Low-Hanging Fruit: Quick, Cost-effective Wins in B2B Content Marketing
Some of the best content marketing ideas and practices are not expensive or time-consuming to implement. So why don’t all B2B brands do them?
This webinar helps you ensure you’re not missing out on the easy wins in content marketing. I’ll identify a few of the ripest, juiciest content marketing opportunities, based on our own experience of B2B brands, and offer tips on how to do great content that doesn’t blow the whole budget.
RecordedJun 12 201442 mins
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Paul Gibson, EMEA Demandbase and Leanne Moir, Sr. Field Marketing Manager EMEA Demandbase
Many B2B marketers face 3 key challenges that are potentially holding back their ability to generate those opportunities the business desires, namely:
1. No insight on anonymous website visitors
2. No idea if content is being seen by the right people
3. Lots of budget being wasted on display ads
If any of these pains resonate with you, this session is a must as we explore the effect these issues have on your business. We will cover how to solve these pains and build a marketing strategy based on this data.
During this interactive webinar, you will learn how to:
• Identify your anonymous website traffic
• Ensure content is seen by target accounts on your website
• Take control of the buyer journey from the beginning
• Deliver targeted personalised display ads
There’s one crucial factor that dramatically increases the effectiveness and ROI of marketing automation - and the chances are you’re not using it.
Register now for this master-class webinar to learn the secrets of MA humanisation – what it is, how to use it and how it can double, treble or more, the effectiveness of your MA.
Kirsty Dawe of MarketMakers and Really B2B will reveal:
• How to ramp up the conversion rates from your lead scoring programme
• How to combine social, email, content and telemarketing to see the best results
• How best to support marketing automation with each channel
• How to elevate a marketing qualified lead to a truly hot sales qualified lead with telemarketing
Emily (Vera) Fritz, Social Media Team Lead at Cvent
An effective social media strategy should take attendees on a seamless journey, from pre-event through to post-event. This interactive discussion will approach each part of the event cycle – before, during and after. Tune in to discover how to effectively integrate social at every touchpoint, amplify the live event content on all platforms, and engage all of your attendees.
Join Emily (Vera) Fritz from Cvent to discover:
- The secret to a seamless journey all the way through to post-event
- How to integrate social media at every stage of the process
- How social will supercharge your live event content on all platforms
- How to provide an all important engagement platform for your attendees
Rob Heerdegen, Global Manager, Customer Success, Oracle Marketing Cloud
This presentation, part of the 5 Tenets of Modern Marketing Series, gives marketers a how-to guide for transforming your database to support effective segmentation and persona-driven communication and engagement.
Unreliable targeting can end a conversation from the beginning. The first step in building any sustainable structure is to ensure a proper foundation. Think of your database as this foundation.
Join Rob Heerdegen, of OMC to discover how to:
- Create persona-driven communications that power customer engagement
- Build and implement marketing campaigns that resonate with real people
- Extract laser targeted customer insights that deliver real value
- Increase your conversion rate on your re-engagement campaigns through continual data cleansing tactics
Research is an umbrella term for a range of different data and insight disciplines. But what role does it play in modern marketing strategies and what hurdles can it overcome?
In this webinar, we’ll be exploring what types of data and research really make an impact on your marketing efforts and where to apply and deploy different research strategies. From brand audits to thought leadership to customer insights, marketers need to run, jump and skip through the data decathlon to find that illusive competitive advantage.
Hosted by Loudhouse Research founder, Billy Hamilton-Stent, we’ll cover:
• Strategies to make research achieve many more business objectives
• How to get maximum ROI from research by expanding the scope without breaking the bank
• Case studies of research that have wowed the business
Marketing automation doesn’t have to seem like a distant frontier. Layer One Media’s James Pellizzi delivers a hands-on session with actionable insight that you can deploy, faster than your competitors eat lunch. Presentation followed by 10 minute Q&A.
Robert Gorby, Senior Director, SDL and Darryll Bayes, Associate Director of Marketing, The Church Agency
Near enough, is no longer good enough.
The survival of the external agency is now determined not by creative originality, but by creative effectiveness.
In a digital age in which the client marketing team is under extreme pressure to continuously shift the dial on acquisition and conversion rates, and have the analytics in real-time, the margin between success and failure can come down to a couple of percent in campaign effectiveness.
In this webinar in partnership with B2B Marketing and The Church Agency, we’ll discuss:
• The reality faced by marketing agencies to deliver effective global campaigns that speak locally
• How to handle the balance of effective campaigns that resonate vs. cost vs. operational efficiency
• How to handle the localization process and who owns responsibility: Agency vs. Client
• The key questions you should be asking about localization & campaign results that can be achieved through great localization.
Jon Dome, Manager Customer Roadmap, Harte Hanks and Alex Gill, Senior Director, Harte Hanks
This webinar outlines breakthrough approaches B2B marketers can take to drive revenue through optimising the buyer journey, based on understanding buyers, the buying steps they take and the outcomes they are aiming for. We’ll look at how to understand the new digitally driven buying process including cues that buyers exhibit during different journey phases, the ‘buying’ jobs they perform through the process, the outcomes they are seeking and the interactions that happen. Then we’ll explore ways to design and deliver brilliant marketing solutions where every interaction is tailored to buyers’ needs, with special focus on those buying outcomes that are under-served.
Intelligent management of the buyer journey is a vital component of strategies to drive better revenue and growth. This webinar will give you what you need to accelerate your efforts.
You will learn:
• How to understand buyers and their buyer journeys
• How to take a step back from your current efforts to evaluate your audience and work out how to serve them better
• How to improve the buyer journey and customer lifecycle
• How to identify and act on buyers’ digital cues
• The pillars of marketing success, and how to deploy them
Billy Hamilton-Stent, Client Strategy Director, Octopus Group
A recent Octopus Group study of UK marketing directors revealed that changes in the competitive landscape were causing them to lose sleep, with over half stating that differentiation was a major challenge.
Billy Hamilton Stent, MD of Octopus Group’s research unit, Loudhouse, will discuss:
1) How to use customer insight to formulate a differentiating B2B strategy that strikes the right balance of engaging customers and appeasing internal stakeholders.
2) How to activate differentiating campaigns brilliantly to build brand advocacy quickly.
Nathan Anibaba, Head of business development, Tomorrow People Ltd
Instead of marketing to an impossibly large number of individuals marketers need to focus more on what your prospects have in common rather than what separates them. As community Marking is grows in popularity, many marketers now appreciate that building such a community allows you to separate yourself from the competition, increase the perceived and actual value of the brand and charge a premium for your products.
We need to create a community of like minded prospects and customers who feel like they 'belong'. This webinar shows you how mobile marketing holds the key to growing your community and connecting people on the basis of more than just the product.
This webinar will cover the following:
1. What is a brand community?
2. Why should you build a brand community? (Why your prospects and customers are seeking community)
3. Mobile's role in building your community
4. Case study in community building and mobile marketing
Billy Hamilton-Stent, Client Strategy Director, Octopus Group
Download Tech Heads 'The Sleepless CMO' via report via http://brandtosales.weareoctopusgroup.net/tech-heads-2016
Why are businesses taking longer to make purchasing decisions?
In our digital world of speed and convenience it doesn’t make sense that anything should take longer.
In 2015 Octopus Group’s annual ‘Tech Heads’ study looked at why B2B buying cycles were getting longer, and this year’s study explores the impact that trend is having on marketers.
They found that today’s CMOs are six times more likely to lose sleep that gain it compared to previous years, and are having to be more creative than ever to outwit their competitors. With the majority of them under increased pressure to hit targets, 90% of CMOs say they’re having to be more creative than ever to compete.
This trend has given rise to the ‘Sleepless CMO’. In this webinar, Octopus Group’s Billy Hamilton-Stent explores
What’s keeping marketers awake at night
What’s delaying prospects’ buying decisions
Ways to tell your brand’s story in a new way to awaken your buyers
Nathan Anibaba, head of business development, Tomorrow People
Marketers are ignoring one of the most fundamental customer needs: community. Hundreds of millions has been spent on customer centricity and understanding the persona to the nth degree in order to provide 'killer customer insight'. But we have all been blind to one of the most fundamental needs in human life that only comes second to food and shelter: the need to belong.
The stuff of the human condition is to belong, to make meaning, feel secure, have order within chaos and create identity. Marketers ignore these constituent building blocks of humanity at their peril.
This webinar will explain what a branded community is, why it is fundamental for marketing now and in the future, and how to build one for your organisation.
Simon Lodge, senior creative strategist and David Chandler, director, strategic accounts
Virtual reality is one of the most talked about marketing trends of the moment. Sceptics argue that the technology is over-hyped. But is it time for B2B brands to start thinking seriously about VR content?
In this webinar, Simon and David cut to the chase. They highlight real examples of businesses using VR to deliver tangible benefits. And they explore the powerful contribution the technology can make to B2B marketing strategies. A specific area of focus will be sales and marketing surrounding high-value investments with long-tail consideration.
Viewers will gain:
Insight into potential B2B applications of VR.
An understanding of how VR investment can add value and enhance top-of-funnel elimination.
Ideas for enhancing customer service with VR technology.
A realistic view of the investment and dedication required to get VR off the ground.
Sylvia Jensen, senior director EMEA marketing, Oracle Marketing Cloud
We know there is a lot of information out there to help marketers do their jobs better. Content marketing is one of the key tactical forces behind engaging the customer, and is therefore a particularly hot topic.
This webinar is focused on content marketing, but specifically the three core areas of the discipline that marketers can benefit from learning more about – regardless of where you are on your journey.
By attending the webinar you’ll learn:
How to develop a balanced content marketing plan to support your most significant business objectives.
How to mine sources of inspiration to help create meaningful content.
How to maximise existing content to create additional assets.
Content calendar best practices.
Ways to get to know your content comrades within your organisation.
The idea behind ‘content as data’ (and other must-have content marketing metrics).
Implementing marketing automation: breaking through the bottleneck
More than 60 per cent of marketers use mass email blasts to stay in touch with customers, however only 13 per cent are using automation software. There are many reasons why the majoirty of companies are yet to embrace marketing automation, but, in most cases, it’s either down to a lack of time and resource; too many internal processes and stakeholder hurdles; or the inability to build a business case to gain financial backing.
What many people don’t realise is that after the initial setup, marketing automation can increase productivity, allow marcomms to become more personalised and frequent, and deliver on ROI in a matter of weeks, if not days.
This guide will help you to overcome the challenges of implementing marketing automation within your business, including:
The three most common business bottlenecks.
Why you should automate your marketing.
What can you automate? Including examples of marketing outputs you can automate.
Building a business case (ROI, calculating time savings, relevant content – hot topic for 2016).
The right tool for the job – choosing your software.
Billy Hamilton-Stent, Client strategy director, Octopus Group, marketing strategy
In its annual Tech Heads study, Octopus Group spoke to over 400 UK directors to explore trends in content consumption and buyer behaviours for B2B businesses. (To view the full Tech Heads report, visit: http://bit.ly/TechHeads15)
The findings reveal a paradox: attention spans are shortening, but decision making time is extending (an average of 16.5 weeks currently according to respondents).
Octopus Group calls this challenge the ‘Content Pinch Point’, and it’s a big problem for marketers. It means that it’s never been harder to connect with and subsequently convert prospects.
Marketers now face a difficult task: catching prospects’ attention quickly through bold, creative, differentiating campaigns that are short on words and big on impact; yet once sales teams are engaged with prospects, marketing needs to suddenly become considered, consultative and big on substance to help their sales colleagues get over the finishing line.
Two very different styles of content marketing, which are incredibly difficult to integrate without appearing to have a bi-polar brand.
But there’s a huge opportunity for marketers who do manage to get it right, as their brand will give prospects a truly elevated and differentiated experience, which will tell in the pipeline they generate.
This webinar aims to help marketers capitalise on the opportunity and Billy Hamilton-Stent, Octopus Group’s client strategy director, will cover:
How the content ‘pinch point’ is adversely affecting marketing departments.
The tell-tale signs that reveal the pinch in your campaigns.
Strategies to rectify the problem and turn results around.
Practical ways marketers can support sales in the journey from interested lead to high value customer.
Click here to view Tech Heads: http://bit.ly/TechHeads15
B2B buying is becoming increasingly complex. The number of influencers, decision makers and stakeholders involved in the process is one driver of this. It’s further compounded by today’s multiplicity of marketing communications channels.
How can you master these challenges to deliver real and continuous pipeline for your products and solutions?
The secret is to align your approach to various channels, touchpoints and moments in time. Each interaction with your audience – be it customer, prospect or influencer - should be based on insight, tailored to the individual and deliver an impact.
This is ‘smarter demand generation’. It’s an approach that integrates data, technology, people and tactics. It leverages insight to improve targeting and messaging, and it’s optimised to deliver real, measurable impact to your pipeline.
This webinar will outline practical tips on achieving smarter demand generation. It will enable you to:
•Gain insights into the changing approach of B2B organisations when buying products/solutions
•Learn how to design and execute demand generation that delivers results in this new buying paradigm
•Encompass both digital and human interactions, aligning demand generation to the way buyers educate themselves, learn about solutions and ultimately select their vendors
•Understand the pitfalls to avoid
•Plan the steps needed to improve your own marketing and sales for smarter demand generation
Phil Hollrah, vice president of product marketing, Demandbase and John Dering, director, marketing programs, Demandbase
The last few years have seen a dramatic increase in the awareness of account-based marketing. Wanting to know how this is impacting B2B marketers, Demandbase recently teamed up with Demand Metric to conduct a research study on account-based marketing adoption and usage among B2B marketing companies.
This webinar will showcase more than 20 key findings on the latest trends in adoption, readiness, and business impact of ABM. You’ll also walk away with steps you need to take to successfully execute an ABM strategy.
In this webinar, you’ll learn:
Adoption rates for ABM within B2B organizations.
Which types of companies are adopting ABM.
How ABM impacts your business.
Key steps in how to adopt and get started with an ABM strategy.
You're creating great content and working tirelessly to get that content in front of your best prospects. But if you're only creating content in English, you might be ignoring copious amounts of potential customers. Seventy-one per cent of the global market prefers to be spoken to in a language other than English.
How do you reach these prospects? Where do you start? Good news: it's not nearly as difficult as you think it is.
Register our webinar, "How to optimise your marketing content for international markets" and discover:
•Why language matters and the importance for growing businesses
•Best practices for creating content that's easy to translate and
•An introduction to the SDL Language Cloud Managed Translation
solution for centralizing translation processes
Low-Hanging Fruit: Quick, Cost-effective Wins in B2B Content MarketingJohn Bottom, Co-founder, Director, B2B Specialist at Base One[[ webcastStartDate * 1000 | amDateFormat: 'MMM D YYYY h:mm a' ]]41 mins