Name: Grow Your Business with Customer Retention Strategies in 2021
Start: 2020-12-01T17:00:00Z
End: 2020-12-01T17:43:00.000Z
Location: BrightTALK
Rating: 5

Act-On Software is the world’s growth marketing leader, offering solutions that empower marketers to move beyond the lead and engage targets at every step of the customer lifecycle. Act-On makes customer data actionable so marketers can strategize smart, effective solutions to grow their businesses and generate higher customer lifetime value — all with the fastest time-to-value.

Every lead is unique! So unique, in fact, that MarketingSherpa cites that 73% of all B2B leads aren’t sales-ready and don’t convert. So understanding your prospects’ interests and behaviors is crucial. 

You could have tons of leads, but failing to prioritize these leads based on trackable intent metrics wastes valuable time and resources while also causing you to miss out on the best opportunities. Lead scoring enables your Marketing and Sales teams to prioritize and identify which individuals are primed for outreach and which ones require more nurturing.

In this step-by-step webinar workshop you'll learn how to: 
- Adopt best practices for lead scoring 
- Define your ideal buyer profile
- Assign point values that correspond to specific buyer behaviors
- Implement your lead scoring program in 5 simple steps

Whether you already have a lead scoring program or are just getting started, this webinar will demonstrate how to go beyond the lead to promote growth by acting on data that drives your marketing and sales initiatives.

5 Proven Steps to Build Your Lead Scoring Program

You know the story—87% of marketers say that data is one of their most under-used assets. We capture more data and buyer touchpoints than we know what to do with! More importantly, marketers are under pressure to know exactly where the gaps are and how well their campaigns are performing.

But, marketers are often overwhelmed with data. Join us as we tackle a new year to drive more demand with data-backed marketing strategies.

Join Act-On & ZoomInfo to learn:
- Which key metrics to track across each buyer stage
- Ways to identify performance gaps in your marketing channels
- Tactics you can use right now with captured marketing data
- How to overcome data silos to analyze your marketing strategy

Drive More Demand with Data-backed Marketing Strategies

Experts from Forrester predict marketers will lean into more marketing automation solutions and personalization tools in the coming year. The catch? ONLY 1 out of 4 of these MarTech efforts will reach a return on investment.

The root of that stunning shortfall, analysts say, is a lack of insights into the prospective buyer. So how can you, as a marketer, tap into your MarTech stack to pull the right data that will help to personalize journeys and convert your buyers?

During this session you'll learn:
- Where exactly to invest in your MarTech strategy
- Why consolidating your MarTech stack is important right now
- The important building blocks for a solid marketing tech stack
- How to unite your data for better personalization and automation strategies

Let's help to make sure your MarTech stack rises to the occasion and doesn't fall flat!

Speakers:
- Andrew McCraith, VP of Partnerships and Alliances, Act-On
- Hussam AlMukhtar, Sr. Director of Strategic Growth, ZoomInfo

How to Invest in a Winning MarTech Strategy

Every year more and more companies expand their MarTech stack as they take on additional responsibilities like driving revenue, customer relationship management, internal communication, and much more. In order to make a positive impact, technology needs to manage data, power personalized communications, and contribute to bottom-line growth.

In this session, Act-On’s Jennifer Blanco joins forces with Goose Digital’s Jennifer Pugsley. Together, they will share client examples that represent 3 Foolproof Ways to Scale with Marketing Automation to rock marketing campaigns across the customer lifecycle.

You’ll learn: 
- What true marketing automation is and how it helps to scale your business
- How data management supports segmentation and personalization
- A look at common marketing automation use cases (like customer onboarding and cross-selling workflows) 

Speakers:
- Jennifer Pugsley, VP of Customer Success, Goose Digital
- Jennifer Blanco, Sr. Customer Marketing Manager, Act-On Software

3 Foolproof Ways to Scale with Marketing Automation

Is your sales funnel too noisy, too congested?

The MQL remains a tried-and-true way to qualify potential buyers. But without the right strategy, it's easy to fall into the classic cycle of too much focus on lead volume and too little focus on lead quality.

You don't need your sales team wasting time crawling through low-quality leads that don't result in, well... results.

It's time for Marketing and Sales to break the cycle and clear the cluttered funnel.

In this session, we'll show you how Marketing and Sales can align and come out swinging together—and drive higher-quality opportunities. The kind that result in a high-quality pipeline.

You'll learn:
- Best-practices for defining and identifying an MQL for your organization
- Ways to segment and score leads that reveal the best sales opportunities
- How to measure the success and initial impact of your new process down-funnel

Speakers:
- Casey Munck, VP of Marketing, Act-On
- Carol Adkisson, Director of Marketing Operations, Act-On

Getting From MQL to SQL: How to Drive a High-Quality Pipeline

Credit unions and businesses are embracing marketing automation to create personalized experiences and loyalty at scale. From buying a house to saving for college, credit unions serve a wide demographic of members, each on their own financial journey. Providing these relevant experiences is key to winning customer loyalty and establishing trustworthy relationships.

Join us as Georgia United shares how to: 

1. Automate on-boarding and welcome campaigns to educate customers 
2. Identify common digital behaviors to build personalized service offerings
3. Create automated cross-sell campaigns to offer next best products 
4. Increase customer retention with all of the above!

How Thoughtful Marketing Can Drive Exceptional Member Experiences

Every lead is unique! So unique, in fact, that MarketingSherpa cites that 73% of all B2B leads aren’t sales-ready and don’t convert. So understanding your prospects’ interests and behaviors is crucial. 

You could have tons of leads, but failing to prioritize these leads based on trackable intent metrics wastes valuable time and resources while also causing you to miss out on the best opportunities. Lead scoring enables your Marketing and Sales teams to prioritize and identify which individuals are primed for outreach and which ones require more nurturing. 

In this step-by-step webinar workshop, you’ll learn how to: 
1. Adopt best practices for lead scoring 
2. Define your ideal buyer profile
3. Assign point values that correspond to specific buyer behaviors
4. Implement your lead scoring program in 5 simple steps

Whether you already have a lead scoring program or are just getting started, this webinar will demonstrate how to go beyond the lead and act on data to drive your marketing and sales initiatives.

Sales and marketing alignment is the key to delivering a consistent and exceptional experience for customers, as well as ensuring that hard-won leads turn into long term value for the organization. 

In this session, we’ll explore 5 tactics that will turn your sales team into long-term marketing allies and advocates. From alerts to toolsets to closing the revenue loop, you’ll walk away with concrete tactics that can help marketers impact sales close rates and velocity.

5 Tactics to Implement Right Now for Better Marketing and Sales Alignment

A key promise of marketing automation is the ability to build effective nurture program campaigns that scale. In this workshop, we dive into the anatomy of a compelling nurture program. 

You’ll come away with ideas and tactics for keeping your audience engaged throughout the customer lifecycle by mapping content to the buyer’s journey, leveraging multiple channels, and optimizing your nurtures for peak performance.

The Blueprint of a Nurture Program: How to Build An Effective Campaign

Marketers are working with smaller teams and fewer resources while growing their reach and responsibilities more than ever before. There's no doubt that email automation plays a large role in digitally communicating with your customers. However, in order to thrive in this digital environment, you must embrace innovation and adopt new technologies. As you consider what's next for your team, it’s critical that you understand the difference between email automation and marketing automation.

During the webinar, we’ll discuss:

1. Email automation vs marketing automation (moving beyond batch-and-blast emails to develop and execute multi-channel digital marketing strategies!)

2. Common signs you may have outgrown your email platform

3. How marketing automation can help your organization grow and scale according to your unique needs

4. The current state of the digital transformation and the future of marketing automation

Email Automation Vs. Marketing Automation: 5 Things You Need to Grow

Marketing automation can combine immersive customer experiences across all your business' digital channels. After a year of immense change, the pressure is on to further grow beyond revenue and increase client retention, while delivering against major expectations.

Our featured panelists will share how to:
1. Improve client retention with marketing automation
2. Innovate additional revenue streams
3. Close the gaps in your MarTech stack
4. Develop innovative growth strategies

And of course include previous examples of successful campaigns executed with marketing automation!

How Agencies and Businesses Use Marketing Automation to Grow Revenue

Join us as we talk to Act-On customer, RLH Corporation and learn how their marketing team is creating customer experiences that increase engagement by delivering automated welcome, loyalty, and transactional campaigns to 1,000 properties across 8 unique brands.

The demands on today’s marketers extend beyond traditional lead management. Modern marketers are expected to engage consumers through marketing strategies that maximize the full customer lifecycle and consistently deliver great customer experiences. 

You’ll learn how RLH is using Act-On to:

1. Build unique brand experiences across multiple channels
2. Implement marketing automation whether you’re B2B or B2C
3. Segment and target your customers with personalized offers

Create Engaging Customer Experiences that Matter

Delivering a customized experience is just as important as the product and service you’re offering. In fact, personalized experience nurturing can increase engagement by 57% and conversion by 63%.

We’ll dive into personalization and how to deliver an all-encompassing brand experience. While capturing leads is great, if they don’t receive relevant experiences, they might lose interest. 

You'll learn how to use Marketing Automation to:
- Track behaviors to provide a relevant, unique experience
- Align your content to the customer lifecycle
- Familiarize and engage consumers with your brand across multiple channels

Segmenting your audiences based on digital behaviors empowers you to deliver relevant content and messaging that speaks to your target audiences. And with Growth Marketing Automation, you can cater to each contact’s unique needs and interests at a moment’s notice, supporting their buyer journey at every turn.

How to Elevate Your Lead Nurture Experiences

How to Elevate our Lead Nurture Experiences

Your unique product or service offering distinguishes you from the competition. And since 91% of customers are likely to shop with brands that deliver personalized recommendations, tailoring your brand experience along their entire lifecycle journey is crucial. Doing so fosters retention and cultivates a loyal following. It also strengthens customer relationships based on the quality and benefits of your offerings. Let's discover why customer advocacy is the new competitive differentiator. 

In this webinar we’ll explore:
- How to turn your customers into advocates with marketing automation 
- Tactics such as segmentation and scoring to assess your customer’s unique set of needs and interests
-Real-life examples of programs that engage around your product and service offerings 
- Ways to expand your relationships with brand advocates

How to Extend the Customer Lifecycle with Marketing Automation

Historically, prospective buyers have had fewer resources to support them throughout the purchasing journey. However, as we move further into the digital age, 87% of buyers are now starting their product research online. Gone are the days of just attracting, capturing the lead, and closing the deal, which means developing an immersive and holistic lifecycle marketing strategy is a must.

In this webinar, we’ll explore the necessary shift from funnel marketing to lifecycle marketing — which maximizes the full customer journey, consistently elevates your brand, and delivers great customer experiences. 

This webinar will cover:

1. How to shift from funnel to lifecycle marketing — and why it’s essential to pivot
2. Best practices for improving your customers’ holistic buying experiences — from acquisition to advocacy
3. Real-world business examples that prove the value of this essential marketing approach

How to Pivot From Funnel to Lifecycle Marketing

Given the online revolution of the past decade, paired with the current COVID-19 pandemic, businesses are looking for new opportunities to grow through digital innovation. Now is the time to create product and service affinity for your products and services early-on and implement engagement strategies that attract and retain customers beyond the point-of-sale. 

And since 87% of customers are more willing to renew or repeat their purchases with brands that deliver exceptional personalized experiences, developing effective customer marketing campaigns that exceed their expectations and support their initiatives is paramount.

In this webinar, we’ll explore how you can:
- Evolve your marketing strategies beyond the traditional point-of-sale
- Use customer marketing to boost retention
- Engage and track behaviors at various funnel stages using marketing automation 
- Implement campaign strategies to properly welcome, onboard, and support new customers for sustained success

Grow Your Business with Customer Retention Strategies in 2021

Customer Marketing

Customer Journey

Marketing Automation

Digital Marketing

Customer Experience

Lifecycle Marketing

Customer Engagement

Retention

Brand Advocacy

Behavioural Analytics

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.

Demand Generation

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

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.

Grow Your Business with Customer Retention Strategies in 2021

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