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
The change in the buyer’s journey has dramatically shifted the way marketers work. With marketers taking increasing ownership over pipeline, there is unprecedented pressure for marketers to target more effectively and to create more meaningful campaign touches.
But how do you know who to target and what kind of interaction is most meaningful for them? Most importantly, how can you maximize the impact of each interaction? With data. Join EverString and Lionbridge for a live discussion on how to uncover hidden pipeline by leveraging data and predictive modeling.
CMOs: Transforming Marketing into a Growth EngineMarketo
Check out this presentation featuring data from Forrester Research. You'll discover how to deliver optimal customer experiences and drive revenue in the process!
Introducing the first marketing calendar to fuse campaign planning and execution, Marketing Calendar from Marketo. Marketing Calendar enables campaign building through a familiar calendar view empowering marketing teams to coordinate better, be more productive, and move faster than ever before.
Want to see it in action? Join us for a live demonstration to experience firsthand how Marketo’s new calendar product can help teams plan, organize and communicate marketing plans across the organization. Attend to learn how to:
- Streamline and coordinate - avoid unwanted conflicts and gaps in planning
- Move faster - spend less time setting up campaigns and managing schedules
- Get better results - improve engagement and conversions across channels
Using Mobile Ads and Referrals to Drive Sales LeadsMarketo
Can you convince end users to lobby their IT department for an enterprise technology solution? Check out this session with Howard Sewell, a 20-year B2B marketing and demand generation expert to find out. You will learn how MobileIron used mobile advertising, mobile landing pages, social sharing, and automated email response to drive IT referrals.
This session from the record-breaking New Rules of Marketing Virtual Event will show you:
-Creative concepts for mobile ads
-Best practices for campaign workflows
-Detailed summary of successful MobileIron campaigns, including test results
Integrating Marketing Automation into Your Technology StackMarketo
If you’re looking to arm your marketing team with a marketing automation platform, you’ll likely want to understand how it fits into your existing IT environment and what an implementation will look like.
Join Chris Pooley, Principal Solutions Architect, Enterprise at Marketo, for our 15-minute IT Architecture Chat to learn how Marketo’s Engagement Marketing Platform integrates seamlessly into your complex systems landscape, supporting often challenging scenarios like a multi-CRM environment and the enrichment of BI with marketing performance data.
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
The change in the buyer’s journey has dramatically shifted the way marketers work. With marketers taking increasing ownership over pipeline, there is unprecedented pressure for marketers to target more effectively and to create more meaningful campaign touches.
But how do you know who to target and what kind of interaction is most meaningful for them? Most importantly, how can you maximize the impact of each interaction? With data. Join EverString and Lionbridge for a live discussion on how to uncover hidden pipeline by leveraging data and predictive modeling.
CMOs: Transforming Marketing into a Growth EngineMarketo
Check out this presentation featuring data from Forrester Research. You'll discover how to deliver optimal customer experiences and drive revenue in the process!
Introducing the first marketing calendar to fuse campaign planning and execution, Marketing Calendar from Marketo. Marketing Calendar enables campaign building through a familiar calendar view empowering marketing teams to coordinate better, be more productive, and move faster than ever before.
Want to see it in action? Join us for a live demonstration to experience firsthand how Marketo’s new calendar product can help teams plan, organize and communicate marketing plans across the organization. Attend to learn how to:
- Streamline and coordinate - avoid unwanted conflicts and gaps in planning
- Move faster - spend less time setting up campaigns and managing schedules
- Get better results - improve engagement and conversions across channels
Using Mobile Ads and Referrals to Drive Sales LeadsMarketo
Can you convince end users to lobby their IT department for an enterprise technology solution? Check out this session with Howard Sewell, a 20-year B2B marketing and demand generation expert to find out. You will learn how MobileIron used mobile advertising, mobile landing pages, social sharing, and automated email response to drive IT referrals.
This session from the record-breaking New Rules of Marketing Virtual Event will show you:
-Creative concepts for mobile ads
-Best practices for campaign workflows
-Detailed summary of successful MobileIron campaigns, including test results
Integrating Marketing Automation into Your Technology StackMarketo
If you’re looking to arm your marketing team with a marketing automation platform, you’ll likely want to understand how it fits into your existing IT environment and what an implementation will look like.
Join Chris Pooley, Principal Solutions Architect, Enterprise at Marketo, for our 15-minute IT Architecture Chat to learn how Marketo’s Engagement Marketing Platform integrates seamlessly into your complex systems landscape, supporting often challenging scenarios like a multi-CRM environment and the enrichment of BI with marketing performance data.
Graduate from Email Marketing to Marketing AutomationMarketo
Plain old email marketing just doesn't cut it anymore. Watch this presentation to see how easy and powerful marketing automation software can help you engage your audiences in relevant, 1:1 conversations across the channels of their choice, and drive impressive bottom line results fast.
Grow Revenue with the Right Marketing StrategyMarketo
Today, mobile, social and cloud technologies are transforming the customer experience and putting customers in control. In this digital age, marketers must always be improving marketing execution with an eye toward growing revenue.
Listen in to our webinar with guest Laura Ramos, Vice President and Principal Analyst at Forrester Research, and Matt Zilli, Senior Director of Product Marketing at Marketo, to discover why the next wave of competitive advantage will favor firms that obsess over their customers’ experiences and deliver what buyers want before competitors do. Learn how marketing strategies that leverage automation can transform the customer experience and grow revenue in the digital age.
Global Best Practices: Microsoft’s Marketing Transformation to Reach 86 Count...Marketo
In today’s global marketplace, buyers expect personalized journeys in their native language to guide them through the purchase process. To meet this requirement, vendors need global marketing systems and strategies that deliver dynamic and engaging content across multiple channels with speed and significant scale.
Join Charles Eichenbaum, Director of Marketing Technology at Microsoft, to hear Microsoft’s digital marketing transformation story and how they use Marketo and Cloudwords to speed time to market for global campaigns and localized content.
Is Bad Data Killing Your Customer Engagement Strategy? Marketo
In this webinar, hear how Marketo and AmberLeaf are helping other marketing teams improve customer engagement by improving customer data. Listen in to learn
- How your customers view your data challenges
- Who should own the data problem
- Common data pitfalls and quick wins for clean up
- What questions to ask of other internal groups
Optimize Your Asset Management Marketing Performance and Increase Client Acqu...Marketo
The “Battle for the Investor” has increased in complexity and investments organizations are trying harder than ever to differentiate themselves. The “winners” right now are defining strategies that address the current trends, but maintain the standards and philosophies that they are based on. The investor is becoming more sophisticated due to increased financial press coverage and easy access to less expensive investment information.
Is your organization attracting the right clients and meeting those expectations? Join this webinar to hear Joe Paone, Sr. Marketing Manager at Marketo and John Kariotis, President, AmberLeaf Partners, discuss the landscape and strategies for asset managers to succeed.
Nailing Executive Reporting: Behind the Scenes with BackOffice AssociatesMarketo
How are you managing your budget? And more importantly, can you defend it? View the slides to learn how Marketo customer, BackOffice Associates, successfully leveraged Marketo's Marketing Analytics and went from disjointed spreadsheets and questionable numbers to confident executive reporting.
IT Best Practices: Finding the Right Marketing TechnologyMarketo
Ever rolled out a marketing solution that no one used? Understanding your marketing team’s objectives and use cases will help you map their needs to feature and functionality requirements.
Check out this webinar for some best practices you can put in place to ensure success and prevent your next implementation from becoming “shelfware”.
Attend to learn how to:
- Find the right platform that marketers will love
- Assess marketing’s needs and map them against vendor technologies
- Support marketing through all 5 stages of a winning deployment to ensure user adoption
Talk to me, Not at me: Testing for a Better Customer ExperienceMarketo
In today’s data-driven world, consumers tell you more about what they want every time they engage with your brand. Successful marketers will use these indicators to offer their audience exactly what they want across all channels throughout their entire journey.
See the slides from Maxymiser's Dan Toubian and Marketo's Kristen Kaighn to discover:
- Best practices in testing across multiple channels
- How to use digital behaviors to personalize the customer journey
- Real-life examples of driving value of customer engagement
Growth with Account-Based Marketing:The Story of SchoolDudeMarketo
This presentation shows how SchoolDude, the nation's leading education platform of cloud solutions for schools and universities, dramatically grew their marketing outreach and substantially improved their overall marketing ROI with Account-Based Marketing.
Here at Marketo, we’ve constantly got a slew of pipeline building, revenue generating, engagement cultivating marketing programs running. All to different audiences through different channels and with varying metrics to reach.
Watch our team of Analytics Aces reveal the secrets to reporting on the metrics that prove marketing’s impact.
Feeding Hungry Reps: Scaling Inbound Lead Flow to Satisfy SalesMarketo
Where does one begin when the company grows and scaling marketing programs becomes a necessary task? Hear how Marketo Customer, Hortonworks, started at the top and worked their way down to scale inbound marketing programs.
Managing Changes in Your Marketing OrganizationMarketo
These days, it's table stakes to implement digital tools to better engage with customers, but figuring out how to take full advantage of the technology and structure your team are a different matter altogether.
Check out this presentation by Marketo expert Shyna Zhang for an overview on how to make comprehensive digital marketing changes that positively affect your enterprise team.
Attend this exciting webinar to discover:
- The unique challenges of enterprise-level marketers
- How to make the case for marketing software and guide the change management process
- Tactics for optimizing your team's structure
Targeting Your Social Ads: Facebook Remarketing and Marketo PersonalizationMarketo
If you're looking to double your click-thru rate and simultaneously lower ad spend, look no further! Marketo has joined forces with Facebook to give you the ability to append Marketo firmographic and persona data to your Custom Audiences to execute relevant remarketing efforts!
Guide Prospects Through the Buying Journey with Marketing AutomationMarketo
So, you've heard the buzz around marketing automation and how it can help optimize your marketing efforts. But have you seen it in action? Join this session with Michael Berger, Director of Product Marketing at Marketo, as he gives an up-close and exciting look into how Marketo’s Customer Engagement Platform helps marketers take potential buyers by the hand and guides them smoothly across their buying journey in a highly-personalized and relevant way.
Graduate from Email Marketing to Marketing AutomationMarketo
Plain old email marketing just doesn't cut it anymore. Watch this presentation to see how easy and powerful marketing automation software can help you engage your audiences in relevant, 1:1 conversations across the channels of their choice, and drive impressive bottom line results fast.
Grow Revenue with the Right Marketing StrategyMarketo
Today, mobile, social and cloud technologies are transforming the customer experience and putting customers in control. In this digital age, marketers must always be improving marketing execution with an eye toward growing revenue.
Listen in to our webinar with guest Laura Ramos, Vice President and Principal Analyst at Forrester Research, and Matt Zilli, Senior Director of Product Marketing at Marketo, to discover why the next wave of competitive advantage will favor firms that obsess over their customers’ experiences and deliver what buyers want before competitors do. Learn how marketing strategies that leverage automation can transform the customer experience and grow revenue in the digital age.
Global Best Practices: Microsoft’s Marketing Transformation to Reach 86 Count...Marketo
In today’s global marketplace, buyers expect personalized journeys in their native language to guide them through the purchase process. To meet this requirement, vendors need global marketing systems and strategies that deliver dynamic and engaging content across multiple channels with speed and significant scale.
Join Charles Eichenbaum, Director of Marketing Technology at Microsoft, to hear Microsoft’s digital marketing transformation story and how they use Marketo and Cloudwords to speed time to market for global campaigns and localized content.
Is Bad Data Killing Your Customer Engagement Strategy? Marketo
In this webinar, hear how Marketo and AmberLeaf are helping other marketing teams improve customer engagement by improving customer data. Listen in to learn
- How your customers view your data challenges
- Who should own the data problem
- Common data pitfalls and quick wins for clean up
- What questions to ask of other internal groups
Optimize Your Asset Management Marketing Performance and Increase Client Acqu...Marketo
The “Battle for the Investor” has increased in complexity and investments organizations are trying harder than ever to differentiate themselves. The “winners” right now are defining strategies that address the current trends, but maintain the standards and philosophies that they are based on. The investor is becoming more sophisticated due to increased financial press coverage and easy access to less expensive investment information.
Is your organization attracting the right clients and meeting those expectations? Join this webinar to hear Joe Paone, Sr. Marketing Manager at Marketo and John Kariotis, President, AmberLeaf Partners, discuss the landscape and strategies for asset managers to succeed.
Nailing Executive Reporting: Behind the Scenes with BackOffice AssociatesMarketo
How are you managing your budget? And more importantly, can you defend it? View the slides to learn how Marketo customer, BackOffice Associates, successfully leveraged Marketo's Marketing Analytics and went from disjointed spreadsheets and questionable numbers to confident executive reporting.
IT Best Practices: Finding the Right Marketing TechnologyMarketo
Ever rolled out a marketing solution that no one used? Understanding your marketing team’s objectives and use cases will help you map their needs to feature and functionality requirements.
Check out this webinar for some best practices you can put in place to ensure success and prevent your next implementation from becoming “shelfware”.
Attend to learn how to:
- Find the right platform that marketers will love
- Assess marketing’s needs and map them against vendor technologies
- Support marketing through all 5 stages of a winning deployment to ensure user adoption
Talk to me, Not at me: Testing for a Better Customer ExperienceMarketo
In today’s data-driven world, consumers tell you more about what they want every time they engage with your brand. Successful marketers will use these indicators to offer their audience exactly what they want across all channels throughout their entire journey.
See the slides from Maxymiser's Dan Toubian and Marketo's Kristen Kaighn to discover:
- Best practices in testing across multiple channels
- How to use digital behaviors to personalize the customer journey
- Real-life examples of driving value of customer engagement
Growth with Account-Based Marketing:The Story of SchoolDudeMarketo
This presentation shows how SchoolDude, the nation's leading education platform of cloud solutions for schools and universities, dramatically grew their marketing outreach and substantially improved their overall marketing ROI with Account-Based Marketing.
Here at Marketo, we’ve constantly got a slew of pipeline building, revenue generating, engagement cultivating marketing programs running. All to different audiences through different channels and with varying metrics to reach.
Watch our team of Analytics Aces reveal the secrets to reporting on the metrics that prove marketing’s impact.
Feeding Hungry Reps: Scaling Inbound Lead Flow to Satisfy SalesMarketo
Where does one begin when the company grows and scaling marketing programs becomes a necessary task? Hear how Marketo Customer, Hortonworks, started at the top and worked their way down to scale inbound marketing programs.
Managing Changes in Your Marketing OrganizationMarketo
These days, it's table stakes to implement digital tools to better engage with customers, but figuring out how to take full advantage of the technology and structure your team are a different matter altogether.
Check out this presentation by Marketo expert Shyna Zhang for an overview on how to make comprehensive digital marketing changes that positively affect your enterprise team.
Attend this exciting webinar to discover:
- The unique challenges of enterprise-level marketers
- How to make the case for marketing software and guide the change management process
- Tactics for optimizing your team's structure
Targeting Your Social Ads: Facebook Remarketing and Marketo PersonalizationMarketo
If you're looking to double your click-thru rate and simultaneously lower ad spend, look no further! Marketo has joined forces with Facebook to give you the ability to append Marketo firmographic and persona data to your Custom Audiences to execute relevant remarketing efforts!
Guide Prospects Through the Buying Journey with Marketing AutomationMarketo
So, you've heard the buzz around marketing automation and how it can help optimize your marketing efforts. But have you seen it in action? Join this session with Michael Berger, Director of Product Marketing at Marketo, as he gives an up-close and exciting look into how Marketo’s Customer Engagement Platform helps marketers take potential buyers by the hand and guides them smoothly across their buying journey in a highly-personalized and relevant way.
Pocket Your Key Targets with Account Based MarketingMarketo
Similar to a game of pool, account-based marketing (ABM), is about technique, strategy, and sinking the targets you're after. Watch this on-demand webinar to discover how ABM can help you target key accounts and get the desired results with the right technique.
Join Marketo's own Rick Siegfried as he guides you through the epic journey to a fully aligned marketing organization. He'll lead you through:
- Building programs optimized for Calendar
- Creating a digestable naming convention for the whole team
- Personalized views to focus on what matters to you
- Leveraging Calendar HD for high-level and in-the-weeds meetings
5 Critical Steps to Account-Based MarketingMarketo
Check out our webinar as part of Uberflip’s ABM Hacks series, where Marketo’s Charm Bianchini, Senior Director of Enterprise Marketing, and Uberflip will share their secrets for improving the results from your account-based marketing efforts. Whether you're a seasoned ABM user or embarking on your first ABM campaign, you’ll learn the tips and tricks you need to improve the effectiveness of your ABM tactics.
Account-Based Marketing: Scaling B2B’s New Strategy with Marketo & LatticeMarketo
In this presentation deck, you'll learn how your organization can:
- Accelerate sales with deep insights using account-based marketing
- Launch a strategy targeting high-value accounts to scale
- Leverage data to personalize web content for anonymous visitors
- Gather best practices from a customer case study on how to increase conversions and accelerate deals with the Lattice Predictive Marketing Platform and Marketo
Improve Sales and Marketing Collaboration with ABMMarketo
As 97% of marketers achieved higher ROI with account-based marketing than with any other marketing initiatives,* ABM is no longer a nice-to-have, but a critical component of every marketer’s toolbox. By leveraging the latest ABM technologies marketers can help grow revenue, strengthen connections between marketing and sales, and enhance interactions with customers and prospects.
Join our guest Mary Shea, Principal Analyst at Forrester Research, and Marketo’s Mike Telem, VP of Product Marketing, to discover what ABM techniques companies are leveraging to improve sales/marketing alignment—and boost revenue.
We’re going back to the basics. Join Mike Tomita, Director of Online Marketing at Marketo, for this short, easy-to-digest, and actionable 15-minute webinar to learn the fundamentals of digital marketing. We'll define the acronyms, translate the buzzwords, and give you the foundation you need to understand and implement an effective digital marketing strategy.
You'll learn:
- How digital marketing fits into your marketing mix
- Best practices for getting started and optimizing your programs
- Pitfalls, perils, and how to avoid them
Web Personalization - A Must for Your 2017 Marketing PlansMarketo
Marketers have already learned personalized content is essential to increasing engagement levels across key accounts. As you finalize 2017 planning, how will you successfully deliver the right message to the right buyer? Learn how Marketo Web Personalization can optimize marketing efforts, and maximize website and content ROI in the New Year.
As a marketer you know not all leads are the same. With the dollars you have to spend, it is critical to attract and market to buyers that will be the best fit for your business and not waste money on accounts that have low return or ultimately churn. Account-based marketing is a useful strategy that will help you achieve the right business outcomes by targeting specific high-yield accounts. But how do you get started and what really matters?
Check out this slide deck to get insights into the essentials of account-based marketing.
3 Powerful Marketing and Sales Alignment Strategies for Successful Business O...Marketo
Feel like you know Marketing and Sales alignment is important, but your organization just isn't quite nailing it yet? Join Heidi Bullock, GVP of Global Marketing at Marketo, to learn proven, practical tips for how to make it work and make it last. We will cover how you can leverage technology (like marketing automation), vetted processes, and other tips to help your teams work together more effectively and efficiently.
Social Media: The Rising Star for Your Digital Marketing StrategyMarketo
It's finally happened, social media has grown up and sold out. And it's awesome. For digital marketers, the maturing advertising options on social networks have created a huge opportunity to reach and engage audiences in a way that has never been possible. Tune into this webinar to learn how social media fits into your digital marketing strategy, what advertising options are available, how to reach your target audience, how to measure your results, and what you'll need to be successful.
Optimize Your Funnel with Account-Based MarketingMarketo
What's proven to improve ROI and successfully convert high-profile accounts? Account-Based Marketing! View these slides to learn how Web Account Targeting can optimize your funnel and help you go after the deals you want.
8 Biggest Mistakes Account-Based Marketers Make and How to Avoid ThemMarketo
Whether you’re new to account-based marketing (ABM) or a seasoned professional, there are a few big mistakes that you have probably made in the past, might be making now, and could make in the future. Join Joe Paone, Sr. SMB Marketing Manager and Vyoma Kapur, Sr. Enterprise Marketing Manager at Marketo, for this webinar as they discuss the top eight account-based marketing mistakes—from account selection, to setting a strategy, to measurement—and how you can avoid them.
You’ll learn:
How to select the right accounts
Why a cross-channel strategy can’t be ignored
What metrics are true indicators of success for your stakeholders
Account-Based Marketing - Your Perfect Match Across ChannelsMarketo
Account-Based Marketing (ABM) is about focusing marketing efforts on high-yield, strategic accounts. How do you reach these accounts – on what channels and with what strategy? View these slides for tips on implementing multi-channel ABM, and listening, responding and engaging with key accounts wherever they are, with authenticity.
Change the Face of B2C Marketing with PersonalizationMarketo
The face of B2C marketing is inevitably changing and personalized content is more relevant than ever. With so much noise, it's time to listen, engage, and successfully supply your potential buyers with relevant and personalized content.
Account-Based Marketing: Target Key Accounts and Drive RevenueMarketo
What if you could replicate the success of your revenue generating accounts? What if you could ten identify similar accounts that will out-perform the rest? That's the power of account-based marketing. Join this webinar to discover how to boost marketing ROI by identifying and engaging target accounts with personalized content, messaging, and calls to action across web, mobile, and display advertising.
Mike Telem and David Myers will help you:
- Identify and target revenue-generating accounts based on verticals, company size, and named account lists
- Engage target accounts with personalized content to accelerate them through the funnel
- Analyze how effectively your marketing programs (paid, social, email, content) are driving engagement with target accounts
- Align sales and marketing to drive deals everyone will be talking about
Marketo Revenue Cycle Model and Lead Lifecycle How ToJosh Hill
Join Marketo experts Josh Hill and Jeff Coveney to learn how to design and implement a Marketo Revenue Cycle Model and gain visibility into your sales funnel metrics.
See the video here: http://summit.marketo.com/2015/sessions/the-tale-of-two-lifecycles-simplify-your-funnel-analysis/
Organisations that thrive are putting their customers in the driving seat, delivering greater value and ensuring an easy, delightful customer experience, leading to an expanding and loyal customer base and improved, continuous profits.
Modern Selling + Modern Learning = Sales GrowthMike Kunkle
These are the slides from my 7/17/2019 SMMConnect.com webinar. You can watch the webinar for free at https://www.smmconnect.com/events/1617?gref=mikek for registering (also free) for the SMMConnect.com website.
Acquire More Clients with Marketing AutomationMarketo
For too long, financial services marketing departments have been seen as a cost center. It’s time to prove—and improve—marketing’s contribution to the bottom line using marketing automation and metrics that matter. Watch Joe Paone, Director of Marketing at Marketo, as we discuss how segmentation strategies, behavior scoring, and marketing analytics can help you prove ROI on marketing programs and acquire more clients.
HeroConf: Taking a Full Funnel Approach to Digital MarketingAmy Bishop
Diving into a market-centric, multi-channel, full funnel approach to digital marketing. Continue the buyer's progression by creating solution-oriented paths delivered through multiple channels in synchrony. Leverage multiple attribution models to track performance and make decisions.
Brand building workshop exploring the relationship between search, strategy and branding, including exercises for workshop. Presented to the Texas CEO Magazine Boot Camp Saturday, September 17, 2016.
SLS07. Buying Has Changed: Sellers Have NotSalesLoft
Today’s buyer has evolved. They leverage data to be more empowered than ever. Mark Roberge discusses how we, as sales leaders, must also evolve - particularly around talent, enablement, and compensation.
Top Takeaways:
. Data has changed the way we sell
. The old rep may not be able to climb the change curve
. Changes in hiring, training, and compensation plans drive the right behavior
Power point presentation on why i decided to choose certification program in E commerce and Digital Marketing and giving the Information of where to join
Who Owns Social Selling? Bridging the Divide Between Sales &MarketingKrishna Zulkarnain
Digital disruption has revolutionized the sales and marketing landscape--72% of buyers use social media to research before making a purchase, and 81% of buyers are more likely to engage with a strong professional brand. To reach buyers, sales and marketing teams must align themselves to create a compelling social media presence.
ASAE Lunch Learning Webinar: the digital black box using technology to bring ...HighRoad Solution
Have disconnects between what the marketing or communications team is doing and how the registrations, product purchases and certification course enrollments are showing up? Follow a standard 4-send email sequence before every event? Want to understand which sources are really referring you web traffic so that you can understand where leads originate? If so, you’re not alone! This webinar will expose marketing automation as a tool that can shed light on how individuals are interacting with all of your digital touchpoints—web, email, social and more—so that you can understand buying signals.
This is the deck from the Marketing Automation breakout session from the Becoming a Customer Company event on July 17th, 2013. For more information, please head to magnet360.com
The Truth About the Field Sales to Inside Sales Migration TrendVelocify
As featured in Harvard Business Review: Over the past several years, there has been strong anecdotal evidence to suggest that many sales organizations are increasing the size of their inside sales teams at the expense of their field sales organizations. Velocify commissioned Steve W. Martin, noted sales expert, college professor and contributor to Harvard Business Review to learn how extensive the migration is to inside sales and the reasons organizations are making the move.
In “The Trend Changing the Sales Landscape” whitepaper, you will learn:
- The magnitude of the shift to inside sales
- Factors driving the shift
- Most common challenges faced by sales leaders and how different sales models can help overcome those challenges
- Potential obstacles to successfully starting a new inside sales team
Discover the truth about the field to inside sales migration.
Paid Social Advertising: Now, Next and What Works BestR2integrated
This year r2i was proud to co-host a presentation with Adobe at the Seattle Interactive Conference (SIC). R2i's Page Sands and Monica Lay, Senior Product Marketing Manager at Adobe, led a discussion on paid social advertising.
Presentation: Paid Social Advertising: Now, Next and What Works Best
With the drop-off in organic social engagement between brands and customers, the value of paid advertising has come full circle and is a critical component of a scalable social marketing strategy to reach targeted audiences and make an impact. This session reviews the current landscape of paid social media on the leading social channels, why brands need paid media to reach a target audience and how they can use specific targeting, budgeting and forecasting tools to optimize social media campaigns.
- How to leverage the right mix of paid social channels based on audience and objectives
- How to navigate the various targeting options on the leading social platforms
- How to engage audiences using different content-types
- How to use the right metrics to know if your campaigns are working
- How to optimize campaign performance to get real business results
Similar to How to Deliver Unforgettable Buyer Journeys (20)
The overall benchmark for the online customer experience has risen dramatically. Businesses are faced with new challenges and will need to experiment with a variety of channels, deploy their budget strategically, and continue to analyze what is working for them. How can you grow your businesses in this busy market? You will need to level up your marketing game.
You’ll learn:
-Tips for personalizing your customer journey
-How to coordinate a cross-channel strategy
-Ways to analyze what’s working in order to grow your business
Industry Success: Bring Your Content and Demand Generation Teams TogetherMarketo
How can marketing teams stand out in the digital world that is oversaturated with content, emails, and virtual events? One of the ways to achieve efficiency and success is to bring the content, demand generation, and industry teams together to ensure close collaboration.
You'll learn:
-How to approach content strategy design with demand in mind
-What makes the partnership between content and industry teams so valuable
-Why joining the forces enables powerful customer journeys
Customer-First: Embedding Experience Design in Your GTM StrategyMarketo
Customers are the lifeblood of every business, but how many companies can say that they truly have a customer-centric go-to-market strategy? With so many touchpoints in a customer’s lifecycle, there are innumerable ways to misstep and think about what makes sense for your company instead of who your company serves.
Are you segmenting in ways that make sense for your audience? Are you creating marketing events and programs that bring the right types of customers together? When you speak to your audience, are you speaking in their language?
You'll learn:
-Dos and Don’ts of account segmentation
-Creative ways to think through programs and activities
-How to connect with your customers in meaningful ways
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionMarketo
Every marketing team faces the challenge of proving direct impact to the bottom line, but it’s no longer enough to show email metrics or the number of leads generated. In order for marketing to earn its seat at the table, the C-suite needs to know how it translates to revenue for the business.
You'll learn:
-Why attribution is essential to modern marketing teams
-How to establish marketing KPIs that align with business objectives
-How to think like the C-suite in your marketing strategy and reporting
Prove and Improve Your Marketing Impact in 2021Marketo
Many marketing teams are starting 2021 with limited resources, so it is more important than ever before to make your marketing dollars count and consistently optimize your marketing strategy. Fortunately, we have an expert who can help set you up on the right path.
Watch our webinar, Prove and Improve Your Marketing Impact in 2021. Featured speaker Matt Erstad, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale this year.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
What's in Store for Marketing Operations in 2021Marketo
As businesses pivot their strategies and start to incorporate new technologies into the mix this year, marketing operations is becoming even more crucial when it comes to keeping the leads flowing and the ROI growing.
Watch Alex Fleming, Head of Marketing Operations, Adobe Experience Cloud, present his webinar: What's in Store for Marketing Operations in 2021.
In this webinar, you'll learn:
-Tips and best practices on how to integrate new technologies into your mix
-Predictions about what's yet to come in marketing operations this year
-How to prioritize and structure your team for success
How to Bring Sales and Marketing Together in 2021Marketo
Marketing and sales have traditionally gone head-to-head. But as we jump into a new year, it’s more important than ever that these two teams come together.
Watch Sam Gong, BDR Director, Adobe Experience Cloud, for his webinar: How to Bring Sales and Marketing Together in 2021.
In this webinar, you'll learn:
• How to create your all-star team
• Tips to drive better results for your business in 2021
• How to bring sales and marketing together in the new year
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
An ever-changing environment can shift business priorities in an instant, but one thing remains the same — demand generation has a significant impact on the bottom line.
So, what happens in 2021? And how can we prepare?
In this webinar, you'll learn:
• How to achieve growth with limited resources
• Why and how intent data can be a core part of your strategy
• Simple tactics and optimization techniques to move the needle
Field Marketing in the New Year: Preparing and Planning Events in 2021Marketo
Field marketers have been forced to think outside the box this year as events moved from in-person to digital.
So, what happens in 2021? And how can we prepare?
Join Caroline Hull, Director of Commercial Field and Partner Marketing, Adobe Experience Cloud, for her webinar: Field Marketing in the New Year: Preparing and Planning Events in 2021.
In this webinar, you'll learn:
• How event marketing has changed drastically over the past year
• The silver lining to the sudden chaos
• How to start planning for your virtual events in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Marketo
2020 has completely shifted the digital advertising space. Fortunately, digital marketers are pretty experienced at adapting to change.
But as adaptable as you may be, it never hurts to get ahead!
Join Paulo Martins, Head of Global Digital Marketing, Commercial – Adobe Digital Experience, for his webinar: Scroll-Stopping Digital Ads: Planning for Success in 2021.
In this webinar, you'll learn:
• Predictions on what's to come in the digital marketing space in 2021
• Tips and advice on how you can prepare and plan campaigns for the new year
• Which digital trends to keep your eyes on
The New Age of Marketing: Predicting, Planning and Prepping for 2021Marketo
It’s about time we start wrapping up 2020! Even though everyone wants this year to finally be over, when it comes to planning for 2021, we need to be real. There are tons of valuable takeaways and lessons we need to take with us if we want to be sure that 2021 is as successful as possible.
We want to help make 2021 an amazing year! Watch Michael Madden, Director of Commercial Demand Generation, Adobe Experience Cloud for his webinar: The New Age of Marketing: Predicting, Planning, and Prepping for 2021.
In this webinar, you'll learn:
• Which key takeaways from 2020 we should keep in mind going forward
• Essential planning tools for the new year
• Tips on how you can prepare to be successful in 2021
Future Proof: How to Create a Lead Scoring Model That ScalesMarketo
With the right lead scoring model in place, you and your team are able to make the most out of every lead that enters your pipeline.
Kylie Alexander, Marketing Operations Manager at Adobe, covers how you can create a lead scoring model that will scale with your business.
You'll learn:
-How to partner with the right stakeholders to make decisions that are aligned across the business
-Lessons the Marketo Engage operations team has learned so you don't make the same mistakes
-How to plan for a scoring model that will scale
Um die digitalen Erlebnisse zu ermöglichen, die den immer komplexeren Bedürfnissen der Käufer gerecht werden und das Wachstum vorantreiben, brauchst du vorausschauende Lösungen. Hört von Kathrin Thorburn, Solution Consultant von Marketo Engage, die neuesten Innovationen von Marketo Engage informiert euch über all die aufregenden neuen Produktfunktionen, die jetzt verfügbar sind, sowie die, die später in diesem Jahr auf euch zukommen.
Lerne mehr über die Marketo Roadmap Themen und welche Innovationen damit verbunden sind.
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketo
Marketing goals are lofty and it often takes a lot of hands on deck to make them happen. But what if you don’t have enough hands? Or budget? Or time?
Join our Commercial Demand Generation team for their webinar, Marketing Through the Funnel: Tips for Small Yet Powerful Teams, to learn how they overcame these common marketing barriers and get some tips for how small teams can scale their efforts throughout the marketing funnel.
You'll learn:
-What mix of channels will help you see the most results
-How marketing automation helps small teams scale
-How to structure small teams in order to get the most done
Marketing Attribution: The Journey from Cost Center to Cash CowMarketo
Featured speaker Andy Schneider, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
The Total Economic Impact of Marketo EngageMarketo
In this webinar, you'll hear from a top marketing analyst on how the world of marketing is changing and why investment is crucial. Next, we’ll share the results of a recent ROI study commissioned by Adobe and conducted by Forrester Consulting, an independent research firm. This study quantifies the value of Marketo Engage, based on interviews with real customers. Finally, you'll hear from a Marketo Engage customer to hear her personal story of driving martech investments, transformation and value at her company.
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Marketo
Artificial intelligence has demonstrated that it has powerful potential across many industries. According to reports, however, most marketers don't realize that AI and Machine Learning can be used to dramatically streamline and scale marketing efforts.
Marketo Engage makes it simple and seamless to implement AI in your predictive marketing strategy.
Watch as Alexandra Quick (Product Marketing Manager at Adobe) and Badsah Mukherji (Senior Manager, Marketo Engage Product Management at Adobe) share their insights around Artificial Intelligence and the many ways your team can put it to work within Marketo Engage.
Generating a custom Ruby SDK for your web service or Rails API using Smithyg2nightmarescribd
Have you ever wanted a Ruby client API to communicate with your web service? Smithy is a protocol-agnostic language for defining services and SDKs. Smithy Ruby is an implementation of Smithy that generates a Ruby SDK using a Smithy model. In this talk, we will explore Smithy and Smithy Ruby to learn how to generate custom feature-rich SDKs that can communicate with any web service, such as a Rails JSON API.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
3. • This webinar is being recorded! Slides and recording will
be sent to you after the webinar concludes.
• Have a question? Chat in bottom right and we’ll try and
get to your questions after the webinar.
• Posting to social? Use our hashtag - #mktgnation
Housekeeping
5. The buyer journey is a process that follows a buyer’s
progression that is discovered through a company’s
research and the customer’s decision process for
purchase.
http://www.conductor.com/learning-center/what-is-the-
buyers-journey/
Buyer Journey?
13. Engage with your customers:
#1 – As Individuals
#2 – Based On What They Do
#3 – Continuously Over Time
#4 – Directed Towards An Outcome
#5 – Everywhere They Are
33. Example – Everywhere they are
4MM unique blog visitors
every month 100MM
emails sent
per month >15MM marketing
subscriber users
34. Conclusion
Don’t guess, just ask Understand and Respond
Don’t batch, trigger
Don’t educate, promote
Go beyond vanity metrics Analytics Mix
Don’t pick, let them choose Cross-Channel Views
Customer Nurture
Personalization
35. Checklist for marketing automation solutions that will help
you market across your buyer journeys:
If you are looking into marketing automation……
Mobile Campaign Capability
A/B and Multivariate Testing
Segment Targeting
Personalization
Coordinated Cross-Channel Campaigns
Listening to Key Behaviors
Multi-Channel Automated Nurture
Hi Everyone and thanks for joining us today on how to deliver unforgettable buyer journeys. I am lizzy and I will be joined by my colleague, Mike today. And we both find this topic of buyer journeys fascinating. And it is amazing how effective personalizing communication and engaging with your audience based on their own specific buyer journey can do for your results. The hard part is figuring out what your buyers actually want and how to implement campaigns to get them where you want.
I wanted to quickly introduce us before we get going:
My name is Lizzy Funk and my colleague is Mike Madden – we are both on the demand generation team at Marketo running a slue of programs. We also focus on a lot on how we can segment our audience based on who they are and what they do to increase engagement.
And with that let’s get going!
So no matter what type of marketing you are in – the goal for every marketer is the same – we all want to acquire new customers, build personalized relationships with them over time, grow their customer value and turn them into brand advocates. Don’t you wish it was that easy though? Yeah, me too.
But it isn’t – and marketing has changed so much recently and it will continue to change at a crazy rate. So us as marketers need to keep up with the trends and really understand our new and prospective customers. If we know our customers in and out – we can own their buyer journey. And owning the buyer journey will help increase everything – from acquiring more customer, to growing your customer lifetime value, to building loyalty and brand advocates and beyond – which will ultimately increase ROI for your team.
But first, let’s define what a buyer journey is: In laymen’s terms it means understanding your customer’s buying decisions process so you can tailor your content and programs to match each person interest and needs
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The buyer today is very different from yesterday’s buyer.
Think about how to buy a car:
Back in the day – to buy a car, you just go to the car lot, talk to a bunch of sales people, test drive some cars, and then leave with a new cars!
And today – that is not how it works, I will give you the example I had when I bought my new car recently. When I decided I wanted a new car, I immediately narrowed my search down knowing I wanted a smaller car, with good gas mileage that was safe – no SUVs for me! If it was back in the 50’s my next step was to the car lot. But before I did that, I did my online research, checked consumer reports, reviews, etc… At that point I narrowed down my list quite a bit. And then I went to my family and friends – I asked around on what people thought about the cars I was interested in. I wanted to hear if any of them had experience with the cars I wanted to purchase and see what they thought. Honestly their opinions were more valuable to me than my online research – so I actually changed my list after talking to them. Once I narrowed it down even more, I finally headed to the car lot. I already knew which car I was leaning towards. I just wanted confirmation at the car lot.
So this is showing how different it is today. My decision on which car I wanted was almost made before I went to the car lot.
And knowing these shifts and how to adapt is incredibly important to marketing. Volkswagen knows that I was interested, so they showered me with personalized ads, retargeting, targeted offers, etc… This online, personal experience helped me keep VW top of mind. It is such a different way of marketing – from billboards and bus bench signs to personalized retargeting digital ads, etc…
So why this change in buyer journeys?
There are two main reasons for this shift.
The first is new technology – with the surge of the internet and other new technologies, we are now able to collect a ton of more data on our customers based on what they do and who they are and then we are able to use that data to personalize offers to our customers.
The other main reason is us – us being customers – we are no longer passive, not doing our research before buying. We know so much more than we did before making a purchasing decision. We are empowered, we feel that company’s owe us a personalized experience in order to get our business.
This new reality creates a shift in marketing from talking at people to engaging with them in order to build personalized and life long relationships with them.
So why is this important? Well in today’s society marketing’s goal is to target the Right person right channel right time right device
But why should we do this?
By Increasing engagement, you therefore are increasing your influence on your customer’s decision
Expectations of consumers is high
You have a lot of information – use it! It’s a Two-way communication
Make your brand ‘unforgettable’ – be top of mind at the moment they are making a decision
Don’t believe me?
Almost three quarters of online consumers get frustrated with websites when content like offers, ads, and promotions are irrelevant to their interests.
By providing a more personalized experience, you’ll find people stay on your website longer, download more offers and purchase more products. Using demographic and behavioral data to customize web and mobile experiences, marketers can drive up to a 30% increase in conversion rates.
(Source: Janrain & Harris Interactive)
What does a buyer journey even look like?
Here are some examples of buyer journeys you can use, based on your company
At a high level, buyers first engage with the brand, learn about, evaluate different options and then hopefully buy your product or service.
As they start using your product, you as marketers, want to make their experience successful so that they come back for more and overtime you can grow their customer lifetime value.
If you make their experience with your brand and product successful, they will trust your brand and hopefully share that positive experience with their network. If you as a brand continue to provide value to them in terms of useful information and positive experience with the product, over time, you could grow them into your brand advocates so that they can help do your marketing for you.
And how do you establish these? It is actually up to your audience – what are they telling you? And how can you align your business goals to what your customers are saying and want from you?
I want to also point out that these journeys are not linear.
They are circular – which means the work is never done for you as a marketer
RULE #1: Engage with your audience AS INDIVUALS
This means you need to tailor everything you send your audience – digital ads, emails, etc… - based on who your audience is and what they do.
But you might be asking – how do you get that information? A tip I can give you is don’t guess, just ask.
For things you can't detect, don’t’ be afraid to ask!
Can’t ask them 30 things, but even 1 will help you
And if it’s a considered purchase where someone is likely to come back to your site repeatedly before buying, use progressive profiling to ask deeper & deeper questions, so you’re always learning more
In this example – payoff is doing a quiz to help you find out more about your finances. And in turn payoff is getting data on you to help personalize campaigns.
My colleague shared this with me and she said she filled out the quiz and then left the site – even after they left, they were targeted with retargeting based on what they answered.
So what are different questions you can ask? And how can you segment?
You must first establish how are you going to segment your customers. By creating a personalized journey, you need to segment your customers into different buckets to provide each bucket a personalized journey to your desired outcome. Basic segmentation can be separated into two different buckets – behavioral - based on what they have done and demographic – based on who they are.
Here are some examples of how you can personalize based on behaviors:
Lifecycle Stage – first time web site visitor? first time buyer? Repeat buyer? Loyal customer?
Engagement – visited website? added item to cart? attended event? Clicked a link on an email?
Activity – when is the last purchase the person made?
Non-activity – hasn’t been to your website in x amount of days?
And finally demographics.
Are you going to segment your database or change your content based on how old are they. Will you audience – no matter the age appreciate the same offer? When you are marketing a vacation – your older audience is probably going for a different reason than your younger audience. This should be reflected in how you approach them
Same with location. If you are having a location-based deal or store opening – you can segment your audience based on where they are (proximity to location).
For gender, you can tailor your offers and language based on males and females. For example, in retail, I am going to prefer to see ads that have women’s shoes, not mens shoes.
Another way to segment is based on interest. For a car company, such as toyota – I might be interested in the prius by visiting the pricing page for the prius. By telling toyota I am interested in a prius, I want to be marketed to about the prius, not the highlander.
And finally a fun way to market is by birthday. Sending personalized birthday offers to your audience is a great way to personally engage with them.
Now that we know where to personalize and how we can personalize, let’s get into some examples.
Rule #2 – Engage with your audience BASED on what they do
This means watching what your customers/audience are doing and act on that.
A trick for this is focus on trigger emails and move away from batch emails.
See example
marketers need to make a shift from engaging people based on just who they are (demographic) to actually what they do (behavior driven).
What people do and don’t do
What webpages are they looking at / not looking at
What emails are they opening or clicking / not opening
What actions are they taking / not taking
Personalizing these offers is also incredibly important -
40% of consumers buy more from retailers who personalize the shopping experience across channels. (Source: MyBuys)
That means when Amazon sends me suggestions for products based on my interests and suggesting what I might like, I’m much more likely to spend my money with them.
We are going to go over four ways you can personalize with your audience.
First, let’s discuss where you can personalize on the different channels you might use.
Web Personalization – this includes your own website
Email Personalization – personalizing the content and even the layout for your audience
Ads – personalizing the ads your consumers see on facebook or even through retargeting with google
Mobile – if you audience is on mobile (chances they are), you can use this channel to personalize content they see on their mobile device
The first and probably one of the most important places you can personalize is on your website. No matter what your industry – whether it is retail, travel, ecommerce, financial services, etc… or what your marketing looks like, you most likely have a website. Even if you aren’t doing email, paid search, social, etc – you probably still have a website. Personalization on your website is a great place to start.
At Marketo, our website is one of the highest converting sources for our customers. By personalizing the experience for our customers on our website, this will help increase engagement and conversions. It can also help speed up the customer lifecycle. By suggesting relevant content or items to buy based on the interest of your buyer, you are more likely to convert them faster.
Amazon does an amazing job of personalization on their website. Here is a screen shot of my home page. At the top, it shows the status of my recent order. Then it shows me my recent orders – offering me to look at items similar to what I bought in the past. And finally, it is showing me a list of books. I mostly buy nail polish and books on Amazon, so they are doing a great job of marketing these two items right when I go to Amazon. I am much more likely to consider buying these items because it feels like Amazon knows me and is listening to me based on my previous purchases and responding by giving me very accurate suggestions.
Fortunately, personalizing your website doesn’t have to be hard. There are tools out there with marketing automation that can make these types of personalization really easy for marketers.
In this example we are segmenting by age, but you can also think about it based on motivations.
Each age group has different preferences when it comes to going on a vacation even if they are all going to the same place.
For the younger crowd, they might be interested in the spring break activities and adventures.
For the middle aged group, they are more interested in family vacations and adventures you can go on with kids.
And finally for the older generation, they could be more interested in relaxation.
Though all three of these groups are getting the same offer – the reasoning behind the offer is different and you can use dynamic content to build these out and segment your database.
You can also personalize by tokens
Design mobile app notifications – either push notifications or in-app messages – that can provide timely and personalized messages or offers for your customers.
You can deliver these messages based on the actions your customers take inside your app or on other channels. ensuring customer engagement
You can also personalize the cross-channel campaigns that respond to your customer’s actions. For example, send a push notification to someone who hasn’t opened your email or deliver an in-app notification to someone after they’ve been to your website
New Rule #3 Engaging with your audience continuously over time – not just once
Marketers need to shift from point in time campaigns to continuous conversations that unfold over the customer’s lifecycle.
Campaigns are disconnected puzzle pieces – and therefore never form any kind of cohesive thread or picture – to communications that form a continuous relationship that gets deeper and deeper over time.
Traditionally marketers have been focused a lot on the transaction – helping close the deal with the consumer. But the end of the transaction is the beginning of a long-term, durable relationship with a consumer.
And brands that win engage people early and engage them over time continuously in a personalized way; this is critical in a world where a consumer has lots of choice and the switching costs are low.
Our customer Palace Sports and Entertainment is an NBA Franchise, with the Detroit Pistons, as well as two concert venues in Detroit—the DTE and Meadowbrook Amphitheater. In the institution that is the NBA, PS&E wants to create customers for life and when they were looking for a partner, they wanted someone that shared their same philosophy about how to develop life-long relationships with consumers.
With Marketo their communications to different membership lifestyles and segmentations to personalize the customer experience, and engaging ticket holders at the right time. Before their plan is set to expire they can capture them for the next season – following up with ticket members is core to their business, now seeing 90% renewal rates.
Rule 4: Engage with your customers directed towards an outcome.
Think what is your goal – and what offers can you provide based on what your goal is?
A tip here is - Define various stages of the journey. Measure what matters, not just vanity metrics.
Map out your customer stages. Journeys are dynamic – you have to shepherd them
Big takeaway: Measure against that goal – get away from vanity metrics (opens/clicks)
Curves – Measures the number of in-person appointments that start online; always addressing where people fall out of the process
CURVES WINS 2X DIGITAL CONVERSION WITH MARKETO
“We used to get open rates and click through rates on emails. Period. We were averaging 50% completion rate on our website appointment form. With Marketo, we identified where people were exiting most often, made two creative changes and increased completion to 93%. Information that was impossible to get to before Marketo can now be found in a couple of clicks of a button. That’s agile marketing.”
Jacob Stark, Director, Digital Strategy, Curves International, Inc.
Highlights
With Marketo, Curves:
• Website conversion increased 2X
• Funnel conversion increased 2X from 5% to 10%
• Increase from 50% to 93% completion for those who begin the appointment form process
Challenges
Curves International, Inc. is the largest fitness club chain in the world for women and is famous for its fitness program, a 30-minute circuit with a Coach that works every major muscle group with strength training, cardio and stretching. Prior to Marketo, Curves used a third party for their digital marketing efforts; the third party, in turn, utilized an email service provider. With so much distance between Curves and marketing programs, obtaining results was slow. The many steps required made launching programs inefficient and cumbersome. For reporting, Curves only received an email with the open rate and click-rate numbers. There was no visibility into their funnel and no ability to understand what was and wasn’t working until after a program was over.
When Curves was acquired by an equity firm, the leadership recognized the need for a broad and cohesive digital strategy to grow the business and, in particular, to reach the younger demographic. Curves chose Marketo not just for its superior marketing automation platform but also for Marketo’s leadership in the marketplace. “Marketo is not just a marketing software,” says Jacob Stark, Director of Digital Strategy for Curves International. “They are the thought leader in marketing. Marketing automation is in its infancy and we wanted to be with the company who is innovating marketing automation, bringing it into the B2C world and building its future.”
Solution
To break down the silos that had characterized marketing, Curves has made Marketo the organization’s central hub for marketing. Curves now has complete insight into their customer base and digital audience, enabling them to customize messaging to be more effective. With Marketo landing pages, Curves tracks exactly how customers interact with the company. Marketo also plays a star role in Curves’ appointment funnel. The webform adds the lead to the database and automatically triggers the next steps--a thank you page as well as a customized map of local Curves locations based on the customer’s zip code. While behind the scenes, Marketo keeps the database clean by automatically checking for duplicates.
Previously, Curves could only segment mailings by two categories: member or non-member. Now, Curves can send communications by any number of different factors--membership type, classes attended, lead source, demographic, geography and more. Messages can be sent to members who haven’t worked out for a certain period of time or when the weather has been especially cold in a certain region, Curves can tailor their messaging to encourage members in that location to get back to the gym. Curves also has plans in the future to implement campaigns directed at B2B opportunities such as corporate wellness and franchise sales. Marketo’s robust reporting gives Curves analytics on their entire digital marketing effort.
Benefits
The results are just astounding. Curves website conversion is up more than 100% since implementing Marketo, from 1.5% to 3.2%. Total funnel conversion--paid and organic--was 5% previously--- now 10%. Now, conversion rates are up at 10% for their Curves Fitness product and 17% for Curves Complete. Email open rate is up from 18% to 34% while click through rate has increased from 19% to 32%. Already this year, Curves’ year-to-date appointments have seen a 142% increase. Curves non-branded, organic traffic is also up by 56%.
“We used to get open rates and click through rates on emails. Period. We were averaging 50% completion rate on our website appointment form. With Marketo, we identified where people were exiting most often, made two creative changes and increased completion to 93%. Information that was impossible to get to before Marketo can now be found in a couple of clicks of a button. That’s agile marketing. “says Stark.
Rule 5: Engage with your audience everywhere they are
People aren’t single channel anymore
They are everywhere – 36% of us brands have people interacting with them in 3 or more channels.
They demand a consistent experience across these channels.
And we marketers need to graduate from siloed communications to integrated, multi-channel engagement that actually shows someone that you know who they are and that you are listening to them
A tip for you – don’t pick the channel you think they are on – let your audience choose.
Let’s take mobile as an example…
And 4 out of 5 (79%) of smartphone users check their phones within the first 15 minutes of waking up. 44% of cellphone owners sleep with their phones next to their beds. God forbid they miss a single call, a text message or an update!
And over 50% of emails are now opened on mobile. So you HAVE to incorporate mobile across all touchpoints
Apps: As average smartphone user, spends 127 minutes a day in apps and has an average of 65 apps installed!!
It’s a crowded market and the challenge is that it’s really hard to drive mobile engagement – Most apps that people download are used 3 times or less EVER
Big point: Coordinate your messages across channels so they reinforce each other
Engage people everywhere they are. Used to be that, as marketers, we had to deal with 1-2 channels. Now our buyers are everywhere – 36% of companies have people interacting with them in 3 or more channels. And they demand a consistent experience across these channels.
And we marketers need to graduate from siloed communications to integrated, multi-channel engagement that actually shows someone that you know who they are and that you are listening to them.
Can’t be mobile only – even if you’re an app company. Behaviors across channels to engage across channels (App, Web, Blog)
MyFitnessPal’s health and fitness apps help people set and achieve personalized health goals by tracking their nutrition and physical activity. More than 65 million people have used MyFitnessPal to achieve and maintain a healthier and happier lifestyle. With a database of over 4 million foods, integrations with top fitness technology partners and the largest health community in the world, MyFitnessPal is the leading health and fitness tool worldwide.
However, with such a large user base, MyFitnessPal was challenged with effectively engaging a wide variety of people across digital channels. Although the company had 15 million people in their database for marketing and content emails in 2013, MyFitnessPal sent only 4 emails during the year. Additionally, MyFitnessPal wanted to engage more people with the quality content on their blog, “Hello Healthy.”
MyFitnessPal recognized the need for a solution to help them develop their cross-channel communication and lifecycle marketing programs. By leveraging Marketo to be everywhere their subscribers are – they’ve significantly grown their blog traffic to 4 million unique visitors every month and have much higher engagement with users inside their app!
MyFitnessPal Leverages Marketo to Engage 65 Million Users
Highlights
4 million unique visitors to blog each month
Quickly ramped to sending 100 million emails per month with Marketo
User engagement increased double digits
Challenges
MyFitnessPal’s health and fitness apps help people set and achieve personalized health goals by tracking their nutrition and physical activity. More than 65 million people have used MyFitnessPal to achieve and maintain a healthier and happier lifestyle. With a database of over 4 million foods, integrations with top fitness technology partners and the largest health community in the world, MyFitnessPal is the leading health and fitness tool worldwide.
However, with such a large user base, MyFitnessPal was challenged with effectively engaging a wide variety of people across digital channels. Although the company had 15 million people in their database for marketing and content emails in 2013, MyFitnessPal sent only 4 emails during the year. Additionally, MyFitnessPal wanted to engage more people with the quality content on their blog, “Hello Healthy.”
MyFitnessPal recognized the need for a solution to help them develop their cross-channel communication and lifecycle marketing programs. They chose Marketo as their engagement marketing platform.
Solution
With Marketo’s engagement marketing platform, MyFitnessPal started by dramatically increasing engagement with users via personalized email communications. That included ramping from 4 emails in 2013 to a robust set of emails intended to engage MyFitnessPal’s 15 million marketing-subscribed users. Using robust testing, personalization and segmentation, MyFitnessPal now sends over 100 million emails per month with incredibly low unsubscribe rates. These emails include a weekly newsletter, recipe round-up, and “workout of the week.” “The ability to test emails without engineering involvement has allowed us to create experiences that boost user engagement with our app and our blog,” says Tara-Nicholle Nelson, the Vice President of Marketing at MyFitnessPal.
In addition to email as a direct channel, MyFitnessPal has built a sizeable following on their blog, “Hello Healthy.” By enticing users in other channels with blog content, “Hello Healthy” now has over 4 million unique visitors per month, making it the fifth most trafficked healthy living lifestyle blog on the web.
Lastly, based on their deep understanding of each user, as well as how often people are interacting with their app, MyFitnessPal has improved retention and engagement. With a set of creative content campaigns targeted at users who have become inactive, MyFitnessPal now reactivates hundreds of thousands of users each week.
Benefits
With Marketo, MyFitnessPal engages people over 100 million times per month. User engagement is up by double-digits and with the help of Marketo, MyFitnessPal’s multi-channel content and social media marketing program has helped grow the MyFitnessPal blog. The blog, “Hello Healthy,” now sees over 4 million unique visitors per month, and is one of the most trafficked healthy lifestyle destinations on the Internet.
relevant data in efforts to assist in rebuilding neighborhoods after Hurricane Sandy,” adds Kulla.
Listen & Respond: Look for a solution that lets you listen and engage your customers at every step of the journey based on what they do.
Solution makes it easy for you to listen to customer behaviors across channels, and respond in real-time with the right message at the right time – at scale.
For Reporting: only Marketo provides multi-touch attribution - empowers you to understand and measure how each marketing touch-point throughout the customer journey contributes to revenue. Lets you to create custom reports – without any outside tools**.
Cross-channel: for engaging customers across channels, only Marketo provides a unified platform that makes it easy for marketers to create campaigns that can listen everywhere and respond anywhere based on who the prospect or customer is, and what they do. Marketo’s unique campaign workflows are easy to build using simple drag-and-drop, and can be set-up to trigger directly (without having to set- up a bunch of dynamic lists) off a broader set of prospect behaviors, and a wider set of channels compared to other systems. Stores all marketing information for a customer in our Engagement Marketing Platform; providing a single source of truth for marketers.
Scored Consumer Values: only Marketo provides the ability to automate consumer scoring, allowing you to empirically measure the effectiveness of your content with an Engagement Score and prioritize the best customers
Web Personalization: Allows marketers the ability to provide a personalized inbound web experience to both anonymous and known visitors based on who they are and what they do [FOR ANY CMS].