Online advertising has grown into a $37 billion industry from nothing in the last twenty years. Encompassing banner ads, rich media ads, video advertising, social network advertising and retargeting, online advertising is a key component of digital media marketing. Learn how to optimize your digital strategy from online marketing experts.
Kelly McKeown, VP Revenue Marketing (conDati) & Iris Lieuw, VP Data Science (conDati)Recorded: Feb 13 202022 mins
Forecasting allows companies to see into the future and strategically plan. If a formalized process is not in place companies are left to base decisions on gut or experience rather than data – leaving them at the mercy of unpredictable outcomes.
There is a variety of ways to tackle forecasting, with machine learning and advanced statistical approaches being the most accurate. Those marketers making strategic and operational decisions based on accurately predicted performance are going to be set up for the best possible outcome.
Join conDati’s VP of Revenue Marketing, Kelly McKeown and VP of Data Science, Iris Lieuw as they showcase forecasting using machine learning and the benefits associated with it. This includes planning and scheduling against seasonality, quick reaction to shortfalls, and forecast accuracy. A live demo of the forecasting feature of conDati RevenueLift™ will be included as part of the webinar.
Janice Dru, Cambridge Innovation Center | Ray Renna, IVI RMA GLOBAL | Christie Post, HypergiantRecorded: Feb 12 202043 mins
Social media, data analytics and artificial intelligence are all changing how marketers are connecting with their customers—are you ready for the revolution? This panel will explore the ways in which new technology is forcing marketing teams to rethink their practices, spanning everything from building the brand to developing new campaigns. Join us for a lively discussion that will help you drive your organization into the next decade.
Join the Conversation to Learn:
- How does social media affect brand/campaigns/engagement?
- How are AI and analytics impacting campaigns?
- What role does personalization play, and how can I make it happen?
- What compliance requirements do I need to worry about?
- How are internal relationships and networks affecting the marketing team?
Moderated by Melanie Turek, VP Research and Fellow - Connected Work, Frost & Sullivan
Janice Dru, Senior Marketing Director, Cambridge Innovation Center
Christie Post, Marketing Director, Hypergiant
Ray Renna, US Marketing Director, IVI RMA GLOBAL
Mary McCoy, Demand Gen Marketing Manager, KlaviyoRecorded: Feb 12 202046 mins
Every demand gen marketer knows how complex the marketing mix has become—every day you get a LI message, cold email, or ABM outreach about how X new tool can get you Y% more leads. It’s incredibly exciting, but it poses a challenge. When constrained by time, resources, and budget, how do you grow acquisition meaningfully and scalably?
During this webinar, I'll share seven tenets I've learned in my experience leading demand generation for two high-growth SaaS companies. Whether you're just starting out or looking to deepen your marketing know-how, you'll discover how to keep yourself grounded with strategies and tactics that drive results.
Being a successful DTC marketer isn’t about relying on a silver bullet or mastering one paid channel. I'll show you how to think holistically about the sales and marketing funnel, develop a multi-channel approach, and accelerate sales pipeline. Register now!
Marianne S. Hewitt, Marketing Strategy and Technology Leader, The Growth Strategy GroupRecorded: Feb 12 202033 mins
Customers are demanding intelligent omni-channel engagement. Marketers are expecting satisfying and challenging work experiences and rich career opportunities. Businesses require profitable organic growth.
Read how to achieve all of the above through cross-functional work teams in an integrated marketing ecosystem!
Keith Johnstone & Dennis Le, Contrast Digital MarketingRecorded: Feb 12 202036 mins
Simplify your demand generation process by breaking it down and focusing on the components that matter most. Dividing the process into 4 steps, you can create an effective demand generation strategy that will drive interested leads into your sales team's open arms. Rather than chasing potential customers down and selling them on the same value propositions you and all your competitors are using, consider what it will take to make them chase you.
· Define your audience
o Maximize the effectiveness of your campaigns by starting with understanding the needs your product satisfies, and who will benefit most
· Gather insights
o Consider how and where your audience spends their time to identify what their interests, needs, or parallel pain points they may suffer from are
· Demonstrate value
o Create compelling content that attracts them to you and demonstrates value – something that will make your audience say thank you
· Set the bait
o Lastly, use your content and leverage targeted marketing channels to drive leads to you
As General Manager of Contrast Digital, Keith directs all marketing activities and has a track record of successfully growing client revenues and lead volume quarter over quarter. He has had his insights featured in publications like Forbes, Entrepreneur Magazine, Sales and Marketing Magazine, and HubSpot Sales to name a few.
Specializing In digital demand generation, Dennis has been in the marketing industry for nearly a decade. He has worked on campaigns across industries including software, professional services, and construction, executing campaigns that have helped drive leads in excess of $20M in potential revenue.
Keith Johnstone, GM, CMO, CDO, Contrast Digital Marketing
Dennis Le, Digital Demand Generation Manager, Contrast Digital Marketing
Lauren Pettiglio, Director - Demand Generation, BlueConicRecorded: Feb 12 20201 min
With the ever-rising audience expectations and constant changes in technology and regulations, today’s landscape can feel more like a minefield than a greenfield for marketers. But what may initially appear as challenges, can be opportunities for you and your team to change your approach to campaigns and uncover new ways to meet your department and company goals.
Resister for this webinar to explore:
The growing number of considerations for today’s landscape
How technology can help – or hurt – your marketing campaigns
Tips and tricks for optimizing cross-channel campaigns
Lauren Pettiglio is a B2B marketer with nearly 10 years of marketing automation and campaign management experience. From strategy to analysis and reporting, her passion for demand generation has driven many creative solutions to challenges felt across industries. When she is not planning the next campaign or determining the best way to automate a process, you’ll likely find her singing along to a Broadway musical soundtrack.
Sowmya Moni, Marketing Director, Incture TechnologiesRecorded: Feb 12 202021 mins
Demand generation is a critical input to the sales process, but with competition on the rise and sophistication in martech stack, B2B demand generation has never been more complex. Fortunately, along with the swell of competition, a whole host of digital marketing tools have arrived as well. This has made generating leads both more complex and if done correctly, more effective. However, myths still continue to plague the whole demand generation process—confusing even the smartest marketers. In this webinar, we’ll look at debunking myths that lead to wastage of effort and money, so you can focus your efforts on your demand generation best practices.
About Sowmya Moni:
Sowmya is responsible for driving marketing & communications for Incture’s (www.incture.com) portfolio, globally. She has 20 years of marketing and product management leadership experience launching brand awareness, demand generation and sales enablement programs and campaigns at both start-ups and Fortune 500 companies such as HP and Oracle.
Sowmya holds an MBA from Management Development Institute, Gurgaon and a B.Com Honours degree from Delhi University, India. She also holds a PMP certificate from PMI.org and a certificate in Digital Marketing from Columbia Business School. She’s an active PMI global volunteer, CMO Council Member, and advocate for Gender Inclusivity in the Workplace.
Incture® is a digital systems company and we deliver solutions with speed and at scale to address our customers’ complex business challenges. We are one of the largest providers of Digital Applications and Technology Solutions on SAP Cloud Platform and SAP On-Premise Platform. Incture is headquartered in Bangalore, India with offices in NA, SEA and the Middle East. We are currently serving more than 90 customers globally, many of which are on the Fortune 500 list.
Jeanette Okwu, Co - Founder & CMO, 1nfluencersmarketingRecorded: Feb 12 202033 mins
The increasing role of digital and big data technologies in advertising has disrupted traditional ad agency business models. As advertisers consider how to confront these new challenges, a myriad of technology platforms can offer a variety of Ad/MarTech solutions.
Approaches like content marketing, reviews & recommendations, and social or influencer marketing are all considered viable ways to drive impact. But as advertising continues to decline, it’s Influencer marketing ($10BN industry in 2020) that has shown the greatest potential to reverse the trend of ad-fatigue, use of ad-blocker technology, and changing consumer behaviours of the new digital and mobile-only generation.
Take one look at the media landscape, and the bold new pioneer on the horizon is Influencer Marketing. But while it’s blazing new trails as the newest, boldest player in the advertising scene, it is often grossly misunderstood. Some point to its revolutionary successes. Others criticise its ineffectiveness. Leaving many with the perception that Influencer Marketing is simply a gleaming, glossy riddle wrapped in a mystery inside an enigma. Real observers know the truth: this pioneer has proven to be the only marketing discipline that delivers tangible consistent results for brands. And yet significant knowledge gaps on both the brand and creator sides keep the misconceptions alive.
Partnering with influencers is already familiar to us, but the market is undergoing constant change: Brands must continually evolve their strategies accordingly. The space is rapidly expanding as influencer types have proliferated and consequently fill every conceivable niche and sub-niche interest.
Each of these types offers distinct benefits and trade-offs for brands. But how to create a meaningful scalable program that folds into the entire marketing stack?
Here’s how: with date, insights, and a human touch.
Karthik Nair, Director of Demand Generation, JOORRecorded: Feb 12 202040 mins
For every B2B marketer who ever wondered 'why should B2C marketers have all the fun?', the 2010’s had all the answers. We got to learn frameworks such as inbound, ABM, conversational marketing, talk triggers and had access to technologies that helped us achieve those goals.
So, what’s next? Evoking strong emotions among your users/prospects for your product is the future for B2B companies, and the Product Led Growth (PLG) framework, combined with building communities is how you get there. Marketers should look at adopting specific elements of PLG’s framework whether you sell to SMBs, Mid-market or Enterprise businesses. PLG will soon become a basic expectation, like Inbound became a few years ago.
At the heart of PLG is the approach of giving users the ability to easily experience the product before the paywall and equip them to appreciate the value in the trial period or trial version. While companies have begun finding their stride with successful sales-marketing alignment, the stakes how now increased, the future is going to be about sales-marketing-product alignment.
Join this session for:
1. A quick introduction to PLG and how it will take you further along in the journey to higher personalization and higher organizational alignment
2. An approach to generating demand with traditional approaches, with some creative nuances, as you set yourself up for PLG
3. Build alignment with technology/product teams to structure data to move to PLG
4. A guide to building ‘tribes’ by connecting audiences with each other and with your company around theme of the problem you are solving for them
5. A recommended approach to structuring your team
6. Metrics you should track to measure performance
Leanne Chescoe, Sr. Manager, Marketing, Demandbase and Tenessa Lochner, Sr. Manager ABM Education, Manager, DemandbaseRecorded: Feb 5 202052 mins
Calling all Marketers!
It is officially the year 2020, so what’s your vision?
No seriously — no pun intended. What is your 2020 vision?
When it comes to kicking off the new year with a full-funnel ABM campaign, there are quite a few things to consider.
- Consideration 1. What programs should you stand up to support business objectives?
- Consideration 2. How do you enable sales with kick-ass field marketing events that meet key accounts where they’re at?
- Consideration 3. Does your content strategy ladder up to key themes, objectives, personas and pipeline goals?
- Consideration 4. What about direct mail?
- Consideration 5. You know you should leverage webinars, but how much is too much?
- Consideration 6. ABM is better with friends, so when and how should you leverage strategic partnerships every step of the way in your ABM journey?
Register today so that you can get real-deal, actionable insights on this marketer-to-marketer style webinar. During the session, Leanne and Tenessa will layout a best-in-class framework for full-funnel ABM along with recommendations on how your team can turn these considerations into action.
Joe Lazauskas, VP of Marketing, Contently; Jordan Tiecher, Editor - Chief, ContentlyRecorded: Feb 4 202047 mins
The temptation with any “2020” webinar is to pack it with jargon and talk about the AI-powered revolution that'll revolutionize digital transformation across the enterprise. But we're not going to do that.
We're focused on guiding people in the present. That's why we designed an end-of-year webinar to help you create high-performing content right away. Join Contently head of marketing Joe Lazauskas and editor-in-chief Jordan on December 11 for an insightful presentation and Q&A.
- Visual content data and trends that'll help you create more engaging content
- How to rethink your goals and KPIs to track meaningful relationships instead of vanity metrics
- New frameworks for measuring ROI
- How to tell original, data-driven stories
- Keys to effective content distribution
- Tips for getting creative with compliance
- How to start thinking like a teacher to educate your buyers
Charles Crnoevich, Head of Partnerships - Bombora and Shawn Elledge, CEO - Sales Lead AutomationRecorded: Jan 15 202043 mins
Join us for an educational webinar on how to use intent data to fuel your sales automation programs featuring Charles Crnoevich, Head of Partnerships at Bombora and Shawn Elledge, CEO of Sales Lead Automation and the founder of the Lead Generation Institute.
You will learn:
How to identify companies consuming content related to your products and services
How to pull and prepare your data
How to target ideal prospects at those companies using sales automation platforms
What types of subject lines that will get your emails opened
Body copy that generates responses
The importance of email domain strategies
How to manage responses
How to develop cadences that ensure no lead gets left behind
Ken Gardner, CEO and Founder - conDatiRecorded: Jan 15 202029 mins
At first glance it appears your brand digital ad campaigns are saturated. Throwing additional spend at them is not producing the revenue lift you hoped for. It seems you have hit the point of diminishing returns… but have you?
Campaigns can appear saturated, especially if you limit analysis for bid optimization decisions to the confines of your ad platforms, but with the right tools in hand you could get 10%+ lift from those campaigns. In today’s complex marketing environment, an AI-based revenue optimization process that is continuous and sequential is needed. Sophisticated algorithms that identify high potential micro segments and can adapt to changes in market and competitive conditions are required to lift the return.
Join conDati’s CEO Ken Gardner as he showcases how an online retailer leveraged conDati RevenueLift™ (an AI-driven marketing platform for campaign decisioning and predictive analytics) to drive an impressive 13% lift in e-commerce revenue over a historically low holiday period.
Zoe Dowling, Ph.D., SVP Research, FocusVisionRecorded: Dec 17 201939 mins
"It's long been recognized that brands need to identify and operate by their 'greater purpose'; to stand for something beyond their immediate functional benefits. For some brands, this is ingrained in their DNA and it fuels each move they make (think Patagonia and The Body Shop). For others, it make be on a smaller scale, championing causes at varying levels from local ads to large national sponsorships. When it comes to socially charged causes, the waters can be challenging to navigate - how to support without offending.
Given this backdrop, we wondered how brands have been navigating causes around diversity and inclusion; specifically showing support for the LGBTQ community. So we asked. We spoke to 1,500 people across the US to explore their feelings on LGBTQ in advertising, whether brands were doing an appropriate job representing the community and how this impacted their purchasing decisions. Join us to hear what we learned, both around consumer sentiment as well as the role of insights in helping brands hit the right now.
In this webinar, we will cover:
- The results of our recent study into LGBTQ representation within advertising
- Implications for brands as they look to support a social cause
- A reflexive look at our study and what we'd do differently next time around"
Your live events, the ones you host, and the ones you sponsor, can do so much more. How do you know the marketing spend you’re investing is reaping sufficient ROI? And how do you measure the gains you're making over time?
Event marketing technology can help demystify the whole process — and they're the key to event marketing success. When you integrate your events into your overall marketing mix, each one becomes an opportunity to reach, engage, and convert new customers. They'll play a central role in driving adoption, boosting customer loyalty, and opening up brand new ways to upsell and cross-sell across your company.
To learn more about how to make event marketing a meaningful portion of your overall marketing budget, the event tools and tech that work with the marketing automation platform and CRM you already have, and how to win demonstrable results with every event, don't miss this VB Live event!
Register for free!
You'll learn how to:
-Pitch events as an important part of a holistic marketing strategy to leadership
-Run an integrated event marketing program and optimize it for success
-Capture the data that uncovers attendee behavior at events
-Patrick Smith, CMO, Cvent
-Sharon Summers, Director, Global Events, CPA Global
-Ivo Lukas, CEO/Founder, 24Notion
John Lovett - Senior Director (Search Discovery) and Kelly McKeown - Senior Director, Revenue Marketing (conDati)Recorded: Dec 11 201954 mins
Marketers continue to be inundated from all sides about artificial intelligence (AI) and machine learning. But what good is it when your campaign data exists in silos and you can’t see the “big picture” to actually understand your customer engagement better and improve your marketing campaign results?
It’s now time to capitalize on the real gains AI and machine learning (ML) can provide to unify, anticipate and activate the cross-channel insights that are hidden within your customer journeys.
Join our martech and data insights experts as they show you how to use AI and ML to drive pipeline and revenue growth. You’ll learn techniques to better plan, manage and execute your digital campaigns.
Watch this webinar and learn:
Ways to blend data silos to create a unified measurement data set
How to define KPIs that matter to see what actions need to be taken
Techniques to course correct campaigns in real time
Tips for more accurate pipeline and revenue forecasting
Zoe Dowling, Ph.D., SVP Research, FocusVisionRecorded: Dec 10 201947 mins
A freshly released Forrester study, commissioned by FocusVision, shows that how a customer feels about your brand is 1.5 times more likely to drive a positive business outcome (i.e. purchase, loyalty, advocacy). With this in mind, it's essential to understand your Customer Truth - how they think, feel and act to create experiences that drive business outcomes.
Yet we rely on our marketing dashboards to provide data on how we are doing and whether we need to change course. But it only tells one side of the story. To succeed in creating great customer experiences, you also need the other side - the small data gathered by talking directly to your customers.
In this webinar, you will learn how to:
- Get insights that are essential to build the right experiences
- Really know your customers and how this data can be used across the board
- Add customer research to help build your marketing foundation and inspire your work"
Ken Gardner, CEO (conDati) and Linh Ho, CMO (conDati)Recorded: Dec 4 201933 mins
Join conDati’s CEO Ken Gardner and CMO Linh Ho for a live discussion on the topic of AI, predictive models, and science-based recommendations to maximize marketing’s contribution to business success. conDati’s innovation in this area drew the attention of Gartner who recently named them a 2019 Cool Vendor in AI for Marketing.
With the access to more data than ever, marketing is primed to tackle highly complex digital marketing problems using AI. Application of sophisticated algorithms is the key to getting deep customer insights and true value out of data. Doing so provides intelligence beyond what is seen with standard BI reporting, making campaign and investment decisions more precise and easier for data-driven marketers.
What you'll learn:
- How marketing data and technology has evolved
- AI’s role in transforming marketing intelligence
- Use of AI-powered technology for campaign decisioning
Zoe Dowling, Ph.D., FocusVision, Roddy Knowles, Dynata & Ted Saunders, MaritzCXRecorded: Dec 3 201955 mins
Mobile Survey Design. We've got this, right? Well, not quite. While we've learned a lot over the years, we continue to learn more all the time. And as mobile design evolves, we continually need to monitor whether we are making the best use of the small screen. This is as important for data quality as it is participant experience.
Recent research-on-research jointly conducted by MaritzCX, Dynata, and FocusVision, sampled nearly 3,000 survey respondents to better understand the preferences of mobile and non-mobile respondents and explore optimal ways to present multi-attribute grids, NPS, lists and pagination.
Join MaritzCX's Ted Saunders, Dynata's Roddy Knowles, and FocusVision's Zoe Dowling, as they discuss the research findings and the displays that improve respondent experience and capture higher quality responses.
In this webinar, we will cover:
- Where we are with mobile completion rates
- Findings from the research-on-research
- The need to continually review and evolve mobile survey design best practices
Getting a ton of customer reviews is great. But if you don't have a way to analyze them for patterns and trends, you're missing out on some business-changing data. Artificial intelligence now offers a fast, efficient, and cost-effective way to unlock insights from your reviews, highlighting trends and customer pains automatically. That means you can focus your time on solving customer issues instead of chasing them down, and learn what it takes to delight, surprise, and keep your customers coming back.
Join this VB Live event to learn how AI, natural language processing, and machine learning can help you become more customer-focused, turn good feedback into great product, improve the areas that need your attention, uncover what really matter to your customers, and more.
Registration is free!
* How to find themes in your customer reviews so that you can fix the real pain points instead of putting "band-aids" on each unhappy customer
* Steps to guide your business decisions around what your customers say they want, not what you think they want
* The importance of addressing your most common negative issues first to see an immediate change in your customer satisfaction level
* The concept of always improving your customer experience -- searching for trends in your good reviews to turn them into great reviews
* Ramin Vatanparast, Chief Product Officer, Trustpilot
* Chris Hausler, Senior Data Science Manager, ZenDesk
Zoe Dowling, Ph.D., SVP Research, FocusVision & Christopher Wallace, President, InnerViewRecorded: Nov 26 201955 mins
Brands are spending more than $200 Billion on marketing and advertising annually, yet the advertisements customers see are only part of their experience with a brand. The true faces are the people who represent the company - the front-line employee and partners who interact with customers every day. This leads to the question: are Marketing and front-line employees telling the same story? And if not, what is the business impact of misalignment? These are the questions that InnerView and FocusVision set out to answer in freshly-released research talking to 250 senior business professionals in Marketing, Customer Experience, and Product. Join Chris Wallace, President of InnerView and Zoe Dowling, SVP Research at FocusVision, as they discuss the findings.
In this webinar, we will cover:
- What customer research companies are doing and are they leveraging it to its full extent
- The link between brand promise and brand experience, and the cost of misalignment
- The need for dynamic conversations, with your customers and your employees"
Online security threats are more pervasive than ever, and games have become a primary target for attackers. And why wouldn't they be? These days, there’s real money to be stolen in the virtual world of gaming. Hackers reportedly stole 218 million personal player records from a major gaming company recently.
Game developers have to think about security from the start to go beyond the cat-and-mouse game with hackers. How do you protect your game and users from the wide variety of threats today? How will this be different in the future? And how do you integrate this security with the rest of the game to ensure good performance?
To learn how to avoid becoming the next victim in online security threats with gaming, don’t miss this VB Live event.
- How to protect your game and players from a growing amount of online security threats
- The latest trends in credential abuse and account hacks in gaming
- How web attacks are evolving and where they are headed in the future
- How to integrate security best practices with the rest of the game for best performance
- Jonathan Singer, Sr. Manager, Global Games Industry, Akamai Technologies
-Scott Adams, Founder & CEO, FraudPVP
-Lonnye Bower, COO, ProbablyMonsters
-Steve Ragan, Sr. Technical Writer, Akamai Technologies
-Dean Takahashi, Lead Gaming Writer, VentureBeat
Rod Fuentes, VP of Product, Integrate Advertising and Co-Founder of ListenLoop and Neil Glass, GM & VP of Integrate AdvertisiFeb 24 20204:00 pmUTC27 mins
Future-focused B2B marketers aren’t solely relying on traditional lead gen methods to fill pipeline and generate revenue – they’re implementing ABM strategies to create long-term success. Join us to hear from Rod Fuentes, VP of Product, Integrate Advertising and Co-Founder of ListenLoop and Neil Glass, GM & VP of Integrate Advertising to learn how you can view and measure results from your account-based digital advertising strategies and increase ROI.
Join this webinar to learn about:
-Data-Backed Story Telling Methods
-Leading and Lagging Indicators of Success
-ABM strategy success timeline – strategies for the long play
Laura Patterson, Presidenet VisionEdge Marketing Moderated by Shawn Elledge, Founder of Lead Generation InstituteMar 26 20206:00 pmUTC45 mins
For many business leaders growth is the number one mandate. But growth doesn’t just occur – it takes intent and deliberate action. Join this program if you are looking for a practical customer-centric framework that provides a systematic process for navigating and accelerating a sustainable path to organic growth.
During this program, Laura Patterson, author of the new Fast-Track Your Business and thought leader on using data-derived insights, operational excellence, and performance management to accelerate growth will cover:
• Making customer-centric more than a buzzword
• Using upstream Marketing to drive growth
• Applying a framework to accelerate traction in the market