The Future of Email Marketing and the Impact of Mobile & Mobility
People will pay attention to your messages if they are relevant, if they can access it whenever they want, & if they can interact with you while on the go. The advent of the smarter phone coupled with the ability to personalize conversations is going to drive the future of email marketing. This session will provide you with relevant insight into where email is headed, and how communiqués can be strengthened through the concepts of preference, presence, & empathy.
RecordedApr 14 201047 mins
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It’s no secret that understanding the needs of your buyer is essential. From onboarding initiatives that ignite long term loyalty, to prioritizing existing relationships, marketers need to drive retention and further revenue.
In this live panel discussion, Morgan will sit down with Julie Graham, Field Demand Generation Manager at Tealium, and Michael Collins, Managing Director and Chief Marketing Officer at CFA Institute for a rich conversation on lifecycle marketing. We’ll discuss:
- How to identify your buyers’ needs throughout every stage of the customer journey
- Prioritizing buyer satisfaction at every stage
- Top retention initiatives that are proven to work time and time again
Morgan Cantrell, VP & Managing Director, BrightTALK
Michael Collins, Managing Director and Chief Marketing Officer, CFA Institute
Ted Sfikas, Regional Vice President Of Solutions Consulting, Americas, Tealium
Our B2B ecosystem is hyper-saturated with brands competing to engage a talented and sophisticated class of buyers. Companies succeeding today are those ready and willing to develop unique value propositions, make bold moves, and lean into their successes.
Join David Pitta, CMO, BrightTALK and Jann Martin Schwarz, Senior Director, Global Head, The B2B Institute, LinkedIn as they explore the future of B2B marketing and the fight to be best-in-class in an ever-changing climate.
Roma Patel, Customer Marketing Manager (BrightTALK)
Staying on top of historical campaign data is the best way to understand campaign performance and to project for initiatives in the future as well. With BrightTALK you have access to a wide array of reports and features that can show you the performance of your campaigns on a granular level. Join this session as we walk through how you can get the most out of the platform analytics and how you can use them to inform your strategies.
Roma Patel, Customer Marketing Manager (BrightTALK)
Virtual events are here to stay, so it’s a no brainer - you must make them as high value as possible. Whatever the experience you’re looking to host, BrightTALK offers a variety of sustainable ways you can host virtual events. Let’s get creative together. Join this course session for more in-depth examples and strategies on running a fantastic virtual event.
Roma Patel, Customer Marketing Manager (BrightTALK)
Webinars and videos are the crux of any marketing strategy. While you’ve been using BrightTALK’s platform to support your webinar strategy, how effectively have you used the features and capabilities? Join this educational course to learn how the marketing team at BrightTALK gets creative and continues to build on tried and true strategies to propel their initiatives and how you can do the same.
Roma Patel, Customer Marketing Manager (BrightTALK)
There’s an art to reaching more buyers and that all starts with creating your target persona. Whether or not you use BrightTALK’s lead generation solutions, we can help you dig into what your target personas care about and how once they’re captured through your programs, they can seamlessly incorporate into your systems. Join this course to learn the in’s and out’s of your lead gen needs and how you can streamline them more effectively.
Courtney Kehl, Principal and Rachel Charboneau, Marketing Ops Manager at Expert Marketing Advisors
Email marketing is one of the most effective marketing channels and one of the fastest ways to nurture your audience. Although the set-up process is simple, it is important to be aware of the laws and regulations for email compliance that will hinder deliverability. These laws are set in place to prevent spammers from flooding your inbox and to help your database maintain high levels of security.
You will learn:
-6 tips to sending out successful email campaigns that follow compliance
-How to check the most up-to-date compliance laws and which organizations you can trust
-5 bonus email marketing tips to increase your open rates and stay legal
Join Courtney Kehl, Principal and Rachel Charboneau, Marketing Ops Manager at Expert Marketing Advisors for a discussion on the do’s and don’ts of email marketing and how to make sure you are staying within compliance to have optimal deliverability and successful campaigns.
Melody Gambino, VP of Marketing at ConstructConnect
Struggling to engage your audience with your content? Personalized, persona-based content lets you cut through the clutter and the noise to reach your target audience with engaging and actionable content.
Your customers use your products in a variety of ways to solve their individual pain point and reach specific goals. Your content marketing strategy should reflect this and be personalized to match the value you deliver for each of those personas.
Getting to know your audience (customers and prospects).
Understanding your audience’s pain points and goals to deliver personalized content.
Regularly updating your personas to adjust messaging to stay on top of the latest trends.
Serving up content in multiple formats and platforms. Give them what they want and where they want it.
Covering topics important to your audience. It’s not always about you (or your products).
Educating and entertaining with content.
Using technology to deliver personalized content.
Christa Tuttle, Founder and CEO at Launch Marketing
In today’s highly saturated content landscape, traditional content forms intended to drive leads through the funnel will no longer cut it. As buyer behaviors shift and decisions become more self-driven, content marketers need to rethink their tactics and develop content that is up-leveled and outside of the box. According to a study by Gartner, in today’s B2B buying cycle, prospects spend over 45% of their time performing independent online and offline research. With this trending reduction in one-to-one sales interactions, marketers must take content to the next level, creating informative content that is unique, engaging and is designed to convert.
In this webinar, Launch Marketing and Marketing Pro Series CEO Christa Tuttle will explore 2021 market trends driving strategic shifts in content marketing and provide insight into new, and more dynamic, content marketing strategies that are proven to engage leads and convert. During this session, she will explore modern-day content formats that are personalized, interactive and stand out from the masses. She will also share real-world examples and discuss how these pieces can be implemented to convert more top-of-the-funnel prospects to MQL’s, and ultimately new customers. From interactive ROI calculators and self-assessments to workbooks, checklists, in-depth guides and more, this presentation will provide attendees with best practices, innovative ideas and executable tips to generate next level content that resonates and converts like never before.
As we start adapting to the disruptions we’ve seen in the business world in light of COVID-19, we can all agree on one thing: COVID-19 has radically accelerated digital transformation for B2B marketers. B2B marketers are facing a lot of uncertainty on how to break through the content noise and appeal to their prospects' decision-making. The good news is Behavioral Science can provide a roadmap on how to optimize your content with the understanding of how B2B prospects really make decisions — and how you can harness this knowledge to turbo-charge your content marketing strategy.
In this webinar we'll cover:
Intro to Behavioral Science
Why it’s relevant for B2B Marketers
Scientific Methodology for Applying it to your Content Marketing Strategy
Real-Life Examples & Outcomes for B2B Companies
Marianne Hewitt (The Growth Strategy Group), Annette Sandler (AVIXA), Tom Bianchi (Acquia), & Liz Bateman (Highlands Digital)
In order for marketers to retain value and greater loyalty with customers and the desired content, it is fundamental to keep the focus on the B2B buyer’s experience. What can marketers do to create a customer-centric strategy that optimizes retention?
To be discussed:
- How marketers can nurture the entire customer lifecycle with immersive engagement
- How leaders are embracing digital change in B2B
- Best practices for prioritizing B2B buyer trust and loyalty that stays
- B2B elements: which ones matter the most and putting them to work
- Problem resolution protocols
Marianne Hewitt, CMO at The Growth Strategy Group,
Annette Sandler, Director, Live Content US/Canada, AVIXA
Tom Bianchi, VP Marketing EMEA at Acquia
Liz Bateman, Creative Director at Highlands Digital
Emmanuel Obadia, Former Vice President of Marketing at Oracle and Salesforce.Com
Delivering a personalized message to each key account decision-maker based on their probability of closing, is the promise of Account-Based Marketing / Engagement. Inspired by the personalization of the BtoC customer relationship, the BtoB approach nevertheless presents some differences. When deployed state-of-the-art, it is incredibly effective, as explained, with supporting figures and examples, Emmanuel Obadia, former Vice-President Marketing of Oracle and Salesforce.com. Purchase Intent OKRs, AI/ML, MARTECH+ADTECH combined, omnichannel, customer value, and content marketing are critical ingredients of your 1to1, 1toFew, and 1toMany ABM strategies. The pandemic accelerated the desire for a B2ME engagement, aligning sales & marketing like never before. What will be the 2021 trends and beyond? Let's find out.
Howard Tiersky, WSJ Best-Selling Author, and Founder and CEO of FROM, The Digital Transformation Agency
B2B Marketing is very different from B2C. But it's similar in one important way— you need to connect with human beings and persuade them to take action. Many research studies have shown the profound role emotion plays in B2C selling, but what about B2B?
In fact, emotional decision making plays a huge role in B2B as well and it's critical that you know how to create the right emotional journey for prospective customers in order to maximize results.
Join Wall Street Journal best-selling author Howard Tiersky who has developed B2B marketing strategies for companies such B2B giants as ADP, JPMC Commercial Banking, Airbus and Transamerica as he shares key ideas from his book Winning Digital Customers: The Antidote to Irrelevance that you can use to start improving your B2B customer acquisition and retention immediately.
-Learn why emotion is just as key to B2B as it is to B2C customer acquisition.
-Discover how to evaluate how much love you are inspiring in your customers right now.
-Hear why DIGITAL is the #1 most important factor in creating a great B2B customer acquisition experience.
-Learn the five steps that can further transform your brand to maximize its effectiveness in today’s digital world.
Warren White, Former Chief Marketing Officer, Adeptus Health
Profitable patient volume is the key to success in healthcare organizations. We will delve into keys to retaining customers and growing your brand franchise.
Key takeaways will include building the digital front door to create meaningful patient experiences, social media for customer insight gathering and more.
Marianne S. Hewitt, Marketing Strategy and Technology Leader, The Growth Strategy Group
Artificial Intelligence (AI) and Machine Learning (ML) are not new. We’ve been using them for decades. What is new is that they now have traction in marketing and sales!
But are marketers ready to leverage the tools that will help them accelerate revenue? Fifty per cent of marketers surveyed classify themselves as beginner. There is a lack of education and training for marketers to build and strengthen their AI/ML muscles. Marketers lack confidence in their ability to use AI/ML.
In this webcast we will discuss the use cases for AI/ML in marketing and identify some tools that can enable marketers to predict and perform at scale.
We will also discuss how marketers can increase their proficiency with AI/ML thereby improving marketing effectiveness and revenue acceleration.
In this interactive webcast, we will exchange ideas about the application of AI/ML to strengthen marketing influenced revenue by
A brief overview of AI/ML
Reviewing the use cases for AI/ML in marketing
Identifying relevant tools for marketers today
Layout a plan for marketers to get smarter about AI/ML.
Morgan Cantrell (BrightTALK), Oz Etzioni (Clich), Matt Parisi (Tealium)
The ability to target the right audience or analyze numerous data sources has become a must when running a successful marketing strategy. Artificial Intelligence has emerged as a solution to streamline these efforts and has given companies the ability to understand the consumer, build better content, and focus on personalization. Our panel of experts will discuss:
- What humans should do and what AI should do
- The most valuable use cases for AI in marketing
- Common challenges implementing AI
- What to expect from vendors in the future
Morgan Cantrell, Vice President, Marketing & Regional Managing Director, North America, (Moderator)
Oz Etzioni, CEO, Clinch
Matt Parisi, Director, Product Marketing, Tealium
Did you know that most of our decision-making happens before we have time to rationalize it? Mindspeller’s groundbreaking AI allows you to explore the automatic mind and start shaping brand perception at the click of a mouse. Join linguistics expert Dafne Palú as she illustrates how the Mindspeller software can help you easily predict and improve the implicit impact of your brand assets, and get exclusive neuroscience tips you can start implementing right now to stand out among the competition.
Retail associates are the front line who meet smart undecided consumers . They hold the key: Can they communicate the value proposition, pitch the product and convert the consumer to your brand. As marketing leaders, how can we engage with these third party sales channels at scale, personalize their insight and optimize the consumer buying journey ? The presentation will share case studies on how AI has been used to make this possible
Kirstie Leadley Head of UK Marketing & Group Digital ZEDRA & Jez John Managing Director Webstars
Everyone nowadays has at least a basic understanding of Artificial Intelligence as a standalone concept…but how much do we fully appreciate the value it has in terms of its practical application?
In this session we will take one highly topical area of marketing - Personalisation - and discuss what it actually means for your ROI and how closely bound up it is with AI and the need for clever technology.
Kirstie Leadley, Head of UK Marketing & Group Digital at ZEDRA will be quizzing clever tech guru and Managing Director of Webstars, Jez John on these topics and more.
Discussion points will include:
● Personalisation: the good and the bad
● What is the difference between AI and machine learning? And does it matter?
● Is effective personalisation possible without AI and clever technology?
● How much AI is too much?
● Does AI, used properly, really deliver the results?
● Should we, as marketers, be worried that it leaves us nowhere to hide in terms of tracking and measuring?
● Is it possible to use this kind of personalisation with a light touch? (Many larger organisations have strict policies around the use of data.)
● What proof do we have that personalisation is even worth it in terms of the effort and expense involved in investing in this kind of technology?
● In order to successfully use AI for personalisation, does it require a whole website rebuild to make sure the underlying structure is fit for technological wizardry? Or are there faster and cheaper ways?
● How can AI, Account Based Marketing and Personalisation be used to improve marketing (and sales) efforts.