Accelerate your Sales Funnel with Marketing Automation
Marketing automation gives a company the tools it needs to accelerate their sales funnel. In fact, according to Aberdeen Group, marketing automation can provide:
• 46% Increase in Annual Revenue
• 26% Increase in Lead Conversions
• 25% Decrease in Cost Per Lead
Join Atri Chatterjee, CMO of Act-On Software and Shawn Elledge as they discuss how to use marketing automation to accelerate the sales funnel – and increase revenue.
The following 5 steps will be discussed:
1. Develop Content
2. Keep Score
3. Cadence | Progression
4. Handoff to sales
5. Measure & Refine
Your customers’ lives are glued to their mobile screens and their decisions are increasingly being influenced by what they can or can’t do on their device of choice, in their “mobile moment” of need. Successful brands win those mobile moments with personalized communication at scale. This requires changes in the tools we use, as well as a mindset shift in how marketers communicate with customers.
Kahuna CEO Adam Marchick and guest speaker from Forrester Research, Senior Analyst Jennifer Wise, tackle these subjects in the webinar, “Communication Gets Personal: The Next Generation of Mobile Marketing Automation.”
In this webinar, you’ll learn:
-- Why successful brands are moving away from marketing at customers to communicating with them
-- How to make automation personal through a deep understanding of user behavior and continuous optimization for higher engagement
-- The technical requirements for acquiring, engaging, and retaining customers in their mobile moments
-- How Mobile Marketing Automation is evolving into Communication Automation
At the heart of every business is its customer. Yet how many businesses truly align their entire organization around the customer and the customer’s experience with their business?
Join us for our Digital Business Transformation Workshop as our experts walk through the first steps of a Digital Transformation and layout a simple frame work that you can apply to design your businesses Digital Transformation road-map.
This Digital Business Transformation Workshop is designed to help you:
1.Understand all the ways your customer(s) touch your business
2.Design a simple Framework on where to start and what to do next
3.Case Study: See a firsthand example of a Health Insurance Company’s Digital Business Transformation and how they began their process.
A successful lead generating webinar program doesn’t just need stellar content. Once you’ve crafted the perfect title and abstract, you’ll need to execute strategic tactics in your marketing automation system to drive registrations, views and leads.
BrightTALK’s Marketing Campaigns Manager, Meghan Weinreich, and Dallas Jessup, our Content Marketing Manager, will share top industry insights and proven ways to see an increase in ROI from your webinars with Marketo.
Join the BrightTALK Academy and learn how to:
- Perfect your program setup
- Implement successful promotions
- Segment your target list
- Score and nurture your leads through the funnel
- Effectively push webinar leads to sales
- Measure your results
Since many compliance and regulation issues come from data, all organizations need a governance plan for data in all of its many forms. One area that is often overlooked is the abundance of data that your marketing team collects – which is used throughout the business for important objectives, including customer communication and revenue generation.
The volume of data collected by the marketing area of your organization is set to grow, as most CMOs say that data acquisition is a top priority, according to a Salesforce Marketing Cloud survey. A data governance strategy for the marketing area, including validating and cleansing this data, will reduce the risks of common compliance issues and their consequences.
Applying data governance best practices to your organization’s marketing operations can be simple, quick, and highly beneficial to your organization overall. For example, accurate, clean data that meets regulations improves a marketer’s ability to effectively personalize their messaging, which can lead to 5-8 times the ROI on your marketing spending. Join us for this Meet the Experts webinar series to learn from the Data as a Service team about the risks and costs of not having a governance strategy for your marketing data, and how we can help you proactively solve these issues.
It’s no secret – any well-known brand you see on a regular basis is already playing with a localization strategy to increase market reach. For your message to resonate, you need to be thinking not just at a regional level, but about your global customer experience.
Localization isn't limited to simple translation -- you can't set it and forget it. Companies shouldn't assume, for instance, that a campaign created for Spain will be equally as effective to all Spanish-speaking consumers in the U.S. or Mexico. It's not just language, but cultural differences. Consider the message you might send to someone in Berkeley, California, versus one you might send to someone in Phoenix, Arizona or New York City. And once your unique branding content has been sent out to different geographies, your localization efforts aren't over just yet. True experts understand that the campaign as a whole is not a sum of its parts -- a campaign's success can be in the granular regions, creating a truly unique customer experience with that added local flavor to resonate within the audience.
We'll walk you through the most common challenges that companies make and help you improve your campaign's quality, accuracy and relevance to reach the right consumer. We'll give tips on not only improving the localization process but help you deliver better metrics to senior leadership that tell the true story of your brand’s globalization.
In this webinar, you'll learn how to:
- Re-think campaign creation at the regional level -- and the global one
- Effectively use in-market experts to drive better impact
- Make your branding as world-ready as possible.
- Use metrics to show the truest picture of your campaign's effectiveness
- Enhance the customer experience through storytelling and added local flavor
Stewart Rogers, Director of Marketing Technology, VentureBeat
Dave Fish, SVP, Expert Services, MartizCX
Advocacy Marketing is a new approach to identifying and reaching out to prospective students in a systemic way using social media, “mass personalization” of marketing, and advanced analytics. Join Northern Michigan University to learn about this game-changing new recruiting strategy that they’re implementing with two new programs: “Share Northern for Alumni” and “Share Northern for Students.”
Since the beginning of time, marketers have understood that location matters. From putting guys on corners wearing sandwich boards to having airplanes dragging message banners, marketers use proximity marketing to snag hot prospects and leads when the moment is hot. Knowing where your customers are has never been easier, thanks to their own smartphone's internal GPS. Now you can target those prospects who are in the same state, city or even the same block as your salesman. Through geo-fencing and iBeacons you can even send a message to them the moment they step inside your store -- or try to lure them out of your competitor's store too.
The flip side? You risk creeping out and alienating your customer base. Don't know where to start? Want that next great idea? Our experts will talk through the basics to master level geolocation triggers through mobile marketing automation in a fast-paced discussion. Register today!
In this webinar, you'll
* Learn the difference between geo-fencing, geo-targeting and geolocation
* Discover the savvy geolocation techniques being used by today's top marketers
* Integrate geo-fencing or geo-targeting technologies into your marketing strategy, regardless of budget
* Understand how competitors may be luring your customers out of your business through their own geo-fencing activities on your own home turf.
John Koetsier, VP of Research, VentureBeat
Joe Megibow, SVP/Chief Digital Officer, American Eagle Outfitters
Register today for this free discussion on how geo-location mobile marketing automation can take your marketing initiative to the next level.
Are you a marketer looking for ways to actually put your data to use? Have you thought about monetizing your data but don’t know where to start? Or maybe you’ve started to realize that all of your customer and online data isn’t as unified as you want it to be? There's no question that quality data is a tremendous business asset, but the majority of companies haven't figured out how best to leverage and optimize the data they have and—importantly—the data they don't own but may have access to.
Join our guest speakers, Forrester research analysts Fatemeh Khatibloo and Liz Witherspoon, on September 10, 2015 at 10am PT, to learn about strategies to unlock the value of your data, including:
- How to leverage second-party or “shared” customer data
- What makes some companies creative data powerhouses while others can’t seem to leverage data strategically
- How to create a central hub for activating CRM, sales, and other customer data across your marketing stack
- The ROI Fortune 500 companies experience when they apply what they know about customers in the offline world to online marketing efforts
In 2014 RNDC, the second largest wholesaler of alcoholic beverages in the US, built a suite of Sales Force Automation tools that would transform the way their field sales force went to market. Their focus was to drive sales success by increasing the sales rep’s effectiveness on each sales call, delivering higher customer satisfaction with the sales process and information.
RNDC's challenges were:
Provide best-in-class information technology that outpaces their competitors and creates a significant point of difference
Keep pace with emerging technologies
Build mobile solutions focused on Sales Force Automation
Standardize wherever possible and drive utilization
In this presentation, Bill Smith, Director of Sales Quality Assurance, will discuss how sales leadership and BI developers, working with MicroStrategy Mobile technology, developed best-in-class mobile applications, delivering real-time analytics to the field sales teams at RNDC.
Scott Mangelson, Partner of Armanino’s CRM practice and special guest
From making CRM an administrative nightmare to deterring users – discover seven of the most common “deadly sins” companies make with their CRM - and how to correct and avoid these pitfalls.
Join the operations manager of a leading electronics manufacturer and Scott Mangelson,
Partner of Armanino’s CRM practice as they share the impact the Seven Deadly Sins of CRM have on users and your bottom-line. Use these tips to breathe new life into your current CRM or plan your next project.
VP of Strategy at ClickMail and Brian Steacy, Regional Director at Adestra. Grant and Brian
This webinar will be presented by Grant Johnson, VP of Strategy at ClickMail and Brian Steacy, Regional Director at Adestra. Grant and Brian will look at these two key marketing tactics and explain how they can form the basis of a successful marketing program.
You’ll learn more about:
The importance of email marketing
How to make sure your emails get in your subscribers inboxes
Ways to grab the attention of your recipients
The growing influence of content marketing
How to build content that engages your audience
Testing to optimize your customer journeys
Chandra Culpepper, Social Strategy Lead, Oracle Consulting
With the growing importance of social media within today’s marketplace, social media has now become a critical part of the customer service role for many brands. Traditional methods of call centers and canned email responses have given way to full-service customer service teams dedicated to resolving customer needs and concerns quickly and efficiently via social media. In a recent survey, nearly 60% of global CEO’s expect social media to be their primary customer engagement channel within 5 years. Also, 90% of companies will utilize social media for customer care by 2020. Join us to discuss the current landscape and the future direction of social customer care through an examination of best in class brands.
Jack Newton Director, Outbound Product Management, Oracle Social Cloud & Cady Norene-Behles Social Strategy Consulting Manag
Did you know that 89% of marketers say measuring social ROI is a priority, yet almost half say they’re unable to quantify whether social has made a difference in their organization? In this live webcast, we will bring order to ROI chaos and show you how to make the business case for social.
You will also learn about:
•Avoiding making ROI the enemy of social value
•How brands boosted ROI with World Cup social activations
•Translating social data you are collecting today to business key performance indicators
Sean Flaherty, EVP of Strategy at ITX & Jeremy Durham, Director of Program, Product and UX at Paychex
Join ITX’s Executive Vice President of Strategy, Sean Flaherty and Paychex’s Director of Program, Product and UX, Jeremy Durham for an informational webinar that discuses how your technology plan can earn your company brand advocacy.
Abstract: As a marketer, brand advocacy is always your end goal. There is no better feeling than one of your customers, being so inspired by your solution and sharing that experience with their connections. In order to move clients to brand advocates, you must have a centralized technology strategy.
So what strategy do you choose? In the webinar, Sean Flaherty and Jeremy Durham will take you through the questions you must answer in order to obtain a technology plan that puts you on a track to inspire brand advocates. The key is to have technology solutions that are worthy of your brand and fully represent the experience clients and prospects can expect from partnering with your company. Creating digital experiences that engage, inform, inspire, and influence the people that matter to you most, where and when they need it, is critical to your success. With so many opportunities to explore, like mobile, social, and location-based offerings, the clever use of technology needs to be a differentiator for your business.
Be sure to listen in as Sean and Jeremy go through the steps and thought processes required to come up with a winning solution around your technology experiences.
What You Will Learn:
It’s important to understand why you do what you do.
Learn the steps you much achieve to obtain brand advocacy.
How various technology features can engage your users.
How various organizations aligned their top executives and executed their technology roadmaps
Allen Gannett is the Chief Maven and Founder of TrackMaven
It is harder than ever for today’s marketers to capture and retain customers. Buyers today are even more empowered with an increased access to information. And now, marketing teams must compete across a growing array of digital channels to get their audiences’ attention. Customers get bombarded, and it becomes much harder to know if you are reaching your customers — and if your messages are resonating.
All this means that the era of campaign-centric, start-stop marketing is over. Marketers can no longer wait until after a marketing campaign ends to determine if it is having an impact. Marketing must be data-driven, continuously improved with predictive outcomes. This webinar will examine how the best marketing organizations are breaking out of the campaign-centric marketing trap, achieving predictable outcomes, and outpacing their competition.
Bernie Borges of Social Business Engine and Mike Lemire of HubSpot interview Dan Moyle from Amerifirst Home Mortgage
Bernie Borges of Social Business Engine and Mike Lemire of HubSpot interview Dan Moyle from Amerifirst Home Mortgage to unveil secrets to their social business success using persona based content marketing. Mike offers an e-book How to Do Inbound Marketing Like HubSpot.
You'll learn how Dan and Mike developed a content strategy with multiple nurture touch points to drive people into the Top of the Funnel, guiding some of them through the Middle of the Funnel and some to the Bottom of the Funnel resulting in new mortgage customers.
Rather than the old sales cliché "always be closing," Amerifirst's content is predicated on a different mantra; "always be helping." This approach is producing stellar results. Website traffic has grown from 3,000 to 40,000 per month. And, those visitors are relevant as evidenced by their sales growth.
Finally, on this episode you'll be entertained by Mike Lemire's amazing singing talent. We managed to get a small sample of Mike's singing on this episode for your entertainment.
A social business enjoys significant competitive differentiation, brand loyalty, employee loyalty and measurable business results. The Social Business Engine digital TV show will help you advance your social business journey.
Paul Fuller, EVP at NuGrowth Solutions & Chuck Rue, Manager of Sales & Marketing Automation at NuGrowth Solutions.
As markets become more fluid and fragmented, it becomes increasingly complicated for marketers to deliver the right messages to the right potential buyers to cultivate ready-to-buy leads. Traditional demographics are failing as a method for identifying likely buyers, so how do modern marketers keep up?
Join us to explore the world of lead scoring. Learn how to cultivate a tight relationship between sales and marketing by identifying hot leads, ranked and scored based on profile characteristics and tracked online behavior.
This session will cover:
• Why traditional demographics are failing as an identifier for likely buyers
• The lead scoring equation: Profile + Behavior = Likely Buyers
• Using lead scores to influence marketing & sales messages
• Cultivating sales & marketing alignment
• Case Study: NuGrowth Solutions
Kaila Strong, Director of Client Strategy at Vertical Measures moderated by Shawn Elledge, CEO DemandCon & IMS
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
Kim Marie Ruquet Sr Director, Field Marketing - SDL and Mac McIntosh, president and senior consultant of Mac McIntosh Inc
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.
Bruce Temkin, Chair of the Customer Experience Professionals Association and David Flammia, Head of LP Insights at LivePerson
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
Shawn Elledge, CEO Demandcon, Josh Turner Founder of Linked University and Rich Kumar, Customer Success Manager eGrabber, Inc
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.
Jason Stewart, Director of Marketing at Demandbase, Inc., Craig Rosenberg, CEO and Editor of Funnelholic Media
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