The value of content can be measured in lots of different ways, and many organisations will have their own goals and ambitions for what they want content to achieve.
Some may use content to deliver new sales leads, improve customer satisfaction or enhance brand visibility. But for all the benefits content can bring, expressing the contribution it makes to a business in pounds and pence remains one of the biggest hurdles for B2B marketers.
Phil’s webinar will offer a step-by-step guide to building out your content strategy by highlighting the three key elements needed to feed your sales pipeline:
- Buying cycle
- Content map
- Content personas
He'll also explore the importance of a content audit, and how to carry one out, and discuss what type of content works best at different stages of the sales cycle.
Phil has over 20 years’ experience in online marketing and performance-based lead generation and has worked both client and agency side, including in the private sector as head of marketing for a B2B software provider.
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.
Bitcoin has been making remarkable breakthroughs in the currency world. Its ability to allow users to be fully in control of their transactions along with its no-borders transfer policy have made it attractive to both investors and consumers alike.
However, recent reports have revealed a darker side to Bitcoin. The cryptocurrency is being hoarded by financial institutions as ransom money to pay off potential cyber attackers. Has Bitcoin officially crossed the line and now become a black market currency? Has its untraceable nature inspired the new generation of cyber criminals to initiate unprecedented levels of targeted Ransomware attacks?
Join this panel of industry-leading speakers, who'll be discussing the following:
-Why has Bitcoin-related ransomware become more popular in recent years?
-How can you prevent a Ransomware outbreak in your organisation?
-Is it possible to catch and subsequently prosecute blockchain criminals?
-How can authorities and financial institutions adopt and adapt in the face of rising levels of Ransomware threats?
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
Almost every B2B marketer has experience leveraging eBooks. eBooks are an effective way to provide rich content while creating a fun experience for your audience; however, running the same eBook creation and promotion process over and over again can get boring (for both you and your audience).
In this webinar, SnapApp joins us to discuss three ways you can transform eBooks to engage your buyers at every stage of their journey to boost your B2B marketing results.
How to create engaging content for each stage of the buyer journey
How to transform eBooks into interactive content that engages users and converts more leads
What best-in-class marketers are doing to squeeze more value out of their existing eBooks
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
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.
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
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
Risk Culture in an organization is dependent on the ‘tone at the top’. Management plays a pivotal role in molding the risk culture. Risk management is a part of the IT Governance framework in the organization. No business can function without taking into consideration the internal and external risk factors; in fact risk can be adverse, risk can be positive when it turns opportunity into profit.
As a part of internal audit function, an auditor will see enterprise risk corresponding to the business objectives, mission and long term and short term policies of the organization. But it is observed that the greatest impediment in the compliance to risk standards set by management is the absence of a risk centric culture which has to be woven into the fabric of the organization right from the induction stage when a new employee enters the organization, to defining his roles and responsibilities to including risk compliance into the KPI and building an awareness and training culture where risk is always on agenda to be discussed.
In this presentation, I wish to bring the experiences of our audience under a single platform and discussing certain modes of assessing and building a risk conscious culture whether we belong to industry or we are on the assurance side. We shall emphasize culture as a vehicle to ride our risk initiatives and bring in effectiveness and compliance.
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 these experts for a crash course in strategies, best practices and tips to implement now in your B2B content marketing strategy.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
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?