Name: 01 - Brand Utility - The Purpose of Purpose
Start: 2021-04-09T05:54:00Z
End: 2021-04-09T05:54:47.000Z
Location: BrightTALK
Rating: 0

You didn’t just make a sale, you took the first step in building a life-long customer and advocate for your brand. Let’s keep powering through the final stage of the customer journey and learn how to support this new relationship. Our hyper-connected world is transforming the market into a reputation economy. Discover the ways to meet customer expectations with brand utility. 

Let us show you how to harness the collective force of brand advocates and reveal the techniques to access that power. 

Learn from eCommerce experts on how to: 

Deliver a product experience that turns customers into advocates 
Provide opportunities that amplify fan engagement 
Channel constructive feedback to drive greater business performance

What happens after the sale? Learn tips on how to keep your customers engaged.

So many social posts. So many channels. So little time. How can you create a content strategy that cuts through to your customer? Surveys show that 88% of shoppers research online before making a purchase, so you can't underplay content's role.   
Nicholas Kontopoulos, Head of APAC Commercial DX Marketing at Adobe, talks to storytellers Chrissy Lim and Tim March from PaperPlaneCo, about the best ways to inspire, inform and engage your customers.  

In the final webinar in the series, you’ll learn: 

Key messages for each stage of the customer journey 
Communication Dos and Don’ts 
Why it’s essential to use the right format for different channels 
Creative examples from successful campaigns

Learn how to create great content that stands out.

They’ve read your promises, watched influencer videos, and decided to trust you. Now it’s your turn to deliver. The customer journey gains its power by converting customers into advocates. It’s during the Purchase stage where you really begin to shine. Impress new customers by combining all of your resources and tasks into a single, powerful platform. 
Come see how Luke Hilton from The Playhouse Group and Rob Hango-Zada from Shippit have used unified commerce to wow customers. Nicholas Kontopoulos will lead a fascinating discussion on how quickly customer expectations are changing, and what is being done right now to meet them.  

Learn from commerce experts on how to: 

Create a frictionless buying experience through to delivery and beyond 
Engage customers at the purchasing stage of their journey  
Convert customers into brand advocates

Rule the Marketplace

How to use influencer marketing to close the deal. 

Ever wonder what last little push makes your customers click “buy”? Validation. We’re going to reveal how influencers validate our choices, and how you can make that work for your business. An explosion of new products and services, the move to online shopping, and the age of social media have created the perfect storm. Out of this chaos has come the role of Influencer to guide us, and let us experience products through them. 

Join Nicholas Kontoupolos and guests for a lively coffee chat about the most recent insights into influencer marketing and where it is taking us. Get inspired by the stories of his special guests including as they discuss what you can do to bring the influencer advantage into your strategies.

Influencing the Sale

We used to rely on the menus dropped into our mailbox to find local take-away restaurants. Now, with Uber Eats and Deliveroo, you glance at your phone, pick your menu and have it delivered. There’s a vast array of cuisines available. You just point and click.  

It’s this experience that customers expect more and more.  

How can your business provide the same presence and readiness for your customers? It’s about matching desire and awareness. This is the start of the customer journey.  

Learn tools and tips that take the guesswork out of ad messaging and placement. We’ll help you better measure and anticipate how to match your customers desire with the right product at the right time.  

Michael Plimsoll, Industry Marketing Director at Adobe and Nicholas Kontopoulos, are going to share their experience in how to build awareness. Hear them both share insights from years’ of experience in helping brands stay ahead.

Learn how to match your customer's needs with the effective products

What role does marketing play in closing deals?

How do you create content that stands out?

What happens post-sale? Learn tips on how to keep your customers engaged.

So many social posts. So many channels. So little time. How can you create a content strategy that cuts through to your customer? Surveys show that 88% of shoppers research online before making a purchase, so you can't underplay content's role.   

Nicholas Kontopoulos, Head of APAC Commercial DX Marketing at Adobe, talks to storytellers Chrissy Lim and Tim March from PaperPlaneCo, about the best ways to inspire, inform and engage your customers.  

In the final webinar in the series, you’ll learn: 

- Key messages for each stage of the customer journey 
- Communication Dos and Don’ts 
- Why it’s essential to use the right format for different channels 
- Creative examples from successful campaigns

13 - Crafting Content that Counts

11 - The Next Time, Every Time

10 - Rule the Marketplace

09 - Influencing the Sale

The real battle begins when customers start crossing options off their list. You have to be the last one standing to win the sale. To achieve this, you’ll need to know what your customers are thinking, what they’re looking for, and how they go about finding it. 

As the market evolves to meet customer needs, their expectations are on the rise. 

Join Nicholas Kontopoulos, Head of APAC & EMEA Commerce at Magento, as he shares his insights into delivering the information customers are looking for in a way that builds confidence in your product.  

Learn from Magento experts on how to: 

Encourage interested customers to commit to purchasing your product 
Convert brand recognition into customer love 
Build a virtual product experience though reviews, unboxing videos and influencer engagement 
Be the last one standing as customers zero in on a purchase

08 - Never Miss a Sale

There’s a window of opportunity between the moment a customer realises they have a desire, and the moment they add you to their wishlist. To convert them into your customer, you must be discoverable in this window.  

Creating a personalised experience with just the right amount of persuasion is key. We’re going to reveal solutions that enable you to be where your customers are, wherever they are, by delivering content that builds their trust, and engages with them on their terms.  

Enjoy discussions with industry experts as Nicholas Kontoupolos guides you through the second stage of the customer journey. Interact during this live experience while you gain the skills to engage naturally and efficiently with potential customers as you guide them towards considering your product. There’s a lot to discover here, and we’ll give you the tools to dive deeper with further resources. 
How to emerge top-of-mind by engaging with customer aspirations. 

Learn from Magento and other experts on how to: 

Make sure you’re on the customer’s radar 
Use personalisation to align with customer’s aspirations 
Be responsive and meaningful across all channels 
Trigger the “consideration stage” with customers

07 - Be Where Your Customers Are

06 - Desire Drives Attention

Consumer retail and tech giants have raised the bar for B2B buyers. 

Your customers now want the same quality of engagement that they get from the likes of Amazon, Lazada and Alibaba. If they don’t get that, they’ll simply look elsewhere.  
 
To satisfy expectations you will need to deliver a more personalised experience.  

But what role do people, process and technology play? How can you make a greater impact, strengthen your relationships with prospects and customers, and drive incremental revenue through digital channels? What are the challenges and limitations facing your business, and how does the emergence of new digital channels affect your business buyers?
 
These questions will be the focus of the latest episode in Magento’s Accelerator Webinar Series – The Future of B2B CX - which will guide you through both the big picture and the practical actions to help you build and manage a thriving and profitable business.  

Leading the webinar is Nicholas Kontopoulos, Head of APAC and EMEA Commerce Marketing for Magento. With over 25 years of professional experience, built across multiple industries and geographies, he is passionate about challenging the status-quo and management dogma. Nicholas ensures that customer experience is a core business ideology at the heart of a brand.

05 - The Future of B2B CX

By 2020, customer experience will overtake price and product as the key brand differentiator. Yet, many companies are not ready for that reality. Many have a poorly formed idea of what their brand purpose is.  

Without a clear brand purpose, many companies end up with a disjointed attempt at creating the all-important customer experience. Products and services are received poorly, as a result. 

Magento’s new Accelerator Webinar series shows how to understand your customer’s needs and use them to plan and optimise their buying journey. Unlock your brand’s potential by making full use of the volume, variety and velocity of your touchpoints and customer data to understand each customer’s expectations.  

Reaching out to the modern, connected customer means catering to their unique profiles, preferences, wants and needs. Brands have to meet them wherever, whenever and however they choose to engage. 

Episode 4: Brand Utility – Anatomy Of the Channel-less Customer (B2C) 

Learn from experts from Magento how to: 

Use behavioural segmentation to identify patterns and clusters of traits 
Craft engaging messages that are contextual and relevant 
Expose a more nuanced audience by using market segmentation tools 
Discover insights into customers’ psychographic profiles  
Provide a seamless and consistent journey that will convert customers into fans

04 - The Anatomy of the Channel-less Customer

The Centennial generation represents one of the most powerful driving forces in the consumer marketplace today. For them, screens come as natural extensions of themselves, with each young consumer having access to an average of five screens including laptops, desktop computers, smartphones, televisions and other mobile devices.So how does this segment make online purchases? This webinar discusses our latest research, done in collaboration with Econsultancy, and will reveal what Southeast Asian Centennials think of ecommerce, and the opportunities that ecommerce platforms and retailers should be exploring when engaging Centennials.

03 - Isobar - Here Comes the Centennials

Customer experience is more important than price and product in a globalised, digital marketplace. Being clear about your company’s purpose will drive your brand’s utility and create happy customers, increasing their lifetime value. Research has shown that a 5% increase in customer satisfaction increases profits by up to 95%. 

Now is the time to elevate your customers’ experience. Interactions have to be frictionless, seamless and personalised in a truly transformative customer journey.

01 - Brand Utility - The Purpose of Purpose

Adobe

Brand Advocacy

Branding

Digital Experience

Digital Marketing

Ecommerce

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 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.

01 - Brand Utility - The Purpose of Purpose

Presented by

About this talk

More from this channel