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Reversing the Content Supernova

With limited marketing resource and budget, your content has to be timely, engaging and everlasting. But like a supernova, does it flash hot and burn out quickly?

Your content works hard to explain and describe your organisation's value. Carefully constructed, thoughtfully created, and no expense spared, you launch it into the atmosphere with great expectations. But does it actually generate the tidal wave of support and interest you want and longevity it deserves?

By building an influencer Community, you'll have a better understanding of the type of content that will resonate more highly, and you'll have a waiting audience of people ready to help you share it across their networks.

Join Christie Fidura, former manager of the Adobe Community for Europe, Middle East and Africa, to learn how to create a Community whom will appreciate your content, share it with their networks and help you keep it evergreen.
Recorded Aug 11 2015 34 mins
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Presented by
Christie Fidura, President of Community Management consultancy, The Perfect Circle
Presentation preview: Reversing the Content Supernova

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  • How the Application of ABM Fundamentals Enhances the Customer Experience Jun 15 2017 4:00 pm UTC 45 mins
    Ashley Shailer, Senior Associate at Inverta
    “Know me. Know my business.”

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    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.
  • Collaborative ABM: Partnering with Key Accounts for Innovation and Growth Jun 15 2017 3:00 pm UTC 45 mins
    Rob Leavitt, Senior Vice President at ITSMA
    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 hope might be interested in our current portfolio.

    A truly customer-centric approach, especially with our most important accounts, begins with a deep dive into each customer’s business issues and then partnering to design new solutions and long-term shared success.

    With examples from companies including Accenture, Fujitsu, Juniper, and KPMG, this session will explore the why, what, and how of a collaborative ABM approach that drives innovation, growth, loyalty, and advocacy with key accounts.

    Key takeaways include:

    - The importance of collaborative innovation with key accounts
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    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.
  • How to Increase Sales by 800% by Segmenting Your Target Market Jun 14 2017 5:00 pm UTC 45 mins
    Ben Raffi, CEO at Growlabs.com
    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
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    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.
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    In this webinar we are going to cover 7 easy and fast ways to Kick Your B2B campaigns up a notch by building relevancy into every email campaign. Users are now expecting each email to be handcrafted to their wants and needs. And you need to convince them to read and click, by giving them a reason. In addition, content can now be generated on time of open, keeping it the most relevant it can be.

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    We know that ABM is an imperative for today's revenue teams, but how do you actually structure your team for success? When it comes to ABM, you need to have 100% alignment between sales and marketing, which requires the right people, in the right roles, running the right plays.

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    Joe Quinn, Account Based Marketing Section Manager, Americas at National Instruments
    Sales and marketing have long been siloed, and alignment between the two departments is vital to gaining traction and support for an account-based approach.

    When sales and marketing align toward common account goals, sales has better account insights, contacts and positioning at their accounts and marketing has more substantial ROI for their efforts.

    So whether your ABM program is still in a pilot phase or fully integrated into your company, you'll be able to leverage the 7 approaches NI's award-winning ABM program uses to partner with their sales account managers.

    Key takeways:
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    Mark Yeager, President, Yeager Marketing
    Digital automation tools for marketing are here to stay. They’re getting smarter, and they’re changing the way we think about everything we do as marketers, from how we qualify leads to what content we produce to how we align our sales and marketing teams.

    Aligning marketing and sales has always been a challenging – yet critically important – exercise. You have to define a common language, synchronize strategies, and execute in such a way that each team empowers the other’s success, despite differences in timelines, drivers and goals.

    As the marketing world shifts to embrace digital platforms, particularly around the concept of account-based marketing (ABM), we’re re-evaluating how we can best achieve alignment, and we’re exploring what these new tools offer to expedite and streamline that process.

    In this webinar, we’ll cover:

    - The foundations of sales and marketing alignment: what it looks like and why it’s critical to overall company success
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    - Which digital ABM tools assist in delivering a foundation for alignment

    After watching, you’ll have a framework that will help ensure both groups are synergizing their efforts, and you’ll gain an understanding of how account-based marketing tools can be used to optimize that synergy and deliver a bigger pipeline of opportunities.
  • ABM for Critical Clusters: Driving Growth with a One-to-Few Approach Jun 13 2017 3:00 pm UTC 45 mins
    Louise Jefferson, Senior Associate at ITSMA
    The rise of account-based marketing (ABM) has brought to the fore two distinctly different approaches: One-to-one for strategic accounts and one-to-many for broader market segments.

    With a true one-to-one, Strategic ABM approach, marketers work hand-in-hand with key account teams to create highly customized programs for individual clients. This can generate dramatic returns but scaling beyond a small number of accounts is hard to afford.

    With a one-to-many, Programmatic ABM approach, marketers identify dozens, hundreds, or even a few thousand named accounts and organize segment-oriented campaigns to drive desirable opportunities through the pipeline. ABM works at scale from the beginning; the key challenge is going deeper with your most important accounts.

    Between these two extremes, a one-to-few, cluster-based approach can split the difference by focusing customized programs on small groups of accounts with similar business issues and initiatives. Marketers craft highly targeted value propositions based on deep insight, a new point of view, and tight collaboration with sales. Examples might include groups of 5-10 large grocery chains, automotive suppliers, or life science firms, each group having similar business challenges.

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    About Louise: Louise Jefferson is a Senior Associate at ITSMA, a leadership community for B2B marketers and the pioneers of ABM in the early 2000s. As part of ITSMA’s global ABM practice team, Louise provides training, mentoring, and consulting services to help large technology and business services firms build ABM competency and accelerate growth with key accounts.
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    Luella Ben Aziza, Strategy Director at MomentumABM
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  • Machine Learning To Increase Human Understanding Recorded: Apr 13 2017 46 mins
    Assaf Baciu, Co-founder, SVP of Product & Engineering at Persado
    There is a misconception that infusing automation into the customer experience will make it less human, and thus less relatable, to consumers. On the contrary, companies are pioneering AI technologies to enable them to gain a deeper understanding of the people they serve, resulting in experiences that are more relevant, personal, emotional, and ultimately rewarding--for customer and company alike.

    Join Assaf Baciu, head of product and co-founder of Persado, who will demonstrate how Fortune 1000 brands are leveraging machine learning to create emotional relationships with their audiences.
  • Natural Language Processing and Recommender Systems for Media Houses Recorded: Apr 12 2017 43 mins
    Pavel Kordik, Data Scientist at Recombee
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    This webinar will challenge you to think about the phases of a sales and marketing funnel: Driving Leads, Messaging and Closing.

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    Tim Watson, Zettasphere
    The Mad Hatter: Have I gone mad?
    [Alice checks Hatter's temperature]
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  • Live at: Aug 11 2015 8:00 am
  • Presented by: Christie Fidura, President of Community Management consultancy, The Perfect Circle
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