We run down the recent happenings at the RSA and B-Sides conferences in San Francisco, including an interview with industry luminary Tom Kellermann, VP of Cyber Security at Trend Micro.
We also look at recent and upcoming BrightTALK events, such as the ongoing Advanced Threat Protection Summit and the recent Software Assurance Summit.
Every February, thousands of security professionals gather to hear from leading IT security vendors about the latest advancements in the industry. As marketers aggressively prepare their companies, getting the most out of RSA-related content is becoming increasingly important for generating demand in 2012.
RSA, Security B-Sides and BrightTALK are coming together to discuss best practices for creating, leveraging, and repurposing RSA-related content. Attend this interactive webinar to hear from seasoned experts how to attract and retain your target audience’s attention -- before, during, and after the conference.
- Generating brand attention, recognition, and recall at RSA
- Efficiently and effectively opening content distribution channels
- Measuring and extending the success of your conference sponsorship
A Brave New (connected) World.
For decades the marketing of technology has fallen into two distinct silos. On one side are the products and services that are sold to the end consumer. This marketing is known as Business to Consumer, or B2C marketing. On the other hand, there are the companies that sell products and services to other companies. This is known as Business to Business marketing, or B2B.
Unfortunately, the world of connected devices, known by the more familiar term, Internet of Things (IoT), is changing all of this. The days of marketing, and marketing platforms, being built around the concept of a standalone product or sales channel are going away. In their place, we are entering a new generation of products whose very reason for being is their ability to connect to the world around them, to other products, share data, and become part of a larger ecosystem.
This idea of an ecosystem is at the heart of the problem for marketers when it comes to IoT. In reality, what is needed is neither B2C nor B2B.
Marketing organizations need to start planning now to capitalize on IoT to drive customer engagement and demand generation goals.
In the webinar, you will learn
• How IoT will effect B2C and B2B marketing
• About the Business to Ecosystem (B2E) and what means for your marketing plans
• Which marketing technologies and strategies you should be considering in the brave new world of B2E marketing
The last few years have seen a dramatic increase in the awareness of account-based marketing. Wanting to know how this is impacting B2B marketers, Demandbase recently teamed up with Demand Metric to conduct a research study on account-based marketing adoption and usage among B2B marketing companies.
This webinar will showcase more than 20 key findings on the latest trends in adoption, readiness, and business impact of ABM. You’ll also walk away with steps you need to take to successfully execute an ABM strategy.
In this webinar, you’ll learn:
Adoption rates for ABM within B2B organizations.
Which types of companies are adopting ABM.
How ABM impacts your business.
Key steps in how to adopt and get started with an ABM strategy.
Are you passionate about the emotion and creativity of a campaign, or are you more fascinated with analytics and interpreting customer insights? Whether you see marketing fundamentally as an art or a science, the truth is that today's B2B marketers should aim to be a cocktail of the two.
Join Babcock & Jenkins and Marketo, for this live webinar designed to stimulate both sides of your marketing brain. You will discover:
•The latest content marketing trends - plus tips and techniques to wow prospects across different types of content
•Global best practice for building marketing ROI
•How to effectively measure and justify investment in different marketing tactics
Watch Lee Odden - CEO of Top Rank & ranked No #1 Content Marketer by Entrepreneur Magazine as he chats about:
How to leverage influencer content programs to attract and engage business buyers.
How to identify, qualify and recruit the right influencers
How to use the 'Attract, Engage, Convert' model for influencer and content performance optimization
Best and worst practices when working with influencers on an ongoing basis
Why do people do the things they do? As marketers, we're constantly asking why, and how, buyers buy. The truth is the ways in which we shop and consume are drastically different than ever before.
In this session, Katie shares some of the thinking, research, and ideas from the world of psychology that she's found in her own attempt to understand why buyers (especially B2B) do what they do. She'll also share some strategies for addressing this brave new world of marketing, as we all work to keep up, and stay relevant. Join Katie as she uncovers the truths about today’s B2B buyer.
Two thirds of B2B companies Forrester surveyed said the way they interact with customers has fundamentally changed as a result of B2C. The majority of B2B customers are using mobile devices to research and buy products online. Do you have a strategy for this?
Join industry leaders to learn:
* How B2C expectations are fueling the new B2B buyer behavior
* Crossover threats from B2C titans
* What you need to be doing differently to stand out
Mark Schaefer’s post, Content Shock, stirred up marketers with people taking sides both pro and con. I think it’s a lot of hullabaloo and will show you why in this session. There is no silver bullet for marketing. I agree that there’s a “what’s next” for marketing, but it’s not without content. In fact, we’ve barely scratched the surface. In this webinar, I’ll present ideas about how to create sustainable content marketing programs and why jumping ship or discounting what’s possible is not in your best interest.Read more >
Join Steve Hoyle, Head of Client Services at SuccessFlow, and Mark Lerner, Director of Marketing at Oktopost, for this great webinar highlighting the importance of utilising social media for B2B lead generation.
Attendees will be provided with actionable tips on how to leverage social channels to increase their lead database, and push leads further down the sales pipeline with social data.
Topics that will be covered during the webinar include:
•Building a social marketing infrastructure for lead generation
•Differences between engagement and conversion metrics
•Most effective social channels for B2B lead generation
•Enriching lead data in your CRM with social analytics
•Utilising gated content to generate leads on social channels
•Managing social generated leads through to sale
Join these experts for a crash course in strategies, best practices and tips to implement now in your B2B content marketing strategy.Read more >
Is social media an invaluable tool for B2B organisations or a colossal waste of time? Can it produce a return on investment or is it an over-hyped money pit?
Armed with the very latest data and insights, Stewart Rogers will attempt to answer these questions and more. Want to get involved? Take this survey now (bit.ly/1qXvVvn) and we'll reveal your thoughts during the presentation.
The imperative facing modern marketers is engaging the business as a whole in the practice of marketing. Businesses trade in expertise which is locked in people that are not always customer facing.
People ultimately buy people. This webinar sheds light on how to use content to build a robust customer focused marketing platform - that itself positions your experts right at the forefront.
We'll look at ten ways major European b2b businesses have successfully traded in expertise and begin to apply these principles to your business.
Watch this webinar to learn 5 critical insights you can apply right now to better reach and engage B2B marketers on social media.
If you’re a B2B marketer or a marketer that sells to these highly coveted decision makers, incorporating these insights into your marketing playbook will answer questions like:
•Which social networks and platforms should you be active on?
•What topics should you build your content marketing strategy around?
•Which publications should you leverage for PR and online advertising?
•What are the top B2B vendors doing right, and how can you do it right too?
•How can you become more influential with B2B marketers?
The role of the B2B marketer has changed because of technology, and this change has been led by an evolution in buying and selling driven by technology. Marketing systems are collecting incredible amounts of data about millions of different (often fleeting) interactions that is practically never applied to anything useful. Furthermore, many technology systems are not properly integrated, and/or their implementation strategy did not plan for broader communication between complimentary technologies. We know both more and less about our prospects than ever before, all because of technology.
Campaign automation strategy needs to support a broader, more strategic approach to Demand Generation that involves aligning people, process, content and technology around the buyer in order to better support their purchasing journey.
In this panel discussion featuring demand generation and marketing automation experts, we will discuss how B2Bs should outline their Demand Generation strategy … before they make their marketing technology decisions.
Discover why brand and culture are two sides of the same coin in professional services, and how to align them to achieve your strategic goals. In this webinar, Monica Ralli CMO and Arch Singh CHRO share how they initiated a transformation effort to renew the organization’s brand and culture, increase employee engagement and accelerate commercial success. By developing a Client Value Proposition and Employee Value Proposition in tandem, Hay Group has created a compelling story on releasing the full people potential of both clients and colleagues that resonates in both the marketplace and the organization. Learn why HR and marketing should work so closely together and how to achieve this in your organization.Read more >
In the fall of 2013, we surveyed thousands of marketers to learn their top marketing objectives and priorities for 2014. With more than 2,500 responses, we’ve analyzed their insights to give you a current snapshot of the state of marketing. From lifecycle campaigns to return on investment (ROI), you’ll find timely recommendations to help you plan your marketing efforts for 2015 and beyond.Read more >
You would be forgiven for thinking that Social is all about Marketing, except it isn't. You would also be forgiven for thinking that Social is all about B2C. Again, it isn't. Those same consumers are also B2B buyers. They are better connected and better informed than any group of customers have ever been before. Your customers have changed their buying behaviours and, as a seller, you are either adapting or becoming increasingly irrelevant.
In this session we will discuss;
-Question what is social selling?
-Understand how deeply connected your buyers are becoming
-Examine how B2B sellers are engaging with their buyers today
-Show how to adapt to changing buying behaviours
-Outline the first steps
-Focus on the 3 key Social Selling behaviours
-Learn from early adopters
Dale Roberts is Vice President, Professional Services, member of the founding circle of Artesian Solutions and author of Decision Sourcing: Decision Making for the Agile Social Enterprise. He engages with clients on the effective use of social analytics and big data to strategically support sales and marketing. Prior to this, he advised global businesses on analytics and organisational decision making for two decades, one of which was as a European Services Director for market leading analytics provider, Cognos.
In this all new webinar, business development director Rene Power from international b2b marketing agency BDB talks about how to build sector leading customer advocacy programmes in the b2b sector, exploring do's and don'ts and shining a light on best practice. Webinar attendees will leave equipped with a stepped process to creating their own customer advocacy programmes.Read more >
Predictive marketing is a hot topic for CMOs today but what does it mean from a practical perspective? In this webinar, Radius SVP of Marketing Angela Zener will present the various use cases of predictive marketing and the outcomes expected throughout the marketing funnel. Learn the top 10 use cases that drive faster market expansion, better customer identification and accelerated acquisition. Hear about how companies of all sizes, from growth to established enterprises, have leveraged the power of data science to discover, acquire, and measure markets and improve marketing performance.Read more >
Econsultancy’s social media manager David Moth will give an insight into the company’s social and content strategy, including planning, measurement and reporting. Find out why social media isn’t rocket science and discover some free tools that will make your life a lot easier.Read more >