The Basics of False Advertising

AI is rapidly reshaping how retailers reach and engage customers across channels and in real time. And because your success in retail is so deeply interconnected with customer experience, from browsing to decision, purchase to post-purchase pleasure, AI is increasingly going from nice-to-have to necessity for higher sales and bigger bottom lines.

With billions of customer behavior data points, transactional histories in the trillions of dollars, and pinpoint segmenting, AI turns hazy ROI best-guess calculations into data-driven predictions. It helps you uncover new customers, and adds science to the art of targeting your audience.

Learn more about how retail organizations can use AI to find and evaluate customers, seize tailored opportunities along your customer’s journey, offer hyper-personalized recommendations and more, when you join this VB Live event!

Register now for free!

Attend this webinar and learn:
* How AI helps retailers curate content, offers, and experiences to revolutionize customer acquisition and engagement.
* How companies can leverage AI to uncover new markets
* The role of AI in data-powered email marketing (e.g. empowered segmentation), voice and visual search
* The future of AI in retail: What's next?

Speakers:
* Rob Roy, Chief Digital Officer, Sprint
* Jaimy Szymanski, Principal Analyst, Kaleido Insights
* Rachael Brownell, Moderator, VentureBeat

We all have strengths and qualities that make us unique. But in the hustle and bustle of life, and deliverables, and obligations, it’s easy to let our focus on that “special sauce” fall by the wayside.

In this seminar we’ll isolate ways to identify what you uniquely bring to the table, Scarlet will share some personal stories that have been turning points in making her own career more authentic and therefore successful, and we’ll talk through techniques to stay mindful of these strengths when things get busy. By honoring what makes each of us so great it is possible to drive more career satisfaction, success and… have some fun along the way!

The rise of ABM has inspired an important rethink of how best to measure marketing impact. Rather than focus on activities, outputs, and marketing-qualified leads, ABM-ers are shifting to account-based revenue metrics, such as pipeline contribution, funnel velocity, win rates, and deal size. But not all revenue is created equal.

Driving growth with new types of solutions, marquee accounts, and top priority markets can be especially significant to achieve strategic corporate objectives. To move ABM from revenue contributor to strategic growth driver, ABM-ers need to focus on all three R’s of strategic marketing: Reputation, Relationships, and Revenue.

Join ITSMA SVP Rob Leavitt to explore how the most effective ABM programs are bringing the 3 R’s down to the account level and using them to drive long-term corporate innovation, growth, and success.

This Webinar will focus on leveraging the latest technology to effectively and efficiently reach niche B2B audiences at scale.

By combining cutting-edge Digital Media technology with accurate offline data, participants will learn how to deliver their message to B2B decision makers with pinpoint accuracy to drive leads and increase revenue.

In the account-based game, you’re not looking for one big hit. You need your entire lineup to consistently perform across all nine innings. Join this webinar to learn how to draft the best accounts, manage your ABM campaign lineup, and keep score.

We will show you how to:

* Prioritize target accounts through a data-driven approach
* Manage full-funnel ABM campaigns
* Build an ABM scorecard for marketing and sales
* How to Knock Your ABM Out of the Park

Presenters;
* Stephanie Kelly - Director of Marketing and ABM Operations, Terminus
* Torrey Dye - Director of ABM, Terminus

Connecting with your target accounts and looking at customer lifetime value holistically are foundational components of any successful account-based marketing (ABM). From defining who they are, to converting them into loyal customers by working synergistically to consistently deliver an awesome buying and customer experience – when done right, ABM can incite a Go-to-Market “revolution” for enterprises. In this session, hear from Marketo CS alumna and now Head of Marketing at Folloze, a leading ABM Engagement Platform, how to best enable your “ABM Trifecta” – the collaborative efforts of your sales, marketing and CS teams – to engage, develop, win and RETAIN your top target accounts faster. Specifically, in this session you will learn:

•Best practices in defining and identifying your target accounts and how to set them up operationally
•What we mean by the “Bow-Tie Funnel Effect” and its role in enabling companies to be more customer-centric, while also optimizing for and sustaining revenue growth
•How the key to conversion (both from initial deal or by land-and-expand) is achieved through meaningful digital engagement that is education-driven and consultative – via the “ABM Trifecta”

In this presentation, Kelly Waffle will show how to make ABM programs more effective, efficient, and actionable by reaching the hard-to-reach buyer globally. Many talk about ABM, some run pilot programs, and a few see expectations meeting success. Kelly will share tips, proven techniques, and research to help you see success with:

* Account and Contact data analysis
* Audience profiling and segmentation
* Global account reach and targeting
* Program metrics
* Campaign optimization
* Measurement and reporting
* The Last Mile - passing insights to Sales


Tune into this session to learn how to better connect with the hard-to-reach buyers across your target accounts, and have more meaningful conversations with your Management and Sales.

Traditionally, B2B marketers have attempted to go wide with their campaigns in an effort to reach the largest number of people with a broadly appealing message. But for the past few years, leading companies have started to embrace Account Based Marketing, which identifies key accounts in the company portfolio and then targets them directly with content and messaging designed to appeal just to them.

The goal is typically to land or maintain high-value accounts that, together, can deliver 80% or more of annual revenues—and thereof deserve 80% or more of your marketing resources. This session will outline the benefits of ABM and offer a few cautions to beware of along the way—ensuring success as you embark on this new and effective journey.

Presented by Melanie Turek, VP Connected Work, Frost & Sullivan

As a Fellow and VP of Research for Connected Work at Frost & Sullivan, Melanie covers a broad range of markets, leveraging long-standing relationships with leading industry participants’ senior executives and customer organizations.

Melanie has more than 25 years' experience covering video and web conferencing, social networking, unified communications, voice, IP communications, instant messaging and presence, and the end-to-end customer experience, as well as a wide range of business software and services.

Melanie brings deep technical expertise and in-depth understanding of the ways in which technology can positively impact business processes and performance. She studied social anthropology at Harvard, and she views technology transformation through that lens.

If Men are from Mars and women are from Venus, then it can certainly sometimes feel that Sales is from one universe while marketing is from a completely different one! But we know that when sales and marketing can align, great things happen - Marketo estimates that sales and marketing alignment can help your company become 67% better at closing deals. But although we know the benefits of sales and marketing alignment, we seem to struggle to achieve it with Forrester Research estimating that only 8% of companies have strong alignment between their sales and marketing departments.

What are the barriers to achieving alignment though? And most crucially can they be overcome? And assuming you want to drive better alignment, where do you actually start?

These are the types of challenges that Agent3 seeks to address with its customers as it helps them sell more to their key and named accounts. Joined by Julie Woods-Moss, ranked by Forbes as the 16th most influential CMO globally in 2017 and recently CMO at Tata Communications and John Seaner, CMO at 1010data, Greg Salmon, Senior Vice President, Agent 3 will host a webinar that has one aim; to help you better understand how to achieve sales and marketing alignment 'nirvana'. Drawing from his experience working with brands such as Cisco, Sony and Salesforce, Greg will quickly provide five immediate steps that you can take to drive better alignment before Julie and John provide their own examples of approaches that worked for them in driving better internal alignment at their respective organizations. Intended to provide readily applicable, 'real world' advice, this webinar will be an invaluable source of insight in helping you drive better sales and marketing alignment and, in the process, put you on the path to generating the 209% more revenue from marketing that Marketo believes can be gained form aligning sales and marketing.

ABM is not something marketing can do alone. One of the four basic principles is partnering with sales. So, whether you’re taking a one-to-one, one-to-few, or one-to-many approach to the accounts that matter most—or even a blended strategy—alignment with sales will be the difference between mediocre and outstanding results.

Join Bev Burgess, ITSMA’s ABM practice leader to explore the alignment you need for different types of ABM and the best ways to achieve sales buy-in and ongoing engagement with your program. Bev will draw on real examples from ITSMA's marketing excellence award winners as well as the latest research on best practices.