Putting B2B Buyer Personas Into Play

Join us for this inspiring Q&A with Megan Bozzuto, Sr. Marketing Business Partner at the International Association of Women (IAW). IAW is a global in-person and online professional networking platform that provides nearly one million women with the forum, education, and services to thrive in an interconnected world.

During this talk, Megan will highlight how webinars have become an integral component of IAW’s marketing efforts, as well as techniques and best practices for success. The last 15 minutes will be reserved for audience questions, so be sure to tune in live!

B2B tech content marketing is hard, but when you have the right key strategic elements, a good team, and an iterative, experimental approach it can not only be impactful but fun.

Join Rita Manachi and Pieter Humphrey to learn about how Pivotal's B2B content marketing evolved from humble beginnings to a core strategy and channel used by product marketing, our customers, users, partners, analysts - even our own consultants!

Over the past couple of years, marketing in financial services has evolved greatly. There’s been a transition from text-heavy, long form content to engaging rich media that reaches potential and current customers at various stages of the sales journey.

During this panel, we will hear from marketers at both Lombard Odier and Schroders Investment Management for an inside look at their marketing efforts. We will discuss:

• Defining your goal and audience in financial services
• How webinar engagement maps to the customer journey
• Achieving success commercially through sales alignment

BrightTALK now has over 7+ million professionals who join 75,000 free talks and 1,000+ online summits to discover new ideas, technologies, and insights.

For the first time, BrightTALK studied this data across over 1,000 businesses so we can honor marketers that have demonstrated excellence on BrightTALK. With ten total categories, including Most Prolific Channel, Highest Rated Talk, and Most Successful SMB, the BrightTALK Awards highlight success across BrightTALK's most popular communities: IT, Financial Services, and Line of Business.

Join this session to learn more about the data we analyzed, key metrics for Channel and webinar success, and top performers from 2018.

Content marketing educates, engages and inspires. But how do you know what your audience wants to consume? With adults spending an average of 10 hours a day on screens, competition for your audiences’ attention is fiercer than ever.

In this session, we will explore strategies for how marketers can keep their message relevant and enticing through webinar content. The marketing experts from NETSCOUT, (ISC)², Kaspersky Lab will highlight how a tactical rich media approach has helped them reach their demand and engagement goals.

AI is rapidly reshaping how retailers reach and engage customers across channels and in real time. And because your success in retail is so deeply interconnected with customer experience, from browsing to decision, purchase to post-purchase pleasure, AI is increasingly going from nice-to-have to necessity for higher sales and bigger bottom lines.

With billions of customer behavior data points, transactional histories in the trillions of dollars, and pinpoint segmenting, AI turns hazy ROI best-guess calculations into data-driven predictions. It helps you uncover new customers, and adds science to the art of targeting your audience.

Learn more about how retail organizations can use AI to find and evaluate customers, seize tailored opportunities along your customer’s journey, offer hyper-personalized recommendations and more, when you join this VB Live event!

Register now for free!

Attend this webinar and learn:
* How AI helps retailers curate content, offers, and experiences to revolutionize customer acquisition and engagement.
* How companies can leverage AI to uncover new markets
* The role of AI in data-powered email marketing (e.g. empowered segmentation), voice and visual search
* The future of AI in retail: What's next?

Speakers:
* Rob Roy, Chief Digital Officer, Sprint
* Eugene Feygin, SEO Manager, SearsPartsDirect.com
* Jaimy Szymanski, Industry Analyst & Founding Partner, Kaleido Insights
* Rachael Brownell, Moderator, VentureBeat

Sponsored by Drift

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.

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.