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    • Develop a Winning Content Strategy With The Power of Buyer Personas
      Develop a Winning Content Strategy With The Power of Buyer Personas Tony Zambito, Founder of Buyer Personas Recorded: Aug 14 2013 4:00 pm UTC 47 mins
    • Developing a content marketing strategy remains one of the toughest challenges in B2B Marketing today. At the same time, it is near the top of the list of priorities for got-to-market strategies in the new digital age. Developing and defining an effective content strategy starts with understanding your audience of customers and buyers. How can you get to know your audience of customers and buyers?
      In this session, you will learn of the Power of Buyer Personas to help you deliver the right content, to the right buyers, at the right time. Shaping an effective and on-target content marketing strategy. You will learn from the creator of buyer personas, what a buyer persona is, how to gain deep buyer insights, and how they inform content strategy. In this session, you will discover:

      •What is a buyer persona and why the original definition still matters

      •How to acquire deep and profound buyer insights

      •How to use the powerful modeling tools of buyer persona and buyer insight development

      •How deep buyer understanding helps you organize for content strategy effectiveness

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    • The Modern Day Buyers Journey: Evolving your Sales Funnel in 2017
      The Modern Day Buyers Journey: Evolving your Sales Funnel in 2017 Matt Heinz, Carol Krol, and Barbara Giamanco Recorded: Feb 21 2017 9:00 pm UTC 61 mins
    • What's different about the buyer's journey today? How has the sales funnel adapted and evolved over the past 5 to 10 years?

      A sales funnel has traditionally represented how a buyer moves from the awareness phase into action. But today, the rapid pace of innovation is pushing B2B sales and marketing organizations to reexamine what they thought they knew about finding, engaging, and converting prospects into customers. Update how you envision your buyer's journey in this webcast overview of the modern day sales funnel.

      Join this webcast with Matt Heinz, President of Heinz Marketing, Carol Krol, Editor in Chief of the Demand Gen Report, and Barbara GIamanco, CEO of Social Centered Selling, to learn:

      - Why the modern day sales funnel doesn’t follow a linear path
      - How buyer behavior is driving the need for change
      - What steps to take to move a prospect through the sales funnel and build loyalty in the process
      - How content plays a role in today’s modern funnel
      - How to get involved in the buying process before the decision is made
      - How the internet and social channels provide new opportunities to build flexible and scalable pipelines

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    • Adapting Your Sales Processes to Today's Buyer
      Adapting Your Sales Processes to Today's Buyer George Bronten, CEO of Membrain, Janice Mars, CEO of SalesLatitude & Barbara Giamanco, CEO of Social Centered Selling Recorded: Oct 27 2016 8:00 pm UTC 63 mins
    • How well do you understand today's buyers?

      More and more, buyers have moved outside the traditional marketing funnel by changing the way they research and buy products. Today’s sales and marketing funnel concept fails to capture all the touchpoints and key buying factors resulting from the explosion of product choices and digital channels, coupled with buyers that are better-informed than ever. A more sophisticated approach is required to help sales and marketing leaders navigate this environment, which is less linear and more complicated than the traditional funnel suggests.

      Join this webinar to learn how to:

      Understand the impact of digital, social, and mobile technology on buyer behavior
      Support the 4 primary phases in the buyer decision-making process
      Achieve consistent sales performance through a consistent sales process that drives behaviors and skills
      Adapt content and messaging for the various stages of the buying process

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    • Meet, Greet & Inspire the EMEA Marketing Buyer
      Meet, Greet & Inspire the EMEA Marketing Buyer Andrea Goodkind, Senior Marketing Manager at BrightTALK Recorded: Jul 21 2016 1:00 pm UTC 40 mins
    • While the digital advertising and marketing spend continues to exponentially grow, marketers are still seeing imperfect conversion rates from prospect awareness to SQLs. Site or landing pages convert at 7% and content syndication sites convert at 2%.

      EMEA marketers bear many different tasks, roles and challenges as they work to expand their business growth across the diverse regions. Driving better conversion rates means starting out with the who and getting your marketing content where they are.

      Out of the 4 million professionals researching on BrightTALK, 68,000 marketing professionals from EMEA are engaging with leading brands. We’ve studied the researching habits of these marketers and are sharing them in this action packed session.

      This session will reveal how to circumvent being lost in the sea of vendors and how to acquire your best buyers through videos and webinars.

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    • Analyzing Buyer Behavior at the Speed of Business
      Analyzing Buyer Behavior at the Speed of Business Chris Selland, HPE, Mike Foster, Qlik, and Jay Hakami, SkyIT Recorded: Apr 28 2016 5:00 pm UTC 51 mins
    • In retail, understanding which products will be hits or misses requires constant data collection and sharing among suppliers, retail stores, the wholesale business, and dotcoms. But even with open collaboration and cooperation, how can retailers collect varying data sources from each link in the omnichannel chain, run high-performance analytics, and visualize those results to truly understand buyer behavior?

      Join Sky I.T. Group, leaders in multi-source point-of-sale data collection, validation and analytics, as they share how their SKYPAD solution enables retailers and wholesalers to gain rapid insight into consumer sales trends. Hewlett Packard Enterprise and Qlik will also share how their underlying technologies -- the HPE Vertica Analytics Platform and QlikView data visualization – power the SKYPAD solution to capture more business and deliver these dramatic improvements over SKY I.T. Group’s former database platform:

      •70% reduction in time to load various forms of data
      •90% reduction in disk storage
      •50 to 500 times faster query and report execution
      •Zero system downtime or "batch windows" needed
      •Significant reduction in total cost of ownership
      •Fast implementation that leverages existing database knowledge

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    • The Role of Buyer Personas in Demand Generation Strategy
      The Role of Buyer Personas in Demand Generation Strategy Carlos Hidalgo, CEO, ANNUITAS Recorded: Sep 14 2015 5:00 pm UTC 45 mins
    • An effective demand generation strategy requires a deep understanding of the individuals involved in the buying process and the events that trigger the sales cycle. Marketers must identify the pain points and challenges their buyers are looking to address with their purchase.

      How do marketers develop those keen insights that allow vendors to engage, nurture and convert their prospects through the buyer’s journey? How do buyer personas play a role in demand generation and how should they be leveraged to maximize program effectiveness?

      Join ANNUITAS to learn how to:
      - Identify deep buyer insights that are core to your demand generation strategy
      - Leverage personas in the development of content and programs to connect with your buyer
      - Build a strategy that maps to your buyer and generates pipeline and revenue

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    • Four Steps to Adopting a Buyer-Centric Marketing Model
      Four Steps to Adopting a Buyer-Centric Marketing Model Lauren Goldstein, VP Strategic Planning, Babcock & Jenkins Recorded: Jul 21 2011 5:00 pm UTC 47 mins
    • Moving toward a buyer-centric marketing model is an essential strategic requirement in B2B marketing today. As marketers, we have a tendency to indulge in marketing strategies that focus on *our* priorities, *our* key messages and *our* current content assets first. A buyer-centric model naturally prioritizes the buyer’s business challenges and the questions they need answered to make a purchase.


      - Comprehending why audience insight is crucial
      - Ensuring you know your buyer
      - Gaining insight into key stages and content requirements of the buyer's journey
      - Planning a content strategy and roadmap (including a glossary of terms)

      About Your Presenter:
      Lauren brings more than 15 years experience in demand-centric marketing to her role. Her number one responsibility is to collaborate with clients and prospects - and the agency - to align business objectives and campaign goals. With experience on both the client and agency sides of the business, Lauren has worked with some of the world’s most respected companies, including Adobe, Microsoft, Intel, HP, Ciena, Symantec, Getty Images, NetApp, Sterling Commerce, Cruise West, Starbucks, Sun Microsystems and Starwood Resorts.

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    • Internationalizing Buyer Personas Case Study: Going Faster in France
      Internationalizing Buyer Personas Case Study: Going Faster in France Christopher Englund and Marco Chieppe, HubSpot Recorded: Sep 19 2017 7:00 pm UTC 46 mins
    • We all know the importance of a well-defined buyer persona. It tells everyone at a company who we sell to and what makes that person tick. A buyer persona is a fictional representation of your ideal customer. But, when a company grows globally, does that ideal customer change?

      Last year, HubSpot decided to "Go Fast in France." There was a lot of fanfare, hiring of French staff and several references to a famous cycling circuit. But, there wasn't a whole lot of thought given to exactly who were marketing, selling and servicing.

      Join me, Scott Abel, The Content Wrangler for a discussion with Christopher Englund and Marco Chieppe of HubSpot about the importance of building market-relevant buyer personas. You’ll discover how following a roadmap—and doing your research ahead of time—can help you develop international buyer personas that work.

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