The Marketing Growth Hackathon: 25+ Tips, Tools and Resources to Accelerate P...PR 20/20
Computer programmers hold hackathons to quickly build and improve software, so why can’t marketers do the same to unlock potential and drive performance? This fast-paced session delivers a unique planning framework to help you gain a new perspective on your strategies and campaigns. You’ll leave inspired by a collection of case studies and armed with a slew of resources you can use to accelerate your company’s success at all stages of the funnel. This session is for you if you want to learn how to build a performance-driven organization that exceeds ROI expectations and outpaces the competition. At the end of tis session you will be able to:
1. Prioritize and simplify your marketing goals.
2. Construct dynamic campaigns with the greatest probabilities of impacting business results.
3. Apply new technologies and processes to improve efficiencies and accelerate success.
Hacking Inbound: 25+ Proven B2B Lead Generation Quick Wins and Campaign IdeasPR 20/20
Inspired by the best ideas from dozens of B2B marketing strategy workshops and the actual results from hundreds of inbound marketing campaigns, this fast-paced session will deliver a wealth of tools and tips designed to make an immediate impact on your business. Looking beyond the standard inbound marketing playbook, we'll dive into unique uses cases for HubSpot software, artificial intelligence, social selling, interactive tools, data-driven storytelling, public relations and more.
The Content Marketing Metrics That Matter (#CMWorld 2015)PR 20/20
Marketing technology advances have made it easier and more affordable to connect activities to outcomes, but content marketers have largely dropped the ball when it comes to monitoring, reporting and improving performance. The key is to align content marketing KPIs with overall business goals, have a logical and well-documented process for updating and reporting results, and develop systems for turning data into intelligence and intelligence into action.
Attendee takeaways:
* Prioritize content marketing goals.
* Identify Key Performance Indicators (KPIs).
* Select the right analytics technology and tools.
* Optimize your use of Google Analytics.
* Turn data into insights and actions.
7 Steps to Becoming a Performance-Driven Content MarketerPR 20/20
(#CMWorld 14 presentation) We have entered the age of content, context, and the customer experience. Audiences crave knowledge, answers, and entertainment, while marketers strive to provide remarkable brand experiences that capture the hearts and minds of their prospects and customers. Leading brands have become storytellers, but content creation and distribution is not enough. Marketers must go beyond brand storytelling to deliver personalized, highly relevant communications across all channels, and connect their actions to marketing goals including subscribers, reach, website visitors, leads, sales and customer retention.
TAKE-AWAYS:
* Learn how gaps in talent, technology and strategy are impacting content marketers’ ability to maximize ROI.
* Build integrated content marketing campaigns that take a scientific approach to success.
* Discover tools and techniques to connect content marketing activities to bottom-line business results.
2013 Internet Marketing Trends (and How They'll Affect Your Organization)Kane Jamison
In the past year we've seen large changes in internet marketing in the form of increased mobile adoption, rapidly changing metrics and KPIs, and a sharp upswing in organizations investing in better content to support their existing marketing efforts. Kane will take a look at some recent stats on user interaction and marketing trends and discuss common changes many organizations will see as a result, inside and outside of the marketing department.
From Prospect to Evangelist: Optimizing Relationships with Social MediaHubSpot
Social media provides you with a platform to develop great relationships and nurture prospects into evangelists. But are you using this system to its full potential?
HubSpot, oneforty and Backupify unite in this webinar to walk you through the process of generating prospects and turning them into evangelists.
Watch the video here: http://www.hubspot.com/webinars/from-prospect-to-evangelist/
The Marketing Growth Hackathon: 25+ Tips, Tools and Resources to Accelerate P...PR 20/20
Computer programmers hold hackathons to quickly build and improve software, so why can’t marketers do the same to unlock potential and drive performance? This fast-paced session delivers a unique planning framework to help you gain a new perspective on your strategies and campaigns. You’ll leave inspired by a collection of case studies and armed with a slew of resources you can use to accelerate your company’s success at all stages of the funnel. This session is for you if you want to learn how to build a performance-driven organization that exceeds ROI expectations and outpaces the competition. At the end of tis session you will be able to:
1. Prioritize and simplify your marketing goals.
2. Construct dynamic campaigns with the greatest probabilities of impacting business results.
3. Apply new technologies and processes to improve efficiencies and accelerate success.
Hacking Inbound: 25+ Proven B2B Lead Generation Quick Wins and Campaign IdeasPR 20/20
Inspired by the best ideas from dozens of B2B marketing strategy workshops and the actual results from hundreds of inbound marketing campaigns, this fast-paced session will deliver a wealth of tools and tips designed to make an immediate impact on your business. Looking beyond the standard inbound marketing playbook, we'll dive into unique uses cases for HubSpot software, artificial intelligence, social selling, interactive tools, data-driven storytelling, public relations and more.
The Content Marketing Metrics That Matter (#CMWorld 2015)PR 20/20
Marketing technology advances have made it easier and more affordable to connect activities to outcomes, but content marketers have largely dropped the ball when it comes to monitoring, reporting and improving performance. The key is to align content marketing KPIs with overall business goals, have a logical and well-documented process for updating and reporting results, and develop systems for turning data into intelligence and intelligence into action.
Attendee takeaways:
* Prioritize content marketing goals.
* Identify Key Performance Indicators (KPIs).
* Select the right analytics technology and tools.
* Optimize your use of Google Analytics.
* Turn data into insights and actions.
7 Steps to Becoming a Performance-Driven Content MarketerPR 20/20
(#CMWorld 14 presentation) We have entered the age of content, context, and the customer experience. Audiences crave knowledge, answers, and entertainment, while marketers strive to provide remarkable brand experiences that capture the hearts and minds of their prospects and customers. Leading brands have become storytellers, but content creation and distribution is not enough. Marketers must go beyond brand storytelling to deliver personalized, highly relevant communications across all channels, and connect their actions to marketing goals including subscribers, reach, website visitors, leads, sales and customer retention.
TAKE-AWAYS:
* Learn how gaps in talent, technology and strategy are impacting content marketers’ ability to maximize ROI.
* Build integrated content marketing campaigns that take a scientific approach to success.
* Discover tools and techniques to connect content marketing activities to bottom-line business results.
2013 Internet Marketing Trends (and How They'll Affect Your Organization)Kane Jamison
In the past year we've seen large changes in internet marketing in the form of increased mobile adoption, rapidly changing metrics and KPIs, and a sharp upswing in organizations investing in better content to support their existing marketing efforts. Kane will take a look at some recent stats on user interaction and marketing trends and discuss common changes many organizations will see as a result, inside and outside of the marketing department.
From Prospect to Evangelist: Optimizing Relationships with Social MediaHubSpot
Social media provides you with a platform to develop great relationships and nurture prospects into evangelists. But are you using this system to its full potential?
HubSpot, oneforty and Backupify unite in this webinar to walk you through the process of generating prospects and turning them into evangelists.
Watch the video here: http://www.hubspot.com/webinars/from-prospect-to-evangelist/
Ever wish you had more time and resources to focus on marketing your agency more effectively? It's hard balancing delivering powerful results for your clients and finding the time to grow your own agency, so how can you ensure both? In this session, marketing director John Bonini shares insight on how IMPACT made marketing a top priority and executed a strategy that helped his agency generated a 400% increase in leads over the last two years.
The power of integrating B2B influencer marketing with content marketing, a presentation given by Lee Odden of TopRank Marketing at the Oracle Modern Marketing Experience MME16 conference 2016.
Keynote -- Engaging Customers on Their TermsMediaPost
Customers are redefining how they engage brands. Successful CMOs will need to achieve company financial and revenue goals while keeping maniacal focus on the customer. The presentation will discuss Dell's approach to customer centric marketing.
KEYNOTE
Jennifer Statham, Executive Director of Global Marketing Technology & Agency Management, Dell @JStathamAtDell
Joe Pulizzi and 59 other content marketing thought leaders and practitioners offer their best content predictions for 2015. Take a look at predictions from Jay Baer, Michael Brenner, Lee Odden, Kristen Hicks, Pawan Deshpande, Dayna Rothman, Doug Kessler and so many others. Leave a comment with your own content prediction!
Keynote for the 3rd Annual eMarketing Techniques Conference in Cleveland, OH. Covers inbound marketing and how you can use Google, blogs and social media to get found.
Success Strategies for Microsoft Ads, LinkedIn Ads, and Pinterest Ads
Many advertisers will put a majority of their efforts into Google Ads, even when it is not the most cost efficient ROI. In this session, we will learn how Microsoft Ads, LinkedIn Ads, and Pinterest Ads can be powerful, profit driving platforms for a variety of businesses. We will review audience targeting, creative opportunities and strategies for success on these platforms.
Let's face it: content marketing is hard. How should you you structure your team? How often should you create content? How long should it be? How should you distribute and measure it? When should you optimize and do paid promotion? We get these questions (among many, many more) nearly everyday at NewsCred.
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.
Planning your 2020 Digital Marketing BudgetMilestone Inc
Q4 2019 approaches, which means it’s time to start thinking about your 2020 budget. This slide presentation is from a Milestone Inc. webinar discussion about the trends impacting the hotel industry in 2020 and the technologies and strategies that will be critical for digital marketing success in the coming year. Use this as a starting point to build your digital marketing plan for next year.
HubSpot Summer 2010 Customer Show & Tell WebinarHubSpot
This webinar, featuring HubSpot's CEO Brian Halligan, included information about HubSpot's newest inbound marketing software features and shared stories about how customers are using them to drive more leads and sales. Light touch on the roadmap is included.
Schwartz Communications Converts More Leads with HubSpotHubSpot
Schwartz Communications is one of the top five independent communications agencies in the U.S. delivering PR, social media, public affairs, and digital content marketing services to innovative companies. As a HubSpot customer and partner, Schwartz now converts more leads and has expanded its social media reach.
In this on-demand webinar, SilverTech’s Principal Strategist, Samantha Maltais, and Content Strategist, Ian Hughes, review the results of our industry-wide State of Digital Marketing survey. They discuss the main challenges and opportunities marketers face and share what they believe will be the most effective digital strategies of 2018.
One of the biggest challenges facing media companies is how to efficiently scale digital content production to reach and engage new audiences. Savvy media professionals
recognize the critical role of freelance writers to enable them to create the type and amount of content required to be competitive in this new world.
The New Era of the Hybrid.
There is a new era in the business world & it's all about being a 'Hybrid'.
Versatile, Proficient in multiple areas, Willing to Learn all aspects of your industry.
Generalists (Hybrids-Jack of All Trades) vs. Specialists
Ever wish you had more time and resources to focus on marketing your agency more effectively? It's hard balancing delivering powerful results for your clients and finding the time to grow your own agency, so how can you ensure both? In this session, marketing director John Bonini shares insight on how IMPACT made marketing a top priority and executed a strategy that helped his agency generated a 400% increase in leads over the last two years.
The power of integrating B2B influencer marketing with content marketing, a presentation given by Lee Odden of TopRank Marketing at the Oracle Modern Marketing Experience MME16 conference 2016.
Keynote -- Engaging Customers on Their TermsMediaPost
Customers are redefining how they engage brands. Successful CMOs will need to achieve company financial and revenue goals while keeping maniacal focus on the customer. The presentation will discuss Dell's approach to customer centric marketing.
KEYNOTE
Jennifer Statham, Executive Director of Global Marketing Technology & Agency Management, Dell @JStathamAtDell
Joe Pulizzi and 59 other content marketing thought leaders and practitioners offer their best content predictions for 2015. Take a look at predictions from Jay Baer, Michael Brenner, Lee Odden, Kristen Hicks, Pawan Deshpande, Dayna Rothman, Doug Kessler and so many others. Leave a comment with your own content prediction!
Keynote for the 3rd Annual eMarketing Techniques Conference in Cleveland, OH. Covers inbound marketing and how you can use Google, blogs and social media to get found.
Success Strategies for Microsoft Ads, LinkedIn Ads, and Pinterest Ads
Many advertisers will put a majority of their efforts into Google Ads, even when it is not the most cost efficient ROI. In this session, we will learn how Microsoft Ads, LinkedIn Ads, and Pinterest Ads can be powerful, profit driving platforms for a variety of businesses. We will review audience targeting, creative opportunities and strategies for success on these platforms.
Let's face it: content marketing is hard. How should you you structure your team? How often should you create content? How long should it be? How should you distribute and measure it? When should you optimize and do paid promotion? We get these questions (among many, many more) nearly everyday at NewsCred.
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.
Planning your 2020 Digital Marketing BudgetMilestone Inc
Q4 2019 approaches, which means it’s time to start thinking about your 2020 budget. This slide presentation is from a Milestone Inc. webinar discussion about the trends impacting the hotel industry in 2020 and the technologies and strategies that will be critical for digital marketing success in the coming year. Use this as a starting point to build your digital marketing plan for next year.
HubSpot Summer 2010 Customer Show & Tell WebinarHubSpot
This webinar, featuring HubSpot's CEO Brian Halligan, included information about HubSpot's newest inbound marketing software features and shared stories about how customers are using them to drive more leads and sales. Light touch on the roadmap is included.
Schwartz Communications Converts More Leads with HubSpotHubSpot
Schwartz Communications is one of the top five independent communications agencies in the U.S. delivering PR, social media, public affairs, and digital content marketing services to innovative companies. As a HubSpot customer and partner, Schwartz now converts more leads and has expanded its social media reach.
In this on-demand webinar, SilverTech’s Principal Strategist, Samantha Maltais, and Content Strategist, Ian Hughes, review the results of our industry-wide State of Digital Marketing survey. They discuss the main challenges and opportunities marketers face and share what they believe will be the most effective digital strategies of 2018.
One of the biggest challenges facing media companies is how to efficiently scale digital content production to reach and engage new audiences. Savvy media professionals
recognize the critical role of freelance writers to enable them to create the type and amount of content required to be competitive in this new world.
The New Era of the Hybrid.
There is a new era in the business world & it's all about being a 'Hybrid'.
Versatile, Proficient in multiple areas, Willing to Learn all aspects of your industry.
Generalists (Hybrids-Jack of All Trades) vs. Specialists
Technical Skills for Marketers -- gaining the skills you need to be indispensable
There's been a lot of talk of roles like Growth Hackers, Marketing Ninjas and Technical Marketers in the past year; regardless of if you subscribe to these labels, technical marketing skills are becoming a requirement to be a successful in online marketing. The marketers who know SQL, can write code or use PivotTables in Excel will be the most desirable and productive individuals in our industry. In this talk, Jamie will discuss the technical skills every online marketer should be developing along with strategies and resources on how to get there.
How to Use Social Media to Influence the WorldSean Si
Here's the deck to my talk for the 23rd ASA Congress which was at The Grand Ballroom of Marriott Hotel. It was an awesome experience and I only had two points:
1) Use social media for good and
2) You have to have authority to use social media influentially.
My company: https://seo-hacker.net
As publishers see continued erosion of ad revenue and readership, advertisers are shifting their dollars to digital, hiring writers and building their own audiences. In short, brands are becoming publishers, and investing resources in content marketing that were once earmarked for traditional media.
However, opportunities are arising for publishers to evolve, and to become key players in the modern marketing agency ecosystem. The can leverage their built in audiences, talent, and ability to scale content production to create new revenue streams, and highly evolved business models.
Strategies And Technologies To Build And Measure Business Success By Paul Roe...MarTech Conference
From the MarTech Conference in Boston, Massachusetts, August 19-20, 2014. SESSION: The Marketing Performance Blueprint PRESENTATION: Strategies And Technologies To Build And Measure Business Success Given By Paul Roetzer, @PaulRoetzer - CEO, PR20/20. #MARTECH
Firms that manage by metrics report better alignment between sales and marketing, accelerated pipeline performance and deeper insights into ROI and other key performance areas. Key areas of measurement include web metrics, funnel metrics, as well as opportunity and revenue reporting.
With investments in demand generation programs on the rise, this webinar will provide insights into how BtoB organizations can better analyze and track how the leads they are generating are converting to closed business.
Account-Based Marketing has grown and evolved tremendously over the past year, and technology is at the heart of it. The Marketing Innovation Summit kicks off with three heavy hitters: Peter Isaacson, CMO of Demandbase; Chris Golec, CEO of Demandbase; and Kevin Akeroyd, GM & SVP of the Oracle Marketing Cloud. They will discuss the current state of Account-Based Marketing and how technologies are evolving alongside and in support of the revolution.
[Webinar] How To Be A Data-Driven Marketing Powerhouse With Predictive Analyt...Mintigo1
To view the full webinar, please visit:
http://www.mintigo.com/how-to-be-a-data-driven-marketing-powerhouse-with-predictive-analytics-big-data/
Description:
How is it that b-to-b marketers have more data sources than ever before, but many are still in the dark about how to reach more of the right prospects? Sometimes the sheer volume of data can seem overwhelming, but it doesn’t have to be. In fact, with the right processes, skills and tools, many companies are transforming their approach to demand creation and letting data do the work for them.
Marketers need to make decisions in a data-rich environment, where vast amounts of customer data are flowing not only from the company’s internal systems such as CRM, marketing automation and web analytics, but also from external sources such as social, mobile, and other sources that can be found all over the web. But how do you separate the good data that signify buying signals from the noise found in the rest of the data? And what new skills and processes bring them to life?
In this dynamic session, we’ll hear from thought leaders from LinkedIn, SiriusDecisions and Mintigo on the best strategies for taking a data-driven approach to marketing. They will address key considerations and best practices to answer essential questions around:
-How the explosion of big data and emerging predictive technologies is transforming the marketing discipline
-Examples of marketers at leading companies are effectively utilizing big data & predictive analytics
-Recommendations for preparing your marketing team to become a data-driven organization
The Speakers:
- Russ Glass, Head of Products at LinkedIn
- Megan Heuer, VP & Group Director, Data-Driven Marketing at SiriusDecisions
- John Bara, President & CMO at Mintigo
Give the People What They Want: An Approach to Thoughtful KM TechnologyEnterprise Knowledge
Presented by Todd Fahlberg, Knowledge Management Consultant on May 19th, 2020.
Implementing a meaningful Knowledge Management technology brings many levels of challenges, even in the most innovative, user-centric organizations. In this session, Todd Fahlberg and Madison Jaronski will share proven practices on how to approach KM Technology broken in four phases: Gathering Requirements & Defining Personas, Leveraging Data-Driven Evaluations, Combining Quantitative and Qualitative Data to Make Holistic Decisions, and Crafting an Implementation Strategy for Success & Adoption. Lastly, Todd and Madison will offer recommendations based on experiences with past and current clients how organizations can make better, people-focused decisions when it comes to Knowledge Management technology.
KM Showcase: Conference View and Knowledge Management 2020 and BeyondEnterprise Knowledge
This presentation from Zach Wahl, Founder and CEO of Enterprise Knowledge and Chair of the KM Showcase was this year's opening keynote address at the conference. The presentation offers a definition of Knowledge Management and its value, and then details what Zach sees as the five major trends for KM in 2020 and beyond. The presentation explores the links between KM and Artificial Intelligence, leveraging KM technologies, and incorporating organizational design and change into KM efforts.
Your Roadmap, Your Product Story & Datadriven Product ManagementProduct School
From this presentation you will find out more about becoming a Data-Driven Product Manager.
Get a FREE copy of our Product Book here: https://prdct.school/2BSES8J
Scaling SEO Across Large Enterprise EcosystemsKeith Goode
Presented at SMX West in San Jose, California on Wednesday, March 14, 2018, "The Art and Science of Wrangling Chaos into Order: Scaling SEO Across Large Enterprise Ecosystems" shows the challenge of large enterprise, big brand SEO, the current state of affairs, and the ideal state of scaling SEO globally. Keith Goode, SEO Manager for IBM Security, discussed this alongside fellow panelists Eli Schwartz and Laura Lippay and moderator, Chris Sherman.
This Slideshare presentations provides examples of Marketing Processes as they are found in Go-to-Market Templates provided by Four Quadrant at http://www.fourquadrant.com/products/
Included in the Powerpoint presentation are slides that cover:
Marketing Process - Go-to-Market Planning
Marketing Process - Demand Creation
Marketing Process - Demand Management
Marketing Process - Website Proposal
Marketing Process – Size of the Market
Marketing Process – Content Messaging
Marketing Process - Buyer Behavior Model
Marketing Process – Lead Follow-up
Marketing Process - Lead Rating Model
Marketing Process - Terminology & Roles
Marketing Process – Sales Conversion
Marketing Process - Compelling Sales Presentation
Marketing Process - Positioning Components
Marketing Process - Differentiation Worksheet
Marketing Process - Differentiation Summary
Marketing Process - Business Canvas
Marketing Process - Sales Process
Marketing Process - Partner Process
See more at Four Quadrant at http://www.fourquadrant.com/products/
SEO and Influencer Marketing - Better TogethergShift
Brands and agencies worldwide strive to simplify and execute on integrated digital marketing strategies from planning through to execution and reporting. gShift’s web presence analytics platform for SEO, Content and Social combined with InNetwork’s Influencer Marketing technology provide an unprecedented competitive advantage.
Krista LaRiviere, Cofounder & CEO, gShift with Chris Keevill, Cofounder & CEO, InNetwork discussed the opportunities and benefits that exist by having SEO, Content Marketing and Influencer marketing data and reporting under one roof.
In this 45-minute webinar, we reviewed:
~what the gShift & InNetwork acquisition means for digital marketers
~the importance of including Influencer Marketing in the digital marketing mix
~the link between SEO data and Influencers discoverability and audience development
~influencer analytics, kontextURLs and reporting
March to Standards: #SMMStandards Progress and RoadmapTim Marklein
Presentation by @tmarklein and @kdpaine outlining progress, initial deliverables and a roadmap from the #SMMStandards Coalition and Conclave work, presented June 15, 2012 at the 4th European Summit on Measurement hosted by AMEC in Dublin -- includes contributions from cross-industry collaboration including AMEC, Council of PR Firms, Institute for Public Relations, PRSA, Global Alliance, CIPR, IABC, SNCR, Web Analytics Association, WOMMA and key clients Dell, Ford, Procter & Gamble, SAS, Southwest Airlines, Thomson Reuters
Rise of the Hybrids: Evolution of the PR and Communications Professional Prot...PR 20/20
[Keynote presentation from the May 2016 PRSA Strategic Collaboration Conference]
The rate of technology innovation, along with massive shifts in consumer behavior, have revolutionized the industry and the job market. Corporate marketing departments, small businesses and agencies struggle to recruit and retain qualified professionals for career paths that did not exist three years ago, while academic institutions are faced with the need to adapt curriculums to the real-time nature of business.
Modern PR and communications professionals must have a clear understanding of how their actions impact organizational goals. These next-generation professionals are hybrids, who are able to perform across multiple disciplines such as analytics, automation, content marketing, and mobile and social networking. They provide integrated solutions that used to require multiple agencies or in-house professionals. But these hybrids are a rare breed.
This session explores the industry’s growing talent gap, and the opportunity for PR and communications professionals to unlock their potential by evolving into prototype hybrid professionals. You’ll learn:
- How technology innovation and shifts in consumer behavior are impacting career paths.
- What traits define the hybrid professional.
- How to connect PR and communications campaigns to bottom-line results.
- How to advance yourself and your team.
Cleveland HUG presentation on the impact of digital marketing on the industry, and the evolving skillsets and requirements needed from modern marketing professionals—in both corporations and agencies.
During the event, we covered the evolving needs of modern marketing, including new industry trends and technologies, as well as an overview of the hybrid marketer persona, types of employees, characteristics and skillsets needed to run a successful agency/marketing program.
Sales enablement requires marketing and sales to work together to best close leads into customers. Here’s how marketing can better empower sales with the most important contact information using HubSpot.
Cleveland HubSpot User Group (HUG): Working Video into MarketingPR 20/20
Our target audiences are demanding video; it’s the way they prefer to consume content. Check out four trends to help you add video into your marketing strategy and tactics.
In case you missed the Cleveland HubSpot User Group (HUG) event on June 28, check out Maggie Bomze's full presentation on the latest product updates. She provides an overview of what's new in marketing, sales and service.
Marketers must excel at bringing structure and meaning to numbers, and then be prepared to adapt strategies in real time based on the results (or lack thereof). In this HUG event, we’ll dive into the process of setting up a comprehensive tracking system, consolidating data into easy to understand visualizations, and generating concise, actionable reports that your team can use to quickly reallocate resources and drive results.
Hacking Inbound: 25+ Proven B2B Lead Generation Campaigns and Quick WinsPR 20/20
Inspired by the best ideas from dozens of B2B marketing strategy workshops and the actual results from hundreds of inbound marketing campaigns, Paul Roetzer (@PaulRoetzer) will present a wealth of tools and tips designed to make an immediate impact on your business. Head into 2018 planning armed with unique use cases for HubSpot software, artificial intelligence, social selling, interactive tools, data-driven storytelling, public relations and more.
Machine-Assisted Narrative: How to Transform and Scale Your B2B Content with ...PR 20/20
[Originally presented at Content Marketing World 2017]
Artificial intelligence is transforming content strategy, production and promotion, and opening up a world of possibilities for B2B marketers to drive efficiency and performance. Brands have the ability to tell data-driven stories at unparalleled scale using AI technology known as natural language generation, while machine learning, image recognition and natural language processing present the ability to personalize content and experiences like never before. This session gives you the tools and resources you need to create a competitive advantage through cognitive content marketing.
Marketing in the Machine Age: The Path to a More (Artificially) Intelligent F...PR 20/20
Presented at Emarsys Evolution, Aug. 3, 2017
Consider how much time your team spends reviewing marketing analytics, generating data-driven insights and recommendations, and devising intelligent strategies. Now imagine if a machine performed the majority of those activities and a marketer's primary role was to enhance rather than create.
Machines are not going to replace marketers in the near term, but artificial intelligence is accelerating us toward a more intelligently automated future. Come explore the present and future potential of artificial intelligence, and discover AI-powered technologies that can drive marketing performance and transform your career.
* Understand what the disruption of other industries can teach us about the inevitable impact artificial intelligence will have on the marketing industry.
* Learn about the marketing technology companies that are leading the way in advanced automation, predictive analytics and machine-generated content.
* Apply new technologies and processes to make your content marketing more efficient and effective.
Cognitive Content Marketing: The Path to a More (Artificially) Intelligent Fu...PR 20/20
[Presented at Intelligent Content Conference 2017] Consider how much time your team spends discovering keywords; planning blog post topics; writing, optimizing, personalizing and automating content; testing landing pages; scheduling social shares; reviewing analytics and defining content strategies. Now imagine if a machine performed the majority of those activities and a marketer's primary role was to enhance rather than create.
Machines are not going to replace content marketers in the near term, but artificial intelligence is accelerating us toward a more intelligently automated future. Come explore the present and future potential of artificial intelligence, and discover AI-powered technologies that can drive marketing performance and transform your career.
* Understand what the disruption of other industries can teach us about the inevitable impact artificial intelligence will have on the marketing industry.
* Learn about the marketing technology companies that are leading the way in advanced automation, predictive analytics and machine-generated content.
* Apply new technologies and processes to make your content marketing more efficient and effective.
Origins of the Marketing Intelligence Engine (INBOUND 2016)PR 20/20
The velocity of change in the marketing industry is accelerating, but what we see today is elementary when we consider the potential of what comes next. This session provides a glimpse into the future of marketing, and the opportunities that exist for those who can harness the power of artificial intelligence and cognitive technology like IBM's Watson. They will be able to do more with less, run personalized campaigns of unprecedented complexity, and analyze massive data sets to predict outcomes. The opportunities are endless for those with the will and vision to transform the industry. Attendees will:
- Learn what the disruption of other industries can teach us about the inevitable impact artificial intelligence will have on the marketing industry.
- Discover existing marketing technologies using artificial intelligence to make marketing more efficient and effective.
- Get inspired to explore what’s possible for the future of marketing, as well as their businesses and careers.
Content Marketing in the Machine Age: How to Make Your Content More Automated...PR 20/20
Content Marketing World 2016 Presentation:
This session is an exploration of what's possible as algorithms and artificial intelligence rapidly advance the industry. Attendees will leave inspired by a collection of case studies, and armed with an array of readily available technologies that marketers can use to make their content more automated and intelligent.
KEY TAKEAWAYS
* Understand what the disruption of other industries can teach us about the inevitable impact artificial intelligence will have on the marketing industry.
* Learn about the marketing technology companies that are leading the way in advanced automation, predictive analytics and machine-generated content.
* Apply new technologies and processes to make your content marketing more efficient and effective.
The Indispensable Agency: How Marketing Talent, Technology and Strategy Gaps ...PR 20/20
The marketing services industry is in a state of flux. As CMOs navigate the marketing talent gap, they are increasingly seeking performance-driven agency partners that are immersed in marketing technology and staffed with digital-savvy professionals. SMBs need partners that can deliver fully integrated solutions and in essence function as outsourced inbound marketing teams. Large enterprises commonly look for niche expertise in core digital disciplines such as content marketing, paid search, SEO, social media monitoring, and analytics to complement internal marketing teams.
In this session, Roetzer presents a high-level look at the industry trends driving transformation, and share insights into how your agency can evolve to meet demand and accelerate success.
Point Pricing: An Inside Look at PR 20/20's Value-Based Pricing Model (#INBOU...PR 20/20
In his 2012 book, The Marketing Agency Blueprint, Roetzer advocated for the end to billable hours, and the need for agencies to move to value-based pricing that directly ties activities to outcomes. This session is an inside look at his efforts the last four years to discover PR 20/20's "value metric," and build an entirely new pricing system. Roetzer will share origins of the concept, challenges faced in constructing the model, lessons learned in rolling it out to clients, and tips for how agencies can reimagine their own pricing models to drive growth and unlock profits.
Point Pricing: An Inside Look at PR 20/20's Value-Based Pricing ModelPR 20/20
In early 2014, PR 20/20 began rolling out a proprietary, value-based pricing model—Point Pricing.
Point Pricing ensures clients get the full value of every dollar spent, regardless of how much time it takes to deliver.
A point is a fixed unit of value, it is PR 20/20's value metric. Each project within a campaign is assigned a fixed-point total (e.g. blog post = 3 points) based on value creation rather than hourly estimates.
Points are allocated by campaigns and goal type (i.e. brand, leads, sales, loyalty), and therefore always tied to performance.
Points provide total transparency into pricing, progress, performance and resource allocation.
This deck was presented at HubSpot's 2015 Partner Day.
Origins of the Marketing Intelligence Engine (SXSW 2015)PR 20/20
Marketing automation platforms save time, improve efficiency and increase productivity. They give companies an unprecedented ability to understand buyers, identify opportunities, track campaign performance and link marketing activities to business outcomes.
But, they do not provide insight into the billions of bits of data being created as consumers move from screen to screen and interact online and offline with brands, and they do not recommend actions to improve performance.
Humans are limited by their biases, beliefs, education, experiences, knowledge and brainpower. All of these things contribute to our finite ability to process information, build strategies and achieve performance potential.
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PR 20/20's Marketing Score is a free online marketing assessment tool designed to rate the strength of business and marketing foundations, forecast potential, and align expectations. The product was released into public beta December 2012.
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
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What is Enterprise Excellence?
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What might I learn?
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Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s Dholera
Evolution of the Prototype Marketer: The Hybrids are Coming
1. Evolu&on
of
the
Prototype
Marketer:
The
Hybrids
are
Coming
Jan.
10,
2013
Paul
Roetzer
@paulroetzer
Founder
&
CEO,
PR
20/20
Author
of
The
Marke)ng
Agency
Blueprint
2. “The
most
valued
talent
.
.
.
will
be
hybrids.
.
.
They
possess
excepKonal
copywriKng
skills,
along
with
dynamic
personaliKes
that
enable
them
to
build
strong
personal
brands.”
“Hybrid
professionals
are
trained
to
deliver
services
across
search,
mobile,
social,
content,
analy&cs,
web,
PR,
and
email
marke&ng.
They
provide
integrated
soluKons
that
used
to
require
mulKple
agencies
and
consultants.”
@PaulRoetzer
#AMAOKC
3. Agenda
• An
Evolving
Industry
• Rise
of
Hybrid
Professionals
• The
Talent
Gap
• ASract
Top
MarkeKng
Talent
• Advance
Your
Team
• Keys
to
Agency
Partnerships
• Q
&
A
@PaulRoetzer
#AMAOKC
7. Gartner
predicts
that
by
2015,
digital
strategies
will
influence
80%
of
consumers’
discre&onary
spending.
@PaulRoetzer
#AMAOKC
8. By
2017,
the
CMO
will
spend
more
on
IT
than
the
CIO,
according
to
Gartner.
hSp://www.forbes.com/sites/lisaarthur/2012/02/08/five-‐years-‐from-‐ @PaulRoetzer
now-‐cmos-‐will-‐spend-‐more-‐on-‐it-‐than-‐cios-‐do/ #AMAOKC
9. 2)
SelecKve
ConsumpKon
• Basic
principle
behind
inbound
marke&ng
• Consumers
tuning
out
tradiKonal
markeKng
• Brands
lose
control,
but
gain
loyalty
• ShiYing
budgets
to
digital
• The
era
of
integrated
services
@PaulRoetzer
#AMAOKC
18. “CMOs
today
are
under
increasing
pressure
to
provide
quan&fiable
evidence
of
how
their
markeKng
expenditure
is
helping
the
organizaKon
achieve
its
goals.
They
also
have
to
hire
people
with
the
right
mix
of
financial,
technical
and
digital
skills
and
become
savvier
in
such
areas
themselves.”
—
IBM
Global
Chief
MarkeKng
Officer
Study,
2011
19. Marke&ng
ROI
tops
the
measurement
list.
Source:
IBM
Global
Chief
Marke)ng
Officer
Study,
2011 @PaulRoetzer
#AMAOKC
20. 71%
of
clients
cited
accountability
as
the
main
area
of
frustraKon
with
agencies,
as
CEOs
and
board
levels
demand
greater
markeKng
ROI
effecKveness.
—
Source:
Avidan
Strategies
Report,
via
MediaPost
24. “Talent
cannot
be
replicated.”
• Great
teams
finish
first.
• Talent
is
your
greatest
asset.
• Build
through
the
draV.
Bring
in
free
agents
to
accelerate
growth
and
take
your
department/company
to
the
next
level.
• Create
a
career
des&na&on,
not
a
steppingstone.
• Recruit
and
retain
A
players—high
performers
who
themselves
are
hybrids.
They
must
be
intrinsically
moKvated.
25. “High
performers—the
A
players—contribute
more,
innovate
more,
work
smarter,
earn
more
trust,
display
more
resourcefulness,
take
more
ini&a&ve,
develop
beSer
business
strategies,
arKculate
their
vision
more
passionately,
implement
change
more
effecKvely,
deliver
higher-‐quality
work,
demonstrate
greater
teamwork,
and
find
ways
to
get
the
job
done
in
less
Kme
with
less
cost.”
—
Bradford
D.
Smart,
PhD,
Topgrading
26. The
future
of
markeKng
belongs
to
the
generalists,
the
hybrids.
@PaulRoetzer
#AMAOKC
27. Hybrid
Professional
Traits
• Analyst
• CreaKve
• Intrinsically
moKvated
• Listener
• Social
web
savvy
• Strategic
• Tech
savvy
• Team
player
• Writer
@PaulRoetzer
#AMAOKC
30. Data
Analysis
• IdenKfy
top
KPIs,
and
report
the
metrics
that
maSer.
• Turn
data
into
ac&onable
intelligence.
• Uncover
anomalies,
trends
and
opportuni&es.
• Adjust
strategies
based
on
data,
in
real-‐Kme.
• Tie
acKviKes
to
performance
and
boSom-‐line
results.
@PaulRoetzer
#AMAOKC
31. Content
Marke&ng
• Build
editorial
strategies.
• Develop
and
acKvate
distribu&on
plans.
• Create
effecKve
copywri&ng
that
is
buyer-‐persona
focused,
opKmized,
technically
sound
and
results
driven.
• Tell
your
brand
story.
• Integrate
content
into
social,
search,
PR,
lead
nurturing
and
customer
loyalty
strategies.
@PaulRoetzer
#AMAOKC
32. 60%
of
marketers
plan
to
increase
their
content
marke&ng
spending
in
2012.
@PaulRoetzer
#AMAOKC
33. Social
Media
• Conduct
market
research.
• Grow
thought
leadership.
• Improve
customer
service.
• Enhance
lead
nurturing.
• Expand
PR
outreach.
• Network
with
industry
peers.
• Build
corporate
and
personal
brands.
• Monitor
industry
news/trends.
• Recruit
job
candidates.
• Drive
ac&ons.
@PaulRoetzer
#AMAOKC
34. Email
Marke&ng
• Develop
acKon-‐oriented
content.
• Segment
and
manage
owned
lists.
• Conduct
lead
nurturing
campaigns.
• Drive
sales
with
exisKng
customers.
• Analyze
performance.
@PaulRoetzer
#AMAOKC
38. Development
and
Programming
• Cross
plaoorm
connecKvity
typically
requires
use
of
APIs
or
custom
integraKons.
• At
a
basic
level,
you
need
to
understand
what
is
and
isn’t
possible
when
it
comes
to
technology.
@PaulRoetzer
#AMAOKC
39.
40.
41. Are
Algorithms
&
Ar&ficial
Intelligence
the
Future
of
Marke&ng?
@PaulRoetzer
#AMAOKC
42. “This
disrupKve
hacker
paradigm
has
played
out
across
varying
parts
of
our
world
during
the
laSer
years
of
the
twenKeth
century
and
opening
of
the
twenty-‐first:
a
deY
engineer
of
computer
code
and
algorithms
takes
an
interest
in
a
new
field,
develops
experKse,
and,
by
applying
computer
science
and
clips
of
code
that
mimic
their
human
forerunners,
topples
industries,
companies,
standards,
and
the
old
guard.
“The
ability
to
create
algorithms
that
imitate,
be]er,
and
eventually
replace
humans
is
the
paramount
skill
of
the
next
one
hundred
years.
As
the
people
who
can
do
this
mulKply,
jobs
will
disappear,
lives
will
change,
and
industries
will
be
reborn.”
—
Christopher
Steiner,
Automate
This
@PaulRoetzer
#AMAOKC
44. “To
be
successful
nowadays,
you
need
to
have
both
a
breadth
and
depth
of
skills.
You
have
to
know
what
to
ask
for
and
how
it’s
done.
.
.
.
A
great
technical
marketer
can
devise,
develop,
launch,
and
analyze
their
marke&ng
campaigns
with
liSle
or
no
assistance.”
—
Jamie
Steven,
CMO
of
SEOmoz
@PaulRoetzer
hSp://www.seomoz.org/blog/every-‐marketer-‐should-‐be-‐technical
#AMAOKC
46. 75%
of
marketers
say
their
lack
of
skills
is
impac&ng
revenue
in
some
way,
and
74%
say
its
contribuKng
to
misalignment
between
the
marke&ng
and
sales
teams.
—
Demand
GeneraKon
Skills
Gap
Survey,
2012
47. “There
are
some
tradiKonal
marketers
that
are
lacking
some
newly
defined
skills.
It’s
out
in
the
open
now
that
it
takes
a
combinaKon
of
marke&ng
savvy,
a
solid
understanding
of
data
and
a
bit
of
technical
know-‐how
to
produce
a
really
effec&ve
‘power
user.’
These
people
aren’t
a
dime
a
dozen.”
—
Chris
Pansi,
vice
president
of
technology,
Bulldog
SoluKons,
via
The
State
of
MarkeKng
AutomaKon
Report
48. “Most
CMOs
are
underprepared
to
manage
the
impact
of
key
changes
in
the
markeKng
arena.”
Source:
IBM
Global
Chief
Marke)ng
Officer
Study,
2011 @PaulRoetzer
#AMAOKC
49. “By
2018,
the
United
States
alone
could
face
a
shortage
of
140,000
to
190,000
people
with
deep
analy&cal
skills.”
—
Big
Data:
The
Next
FronKer
for
InnovaKon,
CompeKKon
and
ProducKvity,
McKinsey,
2011
50. “The
marketers,
the
publishers,
the
ad
tech
companies,
the
agencies,
data
management
companies
—
they’re
all
going
for
the
same
type
of
employee.”
—
John
Ebbert,
managing
editor
of
AdExchanger.com,
as
quoted
in
the
New
York
Times
51. “The
ambiKous
plan
moves
Disney
deeper
into
the
hotly
debated
terrain
of
personal
data
collec&on.
Like
most
major
companies,
Disney
wants
to
have
as
much
informaKon
about
its
customers’
preferences
as
it
can
get,
so
it
can
appeal
to
them
more
efficiently.
.
.
.
parts
of
MyMagic+
will
allow
Disney
for
the
first
Kme
to
track
guest
behavior
in
minute
detail.
“Did
you
buy
a
balloon?
What
aSracKons
did
you
ride
and
when?
Did
you
shake
Goofy’s
hand,
but
snub
Snow
White?
If
you
fully
use
MyMagic+,
databases
will
be
watching,
allowing
Disney
to
refine
its
offerings
and
customize
its
marke&ng
messages.”
hSp://www.nyKmes.com/2013/01/07/business/media/at-‐disney-‐parks-‐a-‐bracelet-‐meant-‐to-‐build-‐loyalty-‐and-‐sales.html
55. Start
with
Brand
and
Culture
• Define
and
differenKate
your
brand.
• Build
a
culture
that
aSracts
young
professionals
and
free
agents.
• Focus
on
innova&on
and
opportunity.
• Create
unique
experiences
and
desirable
percep&ons.
56. Maintain
a
Strong
Online
Presence
• Connect
with
peers
and
candidates
through
social
media.
• Encourage
the
development
of
strong
personal
brands.
• Maintain
an
effecKve
website
that
tells
your
brand
story.
@PaulRoetzer
#AMAOKC
57. Capture
Inbound
Candidates
• Build
a
careers
page
with
calls
to
acKon.
• Engage
with
candidates
through
social
networks.
• Integrate
a
“professional
profiler”
online
survey
to
qualify
prospects.
@PaulRoetzer
#AMAOKC
61. Create
an
Internal
Educa&on
Program
• Select
curriculum
and
exercises
around
integrated
services:
search,
social,
content,
mobile,
analyKcs,
web,
PR
and
email.
@PaulRoetzer
#AMAOKC
62. Maintain
a
Recommended
Reading
List
• Inbound
Marke&ng
by
Brian
Halligan
&
Dharmesh
Shah
• The
New
Rules
of
Marke&ng
&
PR
by
David
Meerman
ScoS
• Real
Time
Marke&ng
by
David
Meerman
ScoS
• The
Now
Revolu&on
by
Amber
Naslund
&
Jay
Baer
• Drive
by
Daniel
Pink
@PaulRoetzer
#AMAOKC
64. The
Blueprint
Series
Presented
by
HubSpot
Internal
Social
Network:
Yammer
The
Blueprint
Series
Presented
by
HubSpot
• Post
links
and
resources.
• Manage
departments
through
dedicated
groups.
• Add
daily
notes
and
highlights.
• Encourage
collabora&on
and
knowledge
transfer.
• Perpetuate
culture.
• Keep
mobile
workforce
connected.
• Create
real-‐&me
communica&ons.
@PaulRoetzer
#AMAOKC
65. The
Blueprint
Series
Presented
by
HubSpot
Internal
Social
Network:
Yammer
The
Blueprint
Series
Presented
by
HubSpot
@PaulRoetzer
#AMAOKC
69. 80%
of
chief
markeKng
officers
think
integrated
services
will
increase
in
importance
over
the
next
five
years,
according
to
a
study
by
The
Horn
Group
and
Kelton
Research.
70. However,
in
the
same
study,
60%
of
CMOs
indicated
that
they
are
unable
to
find
an
integrated
firm
to
meet
those
needs.
71. Insist
on
A
Players
• AnalyKcal
• Confident
• CreaKve
• Detail-‐oriented
• Highly
moKvated
• Strategic
@PaulRoetzer
#AMAOKC
75. 52%
of
marketers
do
not
have
a
formal
scorecard
for
raKng
agency
performance
on
an
annual
basis.
Source: The Chief Marketing (CMO) Council report More Gain, Less Strain.
79. Closing
Thoughts
• Change
velocity,
selec&ve
consump&on
and
success
factors
are
the
catalysts.
• MarkeKng
execuKves
are
drowning
in
data.
• Prototype
marketers
turn
informaKon
into
intelligence,
and
intelligence
into
acKon.
• ShiY
away
from
arbitrary
metrics—impressions,
reach,
ad
equivalency
and
PR
value—and
focus
on
business
outcomes
(leads,
sales,
conversion
rates,
revenue,
profits).
• Adapt
to
changing
business
environments
and
evolve
campaigns
in
real
&me.
• Hybrids
are
the
future
(but
bots
may
redefine
the
industry).
• There
is
a
talent
gap.
• You
have
the
opportunity
to
redefine
your
career,
and
your
company.
@PaulRoetzer
#AMAOKC
80. Thank
You
Paul
Roetzer
paul@pr2020.com
www.PR2020.com
www.MarkeKngAgencyInsider.com
www.TheMarkeKngScore.com
@PaulRoetzer
#AMAOKC