As 2017 draws to a close, we as marketers are developing strategies and tactics to continue to wow our customers in 2018. To help you get ahead, we've compiled a list from the team at Marketo on what they think is important to focus on in the coming year.
Convergence of PR and Content Marketing Kenneth Lim
This deck was first presented at a Webinar organised by Meltwater, and it basically explores the rise of content marketing, and describes in detail using case study and examples of how PR and Content Marketers should work closely as a team to repurpose each other's work to achieve the common goal of driving conversions.
Top 10 Strategies for Post-Pandemic Hospitality MarketingMilestone Inc
Travel demand has started its rebound, and already STR is projecting many US destinations are within 10% of their 2019 demand levels. Travelers are taking vacations, but are you getting them in the door? Now is the time to plan your digital marketing strategy so your hotel doesn’t miss out on this pent-up demand.
Our experts share trends, tips, and strategies to help you create a marketing plan now so you see a successful 2022.
The State of Engagement in Marketing Today- European ViewMarketo
In this era of the Engagement Economy, where everyone and everything is connected, consumer expectations have changed dramatically. How are European marketers faring in making consumers feel wanted, understood, and connected to their brand? Scroll through this deck to find out!
What are some of the changes content marketers are likely to encounter over the next 12 months and beyond? Find out what dozens of experts see on the horizon in Content Marketing Institute's 11th annual e-book of content marketing predictions.
Compiled by Kurio & thenetworkone
The contributing experts and agencies are (in an alphabetical order): Dawid Każmierczak, Social & PR Director, 180heartbeats + JUNG v MATT; Josh Hood, Social Media Strategist & Simon Walton, Social Brand Lead, Above+Beyond; Kevin Fernandez, Social Media Manager, Adolescent; Theresa Myrill, Vice President, Social Media, Barkley; Kei Obusan, Head of Insights & Innovation, Circus Social; Victoria Gates-Fleming, Senior Director, Digital Strategy, Day One Agency; Michele Polico, Chief Innovation Officer, Different; Joshua Tabansi, Creative Director, EnterFive & Product Director, Versus LLC; James Hebbert, Managing Director, Hylink UK; Oana Oprea, Digital Creative Planner, Jazz Communications; Danny Pinch, Executive Creative Director, King James Group; Babs Watson, Director of Brand and Content & Erin Dodds, Senior Account Manager, Launch; Felix Willikonsky, Executive Director, Digital Strategy, PIABO; Friday O’Flaherty, Managing Partner, Osaka Labs; Aziz Musa, CEO, Sudan Digital & Chairman, AMC Group; Sean Bell, Head of Digital, Zulu Alpha Kilo.
Convergence of PR and Content Marketing Kenneth Lim
This deck was first presented at a Webinar organised by Meltwater, and it basically explores the rise of content marketing, and describes in detail using case study and examples of how PR and Content Marketers should work closely as a team to repurpose each other's work to achieve the common goal of driving conversions.
Top 10 Strategies for Post-Pandemic Hospitality MarketingMilestone Inc
Travel demand has started its rebound, and already STR is projecting many US destinations are within 10% of their 2019 demand levels. Travelers are taking vacations, but are you getting them in the door? Now is the time to plan your digital marketing strategy so your hotel doesn’t miss out on this pent-up demand.
Our experts share trends, tips, and strategies to help you create a marketing plan now so you see a successful 2022.
The State of Engagement in Marketing Today- European ViewMarketo
In this era of the Engagement Economy, where everyone and everything is connected, consumer expectations have changed dramatically. How are European marketers faring in making consumers feel wanted, understood, and connected to their brand? Scroll through this deck to find out!
What are some of the changes content marketers are likely to encounter over the next 12 months and beyond? Find out what dozens of experts see on the horizon in Content Marketing Institute's 11th annual e-book of content marketing predictions.
Compiled by Kurio & thenetworkone
The contributing experts and agencies are (in an alphabetical order): Dawid Każmierczak, Social & PR Director, 180heartbeats + JUNG v MATT; Josh Hood, Social Media Strategist & Simon Walton, Social Brand Lead, Above+Beyond; Kevin Fernandez, Social Media Manager, Adolescent; Theresa Myrill, Vice President, Social Media, Barkley; Kei Obusan, Head of Insights & Innovation, Circus Social; Victoria Gates-Fleming, Senior Director, Digital Strategy, Day One Agency; Michele Polico, Chief Innovation Officer, Different; Joshua Tabansi, Creative Director, EnterFive & Product Director, Versus LLC; James Hebbert, Managing Director, Hylink UK; Oana Oprea, Digital Creative Planner, Jazz Communications; Danny Pinch, Executive Creative Director, King James Group; Babs Watson, Director of Brand and Content & Erin Dodds, Senior Account Manager, Launch; Felix Willikonsky, Executive Director, Digital Strategy, PIABO; Friday O’Flaherty, Managing Partner, Osaka Labs; Aziz Musa, CEO, Sudan Digital & Chairman, AMC Group; Sean Bell, Head of Digital, Zulu Alpha Kilo.
Ten years after the term ‘Big Data’ infiltrated the world of marketing, why is it still complex to embed it in the decision-making process? In this webinar, we delve into exploiting data and analytics in favor of your business.
The presentation will pave the way to offering some detailed insights into content personalization across channels and how a marketing strategy should be digressed by interrogating your present-day data and algorithmic changes. It also throws light into the importance of building real-life and data-driven personas specific to your target groups along with present-day dynamic content personalization waves that amplify both sales and marketing. It ends with covering a significant aspect of the upcoming disruptions in the customer engagement arena and how these changes will redefine the marketing strata for the coming decade.
Thought Leadership Disrupted: New Rules for the Content AgeHeather Taylor
Four rules that help brands and publishers think about their audience and how to reach them. Based on research from The Economist: http://www.missingthemark.ads.economist.com/ & http://tldisrupted.com/
Top social media trends for 2020 with Matt NavarraSmart Insights
We will be joined by Matt Navarra for a deep dive into the latest social media & martech trends.
Social media trends can be fleeting, but some stick around and become pillars of the social media world.
We spoke to over 50 industry experts to find out which trends they thought would be the most crucial for social media teams to act on in 2020.
Here's what will be covered:
- 3 key trends for 2020
- Discover the next generation of social, technology, and marketing
- Campaign inspiration from leading brands
In 2014, 93% of B2B marketers use content marketing, 44% of B2B marketers have a documented content strategy and 42% of B2B marketers said they were effective at content marketing.
These are all achievements that demonstrate how content marketing can no longer be neglected, when it comes to fruitful marketing strategies.
2016 Digital Marketing Playbook - SIS Annual AdditionSISDigital
Supercharge your 2016 Digital Marketing with agency proven techniques. Included are strategies on content marketing, Virtual Reality, Ad-Blocking, SEO, Hyper-Local, Digital Advertising on Facebook, Instagram and what's next for Snapchat. This is our biggest guide ever, so enjoy!
It’s no secret that compared to other marketing channels, social media marketing offers companies the opportunity to attract a lot of attention at a relatively low cost. So why do marketers and business leaders struggle to capitalize on the opportunity? For many, it comes down to this: it’s very hard to quantify the ROI of social media.
According to media mogul, Gary Vaynerchuk — who recently spoke at the 2019 ANA B2B Conference — in order to succeed in social media marketing, companies need to "stop thinking like advertisers and start thinking like a media companies." But what does that mean for your business, and how do you actually do it? In this session, we will demystify the social media marketing opportunity, and show you how to create a strategic social media content framework that accelerates your target audience through the sales funnel. This session will also enable you to translate your existing assets into compelling content to drive real, meaningful business impact through social media marketing. You will walk away with a firm understanding of this practical social media content framework and how to leverage it to identify — and execute — your brand’s purpose on social media.
eMarketer Webinar: Programmatic Advertising—Rising Investment and New RealitieseMarketer
Programmatic advertising already accounts for a majority of all digital display spending in the US, and that share is rising thanks to a number of influences. Topics in this webinar include: Why programmatic ad spending isn’t plateauing yet; How much of programmatic’s continued growth is coming from social and mobile channels; Why more spending continues to shift to private marketplaces and programmatic direct; How cross-screen advertising efforts are contributing to the growth of programmatic video.
Digital Marketing ppt | Digital Marketing CourseAnkurSharma815
Digital marketing is one of the most searched job whether in India or in other countries. As such many institutes are teaching digital marketing to their students.
Digital Marketing Megatrends - Breaking Taboos and NormsGeorgiana Ghiciuc
It’s that time of the year again when we look back at 2017, gaze at the things that impacted the digital marketing scenario, and look ahead into what the future holds. We predict that 2018 will bring bigger, bolder changes to the world of digital marketing.
Break taboos and norms with our 10 digital marketing megatrends for 2018. Check them out, and you might have a chance of survival in the digital marketing “sharktank”.
Digital marketing has the potential to achieve the dreams marketers have held for generations: the ability to directly reach potential customers at the right time, with the right message, every time. This dream consists of the extraordinary ability to track marketing efforts and consumer behavior in order to optimize budget and understand the audience and what is most effective, as well as the innovation and technology to manage all of this efficiently and easily.
How easy is it for you to communicate with your customers?
Want to cut through all the noise and get their full attention?
Customers now expect more from businesses and want to interact with them differently, thanks to the convenience of mobile.
Find out just how important text messaging has become for local businesses and how to use it effectively in this webinar with SMS marketing experts from Podium.
Podium interviewed more than 1,000 consumers to understand their attitudes toward texting local businesses and how local businesses can take advantage of it.
They’ll share the results of this research, with tips and advice to help you make the most of these insights.
You’ll also learn:
-How customer preferences impact local businesses.
-How to create an effective text message strategy (and what to avoid).
-How local businesses of all sizes can benefit from promotional text messaging.
Join Podium’s Matt Boyce, Marketing Director, and Austin Miller, Partner Marketing Manager, for this discussion on how to use text messages to market your business effectively.
Marketers need digital asset creation to be collaborative so that assets can be reused and repurposed efficiently across multiple channels. That collaboration is only possible with a process that is powered by the marketers themselves. This new, agile process must be focused on the creation, publishing, re-use, and measurement of rich media, as opposed to finding, limiting, governing, and archiving assets. Discover how agile teams, assets, and processes can create collaborative content, better brands, and faster content marketing.
4 Leadership Shifts You Must Make For Successful Content Marketing in 2016Kyle Lacy
Presentation given at the Content2Conversion conference in Scottsdale, AZ on 2/16/2016. There are four shifts that must happen for content marketers to be successful in 2016.
1. Build the right team.
2. Create better thought leadership.
3. Internal activation is almost more important than external.
4. Learn the important unit economics of your business.
Ten years after the term ‘Big Data’ infiltrated the world of marketing, why is it still complex to embed it in the decision-making process? In this webinar, we delve into exploiting data and analytics in favor of your business.
The presentation will pave the way to offering some detailed insights into content personalization across channels and how a marketing strategy should be digressed by interrogating your present-day data and algorithmic changes. It also throws light into the importance of building real-life and data-driven personas specific to your target groups along with present-day dynamic content personalization waves that amplify both sales and marketing. It ends with covering a significant aspect of the upcoming disruptions in the customer engagement arena and how these changes will redefine the marketing strata for the coming decade.
Thought Leadership Disrupted: New Rules for the Content AgeHeather Taylor
Four rules that help brands and publishers think about their audience and how to reach them. Based on research from The Economist: http://www.missingthemark.ads.economist.com/ & http://tldisrupted.com/
Top social media trends for 2020 with Matt NavarraSmart Insights
We will be joined by Matt Navarra for a deep dive into the latest social media & martech trends.
Social media trends can be fleeting, but some stick around and become pillars of the social media world.
We spoke to over 50 industry experts to find out which trends they thought would be the most crucial for social media teams to act on in 2020.
Here's what will be covered:
- 3 key trends for 2020
- Discover the next generation of social, technology, and marketing
- Campaign inspiration from leading brands
In 2014, 93% of B2B marketers use content marketing, 44% of B2B marketers have a documented content strategy and 42% of B2B marketers said they were effective at content marketing.
These are all achievements that demonstrate how content marketing can no longer be neglected, when it comes to fruitful marketing strategies.
2016 Digital Marketing Playbook - SIS Annual AdditionSISDigital
Supercharge your 2016 Digital Marketing with agency proven techniques. Included are strategies on content marketing, Virtual Reality, Ad-Blocking, SEO, Hyper-Local, Digital Advertising on Facebook, Instagram and what's next for Snapchat. This is our biggest guide ever, so enjoy!
It’s no secret that compared to other marketing channels, social media marketing offers companies the opportunity to attract a lot of attention at a relatively low cost. So why do marketers and business leaders struggle to capitalize on the opportunity? For many, it comes down to this: it’s very hard to quantify the ROI of social media.
According to media mogul, Gary Vaynerchuk — who recently spoke at the 2019 ANA B2B Conference — in order to succeed in social media marketing, companies need to "stop thinking like advertisers and start thinking like a media companies." But what does that mean for your business, and how do you actually do it? In this session, we will demystify the social media marketing opportunity, and show you how to create a strategic social media content framework that accelerates your target audience through the sales funnel. This session will also enable you to translate your existing assets into compelling content to drive real, meaningful business impact through social media marketing. You will walk away with a firm understanding of this practical social media content framework and how to leverage it to identify — and execute — your brand’s purpose on social media.
eMarketer Webinar: Programmatic Advertising—Rising Investment and New RealitieseMarketer
Programmatic advertising already accounts for a majority of all digital display spending in the US, and that share is rising thanks to a number of influences. Topics in this webinar include: Why programmatic ad spending isn’t plateauing yet; How much of programmatic’s continued growth is coming from social and mobile channels; Why more spending continues to shift to private marketplaces and programmatic direct; How cross-screen advertising efforts are contributing to the growth of programmatic video.
Digital Marketing ppt | Digital Marketing CourseAnkurSharma815
Digital marketing is one of the most searched job whether in India or in other countries. As such many institutes are teaching digital marketing to their students.
Digital Marketing Megatrends - Breaking Taboos and NormsGeorgiana Ghiciuc
It’s that time of the year again when we look back at 2017, gaze at the things that impacted the digital marketing scenario, and look ahead into what the future holds. We predict that 2018 will bring bigger, bolder changes to the world of digital marketing.
Break taboos and norms with our 10 digital marketing megatrends for 2018. Check them out, and you might have a chance of survival in the digital marketing “sharktank”.
Digital marketing has the potential to achieve the dreams marketers have held for generations: the ability to directly reach potential customers at the right time, with the right message, every time. This dream consists of the extraordinary ability to track marketing efforts and consumer behavior in order to optimize budget and understand the audience and what is most effective, as well as the innovation and technology to manage all of this efficiently and easily.
How easy is it for you to communicate with your customers?
Want to cut through all the noise and get their full attention?
Customers now expect more from businesses and want to interact with them differently, thanks to the convenience of mobile.
Find out just how important text messaging has become for local businesses and how to use it effectively in this webinar with SMS marketing experts from Podium.
Podium interviewed more than 1,000 consumers to understand their attitudes toward texting local businesses and how local businesses can take advantage of it.
They’ll share the results of this research, with tips and advice to help you make the most of these insights.
You’ll also learn:
-How customer preferences impact local businesses.
-How to create an effective text message strategy (and what to avoid).
-How local businesses of all sizes can benefit from promotional text messaging.
Join Podium’s Matt Boyce, Marketing Director, and Austin Miller, Partner Marketing Manager, for this discussion on how to use text messages to market your business effectively.
Marketers need digital asset creation to be collaborative so that assets can be reused and repurposed efficiently across multiple channels. That collaboration is only possible with a process that is powered by the marketers themselves. This new, agile process must be focused on the creation, publishing, re-use, and measurement of rich media, as opposed to finding, limiting, governing, and archiving assets. Discover how agile teams, assets, and processes can create collaborative content, better brands, and faster content marketing.
4 Leadership Shifts You Must Make For Successful Content Marketing in 2016Kyle Lacy
Presentation given at the Content2Conversion conference in Scottsdale, AZ on 2/16/2016. There are four shifts that must happen for content marketers to be successful in 2016.
1. Build the right team.
2. Create better thought leadership.
3. Internal activation is almost more important than external.
4. Learn the important unit economics of your business.
Recently, HubSpot launched our first edition of the State of Inbound UK report: Inbound Insights UK – 2014. We surveyed marketing professionals across the UK, both leaders and practitioners, to find out what the current trends in marketing are.
This extensive research aims to specifically help marketers in the UK set realistic benchmarks as well as focus on issues where they may be lagging behind on. For example, the relationship between sales and marketing is ever-increasing and the data indicates strongly that businesses that align these two departments outperform those that don’t by a significant margin.
We came up with many fascinating facts on the state of inbound marketing in the UK. The nine most remarkable discoveries were rolled into this SlideShare
Getting Buy-In From The Board - A Director's GuideNicola Ray
Today’s marketers are not only challenged by the rapid growth of digital marketing channels and technology such as relationship management and marketing automation; data and analytics also take a front seat.
In this guide we explore some of the key factors determining whether a marketer gets a seat at the board table. So are you ready?
The world of marketing is undergoing a major shift. Explore six groundbreaking ROI-driven performance marketing strategies to excel as a business today.
For the last eight years brands have invested billions into social media programs and now many are scratching their heads… “What's the ROI of this content?”
In this webinar we break it down for you.
5 Tips to Create Successful Content in the COVID-19 | GMA WebinarsGraceChong37
The 1st in Asia | Growth Marketing Academy
🙌🏻Register for FREE and watch the recording whenever you’re FREE!🙌🏻
👉🏻Join Now: https://bit.ly/3kUligs
【5 Tips to Create Successful Content in the COVID-19 Era Like The Economist】
✍🏻What will I learn…
1.How to optimize your content marketing efforts in the harsh period
2.How to communicate effectively with customers and find the right balance between “tone-deaf” and “COVID-fatigue”
3.How businesses can stay relevant, emerging at the end of this crisis as winners
4.Current examples from The Economist to showcase these skills
👨🏻💼Meet Our Speaker - Alice
Alice is the Head of marketing in APAC, Content Solutions, at The Economist. She oversees the strategy and amplifications for content marketing campaigns in the region. She is in charge of social media, email marketing, and PR of sponsored campaigns, and she works closely with the advertising and events team on integrated projects. She has led amplification efforts for successful integrated programmes such as the Safe Cities Index.
🐾We will update the webinars, if you want to get more marketing knowledge, please subscribe to our channel!
👉🏻 learn more: https://www.growthmarketer.academy/
This overview is informed greatly by the discussion at our Executive Forum in March 2015, but it also is
the culmination of our observations from Content Marketing World 2014 and our advisory client work in
the past year.
Our objective is to report on the key challenges faced by marketers, the vital insights being realized, and
the general health of content marketing as a strategic business approach. As was the case last year, this overview ultimately asks more questions than it answers; our goal is not to settle debates or provide trite answers to complex business challenges, but to update and inform.
At the two-day Executive Forum, CMI leaders and senior marketing executives from more than 30 enterprise brands came together to collaborate and to discuss and report on their own organizations’ efforts in integrating content marketing as a strategic approach.
The extraordinary insights and the identification of challenges could not have been possible without the
generous contributions of this forum class, as well as last year’s forum participants. Their input doesn’t represent their tacit endorsement of the ideas, but as a collective group they are responsible for the value contained in this report.
Account Based Marketing: A Look Around the CornerMRP
So, what does 2017 have in store for Account-Based Marketing (ABM) practitioners?
In 2013 and 2014 marketers began adoption and testing of the practice. The hype surrounding the market was near deafening but a lot of fun. During 2015 and 2016 we saw ABM practitioners beginning to craft and adopt best practices. What’s around the corner for ABM?
During Q4 2016 Demand Metric connected The Account-Based Marketing Consortium and five C-Level executives in a live discussion. These experts from around the world applied their combined experience to explore what the next stage of ABM will look like.
It is that time of year again! The time when we, as marketers, reflect on the past year and plan for the year to come. Marketing and technology change so fas that we need to prepare. To help with your 2016 planning--and for a fun look ahead into the future of marketing--EverString has compiled marketing predictions form internal and external thought leaders from around the company.
Adrienne Joselow: Mailchimp | Beyond the Dashboard | The Yearly CarnageAdam Kunes
Adrienne Joselow: Mailchimp | Beyond the Dashboard
The Yearly Carnage 2019 brought to you by Carney. Pittsburgh, PA | October 4, 2019
Be the Sharpest Marketer in the Room:
The Daily Carnage is your handpicked list of the best marketing content delivered to your inbox each day.
Sign up at: https://carney.co/daily-carnage/
A new CMO role: leveraging an organization’s purpose for strategic advantageTata Consultancy Services
Sales & marketing has seen a digital transformation & solving customer issues has become vital. These shifts will now reshape the jobs of CMOs, CEOs, & CFOs.
finding for best facebook ads expert and lead generator ?
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The overall benchmark for the online customer experience has risen dramatically. Businesses are faced with new challenges and will need to experiment with a variety of channels, deploy their budget strategically, and continue to analyze what is working for them. How can you grow your businesses in this busy market? You will need to level up your marketing game.
You’ll learn:
-Tips for personalizing your customer journey
-How to coordinate a cross-channel strategy
-Ways to analyze what’s working in order to grow your business
Industry Success: Bring Your Content and Demand Generation Teams TogetherMarketo
How can marketing teams stand out in the digital world that is oversaturated with content, emails, and virtual events? One of the ways to achieve efficiency and success is to bring the content, demand generation, and industry teams together to ensure close collaboration.
You'll learn:
-How to approach content strategy design with demand in mind
-What makes the partnership between content and industry teams so valuable
-Why joining the forces enables powerful customer journeys
Customer-First: Embedding Experience Design in Your GTM StrategyMarketo
Customers are the lifeblood of every business, but how many companies can say that they truly have a customer-centric go-to-market strategy? With so many touchpoints in a customer’s lifecycle, there are innumerable ways to misstep and think about what makes sense for your company instead of who your company serves.
Are you segmenting in ways that make sense for your audience? Are you creating marketing events and programs that bring the right types of customers together? When you speak to your audience, are you speaking in their language?
You'll learn:
-Dos and Don’ts of account segmentation
-Creative ways to think through programs and activities
-How to connect with your customers in meaningful ways
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionMarketo
Every marketing team faces the challenge of proving direct impact to the bottom line, but it’s no longer enough to show email metrics or the number of leads generated. In order for marketing to earn its seat at the table, the C-suite needs to know how it translates to revenue for the business.
You'll learn:
-Why attribution is essential to modern marketing teams
-How to establish marketing KPIs that align with business objectives
-How to think like the C-suite in your marketing strategy and reporting
Prove and Improve Your Marketing Impact in 2021Marketo
Many marketing teams are starting 2021 with limited resources, so it is more important than ever before to make your marketing dollars count and consistently optimize your marketing strategy. Fortunately, we have an expert who can help set you up on the right path.
Watch our webinar, Prove and Improve Your Marketing Impact in 2021. Featured speaker Matt Erstad, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale this year.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
What's in Store for Marketing Operations in 2021Marketo
As businesses pivot their strategies and start to incorporate new technologies into the mix this year, marketing operations is becoming even more crucial when it comes to keeping the leads flowing and the ROI growing.
Watch Alex Fleming, Head of Marketing Operations, Adobe Experience Cloud, present his webinar: What's in Store for Marketing Operations in 2021.
In this webinar, you'll learn:
-Tips and best practices on how to integrate new technologies into your mix
-Predictions about what's yet to come in marketing operations this year
-How to prioritize and structure your team for success
How to Bring Sales and Marketing Together in 2021Marketo
Marketing and sales have traditionally gone head-to-head. But as we jump into a new year, it’s more important than ever that these two teams come together.
Watch Sam Gong, BDR Director, Adobe Experience Cloud, for his webinar: How to Bring Sales and Marketing Together in 2021.
In this webinar, you'll learn:
• How to create your all-star team
• Tips to drive better results for your business in 2021
• How to bring sales and marketing together in the new year
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
An ever-changing environment can shift business priorities in an instant, but one thing remains the same — demand generation has a significant impact on the bottom line.
So, what happens in 2021? And how can we prepare?
In this webinar, you'll learn:
• How to achieve growth with limited resources
• Why and how intent data can be a core part of your strategy
• Simple tactics and optimization techniques to move the needle
Field Marketing in the New Year: Preparing and Planning Events in 2021Marketo
Field marketers have been forced to think outside the box this year as events moved from in-person to digital.
So, what happens in 2021? And how can we prepare?
Join Caroline Hull, Director of Commercial Field and Partner Marketing, Adobe Experience Cloud, for her webinar: Field Marketing in the New Year: Preparing and Planning Events in 2021.
In this webinar, you'll learn:
• How event marketing has changed drastically over the past year
• The silver lining to the sudden chaos
• How to start planning for your virtual events in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Marketo
2020 has completely shifted the digital advertising space. Fortunately, digital marketers are pretty experienced at adapting to change.
But as adaptable as you may be, it never hurts to get ahead!
Join Paulo Martins, Head of Global Digital Marketing, Commercial – Adobe Digital Experience, for his webinar: Scroll-Stopping Digital Ads: Planning for Success in 2021.
In this webinar, you'll learn:
• Predictions on what's to come in the digital marketing space in 2021
• Tips and advice on how you can prepare and plan campaigns for the new year
• Which digital trends to keep your eyes on
The New Age of Marketing: Predicting, Planning and Prepping for 2021Marketo
It’s about time we start wrapping up 2020! Even though everyone wants this year to finally be over, when it comes to planning for 2021, we need to be real. There are tons of valuable takeaways and lessons we need to take with us if we want to be sure that 2021 is as successful as possible.
We want to help make 2021 an amazing year! Watch Michael Madden, Director of Commercial Demand Generation, Adobe Experience Cloud for his webinar: The New Age of Marketing: Predicting, Planning, and Prepping for 2021.
In this webinar, you'll learn:
• Which key takeaways from 2020 we should keep in mind going forward
• Essential planning tools for the new year
• Tips on how you can prepare to be successful in 2021
Future Proof: How to Create a Lead Scoring Model That ScalesMarketo
With the right lead scoring model in place, you and your team are able to make the most out of every lead that enters your pipeline.
Kylie Alexander, Marketing Operations Manager at Adobe, covers how you can create a lead scoring model that will scale with your business.
You'll learn:
-How to partner with the right stakeholders to make decisions that are aligned across the business
-Lessons the Marketo Engage operations team has learned so you don't make the same mistakes
-How to plan for a scoring model that will scale
Um die digitalen Erlebnisse zu ermöglichen, die den immer komplexeren Bedürfnissen der Käufer gerecht werden und das Wachstum vorantreiben, brauchst du vorausschauende Lösungen. Hört von Kathrin Thorburn, Solution Consultant von Marketo Engage, die neuesten Innovationen von Marketo Engage informiert euch über all die aufregenden neuen Produktfunktionen, die jetzt verfügbar sind, sowie die, die später in diesem Jahr auf euch zukommen.
Lerne mehr über die Marketo Roadmap Themen und welche Innovationen damit verbunden sind.
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketo
Marketing goals are lofty and it often takes a lot of hands on deck to make them happen. But what if you don’t have enough hands? Or budget? Or time?
Join our Commercial Demand Generation team for their webinar, Marketing Through the Funnel: Tips for Small Yet Powerful Teams, to learn how they overcame these common marketing barriers and get some tips for how small teams can scale their efforts throughout the marketing funnel.
You'll learn:
-What mix of channels will help you see the most results
-How marketing automation helps small teams scale
-How to structure small teams in order to get the most done
Marketing Attribution: The Journey from Cost Center to Cash CowMarketo
Featured speaker Andy Schneider, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
The Total Economic Impact of Marketo EngageMarketo
In this webinar, you'll hear from a top marketing analyst on how the world of marketing is changing and why investment is crucial. Next, we’ll share the results of a recent ROI study commissioned by Adobe and conducted by Forrester Consulting, an independent research firm. This study quantifies the value of Marketo Engage, based on interviews with real customers. Finally, you'll hear from a Marketo Engage customer to hear her personal story of driving martech investments, transformation and value at her company.
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Marketo
Artificial intelligence has demonstrated that it has powerful potential across many industries. According to reports, however, most marketers don't realize that AI and Machine Learning can be used to dramatically streamline and scale marketing efforts.
Marketo Engage makes it simple and seamless to implement AI in your predictive marketing strategy.
Watch as Alexandra Quick (Product Marketing Manager at Adobe) and Badsah Mukherji (Senior Manager, Marketo Engage Product Management at Adobe) share their insights around Artificial Intelligence and the many ways your team can put it to work within Marketo Engage.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Top 3 Ways to Align Sales and Marketing Teams for Rapid Growth
2018 Marketing Predictions
1.
2.
3. SARAH
KENNEDY
Chief Marketing Officer
@saykay
2018 Personal Goal:
I need to get more sleep.
2018 will give rise to a powerful new CMO-CFO
alliance that becomes the most important
relationship in successful C-suites.
How the marketing and finance teams partner as one “brain trust”
will unlock the power of accountability, giving marketing more
leverage across the business in the long term. With accountability
and power will come untapped innovation and unprecedented
revenue growth. And this doesn’t stop at the C-level. Developing
marketing leaders with this new finance-first mindset will offer fresh
thinking around how to use what can sometimes be constraining
factors, from shifting budgets to shifting bodies, as a creative
catalyst for driving new multi-dimensional growth.
4.
5. Customers in your key accounts will expect a
cohesive brand experience.
And, not just across marketing touchpoints, but across the all
touchpoints (think: sales and services—your customer-facing
functions.) We must focus on empowering customer-facing
colleagues to be trusted advisors. Anyone responsible for interacting
with the customer needs an arsenal of tools to efficiently serve as an
extension of our brand and campaigns.
HALLY
PINAUD
Principal Product Marketing Manager
@hallypino
2018 Personal Goal:
2018 seems like a good year to get a
dog, so that’s the plan!
6. In 2018, with regulation changes like GDPR and
ePrivacy, we will experience another step in
the direction of customer control.
We’ve known for some time that companies no longer manage the
customer relationship, and today the customer is firmly in the driving seat.
The new regulations will disrupt customer relationship management
massively and will put the onus on marketers to think more holistically
about the customer.
GDPR validates the value of managing and
respecting customer data, the same way a
business should value and has a duty of care for
the customer themselves.
In this landscape, what companies can control is the quality of the
experience they offer a customer at the different touchpoints
encountered on the path to purchase and beyond. The customer will
determine when and how brands communicate with them and it is the
marketer’s job is to be consistent and deliver value at
every interaction. The marketers that do this well
will have more permission to engage.
JAMIE
ANDERSON
President, EMEA
@collsdad
2018 Personal Goal:
I’m going to discover a brand new recording
artist and my money is on Holy Motors from
Estonia, and I’m also going to add to my
humble art collection at home.
7. Every year, consumer expectations grow for
how brands interact with them. 2018 will be
no different.
Marketers will be less reliant on batch n’ blast emails. We will need
to be more engaging, relevant, and conversational in our
campaigns. As technology becomes better at delivering relevant,
behavior-based communications, more marketers will leverage
personalization and interactive emails with increased functionality.
MIKE
MADDEN
Sr. Marketing Manager
@mike_p_madden
2018 Personal Goal:
I just want to do a handstand. That’s it.
8.
9. SARAH
KENNEDY
Chief Marketing Officer
@saykay
2018 Personal Goal:
I need to get more sleep.
CMOs will flatten their teams to drive efficiency
and invest to fill knowledge gaps across data,
content, and marketing operations.
As CMOs increasingly take on the lion's share of technology
budgets, they will have to think like CIOs and justify their spend in
the language of CFOs: cost savings, revenue, and profit. This
accountability will force CMOs to address the elephant in the room—
that much of their spending is not able to be measured against
revenue and profit outcomes. CMOs will realize that in order to
prove their impact on business growth, they need the right
technology to connect marketing activities to financial outcomes.
Only then can they rise to the challenge of the C-Suite.
10. Every year, more weight is placed on the
shoulders of the CMO and that will
continue in 2018.
In the midst of this change, it will be imperative to centralize support
wherever possible in order for marketers to scale to meet a
multitude of demands. It’s about a unified engagement experience
across the organization that puts everyone on the same page to
meet customer expectations.
CHRIS
CONNELL
Senior Director, Marketing
2018 Personal Goal:
I'd like to attend at least one music
concert every 8 weeks. Before kids, I
used to play in a band and go to
concerts all the time, and I miss it!
11. YASUTAKA
FUKUDA
President, Asia Pacific Japan
@Yasutaka_Fukuda
2018 Personal Goal:
I’d like to take more photos with my
favorite Leica film camera.
Marketers will own more responsibility when it
comes to growth, revenue, and retention.
To do so, we must remove silos and see the bigger picture. This
year, we’ll continue to see the merging of AdTech and MarTech,
which is incredibly important in order to deliver messages in a
consistent way to build longer term relationships with customers.
This transformation is paramount to understanding the whole
customer lifecycle because ultimately, it’s all about the customer.
12. MARISSA
LYMAN
Sr. Manager,
Corporate Communications
@ MissRissLyman
2018 Personal Goal:
I’m looking forward to expanding my
horizons beyond communications to
learn about other areas of the
business. That, and I plan to drink
more water.
The success of marketing teams in 2018 will
rely on how well each group comes together
to work cross-functionally on truly
integrated campaigns.
The most effective teams will take one project and tune its message
for every channel and audience. When teams work together in this
manner, they’ll break down silos, surface new opportunities, and
showcase success in new ways.
13. 2018 is a pivotal moment for marketers to use
the seat they’ve earned at the revenue table to
get back to basics.
We’re going to be teaching our whole organization to use content,
tell stories, and be a part of our campaigns—all for more revenue
growth, of course.
HALLY
PINAUD
Principal Product Marketing Manager
@hallypino
2018 Personal Goal:
2018 seems like a good year to get a
dog, so that’s the plan!
14. Marketing scientists are key.
Good marketers will know how to manage budgets and use tools to
justify spend and leverage predictive buying signals to engage at the
right time. 70% of buying decision is made before ever speaking
with a company. Reaching and nurturing your target audience
without asking anything in return will be essential
for success. Marketers will be required to be smarter and more
targeted at every stage of the funnel. They are not afraid to fail at
the expense of the opportunity to improve.
KRISTEN
CARDINALLI
Group Vice President,
Demand Generation
@k_cardinalli
2018 Personal Goal:
I'd like to spend a week doing Habitat
for Humanity in Columbia.
15. Cross-functional distribution strategies will
become a bigger focus for the content marketer.
As content marketers shift to create less distracting, noisy content
and focus on the content that will truly answer your buyer’s
questions and move the needle for your business, they will have to
focus their energy on fine-tuning (based on benchmarks and testing)
the distribution strategy and explore some
non-traditional channels.
ELLEN
GOMES
Sr. Content Marketing Manager
@egomes1019
2018 Personal Goal:
Spend more time outdoors, specifically
exploring National Parks.
16.
17. 2018 will be all about measurement.
In the last ten years, marketers have finally been able to track the
business impact of their activities. Now it’s time for communications
professionals to be able better report on their efforts and how they
affect an organization’s bottom line. It comes down to goal setting
and tools. Communication teams need to be clear on what their
goals are and how they align to those of the greater marketing
organization.
MARISSA
LYMAN
Sr. Manager,
Corporate Communications
@ MissRissLyman
2018 Personal Goal:
I’m looking forward to expanding my
horizons beyond communications to
learn about other areas of the
business. That, and I plan to drink
more water.
18. Marketers will be required to be smarter and
more targeted at every stage of the funnel.
As marketers, we rely on data to make decisions. Data-based
decisions demonstrate not only ROMI (return on marketing
investment) but how spend is directly tied to bringing in revenue.
Ensure you have data you trust and can use to develop actionable
plans, as well as keep our executive teams informed of marketing’s
contribution to revenue.
KRISTEN
CARDINALLI
Group Vice President,
Demand Generation
@k_cardinalli
2018 Personal Goal:
I'd like to spend a week doing Habitat
for Humanity in Columbia.
19. The only way to really get to know your
audience is to run tests and understand their
core needs and motivations.
Test, test, and test again. A/B testing advances engagement,
campaign effectiveness, and your expertise as a marketer. Simply
put, if you know what your audience wants, you’ll be able to serve
them better.
MIKE
MADDEN
Sr. Marketing Manager
@mike_p_madden
2018 Personal Goal:
I just want to do a handstand. That’s it.
20. In our recent Proving Marketing Impact survey,
almost a third of Australian senior marketers
admitted they do not measure their contribution
to revenue.
With the majority of these marketers looking to play a larger role in
business strategy over the coming year, I expect we will see senior
marketers speaking more openly about the career benefits of
adopting technologies that help them measure their impact on the
bottom line.
CHRIS
CONNELL
Senior Director, Marketing
2018 Personal Goal:
I'd like to attend at least one music
concert every 8 weeks. Before kids, I
used to play in a band and go to
concerts all the time, and I miss it!
21.
22. Content personalization and targeting will
become more automated and prevalent with the
help of technology.
The demands on your buyer’s attention are higher than ever before.
As a content marketer, that creates a direct challenge to break
through and be more interesting, relevant, and personal. But
creating personal experiences and delivering relevant content in the
right moment on the right channel is not scalable when it’s done
manually. In 2018 technology, like AI, will step in and help bridge this
gap by delivering much needed insights and scale.
ELLEN
GOMES
Sr. Content Marketing Manager
@egomes1019
2018 Personal Goal:
Spend more time outdoors, specifically
exploring National Parks.
23. There will be an increase in audiences using
social channels as a first line of communication
to brands.
They’ll expect quick, timely responses in everything from support issues to
general product inquiries. Implement a chatbot strategy to make customer
service easier and faster. One caveat to consider, the experience MUST
feel personalized, otherwise this approach
can backfire.
Video and disappearing content will continue to
grow in popularity.
This highly-consumable content medium provides instant value to an
audience, so don’t miss out! Develop a strategy that includes video and
livestreaming to allow your brand to engage audiences authentically and in
real-time. Keep an eye out for new features only available in disappearing
content. They can be a great way to
encourage engagement.
LISA
MARCYES
Sr. Social Media Marketing Manager
@lisa_marcyes
2018 Personal Goal:
Publish more content!
24. Events will become an even more integral piece
of an organization’s overall marketing strategy.
Events are not isolated experiences anymore and the expectation is
to incorporate them seamlessly into an organization’s marketing
programs. With all of the digital touchpoints that people are
bombarded with daily, live event experiences and face-to-face
marketing can create lasting value for organizations.
SHAINA
IVCHENKO
Sr. Manager, Events
@sivchenko16
2018 Personal Goal:
I’d like to create printed photo albums
with all of the thousands of photos on
my phone that I never look at! It would
be nice to have hard copies of those
most precious family memories.
25.
26. SARAH
KENNEDY
Chief Marketing Officer
@saykay
2018 Personal Goal:
I need to get more sleep.
CMOs must bring on more tools with better
functionality to support spend allocation
and measurement.
However, as the size of a marketing team’s MarTech stack grows,
the need to expand beyond current skillsets becomes more
imperative. New MarTech delivery roles are needed to drive
execution, just as new operational and analytical skillsets are critical
to ensure data-driven decisions permeate every layer of the
organization.
27. The MarTech landscape is changing rapidly and
partners will have a fundamental role in it.
Forrester estimates there are more than 100,000 software
companies (ISVs) today globally and they are predicting that, with
the level of hyperspecialization we’re seeing, that number could
grow to 1 million by 2027. This growth will require an open
ecosystem and the ability to connect data from all applications to
have a clear view of business impact. We have already seen this in
the MarTech space, and will continue to do so, as CMOs take
on more and more of a strategic role and increase their investment
in technology.
LARA
SHACKLEFORD
Global Head of Partner Marketing
@LaraShackelford
2018 Personal Goal:
In 2018, I will practice yoga
more often.
28. CHARM
BIANCHINI
Sr. Director of Marketing
@charmbianchini
2018 Personal Goal:
I hope to continue my love
for adventure by visiting two
new countries.
ABM strategies will move past sales and
marketing being responsible for all outreach
and programs.
A new era of successful ABM programs will emerge leveraging all
workers through employee engagement programs. Because ABM
has been adopted by so many marketers and is a proven strategy, in
2018 we will see more of an adoption and spend in ABM
programs. Marketers will embrace AI into their ABM strategy in
order to scale 1:1 interactions.
29. SCOTT
MINOR
Online Marketing Program Manager
@ScottMinor_
2018 Personal Goal:
I hope to pass the Jeopardy
contestant test!
2018 will be the year of Account-Based
Marketing (ABM).
Marketers’ options to deploy account-based ads will continue to
evolve, improve, and get more accurate: targeting by company and
job function/seniority on networks like LinkedIn and Facebook, or
retargeting specific prospect lists on Google.
30. CHARM
BIANCHINI
Sr. Director of Marketing
@charmbianchini
2018 Personal Goal:
I hope to continue my love
for adventure by visiting two
new countries.
Artificial Intelligence (AI) will help marketers
gather insights from large quantities of data to
personalize the customer experience.
More marketers will use information like intent data, call information,
etc. to understand their buyers and create meaningful content for
them.
31. ARIANE
LINDBLOM
Sr. Director, Product Marketing
@arianelindblom
2018 Personal Goal:
Get more exercise!
We’ve been talking about being in the moment
with meaningful customer experiences for a
while, and AI now empowers us as marketers to
realize this vision for our customers.
We as marketers could all use a little (ok, maybe a lot of) help from
our “AI friends” to deliver more relevant experiences to more of our
customers—experiences that mean we’re marketing in smarter,
more personalized ways that deliver value and translate
to revenue.
Look for AI solutions that are purpose-built for
marketers, ones that you can switch on and start
seeing value right away.
Using generic AI toolkits means you’re committed to spending
precious time and resources trying to figure out how to make AI
meaningful to you and your business. Ain’t nobody got time for
that. The goal here is
engaging more of our customers in the right
way in the moment—while making
our lives easier.
32. Marketers always need to stay apprised of
current technology but now it’s more
mission-critical than ever.
In 2018, content marketers will look to leverage technology, like AI
and machine learning to help them not only deeply understand what
content is resonating with their various personas and inform their
content strategy, but deliver the content they are creating more
effectively, at scale. Technology will and can help your team move
forward faster and with better synchronization. In order to get there
though, it’s important to uncover duplicative technology, and keep
your eye on the horizon of what technologies you need to meet the
customer’s needs.
ELLEN
GOMES
Sr. Content Marketing Manager
@egomes1019
2018 Personal Goal:
Spend more time outdoors, specifically
exploring National Parks.
33. Event technology will evolve and become even
more prevalent to engage attendees and
create smoother, more efficient and more
memorable experiences.
Marketers need to ensure that they are strategically integrating the
right events when they’re developing their entire online and offline
multi-channel engagement strategy. They need to think about how to
effectively drive attendees to engage with their brand and
messaging in more ways, at more times, and in more places to
create a stronger, more cohesive customer journey.
SHAINA
IVCHENKO
Sr. Manager, Events
@sivchenko16
2018 Personal Goal:
I’d like to create printed photo albums
with all of the thousands of photos on
my phone that I never look at! It would
be nice to have hard copies of those
most precious family memories.
34. SARAH
KENNEDY
Chief Marketing Officer
@saykay
2018 Personal Goal:
I need to get more sleep.
If 2017 was the year of customer-centric
marketing, 2018 needs to be about
customer context.
Every marketer needs to be proficient in how customer context
changes depending on industry, the size of a customer’s company,
their customer’s role within the organization, and even their
customer’s individual goals. Understanding the influences at play will
vary for each marketer, and it will be a fundamentally different
skillset for marketers at growing mid-market companies versus
established enterprises. Without a deep understanding of customer
context, marketers will miss what’s most powerful about authentic
engagement in the first place.