Live Webinar: Mastering Content Marketing on LinkedInLinkedIn
2015 is the year where social media and content marketing became a vital part of any successfully integrated marketing approach.
This webinar will explain how to create a successful content marketing strategy for your company on LinkedIn. We'll cover real examples of brands that are doing it right, how to select content that resonates, how to create a compelling editorial calendar and how to measure success.
Live Webinar: Mastering Content Marketing on LinkedInLinkedIn
Social media and content marketing are now vital parts of any successfully integrated marketing strategy. These two essential tools are at the nexus of many marketing plans, because they influence search, impact branding, and help drive traffic to your website.
Start off 2016 right: Rethink content marketing for your business. Join Jon Lombardo, LinkedIn’s Content Marketing Lead, for a webinar in which he explores how you can create a successful content marketing strategy for your company on LinkedIn.
In this webinar, Mastering Content Marketing on LinkedIn, Lombardo will:
- Relate real world examples of brands that are doing it right.
- Show you how to select content that resonates with your target audience.
- Demonstrate how to create a compelling editorial calendar.
- Finally, give advice on how to measure success.
Live Webinar: What You Need to Succeed with Marketing on LinkedInLinkedIn
Discover how you can leverage the latest solutions from LinkedIn to reach, nurture and acquire prospects.
LinkedIn Director of Marketing Keith Richey shares best practices that both large- and medium-sized companies have used to achieve success, as well as tips that his own LinkedIn marketing team uses.
Learn how to reach your audiences, nurture them, and acquire more customers using the only professional platform built to impact every stage of the marketing funnel.
Webinar: Best practices for marketing on LinkedInLinkedIn
Find out how you can build the brand and generate leads for your business by marketing on LinkedIn. I'll be sharing best practices that both large and medium companies have used to achieve success, as well as tips my own LinkedIn marketing team uses.
Live Webinar: How to be a World Class Content Marketer on LinkedInLinkedIn
- Why content marketing matters and why it’s critical for your business to embrace
- Why LinkedIn should be part of your content marketing strategy
- How to create content that works and get to winning content
- How to distribute your content on LinkedIn
- What it means to optimize your content and best practices
Live Customer Webinar: Developing High Performing Content, Ad Creative and La...LinkedIn
Your content offers, ad creative, and landing pages play significant roles when it comes to achieving great results in Lead Accelerator. This webinar will walk you through how to strategize and develop great content and creative assets that will boost the performance of all of your Lead Accelerator programs.
Kitty O’Connell, marketing automation consultant, explains how to:
-Perform a content audit to determine which of your existing content offers are best to use
-Develop engaging ad creative customized to achieve your marketing objectives
-Tweak your landing pages to drive even greater conversions
Explore how leading marketers from LinkedIn, Jive and Netbrain are using LinkedIn Marketing Solutions (Display, Sponsored Updates, Sponsored InMail, and/or Lead Accelerator) to reach and engage their target business audiences. They’ll discuss which products they use and why, how to best measure success across multiple channels, and what the future holds for their marketing organizations in 2016.
Are you part of the 94% of B2B marketers who are using LinkedIn to disrtibute content*? Do you have the knowledge you need to be successful?
Join LinkedIn's Content Marketing Consultant, Jaime Pham, on November 19th for a reprise of her high-demand August webcast on how to be an effective content marketer on LinkedIn.
Webinar Agenda:
1. Content on LinkedIn: what works
2. Top tips for crafting a compelling company or sponsored update
3. Case studies
4. Q & A
Live Webinar: Mastering Content Marketing on LinkedInLinkedIn
2015 is the year where social media and content marketing became a vital part of any successfully integrated marketing approach.
This webinar will explain how to create a successful content marketing strategy for your company on LinkedIn. We'll cover real examples of brands that are doing it right, how to select content that resonates, how to create a compelling editorial calendar and how to measure success.
Live Webinar: Mastering Content Marketing on LinkedInLinkedIn
Social media and content marketing are now vital parts of any successfully integrated marketing strategy. These two essential tools are at the nexus of many marketing plans, because they influence search, impact branding, and help drive traffic to your website.
Start off 2016 right: Rethink content marketing for your business. Join Jon Lombardo, LinkedIn’s Content Marketing Lead, for a webinar in which he explores how you can create a successful content marketing strategy for your company on LinkedIn.
In this webinar, Mastering Content Marketing on LinkedIn, Lombardo will:
- Relate real world examples of brands that are doing it right.
- Show you how to select content that resonates with your target audience.
- Demonstrate how to create a compelling editorial calendar.
- Finally, give advice on how to measure success.
Live Webinar: What You Need to Succeed with Marketing on LinkedInLinkedIn
Discover how you can leverage the latest solutions from LinkedIn to reach, nurture and acquire prospects.
LinkedIn Director of Marketing Keith Richey shares best practices that both large- and medium-sized companies have used to achieve success, as well as tips that his own LinkedIn marketing team uses.
Learn how to reach your audiences, nurture them, and acquire more customers using the only professional platform built to impact every stage of the marketing funnel.
Webinar: Best practices for marketing on LinkedInLinkedIn
Find out how you can build the brand and generate leads for your business by marketing on LinkedIn. I'll be sharing best practices that both large and medium companies have used to achieve success, as well as tips my own LinkedIn marketing team uses.
Live Webinar: How to be a World Class Content Marketer on LinkedInLinkedIn
- Why content marketing matters and why it’s critical for your business to embrace
- Why LinkedIn should be part of your content marketing strategy
- How to create content that works and get to winning content
- How to distribute your content on LinkedIn
- What it means to optimize your content and best practices
Live Customer Webinar: Developing High Performing Content, Ad Creative and La...LinkedIn
Your content offers, ad creative, and landing pages play significant roles when it comes to achieving great results in Lead Accelerator. This webinar will walk you through how to strategize and develop great content and creative assets that will boost the performance of all of your Lead Accelerator programs.
Kitty O’Connell, marketing automation consultant, explains how to:
-Perform a content audit to determine which of your existing content offers are best to use
-Develop engaging ad creative customized to achieve your marketing objectives
-Tweak your landing pages to drive even greater conversions
Explore how leading marketers from LinkedIn, Jive and Netbrain are using LinkedIn Marketing Solutions (Display, Sponsored Updates, Sponsored InMail, and/or Lead Accelerator) to reach and engage their target business audiences. They’ll discuss which products they use and why, how to best measure success across multiple channels, and what the future holds for their marketing organizations in 2016.
Are you part of the 94% of B2B marketers who are using LinkedIn to disrtibute content*? Do you have the knowledge you need to be successful?
Join LinkedIn's Content Marketing Consultant, Jaime Pham, on November 19th for a reprise of her high-demand August webcast on how to be an effective content marketer on LinkedIn.
Webinar Agenda:
1. Content on LinkedIn: what works
2. Top tips for crafting a compelling company or sponsored update
3. Case studies
4. Q & A
Live Webinar: Using LinkedIn for Brand MarketingLinkedIn
It’s your job to create and sustain positive awareness for your brand throughout the long buyer’s journey and beyond. We can help.
Join LinkedIn's own Andrew Kaplan and Michael McEuen, Director of Demand Generation from AdStage as they demonstrate how to get—and keep—your brand in front of the professionals that matter most to your business. They will cover how to:
- Get in front of the right people early and often
- Reach and influence business professionals in the right context
- Educate your audience with the relevant content they crave
- Use awareness and engagement to drive bottom-funnel conversions
- Measure the impact of your branding efforts every step of the way
This webcast will empower you to rethink and reinvigorate your approach to brand marketing on LinkedIn.
Live Webcast: How to Get More Out of Your LinkedIn Sponsored UpdatesLinkedIn
94% of B2B marketers say LinkedIn is the social network they use most to distribute content. With more of your peers publishing on LinkedIn than ever before, we've got more data on what works and what doesn't.
This short webcast will show you how to optimize your content for success on the world’s only professional feed.
Your invited to join LinkedIn's own, Andrew Kaplan, Cassandra Clark and Alexandra Rynne as they reveal their top tips for getting the most out of your Sponsored Updates campaigns, including:
- How to engage a target audience of your prospects with LinkedIn Sponsored Updates
- How to test your content marketing to improve performance
- How to use strong visuals and smart copy to build customer relationships
Case Study about Cathay Pacific Airways on LinkedIn: Leveraging member profiles to reach business travelers to Asia
Visit marketing.linkedin.com for more success stories.
What are the newest innovations driving B2B marketing? Our analysts and marketing strategists have identified seven emerging trends that are propelling savvy marketers in 2017.
Live Webinar: Your Tactical Plan for Content Marketing on LinkedInLinkedIn
We’ve put together a quick, tactical webinar for driving ROI with LinkedIn Company Pages, SlideShare, Publishing on LinkedIn, LinkedIn Sponsored Updates and LinkedIn Groups.
We’ve tested and iterated for years – and now hear from LinkedIn's content marketing manager, Alexandra Rynne as she shares our insider tips.
In this presentation we uncover:
-What content drives the most engagement on LinkedIn
-Action items and daily time investment needed to succeed with LinkedIn Marketing tools
-Key metrics to measure the success of your strategy
Sponsored Updates enables you to publish relevant content straight to the feed of any member on the LinkedIn site. That means your own brand content will appear right alongside other high-quality updates from news sites, thought leaders, and member connections. It's a great way to get your message in front of the people that matter most to your business.
Getting started is easy. In fact, in less than an hour we'll show you how to create and sponsor content, set up campaigns, and measure performance. We'll even tackle best practices like how to:
- Keep your content relevant
- Build trust through authenticity
- Boost performance using images and video
Join us to learn how you can start driving qualified leads on the world’s only professional feed.
Live Webinar: Your Tactical Plan to Content Marketing on LinkedInLinkedIn
a quick, tactical plan for driving ROI with LinkedIn content marketing tools, including Company Pages, LinkedIn SlideShare, Publishing on LinkedIn, LinkedIn Sponsored Content and LinkedIn Groups.
This webcast session includes:
- What content drives the most engagement on LinkedIn
- Action items and daily time investment needed to succeed with LinkedIn Marketing tools
- Key metrics to measure the success of your strategy
Webinar - Getting It Done: How large organizations achieve social and content...LinkedIn
Does your company have what it takes to execute an effective content marketing strategy?
Increasingly, brands are becoming publishers and communicating with their audiences directly through social media. What you don’t see in that sponsored update or blog post is all the hard work that has gone on behind the scenes to bring it to life. Content calendars, legal approvals, social publishing tools, reporting, and more… Large organizations in particular are grappling with the best ways to structure their teams to allow them to be effective, always-on content marketers.
We heard firsthand from Visa, a leading global brand, regarding the path to success they have paved. Learn about the various elements needed for an effective social media operation at a large organization.
Watch the presentation:
https://www.youtube.com/watch?v=Nl0OJVwpkMc
Live Webinar: Market to Who Matters: New Ways to Exceed Your Marketing Goals ...LinkedIn
In this webinar you'll discover:
- The reasons why almost 95 percent of B2B marketers use LinkedIn to distribute content and why LinkedIn is hands down the number one social network for lead generation.
- How to use both organic and paid content marketing on LinkedIn to reach the 40 million decision makers and 61 million senior-level influencers who are on the platform
- How to build a LinkedIn marketing program around the concepts of define, target, engage, and optimize
Live Webinar: Get More Out of LinkedIn Marketing with Tips From Our TeamLinkedIn
Interested in fueling even better results with marketing on LinkedIn? Here’s your chance to hear firsthand how the LinkedIn marketing team achieves success. I’ll share our secrets and best practices that you can implement immediately.
-Join me to enhance your marketing as you learn how we harness the power of LinkedIn to:
- Build awareness and shift perception among the right target audiences
- Demonstrate thought leadership
- Nurture prospects with content until they are ready to buy
- Drive more qualified leads faster than ever before
Live Webinar: How to Kick-Start a Successful Content Marketing Strategy - Qui...LinkedIn
Seth Godin says that “Content marketing is the only marketing left.”
The marketing world appears to be agreeing with him, as content marketing budgets continue to grow exponentially. But as you build your content strategy, how can you be sure that you’re setting out on a path to success from Day One?
Join us for this dynamic, live webcast co-hosted by LinkedIn and the award-winning content marketing agency King Content. Speakers include Jon Lombardo, Creative Lead for LinkedIn’s Creative Agency, and Lieu Pham, VP, Strategy & Innovation for King Content.
We will explore the fundamentals to building a strong content marketing strategy—giving you the tools and confidence to secure the budget and succeed from the very start. We’ll cover three key concepts:
- Why you need to do a content audit—and how to do one
- What types of content you should produce for your audience
- How to measure success against short and long-term objectives
Live Webinar: Crash Course to Lead Nurturing LinkedIn
Featuring:
Sean Callahan, Senior Manager, Content Marketing, LinkedIn
Justin Gray, CEO, LeadMD
We epically conclude our series with the Crash Course to Lead Nurturing. The landscape of lead nurturing has changed and responsibility now falls primarily on the marketing team. We'll review examples of how today's most effective marketers are moving their lead nurturing programs beyond the email inbox and embracing multichannel nurturing - including display and social media advertising.
Live Webinar: Using LinkedIn for Demand GenerationLinkedIn
We want to enable you to explore new solutions to your current demand generation challenges. Rethink the routine.
In a world governed by leads, conversions, and direct response - you know building and cultivating prospect and customer relationships is ultimately a full-funnel endeavor.
Join Jennifer Agustin, Group Manager, Marketing at LinkedIn and Amanda Halle, Senior Manager, Marketing at LinkedIn as they discuss:
- How to drive more qualified leads, opportunities, and ultimately revenue using LinkedIn.
- Why LinkedIn, with its 400M+ members, is the most effective B2B marketing platform to accomplish all of your demand gen objectives.
- Which products within the LinkedIn portfolio are best suited to your needs.
It’s time to rethink demand generation. Join us by registering for this webcast!
Live Webinar: Lead Nurturing Beyond the Email InboxLinkedIn
The way companies nurture leads has changed dramatically. What once was the domain of the sales department now is the responsibility of the marketing team.
Today's most effective marketers are moving their lead nurturing programs beyond the email inbox and embracing multichannel nurturing - which includes display and social media advertising.
This webcast will explore the basics of building a complete lead-nurturing program to reach and engage both known and anonymous prospects. Plus, John McTigue of Kuno Creative and Andrew Hickey of eCornell will share their secrets for reaching more of the right people with always-on tactics that deliver measurable results.
Impact of Emerging Technology on Institutional InvestingLinkedIn
Impact of Emerging Technology on Institutional Investing
Daniel Connell, Managing Director, Greenwich Associates
Kerry Ryan, Director, Head of Global Web Services, Legg Mason
Tom Libretto, Managing Director, Global Head of Digital, J.P. Morgan Asset Management
Alyssa Gilmore, Analyst Relations, Bloomberg
Instant access to trusted business networks are empowering Institutional Investors and Asset Managers with unprecedented information to aid investment decisions. We will discuss new LinkedIn research that identifies how emerging technology is being leveraged for insights during the investment process and highlight key opportunities for influence moving forward.
Content Marketing Strategies Conference: Joe Puizzi 10 Ways You May Be Failin...dlvr.it
The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011.
A vision for the future of advertising - from IAB Engage, making the case that no amount of introspective naval gazing or technology will mend the two fundamentally broken relationships in advertising - brand-audience relationship and agency-client relationships. Instead of self-absorbed internal introspection, the advertising industry need to look outside its and learn from the big success stories in digital disruption. Specifically, we can learn three key lessons about the future of advertising from the rise of Uber and it's on-demand mobile service.
Stratégie de contenu Web : Mettre en avant votre contenuJerome Deiss
Il existe de nombreuses possibilités de mises en avant de votre contenu sur les réseaux sociaux. Nativement Facebook, Twitter, Google + possèdent des fonctionnalités qui permettent d'accentuer la visibilité de vos contenus. Voici sous la forme d'un slideshare, un petit guide pratique qui résume les fonctionnalités disponibles à ce jour.
Live Webinar: Using LinkedIn for Brand MarketingLinkedIn
It’s your job to create and sustain positive awareness for your brand throughout the long buyer’s journey and beyond. We can help.
Join LinkedIn's own Andrew Kaplan and Michael McEuen, Director of Demand Generation from AdStage as they demonstrate how to get—and keep—your brand in front of the professionals that matter most to your business. They will cover how to:
- Get in front of the right people early and often
- Reach and influence business professionals in the right context
- Educate your audience with the relevant content they crave
- Use awareness and engagement to drive bottom-funnel conversions
- Measure the impact of your branding efforts every step of the way
This webcast will empower you to rethink and reinvigorate your approach to brand marketing on LinkedIn.
Live Webcast: How to Get More Out of Your LinkedIn Sponsored UpdatesLinkedIn
94% of B2B marketers say LinkedIn is the social network they use most to distribute content. With more of your peers publishing on LinkedIn than ever before, we've got more data on what works and what doesn't.
This short webcast will show you how to optimize your content for success on the world’s only professional feed.
Your invited to join LinkedIn's own, Andrew Kaplan, Cassandra Clark and Alexandra Rynne as they reveal their top tips for getting the most out of your Sponsored Updates campaigns, including:
- How to engage a target audience of your prospects with LinkedIn Sponsored Updates
- How to test your content marketing to improve performance
- How to use strong visuals and smart copy to build customer relationships
Case Study about Cathay Pacific Airways on LinkedIn: Leveraging member profiles to reach business travelers to Asia
Visit marketing.linkedin.com for more success stories.
What are the newest innovations driving B2B marketing? Our analysts and marketing strategists have identified seven emerging trends that are propelling savvy marketers in 2017.
Live Webinar: Your Tactical Plan for Content Marketing on LinkedInLinkedIn
We’ve put together a quick, tactical webinar for driving ROI with LinkedIn Company Pages, SlideShare, Publishing on LinkedIn, LinkedIn Sponsored Updates and LinkedIn Groups.
We’ve tested and iterated for years – and now hear from LinkedIn's content marketing manager, Alexandra Rynne as she shares our insider tips.
In this presentation we uncover:
-What content drives the most engagement on LinkedIn
-Action items and daily time investment needed to succeed with LinkedIn Marketing tools
-Key metrics to measure the success of your strategy
Sponsored Updates enables you to publish relevant content straight to the feed of any member on the LinkedIn site. That means your own brand content will appear right alongside other high-quality updates from news sites, thought leaders, and member connections. It's a great way to get your message in front of the people that matter most to your business.
Getting started is easy. In fact, in less than an hour we'll show you how to create and sponsor content, set up campaigns, and measure performance. We'll even tackle best practices like how to:
- Keep your content relevant
- Build trust through authenticity
- Boost performance using images and video
Join us to learn how you can start driving qualified leads on the world’s only professional feed.
Live Webinar: Your Tactical Plan to Content Marketing on LinkedInLinkedIn
a quick, tactical plan for driving ROI with LinkedIn content marketing tools, including Company Pages, LinkedIn SlideShare, Publishing on LinkedIn, LinkedIn Sponsored Content and LinkedIn Groups.
This webcast session includes:
- What content drives the most engagement on LinkedIn
- Action items and daily time investment needed to succeed with LinkedIn Marketing tools
- Key metrics to measure the success of your strategy
Webinar - Getting It Done: How large organizations achieve social and content...LinkedIn
Does your company have what it takes to execute an effective content marketing strategy?
Increasingly, brands are becoming publishers and communicating with their audiences directly through social media. What you don’t see in that sponsored update or blog post is all the hard work that has gone on behind the scenes to bring it to life. Content calendars, legal approvals, social publishing tools, reporting, and more… Large organizations in particular are grappling with the best ways to structure their teams to allow them to be effective, always-on content marketers.
We heard firsthand from Visa, a leading global brand, regarding the path to success they have paved. Learn about the various elements needed for an effective social media operation at a large organization.
Watch the presentation:
https://www.youtube.com/watch?v=Nl0OJVwpkMc
Live Webinar: Market to Who Matters: New Ways to Exceed Your Marketing Goals ...LinkedIn
In this webinar you'll discover:
- The reasons why almost 95 percent of B2B marketers use LinkedIn to distribute content and why LinkedIn is hands down the number one social network for lead generation.
- How to use both organic and paid content marketing on LinkedIn to reach the 40 million decision makers and 61 million senior-level influencers who are on the platform
- How to build a LinkedIn marketing program around the concepts of define, target, engage, and optimize
Live Webinar: Get More Out of LinkedIn Marketing with Tips From Our TeamLinkedIn
Interested in fueling even better results with marketing on LinkedIn? Here’s your chance to hear firsthand how the LinkedIn marketing team achieves success. I’ll share our secrets and best practices that you can implement immediately.
-Join me to enhance your marketing as you learn how we harness the power of LinkedIn to:
- Build awareness and shift perception among the right target audiences
- Demonstrate thought leadership
- Nurture prospects with content until they are ready to buy
- Drive more qualified leads faster than ever before
Live Webinar: How to Kick-Start a Successful Content Marketing Strategy - Qui...LinkedIn
Seth Godin says that “Content marketing is the only marketing left.”
The marketing world appears to be agreeing with him, as content marketing budgets continue to grow exponentially. But as you build your content strategy, how can you be sure that you’re setting out on a path to success from Day One?
Join us for this dynamic, live webcast co-hosted by LinkedIn and the award-winning content marketing agency King Content. Speakers include Jon Lombardo, Creative Lead for LinkedIn’s Creative Agency, and Lieu Pham, VP, Strategy & Innovation for King Content.
We will explore the fundamentals to building a strong content marketing strategy—giving you the tools and confidence to secure the budget and succeed from the very start. We’ll cover three key concepts:
- Why you need to do a content audit—and how to do one
- What types of content you should produce for your audience
- How to measure success against short and long-term objectives
Live Webinar: Crash Course to Lead Nurturing LinkedIn
Featuring:
Sean Callahan, Senior Manager, Content Marketing, LinkedIn
Justin Gray, CEO, LeadMD
We epically conclude our series with the Crash Course to Lead Nurturing. The landscape of lead nurturing has changed and responsibility now falls primarily on the marketing team. We'll review examples of how today's most effective marketers are moving their lead nurturing programs beyond the email inbox and embracing multichannel nurturing - including display and social media advertising.
Live Webinar: Using LinkedIn for Demand GenerationLinkedIn
We want to enable you to explore new solutions to your current demand generation challenges. Rethink the routine.
In a world governed by leads, conversions, and direct response - you know building and cultivating prospect and customer relationships is ultimately a full-funnel endeavor.
Join Jennifer Agustin, Group Manager, Marketing at LinkedIn and Amanda Halle, Senior Manager, Marketing at LinkedIn as they discuss:
- How to drive more qualified leads, opportunities, and ultimately revenue using LinkedIn.
- Why LinkedIn, with its 400M+ members, is the most effective B2B marketing platform to accomplish all of your demand gen objectives.
- Which products within the LinkedIn portfolio are best suited to your needs.
It’s time to rethink demand generation. Join us by registering for this webcast!
Live Webinar: Lead Nurturing Beyond the Email InboxLinkedIn
The way companies nurture leads has changed dramatically. What once was the domain of the sales department now is the responsibility of the marketing team.
Today's most effective marketers are moving their lead nurturing programs beyond the email inbox and embracing multichannel nurturing - which includes display and social media advertising.
This webcast will explore the basics of building a complete lead-nurturing program to reach and engage both known and anonymous prospects. Plus, John McTigue of Kuno Creative and Andrew Hickey of eCornell will share their secrets for reaching more of the right people with always-on tactics that deliver measurable results.
Impact of Emerging Technology on Institutional InvestingLinkedIn
Impact of Emerging Technology on Institutional Investing
Daniel Connell, Managing Director, Greenwich Associates
Kerry Ryan, Director, Head of Global Web Services, Legg Mason
Tom Libretto, Managing Director, Global Head of Digital, J.P. Morgan Asset Management
Alyssa Gilmore, Analyst Relations, Bloomberg
Instant access to trusted business networks are empowering Institutional Investors and Asset Managers with unprecedented information to aid investment decisions. We will discuss new LinkedIn research that identifies how emerging technology is being leveraged for insights during the investment process and highlight key opportunities for influence moving forward.
Content Marketing Strategies Conference: Joe Puizzi 10 Ways You May Be Failin...dlvr.it
The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011.
A vision for the future of advertising - from IAB Engage, making the case that no amount of introspective naval gazing or technology will mend the two fundamentally broken relationships in advertising - brand-audience relationship and agency-client relationships. Instead of self-absorbed internal introspection, the advertising industry need to look outside its and learn from the big success stories in digital disruption. Specifically, we can learn three key lessons about the future of advertising from the rise of Uber and it's on-demand mobile service.
Stratégie de contenu Web : Mettre en avant votre contenuJerome Deiss
Il existe de nombreuses possibilités de mises en avant de votre contenu sur les réseaux sociaux. Nativement Facebook, Twitter, Google + possèdent des fonctionnalités qui permettent d'accentuer la visibilité de vos contenus. Voici sous la forme d'un slideshare, un petit guide pratique qui résume les fonctionnalités disponibles à ce jour.
HUB Report - Future of Video & Digital CreativityHUB INSTITUTE
Les Meilleures Campagnes et Approches en Marketing Digital. Retour sur le HUBDAY Future of Video & Digital Creativity accompagné d'insights de Cannes et du HUBFORUM Paris 2015 ainsi que les retours exclusifs d'experts. Pour télécharger la version complète, RDV sur http://hubinstitute.com/hubreports.
The Internet of Things is one of the single biggest disruptive factors in today’s digital landscape. Companies need to plan out an IoT strategy that allows them to use data to create personalized content for customers across different channels.
Boris Kraft, Chief Visionary Officer of Magnolia, will be explaining the role of the digital business platform, and how it should form the hub for a company’s web, mobile and Internet of Things initiatives.
10 Steps great leaders take when things go wrongGetSmarter
http://resources.getsmarter.co.za/
Most of us avoid taking action because we’re afraid to fail. The truth is, every failure is simply one step closer to success. So, are you counting your failures as stepping-stones to success? These 10 tips will motivate you to approach failure with a fresh perspective.
Attract More Customers with Inbound and Outbound MarketingMarketo
From segmentation and personalization to PPC and social Media, this webinar has it all. Check out expert ways to attract and engage more leads through inbound and outbound marketing.
Attract More Customers with Inbound and Outbound Marketing (EMEA)Marketo
From segmentation and personalisation to PPC and social Media, this webinar has it all. Check out expert ways to attract and engage more leads through inbound and outbound marketing.
A proven way to drive optimal value from your digital ad spend is making sure they are displayed only to relevant, high-yield accounts. This assures your ad budget is spent on the accounts that matter and the ads that they see are more personalized and convert more of these key accounts into qualified leads.
In this presentation, Marketo's targeting titans, Mike Telem and David Myers, will review how to:
- Identify key accounts for top funnel targeting
- Manage named account lists and analyze your top funnel engagement with them
- Target ads at specific accounts and personalize the ads they see
- Boost ad budget ROI and generate highly qualified leads
Summer Camp(aigns) Part 3: Marketing and Sales AlignmentMarketo
In this summer camp session, you'll learn tips and techniques for improving conversion rates and driving more business through sales and marketing alignment.
Nailing Executive Reporting: Behind the Scenes with BackOffice AssociatesMarketo
How are you managing your budget? And more importantly, can you defend it? View the slides to learn how Marketo customer, BackOffice Associates, successfully leveraged Marketo's Marketing Analytics and went from disjointed spreadsheets and questionable numbers to confident executive reporting.
How to Build the Ultimate Customer Demand Generation MachineMarketo
Are you marketing to customers for up-sell, cross-sell and retention goals? Check out this presentation which will show you how to use marketing automation to build an ultimate demand generation team for your customers!
Real-Time Personalization: Optimize Ad Spend with Personalized Targeting and ...Marketo
In this presention, you'll learn how to get the most out of your content by optimizing your campaigns and landing pages. See how you can take online advertising one step further and personalize your outbound digital ads with personalized retargeting.
[Digital Marketing Bootcamp] Top 10 Reasons to Consider Marketing AutomationMarketo
Check out these slides with Marketo's VP of Demand Generation, Heidi Bullock! You'll discover the key strategies and techniques B2B demand generation marketers must have!
Back to Basics: Generating More and Better LeadsMarketo
The most basic of marketing tasks is generating more qualified leads. And where exactly might you find thousands of relevant prospects, unknown to you but actually very actively interested in your products? Your website!
8 Biggest Mistakes Content Marketers Make and How to Avoid ThemMarketo
Whether you’re new to content marketing or a seasoned professional, there are a few big mistakes that you have probably made in the past, might be making now, and could make in the future. Join Ellen Gomes, Sr. Content Marketing Manager at Marketo, to discuss the top eight content marketing mistakes—from content writing, to process, to distribution—and how you can avoid them.
Engage and convert - The New Rules for Success in Digital Advertising finalMarketo
Hear Ray Coppinger, Senior Digital Marketing Manager at Marketo, and Adam Levinson, Customer Success Manager at Optimizely, as they explore the state of digital advertising, identify the building blocks of a successful strategy, and outline how a culture of optimisation is critical to digital advertising success.
Discover the 10 Steps to capture your audience's attention! Provide them with the most relevant messages possible and watch this recording to learn how to effectively target and engage individual web visitors with relevant content.
Marketo Ad Bridge: The Future of Ad Retargeting is HereMarketo
Do you realize that, on average, almost a quarter of digital marketing budgets is spent on ads? Unfortunately, more than 95% of visitors that are paid to come to your site from ads, may never convert.
To enable marketers to get more out of their ad budgets, Marketo came up with Marketo Ad Bridge. This new tool helps you target the right audience with your ads and make them personalized per audience. In this webinar we will focus on personalized retargeting ads with both Google and Facebook. You'll learn:
- How personalized retargeting ads work
- The ROI you can expect to see - hint: a very good one :-)
- Great use cases and examples
- How you can get started, fast
Similar to Attract More Customers with Inbound and Outbound Marketing (20)
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.
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024
Attract More Customers with Inbound and Outbound Marketing
1. Attract More Customers with
Inbound and Outbound
Marketing
Mike Tomita
Sr. Mgr., Web Marketing
Lizzy Funk
Sr. Marketing Specialist
2. • This webinar is being recorded – keep an eye out for the
slides and recording sent to your email later today.
• Questions? Type them in the chat box and we will
answer!
• Posting to social? Use #mktgnation
• Stick around for your chance to win a copy of Guy
Kawasaki’s book The Art of Social Media
Housekeeping
4. Attract Engage Close
Drive more
inbound
website traffic
Convert web
visitors to
leads
Right message
Right person
Right time
Accelerate the sales cycle
Increase quality leads
to sales
Win more deals
49. Content Consumption Website Page Views
300%
Website Lead Conversions
201%
Percona Boosts Site Engagement and Lead Generation with
Marketo RTP Content Recommendation Engine
“Marketo RTP Content Recommendation Engine auto-
discovered our content, analyzed performance, and then
utilized predictive analytics to recommend relevant content
to inbound prospects. The results have been phenomenal.”
-Terry Erisman, Chief Marketing Officer
17.8%
51. Attract Engage Close
Drive more
inbound
website traffic
Convert web
visitors to
leads
Right message
Right person
Right time
Accelerate the sales cycle
Increase quality leads
to sales
Win more deals
There are others such as geographic performance, device targeting performance, and expected CTR. These are the basics though. Start here!
How quality score affects
Auction eligibility: better quality typically makes it easier and cheaper to enter an auction and also help determine whether your ad is qualified to appear at all.
Cost-per-click (CPC): Higher quality can often lead to lower CPCs. That means you pay less per click when your ads are higher quality.
First page bid estimate: Higher quality ads are typically associated with lower first page bid estimates. Your keyword's top of page bid estimate: Higher quality ads are typically associated with lower top of page bid estimates.
Ad position: Higher quality ads lead to higher ad positions, meaning they can show up higher on the page.
Striking the right balance is very important when selecting your keywords. Especially if you’re working with a limited budget.
You should definitely be as comprehensive as possible when doing your keyword research, but when deciding which campaigns and ad groups to fund, and how much budget to put behind them, these factors will need to be taken into account.
You can spend, and will, spend a lot of money very quickly through PPC so you want to spend it as effectively as possible.
You may have a keyword with low search volume, but high ROI, so it makes sense to go for it.
For example one of our terms, “marketing automation” has a low search volume, but those who are using it a search are very valuable for our business
Conversely there may be terms with huge volume, like “marketing software”, that may not be as valuable because of the broad nature of the term. That’s where relevance comes into play.
Yes, even branding has a role in PPC
There might be some evolving usage or new terms that coming into play. Keep an eye on these and plan accordingly.
Writing good, compelling, and unique ad text for PPC is an incredible challenge.
Your text needs to be relevant to the search term, aligned to the intent of the search, and compelling enough to get that user’s click.
It also needs to accurately describe the content of the destination page when clicked.
An all this needs to be done with VERY concise language.
You only have a TOTAL of 95 characters, plus 35 for a URL.
Headline: 25
Lines 1 & 2: 35
URL: 35
No, not really. But these are the foundation and should be nailed first, so start here.
At it’s core SEO really just boils down to a set of guidelines that make sure your website provides an easy and valuable user experience for your visitors.
What exactly does the algorithm take into account? No one who know will ever tell. It’s Google’s secret blend of 16 herbs and spices.
Keywords
You want to target particular keyword themes by aligning the broader content of your site to those target keywords
Website performance
Performance (site speed, server errors, code errors, mobile support)
Configuration (META tags, OG/Twitter tags, robots.txt, sitemaps, crawl-able code)
User experience
When a user does find your website in a search and clicks on the listing your site should load quickly, without errors, and present a clear and focused user experience.
Content
Finally, the content on the site should satisfy the intent of the user’s search. Whether that’s looking for a information, or a service, or a product.
This slide should look familiar to everyone
Many of the same considerations go into selecting your SEO keywords as your PPC keywords
The only other factor added to the SEO equation is how difficult a keyword term is to rank for. That is how much competition is there and how long will it take to challenge that competition.
Difficulty shouldn’t exclude a keyword term, but it may affect the priority that you assign to it
Again, it’s all about balancing your needs, resources, and expected return
The performance of your website is critical to your SEO success
Google’s rankings are determined by a machine that analyzes your site and plugs different factors into an algorithm so the site that make it easy and error free for that process to happen have an advantage
Also note that HUMAN factors are also a part of the equations. Those are thinks like click-through-rates and engagement. That’s where the user experience part comes into play.
Just because Google is a machine, your content should be not be written for it. It should be written for humans.
That means does try and game the system by stuffing in keywords or repeating them over and over
Those are old tactics that Google has caught on to
The best way to create good SEO content is to create good content.
Does that mean it doesn’t matter if you use your keywords?
Not at all, humans relate to content that speak their language. Just don’t over do it.
SEO requires a lot of focus, because SEO takes TIME. You need to keep your eye on the prize, even if you can’t see it yet.
It’s everyone’s job, not just the SEO manager.
It takes discipline across departments and buy-in from all levels.
Choose your keywords wisely
Build internal buy-in
You’ll need cross functional support. You will also need to insert yourself into other people business.
Focus on content
Be patient
Really, these are the big 3 for B2B.
Twitter, Facebook, and LinkedIn offer the most advertising options at the moment.
But the questions remains, should I invest in PAID social media advertising?
If this is where my target audience can be found, I’ll spend some money to get in front of them.
And yes, they do work for B2B lead generation.
LinkedIn is the obvious choice due to the very granular targeting options and business information
However Facebook and Twitter are surprisingly effective as well. Especially Facebook.
Twitter – Organic vs Promoted reach
Facebook – Organic vs Promoted reach
Invest in promoting your social media content if you want to be seen
Don’t forget about mobile traffic!
Mobile usage on social media channels
Great, thanks Mike! I am going to spend the next few minutes to talk to you about some other not as well known channels for bringing in new names.
First off – I want to make sure we are all on the same page on what I mean when we are talking about paid programs. Paid programs are a way you can get your content in front of you targeted audience you wouldn’t normally reach. The great part of paid programs is you can use any content you have already generated – you just have to put it on other sites to expand your reach.
The four programs I am going to be talking about are content syndication, sponsored emails, channel takeovers and sponsored content. I will go a little deeper into each of these next.
Content Syndication – as the name suggests, is the process of syndicating your content assets (like white papers, ebooks, blog articles, videos) on 3rd party websites; we agree with CS vendors on the price we want to pay for each lead who downloads our content; the vendor provides us these leads at an agreed upon price based on certain targeting criteria. In this example, one of our definitive guides is on a marketing website for people visiting this marketing website to see and download. This is a great way to get your content pieces on other websites in front of tons of new potential customers.
Before you get started with content syndication – here are some tips for you to be aware of before you get started.
First, make sure you choose a vendor or a website that specializes in your industry. For example, when I am looking for a new content syndication vendors – I will look for high traffic marketing sites with a lot of content. However, if I was in law, I would be looking for websites with legal content.
Next, most content syndication vendors allow you to be very targeted for the leads or names you receive. For example, you can often specify the job title, location and company size for the leads you receive. Make sure you get the right leads that fit the persona of a potential buyer for your company.
And finally, the great thing about content syndication is your can pay for leads and not just impressions. You can pay for a guaranteed amount of names in your target filters so you are guaranteed to get leads you need to hit your goals.
Another channel I am going to touch on is sponsored emails. This is when a vendor sends out your content to their database on our behalf.
In this examples, we sent our a content marketing asset to the Web Marketing Today audience. For sponsored emails, the price is often based on the number of people you are sending your email to.
A couple tips before you get started with using sponsored emails.
First – do your research. IF you are going to send out an email to a new audience, make sure you research the type of content that the audience will enjoy. For example, I would send out a demand generation content piece to a sales audience through email.
Also, make sure you track your links in the email you have the vendor send out. Especially if you are sending your audience to your website – you want to make sure you are able to attribute the sponsored email program to the leads that are generated through the program.
Another option you have for paid programs is channel takeover. A lot of websites with a ton of content also have different channels. You can choose the channel that best fits your business and takeover the whole channel with your ads. This gives you a lot of brand awareness and you can set it up to generated a lot of leads too.
A few tips for channel takeovers.
First find a website that has a lot of traffic- you want to make sure your takeover is getting seen by a significant amount of potential buyers.
Next, a way to make this into a lead generation program is by pointing your ads to a landing page with a trackable form to collect leads.
And finally, if you are taking over a whole channel, test the site before it goes live and make sure your banners are everywhere and you get the most impressions as possible.
Sponsored content is another way to generate leads and drive brand awareness/preference with 3rd party content. You can collaborate with that third party on content development – essentially co-author that content, and it will appear on their web site as “native” This is a great way for your to get new content for you to use and generate new leads and brand awareness. The content piece usually says ‘sponsored by xyz’ and the vendor typically promotes the content and you get the leads from the promotion.
A few quick tips on sponsored content.
First – if you have an in-house content team, make sure to consult them first. You’ll need to make sure it is on their radar and it fits the company’s messaging.
Also – make sure place links that go back to your website in the new content piece to increase traffic to your website.
And finally – if you can, try and make your new content piece go viral! Make your content shareable for social channels.
Next mike is going to go over how you can optimize the experience for your audience once you get them through social, ppc, seo or paid programs.
So, you’ve driven traffic to your website, now what do you do with them?
Personalize their experience of course!
Personalization is a very effective way of engaging your visitors right off the bat by surfacing the content that is most relevant to them.
It will help both with your website engagement (good for SEO!) and your conversion rates.
Company
Provides consulting, support, and managed services to >2,000 MySQL and OpenStack software users worldwide
Situation
Diverse set of products and solutions
100,000s of visitors to sites but no way to get most relevant content to visitor
Wanted to target and engage leads based on profile and behavior
Evaluation Process
Seeking easy-to-use, scalable solution
Solution to leverage “smart” machine learning
Marketo RTP perfect fit
Solution
RTP predictive analytics and machine learning connect visitors and content in self-optimizing manner
Discovers content on website then learns how different visitors respond to various content
Results
17.8% uplift in content consumption
312% increase in average time spent on site
315% more pages viewed
201% increase in website lead conversions
So this is great and all – you have now optimized getting all these amazing new names into your database, but how do you know whether or not these new people will actually buy your product.
A quick look back at the funnel – so today we have been focusing on the attract part of the funnel. But we want to make sure these visitors and leads actually close the deal with you. I will give you some tricks on how you can track each of your top of the funnel programs to the end of the sales cycle to the bottom of the funnel.
First, you need to make sure you are tracking and measuring the right metrics. This will set you up for success.
If you are tracking the right metrics, the analysis part will be 10x easier.
Here are some of the important things we track at Marketo:
Lead Source – tracks the channel in which a lead enters our database – this could be PPC, Social, Sponsored Email or even the website
Acquisition Program – tracks the specific program that brought the lead into our database, for example if a new lead was brought in via PPC, the lead source would be PPC and the acquisition program would be the specific program that brought it in whether that is a keyword or geography
Successes – measure engagement within each channel. We classify successes differently for each channel. For example, if someone registers for a webinar – they are not a success, but if they attend, they are a success. Successes track how much our leads are engaging with us directly.
Cost – you want to constantly track cost so you can keep track of how much each channel and program is costing you
Revenue – by tracking revenue, you can track which programs and channels are contributing the most revenue to your business
Once you have tracked each of those metrics you can start to analyze each program and each channel on how it performs at the top of the funnel including the number of new names, number of qualified new names, cost per new name and % of new names.
The top performing programs will bring in a large number of new names and qualified new names at a very low cost. Also, channels that bring in a high percentage of new names shows that you are targeting the right audience that you haven’t reached yet.
And at the bottom of the funnel, you can track the performance by measuring the amount of pipeline and the number of opportunities each channel brings in. Also, seeing how fast these channels are generating opportunities is important to track. And finally how much real revenue is generated from each channel.
Once you have figured out your top programs and channels for ROI – how are you to decide where to invest.
The first piece of advice I can give you is don’t stick to a single channel or program. Even if some channels and programs aren’t very top performers, you’ll still need to include them and optimize them. This is because your audience consumes content in different ways – some of your potential buyers prefer facebook and others will prefer browsing marketing sites where they will see your content.
But how do you figure out where to put your money in each channel and program at the top of the funnel?
Here at marketo, we determine how to split our budget based on the opportunity performance for each channel. However, you can choose which ever metric is most important for your business. It could be subscriptions, trial sign ups, etc. In this example, Content syndication brought in 24% of all opportunities for top of the funnel programs, so they will get 24% of my budget.
And with that, we’ll head into a quick summary and then into questions.
Looks like we have some questions from the audience:
(shawn) How do you know what to personalize when new leads first enter your database? = MIKE
(jared) how do you decide where to invest when you are first starting out? = LIZZY (try out each channel and then see which ones perform the best in the beginning based on the number of new names and cost per qualified new name to decide which channels to give more budget to in the beginning)
(kaitlyn) how do you figure out volume, ROI, etc when selecting SEO/PPC keywords? = MIKE