Name: 5 Proven Steps to Build Your Lead Scoring Program
Start: 2022-12-15T16:00:00Z
End: 2022-12-15T16:00:59.000Z
Location: BrightTALK
Rating: 0

Expert-led webinars on automation, email, ops, & alignment. Act-On insiders and partners share the secrets. Tune in & scale faster!

Are you ready for 2024’s evolving email deliverability landscape?

Join us tomorrow for an insightful webinar where our Deliverability experts and Act-On insiders, Brian Willis and Tayler Donti, will guide you through the crucial 2024 updates to Google and Yahoo's sender guidelines. This webinar will cover...

-The latest updates to Google and Yahoo's sender guidelines and how they impact your email deliverability strategies
-How to implement and comply with new sender authentication requirements, including DMARC, DKIM, and SPF
-Best practices for maintaining high engagement rates to ensure your messages reach your audience

Email in 2024: Thriving in a Changing Deliverability World

Engagement metrics flatlining, anemic open rates, sending to a chronically inactive audience, bounce rates skyrocketing, or worse, spam complaints leading to a complete system collapse … these are all leading indicators of email failure.

With increased privacy policies and laws governing consumer data, it’s more important than ever to ensure your email practices aren’t going to send you to a block list. It’s time to look into your email deliverability health and make adjustments, stat.

Join Act-On’s expert deliverability consultants, Alex Cunningham and Tayler Donti, as they review the warning signs that your email health may be at risk and prescribe changes you can start implementing today.

Deliverability Clinic: Diagnosing the Symptoms that Lead to Email Failure

We all know the classic tale: Lead meets brand. They’ve been burned by broken promises before, but this time feels different. The brand’s products solve the lead’s pain points. Lead decides to make the first move. They raise their hand.

But all too often, it’s not happily ever after. In fact, in 2023, the average pipeline conversion rate for B2B companies was only 2.9%. Let’s change that. 

Join ZoomInfo’s Director of Demand Gen, Michelle Blondin, and SVP of Marketing at Act-On, Jeff Day, as they discuss the essential techniques and best practices for nurturing leads to win hearts and convert buyers.

You’ll walk away with learnings on:
-How to evolve lead scoring strategies to optimize for conversion
-Crafting the perfect nurture sequences based on account intelligence and funnel stage 
-The keys to a strong marketing-sales handoff
-Reporting full-funnel metrics to identify what drives opportunities and how to replicate the process

Strategies for Effective Lead to Pipeline Conversion

Let’s face it: switching from one marketing automation platform to another is a daunting thought.

But the truth is, whether it's low utilization or falling short of business goals in 2023 due to inefficient processes—23% of companies will switch their marketing automation provider this year.

Do you think you might be one of them? 

If so, join Act-On and Access Marketing for an in-depth look at the migration process and why you have options that can make it far less painful than you’re probably imagining.

Making the Switch Without a Hitch: The Strategic Approach to Switching MarTech

When’s the best time to send an email? What kind of personalization actually drives engagement? Do people prefer designed or plain text messages? 

Email marketers have strong opinions on these questions. And we spent the last few months A/B testing every send to separate fact from fiction! 
The results may surprise you; they surprised us!

What we will cover: 
-Timing: Is there really a single perfect time to hit that send button? We’ll uncover our results from what days of the week outperformed others to what time of day got the best engagement 
-Design: Does design matter? We looked at CTA placement, link types, colors, and different design styles to see what drives the most clicks
-Language: Crafting content that screams "click me!" can be challenging. We put personalization, long-form and short-form emails, and professional language to the test
-Plus, we’ll share our tips for testing against your audience so you can start seeing email success

Email Marketing Debunk’d

See why customers say Act-On is the easiest and most cost-effective marketing automation platform. 

Tune in for a 30-minute tour194194 of Act-On’s marketing automation platform, followed by a Q&A on December 5th at 10:00 am PT to see how you can:

-Deliver personalized experiences across multiple channels 
-Achieve better results with automated workflows
-Support your sales team with better leads, data, and reporting
-Maximize your ROI and budget
-and so much more!

Lights, Camera, Act-On: See Act-On in Action

Let’s agree that relying solely on traditional email metrics to gauge prospect intent no longer works. With everything from link scanners to mail privacy policies and cookies, recognizing genuine interest from mere clicks and opens has become a guessing game. 

Revolutionize your approach to prospect nurturing with intent.

Join Act-On's Director of Demand Gen, Dom Catabay, and Senior Campaign Manager, Suzy Balk, in an insightful webinar that explores the future of nurture programs designed with the prospect's best interests in mind. Stop waiting for someone to raise their hand and discover how to proactively identify potential customers and deliver the right message at the right funnel stage using intent data.

In this engaging session, you'll gain valuable insights on harnessing first and third-party data and intent signals to boost your lead nurturing efforts. 

We’ll cover: 
-The intent signals and metrics that you should be looking at
-How to use intent data to identify your next target for nurture 
-Personalizing messaging based on data 
-Utilizing marketing automation to engage at each step

Get Proactive With Lead Nurturing: How To Boost Efforts With Intent Data

When a man falsely made viral claims that Starbucks was anti-Christmas, former VP of marketing Nancy Poznoff took quick action to flip the narrative. She helped lead the charge during the "Red Cup" incident.

Now as partner and co-founder of the Kingston Marketing Group (https://www.kingstonmarketing.group/), Nancy helps other companies navigate that tricky conversation of brand identity. Her hot take: KEEP THE HUMAN TOUCH in marketing, communications, PR and content.

Fighting Starbucks' "Red Cup" brand haters!

It all started with a question from Mannan Shaikh's daughter: 'if you want to help women, why don't you help them in your own field?'

So Hers (https://herstech.com/) was born. 'Hers' is an India-based organization that fights to get more women into marketing opportunities, sometimes saving them from oppression.

Mannan Shaikh and Arzuv Nurgeldiyeva share their journeys to uplift women in the ultimate act of rebellion.

The Rebel Instinct: Empowering Oppressed Women in Marketing

What does it mean to be a rebel?

To Marc Liu, it means challenging the status quo, but also knowing when to let someone else take the reins.  As chief revenue officer of the startup E-bike company, Civilized Cycle, he has fought through COVID-19 production issues to launch a green product people ACTUALLY want.

It's not a TESLA, but the bike creates an experience riders haven't felt before.

Hop aboard and give Marc a follow: https://www.linkedin.com/in/liumarc/

Launching the Tesla of E-bikes

Is your content collecting dust rather than driving web engagement?

Good content takes a lot of investment – of time, money, and resources. Too often, marketers give up on content once it’s published and distributed. The truth is, that old dusty content sitting in the digital corner still has time to shine.

Join Act-On’s Matt Sailor, Sr. Content Marketing Manager, and Trevan Strean, Creative Director, to learn how content audits and brand refreshes can help you squeeze more demand gen results from your entire content library. 

What we will cover:
- A step-by-step approach to auditing your content library: How to look at your existing content library holistically to determine what to dust off vs. what "no longer brings you joy" as Marie Kondo would say
- Tips and tricks for making updates to creative assets for minimal effort: Identifying quick win updates you can make to existing assets and what to start with on some of the more involved updates
- AI tools that can help you reuse and recycle content: Embracing new AI tools to reduce the manual lift of refreshing your library and focus that human energy where it matters most

Content Glow Up: Taking Your Content from Ho Hum to Fabulous

He's a professional performance coach who has lived the challenges many fight to overcome. From being told he needed to go to a better school, to personal struggles through substance abuse, Ben Kiker accomplished CMO success through authenticity.   And he says the best thing you can do in 2023 is cut the BS and act on truth.

He joins Casey Munck and Galen Ettlin, hosts of The Rebel Instinct Podcast, to talk about how corporate leaders can lead by this example.

Check out Ben's website: https://www.thebenkikergroup.com/

No More 'How are you?' 'I'm good!' - Ben Kiker pushes authenticity in leadership

He had a dream to make it in Hollywood, but a career shift away from MTV paid off – big time!

Jascha Kaykas-Wolff is now president of Lytics and has previous leadership experience at Mozilla, Yahoo, Webtrends and Microsoft. When Facebook messed up on data security, he was the one of first tech execs to pull ads from the platform.

So how can you punch above your weight, move up as a marketer and LIVE your rebel brand? Jascha says some basic structure can change your world.

Check out his podcast: https://www.thisisyourlifeinsiliconvalley.com/

And follow Act-On for future episodes of The Rebel Instinct Podcast: https://anchor.fm/act-on-software

From MTV's 'The Real World' to martech guru

Molecular biologists make the best marketers. Especially those who spontaneously dance down Target aisles.

Okay, maybe those aren't the requirements, but those traits certainly have helped Heidi Bullock think outside the box and work her way up the as a marketer in Silicon Valley!  Now CMO of Tealium, Heidi has experience as CMO at Engagio and Group Vice President of Marketing at Marketo, and more!

Her advice: don't make it so complicated! Take a listen.

Follow Act-On for future episodes of The Rebel Instinct Podcast: https://anchor.fm/act-on-software

Dancing in Target - Heidi Bullock's Rebel Instinct - Make it simple!

Take our advice! – or maybe not? Turns out, gut instinct can get you further.

Inspired by his work as a wildland firefighter, Leo Ochoa founded Dorsum (dorsumtech.com), which produces spinal support mobility devices. He was discouraged from launching at the end of 2019 (holiday season, blah blah blah...), but decided to go for it anyway. A few months later, the world shut down for the COVID pandemic, but Leo was luckily up and running.

Tune in to this episode to hear Leo's inspirational and defiant journey, leaving behind the big corporate world of Phillips Sonicare and Columbia Sportswear to found his own company at a scary time.

Follow Act-On for future episodes of The Rebel Instinct Podcast: https://anchor.fm/act-on-software

Pain in the back! Ignoring advice paid off for this entrepreneur

Ever notice how some people who are always talking don't really have a whole lot to say? Well now, it's YOUR turn to speak up! That imposter whispering doubt into your brain needs a reality check.

Sara Gelenberg-Field has climbed the ladder at Starbucks, Nestle and Mommy's Bliss. She says she used to be the quiet one, but now speaks up to make her ideas come to life and transform MEGA companies.

When there's a whole lot to feel burned out about, rebelling a little can sure reignite the fire. Join us!

Fight the Imposter! Rebelling for yourself and others

Cody Putman, an experiential marketer at Afresh, knows you can't just sit around online and hope your campaigns resonate. He says you gotta bring experience to people. Here's how he used gummy sharks to do it.

Join Act-On VP of Marketing Casey Munck and PR Manager Galen Ettlin for episode 3 of The Rebel Instinct Podcast. And follow Act-On for future episodes here: https://anchor.fm/act-on-software

Jump the (gummy) shark! How experiential marketing can sweeten the deal!

How do you make marketing campaigns go from generic corporate to fun and edgy?

Jorie Green Mark is a marketing innovator and author with answers to engage target audiences!  She is currently director of content for Life Extension, but also made a splash as head of social media for Kroger, with campaigns involving Jeff Goldblum and Funny or Die.

Follow Act-On for future episodes of The Rebel Instinct Podcast: https://anchor.fm/act-on-software

Jeff Goldblum inspiration - Jorie Green Mark's Rebel Instinct

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

Demand Generation

Lead Scoring

Marketing Automation

Marketing Strategy

Lead Conversion

Lead Nurturing

Lead Management

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

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.

5 Proven Steps to Build Your Lead Scoring Program

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