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Not all B2B web visitors are created equally - How to target your Sweet Spot

Jason Hekl, Research Director of Demand Creation Strategies - SiriusDecisions and Greg Ott CMO - Demandbase
Jason Hekl, Research Director, Demand Creation Strategies of SiriusDecisions and Greg Ott CMO of Demandbase discuss the importance of optimizing your web experience for the visitors who represent future revenue- your Sweet Spot.

Hear case studies of organizations who have moved from “flying blind” to leveraging key firmographic data to drive their business decisions. Learn how to win at common B2B challenges, such as personalizing to your audience segments, addressing the home page real estate battle, and uncovering insights into strategic business opportunities.
In this session, learn how to:

-Personalize content to your audience segments
-Optimize conversion for your targeted accounts
-Accelerate ROI with an account based marketing approach
Jun 28 2012
62 mins
Not all B2B web visitors are created equally - How to target your Sweet Spot
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Demand Generation

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  • Early on expectations from B2B buyers in their journey set the stage for marketing and sales to work together. As leads flow in, an agreed-upon plan and process should be in place for lead identification, distribution and follow-up. This optimized plan and process can make a huge difference between smooth sailing or rough seas in the next steps of the journey for the marketing and sales teams and most importantly, the buyer.

    So, what does this process look like, and how can an optimized lead process affect not only the quality of the buyer's journey, but opportunity generation? Join Isaac Payne, Marketing Operations Specialist, and Ali Gooch, Sr. Sales Manager-both of Pardot, as they explore and give us tips on how we can get the most out of an optimized lead process.
  • BDB’s head of PR Alison Owen and guest speaker Fiona Steggles will talk through how to get the most out of every contact with the media. She will cover
    -How to prepare for a media interview
    -How to avoid answering tricky questions
    -How to turn every conversation with a journalist to best advantage
  • 65-90% of the buying process happens before you even know a prospect exists. Which means it’s critical for your marketing collateral to help prospects through the process on their own, particularly with video.

    If you join us at this webinar, you’ll learn:

    • The step-by-step process that today’s buyer follows before purchase and how video can promote movement through it.
    • The types of videos you can produce and where they’ll have the most impact in your buyers’ journey.
    • Ways to approach your own unique buyer’s journey and questions to answer before production.
    • A real-world example from Act-On of how one video is mapped to the buyer journey and what’s considered prior to production.
  • Join DemandGen for an exclusive “State of the Union” address on the Oracle Marketing Cloud from special guest Kevin Akeroyd, general manager and senior vice president for Oracle Marketing Cloud. Coinciding with Oracle’s first ever Modern Marketing Experience (taking place the following week in Las Vegas), David will ask Kevin to share his insights on what attendees can expect at the show -- including the future of Eloqua and Responsys, Oracle’s flagship B2B and B2C marketing automation systems.
  • Modern buyers are self-educating on purchase decisions at every stage of the sales funnel. However, many lead generation professionals reserve the most engaging content formats for specific stages – a strategy misstep that fails to encourage prospects to move to the next stage. Webinars and videos can be used to engage prospects in all phases of the lead generation process, allowing marketers to better qualify leads and pass them to sales teams with more confidence.

    In this webinar Frost & Sullivan will discuss:

    •What moderns buyers expect from lead generation content
    •When to use webinars and videos in the sales funnel
    •Tailoring the message to fit each stage of the sales cycle
  • Predictive analytics is old news in the B2C world with companies like Amazon driving as much as 35% of revenues through their recommendation engine. But over the past year, B2B companies have been adopting this powerful technology to better understand purchase propensity and focus their resources on the highest converting leads, most effective campaigns and best customer expansion opportunities.

    Learn about the most common uses of predictive scoring to prioritize leads for sales and hear how three Lattice customers creatively put their predictive scores to use to increase conversion and campaign performance rates.
  • Analytics are key to making your company agile, and to making better market, customer, and competitive decisions. An analytics center of excellence provides the company with valuable insights, protects privacy and brand reputation, and guides the prioritization and selection of opportunities for greatest growth. Join Laura Patterson in a discussion about:

    · How an Analytics Center of Excellence make a difference to the company, customers, marketing

    · What is an Analytics Center of Excellence, establishing its purpose, and creating the vision

    · The key functions and capabilities needed

    · The journey’s key stages, associated challenges, and what do you need to do to get to the next step

    · What metrics you should select to measure the value and impact of an Analytics Center of Excellence
  • Marketers often say that they want to be more metrics-driven or that they want to be able to show marketing’s value. In this session we will discuss the ways you can collect the metrics that prove the value of marketing, so you can regularly review and take action on the data. We will also cover the value of benchmarking in order to refine your processes and improve the effectiveness of your marketing efforts.
  • With the economy emerging from recession and businesses looking for new opportunities to reach, engage and attract new and profitable audiences, it is no wonder that talk of “going global” is spreading. According to the CMO Council’s own “State of Marketing” study, 86 percent of senior marketing leaders are looking at global markets thanks to new market sizes and opportunities. And the majority (48 percent) also believe that presenting a strong story via optimized digital channels is the best path to success.

    Despite the opportunities that new global markets present, there are also significant challenges and pitfalls that marketers must avoid to ensure that a relevant, contextual and robust customer experience is actually being delivered in a way these new global audiences understand and value. This is not just a conversation about how to translate a website. In fact, this is often where so many globalization strategies fail. This is a call to turn great digital experiences into globally relevant engagements, regardless of where customers live or what language they speak.

    Join the CMO Council for an in-depth discussion into the new mandates to reach and engage the digital global customer. Experts from Lionbridge, Esri and ISITE will share their perspectives on where and how new strategies must be outlined to address the complexities of staging globally relevant conversations in the new digital world, regardless of whether this new customer is across the ocean or just across the street.

    Some key issues to be discussed in this interactive webcast will include:

    •The new expectations of the global customer—and a call for relevance across all channels
    •The complexities of language, content and engagement
    •The impact of globalization on the bottom line: Are real-time experiences making real advancements in profitability and loyalty?
  • Modern professionals are more connected than ever. This connectivity enables them to source business solutions and grow their careers across a variety of digital channels. The challenge for B2B marketers wanting to connect with these professionals is identifying the channels where their buyers are the most engaged.

    One of these channels is BrightTALK. Millions of professionals and businesses use BrightTALK to connect, learn and grow through shared knowledge and insights. And according to Frost & Sullivan, these professionals are among the most engaged buyers out there. In this in-depth session we'll discuss how BrightTALK helps customers:

    - Include rich media and online events in their content marketing mix
    - Accelerate lead generation with a strategic mix of paid BrightTALK programs
    - Get warm leads who engage with relevant content mapped to the sales funnel
    - Qualify and convert leads more effectively into loyal customers
  • Channel
  • Channel profile
  • Advertising to Buying Signals with Demandbase B2B Retargeting Recorded: Dec 3 2013 50 mins
    Nick Alesandro, Director of Product Management; Louis Moynihan, Business Development Director; Rachel Balik, Moderator
    For B2B companies, it’s far more powerful to reach multiple stakeholders at specific companies than anonymous individuals with the “right” profiles and titles. Unfortunately, current B2C ad technology lacks the ability to target prospects in way that drives revenue in a clear, measurable way for B2B companies. This technology disparity is particularly evident with retargeting, which serves ads to visitors who have previously engaged with your brand online.

    However, B2B companies had no choice but “borrow” B2C tech – until now with Demandbase B2B Retargeting. It’s the first, ground-breaking technology designed to help business marketers connect their ad investments to revenue.

    Our “Advertising to Buying Signals with Demandbase B2B Retargeting” webinar will offer insights on why retargeting is so critical to your B2B advertising programs, and share how Demandbase B2B Retargeting helps businesses deliver targeted ads to prospects demonstrating buying intent.

    You’ll learn:
    •Why B2C tech is a mismatch in the B2B world
    •The benefits of integrating Demandbase B2B Retargeting into your advertising programs
    •How to execute, measure and optimize Demandbase B2B Retargeting successfully
  • Favorite B2B Analytic Reports and Insights Recorded: Nov 7 2013 44 mins
    Moderated by Adam Greco, Sr. Partner at Web Analytics Demystified
    Join Adam Greco, Sr. Partner at Web Analytics Demystified, and author of Adobe SiteCatalyst - The Adobe SiteCatalyst Handbook as he speaks with Demandbase customers about their favorite B2B analytic reports. They’ll describe how they have each optimized their existing web analytics package with Demandbase and share best practices for implementing a B2B solution that drives marketing performance.

    Register now to learn:
    • What metrics are important to top B2B companies
    • How to understand your B2B analytics and how make them actionable
    • What you should be measuring differently in B2B vs. B2C
    • How to understand site behavior by target segments
  • Marketing's Next Move: Live Engagement Recorded: Oct 15 2013 13 mins
    Scott Benedetti, The Pedowitz Group, David Lieberman, Demandbase, John Janetos, Liveperson
    Hosted by the experts at The Pedowitz Group, learn how live engagement through chat, enhanced by real-time ID of companies as they visit your website can help you engage in a relevant way with target accounts and customers, converting those visits into revenue. This session will feature a case study featuring Adobe, and how they saw a 300% increase in conversions through the implementation of chat, through integrated technologies from Demandbase and Liveperson.
  • Demandbase Target Account Marketing Recorded: Sep 16 2013 2 mins
    Demandbase
    Is your Marketing Mass Backwards? Move away from marketing to the masses and target the companies most likely to become revenue with Target Account Marketing.
  • The New Connected Conversation Recorded: Jul 10 2013 58 mins
    Meagen Eisenberg (DocuSign, Inc.), Allison Metcalfe (Demandbase), and Liz Miller (CMO Council)
    How are you Tying and Tracking Engagements and Experiences Across the Buyer 2.0 Journey?

    SiriusDecisions estimates that the buyer's journey is 70 percent complete by the time a salesperson is contacted -- and a recent CMO Council study of B2B buyers indicates that 87 percent of buyers believe that online content impacts their buyer journey from vendor selection and purchase decisions. In spite of this growing shift to online, most B2Bs organizations have been slow in reacting to the changes with their prospects' purchasing activity, particularly the engagement with their company website during the evaluation process.

    Yet, some marketers are looking at this rise in "Buyer 2.0" behavior as a problem to be solved rather than an opportunity to be embraced. Join the CMO Council as we delve into the opportunities gained by bringing relevance, precision and personalization across critical digital touch-points, connecting conversations to meet the expectations of today’s connected customer. We will be hearing from Meagen Eisenberg, VP of Demand Generation at DocuSign, who will be sharing how the world’s leading electronic signature solution has more effectively connected with customers, delivering highly personalized experiences in real-time, and exactly where customers are consuming content to shape their buying journey.

    We will also be joined by a leading thought leader in account-based marketing, Allison Metcalfe of Demandbase, who will share insights into the shifts and requirements of the new “Buyer 2.0”, including the new behaviors that boost the criticality of adopting a more targeted and relevant approach to connected engagements.
  • Buyer 2.0 - Today's B2B Buyer Recorded: Jun 28 2013 2 mins
    Demandbase
    Buyer 2.0 is the informed customer. They spend most of their buying process independently searching for and accessing information to learn more about the potential impact of their priorities and how to best go about addressing them. For B2B vendors to successfully attract and engage these buyers, new approaches, thinking and technology must be applied.
  • The Value of Visitor Identification: Selling to Buyer 2.0 in the Information Age Recorded: Feb 28 2013 41 mins
    Jason Stewart, Director of Marketing, Demandbase
    Recent research from Google has indicated that buyers are generally at least 60% through the sales process before identifying themselves to a seller. How do you best identify, engage, and influence the buyer you cannot see? Which website visitors are most likely to become customers? The self-guided tactics of "Buyer 2.0" have many B2B marketing and sales organizations on their heels … but the reality is that the evolved buying cycle should be welcomed as an opportunity to retire the resource-intensive, hit-or-miss sales and marketing models of old and replace them with the proactive, precision-guided engagement efforts which the new B2B buyer is looking for today.
  • The Account-Based Approach: What Marketing Can Learn From Sales Recorded: Jan 30 2013 54 mins
    Jason Stewart, Director of Marketing, Demandbase ; Amy Holtzman, Senior Marketing Manager, Demandbase
    According to research collected by B2B analyst firm SiriusDecisions, leads sourced by sales typically outperform those coming from other sources. In other words, leads sourced by sales are more likely to become revenue. This is not good news for sales managers, however, as prospecting is not how they want their top sales performers to spend their time. But how do they approach the prospecting process? How is it different than the ways marketers generate leads, and is there anything that we can do to increase the percentages of marketing sourced leads moving through the sales funnel?
  • How Demandbase Uses Demandbase Recorded: Dec 20 2012 47 mins
    Jason Stewart, Director of Marketing, Demandbase & Alina Oenning, Senior Director of Product Marketing, Demandbase
    Hear how Demandbase applies real-time ID to account-based marketing.

    Register now to join our discussion on:
    -How to drive sales with a focus on marketing to your “sweet spot”
    -Extending account-based marketing and account segmentation beyond email and into your website and content strategy
    -Making it all work by combining your existing content assets, website, CRM, MAS or Live Chat
    -Actionable ways to think big, start small, and move fast to incrementally improve web conversions of your highest value prospects.
  • Direction of B2B Marketing Automation for 2013, What's Next? Recorded: Dec 13 2012 49 mins
    Heidi Melin, Eloqua; Jon Miller, Marketo; Adam Blitzer, ExactTarget and Greg Ott, Demandbase
    Join industry leaders from the top Marketing Automation organizations on the future of marketing automation for 2013! Marketing automation professionals bill themselves as the most progressive marketers in the world, so drawing direction from these professionals will give insight to what is next for progressive marketers. CMO of Demandbase Greg Ott, will moderate the discussion helping frame the direction for the processes, technology and people we will see in the coming year. Also discussed will be challenges and opportunities organizations will see in taking their marketing operations to the next level.

    Greg Ott, CMO Demandbase (moderator)
    Responsible for Marketing and Product strategy and execution, Greg brings experience from both large corporations and startups in B2B and B2C. Before joining Demandbase, Greg was in leadership roles at Classmates.com. Global Marketing at Ask.com, Xoom.com, RealNames Inc., and Procter & Gamble.

    Heidi Melin, CMO Eloqua
    Heidi is the Chief Marketing Officer of Eloqua, a leader in Marketing-Automation She has also led many of Silicon Valley's most respected technology brands. Ms. Melin led marketing and demand generation efforts at several successful businesses throughout the Bay Area, including Oracle, Polycom and Taleo.

    Adam Blitzer, VP of B2B Marketing Automation at ExactTarget
    Adam is responsible for product management, marketing, and operations. He is a frequent speaker at industry events such as Dreamforce, SugarCon, and American Marketing Association panels. In 2011 Adam was named to BtoB Magazine’s annual Who’s Who list.

    Jon Miller, VP Marketing Content and Strategy Marketo
    Jon leads strategy and execution for all aspects of Marketo’s thought leadership and content marketing programs. In 2010, The CMO Institute named Jon a Top 10 CMO for companies under $250 million revenue. Jon holds a bachelor’s degree in physics from Harvard College and has an MBA from the Stanford Graduate School of Business.
  • The Art and Science of Building the Perfect Named Account List Recorded: Aug 21 2012 35 mins
    Jennifer Pockell-Wilson, VP Marketing & Demand Operations at Demandbase
    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.
  • Expert Panel: Account-Based Lead Management and Nurturing Strategies Recorded: Aug 21 2012 49 mins
    Matt Heinz, Carlos Hidalgo, Adam Needles; Moderated by Jason Stewart, Demandbase
    Marketing automation systems focus on driving prospects through the marketing funnel in order to identify the qualified individuals that are ready to talk to a salesperson. There are more subtle indicators of interest at the account level, however. Buying signals across multiple contacts that fly beneath the radar when considered individually, and that could be missed altogether if you don’t know what to look for.

    Lead management and marketing automation thought leaders Adam Needles, Carlos Hidalgo and Matt Heinz discuss incorporating Account-Based selling strategies into B2B lead management and nurture campaigns in this panel discussion moderated by Jason Stewart.
  • Creating Content for the Accounts that Matter Recorded: Aug 21 2012 45 mins
    Robert Rose, Author of Managing Content Marketing
    Crafting content for the B2B marketplace is a challenging proposition. Long sales cycles, and multiple decision makers mean that the buyer's journey can be frustratingly complex. Creating content that resonates and engages both influencers and buyers at the accounts we value most should be relevant, personal and, most importantly, influential to his or her journey. Meanwhile, B2B websites are still cluttered with generic, "one-size fits all" content designed to convert the generic "buyer persona." What happens when you move to a focused, quality-first personal engagement strategy? What happens if you spend the time to fully engage at the top of the funnel, rather than at some generic "sales handoff" stage. Join Robert Rose, as he discusses the best practices of putting your best content in front of the people at the accounts that matter most.

    About the speaker:
    Robert Rose, author of Managing Content Marketing, is the Chief Troublemaker at Big Blue Moose and is a strategist in residence for the Content Marketing Institute. Robert is responsible for innovating creative and technical content marketing strategies for a variety of clients at Big Blue Moose, including AT&T and musician Dwight Yoakam.
  • Ignite the Pipeline! Personalized, Integrated Communications Drive Revenue Recorded: Aug 21 2012 44 mins
    Lauren Goldstein / VP Strategic Planning / Babcock & Jenkins
    Driving engagement with sophisticated B2B buyers requires an deep understanding of their business needs and challenges. In this presentation, you'll see a proven approach to buyer-centric marketing. The outcome - personalized, relevant and integrated communications that drive engagement and revenue.

    About Lauren Goldstein:

    Leveraging more than 16 years of sales and strategic leadership in direct marketing, Lauren has been at the core of Babcock & Jenkins’ success for nearly 14 years. She has achieved business objectives with campaign results for companies including LinkedIn, Microsoft, Intel, HP, Adobe, Jive Software, Symantec, Getty Images, NetApp, Sterling Commerce and Starbucks.
  • Analyze and Optimize your Web Experience for your Sweet Spot Recorded: Jul 31 2012 45 mins
    Ted McDonald- Verisign, Adam Greco - Web Analytics Demystified, Inc.
    Demandbase Customer Ted McDonald of Verisign and Adam Greco of Web Analytics Demystified, discuss how to optimize your web experience for the visitors who represent future revenue – your Sweet Spot.

    The power of personalizing your web experience for your target accounts and Identifying business opportunities that you are missing out on with visibility into your visitors company data.

    -Provide richer offers to your prospects on customers by segmenting by account data
    -Insight into your current web traffic by industry and company size
    -Give your sales team insight into their named account who are engaging in key content
  • Not all B2B web visitors are created equally - How to target your Sweet Spot Recorded: Jun 28 2012 62 mins
    Jason Hekl, Research Director of Demand Creation Strategies - SiriusDecisions and Greg Ott CMO - Demandbase
    Jason Hekl, Research Director, Demand Creation Strategies of SiriusDecisions and Greg Ott CMO of Demandbase discuss the importance of optimizing your web experience for the visitors who represent future revenue- your Sweet Spot.

    Hear case studies of organizations who have moved from “flying blind” to leveraging key firmographic data to drive their business decisions. Learn how to win at common B2B challenges, such as personalizing to your audience segments, addressing the home page real estate battle, and uncovering insights into strategic business opportunities.
    In this session, learn how to:

    -Personalize content to your audience segments
    -Optimize conversion for your targeted accounts
    -Accelerate ROI with an account based marketing approach
  • The Rearchitected SiriusDecisions Demand Waterfall Examined - Panel Discussion Recorded: Jun 19 2012 67 mins
    Doug Sechrist, Jennifer Pockell-Wilson, Dave Lewis
    Join Demand Generation industry leaders to discuss the new SiriusDecisions Demand Waterfall. Just unveiled at the recent SiriusDecisions Summit in May, the latest evolution of the Demand Waterfall's re-architecture was released, to incrementally improve insight and effectiveness of the current model. But what impact will this have on organizations? 

Hear from industry leaders on their key takeaways and strengths and challenges of the new model.

    •The increase in market focus on inbound marketing and how it will effect inquiries
    •The new AQL (Automation Qualified Lead) and TAL (Teleprospecting Accepted Lead) up leveling the role of teleprospecting
    •The "route around" taking into account non-marketing sources leads and how this will impact marketing and sales alignment

    Panelists include: Doug Sechrist - VP of Demand Marketing Eloqua, Jennifer Pockell-Wilson - VP of Marketing Demandbase, Dave Lewis - DemandGen
Real-time targeting and personalization platform for B2B
Demandbase integrates with other sales and marketing technologies to deliver unique intelligence about web visitors, and better attract, convert and retain the right customers. Enterprise leaders and high-growth companies alike use Demandbase to drive better marketing performance.

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  • Title: Not all B2B web visitors are created equally - How to target your Sweet Spot
  • Live at: Jun 28 2012 5:00 pm
  • Presented by: Jason Hekl, Research Director of Demand Creation Strategies - SiriusDecisions and Greg Ott CMO - Demandbase
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