The Art and Science of Building the Perfect Named Account List
B2B companies recognize they’re most likely to sell to the accounts that fit the profile of their current customer base. To continually improve quality lead generation, it’s critical to identify the distinguishing characteristics of these customers -- especially because they aren’t always an enterpr
B2B companies recognize they’re most likely to sell to the accounts that fit the profile of their current customer base. To continually improve quality lead generation, it’s critical to identify the distinguishing characteristics of these customers -- especially because they aren’t always an enterprise’s biggest customers with the most impressive logos. Jennifer Pockell-Wilson, VP of Marketing and Demand Operations at Demandbase, shares tips and tricks on how to build a target account list that both sales and marketing will love. Avoid the pratfalls of list building by focusing on your corporate “sweet spot” – the companies most likely to become revenue.
About the speaker:
Jennifer Pockell-Wilson leads the demand-focused marketing teams and demand operations at Demandbase. She is passionate about aligning sales & marketing toward common goals through the coordination of language, systems and process. Before joining Demandbase, Jen was the Senior Director of Global Marketing Operations at Polycom and has also spent time at Hyperion, PeopleSoft, Ernst & Young LLP and Lotus Development.
RecordedAug 21 201235 mins
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Anastasia Antonakis, Principal Content Strategist, Incite. Creative Media House
Beginning a video marketing campaign can be daunting, in this webinar we will discuss what to expect when hiring a video production company, where to look for inspiration within your business, and how to leverage one video shoot into multiple pieces of content.
Adaptive businesses have found success in creating a digital footprint by publishing original content. Savvy digital marketing tactics offer branding and audience growth. Come learn:
- Why content is at the forefront of digital strategy
- How to evangelize the importance of content marketing for your brand, product, service, or sector
- Tips and tricks of the trade
- Making a case for content marketing resources and measuring your efforts
Webinars have evolved into becoming one of the most cost effective, yet powerful tools, in lead generation, nurturing and customer acquisition. With Digital Marketing, becoming the name of the game in 2016, your webinar strategy needs to sit at the heart of your digital strategy Join this webinar to learn:
- How webinars can contribute to an organisations digital strategy,
- Best practices to follow when using webinars as part of a digital strategy.
- Measuring the success of webinar campaigns effectively.
If you build it, they will come. Right. That may be the hope of many mobile app publishers, but it’s not even remotely true when it comes to the battle for quality users in 2016. And while most app publishers know it’s essential to have a fierce user acquisition strategy in place, what that consists of and how they put it into practice is another thing altogether.
That’s why VentureBeat took a deep dive into mobile user acquisition. We were determined to find out what’s working for successful app publishers, what you should be paying to acquire high-value users, and which user acquisition solutions you need to partner with in order to have an ironclad UA methodology in place.
In the process, we surveyed over 700 mobile developers with a billion users among them. We also studied data summarizing the results of almost 14 billion mobile ads, and talked to leading user acquisition experts.
Of course, you could read the full report -- or you could tune into this not-to-be missed webinar in which VB analyst Jon Cifuentes will cover the most essential takeaways needed to hook those quality users.
In this webinar, you’ll:
* Learn the price app publishers are currently paying to acquire quality users across several categories
* Review the top user acquisition platforms and why
* Understand the role of timing in UA
* Maximize organic installs of your mobile application
* Jon Cifuentes, Analyst, VentureBeat
* Wendy Schuchart, Moderator, VentureBeat
More speakers to be announced soon
Stewart Rogers, Director of Marketing Technology, VentureBeat
Marketing cloud terminology may be ringing in the ears of savvy marketers everywhere, but using cloud-based technology effectively is more than a dream of Silicon Valley wonks. After all, U.S. consumers are multi-screening regularly, using 2.42 devices on average and simultaneously (short attention spans, anyone?) If you listen closely, you can hear the whooshing sounds of your customers zipping from device to device. This is where the marketing cloud comes in.
Mobile consumers expect an omnichannel experience – one that seamlessly directs them from phone to website to social media. Siloed messaging and single-channel branding no longer work. Your customers are everywhere all the time and the marketing cloud supports coordinated engagement between channels.
In this webinar, you’ll:
* Choose a marketing cloud solution that suits your operation size (whether small or enterprise level)
* Determine the ROI you can expect from cloud marketing
* Engage users across channels more effectively
* Diversify your marketing strategy through unexpected SaaS possibilities
* TJ Hunter, Senior Manager, Digital Marketing - Global, Rosetta Stone
* Andy Lark, CMO, Xero
* Stewart Rogers, Director of marketing technology, VentureBeat
* Wendy Schuchart, Moderator, VentureBeat
Register today and don't miss this free web discussion on marketing clouds.
Andrew Jones, Industry Analyst/ Jay Calavas, Tealium Chief Innovation Officer
While it may sound like a staggering figure, only two to three percent of potential customers will share identifying information as they browse your company's products or services across digital channels. That leaves a tremendous amount - 97 percent - of visitors as 'unknown,' yet a vast majority of today's marketers focus on providing a personalized experience only after an identifier is provided.
Even in an anonymous state, visitors are leaving behind valuable pieces of data that provide insight into their interests, preferences, and purchase intent. On Thursday, April 14th, Andrew Jones, industry analyst and consultant, will team up with Tealium's Chief Innovation Officer, Jay Calavas, to lead an interactive discussion that explores:
- building detailed customer profiles using anonymous data
- developing personalized experiences -- before an identifier is provided
- the technology solutions that enable you to capitalize on anonymous data
Sudha Jamthe, Mobile Business Leader & Stanford Instructor, IoT Author; Interviewer: Natascha Thomson, MarketingXLerator
All things around us are coming to life with sensors and Internet connectivity. As a result there is the opportunity in this new world to create disruptive innovations to enhance your customer value. Plenty of questions arise as a result.
Where do you create value and how can you make technology the enabler of your connected customers journey?
What role does data play and help autonomous machines make decisions to change our lives, industries and future.
How can you tap into this to build customer intimacy and understand customer intent to serve them better?
Sudha Jamthe is a technology futurist, CEO of IoT Disruptions, an instructor at Stanford Continuing Studies and author of "IoT Business Primer Book" and "IoT Disruption 2020." She is a thought leader in IoT space, focusing on guiding companies with innovation to adopt IoT and to build ecosystems for Digital Business Transformations. She shares her research on IoT with her weekly "The IoT Show" on YouTube.
Sudha serves on the advisory board of Blockchain university and Barcelona Technology School.
It’s easy to get sucked in by alarmist headlines about shrinking investor confidence. But hear this: last year, more than 400 VC’s poured over $11 billion into 323 marketing tech startups. For martech, it was a record year. There’s no question that software startup funding is booming, and 2016 is off to a similarly torrid start.
The unprecedented growth has been experienced across all factors: deal sizes, frequency, and valuations. Yes, VC's cooled on growth capital investments, particularly in tech at the end of last year. There were a number of reasons: fluctuating financial markets, markdowns from institutional investors, global conflict, and others.
But what's clear is that investors are making a strong pivot to value revenue over growth in the later stages. That's an important distinction, and will shape the industry moving forward.
So what does all that mean for you? Based on the most current Q1 research, we’ll break down what kinds of companies investors are responding to, which VCs are leading the pack, and what’s important to them when considering where to park their investment dollars, i.e. what you need to do to get their attention.
In this webinar, you’ll:
* Learn which types of companies are gaining funding, and where in the marketing tech universe they fit.
* Discover where we're seeing the biggest areas of consolidation.
* Find out who the most involved / most active VCs are.
* Understand implications for investors, vendors, and most importantly marketing technology buyers and users.
* Learn how to get noticed by top VCs, straight from investors.
* Jon Cifuentes, analyst, VentureBeat
* Ravi Belani, Managing Partner, Alchemist Accelerator
* Adam J Plotkin, Partner, ff Venture Capital
* Wendy Schuchart, moderator, VentureBeat
Julie Ask, VP Principal Analyst, Forrester Research; Raj Aggarwal, CEO and Co-Founder, Localytics
Learn about best practices that allow companies to transform the mobile customer experience
Consider this: every interaction with your customers is your “customer experience.”
In order to be the champion of meaningful interactions, you must create data-driven marketing experiences that leverage everything that you know about your users, including their lifecycle stage. But that’s only half of the story; today’s interactions are all happening on the go, in people’s mobile moments and especially through mobile apps.
We are in a brave, new world of data + mobile - and that’s no small feat for marketers to overcome. If data gathered from users' mobile moments has the potential to transform every business, and every customer relationship, what does it take to be successful?
In this webinar, hear Localytics, and our guest Forrester Research, discuss the data and mobile best practices that will allow companies to transform their customer experience, making marketing more personal to their customers. Topics of conversation include:
•How is mobile driving changes in consumers' expectations, and what must organizations do to rise to the challenge?
•What are the best practices for building strong relationships built on data?
•What are the first steps in building a data-centric and mobile-first marketing organization?
David Raab, Principal at Raab Associates and Chris Slovak, VP of Global Sales Solutions at Tealium
Marketers know better than anyone that a compelling brand experience is one of the most essential elements in driving a business forward, both in acquiring new customers and building customer loyalty. Every interaction between an individual and a brand can be considered one of those experiences, and therefore, it’s imperative to get it right - every time, in every channel.
In the attempt to effectively engage a customer across all channels and devices, the focus of many marketers shifted from building the best possible customer experiences to managing the many technologies that drive it. And in the attempt to build the perfect technology infrastructure, the marketer has become a hacker first - and creator of the brand experience second.
In this interactive discussion on March 17th, we'd like to give the technological and organizational guidance needed to allow marketers to redirect the time and energy being spent on hacking back to driving rich, real-time customer interactions. David Raab, Principal at Raab Associates, and Chris Slovak, VP of Global Sales Solutions at Tealium, will dive into:
•The four strategic pillars of successful customer engagement
•The importance of a strategy executed by technology, rather than just a technology strategy
•The four tent-poles of a well-functioning marketing technology stack
•The approach of putting customer data at the center, and building out
Stewart Rogers, Director of Marketing Technology, VentureBeat
If you're like most marketers, your marketing cloud probably looks more like a Google spreadsheet. And that's a shame. Marketing clouds offer feature-rich platforms to deliver a complex and fully fleshed out marketing team experience. Essentially, they do the heavy lifting for you. But marketing clouds are pretty new -- and we're not seeing a huge penetration right now, partially due to a layer of complexity that could be off-putting to some. But the marketing cloud landscape is changing -- and if you're clever, you'll want to get in on the ground floor.
Marketing clouds encompass smart emails and SMS messaging; social targeting; integrated call center and customer relationship management (CRM) support; data-supported marketing; smart apps, and more. Because they incorporate all data an organization knows about each customer, these cloud-based solutions empower marketing to be more efficient, engaged, and effective. While cloud solutions can be complex, time-consuming, and costly to implement, they are a good investment, according to about two-thirds of executives VentureBeat surveyed for its report, "Marketing Clouds: How the best companies are winning via the best technology." In this webinar, VentureBeat Research Analyst will discuss the hurdles and benefits of marketing clouds, most useful features, and cloud's impact on marketing initiatives.
When you leave, you'll know:
* What makes up a marketing cloud and why it may be right for your organization
* The five different types of marketing cloud
* VentureBeat's best marketing cloud software bets for SMBs, enterprises, and startups
* The ROI marketers can expect from their implementation
* How to improve adoption by encouraging user adoption
* Stewart Rogers, Director of Marketing Technology, VentureBeat
* Michael Healey, CEO, Yeoman Technologies
* Rachel Silva, Assistant VP, Marketing, Pep Boys
* Wendy Schuchart, Moderator, VentureBeat
You've been creating content for a while now, but is it really resonating with your audience?
Great marketing is all about building connections. All your marketing efforts – from content to programs – will only be effective if they manage to capture and leverage your audience's interest. This starts with a deep understanding of your audience, and must be reflected in the content you create and the environment in which your content lives.
In this webinar, SnapApp's Lena Prickett provides actionable tips for how to deliver a powerful experience full of content that resonates with your audience.
How to get to know your audience and identify what will resonate with them
How to find the data you need to continue creating and delivering resonant content
How to organize your content and provide an engaging content experience
Once the domain of early adopters, more organizations are buying into mobile apps and seeking ways to monetize their investments. More players adds up to more expensive ads, and mobile ad revenue is expected to have a 26.5% CAGR by 2020, according to BI Intelligence's "US Digital Media Ad Spend Report." In addition, mobile ad search is predicted to increase 25.2%, while traditional ad spend basically stays flat.
Programmatic transactions – where marketers purchase ads via computerized algorithms – also grew fast, making up most U.S. digital ad spending this year, BI Intelligence says.
As a marketing pro who's increasingly pay more for a tool your competitors are probably using to reach prospects and customers, it's really critical you've got the best, most accurate mobile ad strategy and that your investment is working optimally.
That's why we've gathered some top experts for this webinar, during which they'll share insight into how you can:
* Determine the ROI of your mobile app investments
* Partner with software developers to create innovative, multi-platform apps
* Leverage programmatic transactions with analytics
* Incorporate insight from social media, public data, and in-house information to create more complete customer profiles
*Expand into mobile ad search.
* John Koetsier, Mobile Economist, Tune
* Paul D'Arcy, CMO, Indeed
* Casey Chafin, Founder, Skillz
* Wendy Schuchart, Moderator, VentureBeat
Mobile app advertising is no longer a trade secret. Knowing what to do and knowing how to do it well (and cost-effectively) can be worlds apart. Join us at 1 p.m. Eastern/10 a.m. Pacific, to claim your edge.
Check out VB Insight to access the Mobile Ad Network report, and to access the latest research on Marketing Technology: http://insight.venturebeat.com
In-person events are consistently regarded as one of the most effective channels among B2B marketers. Not only do they build brand awareness and generate massive demand, they also accelerate the sales process and empower customer advocacy.
In order for B2B marketers to reap the benefits of events, they need to adapt a new mindset that incorporates engagement into their overall event strategy. With this approach, they'll be able to continue to foster the sense of community that is built at events and meet their marketing goals.
Join Justin Gonzalez, Senior Marketing Manager at DoubleDutch, and Hana Abaza, VP Marketing at Uberflip, for a webinar that will provide expert insight on how engagement is a key piece to increasing your ROI at B2B marketing events.
How to define your event marketing goals and measure progress
How to reimagine your event experience to engage attendees
How to demonstrate the value of events to your leadership team
The holidays are over and you’re a month into the New Year. Do you have a plan or did you jump in where you left off in December? For many, it’s hurry all the time and what you need is a little leg up on what do to in 2016, but also how to set the right expectations. During this energetic session, we will touch on the 5 things that marketers should look to change in 2016 to increase their KPI’s and the level of sophistication. From transactional and triggered common optimization, segmentation, testing, process and how to get the most out of your ESP, we will touch on the most common challenges we see in the market. You’ll walk away with a plan that you can apply hours after the session! Join us!
Presenters: Paula Morris, Head of Campaign Management EMEA, Polycom; Cindy Garcia, Director Modern Marketing Best Practices, Oracle; Shino Tanaka, Director of Communications & Community Engagement, Madison Reed; Peter Tait, Founder, Customer Engines
If you listen to people talk, it seems pretty obvious that everybody hates email.
But do they really?
Turns out that recent statistics do not support this myth. People hate bad email. But they like (and respond to) email that is timely, relevant and valuable.
According to eConsultancy’s Email Marketing Industry Census 2015, 74% of companies surveyed consider email one of the best channels to deliver ROI.
But shouldn’t modern marketers focus on social media and mobile marketing?
According to McKinsey it’s a mistake to ignore email:
“Email remains a significantly more effective way to acquire customers than social media—nearly 40 times that of Facebook and Twitter combined".
So how do you get most out of your email marketing efforts?
This webinar brings together a panel of Silicon Valley marketing veterans who will share strategies and best practices to make you a better email marketer in B2B and B2C.
Learn how you can improve your own email marketing programs by sending the smallest number of emails, with the greatest impact.
At the end of the webinar, you will understand how to:
• Send emails that your customers anticipate and value
• Achieve high email open rates and conversions
• Successfully integrate email and social media
• Build long-term customer relationships
• Have your customers seek your guidance on their journey through the buyer cycle
Every second, 800 apps are downloaded from the App Store, but 20% of those apps will only be used once. Listen in as we discuss the two most powerful ways you can keep users engaged with your app: push and in-app messaging.
During this webinar, designed for mobile marketers, you'll learn:
• What mobile engagement is and how to improve this critical app metric
• How push and in-app messaging differ, and when to use each
• The best practices of push and in-app messaging campaigns to set you up for success
• What great app marketing campaigns look like with industry specific examples
Plus: Get the inside scoop on what's next in this space to help you stay ahead of the curve!
It's 2016, and it's clear that content is no longer only in the marketer's domain — it fulfills the entire buyer journey from engagement and lead generation all the way through to sales and customer retention.
As such, the marketing technology landscape has exploded with content marketing software options. While this explosion of solutions is exciting, it can also be confusing and difficult to navigate. Should you seek a platform or point solutions? How do you avoid "software silos"? What kind of software do you actually need to crush your B2B marketing goals?
In this webinar, Uberflip co-founder and CEO Yoav Schwartz discusses an authentic framework through which content marketing software should be evaluated to build a powerful marketing technology stack.
Hana Abaza - VP Marketing at Uberflip & ANNA TALERICO - Co-Founder at ion interactive
B2B lead generation involves so much more than simply producing leads — of course, much of the value that comes from lead generation tactics lies less in the quantity of leads and more in the quality.
Interactive content is quickly becoming a best practice for B2B marketers. When implemented effectively, interactive content not only supercharges your lead generation and engagement strategies but can also help to better qualify leads and construct rich lead profiles.
Join Uberflip’s Hana Abaza and ion interactive co-founder Anna Talerico for an intense hour exploring the strategies and tactics used by leading next-generation content marketers.
How to convert significantly more leads from your content marketing
How to build rich lead profiles that include content consumption, buyer business challenges, and readiness
How to evaluate your content marketing results in a radically different way
2015 was a big year for e-commerce players, with Forrester Research predicting over $300 billion in online retail sales for the first time. But that number is only poised to grow exponentially in the years to come, reaching $480 billion in 2019.
That staggering number presents a huge opportunity for e-commerce professionals, but it also means an increasingly competitive and rapidly growing market. The need to provide unique, compelling omnichannel customer experiences, across the vast ecosystem of connected devices consumers are now using, is greater than ever. This also means the need to unify customer data across touchpoints, both online and offline, and build a comprehensive customer view in real time is paramount.
In this interactive discussion, Tealium will deep dive into five key focus areas for e-commerce professionals in 2016, including:
•Strategic technology investments
•Prioritization of visitors (over visits)
•Marrying online and offline experiences
Join us to get the insights and prescriptive direction needed to evolve your e-commerce initiatives this year – and drive even more value for your business.
Real life case studies and insights from leading technology marketers
Attend free webcasts to learn how leading technology vendors are successfully mapping marketing tactics to their target audience's buying cycle. During these live webcasts, which are also available on-demand, marketers will discuss how their company has changed its approach to awareness, demand generation, pipeline nurturing and customer engagement to dramatically improve results. Don't miss this opportunity to get useful insights for your own marketing campaigns.