Name: Marketing Automation: Expense or Investment?
Start: 2022-04-20T16:00:00Z
End: 2022-04-20T16:00:48.000Z
Location: BrightTALK
Rating: 0

We're a marketing consultancy focused on driving growth for your business by solving the invisible problems that hurt revenue. From strategy to execution, we have everything you need to ignite growth.

We publish content for every marketer - whether it be marketing operations career advice, how to pitch your boss on your favorite martech, and more, you've come to the right place. 

On July 1, 2023 Universal Analytics (UA) will be replaced by Google Analytics 4 (GA4), meaning your Google-based marketing analytics will be disrupted if you fail to transition over. So, how can you avoid such an outcome, and prepare to seamlessly migrate from UA to GA4 instead? Join us on May 11th!

You’ll learn:
- Who will be impacted by these upcoming changes
- How to prepare for these updates and stay ahead of the game
- Why you should care
- How to embrace the changes to your marketing analytics
- Other marketing analytics trends to be mindful of in 2023 and beyond

Making the Shift from UA to GA4 - What You Need to Know Now

Account-based marketing (ABM) is all about investing in the right accounts with the highest conversion rates, largest deals, lowest churn rates, and highest upsell potential. So why then has so much focus around ABM been placed on acquisition, when the real value of Account-Based is realized within the customer relationship? In this interview, we’ll talk with Shift Paradigm Managing Director, Jamie Kirmess who walks you through the basics of ensuring your ABM approach extends across the entire customer lifecyle — and outlines the tactics today’s best brands are deploying to ensure sales and marketing efforts pay off in the form of massive LTV growth.

You’ll Learn:
How to Increase LTV and Lower CAC by extending Marketing’s Influence into Customer Success

Leverage intent and engagement insights to communicate with your best accounts with the right content, at the right time, and on their terms

Account Based Marketing’s Biggest Impact: Customer Lifetime Value (LTV)

Account-Based Marketing is all about refocusing efforts to build stronger, more personal relationships with your best buyers, but this shift can feel overwhelming! Join Justin Gray, CCO of Shift Paradigm as he removes the mystery and intimidation from ABM by breaking this critical shift down into easy to digest, easy to implement pillars and walks you through the design of your own best-in-class ABM Pilot program.
 
In this session you will learn:
*How to rally Execs, Sales, Marketing, Customer Success and Product teams in building your new hyper-personalized ‘Go to Market’ strategy
*How to Identify your best customers and their buying committees
*What you need to create a foundational ABM tech stack designed to scale with you
*What a pilot program entails and how to quickly operationalize it
*The value of benchmarks along with a takeaway framework you can use tomorrow.

ABM Fundamentals: Getting Started with Account Based Marketing

Join marketing/revenue operations leaders to learn their biggest takeaways from their years in the trenches. Our speakers have a broad range of company size, team size, and TechStack experiences. In this roundtable, we'll touch on topics including:

1. Educating execs on the value of marketing/revenue operations
2. Creative ways to secure budget for new MarTech
3. Ways to create technology adoption (without answering the SAME question a million times)
4. MarTech trends they're following and the next tech purchases on their mind

Panelists:
Naomi Liu: Director, Global Marketing Operations at EFI
Max Maurier: Senior Director - Marketing Operations, Analytics, and Growth Marketing at Druva
Jonah Cooperman: Global Demand Generation and Marketing Operations Leader at Atlassian

Lessons Learned from Marketings Ops Leadership

With over 8,000 MarTech tools, how do you know if your MarTech spend is working or not?

Too often the marketing budget is seen as an expense, instead of an investment. It’s time to shift that paradigm.

In this webinar, our Head of Data & Insights, Emma Warrillow, is joined by Adobe Consulting Manager, Jamilyn Barna, a veteran of business consulting and marketing automation, to discuss the invisible problems holding marketers back.

You'll learn about:

1. Business-led Objectives | How do you make the business case for new MarTech?
2. Actionable Insights | How do you fulfill on your business case?
3. Agility | 2020 taught us the world can change in a moment. How do you set your team up for it?
4. Macro Trends | Data privacy and the cookieless world are upon us. What should you be doing to prepare?

Marketing Automation: Expense or Investment?

Marketing Automation

Marketing Analytics

marketing trends

Marketing

Marketing Operations

Marketing Technology

MarTech

Cookieless Tracking

Data Privacy

marketing budget

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

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.

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.

Get powerful marketing data and analytics insights from influential experts. Connect with thought leaders and colleagues to get the most up-to-date knowledge on the analytics that quantify your investments.

Data and Analytics

As an IT professional, many of the problems you face are multifaceted, complex and don’t lend themselves to simple solutions. The information technology community features useful and free information technology resources. Join to browse thousands of videos and webinars on ITIL best practices, IT security strategy and more presented by leading CTOs, CIOs and other technology experts.

Information Technology

Get powerful operations insights for your business. Connect with experts and colleagues to get the most up-to-date knowledge on which systems and processes are driving operational efficiency, maximizing value and customer success.

Operations

In the business management community, commercial experts will be sharing webinars and videos on an array of subjects. From sales and marketing, to finance, productivity and growth, this content will help you stay up-to-date with the current economic environment and provide timely management insight to drive business growth.

Marketing Automation: Expense or Investment?

Presented by

About this talk

More from this channel