Accelerate your Sales Funnel with Marketing Automation

After the first and second iterations of Google’s Penguin update, which was aimed at sites conducting black-hat link building, the world of link building (actions aimed at increasing the number and quality of inbound links to a page) seemingly changed. Especially with Google’s new Hummingbird algorithm setting the stage for the future of mobile search. Authoritative websites that are focused on the end user and links that you want are now the key focus.

During this webcast you will learn

What it takes to build critical links in a post-Google Penguin world.
Tactics that no longer work
How the recent Hummingbird update affects your online marketing strategies

Become a marketing alchemist and turn leads into gold. Learn how to: align with Sales to understand the four “whats,” understand your market’s key interests, handle responses to provide both short and long term gains, and translate what you have into what people want so you can attract the most promising buyers.

Companies are investing millions of dollars to build an eCommerce site focused on driving more traffic, delivering on brand promise and increasing sales success. Yet customer visit bounce rates remain well over 50%, while online conversion percentages have flat-lined at <2% over the last decade.
Marketers continue to search for deep insights about their customers in order to make their online investments count. With the tremendous amount of data available today, gathering and analyzing the right data with the most effective tools will promote better website targeting, increase conversions and improve customer service.
Join us on Thursday, August 29th as leading industry expert Bruce Temkin and Head of LP Insights at LivePerson, David Flammia, discuss:
• New techniques for tapping into more robust unstructured data sources
• Using text analytics to deliver richer insights about customers
• Actionable strategies from leading eCommerce and retail brands

In today’s information-abundant world, buyer-centric content targeted to specific personas and buying stages is more important than ever before. However, larger organizations have been slow to establish efficient processes for content creation, leaving individual departments responsible for creating their own content. This lack of process leads to inconsistent, redundant, and low-quality output—as well as poorly utilized resources and wasted content.

But how can you create a unified content marketing process within your organization to ensure this doesn’t occur? Join Toby Murdock, CEO of Kapost, to find out how to create an efficient and successful content marketing process within your organization.

In this session, you will learn how to:

●Plan marketing campaigns around quarterly goals and themes

●Get the most out of your content by producing and repurposing “content pillars”

●Establish processes for collaboration and communication across departments

●Organize your content and campaign calendar to increase workflow accountability, efficiency, and visibility within your organization

●Distribute your content to drive results at the top, middle, and bottom of the funnel

Content marketing strategy and Buyer Persona development are the cornerstones of effective demand generation. However, translating the strategy behind those initiatives to the latest technology for effective execution can be a huge speed bump for many organizations. After the dust of consultants, executive roundtables and planning workshops clears you're still left with the glaring question of “how”.

The fact is, utilizing marketing automation to facilitate this complex process is a must, and in order to do so effectively, we need to implement a scalable, repeatable process rooted in best practices. In this session, you will discover:

•The essentials to making conversations repeatable
•How to create a feedback loop for persona maintenance
•Key skillsets your team needs to drive long term success
•The #1 element needed to drive a dynamic lead lifecycle
•How to create accurate ROI reporting

Once you have your buyer personas, it’s time to create a content strategy to increase your company’s ability to engage and motivate your audience. Just creating content is not enough on its own. There must be a method behind the madness to achieve top performance that generates high quality leads your salespeople will pursue.

In this session with Ardath Albee, author of eMarketing Strategies for the Complex Sale, you’ll learn how to calm the chaos and take a practical approach to creating a content strategy designed to increase relevance and response, including:

· Simple techniques for mapping content to the buying process

· Why it’s crucial to perform a content audit AFTER you create buyer personas

· How to create a progressive content storyline that builds pipeline momentum

· What it means to create persona-driven content that’s highly engaging

Developing a content marketing strategy remains one of the toughest challenges in B2B Marketing today. At the same time, it is near the top of the list of priorities for got-to-market strategies in the new digital age. Developing and defining an effective content strategy starts with understanding your audience of customers and buyers. How can you get to know your audience of customers and buyers?
In this session, you will learn of the Power of Buyer Personas to help you deliver the right content, to the right buyers, at the right time. Shaping an effective and on-target content marketing strategy. You will learn from the creator of buyer personas, what a buyer persona is, how to gain deep buyer insights, and how they inform content strategy. In this session, you will discover:

•What is a buyer persona and why the original definition still matters

•How to acquire deep and profound buyer insights

•How to use the powerful modeling tools of buyer persona and buyer insight development

•How deep buyer understanding helps you organize for content strategy effectiveness

To build thought leadership, your company needs to be heard on a regular basis and become synonymous with insightful, credible content. When the discussion turns to scaling content marketing efforts, many up-and-coming thought leaders become paralyzed out of fear of losing control over quality and voice. This severely limits their market potential and cripples their ability to compete with other industry players.

Join us on May 15th at 2:00 PM EDT as we share insider knowledge that will help you learn how to have your cake and eat it, too. Discover how to unleash your potential, create momentum, and become your company’s content marketing hero

BtoB Sales and marketing professionals frequently cite LinkedIn as one of the most valuable social networks to incorporate in a marketing and sales strategy. In fact, some statistics report that LinkedIn is 277% more effective for BtoB lead generation than Twitter and Facebook. However BtoB professionals are having trouble grasping how to get the most out of this powerful network.
Register for this webinar and learn how Shawn Elledge, CEO of Demandcon and Josh Turner, Founder of Linked University use eGrabber, the industry’s most accurate Internet research technology to capture, append & update BtoB prospect lists.
We will discuss data strategies that work, what doesn’t, and how to build a highly targeted prospect list.

Companies are collecting a ton of information about buyers and their behaviors, but too many aren’t using it to improve the sales process, and ultimately drive more revenue. In addition to missing a big opportunity, they risk being shunned by more educated, sophisticated and demanding customers and prospects who expect to be marketed to as individuals.
In this session you will learn more about what sales and marketing can do to deliver amazing buying experiences that convert. Specific areas to be covered include building a centralized database, segmenting, personalizing the website experience, using dynamic content and getting personal via automation.

Results from a Demandbase/Ziff Davis survey on B2B marketing priorities, challenges and the Account-Based approach to marketing
B2Bs sell to accounts – that is obvious to B2B salespeople but historically hasn’t played a s significant role as marketers plan demand generation programs. Where sales focuses on the accounts that are most likely to become revenue, marketers are often still running campaigns focused on generating a high volume of leads with the right titles, working in the right departments - regardless of account, when the reality is that you need to do both.
With leading analyst firms now adding account-based marketing practices into their research segments, B2Bs need to consider why this strategy is growing and what they can do to attract and convert more of the accounts that are most likely to become revenue. This webinar will share results from a recent survey investigating how B2B marketers are reacting to new Account-Based strategies. We will discuss:
• The #1 strategy B2B marketers are focusing on in 2013
• The factors driving content marketing decisions next year
• Which marketing targets are consuming the most resources in B2B
• The leading factors B2Bs consider while scoring new leads
• The top challenges B2B marketers are likely to face in 2013

More than 950 million people actively use Facebook. Facebook users share more than 30 billion pieces of content each month. It is the world’s largest database of personal data including consumers’ demographics, interests, activities and preferences and can be a phenomenal asset for market research. This webcast will discuss how to unlock this unprecedented new dimension for consumer segmentation and analysis. It will show how businesses can explore the vast array of personal information contained in Facebook for millions of consumers and use this extensive, accurate and up-to-date consumer data to improve a wide range of marketing activities including brand management, database marketing, media planning, competitive analysis, advertising, and social media marketing.

Multi-channel digital marketing has given SMBs reach, leverage, and efficiency.

This talk will focus on the digital marketing tactics of the top performing SMBs. Real customer case studies will demonstrate how companies with small marketing teams are using techniques in outbound demand generation, content creation, search optimization and social media to optimize lead to revenue management.

Attendees will leave with a clear direction of how to evaluate their current digital marketing and specific tactics for improving them.

There is a need for B2B Marketing ROI yet we’re still not there. According to Adobe’s 2012 CMO report, fewer than 20% of executive B2B marketers have the ability to measure ROI. SiriusDecisions reported in their 2012 CMO survey that CMOs number one concern was demonstrating ROI. Unlike the B2C marketer who has one consumer that could be making a single web commerce transaction which is tracked from start to finish, B2B marketers are faced with a buying committee of six to eight purchasers and a buying path that has become more digital over the years yet does not mirror the accuracy of digital tracking that a B2C marketer has. We will discuss key ingredients from operational companies that others are using to successfully measure B2B Marketing ROI for both inbound and outbound techniques.

Moderator: Jon Russo, CEO, B2B Fusion Group

Speakers:
Brian Kardon, CMO, Lattice Engines
Hunter Montgomery, Vice President of Marketing, Vocus
John Petralia, Head of Marketing, Bloomberg
Corey Livingston, Sr. Director, Marketing Operations, Level 3 Communications

With business contact information degrading at a rate of 2% per month, duplicate records, missing fields, and other universal data problems, Senior Marketing Manager Beverly Chiarelli needed to give Mimecast’s marketing database a quality makeover. In this session, learn how Beverly leveraged CleneProspex to: Make the business case for conducting a data hygiene project.

- Diagnose the state of her database quality and segmentation patterns
- Improve email deliverability, sales productivity, lead scoring efforts and response rates
- Find hidden revenue opportunities within her marketing database

Attendees of this session will receive a complimentary Database Assessment Report from NetProspex.

Session description coming soon!

Mr. Wright will discuss how organizations can adopt the new SiriusDecisions waterfall and truly integrate Teleprospecting seamlessly into inbound and outbound demand generation programs. While many organizations have used some flavor or Teleprospecting or tele-qualification to drive leads into the funnel, marketing and sales teams must properly align their resources with best-in-class demand generation modeling and measurement, clearly defined SLAs and hand-off processes, and a Nurture strategy that continues the conversations started by either Digital or Human interaction.

“Teleprospecting is more important than ever” – SiriusDecisions

Session description coming soon!

Are you acting or believe that today’s demand generation strategies render everything else null and void? Are you creating marketing content that one’s own boss, CEO or mom would not accept or consider? Are you over-relying on marketing technology vs. live human conversations and interaction?

Want to know more about these and seven other thought provoking issues please join this breakout presentation featuring Randy Byrne, VP of Marketing at Malvern Instruments and Michael A Brown, President of B2B Engage. Participants will learn how Malvern Instruments applies on-line and off-line “best practices” to provoke direct responses and engagement, and advance leads through the funnel.