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Managing High Volume Marketing Content Across Multiple Channels

In this session, Compendium’s (recently added to the Oracle | Eloqua family) Chris Moody will discuss the changes happening in Search, Social & Email Marketing that are changing Content Marketing from infrequent thought leadership pieces to high volume, micro-relevant content elements that collectively create measurable value at low cost.
Recorded Feb 13 2014 42 mins
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Presented by
Chris Moody, VP of marketing, Compendium
Presentation preview: Managing High Volume Marketing Content Across Multiple Channels

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  • Marketing Agencies: How that next campaign can (and must!) deliver more Oct 26 2016 2:30 pm UTC 45 mins
    Robert Gorby, Senior Director Language Cloud, SDL and Darryll Bayes, Associate Director of Marketing, The Church Agency
    Near enough, is no longer good enough.

    The survival of the external agency is now determined not by creative originality, but by creative effectiveness.

    In a digital age in which the client marketing team is under extreme pressure to continuously shift the dial on acquisition and conversion rates, and have the analytics in real-time, the margin between success and failure can come down to a couple of percent in campaign effectiveness.

    In this webinar in partnership with B2B Marketing and The Church Agency, we’ll discuss:

    • The reality faced by marketing agencies to deliver effective global campaigns that speak locally
    • How to handle the balance of effective campaigns that resonate vs. cost vs. operational efficiency
    • How to handle the localization process and who owns responsibility: Agency vs. Client
    • The key questions you should be asking about localization & campaign results that can be achieved through great localization.
  • Revolutionising buyer journeys, one interaction at a time Recorded: Oct 13 2016 36 mins
    Jon Dome, Manager Customer Roadmap, Harte Hanks and Alex Gill, Senior Director, Harte Hanks
    This webinar outlines breakthrough approaches B2B marketers can take to drive revenue through optimising the buyer journey, based on understanding buyers, the buying steps they take and the outcomes they are aiming for. We’ll look at how to understand the new digitally driven buying process including cues that buyers exhibit during different journey phases, the ‘buying’ jobs they perform through the process, the outcomes they are seeking and the interactions that happen. Then we’ll explore ways to design and deliver brilliant marketing solutions where every interaction is tailored to buyers’ needs, with special focus on those buying outcomes that are under-served.

    Intelligent management of the buyer journey is a vital component of strategies to drive better revenue and growth. This webinar will give you what you need to accelerate your efforts.

    You will learn:
    • How to understand buyers and their buyer journeys
    • How to take a step back from your current efforts to evaluate your audience and work out how to serve them better
    • How to improve the buyer journey and customer lifecycle
    • How to identify and act on buyers’ digital cues
    • The pillars of marketing success, and how to deploy them
  • Panic at the disco - being different in B2B Recorded: Sep 29 2016 45 mins
    Billy Hamilton-Stent, Client Strategy Director, Octopus Group
    A recent Octopus Group study of UK marketing directors revealed that changes in the competitive landscape were causing them to lose sleep, with over half stating that differentiation was a major challenge.

    Billy Hamilton Stent, MD of Octopus Group’s research unit, Loudhouse, will discuss:

    1) How to use customer insight to formulate a differentiating B2B strategy that strikes the right balance of engaging customers and appeasing internal stakeholders.
    2) How to activate differentiating campaigns brilliantly to build brand advocacy quickly.
  • Mobile Marketing - Your key to building a passionate brand community Recorded: Aug 24 2016 23 mins
    Nathan Anibaba, Head of business development, Tomorrow People Ltd
    Instead of marketing to an impossibly large number of individuals marketers need to focus more on what your prospects have in common rather than what separates them. As community Marking is grows in popularity, many marketers now appreciate that building such a community allows you to separate yourself from the competition, increase the perceived and actual value of the brand and charge a premium for your products.

    We need to create a community of like minded prospects and customers who feel like they 'belong'. This webinar shows you how mobile marketing holds the key to growing your community and connecting people on the basis of more than just the product.

    This webinar will cover the following:

    1. What is a brand community?
    2. Why should you build a brand community? (Why your prospects and customers are seeking community)
    3. Mobile's role in building your community
    4. Case study in community building and mobile marketing
  • High performance marketing: What are the best marketers doing differently? Recorded: Jul 19 2016 47 mins
    Danielle Howe, reports editor at B2B Marketing, and Andrew Dalglish, director at Circle Research
    What are the top-performing marketers doing differently from the rest? Our latest piece of research sought to find this out.

    We identified four areas – the four ‘pillars’ of marketing – that the best marketers are putting at the heart of their marketing every day: strategy, customer, brand and measurement.

    In this webinar Danielle Howe, reports editor at B2B Marketing, and Andrew Dalglish, director at Circle Research, will discuss:

    What high performance marketing is, what the four pillars are and why they matter.

    How high performance marketers do consistently better, and what you can learn from them.
    How you can start thinking differently to join the best and leave the rest behind.
  • How do you solve the problems of a sleepless CMO? Recorded: Jun 9 2016 45 mins
    Billy Hamilton-Stent, Client Strategy Director, Octopus Group
    Download Tech Heads 'The Sleepless CMO' via report via http://brandtosales.weareoctopusgroup.net/tech-heads-2016

    Why are businesses taking longer to make purchasing decisions?

    In our digital world of speed and convenience it doesn’t make sense that anything should take longer.

    In 2015 Octopus Group’s annual ‘Tech Heads’ study looked at why B2B buying cycles were getting longer, and this year’s study explores the impact that trend is having on marketers.

    They found that today’s CMOs are six times more likely to lose sleep that gain it compared to previous years, and are having to be more creative than ever to outwit their competitors. With the majority of them under increased pressure to hit targets, 90% of CMOs say they’re having to be more creative than ever to compete.

    This trend has given rise to the ‘Sleepless CMO’. In this webinar, Octopus Group’s Billy Hamilton-Stent explores

    What’s keeping marketers awake at night
    What’s delaying prospects’ buying decisions
    Ways to tell your brand’s story in a new way to awaken your buyers
  • Successful online marketing = community building Recorded: May 26 2016 31 mins
    Nathan Anibaba, head of business development, Tomorrow People
    Marketers are ignoring one of the most fundamental customer needs: community. Hundreds of millions has been spent on customer centricity and understanding the persona to the nth degree in order to provide 'killer customer insight'. But we have all been blind to one of the most fundamental needs in human life that only comes second to food and shelter: the need to belong.

    The stuff of the human condition is to belong, to make meaning, feel secure, have order within chaos and create identity. Marketers ignore these constituent building blocks of humanity at their peril.

    This webinar will explain what a branded community is, why it is fundamental for marketing now and in the future, and how to build one for your organisation.
  • Using virtual reality to engage big-ticket B2B buyers Recorded: May 5 2016 48 mins
    Simon Lodge, senior creative strategist and David Chandler, director, strategic accounts
    Virtual reality is one of the most talked about marketing trends of the moment. Sceptics argue that the technology is over-hyped. But is it time for B2B brands to start thinking seriously about VR content?

    In this webinar, Simon and David cut to the chase. They highlight real examples of businesses using VR to deliver tangible benefits. And they explore the powerful contribution the technology can make to B2B marketing strategies. A specific area of focus will be sales and marketing surrounding high-value investments with long-tail consideration.

    Viewers will gain:

    Insight into potential B2B applications of VR.
    An understanding of how VR investment can add value and enhance top-of-funnel elimination.
    Ideas for enhancing customer service with VR technology.
    A realistic view of the investment and dedication required to get VR off the ground.
  • The modern marketing essentials guide to content marketing Recorded: Apr 12 2016 40 mins
    Sylvia Jensen, senior director EMEA marketing, Oracle Marketing Cloud
    We know there is a lot of information out there to help marketers do their jobs better. Content marketing is one of the key tactical forces behind engaging the customer, and is therefore a particularly hot topic.

    This webinar is focused on content marketing, but specifically the three core areas of the discipline that marketers can benefit from learning more about – regardless of where you are on your journey.

    By attending the webinar you’ll learn:

    How to develop a balanced content marketing plan to support your most significant business objectives.
    How to mine sources of inspiration to help create meaningful content.
    How to maximise existing content to create additional assets.
    Content calendar best practices.
    Ways to get to know your content comrades within your organisation.
    The idea behind ‘content as data’ (and other must-have content marketing metrics).
  • Implementing marketing automation: breaking through the bottleneck Recorded: Mar 15 2016 42 mins
    Skip Fidura, client services director, Dotmailer
    Implementing marketing automation: breaking through the bottleneck

    More than 60 per cent of marketers use mass email blasts to stay in touch with customers, however only 13 per cent are using automation software. There are many reasons why the majoirty of companies are yet to embrace marketing automation, but, in most cases, it’s either down to a lack of time and resource; too many internal processes and stakeholder hurdles; or the inability to build a business case to gain financial backing.

    What many people don’t realise is that after the initial setup, marketing automation can increase productivity, allow marcomms to become more personalised and frequent, and deliver on ROI in a matter of weeks, if not days.

    This guide will help you to overcome the challenges of implementing marketing automation within your business, including:

    The three most common business bottlenecks.
    Why you should automate your marketing.
    What can you automate? Including examples of marketing outputs you can automate.
    Building a business case (ROI, calculating time savings, relevant content – hot topic for 2016).
    The right tool for the job – choosing your software.
  • Webinar: The ‘content pinch point’ Recorded: Feb 29 2016 49 mins
    Billy Hamilton-Stent, Client strategy director, Octopus Group, marketing strategy
    In its annual Tech Heads study, Octopus Group spoke to over 400 UK directors to explore trends in content consumption and buyer behaviours for B2B businesses. (To view the full Tech Heads report, visit: http://bit.ly/TechHeads15)

    The findings reveal a paradox: attention spans are shortening, but decision making time is extending (an average of 16.5 weeks currently according to respondents).

    Octopus Group calls this challenge the ‘Content Pinch Point’, and it’s a big problem for marketers. It means that it’s never been harder to connect with and subsequently convert prospects.

    Marketers now face a difficult task: catching prospects’ attention quickly through bold, creative, differentiating campaigns that are short on words and big on impact; yet once sales teams are engaged with prospects, marketing needs to suddenly become considered, consultative and big on substance to help their sales colleagues get over the finishing line.

    Two very different styles of content marketing, which are incredibly difficult to integrate without appearing to have a bi-polar brand.

    But there’s a huge opportunity for marketers who do manage to get it right, as their brand will give prospects a truly elevated and differentiated experience, which will tell in the pipeline they generate.

    This webinar aims to help marketers capitalise on the opportunity and Billy Hamilton-Stent, Octopus Group’s client strategy director, will cover:

    How the content ‘pinch point’ is adversely affecting marketing departments.
    The tell-tale signs that reveal the pinch in your campaigns.
    Strategies to rectify the problem and turn results around.
    Practical ways marketers can support sales in the journey from interested lead to high value customer.

    Click here to view Tech Heads: http://bit.ly/TechHeads15
  • How to align your marketing for smarter demand generation and stronger ROI Recorded: Jan 27 2016 45 mins
    Alex Gill, senior director, Harte Hanks
    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
  • Twenty reasons why B2B loves account-based marketing Recorded: Jan 13 2016 48 mins
    Phil Hollrah, vice president of product marketing, Demandbase and John Dering, director, marketing programs, Demandbase
    The last few years have seen a dramatic increase in the awareness of account-based marketing. Wanting to know how this is impacting B2B marketers, Demandbase recently teamed up with Demand Metric to conduct a research study on account-based marketing adoption and usage among B2B marketing companies.

    This webinar will showcase more than 20 key findings on the latest trends in adoption, readiness, and business impact of ABM. You’ll also walk away with steps you need to take to successfully execute an ABM strategy.

    In this webinar, you’ll learn:

    Adoption rates for ABM within B2B organizations.
    Which types of companies are adopting ABM.
    How ABM impacts your business.
    Key steps in how to adopt and get started with an ABM strategy.
  • How to optimise your marketing content for international markets Recorded: Dec 8 2015 42 mins
    Nigel Watson, global language consultant, SDL
    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
  • Webinar: Metrics matter – Beyond the essentials Recorded: Nov 25 2015 37 mins
    Skip Fidura, client services director
    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.
  • Marketing Automation – are we there yet? Recorded: Oct 29 2015 45 mins
    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.
  • Insight driven social media Recorded: Sep 15 2015 34 mins
    Robyn Pierce, head of social media, The Crocodile
    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.
  • Webinar: Happy landings! How you can write brilliant B2B landing pages that... Recorded: Jul 16 2015 49 mins
    Catherine Toole, Chairman, Sticky Content
    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.
  • Webinar: How do you operationalise social selling? Recorded: Jun 30 2015 48 mins
    Amy Stephens, Senior marketing manager, LinkedIn
    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.

    You'll learn:

    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.
  • Who Owns Social Selling? Bridging the Divide Between Sales and Marketin Recorded: May 21 2015 40 mins
    Sylvia Jensen, Senior Director, EMEA Marketing, Oracle Marketing Cloud and Amy Stephens, Senior Marketing Manager, LinkedIn
    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.

    You'll learn:

    • 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.
Guidance and best practice advice for B2B marketers
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.

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  • Live at: Feb 13 2014 2:00 pm
  • Presented by: Chris Moody, VP of marketing, Compendium
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