The modern marketing essentials guide to content marketing

Can you put ABM in a box? Are there numbered parts and a step-by-step instruction manual you can use to build an ABM campaign that will engage your target accounts every time?

Hear first-hand from Louise Mulgrew, Senior Marketing Manager - New Business Acquisition, IRIS Software Group, Eliot Dempsey, Key Accounts, IRIS Software Group and Kathryn Williams, Customer Success Manager at Punch! who built and executed an ABM campaign in a box.

Find out how they used disruptive creative, fuelled by data to generate a buzz that helped IRIS secure the important account(ant)s.

Join this webinar to find out:

• How to leverage ABM to engage your accounts with personalised marketing
• How combining disruptive creative and insights helped IRIS engage accounts
• What sales and marketing alignment can truly do

Presented by:
• Kathryn Williams - Customer Success Manager at Punch!
• Louise Mulgrew - Senior Marketing Manager/New Business Acquisition at IRIS Software Group
• Eliot Dempsey - Key Accounts at IRIS Software Group


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 Punch! 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

We’re at an inflexion point in B2B marketing and in MarTech. The first-generation approach to “Modern Marketing” ­– powered by a collection of tools affectionately called your “MarTech Stack” – is running out of steam, piling up debt every day.

As customer expectations increase and executives demand more accelerates, B2B teams are re-thinking their approach, shifting from the traditional Marketing Automation-centric effort to Marketing Orchestration.

This evolved strategy offers CMOs, MOPs and digital demand leaders a unique ability to orchestrate data, systems, programs and experiences while adding new levels of intelligence, activation and alignment with your customers and target accounts.

In this 30-minute session, you’ll gain a fresh perspective on how you and your revenue generation team can deliver new levels of business outcomes, including how to:

• Advance (or skip) 1st-generation marketing automation to apply a market-leading orchestration strategy
• Take the complexity and tension out of your buyer-seller relationship, process and effort
• Move from MarTech Stack logo collecting to customer and revenue obsession
• Integrate your marketing efforts by unifying existing systems, data, people and processes
• Increase data quality to fuel your programs, performance, and sales and marketing productivity
• Deliver better business outcomes through streamlined pipeline and revenue generation

Your personal data:

The data we collect here will be used to provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with Integrate who sponsored this session. 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

Not so long ago, video seemed like a shiny new thing in B2B. Now it’s in everybody’s toolkit. Over the next 5 years, we will see the same shift with immersive and interactive content. So, there’s an opportunity.

While everyone else is struggling to see the true value of interactive landing pages, 360˚ experiences, augmented reality and virtual reality, there’s a window for businesses to leapfrog their competition.

In this session you will discover:

Compelling user-cases for interactive landing pages, 360˚ experiences, AR and VR
The data opportunities presented by these new mediums and how to plug them into your martech stack
Case studies including a 300,000% ROI from a VR experience

Your personal data:

The data we collect here will be used to provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with VisMedia who sponsored this session. 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

Many organisations have over implemented marketing technology to the point of internal chaos and confusion. Few have taken the time to prioritise which platforms are necessary for their business and even less have built a strong and integrated marketing technology spine first.

So how can the CMO continue to expand marketing’s influence throughout the organisation? This session explores the current state of martech in 2020 and the 3 imperatives that CMOs must consider when they’re implementing technology this year, including:

How to prioritise marketing technology and form an effective martech spine before building out the stack.
The importance of simplification when our ability to consume marketing technology exceeds our ability to apply it.
Why Marketing should focus on connecting to the business, not just connecting martech.
How to use marketing technology to provide insight and value to wider stakeholders.
Where CMOs might be expanding marketing’s influence in 2020.

Your personal data:

The data we collect here will be used to provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with Clevertouch Marketing who sponsored this session. 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

The situation has changed over-night and marketers need to adjust and adapt how they manage teams, speak to customers and set the tone for their brand.

We as marketers are still on the hook for generating awareness and closing key deals so it’s important we understand what the next steps and right actions are to engage your audience. We will share our experiences and thoughts to help marketers get creative and think differently.

Key Takeaways
The next actions on rehashing your overall marketing plan
The tools and technologies on bringing your physical events into the digital world
Sharing what our marketing team did through the re-planning

Your personal data:

The data we collect here will be used to provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with Adobe who sponsored this session. 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

As B2B marketers we all understand the power of personalisation and with 88% of us saying our clients expect a personalised experience how big is the gap between expectation and reality?

Personalisation is eutopia but maximising the relevance of our campaigns today can build a powerful bridge between generic and true one to one, after all, what can we truly “personalise” in B2B at scale before we know our customer well?

In this session, we’ll go back to basics on the power of making every touchpoint as relevant as possible from the first communication, driving the right prospects into the funnel more effectively by showing them you understand who they are.

In this session we’ll cover:

• Data and building insight
• Segmentation
• Using personas and creating relevance across channels as part of an integrated campaign
• Tools and technology you can use to supercharge your journey to personalisation

Your personal data:

The data we collect here will be used to provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with Webeo who sponsored this session. 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

...and 2 tactics that are guaranteed to fail.

Fads fade and growth hacks are just that...hacks.

In this session, Garrett Mehrguth will walk the audience through six tactics that have been battle-tested across 60+ accounts over the last 12 months and have statistically proven to consistently increase clients’ qualified lead volume.

Plus, he will discuss two widely-practiced tactics that are guaranteed to fail and why you'll want to avoid them.

This is one session you will not want to miss!

After this session, you'll be able to:

1. Execute on 6 methods that have been statistically proven to work.
2. Avoid two widely-implemented practices that, simply, do not work.
3. Analyse your current marketing efforts with a list of questions that spark your journey towards repeatable and scalable growth.


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 Directive 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

Channel Marketing is complex. And these complexities make channel growth extremely difficult. Many vendors aren’t sure where to start when looking at scaling their channel marketing.

We have therefore used our 30 years of Channel experience to build an industry Channel Growth index and a framework with which to activate it. This provides an index against which Channel Vendors can assess themselves to gauge the maturity of their Channel marketing and identify areas in which they need to invest and build a business plan to enable growth.

Join Sherpa CEO, Tom Perry as he discusses the framework, what it means for Channel Marketing and how the scores and results can be interpreted to enable vendors to scale their efforts and enhance the maturity of their Channel.

In this webinar, you will learn:

1. Where to start with channel marketing and what next.
2. What the key ways are to enable channel growth.
3. What vendors can achieve by future proofing their channel strategies.
4. How the pillars of measurement are mapped against the maturity scale.
5. How companies can align their growth index results with the overall strategic goals of the business.

Presenter:

Tom Perry - CEO and founder of Sherpa Marketing

Tom is a B2B marketing professional, specialising in channel marketing, who has spent the past 25 years working with some of the world’s largest and fastest growing technology companies. He is a pioneer of Channel ABM, bringing together Marketing Strategy, Demand Generation, Content, Paid Traffic, PPC & SEO, Social and Programmatic marketing.

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 Sherpa Marketing 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

People buy from people.

But with a huge reliance on marketing technology to deliver our marketing messages, the world has become cluttered with noise and this idea can be easily overlooked.

Think about your own marketing for a moment, how personal are your customer touch points throughout their journey?

In this webinar, in association with Act-On, you'll learn:

1. How to ensure you're personalising messages through the use of marketing automation
2. Why personalisation can improve engagement and campaign performance
3. How the right timing of your messages can boost engagement
4. How to maintain a personalised customer journey throughout the buying process.
5. What adaptive marketing is and why its the way forward


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. Your details will also be shared with B2B marketing. 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

Running one successful marketing event is an accomplishment, but how do you continue to grow it year on year without compromising on results?

More importantly, with growing concern over the damage organisations are having on the environment, how do you achieve growth in a sustainable way that limits the harm our events have on the planet?

Growing your events is just as crucial to success as the environment is and going 'greener' can help you do just that without heavily impacting costs. It can be a challenge, but definitely one worth taking on.

Join this webinar to learn how you can:

1. Build a scalable events process
2. Use the best technologies to find efficiencies
3. Reduce your environmental impact whilst minimising costs
4. Develop a process to maximise repeat-ability


Presenters:

Michael Newton - Team lead, account management

Michael joined Cvent in May 2013 bringing with him 8+ year of corporate experience, coming on board from being a part of the team that launched YELP UK in 2012 and with previous experience working with Virgin, General Motors and The Independent Newspaper. As one of the founding team members of the London office, he is currently the Team Lead on the Account Manager for the international markets. Michael is passionate about technology innovation, and how this can aid in making the event industry more sustainable from an environmental perspective, but also enabling organisers to sustainably scale events.


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 Cvent 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

The modern B2B buyer has great expectations and an unprecedented amount of options.

They perform a majority of their research independently and if they do engage, they need value & insight delivered as quickly and seamlessly as possible.

Anything less wastes their time, and time kills deals.

How do sales and marketing teams come together to successfully address these challenges?

Join this webinar, hosted by Seismic Software, to hear a panel of experts share their real-world experiences, including:

1. Which industry trends are creating the modern B2B buyer.
2. What the challenges are adapting to this change.
3. How to equip your sales team for continued success.
4. How to effectively measure the ROI from alignment.

Speakers

Laura Kightlinger is the director of customer success for EMEA at Seismic Software, where she is responsible for starting and scaling the customer success management team for the region, owning customer adoption and retention.

Joel Harrison is the editor-in-chief of B2B Marketing, and one of its founders. Joel plays a strategic role in the company, focusing on the development of all B2B Marketing's content, products and services – including events, training, reports and the magazine.

Matthew Norton - Director, Sales Excellence at Canon Europe

Adam Sharp - CEO and Co-founder of CleverTouch Marketing


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 Seismic Software who we are running this webinar in association with. 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

Data is a vital asset for all companies – yet we are sitting on a huge mountain of it that we don’t use effectively.

89% of B2B sales and marketing professionals believe data quality drives the right campaigns but only half are confident in the quality of their data.

While many marketers know the pain of dirty data, they find it difficult to relay that to their stakeholders.

So how can this webinar help you understand the impact data quality can have on your business?

In this webinar, you'll learn:

1. What does best practice in data management really look like? And how to make a case for it?
2. Whats the true cost of poor data?
3. Understanding marketing's role at the centre of data-savy organisations
4. How promoting excellence in data quality can benefit your standing career as a marketer
5. Why data quality matters to stakeholders across the business - and how to get them onside
6. How do you create and maintain a culture of data quality in all teams and departments?


Speakers

Adam Leslie is an expert in data commercialization, taking concepts through internal signoff, development, and sales to become a major revenue line.

Joel Harrison, editor-in-chief and founder at B2B Marketing. Joel is an evangelist for B2B and a regular speaker at conferences and at inhouse marketing team meetings.

Payal Jain, marketing director at JCURV and Women in Data. In 2016 Payal was recognised as the most influential data professional in the DataIQ Top 100 Leaders.

Ganesh Chelliah Perumal - Principal solutions engineer at Salesforce

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 D&B who we are running this webinar in association with. 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

Chances are you're already using marketing automation (MA) in your business. If not, you’re more than likely to have explored the possibility of investing in the technology, considering how much it can transform your marketing.

But with technology ever changing, what does MA really look like in 2019? Who’s using it successfully, to what end, and what sort of success are they seeing?

Act-On recently teamed up with London Research to answer these questions and uncover the state of MA in 2019.

In this webinar, led by Katie from Act-On, you'll learn:

1. What the past, present and future of MA looks like and what changes you need to be ready for.
2. How different industries are making the most of MA.
3. The differences in adoption between B2B and B2C companies.
4. What the common obstacles are for implementation and how to overcome them.
5. What marketers want from their vendors in comparison to what they actually offer.

Katie will also be sharing with you some tips to get the most out of your marketing automation and will be free to answer any questions you may have.


Katie is Director, EMEA Marketing at Act-On Software. 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.

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

Marketers are well aware that marketing automation is a crucial tool in any marketing department.

But if you’re new to the technology, how do you make sure you take the right steps to implementing it? And if you’re already using it, how do you know you’re maximising its full potential for your business?

In this webinar, led by Katie from Act-On, you’ll learn the 7 steps to make MA a reality, plus:

1.What the first steps of your MA journey should look like
2.What questions to ask potential vendors before purchase
3.The importance of culture, ownership and process
4.Building a business case for MA
5.What an effective MA process and strategy looks like
6.How to leverage MA to encourage sales and marketing alignment

Katie will also be sharing with you some tips to get the most out of your marketing automation and will be free to answer any questions you may have.


Katie is Director, 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

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