Name: 6 barriers to creating great B2B content and what to do about them
Start: 2021-11-11T15:26:00Z
End: 2021-11-11T16:29:03.000Z
Location: BrightTALK
Rating: 5

Curious about buyer psychology, content-led revenue and customer growth, or engaging B2B audiences? We discuss B2B content trends, challenges, and opportunities with some of the brightest marketing, sales, and customer teams in the business. Follow along to learn more about engaging B2B content and communications.

How are B2B marketers engaging and driving growth in accounts - at scale - in the digital era?

With the fierce competition for attention, companies are looking to bring in personalized experiences that tap into buyer psychology to hit business goals.

But with all the hype around personalization, marketers are often stuck weeding through all of the data, processes, and heavy lifting to make it happen.

So how can we inject some personalization into our buyer journeys and see results at scale - without getting bogged down in implementation?

In this idea-generating and actionable webinar, we’ll bring together experts in psychology, personalization, MarTech, and strategy + tactics to share exactly how you can start and build up personalized account engagement.

Join the discussion with Amber Bogie, Director of Global Demand Generation at Reachdesk; Komal Helyer, Fractional CMO; Phil Brown, Managing Director at OneGTM; and Nick Mason, CEO and Founder at Turtl.

By the end of the webinar, you’ll learn:
• Key areas of psychology that marketers should tap into
• How to apply these concepts across channels, with a focus on content, email automation, and sales enablement
• Top barriers to personalization and how to overcome them
• Where to start on your personalized account engagement journey

Plus, we’ll look at new Turtl Labs data from 1 billion content data points on the impact of personalization on attention and engagement, and data from Reachdesk on the power of gifting and its influence on account engagement.

The psychology of personalization

Haven’t you always wished to peak into the minds of three experts in the fields of sales, marketing, and psychology? 
Nick Mason, CEO & Founder of Turtl, recently sat down for a discussion with our partners from Sales Engine, CEO & Founder Steve Robinson and Co-Founder Simon Morton. 
The entire discussion (roughly 45 minutes) can be viewed on-demand here, and is worth a watch for anybody curious about a full breakdown of how to produce optimized modern sales proposals.

Produce superior sales proposals

How are automotive marketers driving leads, growth, and customer experience in the digital era?

With car buyers doing more of their research online, companies in the automotive space are looking to transform their digital marketing to give customers an unforgettable experience.

But as the automotive industry advances, digital marketing is often stuck in the slow lane with manual processes and traditional approaches.

In this 30-minute webinar, we’ll speak with Andrea Mallo, Retail Marketing Manager, whose experience at Maserati and Aston Martin has led her to the cutting edge of what is possible for digital experience at Genesis Motor.

Andrea will share how Genesis Motor is approaching digital marketing from the ground up and finding innovative ways to deliver high quality leads, brand awareness, and an elevated customer experience.

Join to take away insight on:
Measuring customer feedback and satisfaction online
Improving lead quality and quantity
Connecting digital and in person experiences
Understanding customer behavior and interests
Growing a modern automotive brand

Plus, we will look at a case study on how the marketing team at Lexus saw an 80x jump in lead generation by bringing in psychology-led digital content.

Customer-driven content for automotive marketers

What do 1 billion content data points say about the science of personalization?

Let's find out.

Richard Chataway, Behavioral Scientist and CEO at BVA Nudge Unit UK, and Nick Mason, Founder and CEO at Turtl, will dive into behavioral science to explore the data behind personalization, why it works, and how to leverage it to engage and convert B2B audiences.

The discussion will center on brand new findings from Turtl's unique dataset of over 1 billion content data points.

Your top takeaways:
- Learn the impact of personalization on B2B content
- Explore the behavioral science driving decisions and engagement
- Find out what this means for B2B teams
- Apply these insights to make content more memorable and engaging

and much more!

Turtl Labs: the science of personalization

If you scale it, they will buy it … won't they?

When ABM personalization is done well, it delivers great results.

But sometimes ABM can be a victim of its own success. The pressure to deliver more and more sales meetings leads businesses to prioritize scaling over relevance – killing the thing that got the results.

So how are marketers addressing this challenge and scaling up their ABM success?

Join the discussion to hear how ABM leaders at Atos, Jabra, Strategicabm, and Turtl are driving performance across programs, from ramping up one-to-one to personalizing one-to-many.

Join on March 24 to take away:
An inside look at how marketers are scaling up success
New approaches and tactics for 1:1 and 1:many campaigns
What is working for customer and new business ABM
How to scale personalization without breaking it
Tips to stand out and 10x your campaign engagement

Plus, stories and results of ABM in action!

How ABM leaders drive success at scale

Content is King: the famous statement made by Bill Gates in 1996 rings truer with every passing day. We all know that modern customers demand the right content at every step of their journey to stay informed, navigate crowded marketplaces and make better decisions.

Yet how many of us really understand the science behind what makes “great” content? How many of us are clear on the true value of reader attention and how to get more of it? And how many of us really understand the underlying psychology behind content engagement and influence?

Join Nick Mason, CEO and Founder at Turtl, for a fascinating look at the psychology of attention and how to apply these principles to your business content to engage and persuade your audience.

By the end of the webinar, you will learn:
What the attention economy is and how to compete in it
The psychology behind attention that marketers should know
The results of A/B tests by attention scientists applied to B2B content
How leading businesses achieve 10x more content engagement and 5x better brand perception

The psychology of attention: how to drive more impact from your content

Join Marketing Campaigns Manager Jenny Howe, and Head of Marketing, Karla Rivershaw, who will cover how to use insights to serve readers irresistible content while proving ROI, improving brand experience, and driving business impact.

How to use advanced analytics and drive ROI - like Turtl’s marketing team

Join Kate Terry, Head of Demand, and Jenny Howe, Campaign Marketing Manager, for an inside look at how Turtl Marketing approaches personalized content for account-based engagement. 
You’ll find out all about:

The two types of personalization and why they matter
Jumpstarting the personalization engine with Turtl data
How to scale ABM for account growth 
Examples of personalized content across the journey

How Turtl Marketing uses personalization to build deeper customer relationships

Ready to take your Turtl Doc design to the next level? Turtl’s design team is here to teach you how. Find out about the fundamentals of beautiful layouts, the ticket to choosing the right number of columns, and plenty more.

Turtl design masterclass

Your company is your audience, too. Here’s how to give them a great experience that propels your brand forward. 
Internal communications are in the spotlight this year: 2020 has made it clear just how important it is to be able to communicate quickly and effectively across the organization.  

And forward-thinking marketers know that engaged employees contribute to the success of any marketing initiative.  

Sign up for this special Turtl user webinar with Emma Tucker, Head of Internal Communications at Temenos and Kate Terry, Demand Marketing Manager at Turtl.  

Emma and Kate discuss:  
How Temenos is using Turtl to engage employees, impress investors, and draw in job seekers 
Using content data to stay connected across teams and regions 
Why customer and employee experience are inseparable 
New ideas to improve the creative process and bring good stories to life

How to engage your colleagues and bring company culture to life with Turtl

Content marketing has become essential to engage prospects, drive leads and revenue, fuel account-based strategies, and progress buyer-seller relationships.  But in a saturated digital landscape with increasing demands on marketing teams, keeping up and standing out can be challenging.  

Buyers expect meaningful, personalized, and relevant content that will help them to understand, trust, champion, and drive success with your business.  So what are B2B organizations doing to streamline production, engage buyers online, and stand out from the competition?  

Turtl’s Kit McKay, Content Marketing Manager and Kate Terry, Head of Demand, will get together for a coffee and chat to explore four key trends in content marketing, their value for modern B2B orgs, and how to apply them to stand out amidst saturation and connect with buyers.  

Join us, won’t you? 

Here’s what we’ll cover, along with stats and examples: 
The top four methods, based on research and interviews, that modern B2B orgs are using today 
Key tactics to take each method from idea to execution 
How marketers are approaching content production processes to make them more agile and buyer-centric 
How Turtl Marketing applies our top tactics, including personalization, along the buyer journey

4 content marketing methods to engage modern B2B buyers

Sales enablement is at the center of change. The competition for attention is fierce. Buyers want flexibility and personalization. 

And salespeople need the right materials and information immediately to keep up and accelerate deals. 
 So what does it take to create high-performance sales content in the midst of all these changes?  

Sales enablement content, both external and internal, has to go from collecting dust or just good enough to evergreen, engaging, and effective. How are sales enablement leaders today approaching this challenge and creating stand out sales content at scale?  

Djamel Toubrinet, Head of Sales Enablement at Cegid, Gareth Meredith, Manager EMEA, Bids & Proposals at 8x8, and Karla Rivershaw, Head of Marketing at Turtl, are here to share exactly how they are setting up sales enablement content that saves time, accelerates deals, and helps win more business.  

By the end of the webinar, you’ll be up to speed on how to: 
Stand out from the competition with the most effective sales content, internal and external, for each buyer stage Improve engagement by understanding seller and buyer psychology 
Ensure sellers know exactly when and how to use content along the buyer journey 
Set up customization and personalization at speed and scale 
Boost sales productivity with content automation and data

Stand-out sales content in 60 minutes

A great buyer journey skillfully asks and answers a series of questions, all while building a personal relationship. This journey is increasingly digital, giving marketing and sales teams a huge opportunity to connect with buyers and customers at scale.

How to scale a personal buyer journey with content + conversations

Every marketing team worth their salt wants to give prospects and customers a world-class experience. Those who understand powerful principles of psychology and behavioral science can accomplish this while driving tangible business results.

The psychology of personalization: how to drive revenue growth

The buyer journey is at the heart of the customer experience. Content creators are responsible for crafting content that speaks to the needs of buyers at each stage of the journey, and high-performing content can be the difference between a new customer and a missed opportunity.

No gaps content mapping: How to enable an irresistible buyer journey

68% of B2B marketers are not proud of their own content Let’s just let that number sink in a bit. 

It turns out there are a whole range of factors why many B2B marketers struggle to feel good about the content they publish, from resourcing constraints, to changing priorities, to interfering stakeholders. I mean who hasn’t had to deal with an exec that fancies themself a marketer and is constantly getting in the way?  

But it doesn’t have to be that way.  

Join David McGuire, Creative Director at Radix Communications, and Karla Rivershaw, Head of Marketing at Turtl, as they explore and discuss the six most common barriers to creating great B2B content and how these obstacles can be overcome.  

Join this webinar if:  
You’re passionate about great content 
You struggle to publish content you’re proud of 
You’re ready to shake up the status quo

6 barriers to creating great B2B content and what to do about them

Content Marketing

Demand Generation

Digital Transformation

B2B Content Marketing

Content Creation

Marketing Best Practices

Content Campaign

Content Delivery

Digital Content

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Marketing

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6 barriers to creating great B2B content and what to do about them

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