leverage first-party data to develop a more complete picture of your audience, how to define and determine major themes in your content, and weave conversion opportunities in all of content you produce and promote. Led by L&T co-founder and CEO Cooper Pickett, this webinar will go over actionable takeaways to level-up your content strategy and is applicable to businesses of all sizes. If you have a website and want to be at the center of meaningful conversations, this webinar is for you.
  • Corporate Culture Shapes B2B Content Marketing Corporate Culture Shapes B2B Content Marketing Greta Paa-Kerner, Course Director, CIM Aug 23 2016 3:00 pm UTC 60 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
  • The State of Influencer Marketing The State of Influencer Marketing Brian Solis, Principal Analyst, Altimeter Group Aug 23 2016 5:00 pm UTC 60 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.
  • Nexterday North 2016 - 10 reasons & excuses to join Nexterday North 2016 - 10 reasons & excuses to join Ari Vänttinen, CMO Aug 24 2016 7:15 am UTC 30 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.