Customer Conversion Optimization

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.

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.

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
-Twitter etiquette
-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

Speakers:
* Dean Takahashi, Lead Writer, GamesBeat
* Johannes Waldstein, CEO, FanAI Inc.
* Roc Harry, Relationship Director, Worldpay
* Carter Rogers, Senior Analyst, SuperData Research

Sponsored by Worldpay