Name: How Content Elevates (or Aggravates) the Customer Experience
Start: 2019-09-18T20:00:00Z
End: 2019-09-18T20:30:58.000Z
Location: BrightTALK
Rating: 0

Marketing experts share tips and best practices for achieving success with email, social media, demand generation, mobile marketing and other trending topics.

Buyer behavior has evolved rapidly in the last decade. B2B buyers have embraced video-based content consumption in recent years and the emergence of new technologies has made creating content easier and cheaper than ever before. 

Today’s marketers need to leverage data to their advantage if they expect to stand out in our crowded B2B space. Join BrightTALK’s marketing leaders as we explore how professionals are consuming omnichannel content, outline proven tactics to drive increased demand, and demonstrate best practices for successful webinar, video, and virtual event programs. Learn not only how and where buying teams conduct pre-purchase research, but how marketers can operationalize those insights to best reach and educate their audience.

Using Audience Insights to Drive Value at Scale

Alignment is a challenge in the best of times, yet it impacts both efficiency and effectiveness at many points in your GTM. Misalignment and internal silos between teams inhibit innovation and efficient execution. They can cause your buyer journey to be disjointed and worse. That’s why, particularly when times are tough, you’ll want to design alignment into your programs and empower your people wherever they are to provide the best possible connected experiences to prospects and customers. 
  
In this session, Folloze experts and John Steinert with TechTarget will discuss the challenges and use their case studies to help you: 

• Better understand why organic alignment has historically been difficult and learn about alignment models designed to overcome past inefficiencies.
• Design ABM and other GTM programs that empower teams to better identify opportunities and close deals faster.
• Recognize the characteristics of tools that can support aligned action and deliver a rich, connected experience throughout the customer journey.

Faster. Better. Programs With Alignment Built-in

In a rare public appearance by Tony Zambito, Founder of the Buyer Persona concept, Tony will talk about how to succeed in your GTM strategies through a deeper understanding of who your buyers are and the problems they encounter.  Organizations lacking buyer understanding in a post-pandemic world are out of alignment causing their GTM Strategies to miss the mark with buyers.   Overcome GTM challenges and create new opportunities when you properly define your buyers, create messaging that resonates, and get the attention of buyers to take action.  Key takeaways include:

• How to define your ideal companies and buyers
• What Buyer Personas really are and why they are helpful to GTM Strategy
• Key insights you need to get the attention of buyers
• How to get in alignment with the new post-pandemic problems and challenges buyers face

Understanding and Aligning With Buyers to Meet GTM Challenges

Great execution requires well-thought-through processes. And achieving great execution at scale requires that teams adhere to them. But stack complexity, systems choices and more can make things hard. So, while data and measurement should be a critical input for reaching high-performance, too often they become part of the problem.

In this webinar, we host a leader from the RevOps solution side and an operating guru from a super-scaled up tech vendor. They’ll share challenges they’ve experienced and methodologies they’ve developed to help teams achieve alignment for maximum business impact.

Engines of Alignment: People, Processes, Data and Measurement

You’ve come up with a go-to-market plan, but before you can get started you need buy-in from key stakeholders across your organization. For many, this is where the process can slow, or worse, break down. In this session Christa Martin, Partner and CMO of Chief Outsiders, will share how you can overcome these roadblocks and easily align with your executive team. Tune in to learn: 

• Why GTM success and executive team support go hand-in-hand
• Key considerations when building a plan that aligns to the objectives of your organization
•  How to influence and secure buy-in from members of your executive team
• Core elements of an effective GTM plan presentation for your C-suite

Putting the “Go” in Your GTM Plan with Your Executive Team

Did you know ABM has helped 70% of B2B marketers align marketing and sales efforts to close business more efficiently?

To learn how you can make the partnership between your own sales and marketing teams sing, join RollWorks’ Sr. Directors of Demand Gen and SDRs in a lively discussion exploring the five pillars of marketing and sales alignment that help their teams work together in lockstep. It’s a don’t-miss session that’ll help ensure your own marketing and sales functions are working efficiently and effectively together to drive business results in 2022.

You’ll walk away with:
- Clarity on the five pillars and why they matter;
- The core characteristics of “best-in-class” partnerships between marketing and sales teams;
- An understanding of how to evolve your relationships from good to great; and
- Scalable strategies to ensure collaboration between teams — no matter how large.

The 5 Real Pillars of Marketing and Sales Alignment

Second generation Marketing Automation Platforms (MAPs) are not flexible enough with access to real time data to deliver the CX your customers deserve. They were not intended to deliver the customer experience expected by buyers today in an omnichannel environment. Today, it’s about orchestrating the journey – not optimizing the campaign! In this interactive webcast, we will exchange ideas about how to deliver a data driven journey for today’s digital first buyers. You will leave the exchange with:

• An understanding of the limitations of legacy Marketing Automation Platforms
• How Customer Data Platforms (CDPs) can orchestrate a journey based on a unified view of a customer using real time data to supplement your investment in your MAP
• Why a CDP is a central component in your stack
• An appreciation of the benefits of implementing a CDP to achieve journey orchestration instead of campaign execution
• A view about how to maintain your investment in your MAP in the short term and migrate to a more effective platform in the long term

Align Your Second Generation MAP With Your Digital First Buyer’s Journey

It may seem obvious that alignment to customers and prospects is critical to your company’s GTM performance. But enabling the buying teams that deliver revenue requires that you’re able to keep your GTM teams continuously aligned on customer needs. This session featuring Forrester VP & Principal Analyst Barry Vasudevan explores how Product/Portfolio Marketing can enable customer-facing players with the insights they require to maximize your revenue opportunity as a company.  

Tune in to learn:  
• How to identify the needs and preferences of your buyers and customers 
• What processes, actions and assets are necessary to align your Go-to-Market team to the customer
• A new framework for shared insights and knowledge enablement across the GTM team  
• Why 98% of organizations that exceed revenue goals enable ALL buyer- and customer-facing roles

Keynote: Enablement Fueled by Insights Powers GTM Alignment

It’s common sense that organizations that rally together around shared goals will drive more efficiency than those where different functions are at odds with each other. Fully integrated companies are more profitable, drive faster growth, and make happier customers. Yet, most sales and marketing teams struggle with achieving this ideal. 

What are we doing wrong? And what are those who have reached the ideal doing differently? In this session we'll cover the proven actions top performing teams take.

High Impact Sales and Marketing Collaboration

Often times, B2B organizations scale and grow through hiring star account executives. However, the dependency on account executives leaves the organization vulnerable to ups and downs of individual sales performances, as well as to losing the skills and capabilities in case they leave the company. In order to minimize the negative impact, it is important to build a institutional machine to support demand generation and deal execution. Join this session to learn data-driven approaches and GTM factors to consider when building a platform to generate institutional sales momentum.

Data-Driven Approaches & GTM Factors: Building a Demand Gen Platform

Who better to explain how technology buying is evolving than IT leaders themselves? TechTarget’s APAC executive editor Aaron Tan will be joined by a CIO panel for an engaging discussion on how budgets are being allocated and decisions are being made. First, we’ll share the latest IT Purchasing Priorities research and highlight the winners and losers when it comes to near-and longer-term technology spend. Then, we’ll talk about the evolving purchasing process — who’s involved, how are they collaborating and how they want to interact with technology brands like yours. This is a discussion that nobody involved in marketing or selling technology will want to miss.

CIO Panel: Staying Ahead of the Changing IT Purchasing Process

Is it really possible to get multiple elements of a marketing program to work together seamlessly? Can you commit to longer-term engagements despite being held accountable for quarterly results? Yes and yes! Despite some challenges, marketers are increasingly architecting always-on, integrated campaigns that are delivering remarkable ROI – not to mention alleviating some of the burden of 3-month planning cycles. We’ll share some common ingredients of these types of program and offer advice for measuring their impact.

Lifting the Veil on the Always-On, Integrated Campaign

This session provides a playbook for harnessing the power of intent data. Understand the different types of data on offer and how to best leverage various data sources (including your own) to penetrate your total addressable market.  See the use cases that are contributing the most ROI to APAC regional and field teams. Hear first-hand how intent is transforming the way one multinational tech company is working across APAC.

Join this session to learn:
- Why you need to understand how your partners acquire the intent data they're providing
- How to get the most from your intent data, and why you need to reprioritize your resources to achieve success
- How to form your go to market strategy while leveraging intent data to align marketing and sales

Riding the Data Revolution: How to Harness the Power of Intent Data

Let’s face it. There’s nothing sellers like more than being in the same room with their prospects. But even with the return of physical events, most tech buyers are attending far fewer than they did before the pandemic. Today’s most successful salespeople rely on intent data to help identify their best prospects, gather the insights to effectively engage buyers and stay informed of key developments within their current customer base.  You’ll meet a local seller who’s letting data power all these activities and see how data can tangibly contribute to sales success.

Join this session to learn:
- Who the New B2B Buying journey involves, and why it’s making data-driven engagements more important than ever
- How to use data to retain customers and create new sales opportunities
- Why you need to engage with buyers at the crucial points of their journey

Leveraging Data: How Successful, Data-Driven Tech Salespeople Reach Their Goals

Long live the webinar! Just because we’re starting to reintroduce some face-to-face activities into our marketing mix doesn’t mean that buyer aren’t still tuning into webinars. In fact, the average APAC tech buyer attends three each month. How do you ensure the right prospects show up for yours? This session will arm you with tactical webinar execution and promotion advice. From the ideal duration and format to keys to sparking interactivity and techniques for driving an engaged audience, we’ll share advice for creating wow-factor webinars.

Join this session to learn:
- Why creating content that wows is difficult in APAC and how best to target different markets
- How to effectively measure engagement across a range of metrics
- Why knowing your strengths gives you the best chance of success

Creating Engaging Content to Attract and Wow Your Prospects

Today’s empowered tech buyer is doing more before they ever engage with a sales rep. Exactly what are they doing? Which platforms are they visiting to collect pre-purchase research? With which types of content are they engaging? And how can you, as a technology marketer or seller, capture their attention before they are ready to talk to you. 

In this session, we’ll recap the APAC findings from TechTarget’s newly released Media Consumption survey and put those findings to the test by asking senior technology leaders in the region how the conclusions compare to their companies’ IT purchasing processes.

How B2B Technology Buyers Actually Buy: The Changing Purchasing Dynamic in APAC

Modern B2B marketing and sales teams face more pressure than ever before to drive true buyer engagement and maximize revenue opportunities. To drive the most pipeline and closed business, revenue teams must continue to adapt how they identify, pursue and manage real opportunities. 

Join our esteemed panel of demand gen experts as they explore the shortcomings of the traditional lead gen model and offer a framework for always-on, adaptable demand creation. In this keynote, you’ll walk away with:

*How to reorganize demand activities around buying groups rather than individuals.
*Best practices for aligning marketing and sales teams for better end-to-end opportunity management.
*How organizations are achieving almost 2x conversion rates and accelerated pipeline by focusing on buying groups.

Speakers:
Olivia Dassler, Director of Marketing Programs (BrightTALK)
Sarah McConnell, VP Demand Generation at (Qualified)
Tyler Lessard, VP Marketing (Vidyard)
Sara Ramlo Larsen, VP Marketing (Wolters Kluwer Health)

Modern Demand Strategies for Maximizing Opportunities in Today's Market

Marketing to the C-Suite is more important than ever amid the continuous disruptions of the post-pandemic economy. 
 
Executive-level decision makers are moving faster and shifting strategic focus in ways that require solution providers to keep up or get out of the way. But many organizations struggle to connect and build trusted relationships at the CXO level, thus limiting their ability to achieve the trusted partner status that clients value most.
 
Join Rob Leavitt for a deep dive on executive engagement that builds on Momentum’s extensive research with CXO decision makers and hands-on experience with executive engagement programs at some of the world’s leading B2B firms. The session will explore practical approaches to strengthening executive engagement in five critical areas for C-Suite success:
 
*Identifying and understanding the executives that matter most
*Creating content that speaks to executive priorities
*Enabling sales to engage at the executive level
*Designing the right mix of executive-level activities and experiences 
*Measuring performance for continuous improvement

Deepening Executive Engagement: Accelerating Demand with C-Suite Connections

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How to use Storytelling in Business

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Scaling Authentic Stories – how to create more (and better) stories

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FROM STORIES to ROI: 10 steps for transforming your customer insights

Rapid Growth the Lazy Way

Storytelling Strategies Authentic Customer Experience

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)

How Content Elevates (or Aggravates) the Customer Experience

Marketing

Storytelling

Content Authoring

Content Campaign

Content Marketing

Marketing and Sales Alignment

Customer Engagement

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How Content Elevates (or Aggravates) the Customer Experience

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