Using the “AUD” Process to Help Execute Your Digital Marketing Plan

Every marketer, especially those in B2B, are all too familiar with the marketing funnel. There are different versions - the Demand Waterfall, the Rearchitected Demand Waterfall, and the Demand Unit Waterfall. Then there's the inbound funnel, the loop, and the flywheel. Then dig a little deeper, you'll find dozens of different versions depending on the vendor and the product.

So in this webcam panel discussion - moderated by Donny Deaile of BrightTALK - we peel back the vendor veneer and have some real funnel talk with some opinionated and seasoned marketing leaders.

-- Mike Lovell, VP of Global Growth at ZeroFox
-- Moni Oloyede, Marketing Ops Specialist at Fidelis
-- Marissa Ferraraccio, Director of Marketing at Dataprise

Discussion includes a special emphasis on:
- Is there really something better than the classic awareness/interest/consideration construct?
- Do campaigns designed tackle each funnel stage really help optimize your marketing strategy?
- It is possible to move prospects from one stage to the next with email, nurture and content?
- What KPIs should you consider at every stage of the funnel?

Marketing leaders need to immediately embrace change and find creative solutions to add value with an increased emphasis on the digital world. This talk brings CMOs from around the US to share how they're adapting to our new reality with an emphasis on:
- Reaching your audience when travel is restricted and conferences are cancelled
- Adapting content to engage your audience online (when EVERYONE is thinking the same thing)
- Pivoting your field marketing and event strategy to generate digital leads
- Filling the lead gen and branding gap
- Shifting channel strategies, plans, budget and resources
- Keeping your employees motivated during the crisis
- Messaging around coronavirus

You’ve done the brainstorming. You’ve selected your goals. Now it’s time to focus on the execution and results. But where do you begin?

Start with three simple letters, A.U.D: Accountability, Understanding, and Direction.

As the wealth of data in digital marketing grows, so does the list of KPIs that marketers are asked to meet. With pressure to deliver more qualified leads, stay ahead of the competition, and still deliver a positive user experience, efficiency has never been more important.

In this webinar, you’ll learn:
- Why you need to hyperfocus on vital success metrics
- How to quickly turn your strategy into a prioritized action plan
- When to leverage agile project management to empower your team

Each business -- with its buying committee made of multiple stakeholders - makes buying decisions following different processes moving at different rates.

Now add that B2B buyers have access to unlimited online information sources and an ever increasing number of vendors to consider, marketers must provide buyers greater and greater value across the buying process. In addition, marketers must help buyers with the purchase but in a way that steers those buyers to their solution. Thus both marketing and sales must continually deliver value longer after the buyer becomes a customer.

However, too many marketing and sales teams have a very simplistic and linear view of today's B2B buying process. It rarely yields results.

Gaurav Harode worked his way through a complex B2B buying process during his time at Oracle. Today, as a founder of Enablix (https://www.enablix.com/), a sales enablement platform, he works with marketing and sales teams to help enable buyers and grow sales. Between Oracle and Enablix, he has had an opportunity to define several buyer journeys and operationalize the sales processes to map to those journeys.

On this webcast, he shares buyer enablement best practices that he has learned from his failures and successes.

You will learn:

- Why a linear B2B buyer’s journey is setting you up for failure
- A framework to codify today’s complex buyer’s journey
- Why automation dilutes value to the buyer
- How to help your sales team enable buyers across the buyer’s journey

At BetterCloud, the team is scaling fast and literally building the ship as they head out to sea.

How do you prove value? How do you justify additional headcount and budget so you can continue to scale? It's all about attribution and showing marketing's influence on pipeline and revenue.

Join us for a deep dive on:
-Source or influence: Why both matter to crushing growth
-The attribution model: Case study on a stack that runs on Bizible
-KPIs: The dashboard every team needs

SPEAKER BIOS

Robin Izsak-Tseng, Director of Growth at BetterCloud

As Director of Growth Marketing for BetterCloud, Robin is focused on driving engagement and building community with prospects and customers. A down-to-earth leader with success in a range of B2B organizations, Robin thrives in teams focused on demand gen, digital strategy, ABM, content marketing, sales & marketing alignment, and category building. Follow Robin at https://www.linkedin.com/in/robinizsak/

Derek Ries, Principal, Marketing Operations at BetterCloud

As Principal of Marketing Operations and Strategy at BetterCloud, Derek Ries focuses on building and operating the rapidly expanding marketing technology stack and productively applying marketing metrics that grow the business. Derek stays laser focused on business goals, and strives to build steady processes and programs. He is experienced in a broad range of martech tools including Marketo, Bizible, Salesforce, Engagio, Terminus, Demandbase, Sendoso, Bizible, BigQuery, Oracle BI, Segment, and Intercom. Follow Derek at https://www.linkedin.com/in/derek-ries/

You've all experienced it...the struggle to get your customers to take part in your customer marketing and advocacy programs. They don’t want to do case studies or take reference calls because those feel like torture, with little in it for them. And they’re handcuffed by PR and legal policies that prohibit them from giving vendor endorsements and testimonials.

Great News!!

While SlapFive co-founder Jeff Ernst was the Forrester analyst covering B2B buyer behavior and customer engagement, his research surfaced surprising insights into what motivates customers to engage in your customer programs. He applied those insights while building Forrester Frontlines, their global customer voice & engagement program. They captured amazing stories from VP and C-level executives at Fortune 1000 companies that produced customer stories that one of our sales reps described as, “this is the best thing I’ve ever gotten from Marketing, here or anywhere else I’ve ever worked, because it does the selling for me.”

On this webcast, Jeff will walk you through the recipe for making customers clamor to share their voice.

You will learn:
* What REALLY motivates your customers to engage in your programs, and why what you’re doing today actually turns them off.
* The 8 key ingredients for the design of customer programs that get your customers to eagerly participate in them.
* How to give customers so much control over their activities and content that there’s no way they can say “No”.

Trust in companies is at an all time low. Yet trust is the only way to start a conversation, build a relationship, and close that next big deal with a buyer. Add in the fact that buyers are fickle and bombarded with messages all day long, it is nearly impossible to break through the noise. But breaking through the noise is possible, it just takes patience, grit, and an investment in your personal brand. Why? People trust people, not companies. In this short webinar, Joe Matar will walk through his proven method for building a personal brand. He’ll talk about his video, newsletter, social, and content strategy and share actual examples that have helped him get featured as Skaled Consultings top B2B social marketers next to greats like Dave Gerhardt, VP of Marketing at Drift, and Ryan Bonnici, CMO at G2.

Presenter Bio: Joe Matar is the host of the popular TA video series, Talent Acquisition Talks, as well as the co-host of the only podcast, Chief People Officers On The Rise, that gives Chief Talent/People Officers a platform to share advice on how to build a successful and fulfilling career in TA. Joe is a a passionate marketer at Brazen, which is a conversational recruiting platform.

Today’s B2B marketing teams are focused on lead gen to feed hungry sales teams. However, the buying process, especially for large deals, includes various buying committee members and longer sales cycles – which adds up to more complexity. Even with Account-based Marketing (ABM), B2B marketers still struggle to deliver qualified leads. To improve conversions amidst challenge, marketers need to more effectively use data for better go-to-market strategies, market positioning, messaging, and marketing campaigns.

In this live webinar, the founder of WaveLength Analytics, DC Marketing Tech Talks, and the MarTech Magnified conference, Natalie Robb, shares practical advice on using data to improve go-to-market plans, marketing campaigns, and gain share.

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In this webinar, you’ll learn: 
-Why you need to define your total addressable market and target market
-How quick and easy customer base profiling helps identify and prioritize new target accounts
-When and how to do custom, primary research-based market segmentation
-How to tie custom market segmentation to marketing campaigns and operations

About the Speaker, Natalie Robb
As an analytical marketing pioneer at WaveLength Analytics, Natalie Robb is a market analyst with decades of experience crushing data to build go-to-market strategies and high-value marketing content. Natalie uniquely combines technology, data, and marketing with a keen business perspective that has long helped technology and telecom clients gain competitive advantage. Dedicated to helping grow markets and firms, the WaveLength client list includes innovative startups and large tech firms like Microsoft and Nokia. In addition, Natalie organizes the DC Marketing Tech Talks Community and its acclaimed annual conference, MarTech Magnified. Natalie has a BA from University of Michigan and an MBA from the University of Texas at Austin. Learn more at www.wavelength-analytics.com or connect with her on LinkedIn at https://www.linkedin.com/in/nrobb/.

Today’s potential B2B buyers for large enterprise technologies don’t become customers overnight — they require targeted marketing over time as they self-educate and build trust with the seller. The challenge marketers face is to track that lead throughout the entire buyer journey — from acquisition to advocacy — and communicating consistently across channels and throughout the sales cycle. In this session, you will learn how Marketo Engage helps address the gap between when a lead first interacts with you and when she is ready to purchase.

Join this session to learn:
- How to use engagement programs to connect ongoing nurture campaigns
- How to connect multiple touch points to track prospects through the buyer’s journey
- How to better qualify leads beyond lead score to actual purchase interest

About Our Presenter:
Moni is a Marketing Operations specialist with 10 years of Marketing Technology experience. She has worked with all the major marketing automation companies – Marketo, Eloqua, HubSpot, and ExactTarget, both consulting and direct for B2B organizations. She has a proven track record in integrated marketing, especially with establishing digital presence through SEO/SEM, demand generation process, and website optimization. Moni is an award winner and presenter at both Marketo and Eloqua conferences in the past.