The ROI of Buyer Personas

Richard Harris, Senior Consultant, Demand Generation
In this webcast, John Sweeney and Richard Harris from DemandGen and James Ollerenshaw from Forrester will be discussing the reasons behind using buyer personas, the process of creating them for your organisation and some of the use cases and results. Get real input on how to increase your marketing effectiveness with buyer personas.
Sep 13 2012
49 mins
The ROI of Buyer Personas
Join us for this summit:
  • Channel
  • Channel profile
  • Panel Session: Death by Content Recorded: Sep 25 2014 64 mins
    Once upon a time there was a brand that produced high quality content, informative and entertaining that was a success amongst prospects and clients alike.

    And then came the content marketing boom. With countless brands pumping out infographics and blog posts at a rate never seen before, customers became more skeptic towards branded content. Posts remained unread, infographics never made it to LinkedIn.

    Aiming to give an insider's view on the status of the industry, this panel will look into the major developments in content marketing, the challenges marketers are currently facing, and what the future for content marketing is -- and whether there is one.
  • The Future of Account Based Marketing Recorded: Jun 19 2014 57 mins
    John Sweeney, Managing Director of DemandGen UK and Cliff Pollen CEO of Postwire explore what’s new in Account Based Marketing and review some of the tools sales people use to accelerate buyer decisions
  • Spinning Plates: Personalisation vs. Automation Roundtable Recorded: May 15 2014 58 mins
    The connected, digital savvy consumers are more demanding than ever: they expect to receive the right messages and content at just the right time and through the channels they use.

    This requires a often difficult balancing act: making content relevant and self-service whilst not draining the company's resources to do so.

    Join this panel session to learn from the experts how to achieve personalisation through automation and make spinning plates a doodle in 2014.
  • Getty Images Case Study - Using Webinars to Drive Demand Recorded: Feb 12 2014 59 mins
    Webinars and videos are becoming important tools to attract, engage and nurture prospects across the buying cycle. Engage with experts from Getty Images, BrightTALK™ and DemandGen as they discuss using webinars and videos to generate demand.

    Topics covered:
    Content creation at Getty Images
    Implementation of an integrated marketing system
    Connecting revenues to content
    Learnings and future developments at Getty Images
    The future of demand creation
  • Panel Session - Optimizing Content for Social Media Recorded: Jan 23 2014 60 mins
    How do you use social media to generate revenue? In this panel, specialists in Demand Generation and Content Marketing will share their views on how social media can be better leveraged in both B2C and B2B environments.
  • Knock Down the Walls Between Sales and Marketing Recorded: Jan 23 2014 44 mins
    Coming up
  • Recharge Pipeline Creation from Webinars Recorded: Dec 31 2013 22 mins
    Pipeline development is a constant need. Every business day, sales and marketing departments are tasked to acquire and qualify prospects actively seeking their product or service. Webinars and videos offer a proven technique of identifying a target audience that is self-educating on pressing business objectives. However, many companies fail to convert webinar engagement into exponential revenue growth.

    Join David Pitta and learn how a qualification team, powered by webinars and videos, creates hundreds of new opportunities worth millions of dollars every month.

    Topics covered:
    - Quantifying webinar lead and pipeline quotas
    - Developing a qualification methodology
    - Positioning the pitch via phone and email
    - Measuring and motivating the demand generation function
  • SiriusDecisions & BrightTALK Interview: The Future of Sales & Marketing Recorded: Oct 17 2013 23 mins
    Join the Co-founders of SiriusDecisions and BrightTALK in this video session as they discuss the key themes of the upcoming SiriusDecisions Summit Europe taking place in London 5 & 6 November 2013.
  • Optimizing Your Campaign Process Recorded: Aug 29 2013 58 mins
    When you think about your next email campaign, is your first thought usually “How on earth am I going to get that done in time?”
    In this “meet the experts” workshop, you’ll discover:
    • The 4 levels of process management maturity
    • How to build an optimized campaign execution process
    • Actionable workflow examples and tactical tools
    These best-practice insights have been honed through thousands of successful campaigns.
  • Panel; 5 Tenets of Modern Marketing Teams Recorded: Jul 18 2013 59 mins
    Savvy marketers and forward-looking organizations are embracing innovative new models driven by cutting-edge technology and analytics to align sales and marketing, pinpoint (and respond to) customer needs, and achieve breakthrough revenue gains.
    In this panel session leading B2B marketing practitioners explore the enormous impact these shifts have on marketing teams, their relationship with sales and the skills todays marketing teams need to drive revenue for their business.
    Rachel Dennis Getty Images
    Doug Sechrist five9
    Dave Lewis,DemandGen

    Host: John Sweeney
  • Deciphering Customer Buying Patterns Recorded: Jun 6 2013 49 mins
    How modern marketers can leverage a prospect’s “digital body language” to determine engagement and likelihood to buy.

    Your buyers are evolving and they are changing the buying patterns that we’ve traditionally observed. It’s stating the obvious that B2B Customers will take certain actions and make certain decisions in order to buy your products and services. But are these activities random? Are there patterns you can detect and leverage? Based on qualitative research conducted from companies using marketing automation and CRM systems, this webinar will teach you 10 ways to leverage online buyer behavior for your content strategy, lead scoring modeling, nurture triggering, and sales insight.

    What You’ll Learn:

    - Which behaviors do prospects commonly exhibit early in a buying cycle

    - What type of activity patterns suggest that it’s time for sales to engage with a prospect

    - How can online engagement be used in lead scoring models

    - Which activities should be used to trigger your nurture programs

    - How you should display these behaviors through your marketing automation and CRM system for better sales insight

    Join us for this exciting webinar hosted by David Lewis, CEO of DemandGen International, Inc. ( and author of Manufacturing Demand – The Principles of Successful Lead Management (
  • Enabling the Channel to Amplify your Message Recorded: May 2 2013 63 mins
    In this month’s Marketing Automation in EMEA webcast series John Sweeney (DemandGen) welcomes two companies Oracle | Eloqua and Zift Solutions who together are leading lead the charge in providing innovative technology solutions to Partner Marketers.
    The session will cover:
    · The challenges of delivering scalable and trackable Partner Marketing Programs flexible enough to meet the needs of multiple Partners

    · How Partner Marketing enablement tools create better Partner Marketing Programs

    · Examples and Case Studies from successful technology enabled Partner Marketers
  • Using Webinars & Videos to Generate Revenue Recorded: Apr 11 2013 47 mins
    In this webinar John Sweeneyprovides a Case Study on how DemandGen uses video and webinar as part of its marketing strategy. DemandGen, the world’s largest Integrated Lead Management consultancy, use video and webinar content to generate names, nurture leads and close new business. This webinar will describe the role video and webinars play in the company’s lead management process and the progression of prospects the through the Demand Funnel.

    · Top of Funnel - Building a community through webinars (on the BrightTALK DemandGen Channel)

    · Middle of The role of video and webinars in lead scoring and lead nurturing

    · Bottom of Funnel - Using video and webinars to close new business

    John Sweeney, Managing Director of DemandGen UK, will share insights on how best to combine video and webinars into a demand generation activities and provide examples of how to use video and webinar effectively.
  • Integrated Lead Management – How Data Driven Marketing Increases Revenue Recorded: Mar 14 2013 39 mins
    Demand Gen are the world’s leading consultancy for Integrated Lead Management, Marketing Automation and Inbound Marketing. In this webcast John Sweeney and Richard Harris from DemandGen will provide practical insights learned from projects with data driven marketing departments.

    In this session you will discover how a data driven marketing approach feeds an integrated lead management system and delivers an increase in marketing attributed revenue. Content includes case studies from award winning clients leading the successful deployment of marketing automation platforms.
  • How to Build a Sales and Marketing Machine Recorded: Feb 7 2013 47 mins
    Most CEOs regard improving sales and marketing alignment as an important priority, and with good reason. Highly aligned organisations consistently outperform their peer group when it comes to revenue and profit growth. But best-in-class levels of sales and marketing alignment can only be achieved through tightly integrated planning combined with common processes, goals and metrics and technology . Fortunately, it’s easier to achieve than you might think.

    Bob Apollo, Managing Partner of Inflexion-Point Strategy Partners, and John Sweeney, Managing Director of DemandGen UK share some simple best practices that can help to ensure that your sales and marketing teams get along together just fine - as well as achieving outstanding results.
  • “Perfect Valentine gifts to Sales (from Marketing)” Recorded: Jan 24 2013 41 mins
    Savvy marketers have already worked out that generating leads and revenue works best when sales and marketing work together. What would happen if sales professionals could get their hands on sophisticated marketing tools and help share the load? The answer is that they would find super-targeted prospects in online, in social networks and your database.

    This webcast explores the sales enablement tools that are being used today to support lead generation.
  • Social Media and Cloud for Channel Marketing - A How to Guide Recorded: Oct 25 2012 49 mins
    Times are changing in High-Tech Channels.  IDC predict massive restructuring is “due to the emergence and convergence of social, mobile, big data, and cloud based solutions. These forces are expected to cause a substantial churn in the channel”.
    Now more than ever Channel Marketing needs to make an impact. Marketing ROI needs to be demonstrated, partner campaigns need to be both scalable and sustainable.  Partners need marketing support and marketing expertise.
    Join John Sweeney, Managing Director UK and Olivier Choron, CEO and Co-Founder of purchannelapps. They’ll be assessing the challenges facing Partner Marketers and providing examples of some innovative companies using Marketing Automation and Social Media tools to win the hearts and minds of Channel Partners.
  • The ROI of Buyer Personas Recorded: Sep 13 2012 49 mins
    In this webcast, John Sweeney and Richard Harris from DemandGen and James Ollerenshaw from Forrester will be discussing the reasons behind using buyer personas, the process of creating them for your organisation and some of the use cases and results. Get real input on how to increase your marketing effectiveness with buyer personas.
  • Building and Managing Partner Demand Centres Recorded: Aug 23 2012 50 mins
    Join DemandGen UK, Cisco and Sirius Decisions as they discuss how to build and manage Partner Demand Centers.
  • LIVE VIDEO: Extending the Life of Your Physical Event Content Recorded: Aug 16 2012 45 mins
    Join Andy Wiggans of BrightTALK and John Sweeney of DemandGen UK as they discuss the value of capturing content at physical events and repurposing them for campaign usage.
Discover what works (and what doesn't) in modern demand generation.
The demand generation channel is designed for technology marketers wanting to learn the latest techniques for driving exceptional demand for their products and services. Featuring leading demand generation practitioners you’ll learn what works (and what doesn’t). You’ll gain valuable insights into reaching today’s ever more elusive buyers. And you’ll see how the latest approaches and systems can significantly improve your results.

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  • Live at: Sep 13 2012 12:00 pm
  • Presented by: Richard Harris, Senior Consultant, Demand Generation
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