Account Based Marketing Success Path - Infrastructure and Campaign SecretsJosh Hill
Need to jumpstart your ABM efforts yesterday? Don’t struggle with your martech stack and database to support your ambitious efforts. Join this session to learn how two Marketo Champions do Account Based Marketing, including:
The Segmentation Framework you didn’t know you needed for targeting Accounts and Personas How to measure the performance of your ABM tactics in Marketo Real-life ABM campaigns you can deploy immediately. (May 2016).
Learn how to implement ABM by stepping back to achieve Sales-Marketing Alignment and workflow alignment. ABM is a new world and here's how to tackle it.
How to Build a Sales Funnel - Marketo User Group LA - Dec 4, 2014Josh Hill
How to build a sales funnel system in Marketo to report on stage conversion rates. In this presentation, Josh Hill and Madhu Gulati discuss techniques for the revenue cycle model, success path analyzer, and revenue cycle explorer. Original presentation to the LA Marketo User Group
In this webinar, you will learn the nuts and bolts of implementing lead scoring starting today.
Learn how to:
Develop a lead scoring framework for your organization.
Set up basic lead scoring in Salesforce.com.
Presenters:
Cary Fulbright, President, SAAS Point
Christopher Doran, Vice President, Marketing – Manticore Technology
Sales + Marketing Alignment: Breaking Down Silos for SuccessClevelandHUG
Cleveland HubSpot User Group's May 7, 2015 presentation on how alignment sales and marketing (Smarketing) can delight customers and drive performance. Tips include how to restructure and communicate between teams, rely on data and utilize technology to achieve organizational goals.
Account Based Marketing Success Path - Infrastructure and Campaign SecretsJosh Hill
Need to jumpstart your ABM efforts yesterday? Don’t struggle with your martech stack and database to support your ambitious efforts. Join this session to learn how two Marketo Champions do Account Based Marketing, including:
The Segmentation Framework you didn’t know you needed for targeting Accounts and Personas How to measure the performance of your ABM tactics in Marketo Real-life ABM campaigns you can deploy immediately. (May 2016).
Learn how to implement ABM by stepping back to achieve Sales-Marketing Alignment and workflow alignment. ABM is a new world and here's how to tackle it.
How to Build a Sales Funnel - Marketo User Group LA - Dec 4, 2014Josh Hill
How to build a sales funnel system in Marketo to report on stage conversion rates. In this presentation, Josh Hill and Madhu Gulati discuss techniques for the revenue cycle model, success path analyzer, and revenue cycle explorer. Original presentation to the LA Marketo User Group
In this webinar, you will learn the nuts and bolts of implementing lead scoring starting today.
Learn how to:
Develop a lead scoring framework for your organization.
Set up basic lead scoring in Salesforce.com.
Presenters:
Cary Fulbright, President, SAAS Point
Christopher Doran, Vice President, Marketing – Manticore Technology
Sales + Marketing Alignment: Breaking Down Silos for SuccessClevelandHUG
Cleveland HubSpot User Group's May 7, 2015 presentation on how alignment sales and marketing (Smarketing) can delight customers and drive performance. Tips include how to restructure and communicate between teams, rely on data and utilize technology to achieve organizational goals.
Discover how to generate demand for your products and services to increase your sales. Learn the demand generation process and content strategy that aligns with lead generation and the buyers journey to effectively increase revenue for your business.
Learn how to use storytelling techniques to build powerful account nurturing systems. Leverage age old techniques only master marketers use to lead people through to the new world of using your products instead of the old world and old products.
RevOps Agency Elevator Pitch - MAN DigitalMAN Digital
We're a digital sales and marketing agency focused on helping businesses grow their revenues through account-based marketing programs and demand generation campaigns.
Lead scoring is a shared Sales and Marketing methodology for ranking leads to determine their sales-readiness. Our Marketo Marketing Operations expert, Jessica Kao, will equip you with helpful tips, step-by-step guide and customizable worksheets to get you started with lead scoring right away. Watch this recording to learn how to:
-Build a global automated lead scoring program with minimal effort
-Ensure success with a proven, standard scoring model used widely in the Marketo community
-Avoid common pitfalls that delay or prevent lead scoring success
Leveraging AI Driven Data To Fuel a New Generation of ABM CampaignsDemandbase
ThoughtSpot will be discussing their ABM journey and how they’ve taken their ABM campaigns to the next level. In this session, they’ll be discussing how they’ve leveraged People.ai to capture and sync all their go-to-market activity data and how that data has been used to solve for campaign attribution and increase campaign ROI.
Transform Your ABM Metrics from Wobbly into World-ClassDemandbase
Your ABM metrics define your performance to date and drive your strategy going forward. So why the heck are they so tricky to nail down? In this session, we’ll provide a roadmap to your metrics nirvana by diving into real-world reports and analytics, and show you how to operationalize the next generation of ABM KPIs.
Demandbase’s Targeting Solution took major leaps over the past year, and B2B advertisers have been moving fast to adopt the new tech. In this session, we will explore the power of intent signals in Account-Based Advertising, along with strategies and tools for building high-performing campaigns and measuring their impact on your business.
Marketo Summit: Will the real lead please stand up - tips & tricks to an amaz...ReachForce
This standing room only session on data quality highlights critical issues to getting your marketing and sales data aligned and marketable. Kim Stites & Mary Firme present.
The Future of Demand: What to Expect in the Next 1, 5 and 10 YearsDemandbase
Get ready to dive into data that will show you the future of marketing, both near and long term. In this session, you’ll learn how to benchmark yourself to see where you currently stand on the marketing maturity model and how your job will change as AI becomes a new team member. Come with an open mind–your future success depends on it.
Account Based Marketing + Account Based Sales Development = Account Based E...Engagio
Account Based Marketing (ABM) is not sufficient to reach target accounts. To really connect, you need humans at the tip of the spear. Instead of creating silos, embrace Account Based Everything -- A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to drive engagement and conversion at named accounts.
Making Your Marketing Team an Intent-Driven MachineDemandbase
AI, Machine Learning and Intent are all the rage, but how do you make it real and operationalize it within your marketing organization? In this session, we’ll walk through a number of use cases that show how you can use intent data to inform your programs and drive specific actions to help build stronger pipelines and close more deals.
B2B Go-to-Market (GTM) has been evolving rapidly over the last few years and the biggest driver of change is data. Regardless of the type of GTM strategy being deployed, data is driving significantly higher effectiveness by helping organizations decide who to target, when to target them, what to message, and more.
Join Craig Rosenberg, Distinguished VP from Gartner, as he presents frameworks and realistic, proven use cases of data-driven GTM strategies and tactics.
In this webinar, you’ll learn:
Trends and data driving key changes in the market
The use of data in target account selection and prioritization
How data is driving a dynamic customer engagement engine (supporting any GTM)
The role of data in making sales prospecting easier and more effective (hint: these things go hand-in-hand)
Compelling B2B Audiences to Engage Through ABMUberflip
Data-driven practices have enabled relatively new strategies for improving content experience personalization and performance such as account-based marketing (ABM).
But what does an effective B2B account-based marketing strategy look like? To help you answer this question, Uberflip commissioned an account-based marketing strategy survey in partnership with Ascend2.
An Inside Sales Team webinar with Jon Miller and Craig Rosenberg.
Jon, Founder and CEO of Engagio, and Craig, Chief Analyst and Co-Founder of Topo, discussed how to successfully plan and implement an Account-Based Marketing program. During this webinar Miller and Rosenberg covered the following topics:
* What is Account-Based Marketing (ABM)
* 3 Step Model of ABM
* Metrics for ABM
Discover how to generate demand for your products and services to increase your sales. Learn the demand generation process and content strategy that aligns with lead generation and the buyers journey to effectively increase revenue for your business.
Learn how to use storytelling techniques to build powerful account nurturing systems. Leverage age old techniques only master marketers use to lead people through to the new world of using your products instead of the old world and old products.
RevOps Agency Elevator Pitch - MAN DigitalMAN Digital
We're a digital sales and marketing agency focused on helping businesses grow their revenues through account-based marketing programs and demand generation campaigns.
Lead scoring is a shared Sales and Marketing methodology for ranking leads to determine their sales-readiness. Our Marketo Marketing Operations expert, Jessica Kao, will equip you with helpful tips, step-by-step guide and customizable worksheets to get you started with lead scoring right away. Watch this recording to learn how to:
-Build a global automated lead scoring program with minimal effort
-Ensure success with a proven, standard scoring model used widely in the Marketo community
-Avoid common pitfalls that delay or prevent lead scoring success
Leveraging AI Driven Data To Fuel a New Generation of ABM CampaignsDemandbase
ThoughtSpot will be discussing their ABM journey and how they’ve taken their ABM campaigns to the next level. In this session, they’ll be discussing how they’ve leveraged People.ai to capture and sync all their go-to-market activity data and how that data has been used to solve for campaign attribution and increase campaign ROI.
Transform Your ABM Metrics from Wobbly into World-ClassDemandbase
Your ABM metrics define your performance to date and drive your strategy going forward. So why the heck are they so tricky to nail down? In this session, we’ll provide a roadmap to your metrics nirvana by diving into real-world reports and analytics, and show you how to operationalize the next generation of ABM KPIs.
Demandbase’s Targeting Solution took major leaps over the past year, and B2B advertisers have been moving fast to adopt the new tech. In this session, we will explore the power of intent signals in Account-Based Advertising, along with strategies and tools for building high-performing campaigns and measuring their impact on your business.
Marketo Summit: Will the real lead please stand up - tips & tricks to an amaz...ReachForce
This standing room only session on data quality highlights critical issues to getting your marketing and sales data aligned and marketable. Kim Stites & Mary Firme present.
The Future of Demand: What to Expect in the Next 1, 5 and 10 YearsDemandbase
Get ready to dive into data that will show you the future of marketing, both near and long term. In this session, you’ll learn how to benchmark yourself to see where you currently stand on the marketing maturity model and how your job will change as AI becomes a new team member. Come with an open mind–your future success depends on it.
Account Based Marketing + Account Based Sales Development = Account Based E...Engagio
Account Based Marketing (ABM) is not sufficient to reach target accounts. To really connect, you need humans at the tip of the spear. Instead of creating silos, embrace Account Based Everything -- A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to drive engagement and conversion at named accounts.
Making Your Marketing Team an Intent-Driven MachineDemandbase
AI, Machine Learning and Intent are all the rage, but how do you make it real and operationalize it within your marketing organization? In this session, we’ll walk through a number of use cases that show how you can use intent data to inform your programs and drive specific actions to help build stronger pipelines and close more deals.
B2B Go-to-Market (GTM) has been evolving rapidly over the last few years and the biggest driver of change is data. Regardless of the type of GTM strategy being deployed, data is driving significantly higher effectiveness by helping organizations decide who to target, when to target them, what to message, and more.
Join Craig Rosenberg, Distinguished VP from Gartner, as he presents frameworks and realistic, proven use cases of data-driven GTM strategies and tactics.
In this webinar, you’ll learn:
Trends and data driving key changes in the market
The use of data in target account selection and prioritization
How data is driving a dynamic customer engagement engine (supporting any GTM)
The role of data in making sales prospecting easier and more effective (hint: these things go hand-in-hand)
Compelling B2B Audiences to Engage Through ABMUberflip
Data-driven practices have enabled relatively new strategies for improving content experience personalization and performance such as account-based marketing (ABM).
But what does an effective B2B account-based marketing strategy look like? To help you answer this question, Uberflip commissioned an account-based marketing strategy survey in partnership with Ascend2.
An Inside Sales Team webinar with Jon Miller and Craig Rosenberg.
Jon, Founder and CEO of Engagio, and Craig, Chief Analyst and Co-Founder of Topo, discussed how to successfully plan and implement an Account-Based Marketing program. During this webinar Miller and Rosenberg covered the following topics:
* What is Account-Based Marketing (ABM)
* 3 Step Model of ABM
* Metrics for ABM
Big data analytics as an on demand service by Kevin Crosbie.J On The Beach
RavenPack provides Big Data Analytics derived from unstructured data to top hedge-funds and banks worldwide. These global institutions recognize the value in this type of data when making financial decisions. This talk will explain some of the key use-cases of our analytics, and will showcase a platform that we have developed which allows us to make our data accessible to all as an on-demand service.
[Webinar] Predictive Lead Scoring: How To Turn Data Into RevenueMintigo1
To watch the entire webinar replay, please visit:
http://www.mintigo.com/predictive-lead-scoring-how-to-turn-data-into-revenue/
Description:
“Predictive Analytics” is the buzzword du jour. With so many digital marketing tools, technologies, and channels at our disposal and the ability to track prospect and customer behavior, we are awash with data to be analyzed in order to predict and drive our marketing results. So, how do we cut through the clutter, sift through the hype, and bring the most critical data into focus? How do we put it to use?
Download the slides and watch this Marketo LaunchPoint webinar replay to discover how predictive lead scoring will put all of your data to work for you. Learn how the marketing ninjas at SmartBear Software have used Marketo and Mintigo to build an automated system that targets the right leads with the right messages at the right time.
You will learn how to:
- Profile your ideal customer so that you can target high-fit leads
- Score your leads in real-time based on that profile
- Optimally engage the leads by routing them to the appropriate nurture track or sales reps before even gathering behavioral data
Speakers:
Patrick Chen - Sr. Manager of Marketing Operations at Marketo
Tony Yang - Director of Demand Generation at Mintigo
Gary DeAsi - Sr. Marketing Manager & Marketo Champion at SmartBear Software
Lead scoring is a shared sales and marketing process for identifying the hottest leads for sales-readiness. It is an invaluable tactic that most companies are struggling with. Watch this 30 minute, fast-paced webinar to get the latest and greatest tips on lead scoring whether you are setting up scoring for the first time or you are looking to optimize your current model.
8 Biggest Mistakes Marketing Operations Makes and How to Avoid ThemMarketo
Smooth marketing operations is crucial for ensuring marketing and sales alignment and ultimately driving the bottom line. Join Tanya Chu, Sr. Marketing Operations Program Manager, for this live webinar as she discusses the top eight marketing operations pitfalls that her team faces on a daily basis and solutions for how to combat them.
You'll learn:
- Optimization tips for lead routing and scoring
- Why data quality is crucial for marketing sales alignment
- How marketing ops can lead the charge on email governance
Big Data Step-by-Step: Using R & Hadoop (with RHadoop's rmr package)Jeffrey Breen
Quick overview of programming Apache Hadoop with R. Jonathan Seidman's sample code allows a quick comparison of several packages followed by a real example using RHadoop's rmr package. Our example demonstrates using compound (vs. single-field) keys and values and shows the data coming into and out of our mapper and reducer functions.
Presented at the Boston Predictive Analytics Big Data Workshop, March 10, 2012. Sample code and configuration files are available on github.
Verify Digital - Verified Lead GenerationMatthew King
Lead generation and verified leads from Verify Digital. Complete methodology from Understanding Brand & Target Audience through to Verified Leads. Visit www.verifydigital.me
An overview of the sales lead generation for Business-to-Business (B2B) companies. Describes the goals for lead generation, and the main categories (Inbound and Outbound). Describes the key steps in setting up a lead generation programme. Also provides short overview of Account Based Sales.
Digital Marketing Playbook - How to create scalable, predictable revenueSeth Hauben
Having spent the last 4 years setting and executing a successful digital marketing strategy at a high growth software company, I was asked to present my thoughts on Digital Marketing to a local Venture Capital group. The attached slides are what I presented, they outline the steps needed to implement a successful digital marketing strategy.
Aviva Walsh's demonstration revolved around Inbound Sales and how to implement it in your business. Watch her presentation to learn more about Inbound Sales and the alignment of Sales and Marketing.
The buying process of old times has changed. Marketers need to find new ways to reach the right customers.
Instead of finding customers with mass advertising and email blasts, marketers must now focus on being found and learn to build continuous relationships with customers.
Lead generation is an effective way to talk to relevant customers at the right time... however, lead generation in the MENA region has over 65% wastage; with tighter budgets, this calls for a more transparent and accountable process while most lead generation/Affiliate marketing work on a spray and pray method with no confirmation of authentic leads.
Thus we are proud to introduce Verify: A complete lead generation process that verifies the lead and understands at what stage of the purchase journey the lead. This means only verified leads will be delivered to the client in order to avoid wastage of time and resources.
*This product is offered to clients directly and to media agencies
The purpose of this deck is two-fold:
1. provide key insights on how to build a highly effective and predictable demand gen engine
2. provide a template for a monthly demand gen dashboard that tracks the value/ROI of your actions
There are numerous other key metrics that are essential for marketing to track but are not represented in this template such as customer experience [NPS, CSAT, etc.], brand recognition & affinity, website analytics, email analytics, PR share of voice, ad campaign effectiveness, and so on and so on.
Additionally, this dashboard is not intended to replace a full sales pipeline dashboard but rather to provide insights on how marketing is contributing to sales effectiveness and revenue.
Marketers are increasingly struggling to generate sales ready leads and demonstrate the real business value of their work.
In this presentation, you'll learn how to implement a marketing strategy that generates high quality leads and demonstrates an ROI on your activity, showing the real business value of the marketing unit.
Why marketing automation is indispensible (Shimon Ben Ayoun)B2B Marketing Forum
The use of marketing automation systems has grown by more than 50% in the US over the last years. In Europe however many European B2B companies still haven’t adopted marketing automation at all.
Marketing automation software provides the precise information buyers need as they move through the buying process. It helps us to guide buyers to consider, prefer, and select our products and services. In other words, it helps us in lead generation, nurturing, qualification, conversion, and much more. Marketing automation software, when used properly, will increase operational efficiency and grow revenue faster.
In short, marketing automation has become indispensable in the marketing journey from cost centre to revenue generator. Marketing can now prove its added value in a transparent way to sales. In this session Shimon Ben Ayoun from spotONvision will explain how marketing and sales can be facilitated with marketing automation.
Inbound Marketing in the Contact Center Marketplaceechogravity
Overview of Inbound Marketing in the Contact Center Marketplace.
Provides a mini-case study of echogravity's inbound marketing success with a contact center software provided.
Generating leads with Inbound MarketingAndrew Shaw
The world of marketing is changing fast. In this presentation, we describe the role of marketing in the Facilities Services sector and how the marketing team can make a real difference.
By aligning Marketing & Sales, increased ROI is show. This presentation describes how to nurture stale leads into sales-ready leads through marketing automation and lead nurturing.
The Next-Generation Sales Development TeamTeleverde
Inside View along with Televerde built a next-generation sales development team utilizing the latest marketing technology. This case study was presented at Sirius Decisions 2019 in Austin.
Lead Scoring: Aligning Marketing and Sales with Effective Lead Scoring Techniques - Turning Marketing’s leads into Sales’ gold can be a challenge. The inability to generate and identify qualified leads negatively impacts the effectiveness of marketing campaigns, revenue growth, and company success. This presentation explores this challenge and provides information on how to align the expectations of sales and marketing, enabling marketing to deliver a continuous flow of qualified leads to the sales team for maximum ROI. This informative session will teach you how to accelerate the sales cycle through automated lead scoring.
Marketo's Secret Sauce: Smarter Marketing for Best ResultsSugarCRM
You’ve heard the buzz about marketing automation and how it can help maximize your marketing efforts. But do you really grasp its full potential? Get the inside scoop from Jon Miller (@jonmiller), VP Marketing and co-founder at Marketo. In this session, Jon will share an up-close and exciting look into the content marketing, lead generation, and marketing automation strategies that are driving Marketo’s growth, including:
- Key trends driving marketing automation
- Designing programs to be measurable
- Key lessons to improve your performance, profitability, and credibility with marketing metrics and analytics
- How the experts at Marketo do it themselves, including actual examples of how Marketo’s smart and innovative programs produce eye-popping results
Similar to Close More Deals with Effective Lead Scoring (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.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
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/
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.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
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.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Generating a custom Ruby SDK for your web service or Rails API using Smithyg2nightmarescribd
Have you ever wanted a Ruby client API to communicate with your web service? Smithy is a protocol-agnostic language for defining services and SDKs. Smithy Ruby is an implementation of Smithy that generates a Ruby SDK using a Smithy model. In this talk, we will explore Smithy and Smithy Ruby to learn how to generate custom feature-rich SDKs that can communicate with any web service, such as a Rails JSON API.
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
UiPath Test Automation using UiPath Test Suite series, part 3
Close More Deals with Effective Lead Scoring
1. Close More Deals with Effective
Lead Scoring
Stacey Thornberry
Sr. Enterprise Field Marketing Manager
Marketo
@Stacey_T
2. Marketo: Engagement Marketing Platform
Engage people in a meaningful,
lifelong and personalized way
across channels
Measure and maximize
impact of marketing
investments across
channels
Generate awareness and ensure
potential customers can find you
Manage, coordinate and
plan the marketing
activities across your
teams
CUSTOMER
• Marketing calendar
• Web / Mobile Personalization
• SEO
• Social Marketing
• Revenue Cycle Analytics
• Marketing Automation
• Web / Mobile Personalization
• Social Marketing
3. 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
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
5. Agenda
• How can you benefit from sales and marketing
alignment?
• Steps to effective alignment & how lead scoring
leads to more deals won
• Examples from Marketo’s own teams
6. Companies that have aligned sales and marketing
teams achieve up to 19% faster growth and 15%
higher profitability.*
Why Alignment is Important
*Source: 2015 B2B Buyer Benchmark Study by SiriusDecisions.
9. Exceeded “meetings
scheduled” quota by
Leads Generated by
Sales Development
97%
Sales Development
Revenue Pipeline
101%
Tighter alignment of marketing and sales yields more leads,
more opportunities, and more deals closed at LiveIntent
“Marketo gives us visibility into what’s working and
who is actually engaging. We can prioritize outreach in
our CRM system; the right leads are coming in and
we’re reaching out to them and getting great results.”
-Scott Daily, Digital Marketing Manager
50%
11. • Marketing Qualified Lead (MQL)
• Sales Qualified Lead (SQL)
• Opportunity
• ROI
Step #1: Define Common Terms
12. • For new business at Marketo, we create an MQL
based on:
• A sort score of 100+, which is a combination of:
• Demographic “Fit Score”
• Engagement score
• Buying intent
• Can be a MQL once every 6 months
What is a Marketing Qualified Lead
(MQL)?
13. Lead scoring—a method of ranking leads for their
sales-readiness, agreed upon by both sales and
marketing—is essential to ensuring that your
organization is aligned.
Creating an MQL: Utilizing Lead Scoring
Download our Definitive Guide to Lead Scoring
http://www.marketo.com/definitive-guides/lead-scoring/
15. • Demographic Scoring
• Ex: Job role, job title, technology used, country, industry, etc.
• Asset Scoring
• Ex: Alignment to stage of buying cycle
• Behavior Scoring
• Ex: Website data (downloads, page visits), channel participation (PPC, events, inbound
call)
• Product Interest Scoring
• Ex: Aligned to featured product in content engagement
Types of Lead Scoring to Add Up to MQL
16. • Higher Win Rates
• Shorter Sales Cycles
• Higher Revenue Per Rep
What do MQLs mean for you?
Source: CSO Insights
How Easy Is it To Get Information
About Prioritizing Sales Efforts?
Other Benefits of Fewer
But Higher Quality Leads
17. • A lead that has been accepted by an Account
Executive
• Demonstrated BANT
• Budget
• Authority
• Need
• Time
What Is A Sales Qualified Lead (SQL)?
33. • Businesses are 67% better at closing deals when
sales & marketing work together
• Sales and marketing alignment extracts 208% more
value from marketing with 108% less friction
• Effective alignment starts with a consistent
language, SLA’s and a measurement system
Tweetable Takeaways
@Stacey_T
Marketo provides the leading engagement marketing software and solutions designed to help marketers develop long-term relationships with their customers - from acquisition to advocacy. Marketo is built for marketers, by marketers and is setting the innovation agenda for marketing technology. With offices around the world, Marketo serves as a strategic partner to large enterprise and fast-growing small companies across a wide variety of industries. In addition to our own solutions, we also provide leading-edge knowledge through LaunchPoint® partner ecosystem, and the vast community that is the Marketo Marketing Nation®
As noted, Marketo helps you along the entire buyer’s journey, starting with how to attract and acquire new prospects and engage them across different channels with the right message until they are sales ready.
Today, we will focus on the later stage of the buying journey. We’ll cover the topic of Sales and Marketing Alignment and how to increase the quality of leads to Sales and help them win more deals quickly.
So here’s the agenda for today.. Let’s dive right into it…
Sales and marketing alignment is the process of getting these two departments to effectively work together towards a common goal.
I don’t think anyone doubts the importance of alignment. According to a study by Sirius Decisions conducted in 2015, companies that…
Clearly more companies need to align their organizations to be successful
<25% of New Leads are Sales-Ready
In fact, if all they wanted was names, our job as marketers would be pretty easy. We’d just hand them a phone book.
Other benefits of S&M alignment include … higher revenue, shorter sales cycle, better conversion rates and forecast accuracy
Let me give you another example from Marketo’s customer, LiveIntent. Since implementing Marketo, they now have visibility into what’s working and what leads are actually engaging; they prioritize all outreach in CRM system. So due to tighter alignment b/w M&S they exceeded meetings quota by 50%, almost doubled SDR generated leads and grew pipeline by over 100%. Now that’s impressive!!!
------
The customer
LiveIntent helps 450+ top brands deliver marketing and advertising messages to more than 92 million unique, engaged people each month, in emails sent by 750 top U.S. publishers and brands.
The Marketo solution
Prior to implementing Marketo Sales Insights, SDRs were constantly switching between the old marketing automation tool and salesforce.com, so it was hard to focus on business development.
Marketo brought extensive automation and tight integration with Salesforce, which eliminated the need to switch between two systems.
SDRs can now prioritize outreach in salesforce, which is where the salespeople work.
Emails go out through Marketo Sales Insight, and data on which how prospects are responding is fed back into Salesforce to keep sales people up to date.
Results
With Marketo, LiveIntent has been able to closely align marketing, sales development, and sales, move prospects through the funnel at a faster pace, and increase lead velocity by engaging prospects in two-way conversations based on their behavior.
For the initial email campaign, Sales Insight sent the email messages and reported on who was opening, clicking, and engaging, providing deep visibility that enabled SDRs to book 50% more meetings than ever before in the first week alone.
In the first quarter after implementation, the team increased leads generated by 97% over the previous quarter and increased the sales development revenue pipeline by 101%.
So all of that is great, but how do you actually go about achieving alignment? So now we’re getting into the meat of the presentation. So let me give you some actionable tips and share with you how we do it at Marketo
You don’t make these decisions in isolation. Several teams need to come together and define these terms – Marketing, Sales, Sales Development (Inside Sales), Marketing and Sales Ops.
At Marketo, an MQL is a combination of “fit score”, which says how well the lead matches the ideal target, “engagement score”, a metric that scores the lead’s level of interaction with content, and “buying intent”, which tracks purchase indicators. Based on a combination of these factors, qualified leads are passed on to sales. This may be very different for your business …
Another important consideration is the length of your buying or revenue cycle for your business, which would influence the decision on how often can your prospect achieve an MQL stage.
Marketing has monthly, quarterly goals around MQLs and reports on these weekly
To get to your values for MQLs & SQLs, you need to work together to use lead scoring. What is lead scoring?
Lead scoring might sound like a daunting process, but there are extremely important to get YOU the right leads at the right time, and not waste your time and marketing’s $$$.
We use lead scoring for demographics fit (a VP of mktg. is scored higher than a marketing coordinator)
For Asset scoring, we look at whether it’s an early stage or late stage asset and the level of engagement that’s required to consume it (for example, an infographic is just 1 point, but a 100+ page Definitive guide is 10 points)
Behavior scoring: again, this is different depending on the early-mid-late stage of content and whether the behavior represents buying intent or not. E.g. visit to a pricing page +10, visit careers pages – minus 10
And of course, you need Marketing Automation software to activate the lead scoring and use it for all your campaigns.
EASY = easy to access information on Prospect/Customer’s market/industry AND which past/current marketing programs this prospect/customer has been exposed.
HARD = significant effort required to get information on Prospect/Customer’s market/industry AND which past/current marketing programs this prospect/customer has been exposed.
Note: HARD outnumber EASY 3:1
Sales Qualified Lead: Marketing passes MQLs on to a section of the sales department, sales development reps), that will determine which leads should be given to an account executive to close the deal. In general, an SQL is a lead that has high potential to actually purchase the product.
Once a lead is passed to Sales, an AE has 1 week to determine if an opportunity exists and start an active sales cycle.
Now we can take these terms and apply them to the revenue funnel
1) This is the revenue cycle we use at Marketo; it’s broken into 3 buckets, starting with TOFU, where leads enter the funnel, MOFU is middle of funnel, where the focus is on marketing getting leads ready to have a conversation with sales, and BOFU is bottom of funnel, once sales is engaged.
This is central to everything we do at Marketo. In fact, defining these stages rigorously in alignment with sales was the #1 most important thing we did in building our revenue process at Marketo.
We’ll walk through each of these stages in a bit more detail, as it’s foundational for much of what I’ll cover in today’s presentation. You may have different stages for your business, and that’s okay…the important thing is that you define them, marketing and sales sits down and agrees what they mean, what are the definitions for moving from one to another, and what are the business process and rules for responding at each stage.
First stage is awareness, which is all about building our brand. And we do that through content marketing and inbound strategies, not with broadly targeted and expensive advertising.
3) Next we have a subset of awareness we call Friend, not just someone who has heard of us, but someone that has a positive association with our brand – they’ve learned to like us.
4) The red line is when people enter our database, when we have their contact information. This is where semantics really matter. These people are NOT leads. These are really just names – think about names scanned at a trade show. Many of these folks are not interested, and never will be interested in buying from you.
5) The next step is engaged. Someone who is engaged is in our database and has had a meaningful interaction with us.
For example, they have downloaded a white paper or attended a demo.
6) The target stage represents someone who is engaged and has the right demographics. For example, at Marketo, this is a VP of Marketing who watched a demo.
That target number is the first metric that we really care about. We don’t report on names that much, but we care about targets, because it tells us whether or not our marketing efforts are attracting potential customers, and not just names.
7 )And then, when they show sufficient buying signs, behaviors that indicate that they’re ready to have a conversation with a sales person, their score gets to 100 points, and at this point we call them a lead, or a MQL, and we pass them to a sales development rep, an inside sales person who calls and qualifies the lead.
8) Now, about 5 to 10% of them do get qualified and get moved into an active buying cycle, and are deemed sales ready (looking to make a purchase in the next 6 months), and get passed to our sales team (an AE) as a sales lead.
The sales rep at that point has 1 week to determine whether or not an opportunity exists.
9) And if they believe an opp exists, they enter the opp in the CRM.
Marketing doesn’t do it, the SDR doesn’t do it.
Only the sales rep created the opp, and that’s important that they do it, because that is how marketers at marketo get paid.
Marketing carries a quota. Not for closed business, but for the number of opps created by our customers, i.e. sales.
Step #3 is Setting common goals after you defined your revenue funnel stages.
Again, this step is extremely important. Sales and Marketing leaders need to work together to define these goals. At Marketo, the process starts with revenue goals for each segment and region (say North America SMB); and from there we derive the number of wins, opps, SQLs, MQLs and targets we need to get for the year, quarter or given month.
My team is directly responsible for driving targets, MQLs, meeting, but we also carry quota for opp-ty creation even though our SDR team directly qualifies the leads and passes them to AE’s who open opps in the CRM. So marketing shares this Opp-ty quota with SDR’s and that’s where the real alignment on goals is happening.
http://www.marketo.com/reports/2013-sales-and-marketing-alignment-study/
In a joint mathmarketing /marketo study, we surveyed 500 companies and found out that companies that had a shared Sales & marketing process
an additional 31% uptick in MQL acceptance
and a visible 63% improvement in Marketing’s contribution to total revenue
Key to Success: Communication amongst teams and consistent training
And the last step is structuring the organization for alignment.
At Marketo, we have alignment across marketing – Sales Development and Account execs and a clearly defined process for passing the baton or the leads from one group to the next. In our model, the SDR team reports into the sales organization
Do you have an SDR team in your organization? Or does Mktg. pass leads directly to sales?
So how do SDRs know which leads to follow up on first?
At Marketo, once we have a lead, we need to get it to the sales team in a way that is easily digestible. So we have a sales intelligence tool called Marketo Sales Insight that lives natively within the CRM. We use SFDC. And it essentially provides the sales reps with a prioritized list of leads, with their best bets on top…which is why we call this the best bets list. The more stars and flames a lead has, the higher the quality. Stars measure relative lead score, and the flames is a measure of how quickly the score increased over time, which is essentially telling the rep how “hot” the lead is. So a lead with a very high score that has been doing a lot of research on the website over the past few days is someone that is likely to show up very high on their list.
This is a great tool to help sales prioritize leads in their queue.
So how do SDRs know which leads to follow up on first?
At Marketo, once we have a lead, we need to get it to the sales team in a way that is easily digestible. So we have a sales intelligence tool called Marketo Sales Insight that lives natively within the CRM. We use SFDC. And it essentially provides the sales reps with a prioritized list of leads, with their best bets on top…which is why we call this the best bets list. The more stars and flames a lead has, the higher the quality. Stars measure relative lead score, and the flames is a measure of how quickly the score increased over time, which is essentially telling the rep how “hot” the lead is. So a lead with a very high score that has been doing a lot of research on the website over the past few days is someone that is likely to show up very high on their list.
This is a great tool to help sales prioritize leads in their queue.
At Marketo we have these in place and it is all automated.
So when a lead becomes a lead, if after the first day they haven’t touched it, they get a nice incredibly friendly reminder. And you can see from this slides the reminders get less friendly.
As you can imagine, there are very few leads that aren’t followed up within a 3-day period. And by the way, some leads are followed up much more quickly.
Now, this may seem a bit harsh, but hey, that’s an SDR’s job. Their primary mission is to call and qualify our best leads and pass them to an AE if they think an opportunity exists.
According to research from Marketo and ReachForce, half of sales’ time is spent on unproductive prospecting, with sales ignoring as much as 80% of marketing leads. For both teams, that amounts to a lot of hard work for nothing. So what happens when sales and marketing do work well together? Businesses are 67% better at closing deals