Name: What is Data Driven Marketing (and what it is not)
Start: 2023-03-22T16:00:00Z
End: 2023-03-22T16:00:29.000Z
Location: BrightTALK

Elevate your email marketing with our expert insights, tips, trends, and tools.

Litmus is the all-in-one marketing platform that empowers you to build, personalize, test, protect, review, and analyze emails more effectively than ever so you can get the most out of every send.

B2B marketing is its own beast, with its own distinct set of needs. In this session I’ll help you create a lifecycle marketing plan—with email marketing as the core channel— for B2B companies. I’ll cover the role and phases of demand gen, how to best leverage product marketing, understanding your tech stack and what data you have available to you, establish objectives and key results, and how to map it all out across your user lifecycle stages.

The No Bullshit B2B Lifecycle Plan

Email deliverability is a very complex matter that depends on many factors. Can it be simplified, though? Is there some pattern? Over the years, I tried to figure out the formula, simple enough so I could remember it myself. One day it came to me—it's a result of respect. The respect we express towards our own and others' resources, time, energy, and focus. In this session, we’ll explore a holistic deliverability model and its different factors, how each of those factors is interconnected, and how to improve deliverability by adopting a framework centered around respect.

Email Deliverability: A Result of Respect

We talk a lot about automation when it comes to email, but what about automating all the processes outside of what we send? In this session, I’ll show how automation outside the inbox can significantly streamline day-to-day email marketing tasks, leading to increased efficiency. I’ll also identify opportunities for automation and demonstrate how implementing the right tools can help email marketers save time, reduce errors, and improve campaign performance. Finally, I’ll give real-life examples of automation builds that can serve as inspiration for creating custom solutions tailored to specific email marketing needs and objectives.

Automating Outside the Inbox

What career paths possibilities are there in email? It's not always clear how you can take your skills in email and grow in your career. My personal story shares one example of an email dev/designer hybrid ending up as a senior engineering manager for design systems that span email, native apps, and the web, and we’ll explore the broader 
strategies I employed that can help anyone navigating this space. Attendees will learn how a passion for email can lead to a passion for people management, how email is not just a stepping stone but can remain a key area to future career roles that span multiple platforms and/or lines of business, and actionable strategies for carving out their own unique career path in email.

Carving Out Your Career Path in Email

When it comes to subscribers’ experience with email, designers and developers might not always see eye-to-eye. But one goal they share is to provide them with the best experience possible. In this session, you’ll learn how fostering collaboration between designers and developers helps to craft accessible, dark mode friendly, and engaging emails that will delight your subscribers.

Unleash Email Awesomeness: Ways to Delight Your Subscribers Through Teamwork!

One of the biggest questions conference attendees often ask is how to get buy-in from their boss and colleagues on all of these new ideas—how to convince others in their organization to implement what they've just learned. This talk is aimed at addressing both boss and colleague buy-in with real-world examples to bring it all home. In this session, 
you’ll learn how to address concerns your boss has, how to get others to prioritize your requests, as well as examine negotiation tactics and nonviolent communication training.

How to Get Organizational Buy-In

Considering the recent changes that went into effect earlier this year (we’re talking about those sender requirements from Gmail and Yahoo), it might feel like making it to the inbox is just getting harder. 

We’ll get you through it! 

In this one-hour webinar, you’ll discover how to adapt your email marketing strategy to ensure your emails get delivered—and engaged on. You’ll learn:

About the recent changes from Gmail and Yahoo, and what they mean for you
How to build and keep your brand reputation in the inbox
Why email engagement is critical to email deliverability

Making it to the Inbox in 2024 - What's changed and what hasn't

In 2024, Google will phase out third-party cookies, which can feel scary to email marketers who have leaned on third-party data to fuel their personalization strategies. Fortunately, moving to a first-party data approach plays to email’s strengths.

Join us as host Logan Sandrock Baird and experts Natalie Jackson (CBIZ), Val Geisler (ByHeart) and Allison Bryant (Ten Percent Happier) weigh in on the benefits of zero- and first-party data.

In this one-hour virtual event, you’ll learn:
- What the changes to third-party cookies mean for marketers
- How to pivot to zero- and first-party data for email personalization
- Examples and tips on how to effectively gather data from your subscribers

First-Party, Best Party: Saying Goodbye to Third-Party Data

While many have embraced accessibility, many have yet to implement it into their emails. The question is, why? In this session, Paul will look to answer that question through the lens of Behavioural Science. He’ll begin by walking through some of the Behavioural Science principles and apply them to aspects of accessibility implementation, to help you understand why there’s resistance towards it. 

He’ll then walk through some more of the Behavioural Science principles, again applying them to aspects of accessibility implementation to help you understand how that resistance can be removed. The understanding and insights from this session will help you remove any resistance you might have, whether you’ve just started to implement accessibility, have been doing so for a while, or are looking to get stakeholder buy-in to get going!

Accessibility Implementation: Removing the Resistance with Behavioral Science

What email trends should marketers watch this year? Over 480 email marketers worldwide shared how they plan to take on 2024—including what email trends they’re planning to double down on—and the results are in. 

Join us as host Logan Sandrock Baird and Chad S. White, Head of Research at Oracle Digital Experience Agency, dig into the highlights of the State of Email Trends 2024 Report, with incisive and actionable insights…

In this one-hour virtual event, you’ll learn:
- How email marketers are using generative AI
- What tactics and technologies are being used by B2C and B2B marketers
- Which tools and strategies best suit small scale vs. large scale organizations

Litmus Talks | State of Email Trends 2024: Highlights and Insights

Email success starts in the inbox, and whether you land in the inbox or not depends on your sender score. What is a sender score and what determines it? How does it impact email deliverability? Tune in for a session packed with tips on checking, improving, and maintaining your score. You’ll learn the secrets behind sender score so you can stand out in the inbox, build up your sender score by taking simple actions with massive impact, an stay in good standing with mailbox providers by adopting healthy email habits.

Demystifying Sender Score: How to Improve Yours and Land in the Inbox

Litmus' SVP of Marketing, Cynthia Price, and panelists Chad White (Head of Research, Oracle), Leah Miranda (Lifecycle Marketing Manager, Zapier),  Jay Oram (Head of Development, ActionRocket), and Darryl Bolduc (VP of Product, Acoustic) as they dig into the fascinating effect AI has had on our industry and look forward to its potential uses for the future. With a special introduction by Litmus CEO Erik Nierenberg.

Exploring the Impact of AI on Email Marketing

Let's dig into all things email footer! Many people overlook their footer and giving your email footer extra attention with a 
beautiful design and the facts your recipients and customers require, will create respect and build trust with your readers. 
In this session, we will dive into all the components of the footer and look at examples of effective footer designs, from the s
uper minimal to fancy footers that include GIFs. We will discuss why the footer is a valuable piece of email real estate and 
why there should be a focus on creating a great footer (and what things must be included by law).

All About Email Footers: The Underdog of Your Email

Join Lianna Patch of Punchline Copy as she lays out concrete examples of excellent email copywriting, 
dissects what makes them so effective, and gives attendees the tools to swipe what's working for themselves. 
You’ll see fresh approaches to list-growing and segmentation (outside of ""Here's 10% off"" or ""Here's a free guide""), 
examples of lifecycle emails to build better and more profitable customer relationships, and an in-depth analysis of 
email copywriting techniques that work well and how to start using them, including incorporating humor.

Secrets From My Swipe File: Copy Strategies You Can Steal

Landing in the right spot in the inbox should always be top of mind for email marketers, and Gmail and Yahoo’s new bulk sender requirements starting in February 2024 are going to have a significant impact on deliverability.

Fear not, though! We’ve assembled a roundtable of experts—Lili Crowley from Yahoo, Alison Gootee from Braze, and Lauren Meyer from SocketLabs—to help you understand how to adapt to these new guidelines and keep your emails out of the spam folder.

Navigating Gmail and Yahoo’s New Sender Requirements in 2024

It's not news at this point to hear that Dark Mode, accessibility, and personalization are challenges that face every email marketer. It can be overwhelming, though, to figure out which steps to take and what to prioritize when trying to address them. Let us take the guesswork out for you as members of Litmus' email team, Carin Slater and Hannah Tiner, as well as host Logan Sandrock Baird define and dig into these complex topics.

Dark Mode, Accessibility, and Personalization: Where to Begin

In this session, we will share the key findings of the Email Markup Consortium’s 2022 and 2023 reports on accessibility, 
and discuss how we can learn from them to ensure that all subscribers, regardless of their physical abilities, can ingest emails. We will delve into the various accessibility issues that subscribers with disabilities might encounter while trying to read an email and provide practical solutions to ensure they can easily access email content. As email marketers, we are responsible for ensuring that our audience can access our content, regardless of if they are able-bodied or not. This presentation will provide valuable insights and actionable tips for marketers to improve the accessibility of their emails, ensuring that no subscriber is left behind.

99.9% of Emails Fail Basic Accessibility Testing, Why?

The environmental impact of technology is a hot topic in recent years, especially when it comes to blockchain and AI. But email also has an environmental impact that we as vendors, marketers, designers, and developers should consider. I’ll go into the various ways that the carbon footprint of email adds up, and how that makes a very real impact to both our environment and on our users’ inboxes. Attendees will leave with actionable ways we can reduce the environmental impact of our email campaigns, including considering business strategy, sending strategy, design, and code optimization.

Green Your Emails: Eco-Friendly Strategy, Design, and Code

Karelle Gordon (Marketing Director, Education, Fortune Media) shares that when using personalization, marketers have seen up to an eight times higher return on investment (ROI). 

With returns like that, marketers need to put themselves in their customer’s shoes to ensure their experience is relevant. Gordon shares that 74% of customers feel frustrated by seeing irrelevant content—so it’s important to do it right.

As Gordon puts it: “Data gives you a predictability that is the ultimate advantage when creating your marketing plan.”

What is Data Driven Marketing (and what it is not)

Data Driven Marketing

Data Driven

Email Marketing

Email

Email Campaigns

Email Automation

Customer Engagement

Customer Experience

Personalization

Marketing

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 email marketing community on BrightTALK is made up of thousands of engaged email marketing professionals. Find relevant webinars and videos on email best practices to help you increase email conversions and drive email marketing ROI. Join expert speakers and email marketing peers sharing insights into building email lists, list segmentation, click-through rates and triggered campaigns.

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

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.

What is Data Driven Marketing (and what it is not)

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