Learning Organization Insights and Marketing Effectiveness

Gary Katz
Learning is the operative word when it comes to maturity. The ability of an organization to learn – to become a learning organization – is fundamental to its long-term development. This webinar discusses how to apply best practices of learning organizations – as initially introduced by MIT professor and author Peter Senge in his landmark book, The Fifth Discipline – into the marketing function to increase marketing effectiveness.
Sep 8 2009
29 mins
Learning Organization Insights and Marketing Effectiveness
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  • Customer Retention: How the Story Changes Jun 12 2014 4:00 pm UTC 45 mins
    Business executives confirm that a majority of revenues come from existing customers – 68% according to a survey conducted by SAS and Loyalty 360. Yet most marketers spend the majority of their attention on net new customer acquisition. With contribution to revenues an increasing mandate from executive teams, marketers can benefit by engaging customers to drive cross and upsell. However, it’s not the same thing at all as marketing to brand new buyers. Putting high-strength retention programs into play will require a shift in marketing mindsets.

    Customer retention programs require:

    · A new approach based on your customer’s status quo
    · Developing a better alignment with sales and account management teams
    · A new twist on personas specific to customer attributes
    · A continuous feedback process that also creates higher quality net new leads
  • 7 Advanced Lead Nurturing Tips for Marketing AND Sales May 15 2014 5:00 pm UTC 45 mins
    Engagement with prospects is always a challenge - in both marketing or sales. It would be great to be able to send a quick email to each of our leads on an individual basis - but is this always a realistic option? Lead nurturing helps address this engagement challenge and helps deliver the right information to the right leads at the right time.

    Join Mathew Sweezey, author of "Marketing Automation for Dummies," as he addresses the challenges of lead engagement for both marketing and sales teams and gives us valuable information on how lead nurturing can help solve this problem.
  • Marketing Automation: Templates, Templates, Templates! May 15 2014 4:00 pm UTC 45 mins
    Ah! You just sent all your requirements for a new campaign to your automation agency or internal resources and forgot a couple of points. Again. What if you could use a template that includes a collective wisdom of several marketers and a checklist?
    The webinar will cover several template types you can download and use for your next campaign:
    - automated campaign template with a check list
    - campaign review list for stakeholders
    - email templates considerations (best practices, translation ease, etc.)
    - Word document template anybody can use for internal emails
  • The Missing Link: Why Marketing and Sales Struggle with Revenue May 15 2014 3:00 pm UTC 60 mins
    Many of today’s B2B marketers and sales teams are going full-speed ahead to implement the newest social technologies and run complex nurture campaigns. Unfortunately, results often don’t live up to expectations. Is it because they need more content or better marketing and sales integration? Some might say “yes,” but those are missing the most important step of the customer acquisition process: Knowing Your Buyer.

    Not convinced? In this 20 minute video interview with 10 minute audience Q&A Christine Crandell and Amit Varshneya, Vice President, Consulting Services, Demandbase will have a live debate on why knowing your buyer is the game-changing missing that can transform sales and marketing.
  • Panel: People, Process, Content -- THEN Automation May 14 2014 4:00 pm UTC 55 mins
    The role of the B2B marketer has changed because of technology, and this change has been led by an evolution in buying and selling driven by technology. Marketing systems are collecting incredible amounts of data about millions of different (often fleeting) interactions that is practically never applied to anything useful. Furthermore, many technology systems are not properly integrated, and/or their implementation strategy did not plan for broader communication between complimentary technologies. We know both more and less about our prospects than ever before, all because of technology.

    Campaign automation strategy needs to support a broader, more strategic approach to Demand Generation that involves aligning people, process, content and technology around the buyer in order to better support their purchasing journey.

    In this panel discussion featuring demand generation and marketing automation experts, we will discuss how B2Bs should outline their Demand Generation strategy … before they make their marketing technology decisions.
  • Work Together Even When You're Not Together! Collaborate in the Cloud Apr 23 2014 4:00 pm UTC 60 mins
    Collaboration is crucial when it comes to your marketing team. No matter if you're based locally or globally, the concept of work and the way we interact is completely changing. With smartphones and tablets taking over our lives, efficient collaboration, coordination, and consistency around marketing campaigns and messaging can be challenging when running a marketing organization.

    Join this webinar to discover:

    - The latest and greatest in marketing automation and file sharing platforms
    - Content collaboration tools that save time and keep branding consistent between teams
    - How centralizing assets can ease global content translation and localization
    - Real-time content and campaign sharing that can spark new ideas and educate your organization
  • Launching a Marketing Campaign from Start to Finish in Box Apr 22 2014 4:00 pm UTC 60 mins
    Collaboration, coordination, and consistency around marketing campaigns and messaging can be challenging when running a global marketing organization. Without the ability to store, share, and monitor your campaigns and content on a common platform, marketers struggle with communicating across the silos of their company. The potential result of this disconnect can range from wasted content to inconsistent messaging.

    Join this webinar with Fathom, a top digital marketing agency, to learn how their marketing team works together with Box to save time, keep branding consistent, and increase efficiency.
  • Big Data In The Age Of The Customer Recorded: Apr 17 2014 41 mins
    Big data has received a lot of media attention in the last two years, but the noise is drowning out the real opportunity. That is to use more available data to help your business win, serve and retain increasingly powerful customer. This webinar will present Forrester's point of view on why most firms are missing the true nature of big data, and illustrate how leaders are using data that is more diverse, messy, and large to make better competitive decisions.
  • Find Out What’s Really Stopping Your Customers from Converting Recorded: Apr 17 2014 41 mins
    You already use analytics tools to get important data about your web traffic. But if you aren’t getting feedback from your users about why they’re doing what they’re doing, you’re only getting part of the story.

    In this webinar, Phil Sharp, Senior Marketing Manager of UserTesting, will show you how usability testing can help you get inside your customers’ heads and uncover the hidden problems that are affecting your bottom line.
  • Unnecessarily Naked: The Digital Marketer’s New Clothes Recorded: Apr 17 2014 31 mins
    Modern data provides a multidimensional view of the customer, giving necessary insight into campaign and budget planning. Digital marketers feel like they’re well covered. But there is still a major dimension that is missing from most digital marketer’s view, leaving them naked to a critical data point - those high value, offline conversions. Creating a clear, accurate marketing plan and budget is tricky enough on it’s own, and it becomes especially challenging when you don’t have insight into all of your conversion points and accurate ROI.

    Join Invoca CMO Eric Holmen and special guest Paul Wicker with Kenshoo, as they discuss how to get a complete picture of cross channel conversions, to create a complete and accurate marketing budget and plan. You’ll learn:

    ●How to leverage inbound call intelligence to get an accurate picture of your digital campaigns that convert offline

    ●How to overcome the challenges that come with connecting the data and budgets spread across multi-location and local campaigns

    ●How to accurately calculate the true ROI and budget of omni-channel campaigns
  • How Does Cisco Use Big Data to Predict Sales? Recorded: Apr 17 2014 40 mins
    Learn how Cisco is using big data to predict sales, improve marketing effectiveness and forecast business. Cisco uses a method called ESP—Enterprise Sales Predications — to understand in advance which prospects are likely to buy, what products/services interest them, when and how much they’ll buy. Get a sneak peak at their secret sauce, and deep dive insights into how these predictions accelerate the sale cycle, increase the funnel, and seamlessly integrating into all downstream sales and marketing systems (CRM, SFDC, marketing automation, and CMS for targeting and personalization).
  • Measuring the Company-Wide Impact of Employee Engagement Recorded: Apr 17 2014 54 mins
    What is the value of an engaged, satisfied staff when it comes to influencing tangible customer metrics like retention, loyalty and even revenue?

    Learn how employee engagement is critical to your organization's overall wellness, and how happy employees will benefit your bottom line.

    Join Mike Phillips and Jerry Rackley as they discuss:
    - Executive buy in - how high employee engagement adds to the bottom line
    - How to increase and measure employee engagement
    - Who should own employee engagement
    - Examples of top engagement initiatives
    - Insights and best practices from Demand Metric and Cvent's 250+ organization study
  • Tapping Data Science to Create Lasting Customer Relationships Recorded: Apr 16 2014 23 mins
    If you’re trying to market to customers without taking data into consideration, then you’re marketing in the dark. To have a truly effective engagement with customers, marketers must get into the minds of their customers. Predictive data science can help businesses anticipate a customer’s next move and even optimize that customer’s potential lifetime value.

    This session will provide tips on how to leverage the power of predictive data science to build customer relationships that last a lifetime. Attendees will also learn how practitioners are putting predictive analytics into action to retain customers, boost margins and grow revenue.
  • Growth-Hacking: Real or Hype Recorded: Apr 16 2014 31 mins
    Growth-hacking rose to prominence in 2010 as a model to rapidly grow a company through unconventional techniques. The concept caught on with marketers at large and small companies as well as its fair share of detractors. In this spirited interview, Christine Crandell discusses with Greg Ott, Intuit’s VP of Marketing for QuickBooks Online, growth-hacking’s applicability to larger organizations and if it can help to reverse Marketing’s cred as corporate bad boy.

    The 20 minute video interview with 10 minute audience Q&A will also explore how technology drives change companies may not be ready for and how marketers can turn to their advantage.
  • Tips for Building a 'Culture of Optimization' to Drive Business Impact Recorded: Apr 16 2014 43 mins
    Building a culture of optimization from scratch is no easy task, especially in a large Enterprise organization. This presentation aims to walk through best practices for A/B testing, targeted for large organizations who are just getting into the optimization game. Educating teammates, showing & evangelizing big wins, and leading an organization mindset shift are key steps to taking your business to the next level of insights & growth.
  • Panel: Driving More Profitable Customer Interactions with Big Data Recorded: Apr 16 2014 58 mins
    Companies today face tough challenges in trying to maximize the value of their customer data to achieve next-generation business results. Marketing teams rely on data from digital marketing channels, while IT teams depend on machine data to understand their operations. Currently, these data sources are extracted and analyzed in completely separate silos, which prevents organizations from gaining a true unified view of their customers across digital touch points. However, with new technologies and best practices, organizations can now integrate these two key data sources to create unparalleled – and actionable – insights about their customers.

    Join Tealium, Splunk and InsideView for an insightful panel discussion moderated by Frost & Sullivan to learn about these new trends and best practices for solving the ‘big data’ challenge and gaining a holistic view of customer behavior.
  • Crimes in Survey Design Recorded: Apr 16 2014 60 mins
    Feedback and survey research is about asking the right questions of the right people at the right time. If we can master these three things then the likelihood of delivering action- oriented information to your “clients” (whether internal, like senior management, or external) increases significantly. However, impediments to good survey design are on every corner.

    Join this webinar to learn more about:

    ** The Importance of Collecting Feedback
    ** The Worst Survey Crime
    ** How to Right the Wrongs
  • Beware the Giraffes in your Data! Recorded: Apr 16 2014 35 mins
    Savvy marketers spend a lot of their time analyzing big data, on the lookout for exciting new insights which can translate into action items and strategic advantage. Unfortunately, “giraffes” in their data – portions of data which dominate the rest of it – often hide important insights and lead to erroneous strategic decision making. In this webinar, we will discuss how to spot giraffes in your data and how to make sure they’re not misleading you.
  • Intro to Box Recorded: Apr 9 2014 29 mins
    Join us for our Intro to Box series, a monthly discussion of the latest in the world of enterprise IT, content collaboration, cloud technology, and Box. We'll cover an overview of Box, how businesses like yours are changing the way they work with Box and other cloud technologies, and walk through a demo of the latest and greatest in the product. The sessions will be led by Box product experts, and you might even get a guest appearance from one of our fearless leaders.
  • Why Behavioral Marketing Automation is the Next Game Changer Recorded: Mar 27 2014 60 mins
    Today’s marketers must treat their customers as individuals in order to develop engaging relationships that convert to revenue. To do so, they must learn a lot about each person. This includes not only the preferences they tell you, but also the preferences and interests they express based on their actions. Collecting buyer behaviors can result in a very powerful customer database, and when marketers then incorporate this wealth of knowledge into automated, personalized campaigns, the resulting revenue can be impressive.

    Join Dave as he unveils the power behind behavioral marketing automation and shares the results of several campaigns that achieved success by taking this approach.
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How critical is Marketing Operations as a distinct discipline inside your organization? Is it important enough to be independently funded? It is well enough understood for your organization to embrace it holistically and wholeheartedly?

Marketing operations instills operational discipline (process, technology, metrics) and facilitates better alignment between Marketing and its internal stakeholders (C-level, sales, finance, IT, etc.). It enables organizations to embrace the Science side of Marketing while helping individuals to navigate the turbulent winds of change. Done right, Marketing Operations can literally transform the MO of Marketing organizations.
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  • Title: Learning Organization Insights and Marketing Effectiveness
  • Live at: Sep 8 2009 7:15 pm
  • Presented by: Gary Katz
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