Discover the best practices and considerations for engagement marketing success!
For digital transformation to be achieved, businesses need to think about their wider business strategies considering the people, processes and technology required to leverage an effective results-focused marketing strategy.
This event from Marketo and digital consultancy partner, SuccessFlow, follows the trend of many marketers investing into marketing platforms with no digital strategy. Doing this can lead to wasted time and budget, and there is often limited ability to track success of your marketing automation investment.
Agility In Digital Marketing Is Table Stakes For SuccessAggregage
Â
Digital marketing today looks very different from last year, and changes will only continue. As marketers are consistently pressured to face more unknowns and do more with less, many marketing leaders are sharpening their focus on agility and asking some tough but critical questions: Are we as agile as we should be? Can we easily manage campaigns and collaborate from kickoff to launch? Can we quickly access the data we need to inform our decisions? Do we have the right tools to be agile, pivot as needed, and maximize success?
This was a presentation I gave at Siebel Customer World.
Presentation was given before most marketing operations companies existed. It had two goals:
1) To explain what Siebel does to improve marketing ROI, effectiveness, and efficiency.
2) Cover detail on how we manage the people, process, and technology responsible for the marketing department's goals, budgets, target audiences, segments, campaigns, leads, and overall performance.
The rapid rise of ABM has transformed the B2B marketing landscape, and yet most companies are still early in their ABM journey. How should companies best expand their programs? What can we learn from ABM leaders? Looking ahead to 2020, how should we invest to optimize ABM impact.
Beginning in 2017, ITSMA and the ABM Leadership Alliance have provided essential data and insight on ABM strategies, practices, and results with annual benchmark studies of early stage and more mature programs.
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionMarketo
Â
Every marketing team faces the challenge of proving direct impact to the bottom line, but itâs 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
[Webinar] Jumpstart Account-Based Marketing with Predictive & Outbound Demand...Mintigo1
Â
To view the full webinar replay, please visit:
http://www.mintigo.com/webinar-jumpstart-account-based-marketing-with-predictive-and-outbound-demand-generation/
Description:
Account-based marketing (ABM) is undoubtedly one of the hottest topics in B2B marketing today. And as numerous articles, ebooks and blog posts have shown, ABM success is significantly amplified when applying predictive data to outbound demand generation efforts. Without predictive analytics, itâs incredibly difficult to properly identify your target accounts. And without an efficient demand gen operation, itâs nearly impossible to engage the decision-makers at those accounts. So how do you connect and operationalize these initiatives to ensure ABM success?
This highly actionable session presented by Atul Kumar (Chief Product Officer of Mintigo) and Scott Vaughan (CMO of Integrate) will provide specific and tangible steps to execute an effective ABM program with predictive analytics and outbound demand gen technology. In this webinar, youâll learn:
- Why predictive analytics is critical to identifying true target accounts
- The steps needed to gain the predictive data that identifies the most profitable account characteristics
- Why an integrated outbound marketing program coupled with predictive data is key to engaging target accounts
- How to put predictive data into action with automated outbound demand gen technology
- The most effective ways to actively measure your target account penetration and ABM program ROI
Join Mintigo and Integrate as we explore practical ways to operationalize ABM within your organization. This is a must-attend session for anyone in B2B marketing operations, demand generation, sales operations and customer marketing.
Speakers:
- Scott Vaughan, Chief Marketing Officer at Integrate
- Atul Kumar, Chief Product Officer of Mintigo
Change Your Mindset: The Key to Growing Your Accounting PracticeAggregage
Â
In the accounting profession, the post-COVID business model is surely on everyone's minds. Unmistakably, the way to forge ahead will look different than in years past. The biggest mistake that a majority of companies are making in regard to growth is holding onto old conventions, paradigms, and practices.
Whether re-integrating back to in-office life or staying digitally connected through remote work, the first step in determining how to spur growth comes with reevaluating your company's willingness to change mindset.
Join David Bergstein, Chief Innovation Officer at Bergstein CPA, as he shares insight on the accounting landscape, new trends, and practical tips for reevaluating your company's positionality.
This session will cover:
⢠What it means to challenge tradition and change your company mindset
⢠How to make sure you are set up to be as productive and efficient as possible
⢠Best practices for choosing the tools you will utilize
⢠Methods to measure and track your success so you can watch yourself improve!
...and more! Everyone who attends will walk away with the knowledge of what to do to be successful in the "New Normal."
Agility In Digital Marketing Is Table Stakes For SuccessAggregage
Â
Digital marketing today looks very different from last year, and changes will only continue. As marketers are consistently pressured to face more unknowns and do more with less, many marketing leaders are sharpening their focus on agility and asking some tough but critical questions: Are we as agile as we should be? Can we easily manage campaigns and collaborate from kickoff to launch? Can we quickly access the data we need to inform our decisions? Do we have the right tools to be agile, pivot as needed, and maximize success?
This was a presentation I gave at Siebel Customer World.
Presentation was given before most marketing operations companies existed. It had two goals:
1) To explain what Siebel does to improve marketing ROI, effectiveness, and efficiency.
2) Cover detail on how we manage the people, process, and technology responsible for the marketing department's goals, budgets, target audiences, segments, campaigns, leads, and overall performance.
The rapid rise of ABM has transformed the B2B marketing landscape, and yet most companies are still early in their ABM journey. How should companies best expand their programs? What can we learn from ABM leaders? Looking ahead to 2020, how should we invest to optimize ABM impact.
Beginning in 2017, ITSMA and the ABM Leadership Alliance have provided essential data and insight on ABM strategies, practices, and results with annual benchmark studies of early stage and more mature programs.
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionMarketo
Â
Every marketing team faces the challenge of proving direct impact to the bottom line, but itâs 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
[Webinar] Jumpstart Account-Based Marketing with Predictive & Outbound Demand...Mintigo1
Â
To view the full webinar replay, please visit:
http://www.mintigo.com/webinar-jumpstart-account-based-marketing-with-predictive-and-outbound-demand-generation/
Description:
Account-based marketing (ABM) is undoubtedly one of the hottest topics in B2B marketing today. And as numerous articles, ebooks and blog posts have shown, ABM success is significantly amplified when applying predictive data to outbound demand generation efforts. Without predictive analytics, itâs incredibly difficult to properly identify your target accounts. And without an efficient demand gen operation, itâs nearly impossible to engage the decision-makers at those accounts. So how do you connect and operationalize these initiatives to ensure ABM success?
This highly actionable session presented by Atul Kumar (Chief Product Officer of Mintigo) and Scott Vaughan (CMO of Integrate) will provide specific and tangible steps to execute an effective ABM program with predictive analytics and outbound demand gen technology. In this webinar, youâll learn:
- Why predictive analytics is critical to identifying true target accounts
- The steps needed to gain the predictive data that identifies the most profitable account characteristics
- Why an integrated outbound marketing program coupled with predictive data is key to engaging target accounts
- How to put predictive data into action with automated outbound demand gen technology
- The most effective ways to actively measure your target account penetration and ABM program ROI
Join Mintigo and Integrate as we explore practical ways to operationalize ABM within your organization. This is a must-attend session for anyone in B2B marketing operations, demand generation, sales operations and customer marketing.
Speakers:
- Scott Vaughan, Chief Marketing Officer at Integrate
- Atul Kumar, Chief Product Officer of Mintigo
Change Your Mindset: The Key to Growing Your Accounting PracticeAggregage
Â
In the accounting profession, the post-COVID business model is surely on everyone's minds. Unmistakably, the way to forge ahead will look different than in years past. The biggest mistake that a majority of companies are making in regard to growth is holding onto old conventions, paradigms, and practices.
Whether re-integrating back to in-office life or staying digitally connected through remote work, the first step in determining how to spur growth comes with reevaluating your company's willingness to change mindset.
Join David Bergstein, Chief Innovation Officer at Bergstein CPA, as he shares insight on the accounting landscape, new trends, and practical tips for reevaluating your company's positionality.
This session will cover:
⢠What it means to challenge tradition and change your company mindset
⢠How to make sure you are set up to be as productive and efficient as possible
⢠Best practices for choosing the tools you will utilize
⢠Methods to measure and track your success so you can watch yourself improve!
...and more! Everyone who attends will walk away with the knowledge of what to do to be successful in the "New Normal."
Zoe O'Neil of ClickThrough Marketing reviews the latest innovations in Google AdWords explaining the techniques you should audit to get the best ROI from AdWords in 2016.
[Webinar] How To Build A Predictable ABM EngineMintigo1
Â
To view the full webinar replay, please visit:
http://www.mintigo.com/webinar-how-to-build-a-predictable-abm-engine/
Description:
If you are one of the 60% of marketers exploring how to deploy Account-Based Marketing, then you may be wondering where and how to start. Which tactics work and how can your martech stack and marketing database support your ambitious ABM efforts?
In this session, you will hear from ABM practitioners Josh Hill (author of MarketingRockstarGuides.com), Tony Yang (VP of Marketing at Mintigo), and Charlie Liang (Director of Marketing at Engagio) discuss the steps they took to build a martech stack and infrastructure thatâs optimized for an ABM strategy. This hands-on session will cover:
- How predictive marketing enables ABM
- Building a martech infrastructure for ABM
- How to structure the right ABM programs
- Understanding how analytics change with ABM
- Achieving marketing and sales alignment
Speakers:
- Josh Hill, Marketing Technologist & Demand Generation Expert
- Charlie Liang, Director of Marketing at Engagio
- Tony Yang, VP of Demand at Mintigo
Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]InsideView
Â
In this case study, learn how Microsoft is applying deep AI-driven market intelligence through its applications to impact the different phases of its customersâ lifecycle
[Webinar] The ABCs of ABM (Account-Based Marketing)Mintigo1
Â
To view the full webinar, please visit:
http://www.mintigo.com/webinar-the-abcs-of-abm-account-based-marketing/
Description:
Business-to-business (B2B) marketing involves selling to a number of stakeholders, known as the buying center, and this process is often a complicated and lengthy cycle. Because of this, the idea of marketing and sales teams working in alignment to build relationships with contacts at target accounts has been gaining a lot of traction. Enter account-based marketing.
Account-based Marketing (ABM) is quickly becoming the next big thing in B2B marketing. According to the SiriusDecisions â2015 State of Account-Based Marketing Studyâ, more than 90 percent of B2B marketers believe that account-based marketing is a must-have. Yet, many of them feel inadequately prepared to effectively adopt an ABM methodology or simply donât know how to start beyond simply asking sales reps to provide a list of target accounts that they like to target.
In this dynamic webinar, weâll hear from thought leaders Jon Miller, CEO & Co-founder of Engagio, and Atul Kumar, Chief Product Officer at Mintigo, as they discuss best practices for adopting an ABM approach to marketing. They will explain how to:
- Determine the best accounts to target using predictive analytics
- Market to current customers for account expansion
- Measure and prove the impact of your account-based marketing tactics
Speakers:
- Jon Miller, CEO & Co-founder of Engagio
- Atul Kumar, Chief Product Officer of Mintigo
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...InsideView
Â
Account-Based Marketing is a red-hot topic. Thereâs a seemingly endless amount of information about why ABM is important, what tools you should be utilizing, and measures of success. But weâve been so focused on the high-level components that weâve overlooked the operational elements of ABM that will make or break our success.
Itâs time to get beyond the basics. Learn from the sales and marketing teams at InsideView about how they aligned their teams to orchestrate a successful ABM Program.
During this session weâll discuss actionable and specific ways to create a successful ABM program, how to align sales and marketing teams to drive toward the same success metrics, and tested and successful program tactics.
Attendees will go back to the office equipped to:
- Identify the right targets for your program
- Use insights to scale personalized ABM âplaysâ
- Orchestrate motions between demand gen and sales development
- Avoid common obstacles to operationalizing ABM
Discover how to generate demand for your products and services to increase your sales. Learn the demand generation process and content strategy that aligns with lead generation and the buyers journey to effectively increase revenue for your business.
Start planning today in order to nail your 2020 ABM strategy. Join us for this webinar covering how to turn your ABM vision into action, including:
Meaningful and measurable goals and objectives
Targeting and engagement practices that convert
An integrated ABM strategy across key marketing functions
How to manage data flow throughout the ever-evolving and ever-growing tech stack
Walk away with a full understanding of how to turn your ABM vision into a workable plan, set it to a timeline and hit the ground running in 2020.
Revenue Ops: Our Proven Framework for Massive PipelineSales Hacker
Â
What you'll learn:
- A proven framework to align & organize your revenue teams (sales, marketing & customer success)
- The âIns & Outsâ of Leandataâs & Outreachâs revenue operations
We are seeing a massive change in how organizations identify, procure, and implement solutions. This changes the role of the B2B sales rep. Learn how to be ready for the change.
Sales transformation for the digital age - SydneyMarty Nicholas
Â
Unprecedented changes in B2B buying dynamics are rendering legacy sales models increasingly less effective. With a digitally-empowered buyer firmly in control of the sales process, a new approach must emerge which is more customer-centric, more integrated with other functions and more technologically-enabled in order to secure sustainable growth.
Marketing automation is commonly viewed as a tool for lead generation only. Often forgotten is all the other value marketing automation brings to your organization's communication strategy. This presentation will outline five ways marketing automation supports Marketing, Client Services, and Human Resources as well as provide a glimpse into the future of marketing automation and its evolving marketing technology landscape.
In Part 3 of DemandGen's ABM webinar series, weâll explore technology solutions and programs available to support your efforts through the ABM account lifecycle. Youâll learn:
â˘How the ABM lifecycle is different from traditional lead management
â˘How to develop an account-based marketing strategy
â˘How to get started with specific ABM programs, including dynamic content, nurtures and ad/website targeting
[Webinar] Give Your SDRs An Unfair Advantage with Predictive Mintigo1
Â
To view the full webinar replay, please visit:
http://www.mintigo.com/give-sales-development-reps-unfair-advantage-predictive/
Description:
Whether you are following an Account-Based Marketing (ABM) strategy or a traditional demand generation approach, employing a team of sales/business development reps (SDRs or BDRs) for teleprospecting is the new normal for almost every B2B sales and marketing organization.
In the early days of sales development â and even to this day â small armies of hungry yet inexperienced recent college graduates were tasked to complete hundreds of calls and voicemails per day with the goal of setting follow up meetings with potential prospects for their account executives. And because the positive outcome of these activities were generally low, it was a numbers game.
However, with todayâs ever-expanding sales and marketing technology landscape, sales development teams can now utilize new technology tools to perform smarter, better and faster. One of these critical new technologies is predictive analytics and big data.
In this webinar, youâll hear from industry thought leaders and experts from SiriusDecisions, Sales Hacker and Mintigo to hear how predictive insights and intelligence can be used to give your SDR team an unfair advantage over your competition.
You will learn:
- SiriusDecisionâs 8-Factor Model for Teleprospecting/SDRs
- Why predictive is critical for target optimization
- How insights from predictive can enable SDRs to have great conversations with prospects
- Effective strategies for teleprospecting
- Tips on how to utilize intelligence about the account to create engagement
Speakers:
- Kerry Cunningham, Sr. Research Director of Demand Creation Strategies at SiriusDecisions
- Max Altschuler, Founder & CEO of Sales Hacker
- Tony Yang, VP of Demand & Marketing Ops at Mintigo
How to Use Sales Enablement to Increase Pipeline and Drive RevenueBrandon Redlinger
Â
âSales enablement has the most leverage in driving the productivity of your salesforce.â
-Matt Heinz, President, Heinz Marketing
Sales enablement is yet another hot new term that's been injected into sales lingo and itâs getting more budget allocated in high growth companies. These companies are deploying this role with incredible results as they jump on the opportunity to supercharge the revenue generating side of the business.
On this presentation, you'll discover:
The keys to an effective sales enablement program
How technology can help you drive revenue and shorten the sales cycle
How to track, measure and improve your sales enablement program
How Sales Enablement drives productivity and closes more deals
How marketing and sales can develop effective Sales Enablement content
4 types of content sales can use to close faster
The Secret to Successful B2B Marketing: Revenue OperationsLeanData
Â
Wondering how savvy marketers are generating pipeline these days? Wish Sales was following up on the demand you are creating? Learn how to accomplish this and more by establishing a revenue operations function at your organization.
Attend this work group to understand how Revenue Operations can propel your B2B marketing initiatives forwardâwhether whether they be account-based, inbound or both. Weâll outline how revenue operations can help drive scalable growth for all fall your go-to-market (GTM) motions, as well as leave you with a framework on how to get started.
We will cover how to:
- Implement the right GTM Marketing and Sales strategy (ABM, inbound, or both);
- Utilize revenue operations to make your marketing campaigns more successful;
- Unify company data so it is accessible and actionable by all; and
- Provide analytics and insights into what is working.
THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGYVinodh Ramakannan
Â
Spinta Digital, leading digital marketing company in Chennai and London gives you The Complete Guide To Creating A Perfect Digital Marketing Strategy in this blog! Read on to know how we help our brands using this near to perfect digital marketing strategy.
Zoe O'Neil of ClickThrough Marketing reviews the latest innovations in Google AdWords explaining the techniques you should audit to get the best ROI from AdWords in 2016.
[Webinar] How To Build A Predictable ABM EngineMintigo1
Â
To view the full webinar replay, please visit:
http://www.mintigo.com/webinar-how-to-build-a-predictable-abm-engine/
Description:
If you are one of the 60% of marketers exploring how to deploy Account-Based Marketing, then you may be wondering where and how to start. Which tactics work and how can your martech stack and marketing database support your ambitious ABM efforts?
In this session, you will hear from ABM practitioners Josh Hill (author of MarketingRockstarGuides.com), Tony Yang (VP of Marketing at Mintigo), and Charlie Liang (Director of Marketing at Engagio) discuss the steps they took to build a martech stack and infrastructure thatâs optimized for an ABM strategy. This hands-on session will cover:
- How predictive marketing enables ABM
- Building a martech infrastructure for ABM
- How to structure the right ABM programs
- Understanding how analytics change with ABM
- Achieving marketing and sales alignment
Speakers:
- Josh Hill, Marketing Technologist & Demand Generation Expert
- Charlie Liang, Director of Marketing at Engagio
- Tony Yang, VP of Demand at Mintigo
Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]InsideView
Â
In this case study, learn how Microsoft is applying deep AI-driven market intelligence through its applications to impact the different phases of its customersâ lifecycle
[Webinar] The ABCs of ABM (Account-Based Marketing)Mintigo1
Â
To view the full webinar, please visit:
http://www.mintigo.com/webinar-the-abcs-of-abm-account-based-marketing/
Description:
Business-to-business (B2B) marketing involves selling to a number of stakeholders, known as the buying center, and this process is often a complicated and lengthy cycle. Because of this, the idea of marketing and sales teams working in alignment to build relationships with contacts at target accounts has been gaining a lot of traction. Enter account-based marketing.
Account-based Marketing (ABM) is quickly becoming the next big thing in B2B marketing. According to the SiriusDecisions â2015 State of Account-Based Marketing Studyâ, more than 90 percent of B2B marketers believe that account-based marketing is a must-have. Yet, many of them feel inadequately prepared to effectively adopt an ABM methodology or simply donât know how to start beyond simply asking sales reps to provide a list of target accounts that they like to target.
In this dynamic webinar, weâll hear from thought leaders Jon Miller, CEO & Co-founder of Engagio, and Atul Kumar, Chief Product Officer at Mintigo, as they discuss best practices for adopting an ABM approach to marketing. They will explain how to:
- Determine the best accounts to target using predictive analytics
- Market to current customers for account expansion
- Measure and prove the impact of your account-based marketing tactics
Speakers:
- Jon Miller, CEO & Co-founder of Engagio
- Atul Kumar, Chief Product Officer of Mintigo
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...InsideView
Â
Account-Based Marketing is a red-hot topic. Thereâs a seemingly endless amount of information about why ABM is important, what tools you should be utilizing, and measures of success. But weâve been so focused on the high-level components that weâve overlooked the operational elements of ABM that will make or break our success.
Itâs time to get beyond the basics. Learn from the sales and marketing teams at InsideView about how they aligned their teams to orchestrate a successful ABM Program.
During this session weâll discuss actionable and specific ways to create a successful ABM program, how to align sales and marketing teams to drive toward the same success metrics, and tested and successful program tactics.
Attendees will go back to the office equipped to:
- Identify the right targets for your program
- Use insights to scale personalized ABM âplaysâ
- Orchestrate motions between demand gen and sales development
- Avoid common obstacles to operationalizing ABM
Discover how to generate demand for your products and services to increase your sales. Learn the demand generation process and content strategy that aligns with lead generation and the buyers journey to effectively increase revenue for your business.
Start planning today in order to nail your 2020 ABM strategy. Join us for this webinar covering how to turn your ABM vision into action, including:
Meaningful and measurable goals and objectives
Targeting and engagement practices that convert
An integrated ABM strategy across key marketing functions
How to manage data flow throughout the ever-evolving and ever-growing tech stack
Walk away with a full understanding of how to turn your ABM vision into a workable plan, set it to a timeline and hit the ground running in 2020.
Revenue Ops: Our Proven Framework for Massive PipelineSales Hacker
Â
What you'll learn:
- A proven framework to align & organize your revenue teams (sales, marketing & customer success)
- The âIns & Outsâ of Leandataâs & Outreachâs revenue operations
We are seeing a massive change in how organizations identify, procure, and implement solutions. This changes the role of the B2B sales rep. Learn how to be ready for the change.
Sales transformation for the digital age - SydneyMarty Nicholas
Â
Unprecedented changes in B2B buying dynamics are rendering legacy sales models increasingly less effective. With a digitally-empowered buyer firmly in control of the sales process, a new approach must emerge which is more customer-centric, more integrated with other functions and more technologically-enabled in order to secure sustainable growth.
Marketing automation is commonly viewed as a tool for lead generation only. Often forgotten is all the other value marketing automation brings to your organization's communication strategy. This presentation will outline five ways marketing automation supports Marketing, Client Services, and Human Resources as well as provide a glimpse into the future of marketing automation and its evolving marketing technology landscape.
In Part 3 of DemandGen's ABM webinar series, weâll explore technology solutions and programs available to support your efforts through the ABM account lifecycle. Youâll learn:
â˘How the ABM lifecycle is different from traditional lead management
â˘How to develop an account-based marketing strategy
â˘How to get started with specific ABM programs, including dynamic content, nurtures and ad/website targeting
[Webinar] Give Your SDRs An Unfair Advantage with Predictive Mintigo1
Â
To view the full webinar replay, please visit:
http://www.mintigo.com/give-sales-development-reps-unfair-advantage-predictive/
Description:
Whether you are following an Account-Based Marketing (ABM) strategy or a traditional demand generation approach, employing a team of sales/business development reps (SDRs or BDRs) for teleprospecting is the new normal for almost every B2B sales and marketing organization.
In the early days of sales development â and even to this day â small armies of hungry yet inexperienced recent college graduates were tasked to complete hundreds of calls and voicemails per day with the goal of setting follow up meetings with potential prospects for their account executives. And because the positive outcome of these activities were generally low, it was a numbers game.
However, with todayâs ever-expanding sales and marketing technology landscape, sales development teams can now utilize new technology tools to perform smarter, better and faster. One of these critical new technologies is predictive analytics and big data.
In this webinar, youâll hear from industry thought leaders and experts from SiriusDecisions, Sales Hacker and Mintigo to hear how predictive insights and intelligence can be used to give your SDR team an unfair advantage over your competition.
You will learn:
- SiriusDecisionâs 8-Factor Model for Teleprospecting/SDRs
- Why predictive is critical for target optimization
- How insights from predictive can enable SDRs to have great conversations with prospects
- Effective strategies for teleprospecting
- Tips on how to utilize intelligence about the account to create engagement
Speakers:
- Kerry Cunningham, Sr. Research Director of Demand Creation Strategies at SiriusDecisions
- Max Altschuler, Founder & CEO of Sales Hacker
- Tony Yang, VP of Demand & Marketing Ops at Mintigo
How to Use Sales Enablement to Increase Pipeline and Drive RevenueBrandon Redlinger
Â
âSales enablement has the most leverage in driving the productivity of your salesforce.â
-Matt Heinz, President, Heinz Marketing
Sales enablement is yet another hot new term that's been injected into sales lingo and itâs getting more budget allocated in high growth companies. These companies are deploying this role with incredible results as they jump on the opportunity to supercharge the revenue generating side of the business.
On this presentation, you'll discover:
The keys to an effective sales enablement program
How technology can help you drive revenue and shorten the sales cycle
How to track, measure and improve your sales enablement program
How Sales Enablement drives productivity and closes more deals
How marketing and sales can develop effective Sales Enablement content
4 types of content sales can use to close faster
The Secret to Successful B2B Marketing: Revenue OperationsLeanData
Â
Wondering how savvy marketers are generating pipeline these days? Wish Sales was following up on the demand you are creating? Learn how to accomplish this and more by establishing a revenue operations function at your organization.
Attend this work group to understand how Revenue Operations can propel your B2B marketing initiatives forwardâwhether whether they be account-based, inbound or both. Weâll outline how revenue operations can help drive scalable growth for all fall your go-to-market (GTM) motions, as well as leave you with a framework on how to get started.
We will cover how to:
- Implement the right GTM Marketing and Sales strategy (ABM, inbound, or both);
- Utilize revenue operations to make your marketing campaigns more successful;
- Unify company data so it is accessible and actionable by all; and
- Provide analytics and insights into what is working.
THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGYVinodh Ramakannan
Â
Spinta Digital, leading digital marketing company in Chennai and London gives you The Complete Guide To Creating A Perfect Digital Marketing Strategy in this blog! Read on to know how we help our brands using this near to perfect digital marketing strategy.
Changing customer behaviors have dramatically changed the way brands need to measure success. Starting with an analytics frameworks is essential for measuring business ROI.
Durring this session at MarTech West 2019, Mediacurrent's Director of Marketing Adam Kirby shares his approach to transitioning a 2K person SaaS organization from almost no KPIs to a multi-touch attribution model supported by sales, marketing, and the technology departments. You'll learn from his mistakes and walk away with a clear set of next steps to guide your organization to marketing attribution.
GIGAN JSC Agency provides strategic consulting solutions and comprehensive Digital Performance Marketing Implementation, from Branding Performance to Performance Marketing solutions with an aim to help clients generate more leads and revenue.
Marketing automation 101 understanding marketing automation and where to get ...Mario Kyriacou
Â
What this presentation covers:
- What is marketing automation?
- How marketing automation can improve the overall customer experience
- How automation can improve conversions and ROI
- Why automation is applicable to both B2B and B2C
- Where to get started with your own automation program
- Getting buy-in from sales and senior management
Sales, Marketing & Service Optimization: Strategies for Accelerating GrowthCognizant
Â
Revenue growth requires more than IT cost-cutting and increased efficiencies. Across industries, top-line growth requires a focus on customer relevance and on sales, marketing and service effectiveness.
Accelerating Customer Insights & enhancing Business impactAjay Kelkar
Â
How do you convert data into insight and then use that to drive business impact. Here are some lessons from my experience in HDFC bank and also as an entrepreneur at Cequity
Digital Marketing Playbook - How to create scalable, predictable revenueSeth Hauben
Â
Having spent the last 4 years setting and executing a successful digital marketing strategy at a high growth software company, I was asked to present my thoughts on Digital Marketing to a local Venture Capital group. The attached slides are what I presented, they outline the steps needed to implement a successful digital marketing strategy.
10 recession-beating digital marketing tactics for business growthSmart Insights
Â
Marketing agility and smarter use of digital marketing are more important than ever to future success because of the changes in consumer and business demand for services prompted by the COVID-19 pandemic and ensuing recession.
Join Dr Dave Chaffey in our free members' webinar to learn techniques to improve lead generation and sales. Dave will cover:
- Examples of practical ideas to improve digital interactions with consumers through the customer journey
- Recommendations on how to plan and prioritize these ideas
- A data-driven approach to identify and test new opportunities
A Deep Dive into Account Fit: How to build the perfect account list & targeti...RollWorks
Â
You can view the full webinar here: https://www.rollworks.com/resources/webinar/a-deep-dive-into-account-fit/
In this webinar DataFox joins us to talk about account fit, how to determine your target account list, and get set up for ABM success.
We also cover types of account-based marketing ads such as company name ads, persona based ads, and ads for sales stages. You'll learn:
How to define your ideal customer from your data
How to create the perfect account list
How to use targeted ads to reach those customers at the right time
Similar to Marketo and SuccessFlow event May 17 (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.
Youâll learn:
-Tips for personalizing your customer journey
-How to coordinate a cross-channel strategy
-Ways to analyze whatâs working in order to grow your business
Industry Success: Bring Your Content and Demand Generation Teams TogetherMarketo
Â
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
Â
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 customerâs 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 Donâts of account segmentation
-Creative ways to think through programs and activities
-How to connect with your customers in meaningful ways
Prove and Improve Your Marketing Impact in 2021Marketo
Â
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 youâll need to know
What's in Store for Marketing Operations in 2021Marketo
Â
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
Â
Marketing and sales have traditionally gone head-to-head. But as we jump into a new year, itâs 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
Â
An ever-changing environment can shift business priorities in an instant, but one thing remains the same â 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
Â
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
Â
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 â 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
Â
Itâs 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
Â
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 ermÜglichen, die den immer komplexeren Bedßrfnissen der Käufer gerecht werden und das Wachstum vorantreiben, brauchst du vorausschauende LÜsungen. HÜrt von Kathrin Thorburn, Solution Consultant von Marketo Engage, die neuesten Innovationen von Marketo Engage informiert euch ßber all die aufregenden neuen Produktfunktionen, die jetzt verfßgbar sind, sowie die, die später in diesem Jahr auf euch zukommen.
Lerne mehr Ăźber die Marketo Roadmap Themen und welche Innovationen damit verbunden sind.
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketo
Â
Marketing goals are lofty and it often takes a lot of hands on deck to make them happen. But what if you donât 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
Â
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 youâll need to know
The Total Economic Impact of Marketo EngageMarketo
Â
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, weâll 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
Â
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
Â
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 weâve settled into the new normal, how can we ensure we donât get stuck in a virtual event rut? In this session, we'll share the lessons weâve 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.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Â
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overviewâ
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
Â
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.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
Â
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 â USA
Expansion of bot farms â 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 â 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/
"Impact of front-end architecture on development cost", Viktor TurskyiFwdays
Â
I have heard many times that architecture is not important for the front-end. Also, many times I have seen how developers implement features on the front-end just following the standard rules for a framework and think that this is enough to successfully launch the project, and then the project fails. How to prevent this and what approach to choose? I have launched dozens of complex projects and during the talk we will analyze which approaches have worked for me and which have not.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Â
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 thereâs more:
In a second workflow supporting the same use case, youâll see:
Your campaign sent to target colleagues for approval
If the âApproveâ button is clicked, a Jira/Zendesk ticket is created for the marketing design team
Butâif the âRejectâ 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
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Â
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Dev Dives: Train smarter, not harder â active learning and UiPath LLMs for do...UiPathCommunity
Â
đĽ Speed, accuracy, and scaling â discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Miningâ˘:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing â with little to no training required
Get an exclusive demo of the new family of UiPath LLMs â GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
đ¨âđŤ Andras Palfi, Senior Product Manager, UiPath
đŠâđŤ Lenka Dulovicova, Product Program Manager, UiPath
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
Â
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
⢠The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
⢠Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
⢠Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
⢠Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
Â
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
2. Todays speakers.
Jack Ashman
Solutions Consultant
Marketo
Adam Dore
Senior Functional Consultant
SuccessFlow
Michael Dean
Senior Account Director
SuccessFlow
3. 3.00 - 3.15pm Registration and networking
3.15 - 5.00pm
Whatâs on the agenda?
Considerations for your digital strategy and tactics and functionality
in Marketo to strengthen success
5.00 - 5.15pm Customer animation story
5.15 - 5.30pm Tea and coffee break
5.30 - 5.45pm Panel Q&A with SuccessFlow and Marketo
5.45 - 6.00pm Networking
5. Seamless experience
for your customer
More leads into the top
of the funnel
Single view on your
customers
Marketing and sales
alignment
Increased conversion
through automation
Real-time insights for
constant improvement
Rapid deployment of
marketing automation
Improved customer
retention and growth
What we deliver.
6. S
S
O
T
A
C Situation analysis
Where are we now
Strategy
How are we going to
get there
Tactics
The activities used to
realise the strategy
Actions
Who needs to do
what and when
Control
How will we
manage success
SOSTAC.
Objectives
Where do we
want to be
8. Situation analysis Where are you now?
What data do you have, and
how is it structured?
What content do you have
available for marketing?
Do you have web forms?
How are these integrated?
What have been your results so far?
What issues/roadblocks have you
had?
How do you engage with customers?
How do you manage leads?
Who are your users?
What marketing automation
skills do you have internally?
Run a competitor analysis
mo
Considerations
9. Social
Current audience growth is slow
Lagging behind competition for
social engagement
Lack of always-on content
Best practices not be used
Not utilising social PPC on LinkedIn
(66,000 agents active in UK and US)
Issues with social team structure
Good engagement when posting
Good connection levels on LinkedIn
Email marketing
No consistency in brand or design
Templates are not standardised
No consistency with email comms
Low click through rates
Not compliant with email regulations (i.e. GDPR)
Sales people using Outlook to send emails with
no opt-out or tracking
Sales are pasting offers into Outlook emails with
no links/call to actions, poor formatting and no
device optimisation
Good open rates
No opt outs in the data
Preferences now live in Marketo
Your situation.
Content
Current audience growth is slow
No content strategy in place
Content does not follow the
customer journey
Lack of resource to develop content
Re-active approach to developing
content
Does not add value to the customer
experience
10. Your digital readiness.
When looking at aligning your people to your processes
and technology, look at your employees and consider
⢠Are marketing and business goals aligned?
⢠Is your roadmap for digital activity achievable?
⢠Are you tracking website visitor behaviour?
⢠Do you follow a defined content strategy?
⢠Do you use scoring to prioritise your leads?
⢠Do you have defined stages for moving a
customer to an advocate?
12. What are your strategic goals?
Have you set yourself SMART
objectives?
What are your KPIs?
Have you prioritised these objectives?
Are the objectives documented with
timescales and owners?
mo
Objectives Where do you want to be?
mo
Considerations
13. How digital will support your customer,
brand and commercial aspirations
Aspirational, transformational,
achievable broad aims
Specific and measurable aims
aligned with your strategy, supporting
you broader goals
Specific targets used to evaluate
the success of your objectives
Underlying analytics and
data collected throughout
The requirements
triangle.
14. Generate X more leads
in X months
Have the sales and
marketing teams adopt
marketing automation
Use data to improve results
Adopt a customer-
focussed approach
Measure campaign ROI
Improve customer
acquisition and retention
Automate communication to
customers, generating ÂŁX
quarterly revenue
Track leads by channel
Lower the cost of
customer acquisition
Common goals.
19. Have you defined the customer journey
with an 'always-on' approach?
How can we reach the audience?
How will we interact with the audience to
generate leads?
How will we convert leads into sales?
How will we engage with clients to
create retention, upsell and advocacy?
What technologies are required
for success?
momomo
Strategy Plan how to get there.
Considerations
22. When looking at aligning your people to your
processes and technology, look at your employees
and consider
⢠Current skill-set and capabilities and potential
training requirements
⢠Resources in your team to move from traditional
to digital
⢠Resources in your team to move from reactive to
proactive approach
⢠External fees and outsourcing potential
⢠Customer-centric thinking
People - what to consider?
24. Proposed marketing team structure.
You should look at creating a Marketo centre of excellence. Here you can have reference content for your
users and experts within various functions.
25. Business processes are essential especially if you need
marketing and sales teams to align.
Consider things such as
⢠Always-on content and digital marketing
⢠Lead lifecycle management
⢠Automating digital across the customer journey
⢠Marketing and sales alignment
⢠Agile approach
⢠Using insights to drive change
Process - what to consider?
26. Customer Engagement
CMOâs guide to
digital transformation
Aligning your people, processes and
technology to succeed in digital
Why a documented digital
strategy is a must
Proving ROI from
our digital strategy
What is the future
of digital marketing?
Think long term
⢠Use an editorial calendar
⢠Take an always-on approach
⢠Freedom within a framework
⢠Use a content plan
⢠Involve creative early
⢠Plan content for the whole journey Customer Acquisition
Creating a single customer view
across the customer journey
Process.
27. The customer journey.
Research Consideration Acquisition Conversion Retention
When customers are
getting to know your
brand, products and
services
This is the stage where they
are evaluating and
comparing your brand,
products and services to
other suppliers
Once evaluated, they will
then encounter your brand,
and a more personal form
of contact should be made
Here they should be
compelled to act on
purchase or subscription
First-time customers will
become advocates and
loyalists through nurturing
post sale
This outlines the stages of the customer journey, including their needs, brokers and
touchpoint
Insights
Competitors
New techniques
Efficiency/productivity
Available technology
Skill sets
Customer complaints
Bad reputation
Poor website
Lack of blogs
No social media presence
Social media
Webinars
Guides
Blogs
Website
Events
Needs Blockers Touchpoints
28. Technology, such as marketing automation, is a fantastic
enabler, but not an instant miracle cure. Consider your
technical needs such as
⢠Long- and short-term goals with marketing automation
⢠Personalisation
⢠Complete integration
⢠What are your requirements? i.e. customer acquisition,
customer engagement
⢠Analytics engine
Technology - what to consider?
29. 5 things to really consider
when buying technology.
30. 5 things to really consider
when buying technology.
1. âGoalsâ
2. âIntegrationâ
3. âPersonalisationâ
4. âRequirementsâ
5. âAnalyticsâ
#INTERSTELLAR
31. 1. âGoalsâ drive everything.
Why are you doing this?
What is the problem?
What are you looking to change?
What will be different when youâre done ?
#MONEYBALL
32. Business challenges.
Disparate systems & data silos
No single view of the customer
Unable to personalise content
Fragmented customer experience
Unable to pass leads to sales
quickly or easily
#GREATESCAPE
33. 2. âIntegrationâ - there are different levels.
What do you need to integrate?
Can you? Out of the box?
Which objects? What isnât included?
#SHAWSHANK
34. Marketoâs Engagement Platform.
SINGLE VIEW OF THE CUSTOMER
PARTNER APPS
WEB
PERSONALISATION
AUTOMATED
WORKFLOWS
SALES
INSIGHT
PUSH
NOTIFICATIONS
ROI
REPORTING
LIFECYCLE
NURTURING
EMAIL
MARKETING
SOCIAL &
DISPLAY ADS
EVENTS
MARKETO APPS
35. 3. âPersonalisationâ means different things.
Which channels?
Cross channel?
Personalisation versus segmentation?
Required effort and data?
#FIGHTCLUB
36. 3. âPersonalisationâ
means different
things.
Behavioural Data
Inferred / Environment Data
User Supplied Data
Marketing Data
3rd Party Data
CRM / 1st Party Data
Calculated Data
7839fjh843ufjCookie ID
http://...., http://.....User Journey URLs
Visits Web Page, Clicks Link, Installs AppâŚActivity Log
YesConfigured bike
Bonneville T120Bike Name
http://....Social Shared
United KingdomInferred Country
MarketoInferred Company
Chrome CriOS/19Browser
iPhone OS 5_1_1Device OS
Sarah JaneName
Modern ClassicsCategory Interest
sj@marketo.comEmail
6-9 monthsPurchase Intent
MODERN CLASSICSCampaign ID
Form FillLead Source
femaleGender
ASocio-Economic Group
NoIs Customer
43 Chelmsford WayAddress
NoneBike owned
78Lead Score
121Engagement Score
Modern Classic Buyer 6 months outSegment
Bonneville T120 Red Saddle BagAccessory Interest
EvaluatingBuying Stage
37. 4. âRequirementsâ - what do you want?
Use cases > functionality
Functional and non-functional
Allow some freedom (unknown unknowns)
Requirements process as important as output
#NOTEBOOK
38. 5. Analytics - how to tell if you won.
#INDEPENDENCEDAY
What questions do you want to answer?
ÂŁ > Opportunities > Leads > Clicks
Data vs Reports vs Dashboards
39. 1. âGoalsâ drive everything
2. âPersonalisationâ means different things
3. âIntegrationâ - there are different levels
4. âRequirementsâ - what do you want?
5. âAnalyticsâ - how to tell if you won
41. Are the tactics outlined?
Is the marketing database built
and segmented?
Is the content framework created?
What digital marketing channels
will you use?
Using marketing automation
Sales alignment and adoption
Tactics The activities used to realise the strategy
Considerations
43. Key
R Rating
4 - Must do, 3 - Should do, 2 - Could do,
1 - wont do this time
T Tactics rating %
budget, resource, knowledge
C Currently used rating
0 - not started, 1 - doing but not measuring/not working, 2
- could improve
D Desire to use rating
4 - Must do, 3 - Should do, 2 - Could do, 1
- wont do this time
RACE Planning - Tactics
across the funnel
Using the RACE Planning framework we
can see where each tactic can be used.
These ratings are for the next 90 days.
For each tactic you should address the
⢠Rating
⢠Current ability (budget, resource,
knowledge)
⢠Tactics currently being used
⢠Desire to use
44. RACE Planning - Tactics
across the funnel
Key
S SuccessFlow rating
4 - Must do, 3 - Should do, 2 - Could do,
1 - wont do this time
T Tactics rating %
budget, resource, knowledge
C Currently used rating
0 - not started, 1 - doing but not measuring/not working, 2
- could improve
D Desire to use rating
4 - Must do, 3 - Should do, 2 - Could do, 1
- wont do this time
Using the RACE Planning framework we
can see where each tactic can be used.
These ratings are for the next 90 days.
For each tactic you should address the
⢠Rating
⢠Current ability (budget, resource,
knowledge)
⢠Tactics currently being used
⢠Desire to use
45. Key
S SuccessFlow rating
4 - Must do, 3 - Should do, 2 - Could do,
1 - wont do this time
T Tactics rating %
budget, resource, knowledge
C Currently used rating
0 - not started, 1 - doing but not measuring/not working, 2
- could improve
D Desire to use rating
4 - Must do, 3 - Should do, 2 - Could do, 1
- wont do this time
RACE Planning - Tactics
across the funnel
Using the RACE Planning framework we
can see where each tactic can be used.
These ratings are for the next 90 days.
For each tactic you should address the
⢠Rating
⢠Current ability (budget, resource,
knowledge)
⢠Tactics currently being used
⢠Desire to use
46. z
Lead management.
The follow-up process
To maximise any lead acquisition or
customer engagement programme there
needs to be a formalised and agreed
process for follow-up. Automation and the
capture of information can help to provide
sales with data they need so that they can
convert opportunities quicker.
Make sure all teams are aware of their
responsibilities, the SLAs and definitions of
each stage.
47. New lead nurture
This nurture programme is
designed to inform and educate
prospects about your proposition.
It is ideal for you if you have a
large pool of warm data that a)
needs to receive further info
before making a decision or b)
needs further qualification to be
passed to sales
Expected outcomes
⢠Generate more revenue with
sign-ups
⢠Position client as a value added
partner
⢠Drive automated and
personalised communication
⢠Increase customer acquisition
⢠Improve customer insights
Automation for acquisition.
48. Automation for customer engagement.
Sign-up process
Designed to encourage newly signed up
customers to stay engaged whilst
they're being processed. The aim is to
communicate quickly with the customer,
welcome them to your company and
maintain momentum.
Expected outcomes
⢠B2B digital marketing ecosystem
⢠Marketing plan to reduce churn
⢠Customer experience
⢠Customer centric approach
⢠Drive automated and personalised
communications
⢠Increase customer acquisition
⢠Increase customer experience
⢠Improve customer insights
⢠Lower cost of acquisition
49. Automation for customer engagement.
Initial on-boarding
Designed to on-board new customers
once they have received their login
details. Educate and guide the user
through the benefits and feature of the
tool so that they make their first booking.
Expected outcomes
⢠B2B digital marketing ecosystem
⢠Customer experience
⢠Customer centric approach
⢠Drive automated and personalised
communications
⢠Increase client engagement
⢠Improve customer insights
⢠Lower cost of acquisition
⢠Increase customer retention
⢠Reduced customer churn
50. Automation for customer engagement.
First year on-boarding
This automated programme is designed to
on-board new customers post first booking
and encourage them to increase their spend.
Expected outcomes
⢠Marketing plan to reduce churn
⢠Improved customer experience
⢠Customer centric approach
⢠Drive automated and personalised
communications
⢠Improve customer insights
⢠Increase customer retention
⢠Increase revenue generated by a new
client
⢠Increase revenue of existing clients
⢠Increased chance of creating advocates
⢠Larger average account size
51. Automation for customer engagement.
Up-sell
This automated programme is designed
for established (more than one year)
customers who are currently spending
less than we would like.
Expected outcomes
⢠B2B digital marketing ecosystem
⢠Customer experience
⢠Customer centric approach
⢠Drive automated and personalised
communications
⢠Improve customer insights
⢠Increase customer retention
⢠Increase revenue of existing clients
⢠Larger average account size
52. Automation for customer engagement.
Advocacy
This automated programme is designed
for established (more than one year)
customer who are currently spending
more that the defined threshold.
Expected outcomes
⢠B2B digital marketing ecosystem
⢠Customer experience
⢠Customer centric approach
⢠Drive automated and personalised
communications
⢠Improve customer insights
⢠Increase customer retention
54. Do you have a list of responsibilities?
Are those responsible resourced?
Do you have the right systems and
processes to support your actions
Do you have a clear schedule
with key milestones?
Project delivery methodology
(Agile or Waterfall)
Actions Who does what and when?
Considerations
55. R
A
C
I
Responsible
Those who do the work
to achieve the task.
Accountable
The one ultimately
answerable for the correct
completion of the task.
Consulted
Those whose opinions
are sought, e.g. subject
matter experts.
Informed
Those who are kept
up-to-date on progress.
RACI model.
57. Who monitors what, and when?
Do you have a schedule for testing?
How will you optimise through insights?
How will you track and report on
objectives?
How will you report on usage?
What is the proposed frequency and
format of reporting?
Control How can we make sure we get there?
Considerations
59. 90 day cycles give you
enough time to gain
meaningful results.
90
days
90
days
90
days
Plan and build Pilot launch
Roll out and
improve
Project cycles.