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.
  • A case study on how Basware has combined content management, marketing automation and demand generation disciplines in the early stages of the buying cycle to increase engagement via personalised content, generate more quality leads and drive sales pipeline.
  • As marketers grow in their commitment to customer experience and in their understanding of the critical role data plays in marketing’s success, personalization at scale and in context continues to challenge even the most skilled and seasoned marketers. Somewhere between the rapid evolution of digital marketing engagements and the rush to aggregate and collect data, the path from data to intelligence has been obscured and makes a state of personalized customer experience even harder to reach. In a day when the customer expects relevance regardless of channel, marketing must take a leap of faith, turning to new strategies and new opportunities to ask even more critical questions of our customer data. It is, in short, a new opportunity to make true personalization entirely possible.

    To explore the opportunity to take the next big pivot in customer experience strategy and address the new requirements of data, the CMO Council, in partnership with Microsoft, will explore the modern requirements of tapping into the power of personalization, gaining insight into where and how marketers can advance the voice of the customer in relevant and profitable experiences that transcend one-off campaigns. This webcast will pulse the marketing mindset to capture the best action plans of marketers looking to take the next step to personalization by leveraging the rich signals and contextual queues that customer intelligence has to offer.

    * Microsoft may use your contact information to send you relevant content or offers. You can unsubscribe at any time. View the privacy policy at
  • Sure, you want to execute successful automated campaigns,
    but relying on the batch-and-blast scenarios of the past won’t get you there.

    In this session, we’ll cover cutting-edge best practices for campaign automation, from lead source scenarios through to the AQL: automation qualified lead. You’ll also learn how to set campaign progression steps to yield rich leads and trackable results – even when the call-to-action isn’t clicked.
  • You know how to automate campaigns with the best of them. But with the rise in companies turning to referral marketing, are you prepared to execute on this new demand generation channel? Mark Brier, Director of Referral and Upsell Marketing, and Brian Chiosi, Marketing Systems Lead, will walk you through RingCentral’s journey to create and automate referrals to become a key revenue generator for their business.

    What you’ll learn:

    • Why referral marketing is important for B2B companies

    * Challenges of setting up an in-house referral program

    • Multiple configurations RingCentral used as they matured with referral marketing

    • What worked and what didn't throughout their referral growth
  • Marketing automation can help strengthen already successful webinar programs. It’s what amplifies and targets your leads to help you effectively nurture them through the sales funnel faster.

    The good news is that marketing automation doesn’t have to be a daunting task to be effective. There are several integration triggers that allow your team to efficiently and effectively sort through to find those higher-quality leads to share with your sales reps.

    Join Cloud Elements and the BrightTALK Academy to learn how to use the following key webinar integration features to convert leads faster:
    - Polling engagement to more effectively target personas
    - Attachment downloads to improve lead scoring
    - Webinar duration to power lead generation
    - Social sharing to create advocates
    - Webinar attendance to convert leads to opportunities
  • Webinars are consistently ranked among the top B2B lead generation tactics and can be one of your most powerful marketing tools -- but only if people attend. So how do you maximise both registration and attendance numbers?

    Join the BrightTALK Academy to discuss some of the best ways to promote your presentation - from start to finish. You’ll learn how to immediately increase registration and attendance numbers as well as:
    - How to turn employees into webinar advocates
    - Must-do’s to have registrants show up live
    - Successful techniques to ignite influencer excitement
    - Rogue social and email strategies to surprise and assure qualified attendees
  • Smart businesses know that great customer relationships are their best marketing tool.

    This means keeping in regular contact in specific ways. However, remembering to do it at the right times is hard, and what should you be contacting them about anyway?

    Join Tamsin Fox-Davies of Constant Contact to learn how and when to use auto-responder emails to create and grow great customer relationships that will bring clients back to you again and again.

    She’ll share the three key automatic emails that every business should be using and the step-by-step method to setting-and-forgetting these for your business.
  • Just about every marketer is faced with the impact of digital technologies that are changing consumer habits and shifting the way we work.

    So how can you equip yourself to deal with this accelerating pace of change? And what strategies can you adopt to drive meaningful and continuous change?

    Join Econsultancy, Marketing Week’s sister brand, for a session covering the core areas of digital transformation and how you can address them within your own teams.

    On the agenda:

    •Organisational Structures and Resourcing for your marketing and digital teams
    •Insourcing vs Outsourcing key marketing roles
    •Securing Board Buy-in for digital initiatives
    •The role of agility and Innovation within digital transformation projects
    •Skills of the Modern Marketer
  • Marketing Automation simply allows you to send the right email to the right person at the right time. In this webinar, renowned email marketing expert and Chair of the DMA Email Council, Skip Fidura, will discuss how using automation to humanise your marketing can lead to substantially better results.

    Key Takeaways:
    In this webinar you'll learn how to:
    - Engage with prospects and customer interactions in a scalable way.
    - Replicate those face-to-face interactions that are so valuable in retaining customers online.
    - Create timely, structured and relevant 1-to-1 messages in real time.
    - Maximise the return on relationship.
  • Why Experience is the New Channel for Advertisers

    The online adtech ecosystem is in the middle of a fundamental shift in the way it conducts user targeting. With the amount of user intelligence and precision location technology capabilities available today, combined with an audience that is increasingly more receptive to relevant messaging, advertisers need to have a plan. What’s the most plausible way to successfully transition from the “okay” strategy of today to the advanced targeting of tomorrow?

    Join us as we take a deeper dive into understanding the complete view of location and how you can use context to take your audience targeting to the next level.

    In this webinar, you'll:

    * Get new insight into the adtech ecosystem's current migration in user targeting.
    * Hear new strategies for planning relevant messaging to target your ideal customer.
    * Learn how user intelligence and precision location targeting is the key to build a robust marketing strategy.

    Stewart Rogers, director of marketing technology, VentureBeat
    Jim Crowley, CEO, Skyhook
    Mike Schneider, VP of Marketing, Skyhook

    Register today for this live interactive roundtable discussion.
  • Specializing in real estate all over the world, US-based JLL is a professional services and investment management company that knows the secret to success is great data. JLL ensures every critical message makes it to their customers, using customer contact data verification best practices. Join the experts from JLL to learn what great contact data can do for your business and hear about how essential it has been to their international success.
  • Oct 21, 2015
    10 am PST/ 1 pm EST

    How do you get the best mobile users? That's a question thousands of app publishers ask themselves daily. We have the answer.

    If you build the best app in the world, it's going to be wasted if no one ever finds it. But there is a virtual sea of mobile apps out there, each clamoring for the attention of those top users -- the ones with the great attention spans or the deepest pockets. Most consumers will only tolerate so many apps on their phone -- that means yours has to really count. Mobile ad spending doubled last year and top apps are spending anywhere from $4 to $30 per user for fresh users.

    VB Insight took a hard look at mobile user acquisition -- the major players, the best strategies and the top user acquisition companies. We surveyed 731 mobile developers with over a billion users among them. We also studied data summarizing the results of almost 14 billion mobile ads, and talked to leading user acquisition experts. And now John Koetsier is going to give a first look at the data -- for free. We'll also talk to two experts in the field of mobile user acquisition and get their real world take on a very tempestuous arena. Your mobile strategy can't afford to wait another day -- don't miss this vital information and free interactive web roundtable.

    This webinar will be based on John Koetsier’s VB Insight report "Mobile User Acquisition: How top publishers get the best users for less money", which was published Sept 10, 2015. This is independent analysis and vendors did not have any influence on the outcome of this report.

    John Koetsier, VP Research, VentureBeat
    Rob Singer, CMO, Ancestry
    Robin Joy, VP Web and Digital, Docusign

    Check out VB Insight to access John's Mobile User Acquisition report, and to access the latest research on Marketing Technology:
  • Whether your company is a huge B2B technology SaaS vendor or a small B2C retail company – or anywhere in between – maximizing the relevance of your website is critical to your success.

    Upwards of 97% of your web audience is anonymous. Can you afford to wait to begin personalizing until they share an email address?

    Web personalization affects bounce-rates, time-on-site, page views, conversions, and other critical success metrics. In fact, we found that 87% have seen a lift of at least 5% in their most important metrics, excluding those who say it’s too early to tell. Two in five (39%) have seen increases of at least 20% in their most important metrics.

    But your company is unique. What are your priorities? How do you address them? Which vendors are relevant – to your business type, company size, audience, and budget?

    Andrew Jones, analyst, VentureBeat
    Wendy Schuchart, analyst, VentureBeat
    Jeriad Zoghby, Managing Director, Global Personalization, Accenture

    This webinar will be based on Andrew Jones' VB Insight report, which will be published in September, 2015.

    Check out VB Insight to access Andrew's website personalization report, and to access the latest research on Marketing Technology:
  • Is it true that technology can now empower your sales and marketing teams with the ability to predict the buying patterns of prospective clients?

    As our world evolves into a technology-driven society, your consumer’s digital fingerprints are everywhere. Predictive marketing systems claim they can predict your next customer by mining these purchasing cues from digital behavior. Can this technology really tell us who will buy, what they’ll buy and when?

    Join host David Lewis, CEO of DemandGen as he interviews Scott Broomfield, CMO at Xactly and Zak Garner, Director of Customer Success at 6sense to understand how firms like Xactly use 6sense's predictive intelligence solution to gain insights of future buying patterns.
  • Today’s consumers are more savvy and more distracted than ever before; they have learned to ignore the constant marketing noise we as marketers have become guilty of pushing out. The organizations that cut through the noise and deliver relevant, highly engaging user experiences last, while those that don’t are soon forgotten.

    The goal is to provide real value to each one of your users with every communication. If you make each user feel like a person (not a segment), they will keep coming back. Ignore their needs, and they leave. Beyond just personalization, we must individualize every user experience.

    How do you scale individualization to reach every one of your users on a 1:1 level? How do you make sure you consistently provide value to every individual?

    The answer: Machine Learning

    Ask Yourself: “What if you had a marketer for every single one of your customers who knew their behaviors, product preferences, and types of topics they loved most?” Sounds impossible, unless you only have a handful of customers.

    Machine learning makes this possible, at incredible scale. When you look at Facebook, Netflix, and Amazon, they solved the same problems with powerful machine learning. That same technology used to be locked up or “out-of-reach” for the majority. That has now changed.

    In this webinar, you will learn:
    * How modern marketers have already started implementing the same powerful machine learning being used by Facebook and Amazon.
    * How companies like The Next Web have found success in repeatedly maximizing engagement through 1:1.
    * What types of insights that machine learning will surface for you faster and with greater accuracy than previously available.

    Featured speakers:
    Andrew Jones, VB Insight Analyst, VentureBeat
    Tom Davis, Chief Marketing Officer at Forbes Media
    Martijn Scheijbeler, Growth, SEO & Analytics at The Next Web
    Bob Colner, Director of Analytics at Boomtrain
  • Companies from Sony, to Sephora use communities to stay-in-touch with their customers, keep pulse of the customer experience, innovate, co-create and, above all, improve marketing decision-making. Community members participate in on-site discussions, chat with one-and-other and businesses win by mining valuable consumer feedback, and engaging with customers in a meaningful and ongoing way.

    When surveyed, 56% of marketers report using, and 26% report considering branded community approaches for accessing consumer insight in 2015. Virtually all branded community users report that they receive unprecedented ROI from the communities they use and can’t imagine not having a community on-demand insight.

    Toluna is a leading provider of communities, and we power more than 200 communities for brands that you know and love. We’ll provide you with a sense of how these brands have saved money on their research costs, while obtaining more customer feedback from key target audiences.

    In this Marketing Week webinar, in association with Toluna, you’ll learn how:
    • Companies have made an ROI case for building a community of their own, and results achieved.
    • Communities can be implemented – the way that they can tie in with all aspects of marketing, including social efforts.
    • Case study presentations, brands that have put branded communities to work for them, and how they’re winning by obtaining a significant competitive advantage.
  • These days, marketing is under big time pressure to perform. With budgets rapidly shifting to the CMO, the demand for marketing to prove its value to the business is only going up.

    Smart organizations are using data science to capture and disseminate this insight. The trouble is most marketing organizations are lukewarm on both how good their own insights are and how good their business partners are at making their insights actionable.

    Advanced analytics and data science, when used the right way, can result in better allocated budgets and a more accurate measure of marketing performance — which can mean better, smarter marketing overall.

    This webinar will cover how top marketers are using marketing data to their advantage and driving huge value with analytics.

    Attendees will:

    * Learn about the different types of advanced analysis most commonly used today and how they impact marketing (segmentation, multi-variate testing, marketing-mix modeling, etc.)

    *Learn about attribution, and the most common models used that aren’t last touch.

    * Gain guidance on how top companies are investing in data talent, and best practices for building a data-focused marketing team

    Jon Cifuentes, Insight analyst, VentureBeat
    More panelists to be announced
    Check out VB Insight to access Jon's marketing analytics report, and to access the latest research on Marketing Technology:
  • Since it was heralded as ‘the next big thing’, the pros and cons of marketing automation have been debated at length. Data available suggests adoption rates have increased significantly but this is restricted to larger organisations and varies dramatically from industry to industry, so the overall picture is unclear. Direct feedback from our clients and our own research raise queries around the success of MA adoption, and the value of digital sources in generating revenue (marketers surveyed stated that 76 per cent of revenue is still generated through non-digital means).

    It seems there may still be some way to go before we reach the holy grail of automated multichannel actions improving lead conversion rates and reducing the sales cycle, leading to increased revenue. This webinar will look at where we are today, what is still to do and how human interaction can help fill the gaps in realising the full potential of marketing automation.
  • Marketers have been effectively analyzing their own customer data and identifying similar buyer attributes offline for decades. Unfortunately customer data is often siloed or spread across dozens of applications, preventing marketers from leveraging insights that should be used to model the perfect new audience for digital campaigns, or to campaign performance against offline consumer sales.

    When your data is connected insights can be shared across marketing applications and measured offline or online. Data from every marketing technology in your toolbox can finally be connected allowing you to continuously refine your campaigns. Sign up to join our next webinar where you’ll learn:

    – About new strategies for audience modeling and practical tips for getting started
    – Reach the perfect audience by connecting your customer data to digital marketing campaigns
    – To forget about measuring campaign performance with vanity metrics like “reach” or “impressions”
    – How to determine which digital campaigns are actually delivering measurable sales
  • Join Marketing Week and IBM for this bespoke webinar outlining the steps you need to reach true digital marketing optimisation.

    This enlightening webinar with Jo Roberts (Head of Content Marketing - Marketing Week) and Jeremy Bassinder (Executive Partner – FMCG - IBM) highlights the quick wins and long term strategies that form the blueprints you need to maximise your digital strategy.

    In this hour long session Jo and Jeremey will discuss:
    •Creating a digital blueprint
    •Test, test and test again
  • Is there any device more personal than the mobile phones consumers keep glued to themselves 24/7? It tracks where they go, when they go, and often, how long they stay there. They visit city parks and day care centers regularly? Chances are they’re a mom (or dad). They go to concert venues and trendy cafés? While they may or may not be a hipster, they’re probably a millennial.

    Not to mention all that content on their phones. The apps they download. The podcasts they listen to. The searches they perform.

    Personalization takes a giant leap when applied to mobile, and mobile marketing automation is essential to any marketer trying to reap its sweet rewards. It’s the only way to action all that data and turn it into meaningful mobile interactions.

    But what exactly do you need? And what’s the full potential? After all, you can’t act on what you don’t know.

    In this webinar, we’ll share how mobile unlocks the biggest gateway to personalization yet. You’ll hear how leading-edge companies today are turning the data from our GPS-enabled devices into profitable insights. And you’ll learn the best tools to get there.

    What you’ll learn:

    * How to use mobile devices to zero in on those tough customers
    * Get insight on VB Insight's latest personalization research
    * Hear tips from the top experts in personalization and mobile presence.


    Andrew Jones, VB Insight Analyst, VentureBeat
    Wendy Schuchart, Moderator, VentureBeat

    Check out VB Insight to access Andrew's personalization report, and to access the latest research on Marketing Technology:
  • Chief marketing officers are being challenged to fortify their positions, expand authority and assert ownership of critical leadership roles in their organizations. They are surrounded by title inflation in the C-suite with multiplying turfs and sub-divisions of responsibility, including “chiefs” of revenue, digital, data, customer experience, relationships, insights and innovation. In many organizations, marketing still struggles for legitimacy and credibility.

    While the appointment of a CMO sends the right signal, the credentials, character and capability of this emerging C-level executive member are of critical importance to internal acceptance and permanency. A true CMO must be the CEO-in-waiting, groomed in all aspects of the business and a true leader and value-setter for the organization. Many CMOs aspire to this role, but few make it to the corner office and even less serve on corporate boards. As the realities and requirements for a CMO are reflected in the selection and appointment process, this is likely to change.

    Today’s increasingly complex, distributed and digitally driven marketing ecosystem is putting pressure on global marketers to better integrate and manage data, best of breed solutions, creative resources, brand assets and go-to-market functions. While digital marketing complexity is enormous—providing most CMOs with major transformation challenges—many are thriving on new customer insights and campaign measurement tools that make a strong case for marketing value, spend and sales pipeline contributions. They are collaborating at unprecedented levels with CFOs, CIOs and COOs, as well as establishing themselves as market experts, customer experience architects, and well-informed global strategists.

    Further webcast details will be announced shortly.
  • November 5, 2015 at 12:30 pm PST / 3:30 pm EST

    If you've ever seen a picture of Taylor Swift or Jon Hamm in a magazine, you'll know the outfit they are wearing wearing probably cost in the region of $1-10k. You really, really want to look like Taylor Swiff or Jon Hamm, but that's a bit out of your price range. Fortunately, the magazine has your back, and tells you how to buy (almost) the same looks for under $100.

    We thought it was high time someone did that, but with marketing technology.

    In this webinar, we'll tell you which marketing technologies are most popular among the Fortune 500s of this world, and then explain how to "get the look" for considerably less. Sometimes free.

    By attending this webinar, you'll:

    * Find out which marketing technologies have the most 'enterprise-class' users
    * Discover free or cheap alternatives to start using today
    * Learn the limitations of those more cost-effective solutions
    * Get the scoop on the up-and-coming products making waves

    Tune in, and we'll show you how to get Saks Fifth Avenue products for an Old Navy price.

    Stewart Rogers, Director of Marketing Research, VentureBeat
    Sean Moeller, Founder and CEO, Daytrotter
    Wendy Schuchart, Analyst, VentureBeat

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

    Check out VB Insight to access Stewart's Marketing Technology report, and to access the latest research on Marketing Technology: