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The New Connected Conversation

How are you Tying and Tracking Engagements and Experiences Across the Buyer 2.0 Journey?

SiriusDecisions estimates that the buyer's journey is 70 percent complete by the time a salesperson is contacted -- and a recent CMO Council study of B2B buyers indicates that 87 percent of buyers believe that online content impacts their buyer journey from vendor selection and purchase decisions. In spite of this growing shift to online, most B2Bs organizations have been slow in reacting to the changes with their prospects' purchasing activity, particularly the engagement with their company website during the evaluation process.

Yet, some marketers are looking at this rise in "Buyer 2.0" behavior as a problem to be solved rather than an opportunity to be embraced. Join the CMO Council as we delve into the opportunities gained by bringing relevance, precision and personalization across critical digital touch-points, connecting conversations to meet the expectations of today’s connected customer. We will be hearing from Meagen Eisenberg, VP of Demand Generation at DocuSign, who will be sharing how the world’s leading electronic signature solution has more effectively connected with customers, delivering highly personalized experiences in real-time, and exactly where customers are consuming content to shape their buying journey.

We will also be joined by a leading thought leader in account-based marketing, Allison Metcalfe of Demandbase, who will share insights into the shifts and requirements of the new “Buyer 2.0”, including the new behaviors that boost the criticality of adopting a more targeted and relevant approach to connected engagements.
Recorded Jul 10 2013 58 mins
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Presented by
Meagen Eisenberg (DocuSign, Inc.), Allison Metcalfe (Demandbase), and Liz Miller (CMO Council)
Presentation preview: The New Connected Conversation

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    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.

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    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:
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    •Best practices in defining and identifying your target accounts and how to set them up operationally
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  • ABM: How to Reach & Engage Hard-to-Reach, Global Buyers Recorded: Jun 6 2018 57 mins
    Kelly J. Waffle, VP, Marketing & Partnerships, Kwanzoo
    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
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    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.
  • Understanding Account Based Marketing: Are you Doing Everything you Can to Drive Recorded: Jun 5 2018 46 mins
    Melanie Turek, Frost & Sullivan
    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.

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  • Aligning Sales and Marketing to Increase ABM Impact Recorded: Jun 5 2018 48 mins
    Bev Burgess, Senior Vice President and ABM Practice Leader, ITSMA
    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.

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    Samantha Kelly, owner of Tweetinggoddess.com and founder of the Womensinspirenetwork.com
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    - What Machine Learning is in relation to AI and how it connects your data to find patterns
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    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.
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    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.
  • Cash in at scale on the esports explosion Recorded: May 9 2018 60 mins
    Dean Takahashi, Lead Writer, GamesBeat
    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:
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    * What's causing the streaming content surge and market growth
    * The technology making this explosive esports growth possible on a global scale
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    Speakers:
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    Sponsored by Worldpay
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    David Lewis, DemandGen, Jessica Cross, Rollworks, Erik Smith, Treasure Data and David Pitta, BrightTALK
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    Today, we’re seeing many marketers who have been part of the martech tool buying spree in recent years take a step back and assess both how their stack works together and if they’re getting ROI from each piece. On the other hand, exciting developments in Artificial Intelligence (AI) have added capabilities and enhanced others.

    So how do we make sense of the martech landscape today? How do you build a stack that answers business needs and takes advantage of cutting edge technology?

    We’re excited to feature David Lewis, CEO of DemandGen, a leader at the forefront of making sense of today’s marketing tools for his clients, along with several innovative marketers who will discuss:

    - Martech’s evolution in recent years
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    - How the best teams have operationalized Marketing and Sales' responsibilities
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    Liz Miller, SVP, Marketing at CMO Council will host a lively roundtable with several notable CMOs. In this session we'll explore why this shift is happening, how businesses should think about these leadership roles, and what this means for Marketing as a whole.

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    Victor Wong, CEO, Thunder
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    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.
  • Win New Customers: Engaging & Nurturing Prospects w/ Messaging, Content & Social Recorded: Apr 5 2018 39 mins
    Jean Ginzburg, CEO and Founder of JeanGinzburg.com
    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/
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  • Title: The New Connected Conversation
  • Live at: Jul 10 2013 5:00 pm
  • Presented by: Meagen Eisenberg (DocuSign, Inc.), Allison Metcalfe (Demandbase), and Liz Miller (CMO Council)
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