Doing Marketing in a Digital World – A Framework for Success
Marketing was relatively simple before the social web gave every consumer a voice. Today, brands are no longer in control and online conversations can disrupt the most carefully planned marketing campaign. Microsoft’s Allister Frost will explain how the social web now influences every facet of busin
Marketing was relatively simple before the social web gave every consumer a voice. Today, brands are no longer in control and online conversations can disrupt the most carefully planned marketing campaign. Microsoft’s Allister Frost will explain how the social web now influences every facet of business life and share advice on how to make it work for you.
In this seminar you will learn:
· how our digital society formed
· the psychological motivators that fuelled the rise of the social web
· how marketing approaches must change
· how businesses can turn the social web to their advantage
Allister Frost is an experienced B2C and B2B marketer who helps businesses achieve their potential by connecting with customers through digital communication channels. As Head of Digital Marketing Strategy for Microsoft, he specialises in emerging online marketing techniques and is reengineering how brands like Windows, Office365, and Windows Phone use the social web to achieve their business goals. He regularly speaks at business and academic seminars about the rapidly changing social enterprise landscape, and shares advice about how brands can benefit from the end of the broadcast era and how creative marketing in a digital world can help unlock fresh business opportunities. Allister posts his ideas and perspectives to his popular digital marketing blog at http://allisterfrost.com and contributes to Microsoft’s Digital Learning curriculum. Prior to joining Microsoft in 2003, Allister managed consumer goods brands including Andrex, Huggies and Kleenex. These days he can mostly be found darting between Reading, London and Cyberspace.
http://allisterfrost.com / www.twitter.com/allisterf / email@example.com
RecordedFeb 9 2012
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Why do some companies succeed and others fail to lead? Clearly no one wants to be a market follower. Yet many organizations get stuck as market followers. Even those who win rave technical reviews for their product, often trail less well-reviewed solutions. Their effectiveness never scales and they simply can’t catch up. The leader to them looks like a snowball rolling downhill to success while they feel like they are pushing a boulder up a mountainside.
This webinar will explore three things that contribute to this phenomenon:
• The three components of the modern marketing machine
• How the today’s market dynamics are breaking the machine
• How market leaders create efficiency, effectiveness AND relevance
We will then explore what to do differently, and provide a high-level roadmap to getting unstuck and accelerating your journey to market leadership.
Webinar Attendees Get
• Free E-book – 6x in 6 Months (for first 25 attendees only)
• Early Reader Copy of Launching to Leading ; available this spring to the first hundred registrants who attend
• Free 1 hour consultation on Building Your B2B Market Leadership Machine
The inbound marketing methodology for lead generation and lead nurturing is increasingly popular year over year in B2B industries. Yet many business don’t fully understand what it takes to transition to a content driven and automated form of marketing via the internet.
Everyone wants to experience success as quickly as possible, but not every company is in a position to execute inbound marketing for many reasons. It’s a big change for businesses who are use to event based campaigning, advertising, or cold calling.
The goal of this presentation is to help you assess - for those who want to transition to inbound marketing - how ready you are to start campaigning. Or perhaps you’ve invested in a marketing automation platform but not getting the traction you’d like to see. In either case, after this presentation you’ll have a precise understanding of what to tackle operationally to make your company's inbound machine roar to life.
Here are just a few of the issues we’ll address:
•How ready is your marketing leader and inbound advocate?
•How ready is your email list?
•What should your first marketing goals be?
•What services will you outsource?
•Appropriate document management for security and version control
•Is the needed social media protocol in place?
•Roles of team members
The presenter, Marguerite Inscoe had a 12 year career in workplace learning and performance before transitioning to inbound marketing 5 years ago. She is a blogger, social media marketer, email marketer, and certified with Hubspot as a partner. This fits around her other full time job as mom, wife, choir member, and a martial arts practitioner.
Marguerite’s full service agency, ReLaunchU, specializes in internet marketing for B2B companies - particularly those in the consulting and training industries.
Kris Nagel | Senior Vice President, Worldwide Field Operations, Vindicia
As a CMO relying on recurring revenue, your success is reflected in the numbers. You win when you attract more subscribers or members, see an excellent return on customer acquisition costs, and retain customers longer. Traditional methods will take you to a certain level of success. But to push performance even higher, you need to dig even deeper.
In this essential webinar, we will explore 7 unexpected ways to improve retention and other critical KPIs:
1.Marketing flexibility empowers your team to acquire customers
2.Expand your business model to attract more customers
3.Proactive channel management builds revenue
4.Lower involuntary churn to increase revenue
5.Gain insights by benchmarking billing metrics against peers
6.Turn business intelligence into opportunity
7.Support for global growth
Register for this actionable webinar today. You’ll gain valuable insights to improve your marketing success and boost your recurring revenue streams.
Predictive marketing is a hot topic for CMOs today but what does it mean from a practical perspective? In this webinar, Radius SVP of Marketing Angela Zener will present the various use cases of predictive marketing and the outcomes expected throughout the marketing funnel. Learn the top 10 use cases that drive faster market expansion, better customer identification and accelerated acquisition. Hear about how companies of all sizes, from growth to established enterprises, have leveraged the power of data science to discover, acquire, and measure markets and improve marketing performance.
Natascha Thomson, MarketingXLerator; Chris Raulf, Boulder SEO Marketing; Steven Zielke, Blappsta; Michael Brito, WCG
Natascha Thomson, CEO, MarketingXLerator, co-author of 42 Rules for B2B Social Media Marketing: Natascha has over 15 years experience in enterprise marketing, and holds two Master’s degrees. She is an Adjunct Instructor for Advanced Social Media at UCSC Extension Silicon Valley.
Chris Raulf, Founder, Boulder SEO Marketing: Chris' international background makes him one of the few professionals in the industry who truly live and breath international and multilingual search engine optimization on a daily basis.
Steven Zielke, Founder & CEO of Blappsta: Steven co-hosts "ROCK the BLOG“, one of the largest blogger conferences worldwide, which takes place in Germany.
Michael Brito, Group Director, WCG: A frequent guest lecturer at various universities including Cal Berkeley, Stanford University, Syracuse University and more.
Search Engine Optimization (SEO) is a must in the digital age, how else can your company and products be discovered by new clients?
But increased search traffic by itself is not an end goal. It needs to convert into bigger sales and less spending, exactly what you as the CMO are tasked to achieve.
• Many companies spend a large part of their budgets on PPC. Learn why organic SEO can be a better investment than PPC and how to make it happen.
• Are you ready for the mobile and App revolution? SEO is no longer limited to website optimization, so how can your organization stay competitive in the inbound marketing race?
• Why Social Media isn't SEO.
• International SEO - how can you manage this global challenge?
This webinar will explain what the modern CMO needs to know about SEO to stay competitive and where SEO fits in the organization.
Key Take-Aways Include:
• How to make the most out of SEO for your organization.
• How to increase sales and decrease cost with SEO.
• Do you need to have an App?
• Organic SEO vs. PPC - how should you allocate your budget?
• Why you can’t forget about customer support when it comes to SEO.
David Raab, Principal at Raab Associates Inc., and Adam Corey, Vice President of Marketing at Tealium
In today’s rapidly evolving marketing technology landscape, the one constant that remains is the need for a centralized source of customer data. With that, it becomes possible to build a unified customer view and create a superior customer experience across all stages of the customer lifecycle, from acquisition and growth to retention and service.
Join David Raab, Principal at Raab Associates Inc., and Adam Corey, Vice President of Marketing at Tealium, as they discuss the emergence of the real-time customer data platform (CDP) as the critical element to achieving this. They will share:
- Three components of a CDP
- Five benefits of the CDP
- How they work and what to look for
- Customer case studies and best practices
Register now to explore how this collection of new technologies allows marketers to re-imagine the boundaries of what can be done with customer data.
Join Tori as she walks through how to take a video campaign strategy from conception to completion! She'll start with the campaign concept that was developed by the Marketing team at Moz and what you need to take into account before implementation like scope, man power, and more. Tori will also cover how to schedule and release a campaign to increase goals and how to get buy-in for future campaigns by displaying valuable metrics.
No matter how your push notification, in-app, or email strategies are performing, you’re likely wondering, “How do they compare to industry benchmarks? What’s the average for my industry? How are competitors fairing?"
Industry benchmarks answer many of these questions, and we’ve got them for you.
Join us for a webinar on November 18th, where Kahuna will present data from its second Mobile Marketing Index. Drawn from nearly 400 million user profiles and roughly 500 million events per day over the course Q3 2015, The Mobile Marketing Index takes an in-depth look at opt-in rates, user retention, goal achievement, opt-out and uninstalls, as well as the impact mobile has on email consumption.
In the webinar, you’ll learn:
-The average retention rate across 15 specific verticals after 30, 60 and 90 days
-Industry averages for opt-outs, uninstalls, and unsubscribes
-The impact mobile is having on email open rates and click-to-open rates
-How brands can use this benchmark data to optimize their mobile marketing strategies
Aruna Paramasivam, Media Math; Christopher Curtis, Connexity; Rebecca Stone, LiveRamp
In the digital marketplace, your customers are engaging with dozens of partners and hundreds of offers each day. Measuring behavior has always been a critical component of your marketing because it’s what lets you learn about the preferences of your customers.
When your customer data is onboarded with 3rd party partner data, you can open new possibilities and expand the size of your core audience.This knowledge can be your best tool for modeling a new target audience, but how do you apply attributes known about your core audience to your customer expansion strategies?
Sign up to hear experts from MediaMath, Connexity and LiveRamp speak about:
– How you can refine your data with 3rd party sources that produce meaningful segmentation
– How data sources, such as shopper intent data, enables more efficient and targeted campaigns
– Practical examples on how brands and agencies are actually leveraging new data sources to improve their campaigns
As the demand for content grows, marketers are faced with a huge challenge: how can you consistently more create high-quality content that the right people actually engage with, convert on and share? You can't do it alone. You need help.
Join this B2B Content Hacks session to learn why and how your company's advocates must be a critical component of your content marketing strategy, from ideation to creation to distribution.
Sure, you want to execute successful automated campaigns,
but relying on the batch-and-blast scenarios of the past won’t get you there.
In this session, we’ll cover cutting-edge best practices for campaign automation, from lead source scenarios through to the AQL: automation qualified lead. You’ll also learn how to set campaign progression steps to yield rich leads and trackable results – even when the call-to-action isn’t clicked.
Dave Katz, Sr. Dir of Data Hearst; John Wallace, CGO at MarketShare; Rebecca Stone, Marketing Dir at LiveRamp
Marketers have been effectively analyzing their own customer data and identifying similar buyer attributes offline for decades. Unfortunately customer data is often siloed or spread across dozens of applications, preventing marketers from leveraging insights that should be used to model the perfect new audience for digital campaigns, or to campaign performance against offline consumer sales.
When your data is connected insights can be shared across marketing applications and measured offline or online. Data from every marketing technology in your toolbox can finally be connected allowing you to continuously refine your campaigns. Sign up to join our next webinar where you’ll learn:
– About new strategies for audience modeling and practical tips for getting started
– Reach the perfect audience by connecting your customer data to digital marketing campaigns
– To forget about measuring campaign performance with vanity metrics like “reach” or “impressions”
– How to determine which digital campaigns are actually delivering measurable sales
What if you could boost email engagement by 10X? What would that do for your brand?
Most brands haven’t changed their email strategies to fit the rising expectations of the modern, mobile-first customer. The most successful marketers today are leveraging mobile behavioral data in critical ways to create email campaigns that achieve better results by enabling messages that are immediate, simple, and contextually relevant to each customer.
Join Kahuna’s Doug Roberge, Strategic Services Consultant, on Oct. 28 for the webinar, “From SPAM to BAM! Using Behavioral Data To Send Impactful Emails.”
In this webinar, you’ll learn:
- Five ways to use behavioral data to deliver personalized, real-time email campaigns that make an impact
- The role email plays in a cross-channel messaging strategy
- The key metrics modern email marketers must pay attention to
Please join us for From SPAM to BAM! Using Behavioral Data To Send Impactful Emails, on Oct. 28 at 10 a.m. PST, 1 p.m. EST. Even if you can’t attend live, registering ensures you’ll have on-demand access to the webinar materials. Register Today!
Mark Brier, Director of Referral and Upsell Marketing at RingCentral & Brian Chiosi, Marketing Systems Lead at RingCentral
You know how to automate campaigns with the best of them. But with the rise in companies turning to referral marketing, are you prepared to execute on this new demand generation channel? Mark Brier, Director of Referral and Upsell Marketing, and Brian Chiosi, Marketing Systems Lead, will walk you through RingCentral’s journey to create and automate referrals to become a key revenue generator for their business.
What you’ll learn:
• Why referral marketing is important for B2B companies
* Challenges of setting up an in-house referral program
• Multiple configurations RingCentral used as they matured with referral marketing
• What worked and what didn't throughout their referral growth
A case study on how Basware has combined content management, marketing automation and demand generation disciplines in the early stages of the buying cycle to increase engagement via personalised content, generate more quality leads and drive sales pipeline.
Adam Marchick, CEO, Kahuna; Jennifer Wise, Senior Analyst, Forrester Research
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
Fatemeh Khatibloo and Liz Witherspoon, Forrester research analysts
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
John Hurley, Director of Product Marketing, Radius
There are now a number of predictive marketing analytics tools that can help marketers better target prospects and run more effective marketing campaigns. But because it’s a new technology, there is also a lot of confusion: What is predictive analytics? What can I use it to do? How do I get started?
Join John Hurley, Director of Product Marketing at Radius, as he reveals the use cases and benefits of integrating predictive insights to improve the outcomes of your marketing activities.