Social Media and CRM – A New World or Just Better Business?
Social media and social networking have changed the way we all connect and communicate. For businesses especially, social networking has changed the way they find new customers and interact with their current ones.
In this webinar, we’ll:
• Identify what social media is and what it means to your business
• Share some ideas about incorporating social media into your existing customer strategy
• Discover the best tools to execute a social CRM strategy
• Find out how to develop meaningful customer relationships using social media
• Share our top tips for social CRM engagement.
RecordedMar 22 201132 mins
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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.
Stephanie Kelly (Terminus) & Torrey Dye (Terminus)
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
* Stephanie Kelly - Director of Marketing and ABM Operations, Terminus
* Torrey Dye - Director of ABM, Terminus
Kelly J. Waffle, VP, Marketing & Partnerships, Kwanzoo
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.
Bev Burgess, Senior Vice President and ABM Practice Leader, ITSMA
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.
Samantha Kelly, owner of Tweetinggoddess.com and founder of the Womensinspirenetwork.com
In the noisy world of social media, it’s hard to stand out from the crowd. If you’re struggling to get your business message heard, you've come to the right place. Samantha can show you how to use social media marketing to connect with your ideal audience, increase brand awareness and harness the power of online community to generate real value for your business.
In this webinar, Samantha will explain:
-Why Twitter is great for business
-How to build awesome relationships
-How to engage your audience
-Tools to help you manage your social media
-How to track your success
-How to build a community
In this webinar, Metadata.io CEO Gil Allouche will talk about the different ways AI is being used by marketers. From analyzing data to orchestrating new marketing campaigns, AI is powering marketing activities in new and exciting ways and affecting interactions throughout the entire customer lifecycle. As an example of how AI can have a tremendous impact on marketing practices, Gil will focus on its role in lead generation. Webinar attendees will learn:
- What Machine Learning is in relation to AI and how it connects your data to find patterns
- Examples of how machine learning can identify target audiences, including the 20 percent that creates 80 percent of your revenue
- How AI technology can help marketers prioritize their budgets to focus on the most effective programs
- Starting with small, iterative uses of AI in marketing can be the most effective way to understand what will yield the most ROI
Gil Allouche founded Metadata.io to make demand generation easy for non-technical marketers. The Metadata.io platform and AI Operator evolved from Gil's experiences hacking various marketing and CRM systems to get the solutions he needed.
Social Selling strategy that helps clients build online relationships with their ideal prospects and then take that relationship offline. The leads and new business comes from these new relationships. LinkedIn is at the center of the strategy but it also can be extended to include Facebook, Twitter and email.
For this strategy to work for people, they need to be able to find their ideal prospects on LinkedIn, preferable 100's if not 1000's of them. Also people need to buy into the power of relationships to really embrace this strategy.
This webinar breaks down into two sections: Section 1 answers the question "What is Social Selling?" and section 2 takes people through a Social Selling Playbook, webinar registrants will get to see how to run a full social selling campaign.
The esports market is on fire. Last year 43 million people watched the League of Legends world championships, a multiplayer fighting game. And it's not a niche market of teenage boys in basements. A recent report found that 31 million people watch esports tournaments in the U.S., and more than double that -- 68M -- in China.
And the question is -- how do you monetize that at scale?
Look to the wild success of the Asia-Pacific esports companies. The companies who stage events like China’s 2017 Riot Championships, which posted more than 32 million viewers, have been able to compel customers to actually pay to view content, and even tip players, with the right streaming and payment technologies.
Don’t miss this VB Live event for keen insights from leaders in the space on how U.S. companies can effectively operate globally or begin to expand globally. You’ll learn how to confront the challenges that scaling your audience can pose and improve it, from west to east, as you look to capture more of the global audience opportunity.
Register now for free.
You’ll learn about:
* The opportunities provided by the growth in the esports streaming content market
* What's causing the streaming content surge and market growth
* The technology making this explosive esports growth possible on a global scale
* Confronting the problems around scale in markets like China and elsewhere
* Dean Takahashi, Lead Writer, GamesBeat
* Johannes Waldstein, CEO, FanAI Inc.
* Roc Harry, Relationship Director, Worldpay
* Carter Rogers, Senior Analyst, SuperData Research
David Lewis, DemandGen, Jessica Cross, Rollworks, Erik Smith, Treasure Data and David Pitta, BrightTALK
We’ve all seen the explosion of marketing technology companies over the past several years, clearly illustrated in Scott Brinker’s Marketing Technology Landscape that grew from 150 companies in 2011 to over 5,000 last year.
Today, we’re seeing many marketers who have been part of the martech tool buying spree in recent years take a step back and assess both how their stack works together and if they’re getting ROI from each piece. On the other hand, exciting developments in Artificial Intelligence (AI) have added capabilities and enhanced others.
So how do we make sense of the martech landscape today? How do you build a stack that answers business needs and takes advantage of cutting edge technology?
We’re excited to feature David Lewis, CEO of DemandGen, a leader at the forefront of making sense of today’s marketing tools for his clients, along with several innovative marketers who will discuss:
- Martech’s evolution in recent years
- Building a stack that makes business sense and delivers ROI
- Where martech is going, notably the impact of AI
Matt Heinz, Heinz Marketing Inc, Adam Koster, BNY Mellon, Matt Wellschlager, Ceros and Victor Baglio, BrightTALK
When asked if they have good Sales and Marketing alignment, many leaders would quickly nod their heads. "Of course we do!" But when it comes down to it, is that alignment real? Are there clear SLAs in place for the treatment of leads and opportunities on both the Sales and Marketing sides? Is the impact of that alignment measurable? Do lead flow, reporting and other critical operations plumbing work as they should? How does this need to evolve as marketing is being asked to support growth across the customer experience?
We're excited to feature noted Marketing and Sales expert Matt Heinz, who will moderate a roundtable with visionaries from both functions where we'll discuss how to make tangible, measurable Sales and Marketing alignment a reality.
In this roundtable we'll cover topics like:
- How the best teams have operationalized Marketing and Sales' responsibilities
- How to measure the Marketing's influence at all stages of the buying cycle
- Which operational pitfalls to avoid
Steve Gershik, Koyne Marketing, Jason Stewart, Annuitas, Chris Finneral, SketchDeck and Val-Pierre Genton, BrightTALK
Every B2B marketer knows that great content is a key ingredient for winning growth strategy. Content marketing has changed dramatically since the “more is more” days. The best marketing teams, armed with better measurement capabilities, are taking a more thoughtful approach, delivering helpful, high-quality content and attributing its impact on growth. They’re also shifting their content mix. With 80% of web traffic expected to be video by 2020 (Cisco), streaming content like webinars and videos are no longer just a tick box for a top funnel asset. Target audiences want more engaging, interactive and human experiences online. Successful content teams are acquiring and inspiring their ideal audiences how, when and where they want at all stages of the customer journey.
In this lively roundtable, marketing content expert Steve Gershik and top marketers on the cutting edge of content will discuss:
- Leveraging the most compelling forms of content in 2018 at every stage of the buyer’s journey
- Making great storytelling a key part of your process
- Tips for measurement of content performance, connecting campaigns to revenue
Liz Miller, CMO Council, Daniel Gaugler, PFL, Maneeza Aminy, Marvel Marketers and Scott Vaughan, Integrate
The CMO role is in a time of great change. On the B2C side, we're seeing several noted CPG brands like Coca Cola eschewing the CMO role and instead hiring Chief Growth Officers. In B2B, there is some traction in the rise of CGOs but the broader trend shows the CMO role becoming much more metrics and revenue-driven. It's an exciting time for marketers but it's critical to understand what's driving this dramatic shift.
Liz Miller, SVP, Marketing at CMO Council will host a lively roundtable with several notable CMOs. In this session we'll explore why this shift is happening, how businesses should think about these leadership roles, and what this means for Marketing as a whole.
- How the emergence of key technologies has powered the shift to CGOs and revenue-focused CMOs
- How the need for growth influences breaking down old siloes across organizations and placing big bets on innovation
- What a CGO does and whether your company needs one today
Melanie Turek, VP of Connected Work, Frost & Sullivan
One of the best ways for companies to differentiate is by delivering a truly personal customer experience. In fact, today’s buyers have come to expect it. But customer interactions are happening on more applications and devices every day—so how do you ensure your customers get a seamless experience every time they contact your business, regardless of format or channel?
This session will take a deep dive into the next-generation technology that lets companies deliver an omnichannel contact center—one that uses every customer contact point and all relevant back-office information to create truly joyful journeys.
Jean Ginzburg, CEO and Founder of JeanGinzburg.com
2017 was the year where digital ad spend has surpassed TV ad spend. Brands are switching their ad spend focus from TV, radio and print to digital.
The majority of our audiences are hanging out online. But before we can market to them, first, we have to identify who is our target market. We will review how to create your customer avatar, identify their pain points and frustrations and pinpoint where the audiences are spending their time online.
With the target market identified, we will create content to engage users with the branded content. We will discuss the trends in creating content and review the types of content applicable at different stages of the customer lifecycle.
And now we are ready to disseminate this content on social media and engage with users. We will cover how to use social media to get your message across and connect with users who would be most likely to engage with your brand. The concept here is to engage, ascend the users to eventually become customers.
Bio: Jean Ginzburg is a best-selling author, serial entrepreneur, digital marketing expert with more than 10 years of industry expertise helping companies scale revenue, optimize sales and marketing processes and improve productivity. Jean is also the CEO of Ginball. Ginball's clients range from brand name Fortune 500 companies to innovative start-ups.
Jean launched her book Win New Customers: How to Attract, Connect, and Convert More Prospects into Customers in 60 Days Using Digital Marketing. The book is a #1 Amazon best-seller.
Jean's digital industry specializations include Full funnel marketing strategy, Facebook Advertising, Customer avatar development, Sales and Marketing Automation and Social Media.
Jean has been featured in numerous publications and as a radio and podcast guest. You can find the entire list here:
Lynn Hunsaker, Chief Customer Officer at ClearAction Continuum
Customer experience technologies play significant roles, yet it’s not uncommon for CX tech to actually make it harder to be a happy customer. To get it right, you need to look at customer experience technology not from an employee’s viewpoint, but from your customer’s perspective.
For customer relationship management, automated customer interactions, customer loyalty, enterprise feedback management, customer communities, social media and other platforms, this presentation will show you how to get beyond a technology-centered definition of customer experience management to view things the way customers do, and to leverage CX tech to inspire customer-centered management company-wide in ways that customers will reward with enthusiastic recommendations and expanded spending with your brand.
About the speaker
Lynn Hunsaker is Chief Customer Officer of ClearAction Continuum, which centers businesses on customers by empowering marketing and customer experience teams to adopt customer-centric outside-in thinking and influence for accelerating growth. She led customer experience strategy at Applied Materials and Sonoco Products Company since the early 1990s where her roles included Voice of the Customer Manager, Customer Satisfaction Improvement Manager and Head of Corporate Quality. Lynn has authored 3 customer experience handbooks, including Innovating Superior Customer Experience, and she was author of the year in 2017 and 2015 on CustomerThink.com. She is past president of Silicon Valley American Marketing Association and currently on the Board of Directors for Customer Experience Professionals Association. Lynn co-founded the ClearAction Value Exchange, which helps companies crack the code to overcoming organizational barriers to success with customer-driven change initiatives.
SEO & Content Marketing are the couple to beat. By understanding the art & science of SEO, this dynamic duo can help marketers in any vertical leverage their content marketing efforts to increase rankings and get eyeballs on their content.
The Internet didn’t exist 20 years ago. Especially in the form it does today. The Digital Revolution is an exciting time to be a marketer! Today there are more smart devices and more ways to search than ever before.
While there are no silver bullets, what I know for sure is that there are certain weapons & tactics you need in your tool bag that will help you hit your mark.
What should be in your bag: (what you’ll learn)
- Ranking research from Searchmetrics - Industry Ranking Factors https://www.searchmetrics.com/knowledge-base/ranking-factors-industry/
- Tactics for ranking as a Featured Snippet when people type questions into Google
- Content checklist: seasonality, semantic association of topics, search volume & intent
James Michalak, Director of Business Development, IZEA
Content marketing is the very foundation of any marketing strategy. With limited time and resources, content is easily one of the best investments any business can make.
Targeted content can form the backbone for influencer and inbound marketing initiatives, thus maximizing the utility of short-form articles, white papers, ebooks, or infographics. In this presentation we take a look at how businesses can gain awareness, build trust, and grow with a content-first mentality.
Things you’ll learn:
- How to maximize your spend with content
- The Content Formula (Medium + Distribution x Frequency = Sales)
- Diversification of distribution and how to use digital assets effectively