Innocent Sins of Content Marketing

At its best, an organization’s content anticipates the needs and interests of those they wish to start or advance a conversation with. It’s simply there when audiences need it and served up in an easily accessible and engageable manner that adds up to a positive experience.

Conversely, gaps in content availability, inattention to the steps required to get one’s content, and disconnected follow-up leads to negative experiences and, ultimately, unmet objectives.

Join us as we examine:
- How to assess whether you have the content you need
- What it takes to create a reliable and effective content engine
- The friction points that impede content engagement (and how to address them)

In recent years, many companies and marketers struggle to prove the return on investment in content marketing and how storytelling plays such a pivotal role in the overall business strategy. On the other hand, companies who focus only on Return-On-Investment (ROI) face unsurmountable challenges in turning new customers into returning customers.

If you want your company to outshine your competitors, return on emotion (ROE) is the real key in balancing your monetary returns and getting your customers return yet again and again.

In this session, I’ll share with you:

- Why measuring ROI is no longer sufficient in your customer acquisition and retention strategy
- What Return-On-Emotion is all about and why you’ve to focus on this key metric in 2020
- How to strike a balance between driving higher profits and keeping your customers happy and satisfied

Learn about why storytelling is essential in your business and how to apply it.

Gain insights, frameworks, and tools to apply storytelling to improve team collaboration, business problem solving and marketing communications.

Join this talk to discover:

- What is a sales story
- Why you need a sales story?
- Why you need more than one story ...beyond the company story
- How to tell a sales story
- Storytelling Resources
- StoryTelling Creation
- Practising your Story
- Getting better at Storytelling

When we talk storytelling from a business marketing perspective, what do we even mean?
What are the key elements? And how can we tell a story in a way to encourage people to know, like, trust and transact with us?

In an all new BrightTALK webinar, regular contributor René Power from Vision B2B Marketing and Training will discuss how B2B product and service businesses can produce more interesting content that positions their expertise and delivers a more human customer experience.

In this session you’ll learn:
- How to create a story arch that taps into customer interests
- How to link real experiences and takeaways to motivate customers to action
- Build and empower experts in your business
As always, webinar attendees can access a bonus workbook for the webinar by emailing rene@visionb2b.co.uk ahead of live broadcast at 1pm GMT on 18th September.

SPEAKER:
René Power, Founder, Vision B2B Marketing and Training Ltd
René consults, trains and speaks with organisations large and small around the world on topics of marketing, branding, communications and business growth. Training and marketing clients have included Nordson, Kingspan and Rolls-Royce plc. His proprietary Market with Intent programmes are available to clients online, as a coached face-to-face group, as in-company programmes and as a delivered one-to-one marketing service.

Find out more at www.visionb2b.co.uk
Connect on Linkedin at https://www.linkedin.com/in/renefp
Follow on Twitter at https://twitter.com/renepower

Effective storytelling requires authenticity, but also tenacity. The ability to generate quality, engaging content is crucial for creating and maintaining marketing momentum. However, marketers that are required to do so over and over again usually end up “dry”, and either reduce the frequency of publications or their quality.

In this webinar, content marketer Yotam Gutman will discuss the pitfalls of content marketing and propose tested way to continuously create quality content.

Key takeaways include:

- Content ideation strategies
- Content creation tactics
- Content re-use methods
- Tips and tricks for generating content when there’s nothing more to say…

Thought leadership is a new powerful way to scale yourself and your company by building alignment between sales and marketing.

Discover how to build a B2B lead generation machine where prospects consistently contact you while building your brand. In this session we’ll go into the strategies and pragmatic tactics and we will share tons of use cases.

Key takeaways:

- Your prospects have changed – have your methods?
- Blueprint to scale content
- framework to flip inbound to outbound marketing
- Linkedin framework to scale
- Use cases


Presenter bio & info:
Michael Humblet is obsessed with designing, building, training and scaling sales machines and founder of Chaomatic, School of Sales and The House of Spark, focused on accelerating revenue growth. Michael Humblet is the host of The Sales Acceleration Show, a sales and marketing focused Q&A show on how to accelerate your business.

Linkedin: https://be.linkedin.com/in/michaelhumblet
Youtube: https://www.youtube.com/michaelhumblet
Twitter: https://twitter.com/Humbletm

Do you think your CEO really cares about how creative your latest storytelling campaign was?

Of course, content, stories and brand experience are the foundation of B2B marketing to generate customer trust as, even with data and marketing automation, we still play on a human-to-human, P2P field.

However a more structured approach is required to engage your seven communities optimally through insights-based storytelling. This requires “pain point-based” stories while delivering maximum ROI at every step of the buyer journey, 90% of which is measurable.

Philippe will explain 10 practical steps as core principles for optimising your storytelling impact with a required ROI and REVENUE focus, accompanied by examples of dashboard/benchmarks, including:

· How to start from a solid data and insights foundation
· Develop a list of key questions on your stakeholders’ mind
· Which KPIs to use as priority for your content, campaigns and channels

Not only are insights and ROI key components of your storytelling strategy but also the visualisation of your data into stories. The DATYLON framework and examples will also explain further how the way you communicate your data and stories to your stakeholders is key in WOW-ing your audiences, from customers to CEO.

This webinar is a summary taken from Philippe’s full “STOROI” approach to make your marketing team a success in the 2020s. READ MORE on “The CMO is dead, long live the chief STOROI o

BiOGRAPHY
Bringing over 25 years of experience as a B2B marketer, Philippe coaches CMOs and helps sales & marketing teams transform faster into ROI-driven revenue marketing centres of excellence. Leveraging his multi-sector consultant/interim manager expertise developed at firms like Accenture, EY, MasterCard and Iron Mountain, he combines his strategic demand generation vision with a pragmatic people- and ROI-focused operational approach to help teams achieve their commercial objectives faster. www.ruttens.com

Do your members or channel partners feel they are on an endless hamster wheel, just trying to keep their business going? They provide an amazing product or service, but despite all their efforts and good intentions, their day-to-day is a constant struggle to find interested people, set themselves apart, and make the sale – all while competing against established industry players and dealing with customers who seem to care about only one thing… PRICE.

In this game-changing keynote, participants will walk away with a complete understanding of where they have been going wrong, and they’ll know the three instantly-implementable strategies to turn it all around.

- Finally differentiate yourself and put an end to competing on price
- Understand why you can’t (and shouldn’t be) everything to everyone
- Discover your niche market of motivated, excited-to-buy customers
- Achieve a new outlook on sales

You've got the Data... Now what? Sourcing, normalization, routing. The data you bring in impacts all of your marketing initiatives and sales outreach. In this session, gets tips on how to bring in data cleanly to keep your march in tip-top shape and connect the data with the correct revenue team member for efficient follow up.

Today’s B2B marketing teams are focused on lead gen to feed hungry sales teams. However, the buying process, especially for large deals, includes various buying committee members and longer sales cycles – which adds up to more complexity. Even with Account-based Marketing (ABM), B2B marketers still struggle to deliver qualified leads. To improve conversions amidst challenge, marketers need to more effectively use data for better go-to-market strategies, market positioning, messaging, and marketing campaigns.

In this live webinar, the founder of WaveLength Analytics, DC Marketing Tech Talks, and the MarTech Magnified conference, Natalie Robb, shares practical advice on using data to improve go-to-market plans, marketing campaigns, and gain share.

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In this webinar, you’ll learn: 
-Why you need to define your total addressable market and target market
-How quick and easy customer base profiling helps identify and prioritize new target accounts
-When and how to do custom, primary research-based market segmentation
-How to tie custom market segmentation to marketing campaigns and operations

About the Speaker, Natalie Robb
As an analytical marketing pioneer at WaveLength Analytics, Natalie Robb is a market analyst with decades of experience crushing data to build go-to-market strategies and high-value marketing content. Natalie uniquely combines technology, data, and marketing with a keen business perspective that has long helped technology and telecom clients gain competitive advantage. Dedicated to helping grow markets and firms, the WaveLength client list includes innovative startups and large tech firms like Microsoft and Nokia. In addition, Natalie organizes the DC Marketing Tech Talks Community and its acclaimed annual conference, MarTech Magnified. Natalie has a BA from University of Michigan and an MBA from the University of Texas at Austin. Learn more at www.wavelength-analytics.com or connect with her on LinkedIn at https://www.linkedin.com/in/nrobb/.

In order to make intelligent decisions from marketing data, B2B marketing execs need smart, precise data. Locating, vetting and analyzing this data, however, is one of the least exciting things for companies to prioritize. Many companies will choose volume over value and continue piling new data into their CRMs rather than taking on the slower, long-term work on proper data cultivation.

Join Launch Marketing’s Founder and CEO Christa Tuttle as she explores the importance of a strong data foundation in maximizing the profit potential of marketing. This presentation will discuss the true value of data in several components of an integrated marketing plan, from messaging, lead generation and more.


About Christa Tuttle

Christa founded Launch Marketing, a boutique marketing firm that acts as a virtual marketing team to B2B tech companies, in 2001. Under her leadership, the company has grown exponentially, to a portfolio of more than 150 clients to date.

Prior to founding Launch Marketing, Christa worked for Austin venture capital firm TL Ventures, where she managed marketing in-house and lent her expertise to its portfolio companies, helping them develop marketing plans and bring their first products to market. Before that, she led a marketing team at enterprise software company Trilogy, where her team successfully drove more than 50% of the lead generation.