Name: A Winning Digital Ad Strategy: How to Optimize at Every Stage of the Funnel
Start: 2020-02-06T11:00:00Z
End: 2020-02-06T12:00:00.000Z
Location: BrightTALK
Rating: 5

Marketo has grown into a leader in marketing automation, but at our core we are a company for marketers, by marketers. We wake up every morning thinking about how we can make life better for our fellow marketers.  This passion has evolved into a vibrant community we call the Marketing Nation®–the marketers who are invested in our solution, and are the customers and partners who inspire us every single day

We’ve been hearing about “the death of the high street” for years – constantly in the press and unfortunately sometimes witnessed in real life. And the events of 2020 have continued to challenge and alter the world of brick and mortar retail. Is there still a place for physical stores or should retailers go 100% digital?

- The real impact of COVID-19 on the high street
- How local businesses can win big with bricks and mortar stores
- What businesses should be doing to get both on and offline interaction right

Host:
Andy Mulcahy, Strategy & Insight at IMRG

Guests:
Simon Hathaway, Managing Director, EMEA at Outform
Peter Sheldon, Senior Director Commerce Strategy, Adobe
Katy Hilditch, Global Marketing Director at Nando's Grocery International Limited

Marketing Myth: Has the high street changed forever?

It is easy to focus on price, discounts and free services. But when purchasing a product, consumers do more than simply seek the cheapest option. So, what really matters most: price or customer experience? The answer might surprise you. 

Discover what makes customers tick when they’re just a click away from making a purchase, and what top businesses are doing now to improve the way they interact with shoppers beyond cost.

- How real businesses are creating positive customer experiences to generate loyalty
- The hidden factors outside of price that matter more
- Best practices, tips and examples from real brands

Host:
Jamie Brighton, Product & Industry Marketing EMEA at Adobe

Guests:
Rory Sutherland, Vice Chairman at Ogilvy
Marie Uhart, senior international marketing manager at Boden
Hayley Meenan-Wilkin, Web Trading Management at Ocado.com

Marketing Myth: Customers only care about price

It sounds great to say a business decision was “data-driven”, but when is data not good enough – and when should you be listening to common sense instead? Brands are becoming increasingly reliant on data as a good indicator of what to do next and what to avoid, but it’s possible to go too far. 

Are you making the most of the data you have, or is the real path to success getting muddled somewhere along the line?

- Why businesses sometimes rely solely on data-driven decisions
- How to effectively use data to get inside your customers’ heads
- The less scientific information that you shouldn’t overlook

Host:
Phil Wainewright, Editor at Diginomica

Guests:
Hervé Schnegg, Principal Data Scientist at Station 10
Steve Allison, Senior Manager – Strategic Marketing EMEA, Audience & Data Technologies at Adobe
Toni Sekinah, freelance data and tech journalist, formerly at Data IQ

Marketing Myth: Data should inform every business decision

With communication constantly changing, is email dying – or simply just evolving? Email is far from over and is still one of the best digital marketing tools we have but when was the last time you received a message from a brand that truly caused a reaction? As inboxes become fuller by the day, it’s more important than ever for your emails to make an impact. But how should you go about tackling this to generate results?

- Why email is no longer a one size fits all approach
- The importance of real-time data in writing emails that get results
- How to use personalisation to maximum effect

Host:
Joel Harrison, Editor-in-Chief at B2B Marketing

Guests:
Chris Manns, CMO at Webeo
Gareth Case, CMO at Redstor
Peter Bell, Commercial Marketing Director EMEA at Adobe

Marketing Myth: Email is Dead

Personalisation is fast becoming the standard when it comes to retail. Tailored and individualised everything, from marketing to website design, is on the rise, and brands say they’d love to invest more in it – but why? Does it actually achieve the results that businesses think it does? Is it worth spending the time and money to develop customer relationships in this way? Discover what happens when personalisation goes right – and very badly wrong.

- The evolution of modern personalisation trends
- What makes personalisation seem creepy rather than welcoming?
- How to know when you’ve got the balance right

Ben Davis, Editor of Econsultancy

Guests:
Scott Morrison FRSA, Founder of The Boom
Brian Green, Head of Commercial, EMEA, Adobe
Peter Weinberg, Global Lead, The B2B Institute at LinkedIn

Marketing Myth: Customers always want more personalisation

2020 has completely shifted the digital advertising space. Fortunately, digital marketers are pretty experienced at adapting to change.

But as adaptable as you may be, it never hurts to get ahead!

Join Paulo Martins, Head of Commercial Global Digital Marketing, Adobe Experience Cloud for his webinar: Scroll-Stopping Digital Ads: Planning for Success in 2021.
In this webinar, you'll learn:
• Predictions on what's to come in the digital marketing space in 2021
• Tips and advice on how you can prepare and plan campaigns for the new year
• Which digital trends to keep your eyes on

Scroll-Stopping Digital Ads: Planning for Success in 2021

It’s about time we start wrapping up 2020! Even though everyone wants this year to finally be over, when it comes to planning for 2021, we need to be real. There are TONs of valuable takeaways and lessons we need to take with us if we want to be sure that 2021 is as successful as possible.

We want to help make 2021 an amazing year! Join Michael Madden, Director of Commercial Demand Generation, Adobe Experience Cloud for his webinar: The New Age of Marketing: Predicting, Planning and Prepping for 2021.

In this webinar, you'll learn:
• Which key takeaways from 2020 we should keep in mind going forward

• Essential planning tools for the new year

• Tips on how you can prepare to be successful in 2021

The New Age of Marketing: Predicting, Planning and Prepping for 2021

How to accelerate business growth and innovation
Times of disruption and change are often considered uncomfortable, but the businesses that thrive are structured to use this change to their advantage. What are they doing differently?

Find out in our exclusive webinar with David Rowan, Founding Editor-in-Chief at Wired UK. He will share current business trends and the “new rules” that businesses are following to accelerate purposeful innovation and business growth.

In this webinar, we’ll explore:
The companies that have successfully—and unexpectedly—shifted their business models
New partnerships that have led to new opportunities
Why agility and innovation are now more important than ever
Sign up now for the final episode of Let’s Get Digital Bootcamp!

Finding Opportunity in Disruption

With the right lead scoring model in place, you and your team are able to make the most out of every lead that enters your pipeline.

Watch Kylie Alexander, Marketing Operations Manager and lead scoring expert, share how you can create a lead scoring model that will scale with your business.

You'll learn:

How to partner with the right stakeholders to make decisions that are aligned across the business

Lessons the Marketo Engage operations team has learned so you don't make the same mistakes

How to plan for a scoring model that will scale

Future Proof: How to Create a Lead Scoring Model That Scales

Watch Adobe’s webinar, Marketing Attribution: The Journey from Cost Center to Cash Cow.

 

Featured speaker Andy Schneider, Solutions Consultant at Adobe, discusses the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale.

 

During this webinar, you will:

 

Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know

Marketing Attribution: The Journey from Cost Center to Cash Cow

Watch our webinar, Changing Channels: How the Right Cross-Channel Mix Makes Every Marketing Dollar Go Further.

Featured speaker Mike Madden, Director of Commercial Demand Generation for Adobe Experience Cloud, discusses how to create a more proven, more personalized, and more profitable path to purchase.

In this webinar, you will:

Discover how to measure performance beyond engagement metrics, to understand if and how your campaigns are generating revenue

Improve your coordination efforts across channels, so that your customers receive a cohesively branded and personalized experience that can accelerate their journey

Find out how to choose the right mix of channels for your business, and how to create the right content for those channels that aligns with the customer’s stage in the buying process

Changing Channels: How the Right Cross-Channel Mix Makes Every Marketing Dollar

n an ever-changing environment, revamping traditional email marketing is more important and more difficult than ever. Changing up email copy and using personalized subject lines just won’t cut it anymore. It's time to reimagine email and engage with your audience in a way you never have before - with trigger campaigns based on engagement.

Watch Hayley Ferrante for her webinar, Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-Generating Machine, where she will dive into how you can level up your email game and stand out from the crowd.

You'll learn:

How traditional engagement programs still work, but only to an extent
How to listen to your audience and automate triggered campaigns
Why token personalization is important, but not advanced enough

Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-Gene

The majority of marketers agree — data-driven marketing is an essential practice for any business. But what does it look like to “get it right?” And if your approach is less than sound, what are the consequences?

 

Watch our webinar, 5 Strategies to Supercharge Your Data-Driven Marketing. Featured speaker James Leedom, Marketing Operations Manager at Adobe, will dive into how an effective data-driven marketing program can transform your business.

 

You'll learn about:

 

Why data-driven marketing is so difficult to get right
How to clean, organize, and manage your database
Where lead lifecycle marketing and account-based marketing fit into a data-driven approach
Using your data to create more personalized and engaging experiences
Implementing the right attribution solution for your organization and team

5 Strategies to Supercharge Your Data-Driven Marketing

By now, event professionals are acutely aware of the need to pivot. You've cancelled contracts, shifted your strategy, and executed a virtual event (or two). But now that we’ve settled into the new normal, how can we ensure we don’t get stuck in a virtual event rut? In this session, we'll share the lessons we’ve learned in pivoting our strategy, and how we're leveraging key learnings to continuously evolve. We'll also share how these lessons are shaping our view of the events landscape for the rest of 2020 and beyond.

 

Watch Shannon Taschereau and Shannon Jasper on the Field Marketing team for the Adobe Experience Cloud to learn how you can take your virtual events to the next level.

Digital Evolution: Take Your Virtual Events to the Next Level

Digital ads are an essential component to any good marketing campaign. Watch Paulo Martins, Head of Digital Marketing at Marketo, and Scott Minor, Marketing Program Manager at Marketo, for their webinar, A Winning Digital Ad Strategy: How to Optimize at Every Stage of the Funnel. They dive into the digital campaigns they run at each stage of the funnel, as well as the KPIs they look at to ensure their focus is in the right place.

A Winning Digital Ad Strategy: How to Optimize at Every Stage of the Funnel

Digital Marketing

Digital Performance

Marketing

Marketing Strategy

Demand Generation

Search Engine Marketing

Search Engine Optimization

Search Engine

Paid Search

The social media marketing community on BrightTALK is composed of thousands of engaged social media professionals. Learn about social selling, B2B social media and social media marketing for businesses with live and on-demand webinars presented by industry leaders. Fine tune your social media marketing strategy by participating in live webinars and round table discussions.

Social Media Marketing

Demand generation is the process through which a business integrates marketing and sales to move potential buyers down the sales funnel from interest to payment. The BrightTALK demand generation community is made up of thousands of professionals sharing and learning best practices for engagement marketing, demand generation and lead scoring and nurturing through interactive webinars and videos. Register and join the conversation to attend live webinars and have your questions answered by demand generation professionals and thought leaders.

The email marketing community on BrightTALK is made up of thousands of engaged email marketing professionals. Find relevant webinars and videos on email best practices to help you increase email conversions and drive email marketing ROI. Join expert speakers and email marketing peers sharing insights into building email lists, list segmentation, click-through rates and triggered campaigns.

Email Marketing

The marketing operations and automation community on BrightTALK is composed of thousands of marketing automation professionals. Learn and share best practices for marketing campaign analysis, outbound marketing and lead creation with hundreds of on-demand webinars and videos. Increase your engagement and fine tune your funnel management strategy by asking questions during live, interactive webinars with marketing automation peers and industry leaders.

Marketing Operations and Automation

“People generally remember 10% of what they read, 20% of what they hear, 30% of what they see and 50% of what they see and hear.” This final segment, the merging of audio and visual, is what makes webinars and videos a crucial part of any marketing program. The BrightTALK webinar and video marketing community gives you access to webinars and videos on marketing, best practices for video marketing online and tips for creating a successful marketing webinar. Join thousands of marketing professionals exchanging information through on-demand and live webinars and videos.

Webinar and Video Marketing

Search engines are the top driver of traffic to content websites, beating social media by more than 300%. The BrightTALK search engine optimization community is a collection of webinars and videos focused on search engine optimization techniques. Join thousands of professionals in sharing and learning through SEO webinars. Engage the community further by participating in live webinars and obtaining answers to your questions from industry thought leaders.

The digital content marketing community on BrightTALK is made up of thousands of marketers using rich media and thought leadership content to drive engagement. Join to learn best practices for digital content creation and distribution and explore how content engagement can help you connect with your existing and prospective customers and drive revenue.

Content Marketing

Get powerful e-commerce insights to grow your online transaction volume. Connect with thought leaders and colleagues to get the most up-to-date knowledge on the e-commerce strategies and techniques that drive growth.

E-commerce

The marketing community on BrightTALK is made up of thousands of engaged marketing professionals. Find relevant webinars and videos on marketing strategy, branding and more presented by recognized thought leaders. Join the conversation by participating in live webinars and round table discussions.

Get powerful marketing data and analytics insights from influential experts. Connect with thought leaders and colleagues to get the most up-to-date knowledge on the analytics that quantify your investments.

Data and Analytics

As an IT professional, many of the problems you face are multifaceted, complex and don’t lend themselves to simple solutions. The information technology community features useful and free information technology resources. Join to browse thousands of videos and webinars on ITIL best practices, IT security strategy and more presented by leading CTOs, CIOs and other technology experts.

Information Technology

The sales management community on BrightTALK is made up of thousands of sales management professionals. Learn about sales training ideas and techniques while improving pipeline development strategies. Join the conversation by participating in live sales development and management webinars and round tables.

Sales Strategy

The sales community on BrightTALK brings together thousands of engaged sales professionals. Learn about careers in IT sales and marketing, sales techniques and selling strategies. Join the discussion by participating in on-demand and live sales webinars and summits with leaders in the sales industry.

A Winning Digital Ad Strategy: How to Optimize at Every Stage of the Funnel

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