Name: 3 Steps to Success: Effective Content Marketing Strategies for Cloud Marketers
Uploaded: 2012-07-24T15:44:31.000Z
Duration: 44 min 31 s
Description: Karla Spormann is President and CEO of Tendo Communications, a San Francisco-based content marketing firm. Karla leads a team of web media strategists and content creators that help technology marketers engage their customers to drive measureable results through owned and social media channels.

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

In our always-on digital world, the refrain “serve up the right message at the right time to the right person,” is always at the forefront. The need to meet customers in their preferred channel with a message that resonates is greater than ever before. But how do you actually achieve this? 

Customers expect brands to be authentic and genuine. In order to accomplish this, brands need to meet them at moments that matter. Whether this is in their inbox or LinkedIn feed, and achieved through careful segmentation or on your website with thoughtful personalization - a single transactional point of contact is not enough to cultivate relationships. Rather, being prepared to play the longer game to generate awareness, grow recognition, and build trust is where your company will find success. 

Erin will delve into how clean data, meaningful content, and customer authenticity are at the heart of a successful demand generation strategy. She will lay out how to meet customers at moments that matter, and how this can help you to transform your business.

Why Connection Is the New Currency: Meet Customers When It Matters

Whether it was due to a service failure, supply chain challenges, or they were lured away by a better price; your formerly loyal customer decided to leave.

But does that mean it’s over for good? Or could there be a way to win them back?

A new behavioral study from B2B DecisionLabs tested that question in a real-world sales situation. Over 300 sellers approached 1,350 former customers using several possible win-back messages.

Find out which approach drives the best response (and which ones fall flat) in this webcast with Doug Hutton, SVP Products at B2B DecisionLabs.

Tune in to get research-backed answers to questions like:

·         What’s the most effective approach to re-engage lost customers?

·         Should you treat lost customers more like new logos or existing accounts?

·         Does their reason for leaving affect their chances to return?

Sign up to see the surprising new science of win-back conversations.

Why Return: The Surprising New Science of Win-Back Conversations

High growth businesses utilize data more effectively than their slower growth competitors (Deloitte).  

With most customer journeys online, personalized and trigger driven content guide the customer through the buying experience.  This requires high quality data and a single view of the customer.

Integrating data from multiple channels including offline 

In this talk, we will:
-Present the characteristics of a CDP (Customer Data Platform)
-Discuss capabilities of CDPs for data driven personalization and dynamic customer journeys
-Demonstrate how CDPs can orchestrate omnichannel experiences
-Depict a closed loop system from CDP to activation to transaction to integration back to the CDP
-Discuss how CDPs fit in your MarTech architecture in 2022


Takeaways:
In this interactive webcast, we will exchange ideas about creating and maintaining a unified profile of your customers.  You will leave the exchange with:
-an understanding of why a CDP is the foundation for Driving Demand
-a firm definition of a CDP and the hybrid environment that is evolving ideas for “activating” a CDP for driving demand
-an appreciation of the benefits of implementing a CDP

CDPs Power the Journey That Drives Demand

Today, B2B marketers have access to data that they could have only dreamed of a generation ago. Powered by technology, automation is allowing marketing teams to simplify and scale like never before. That said, we’re in danger of over-automating and losing the human touch. Let us remember that purchasing decisions are made by engaging the mind (left brain - IQ) as much as emotions (right brain - EQ).

-  What does the data tell us about what our audience is thinking?
-  How can we utilize data to assist the way we craft inspiring stories and create compelling content formats that truly speak to our buyers?
-  How is it even possible to make authentic connections while you’re automating for scale?

Join Olivia Dassler, Director of Marketing Programs, and Alex Stern, Marketing Programs Manager at BrightTALK as they share proven strategies for how to embrace the human touch with data-driven marketing.

Data-Driven Marketing with a Human Touch

Why the real challenge is not the selling, but the buying. And what marketing can do.

-Traditional B2B technology marketing makes it harder to sell and buy.
-Best-in-class organizations acknowledge the shift to digital in their GoToMarket.
-In the future, suppliers will face a desire for a “Rep-free” buying process.
-Why Sales and Marketing integration is more important than ever.
-How content must change to meet shifting buying center needs.


About the Presenter: 
Over the past 30 years, Winfried witnessed the computer, wireless, internet and now cloud/SaaS industries transform through new technology and business models. Constantly questioning yourself and adaptation based on learning is what he is attempting to instill in all teams he leads. Having worked in sales, consulting and marketing as a subject matter expert and in leadership roles, he acquired a broad understanding of customer interactions in B2B high technology selling and marketing. His engineering degree laid the foundation for an affinity to facts and data, while his education in lean transformation in one of the world´s best continuous improvement organizations, Danaher, shaped his systemic thinking and problem-solving skills. Winfried´s life-long interest in psychology and sociology informs current marketing campaigns and shaped his approach to buying center interactions, which, in today´s world of committee buying, is more relevant than ever.

Engaging With Increasingly Larger and Fragmented Buying Centers

This topical, conceptual discussion for strategic leaders looks at the hype and reality of intent data. Algorithmic approaches to digital marketing such as artificial intelligence (AI) and account based marketing tools imply a perfect system. In fact, the people, processes and technologies that make for successful B2B tech marketing are quite imperfect, as this discussion adeptly explores. Listen to real-world stories and divergent perspectives on leveraging intent data from a Silicon Valley-based marketing pro and her invited SaaS start-up client. Put in your headphones, get away from your screen, and move that body while you freshen up your understanding of marketing approaches that lead to better business outcomes (all while improving your cardio).

The Perfect Answer for B2B Tech Marketing Intent Data: Imperfection

Recording: The Perfect Answer for B2B Tech Marketing Intent Data: Imperfection

The trick for all marketing professionals is optimizing our budget and resources to ensure that buyers with a project and budget come to us when they are ready to buy. With the emphasis on metrics, this can mean broad brush activities take precedence.
Although there is inevitably trial and error involved, there are some core strategies that can be applied to finding in-market buyers. During this session, Ben will share experiences from his intent marketing journey, and describe how his sales and marketing teams work together for the best results:

- Understanding and targeting different personas
- Creating personalized, engaging campaigns
- Hottest lead sources
- Continuing the buyer journey from marketing to sales

Practical Tips for Intent Marketing

As a B2B marketers, having access to clean and accurate data allows for precise targeting and high-quality leads that minimize the time it takes to create new business. Clean data results in effective marketing, higher lead conversion, stronger prospect to customer relationships, and ultimately progress towards achieving ROI goals. 

Join BrightTALK's marketing team as we walk through the importance of data and how our team stays on top of our data hygiene. We'll walk through best practices on all things data and tools that help us stay on top of this foundational aspect.

Augment Your Data-Driven Marketing Strategy

The type of data that you have access to affects not only your marketing strategies but your commercial team's efforts as well. Your SDR/BDR team is only as good as the data that is funneled through to them. Give your teams access to the right, clean data that they can act on quickly and effectively while having strategic conversations that lead to more opportunities and ultimately won deals. 

Join Joe Hornagold, North America SDR Manager as he heads up a conversation around clean data and what your sales development teams can expect in 2022. You'll learn strategies on how to help your teams action on the data effectively and what separates a stand-out SDR team from all the others.

Empower your SDRs with the Right Data

Today’s marketing and business landscape is filled with various social media platforms, content distribution channels, marketing automation tools, CRM systems and more. Each of these technologies generate datapoints and in order to make intelligent decisions from these marketing insights, B2B marketing execs need it to be accurate and up-to-date. Compiling and analyzing this data, however, can be a not-so-glamourous process.

 Join Launch Marketing and Marketing Pro Series CEO Christa Tuttle as she explores the importance of data-driven insights when developing and optimizing marketing activities to drive revenue. This presentation will discuss best practices for extracting the true value of data and leveraging it effectively across all components of an integrated marketing plan, from messaging to lead generation and more.

Power Your Planning: Leverage Data to Make Marketing More Effective

As automation and AI take hold in marketing, more powerful tools are at our fingertips, but why and how should we use them? It all begins with strategy. This session, from an experienced Silicon Valley B2B tech marketing leader, focuses on elements of an effective GTM strategy, from messaging to roadmaps to sales enablement. Learn how these strategic building blocks form the essential basis from which SaaS and other tool selections are derived.

How to Design Winning Go-to-Market (GTM) Strategies

Customer Data Platforms (CDPs) have been quietly gaining traction in recent years.  That market is expected to grow substantially in the coming years.

With privacy regulations and a cookie-less world, we are challenged to deliver what we hold dear - personalized engagement with our clients.  CDPs will equip us to face this challenge.

In this talk, we will:

-Characterize CDPs
-Discuss why you should be developing a business case for one
-Tie data governance to successful implementation
-Describe the role of a CDP in your privacy program
-Discuss how they fit in your MarTech architecture in 2022

Takeaways:
In this interactive webcast, we will exchange ideas about creating and maintaining a unified profile of your customers.  You will leave the exchange with:

-an understanding of why a CDP is a central component in your enterprise architecture
-an appreciation of the benefits of implementing a CDP
-an awareness of the role of data governance in the success of delivering customer experiences that promote trust
-knowledge of the value of a CDP in your privacy program.

Customer Data Platforms (CDPs) Are In For 2022!

As we witness in the beginning of every year, 2022 is bound to reveal to marketers an ever changing and evolving B2B marketing industry. With advancements in technology, the latest data automation, improved buyer insights and more, what should today’s B2B marketer know in order to succeed in 2022?

Join David Pitta, CMO of BrightTALK as he shares perspectives on the top priorities and predictions of what marketers will see and want to know as they start a new year. Audience members will learn proven strategies and tactics to win customers, grow revenue and successfully navigate the year ahead.

What’s Ahead: B2B Marketing in 2022

Marketing is all about telling an authentic story. To do this successfully you must create content that is consistent, compelling, and leaves your audience wanting more. It's no surprise that episodic content has become a key way to build a community and develop long-lasting relationships with buyers. 

In this talk, The Power of Episodic Content, we’ll explore why serialized content is a win-win for both your business and your audience. Join us to learn how episodic content can fuel your go-to-market strategy and help scale your content programs.  

We’ll cover: 
- Why episodic content is a successful format 
- How to build recurring webinar and video series
- Tips and tricks for maximizing the reach of episodic programs 
- Examples of clients that are leveraging episodic content for demand generation

The Power of Episodic Content

There’s an irony at the heart of many businesses – owners, leaders and management teams constantly call for greater creative thinking from their employees to help ensure their businesses can thrive in an ever-competitive market.  However, when you open the doors and look inside many of these businesses, this treasured creativity and creative thinking remains often too narrowly defined and then confined to the marketing department; where it is unable to deliver on all the rich, untapped potential it could offer the business as a whole.  Paul Spiers, founder of The New P&L Brand Purpose Institute and host of The New P&L – Principles & Leadership in Business podcast series discusses whether creativity needs a rebrand to help change the perceptions of the real commercial value of creative thinking to a business; how critical and creative thinking builds powerful brands; as well as how a mix of creative freedoms and frameworks can help creativity to flourish and deliver tangible benefits to a business’s strategic, operational and commercial arteries.

Why Creativity in Business Needs a Rebrand

Sit down with one of our most innovative clients, Tealium as their VP of Global Demand Gen and Marketing Ops walks us through the success they've seen with BrightTALK leads and ultimately how they built out an expansive nurture strategy to fuel their demand gen even more effectively.

Accelerate Demand Generation with a Fool Proof Nurture Strategy

Take a brain break with us! Join us for an exclusive refresh session with CeCe Hetrick May as she invites us to unwind and recenter with a meditation session. 

The practice of meditation was created to prepare the body for asana and to stretch the body after movement. As we have discovered over the years, meditation has amazing benefits for the mind and body (lower blood pressure, reduces anxiety, calms the nervous system, and aids in better sleep just to name a few). With this knowledge we hold meditation to be an essential part of the practice.

Refresh with CeCe Hedrick May: Meditation

Karla Spormann is President and CEO of Tendo Communications, a San Francisco-based content marketing firm. Karla leads a team of web media strategists and content creators that help technology marketers engage their customers to drive measureable results through owned and social media channels.

3 Steps to Success: Effective Content Marketing Strategies for Cloud Marketers

Content Marketing

Cloud Marketing

SaaS

The social media marketing community on BrightTALK is composed of thousands of engaged social media professionals. Learn about social selling, B2B social media and social media marketing for businesses with live and on-demand webinars presented by industry leaders. Fine tune your social media marketing strategy by participating in live webinars and round table discussions.

Social Media Marketing

Demand generation is the process through which a business integrates marketing and sales to move potential buyers down the sales funnel from interest to payment. The BrightTALK demand generation community is made up of thousands of professionals sharing and learning best practices for engagement marketing, demand generation and lead scoring and nurturing through interactive webinars and videos. Register and join the conversation to attend live webinars and have your questions answered by demand generation professionals and thought leaders.

Demand Generation

The email marketing community on BrightTALK is made up of thousands of engaged email marketing professionals. Find relevant webinars and videos on email best practices to help you increase email conversions and drive email marketing ROI. Join expert speakers and email marketing peers sharing insights into building email lists, list segmentation, click-through rates and triggered campaigns.

Email Marketing

The marketing operations and automation community on BrightTALK is composed of thousands of marketing automation professionals. Learn and share best practices for marketing campaign analysis, outbound marketing and lead creation with hundreds of on-demand webinars and videos. Increase your engagement and fine tune your funnel management strategy by asking questions during live, interactive webinars with marketing automation peers and industry leaders.

Marketing Operations and Automation

Mobile Marketing

“People generally remember 10% of what they read, 20% of what they hear, 30% of what they see and 50% of what they see and hear.” This final segment, the merging of audio and visual, is what makes webinars and videos a crucial part of any marketing program. The BrightTALK webinar and video marketing community gives you access to webinars and videos on marketing, best practices for video marketing online and tips for creating a successful marketing webinar. Join thousands of marketing professionals exchanging information through on-demand and live webinars and videos.

Webinar and Video Marketing

Search engines are the top driver of traffic to content websites, beating social media by more than 300%. The BrightTALK search engine optimization community is a collection of webinars and videos focused on search engine optimization techniques. Join thousands of professionals in sharing and learning through SEO webinars. Engage the community further by participating in live webinars and obtaining answers to your questions from industry thought leaders.

Search Engine Optimization

The digital content marketing community on BrightTALK is made up of thousands of marketers using rich media and thought leadership content to drive engagement. Join to learn best practices for digital content creation and distribution and explore how content engagement can help you connect with your existing and prospective customers and drive revenue.

Online advertising has grown into a $37 billion industry from nothing in the last twenty years. Encompassing banner ads, rich media ads, video advertising, social network advertising and retargeting, online advertising is a key component of digital media marketing. Learn how to optimize your digital strategy from online marketing experts.

Online Advertising

Get powerful advertising insights from influential experts. Connect with thought leaders and colleagues to get the most up-to-date advertising industry knowledge and strategies that are driving brand and demand.

Advertising

The marketing community on BrightTALK is made up of thousands of engaged marketing professionals. Find relevant webinars and videos on marketing strategy, branding and more presented by recognized thought leaders. Join the conversation by participating in live webinars and round table discussions.

Marketing

In today’s economic climate, successful small businesses need to overcome an array of challenges. Client dependence, legal issues, small business financing… as an entrepreneur, where can you find the information you need to help inform your decisions? In the small business management community, discover how you can create a successful small business from the business plan up!

Small Business

Get powerful marketing insights for your business. Connect with experts and colleagues to get the most up-to-date knowledge on which marketing strategies and techniques are driving customer and revenue growth.

In the business management community, commercial experts will be sharing webinars and videos on an array of subjects. From sales and marketing, to finance, productivity and growth, this content will help you stay up-to-date with the current economic environment and provide timely management insight to drive business growth.

3 Steps to Success: Effective Content Marketing Strategies for Cloud Marketers

Presented by

About this talk

More from this channel