Marketing Operations and Automation

While companies have been ditching traditional marketing methods in their race to capture the online-savvy millennials, no one is on their phone 24/7, and delivering brand messages out in the world is still vital to capturing mindshare.

Those first-gen marketing methods, including outdoor, tv, direct mail, and more, are still valuable and essential to building a stronger bottom line, especially when integrated as a vital part of an overarching marketing campaign, firing on all cylinders. That’s easier than ever, because traditional doesn’t mean old-school and analog anymore, and innovations in marketing technology don’t only apply to your online channels. You can apply your martech capabilities not just for tracking, measurement, and attribution, but to keep tabs on omnichannel competitor strategies, design the most effective campaign copy in every arena, create the most impactful rollouts between all your channels and more.

To find out how to integrate offline marketing channels with your online efforts, how marketing technology can bring those traditional methods into the twenty-first century, and more, don’t miss this VB Live event!

Registration is free.

Attend this webinar and learn:
* How to use martech to digitize offline channels
* How to integrate traditional marketing efforts into their newer tech-driven marketing stack
* The importance of combining online and offline marketing
* How to track offline conversions

Speakers:
* Evan Jones, CMO, Fender
* Mark Coffey, SVP of Strategic Partnerships, GasBuddy
* Myllisa Patterson, Senior Director, Event Cloud Marketing, Cvent
* Shannon Ryan, Head of Marketing, CI&T
* Rachael Brownell, Moderator, VentureBeat

Sponsored by Cvent

Adding a vendor to your staffing model can be a strategic move if you need to reduce budget, deliver new content types, scale fast, or co-locate writers in new geographies.

Join Scott Abel, The Content Wrangler, and his special guests, Jennifer Kaufman a Senior Content Services Manager at NetApp, and Debbie Roemer, a highly experienced content consultant, for this free, one-hour webinar. Jennifer and Debbie will talk about how to find the right vendor, plan for the engagement, and nurture the relationship. You'll learn how to plan for success when building a mixed team of vendor and staff content creators.

It’s a fact: While companies are investing more and more in events, B2B marketers are struggling to tie event spend to revenue generation. So what’s the secret to delivering measurable results for your events? Getting those crucial face-to-face meetings between prospects and your sales team booked in advance of events.

Join us on December 12th in this informative webinar, where we break down:

- How to streamline the process of scheduling pre-event sales meetings
- Best practices for establishing and tracking your event metrics strategy
- Key factors for meeting setup & success
- Collecting quality data to enable sales & drive pipeline
- And much more!

Technical communications has progressed from monolithic paper and digital manuals, to structured, topic-based authoring, and more recently down to 'microcontent' to improve quality, ease of access and consistency of message. 'Nano-content' is the next logical step in that progression and lives at the 'coalface' between content and data. It is the bridge between structured data and structured topics which, when properly managed, can add several new dimensions to technical publications work.

Universally faceted nano-content is a technique that takes a page from GPS applications that use triangulation (latitude, longitude, and elevation) to locate things in geographic space. Locating things in digital space should be just as intuitive and precise.

Join Scott Abel, The Content Wrangler, for this webinar with his special guest, John O’Gorman, Principal and Chief Disambiguation Officer at Quantum Semantics. John will walk through the process of identifying, classifying and using terminology to connect the language of a business or application to the content that supports its use. He will demonstrate how the same process can be extended to the content itself and how, in combination, faceted terminology takes findability to a whole new level.

ABOUT JOHN O'GORMAN

John O'Gorman is a 30-year veteran of the information management trenches. He is the inventor of a universal classification protocol called Q6, and co-founder of Q6FSA, an enterprise information management collaboration with Robert Vane in the UK. His experiences run the gamut from terminology stores and data catalogs, to executive information reporting, data warehousing, activity-based costing and technical communications, localization and internationalization. His big 'aha' moment came when he realized that all of them are made of the same stuff and follow the same rules.

It can be difficult to onboard users to new and complex interfaces and workflows. New research shows that images and video enhance understanding and retention of complex information and tasks and can even increase productivity, but software often changes quickly and requires regular updates and localization. How can we leverage the power of visual communication without having to constantly localize new visual content?

Join Scott Abel, The Content Wrangler, and his special guest, Daniel Foster, Strategy Lead for TechSmith, for this free one-hour webinar. Daniel will show you how a Simplified User Interface helps you create powerful and useful images to help your users better understand your content, while extending its shelf life and often eliminating the need for localization.

Failing to align on marketing and sales strategies leads to wasted efforts, execution mishaps and lost business opportunities. Yet according to SiriusDecisions research, only 37 percent of b-to-b organizations would say there is overall marketing and sales alignment, and nearly one-third of sales organizations estimate they lost at least one month of productivity re-evaluating their account territory assignments after the start of the year.

Tune-in to learn industry best practices for aligning sales and marketing to drive demand in an account-based buying environment. Discover tips for leveraging technology to gain actionable insights on accounts, focusing prioritization efforts to rapidly scale ABM efforts.

You’ll also hear first-hand how to create an aligned ABM strategy that drives measurable results like faster time to engagement, larger deal size, and higher win rates.

Artificial Intelligence (AI) has the potential to completely revolutionize the B2B selling function. And depending on who you talk to, AI will either enable massive productivity gains from your employees or replace them entirely.

Hype aside, AI is coming, and B2B companies need to understand how to harness it. And despite the promise of ‘plug and play‘ technology, real AI requires varying degrees of knowledge engineering, product and content architecture, and high-quality data sources to be effective.

In this session, EIS's Bryan Kohl, VP, Business Development and Dino Eliopulos, Managing Director demystify AI for your B2B organization.

You will learn:

--How you can leverage best practices to re-think processes for the product content lifecycle, from initial onboarding to post-production syndication
--The infrastructure you’ll need to consider when planning for your AI initiative
--How AI enables new product associations and personalized experiences to drive deeper engagement with your customers

Bots, artificial intelligence, and messaging — cost-effective, easy-to-implement automation technology —- is gaining a major foothold in customer service organizations, and the impact is palpable. Contact centers are on track to shrink by 50 percent in the next three years as routine tasks are taken over by faster, efficiency-saving bots that can triage requests, boost customer satisfaction, and offer an 8.6 percent increase in profit margin per customer.

These technologies are also making it easy to tap into the gig economy, which is producing a growing supply of tech-savvy labor for companies that also saves costs. For workers, it means flexible arrangements with low barriers to entry, plus more satisfying employment, now that the grunt work has been eliminated by automation.

AI and automation is set to level up the workforce, the economy, and your bottom line. For a closer look at the long-term implications of automation, how to invest in the brave new world of work, and more, don’t miss this VB Live event!

Attend this webinar and learn:

* The workforce implications of customer service bots
* How bots and employees can work side-by-side
* What smart companies are doing to lay the groundwork
* Future of work - what does it look like?

Speakers:

* Abinash Tripathy, Co-founder, Helpshift
* Peter Ryan, Principal Analyst, Ryan Strategic Advisory
* Stewart Rogers, Analyst-at-Large, VentureBeat
* Rachael Brownell, Moderator, VentureBeat

Sponsored by Helpshift

Join Scott Abel, The Content Wrangler, in The State of Technical Communication 2019 webinar for a review of the troubles, trends, tools, and technologies impacting technical communication teams around the globe.

Scott will share high-level results from our annual Technical Communication Industry Benchmarking Survey. Attendees will receive a complimentary summary of the survey results.

Structured content is an ideal starting place for creating and producing rich media in bulk. A new technology created by TXTOmedia transforms this native and localized written documentation into rich media, such as animation, live-action video, and interactive visuals in an automated, fast, and cost-effective way — enabling versioning and respecting existing workflow processes within large organizations.

TXTOmedia supports XML and Structured Content in multiple languages which is then parsed by and transformed into rich media automatically. This allows you to take existing structured content and create video, slides, visual TOC, Hot Spot Images and Interactive Product Models.
 
Takeaways:

–Watch instead of read; visuals and video are preferred above text by most audiences.
– Rich media creation is no longer a painful manual and disconnected process
–Technical publications become more vital for sales.

ABOUT WOUTER MAAGDENBERG

Wouter Maagdenberg started his career in 1996 with a specialized web agency for the media, music and sports industry in Amsterdam. He focussed on streaming media and continued to develop rich media software. In 2011 he sold his technology company to SDL. Today, Wouter focuses on the auto-creation of video and other rich media content. His company TXTOmedia delivers solutions to transform existing content into rich media such as animations and video for today's screens, AR and VR. 

Admit it: sometimes even you get bored with your company's content. After all, there's a limit to how many ways you can say the same thing to the same people. Or is there? As it turns out, the answer doesn't lie in figuring out ways to reuse and recycle your content. It lies in understanding how to re-mix your content around the ideas that matter most—to you and to your customers. In this highly interactive workshop session, Tamsen will show you how to do just that.

Business models are fundamentally changing based on the experiences consumers are having with brands. And this disruption is driven by data -- the language of those relationships. Organizations are now understanding the power in data to guide an experience and understand what consumers are telling them.

Join us to learn how to create exceptional customer experiences through data. During this webinar, we’ll discuss:

- 5 factors that are changing a customers experience

- How data plays a critical role in creating engaging and meaningful moments

- 5 mandates for adjusting to the evolving expectations of customers

- And so much more!

IT leaders look to technology as a business differentiator and rely on it to foster innovation. Enterprises have discovered that hyper-converged infrastructure (HCI) can be the foundation of a modern, cloud-like datacenter. But don’t stop there — going beyond HCI delivers more savings, increases IT agility, and supports multi-cloud goals when you add virtualization as an integral part of your stack.

How do you harness the power of HCI and virtualization? Sure, there are a wide variety of tools on the market, but choosing the wrong HCI platform could limit your options in how you operate your datacenter or could impede cloud goals — including those associated with virtualization.

To learn more about the power of HCI and virtualization, how virtualization can remove complexity and increase efficiency, and how to choose the right HCI tool, don’t miss this VB live event!

Registration is free.

Attend and learn:
* How virtualization platform options on the market compare
* Why to consider changing virtualization solutions
* How to choose the right virtualization solution
* How to save thousands in virtualization licensing costs

Speakers:
* Bhavani Yellapragada, AVP of DevOps, Nasdaq
* Mike Wronski, Principal Marketing Manager, Nutanix
* Stewart Rogers, Analyst-at-Large, VentureBeat
* Rachael Brownell, Moderator, VentureBeat

Sponsored by Nutanix

If you are a B2B business owner or run a B2B business and want sustainable sales growth then this is a must-see webinar for you!

Peter Strohkorb, international expert on customer centricity in sales and marketing (smarketing) outlines the ten customer touch points that will make or break your business.

This webinar is ideal for B2B Business Owners, Salespeople and Sales Leaders who want to quickly fill their sales pipeline and accelerate their sales results with field-proven techniques.

Secure your attendance now!

Trends in technical communication can be hard to decipher, even when looking at data. But one underlying trend is that technology seems to be getting more specialized and complex. This trend toward specialization is driving up the value of technical knowledge, making it more prized than writing skills. At the same time, writers are often wearing multiple hats as they work on a variety of generalist writing tasks and a diversity of technical projects. The requirement to be both specialist and generalist makes tech comm a particularly challenging field to navigate.

Join Scott Abel, The Content Wrangler, and his special guest, Tom Johnson, for this free one-hour webinar. Tom will talk about the growing complexity in the technology landscape that is ratcheting up the importance of technical knowledge in organizations, and overshadowing writing skills. Creating documentation is becoming more of a collaborative effort with engineers due to the increasing level of complexity and specialization in the technology landscape.Specialized knowledge about writing and language doesn't seem to have as much weight in the workplace as technical knowledge. Join Scott and Tom for a lively discussion about these recent trends in tech comm.


ABOUT TOM JOHNSON

Tom Johnson is a senior technical writer for Amazon in Sunnyvale, California, who is best known for his blog “I’d Rather Be Writing,” on technical communication topics. The blog has one of the largest followings of technical communicators online. Additionally, Tom has created an extensive web API documentation course (http:/idratherbewriting.com/learnapidoc) that has helped hundreds of technical writers transition into API documentation. Lately, he has been working on a series of essays around information design (http://idratherbewriting.com/simplifying-complexity) for simplifying complexity. Tom has given more than 90 presentations over the past decade at various technical communication events.

Content operations, ContentOps for short, has been around for a long time, though the average practitioner would be hard-pressed to define it. Yet to deliver content at scale, organizations must disrupt their overhead-intensive processes. The time is ripe to replace outdated production methods with streamlined operational models.

Join Scott Abel, The Content Wrangler, and his special guest, Rahel Anne Bailie, Chief Knowledge Officer at Scroll UK for this free, one-hour webinar. Come learn why ContentOps is a necessary companion to DevOps and DesignOps, why organizations have been slow to adopt ContentOp, and how to move towards a ContentOps by rejecting prescriptive measures and instead identifying and applying principles.

ABOUT RAHEL ANNE BAILIE

Rahel Anne Bailie is Chief Knowledge Officer at Scroll, an STC Fellow, an industry author, and a results-driven content strategist. She has a strong track record of developing successful digital content projects, tackling the complexities of managing content for clients globally. Her strength is diagnostics: calculating how to use content to deliver compelling experiences.

Proving the success of your B2B products and services is the typical goal and focus of a case study. It’s been used for decades. But times have changed as B2B buyers self-educate and self-select. They anticipate case studies can help them get the information they need to make purchasing decisions.

Join Scott Abel, The Content Wrangler, and his special guest, Deborah Monfette, Chief Content Writer and Strategist at Contenttriggers LLC, for this free one-hour webinar. In this webinar, Deborah will discuss four major things B2B buyers expect from companies in their search. You’ll learn 3 tips captured from 10 hands-on technology experts. These tips will help you give buyers what they expect and build more credibility, trust, and influence with your case studies even if you’re limited in what you can tell.

Tip #1 — This key ingredient, often missing, can derail the credibility of your case study.
Tip #2 — A critical strategy you must implement to build your buyer’s confidence and trust.
Tip #3 — How to be the go-to resource and help buyers find relevant case studies.

ABOUT DEB MONFETTE

Deborah Monfette works with B2B technology companies to create engaging content that helps people see the possibilities for change and solve problems. She is the chief content writer, strategist, and founder at Contenttriggers LLC. Her experience spans over 20 years in high tech where she’s worked directly with customers in dozens of beta programs, conducted over 1000 sales and product demonstrations, and worked in support and training to solve problems and build customer loyalty. Her recipe for content success is a combination of her love for customer experience, creative thinking, storytelling, great design, and simplifying complex ideas.

Companies need a global content operating model (GCOM) to address the growing complexities of the content supply chain in order to deliver multilingual digital experiences.

In this session we will walk you through the GCOM and detail how you can optimize your source content to make it global-ready: easier, cheaper and faster to translate, with better translation results.

We will also discuss the translation and content management technologies that help enable GCOM and why they are necessary, and the phases of GCOM maturity where we see these technologies appear. And finally, the role artificial intelligence (AI) is playing in helping augment these technologies.

Takeaways from this webinar:

* Attendees will learn how to make their source content global-ready

* Understand the technologies used to deliver exceptional multilingual digital experiences

* See how AI is helping shape the digital landscape

In the last 10 years the digital advertising space exploded with the growth of DMPs and DSPs, giving digital marketers new ways to find and attract audiences. In the last few years, the market has shifted again with the introduction of CDPs giving marketers a new and powerful tool to augment and supercharge existing services. This webinar will walk you through what each service does, when you should consider using it, and best practices for combining them together.

This Webinar Will Cover:
- DMPs, DSPs and CDPs definitions and use cases
- How to leverage/enrich 1st party data inside existing martech and adtech
- Security and ensuring you maintain customer privacy and ethical use of data

All systems have weaknesses – places where a determined attacker has the potential to breach security and either disrupt your organization or steal your data. Defending your organization and its digital assets starts with understanding your vulnerabilities. Therefore, cybersecurity planning must begin with a solid understanding of the places where your systems, processes, and staff are vulnerable to attack.

The single weakest part of any system is the people who use it. People are vulnerable to a wide range of exploits, including social engineering attacks such as phishing, which attempt to fool people into revealing passwords or other sensitive information, to insider threats, where employees take advantage of their position to breach security.

Some of the highest profile security breaches, including the hacking of email messages from the Democratic National Committee (DNC) during the 2016 US elections, have happened because users were fooled by a spear phishing attack – an attack that uses a personalized email message to lure a reader into revealing login information or clicking on a link to malware. Once the hackers gained access to the DNC system, they were able to install tools that allowed them to retrieve email messages and other data.

Cyberattacks can come from software, hardware, and people. Business professionals must defend against attacks from all of these sources. Although it may seem out of your control, you are not helpless against cyberattacks. There are things you can do to help protect your digital assets.

Join Scott Abel, The Content Wrangler, for a discussion about cybersecurity with Toni Flores, editor of “The Language of Cybersecurity," M.K. Palmore, Senior Federal Law Enforcement Executive for the FBI, and cyberdefense specialist, Keyaan Williams of Cyber Leadership and Strategy Solutions, LLC. We’ll discuss the current state of cyber warfare and help you understand a variety of vulnerabilities, exploits, defenses and controls.