Putting B2B Buyer Personas Into Play

Most brands interact with their customers through advertising more than any other touchpoint. A good ad experience has become integral to a good customer experience pre and post purchase.

Learn about common mistakes brands are making that risk alienating, losing, and offending customers so that you can bring home ideas on how to solve the core issue.

2017 was the year where digital ad spend has surpassed TV ad spend. Brands are switching their ad spend focus from TV, radio and print to digital.

The majority of our audiences are hanging out online. But before we can market to them, first, we have to identify who is our target market. We will review how to create your customer avatar, identify their pain points and frustrations and pinpoint where the audiences are spending their time online.

With the target market identified, we will create content to engage users with the branded content. We will discuss the trends in creating content and review the types of content applicable at different stages of the customer lifecycle.

And now we are ready to disseminate this content on social media and engage with users. We will cover how to use social media to get your message across and connect with users who would be most likely to engage with your brand. The concept here is to engage, ascend the users to eventually become customers.

Bio: Jean Ginzburg is a best-selling author, serial entrepreneur, digital marketing expert with more than 10 years of industry expertise helping companies scale revenue, optimize sales and marketing processes and improve productivity. Jean is also the CEO of Ginball. Ginball's clients range from brand name Fortune 500 companies to innovative start-ups.

Jean launched her book Win New Customers: How to Attract, Connect, and Convert More Prospects into Customers in 60 Days Using Digital Marketing. The book is a #1 Amazon best-seller.

Jean's digital industry specializations include Full funnel marketing strategy, Facebook Advertising, Customer avatar development, Sales and Marketing Automation and Social Media.

Jean has been featured in numerous publications and as a radio and podcast guest. You can find the entire list here:
https://jeanginzburg.com/articles-and-podcasts/

Customer experience technologies play significant roles, yet it’s not uncommon for CX tech to actually make it harder to be a happy customer. To get it right, you need to look at customer experience technology not from an employee’s viewpoint, but from your customer’s perspective.

For customer relationship management, automated customer interactions, customer loyalty, enterprise feedback management, customer communities, social media and other platforms, this presentation will show you how to get beyond a technology-centered definition of customer experience management to view things the way customers do, and to leverage CX tech to inspire customer-centered management company-wide in ways that customers will reward with enthusiastic recommendations and expanded spending with your brand.

About the speaker
Lynn Hunsaker is Chief Customer Officer of ClearAction Continuum, which centers businesses on customers by empowering marketing and customer experience teams to adopt customer-centric outside-in thinking and influence for accelerating growth. She led customer experience strategy at Applied Materials and Sonoco Products Company since the early 1990s where her roles included Voice of the Customer Manager, Customer Satisfaction Improvement Manager and Head of Corporate Quality. Lynn has authored 3 customer experience handbooks, including Innovating Superior Customer Experience, and she was author of the year in 2017 and 2015 on CustomerThink.com. She is past president of Silicon Valley American Marketing Association and currently on the Board of Directors for Customer Experience Professionals Association. Lynn co-founded the ClearAction Value Exchange, which helps companies crack the code to overcoming organizational barriers to success with customer-driven change initiatives.

SEO & Content Marketing are the couple to beat. By understanding the art & science of SEO, this dynamic duo can help marketers in any vertical leverage their content marketing efforts to increase rankings and get eyeballs on their content.

The Internet didn’t exist 20 years ago. Especially in the form it does today. The Digital Revolution is an exciting time to be a marketer! Today there are more smart devices and more ways to search than ever before.

While there are no silver bullets, what I know for sure is that there are certain weapons & tactics you need in your tool bag that will help you hit your mark.

What should be in your bag: (what you’ll learn)

- Ranking research from Searchmetrics - Industry Ranking Factors https://www.searchmetrics.com/knowledge-base/ranking-factors-industry/
- Tactics for ranking as a Featured Snippet when people type questions into Google
- Content checklist: seasonality, semantic association of topics, search volume & intent

Content marketing is the very foundation of any marketing strategy. With limited time and resources, content is easily one of the best investments any business can make.

Targeted content can form the backbone for influencer and inbound marketing initiatives, thus maximizing the utility of short-form articles, white papers, ebooks, or infographics. In this presentation we take a look at how businesses can gain awareness, build trust, and grow with a content-first mentality.

Things you’ll learn:
- How to maximize your spend with content
- The Content Formula (Medium + Distribution x Frequency = Sales)
- Diversification of distribution and how to use digital assets effectively

Learn about how interactive 360 experiences are disrupting traditional media, and what challenges they solve for marketers.

Blend Media are the world’s leading provider of immersive 360 experiences. They have built the world’s largest library of premium 360 video and VR images and are a hub for 360 Creators, a global network of expert 360 video professionals. They also host the largest 360 video page on Facebook and are partnered with the Facebook 360 brand.

Throughout this webinar Blend Media’s VP of Commercial Partnerships Laura Helm and Marketing Executive Nick Woodford will be discussing the challenge that 360 content solves for marketers by touching on their own experiences of working within the 360 and VR industry, and they will be showcasing their own 360 editor.

Curating, creating, and delivering fresh content pushes your marketing game to the next level. Your goal: Get the right content to the right people, when and where they want to see it.

Optimization is the key, and analyzing user data, whether by leveraging AI or including engagement and other metrics in your efforts, helps you uncover not just which content is most competitive but what characteristics are pushing it to the top of the list, and even help you fine-tune your message in real time, keeping it fresh and commanding consumer attention. Once that message is refined and optimized, your data can help you home in on consumer intent, seize site-specific demand opportunities, gauge opportunity sizing — and then make sure your message is discovered with predictive intelligence.

To learn more about how to take the educated guesswork out of content creation, make your pitch more persuasive, and magnify your message, don’t miss this VB Live event.

By attending thIs webinar, you'll learn how optimizing content can:

* Increase relevance for consumers across channels
* Leverage data to increase consumer engagement with content
* Increase the volume and scope of content, netting stronger conversions.
* Seize customer journey opportunities when they appear

Speakers:
* Lisa Gibbs, AP Director of News Partnerships, Associated Press
* Ari S Goldberg, Founder, Barber Surgeon’s Guild
* Peggy Anne Salz, Principal, Mobile Groove Consulting
* Rachael Brownell, Moderator, VentureBeat

Content and influencer marketing are hot topics for B2B marketers all over the world as two of the most promising strategies for attracting, engaging and converting ideal customers.

What many marketers don’t realize is how collaborating with influencers can create even more credible, relevant, and optimized experiences for target accounts.

Join Lee Odden to learn how working with influencers and their communities can help scale quality B2B content that gets results.

With the growth of crowd-sourcing and influencer marketing, it is easy to forget that our end customer is an individual. I will examine the importance of selling to the individual and discuss some common mistakes we could make if we put all our faith in influencers and an expectation that shoppers hunt in packs.

Messaging misalignment can lead to lost revenue. From product positioning, to demo’s, to questions about the competition, every interaction with prospective customers is an opportunity for the right — or wrong — messaging to influence a potential sale. You work hard to perfect the corporate and product message; be sure sales gets it right! In this webinar, you will learn:

- Why messaging certification increases sales velocity and increases revenue;
- Who needs to be involved in the establishment of a certification process for sales;
- Where certification can make the biggest impact (e.g.: product launches);
- How to execute and build repeatable certification frameworks.

With great power comes great responsibility. According to Gartner, CMO budgets are on the rise in 2017 as marketers take on more responsibility for driving business growth. By taking custody of these dollars, CMOs are promising more and more back to the business.

But, many marketers struggle to articulate the result of their investment to the rest of the organization. (Hint: Your CFO doesn’t care about your email open-rates.)

Marketers risk the perception of a cost-center, instead of a growth-driver. In this session, we’ll share how leading marketing organizations manage their investments and translate their tactics to speak in the common language as the rest of the business: money.

The webinar will identify skills you need to setup modern marketing campaigns, using ABM as a lens to focus discussion on techniques, measurement, and pitfalls to avoid.

In this session, we will:

- Define ABM and the kinds of companies best suited to this approach
- Discuss the kinds of tools and processes needed for the perfect ABM “recipe”
- Discuss tips, tricks, and pitfalls when putting the ABM recipe together

Rod Sloane shares the best practices to leverage your profile and content to achieve success in 2018 on Linkedin.

The FinTech industry has become quite the saturated market with many companies claiming to bring the next revolutionary product that will disrupt the Financial Services industry. But to be able to stand out in the crowd, both start-ups and incumbents need to remember that it isn't all about the tech.

Being smart about your marketing and branding, growing and building a community of followers, and creating regular relevant content, are all important ingredients in achieving success in the world of FinTech.

Join this panel session where expert branding and content speakers will discuss:
-Content hacks - creating crowd-sourced content on larger topics and promote individual content via newsletters and social channels
-Forming working groups for specific verticals to help the industry come together to look at solving specific problems and find new ways to collaborate
-How to create a brand that is unique and interesting
-The importance of speaking opportunities and how to make the most out of them
-Engaging in the community to learn from success stories and mistakes from similar companies

Incorporating location intelligence into digital strategies to engage consumers in real time, increase brand loyalty and provide actionable data will be more critical in 2018 than ever before.

Using cutting edge location data, Possible and Skyhook have both been able to actively engage fans in engaging experiences at large-scale sporting events. Enhanced insights into the fan experience via location data include crowd density at various locations within the venue, the best spots for spectators to view the action, the movement of fans relative to players, and more.

In this case, location intelligence provided insight into consumer engagement via foot traffic patterns, location visits, and frequency analysis to help brands deliver dynamic user experiences, better understand their customers and prospects, and boost consumer engagement and delight.

During this webinar you’ll learn how to:
* Boost engagement with real-time, location-based consumer engagement and experiences
* Gain insight into the behavioral patterns of customers and prospects
* Understand the future of location data for your business

Speakers:
* David Bairstow, VP Products, Skyhook
* Jay Graves, CTO at Possible Mobile
* Stewart Rogers, Analyst at Large, VentureBeat (Moderator)

Sponsored by Skyhook


Sponsored by Skyhook

Referral marketing has quickly become one of the top marketing channels used by businesses in virtually every industry and market niche. To ensure that your referral program stands out from your competitors, there are several key strategies that you must follow to insure success.

Join us at the BrightTALK Social Media Marketing Summit to discuss some of the best referral marketing strategies to maximize your conversions. We will not only be defining the current referral marketing space, but will be detailing the following strategies for success:

- How to create viral loop
- Creating symmetrical rewards
- How to effectively target influencers
- Optimizing your referral landing page
- Leveraging guest blog posts
- Being transparent to your partners

50% of B2B organizations say they are in the “experimenting phase” of influencer marketing, while more than half of B2C companies say they have established programs in place. What are B2B marketers waiting for? The time to establish an influencer marketing program is now, before your competition does!

In this webinar, Alison will explain how she led the creation of the first influencer marketing program at a software company. She will share tips for selecting influencers, creating content, measuring results, and lessons learned from running a B2B influencer program.

It has never been easier reach new audiences thanks to Facebook, but it's harder than ever to drive social engagement. With organic Facebook Page reach at historic lows, it’s increasingly difficult to capture your audience's attention, assuming you're able to reach them in the first place.

Better targeting and engaging creative can overcome these challenges, and testing your content packaging is the best way to learn what resonates most with your target audience in real time. Break through the noise, and get your message right every time you post.

In this webinar, Patrick Costello will share Facebook A/B testing insights, common pitfalls, and strategies for translating test results into meaningful business ROI.

Patrick is the co-founder of Naytev, a social media management and A/B testing platform, and he works with teams of all sizes, including ambitious startups like ClarityMoney, publicly traded incumbents like Travelzoo, and content powerhouses Refinery29, HuffPost, and VICE Media.