Defending Your Spend: Building a Credible Spend Model

COVID-19 was a wake-up call for most businesses. If technology wasn’t powering your buyer experience before, now going digital is the only option. As a business leader, do you know what tech you can and should be using? Not sure how much time and effort you should dedicate to advancing your company’s data capabilities?

Frank Cowell, CEO of Digitopia, will break it down in simple terms so you can quickly adapt to the changing landscape, and most importantly….empower growth in your business! 

In this talk you’ll learn:
- How to build a data-driven, revenue-centric marketing strategy
- How to define each stage of your buyer’s journey (and nurture them through the sales pipeline)
- What outcomes your buyers expect from your brand at each stage
- How to identify the right platform to create alignment across Marketing, Sales and Service 

Frank Cowell is a speaker, best-selling author, and CEO at Digitopia, a digital strategy and execution agency based in San Diego, California. He works regularly with CEOs, CMOs, and VPs of Marketing who are looking to create amazing brand experiences while driving inbound leads. A self-taught programmer with a deep understanding of technology, Frank enjoys a unique blend of brand development and marketing savvy that enables him to offer fresh perspectives on often-complex marketing concepts that he distills into actionable, easy-to-understand language. An energetic and entertaining speaker, Frank presents regularly to regional and national organizations on topics related to branding and digital marketing, and he recently released his latest book, Building Your Digital Utopia, on Amazon.

99% of marketers will never know what it takes to get promoted in marketing. Less than 1% of all marketers will have a shot at becoming a CMO and then staying in the job.

This session is share 5 key areas that you must master to the one of the most coveted jobs in the market.

Speaker bio:
Sangram ran marketing at Pardot (acquired by ExactTarget and then ExactTarget was acquired by Salesforce for $2.7B). Soon after, Sangram co-founded Terminus which hit a $1M in the first year, $5 in the second and $15M in the third year ranking 21st in Deloitte's fastest-growing company, named back to back as one of the best places to work.

On LinkedIn alone, Sangram has over 15,000 subscribers of his weekly “Becoming Intentional” newsletter and over 10M views of his content in just the last two years. Sangram has quickly become a marketing and leadership expert and has been named as one of the top 21 B2B Influencers in the world by the DMN network.

Sangram is the author of two books on Marketing, a frequent keynote speaker, a host of the top 50 business podcasts called FlipMyFunnel with over half a million downloads.

SEO is a critical component of content marketing – bridging the gap between consumers and content. Unfortunately, it’s a key component missing from many marketers’ skillset. Google is the gatekeeper between you and your most valuable audience - the people searching for answers to the big questions and challenges related to your brand. In many ways, it’s the most powerful distribution channel at your disposal. Yet many marketers struggle to integrate SEO into their content strategy, and underestimate SEO’s intrinsic value to standing out in a competitive digital arena.

A strong SEO strategy can transform your content marketing program, delivering compounding returns over time. In this webinar, Verrion Wright, Director of Marketing at Contently, will reveal how to create high quality content that Google loves, increases traffic, leads and revenue.

You’ll learn:
- Key trends that are making SEO the smartest investment for any marketing team
- How to build your prospect pipeline and identify growth opportunities
- 4 strategies that are sure to grow your SEO traffic

A broad overview of basic research methods accessible to product-based businesses of all sizes. The discussion focuses on the most common and useful qualitative and quantitative research methods, and how to overcome each technique's individual disadvantages.

Participants will learn:

- How to define their business problem better, and choose the right method(s) to solve it.

- How to practically implement several very useful methods without the need for proprietary software.

- How to leverage the data they already have to find insightful patterns.

- Which methods are out there. Business leaders often do not realize there is a method that has been built specifically for their class of problem.
Having a broad understanding of the types of techniques that are out there (*and what they are for*) can be 90% of the battle.

About the speaker:

Robert J. Lewis, Ph.D. is a quantitative social scientist and software developer. His academic work in media psychology and entertainment has garnered more than 700 citations in his discipline. He has worked with multiple clients on various types of research problems, including Whatsmywine.com, Summery.ai, Crux Climbing Gym, and Rhu Collective.  Additionally, he taught analytics and research methods to advertising students for seven years at The University of Texas at Austin.

Much like B2C, B2B customers have become most responsive to marketing that’s tailored to
them. According to SmarterHQ, 72% of B2B customers will only engage with personalized marketing messages. So how do you achieve marketing that speaks to each customer without completely invading their online personal space? It starts with effective, consistent and regulation-abiding data collection. In this webinar, Launch Founder and CEO Christa Tuttle will walk through the modern landscape of data-driven personalization, highlighting not only the data management best practices that make up the backbone of your personalization efforts, but also how to transform this data into the information you need for personalized marketing. Topics discussed will include tools for automation and personalization, the power of manual processes in personalization, creating targeted emails and more.

Everyone wants a selfless partner. One who takes the time to get to know them, pay them attention, understand what they want…and give it to them. Your customers are no exception. Listen as Ricky Abbott reveals the secrets on how to balance your marketing threesome; Creative, Data and Insight.

How to build, optimize and measure digital experiences.

At last count there were 8,000 martech solutions, and thousands of corresponding datapoints for marketers to ingest and make sense of. Most senior marketers receive daily emails with meeting requests to be pitched on the latest solution. How do we wade through this morass of solutions and data to pinpoint critical metrics needed for effective digital experiences demonstrating marketing’s impact on the business?

Measure marketing impact on outcomes that count. Come join our fireside chat and hear how Lionbridge has transitioned to a data-driven marketing approach and put customers at the forefront of its strategy. Join this 30-minute panel discussion to get actionable advice, with specific examples on:

1. Understanding the 7 telltale signs that you’re not optimizing your eCommerce site to increase conversion
2. Pitfalls to avoid when building a multi-lingual SEO program to drive engagement across regions, languages, and industries
3. How to build a high-performing content strategy with frequent, relevant messaging for personas
4. Focus on the right accounts with an account-based strategy for B2B enterprise selling

Moderator: Cynthia Stephens, VP Demand Generation, Lionbridge

Panelists:
Brendan Walsh, Global Technical Search SME , Lionbridge
Sandra Wendland, Manager Global Digital Marketing, Lionbridge
Mike McKenzie, Senior Manager Demand Generation, Lionbridge

Presenter Linkedin and Twitter profile links
https://www.linkedin.com/in/castephens/
https://twitter.com/Lionbridge

Science plays a pivotal role in modern society and the key way in which science is disseminated is through scholarly publishing. In this webinar, Mathias Astell (Chief Marketing Officer, Hindawi) will walk you through the ways in which a leading open access scholarly publisher uses customer and market data to develop a clear understanding of the trends and requirements in science communities around the world and uses this understanding to serve them with relevant, meaningful and impactful marketing. Through this webinar, attendees will gain an understanding of:

- The makeup of the science publishing market, including the actors, levers, risks and opportunities for a marketer
- The data required in effectively understanding this market
- How these behavioural, market and community data are practically utilised to engage this market

Science publishing is a fascinating, multi-billion dollar industry that is often somewhat obscure to those not in science or publishing – this webinar offers the chance to find out more about this industry and the interesting challenges and opportunities faced by marketers working in this space and the data they use to tackle them.

99% of marketers will never know what it takes to get promoted in marketing. Less than 1% of all marketers will have a shot at becoming a CMO and then staying in the job.

This session is share 5 key areas that you must master to the one of the most coveted job in the market.

Speaker bio:
Sangram ran marketing at Pardot (acquired by ExactTarget and then ExactTarget was acquired by Salesforce for $2.7B). Soon after, Sangram co-founded Terminus which hit a $1M in the first year, $5 in the second and $15M in the third year ranking 21st in Deloitte's fastest-growing company, named back to back as one of the best places to work.

On LinkedIn alone, Sangram has over 15,000 subscribers of his weekly “Becoming Intentional” newsletter and over 10M views of his content in just the last two years. Sangram has quickly become a marketing and leadership expert and has been named as one of the top 21 B2B Influencers in the world by the DMN network.

Sangram is the author of two books on Marketing, a frequent keynote speaker, a host of the top 50 business podcasts called FlipMyFunnel with over half a million downloads.

Uncertain times call for going back to the basics, while staying nimble to respond as the
situation keeps evolving in your industry. Marketers in every industry find themselves in a
surreal situation today with the health crisis and potential financial crisis staring at us.
Now more than ever we need to build a content marketing strategy that not just wins the
attention of our audience in a highly competitive environment, but also finds a way to make lives easier.

The 4 components to craft such a successful content strategy involve the need to have a
deep understanding of the: 

1. Questions the user would ask as they move through the buying journey
2. Buying journey
3. Channels where users spend time seeking solutions to their biggest challenges
4. Data that will give you insights into how users are engaging with your content

Join this webinar to access best practices and frameworks to:
 Build a content strategy that revolves around the users’ needs
 Identify the right distribution channels for each phase of the funnel
 Data you should collect to help you optimize your content strategy

With the current global crisis, marketers will need to approach marketing differently as we move forward. The temptation may be to stop marketing, creating or speaking to your audience. However, we must continue to prepare for growth and look to the future. This presentation will focus on content strategies marketers can implement when a crisis tempts you to stop marketing or pause your efforts. The goal is to pivot, not pause.

Attendees will learn:
-The importance of assessing your current content
-Creative ways to repurpose content for the current situation
-Strategic tactics for connecting the dots for business development
-How to look for opportunities and leverage your company’s content

How many marketers could answer complex questions like “Which 2 campaigns are demonstrating more than 10% growth in number of opportunities quarter over quarter?” 

Among the organizations we’ve surveyed, maybe two out of ten. 80% would have to wait for a data analyst to create a report, a very manual human-to-human process. What if a machine-to-human AI approach could deliver those insights in seconds and without any manual work or asking questions?

It’s time to solve the “last-mile” problem of user adoption and reduce dependence on reports and dashboards. Join this session to learn how one CMO went from 13-months-prep-time-for-the-annual-report approach to:

Scaling BI and analytics tools beyond analysts to regular marketing users
Leveraging AI and ML to automatically surface and deliver business insights
Interacting with data through natural language audio-visuals instead of creating more reports and dashboards

Also, learn how the largest energy drink manufacturer, largest global pharmaceutical company, and the largest exporter of Californian wines are solving these challenges.

Content marketing is never easy even in the best of times. B2B audiences have little time, little tolerance for anything but the most relevant and compelling material, and timing is everything (i.e., if it’s not the right time, don’t bother me!).

Today, of course, we’re not exactly living through the best of times. Amid the onoing pandemic, B2B buyers are dealing with extreme market disruption and a fundamental rethink of where their businesses go next. Every industry and every account is different but overwhelming uncertainty is everyone’s new normal.

In this context, how can we develop and deliver content that counts? What are our customers and prospects looking for, how can we know, and how can we be most helpful in this most stressful of times? We’ve already pivoted to deal with the lockdown; how should we think about content marketing for the rest of this year and beyond?

Join ITSMA’s Rob Leavitt to explore what’s working now and what’s next for content marketing as we begin to shift from immediate responses to the COVID-19 crisis to the “next normal” of ongoing uncertainty. Rob will showcase effective new approaches and explore longer term guidelines for successful content marketing in a constantly changing environment.

Many of us are exposed to the adage to constantly think outside the box.

However, if we pause for a moment and recognise that our ‘new normal’ has resulted in not just us experiencing isolation, but also our budgets. We tend not to venture thinking inside the box because we are consumed with what’s outside it.

The evolution of content during a crisis is forcing us to re-evaluate, repurpose & refresh what we have spent hours initially creating. Great content has the potential to stay relevant for evergreen use.

Join this session and take away insights from the following:

The 3 Cs (contact-centric content) and how to re-build this view
The content conundrum – how to re-purpose the content strategy
The migration of content consumption during a crisis

Join us for a behind the scenes look at BrightTALK. Nick Fagan will provide an overview of how we work with marketers to support their content and demand marketing goals.

You'll get to see how our technology works to support webinar, video and virtual event strategies in light of COVID-19 and you can ask any questions live.

Social media, data analytics and artificial intelligence are all changing how marketers are connecting with their customers—are you ready for the revolution? This panel will explore the ways in which new technology is forcing marketing teams to rethink their practices, spanning everything from building the brand to developing new campaigns. Join us for a lively discussion that will help you drive your organization into the next decade.

Join the Conversation to Learn:

- How does social media affect brand/campaigns/engagement?
- How are AI and analytics impacting campaigns?
- What role does personalization play, and how can I make it happen?
- What compliance requirements do I need to worry about?
- How are internal relationships and networks affecting the marketing team?

Moderated by Melanie Turek, VP Research and Fellow - Connected Work, Frost & Sullivan

Panellists
Janice Dru, Senior Marketing Director, Cambridge Innovation Center
Christie Post, Marketing Director, Hypergiant
Ray Renna, US Marketing Director, IVI RMA GLOBAL