The modern marketing essentials guide to content marketing

How often have you seen marketing report outstanding results while business growth goals are not being met?

When it comes to measuring marketing's impact on sales and revenue, stellar performance against KPI's doesn't always tell the whole story.

ANNUITAS recently surveyed more than 200 business leaders across departments to classify marketing leaders by expertise and focus, and then asked business leaders across the organization to evaluate CMO performance.

In other words, what does the rest of C-suite think of the decisions of a CMO?

In this webinar, you will learn:

- Why marketing success doesn't always align with business growth
- The difference between a Brand focused and Revenue focused CMO
- Whether the C-Suite is happy with marketing's KPI's and how they would change them
- Why Revenue-focused CMO's are seen to be more successful than Brand-focused ones.


Presenter information:

Adam Needles is CEO of ANNUITAS. He is an expert in helping companies build buyer-driven perpetual demand generation programs and transform their lead-to-revenue processes to drive profitable revenue growth and build sustainable brands.

Lauren has more than 24 years of B2B marketing experience, ignited by a passion for driving business outcomes with brands that are ready to define and deliver optimal buyer and customer-centric experiences. In her role as Chief Revenue Officer, Lauren helps marketing and sales leaders at enterprise organizations transform their demand marketing to drive profitable revenue growth and build sustainable brands.



The data we collect here will be used to manage your webinar booking and provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with B2B Marketing and ANNUITAS who we are running this webinar in association with. For more information on how we manage your personal data please see our privacy policy below:

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

CRM systems transform sales through organization; marketing automation completes the picture by generating leads and managing lead engagement.

While marketing automation and CRM have different capabilities, when used together this dynamic duo forms a powerful sales and marketing tool.

In this webinar, led by Katie Jameson, Head of Marketing at Act-On Software, you'll learn:

1. What is a lead to revenue process?
2. How to enable a lead to revenue process with the right technology
3. How marketing automation and CRM systems compliment each other
4. How to get the best out of both platforms.

Katie will also share with you some top tips on how to get the most out of your marketing automation and successfully integrating it within your tech stack.

Katie is the Head of EMEA Marketing at Act-On Software, one of the fastest growing tech companies in North America. A marketing automation native, for the past ten years she has implemented, integrated and executed programmes on a variety of marketing automation platforms at industry leading companies such as Symantec, Paywizard and ResponseTap and now Act-On.

Katie's hands-on experience gives her the ability to cut through the jargon and speak candidly about marketing automation, demonstrating the absolute power it can bring to the sales and marketing organisation.

The data we collect here will be used to manage your webinar booking and provide you with useful and relevant sources of B2B Marketing content. By registering for this webinar you specifically consent to us passing on your details to Act-On so that they can contact you by email or by telephone with details of marketing products that they provide. For more information on how we manage your personal data please see our privacy policy below:

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

When sales and marketing aren't aligned, it poses a very real threat to your bottom line.

The union of sales and marketing often isn't perfect. And for too long these two groups have operated desperately to diminishing results.

But we're entering a new era, where prospective buyers expect more when they engage in a B2B transaction.

This webinar, hosted in association with Showpad will show you:

1. What today's B2B buyers expect
2. The risks of sales and marketing misalignment
3. 5 practical ways to align your teams to deliver a better buyer experience.
4. How to empower sales with content that has value.
5. How can technology support this.

This webinar will be led by Lawrence Keltie from Showpad.

Lawrence works closely with sales and marketing leaders to enable greater revenue attainment, increase marketing's impact on sales, and drive quicker 'time to marketing' of new sales reps - recently working most closely with high growth tech companies in the UK. Lawrence brings in an array of knowledge and experience to help drive your business to the next level.


The data we collect here will be used to manage your webinar booking and provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with B2B Marketing and Showpad who we are running this webinar in association with. For more information on how we manage your personal data please see our privacy policy below:

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

Like it or not, bid tendering and RFPs are an increasingly important part of the B2B marketer’s role – particularly for large contracts but increasingly for those of lower value.

The stakes for bid tendering are very high – get it right, and teams responsible will be heroes in the business. Get it wrong, and you’ve potentially wasted a lot of time, effort and cash.

So how can marketers use ABM techniques and tools to address this thorny marketing (and sales!) challenge? What’s the relevance of ABM to this unique business area, and how can it drive new thinking and new opportunities?

In this interactive webcast, Nick Pearce and Claire Carsberg of JPC will call on real life examples to explain how you can apply ABM to improve your bid strategy and the keys to success.

You'll learn:

1. How to align procurement with your bid
2. How to challenge everyone involved in the bid process
3. How to be disruptive and make it part of your successful sales strategy
4. How to improve your chances of winning bids
5. How to avoid the common pitfalls, and turn failure into success

Speakers

* Joel Harrison – Editor-in-chief at B2B Marketing
* Nick Pearce – Co-founder and strategy director at JPC
* Claire Carsberg – Managing director at JPC


The data we collect here will be used to manage your webinar booking and provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with B2B Marketing and JPC who we are running this webinar in association with. For more information on how we manage your personal data please see our privacy policy below:

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

Moving forward requires the right approach.

If you've got a challenging route to face, you need the right tools for the job – or you face getting stuck in the mud.

What does this have to do with customer experience in B2B you ask? More than you think.

The sheer complexity of the many-to-many relationships in B2B means that many CX programmes risk getting bogged down before they even get started.

Operational silos, tangled customer journeys and the challenges in proving ROI only exacerbate the issues.

Join Claire Sporton, SVP CX innovation at Confirmit and she shows you how to break down B2B complexity, define a CX program that will help identify at-risk accounts, and inspire every member of your team to make smarter decisions and take faster actions that will benefit the entire business.

In this webinar, Claire will show you:

1. How to break down B2B complexity
2. How to design a CX program that will help identify at-risk accounts
3. What it takes to inspire every member of your team to make smarter decisions and take faster actions.
4. How to tackle the common CX challenges
5. The steps to ensure your CX programme takes off successfully.
6. How to identify your CX priorities based on 4 core B2B challenges
7. How to balance the needs of your clients and business stakeholders
8. How to break down the barriers to truly empower the frontline.



The data we collect here will be used to manage your webinar booking and provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with B2B Marketing and Confirmit who we are running this webinar in association with. For more information on how we manage your personal data please see our privacy policy below:

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

As your business grows, so do your marketing needs and the ability to scale.

Especially the way you go about sending emails to your customers.

At this point, it's worth asking yourself, what's the difference between email marketing and marketing automation, and is your company ready to make the switch?

In this webinar, you'll discover the 5 signs which show you're ready to make the jump to marketing automation and more.

This webinar will cover:

1. The differences between email marketing and marketing automation (MA)

2. How to incorporate MA into your existing email strategy

3. The importance of having a 360 view of your customers

4. How MA can help improve the way you nurture leads

5. The metrics to use to ensure MA works in your business

6. Using MA across your customer journeys to drive growth


Katie is the Head of EMEA Marketing at Act-On Software, one of the fastest growing tech companies in North America. A marketing automation native, for the past ten years she has implemented, integrated and executed programmes on a variety of marketing automation platforms at industry leading companies such as Symantec, Paywizard and ResponseTap and now Act-On.

Katie's hands-on experience gives her the ability to cut through the jargon and speak candidly about marketing automation, demonstrating the absolute power it can bring to the sales and marketing organisation.

The data we collect here will be used to manage your webinar booking and provide you with useful and relevant sources of B2B Marketing content. By registering for this webinar you specifically consent to us passing on your details to Act-On so that they can contact you by email or by telephone with details of marketing products that they provide. For more information on how we manage your personal data please see our privacy policy below:

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

On average, 25% of your customer base are poor performing - but how do you find your best and worst customers to begin with? Using an innovative customer insight service Blue Sheep calls Money Mapping.

In this presentation, you’ll see how Money Mapping can revolutionise your marketing strategy and learn:

-Why not all customers should be treated equally.
-How to identify your 'treasure' customers.
-The differences between your ‘treasure’ and ‘avoid’ customers.
-How assessing your customer database can lead to £millions in efficiency savings.
-How profiling your most profitable customers can uncover similar leads worth £billions.
-How Money Mapping can make your marketing more efficient, and profitable.

The presenter:

Iain Lovatt is Founder and Chairman of Blue Sheep, and has been helping businesses improve their performance using data for over 30 years.

Iain is a respected member of the data marketing community, having been chair of the IDM Data Council, on the board of the DMA, and is a Visiting Professor at the University of the West of England. In 2017, he was elected a representative for the Direct Commerce Association.

In this webinar we’ll explore how today’s B2B marketers can meet the increasing demand to deliver greater pipeline and tangible bottom-line revenue. Using our recent research into senior B2B marketers in mid-market and enterprise businesses, we’ll look at:

•How what you choose to measure impacts how senior management will view marketing
•Why the way you’re currently measuring ROI could hamper your overall success
•The targets B2B marketers are setting and just how many are delivering against them
•Key tactics — what’s working, what’s not (and how this changes by sector)

Then we’ll look at the 5 key barriers today’s B2B marketers view as the biggest obstacles to delivering greater pipeline and increased revenue and make actionable recommendations you can use to begin addressing these issues right now.


Revenue Rift will be presented by Jason Ball, MD of Considered Content, a content-led demand generation agency based in London. Jason is a lifelong B2B marketing specialist with over 25 years’ experience in the industry. He has created strategies, campaigns and content for companies including Cisco, Adobe, EY, Sony Professional, Vodafone and many others. He is a passionate believer that B2B marketers and their agencies need to be less in awe of bright shiny new things and more focused on delivering the tangible business impact that resonates in the boardroom.

The value of content can be measured in lots of different ways, and many organisations will have their own goals and ambitions for what they want content to achieve.

Some may use content to deliver new sales leads, improve customer satisfaction or enhance brand visibility. But for all the benefits content can bring, expressing the contribution it makes to a business in pounds and pence remains one of the biggest hurdles for B2B marketers.

Phil’s webinar will offer a step-by-step guide to building out your content strategy by highlighting the three key elements needed to feed your sales pipeline:

- Buying cycle
- Content map
- Content personas

He'll also explore the importance of a content audit, and how to carry one out, and discuss what type of content works best at different stages of the sales cycle.

Phil has over 20 years’ experience in online marketing and performance-based lead generation and has worked both client and agency side, including in the private sector as head of marketing for a B2B software provider.

Influencer marketing is no longer completely new on the scene, but there are few B2B marketing departments that are harnessing its full power. So what are the easy steps you can take to capitalise on the influence of the most powerful figures within your industry?

In this webinar, Danielle Howe, reports editor at B2B Marketing, will be joined by Luke Brynley-Jones, MD at OST and Nicolas Chabot, head of EMEA at Traackr, who will discuss the steps you can take to create and run a successful influencer marketing programme for your B2B brand.

In this session you'll learn:

• The value of influencer marketing in B2B, and whether it's right for you.

• How to identify your most powerful influencers, and steps you can take to engage with them.

• How to collaborate with influencers to extend the reach of your brand and engagement with new audiences.

As ideas, apps, and innovations continue to explode onto the scene, what was once considered far-off in the distance is literally around the corner. Event professionals must decide both which technologies to implement to improve the attendee experience, and new ways to encourage social sharing.

In this webinar, Matthew Howarth from Cvent will explore what’s in store for event technology and social media in 2017.

Matthew will additionally discuss:

- New ways to use Snapchat, Augmented Reality, and Video- Enabled Beacons to create memorable moments for attendees.

- How technology will change the way attendees consume content both in the short-term and beyond.

CX is widely recognised as the key battleground for B2B companies in the increasingly digitally-enabled buyer environment. But what does great CX look like for B2B brands? And, more to the point, what role can B2B marketers play in getting it right?

Leveraging primary research conducted with B2B buyers, this webinar will examine the cornerstones of how to get CX right in a B2B environment, and look at the provide practical tips and actionable strategies for marketers looking to raise their CX game.

It will be presented by B2B Marketing’s Editor-in-chief Joel Harrison, who will be joined by David Hicks of specialist CX consultancy, and marketing trainer and consultant Shane Redding.

In this session, you’ll learn:
• Marketing’s role in delivering excellent CX
• The role of influencers in CX
• How to measure and report CX, and to whom.
• How to create a company-wide approach to CX

Are marketers running at a hundred miles an hour and, as a result, too focused on box-ticking and just ‘getting things done’, rather than being mindful of having a real impact on the business? Is this the dawn of the Breathless Marketer?

Recent research from Octopus Group found that B2B marketing directors were losing sleep over their jobs. Competitive changes and choice were driving delays in decision-making and putting them under increased pressure to meet marketing challenges with innovation and creativity. All of this and a whole marketing plan to deliver – on time and on budget.

In this webinar, we’ll cover:

•The typical traits of a ‘breathless business’
•How to spot the signs of being a breathless marketer
•Creating an action plan for change based on your situation & organisation
•The Smart, Strong and Slick levers – how they work and when to pull them!

Are you struggling to keep pace with rapidly changing customer needs and market demands? Are you slowed down by organisational silos, hierarchies, and processes? It may be time to get Agile. More than 90% of marketers who have adopted Agile marketing say it has improved their speed to market for ideas, products, and campaigns.

Whether your marketing organisation is just curious, starting the transition or all in on Agile, the time to learn about Agile marketing is now! Join Agile marketing expert Andrea Fryrear, and Workfront Creative Director David Lesué, as they explore what it means to be an Agile marketer and provide practical tips on how your organisation can make the transition.

Attend this webinar and learn how to:
•Secure leadership buy-in to move to an Agile marketing methodology.
•Respond to market changes more quickly.
•Improve collaboration between departments and locations.
•Avoid daily distractions and stay focused on the right priorities.

Last year, marketers were focused on predictive analytics and ABM. This year is proving to be all about how machine learning and artificial intelligence will impact marketing strategies.

Leading organisations powering the marketing technology landscape are quickly innovating to introduce new technologies and are determined to make marketers successful. But just how will this happen? What questions should you be asking in order to innovate on your go-to-market plans?

Join us on Tuesday 4th April as we discuss how machine learning and artificial intelligence is shaping marketing decisions, driving growth and improving the customer experience.

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

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

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