The way B2B buyers discover and research products and services is changing. With technology at their fingertips every day, throughout the day, buyers have access to more trusted information than ever before. What’s more, with programmatic models and sophisticated targeting, it’s even more important than ever to understand the behaviour of your buyers and what drives them.
For marketing directors, this means new opportunities to target, influence and engage with suspects, prospects and customers. It’s therefore essential to get a handle on why marketing intelligence is essential to determine where and how to effectively target buyers.
In this webinar, you’ll:
- Learn how to identify marketing intelligence and trends critical to informing your marketing strategies
- Gain insight into how technology is changing the early stages of the buying process
- Discover how this impacts targeting B2B buyers
- Learn how to overlay marketing intelligence and adapt messaging based on these insights
Modern is an award-winning technology B2B marketing agency providing integrated digital campaigns that drive growth. Focused upon lead generation and customer engagement through content, social, PR and search, underpinned with strategic thinking and solid metrics. @ModernB2B
Shantel Shave - Director of Demand Generation, Hootsuite
Join Lattice for a guided tour of the marketing tech stack that powers Hootsuite's demand gen engine.
In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?
Show Me Your Stack (#MKTGstack) is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business.
Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!
Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.
About Shantel Shave:
Shantel Shave is the Director of Demand Generation at Hootsuite, the world's most widely used social relationship platform. Prior to Hootsuite, she built successful B2B marketing technology stacks at Colligo Networks, ActiveState, and Sophos.
Sure, you want to execute successful automated campaigns,
but relying on the batch-and-blast scenarios of the past won’t get you there.
In this session, we’ll cover cutting-edge best practices for campaign automation, from lead source scenarios through to the AQL: automation qualified lead. You’ll also learn how to set campaign progression steps to yield rich leads and trackable results – even when the call-to-action isn’t clicked.
A case study on how Basware has combined content management, marketing automation and demand generation disciplines in the early stages of the buying cycle to increase engagement via personalised content, generate more quality leads and drive sales pipeline.
Naresh Agarwal - Head of Information Management & Big Data, Tracey Moon - Chief Marketing Officer
Being able to set the appropriate context to ask real questions of this massive quantity of data is how companies will spark change that truly matters. And we must be able to do that now, in the moment – and not minutes, days, weeks, or even months later.
John Hurley, Director of Product Marketing at Radius
There are now a number of predictive marketing analytics tools that can help marketers better target prospects and run more effective marketing campaigns. But because it’s a new technology, there is also a lot of confusion: What is predictive analytics? What can I use it to do? How do I get started?
Join John Hurley, Director of Product Marketing at Radius, as he reveals the use cases and benefits of integrating predictive insights to improve the outcomes of your marketing activities.
There’s more marketing data available than ever, and that’s exactly why it’s so challenging to truly make sense of it all. While cloud-based data platforms have accelerated the availability and access of marketing data, it hasn’t made the marketer’s job any easier. It’s just the opposite. ‘Mo’ data, mo’ problems.’
VB Insight’s new research on analytics shows that brands plan to increase their spending on the category by a whopping 73 percent over the next 3 years. For big market cap B2C companies, it’s closer to a 100 percent increase.
The trouble is most marketing organizations are lukewarm on both how good their own insights are and how good their business partners are at making their insights actionable.
This webinar will cover how top marketers are using marketing data to their advantage and driving huge value with data.
* Learn the primary objectives for marketing analytics organizations today
* Get an overview of the massively complex marketing data ecosystem. We counted 800+ vendors in use across 10 key marketing use cases
* Understand and be able to outline the top vendors available for every use case, who's meeting expectations and who's lagging
* Gain guidance for the types of advanced analysis your marketing organization needs to be investing in now to compete for customer relevance
This webinar will be based on Jon Cifuentes' VB Insight report, published August 21, 2015.
Check out VB Insight to access Jon's Marketing Analytics report, and to access the latest research on Marketing Technology: http://insight.venturebeat.com
Social Media provide a veritable feast of data that we can prod, poke and generally pull apart to uncover valuable insight. For those businesses that are not yet using social media to engage, this is the entry point for business social media use. In fact it’s more than that. It’s the absolute minimum you should be doing. It allows you to understand what’s being said about you business, your competitors, your audiences. It allows you to listen to influencers in your niche. It can also measure your activity online. All of these insightful gems will help you to uncover intelligence so important to your business, you’ll wonder why you haven’t been using this before.
In this webinar, I’ll take you through the basics of listening online, how you do it, the tools you need and what you can learn.
If you ask digital marketers what content is proving best for ROI, you’ll probably find a fairly even split of answers between video, long form and short form articles. Now, the scary bit. If you ask them what that answer is based on, more often than not you’ll find it’s the result of opinion or gut feeling. Of course, there’s nothing wrong with this. Most of us have a good idea of what our audience broadly is looking for.
However, it makes the next set of questions really difficult to answer:
- Do I need to be creating more videos, or more long form articles?
- Are infographics a waste of time?
- Do I have the right mix of content for my audience or could I be serving them even better?
Added to this, there are many well-intentioned bloggers eager to share their best practice ideas, which can lead to truths, half-truths and sometimes pure myth. But how can we separate fact from fiction?
In this webinar, we’ll explore how analytics can be used to debunk myths and really inform marketing intelligence. We’ll do this by analysing real live data against some of the common hypotheses, such as:
- Long form articles are more engaging than short form
- Videos are the most efficient form of content
- Infographics are expensive and least effective for driving content marketing ROI
In this webinar, we’ll explore how to link content to ROI and how to optimise ROI in a world where content has to reach a cross-device audience. Learn some top tips for how to plan a really rewarding content marketing strategy.
Most companies are the center of their own universe. This is the ugly truth plaguing our profession as marketers. But in a dizzying age of marketing technology and data, we have more access to information about our buyers than ever before. Why, then, do so many of our efforts to understand buyers fall short?
In this webinar, Cintell Co-Founder and CMO Katie Martell will reveal:
· The top 8 reasons customer intelligence efforts fail
· How to calculate the value of being customer-centric
· Strategies for operationalizing buyer insights
At The Crocodile we believe data analysis is at the heart of getting the best out of social media and proving its value to the business. In our experience many B2B organisations are struggling to move their social media marketing to the next level. Doing social media well demands strategic thinking, technology driven insight, and a relentless focus on the customer across place, device and time.
In this webinar you will learn how to evaluate the opportunity and optimise your approach. We will also show you how to move your reporting beyond basic reach and engagement metrics to start distilling valuable business insights from the vast amounts of data in the social media landscape. Using real world B2B case studies we will reveal how to go beyond what’s being said and start uncovering insights that can be used to inform brand strategy and decision-making.
Ian Golding, Freelance Customer Experience Consultant
Organisations are very good at measuring the things they do - revenue; profit; costs etc.. Yet in 2015, there are still many who are not great at balancing what they want to know about themselves with measuring what their customers AND employees think about the things they do! This webinar will look at the most effective way of creating a robust, effective customer experience measurement system that will ensure that you have the RIGHT customer focused measures to understand exactly what your business needs to do to continuously and demonstrably improve the customer experience.
You will learn about the following:
1. How measurement fits in to a Customer Experience Management Framework
2. The 4 CX measurement principles
3. The three 'voices' of customer experience measurement
4. Voice of the Customer - methods and things to be aware of
5. Voice of the Employee
6. Voice of the Process
7. The importance of measuring the 'end to end' customer journey
Sir David Spiegelhalter, Statistician, Author, and Cambridge professor
Whatever society we live in, and however open-minded we like to think we are, when it comes to our sex lives we all like to keep a few secrets. But this makes the jobs of sexologists – professionals who study sexual behaviour – pretty difficult.
David Spiegelhalter, Professor of Risk at Cambridge University, has tried to unravel the web of exaggerations, misdirections and downright lies that surround sex in modern society. Drawing on the Natsal survey, the widest survey of sexual behaviour since the Kinsey Report, and a huge range of other sources he answers crucial questions such as what are we all doing? How often? And how has it changed? And crucially, which numbers can we believe?
Jason Lankow, CEO/Cofounder, Visage and Cofounder, Column Five
Data storytelling is more important than ever to help you win over your audience. In this webinar, I'll cover why communicating with data is a mandatory marketing skill, how to mobilize your team to find interesting data, and how to make your data story engaging for your audience.
Content is the fuel of marketing. But delivering enough content to generate consistent results is hard.
Lean Content Marketing is a set of strategies and best practices that help resource-constrained marketers achieve ROI from their content efforts.
Learn how to:
- Leverage content curation to generate content at scale
- Amplify your content reach by integrating content, social and email
- Extend the lifetime of your content
- Measure ROI and content impacts on revenue
There's a lot of B2B content 'units' out there. A lot of 'stories' being told. To succeed, it's not enough to stand out, you have to matter. This session looks at why this is, how to matter - and secure both love and sales too.
Join this webinar with Simon Sanders, Head of Content at Pulse, to learn how to make B2b content so good - that customers fall in love with you. And then buy from you.
Louis Adam, Director of Marketing-Communications, Exfo and Cameron Jahn, Director of Product Marketing, BrightTALK
Have you ever felt frustrated, stuck or completely lost on how to run a successful webinar program? Perhaps it even seems like you’ve burnt out your webinar production engine. This webinar will provide a fresh, unique perspective on how to run a successful program without exhausting your marketing team.
Heading a multidisciplinary team comprised of 35 professionals, Louis is in charge of EXFO’s global webinar marketing activities. His team includes project managers, event coordinators, designers, copywriters and translators, as well as e-marketing, media placement, public relations and online education specialists.
This webinar will include practical tips on:
- Increasing your global webinar program leads by 250%
- Growing your attendance rate from 30% to 47%
- Boosting the number of webinar influenced sales opportunities
Stewart Rogers; Director, Marketing Technology VB Insight
August 13, 2015 at 10 am PT / 1 pm ET
Speakers: Stewart Rogers, Director of Marketing Technology; VentureBeat
Preeti Kelapure; Marketing Manager, Glassdoor
Andrew Jones, Analyst, VentureBeat
Hi there [first_name],
We know that using personalization in marketing works, and not just in isolated incidents either. In looking at case studies across industries and channels, from email to web to location-based marketing, it produces amazing results.
But consumers are worried about the use of their personal data: 96% of American consumers are concerned about data privacy, and 80% of consumers have changed their privacy settings. Today's customers have legitimate worries over the type of data marketers want to use in messaging, and advertising.
In this webinar we'll deliver the latest research into how consumers feel about personalization. We'll tell you what consumers want, what they hate, and best practices on how to introduce personalization without being "creepy."
After this webinar, you'll:
* Know what types of personalization are acceptable, and which to avoid
* Learn the correct process for on-boarding personalization, and how to manage when consumers opt-out
* Understand what the future of personalization looks like, for both B2C and B2B organizations
* Get an overview of the rules and regulations at play
* Find out the marketing technologies that will save all marketers from crossing the "uncanny valley" into "Creepyville"
If you're a CMO, SVP/VP of Marketing, Marketing Director, or Marketing Manager, you won't want to miss this. Sign up now...
This webinar will be based on Stewart Rogers’ VB Insight report, which released on July 22, 2015.
Check out VB Insight to access Stewart's report on personalization, and to access the latest research on Marketing Technology: http://insight.venturebeat.com
Just back in 2012, for the first time ever 'data' made the cut as a critical new form of economic currency at the prestigious World Economic Forum in Davos, Switzerland. And conversations were about more than just raising bottom lines—they were discussions by world leaders on the global socioeconomic impact of the "quantification of everything." In other words, data is a big, big deal.
Attend this 45-minute webinar to learn about:
· What defines something as big data and why you should care
· The technologies that support it and how you can benefit
· The challenges and opportunities it creates
· Best practices when working with it
The world is abuzz with the tidal wave of data-empowered solutions transforming our industries and our lives, and this webinar will catch you up to speed.