Name: The Truth About Your Lead Generation Efforts
Start: 2012-05-28T12:30:00Z
End: 2012-05-28T12:55:36.000Z
Location: BrightTALK

The Lead Generation Institute provides educational content designed to help marketing and sales professionals drive revenue rapidly via in-person events, online webinars, and hands-on workshops.

For many business leaders growth is the number one mandate. But growth doesn’t just occur – it takes intent and deliberate action. Join this program if you are looking for a practical customer-centric framework that provides a systematic process for navigating and accelerating a sustainable path to organic growth.


During this program, Laura Patterson, author of the new Fast-Track Your Business and thought leader on using data-derived insights, operational excellence, and performance management to accelerate growth will cover:

•             Making customer-centric more than a buzzword

•             Using upstream Marketing to drive growth

•             Applying a framework to accelerate traction in the market

Revisiting Your Processes for Sustainable Organic Growth

Join us for an educational webinar on how to use intent data to fuel your sales automation programs featuring Charles Crnoevich, Head of Partnerships at Bombora and Shawn Elledge, CEO of Sales Lead Automation and the founder of the Lead Generation Institute.

You will learn:

How to identify companies consuming content related to your products and services
How to pull and prepare your data
How to target ideal prospects at those companies using sales automation platforms
What types of subject lines that will get your emails opened
Body copy that generates responses
The importance of email domain strategies
How to manage responses
How to develop cadences that ensure no lead gets left behind

Using Intent Data to Fuel Your Sales Automation Programs

Please join us for an educational webinar on how to use advanced data strategies to improve your lead generation efforts.

Research studies suggest it takes 6-13 touches to generate a sales qualified lead. So the role data plays in any sales or marketing strategy is critical. Data impacts your targeting options,  personalization capabilities, and the number of channels you can touch your prospects which impacts your cadences and overall effectiveness in generating SQL’s.  The better the data, the better the results, period.

Shawn Elledge will share a case study where he decided to focus on data quality vs. quantity and how the campaign open rates nearly tripled and response rates jumped 1200% generating over 8 million in opportunities on 30 days.

Joining Shawn will be Jason Hubbard, Vp of Growth at SalesIntel.

You will learn:

Advanced database strategies
Data preparation for lead generation
Data appending options
Data workflows and processes
Data collection methods
What to look for in a data provider

Data Strategies Designed to Improve Your Lead Generation Efforts

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

Email and Content Marketing – Delivering Results

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

Hitting the ROI Bullseye – Getting a Measurable Return from Social

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

Creating Brand Advocacy with Technology (The Art and Science of Engagement)

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.

Death of the Marketing Campaign

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.

Amerifirst Home Mortgage Shows the Power of Personas in Social Media

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

Lead Scoring: The Science of Sales Conversion

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

SEO Today: Building Critical Inbound Links

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.

Marketing Alchemy: Turning Leads into Gold

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

From Clicks to Conversions Using Text Analytics

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

10 Steps to a Unified Content Marketing Process

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

Where the Rubber Meets the Road: Executing your Content Strategy

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

You’ve Got Buyer Personas, Now What?

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

Develop a Winning Content Strategy With The Power of Buyer Personas

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

The Secret to Scaling Quality Content Marketing

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.

Data Mining Social Media Channels for BtoB Lead Generation

Rod Sloane, Author of “Alignment – The Secret to Getting Your Sales and Marketing Teams Working Together”, will provide a practical look at how to cut through all the clichés and attacks on sales and marketing alignment.

Takeaways include:

The Truth about your Lead Generation
Avoid the most common mistake in trying to get sales and marketing working together
The Five Step Plan to profitable Alignment
Rod will share years of experience gained while working at BAT, IBM, CA, OpenVision, UBS and Blackpool Pleasure Beach. Voted Best UK Business Speaker in 2008 by the College of Public Speaking, Rod delivers fast-paced, high-energy presentations that are both educational and funny!

The Truth About Your Lead Generation Efforts

DemandCon

The social media marketing community on BrightTALK is composed of thousands of engaged social media professionals. Learn about social selling, B2B social media and social media marketing for businesses with live and on-demand webinars presented by industry leaders. Fine tune your social media marketing strategy by participating in live webinars and round table discussions.

Social Media Marketing

Demand generation is the process through which a business integrates marketing and sales to move potential buyers down the sales funnel from interest to payment. The BrightTALK demand generation community is made up of thousands of professionals sharing and learning best practices for engagement marketing, demand generation and lead scoring and nurturing through interactive webinars and videos. Register and join the conversation to attend live webinars and have your questions answered by demand generation professionals and thought leaders.

Demand Generation

The email marketing community on BrightTALK is made up of thousands of engaged email marketing professionals. Find relevant webinars and videos on email best practices to help you increase email conversions and drive email marketing ROI. Join expert speakers and email marketing peers sharing insights into building email lists, list segmentation, click-through rates and triggered campaigns.

Email Marketing

The marketing operations and automation community on BrightTALK is composed of thousands of marketing automation professionals. Learn and share best practices for marketing campaign analysis, outbound marketing and lead creation with hundreds of on-demand webinars and videos. Increase your engagement and fine tune your funnel management strategy by asking questions during live, interactive webinars with marketing automation peers and industry leaders.

Marketing Operations and Automation

Mobile Marketing

“People generally remember 10% of what they read, 20% of what they hear, 30% of what they see and 50% of what they see and hear.” This final segment, the merging of audio and visual, is what makes webinars and videos a crucial part of any marketing program. The BrightTALK webinar and video marketing community gives you access to webinars and videos on marketing, best practices for video marketing online and tips for creating a successful marketing webinar. Join thousands of marketing professionals exchanging information through on-demand and live webinars and videos.

Webinar and Video Marketing

Online advertising has grown into a $37 billion industry from nothing in the last twenty years. Encompassing banner ads, rich media ads, video advertising, social network advertising and retargeting, online advertising is a key component of digital media marketing. Learn how to optimize your digital strategy from online marketing experts.

Online Advertising

The marketing community on BrightTALK is made up of thousands of engaged marketing professionals. Find relevant webinars and videos on marketing strategy, branding and more presented by recognized thought leaders. Join the conversation by participating in live webinars and round table discussions.

Marketing

The channel sales community on BrightTALK is made up of thousands of sales professionals specializing in channel sales strategy, reseller sales and channel opportunities. Find relevant content on demand or engage with peers and industry leaders in live channel sales webinars and round table discussions.

Channel Sales

The sales community on BrightTALK brings together thousands of engaged sales professionals. Learn about careers in IT sales and marketing, sales techniques and selling strategies. Join the discussion by participating in on-demand and live sales webinars and summits with leaders in the sales industry.

The Truth About Your Lead Generation Efforts

Presented by

About this talk

More from this channel