The expectations for how Marketing contributes to a company has evolved over the years. No longer is it enough to run campaigns and uncover early-stage prospects and hand-raisers. Success is now measured across all levels of the revenue funnel.
The goals for the Marketing team at LiveRamp extend beyond filling the top of the funnel with new leads. Their mission is to drive growth across the entire sales funnel and, in doing so, accelerate the acquisition of net-new customers and expand the company’s sales footprint within existing customers.
Watch this Webinar featuring Ben Coffee, Head of Marketing Operations at LiveRamp as he reveals the 10-step approach that his team employed to produce 10X growth in annual revenue and a 25X increase in greater customer lifetime value over a 2-year period. The Marketing team’s successful execution of this strategy and the clear, measurable impact it had on the company’s growth helped cement their role as an important revenue center within the company.
3 Strategies That Kick-Start your ABM using AIMarketo
Account-based marketing (ABM) has proven itself to be an effective strategy, but it’s not easy to start.
Check out the on demand webinar where two of our fearless Marketo Marketers share three strategies that will help Sales and Marketing kick-start their ABM for the first time using AI.
Create Incredible Customer Experiences Using Conversational MarketingMarketo
Customers expect businesses to roll out the red carpet for them at every stage of their journey and on every channel they interact with. However, as most marketers know, creating this experience is easier said than done. So, how can marketers equip themselves with the right tools to help build an outstanding customer experience?
Watch Kate Adams, Sr. Director of Demand Generation at Drift, and Tim Ozmina, Sr. Marketing Specialist at Marketo, for our webinar, Create Incredible Customer Experiences Using Conversational Marketing, as they discussed how to incorporate web chat tools into your marketing strategy to benefit your customers and prospects, no matter where they are in the marketing funnel.
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
An ever-changing environment can shift business priorities in an instant, but one thing remains the same — demand generation has a significant impact on the bottom line.
So, what happens in 2021? And how can we prepare?
In this webinar, you'll learn:
• How to achieve growth with limited resources
• Why and how intent data can be a core part of your strategy
• Simple tactics and optimization techniques to move the needle
Tie marketing to revenue with Bizible by MarketoMarketo
It’s the question marketers consistently receive from the C-suite: How are your marketing efforts impacting revenue? It’s a challenge all marketers face, whether it’s due to restrictive tools that only support single touch or linear models or a lack of holistic views of all channel contributions to revenue.
With Bizible by Marketo, marketers can measure every touchpoint in the buyer journey and accurately identify which channels and campaigns deliver the most revenue and highest ROI.
The New Age of Marketing: Predicting, Planning and Prepping for 2021Marketo
It’s about time we start wrapping up 2020! Even though everyone wants this year to finally be over, when it comes to planning for 2021, we need to be real. There are tons of valuable takeaways and lessons we need to take with us if we want to be sure that 2021 is as successful as possible.
We want to help make 2021 an amazing year! Watch Michael Madden, Director of Commercial Demand Generation, Adobe Experience Cloud for his webinar: The New Age of Marketing: Predicting, Planning, and Prepping for 2021.
In this webinar, you'll learn:
• Which key takeaways from 2020 we should keep in mind going forward
• Essential planning tools for the new year
• Tips on how you can prepare to be successful in 2021
10 Things to Know About Marketo + B2B MarketingMarketo
Marketers face many challenges when navigating today’s environment: the complexity of MarTech stacks, the ever-increasing number of digital channels, a shift in the engagement landscape, and the expectation for marketing to drive business impact. Marketo helps marketers drive business growth by personalizing complex buyer journeys and uniquely aligning marketing and sales teams across every channel through an omnichannel, all-bound approach. The intent is to give the marketer an operating system to orchestrate the entirety of all marketing activities.
You'll learn Marketo's secrets to:
- Why nearly 5,000 customers leverage the solution every day
- Leveraging its unrivaled suite of marketing applications to help B2B marketers plan, engage, and measure throughout the entire journey, globally
- An open and expansive ecosystem and how it allows for further innovation
A Winning Events Strategy: Wow Your Guests and Accelerate PipelineMarketo
Events are a great way to get out in the field and give your audience an experience to look forward to. Watch Marketo's field marketing team for their webinar, A Winning Events Strategy: Wow Your Guests and Accelerate Pipeline. They discussed the events that they run at each stage of the funnel, as well as how they evaluate successes to plan for future campaigns.
Webinar: 5 ABM Mistakes Most Marketers MakeMarketo
The biggest challenge every marketer faces with ABM is balancing maintaining the campaign’s strategy while keeping sales informed and engaged.
This is why we have joined forces with PFL and Dynamic Signal to review the top 5 common mistakes marketers make when rolling out an ABM strategy and hear how to recover from them.
3 Strategies That Kick-Start your ABM using AIMarketo
Account-based marketing (ABM) has proven itself to be an effective strategy, but it’s not easy to start.
Check out the on demand webinar where two of our fearless Marketo Marketers share three strategies that will help Sales and Marketing kick-start their ABM for the first time using AI.
Create Incredible Customer Experiences Using Conversational MarketingMarketo
Customers expect businesses to roll out the red carpet for them at every stage of their journey and on every channel they interact with. However, as most marketers know, creating this experience is easier said than done. So, how can marketers equip themselves with the right tools to help build an outstanding customer experience?
Watch Kate Adams, Sr. Director of Demand Generation at Drift, and Tim Ozmina, Sr. Marketing Specialist at Marketo, for our webinar, Create Incredible Customer Experiences Using Conversational Marketing, as they discussed how to incorporate web chat tools into your marketing strategy to benefit your customers and prospects, no matter where they are in the marketing funnel.
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
An ever-changing environment can shift business priorities in an instant, but one thing remains the same — demand generation has a significant impact on the bottom line.
So, what happens in 2021? And how can we prepare?
In this webinar, you'll learn:
• How to achieve growth with limited resources
• Why and how intent data can be a core part of your strategy
• Simple tactics and optimization techniques to move the needle
Tie marketing to revenue with Bizible by MarketoMarketo
It’s the question marketers consistently receive from the C-suite: How are your marketing efforts impacting revenue? It’s a challenge all marketers face, whether it’s due to restrictive tools that only support single touch or linear models or a lack of holistic views of all channel contributions to revenue.
With Bizible by Marketo, marketers can measure every touchpoint in the buyer journey and accurately identify which channels and campaigns deliver the most revenue and highest ROI.
The New Age of Marketing: Predicting, Planning and Prepping for 2021Marketo
It’s about time we start wrapping up 2020! Even though everyone wants this year to finally be over, when it comes to planning for 2021, we need to be real. There are tons of valuable takeaways and lessons we need to take with us if we want to be sure that 2021 is as successful as possible.
We want to help make 2021 an amazing year! Watch Michael Madden, Director of Commercial Demand Generation, Adobe Experience Cloud for his webinar: The New Age of Marketing: Predicting, Planning, and Prepping for 2021.
In this webinar, you'll learn:
• Which key takeaways from 2020 we should keep in mind going forward
• Essential planning tools for the new year
• Tips on how you can prepare to be successful in 2021
10 Things to Know About Marketo + B2B MarketingMarketo
Marketers face many challenges when navigating today’s environment: the complexity of MarTech stacks, the ever-increasing number of digital channels, a shift in the engagement landscape, and the expectation for marketing to drive business impact. Marketo helps marketers drive business growth by personalizing complex buyer journeys and uniquely aligning marketing and sales teams across every channel through an omnichannel, all-bound approach. The intent is to give the marketer an operating system to orchestrate the entirety of all marketing activities.
You'll learn Marketo's secrets to:
- Why nearly 5,000 customers leverage the solution every day
- Leveraging its unrivaled suite of marketing applications to help B2B marketers plan, engage, and measure throughout the entire journey, globally
- An open and expansive ecosystem and how it allows for further innovation
A Winning Events Strategy: Wow Your Guests and Accelerate PipelineMarketo
Events are a great way to get out in the field and give your audience an experience to look forward to. Watch Marketo's field marketing team for their webinar, A Winning Events Strategy: Wow Your Guests and Accelerate Pipeline. They discussed the events that they run at each stage of the funnel, as well as how they evaluate successes to plan for future campaigns.
Webinar: 5 ABM Mistakes Most Marketers MakeMarketo
The biggest challenge every marketer faces with ABM is balancing maintaining the campaign’s strategy while keeping sales informed and engaged.
This is why we have joined forces with PFL and Dynamic Signal to review the top 5 common mistakes marketers make when rolling out an ABM strategy and hear how to recover from them.
Um die digitalen Erlebnisse zu ermöglichen, die den immer komplexeren Bedürfnissen der Käufer gerecht werden und das Wachstum vorantreiben, brauchst du vorausschauende Lösungen. Hört von Kathrin Thorburn, Solution Consultant von Marketo Engage, die neuesten Innovationen von Marketo Engage informiert euch über all die aufregenden neuen Produktfunktionen, die jetzt verfügbar sind, sowie die, die später in diesem Jahr auf euch zukommen.
Lerne mehr über die Marketo Roadmap Themen und welche Innovationen damit verbunden sind.
Learn how to drive revenue with video marketing with Paulo Martins, Head of Commercial Digital Marketing at Marketo an Adobe Company, and Greg Kelly, Strategic Partnerships Lead at Vidyard.
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketo
Marketing goals are lofty and it often takes a lot of hands on deck to make them happen. But what if you don’t have enough hands? Or budget? Or time?
Join our Commercial Demand Generation team for their webinar, Marketing Through the Funnel: Tips for Small Yet Powerful Teams, to learn how they overcame these common marketing barriers and get some tips for how small teams can scale their efforts throughout the marketing funnel.
You'll learn:
-What mix of channels will help you see the most results
-How marketing automation helps small teams scale
-How to structure small teams in order to get the most done
Looking at the three foundational phases of marketing—Plan, Engage, Measure—there is a tremendous bias in terms of effort, resources, and technology spent on the Engage phase. And while it is critical, the dramatic imbalance throws off the marketing machine and hampers marketing’s ability to have a greater impact on the business.
Beyond Brand Awareness: How Global Enterprises are Enhancing Prospect Intent ...Marketo
Don’t miss valuable prospect data by ignoring your 3rd largest engagement channel, social media. A new understanding of the power of social propelled a major change at FIS. By incorporating a social strategy into their overall marketing strategy, FIS not only created more brand awareness but was also able to track engagements that would otherwise have gone unnoticed. See how they utilized Oktopost to:
• Understand their prospects’ full journey, from the very first engagement on social to opportunity won.
• Empower their employees through advocacy, amplifying their overall reach with brand awareness, engagement, recruitment, and corporate impact
• Build a metric-driven attribution and scoring program to improve their marketing reporting, ultimately increasing their sales conversions up to 7x
Top Demand Generation Trends to Unleash Your Marketing in 2019Marketo
Marketers should always think about how to optimize their strategies to ensure a strong performance every single quarter. Watch Gurdeep Dhillon, Head of Global Demand Generation at Marketo, an Adobe Company for his webinar, Top Demand Generation Trends to Unleash Your Marketing in 2019, where he shared his thoughts on three trends that anyone in Demand Generation should focus on in 2019 in order to deliver business impact and a stronger partnership between sales and marketing.
A Winning Digital Ad Strategy: How to Optimize at Every Stage of the FunnelMarketo
Digital ads are an essential component to any good marketing campaign. Watch Paulo Martins, Head of Digital Marketing at Marketo, and Scott Minor, Marketing Program Manager at Marketo, for their webinar, A Winning Digital Ad Strategy: How to Optimize at Every Stage of the Funnel. They dive into the digital campaigns they run at each stage of the funnel, as well as the KPIs they look at to ensure their focus is in the right place.
Ask Marketo Anything about Active Sales and Marketing CollaborationMarketo
During 3 sessions, Marketo's Solution Consultants will answer all the questions you've always wanted to ask about Lead Management, ABM, and more. Ask us anything to get you and your team started to improve and scale-up your marketing with an automation platform.
Customer-First: Embedding Experience Design in Your GTM StrategyMarketo
Customers are the lifeblood of every business, but how many companies can say that they truly have a customer-centric go-to-market strategy? With so many touchpoints in a customer’s lifecycle, there are innumerable ways to misstep and think about what makes sense for your company instead of who your company serves.
Are you segmenting in ways that make sense for your audience? Are you creating marketing events and programs that bring the right types of customers together? When you speak to your audience, are you speaking in their language?
You'll learn:
-Dos and Don’ts of account segmentation
-Creative ways to think through programs and activities
-How to connect with your customers in meaningful ways
Change Your ABM Game with Top Tips from the ExpertsMarketo
ABM is one of the hottest topics in B2B Marketing. Still, achieving success is no slam dunk. Watch special guest Matt Senatore, Service Director for ABM at SiriusDecisions, and Dave Rigotti, Marketo's Head of ABM, for their webinar, Change Your ABM Game with Top Tips from the Experts, where they dove into the current best practices and practical tips for success, no matter where you are on your account-based marketing journey.
Marketo Success Strategies: Sales and Marketing PartnershipMarketo
What do powerful sales and marketing partnerships have in common?
Hear directly from Marketo’s business strategy experts on how successful Marketo customers are driving accountability and strengthening the partnership across Marketing and Sales.
As part of the regional leadership team, Peter leads the Commercial Marketing team in EMEA. In this master class, he talks about how Marketo uses marketing automation itself. With more than 25 years of experience in marketing, Peter has contributed to the success of multiple brands in the software and digital media industry, including Marketo, Microsoft Surface, Skype, Xbox and MSN.
What's Coming This Year: Marketo's 2019 Marketing PredictionsMarketo
2019 is here, and so are Marketo's marketing predictions for this year! Watch Mike Madden, Paulo Martins, and Paul Wilson for their webinar, What's Coming This Year: Marketo's 2019 Marketing Predictions, to learn about the trends you should be ready for in 2019.
A Winning Demand Generation Strategy: Tactics to Optimize the Funnel Across t...Marketo
With Demand Generation encompassing a variety of campaigns at every stage of the funnel, how are marketers supposed to know what to focus on if everything seems vital to success? Watch Hayley Ferrante and Tim Ozmina, Sr. Marketing Specialists on Marketo's Commercial Demand Generation team, as they dive into the marketing campaigns they run at each stage of the funnel, as well as the KPIs they look at to ensure their focus is in the right place.
Marketing automation software or strategy webinarMarketo
“Marketing Automation is no longer an optional solution but … essential to assure business success.”Nucleus Research: “Marketing Automation Drives Business Success” 2019
Marketing Analytics 101: How to Prove and Improve Marketing Impact with DataMarketo
Marketing analytics is at the top of every marketing team’s priority list. But for many, it can feel overwhelming. Watch Jordan Con, Product Marketing Manager at Marketo, for our webinar, Marketing Analytics 101: How to Prove and Improve Marketing Impact with Data, where he’ll set the foundation for a solid marketing data and analytics strategy, no matter where you are in your journey.
While marketing teams swim in a sea of data and information, the future depends on creativity. Establishing a culture of human ingenuity gives purpose to data intelligence, transforms your team, and elevates customer experience.
You'll learn:
-Why being a marketer is more complex than ever before
-What the future of marketing will look like
-Five phases for leading the change from in-person to online experiences
Marketing Attribution: The Journey from Cost Center to Cash CowMarketo
Featured speaker Andy Schneider, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
5 Strategies to Supercharge Your Data-Driven MarketingMarketo
The majority of marketers agree — data-driven marketing is an essential practice for any business. But what does it look like to “get it right?” And if your approach is less than sound, what are the consequences?
You'll learn about:
-Why data-driven marketing is so difficult to get right
-How to clean, organize, and manage your database
-Where lead lifecycle marketing and account-based marketing fit into a data-driven approach
-Using your data to create more personalized and engaging experiences
-Implementing the right attribution solution for your organization and team
We’re going back to the basics. Watch Mike Madden, Sr. Demand Generation Program Manager at Marketo, for this short, easy-to-digest, and actionable 15-minute webinar to learn the fundamentals of marketing operations. We'll give tips for lead routing, scoring, marketing and sales alignment, and more of the essentials you need to develop an effective marketing operations team.
4 Ways Measurement is Making Sales & Marketing Smarter About Their BuyersBrightFunnel
This session will highlight how modern marketing teams are using reporting and measurement to provide insights and intelligence on the areas that are resonating with key buyers. Providing use case examples and best practice models, this session will examine how to:
Align and structure your sales and marketing team around measurements that matter;
Analyze each stage of the customer journey can help accelerate revenue;
Track ABM initiatives across both sales and marketing; and
Enable your sales reps to win by providing them with real-time opportunity analyses.
In this on-demand seminar HubSpot and BrainSell provide actionable tips to create a Smarketing (Sales + Marketing) approach to automating your business and revenue growth.
Um die digitalen Erlebnisse zu ermöglichen, die den immer komplexeren Bedürfnissen der Käufer gerecht werden und das Wachstum vorantreiben, brauchst du vorausschauende Lösungen. Hört von Kathrin Thorburn, Solution Consultant von Marketo Engage, die neuesten Innovationen von Marketo Engage informiert euch über all die aufregenden neuen Produktfunktionen, die jetzt verfügbar sind, sowie die, die später in diesem Jahr auf euch zukommen.
Lerne mehr über die Marketo Roadmap Themen und welche Innovationen damit verbunden sind.
Learn how to drive revenue with video marketing with Paulo Martins, Head of Commercial Digital Marketing at Marketo an Adobe Company, and Greg Kelly, Strategic Partnerships Lead at Vidyard.
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketo
Marketing goals are lofty and it often takes a lot of hands on deck to make them happen. But what if you don’t have enough hands? Or budget? Or time?
Join our Commercial Demand Generation team for their webinar, Marketing Through the Funnel: Tips for Small Yet Powerful Teams, to learn how they overcame these common marketing barriers and get some tips for how small teams can scale their efforts throughout the marketing funnel.
You'll learn:
-What mix of channels will help you see the most results
-How marketing automation helps small teams scale
-How to structure small teams in order to get the most done
Looking at the three foundational phases of marketing—Plan, Engage, Measure—there is a tremendous bias in terms of effort, resources, and technology spent on the Engage phase. And while it is critical, the dramatic imbalance throws off the marketing machine and hampers marketing’s ability to have a greater impact on the business.
Beyond Brand Awareness: How Global Enterprises are Enhancing Prospect Intent ...Marketo
Don’t miss valuable prospect data by ignoring your 3rd largest engagement channel, social media. A new understanding of the power of social propelled a major change at FIS. By incorporating a social strategy into their overall marketing strategy, FIS not only created more brand awareness but was also able to track engagements that would otherwise have gone unnoticed. See how they utilized Oktopost to:
• Understand their prospects’ full journey, from the very first engagement on social to opportunity won.
• Empower their employees through advocacy, amplifying their overall reach with brand awareness, engagement, recruitment, and corporate impact
• Build a metric-driven attribution and scoring program to improve their marketing reporting, ultimately increasing their sales conversions up to 7x
Top Demand Generation Trends to Unleash Your Marketing in 2019Marketo
Marketers should always think about how to optimize their strategies to ensure a strong performance every single quarter. Watch Gurdeep Dhillon, Head of Global Demand Generation at Marketo, an Adobe Company for his webinar, Top Demand Generation Trends to Unleash Your Marketing in 2019, where he shared his thoughts on three trends that anyone in Demand Generation should focus on in 2019 in order to deliver business impact and a stronger partnership between sales and marketing.
A Winning Digital Ad Strategy: How to Optimize at Every Stage of the FunnelMarketo
Digital ads are an essential component to any good marketing campaign. Watch Paulo Martins, Head of Digital Marketing at Marketo, and Scott Minor, Marketing Program Manager at Marketo, for their webinar, A Winning Digital Ad Strategy: How to Optimize at Every Stage of the Funnel. They dive into the digital campaigns they run at each stage of the funnel, as well as the KPIs they look at to ensure their focus is in the right place.
Ask Marketo Anything about Active Sales and Marketing CollaborationMarketo
During 3 sessions, Marketo's Solution Consultants will answer all the questions you've always wanted to ask about Lead Management, ABM, and more. Ask us anything to get you and your team started to improve and scale-up your marketing with an automation platform.
Customer-First: Embedding Experience Design in Your GTM StrategyMarketo
Customers are the lifeblood of every business, but how many companies can say that they truly have a customer-centric go-to-market strategy? With so many touchpoints in a customer’s lifecycle, there are innumerable ways to misstep and think about what makes sense for your company instead of who your company serves.
Are you segmenting in ways that make sense for your audience? Are you creating marketing events and programs that bring the right types of customers together? When you speak to your audience, are you speaking in their language?
You'll learn:
-Dos and Don’ts of account segmentation
-Creative ways to think through programs and activities
-How to connect with your customers in meaningful ways
Change Your ABM Game with Top Tips from the ExpertsMarketo
ABM is one of the hottest topics in B2B Marketing. Still, achieving success is no slam dunk. Watch special guest Matt Senatore, Service Director for ABM at SiriusDecisions, and Dave Rigotti, Marketo's Head of ABM, for their webinar, Change Your ABM Game with Top Tips from the Experts, where they dove into the current best practices and practical tips for success, no matter where you are on your account-based marketing journey.
Marketo Success Strategies: Sales and Marketing PartnershipMarketo
What do powerful sales and marketing partnerships have in common?
Hear directly from Marketo’s business strategy experts on how successful Marketo customers are driving accountability and strengthening the partnership across Marketing and Sales.
As part of the regional leadership team, Peter leads the Commercial Marketing team in EMEA. In this master class, he talks about how Marketo uses marketing automation itself. With more than 25 years of experience in marketing, Peter has contributed to the success of multiple brands in the software and digital media industry, including Marketo, Microsoft Surface, Skype, Xbox and MSN.
What's Coming This Year: Marketo's 2019 Marketing PredictionsMarketo
2019 is here, and so are Marketo's marketing predictions for this year! Watch Mike Madden, Paulo Martins, and Paul Wilson for their webinar, What's Coming This Year: Marketo's 2019 Marketing Predictions, to learn about the trends you should be ready for in 2019.
A Winning Demand Generation Strategy: Tactics to Optimize the Funnel Across t...Marketo
With Demand Generation encompassing a variety of campaigns at every stage of the funnel, how are marketers supposed to know what to focus on if everything seems vital to success? Watch Hayley Ferrante and Tim Ozmina, Sr. Marketing Specialists on Marketo's Commercial Demand Generation team, as they dive into the marketing campaigns they run at each stage of the funnel, as well as the KPIs they look at to ensure their focus is in the right place.
Marketing automation software or strategy webinarMarketo
“Marketing Automation is no longer an optional solution but … essential to assure business success.”Nucleus Research: “Marketing Automation Drives Business Success” 2019
Marketing Analytics 101: How to Prove and Improve Marketing Impact with DataMarketo
Marketing analytics is at the top of every marketing team’s priority list. But for many, it can feel overwhelming. Watch Jordan Con, Product Marketing Manager at Marketo, for our webinar, Marketing Analytics 101: How to Prove and Improve Marketing Impact with Data, where he’ll set the foundation for a solid marketing data and analytics strategy, no matter where you are in your journey.
While marketing teams swim in a sea of data and information, the future depends on creativity. Establishing a culture of human ingenuity gives purpose to data intelligence, transforms your team, and elevates customer experience.
You'll learn:
-Why being a marketer is more complex than ever before
-What the future of marketing will look like
-Five phases for leading the change from in-person to online experiences
Marketing Attribution: The Journey from Cost Center to Cash CowMarketo
Featured speaker Andy Schneider, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
5 Strategies to Supercharge Your Data-Driven MarketingMarketo
The majority of marketers agree — data-driven marketing is an essential practice for any business. But what does it look like to “get it right?” And if your approach is less than sound, what are the consequences?
You'll learn about:
-Why data-driven marketing is so difficult to get right
-How to clean, organize, and manage your database
-Where lead lifecycle marketing and account-based marketing fit into a data-driven approach
-Using your data to create more personalized and engaging experiences
-Implementing the right attribution solution for your organization and team
We’re going back to the basics. Watch Mike Madden, Sr. Demand Generation Program Manager at Marketo, for this short, easy-to-digest, and actionable 15-minute webinar to learn the fundamentals of marketing operations. We'll give tips for lead routing, scoring, marketing and sales alignment, and more of the essentials you need to develop an effective marketing operations team.
4 Ways Measurement is Making Sales & Marketing Smarter About Their BuyersBrightFunnel
This session will highlight how modern marketing teams are using reporting and measurement to provide insights and intelligence on the areas that are resonating with key buyers. Providing use case examples and best practice models, this session will examine how to:
Align and structure your sales and marketing team around measurements that matter;
Analyze each stage of the customer journey can help accelerate revenue;
Track ABM initiatives across both sales and marketing; and
Enable your sales reps to win by providing them with real-time opportunity analyses.
In this on-demand seminar HubSpot and BrainSell provide actionable tips to create a Smarketing (Sales + Marketing) approach to automating your business and revenue growth.
This presentation takes a deeper look into one of the most effective marketing strategies for B2B companies: account-based marketing. We'll discuss how to approach account-based marketing, create a strategy, and execute that strategy using HubSpot's software.
The presentation showcases a slide deck I developed to propose a new marketing strategy to the department. The proposal covers Account-Based Marketing (ABM) and how it'll bring success to the company and marketing department.
How marketers can earn respect at the revenue tableAnene Wealth
How would a 10% increase in your marketing budget affect the profitability of your company?
If you can’t answer that question, budget meetings probably aren’t your favorite part of the job. When you walk into your CEO’s office, maybe you bring activity reports, industry awards, examples of jobs well done…but does she care enough to increase —
Applying Predictive and AI to Top-of-Funnel ABMRollWorks
Watch the webinar on-demand: http://pages.rollworks.com/Mintigo-Predictive-and-ABM-LP.html
One of the best ways to get started with account-based marketing is with programmatic display advertising. Adding a predictive layer to your top-of-funnel ABM investment will also improve ROI and make sure your entire funnel is fed with the best and brightest leads.
Join RollWorks and Mintigo to learn:
The basics of top-of-funnel ABM
How to add predictive layers to your ABM
How to tier your accounts and ads
Explore what all could be done when you have ability to match leads against account in the real time. From routing to segmentation, account intelligence to competitive positioning. Possibilites are countless.
Marketing to Account Based Marketing Better, Effective and Rewardingrun_frictionless
Account-based marketing is a practice that enables B2B marketers to drive more revenue by focusing their marketing and communications efforts on the accounts (companies) that have the most potential to become customers.
https://runfrictionless.com/b2b-white-paper-service/
Leeds Digital Festival: How to justify your marketing spend to your bossXpand Marketing
Research shows that many marketing managers and executives are frustrated with the constant budget restraints and pushback that they face when trying to plan their company's marketing.
Is this you? If so, we’re here to tell you that it doesn't have to be this way.
In this webinar, Danni and Fran will discuss the common concerns and priorities of bosses or upper management when it comes to marketing spend.
We'll also share some proven strategies for aligning marketing objectives with the overall business strategy, proving the ROI of your marketing efforts, and building strong relationships with your boss and stakeholders.
By the end of this webinar, you'll have the tools and knowledge you need to justify your marketing budget and get the resources you need to succeed.
Driving Marketing Automation Success Across the Enterprise: Revenue Funnel MarketoEnterpriseContent
Join Marketo for a webinar on best practices for optimizing each stage of your revenue funnel. You'll learn:
• How to manage the entire funnel from end to end
• Best practices for evaluating your overall technology stack
• Tips on defining the stages of your funnel
Kunnen B2B-marketeers ROI aantonen? Tijdens het onlangs afgeronde onderzoek naar de status van B2B marketing performance management in Nederland spraken we met CMO’s en marketingdirecteuren van 26 toonaangevende B2B-bedrijven. Tijdens het spotONfriday webinar staan we uitgebreid stil bij de volwassenheid van marketing performance bij B2B-bedrijven, hoe effectieve marketeers het aanpakken en bespreken we drie succesfactoren voor het verbeteren van marketing performance management.
Tijdens dit webinar leer je:
- Waarom er geïnvesteerd moet worden in marketing performance management.
- Tegen welke uitdagingen jouw vakgenoten aanlopen
- Wat de succesfactoren zijn voor het verbeteren van marketing performance management
Account-based marketing is a hot topic for B2B marketers. But to succeed, ABM campaigns need to align sales, marketing, lead generation and sales development. This framework by Craig Rosenberg of TOPO will help you get started.
The overall benchmark for the online customer experience has risen dramatically. Businesses are faced with new challenges and will need to experiment with a variety of channels, deploy their budget strategically, and continue to analyze what is working for them. How can you grow your businesses in this busy market? You will need to level up your marketing game.
You’ll learn:
-Tips for personalizing your customer journey
-How to coordinate a cross-channel strategy
-Ways to analyze what’s working in order to grow your business
Industry Success: Bring Your Content and Demand Generation Teams TogetherMarketo
How can marketing teams stand out in the digital world that is oversaturated with content, emails, and virtual events? One of the ways to achieve efficiency and success is to bring the content, demand generation, and industry teams together to ensure close collaboration.
You'll learn:
-How to approach content strategy design with demand in mind
-What makes the partnership between content and industry teams so valuable
-Why joining the forces enables powerful customer journeys
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionMarketo
Every marketing team faces the challenge of proving direct impact to the bottom line, but it’s no longer enough to show email metrics or the number of leads generated. In order for marketing to earn its seat at the table, the C-suite needs to know how it translates to revenue for the business.
You'll learn:
-Why attribution is essential to modern marketing teams
-How to establish marketing KPIs that align with business objectives
-How to think like the C-suite in your marketing strategy and reporting
Prove and Improve Your Marketing Impact in 2021Marketo
Many marketing teams are starting 2021 with limited resources, so it is more important than ever before to make your marketing dollars count and consistently optimize your marketing strategy. Fortunately, we have an expert who can help set you up on the right path.
Watch our webinar, Prove and Improve Your Marketing Impact in 2021. Featured speaker Matt Erstad, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale this year.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
What's in Store for Marketing Operations in 2021Marketo
As businesses pivot their strategies and start to incorporate new technologies into the mix this year, marketing operations is becoming even more crucial when it comes to keeping the leads flowing and the ROI growing.
Watch Alex Fleming, Head of Marketing Operations, Adobe Experience Cloud, present his webinar: What's in Store for Marketing Operations in 2021.
In this webinar, you'll learn:
-Tips and best practices on how to integrate new technologies into your mix
-Predictions about what's yet to come in marketing operations this year
-How to prioritize and structure your team for success
How to Bring Sales and Marketing Together in 2021Marketo
Marketing and sales have traditionally gone head-to-head. But as we jump into a new year, it’s more important than ever that these two teams come together.
Watch Sam Gong, BDR Director, Adobe Experience Cloud, for his webinar: How to Bring Sales and Marketing Together in 2021.
In this webinar, you'll learn:
• How to create your all-star team
• Tips to drive better results for your business in 2021
• How to bring sales and marketing together in the new year
Field Marketing in the New Year: Preparing and Planning Events in 2021Marketo
Field marketers have been forced to think outside the box this year as events moved from in-person to digital.
So, what happens in 2021? And how can we prepare?
Join Caroline Hull, Director of Commercial Field and Partner Marketing, Adobe Experience Cloud, for her webinar: Field Marketing in the New Year: Preparing and Planning Events in 2021.
In this webinar, you'll learn:
• How event marketing has changed drastically over the past year
• The silver lining to the sudden chaos
• How to start planning for your virtual events in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Marketo
2020 has completely shifted the digital advertising space. Fortunately, digital marketers are pretty experienced at adapting to change.
But as adaptable as you may be, it never hurts to get ahead!
Join Paulo Martins, Head of Global Digital Marketing, Commercial – Adobe Digital Experience, for his webinar: Scroll-Stopping Digital Ads: Planning for Success in 2021.
In this webinar, you'll learn:
• Predictions on what's to come in the digital marketing space in 2021
• Tips and advice on how you can prepare and plan campaigns for the new year
• Which digital trends to keep your eyes on
Future Proof: How to Create a Lead Scoring Model That ScalesMarketo
With the right lead scoring model in place, you and your team are able to make the most out of every lead that enters your pipeline.
Kylie Alexander, Marketing Operations Manager at Adobe, covers how you can create a lead scoring model that will scale with your business.
You'll learn:
-How to partner with the right stakeholders to make decisions that are aligned across the business
-Lessons the Marketo Engage operations team has learned so you don't make the same mistakes
-How to plan for a scoring model that will scale
The Total Economic Impact of Marketo EngageMarketo
In this webinar, you'll hear from a top marketing analyst on how the world of marketing is changing and why investment is crucial. Next, we’ll share the results of a recent ROI study commissioned by Adobe and conducted by Forrester Consulting, an independent research firm. This study quantifies the value of Marketo Engage, based on interviews with real customers. Finally, you'll hear from a Marketo Engage customer to hear her personal story of driving martech investments, transformation and value at her company.
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Marketo
Artificial intelligence has demonstrated that it has powerful potential across many industries. According to reports, however, most marketers don't realize that AI and Machine Learning can be used to dramatically streamline and scale marketing efforts.
Marketo Engage makes it simple and seamless to implement AI in your predictive marketing strategy.
Watch as Alexandra Quick (Product Marketing Manager at Adobe) and Badsah Mukherji (Senior Manager, Marketo Engage Product Management at Adobe) share their insights around Artificial Intelligence and the many ways your team can put it to work within Marketo Engage.
Digital Evolution: Take Your Virtual Events to the Next LevelMarketo
By now, event professionals are acutely aware of the need to pivot. You've canceled contracts, shifted your strategy, and executed a virtual event (or two). But now that we’ve settled into the new normal, how can we ensure we don’t get stuck in a virtual event rut? In this session, we'll share the lessons we’ve learned in pivoting our strategy, and how we're leveraging key learnings to continuously evolve. We'll also share how these lessons are shaping our view of the events landscape for the rest of 2020 and beyond.
El sector educativo y el Marketing Automation: por qué funcionaMarketo
Vídeo
La forma en la cual los alumnos seleccionan dónde estudiar ha cambiado. Esa búsqueda es cada vez más digital. La mayoría de las universidades y centros de formación está invirtiendo gran parte de sus presupuestos en publicidad online, aunque los resultados no siempre son los esperados.
A través de este webinar, descubre cómo están logrando reducir el coste por nuevo estudiante y mejorar la rentabilidad promedio por alumno aquellas universidades que han implementado una solución de Marketing Automation.
During 3 sessions, Marketo's Solution Consultants will answer all the questions you've always wanted to ask about Lead Management, ABM, and more. Ask us anything to get you and your team started to improve and scale-up your marketing with an automation platform.
Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-G...Marketo
In an ever-changing environment, revamping traditional email marketing is more important and more difficult than ever. Changing up email copy and using personalized subject lines just won’t cut it anymore. It's time to reimagine email and engage with your audience in a way you never have before - with trigger campaigns based on engagement.
You'll learn:
-How traditional engagement programs still work, but only to an extent
-How to listen to your audience and automate triggered campaigns
-Why token personalization is important, but not advanced enough
Les différents modèles d'attribution : lequel choisir ?Marketo
Le marketeur traditionnel se concentre sur le suivi d'activités comme la collecte de formulaires auprès des leads, les ouvertures d'e-mails et les clics sur les liens. Le marketeur moderne sait que seule la mesure du retour sur investissement prouve l'impact de ses actions et la contribution de son équipe au chiffre d'affaires. Les dirigeants attendent en effet des résultats tangibles. Or, si d'un côté votre équipe marketing suit les activités et que de l'autre votre équipe commerciale suit les recettes, vous risquez d'être confronté à une divergence d'objectifs. C'est là que l'attribution marketing entre en jeu.
Dans sa forme la plus simple, l'attribution marketing B2B consiste à mettre les données marketing en corrélation avec celles des ventes.
Participez à notre webinar, en collaboration avec notre partenaire AWE, le jeudi 16 avril à 11H00 et découvrez les avantages de l'attribution marketing, le modèle le plus approprié pour vous et les différentes méthodes qui vous aideront à démontrer l'impact du marketing sur le chiffre d'affaires.
Au programme :
Les différents modèles d'attribution : les différences, le pour, le contre.
Quel est le modèle le plus approprié pour votre entreprise et quelles sont les méthodes pour démontrer l'impact du marketing sur votre chiffre d'affaires.
Démonstration Marketo Engage : un outil multicanal unique pour gérer votre attribution du modèle le plus simple au plus sophistiqué.
Nos intervenants :
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
3. How Marketing Becomesa RevenueCenter:
The10StepApproachtoFull-FunnelGrowth
3. Expose AI Insights to Sales: Help your sales team prioritize outreach activities for the best accounts
4. Target List Audience Expansion: Grow your target account list and outreach tactics intelligently with AI
5. Campaign Integration: Experiment with hyper-targeted up-sell/cross-sell campaigns
6. Keep Your Alignment: identify problems or bottlenecks and quickly resolve them
7. Operationalize Whenever, Wherever Possible: Refine and operationalize your ABM processes whenever possible
8. Full-Funnel Campaign Coverage: Think your marketing campaigns should stop with the opp? Think again.
9. Align Your Measurement Tactics: Demonstrate full-funnel contribution with multi-touch attribution
10. Know Your Customer’s Journey and Tell the Story Often
1. Strategic Alliance with Sales: Marketing must nurture a strategic alliance with sales to inform ABM strategy
2. Establish Your List: Move from targeting customer profiles, to targeting your target accounts
Aspirations for account-based strategyPhase 1
Target account alignment marketing/salesPhase 2
Operationalized account-based alignmentPhase 3
4. Operationalized account-based alignmentPhase 3
ABM campaigns and processes powered by AI
insights
Target account alignment marketing/salesPhase 2 First target account list in place and aligned with sales
Aspirations for account-based strategyPhase 1 Start of the journey. Targeting industries, not account lists.
LiveRamp’s ABM strategy maturity
2014
No list:
Targeting industries
Patterns began to emerge
highlighting key industries where
LiveRamp was having success
First list:
500 target accounts
First list of target accounts was
built based on what we observed
to be working
2015
Audience expansion: 1,400
target accounts
Worked with Lattice to score
known accounts + grow our target
list with AI
2016
ABM at scale:
Maintaining alignment
LiveRamp scaled tremendously
and ABM alignment suffered. Tips
for keeping alignment while
growing fast
2019
5. Achieving target account alignment between sales and marketing
Journey from phase 1 to 2
2014
Phase 1
ABM Aspirations
Phase 3
Campaigns operationalized
with AI insights
2016
Phase 3
...and beyond
2019
Phase 2
Target Account Alignment
2015
7. Marketingmust have astrategicalliance withsales
Marketers have access to more customer intelligence data than ever and it is our
responsibility to coach sales leadership toward an effective target account strategy.
We have done this before with customer personas, and now we’re doing it again with
accounts.
Phase 1
Customer Personas
Phase 2
Target Account Attributes
8. Lattice is the Authority for Top Attributes of a Good Customer Account
○ Company size
○ 5000+ employees for Enterprise
○ 250 - 1000 employees for SMB
○ Revenue range
○ $50M+ annual revenue for Enterprise
○ In specific industries
○ Retail
○ CPG
○ Insurance
○ Automotive
○ Has specific advertising (partner) tech
○ Specific DSP vendors
○ Marketing spend
○ Google Adwords budget
○ # Adwords keywords purchased
○ Traffic sourced from ad spend
10. We Scored Our Known Account Universe with Lattice
○ Marketing and sales worked together to align on target account list
600
500
Known enterprise accounts
Known SMB accounts
11. We Helped Sales Prioritize the Top Accounts
○ AEs focus on top 20% with highest likelihood to close
SALES FOCUSES
ON ACCOUNTS
WITH SCORE > 70
12. Maturity Phase 2:
Target account alignment for sales and marketing
Journey from phase 2 to 3
2014
Phase 1
ABM Aspirations
Phase 3
Campaigns operationalized
with AI insights
2016
Phase 3
...and beyond
2019
Phase 2
Target Account Alignment
2015
14. Expose AI Insights: and Empower New Outreach Tactics for Sales
○ Reps get the scores and data about each account right within Salesforce
○ Rep will tailor their talk track using this data
15. Operationalized Lead Scoring Prioritizes for SDRs
○ Lattice Grade incorporated into
lead scoring and routing model
○ A and B leads are fast-tracked to
sales
○ Higher score threshold required
to achieve MQL for C and D
leads
21. Journey from phase 2 to 3
2014
Phase 1
ABM Aspirations
Phase 3
Campaigns operationalized
with AI insights
2016
Phase 3
...and beyond
2019
Phase 2
Target Account Alignment
2015
Maturity Phase 3:
Ongoing and Operationalized Account-Based Alignment
22. You werealigned.But areyou still?
When you’ve achieved alignment, things are
great. At LiveRamp, literally everything we do,
from sales activities, to events, digital ads, etc.,
is built upon the account-based foundation.
But what if the alignment slips? It can be
catastrophic.
I watched this happen, don’t be like me. Here
are my tips based on this experience.
Me IRL when I realized our alignment had slipped
23. Reasons yourABM alignment couldslip
1. Fast company growth
a. It can get messy if your company is growing fast. Get in front of new
hires early and often and show them the way
2. Substantial process changes
a. Big changes to sales/marketing processes can derail your alignment.
Make sure you have a seat at the table for these discussions
3. Marketing or sales leadership movement
a. Any time there is movement in the leadership teams for sales and
marketing it creates an opportunity to derail your ABM strategy
4. Lack of ABM process governance
a. If you’re not enforcing what you preach, don’t expect it to catch on
24. Not sure ifyouralignment is stillthere?
Tips for who to talk to + what to ask
Field sales team / admins
1. Sales Managers
2. Account Executives
3. Executive Assistants
Management
1. Head of Marketing
2. Head of Sales
Operations
1. Sales Operations
2. Marketing Operations
Which target accounts are yours? Do you have a list
or report of them available?
Can you point me to the latest list of our target accounts?
Can you show me what the Head of Sales is using to coach her team
on their target account lists?
Can you show me how target accounts are defined or a report that
lists them?
26. SDRto AEhand-offfriction
● SDRs weren’t converting leads to
opportunities on their own
● We observed a bottleneck stuck full of
unconverted high quality SALs
● We addressed this and restored SDR
autonomy for the decision to convert leads
to pipeline
● We watched for new trends in the data
● Saw a 20% lift in marketing contributed
pipeline per week within 2 weeks
27. OperationalizedAlignment
Operationalized Alignment between Marketing & Sales Activities (AKA Outreach Status)
-Outreach Status indicates the current level of sales activity, pre-opportunity, for any given account
-Targeted marketing campaigns for accounts based on current outreach status
-Engage inactive or dormant accounts with marketing supported campaigns
31. Lead Source: Top Performing Source Values Last Quarter
Outbound & Website
32. Last Quarter: Count of Mktg Opps vs. Mktg Activities
Total Count of marketing
contributed opportunities
284
Total Count of marketing
contributed pipeline activities
3,882
13.7
Average marketing activities per
opportunity contributed
43. How Marketing Becomesa RevenueCenter:
The10StepApproachtoFull-FunnelGrowth
3. Expose AI Insights to Sales: Help your sales team prioritize outreach activities for the best accounts
4. Target List Audience Expansion: Grow your target account list and outreach tactics intelligently with AI
5. Campaign Integration: Experiment with hyper-targeted up-sell/cross-sell campaigns
6. Keep Your Alignment: identify problems or bottlenecks and quickly resolve them
7. Operationalize Whenever, Wherever Possible: Refine and operationalize your ABM processes whenever possible
8. Full-Funnel Campaign Coverage: Think your marketing campaigns should stop with the opp? Think again.
9. Align Your Measurement Tactics: Demonstrate full-funnel contribution with multi-touch attribution
10. Know Your Customer’s Journey and Tell the Story Often
1. Strategic Alliance with Sales: Marketing must nurture a strategic alliance with sales to inform ABM strategy
2. Establish Your List: Move from targeting customer profiles, to targeting your target accounts
Aspirations for account-based strategyPhase 1
Target account alignment marketing/salesPhase 2
Operationalized account-based alignmentPhase 3
45. On the horizon: Customizing ad copy based on partner ad technology
○ Create different ads based on what DSP
each target account has
FROM TO
People-based marketing
everywhere
How Data Onboarding
feeds better attribution
models for Google
Adwords
Editor's Notes
My name is Ben Coffee, I head up Marketing Operations at LiveRamp. I’m been on the account-based journey here since day 1, which has been almost 4 years, and have learned a lot along the way. I’m excited to share with you the most important steps that I’ve learned, many from major challenges I’ve encountered, along the way. This is the playbook I’d follow if I ever have to do it all over again.
These days it feels like everyone has the desire to do the account-based approach. How do you know where you are in your journey? And at what point to know know it’s time to dive in? And where do you start? And with whom?
Don’t worry because this doesn’t all happen overnight. We started this in 2014 and we’re still tackling new challenges today. As I reflected on our journey, I realized we had 3 distinct phases. Each of which has taken a year or more to surpass.
These phases are:
Maturity Phase 1
Ideal customer profile defined by demographics
Target list lacking, or partially complete
Pain-points indicating need for account-based strategy identified
Maturity Phase 2
Sales and marketing have agreed upon target account list
Sales is prioritizing outreach activities for target accounts
Marketing campaigns in place for target accounts
Maturity Phase 3
Target accounts are tiered, assigned, and automatically categorized to optimize campaign alignment
AI driven insights used to prioritize sales outreach
Proactively addressing bottlenecks that derail alignment
Targeted campaigns activating across full-funnel
Measurement tactics are aligned
Let’s dive in to how we got from phase 1, aspirations for ABM, to phase 2, Target Account Alignment between marketing and sales.
For us, this phase of our journey alone took almost two years and occurred during a period of tremendous growth and evolution within our org. With a 10-step playbook in hand, I’m betting we could have cut this time in half!
I knew we had started on our journey because we intentionally initiated it. We have always aspired to run an industry leading marketing tech stack that powers innovative growth strategies.
Our sales team was just beginning to scale up tremendously and we had big revenue contribution goals to meet. Not only did we, the marketing team, want to hit our contribution goals, but we also wanted all of our marketing campaign activity to align with the sales team’s outreach activities.
To do this, we knew we needed a target account list that was mutually agreed upon by sales and marketing leadership.
Your journey must start by building trust with sales leadership and forming a strategic alliance with them. To get a seat at the table, you need to show them the value you can bring and how it’s going to not only make their jobs easier, but bring in more revenue.
Slide 20: Lattice identified AND validated common attributes of a good customer.
Model build for new business - Our goal was to build a predictive model that would help us prioritize and identify the best accounts for a new business win.
Pipeline - They analyzed our pipeline data, such as wins and losses, then combined those insights with external buying indicators to score our known account universe.
Demographics - We got their by analyzing and identifying common demographic traits for great companies
Annual revenue
Employee size
Specific sales verticals
Common online attributes - And helped us identify common online attributes for great companies:
High Adwords spend & budget
Has specific advertising partner technologies, such as DSPs
We had the ICP, and that helped us understand how we could grow our list
We Scored our known Account Universe with Lattice
We knew we wanted a predictive technology in our stack - We definitely knew that we wanted to integrate a predictive strategy into our marketing stack
We did our homework, researched our options - after doing our homework, evaluating our options to select the right partner, we were super impressed wth level of attention they considered when developing a model for our business. In addition to that, we knew Lattice could support multiple predictive models which was imperative for our growth in support of our multiple audiences and product lines.
Wanted to have a model that could expand to support multiple product lines and audiences - We wanted to
Worked with Lattice - We worked with the Lattice team to build our first model that scored our 600 known enterprise and 500 known SMB accounts.
Slide 21: Scoring our known account universe - the top 20%
Looking for the best known accounts - We were looking to isolate the best of our account universe.
70 or greater, then bucketed to grades - For, this was accounts with a score of 70 or greater. To further simplify these scores for easy consumption by Sales and SDRs, we bucketed score ranges as A, B, C or D.
Definitions of grades - Accounts between 70-85 were B, accounts from 86-100 were A
Top 20% - As a result, out of the 1,100 accounts on our target list, we were able to isolate the 20% with the highest propensity to close
Alignment indicator between sales and marketing.
Slide 31: Lattice gives sales reps insights and context about each account
Exposed in SFDC - We also made the decision to expose some of the most valuable enriched attributes directly in Salesforce for easy access and consumption by the sales team.
Attributes help them assess account - When a rep is reviewing a lead, or choosing the messaging for their outbound campaign, they can quickly examine the list of Lattice Enriched firmographics and technologies.
Choose the right messaging to speak to marketing tech partner use cases - For example, in he Technology Environment section, when a rep sees that an account is using certain technologies, that we know are LiveRamp partners, this helps them construct a more compelling value proposition that speaks directly to that use case
SDRs are automatically routed the top 20%
Slide 23: Lattice Scores drive our lead scoring and routing
Lattice grade in lead scoring and routing - Lattice helped us operationalize our ABM
Fast tracked - High value leads, those matched to A or B accounts, get a higher priority and have a faster track to sales
Throttled low grades - This also helped with our routing, where we’re able to fast track leads to their appropriate owners when we know they’re a great fit, and to NOT fast track them if they aren’t.
Slide 22: We used Lattice to find net new accounts that fit the criteria for the ideal buyer
Audience expansion - In addition to isolating the good ones in our known universe, we did an audience expansion exercise as well.
500 new accounts added - In addition, Lattice took these attributes helped us source 500 new accounts that weren’t previously in known known universe
Essentially this was 3x more accounts per SDR - This was a huge win because it essential gave our SDRs 2x more highly qualified accounts to consider as part of their overall outreach
Lattice powers our account selection for display advertising campaigns run with Terminus
We decided to refine our account list to target advertising only for those known to have an A or B grade.
More efficient ad spend, better inbound lead production
You need to get alignment from these people. But what are the data points you need when interviewing them? This should be either 1-2 times year, or it should be whenever there is a significant org change.
Questions to ask
Can you point me to the latest list of our target accounts?
How are our target accounts defined in our CRM?
You need to get alignment from these people. But what are the data points you need when interviewing them? This should be either 1-2 times year, or it should be whenever there is a significant org change.
Add animations -- as we move through phases when articulating.
Built upon a foundation.
Recalibration that needed to be done.
Slides 30: On the horizon - Customizing ad copy based on partner ad technology
Campaigns I’ve discussed are focused on our advertising audience
Growth opportunity for other audience: media & entertainment publishers
By leveraging DandB enriched attributes in order to segment account lists for our ad campaigns, we can run more personalized creative that speaks more closely to the value propositions we know are important for the different buyers.
This example, offline data meets online data, shows an example of a value prop for advertisers
The example on the right shows the headline “People-based marketing everywhere” which is a more appealing value proposition for accounts known to be in the media and entertainment publishers audience, as determined by DandB enriched attributes provided by Lattice.