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Social Media Marketing

  • Influencers - Who They Are and How to Pick Them for Your Business feat Ian Moyse
    Influencers - Who They Are and How to Pick Them for Your Business feat Ian Moyse Alistair Wheate Recorded: Jun 21 2018 62 mins
    Join us on June 21st on our webinar where we will be discussing what makes an influencer, who they are and how to pick them for your business.

    In this Webinar we will look at:

    1. Understanding influencer objectives & motivations

    2. How to plan your influencer target profile to decide which influencers to work with

    3. How to build an Equal Value Partnership with the influencer so that both sides benefit from engaging with each other

    4. How to communicate with influencers in planning a collaboration

    We are very lucky to be joined by top Cloud & Social Selling influencer Ian Moyse who is the Sales / Channel Director for Natterbox Limited. Ian was recently awarded Sales Director of the Year (Institute of Sales Management). He is a board member of the Cloud Industry Forum & FAST and a LinkedIn Top 10 Tech Power Profile.

    Ian was also identified as the #1 Social Influencer on cloud in 2017, 2016 & 2015 by Onalytica
  • Learning Together: Motion Infographics
    Learning Together: Motion Infographics Barry Saiff, Saiff Solutions Recorded: Jun 20 2018 53 mins
    In 2018, the pace of life and business is quick. Attention spans are short. Technical communicators need to catch up. Long text passages, with occasional graphics, don't always reach a large part of our audiences.

    How can we create snappy visuals that enable people to learn what they need to learn quickly and painlessly?

    How do we simplify complex concepts, with far less words, and content that is truly engaging?

    Motion infographics combine the best elements of minimalism, instructional design, and information architecture to produce content that people love.

    Join The Content Wrangler and Saiff Solutions for a discussion about infographics and their usefulness. We'll examine some examples of effective motion infographics, and hear from the creator of one of them.

    By attending this webinar, you'll learn:

    • What is so great about motion infographics?
    • What does it take to produce effective, engaging visual content?
    • What are the challenges?
    • How do I get started?
  • ABM and the Three R’s: Measuring What Matters Most
    ABM and the Three R’s: Measuring What Matters Most Rob Leavitt, Senior Vice President, ITSMA Recorded: Jun 7 2018 62 mins
    The rise of ABM has inspired an important rethink of how best to measure marketing impact. Rather than focus on activities, outputs, and marketing-qualified leads, ABM-ers are shifting to account-based revenue metrics, such as pipeline contribution, funnel velocity, win rates, and deal size. But not all revenue is created equal.

    Driving growth with new types of solutions, marquee accounts, and top priority markets can be especially significant to achieve strategic corporate objectives. To move ABM from revenue contributor to strategic growth driver, ABM-ers need to focus on all three R’s of strategic marketing: Reputation, Relationships, and Revenue.

    Join ITSMA SVP Rob Leavitt to explore how the most effective ABM programs are bringing the 3 R’s down to the account level and using them to drive long-term corporate innovation, growth, and success.
  • Deliver Your Message with Pinpoint Accuracy
    Deliver Your Message with Pinpoint Accuracy Ted McNulty, VP Sales, AdDaptive Recorded: Jun 6 2018 29 mins
    This Webinar will focus on leveraging the latest technology to effectively and efficiently reach niche B2B audiences at scale.

    By combining cutting-edge Digital Media technology with accurate offline data, participants will learn how to deliver their message to B2B decision makers with pinpoint accuracy to drive leads and increase revenue.
  • Hit a Home Run with ABM
    Hit a Home Run with ABM Stephanie Kelly (Terminus) & Torrey Dye (Terminus) Recorded: Jun 6 2018 39 mins
    In the account-based game, you’re not looking for one big hit. You need your entire lineup to consistently perform across all nine innings. Join this webinar to learn how to draft the best accounts, manage your ABM campaign lineup, and keep score.

    We will show you how to:

    * Prioritize target accounts through a data-driven approach
    * Manage full-funnel ABM campaigns
    * Build an ABM scorecard for marketing and sales
    * How to Knock Your ABM Out of the Park

    Presenters;
    * Stephanie Kelly - Director of Marketing and ABM Operations, Terminus
    * Torrey Dye - Director of ABM, Terminus
  • The “ABM Trifecta”: Leveraging Sales, Marketing and CS with Top Target Accounts
    The “ABM Trifecta”: Leveraging Sales, Marketing and CS with Top Target Accounts Carlyn Manly, Folloze Recorded: Jun 6 2018 51 mins
    Connecting with your target accounts and looking at customer lifetime value holistically are foundational components of any successful account-based marketing (ABM). From defining who they are, to converting them into loyal customers by working synergistically to consistently deliver an awesome buying and customer experience – when done right, ABM can incite a Go-to-Market “revolution” for enterprises. In this session, hear from Marketo CS alumna and now Head of Marketing at Folloze, a leading ABM Engagement Platform, how to best enable your “ABM Trifecta” – the collaborative efforts of your sales, marketing and CS teams – to engage, develop, win and RETAIN your top target accounts faster. Specifically, in this session you will learn:

    •Best practices in defining and identifying your target accounts and how to set them up operationally
    •What we mean by the “Bow-Tie Funnel Effect” and its role in enabling companies to be more customer-centric, while also optimizing for and sustaining revenue growth
    •How the key to conversion (both from initial deal or by land-and-expand) is achieved through meaningful digital engagement that is education-driven and consultative – via the “ABM Trifecta”
  • ABM: How to Reach & Engage Hard-to-Reach, Global Buyers
    ABM: How to Reach & Engage Hard-to-Reach, Global Buyers Kelly J. Waffle, VP, Marketing & Partnerships, Kwanzoo Recorded: Jun 6 2018 57 mins
    In this presentation, Kelly Waffle will show how to make ABM programs more effective, efficient, and actionable by reaching the hard-to-reach buyer globally. Many talk about ABM, some run pilot programs, and a few see expectations meeting success. Kelly will share tips, proven techniques, and research to help you see success with:

    * Account and Contact data analysis
    * Audience profiling and segmentation
    * Global account reach and targeting
    * Program metrics
    * Campaign optimization
    * Measurement and reporting
    * The Last Mile - passing insights to Sales


    Tune into this session to learn how to better connect with the hard-to-reach buyers across your target accounts, and have more meaningful conversations with your Management and Sales.
  • Understanding Account Based Marketing: Are you Doing Everything you Can to Drive
    Understanding Account Based Marketing: Are you Doing Everything you Can to Drive Melanie Turek, Frost & Sullivan Recorded: Jun 5 2018 46 mins
    Traditionally, B2B marketers have attempted to go wide with their campaigns in an effort to reach the largest number of people with a broadly appealing message. But for the past few years, leading companies have started to embrace Account Based Marketing, which identifies key accounts in the company portfolio and then targets them directly with content and messaging designed to appeal just to them.

    The goal is typically to land or maintain high-value accounts that, together, can deliver 80% or more of annual revenues—and thereof deserve 80% or more of your marketing resources. This session will outline the benefits of ABM and offer a few cautions to beware of along the way—ensuring success as you embark on this new and effective journey.

    Presented by Melanie Turek, VP Connected Work, Frost & Sullivan

    As a Fellow and VP of Research for Connected Work at Frost & Sullivan, Melanie covers a broad range of markets, leveraging long-standing relationships with leading industry participants’ senior executives and customer organizations.

    Melanie has more than 25 years' experience covering video and web conferencing, social networking, unified communications, voice, IP communications, instant messaging and presence, and the end-to-end customer experience, as well as a wide range of business software and services.

    Melanie brings deep technical expertise and in-depth understanding of the ways in which technology can positively impact business processes and performance. She studied social anthropology at Harvard, and she views technology transformation through that lens.
  • Aligning Sales and Marketing to Increase ABM Impact
    Aligning Sales and Marketing to Increase ABM Impact Bev Burgess, Senior Vice President and ABM Practice Leader, ITSMA Recorded: Jun 5 2018 48 mins
    ABM is not something marketing can do alone. One of the four basic principles is partnering with sales. So, whether you’re taking a one-to-one, one-to-few, or one-to-many approach to the accounts that matter most—or even a blended strategy—alignment with sales will be the difference between mediocre and outstanding results.

    Join Bev Burgess, ITSMA’s ABM practice leader to explore the alignment you need for different types of ABM and the best ways to achieve sales buy-in and ongoing engagement with your program. Bev will draw on real examples from ITSMA's marketing excellence award winners as well as the latest research on best practices.
  • How to Listen, Learn, and Engage with the Modern B2B Buyer
    How to Listen, Learn, and Engage with the Modern B2B Buyer Jill Rowley Recorded: May 31 2018 53 mins
    Nobody wants to sold to or to be just a database target. You need to engage prospects. Today’s buyers want to be heard and helped, on their terms, not yours. Join Jill Rowley, Marketo’s own Chief Growth Advisor and social selling evangelist, to discuss how marketing and sales teams can work together to transform your digital sales strategy.
  • How AI is Changing Marketing
    How AI is Changing Marketing Gil Allouche, CEO, Metadata.io Recorded: May 17 2018 43 mins
    In this webinar, Metadata.io CEO Gil Allouche will talk about the different ways AI is being used by marketers. From analyzing data to orchestrating new marketing campaigns, AI is powering marketing activities in new and exciting ways and affecting interactions throughout the entire customer lifecycle. As an example of how AI can have a tremendous impact on marketing practices, Gil will focus on its role in lead generation. Webinar attendees will learn:

    - What Machine Learning is in relation to AI and how it connects your data to find patterns
    - Examples of how machine learning can identify target audiences, including the 20 percent that creates 80 percent of your revenue
    - How AI technology can help marketers prioritize their budgets to focus on the most effective programs
    - Starting with small, iterative uses of AI in marketing can be the most effective way to understand what will yield the most ROI

    Gil Allouche founded Metadata.io to make demand generation easy for non-technical marketers. The Metadata.io platform and AI Operator evolved from Gil's experiences hacking various marketing and CRM systems to get the solutions he needed.
  • The Content Convergence Has Arrived
    The Content Convergence Has Arrived Alan J. Porter Recorded: May 16 2018 60 mins
    Intelligent content is the foundation of the new age of digital customer experiences in any language. As a consequence, the worlds of marketing communication, technical communication, and localization are converging as companies need to take a more holistic view of how customers interact with their global brands. This presentation will discuss this convergence and how companies can best position themselves and their content to power their digital transformation.

    Join The Content Wrangler and our special guest presenter, Alan J. Porter, Head of Strategic Services at [A], for this free one-hour webinar. Porter will demystify how to start the discussion of content convergence in your own organization and he’ll provide samples of metadata you should consider adding when attempting to manage global content. Attendees will also gain insight into a content engineering approach to holistic content use.
  • Cash in at scale on the esports explosion
    Cash in at scale on the esports explosion Dean Takahashi, Lead Writer, GamesBeat Recorded: May 9 2018 60 mins
    The esports market is on fire. Last year 43 million people watched the League of Legends world championships, a multiplayer fighting game. And it's not a niche market of teenage boys in basements. A recent report found that 31 million people watch esports tournaments in the U.S., and more than double that -- 68M -- in China.

    And the question is -- how do you monetize that at scale?

    Look to the wild success of the Asia-Pacific esports companies. The companies who stage events like China’s 2017 Riot Championships, which posted more than 32 million viewers, have been able to compel customers to actually pay to view content, and even tip players, with the right streaming and payment technologies.

    Don’t miss this VB Live event for keen insights from leaders in the space on how U.S. companies can effectively operate globally or begin to expand globally. You’ll learn how to confront the challenges that scaling your audience can pose and improve it, from west to east, as you look to capture more of the global audience opportunity.

    Register now for free.

    You’ll learn about:
    * The opportunities provided by the growth in the esports streaming content market
    * What's causing the streaming content surge and market growth
    * The technology making this explosive esports growth possible on a global scale
    * Confronting the problems around scale in markets like China and elsewhere

    Speakers:
    * Dean Takahashi, Lead Writer, GamesBeat
    * Johannes Waldstein, CEO, FanAI Inc.
    * Roc Harry, Relationship Director, Worldpay
    * Carter Rogers, Senior Analyst, SuperData Research

    Sponsored by Worldpay
  • Improving Customer Experience: The Content Optimization Maturity Model
    Improving Customer Experience: The Content Optimization Maturity Model Val Swisher Recorded: Apr 26 2018 57 mins
    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!
  • The ROI of good design
    The ROI of good design Max Caldwell, Growth Marketing at SketchDeck Recorded: Apr 18 2018 41 mins
    From marketing content to sales presentations and from ads to events, your company has hundreds of design needs each month. Many teams are unable to keep up with the demand, leading to bad design and a decline in productivity. In fact, according to research by SketchDeck, 47% of marketers in the US report having to design customer-facing material themselves.

    Attend our webinar to learn why design is important, the top challenges marketers face scaling good design, and how to build a business case to overcome those challenges for your company.

    Covered in the webinar are:

    ● The impact of good design on revenue growth
    ● What the barriers are to achieving great design in a company
    ● The impact of bad design on sales and productivity
  • Solving Bad Ad Experiences
    Solving Bad Ad Experiences Victor Wong, CEO, Thunder Recorded: Apr 5 2018 32 mins
    Most brands interact with their customers through advertising more than any other touchpoint. A good ad experience has become integral to a good customer experience pre and post purchase.

    Learn about common mistakes brands are making that risk alienating, losing, and offending customers so that you can bring home ideas on how to solve the core issue.
  • Win New Customers: Engaging & Nurturing Prospects w/ Messaging, Content & Social
    Win New Customers: Engaging & Nurturing Prospects w/ Messaging, Content & Social Jean Ginzburg, CEO and Founder of JeanGinzburg.com Recorded: Apr 5 2018 39 mins
    2017 was the year where digital ad spend has surpassed TV ad spend. Brands are switching their ad spend focus from TV, radio and print to digital.

    The majority of our audiences are hanging out online. But before we can market to them, first, we have to identify who is our target market. We will review how to create your customer avatar, identify their pain points and frustrations and pinpoint where the audiences are spending their time online.

    With the target market identified, we will create content to engage users with the branded content. We will discuss the trends in creating content and review the types of content applicable at different stages of the customer lifecycle.

    And now we are ready to disseminate this content on social media and engage with users. We will cover how to use social media to get your message across and connect with users who would be most likely to engage with your brand. The concept here is to engage, ascend the users to eventually become customers.

    Bio: Jean Ginzburg is a best-selling author, serial entrepreneur, digital marketing expert with more than 10 years of industry expertise helping companies scale revenue, optimize sales and marketing processes and improve productivity. Jean is also the CEO of Ginball. Ginball's clients range from brand name Fortune 500 companies to innovative start-ups.

    Jean launched her book Win New Customers: How to Attract, Connect, and Convert More Prospects into Customers in 60 Days Using Digital Marketing. The book is a #1 Amazon best-seller.

    Jean's digital industry specializations include Full funnel marketing strategy, Facebook Advertising, Customer avatar development, Sales and Marketing Automation and Social Media.

    Jean has been featured in numerous publications and as a radio and podcast guest. You can find the entire list here:
    https://jeanginzburg.com/articles-and-podcasts/
  • 15 Influencer Marketing Campaigns You Should Consider - Featuring Neal Schaffer
    15 Influencer Marketing Campaigns You Should Consider - Featuring Neal Schaffer Neal Schaffer Recorded: Mar 28 2018 75 mins
    Using case studies from around the world with companies from both the B2B and B2C world Neal Schaffer will be sharing examples of how social media influence can form an integral part of your marketing and PR campaigns in 2018. Whether you want to work with influencers externally or boost the reach and influence of your own team Neal will share best practice examples that can be deployed both for short term campaigns or as part of a longer term strategy and practical tips for how to get started for those new to influencer marketing and new ideas for the seasoned pro.

    About Neal Schaffer:

    Neal Schaffer is a leading authority on helping businesses through their digital transformation through consulting, training, and helping enterprises large and small execute on social media marketing strategy, influencer marketing, and social selling initiatives. President of the social media agency PDCA Social, Neal also teaches digital media to executives at Rutgers University, the Irish Management Institute (Ireland), and the University of Jyvaskyla (Finland). Fluent in Japanese and Mandarin Chinese, Neal is a popular keynote speaker and has been invited to speak about digital media on four continents in a dozen countries. He is also the author of 3 books on social media, including Maximize Your Social (Wiley), and in 2018 will publish his 4th book, The Business of Influence, on educating the market on how any business can leverage the potential of influencer marketing. Neal resides in Irvine, California but also frequently travels to Japan.
  • The Top Facebook Ad Features Most Brands are Missing Out On
    The Top Facebook Ad Features Most Brands are Missing Out On Mike Zappulla: Team Lead, Paid Social @Elite SEM | Joonatan Lintala: Head of Business Development @Smartly.io Recorded: Mar 14 2018 58 mins
    With Facebook rolling out new features regularly, it can feel overwhelming trying to decide how to spend your ad dollars.

    With limited budgets and a directive to return a positive ROI, testing new features can feel like a gamble you might not be ready to make.

    We’ve teamed up with our friends at Smartly to talk through the Facebook Ad features we’ve seen perform the best and are worth investing in.

    If you wonder if features like Instagram Story Carousel Ads, dynamic ads for broad audiences, collection ads, and more are worth it—we’ve got you covered. Our experts will talk through their favorite features, how to implement them into your next round of tests, and results we’ve seen for top brands who know the secrets to driving real, profitable growth on Facebook.
  • Enabling Content in Chatbots and AI: Part II — The Microcontent Solution
    Enabling Content in Chatbots and AI: Part II — The Microcontent Solution Steve Manning Recorded: Mar 13 2018 59 mins
    On December 12, 2017, Steve Manning presented a discussion on how new technology will change the way we approach content. The addition of Bots, voice-enabled interfaces, and Artificial Intelligence means we must change the way we structure content. We are moving from a broadcast style of communication – publish and hope for the best – to a more conversational style of communication. More question and answer.

    This imposes requirements on the content models you need to create if you want to talk to the Bots. We must be more granular in our models. We need to implement Microcontent.

    Join our special guest host, Val Swisher, and Steve Manning In Part II of this series, where Steve will go a little deeper. He will discuss the language of bots/AI: intents, attributes, and assets. Then he’ll relate that to how the granularity you design into your models, the semantic labels you apply to elements, and the taxonomy you capture in creation can make or break your ability to publish DITA content to the new technologies. The session will include real-world scenarios that rely on a microcontent strategy.
  • 5 Ways to Optimize Paid Search for Your Most Profitable Conversions
    5 Ways to Optimize Paid Search for Your Most Profitable Conversions Katie Carlson Scrimger: Team Lead, Paid Search @Elite SEM | Blair Symes: Director of Content Marketing @dialogtech Recorded: Mar 8 2018 60 mins
    The ultimate goal of your AdWords and Bing campaigns is to generate customers and revenue, not just conversions. But optimizing SEM to drive sales is a real challenge. You have to double-down on the keywords, devices, landing pages, and conversion paths (online and offline) driving the most revenue at the lowest costs.

    If you want to optimize your paid search campaigns to drive sales, watch this webinar to learn how. Elite SEM’s Katie Carlson Scrimger and DialogTech’s Blair Symes explain the 5 PPC strategies to increase not just conversions, but customers. Elite SEM also explains how they used these strategies to help a major home services brand:
    - Increase call conversions by 90%
    - Decrease unprofitable conversions by 23%
    - Increase paid search profitability by 12%
  • 3 Ways to Start a B2B Influencer Engagement Program
    3 Ways to Start a B2B Influencer Engagement Program Alistair Wheate Recorded: Mar 8 2018 54 mins
    In this webinar we will look at three ways to engage with influencers in a B2B context to support your content marketing, lead generation and PR activities. We will also look at what criteria to consider when choosing which influencers to work with for each type of activity.
  • The Confluence Equation: How Content & Influencers Drive B2B Marketing Success
    The Confluence Equation: How Content & Influencers Drive B2B Marketing Success Lee Odden, CEO at TopRank Marketing Recorded: Feb 22 2018 46 mins
    Content and influencer marketing are hot topics for B2B marketers all over the world as two of the most promising strategies for attracting, engaging and converting ideal customers.

    What many marketers don’t realize is how collaborating with influencers can create even more credible, relevant, and optimized experiences for target accounts.

    Join Lee Odden to learn how working with influencers and their communities can help scale quality B2B content that gets results.
  • Crowds Don't Buy. Individuals Do.
    Crowds Don't Buy. Individuals Do. Steve Masters, Services Director, Vertical Leap Recorded: Feb 22 2018 46 mins
    With the growth of crowd-sourcing and influencer marketing, it is easy to forget that our end customer is an individual. I will examine the importance of selling to the individual and discuss some common mistakes we could make if we put all our faith in influencers and an expectation that shoppers hunt in packs.
  • Marketing & Sales Alignment: Are you sure sales delivers the right message?
    Marketing & Sales Alignment: Are you sure sales delivers the right message? Vishal Shah, CEO & Co-Founder of LearnCore; Hilary Salazar, VP Product Marketing at People.ai Recorded: Feb 21 2018 48 mins
    Messaging misalignment can lead to lost revenue. From product positioning, to demo’s, to questions about the competition, every interaction with prospective customers is an opportunity for the right — or wrong — messaging to influence a potential sale. You work hard to perfect the corporate and product message; be sure sales gets it right! In this webinar, you will learn:

    - Why messaging certification increases sales velocity and increases revenue;
    - Who needs to be involved in the establishment of a certification process for sales;
    - Where certification can make the biggest impact (e.g.: product launches);
    - How to execute and build repeatable certification frameworks.