Marketing is about influence. It is about changing behaviour or nudging people towards a win-win decision. In today's market our customers interact with us across multiple touch points at irregular times and our job as marketers is to ensure this experience is as engaging as possible. But do we really understand all of the things that influence their decisions? By mapping our customers' sphere of influence we gain two significant advantages: more focused marketing and a tool that helps explain marketing's role in this brave new world to the businesses we work for.
Neil Cooper is Head of Marketing at Team Consulting, an innovative product development consultancy in Cambridge, and is organiser of the annual Another Marketing Conference.
Links about Neil: on twitter: neilcooper77, linkedin: uk.linkedin.com/in/neilcooper77 bio: http://www.team-consulting.com/people/neil-cooper
RecordedMay 9 201325 mins
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Duncan Clark, Head of Global Research, Netbiscuits
The rise of mobile and the multi-screen world puts the consumer firmly at the centre of the digital universe. Content needs to be more personal and more relevant as consumers come to regard traditional advertising and marketing tactics as intrusive and ineffective. Marketers now have to ask themselves some crucial questions:
• Is my content successfully driving more traffic?
• Are those visitors actually engaging with my content?
• Which traffic sources provide the most engaged and highest-converting customers?
• Which of my content is driving positive ROI?
• How can I improve my content to meet sales or conversion targets?
• How can I accurately measure which content is most effective and evaluate why some content performs better than others?
In this webinar, Duncan Clark will explain how you can tackle these questions to ensure your content marketing pulls its weight and delivers against business objectives.
Alex Beere, Social media at Microsoft, and Anna Nichols, Axon-IT, Olivier Choron, CEO and Founder, purechannelapps,
Partners are incredibly valuable when it comes to B2B marketing; they can unlock your marketing potential by accessing a wide customer base. But there are also some challenges: keeping control of content and channels while maximising the impact of your initiatives.
In this webinar we will show you how Microsoft used their partners to amplify their content through social media.
Rob Thurner, mobile marketing consultant, trainer and author
Think about it - your customers have a very intimate relationship with their mobiles. Beware!
It’s amazing how many marketers still enthuse about their “mobile first” approach to digital. Sure, many of you will have over half your web traffic from mobile devices, and most of your social engagement of smartphones.
But what about the unique mobile customer?
Drawing on case studies from Amazon, Clever Cards, FT.com, Selfridges and Starbucks, this 45 minute session looks at how to deliver the best mobile customer experience in your sector.
- Create a great first impression - any screen, any time, any place
- Wow the early adopters - win the hearts & minds of your greatest fans and resellers
- Develop exceptional UX - across sites, apps
- Make it personal, keep them coming back for more - across the whole customer journey
Mike Talbot, 3radical, An Coopens, Gamification Nation, Ruaraidh Thomas, The Gig at DST, Pete Jenkins, GamFed
Consumers are constantly bombarded across multiple channels with branded messages, so how can the gamification of the mobile customer experience help brands to increase engagement, loyalty and improve customer value when most consumers have already tuned out? The Economist Intelligence Unit showed that companies share a conviction that cultivating a high level of customer engagement is now a key strategic challenge.
This panel discussion explores whether Gamification, as an engagement technique, can help Marketers to secure consumer mind share, giving their brands a competitive advantage, or is it just a passing gimmick that won’t deliver against this strategic goal?
Join SuccessFlow’s MD, Mark Donkin, for our New Year webinar that will provide the latest insights on how to create and implement a successful Content Marketing strategy. If you want to increase your sales and marketing activities in 2015, we can provide you with the necessary knowledge.
This webinar will cover
- Creating a successful content strategy
- Using personas to segment your database
- Optimising your content for lead generation
- Managing your content build by creating content timelines
- Choosing appropriate software for your needs
- Using nurture programmes and scoring frameworks to enhance conversion rates
Simon Donkin: Comercial Director Adam Dore: Senior Functional Consultant Janelle: Act-On
This exciting new webinar will address the issues surrounding the relationship between sales and marketing, while also providing strategies for optimising alignment. The presenters will share real-world examples of businesses which have obtained operational efficiency by integrating their marketing automation and CRM functions. We will also provide insight on how companies can harness the power of modern marketing technologies to brand, expand, and personalize the customer experience.
Frank Geldof, Senior Marketing Communications Professional, Exact Software
The deployment of Marketing Playbooks have support Exact’s efforts in generating more impact with their marketing campaigns as they are opening up their SaaS portfolio to new markets. With the use of Modern Marketing techniques like the playbooks and Oracle Marketing Cloud Exact increased Sales Qualified Leads by 35%.
Moderator: Kaitlin Stich, BrightTALK; Mark Donkin, Successflow; Daniel Kushner, Oktopost
When thinking about marketing automation everyone jumps to software purchases. But what happens after the purchase? Does this big piece of software solve all you marketing problems?
Most marketers find that the biggest challenges with marketing automation come from implementing and running it. From creating the right content to ensuring and the lead flow is strong enough, marketers sometimes find it hard to find results after automation.
Join this panel of experts as they discuss what it takes to make automation a success in your business.
Lindley Gooden; Andrew Hatton, Greenpeace;Simon Bennet, Sitecore; Raj Samani, McAfee; Dave Martin, Tableau Software
Big Data, Marketing Automation, Real-time Personalisation... technology has permeated every aspect of modern marketing. The impacts of this intricate relationship are complex: the CMO has to rise to an understanding of technology much greater than before, and the CTO has other departments requiring massive technology investments.
Join this live video panel session to get an under the hood perspective on this relationship and what the future holds of modern marketers and technology experts alike.
Kim Hanmark, Director of Professional Services, EMEA, TARGIT
According to Gartner, 80 percent of companies around the world only measure results. Often they don’t know what impacted these results, or what is best done to improve them going forward. That’s because there’s a major gap between the information executives want and the information they get.
For all of the good that data can do for businesses though, there’s one major issue that it presents: information overload. Many companies try to focus on too many different metrics without focusing on those that truly matter.
Want better results? Take a closer look at your leading indicators. In this webinar, we’ll show you how your company can do it best.
In this all new webinar, business development director Rene Power from international b2b marketing agency BDB talks about how to build sector leading customer advocacy programmes in the b2b sector, exploring do's and don'ts and shining a light on best practice. Webinar attendees will leave equipped with a stepped process to creating their own customer advocacy programmes.
Steve Ellis, founder Metia Group distils 25 years of agency experience into the 12 Golden Rules of Customer Advocacy. Invest 45 minutes of time to learn how to nurture, identify and amplify positive word of mouth among your customers. What to do, and what not to do. The presentation features practical examples from client advocacy programmes.
Alan Thorpe, Managing Director ConversationGlue Limited
IBM found that over 80% of the 'C' suite feel under-prepared for the data revolution ('C' survey '13). This matters in a world where less than 4 % of us don't look online before making a purchase (eConsultancy multi-channel shopper stats), and 70-90% of the B2B buying cycle is complete before buyers contact brands (Forrester).
So what's stopping organisations fully embracing data driven, customer engagement? And how can you, pragmatically, break down the barriers? Alan Thorpe will share a methodology that's the result of 20 successful years experience delivering data driven marketing solutions for leading brands including ITV, Fidelity, RSA, LA Fitness.
Robert Desisto, Vice President and Distinguished Analyst, Gartner Research
Drive Smarter Sales – get insight into the future of sales force automation and mobile selling
Dramatic shifts in workplace norms as a result of remote, on-the-go sales teams are now a reality.
In the past few years, sales mobility has evolved from being a wish-list item to becoming mandatory as increased competition and demand from customers are driving the need for optimal sales effectiveness. Research shows that best-in class sales organizations today are using mobile-selling practices and tools to achieve higher quota attainment, increase customer retention and ensure forecasting accuracy.
Ray Wang: Principal Analyst and CEO, Constellation Research
Moving Beyond Traditional Sales Force Automation
Do you struggle with getting sufficient high quality leads to meet revenue goals?
Are you or your reps spending too much time on leads that won’t close in the near term or at all?
New buyer behavior and the emergence of new technologies and social channels are making old marketing and selling models ineffective. In today’s modern selling environment, the need for Marketing and Sales alignment is even more critical for success. “Getting it right” requires new approaches in both processes and technology.
This session is designed for Modern Marketers who understand the demand for a fully integrated, personalised customer experience across all channels, including social media. This webinar will outline the key elements of Social Marketing including the ability to listen, convert and engage your best advocates that spend more and drive a greater lifetime value.
You will learn:
· How to Identify social trends and opportunities through listening to your audience, advocates and competitors
· The components required for an integrated lead generation campaign across traditional and non-traditional channels that mirrors a landing page created in Eloqua
· A method to promote a campaign across multiple social channels simultaneously via SCAPP integration
· How to measure a campaign in social channels via Campaign ID & Dynamic Link Tracking integrations
· How to create a cost-effective, hyper-targeted paid media campaign in Facebook via Custom Audience integration
Clients are looking to modernize their data warehouse environments to boost performance, add capacity, meet new analytic requirements and incorporate new technologies to take advantage of big data. Incorporating data warehouse appliances, next generation database technology, and new technologies - like in-memory, stream computing, or Hadoop – help organizations gain new business insights across all data, build confidence in those insights and optimize their warehouse infrastructure.
Data warehouse modernization is about leveraging solutions that build on existing investments rather than replacing them, enabling organizations to analyze more information, deliver insight faster and drive new analytic capabilities.
Join this webcast to learn more about the challenges facing organizations and how you can modernize your data warehouse to capitalize on big data.
Business is driving the need for better Analytics - historical, real-time, predictive, and cognitive - across a number of domains including customer, product, operations and more to become more competitive. Mirroring that, the data available to companies for such analytics is exploding in volume and complexity. Companies are adopting a myriad technologies from traditional data warehouses, OLAP tools, DW appliances, Big Data / Hadoop systems and streaming real-time analytics platforms to take advantage of these opportunities.
While each specialized analytics platform deliver the most value in specific areas, yet other overall value to the business is maximized when they are combined into an integrated Analytics Platform using Data Virtualization as an essential component of your overall Analytics strategy. It provides cross platform logical views of data and analytic insights across the enterprise and enables flexibility to adapt to new business needs, technology migrations and data sources.
Things you will learn:
- Key business drivers and patterns for Advanced Analytics
- Blueprint for an Integrated Analytics Platform and Logical Data Warehouse
- Combining Best in class Analytics Platforms from IBM with Denodo Data Virtualization
- Successful Use Case Patterns
Sales and marketing tips from channel pros, for channel pros
With buyers increasingly self-educating using the web and devices, sales and marketing techniques are evolving. Hear from trusted experts on how to generate demand online. Includes real-life case studies, ROI insights and actionable tips.