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Search Engine Optimization

  • Salesforce Best Practices for Marketers
    Salesforce Best Practices for Marketers
    Courtney Kehl and Stacy O'Leary Recorded: Feb 20 2020 32 mins
    The role of a Marketer is to generate interest and create a pipeline to pass on to the sales team. Most marketers are familiar with tools like HubSpot or Marketo, but these tools often fall short in capturing the entire prospect and client lifecycle from interest to closed-won.

    Salesforce is a CRM (Customer Relationship Manager) that acts as the swiss army knife of your tech stack. Marketing is just one part of a company’s overall tech stack, and without an integrated CRM, your growing pipeline will quickly become stagnant. A well-established Salesforce Org is the key to monitoring the qualification process, managing prospect/customer communication, and capturing up-to-date data and reporting.

    In this webinar, Stacy O’Leary from Quickly Consulting will discuss best practices for implementing Salesforce within your marketing tech stack.

    What You Will Learn:
    -What Salesforce is and why Marketers need it
    -How Salesforce integrates with other platforms in your tech stack
    -Salesforce terminology and best practices for Marketers
    -How to maintain data quality and integrity in your Salesforce Org
  • What it Takes to Accurately Forecast Revenue ... conDati Shows You How
    What it Takes to Accurately Forecast Revenue ... conDati Shows You How
    Kelly McKeown, VP Revenue Marketing (conDati) & Iris Lieuw, VP Data Science (conDati) Recorded: Feb 13 2020 22 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.
  • Webcam Panel: Are you Leveraging New Technologies to Maximum Marketing Effect?
    Webcam Panel: Are you Leveraging New Technologies to Maximum Marketing Effect?
    Janice Dru, Cambridge Innovation Center | Ray Renna, IVI RMA GLOBAL | Christie Post, Hypergiant Recorded: Feb 12 2020 43 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
  • How to Win with Google: Hyper Local Marketing
    How to Win with Google: Hyper Local Marketing
    Adam Dorfman Recorded: Feb 12 2020 55 mins
    Given the prominence and richness of Google’s search result displays, consumers today are making decisions about your business without visiting your website.

    With this major shift in consumer behaviour online, Google has become the new front door to your business. Are you treating it with the importance it deserves?

    This one-hour session will be packed with helpful tips that you can start applying right away to improve your business’s Google presence. Specifically, we’ll share with you:

    • Why 93% of consumers never go past Page 1 of the search results
    • How Google has disrupted your customer journey, and what to do about it
    • A peek into Google’s ranking algorithm for local search
    • How our clients are seeing a 500% increase in views to their Google business profiles

    Register now!
  • The 7 Habits of Highly Effective Demand Gen Marketers
    The 7 Habits of Highly Effective Demand Gen Marketers
    Mary McCoy, Demand Gen Marketing Manager, Klaviyo Recorded: Feb 12 2020 46 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!
  • Marketing’s Digital Divide:  It’s Just Marketing
    Marketing’s Digital Divide: It’s Just Marketing
    Marianne S. Hewitt, Marketing Strategy and Technology Leader, The Growth Strategy Group Recorded: Feb 12 2020 33 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!
  • Great Campaigns Don’t Chase: Demand Generation Starts with Knowing Your Audience
    Great Campaigns Don’t Chase: Demand Generation Starts with Knowing Your Audience
    Keith Johnstone & Dennis Le, Contrast Digital Marketing Recorded: Feb 12 2020 36 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
  • LinkedIn: your best Demand building tool
    LinkedIn: your best Demand building tool
    Rod Sloane, LinkedIn Champion Recorded: Feb 12 2020 41 mins
    Whether you are in sales and marketing you will be aware of the growth and adoption of LinkedIn. LinkedIn is now the preferred platform of choice for many when it comes to lead generation.

    You may be using the platform for content sharing, advertising or brand awareness. This webinar outlines why you should consider LinkedIn for direct lead generation, too.

    Rod Sloane will be sharing

    Three key insights
    Five key questions

    that you should be asking your sales team to improve their LinkedIn cold prospecting to build your early pipeline activities.
  • B2B Demand Generation Myths DEBUNKED
    B2B Demand Generation Myths DEBUNKED
    Sowmya Moni, Marketing Director, Incture Technologies Recorded: Feb 12 2020 21 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.

    About Incture

    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.
  • Why influencer marketing deserves its place in today’s marketing mix
    Why influencer marketing deserves its place in today’s marketing mix
    Jeanette Okwu, Co - Founder & CMO, 1nfluencersmarketing Recorded: Feb 12 2020 33 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.
  • What’s next in B2B Marketing: Looking beyond Inbound and ABM
    What’s next in B2B Marketing: Looking beyond Inbound and ABM
    Karthik Nair, Director of Demand Generation, JOOR Recorded: Feb 12 2020 40 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
  • A Winning Digital Ad Strategy: How to Optimize at Every Stage of the Funnel
    A Winning Digital Ad Strategy: How to Optimize at Every Stage of the Funnel
    Paulo Martins, Head of Digital Marketing, Demand Generation & Scott Minor, Digital Marketing Program Manager, Marketo Recorded: Feb 6 2020 60 mins
    Digital ads are an essential component to any good marketing campaign. Watch Paulo Martins, Head of Digital Marketing at Marketo, and Scott Minor, Marketing Program Manager at Marketo, for their webinar, A Winning Digital Ad Strategy: How to Optimize at Every Stage of the Funnel. They dive into the digital campaigns they run at each stage of the funnel, as well as the KPIs they look at to ensure their focus is in the right place.
  • Marketing Analytics 101: How to Prove and Improve Marketing Impact with Data
    Marketing Analytics 101: How to Prove and Improve Marketing Impact with Data
    Jordan Con, Product Marketing Manager, Marketo, an Adobe Company Recorded: Feb 5 2020 41 mins
    Marketing analytics is at the top of every marketing team’s priority list. But for many, it can feel overwhelming. Watch Jordan Con, Product Marketing Manager at Marketo, for our webinar, Marketing Analytics 101: How to Prove and Improve Marketing Impact with Data, where he sets the foundation for a solid marketing data and analytics strategy, no matter where you are in your journey.

    You'll learn:

    How, when, and why to use journey and impact analytics
    How to prove and improve impact with attribution data
    What goes into good dashboards and reports
  • Create Incredible Customer Experiences Using Conversational Marketing
    Create Incredible Customer Experiences Using Conversational Marketing
    Kate Adams, Sr. Director of Demand Generation at Drift, and Tim Ozmina, Sr. Marketing Specialist at Marketo, an Adobe Company Recorded: Feb 4 2020 46 mins
    You'll learn:

    - How to incorporate chat bots into your overall marketing strategy
    - How, when, and why you should use conversational marketing
    - How to measure your success
  • A Winning Events Strategy: Wow Your Guests and Accelerate Pipeline
    A Winning Events Strategy: Wow Your Guests and Accelerate Pipeline
    Caroline Hull, Head of Field Marketing, Esther Kim, Sr. Field Marketing, Shannon Mellen, Field Marketing - Marketo and Adobe Recorded: Feb 3 2020 38 mins
    You'll learn:

    - Which KPIs to consider when planning your events
    - How to plan different type of events for each stage of the funnel
    - How marketing should align with sales to ensure successful closing events
  • A Winning Demand Generation Strategy: Tactics to Optimize the Funnel Across the
    A Winning Demand Generation Strategy: Tactics to Optimize the Funnel Across the
    Mike Madden, Head of Commercial, Tim Ozmina, Sr. Marketing Specialist, Hayley Ferrante, Sr. Marketing Specialist, Marketo Recorded: Jan 31 2020 49 mins
    You'll learn:

    - How to select lead generation programs and evaluate successes
    - How to plan email and nurture programs to move prospects through each stage of the marketing funnel
    - Strategic tactics to create sales-ready leads
  • [Quickinar] What is Content Reuse?
    [Quickinar] What is Content Reuse?
    easyDITA & The Content Wrangler Recorded: Jan 16 2020 8 mins
    How should you reuse content? Copy and paste? Before doing that, consider the long-term health of your documentation. Structured content offers some incredible forms of content reuse that are fast, powerful, and sustainable.
  • Squeeze More Revenue Out of Your Brand Campaigns ... conDati Shows You How
    Squeeze More Revenue Out of Your Brand Campaigns ... conDati Shows You How
    Ken Gardner, CEO and Founder - conDati Recorded: Jan 15 2020 29 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.
  • [Quickinar] What is Conditional Processing?
    [Quickinar] What is Conditional Processing?
    easyDITA & The Content Wrangler Recorded: Jan 15 2020 6 mins
    Conditional processing is a powerful way to hyper-personalize your reader’s content experience. With structured content in a CCMS, content strategists can create reusable components and tag them for multiple audiences.
  • Re-imagining Patient Experience in the Feedback Economy
    Re-imagining Patient Experience in the Feedback Economy
    Faith Adams (Forrester), John Bennett (Sutter Health), Patric Wiesmann (Reputation.com) Recorded: Dec 19 2019 60 mins
    Everything we knew about Customer Experience (CX) has changed. In this Feedback Economy, consumers have the power to make or break your brand in minutes if you don’t deliver on your promises. For brands, especially healthcare brands, it’s no longer enough to react to customer concerns — they must be proactive in delivering great CX.

    So, how can healthcare systems and caregivers navigate this new reality, in which their reputation and patient experience depends on real-time customer feedback and response? By tuning into the online conversations and feedback across multiple channels — such as review sites, social media and surveys — they can truly understand what healthcare consumers want and expect, and take action to deliver on and even exceed those expectations.

    This informative session, moderated by Forrester’s Faith Adams, will explore the criticality of developing customer-centric strategies built on engagement and show how adopting new technologies and methods to listen and act on uncensored feedback can improve patient care, build loyalty and create competitive advantages for businesses.

    You’ll learn:
    •How the feedback economy has created a subtle but seismic shift in customer behavior
    •How Google is critical to attracting and engaging with patients
    •How Sutter Health is transforming their business with insights from customer sentiment
    •What Reputation.com is developing to help healthcare brands regain control
  • CMO Discussion: Turning Marketing Data into Business Growth
    CMO Discussion: Turning Marketing Data into Business Growth
    Christy Marble (Visier), Elissa Fink (Former Tableau), Denise Persson (Snowflake), Linh Ho (conDati), Lynn Girotto (Amperity) Recorded: Dec 18 2019 76 mins
    In this video, an amazing lineup of CMOs share key learnings in leveraging data and tech innovations to drive successful business growth.

    Christy Marble, CMO, Visier
    Elissa Fink, Former CMO, Tableau Serial Board Member and Advisor
    Denise Persson, CMO, Snowflake
    Linh C. Ho, CMO and Co-Founder, conDati
    Lynn Girotto, CMO, Amperity

    From the CMO fireside chat at Date/a Night Seattle held July 23, 2019.
  • Data, Data Everywhere — But Where are the Campaign Insights?
    Data, Data Everywhere — But Where are the Campaign Insights?
    John Lovett - Senior Director (Search Discovery) and Kelly McKeown - Senior Director, Revenue Marketing (conDati) Recorded: Dec 11 2019 54 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
  • Live Discussion: AI for the Data-Driven Marketer
    Live Discussion: AI for the Data-Driven Marketer
    Ken Gardner, CEO (conDati) and Linh Ho, CMO (conDati) Recorded: Dec 4 2019 33 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
  • How AI is transforming customer reviews into crucial business intelligence
    How AI is transforming customer reviews into crucial business intelligence
    Trustpilot Recorded: Dec 3 2019 61 mins
    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!

    You'll learn:

    * 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
  • Reimagine CX — Why NPS is not enough
    Reimagine CX — Why NPS is not enough
    Pranav Desai, Head of Product Management, Reputation.com and Trevor Doornbos, Managing Director, Reputation.com ANZ Recorded: Nov 19 2019 55 mins
    To win in today’s Feedback Economy, brands must meet customer expectations for exceptional experiences — this means tuning into what they’re saying in online reviews and on social channels, so you can begin to re-imagine ways to deliver the exceptional experience they expect.

    During this webinar, Pranav Desai, Head of Product Management for Reputation.com, will discuss how to leverage customer feedback to elevate the customer experience. You’ll learn:
    - Why you must re-imagine CX to stay competitive in today’s Feedback Economy.
    - How unfiltered feedback in online reviews and social commentary can help uncover actionable CX insights.
    - How to increase search rankings and ratings, and improve customer sentiment about your brand.
  • DITA Metrics: Selling to Executives
    DITA Metrics: Selling to Executives
    Steve O'Sullivan, Mark Lewis, Joe Gelb & Scott Abel Mar 11 2020 5:00 pm UTC 45 mins
    Join Scott Abel, The Content Wrangler, for a discussion with intelligent content experts Mark Lewis and Steve O’Sullivan (Caliper Content Services), and Joe Gelb (Zoomin Software) about the findings from the 2020 DITA Satisfaction Survey. Mark, Steve, Joe, and Scott will propose the collection of metrics that matter — and share proven approaches used by technical communication team leaders to convince executives to support the adoption of the Darwin Information Typing Architecture.

    A copy of the DITA Satisfaction Report will be provided to all registrants.