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.
Understanding industry benchmarks and navigating marketing trends can be difficult.
We recently conducted a survey with Heinz Marketing and gathered real data to better understand the issues faced by B2B marketing teams, as well as B2B audience expectations.
In this webinar, Matt Heinz will take you through the survey findings and help you determine where to focus your B2B marketing efforts and comprehend the changing content marketing landscape.
50% of B2B organizations say they are in the “experimenting phase” of influencer marketing, while more than half of B2C companies say they have established programs in place. What are B2B marketers waiting for? The time to establish an influencer marketing program is now, before your competition does!
In this webinar, Alison will explain how she led the creation of the first influencer marketing program at a software company. She will share tips for selecting influencers, creating content, measuring results, and lessons learned from running a B2B influencer program.
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.
There are two areas of GDPR that are most relevant to us in Marketing - consent and legitimate interest. Without gaining one of these, we are unable to communicate with our marketing database in a post-GDPR world and therefore run the risk of losing a large percentage of our marketable database. Not only are we fearing that but with non-GDPR compliant fines being up to 4% of global turnover, this is a topic now very much on the radar of the c-suite.
So how can we go about generating marketing opt-ins and capture consent?
Featuring: Katie Martell, On-Demand Marketer, at BrightTALK's Content Strategy & Distribution Summit.
What do Salesforce, Apple, and the South Beach Diet have in common? They motivate others to action against an enemy - and it isn't the competition.
While your buyers are certainly motivated by benefits, they are more likely to be truly galvanized when called to rally against a common foe. This is what creates movements that build momentum for brands.
The right enemy can also be a powerful way to focus our marketing team and improve our content marketing. Join this session, and find your antagonist.
Katie Martell is a millennial CMO and entrepreneur. She has been named a "marketing expert to follow", a top 10 marketing writer on LinkedIn, and top 3 most influential B2B marketer on Twitter. Katie has spent the last decade marketing to marketers, and today serves a variety of companies as an on-demand marketing consultant. Learn more at www.katie-martell.com
We spend so much time and money on getting our audience to read our content. But what are we learning about them? And what are our returns on investment?
Content marketing is more than just likes, shares, hits and clicks. It’s a perfect opportunity to learn more about our customers’ personal traits, preferences, needs and challenges – and to translate those insights into personalized pitches that convert like a machine.
Learn how you can use interactive content marketing to engage your audience, capture deeper insights about them and personalize content to maximize conversion. Get inspired with loads of examples and leave with great ideas for your content marketing efforts.
• What is interactive content marketing and why are leading brands using it?
• New lead-gen tactics using interactive content
• The 3-step process for higher conversion
• Analyzing your data needs & how to capture it
• How to qualify, segment and deliver high-precision pitches
• Loads of examples and inspiration
BrightTALK and Dot have created this fun little “What Is Your Marketing Superpower?” quiz: https://dot.vu/p/interactive/marketing-superpower-brighttalk/.
Are you a creative genius, data nerd, social media maven or lead-gen machine? Take the quiz to find out (it only takes a minute)! We will be using this quiz as an example to explain some of the concepts, so taking it will also improve your experience while you’re tuned in to the talk.
Over 90% of marketers recognize the value of account-based marketing (ABM), but few understand where to get started and how to successfully implement ABM at their B2B organization.
It's time to clear the fog and take a comprehensive look at the people, processes, and tools that are involved when putting ABM into action.
In this webinar, we share the key elements you need to succeed with your ABM strategy.
You will learn:
- How to define your target accounts
- How to use ABM to attract customers that will grow your business
- How to measure the success of your ABM campaigns
If you’re already using Marketo, then you know that marketing automation is an indispensable tool for executing your B2B marketing strategy. But the majority of B2B marketers still feel that they’re not using the technology to its full potential.
In this presentation, Brian Glover, Sr. Product Marketing Manager at Marketo, will reveal various hacks for getting better results out of Marketo.
You will learn:
- How to effectively nurture your leads with a personalized conversation using Marketo's Customer Engagement Engine
- How to use first-touch and multi-touch attribution to determine marketing's contribution to sales
- How to take your personalized campaigns across all channels including social (using AdBridge) and your website (using Website Personalization)
Content marketing has long been a staple of the B2B marketing mix. But as more organizations are creating more content, how do you make sure your content breaks through the noise and actually creates value?
In this webinar, marketing leaders from Bizible, BrightInfo, and Uberflip discuss key components to planning, executing, and measuring content marketing that moves the needle.
The webinar will answer key questions, including:
• What is content fitness? And why does it matter?
• How do I build a knockout content experience?
• Should I be gating content?
• How do I measure the buyer's content journey? And how do I optimize it?
What would you know about a person from his email ID or location? How would you understand the person on the other end of the conversation or meeting?
The deep understanding of consumers or customers beyond the superficial layer is soon going to be not just a ‘good to have’ but also a basic hygiene for a successful and long-lasting relationship. Be it striking up a conversation with a prospect, merely handling customer queries, or finding the right candidate to hire for the available marketing role, the use of profile enrichment is finding paramount importance in sustaining healthy engagements with those who matter.
Explore the world of AI and its endless possibilities to know people around you better.
- What are AI-built individual deep insights?
- Latest trends in marketing using AI
- How to improve segmentation and personalize communication
- How to take better marketing decisions using a 360-degree individual profile
About the Presenters
Amisha Sethi, Vice President of Global Marketing, Frrole Inc.
Amisha has worked in leadership roles with global giants like Airtel, BlackBerry and Air Asia amongst many others. In addition, a bestselling author of the book "It doesn't hurt to be nice", she is an executive scholar from Kellogg School of Management, Northwestern University, Chicago.
Amarpreet Kalkat, CEO & Co-Founder, Frrole Inc
Amar has worked closely with products in reputed firms like Nokia, Trilogy and Hewlett Packard until he found his true passion and co-founded Ciafo. This was the beginning of his entrepreneurial journey and later on, he went to establish Frrole. A Machine Learning aficionado and limit-pusher, he is an MBA graduate from the Indian Institute of Management, Kozhikode.
Join us on 29th July for a webinar looking at how to make the most of your entry into the Masters of Marketing. Covering the entry process, what to include, some ideas to help capture the judges attention, as well as some hints and tips to help you showcase your work in the best possible light.Read more >
Make your marketing teams more effective with function based roles and responsibilities. Join Amanda Wilson of Qvidian as she discusses the value of aligning your marketing team's roles and responsibilities based on function vs. tactic.Read more >
Tomorrow’s Marketer is focused on targeting key accounts to generate new business. What’s the secret to creating 1:1 moments with your key targets? Personalisation and Predictive Technologies are the secret weapons that empower account-based marketing (ABM) strategies to target and engage key accounts at the top of the funnel.
Join our webinar as Ray Coppinger, Head of Marketing EMEA at Marketo looks at how personalisation and predictive content can power your account-based marketing strategy. You will learn how to:
* Complement your account-based marketing (ABM) strategy with personalisation
* Generate more sales-ready leads by focusing on the accounts that matter
* Leverage best practices from companies personalising their websites for prospects
* Measure the impact of your personalised campaigns with an account-focus
* Leverage predictive content to drive engagement with target accounts
Email Marketing is powerful and marketing automation is even more so - especially when applied to a customer-centric lifecycle marketing programme. Join Kath Pay of Plan to Engage, in this webinar to discover how you can benefit from implementing these 7 lifecycle programs. Be prepared to be informed, inspired and engaged.Read more >
Referral marketing has quickly become one of the top marketing channels used by businesses in virtually every industry and market niche. To ensure that your referral program stands out from your competitors, there are several key strategies that you must follow to insure success.
Join us at the BrightTALK Social Media Marketing Summit to discuss some of the best referral marketing strategies to maximize your conversions. We will not only be defining the current referral marketing space, but will be detailing the following strategies for success:
- How to create viral loop
- Creating symmetrical rewards
- How to effectively target influencers
- Optimizing your referral landing page
- Leveraging guest blog posts
- Being transparent to your partners
Our new benchmarking research takes a look at how the UK marketing community is using email and provides key insights into the challenges and barriers that marketers face. Just 1% are using email to its full potential, leaving the other 99% missing out on significant returns…Read more >
René, author of the Smart Insights Brilliant B2B Digital Marketing guide, will give examples showing how to choose the best types of content that will be most effective across the experience you create from web to marketing automation and social media.Read more >
Run better Influencer Marketing campaigns when you find out what influencers really think!
Influencer marketing is based on people and building relationships. We surveyed our network of 25,000+ influencers to get their views on working with brands. Find out how you can build and nurture your relationships with Influencers to get the best results from your campaigns.
●How creators view sponsored content
●How creators are currently working and hope to work with brands in the future
●Gaps in expectations between marketers and influencers
●Challenges in influencer marketing and how we can address them to build better campaigns
Register now for the chance to learn how to build better Influencer relationships to get the most out of your campaigns.
Attribution is often described as trying to find a single source of truth for the relative impact of every channel on the customer path to conversion.
However, the proliferation of the marketing stack, advertising channels, and user devices has made that search ever more challenging, as have the various schools of thought around the best attribution strategies.
Thus, AdRoll has partnered with Econsultancy to evaluate the state of marketing attribution in the UK, France and Germany. Join Gavin Flood, AdRoll EMEA marketing director, and Jim Clark, Econsultancy research director on November 22nd for a live webinar to make sense of attribution in 2016.
In this webinar you will learn how to tackle numerous attribution challenges:
- Learn why most organisations don’t carry out attribution across the majority of their campaigns and how to remedy this.
- Benchmark your organisation against your peers and find out which methods and technologies they are using.
- Discover the skills and training needed for successful attribution.
- Ask any and all your questions live.
In this webinar, Mike Berry addresses some of the issues around Content Marketing, which has seemingly risen from nowhere over the last 12 months to become an important (and still fast-growing) marketing discipline. Mike will explain why high-quality content is so important, how to get it and how to make the most of it.Read more >
Account Based Marketing is one of the biggest marketing buzzwords at the moment. This webinar aims to dispel some of the hype around ABM and provide a reality check on what it really means for B2B marketers in the context of Marketing Automation.Read more >
Open and clicks are nice, but if you’re like most organizations it’s revenue generated that pays the bills and keeps the doors open. Join us for this session on advanced online metrics and analysis to learn how to calculate and apply quantitative metrics to help you improve the effectiveness – and profitability -- of your email program.
Topics we’ll cover include (but are not limited to):
• Acquisition process abandon rate
• Mobile v. desktop view rate
• Revenue per email sent
• Verifying Statistical Significance
• Value of an email address
You’ll leave with a slew of new quantitative tools you can start using right away to help you evaluate and improve the performance of your email marketing program.
“How can I get smarter about my content creation? What topics and types really impact performance?” You work hard to generate and market the content you believe is valuable and educational for your audience. When it comes to B2B, a performance-driven marketer needs to go beyond wordsmithing and growth hacking, and enter the realm of analytics and insights.
Join Feng Hong, a Senior Product Marketing Manager at Full Circle Insights with a background in performance analytics in B2B, as he discusses a step-by-step methodology for using content performance data in your CRM and marketing automation to guide content planning and creation.
Learn how to:
·Categorize and cross-compare dimensions of content to optimize for performance
·Leverage Salesforce to understand content impact on your sales funnel KPIs
·Utilize attribution modeling to trace revenue contribution back to the content you generated
Today’s marketing meetings are often full of people citing ratios, metrics and numbers. These metrics have evolved from the very simple notion of counting website visitors, to prospect conversion rates, to cost per lead, to cost per click, to conversion rates, etc. There is now a serious risk of blinding people with science. All of this detail is useful and has its place, but a CMO needs to be able to communicate the ROI on their investments in a clear & simple way that is easy to track.Read more >