Marketing Operations and Automation

Taking inspiration from best-in-class marketing departments working across both the Technology and Financial Services organizations, this presentation looks at the situation, strengths, differences and challenges of each sector. Whilst vastly different sectors, all too often both can be too inwardly-industry-focused and in fact both have much to learn from each other.

This session will provide examples of best-in-each-sector and will provide actionable ideas to take back to the business; to further enrich your roles and the robustness of your own marketing strategy.

This session will cover:
-Picking the CRM and marketing automation stack that's right for you
-Organizing and managing data structures and flows across systems
-Setting up campaigns for success and scale
-Attributing pipeline, bookings and revenue to campaigns

This session will go over
-Understanding the changing content and demand marketing landscape
-Developing a content strategy to support growth across the customer experience
-Creating inspiring content with webinars and videos
-Reaching and converting the right audience, to the right content at the right time

Retailers are looking to reach customers in as many channels as possible – stores, e-commerce, mobile applications, and partner marketplaces. As one can imagine, managing these various touchpoints and relationships can be complex, especially ensuring information about products are properly defined. As online shopping grew in popularity, retail organizations stood-up dedicated support teams to manage sales and marketing, separate from the rest of the business. Customers now expect retailer companies to interact with them in a seamless manner, regardless of channel.To guarantee brand continuity, a uniform customer experience, and high customer satisfaction, retailers must diligently manage product data, making sure that products are represented properly across all channels. With better product information and insight, retailers will be to engage with customers in a more personal and meaningful way, driving additional revenue.

Join Scott Abel, The Content Wrangler, for a lively discussion with three experts about the challenges inherent in creating conversational content for chatbots and intelligent devices. Scott will chat with Bill Rogers, Founder and CEO of Orbita, Lauren Golembiewski, CEO and Co-founder at Voxable, and Jim Compton, Technology Program Manager at Moravia.

Register today! It's free. Not sure you can attend? Register anyway. Attendees receive a link to the recording shortly after each webinar.

Machine Learning (ML) is a new field, and there is a competitive advantage to those first adopters. Yet, many companies are buying ML technologies and developing strategies before they have taken the appropriate step back to evaluate whether their data is ready or not.

In this webinar, we’ll explore the evolution of Machine Learning as part of the broader data science discipline, and discuss why the fundamental need for data readiness is so crucial. Learn key steps to evaluate the readiness of your data and review how a governed data supply chain using automated orchestration can deliver a reliable engine for Machine Learning platforms today.

Learn about Mediaocean’s experience with Zendesk and how they created a Salesforce integration with Azuqua that was above and beyond their expectations. Join us for an honest conversation with Stephanie Dorman (SVP of Client Services, Mediaocean) to hear how using the right tools can improve product adoption and increase customer satisfaction.

The Zendesk team found Azuqua’s flexibility to be invaluable for a best-of-breed application architecture that unlocked a wave of team improvements, including:

- Customer Satisfaction: 98%
- Customer adoption increased by 305%
- Employee satisfaction rose by 40 points

How do you support your business units?

How do you decide to make or buy?

How do you decide whether to use functionality from an existing vendor or bring in a totally new technology provider?

These are the questions top IT teams are and should be asking. In this webinar you’ll hear from top IT leaders – and one business unit buyer – from today’s most progressive tech companies for insights on how they’ve navigated these questions for their organizations and helped them construct a world-class tech stack that outpaces the competition.

Join Dave R Taylor, Chief Marketing Officer at Impartner for this live streamed panel during Dreamforce 2018 in San Francisco.

Panelists:
Lief Koepsel, Senior Director, Channel - North America, Fortinet
Armin Moaddel, Senior Partner Operations Manager, Marketo
Margaret Back, Business Process Architect, McAfee
Kevin Sequeira, Senior Director, Sales Technologies, Splunk

Sales tech stack: ✓ Martech stack: ✓  This year’s hot tech stack is for the channel -- which typically represents 75% or more of a company’s revenue. 2018’s breakthrough technology is PRM – Partner Relationship Management. This foundational system of record sits at the core of a chantech stack and everyone from Splunk, to Zendesk to Xerox have made PRM this year’s must have technology. IT leadership is uniquely positioned to ensure the quick, on-budget implementation success.

Join this intense “Ask the Expert” session with one of Impartner Channel Innovation Labs top installation experts to learn best practices on how to streamline deployment of this highly-visible, revenue-generating solution.

Listen to our webinar and learn how to generate high quality leads that your sales team will love!

85% of B2B marketers say lead generation is their most important content marketing goal but, many brands find it challenging to generate enough inbounds that they can nurture into a more qualified lead and eventually a sale.

In this webinar, Phil McGuin, Demand Generation Director at digital agency Stickyeyes will cover:

* The importance of audience insight and profiling
* The difference between an ABM or Inbound Marketing strategy
* CPM (cost per thousand), CPL (cost per lead) or P4P (pay for performance)?
* Identifying the right content assets and ad format considerations

Take away learnings from real-world businesses and start building a better pipeline to drive more sales.

The key to providing a great customer experience is having great content. Content optimization is about making sure your content performs at its best. Content sells, describes, and evangelizes your product or service. In many cases, it is your product or service.

Val will help you identify which content optimization stage you are in and how to take your content to the next level.

In this webinar, you will learn to:

• Improve customer experience
* Increase quality and consistency
* Improve your brand
* Decrease creation and translation costs
* Improve time to market

Get your questions ready and we hope to see you there!

As your business and product data complexity grows, so too may your need for an enhanced PIM system that accounts for numerous operating units, separate companies, global operations, and more.

How do you judge whether you are ready to jump from your homegrown solution? And if you’re ready to make the jump, what is the best path to ensure that you transition from one system to another successfully?

In this session you will learn:

* The milestones that signal your readiness to take on a commercial PIM
* Best practices when making the transition to a commercial PIM
* How to align your PIM strategy to a logical data model

SPEAKERS
Alison Tran, EIS, Client Partner, brings over 14 years of business and technology consulting experience in technology adoption, software implementation, organizational redesign, change management and process reengineering.
Chantal Schweizer, EIS, Principal Consultant, a senior information organization professional with over 10 years experience in product information and taxonomy design.

The current content evolution necessitates a strong alignment of teams across all areas of our organizations. Each individual or department that touches content at any stage of its development — from CEOs, CMOs, and CTOs, to content strategists and authors, to developers and UX designers — must now work even more closely in order to effectively manage content production and distribution.

Content engineers bridge the divides between departmental silos and between content lifecycles. Individuals in this position play an important role in the design and facilitation of content structure throughout the entire strategy, production, and distribution cycle from start to finish.

Join Scott Abel, the Content Wrangler and his special guest, Alan J. Porter, content engineer and head of Strategic Services at [A] for this free one-hour webinar. Attendees will learn:

1) Strategies that content engineers use for content valuation
2) How content engineers apply these strategies to support intelligent content practices
3) About the six core disciplines of the content engineering practice
4) The content engineer’s ultimate tool to organize and orchestrate intelligent content — the Master Content Model™

About Alan J. Porter

Alan J. Porter is the Senior Executive responsible for strategic client services leadership at [A]. Alan has an extensive background within the industry and has consulted for large, well-known enterprises and organizations. He has helped shape the content intelligence space through his writing and thought leadership. As the author of The Content Pool, Alan promotes the concept of content as an enterprise asset with real value. He advocates the convergence of content across an organization and the foundational role of content intelligence in harnessing that convergence in order to deliver exceptional customer experiences.

Expanding your marketplace or classifieds platform into new markets across Latin America is a tempting idea, considering that by 2019, 155.5 million people in Latin America will buy goods & services online, accounting for 1 in 4 people in the population.

But, expansion carries risks that you will need to manage. The geography is vast with culture and language differences along with different tax and regulatory structures. How do you know when it’s the right time to expand, where to expand to, or whether to expand at all?

Listen to our short but impactful 30-minute webinar to hear from Kahuna along with Restorando, Latin America’s #1 restaurant bookings site, and UltraCasas.com, Bolivia’s #1 property portal, as we discuss driving growth in your digital marketplace and expanding into new markets.

In this webinar, you’ll learn:

-The playbook to successful expansion in Latin America, including both the internal and external signals indicating that expansion is the right decision
-Mistakes, pitfalls, and wrong assumptions to be cautious about when expanding into new regions
-How to expand into regions where there is already a dominant competitor
-How Restorando and Ultracasas.com have approached this issue…and found success

Advancements in data management technology are enabling retailers to reinvent themselves to rapidly respond to changing customer expectations. In this session we will look at how Big data and streaming analytics allows retailers to derive insights from data generated by new technology deployed instore and online to offer unique and compelling customer experiences across all channels.

Louis Polycarpou shares his knowledge of how big data management and streaming technologies are being used within the retail sector to better engage consumers and boost profits.

Marketers today are dealing with more customer data than ever before resulting in large MarTech solutions each with their own analytics and visualization. This leads to a huge amount of confusion and manual work for marketers when reporting on the success of lead gen, advertising campaigns, email outreach and events.

Learn how to streamline your reporting and up-level your visualization with a hands-on webinar with Arm Treasure Data and Chartio as they walk step-by-step for the best marketing KPIs to tracking and how to setup your own Ultimate Marketing Dashboard.

We’ll look at a real dashboard that combines all the metrics a marketing leader needs to run a business in a single location. We'll cover how to combine your traditional lead funnels with:
- Account awareness scoring

- Dynamic + aggregated customer journey reports for every contact on an account
- Multi-touch attribution (including UTM reporting!)
- Dynamic attribution for content to MQL, SQL, closed-won
- And more!

This webinar will include both a high-level overview as well as technical explanations for some of the most advanced charts we've built.

Are you AI-ready? You need to be. Artificial intelligence marketing applications are delivering on their promise to source new insights to grow your business fast, AI technology is becoming available to any company looking for a competitive edge, and now’s the time to move, if you want to stay ahead of the curve.

But the challenge is not just in defining an AI strategy; it requires developing the infrastructure to support it.

Should you be developing in-house, or look to available technology and collaborate with outside experts? Keep deployment on-premise, or reach for the cloud? Can your current infrastructure, from server performance to processing power, stand up to the demands of increasingly complex AI applications?

Get ready to level up your marketing strategy with AI, advance your technological capabilities in smart, strategic ways, learn how to make sure your next infrastructure move helps you exploit the AI advantage and more when you join this VB Live event!

Register for free!

Attend this webinar and learn:
* How to tell if your marketing and IT departments are AI-ready
* The fundamentals of an AI-driven infrastructure
* The role of clean, definable data goals in successful AI implementation
* How to scale the AI workload

Speakers:
* Andrew Malinow, PhD., Principal Data Scientist, Zylotech
* Rolf Schromgens, CEO, Trivago
* Sherif Mityas, Chief Experience Officer, TGI Friday's
* Michele Goetz, Principal Analyst, Forrester
* Rachael Brownell, Moderator, VentureBeat

Sponsored by Zylotech

Are you AI-ready? You need to be. Artificial intelligence marketing applications are delivering on their promise to source new insights to grow your business fast, AI technology is becoming available to any company looking for a competitive edge, and now’s the time to move, if you want to stay ahead of the curve.

But the challenge is not just in defining an AI strategy; it requires developing the infrastructure to support it.

Should you be developing in-house, or look to available technology and collaborate with outside experts? Keep deployment on-premise, or reach for the cloud? Can your current infrastructure, from server performance to processing power, stand up to the demands of increasingly complex AI applications?

Get ready to level up your marketing strategy with AI, advance your technological capabilities in smart, strategic ways, learn how to make sure your next infrastructure move helps you exploit the AI advantage and more when you join this VB Live event!

Register for free!

Attend this webinar and learn:
* How to tell if your marketing and IT departments are AI-ready
* The fundamentals of an AI-driven infrastructure
* The role of clean, definable data goals in successful AI implementation
* How to scale the AI workload

Speakers:
* Andrew Malinow, PhD., Principal Data Scientist, Zylotech
* Rolf Schromgens, CEO, Trivago
* Sherif Mityas, Chief Experience Officer, TGI Friday's
* Michele Goetz, Principal Analyst, Forrester
* Rachael Brownell, Moderator, VentureBeat

Sponsored by Zylotech

We all know the benefits of personalisation for email marketing, yet many marketers are still struggling to advance beyond the basics.

When used well, personalisation can have a transformative effect on not just an email marketing programme, but on your customer experience as a whole.

And it goes without saying that personalisation generates amazing results. Research by Experian revealed that personalised emails deliver 6 times higher transaction rates.

Earlier in the year Pure360 and Holistic Email Marketing surveyed marketers across a wide range of sectors to understand how email personalisation is being used today.

In this webinar, we’ll be diving into the results and offering advice you can put into practice. From overcoming data issues through to creating seamless cross-channel experiences.

No matter where you are on your journey, this webinar will guide you towards building a world-class personalisation strategy.

You will learn:

→ How personalisation is currently being used in email marketing
→ How to overcome common challenges that hold marketers back
→ How to move beyond email and deliver true cross-channel personalisation
→ Why you need to think of personalisation as a tool and not a goal
→ What incredible personalisation looks like in practice

Can't make it? Register anyway and we'll send you a recorded version after.

Where are your target customers going, and how are they spending their time and, more importantly, their dollars? Location data and intelligence – not just on how consumers are interacting with your brand but also with your competitors – is key to crafting a killer consumer experience and reaching them when and where their hearts and minds (and wallets) are ready to be captured.

From foot traffic patterns and location visits to frequency analysis, custom venue visit analysis offers powerful, actionable insights to companies looking for a competitive edge in a crowded field. Learn how to capture new customer interest, keep older customers coming back, and boost your market share when you join this VB Live event!

Register for free now!

During this webinar you’ll learn how to:
* Boost engagement with location-based consumer insights and competitive intelligence
* Gain insight into the behavioral patterns of customers and prospects
* Apply the best use of location data for your business

Speakers:
* David Bairstow, SVP Product Management, Skyhook
* Sheryl Jacobson, Principal Consulting Strategy and Analytics, Deloitte Consulting LLP
* Stewart Rogers, Analyst at Large, VentureBeat (Moderator)

Sponsored by Skyhook

A whopping 94% of companies see higher engagement and conversion rates (Econsultancy) when they commit to optimizing the customer experience.

In today’s competitive landscape, where buyers and sellers have numerous sites to choose from, marketplaces must do whatever they can to stand apart from others. It’s easy to be competitive on price and inventory, but delivering an effective and memorable customer experience to create a loyal user base is a whole different ball game. Customer experience is the deal-maker (or deal-breaker) for marketplaces.

To ensure your platform will create committed, engaged buyers and sellers for the long-term, you must meet their expectations for a high quality and highly personalized experience throughout the customer journey. This means going beyond sending emails with a “Hello [First Name]” greeting; it means personalizing and polishing every component of the user’s interaction with the platform and with each other. The result? An increase in engagement, conversion, and retention.

In this webinar, you’ll learn:
-How to create an engaging onboarding experience that fosters buyer and seller stickiness
-How to optimize for engagement at every buyer/seller touchpoint across your site
-How to further encourage buyer and seller engagement post-transaction
-How to incorporate personalization into every aspect of your user flow and deliver an unmatched customer experience as a result

Data should not be underestimated as it is a company's greatest asset. The ability to collect customer data from multiple sources of interaction and act on it in a unified way is key to generating leads, increasing conversions and improving customer experiences.

Join this interactive discussion to learn:

- The relationship between data and revenue

- How data sources can be used and the insights garnered

- What are common problems and how to solve them

- The role of data across your sales cycle

- 5 Steps you can take to start driving sales leads and conversions from your data

Enterprise preparation for AI has centered almost exclusively on data prep and data science talent. While without data there would be no AI, enterprises that fail to ready the broader organization, chiefly people, process, and principles, don’t just stunt their capacity for good AI, they risk sunk investment, jeopardize employee trust, brand backlash, or worse.

Ensuring sustainable deployment starts with assessing enterprise data strategy, aligning myriad stakeholders, technological feasibility assessment, and a coordinated approach to ethics.

Join VentureBeat and industry analyst and founding partner of Kaleido Insights, Jessica Groopman for discussion on the five fundamentals of AI readiness at our upcoming VB Live event!

Attend this webinar and learn:
* What you need to do to prepare for AI-- beyond the data science team
* Real-world examples and research findings
* Top 5 best practices for strategic AI implementation

Speakers:
* Rachael Brownell, Moderator, VentureBeat
* Jessica Groopman, Industry analyst and founding partner of Kaleido Insights
* Nathan Decker, Director of eCommerce, evo

How much $ are you really losing from “bad” data in your demand gen campaigns?

Given that the average B2B organization sees contact data double every 12-18 months, the sheer quantity of this data and its fluidity makes it very difficult for most companies to keep up. Sirius Decisions’ research shows that 10-25 percent of contact records include critical data errors that impact the day to day operations of marketing and sales teams.

Join John Donlon, industry expert at Sirius Decisions, and Chris Lynde, CEO at SaleScout Data Solutions, for a one-hour webinar to discover:

• Sirius Decisions insights on data quality, marketing operations, and the demand waterfall
• How to estimate the impact of “bad” data on your company
• Best practices in data quality processes that increase conversion rates and accelerate revenue
• Case studies that demonstrate the revenue impact of improved data quality for companies like RingCentral, WeWork, and CenturyLink


About the presenters:

John Donlon is a dynamic, results-driven leader who thrives on helping organizations accelerate the maturity of their business operations. He has more than 20 years of experience in marketing operations implementing large-scale, enterprise-wide technology solutions for companies like Staples, Capital One, Wells Fargo and GE Capital to drive sustainable gains. John earned an MBA from the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill and a BA in Economics from the University of Virginia.

Chris Lynde is a veteran of the big data industry. Under his leadership, SaleScout has become a B2B sales and marketing solutions provider recognized for data verification and accuracy, and the preferred partner for CRM hygiene, contact optimization and targeted leads. Chris is a serial entrepreneur with 35 years of experience leading startups and large database marketing divisions within public companies, including Equifax, Experian, MDC Partners and EDS/Neodata.

Chatbots have a long way to go to be self-sufficient, but if you build them on a base of structured content, they can be an extremely helpful content delivery tool.

Join Scott Abel, The Content Wrangler, and his special guest, Patrick Bosek, co-founder of Jorsek LLC, makers of easyDITA, to learn how to you can create a chatbot using your DITA content.

As a part of this presentation, we’ll discuss how chatbots fit into your total content delivery strategy, how to transform DITA content for chatbots, and how to update and maintain chatbots as a delivery system.