Defending Your Spend: Building a Credible Spend Model

At the dawn of the digital age, email heralded a bold turn away from junk mail and battling the paper bulge of the overworked mailbox. But in today’s crowded engagement landscape, email has started to feel more like a cheap imitation of its scan-and-junk bulk snail mail predecessor.

According to the technology research group, Radicati, 205 billion emails are sent each day. Not even social can compete with the power of email, according to a Forrester report that indicates that people are twice as likely to sign up to receive a brand’s emails as they are to interact on Facebook. But, as email open rates are increasing year over year according to Epsilon, rising from 31 percent to 34.1 percent, email CLICK rates are in decline, dropping from 3.5 percent to 3.1 percent in Q3 of 2016.

Nonetheless, email continues to deliver. According to the Direct Marketing Association, in 2016, email had a median ROI of 122 percent, nearly four times higher than other marketing tactics including social, direct mail and search. And, according to a recent CMO Council study, 52 percent of consumers surveyed say email is a critical part of the customer experience, second only to access to a corporate website.

The spray and pray messaging approach of old is no longer applicable to emails. Where personalization reigns, what are the new rules of email marketing engagement and how have CMOs adjusted strategies to optimize emails as part of a holistic customer experience?

Join the CMO Council as we assemble a panel of marketing leaders who have all evolved email strategy to advance the customer experience and pull this powerful point of connection out of the junk mail pit.

The email marketing landscape is a rapid and evolving one. Once colloquially referred to as the “red-headed step child” of digital advertising stemming from its salacious birth in the digital space: synonymous with spam encapsulating male enhancement solicitations, to its powerful advancement today as one of the most economical, effective digital conduits to get a message to a targeted audience and drive ROI.

Email marketing is truly the proverbial brick and mortar of the digital world. But with the influx of “Email Best Practices” articles claiming hamburger emojis increase inbox penetration to specific days of the week that supposedly drive better email engagement, consumers ostensibly find it hard to discern between fact and punditry. This presentation is designed to help consumers cut through the minutia and arm you with the constituent ingredients in crafting a successful email marketing campaign in 2017:

• The evolution of the email marketing landscape over the past decade
• Email does not always work, no advertising vehicle ‘always works’
• Where email has failed and succeeded
• The importance of segmentation and running tests

Presented by Melissa Turqman, Executive Director of Marketing and Product Development at Media Prowler: A formerly owned Jeff Bezos company and leader in the digital and data industry. The entirety of Melissa’s career has been within the media industry with a strong focus on digital advertising.

Winner of 2016’s Editor and Publisher’s “25 under 35” award: Melissa is regarded as an industry expert with regional and national speaking engagements with some of the highest-level media groups and conferences across the country.

Melissa’s development of Media Prowler’s most innovative digital products has helped the company win Inc. Magazine’s fastest growing companies in the country for the past 7 years.

Predictive analytics & artificial intelligence are transforming the way all companies connect with customers. The customer experience is on the verge of being completely redefined with A.I.

In this talk, you will learn what it takes for a business to deliver this new 21st-century customer conversation. Patrick will cover:

- Collecting & Managing CX data - What I learned analyzing 3 billion records at Amazon
- We have the data, now what? AI & the Future of Customer Experience
- How to use Predictive Analytics to find the right customer on the right channel
- 3 ways to drive ROI for your business by applying AI to improve the Customer Experience

Patrick is CEO of Lumidatum which helps CMOs apply artificial intelligence to the customer experience in order to grow revenue. He has been in the data and analytics space for over a decade including running a machine learning and advanced analytics team at Amazon.

One company increased their revenues from email by over 300% and another company doubled their open rates by doing just one key thing.

At SendPulse we researched over 100 websites and periodicals to find 5 case studies that demonstrated significant accomplishments in increasing open rates to include in our presentation, 5 Ways to Increase Your Open Rates by 50% or More.

In this presentation we will be presenting these 5 case studies in a live online webinar. We will also be answering all your questions to help you maximize your results in your email campaigns.

We invite you to attend and learn first-hand how they did it.

Do you have too much email content? Not enough email content? Does your website team get all of the glory and cool content?

In this webinar we will give you tips on how to save time and money when looking for ways to create content for your email campaigns. It really is as easy as using the same bells and whistles incorporated in your websites and using them directly on your email campaigns.

Your emails will shine with relevant and engaging content that will be the envy of your colleagues and make your customers want to click whatever your content is offering.

Agile Marketing is a hot topic right now, but not everyone is doing it right. Changing the copy or content during your campaign does not make you agile.

To be agile, there is a methodology to follow, which allows your marketing campaigns to shift and change faster and easier.

In this webinar, Aniel Bhaga, Head of Growth at Ungapped, will show you how to use the Agile methods to drive your marketing campaigns to a higher level.

Maurice Flynn is a recognised expert in real time, marketing prediction (data+tech) & it's real world, enterprise scale application. With his 20+ years in email marketing for companies big and small, he has built a process/algorithm over time to help
companies achieve dramatic improvement in their marketing across email and other channels with an integrated approach.

Join this webinar to learn more about Maurice's formula:

STAGE 1. WHAT 1a - Data:Loyalty/Commerce/ CRM/App/Web/Social /Other 1b
- Simple Data ETL 1c -Predict::ML+Clustering/ DecisionTrees/Regression
/Bayes/DeepNN /Other

STAGE 2. WHY 2a - Predict Value: eg CLTV 2b - By Micro Segments 2c -
Contextural 2d - Compliant

STAGE 3. HOW 3a - Content Library 3b - Content Render & Cache 3c -
Probabilistic ID 3d - Programmatic Real Time

STAGE 4. OPTIMISE 4a - Control Test 4b - Battle of Algo’s Scoring 4c -
More Data Sources 4d - Algo Weights

One of digital marketing's biggest bugbears is the ability for brands to follow customers, often clumsily. Join this webinar on BrightTALK to hear how to make 'real time' work really well for your brand.

Join us to find out:
· Why to use it
· How to use it effectively
· Whether it actually makes a difference
· If it's worth the time, money and effort to set-up for the long-term benefits

Brands are increasingly investing in 'real time' content. This webinar will feature experts in email and real-time marketing to give you the answers your business needs. Explore what this actually means, and what the implications and rules are for marketers.

Personalisation is the latest trend within email marketing and with good reason - it delivers the goods. However, the reason behind its success is not what you may think. In this must-attend session, Kath Pay, CEO of Holistic Email Marketing de-mystifies personalisation and reveals that contrary to popular opinion, personalisation should not in fact be our objective, but instead it should be to deliver a great customer experience using personalisation as a strategy to achieve this.

This session will be packed full of practical tips and advice on not only how to achieve a better customer experience using personalisation, but will also demonstrate as to why it's so powerful. Beware though - you may well be pleasantly surprised at the many ways to achieve personalised emails beyond product recommendations!

The ultimate goal of marketing is to provide the consumer with a personalized experience across numerous channels and devices, at scale.

The first step to achieving omnichannel excellence starts with an often-underestimated channel, email. Why start here? The answer is simple; the consumer is constantly changing channels and devices, but not email address. In essence, an email address is the consumers’ digital ID. This is the first part of key data that the marketer needs to start the omnichannel journey.

In this presentation, we will focus on how to start your journey with the #1 digital channel for ROI, email.

It is intuitive to believe that visuals are more memorable than text. To a certain degree, science confirms this. Research shows that visuals impact recall because they help viewers process information faster and assist them to pay attention by being more engaging than text.

But there is such a thing as a forgettable visual. Think of all the information you encounter in a typical week. How much of it do you remember? We tend to forget our lives almost as quickly as we live them and visuals can still escape our memories.

Join me, Scott Abel, The Content Wrangler, for a free, one-hour educational webinar with cognitive neuroscientist, Dr. Carmen Simon, to learn how to stay on people’s minds by applying science-based guidelines from the angle of how the brain processes visuals.



You will learn how to use visual thinking skills in four areas that are prevalent in business communication: facts, processes, data, and abstracts. And, you’ll discover how to use design elements such as images, text, lines, shapes to create interesting—and memorable—content. Dr. Simon will provide you with universal visual design principles and explain how they influence viewer attention and retention.

In just one hour, you will learn how to create and select visuals that impact memory and how to avoid those that don't. Visual thinking is important because when you use images correctly, you have the luxury of staying on your audience’s minds long-term. This helps you influence their decisions because people act in your favor based on what they remember, not on what they forget.



About Dr. Carmen Simon

Carmen Simon is a cognitive neuroscientist, bestselling author, and leading expert on using memory to influence decision-making. Her most recent book, Impossible to Ignore: Create Memorable Content to Influence Decisions, has won the acclaim of publications such as Inc.com, Forbes, and Fast Company, and has been selected as one of the top international books on persuasion.

Data Management Platforms (DMPs) have helped marketers improve digital advertising in the last 10 years by providing easy access to 3rd party global audience segments, but smart marketers have realized that this isn’t enough.

Modern marketers are now looking for ways to incorporate 1st party data into their entire marketing strategy but the problem is that this data is frequently siloed and challenging to access/analyze fast enough to keep up with market demands.

The solution is a Customer Data Platform (CDP) which is a new system - recently recognized by Gartner - that works in harmony with existing marketing technology to connect internal 1st party data, with external 2nd or 3rd party data.

Join us for our webinar and you will learn:

- How to leverage your most valuable asset - 1st party data - to maximize your programmatic advertising impact.
- The common pitfalls of working only with 2nd and 3rd party data
- Gain a deep understanding why it’s crucial to unify 1st party data for holistic customer insights as well as activation.
- Why a Customer Data Platform is essential to integrate 1st party data with your Data Management Platform.

“Know me. Know my business.”

While this is important in a pre-sales capacity, it’s table stakes for delivering a customer experience that surprises and delights. In this session, we’ll talk about how to define your customer’s lifecycle, and how to apply the fundamentals of ABM (account selection, insights, segmentation and messaging, play development, and measurement) in a post-sale capacity for the purpose of retaining customers, nurturing loyalty, and motivating advocates.

About Ashley: Ashley is a Senior Associate at Inverta, and has spent more than ten years designing and implementing world-class demand creation and lead management strategies that leverage the latest in marketing technology. She’s held client-side and analyst roles in marketing systems and marketing operations, and consulting roles that leverage her unique expertise in lead nurturing, account-based plays, content, messaging, and social media strategy for more than 40 clients.

Account-based marketers talk a lot about being customer-centric. But the reality is that most ABM programs take a broad-brush approach to targeting customers that we think should be interested in our solutions.

A truly customer-centric approach, especially with key accounts, begins with a deep dive into each customer’s business issues and then partners with them to design new solutions and shared success.

This session will explore why and how a collaborative ABM approach can drive innovation, growth, loyalty, and advocacy with key accounts. The session includes a deep dive into Juniper Network’s award-winning ABM program, as well as examples from other companies including Accenture, Fujitsu, and KPMG.

Key takeaways include:

- The importance of collaborative innovation with key accounts
- The value of transparency: ABM “with” not “for” key accounts
- The research and development foundation required for collaborative ABM
- Metrics beyond revenue: Measuring success with collaborative ABM

About Rob: Rob Leavitt is Senior Vice President at ITSMA, a leadership community for B2B marketers and the pioneers of ABM in the early 2000s. At ITSMA, Rob provides strategic guidance to leading technology and B2B services firms on thought leadership, content marketing, and ABM.

About Jack: Jack Barrett is Senior Director, Strategic Marketing at Juniper Networks, and leads executive engagement, ABM, demand generation, and channel development across the Americas.

As marketers are being asked to increase their contribution to bookings and revenue, account-based marketing is being used as a strategy to improve conversions and reduce the sales cycle.

That said, ABM is only as good as the quality of the underlying data in your database and performance varies substantially depending your approach to execution.

Tune in to this session and learn how you can:
- Increase the number of target accounts
- Increase the number of contacts inside of target accounts
- Increase appointments with target accounts
- Improve sales and marketing alignment
- Grow revenue inside target accounts

Over the past 17 years, Val has built and sold an Internet business and helped business, sales and marketing executives at Fortune 500, mid market and start-up companies to create value, move markets and accelerate growth. He combines this knowledge with deep insights from millions of data points that are generated as nearly 6M professionals connect with experts and companies on BrightTALK to learn and grow.

Account-based marketing is a proven strategy for growing revenue for B2B organizations. Ultimately, it's about delivering the right content, on the right channel, to the contacts in your target accounts.

In this webinar, our “ABM Superheroes” Daniel Gaugler, CMO of PFL, and Sangram Vajre, CMO of Terminus, will discuss how they use marketing technology to do ABM at scale.

They'll provide a brief overview of the steps in the #FlipMyFunnel model for doing ABM, then discuss how to orchestrate comprehensive, omnichannel ABM campaigns that deliver powerful results.

Session attendees listening live and tweeting with #ABM will have a chance to win a copy of Account-Based Marketing For Dummies.

Market segmentation combined with tailored messaging and a scalable outbound process can lead to significant growth. Are you a B2B business trying to fill your pipeline with qualified leads? Are you scaling your sales and marketing operations? In this webinar, you will learn practical strategies to:

1. Segment your target market
2. Find qualified leads in each segment
3. Tailor messaging for each segment
4. Set up a scalable outbound process

Ben Raffi, CEO of Growlabs.com, will share his insights and experience. At Universe, he led business development efforts globally, acquiring 28,000 clients in less than 3 years with a team of 10.