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.
True one-to-one interaction is considered the holy grail of customer experience. However, according to a recent CMO Council study, only 7 percent of marketers are able to consistently create these individualized experiences across all channels.
For the third and final webinar of this series, the CMO Council and Teradata are concluding the conversation around shaping customer experiences by focusing on the importance of coordinated cross-channel messaging through a centralized hub for all customer interactions—one that listens to all interactions, automatically tells marketing channels when and about what to say based on all the latest data and machine-learning analytics, and applies contact governance so that your marketing is smart and optimized, not fragmented by channel.
During this one-hour webinar, our expert panel will share insights around how companies can build one central messaging hub for all customer interactions, regardless of channel. Marketers can elevate their marketing with a marketing hub to optimize and coordinate messaging, analytics and data so that the messaging automatically shifts, whether it’s time to sell or time to provide customer care, ensuring that each interaction is good for the customer and the brand. A featured brand expert will also share their company’s challenges in this area, as well as the steps they have taken in order to create consistent cross-channel messaging for the customer and make one-to-one experiences a reality for their organization.
Among the topics to be discussed:
• Challenges to achieving a full, cohesive view of all customer interactions
• How to balance multiple customer interaction strategies amid the focus on clicks and conversions
• Industry best practices and results from marketers who are coordinating their
marketing in a hub and how it has elevated their marketing
Inbound marketing has received a great deal of press in recent years as a standalone digital strategy. But recent research suggests that inbound alone is far from enough; in fact, 84% of today's successful businesses blend inbound and outbound tactics together to drive results. Find out how to balance your inbound and outbound needs for a revenue-producing digital ecosystem. Join this on-demand webinar to learn about:
* The results of a new Inbound vs Outbound effectiveness benchmark report
* Top inbound and outbound tactics & investment opportunities
* How to successfully integrate both strategies into your marketing plan
* The critical role that content plays in bridging the inbound/outbound gap
* Leveraging technology to measure success
Are you ready for how AI, machine learning, and other future technology will affect content development?
The database revolution changed our relationship to data, making it reusable for different target audiences, contexts and situations. It also made it ready for flexible delivery to different apps and across many different platforms and media. But somehow these outcomes never fully transferred over to content. How can we bring this same revolution to content and win the same kind of enormous improvements that would prepare us for the future?
Structured content management enables organizations to store, organize and build their content so that pieces are easily discoverable, reusable, reconfigurable and adaptable. It provides the perfect solution for constructing large, complex documents, but also for delivering modular content to chatbots, portal sites, and mobile apps. But, more importantly, it is also key to future-proofing your content for emerging technological trends.
Join Paul Perrotta, sitting in for Scott Abel, and his special guest, Steffen Frederiksen, Founder and CSO of DitaExchange, for this free one-hour webinar. Attendees will learn what structured content management is and how it works. They will understand what benefits structured content can have for writers, project managers, business owners, IT departments and content consumers. They will also learn how to prepare their content to be fed into new technologies with practical examples from the field.
Ad fraud isn’t becoming more prevalent -- the fraudsters are just getting slicker. From bot nets to device ID spoofing, the tricks are getting more sophisticated, and raking in more and more cash for the swindlers.
Staying ahead of the fraudster’s learning curve is the key — and collaboration is the crucial element. While vendors and advertisers are directly impacted by fraud, tracking partners provide the technology to help fight fraud – all three players have to work together to circle the wagons.
Making a game plan can be complex, when there are no clear benchmarks for defining or measuring fraud, as each player defines it differently and different benchmarks are needed for each app type, geo, traffic source, and so on.
Join this VB Live event to learn how to tackle that complexity, how to define benchmarks, detect and manage fraud, and work with your partners to circle the wagons against the fraudsters.
Register for free!
* Who the stakeholders are, plus why and how is each is affected
* The MMPs’ role in this ecosystem
* What fraud is and what benchmarks should be used for defining it
* How to collaborate to detect and manage fraud on an ongoing basis
* What tools are out there to fight fraud
* Emily Storino, Network Strategy Lead, Electronic Arts (EA)
* Grant Simmons, Head of Client Analytics, Kochava
* Tal Nissenson VP Client Success US, Taptica
* Stewart Rogers, Analyst-at-Large, VentureBeat
* Rachael Brownell, Moderator, VentureBeat
A significant legislative shift in data privacy and governance is taking place in Europe and it’s leading the way towards global change. With the General Data Protection Regulation (GDPR) set to become law in May of 2018, organizations will face severe penalties for non-compliance.
And it’s not just legal risk alone, but the loss of consumer trust that is associated with data leakage, usage and storage. It’s crucial that brands manage evolving data-protection expectations of their customers. But how do consumers feel about brands using their data?
Join Tealium for a 30-minute webcast and learn:
- The basics of GDPR
- 7 key findings on how consumers view their data privacy with brands
- Consumer attitudes and views on data privacy in regards to their personalization expectations
- Tealium tips and strategies for compliance as well as increasing brand trust
Only with relevant and actionable contact data, can you most effectively engage with your customers and prospects. Customer experience and engagements is a top focus across all industries, ensuring that communication about your products and services make it to their intended targets is essential. With the Autumn release of Address Verification 5.12, we extended the capabilities of the world’s leading solution for certified international address verification, improving decision-making confidence while facilitating speedy postal delivery worldwide.
During this webinar, join Amarpal Sohi, Product Manager at Informatica, to learn about:
•Enhancements to USA, UK and APAC address verification and data
•Improvements to South Africa & Spanish address verification and data
•Single line support for Argentina, Colombia and Mexico
•Support for native Thai address verification
As a marketer, you're charged with delivering the right message to the right audience at the right time - without wasting budget. It's a tall order, but data and analytics have helped top companies achieve the optimal balance. Tune in to this webinar to hear Corios President Robin Way and SAS Principal Solutions Architect Noah Powers share optimization lessons from retail, hospitality and financial services that you can apply to your own business to boost your marketing ROI.
In Part 3 of our webinar series, we’ll explore technology solutions and programs available to support your efforts through the ABM account lifecycle. You’ll learn:
•How the ABM lifecycle is different from traditional lead management
•How to develop an account-based marketing strategy
•How to get started with specific ABM programs, including dynamic content, nurtures and ad/website targeting
Buzzwords can be daunting. Take artificial intelligence – everyone's talking about it, so you feel like if you're not using it to further your business goals, you're falling behind. The good news is the real action around AI is happening now through advancements in analytics – faster computing, more complex algorithms and intelligent analytical output. But, because computers don’t understand strategy, human integrity is needed to identify and implement your organization’s vision for embracing AI. In this webinar, join Intel and SAS for a discussion on what’s needed to enable AI and what industry use cases can support development of your strategy.
It’s coming, are you ready? The busiest email sending season will be here before you know it.
It’s never too early to start planning, preparing, and developing your email marketing strategy for the holiday season. In fact, it’s better to plan ahead – especially if you want to land in the inbox! The holidays are a time when inboxes fill up quickly with the latest promotions, discounts and time sensitive offers. Businesses just like yours are trying a variety of tactics to get their message opened, and even better, clicked on.
Watch this on-demand webinar to learn:
* An overview of deliverability;
* Top sending strategies and best practices that will help increase your email engagement all year long;
* Why you should leave your batch-and-blast emails behind and set up automated programs; and
* What will help you stand out from the crowd
Any business looking to drive exceptional customer experiences is most likely leveraging a variety of digital marketing tools that could include an Email Service Provider (ESP), big data analytics tools, CRM systems, data warehouses, tag management systems, DMPs or mobile SDK managers and more. The hope is that these tools will seamlessly sync together to become the solid foundation needed to run powerhouse marketing campaigns, be able to extract important insights from data and ultimately create more relevant and real-time moments with their audiences.
Customer Data Platforms (or CDPs) are quickly rising to the top of the martech solution as a tool businesses are using to house all of their data coming in from multiple channels to transform the customer experience. And while there seems to be no shortage of vendors to choose from - many are left wondering how to determine which system is best for them? And how do CDP’s differ from one another? Do they all meet the same outcome? And what’s the best approach to take in choosing one?
Join this 30-minute webcast and learn:
- 4 main types of CDP’s and the problem each solves
- How to select the best CDP for your organization
This session will walk through the key plays you must have in your 2018 plan to increase sales and marketing alignment, drive pipeline and exceed revenue targets.
You will see how Sage Software, which sells software to businesses of all sizes in Europe, North America and Asia, used these plays to achieve 6x higher opportunity conversions and 12x higher customer revenue. With a target market of 72M businesses worldwide, Sage used AI and Oracle Eloqua to transform their sales and marketing to drive global market leadership.
Key takeaways from the session will include:
-How to drive sales and marketing alignment at scale
-Key use-cases for AI across the entire buyer’s journey from account selection to lead prioritization to retention to upsell; and
-How to drive sales adoption and follow-up on leads provided by marketing.
Like most revenue teams, you are likely looking to accelerate revenue success in 2018. How can you align your teams on a common set of objectives and the buying cycle? What role can ABM play and what are the key plays you can use to achieve quick wins and turbocharge results?
This webinar will walk you through how Masergy, a leading networking and security solutions company, achieved their growth targets by aligning sales and marketing on their ABM strategy and taking a data-driven approach to scaling their ABM program for sustained growth.
In this webinar, you will learn the following:
-Aligning your team on the buying cycle with the Sirius Demand Unit Waterfall framework
-Key sales and marketing plays you can use at each stage of the Waterfall to jump start your ABM strategy
-How Masergy’s used these plays to fuel their ABM strategy and drive a 20% increase in revenue within 3 months
Malachi Threadgill, Director of Demand Generation, Masergy
Matt Senatore, Service Director, Sirius Decisions
Nipul Chokshi, VP Product Marketing, Lattice Engines
In Part 2 of our webinar series, we’ll take a deep dive into considerations for a successful ABM implementation. You’ll learn:
• How to determine if you’re ready for ABM
• What you need to begin a successful implementation
• How to select the right AMB solution for your specific business needs
• How to create and execute an implementation project plan
As technology moves forward at a rapid clip, new content delivery channels are coming online. Technical communication professionals today are beginning to understand the impact of these changes on their profession. Providing content to chatbots, voice interfaces, and machine learning systems involves tech comm pros learning new skills like understanding customer journeys and crafting conversational content experiences with machine-ready content.
Join me, Scott Abel, and my guests, information access expert, Seth Earley, Earley Information Science, and content delivery guru, Joe Gelb, Zoomin Software, for a discussion about the role taxonomy plays in helping organizations automate the process of content delivery and discovery. The duo will explore the need for machine-ready content—content that is optimized for automated delivery to consumers by computers. Discover the important role technical communicators can play in the creation of content that supports consumer demand for convenient access to relevant content when and where they need it.
“How can I get smarter about my content creation? What topics and types really impact performance?” You work hard to generate and market the content you believe is valuable and educational for your audience. When it comes to B2B, a performance-driven marketer needs to go beyond wordsmithing and growth hacking, and enter the realm of analytics and insights.
Join Feng Hong, a Senior Product Marketing Manager at Full Circle Insights with a background in performance analytics in B2B, as he discusses a step-by-step methodology for using content performance data in your CRM and marketing automation to guide content planning and creation.
Learn how to:
·Categorize and cross-compare dimensions of content to optimize for performance
·Leverage Salesforce to understand content impact on your sales funnel KPIs
·Utilize attribution modeling to trace revenue contribution back to the content you generated
Do you know what your top ten 'happy' customers look like? Would you like to find ten more just like them? Come learn how to leverage 1st & 3rd party data to map your customer journey and drive users down a path where every interaction is personalized, fun, & data-driven. No more detractors, power your Customer Experience with data!
In this webinar you will learn:
-When, why, and how to leverage 1st, 2nd, and 3rd party data
-Tips & Tricks for marketers to become more data driven when launching their campaigns
-Why all marketers needs a 360 degree customer view
The research shows it and the industry experts agree: A well thought out email marketing campaign can make or break your chance to get in front of a prospect. However, it’s not as easy as it may seem. Competing for attention in a prospect’s inbox, whether it be two seconds or two minutes, is no walk in the park.
Creating lasting connections with your prospects is critical to building your business. Join Act-On’s email experts as they discuss how to connect to your audience with:
* Segmentation strategies to get the right message, to the right person, at the right time
* Best practices for marketers who are ready to move past the basics of email marketing
* New techniques to optimize your results
If you’re like most organizations today, you’ve invested in content for marketing, sales, support, product strategy, and a host of other reasons. You’ve developed ways to more efficiently and effectively create, manage, and deliver content. Despite these significant investments, you—and your stakeholders—are likely still asking the question, “Does our content work?”
While that sounds like a simple question, getting answers can be challenging, to say the least. But, it doesn’t have to be. Not if you start with a strategy and the right tools for the job.
Join me, Scott Abel, The Content Wrangler, and my special guest, content scientist Colleen Jones, for a presentation about measuring content performance. Jones (and her crew at Content Science) have spent the last few years working with large, global brands to identify what makes content effective—and how to measure it. The result is ContentWrx—a robust performance measurement tool designed to help your organization make content decisions that improve or accelerate return on investment.
Attend this free, one-hour webinar, and you'll learn how to track the six dimensions of content effectiveness and make informed business decisions based on data. You’ll discover the four elements of the ContentWrx system, and you’ll find out how easy it can be to collect, analyze and act upon behavioral and perception data. You’ll also learn how ContentWrx can help you close the gap between your data and user feedback.
As a bonus, Jones will share the top 3 insights from an analysis of data from more than 100,000 content users.
Everyone’s talking about Account-Based Marketing – but is it the right approach for your organization? And, if it is, how do you create an end-to-end process for identifying, managing and marketing to target accounts?Join Part 1 of our ABM webinar series to find out if ABM is right for you.
Increasingly, companies have turned to customer data platforms (CDPs) to help them run more relevant marketing campaigns using the large volume of customer data at their fingertips. Customer-focused software company Atlassian will discuss how they made that decision and the types of complex marketing campaigns that they can now run as a result. Research analyst David Raab will also be on hand to discuss how other companies can use CDPs to harness customer data to increase sales and loyalty.
In this webinar, you will learn:
* Key considerations when deciding to build versus buy a customer data platform
* How companies are taking advantage of CDPs for more relevant communications
* How data science can improve marketing efficacy
* The trends and market factors driving the need for customer data platforms
* Jeff Sinclair, Product Manager, Engagement Platform, Atlassian
* David Raab, Analyst and Founder at The Customer Data Platform Institute
* Jeff Hardison, VP of Marketing at Lytics
* Stewart Rogers, Analyst-at-Large, VentureBeat
Apteco MD, James Alty reviews a range of analytical techniques and looks at how they are used to personalise and automate customer journeys. Learn about integrating big data with R and how to analyse transactions spread over time to find the common patterns of behaviour amongst customers.
Four out of five B2B buyers start their journey with a web search. Nearly three-quarters of the buying process is complete by the time a prospect is ready to engage with your sales team. With customers now in control, how do you create an effective marketing plan that resonates with target audiences?
Compelling content, martech solutions that support your strategies, reporting plans that establish and track funnel metrics and KPIs – are all critical to marketing success. But it’s more important than ever to understand how customers make purchase decisions before you can put the right plan in action.
Hear from Act-On’s B2B marketing experts as they explain how you can develop a great marketing plan that builds your brand, drives demand, and improves the customer experience.
Watch this on-demand webinar and learn to:
* Map your goals to customer lifecycle stages.
* Innovate through new channels, tactics, and content.
* Identify the technical systems needed to support your activities.
* Develop KPIs and reports that prove value to the C-suite.
Companies with multiple products often struggle to calculate accurate Customer Lifetime Value (CLTV) across their portfolio. This is because user data is often analyzed in silos so companies are unable to get a clear picture of ROI and CLTV across platforms, devices and apps.
In this webinar we’ll look at how you can apply a holistic and complete approach to your CLTV and ROI through the lens of gaming companies, though this technique is applicable for any company who has products spanning platforms.
We’ll also explore:
How the integral power of data in business has shifted over the past 10 years.
Discover the current technologies and processes used to analyze data across different platforms by combining multiple data streams, looking at examples in brand and portfolio-based LTV.
How to process and centralize dozens of varying data streams.
Nicolas Nadeau will speak from his extensive experience and show how leveraging data from multiple product strategies spanning many platforms can be highly beneficial for your company.
There’s no need to panic! Yes, the GDPR is fast approaching, taking effect May 2018, and it’ll definitely affect how marketers email prospects and customers in Europe, but while there’s no reason to panic, you’ll definitely want to prepare.
That’s why we’re here! We want to help you make the transition easier by equipping you with the information and guidance you need to successfully move forward with your awesome marketing efforts to the EU.
If you’re a global business, actively marketing to individuals in the European Union, join this webinar to learn:
* An overview of the GDPR;
* What your obligations are as you market to the EU, regardless of where you’re located;
* What GDPR entails and how it affects marketers’ day-to-day responsibilities;
* What regulations you’ll need to comply with; and
* What resources are available to help you gather more information
Ten years ago, The Content Wrangler published details about a survey that found most documentation managers don’t use metrics as a performance measure. Has that changed? Have documentation managers stuck to their old, metric-less ways, or have they all become “quants” in 10 years’ time?
Join me, Scott Abel, The Content Wrangler, and my special guest, Barry Saiff, CEO of Saiff Solutions. Barry is the author of The Seven Habits of Highly Effective Technical Communications Leaders, and a 30-year veteran documentation leader. He will lead a discussion about the ins and outs of calculating costs and return on investment for documentation projects.
Attendees will learn from the results of a real-world case study of a technical documentation project that required technical writing, technical illustrations, and a couple of key metrics: cost per page and pages per date. You’ll learn how difficult it was for the team to track, calculate, and report these seemingly simple numbers and how they overcame these challenges. You’ll discover the connection between measurement and process design and learn valuable lessons that should help you avoid getting lost in the weeds of data- and cost-tracking.