Name: How To Turn Events Into A Measurable, Pipeline-Generating Machine
Start: 2020-05-26T16:30:00Z
End: 2020-05-26T16:30:33.000Z
Location: BrightTALK
Rating: 4

Integrate empowers marketers to unify their demand marketing channels into a single, powerful SaaS platform that helps them achieve quantifiable business outcomes. Global innovators like Dell, ADP, Microsoft, Adobe and Salesforce rely on our software to bring people, processes, data and technology together so their teams can drive revenue at scale. Teams save hundreds of hours per month, generate three times more high-quality sales leads, and impact four times as many opportunities. Visit integrate.com to learn why marketing leaders choose Integrate.

B2B organizations are in the throes of a digital awakening. Business has gone digital overnight, and the pressure is mounting for B2B buyers to act on new solutions and/or do more with less. But as B2B buyers grow savvier, relying on more channels and sources to guide and shape their purchasing decisions, oversaturated tactics and siloed demand approaches are fueling this disconnect making it harder for Marketers to hit targets, expand accounts, and deliver meaningful experiences buyers crave. It matters. Today, 70% of B2B buyers are strongly considering ditching preferred vendors for a competitor, and 1 in 3 are terminating contracts, dissatisfied with poor, digital experiences. 

Precision Demand Generation is a disciplined, purposeful strategy that enables B2B Marketers to break through silos, connect people, provide visibility, trust their data, and measure ROI to:  

-Create buyer and account journeys that deliver better buying experiences 
-Focus effort on ideal customers and accounts when they are looking for solutions 
-Optimize budget, time and resources 
-Deliver more bottom-line value to the organization 

Join Integrate Chief Growth Officer, Scott Vaughan and Head of Marketing Strategy, Jennifer Goode for a controversial marketing reality check on what B2B Marketers need to do right now and where to go from here to connect with our buyers amid uncertain times.

From Ocean to Oxbow: The B2B Marketer's New Reality

The COVID-19 pandemic has had a tragic impact on families and communities throughout the world. It also has disrupted our everyday lives, the global economy and our businesses.  Environmental factors due to the pandemic are forcing a reliance on digital interactions, with 42% of B2B purchases now being made online. This poses a risk to all B2B organizations unless they adapt quickly and pivot their strategy to be more digital and customer-centric. 

Join our guest speaker Forrester VP, Principal Analyst, Alisa Groocock, who will discuss:   

-The urgency of an omni-channel strategy which delivers to buyers a streamlined buying process across their preferred channels and touchpoints.  
-The key attributes and characteristics of an effective omni-channel strategy 
-Actions that organizations can take right now to accelerate their digital transformation, and deliver better omni-channel experiences.

Why Omni-Channel Should be a B2B Marketer’s Top Priority

We’re at an inflection point in B2B marketing. The first-generation approach to “Modern Marketing”––powered by digital lead gen, inbound, content-driven and database marketing––is running out of steam as executive and customer expectations rise.

B2B teams are turning to Marketing Orchestration to fuel today’s more-complex revenue generation requirements. This evolved approach offers CMOs, MOPs and digital demand leaders a unique opportunity to orchestrate data, systems, programs and experiences, while adding new levels of intelligence and activation.

In this 45-minute webinar hosted by Integrate and featuring Kerry Cunningham Sr., Research Director at Sirius Decisions and Mike Riding, Director, Digital Marketing at Workfront, you’ll gain a fresh perspective on how you and your revenue generation team can deliver new levels of business outcomes, including how to:

-Advance from first-generation marketing automation to orchestration
Intelligently engage buying committees at target accounts and create buyer’s journeys
-Streamline and integrate your demand effort with your existing systems, data and processes
-Increase data quality to fuel programs, performance and sales and marketing productivity
-Deliver business outcomes via pipeline and revenue generation

The Dawn of Marketing Orchestration

From identifying the right audience, ensuring quality lead data, to using intent signals to prioritize follow up and maximize results, the road to content syndication success is littered with obstacles and potential pitfalls. 

Successful content syndication campaigns require robust planning and meticulous execution. When strategically executed, they deliver contacts at your ideal customer profile organizations not yet exposed to your brand, attracting high-quality buyers, open to your message. 

Join us to learn how leading marketers avoid common pitfalls across planning, managing, delivering and measuring content syndication campaigns. 

We will cover how to avoid common mistakes so you can: 

-Identify the right audience from the beginning 
-Select the right content for syndication 
-Go beyond email nurture 
-Deliver campaigns that convert to revenue

Avoid The Pitfalls of Content Syndication

Today Marketing teams are under pressure to achieve ever-increasing lead targets which often end up in quality taking second place to quantity.  

The result: pipelines filled with low quality leads, disappointing conversation rates and un-productive friction between marketing and sales.  

Join leading marketers Toni Schmelzle, Senior Marketing Manager at SAP Concur, Marina Lemas, Integrated Demand Marketer at Gigamon, Kristy Murphy, Senior Marketing Manager, Demand Generation at Verizon along with Frannie Danzinger, VP Sales at Integrate as they discuss:

-How to navigate the pressure to meet lead targets without sacrificing quality 
-What makes a Good and Bad Lead in 2020 
-Strategies to eliminate Bad Leads 
-What it all means for Marketing & Sales alignment 

Bad leads damage more than just revenue. They diminish organizational trust and weaken down funnel programs before they even begin.

The Hidden Costs of a Bad Lead

The global coronavirus situation is causing shock waves for events, tradeshows and in turn, demand, in Q2 and beyond.   

The uncertainty and sudden cancellations, postponements and virtualization of events are raising concerns across the entire industry.  

Join Integrate on April 24th for a roundtable webinar on the impact the coronavirus is having and how Exhibitors and Organizers can respond to recent developments. 

Featuring insights and input from Emma Pearce, VP, Product & Strategy of SaaStock, Colleen Leary, Senior Marketing Events Manager at Alert Logic, Kimberley Clarke, Chief Strategy Officer of an Event Management Agency, KCI Management, and Chris Wickson, GM of Integrate Events, join us as we discuss: 

-How to manage the coming weeks and months amidst the changing events dynamic.  
-How to restart your events strategy to get the best results in 2020 and beyond.

Impact and Actions – Events and Coronavirus Round Table

Join Mike Braund, Global Director of Marketing Operations, to hear what the Tableau marketing and ops teams are doing to overhaul and evolve their tech infrastructure, data models, program approach (and more) to meet these changing requirements. Scott Vaughan, Chief Growth Officer of Integrate, will provide perspective on the changing marketing tech landscape and the ramifications for B2B teams. These real-world marketing leaders will tackle critical topics in this new era of “journeys” and “orchestration”, including how to:

-Navigate the buyer and market changes holding many B2B marketing and revenue teams back
-Evolve from managing marketing and sales funnels to power buyer and customer journeys
-Shift from a marketing automation to an orchestration strategy and mindset
-Efficiently deal with tech debt and dirty data during this important transition
-Get on the right path to manage expectations and deliver against ever-increasing growth numbers

How to Power Your MarTech Strategy & Stack for Journey Orchestration

The world of B2B face-to-face events has been hit harder than most by the Covid-19 pandemic. Uncertainty remains around when and how events will return, and the longer-lasting impact.  

One thing few people can argue against is that B2B events will be back. They will always play a key, strategic role in any B2B Marketing and Sales strategy.  

With that in mind and to coincide with the release of our new Guide entitled “How To Turn Events Into A Measurable, Pipeline-Generating Machine”, join on GM of Events at Integrate, Chris Wickson for this webinar.  

Chris will be sharing insights, tactics and takeaways from the Guide that will help B2B Event Marketers prepare for the return of physical events: 

-How to prepare a business strategy for your events 
-Building the right events mix to hit your objectives 
-Converting attendees into event qualified leads, pipeline and revenue 
-Measuring and reporting event success

How To Turn Events Into A Measurable, Pipeline-Generating Machine

Event Marketing

Covid-19

B2B Marketing

Webinar and Video Strategy

Community Marketing

Pipeline

Lead Generation

Lead Capture System

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 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 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

Online advertising has grown into a $37 billion industry from nothing in the last twenty years. Encompassing banner ads, rich media ads, video advertising, social network advertising and retargeting, online advertising is a key component of digital media marketing. Learn how to optimize your digital strategy from online marketing experts.

Online Advertising

Get powerful marketing insights for your business. Connect with experts and colleagues to get the most up-to-date knowledge on which marketing strategies and techniques are driving customer and revenue growth.

Marketing

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.

How To Turn Events Into A Measurable, Pipeline-Generating Machine

Presented by

About this talk

More from this channel