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
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
According to Econsultancy’s 2014 email marketing census, 36 per cent of marketers cite poor measurement and analytics as barriers to effective email marketing. They know that the right metrics will drive the right business results but while the essential metrics (delivered, opened, clicked or click to open) have served us well, they are not necessarily the ultimate measure over a period of time.
In this webinar Skip Fidura of dotmailer takes a look at:
How marketers can measure engagement though 'click and open reach' and 'dwell (or read) time'.
The term 'the halo effect', how it can be measured and how it's in line with multichannel marketing measurement.
The 'post click funnel' metric and making sure your campaign assessment isn't incomplete.
How to examine your 'time of action' which will drive tests and improvements.
Niall Habba, managing director, The Telemarketing Company
Since it was heralded as ‘the next big thing’, the pros and cons of marketing automation have been debated at length. Data available suggests adoption rates have increased significantly but this is restricted to larger organisations and varies dramatically from industry to industry, so the overall picture is unclear. Direct feedback from our clients and our own research raise queries around the success of MA adoption, and the value of digital sources in generating revenue (marketers surveyed stated that 76 per cent of revenue is still generated through non-digital means).
It seems there may still be some way to go before we reach the holy grail of automated multichannel actions improving lead conversion rates and reducing the sales cycle, leading to increased revenue. This webinar will look at where we are today, what is still to do and how human interaction can help fill the gaps in realising the full potential of marketing automation.
At The Crocodile we believe data analysis is at the heart of getting the best out of social media and proving its value to the business. In our experience many B2B organisations are struggling to move their social media marketing to the next level. Doing social media well demands strategic thinking, technology driven insight, and a relentless focus on the customer across place, device and time.
In this webinar you will learn how to evaluate the opportunity and optimise your approach. We will also show you how to move your reporting beyond basic reach and engagement metrics to start distilling valuable business insights from the vast amounts of data in the social media landscape. Using real world B2B case studies we will reveal how to go beyond what’s being said and start uncovering insights that can be used to inform brand strategy and decision-making.
Get lots of clever tips and techniques to create more effective landing pages immediately.
This fast-paced, practical webinar includes more than 40 examples, good and bad and is led by popular content trainer and Sticky Content founder, Catherine Toole.
In just 45 minutes you’ll have learned how to:
rock a title – even on a small screen
catch attention from the get-go using bold openers and frontloading
organise information for optimal effect
get original approaches signed off and through compliance
optimise pages for conversion
delight customers and prospects by satisfying needs and goals
nudge users down specific paths
Get better at landing pages in under an hour – sign up for our webinar now.
Social Selling is a hot topic these days. Sales teams are talking about it. Marketing teams are talking about it. More and more companies are dropping the phone and picking up social tools and skills to help them target prospects and close deals.
But how do you get started and make it a success in your company?
Join LinkedIn and Oracle Marketing Cloud on July 2nd as we draw back the curtain and explore how to operationalise social selling.
Why social selling is important in today’s digital world .
Which departments need to be involved to make social selling successful.
Tips for both sales and marketing for getting started on social selling or how to take the next step in improving your programme.
Digital disruption has revolutionised the sales and marketing landscape – 72 per cent of buyers use social media to research before making a purchase, and 81 per cent of buyers are more likely to engage with a strong professional brand. To reach buyers, sales and marketing teams must align themselves to create a compelling social media presence.
Join LinkedIn and Oracle Marketing Cloud as they draw back the curtain and explore how to bridge the divide between sales and marketing.
• Why social selling is important and valuable to both sales and marketing.
• Which team is responsible for owning social selling.
• How to implement a social selling strategy across both teams.
The B2B buying process can be long and complex. But if marketers want to be successful, they need to understand what buyers really do to arrive at their final decision. What kind of information do they seek? And where do they get it from? And who does the buying – how do the different parts of the decision-making unit interact? Do B2B buyers use social media? And what are the characteristics of the suppliers they choose – as opposed to the also-rans who missed out?
This presentation looks into findings from the recent Buyersphere Report and raises a number of fascinating points that will both interest and inform B2B marketers who want to understand their target markets more fully.
More specifically, the session will cover:
-B2B buyers’ description of their ‘perfect’ supplier
-Insight into content preferences
-Analysis of channels used to gather information
-The composition of the buying team, including involvement of C-level
-Tips on how to engage buyers during the buying cycle
Alex Aspinall, B2B Marketing, Ray Coppinger, Marketo, Jon Barkworth, Ledger Bennett DGA
Demand generation sits at the heart of B2B marketing activity. And a key responsibility of marketing is to effectively communicate with and nurture prospects until they become sales-ready. In the current age of buyer empowerment, the challenge for marketers is greater than ever before – having to listen, understand and respond to buyers’ behaviours across a plethora of channels.
In this webinar, hear from Alex Aspinall (B2B Marketing), Ray Coppinger (Marketo) and Phil Ledger (Ledger Bennett) as they outline why marketers need to think about generating demand rather than leads, how they need to set-themselves up to succeed and why they need the right metrics to support their demand generation activity.
You will discover:
•The latest trends and best practices in demand generation
•How to listen to buyer behaviour, understand personas and producing valuable content for your buyers’ journeys
•How to measure and analyse your demand generation activities
Register now to join this live webinar where you’ll hear all about the latest tips, tricks and best practices that will help you to make your demand generation activities work harder.
Not every prospect is ready to buy now, but it is a mistake to ignore those leads. After all, 80% o prospects that don’t make the grade today will go on to buy from someone within the next 24 months, and when they do you want your company to be at the top of their short list.
Join this webinar to learn the benefits of lead scoring, how it can benefit your organization and how to get started.
Its up to marketing to ensure that only the best marketing leads get passed to sales, and lead-scoring is a must have for well-performing marketing teams. In a study of B2B organizations using lead scoring systems we found that on average;
- Close rates increased by 30%
- Company revenue increased by 18%
- Revenue per deal increased 17%
Join this session to get a better understanding of lead nurturing and how is can benefit your marketing department and business overall.
It's no secret that social media is the greatest opportunity to engage with customers that there's ever been. Whilst we all inherently have a sense of what we need to do in order to get our social media channels to work, too often we simply don't do it.
In this webcast I will share some practical(and largely simple) things which you can either do slightly differently or think about slightly differently, which may give you and your business the advantage over you competitors and social peers.
* How to create a roadmap & task list
* The basics of measurement
* People’s default behaviours and how to make use of them
Graham Smith, Marketing Director, SCi Sales Group & Ben Turner, Sales Director, Institute of Sales & Marketing Manageme
This webinar shows you how to combat the new EU Data Regulation (EUDR), which is due in 2015 and enforceable 2 years later (with huge fines if you break the rules).
The EUDR changes direct selling from a broadly opt-out system to an opt-in rule. You’ll need ‘explicit consent’ from each individual to collect, store and use their personal data for sales & marketing. This includes contact details such as phone number, email address and even job title.
The webinar discusses the main points of the new legislation and how they could affect your organisation. Plus we’ll tell you how to ensure your ability to sell survives after the EUDR and reveal unique research on marketing opt-in.
Recent B2B Marketing research shows they use a wide range of digital channels to thoroughly research their purchases.
So B2B brands need to ensure their most important ‘shop window’ – their web site and digital channels – do more to feed the need for information. Marketers need to ensure all channels such as mobile and social are integrated and also start to see digital as a major source of future sales revenue.
In this free webinar, Tom Head, founder and director at Lab, will share his experience of helping B2B brands to take advantage of this new B2B buying landscape, and how brands can devise and implement strategies to increase sales.
• How to plan and deploy a content-rich website to meet the needs
of your customers and prospects
• How to integrate your sales and marketing activities with your
• Why your website and digital channels are so important in terms
of prospect and customer intelligence data
The demand for quality content in B2B marketing is the highest it has ever been. When content works, it can create impactful stories that inform, inspire, and persuade audiences. And if prospects engage with the right content during the B2B buyer experience, they can be compelled to form an opinion, research further, or buy a specific product. Therein lies an incredible opportunity for marketers. Yet, creating excellent content is challenging. Join this webinar to discuss ready-to-implement content creation strategies and tactics straight from BrightTALK’s own demand generation playbooks for B2B marketing teams of any size.
In this webinar we’ll discuss:
- Building a B2B content editorial team
- Managing an editorial calendar
- Developing and repurposing content stories
- Creating real-time content reports and dashboards
John Bottom, Co-founder, Director, B2B Specialist at Base One
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.
Good content is a precious resource. It is the essential fuel that drives the marketing engine for most B2B brands.
The best place to find content is within the company, But the reason that marketers are talking more and more about content fracking is that they know much of the best material – the best expertise, the most valuable knowledge and experience – lies deep within the organisation. And getting it out to the surface is no easy task.
This webinar explains the key principles of “content fracking” – 12 tips to help you unearth new sources of high-quality content. Fracking may be a controversial term for the oil companies – but it’s a practice that is helping marketers to do better content marketing for less!
The budget has been approved and you finally implement your marketing programme – but the sales don’t live up to expectations.
Are you sure the sales department are using the right techniques to complement your marketing?
This webinar examines some of the options; from low-value, simple sales to high-value, complex selling. Tune in to find out how to engage with either cold or hot leads, and how using the wrong selling techniques can back-fire.
There’s great content and there’s bad content marketing - it’s a fact. With the current state of content marketing at an all time hype, B2B Marketers need not jump on the bandwagon and commit crimes against Content Marketing. Join Quoc & Catarina of BrightTALK as they share the top 10 worst practices in content marketing. You will also learn how to create compelling content, drive the best audiences and accelerate pipeline.