Name: Beyond Demographics: The art of building actionable marketing personas
Start: 2023-08-16T11:00:00Z
End: 2023-08-16T11:00:58.000Z
Location: BrightTALK
Rating: 4.8

Learn the latest developments and best practices to get better results from today's marketing and e-commerce opportunities. Our webinars provide actionable marketing advice you can apply to your business straightaway.

Our channel is hosted by bestselling marketing author and co-founder of Smart Insights, Dr. Dave Chaffey, and digital content marketer Amelia Cooper, Head of Content at Smart Insights.

Ready to take your campaigns to the next level?
Join this short, practical session to discover how our 7-Step Guide to Marketing Campaign Planning can help you plan and deliver campaigns that drive real results.
I’ll walk you through each stage of the framework, sharing key insights and tips to help you launch new products, run effective promotions, and boost engagement all with a clear, proven structure for success.

Marketing Campaign Planning - 7-Step Guide to success

In today’s fast-moving digital landscape, marketers face a daunting challenge: there are now over 15,000 MarTech solutions on the market, making it increasingly difficult to choose the right tools. Without a clear framework, it’s easy to invest in technology that doesn’t align with your marketing goals, leading to wasted spend, fragmented processes, and missed opportunities for growth.

Using the proven RACE Framework and Smart Insights' MarTech Essential Tools Wheel, Smart Insights’ Head of Content, Amelia, and Head of Customer Success, Claudine, will guide you through how to select and apply the right tools for your marketing strategy, ensuring your technology investments deliver measurable results across the full customer journey. 

You’ll learn how to evaluate MarTech tools through the lenses of strategy, integration, usability, and ROI, before exploring how different solutions map across the four stages of RACE: Reach, Act, Convert, and Engage. To bring this to life, we’ll walk through two fictitious case studies (B2B and B2C) that illustrate how common marketing challenges can be addressed with the right MarTech choices. These examples showcase how to apply tools strategically across the funnel, from improving lead nurturing and integration to boosting retention, loyalty, and compliance. 

We'll also talk through our popular MarTech essential tools wheel and how you can use it to future-proof your marketing, considering long-term governance implications. 

In this webinar you'll learn:
- How to evaluate new MarTech tools using four universal criteria: strategy, integration, usability, and ROI. 
- Which types of tools align best with each stage of the RACE Framework: Reach, Act, Convert, and Engage.
- How fictitious B2B and B2C case studies demonstrate practical solutions to funnel-wide challenges.
- A step-by-step checklist for building a future-ready MarTech stack.
- Common pitfalls to avoid when selecting and implementing new tools.

From Reach to Engage: building a future-proof MarTech stack using RACE

Join Smart Insights’ Head of Content, Amelia Cooper, and Head of Customer Success, Claudine Edgcumbe, for a mid-year strategy check-in to help you assess what’s working, refocus your efforts, and optimize your digital marketing for the rest of the year.

In this session you will:
- Learn how key mid-year marketing trends could impact your strategy and how to respond effectively
- Gain clarity on core marketing fundamentals so you can reset and refocus your strategy
- Discover how to use the RACE Framework to build a more agile, structured, and results-driven strategy
- Understand how to run a SWOT and TOWS analysis and why it’s essential for identifying strategic priorities. Amelia will talk through two detailed completed examples (B2B and B2C)
- Learn how Smart Insights’ tools and resources can help you better plan, execute, and optimize your marketing

Your mid-year digital strategy check-in: what’s working, what’s next?

In 2025, some businesses will continue to reap the opportunities of AI, while other will fall further behind. We say this since our recent research with Technology for Marketing showed that fewer than 50% of businesses are exploiting AI in their marketing and less than 20% are using a strategic approach to AI based on a playbook or governance policy. 

In this webinar, presented by Smart Insights co-founder Dr. Dave Chaffey and Matt McGillicuddy, Head of Growth for our content partner Infinity, we will review the latest trends of AI adoption for marketing focusing on using AI to boost lead generation and conversion. They will recommend 5 key actions to improve your use of AI.

Dave and Matt will explain: 
> How to use a more strategic approach to integrate AI into your marketing and lead generation activities
> How to audit AI use and opportunities for lead generation and broader marketing communications
> How best to introduce Generative AI such as ChatGPT into your workflows
> How AI can fill the attribution gap to improve data quality to improve results
> How to prioritize implementation of AI activities across the RACE customer lifecycle

Matt will show examples of how businesses adopting AI for lead management are generating large increments in their results through using an AI-supported feedback loop for call analytics.

Join us to learn the latest trends and best practices in using AI to compete by improving lead generation.

Transforming Lead Generation with AI:  Key actions for 2025

Available to watch live or on demand at any time, this webinar provides an in-depth introduction to the RACE Planning Framework, developed by Smart Insights. Designed to help marketers plan, manage, and optimize their marketing activities across the customer lifecycle, the session will guide participants on applying this framework to create a cohesive and results-driven digital marketing strategy. With a focus on planning for 2025, attendees will gain actionable insights to future-proof their campaigns and achieve their goals in the year ahead.

Planning & Preparing your 2025 Digital Marketing Strategy with the RACE Framework

Benjamin Franklin said, “By failing to prepare, you are preparing to fail”. Wise words for many aspects of life, but his words seem particularly poignant when we think about marketing planning. The trouble is, with so many types of plans, how do we know which is the right one? And then how do we create and action a strategy to help us meet our goals?

In this webinar, Amelia Mayes - Head of Content at Smart Insights - unpacks the various types of marketing plans available and how to create an actionable strategy. 

In this session you'll learn:
- The many different types of marketing plans and their differences
- How to choose and structure the right plan for you
- How to integrate different types of plans
- How to create your first 90-day plan

She will also share some useful Smart Insights' resources to help you at each stage of your planning.

There will be time at the end of the session for questions.

How to use and structure different types of marketing plans

Join Lenox Powell, Content Director at Semrush, as she spotlights learnings and insights from Semrush’s annual publication, the State of Content Marketing 2022 Global Report. 

With 1,500 marketers surveyed, 9 content experts interviewed, and more than 500K articles analyzed, the report unveils useful takeaways for content marketers to implement in 2022 and beyond.

- Get the top search results for the term “content marketing”
- See what new questions people are asking about content marketing 
- Learn what industry experts believe are the top content marketing trends for 2022 and beyond
- Ideas for how to weave these insights into your content

The State of Content Marketing 2022

In 2022 business owners are facing an array of challenges. With changes and updates to digital tactics regularly occurring outside of our control, it has never been more important to be adaptable in order to grow your business. 

In this session, learn how you can use our unique RACE planning framework to optimize your digital marketing strategy and win and retain more customers. 

We’ll also share how our range of e-learning courses and templates can transform your marketing skills and help you and your team stay up to date with the dynamic marketing industry.

Be adaptable: Optimize your business strategy for growth in a challenging market

Brand Love is back for 2022! This year, we’ve teamed up with Hootsuite, to refine our Brand Love Index, and whittle down over 1,500 global brands to find the 10 most loved brands in the UK.

Marketers are finally recognising the importance of building brand love. In fact, all the most loved brands grow nearly 3 times faster than the industry average and that's not all. Those brands also benefit from more consumer advocacy and loyalty and are more likely to successfully charge price premium. So how did they get here? One thing was sure after analysing over 2.6 Billion consumer conversations, social media and sustainability are not to be messed with if you want to join the most loved brands club.

Find out what it takes to become a love brand in our upcoming webinar where we reveal the UK's top 10 most loved brands and discuss why being a loved brands actually matters.

- How to monitor your brand love by measuring Trust, Passion, and CSAT scores.
- Why social is crucial in closing the consumer closeness gap.
- How to employ a social strategy to become a loved brand.
- How to leverage data to understand your audience, tailor messaging, and deliver impactful campaigns.

Brand Love 2022 - How to become a loved brand

In the digital world, our relationship with devices is crucial. For marketers, understanding and optimizing technology utilization is key.

- Understand the role of digital wellbeing within the digital workplace 
- Gain insights into tech onboarding and adoption
- Learn about feature centralization, through the lens of Website Intelligence 
- Access a 10-Step Checklist to improve your and your team’s digital wellbeing

Marketing & Digital Wellbeing: is there too much technology?

In an ever-changing, saturated, and competitive digital landscape, how can we ensure we stay informed of industry changes and perform to the best of our ability? 

This session covers the importance of continued professional development and how you can stay ahead of marketing curveballs using our range of e-learning courses and templates - covering topics from Social Media Marketing to Google Analytics and Digital Experience - to improve your work performance and elevate your career prospects.

How to be a Standout Marketer: Grow your skills and progress your career

In this talk, Adam will discuss how to nurture leads through best-practice lead-nurturing tactics. 

The strategies discussed in this session are completely adaptable to your brand, providing a framework to build out your campaigns into a successful nurturing strategy. 

Learn what to say, when to say it and who to say it to!

Nature vs Nurture: Nurturing cold leads into your customers of tomorrow

Dive deep into Google’s organic ecosystem & learn how it really works.

Explore what Google is looking for, how Search has changed, the current Google results page landscape, and upcoming changes.

Webinar benefits:
- Learn what kind of content Google is looking for & where opportunity exists
- Understand how to future-proof your site and its content 
- Get prepared for the future of Google Search

Presenter - Mordy Oberstein, Semrush

Mordy is the Head of Communications at Semrush. A member of Wix’s SEO Advisory Board, Mordy also sits behind the mic as both the host of and a contributor to multiple SEO podcasts. He’s also one of the organizers of #SEOchat and a popular industry author writing for Search Engine Land, Search Engine Journal, and more.

Where do we stand with Search in 2022?

How AI can help modern marketing teams tackle challenges in 2022 and reach their email marketing goals.

During this webinar, you will find out more about AI use cases to make your brand’s email marketing program bulletproof.

Webinar benefits:
- Challenges for marketers in 2022 from macroeconomic circumstances to privacy updates
- Most common AI use cases in email marketing such as CLV prediction, content recommendations, and customer journey optimization
- Case studies and AI trends in email marketing
- How to get started with AI in your email marketing program

Presenter - Faruk Aydin, Inbox Suite

With over a decade's experience in B2B and SaaS business, Faruk helps marketers stimulate business growth and increase revenues. He has worked with hundreds of US and European brands from various industries such as e-commerce, retail, financial services, and publishing. Faruk has specialised in email marketing with a particular interest in AI.

AI use cases in email marketing to consider in 2022

Discover easy techniques you can use to generate and capture more traffic to boost sign ups & ROI.

Marketers are missing out on huge amounts of data and subsequent ROI in their current data capture strategy. Save money on lead generation and focus on your current channels running more efficiently!

Webinar benefits:
- Learn advanced data capture techniques explained in detail 
- Discover the cutting-edge martech you can use to implement next-gen forms
- Implement advanced dynamic data to capture data without the need for any details
- Master the perfect landing page with advanced personalisation 

Presenter - Adam Oldfield, Force 24

CEO and Founder of Marketing Automation platform, Force24, Adam’s somewhat of a pioneer of automation having set the company up in 2010. With 20+ years in the industry it goes without saying, what he doesn’t know about marketing isn’t worth knowing!

The Secret Formula to Effective Data Capture

Discover the key trends for successful businesses in 2022 

Join Komal Helyer, VP Marketing @Pure360 & Chair DMA Email Council as she takes you through the changing consumer landscape and innovations in the digital landscape  to uncover key marketing trends you can't afford to miss in 2022

In this webinar you'll learn:
- How consumer needs are evolving
- The innovations in digital technology 
- How marketers must adapt
- Key strategies and tactics you can implement

Presenter - Komal Helyer, Pure 360

Award winning Komal has over 20 years experience in email and digital marketing. VP Marketing at Pure360, Komal leads the Go-to-Market, Retention and Brand strategies at Pure360. A passionate email marketer, Komal is also Chair of the DMA Email Council. As a key industry thought leader and events speaker, Komal is also a sub Editor @ The Modern Retail and writes for many other publications.  Komal's passion to support greater diversity in the workplace is the driving force behind her commitment to mentoring individuals in the industry, she is also a Mentor @The Girls Network. She has been nominated for many awards and was proud to win Corporate Woman of the Year '19 at the Business Woman's Excellence Awards and to be awarded a Top 50 CX Star accolade in 2021.

Email Marketing Automation & Personalisation Trends 2022

The modern-day marketer is spread thin, there are no two ways about it. This webinar looks at exactly how marketing teams can harness the power of marketing automation to liberate themselves and do more – in less time.

Webinar benefits
- How to build a high-performing email in less than 5 minutes.
- Measuring your campaign success (the correct way) in minutes!
- The secret to a 35% increase on email conversions
- Learn how data capture & segmentation is the key to a skyrocket in engagement
- Building campaigns that can run autonomously for months!

Delivered by Adam Oldfield, CEO and Founder of Marketing Automation platform, Force24, Adam’s somewhat of a pioneer of automation having set the company up in 2010. With 20+ years in the industry it goes without saying, what he doesn’t know about marketing isn’t worth knowing!

How To Save Time And Become A More Effective Marketer

Personas are a popular marketing tool which can help us understand our core target audiences and improve the effectiveness of communications with them.

Often, we find personas contain just a ‘thumbnail’ of user demographics. While these are useful for a shared understanding of key audiences within a business and to help towards consistency of communications, they do not provide you with opportunities to really target intent. We believe more actionable personas are essential to inform today’s complex marketing communications. 

However, we know it can be difficult to know where to start and what to include...

In this webinar, Amelia Cooper - Head of Content at Smart Insights - will share the three core elements you need to create an effective persona, tips and tricks to improve the quality of your personas, and advice on how to incorporate them into your marketing strategy. 

After this webinar, you will:
> Understand what a persona is and the value they can bring to marketing
> Recognize the 3 key elements you need to include to create an effective persona
> Be able to quality-test your personas
> Know how to apply personas to your marketing strategy

She will also share some useful Smart Insights' resources to help you at each stage of your persona creation.

There will be time at the end of the session for questions.

Beyond Demographics: The art of building actionable marketing personas

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Beyond Demographics: The art of building actionable marketing personas

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Smart Insights Digital Marketing Strategies