This document outlines strategies for keeping customers happy and growing revenue beyond the initial acquisition. It recommends designing a customer-centric strategy focused on the entire lifecycle. This involves segmenting customers, mapping products and content to personas and journeys. It also stresses developing adoption and retention programs, measuring marketing impact on key metrics, and aligning sales and marketing teams and processes to shared goals throughout the relationship. The overarching message is that focusing on the entire customer experience beyond just acquisition can significantly increase retention and profitability.
This document provides a summary of a candidate's experience including their professional background, skills, and education. The candidate has over 15 years of experience in customer success, support, and strategic leadership roles. They have a proven track record of building successful customer programs that improve business outcomes like revenue, renewals, and expansion. The candidate also has expertise in business processes, program management, customer experience, and account management.
This candidate has over 10 years of experience in marketing and project management roles. They have a proven track record of developing and managing demand generation programs to meet revenue goals, including webinars, email campaigns, and paid social media ads. They are skilled at partnering with sales and other teams to align marketing activities with strategic accounts. This candidate excels at identifying opportunities to optimize marketing spend and drive efficiencies.
This document summarizes the experience and qualifications of a sales director. It includes roles as a senior enterprise account executive, director of sales where they grew revenue 50% and built a team of 30 people, and senior sales area manager where they developed the first cross-functional sales team and grew revenue significantly year-over-year. The candidate has over 8 years of proven experience exceeding quotas and growing revenue through leadership of high-performance sales teams.
Ross Umphlett has over 10 years of experience in search engine marketing. He is currently a Tier 1 Search Manager at Mediacom, where he implements and manages paid search campaigns for agency clients. Previously he held SEM roles at Hebs Digital, Monster World Wide, and Squeaky Wheel Media. He has expertise in strategic planning, client relations, budget management, and campaign optimization.
This candidate has over 6 years of experience managing events for SaaS and B2C companies. They excel at executing a high volume of projects on time and within budget while negotiating sponsorships. They collaborate with cross-functional teams to develop innovative event strategies and marketing campaigns that drive pipeline and revenue.
This profile summarizes a marketing professional with experience in customer engagement, event planning and management, and social media marketing. Key skills include managing customer relationships, content creation, and tools like Hootsuite, Influitive, Marketo and Salesforce. Recent work includes launching a customer advocacy platform and managing a large annual customer summit with 500 attendees.
Kerri Mae Mitchell has over 15 years of experience in marketing, sponsorship, and event management, with an emphasis on global planning and execution. She has led teams and managed multi-million dollar budgets. Currently she is a Senior Global Events Manager at Nutanix, where she started their global events team, provides strategic direction, and oversees an annual budget of millions of dollars. Previously she held marketing roles at Motorola Solutions, Citrix Systems, Quest Software, Intelsat, and Northrop Grumman, where she developed marketing strategies, managed large budgets, and drove pipeline growth. She has a B.S. in Business Administration-Marketing from St. Bonaventure University.
Invitation-only event for convention organizers in D.C. centered on strategic steps to increase value in careers and events, this one specifically in sponsorships and exhibits
This document provides a summary of a candidate's experience including their professional background, skills, and education. The candidate has over 15 years of experience in customer success, support, and strategic leadership roles. They have a proven track record of building successful customer programs that improve business outcomes like revenue, renewals, and expansion. The candidate also has expertise in business processes, program management, customer experience, and account management.
This candidate has over 10 years of experience in marketing and project management roles. They have a proven track record of developing and managing demand generation programs to meet revenue goals, including webinars, email campaigns, and paid social media ads. They are skilled at partnering with sales and other teams to align marketing activities with strategic accounts. This candidate excels at identifying opportunities to optimize marketing spend and drive efficiencies.
This document summarizes the experience and qualifications of a sales director. It includes roles as a senior enterprise account executive, director of sales where they grew revenue 50% and built a team of 30 people, and senior sales area manager where they developed the first cross-functional sales team and grew revenue significantly year-over-year. The candidate has over 8 years of proven experience exceeding quotas and growing revenue through leadership of high-performance sales teams.
Ross Umphlett has over 10 years of experience in search engine marketing. He is currently a Tier 1 Search Manager at Mediacom, where he implements and manages paid search campaigns for agency clients. Previously he held SEM roles at Hebs Digital, Monster World Wide, and Squeaky Wheel Media. He has expertise in strategic planning, client relations, budget management, and campaign optimization.
This candidate has over 6 years of experience managing events for SaaS and B2C companies. They excel at executing a high volume of projects on time and within budget while negotiating sponsorships. They collaborate with cross-functional teams to develop innovative event strategies and marketing campaigns that drive pipeline and revenue.
This profile summarizes a marketing professional with experience in customer engagement, event planning and management, and social media marketing. Key skills include managing customer relationships, content creation, and tools like Hootsuite, Influitive, Marketo and Salesforce. Recent work includes launching a customer advocacy platform and managing a large annual customer summit with 500 attendees.
Kerri Mae Mitchell has over 15 years of experience in marketing, sponsorship, and event management, with an emphasis on global planning and execution. She has led teams and managed multi-million dollar budgets. Currently she is a Senior Global Events Manager at Nutanix, where she started their global events team, provides strategic direction, and oversees an annual budget of millions of dollars. Previously she held marketing roles at Motorola Solutions, Citrix Systems, Quest Software, Intelsat, and Northrop Grumman, where she developed marketing strategies, managed large budgets, and drove pipeline growth. She has a B.S. in Business Administration-Marketing from St. Bonaventure University.
Invitation-only event for convention organizers in D.C. centered on strategic steps to increase value in careers and events, this one specifically in sponsorships and exhibits
The document discusses how self-checkout technology has helped retailers reduce front-end labor costs and improve customer experience. It summarizes a study on self-checkout utilization rates across different retailers and the potential labor savings from installing more self-checkout terminals. While self-checkout provides benefits, it can also increase theft risks if not properly monitored. The document outlines best practices for layout, attendant training, and reporting to maximize benefits and mitigate risks of self-checkout.
This document summarizes a company's experience hosting a hack-a-thon to address marketing challenges. The company wanted to transition to a global delivery model from a geo-centric one, improve campaign execution consistency, and develop a long-term customer journey-based marketing strategy. A hack-a-thon brought together various teams, exceeded time expectations, and identified opportunities to improve processes. Key lessons included the importance of organization, using actual processes to find flaws, and balancing strategic and tactical marketing globally and locally. As a result, several customer programs launched across geographies, CRM go-live was on track, and revenue attribution was completed.
Sally Vernon is applying for a campaign manager position and has provided her portfolio highlighting her expertise, skills and achievements over 15+ years in marketing communications. Her portfolio outlines experience managing product launches, digital campaigns, and events and includes achievements such as developing a successful product launch strategy, distributing samples that led to orders and sales pipeline for a digital campaign, and generating leads for a new sales team through an event she managed. She believes her ability to hit the ground running, commitment to delivering results, planning and organizational skills, and experience motivating teams makes her a good fit for the position.
This document provides information about Halle Anne Long as a Director of Sales/General Manager. It summarizes her 25 years of experience in sales and operations for select and full service hotels. She has experience managing multiple units and driving sales, profits, and operations to meet budgets. Her skills include revenue management, training teams, executing sales initiatives, and analyzing financial reports to support business development and growth.
This summary of qualifications highlights the applicant's experience in marketing and sales roles, including developing successful marketing campaigns and maintaining client relationships. She has over 3 years of experience as a multimedia sales consultant creating customized media plans and conducting market research. The applicant also has strong skills in Microsoft Office, Adobe Photoshop, social media marketing, and publishing software. She graduated with honors in marketing and advertising from Indiana University South Bend.
This document summarizes the experience and qualifications of Jaya Bharti for a mid-level marketing role. She has over 6 years of experience in marketing communications and brand management. She has expertise in developing marketing strategies, executing marketing campaigns across various media, and facilitating sales and promotional efforts. She is skilled in tasks like event management, internal communications, database management, and vendor relationships.
myMarketing Cafe offers integrated small business marketing in the digital era. Our team and expert contributors help business owners make connections that make a difference. We share our small business marketing expertise through a well-organized, in-depth library of content-driven marketing resources and trainings. We follow a pay-it-forward, netweaving business philosophy. Want to know more about that? Connect with us!
Kari J Kittleson has over 13 years of experience in business-to-business and global marketing. She currently works as the Dealer Direct Marketing Manager at Marvin Windows and Doors, where she leads strategic direction and develops focused marketing strategies. Prior to her current role, she held marketing positions at Tennant Company, Farmers Insurance, Lake Region Manufacturing, and Minntech Corporation. Kari has a Bachelor of Science degree in Marketing Management from Metro State University.
Andre Smith is a marketing professional with over 10 years of experience in marketing strategy, digital marketing, social media, and multi-channel campaigns. He has held several roles with increasing responsibility at Reed Exhibitions, where he led marketing for trade shows with $40M in revenue. Currently, he works as an Employer Relations Specialist helping members find jobs. His expertise includes copywriting, search engine optimization, team leadership, and developing marketing budgets.
Weight Watchers implemented a high-speed, global personalization effort to modernize their marketing technology in two months. They organized cross-functional teams to test segmentation and dynamic content strategies across multiple markets in parallel. This agile, multi-market development approach allowed them to generate 12 million unique customer journeys, launch in 11 countries, deploy the new system in 8 weeks, and see a 15% impact across key performance indicators. Moving forward, Weight Watchers aims to expand omni-channel capabilities and further integrate personalization into their apps and products.
B Scott Jones is a strategy and service professional with over 20 years of experience in account management, customer solutions, marketing, and brand strategy. He has a proven track record of identifying opportunities, focusing on client communication, and delivering superior results. His experience includes managing customer service and national shipping operations at Supreme Lobster and overseeing multiple concurrent projects and account staff as an Account Supervisor at Schawk Retail Marketing. Jones holds a Bachelor of Fine Arts degree and has participated in various leadership and management training programs.
Venkat Raju T is seeking a challenging opportunity in digital marketing where he can utilize his skills and commitment to excellence. He has over 5 years of experience in digital marketing roles, including as a Digital Marketing Executive. He has proficiency in SEO, SEM, social media marketing, and analytics tools like Google Analytics. Venkat holds an MBA in Finance and Marketing and has undertaken digital marketing projects for websites in various industries.
Amy Dinkel has over 15 years of experience in sales and marketing, with a proven track record of increasing revenue, new business, and client retention. She is skilled in strategic planning, project management, budgeting, content creation, and relationship building. Currently an Account Manager at Hallmark Business Connections, Amy manages key client accounts, oversees strategic initiatives, and consistently achieves or exceeds her sales goals.
Higl-level Framework for Multichannel Camapign ManagementHanis Koh
This document discusses the process and considerations for multichannel campaign management across Asia Pacific regions. It outlines the need for standardization, clear roles and responsibilities, timeline management, risk management, and stakeholder management across various functions involved. It notes the scale and complexity of campaigns across 10 APAC markets in 4 regions, with 5 languages. A working model shows the many interconnected functions involved, from marketing to sales to customer service. Checklists are provided to ensure campaigns are properly planned and executed. Continuous improvement focuses on areas like lead time estimation, product campaign audits, and knowledge base standardization.
- Leigh Lebow has over 15 years of experience in marketing leadership roles, with expertise in field marketing, program management, partner programs, and demand generation.
- She is currently the Director of the Infor Partner Network, where she is responsible for the global partner marketing and enablement strategy.
- Previously, she held director roles at Kaspersky Lab and Computer Associates International, where she managed large channel marketing budgets and teams to drive revenue and achieve sales goals.
To successfully execute a co-branded marketing campaign, companies should strive to be easy to work with by making the relationship mutually beneficial and seamless, offer shared resources like educational events to new prospects, gather input from local partners to better understand local markets, and simplify implementation through efficient processes and systems.
Brian Mistretta is a Senior Director of Product and Solution Marketing with over 16 years of experience in IT, technology services, and telecommunications. He has expertise in marketing strategy, cross-functional collaboration, and implementing tactical plans. At his current role at CenturyLink, he leads a team in developing marketing content, sales enablement tools, and thought leadership assets. Previously, he launched marketing programs and products at Savvis, where he was also a top-performing proposal manager.
Algario Sales Development System Oct. 17 11 Svadmcclus
This document describes a sales training and development program called PowerLearn Sales Development System. It provides online training modules that teach skills like relationship building, needs identification, and closing sales. Trainees apply these skills with coaching support. The program aims to enhance existing sales processes and drive measurable results through a blended learning approach of online and interactive elements over 10 weeks. It focuses on improving sales efficiency and effectiveness at each stage through skills like questioning and identifying customer needs.
1) The document provides strategies for keeping customers coming back through cross-selling and upselling efforts. It discusses designing customer programs around goals, understanding customer personas, segmenting customers, mapping products to segments, developing content and programs, measuring results, and aligning marketing and sales teams.
2) A key point is that retaining and cross-selling existing customers is much more profitable than acquiring new customers. The document provides steps and examples for cross-sell email nurturing programs, retention programs, and multi-channel customer engagement.
3) Metrics for programs range from initial engagement metrics to later revenue metrics. Attribution models can help determine which touchpoints contribute to opportunities and sales. The final section stresses aligning marketing and sales
5 Essential Steps to Build Targeted Campaigns Across ChannelsDemandbase
Attendees of this webinar will gain insights into specific recommendations and tactics marketers can apply to their programs to improve their overall results, particularly among key accounts. Some of the topics covered would include:
-Account-Based Advertising & Retargeting
-Social Account Nurturing
-Personalization
-Email
-Analog (Direct & Field Marketing)
The document discusses how self-checkout technology has helped retailers reduce front-end labor costs and improve customer experience. It summarizes a study on self-checkout utilization rates across different retailers and the potential labor savings from installing more self-checkout terminals. While self-checkout provides benefits, it can also increase theft risks if not properly monitored. The document outlines best practices for layout, attendant training, and reporting to maximize benefits and mitigate risks of self-checkout.
This document summarizes a company's experience hosting a hack-a-thon to address marketing challenges. The company wanted to transition to a global delivery model from a geo-centric one, improve campaign execution consistency, and develop a long-term customer journey-based marketing strategy. A hack-a-thon brought together various teams, exceeded time expectations, and identified opportunities to improve processes. Key lessons included the importance of organization, using actual processes to find flaws, and balancing strategic and tactical marketing globally and locally. As a result, several customer programs launched across geographies, CRM go-live was on track, and revenue attribution was completed.
Sally Vernon is applying for a campaign manager position and has provided her portfolio highlighting her expertise, skills and achievements over 15+ years in marketing communications. Her portfolio outlines experience managing product launches, digital campaigns, and events and includes achievements such as developing a successful product launch strategy, distributing samples that led to orders and sales pipeline for a digital campaign, and generating leads for a new sales team through an event she managed. She believes her ability to hit the ground running, commitment to delivering results, planning and organizational skills, and experience motivating teams makes her a good fit for the position.
This document provides information about Halle Anne Long as a Director of Sales/General Manager. It summarizes her 25 years of experience in sales and operations for select and full service hotels. She has experience managing multiple units and driving sales, profits, and operations to meet budgets. Her skills include revenue management, training teams, executing sales initiatives, and analyzing financial reports to support business development and growth.
This summary of qualifications highlights the applicant's experience in marketing and sales roles, including developing successful marketing campaigns and maintaining client relationships. She has over 3 years of experience as a multimedia sales consultant creating customized media plans and conducting market research. The applicant also has strong skills in Microsoft Office, Adobe Photoshop, social media marketing, and publishing software. She graduated with honors in marketing and advertising from Indiana University South Bend.
This document summarizes the experience and qualifications of Jaya Bharti for a mid-level marketing role. She has over 6 years of experience in marketing communications and brand management. She has expertise in developing marketing strategies, executing marketing campaigns across various media, and facilitating sales and promotional efforts. She is skilled in tasks like event management, internal communications, database management, and vendor relationships.
myMarketing Cafe offers integrated small business marketing in the digital era. Our team and expert contributors help business owners make connections that make a difference. We share our small business marketing expertise through a well-organized, in-depth library of content-driven marketing resources and trainings. We follow a pay-it-forward, netweaving business philosophy. Want to know more about that? Connect with us!
Kari J Kittleson has over 13 years of experience in business-to-business and global marketing. She currently works as the Dealer Direct Marketing Manager at Marvin Windows and Doors, where she leads strategic direction and develops focused marketing strategies. Prior to her current role, she held marketing positions at Tennant Company, Farmers Insurance, Lake Region Manufacturing, and Minntech Corporation. Kari has a Bachelor of Science degree in Marketing Management from Metro State University.
Andre Smith is a marketing professional with over 10 years of experience in marketing strategy, digital marketing, social media, and multi-channel campaigns. He has held several roles with increasing responsibility at Reed Exhibitions, where he led marketing for trade shows with $40M in revenue. Currently, he works as an Employer Relations Specialist helping members find jobs. His expertise includes copywriting, search engine optimization, team leadership, and developing marketing budgets.
Weight Watchers implemented a high-speed, global personalization effort to modernize their marketing technology in two months. They organized cross-functional teams to test segmentation and dynamic content strategies across multiple markets in parallel. This agile, multi-market development approach allowed them to generate 12 million unique customer journeys, launch in 11 countries, deploy the new system in 8 weeks, and see a 15% impact across key performance indicators. Moving forward, Weight Watchers aims to expand omni-channel capabilities and further integrate personalization into their apps and products.
B Scott Jones is a strategy and service professional with over 20 years of experience in account management, customer solutions, marketing, and brand strategy. He has a proven track record of identifying opportunities, focusing on client communication, and delivering superior results. His experience includes managing customer service and national shipping operations at Supreme Lobster and overseeing multiple concurrent projects and account staff as an Account Supervisor at Schawk Retail Marketing. Jones holds a Bachelor of Fine Arts degree and has participated in various leadership and management training programs.
Venkat Raju T is seeking a challenging opportunity in digital marketing where he can utilize his skills and commitment to excellence. He has over 5 years of experience in digital marketing roles, including as a Digital Marketing Executive. He has proficiency in SEO, SEM, social media marketing, and analytics tools like Google Analytics. Venkat holds an MBA in Finance and Marketing and has undertaken digital marketing projects for websites in various industries.
Amy Dinkel has over 15 years of experience in sales and marketing, with a proven track record of increasing revenue, new business, and client retention. She is skilled in strategic planning, project management, budgeting, content creation, and relationship building. Currently an Account Manager at Hallmark Business Connections, Amy manages key client accounts, oversees strategic initiatives, and consistently achieves or exceeds her sales goals.
Higl-level Framework for Multichannel Camapign ManagementHanis Koh
This document discusses the process and considerations for multichannel campaign management across Asia Pacific regions. It outlines the need for standardization, clear roles and responsibilities, timeline management, risk management, and stakeholder management across various functions involved. It notes the scale and complexity of campaigns across 10 APAC markets in 4 regions, with 5 languages. A working model shows the many interconnected functions involved, from marketing to sales to customer service. Checklists are provided to ensure campaigns are properly planned and executed. Continuous improvement focuses on areas like lead time estimation, product campaign audits, and knowledge base standardization.
- Leigh Lebow has over 15 years of experience in marketing leadership roles, with expertise in field marketing, program management, partner programs, and demand generation.
- She is currently the Director of the Infor Partner Network, where she is responsible for the global partner marketing and enablement strategy.
- Previously, she held director roles at Kaspersky Lab and Computer Associates International, where she managed large channel marketing budgets and teams to drive revenue and achieve sales goals.
To successfully execute a co-branded marketing campaign, companies should strive to be easy to work with by making the relationship mutually beneficial and seamless, offer shared resources like educational events to new prospects, gather input from local partners to better understand local markets, and simplify implementation through efficient processes and systems.
Brian Mistretta is a Senior Director of Product and Solution Marketing with over 16 years of experience in IT, technology services, and telecommunications. He has expertise in marketing strategy, cross-functional collaboration, and implementing tactical plans. At his current role at CenturyLink, he leads a team in developing marketing content, sales enablement tools, and thought leadership assets. Previously, he launched marketing programs and products at Savvis, where he was also a top-performing proposal manager.
Algario Sales Development System Oct. 17 11 Svadmcclus
This document describes a sales training and development program called PowerLearn Sales Development System. It provides online training modules that teach skills like relationship building, needs identification, and closing sales. Trainees apply these skills with coaching support. The program aims to enhance existing sales processes and drive measurable results through a blended learning approach of online and interactive elements over 10 weeks. It focuses on improving sales efficiency and effectiveness at each stage through skills like questioning and identifying customer needs.
1) The document provides strategies for keeping customers coming back through cross-selling and upselling efforts. It discusses designing customer programs around goals, understanding customer personas, segmenting customers, mapping products to segments, developing content and programs, measuring results, and aligning marketing and sales teams.
2) A key point is that retaining and cross-selling existing customers is much more profitable than acquiring new customers. The document provides steps and examples for cross-sell email nurturing programs, retention programs, and multi-channel customer engagement.
3) Metrics for programs range from initial engagement metrics to later revenue metrics. Attribution models can help determine which touchpoints contribute to opportunities and sales. The final section stresses aligning marketing and sales
5 Essential Steps to Build Targeted Campaigns Across ChannelsDemandbase
Attendees of this webinar will gain insights into specific recommendations and tactics marketers can apply to their programs to improve their overall results, particularly among key accounts. Some of the topics covered would include:
-Account-Based Advertising & Retargeting
-Social Account Nurturing
-Personalization
-Email
-Analog (Direct & Field Marketing)
Penetrating Industries with an Integrated Sales and Marketing Strategy Marketo
The document provides guidance on developing an integrated sales and marketing strategy to target specific industry segments. It recommends conducting market research to understand customer profiles and needs within segments. It also suggests collaborating across teams to align on definitions and metrics, and developing programs across the sales funnel from top-of-funnel awareness campaigns to bottom-of-funnel pipeline acceleration. The document outlines challenges that may arise and potential solutions such as flexibility for strategy changes and focus on building an initial subscriber base before extensive nurturing.
The 90-day marketing plan focuses on building the Cirrus Assessment brand and generating high-quality leads. For branding, it will define the brand positioning, develop the customer promise and messaging, build thought leadership, and communicate about current customers. To generate leads, it will develop an integrated online strategy including a new responsive website, SEO/SEA, social media, and lead nurturing. Key actions include website development, hiring online marketing staff, investing in SEA/social in key countries, and developing country marketing plans for the UK and Netherlands.
SaaStrU 201: Revenue Marketing: Build for Scale with Podium's SVP, Revenue Ma...saastr
Jess Weimer / Senior Vice President, Revenue Marketing / Podium
Demand Generation is the staple function for any organization looking to increase “Demand”. Over the last decade, the function of Demand Generation gears to being a silo - where the function has its own KPIs, and often times vanity metrics, that cloud the picture. In this session, we will talk through the evolution of Demand Generation to Revenue Marketing, and how Revenue Marketing is critical to building for scale.
From the B2B Content2Conversion Conference, with:
Paul Burgess, Director, Online Marketing, Time Warner Cable Business Class
Heather Berggren, Global Demand Generation Manager, Enterprise Solutions Group, Dell
This document is a resume for Corinna Tutor that summarizes her experience in marketing and brand building roles over 15+ years. She has held executive positions at companies like Spireon, HID Global, and Autobytel where she developed marketing strategies, grew brands, launched new products, and oversaw teams to deliver results. Her expertise includes integrated marketing, demand generation, digital strategy, product marketing, and building brands through strategic planning and relationship building.
Customer Success Webinar Series: How Automation is revolutionizing Customer S...Gainsight
The document discusses how automation is revolutionizing customer success through 1:Many programs. It provides examples of how to structure a 1:Many program including establishing lifecycle-based, usage-based, and thought leadership content series. The roles of customer success, marketing, and a dedicated 1:Many program lead are also outlined. Case studies from Network For Good demonstrate how their customer marketing is the backbone of 1:1 interactions and how they leverage tools and content to improve customer outcomes through onboarding, risk mitigation, and successful customer campaigns.
Presented by Rise Interactive
Proven Ways to Optimize the Customer Journey at Every Step
A robust experimentation strategy optimizes the entire customer journey which requires an understanding of all the channels your customers interact with and the variables that influence their behavior. Easier said than done, right? In this session, our partner, Rise Interactive, will share how your experimentation strategy can evolve alongside your channel investments to create the ultimate customer journey.
Attend this webinar to learn about:
-Building an experimentation strategy that aligns with the customer journey
-Opportunities for personalization across channels
-Finding actionable insights and applying them to other channels
Consideration and implementation of a successful marketing automation strategy presented by Andrew Wilson, Freelance Digital Marketing Automation & Project Manager
Growth Marketing and Customer ExperienceSogolytics
What is growth marketing, and how does it relate to the customer experience? Explore this strategy to grow your business -- by improving CX, marketing, and ROI!
Lyn McGee has over 15 years of experience in product marketing, marketing management, and business intelligence. She has a proven track record of launching new products that increase revenue and developing marketing strategies that drive growth. She is skilled at analytics, campaign development, and communicating value propositions to customers.
This document contains contact information and a summary of qualifications for Fadi Farid Issa, including his educational background in management of information systems, work experience in sales and marketing roles, computer literacy and language skills.
Modernize Your Global Demand Generation Marketing MachineAlex Kriney
This document summarizes Kaspersky Lab's efforts to modernize their marketing efforts through adoption of a marketing automation platform. It describes how they implemented Marketo globally in a distributed model across 10 regions. Key highlights included over 50 active Marketo users, growth in new leads, and increased marketing-influenced revenue and renewals. The document also outlines their use of marketing automation across the lead lifecycle, customer/renewal lifecycles, and partner lifecycle. It concludes by discussing next steps around optimizing marketing investments, content, and goals in each region and channel.
How to Build the Ultimate Customer Demand Generation MachineMarketo
Are you marketing to customers for up-sell, cross-sell and retention goals? Check out this presentation which will show you how to use marketing automation to build an ultimate demand generation team for your customers!
An introduction to Account-Based Marketing including an analysis of benefits and criticisms, statistics, implementation suggestions and ideas, Importance of content and Lead-to-Account, challenges, and software considerations.
Contact me on LinkedIn if you have questions: https://www.linkedin.com/in/anantdas
Margaret Dawson defines integrated marketing and the required components of an integrated marketing plan. You can use this template to set up your marketing program for success. From performing a market analysis and SWOT to establishing the right strategies and objectives to establishing the right metrics - and then putting an action plan together based on all of that.
This document outlines an integrated marketing and communications model with centralized and localized elements. Key points:
- The model effectively allocates roles between centralized and localized functions, with research, insights, strategies, and creative work done centrally while allowing flexibility for local adaptation.
- It establishes business hubs in existing markets to provide coverage across regions in a scalable way through dedicated teams.
- The activation team will support PR, creative, digital and media workstreams by providing insights, feedback, and implementing client activation requirements.
- Training and management processes are described to ensure promoters are properly qualified and campaigns are effectively implemented and reported on.
The document outlines the integration of St. Germain elderflower liqueur into Bacardi USA's portfolio following its acquisition. Key objectives included commercial integration with distributors, establishing pricing structures and customer programs, developing point-of-sale materials, and training Bacardi USA's organization and integrating Cooper Spirits' 14 ambassadors. Teams were formed to manage integration aspects such as commercial sales, trade/customer marketing, agency management/education, and review.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
4. Acquiring a customer costs 5-10
times more than retaining one1
A 5% increase in retention yields
profit increases of 25-95%2
1. eMarketer,
2. Bain and Company
5X-10X
25%-95%
5. How to Design a Winning
Customer DG Strategy?
Strategy • Programs • Measurement • Alignment
6. 1
• Bookings Revenue, $$
2 • # of Wins
3 • # of Opportunities
4 • Pipeline
• # of SQLs
5 • # of MQLs
1. Start With the Goals
8. ENABLEMENT
ADOPTION
RETENTION
GROWTH
ADVOCACY
Matching expectations with
the customer experience
Drive up usage,
platform adoption and
retention across all
segments
Optimization and
growth through
cross-sell
ENGAGEMENT MARKETING MATURITY & VALUE REALIZATION
Grow the influence of
our advocates within
the Nation
3. Map Customer Journeys
9. 4. Segment Your Customer Base
Organization Industry
Size Territory
Revenue
Customer
Journey
Persona
Product or
Solution
Target
Account
Purchase
History
Usage Demographics
10. 5. Map Products to Segments
BUY —>
Segments |
V
Product
A
Product
B
Product
C
Solution
1
Solution
2
Solution
3
Segment 1
Persona
Segment 2
Persona
Segment 3
Persona
Segment 4
Persona
11. 6. Map Content to Buyer Personas & Journeys
ENABLEMENT
STAGE
NEEDS:
• Reporting, metrics, insights
• Skills & resources
• Budget, ROI
• Value realization
GROWTHENABLEMENT
NEEDS:
• Systems integration
• Data migration
• CRM sync & workflows
ENABLEMENT
NEEDS:
• Content strategy,
segmentation
• Lead scoring, nurturing
• Org. alignment
ADOPTION / RETENTION
17. Personas
• Based on products they
don’t have
• Type & size of company
• Customer role (user, exec)
Product Interest & Journey
Stage
• Product pages visited
• Content downloads
• Webinar attended
SEGMENTS TRIGGERS STORY ARC
CROSS-SELL PROGRAM DIMENSIONS
Content
• Entertain
• Educate
• Create a need
• Accelerate to purchase
23. • Customer satisfaction
• Net Promoter Score (NPS)
• Customer account temperature
• Retention, renewals and churn rates
• Subscription dollar retention rate
• Customer lifetime value
Retention Metrics
24. Strategy • Programs • Measurement • Alignment
Align Sales And Marketing on
the Same Goals
25. Align Teams & Hand-off Process
Marketing
Sales Development
Sales
Services
Customer Success
26. Agree on Definitions
• Program Success
• Marketing Qualified Lead
• Customer MQL vs. Product MQL
• Sales Qualified Lead
• Opportunity
• Act Now, Call Now
27. Stars and Flames show priority
List of Interesting Moments
Prioritize Leads
28. Communicate & Train Frequently
• Weekly email updates
• Monday “To help you sell” email
• Thursday global forecast notes
• Bi-Weekly SDR / Sales / CAM / Mktg. meetings
• Monthly and ongoing training for SDRs and new hires
• Quarterly business reviews
• Semi-annual S&M Revenue Kick-off
• Ongoing conversations
29. Takeaways
1. Focus on driving revenue first, throughout the ENTIRE customer lifecycle
2. Create relevant and personalized experiences across multiple channels
3. Design your programs to be measurable
4. Don’t set it and forget it – have regular checks and balances for scoring and
input from sales
5. It’s 10X cheaper to retain an existing customer than to acquire a new one
@digijinni #mktgnation@marketo
So you’ve acquired thousands of customers, now what? How will you make sure they continue using your products and keep coming back for more? Attend this session to learn how Marketo designed a winning customer base marketing strategy. We’ll examine how to target your best growth opportunities, listen to customer behaviors to determine their product interest. measure marketing impact on revenue and focus sales on their best bets.
Every company has the same mission: to maximize their value. But in Marketo’s view, your most valuable asset isn’t your product, or your branding, or even your team—it’s your customers. The most successful companies succeed because they excel during each stage of the customer lifecycle: in acquiring new buyers, in growing their lifetime value, and in converting them into advocates.
Today, more than ever, marketers must focus on providing value through the entire customer lifecycle. From acquisition, where marketers aim to acquire customers at the lowest possible cost, to engaging those customers in meaningful conversations on the channel of their choice, to retaining them and providing value so that the customer keeps coming back for more, to ultimately turning those customers into brand advocates.
Based on data from Bain & Company, a 5% increase in retention yields between 25% - 95% increase in profits. This illustrates that by spending the majority of their efforts on costly acquisition techniques, marketers are leaving money on the table.
https://www.linkedin.com/pulse/what-cost-customer-acquisition-vs-retention-ian-kingwill
The needs change based on the journey
Step#2: you need to understand your audience and build profiles of customers that you’ll be marketing to. A lot of this information should be already available to you from marketing to prospects. Now that they are in your database and part of your community, you have an opportunity to ask them even more questions and use various listening tools to develop more robust profiles, targeted messages and assets
Roles
Needs
Based on the stage in their customer journey – from immediate post sale
The goals is to identify the biggest segments in your database that you will be selling to.
The next step is to start developing even more advanced and targeted segments taking into account behavioral data, scoring (or where the customer is in their buying cycle);
If you have marketing automation solution like Marketo, it’s easy to do; you need to define what behaviors you want to listen to (for example, last engagement or web site visit, attendance to your event, specific asset download or specific score threshold). The more precise your segmentation the more targeted and relevant your campaign messaging and overall customer communications, which will ultimately drive higher engagement, conversions, customer sat. and retention metrics and revenue.
Next step, is to look at the products & services in your -- portfolio and map those products to your segments. First, you’re looking at what products are owned by your customer accounts and where the white space is. The x on this slide represents current product ownership by a particular segment and the white space represents paths or opportunities for cross-sell. This map will come very handy when you start building you retention and cross-sell nurture streams. Another way to think about it is that x on this map represent retention streams and topics and white space represents cross sell nurture paths.
And don’t forget to prioritize your most promising segments!
Of course, you don’t go through this process in isolation – it’s important to work closely with Product or Segment marketing, Sales and business stakeholders to prioritize segments, products, dg efforts.
Growth: map content image to needs (metrics, reporting); make a connection to nurture
Address a need – what does your reader care about?
Be relatable – this is knowing your audience
Make a point and get to the point…
Stand out
Listen to inputs from sales, social, and of course your customers
Finally, you determine your tactics. We use a mix of programs designed to engage our customers across a variety of channels, including email, social media, events, web, etc.
So the types of nurture we’ll discuss – include adoption/retention nurture, cross-sell nurture and multi-channel nurture
The goal for adoption programs is to drive more product usage and we look at the 3 dimensions:
Segments (your audience, personas that we defined) – Most important is the products that the customers have and how they are using them: we use customer success platform that integrates into Marketo and CRM to give us this informationIf we see that the usage is low on some core Marketo featurs – it’s a red flag
We’ll have different
Here’s an example of our adoption programs examples:
Lead nurturing is a core Marketo functionality and the successful adoption and regular usage of CEE correlates highly with customer success overall and their propensity to renew.
So if we see that a customer has very few engagement streams running or doesn’t use CEE at all we know that we need to do something about it. We put them into Adoption nurture streams
First we educate customers on nurture strategy, metrics, content best practices; the concept of “why nurture”; then we move them into step-by-step tips on how to set up streams in Marketo.
We don’t market cross sell products to customers in the first 6 months – it’s too early
Also growth and maturity is very different for various customers – it’s not linear or time-based
Here’s an example of our adoption / retention nurture content: for the streams that focus on Nurture (no pun intended)
Lead nurturing is a core Marketo functionality and the successful adoption and regular usage of CEE correlates highly with customer success overall and their propensity to renew.
So if we see that a customer has very few engagement streams or exhausted content in the streams, we nurture them. First we educate customers on nurture strategy, metrics, content best practices; the concept of “why nurture”; then we move them into step-by-step tips on how to set up streams in Marketo.
Let’s switch gears and talk about measurement or KPIs that are important when evaluating your DG programs
I think marketers struggle to measure programs ROI for two reasons. One is because they might not think about measurement upfront and then fail to create the right structure/framework to measure results. Two, there is no alignment on what metrics matter.
Let’s look at an example:
Let’s say your revenue goal is $5M and your ASP is $25k, so to hit that revenue target, you need to win 200 deals (divide $5m by $25k), and if your win rate is only 25%, you’d need 4x the number of opportunities or 800 opportunities to get there. And your pipeline is $20M or the number of opportunities times ASP. If 90% of your SQLs turn into opportunities then you need 889 SQLs and if your MQL to SQL conversion rate is 15%, then you’d need 5926 MQLs. These numbers become “the plan” for different teams and you can hold all of them accountable for meeting the goals. At Marketo, Demand Gen. Marketing is not only responsible for driving program successes and MQLs, but we’re actually comp’ed on the number of opportunities and pipeline generated by marketing
Consider your audience and what KPIs you’ll be measuring at what point in time
Focus on revenue metrics and ROI
Optimize programs to drive higher ROI
It’s very important to have a framework and a time frame for measuring the results of your programs. Let’s consider our email nurture program and what you might measure over a 6 month period
So, say in January you set up and launch your nurture program. You measure the engagement score a month later (combination of clicks, opens, content downloads). It’s 70, then you start testing an optimizing it and get the score up to 80 by 4th month.
In May (in 5 months): your compare the results to historical – pre-nurture or to a control group that hasn’t been nurtured; in this example, nurture drove 4x the #of fast leads and doubled the number or MQLs
6 months – 2x the number of opps; and we can take it further and track the pipeline and closed deals
How often do you track these? Depends on your business
Our subscription dollar retention rate in Q1 was 105% while average subscription revenue per customer continued to show solid progress, increasing by 15% relative to the same period a year ago.
ARR retention %: very SAAS specific metric; and what that means is that from the Avg. Recurring Revenue standpoint
Finally, I’d like to talk to you about S&M alignment, which is critical for the success of your business as Marketing cannot run programs in isolation
Different when we talk about cross-sell and retention; different teams are involved
SDRs and AE follow-up on customer leads
What’s the role of SDRs and CAMs?
Align teams around the customer needs
From first customer acquisition to successful enablement, hand off to CAM
From marketing driving leads to SDRs to Sales and CAM
Who engages with a customer and when
General MQLs or Product MQLs
How do you score customer leads and their readiness to buy? Is there a concept of a Marketing Qualified Lead for customers? And how is it different from prospects?
Regardless of what you call customer leads, you need a way of scoring and prioritizing customer leads for your sales teams. At Marketo, we started with general MQLs for customers based on engagement, but as we grew our cross-sell products and services portfolio, it became obvious that we needed to measure the customer’s interest and buying intent for different products separately. That’s why we moved to product MQLs. This may work differently at your organization.
Here’s an example of our scoring for MQLs:
Product MQLs are based on product interest scores. A product interest score works just like a lead activity score. The difference is that it only scores for a specific product. The threshold for becoming a product MQL is a product interest score of 5+ points.
A customer can be an MQL for multiple products in the same month. However, the customer can only be a specific product MQL once every quarter. Even if the customer hits the threshold for becoming an MQL more than once a month or during another month that same quarter, he/she will only be qualified as a product MQL once. If the customer does not continue to be engaged on a specific product, their score for that product is decayed over cycles of two weeks until it hits zero.
A customer can be an MQL for multiple products in any given quarter. Keep in mind that this is not set in stone and could be very different for your business depending on your sales cycle.
Regardless of who follows up on leads, Sales need a way of prioritizing the volume. At Marketo we use our MSI tool (you see a screen shot here) that plugs in directly into SFDC to help with prioritization.
This is what it looks like to the SDR or Sales rep inside CRM
Interesting moments show the lead’s activity, so they can have a more relevant conversation
This is how we help focus the sales rep on the hottest leads AND enable them to be more effective when they do connect with a prospect or customer
Sales Insight delivered natively in-CRM
Email templates and campaigns for Sales
Real-time Sales Alerts
Interesting Moments
Sales Insight Mobile for Salesforce1
Gmail / Chrome Plug-in
Outlook Plug-in
And the last point I would to close with is the importance of training and communication. Our business moves so fast that it’s imperative to invest in training SDR, Sales and CAM organizations and keep them constantly updated on the types on programs we run.