How to efficiently maximise real impact in a data-driven marketing world.
All too often, marketers get caught up in their channel-specific metrics – clicks and impressions for display and social media, clicks and opens for email, attendees for events etc. But whether you’re a marketing leader or channel manager, what really matters – and what you want to optimize for – is the impact each marketers has.
In this webinar, featuring marketing leaders from Bizible and Marketo, we’ll discuss how marketers can engage, measure and optimise their efforts to make sure they’re making a real impact, not just serving impressions.
Simplicity is probably the most underrated and underused concept in business today, yet as the rate of Marketing Automation growth and adoption continues to sky rocket, so has its complexity. Customers are feeling left behind, as are the associated Marketing Automation skills.
This event provides insight and solutions to help simplify your Marketing Automation usage and adoption, including:
Different approaches to Marketing Automation simplification
How to drive better adoption across your organisation
Building a framework for talent and skills
Inhouse or outsourced: is there a better approach?
We’ll be joined by Tim Creak, Marketing Operations Manager, Fujitsu, who will share the approach and learnings Fujitsu have taken in driving a successful Marketing Automation deployment across 30 countries and 300+ marketers.
The Simplification and Smarter Adoption of Marketing Technology Breakfast Networking Event. This session introduces the event agenda before diving into the key approaches that Marketers need to simplify the way they manage and use the technologies available to them.Read more >
Revenue performance has become standard for B2B marketers with more than 3/4 of global B2B marketing decision makers measuring marketing’s impact on pipeline & revenue. But as recently as a decade ago, the idea was radical. Marketing leaders adopted the practice, requiring cultural change, re-engineering of the marketing & sales process, & deep investment in marketing automation. We’ve seen the results; revenue marketers contribute nearly 30% more than other B2B marketers.
But, there’s been an unintended consequence. In many firms, marketing is now seen as the supplier of leads to a load-bearing sales force. That belies the reality that marketing is evolving to be the steward of the customer relationship across the lifecycle. The question for marketing execs is: “what measures & metrics demonstrate the full value of marketing to my organization?” Check out this on-demand session with our guest, Lori Wizdo, VP, Principal Analyst, Forrester Research, we’ll dig into practical approaches to that challenge, specifically:
- How to link marketing performance to corporate performance in ways the CEO, CFO & COO care about
- Which 10 metrics are more important to measure than revenue performance
- What metrics should be on the ‘Marketing Performance Dashboard’
CleverTouch client Fujitsu share insight and best practices on to implement marketing automation technology across 27 countries.Read more >
With expectations high and requests coming from every direction, it is crucial you set strategic goals and objectives for your team that quickly drive results. But how do you set your priorities? How do you get the right mix of quick short-term wins and long-term strategic initiatives? And all the while keeping your customers, organization and stakeholders happy while ensuring the internal processes and technology are in place to support them.
We will answer these questions and more in this on-demand webinar. You’ll discover how to:
- Identify where Marketing leaders tend to struggle
- Discover best practices needed to avoid the common challenges and pitfalls
- Balance the need for immediate success with long term strategy
- Determine the necessary investments across people, process and technology to enable your priorities
Jeff Clark brings over 25 years of B2B marketing experience to the Marketing Operations Strategies service. Jeff develops SiriusDecsions’ research on marketing measurement and technology planning. His work helps b-to-b organizations effectively quantify, understand and convey the value being created by their marketing functions and assists marketing operations teams in their planning and management of technology.
After spending 10+ years in the digital marketing industry in various roles, Chris re-joined Progress in 2015 because he believes the Progress portfolio can solve many of the problems he faced at other companies throughout his career. With a passion for technology and marketing, Chris leverages his eight years of experience at Microsoft, various startups and other mid-sized companies to focus on bringing fantastic products to market.
Creating copy for marketing emails is no easy job. And let’s face it, not everybody is a natural copywriter. However, it’s critical that your email content is relevant and engaging so that your emails are opened and acted on.
Join us for our webinar: Don't be a copywronger. Where we'll be discussing the dos and don'ts when it comes to writing engaging copy, helping you to send better emails now.
Join our webinar to:
• Learn five tips to help you write better content
• Discover which one of your emails is the most important and learn how to optimise it
• See strong content examples to help you become a copy-RIGHT-er!
Aparna Gray, Head of Marketing, APAC, dotmailer
Beatrice Ellefsen, Head of Customer Success, APAC, dotmailer
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.
Did you know that 90% of content that you share are forgotten after 2 days? How do you expect your buyers to act on your message if they only remember a tenth of it? How do you even know which tenth they'll remember?
Join this webinar to hear from Dr Carmen Simon, a Cognitive Neuroscientist, author of Impossible to Ignore: Create Memorable Content to Influence Decisions, and a renowned keynote speaker.
You will learn:
- Strategies for transforming yourself and your marketing message into something worth noticing and remembering
- How people pay attention, remember content, and ultimately act on it
- How you can turn Neuroscience into Neuromarketing by using insights from how the brain process information and tend to remember it - or, more often - forget it
Curious to see how the Marketo Demand Generation team uses Marketo to scale programs and grow revenue? Watch Mike Madden, Director of Demand Generation, as he breaks down the core marketing automation principles to building a demand generation machine that scales, performs across regions and drives more business!
- How marketing automation streamlines processes to be less 'manual'
- How to turn your website into an automated, revenue-generating machine
- Ways that marketing automation dramatically increases team productivity and your ability to scale across regions
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.
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.
In this IDC FutureScape presentation, IDC's Gerry Murray will discuss the key predictions that will impact the purchase decisions of chief marketing officers over the next one to three years. Senior IT leaders and line-of-business executives will come away with guidance for managing the implications these predictions harbor for their IT investment priorities and implementation strategies.
About IDC FutureScape
IDC FutureScape reports are used to shape enterprise IT strategy and planning by providing a basic framework for evaluating IT initiatives in terms of their value to business strategy now and in the foreseeable future. IDC's FutureScapes are comprised of a set of predictions designed to identify a range of pending issues that CIOs and senior technology professionals will confront within the typical three-year business planning cycle. Each prediction is assessed on the basis of its complexity, organizational impact, and time frame to expected mainstream adoption.
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.
70% of marketers have pledged to create more content this year. How are you going to stand out from the increase in blog posts, ebooks, and white papers across all marketing campaigns? Learn 3 ways to transform your PDF-first marketing strategies into stronger, more engaging experiences that connect with your audience!Read more >
When asked if they have good Sales and Marketing alignment, many leaders would quickly nod their heads. "Of course we do!" But when it comes down to it, is that alignment real? Are there clear SLAs in place for the treatment of leads and opportunities on both the Sales and Marketing sides? Is the impact of that alignment measurable? Do lead flow, reporting and other critical operations plumbing work as they should? How does this need to evolve as marketing is being asked to support growth across the customer experience?
We're excited to feature noted Marketing and Sales expert Matt Heinz, who will moderate a roundtable with visionaries from both functions where we'll discuss how to make tangible, measurable Sales and Marketing alignment a reality.
In this roundtable we'll cover topics like:
- How the best teams have operationalized Marketing and Sales' responsibilities
- How to measure the Marketing's influence at all stages of the buying cycle
- Which operational pitfalls to avoid
The CMO role is in a time of great change. On the B2C side, we're seeing several noted CPG brands like Coca Cola eschewing the CMO role and instead hiring Chief Growth Officers. In B2B, there is some traction in the rise of CGOs but the broader trend shows the CMO role becoming much more metrics and revenue-driven. It's an exciting time for marketers but it's critical to understand what's driving this dramatic shift.
Liz Miller, SVP, Marketing at CMO Council will host a lively roundtable with several notable CMOs. In this session we'll explore why this shift is happening, how businesses should think about these leadership roles, and what this means for Marketing as a whole.
- How the emergence of key technologies has powered the shift to CGOs and revenue-focused CMOs
- How the need for growth influences breaking down old siloes across organizations and placing big bets on innovation
- What a CGO does and whether your company needs one today
Every B2B marketer knows that great content is a key ingredient for winning growth strategy. Content marketing has changed dramatically since the “more is more” days. The best marketing teams, armed with better measurement capabilities, are taking a more thoughtful approach, delivering helpful, high-quality content and attributing its impact on growth. They’re also shifting their content mix. With 80% of web traffic expected to be video by 2020 (Cisco), streaming content like webinars and videos are no longer just a tick box for a top funnel asset. Target audiences want more engaging, interactive and human experiences online. Successful content teams are acquiring and inspiring their ideal audiences how, when and where they want at all stages of the customer journey.
In this lively roundtable, marketing content expert Steve Gershik and top marketers on the cutting edge of content will discuss:
- Leveraging the most compelling forms of content in 2018 at every stage of the buyer’s journey
- Making great storytelling a key part of your process
- Tips for measurement of content performance, connecting campaigns to revenue
Many B2B marketing teams have introduced webinars into their marketing mix. These web-based events attract qualified, invested audiences that you can convert into leads weeks before the content goes live, and months after it’s recorded. Are you making the most of this powerful lead generation asset?
Join this live webinar with BrightTALK and Uberflip to hear B2B webinar best practices and learn:
- How to optimize your webinar sign up process to get more registrants and how to get people to actually show up!
- How to leverage your recorded webinars to drive leads
- How to use paid amplification to drive even more MQLs from your webinar library
Content marketing is the very foundation of any marketing strategy. With limited time and resources, content is easily one of the best investments any business can make.
Targeted content can form the backbone for influencer and inbound marketing initiatives, thus maximizing the utility of short-form articles, white papers, ebooks, or infographics. In this presentation we take a look at how businesses can gain awareness, build trust, and grow with a content-first mentality.
Things you’ll learn:
- How to maximize your spend with content
- The Content Formula (Medium + Distribution x Frequency = Sales)
- Diversification of distribution and how to use digital assets effectively
Increasingly, marketing must promote a business-led, customer-first attitude, through understanding client insights to drive relevant and timely engagement. Join us for a webinar to learn how automation technology can deliver bespoke experiences designed to increase measurable engagement and create rewarding, focussed conversations between your organisation and clients to drive positive ROI.Read more >
Marketing is increasingly becoming a data-driven function — tracking more activity than ever before — but how can you make sense of it all? What tools do you need? What roles do the marketer and the analyst or technical partner play?
Follow along with Head of Product at Fivetran, and Periscope Data’s Head of Growth Marketing and Head of Sales Engineering to get a full picture of how a data company handles marketing metrics — from the perspective of both the data analyst and the marketing professional.
This webinar will cover:
- Setting objectives and goals for marketing analytics
- Tying together disparate marketing data sources
- Some best practice dashboards Periscope uses
- How analytics and marketing should work together — and how analysts can enable marketers to explore their own datasets
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.
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.
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”