Name: The modern marketing essentials guide to content marketing
Start: 2016-04-12T14:30:00Z
End: 2016-04-12T15:09:16.000Z
Location: BrightTALK
Rating: 4.25

This channel provides practical advice to help B2B marketers understand the rapidly evolving marketing landscape, and to make best use of new techniques and tools.

B2B marketing has radically transformed in a few short years. Just as we’re moving away from a global pandemic, we enter a bear market with a looming recession on the horizon.

This combination of past, present and future is causing longer sales cycles for B2B brands and leading to headaches for sales and marketing. And with this the need to drive pipeline and revenue growth has come to the top of any marketers’ agenda.

Against this backdrop, full-funnel marketing needs to take centre stage – the key to ensuring long-term, consistent growth in an age characterised by uncertainty.

Using research from B2B Marketing, this webinar will look at how +250 B2B marketers feel towards brand and demand marketing, exploring the barriers and opportunities to leverage how an aligned approach can help drive pipeline and revenue growth in a bear market. You’ll learn:

● How marketers think about brand and demand marketing in a bear market.
● The disconnect between B2B marketers and their full-funnel budget allocations.
● The barriers to full-funnel marketing.
● What marketers can do to impact full-funnel pipeline acceleration.

Survive & thrive: Driving pipeline & revenue growth during an economic recession

Lead generation has long been centered around capturing information from forms. Want to check out this case study? Fill out a form. Get pricing info? Fill out a form.

The problem? Forms don’t start a conversation; they’re a barrier to entry. But not every marketing and sales team depends on forms to fill their pipelines with leads. In fact, the consumer research platform, Voxpopme, ditched forms long ago. They’ve since turned to Conversational Marketing for a more frictionless customer experience, to increase website conversion rate, and more.

And now they want to share everything they’ve learned with you. On DATE, join us to learn: 

- How Voxpopme reinvented themselves using Conversational Marketing
- How you can scale conversations without forms (and without losing the human touch!)
- Voxpopme’s future plans around account expansion, prospecting, and ABM efforts

Doubling the conversion rate with conversational marketing

The customer journey has changed for good. Potential customers spend weeks, months or even years silently researching brands online. And even if they engage with your material, it doesn’t mean they’re ready to buy.

You need to know how to deliver the right content at the right time and in the right channels. In other words, focusing on the middle of the funnel - not the top.

This webinar is in conjunction with a report produced with B2B Marketing. Register now to learn:

-The importance of a buyer-journey-focused content marketing strategy.
-How the middle of the funnel is broken, and why it needs to be fixed.
-The dangers of not fixing the funnel.
-How you can unstick the middle of the funnel.

Register now to hear the actionable insight from Glenn Landauer, VP customer experience strategy at MOI Global!

Unstick the middle of the funnel

Post pandemic, we’re seeing an ever more competitive landscape. Buyers are demanding an increasingly digital experience and it’s creating a pivotal time to rethink the way internal teams work together to increase revenue streams.

We believe RevTech is the answer. Marketing, Sales and Revenue teams need to transform their digital engagement strategies, think differently and deliver strong engagement with every buyer interaction.

But the right tools, support and data can take them to the next level and move them ahead of their competition. The key is in integrating technology solutions and powering them with a solid data foundation.

RevTech helps to bring together internal teams and valuable sales and marketing data from the technologies that house it — the Martech, Salestech, and Adtech — to support integrated Marketing campaigns. 

By connecting these tools Sales and Revenue teams can make more confident decisions based on the data and insights derived. 

Marketing teams can build more targeted audiences, activate campaigns consistently across channels and deliver more personalised experiences. Together, they can drive faster growth for their businesses.

RevTech – Rethink how your Marketing, Sales and Revenue teams work together.

ABM is more than just another marketing channel, it's a new go-to-market approach full of new processes, metrics, and challenges. 

We're here to help you get started with a view into the full customer lifecycle, an overview of multi-channel marketing, and tips on how to run your first ABM programs.

Join us to learn:

• Why a multi-channel approach should be the goal of everything you do with ABM
• An actionable, easy to understand framework to help you execute your account-based programs
• An end-to-end campaign example that walks through data, segmentation, sales activation, metrics, and more

Crawl, Walk, Run Your Way to ABM Success

People make decisions based on what they remember, not on what they forget. The problem is, people will forget 90 percent of what you share with them after two days. 

If your goal is to influence your buyer’s behavior in some way, how can they act on your business content if they only remember a tenth of it? How do you even know which tenth they’ll remember?

In this session with Dr. Carmen Simon, cognitive neuroscientist and Chief Science Officer at Corporate Visions, you’ll discover several practical, science-backed techniques to transform your content into something worth noticing and remembering. 

You’ll learn how people pay attention, remember content, and ultimately act on it based on neuroscience research, which reveals how the brain processes information and tends to remember it (or not). You’ll discover how to:

• Ease cognitive processing by using consistent mental models.
• Appeal to the brain’s two pathways to attention and memory.
• Offer content that people like and want.

Sign up to learn how to convert neuroscience insights into practical guidelines you can use to craft content with lasting impact

The Neuroscience of Memorable Content

With only 5% of your customers ready to buy at any moment, it’s critical that marketing supports them throughout the funnel, and converts them before the opportunity is lost.

But how? The buyer journey has grown more complex than ever. And with so much noise in the purchasing process – multiple decision makers, an excess of choice, and not enough differentiation – prospects are frequently becoming stuck mid-funnel. So where should we begin fixing it?

Join tech marketing experts as they bust some myths, discuss common challenges, and ignite the ideas that are fundamental to supporting a more effective demand generation strategy in 2022.

This webinar answers:

• How to dispel the myths that are misguiding your campaigns to IT decision makers?
• Which ideas and innovative technologies turn your demand gen activity into award-
        winning results?
• What’s the secret to making marketing’s contribution more visible to the board?

Demand Gen is Broken: Fixing the funnel in 2022

For many years, B2C has led the way when it comes to using data and technology to deliver a seamless, personalised digital customer journey.

But now, business decision makers are demanding a B2C-like digital experience in their B2B buyer journey’s. They expect a frictionless, immediate, and personalised digital journey, in which relevant information is available across multi-channels, platforms and formats. This provides a huge opportunity for B2B organisations bold enough to think digitally, while those who fail to deliver risk falling behind their competition.

In this webinar, Kingpin and Omobono will provide actionable guidance as to how you can embrace data, technology and creativity to deliver a seamless account-based customer experience focused on driving leads, optimising conversions and delivering insight to your account teams.

We will cover:

-Using data and insights to analyse your existing digital customer journey.
-Aligning your digital experience to the needs of your buyer.
-Using data and technology to target named accounts.
-Making small moves to drive big changes.
-How to know when you’re successful.

How to create impactful B2B digital experiences to drive growth

The days of simply packaging features into messaging and content are over. 
Marketing must now enable all customer-facing teams with the right content at the right time to have effective customer conversations that will drive strategic growth.

Hear Highspot’s Head of Marketing Nikki Dawson talk to Stephanie Liais, Senior Product Marketing Manager at DocuSign, about how they drove closer collaboration between marketing and sales plus strategic advantage through content and guidance at scale.

Learn how to:
● Strengthen marketing's role through impactful content management.
●	Empower sales to drive more personalised and engaging conversations with customers 
        through Guidance and Sales Plays.
●	Build a bridge between marketing & sales through the creation of Sales Plays.

Gaining Strategic Advantage Through Content & Guidance

The idea that "practice makes perfect" applies to far more than learning a new instrument or language, it is also applicable when discussing the ever-changing B2B sales landscape.

Today’s buyers are more informed and demanding than ever and require that sellers are ready at a moment’s notice with value-added insights. For that reason, sales readiness – a critical component of sales enablement encompassing efficient onboarding, ongoing communication, and effective training & guidance – has become a must-have capability for every sales organisation.

In this webinar, you’ll learn how typical sales training processes have become outdated and gain best practices on how to create modern, streamlined sales training that better equips sellers to compete and close deals.

Sign up to learn: 

● How to shorten ramp times
● How to improve on quota attainment
●	How to train & equip sellers for customer conversations

Sales Readiness at Scale: The Key to Unlocking Revenue Growth

Revenue enablement has moved from buzzword to real-world, pretty darn quick. And that’s because it works. A revenue enablement approach:

1. Arms every customer-facing role in your business with consistent, effective content and messaging
2. Enables every team member to deliver this content to your buyers through their entire journey.

In this webinar you’ll learn the fastest, easiest and most effective ways to do exactly that.

And you’ll get the practical insights that can help you turn your sales and marketing into a ‘Modern Selling and Revenue Engine.'

Reserve your place now to ensure you get right up to date with:

• The essential tactics and tools for aligning sales & marketing throughout the buyer journey.
• How to use your marketing content to create a consistent and highly engaging buyer experience.
• The easiest way to distribute the right content to your customer-facing people.
• How to analyse content performance in detail, to drive and build an even more effective content plan.
• How to embed successful ABM into your Revenue Enablement strategy.

How to Transform your Sales and Marketing Teams into a Modern Selling Engine

Today, B2B Buyers are not waiting for you to connect with them, they are online doing their own research working out the best path to purchase. With changing buyer demands and disconnected Marketing departments, many marketing leaders are rethinking their strategy from the ground up. Those who do it well can rewrite the rules of engagement,


Integrate, together with Heinz Marketing, recently surveyed over 200 global marketers, in order to uncover the fundamental shifts marketing organisations are experiencing today.

Join Chris Wickson, VP & GM at Integrate, to hear some of the key findings, that include:


- What B2B marketing teams look like today
- How marketers believe their organisational structure needs to change
- What steps marketing leaders are taking to position themselves for success

Speaker Chris Wickson- General Manager, EMEA of Integrate, the leader in Precision Demand Marketing, an emerging category purpose-built to help B2B marketers drive an omnichannel demand strategy at scale. Previously, Chris was CEO & Co-Founder of Akkroo, a B2B Event Tech solution that was acquired by Integrate for $34M in 2019.
 

Sign up now, we would love to share these insights with you!

The State of Marketing Maturity

We all know things have changed over the last 18 months. 

The question is: what are the top, most effective product marketers doing differently now - and what can be learnt from them? 

Highspot recently conducted a detailed survey of more than 100 marketers to find the answers to that very question. The eye-opening survey findings form the basis of this compelling webinar, featuring an expert panel of senior product marketers. 

Register now to make sure you get up-to-date ASAP with: 

● The top-priority challenges for product marketers in these turbulent times 
● The 3 specific tactics you can build into your PM strategy, right now, to get more wins 
● The secret to identifying your top performing assets to ramp up your marketing results 
● Why buyer experience has become so crucial, and how to build it into your own marketing plans 

Your webinar panel features Libby Buttenwieser (Product Marketing Manager at Headspace), Jarod Greene (VP of Product Marketing at Highspot) and Marissa Gbenro (Head of Content Marketing at Highspot). 

Your personal data: 

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 Highspot (sponsors of this webinar) who may contact you in relation to this webinar and additional relevant content.  For more information on how we manage your personal data please see our privacy policy. https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

How to Best Navigate Today’s Product Marketing Challenges

Account-based marketing is all about targeted, smart, and efficient revenue growth. 

It’s about doing more with less during a year when budgets are slashed. And it’s also about providing a personalized buying experience for your customers. 

If you need a starting point or inspiration to do even more with your go-to-market strategy, this webinar is for you.

What you’ll learn in this webinar:

● An explanation and history of account-based marketing
● Key benefits of adopting an ABM strategy
● The steps you can take to implement a successful ABM strategy
● Account-based marketing KPIs to measure (and those to ignore)
● How to optimize your ABM campaigns for B2B success

About the presenter:

As GM EMEA, Gavin's role is to lead Terminus's international expansion and customer success in the region.

With over 25 years of enterprise software experience leading high performing teams in organisations such as Oracle, Marketo, Sitecore and now Terminus, Gavin brings a wealth of knowledge and experience working with leading Marketing, Revenue and Digital business leaders and their teams to apply an account-based marketing approach to help target, activate, engage and measure new business acquisition, revenue expansion, customer retention and increase engagement velocity.


Your personal data:

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 Terminus who are sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

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

A blueprint to account-based marketing

With 80-90% of the buyer's journey complete before a buyer even reaches out to sales, the ability of Marketing teams to adjust their growth strategies to stand out has never been more important.

Martech tools have long promised the ability to help you “reach the right buyer in the right channel at the right time.”  

However, with hundreds of tools to choose from, marketing & sales teams are often executing these channels in siloes. This means intent signals from one channel aren’t shared with others. 

What businesses need is a singular view of customers. You need to know who is likely to buy, where they are in their journey, and how to reach them. Then you need to make the whole thing feel personalized. Once you have your ideal customer set for a campaign, you need to share it with the tools you use to reach them – across social, search, email, programmatic, web and sales plays.

In this webinar, you will learn how to:

• Create a full view of buyers and customers, better understand their behaviour, their journeys, and when they’re likely to buy
• Use AI-driven insights to prioritize the audiences most likely to buy – or customers at risk of leaving
• Turn on and run personalized, data-backed campaigns in the channels where your buyers and customers are most likely to respond
• Uncover all of the points in your buyers’ journeys where they’re likely to engage to help your team reach them at the right times – and get through the door first


Your personal data:

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 Dun & Bradstreet who are sponsoring this webinar and may contact you with relevant information. For more information on how we manage your personal data please see our privacy policy.
https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

Improve Digital Performance and Growth through Buyer Engagement

According to a study by Lead Connect, 81% of today’s buyers will not fill out a form. And buyers that do often wait days to weeks to hear back from sales.

It's time to cut out the middleman and accelerate buyers through your funnel, faster. 

In this session led by Drift’s Head of EMEA Marketing, Julijana Saveska, Marije Gould, VP Global Demand Generation and Field Marketing, Unit4 Neil Georgeson Global Business Development Director, Unit 4 and Jon Busby, Chief Technology Officer, Twogether, you’ll learn how to apply Conversational Marketing and chat best practices to improve your customer experience and increase your campaign performance.

Join us to discover how to:

● Create authentic, personalised experiences for your buyers – at scale
●	Leverage Conversational Marketing throughout all stages of the funnel
●	Shorten your path to marketing-generated pipeline 

Your personal data:

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 Drift who are sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

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

How to increase campaign ROI with conversational marketing

The consistent performance and execution of all customer-facing roles in a business are vital. It inevitably leads to sustainable revenue growth and retaining customers, particularly after a turbulent year of unprecedented change in both customer behaviours and expectations. 

Effective customer engagement is now essential, and it is an area where marketers should be leading. 
 
Growth is only possible when all teams are collaborating on the shared business objectives: revenue growth, customer satisfaction and customer retention. But as we know; much is lost in translation. Failing to do so may put corporate strategies at risk, resulting in failure to meet sales targets, lost marketing ROI and customer churn.

So, what does consistent performance looks like? How can we scale it across the entire organisation? And how can we support our sales and marketing teams to drive business success?

Join this webinar to explore how you can drive consistent performance across all the revenue teams and set your organisation up for success.

By attending this webinar, you will learn:

• How to identify strategic initiatives that drive marketing and sales alignment
• What is the key to effective sales enablement that scales with your business and how marketers can influence that change?
• What are the new methods for driving and measuring marketing ROI, so marketers can measure not their own influence, but all the way through to a sale?
• How to achieve consistent performance by defining winning behaviours across all teams


Your personal data:

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 Highspot who are sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

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

How to drive performance across all revenue teams with strategic enablement

There is a new truth in B2B marketing – customers don’t simply want to buy from you anymore, they want to buy into you. The secret to moving products is moving minds. 

This requires modern day marketers to understand the power of feelings over features and take a more human approach to their growth agenda. 

In this webinar, Paul Cash, CEO at Rooster Punk will reveal how their human approach to marketing helped KPMG close £59m of business from a £1m investment AND helped Incorpo increase their average sales contract value by 37% by connecting sales with a hard-hitting story that got their customers fired up.

Join this webinar to learn:

•	How to inspire and galvanise your team by adopting a human centred philosophy
•	How to leverage the power of emotion and storytelling 
•	How to make your marketing more interesting and meaningful to you and your customers
•	How to get started and action your ideas. 


Your personal data:

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 Rooster Punk who are sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

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

Humanizing B2B - are you in?

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).

The modern marketing essentials guide to content marketing

content

marketing

strategy

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The digital content marketing community on BrightTALK is made up of thousands of marketers using rich media and thought leadership content to drive engagement. Join to learn best practices for digital content creation and distribution and explore how content engagement can help you connect with your existing and prospective customers and drive revenue.

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Get powerful marketing insights for your business. Connect with experts and colleagues to get the most up-to-date knowledge on which marketing strategies and techniques are driving customer and revenue growth.

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The modern marketing essentials guide to content marketing

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