How to leverage CRM for marketing effectiveness

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.