This document summarizes a webinar about creating customer-centric messaging for optimal lead generation. The webinar was presented by Jen Doyle and Stonie Clark of MarketingSherpa and discussed building foundations for lead generation programs, identifying buyer personas, a MarketingSherpa case study on an integrated content marketing campaign, and developing valuable content. The webinar provided strategies to help marketers overcome challenges in lead generation.
Presentation by Steve Bowen, managing director of marketing for Burson-Marsteller Asia-Pacific, summarizes and outlines implications of the firm's research into corporate engagement on social media. First delivered to the American Chamber of Commerce in Singapore on February 22 2011
Presentation by Steve Bowen, managing director of marketing for Burson-Marsteller Asia-Pacific, summarizes and outlines implications of the firm's research into corporate engagement on social media. First delivered to the American Chamber of Commerce in Singapore on February 22 2011
How Marketers Are Transforming Mounting Pressure, Challenges into Revenues B2B Lead Roundtable
Jen Doyle, Lead Author of the 2012 B2B Marketing Benchmark Report and Kaci Bower will guide you through a five-step funnel-optimization process that drive real marketing results to end 2011 with a bang.
Improving B2B Lead Generation PerformanceChad Pollitt
The following presentation was given at Exact Target's Connections 2012 by myself and MECLAB/MarketingSherpa's David Green.
Generating leads and attracting new customers is critical to any B2B company. Are you leveraging search to its potential? Are search and email working together for you? Learn to leverage search and other lead gen methods to boost your overall marketing ROI.
How to FUEL Marketing Effectiveness from Lead Generation to Sales ConversionReadyTalk
Learn how to set the stage for marketing success and the FUEL that powers B2B marketing from lead generation to sales conversion. Also find out how to build a foundation for lead generation and nurturing programs, create superior content and learn effective lead generation tactics and strategies.
How to Qualify, Score and Nurture Leads for Optimal ROIReadyTalk
B2B buyers have a growing tendency and capacity to research their purchase decisions online long before they engage with Sales. As marketers, we now need to assess which leads are ready to engage, and which are still in the independent research phase. By sending leads to Sales too early, we jeopardize the deal by scaring them off, therefore putting our marketing dollars and company revenues at great risk.
So, how do you know when your leads are ready to engage, and how do you nurture those that aren't there yet?
Both of these questions and more will be answered during this 60-minute webinar, which will cover lead qualification, scoring and nurturing strategies for optimal lead generation ROI. We will also highlight MarketingSherpa's FUEL methodology for B2B marketing effectiveness from lead generation to sales conversion.
Email Marketing: 3 Tips for Producing Engaging Email ContentMarketingSherpa
Due to its relative low cost, audience reach and trackability, email is one of the most common marketing tools used today.
However, it doesn’t matter how effective you are at the technical aspects of email. Without quality content, you’ll have a fire hose that’s only releasing a trickle of water. According to MarketingSherpa’s 2012 Email Marketing Benchmark Report, 69% of the marketers we surveyed consider delivering highly relevant content a top objective.
To help you create relevant content, Daniel Burstein, Director of Editorial Content, and Courtney Eckerle, Reporter, both of MECLABS, will spend 60 minutes in the next MarketingSherpa webinar, sponsored by email technology provider Return Path, Inc., discussing:
-Taking inventory of your existing library of marketing content
-Building an editorial calendar
-Recycling content ideas
-Tips to help you generate high-quality email content
Recording link: http://bit.ly/sherpawebinar
The 5 Biggest Mistakes in Demand Generation, presented at the CMO Thought Leadership Summit by Jeff Ogden of Find New Customers, Barbara Dondiego SVP of Level 3 Communications, and Ed Lemire, EVP of Acteva.
How One Company Slashed Their Cost per Lead by More than Half B2B Lead Roundtable
Brian Carroll, Executive Director of Applied Research for MECLABS and author of the bestseller, Lead Generation for the Complex Sale, and Brandon Stamschror, Senior Director of Operations, MECLABS Leads Group, will discuss how to leverage teleprospecting to drive the highest return on marketing investment and decrease investment in sales resources – all while significantly increasing sales productivity.
http://www.pointit.com - This presentation covers how to integrate search and email marketing for a comprehensive, successful online marketing campaign.
Finish 2011 Strong: Six Funnel Focal Points to Maximize Time, Resources and R...B2B Lead Roundtable
Brian Carroll, Executive Director of MECLABS and Pamela Markey, MECLABS Director of Marketing & Brand Strategy will continue the conversation they began in part 1 as they reveal what has helped MECLABS, their clients and businesses that have submitted their experiences to MarketingSherpa and MarketingExperiments, the primary research organizations of MECLABS.
Beyond Advertising: Creating Value Through all Email and Mobile TouchpointsMarketingSherpa
Watch this session live at 2:00pm EST on Wednesday, May 3, 2017. www.marketingsherpa.com/beyond
MarketingSherpa Summit was filled with real-world case studies from your peers. This webinar provides an opportunity to step outside your day-to-day role and ask big questions like, “Where do I want to take my organization, department or individual career?” — and learn how to transform your organization and career with customer-first marketing philosophies.
To help you do that, we’ve invited a pioneering researcher focused on reinventing advertising and marketing. In this webinar, Catharine Hays — the executive director of The Wharton Future of Advertising Program and co-author of “Beyond Advertising: Creating Value Through All Customer Touchpoints” — will share her research into customer-first marketing with over 200 thought leaders in marketing, technology, cultural anthropology and other disciplines from 22 countries.
In this webinar, you will learn:
The five forces of change affecting marketing and advertising
Insights, ideas and frameworks for adapting to how mobile technology has changed brands relationships with customers
How to challenge entrenched mental models of email and mobile marketing and advertising, including example pioneering customer-first marketers are taking
Customer-First Mobile Marketing: How B2B, B2C and nonprofit brands are succe...MarketingSherpa
Watch this session live at 3:40pm EST on Thursday, December 8, 2016 http://aamob.targetmarketingmag.com/session/customer-first-mobile-marketing-how-b-to-b-and-b-to-c-brands-are-succeeding-in-an-age-of-skeptical-customers-2/.
It has long been proven by academic literature that customer satisfaction leads to customer loyalty and an increased share of wallet (Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994)).
But how do you get satisfied customers? By engaging in customer-first marketing. In this session, Daniel Burstein, Director of Editorial Content, MarketingSherpa, will share how B2B and B2C brands are improving their understanding of customers’ needs and wants…and using that knowledge to improve their mobile marketing.
In this session, you will learn from:
• The latest MarketingSherpa research with consumers (fielded in September 2016), including specific data about customers’ actions in response to mobile marketing
• Inspirational stories of customer-first marketing from NakedWines, Metropolis, Brian Gavin Diamonds and Door to Door Organics
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Learn how to set the stage for marketing success and the FUEL that powers B2B marketing from lead generation to sales conversion. Also find out how to build a foundation for lead generation and nurturing programs, create superior content and learn effective lead generation tactics and strategies.
How to Qualify, Score and Nurture Leads for Optimal ROIReadyTalk
B2B buyers have a growing tendency and capacity to research their purchase decisions online long before they engage with Sales. As marketers, we now need to assess which leads are ready to engage, and which are still in the independent research phase. By sending leads to Sales too early, we jeopardize the deal by scaring them off, therefore putting our marketing dollars and company revenues at great risk.
So, how do you know when your leads are ready to engage, and how do you nurture those that aren't there yet?
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Email Marketing: 3 Tips for Producing Engaging Email ContentMarketingSherpa
Due to its relative low cost, audience reach and trackability, email is one of the most common marketing tools used today.
However, it doesn’t matter how effective you are at the technical aspects of email. Without quality content, you’ll have a fire hose that’s only releasing a trickle of water. According to MarketingSherpa’s 2012 Email Marketing Benchmark Report, 69% of the marketers we surveyed consider delivering highly relevant content a top objective.
To help you create relevant content, Daniel Burstein, Director of Editorial Content, and Courtney Eckerle, Reporter, both of MECLABS, will spend 60 minutes in the next MarketingSherpa webinar, sponsored by email technology provider Return Path, Inc., discussing:
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Recording link: http://bit.ly/sherpawebinar
The 5 Biggest Mistakes in Demand Generation, presented at the CMO Thought Leadership Summit by Jeff Ogden of Find New Customers, Barbara Dondiego SVP of Level 3 Communications, and Ed Lemire, EVP of Acteva.
How One Company Slashed Their Cost per Lead by More than Half B2B Lead Roundtable
Brian Carroll, Executive Director of Applied Research for MECLABS and author of the bestseller, Lead Generation for the Complex Sale, and Brandon Stamschror, Senior Director of Operations, MECLABS Leads Group, will discuss how to leverage teleprospecting to drive the highest return on marketing investment and decrease investment in sales resources – all while significantly increasing sales productivity.
http://www.pointit.com - This presentation covers how to integrate search and email marketing for a comprehensive, successful online marketing campaign.
Finish 2011 Strong: Six Funnel Focal Points to Maximize Time, Resources and R...B2B Lead Roundtable
Brian Carroll, Executive Director of MECLABS and Pamela Markey, MECLABS Director of Marketing & Brand Strategy will continue the conversation they began in part 1 as they reveal what has helped MECLABS, their clients and businesses that have submitted their experiences to MarketingSherpa and MarketingExperiments, the primary research organizations of MECLABS.
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Watch this session live at 2:00pm EST on Wednesday, May 3, 2017. www.marketingsherpa.com/beyond
MarketingSherpa Summit was filled with real-world case studies from your peers. This webinar provides an opportunity to step outside your day-to-day role and ask big questions like, “Where do I want to take my organization, department or individual career?” — and learn how to transform your organization and career with customer-first marketing philosophies.
To help you do that, we’ve invited a pioneering researcher focused on reinventing advertising and marketing. In this webinar, Catharine Hays — the executive director of The Wharton Future of Advertising Program and co-author of “Beyond Advertising: Creating Value Through All Customer Touchpoints” — will share her research into customer-first marketing with over 200 thought leaders in marketing, technology, cultural anthropology and other disciplines from 22 countries.
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Customer-First Mobile Marketing: How B2B, B2C and nonprofit brands are succe...MarketingSherpa
Watch this session live at 3:40pm EST on Thursday, December 8, 2016 http://aamob.targetmarketingmag.com/session/customer-first-mobile-marketing-how-b-to-b-and-b-to-c-brands-are-succeeding-in-an-age-of-skeptical-customers-2/.
It has long been proven by academic literature that customer satisfaction leads to customer loyalty and an increased share of wallet (Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994)).
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• The latest MarketingSherpa research with consumers (fielded in September 2016), including specific data about customers’ actions in response to mobile marketing
• Inspirational stories of customer-first marketing from NakedWines, Metropolis, Brian Gavin Diamonds and Door to Door Organics
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Watch this session live at 2:45pm EST on Thursday, October 27, 2016 http://aaem.targetmarketingmag.com/session/customer-first-email-marketing/. It has long been proven by academic literature that customer satisfaction leads to customer loyalty and an increased share of wallet (Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994)).
But how do you get satisfied customers? By engaging in customer-first marketing. In this session, Daniel Burstein, Director of Editorial Content, MarketingSherpa, will share how B-to-B, B-to-C, and nonprofit brands his team has reported on are improving their understanding of customers’ needs and wants … and using that knowledge to improve their email marketing.
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Join us as we present this session LIVE at the Integrated Marketing Virtual Conference! Thursday, June 23, 2016 at 11:10 am EST.
http://bit.ly/28LRz7c
Two questions are crucial to every marketer’s success – how well do you know your target customers? And is customer intimacy at the forefront of your marketing campaign?
In this session, Daniel Burstein, director of editorial content, MarketingSherpa, shares what the marketing publication has discovered about customer-centric marketing. You will:
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•Discover ways to unveil customer insights with resources you may already have, with examples from case studies with CNET, Marriott, HomeAdvisor, WeddingWire and flash sale site Doggyloot
•Get inspired to craft customer interactions that end with a win-win – happy customers and better bottom-line results.
Learn from the case studies and research, get your questions answered, and have a little bit of fun while doing it.
Email, mobile, and social media marketing lessons from top performing b2-b a...MarketingSherpa
According to MarketingSherpa research with 2,057 U.S. adults, email is the most popular way (across every age group) customers want companies to communicate with them. And we’re sure you’ve been inundated with enough data about the growth of social media and mobile to want to discover ways to incorporate these channels into your marketing mix.
So to help you get a new idea or two for improving your email, social media and mobile marketing, in this session Daniel Burstein, Director of Editorial Content, MarketingSherpa, will share customer-first marketing case studies from successful B2B, B2C and nonprofit brands like Door to Door Organics, DonorsChoose.org, and Optum.
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Visual Storyteller Job Opening: Is the next step in your career a Visual Stor...MarketingSherpa
Are you looking for a work environment where you can get your hands dirty and figure out what you do best?
If so, you could be a good fit for MECLABS…
Are you ready to:
Make a real difference for some of the world's leading organizations?
Expand your talent and intelligence with the world's foremost thought-leaders in sales and
marketing optimization?
Stand on the front lines of business success by helping the best in business do even better?
Ensure your professional dreams come true with an organization where learning is the highest objective?
If so, then you're ready for MECLABS!
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• Editing presentation copy and repurposing content into a visual story.
• Insuring consistent methodology by being a gatekeeper for all MECLABS public presentations.
• Collaborating with Marketing to ensure consistent brand guidelines are adhered to in presentations.
• Creating visual elements for presentation design inside and outside of presentation tools.
• Supporting content such as:
• MarketingSherpa webinar presentations
• Live events (i.e., MECLABS Summits)
• MarketingSherpa Benchmark Reports (BMR)
• Staying informed and up to date on presentation technology and current trends.
• Providing logistical support for webinars.
• Managing and owning the MECLABS presentation library.
We’re ready for you if you have this experience and education:
• Bachelor’s degree in Journalism, Marketing, or a related field.
• Demonstrated ability to handle multiple tasks and extremely detail oriented.
• Demonstrated proficiency in the MS Office Suite.
• Advanced proficiency in MS Power point and Word.
• Exceptional communication skills, both verbal and written.
It would be a bonus if you had:
•Working knowledge or proficiency in graphic design software: InDesign, Photoshop, etc.
In addition to building your brightest future at MECLABS, you'll receive benefits like:
• A starting salary commensurate with overall qualifications including experience, education and meeting identified job profile
• A creative, fun work environment just five minutes from the beach
• Continuous professional development through mentorships and training courses
• Comprehensive health and dental insurance plans
• Company-paid short-term and long-term disability plans
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• Advancement opportunities
• Employee referral bonus program
Apply at http://www.meclabs.com/careers
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[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
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𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
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➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Business Valuation Principles for EntrepreneursBen Wann
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Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
2. Introductions
• Jen Doyle, Senior Research Manager, MarketingSherpa
http://www.linkedin.com/in/jenldoyle
Jen.Doyle@MECLABS.com
• Stonie Clark, Research Associate, MarketingSherpa
http://www.linkedin.com/pub/stonie-clark/33/567/ab1
Stonie.Clark@MECLABS.com
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3. Join the conversation
#SherpaWebinar
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4. MarketingSherpa is a research and publishing
organization serving the marketing community
• MarketingSherpa’s annual
research cycle provides
knowledge for continuous
marketing improvement
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5. Today’s agenda
• Introduction / background for the FUEL methodology
• Building the foundation for your lead generation programs
• Identifying buyer personas to improve relevance and engagement
• MarketingSherpa case study: Combining Email, Search, Social and PR for
a Content Marketing Campaign
• Key strategies for developing valuable, in demand content
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6. Research Background
• We surveyed over 3,000 marketers focused
on lead generation to uncover:
• Top challenges
• Best marketing tactics
• Lead scoring, nurturing and management
• Content strategies
• Marketing automation
• Marketing analysis
• Marketing operations and metrics
• Result of this research – MarketingSherpa’s FUEL methodology to power
marketing effectiveness from lead generation to sales conversion
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8. Live Poll
• What is your top b2b marketing challenge?
• Generating high-quality leads
• Generating a high volume of leads
• Generating high perceived value of products
• Lead gen across multimedia
• Generating PR “buzz”
• Marketing to a extended sales cycle
• Marketing to an increased # of people in buying process
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10. What has caused these challenges?
There are internal and external influencers
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11. B2B Marketers are Resistant to Change
Our research indicates the
industry is resistant to the
changes happening in the
marketplace, and the resulting
new best practices that are vital
to success.
So, are you resistant to
change? Let me ask you
a few questions…
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15. How can we combat these new challenges?
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16. FUEL Up…….. and Drive Effectiveness
Find and attract Uncover qualified Establish automated
Lift results
leads leads marketing processes
Building a
Bridging the gap How to select
foundation for your Lead generation
between Marketing marketing
lead generation analysis
and Sales automation software
programs
Marketing
Identifying the
Mastering essential automation
Marketing-Sales Automation analysis
lead generation implementation and
funnel
upkeep
How to select your Identifying and
Metrics that matter
lead generation mix qualifying leads
Delivering marketing
Harvesting high value to the C-Suite
quality leads & marketing
leadership
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17. BUILDING THE FOUNDATION FOR YOUR
LEAD GENERATION PROGRAMS
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18. Who are you Targeting? Identifying Buyer
Personas
• Why do we need buyer personas?
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19. Who are you Targeting? Identifying Buyer
Personas
• What is a buyer persona?
A detailed profile that represents an
actual, real-life group of your target
audience. It includes common interests,
motivators and expectations, as well as
demographic and other behavioral
characteristics.
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20. Who are you Targeting? Identifying Buyer
Personas
• Isn’t that the same as a target market?
A target market is a profile typically based
on demographics, such as location, company
size, annual revenue, etc. Buyer personas are
more in-depth profiles that include
behavioral characteristics.
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22. Key Buyer Persona Traits
Demographic traits Behaviors
• Job title & responsibilities • Key concerns for purchase
• Organization size / • Interests
department size • Motivation
• Primary market • Expectations
(B2B, B2C, B2B2C) • Decision-making authority
• Industry • Approvals needed for purchase
• Location • Urgency
• Budget • Goals
• Familiarity with product / service
• Pain points & challenges
• Validation needed for purchase
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23. Exercise: Initial Perceptions of Buyer Personas
Initial thoughts and perceptions of buyer personas
Ideal customer Worst customer
Additional persona Additional persona
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24. Researching Buyer Personas - Qualitative
• Step 1 – Ask customer-facing departments
• Ask Sales about prospect motivations, barriers, objections, etc.
• Ask Customer Service about customer expectations, problems, concerns, etc.
• Be sure to ask who your best and worst prospects and customers are and why.
• Step 2 – Ask prospects
• Ask prospects about motivators, challenges, barriers, etc.
• Interview best and worst prospects
• Step 3 – Ask customers
• Ask customers about motivators, challenges, barriers, etc.
• Interview best and worst customers
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25. Researching Buyer Personas - Quantitative
• Step 4 - Mine in-house database
• What to look for
• Common traits for ideal customers
• Large deal sizes, short
timeframes to
purchase, most repeat
purchases, etc.
• Common traits for undesirable
customers
• Returns or refunds, smallest
deal sizes, longest
timeframes to purchase
• What’s the difference?
TIP: DOCUMENT YOUR RESEARCH
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26. Sample buyer personas
Ideal customer - The B2C retailer with ample resources
in house, seeking a comprehensive platform to deploy
promotional emails to a large list of over 100,000
contacts. They tend to have a solution in place but are
seeking a more in-depth product. Their organization has
over 500 employees. This buyer “gets it” and has a clear
understanding and value for the benefits of the product.
This buyer has ample resources both financial and
departmental.
Worst customer - The small business owner with limited marketing resources
and experience. This buyer thinks email marketing should be inexpensive and
they want to deploy messages to a list with fewer than 10,000 subscribers.
This buyer is relatively unfamiliar with the benefits of the product over their
current free email system.
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27. Plotting the Buyer Persona Quadrant
Additional persona Ideal customer
The B2B2C marketer who is fairly educated with the benefits of The B2C retailer with ample resources in house, seeking a
the product. They often have a solution in-house that they are comprehensive platform to deploy promotional emails to a large
unhappy with. This buyer has a medium to large sized house list list of over 100,000 contacts. They tend to have a solution in
of 30,000 to 100,000 subscribers. place but are seeking a more in-depth product. Their
organization has over 500 employees. This buyer “gets it” and
has a clear understanding and value for the benefits of the
product. This buyer has ample resources both financial and
Potential departmental.
deal size
Worst customer Additional persona
The small business owner with limited Marketing resources and The B2B marketer with limited resources in house, seeking a cost
experience. This buyer thinks email marketing should be effective, user-friendly system to deploy monthly newsletters
inexpensive and they want to deploy messages to a list with and promotions. This buyer has a clear understanding of the
fewer than 10,000 subscribers. This buyer is relatively unfamiliar benefits and hopes to make a quick purchasing decision. They
with the benefits of the product over their current free email may say they “needed a solution yesterday.” Their organization
system. has less than 100 employees.
Education / understanding of key benefits
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28. MARKETINGSHERPA CASE STUDY: COMBINING
EMAIL, SEARCH, SOCIAL AND PR FOR A CONTENT
MARKETING CAMPAIGN
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29. Case Study: Combining Email, Search, Social and
PR for a Content Marketing Campaign
• Suitcase.com, online luggage
retailer
• Used existing marketing channels
and content to attract a relevant
audience to drive blog traffic
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30. Campaign Goals
• Suitcase.com wanted to drive
more blog traffic to:
• Establish thought leadership
and authority
• Educate customers on product
selection
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31. Campaign Tactic – Research Topics
• The team built an online survey to gather prospect insight on how they
have been affected by the changes in airline regulations including:
• “Has the increase in airline baggage fees caused you to do any of the
following?”
Pack lighter, Check fewer bags, Consider related features, None of
the above
• “Which of the following factors have the greatest influence on your
baggage purchase?”
Weight, Size and dimensions, Warranties, Features /
functionality, Price, Style, Other
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32. Campaign Tactic – Research topics
• The team looked at search
volumes for industry specific
keywords
• Identified trends in new travel
restrictions and baggage fees:
• “baggage restrictions”
• “travel bags”
• Competitive research
• Monitored competitor
press mentions and
websites for content
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33. Campaign Tactic – Research Topics
• The team distributed the survey
via an email blast
• The selected a relevant database
for the send
"We wanted to make sure the people
we sent it to were interested in
luggage...and not someone who just
liked to fill out surveys"
• They included an incentive to
boost responses
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34. Campaign Tactic – Develop & Distribute Content
• A nine-page report was developed
based on the study results
• The report included:
• Cover, TOC, Executive
Summary, Stats and charts,
Analysis, and company
descriptions
• Content was highly relevant to
audience and light on self-
promotion
• The team made this report
available through a .pdf download
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35. Campaign Tactic – Develop & Distribute Content
• The team distributed a well-
optimized press release and
reached out to key bloggers
and publications
• Pitches were done individually
with tailored messages
• They received further
distribution through partners
with strong social media
presence
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36. Campaign Results
• Blog traffic increased 518% YOY
• The report was picked up by
numerous media outlets, and a
number of third-party blog posts
were generated
• The report’s landing page was the
top-performing landing page of
their site – with a 16% lower
bounce rate than the site’s
average
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37. KEY STRATEGIES FOR DEVELOPING VALUABLE, IN
DEMAND CONTENT
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38. Delivering the Message with High Quality Content
Repurposing and
reformatting 64%
• Best practices in
existing content developing marketing
Encouraging
content
customers to
53%
submit testimonials
and case studies
• Repurposing and
Recruiting authors
internally from 48%
reformatting existing
other departments content
Outsourcing to a
• Recruiting authors
consultant or 27%
agency
internally from other
Utilizing social
media to encourage
20%
departments
brand advocates to
produce content
Source: MarketingSherpa B2B Marketing Benchmark Survey
Methodology: Fielded Aug 2010, N=935
• Outsourcing to an agency
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39. The New Rules of Content Development
Step #1 – Research
• What subject matter is going to be both interesting and valuable to our audience?
• What topics does our audience want to learn about?
• Are there any opportunities for us to fill a void?
• What language do they use in their discussions
related to our product or service?
• What formats do they prefer?
• Articles
• Videos
• Podcasts
• Images
• Etc.
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40. Thorough research leads to engaging content
Start by developing a list of targeted key terms including:
• Products
• Services
• Industry sectors
• Technologies
• Competitors
• Brands
• Key issues
• Industry experts
• Key employees
• Recent press releases
• Key needs and concerns of your audience
Where can we find this information?
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41. Balance research with innovation for optimal
content development
“If I had asked what my customers wanted,
I would have made a faster horse.”
- Henry Ford
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42. The New Rules of Content Development -
Personalize
• The personalization of
We regularly personalize the
messaging of our marketing 40% marketing materials
materials
• The vast majority of B2B
We tend to personalize messaging
from time to time, but not on a 41% organizations are using
regular basis
some level of
personalization
We don’t personalize any of our
19%
marketing materials
• Why?
Source: MarketingSherpa B2B Marketing Benchmark Survey
Methodology: Fielded Aug 2010, N=935
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43. You can’t make the grade without a good test
• In Marketing, we’re constantly testing lead generation campaigns, landing pages, calls-to-
action, etc.
• Things to test:
• Subject matter
• Format
• Style (Formal? Informal?)
• Length
• Readability
• Timing of distribution
• Subject lines / titles
• Calls-to-action
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44. Exercise: Taking Inventory
Existing content for reformatting and repurposing
1. 9.
2. 10.
3. 11.
4. 12.
5. 13.
6. 14.
7. 15.
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45. Home Grown Content VS 3rd Party
Home Grown 3rd Party
√ Inexpensive Often expensive X
√ Specific Broad X
√ Controlled Uncontrolled X
√ Can be pulled down There forever X
√ Technically accurate Can be inaccurate X
X Lower value to reader High perceived value √
X “Sales job” Endorsement √
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46. WRAP-UP & KEY TAKEAWAYS
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47. Summary: FUEL B2B Marketing Effectiveness
Find and attract Uncover qualified Establish automated
Lift results
leads leads marketing processes
Building a
Bridging the gap How to select
foundation for your Lead generation
between Marketing marketing
lead generation analysis
and Sales automation software
programs
Marketing
Identifying the
Mastering essential automation
Marketing-Sales Automation analysis
lead generation implementation and
funnel
upkeep
How to select your Identifying and
Metrics that matter
lead generation mix qualifying leads
Delivering marketing
Harvesting high value to the C-Suite
quality leads & marketing
leadership
$100 Off the Full 2012 Lead Gen Benchmark Report
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48. Marketing Automation for the Fortune 5 Million
Marketing Automation for the Fortune 5 Million
World-Class E-mail Complete Set of Tools Approach & Terms
Marketing Core & on One Platform that Work
Deliverability • Drip/Nurturing, Web • Start Simple, Automate at
Analytics, Landing Pages, Your Own Pace
• Third-Generation Email Forms, Scoring, CRM
Marketing Platform Integration, Social Media, • Affordable Pricing; Month-
Reporting and More to-Month Contracts
• No extra charge for
deliverability
• Focus Usability, Simplicity & • Live Customer Support – At
Manageability No Additional Costs
www.act-on.com
49. $100 Off the Full 2012 Lead Gen Benchmark Report
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50. Thank You!
• Jen Doyle, Senior Research Manager, MarketingSherpa
http://www.linkedin.com/in/jenldoyle
Jen.Doyle@MECLABS.com
• Stonie Clark, Research Associate, MarketingSherpa
http://www.linkedin.com/pub/stonie-clark/33/567/ab1
Stonie.Clark@MECLABS.com
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Editor's Notes
Everyone should have a copy of the handbook – worksheets Certification at the end of the day – Q & A at the end of each section– EvaluationsInteractive session
Lead author - My expectation is that you will all leave here today with a revolutionized B2B Marketing plan that will generate highly qualified leads for your organizations, accelerate sales pipeline performance, and maximize Marketing’s impact on revenues. Kaci can share her expectations
Q. Which of the following marketing challenges are currently most pertinent to your organization?How many can relate to this challenge?
What has caused intensified challenges, expectations and demands of the B2B marketer?
How do we combat these challenges?By revolutionizing your B2B marketing approach, you will play an integral role in the overall success of your business. To achieve success, it is necessary to become more sophisticated than ever before with your marketing practices. You must elevate Marketing’s efficiency in all stages of the buying process, from lead generation to sales conversion.
In today’s market, it is essential for all marketing communications to be focused on the buyer, not the organization. Buyers do not want to be addressed as a mass audience, but as individuals with unique needs, concerns, interests and values. A traditional, one-size-fits-all approach will not be effective. By establishing buyer personas, organizations are enabled to deliver unique content to various personas that will attract and nurture new and existing leads.
How many of you feel like you have an idea of who your buyer personas are?
Now that you know what to look for, you may be wondering how to get this information. Your organization may have an idea of the key traits of your various buyer personas, but those ideas must be validated by true insights and data. To get started, use the worksheet below to record any perceptions or ideas that your organization has of your buyer’s traits and behaviors. Record anything that you have heard internally about your buyer’s key motivations, concerns, goals, expectations, etc.
If you have alignment issues with your Sales department, conducting preliminary interviews with key salespeople to help identify your organization’s buyer personas can be an effective first step in bridging the gap.
Why are we identifying our worst customers? You want to learn how to attract more of the customers you want for your organization, and detract any that you don’t want. Bad customers can be very damaging to your reputation, especially now since they can be heard through social media. The decision is up to you – your organization may still find that it’s effective to generate some revenue from their worst customers, however in most cases, attracting your ideal customers will result in maximum revenues and success.
We’re going to shift gears a little bit and talk about how you can improve you lead generation with content marketing. This case study is entitled: “Combining, Email, Social and PR for a Content Marketing Campaign”
Now, the study is about how suitcase.com, an online luggage retailer, used existing marketing channels and content to attract a relevant audience and drive blog traffic.
The marketing team at suitcase.com wanted to drive more traffic to the company blog in order to(A) help establish thought leadership and authority for their brandand (B) educate customers on product selection. However, the team didn’t want to spend more money on advertising…. Instead they decided to take advantage of existing marketing channels and assets that weren’t being used to their full potential.
The team also asked which suitcase features -- such as wheels or exterior pockets -- were most important in respondents' purchasing decisions. By compiling the answers to these questions, the team created a report to establish its authority on luggage and attract press articles about the change in travelers' behavior. This report would be the asset to ultimately drive traffic to Suitcase.com’s blog.
So, the team came up with a multichannel campaign that combined insights from search marketing and the reach of public relations, email and social media…They began research for the campaign by looking at search volumes for industry specific keywords…And doing this, they discovered several trends in suitcase-related searches:For one, they saw that a lot of people were looking up terms like “baggage restrictions” and “travel bags.”The popular search terms suggested that people were frustrated with airport luggage restrictions and searching for more information on the topic.Realizing this could be a great point to report on, they began to search competitor sites for similar content. Fortunately, they found that noone else had really addressed these issues and decided to go through with research on the topic.
The team built a survey addressing each of the areas they found during their preliminary research. They then sent out the survey to their house list. Now, these were individuals who were already interested in luggage, so they made great subjects for the study.As CEO John Ebb told us, the team “wanted to make sure the people they sent the survey to were already interested in luggage...and not just people who liked to fill out surveys.“As incentive for the survey, they offered respondents an opportunity to win a free dinner for two.
Once the survey closed, the team compiled its results in a nine-page report that included:-ACover page-Table of contents- An Executive summary with methodology and key findings-Colorfulcharts and statistics-Analyses and quotes from the team -And descriptions of each company involvedThe team created journalist-friendly content by focusing on the data and analyses rather than self-promotion.
Instead, they strove to increase search visibility by attracting press mentions and external links.The key here is to pitch the idea to your partners in a context that's relevant to their audiences. So for instance, the team couldn’t have asked its PR agency to blog about the travel report's findings alone -- the subject would have been pretty irrelevant. In this case, the team asked the agencies to focus on its PR and content strategy, which applied to their audiences.They achieved additional visibility by distributing through partners with strong social media presence.
According to Ebb, the campaign was a huge success:-Blog traffic increased 518%, compared to the same period the previous year-The report generated numerous third-party blog posts and press mentionsAdditionally:-The report’s landing page had a 16% lower bounce rate than the site’s average
Search engines and social media sites can serve as excellent tools in conducting this research. By analyzing keyword search volumes and trends, as well as monitoring behaviors of your audience on social media sites, your will be able to identify answers to all of the questions above.Once you have a list of keywords that are relevant to you company and audience, you can start monitoring conversations that are happening on social media sites on those topics and conducting keyword research.There are a vast number of online tools available to assist with the monitoring process, both free and paid.
You will use the research you have conducted to determine subject matter, format, etc., but you also need to leave some room for innovation. After all, not all buyers always know exactly what they want, right? There is a famous quote from Henry Ford that states:We don’t want you to be afraid to get creative with your content development, and the best practice is to balance this creativity with key insights you have learned from your research. For example, if Henry Ford’s customers asked him for a faster horse, the fact that they desired to get to where they wanted to go faster may have helped him with his innovation. Your content needs to be centered on your audience, but only you understand your company’s goals and value proposition. You’re going to need to balance what your audience wants with your innovations and what you need to communicate.
By balancing research with innovation, and using personalization when possible, you will be able to develop effective content for your audience. You will find that some content formats and subjects will be more effective than others. In marketing, you’re constantly testing the effectiveness of your lead generation campaigns, and your content should be no different.
Act-On has made it extremly easy – removing the complexity to Marketing AutomationStarting with word class EMAIL – then we give a rich set of tools - all in a single platformThis combination has proven to be very successful in giving back time to the marketer to focus on Increasing Revenue. Next step.
Lead author - My expectation is that you will all leave here today with a revolutionized B2B Marketing plan that will generate highly qualified leads for your organizations, accelerate sales pipeline performance, and maximize Marketing’s impact on revenues. Kaci can share her expectations