This document summarizes a webinar about lead nurturing. It discusses various aspects of lead nurturing programs including managing data quality, creating enough content, getting better engagement through segmentation and personalization, creating an emotional connection with audiences, and measuring the ROI of nurturing campaigns. The webinar featured a panel of marketing experts from Marketo and Bluewolf who shared best practices and lessons learned around optimizing lead nurturing.
With more than 2.3 billion active users worldwide, social media has officially gone from a "nice-to-have" to a "must-have" — and not just for consumer-facing companies.
You'll learn:
- Why social is potentially more impactful for B2B than B2C
- The biggest areas of opportunity for B2B social media
- The 3 types of social CMOs
- How to manage expectations and find your internal champions
- Unexpected ways to glean actionable insights from social data
- Real-world use cases and best practices from CMOs just like you
"The Most Powerful Brand on Earth," presented by Susan EmerickSocialMedia.org
In her Brands-Only Summit author discussion, Brands Rising's Susan Emerick, talks about her book, "The Most Powerful Brand on Earth: How to Transform Teams, Empower Employees, Integrate Partners and Mobilize Customers to Beat the Competition in Digital and Social Media."
She shares the secrets to building a successful employee advocacy program with a roadmap to harness the power of empowering employees and partners to build trust and advocacy in social media.
7 Surefire Ways to Improve ROI for Your Email Program - BrightWave MarketingOnline Marketing Summit
7 Surefire Ways to Improve ROI for Your Email Program
Email marketing is the most cost efficient and measurable marketing platform yet ROI is often elusive for many digital marketers. Hear actionable ways to drive revenue, engage your subscribers, cut costs and build stronger relationships with your customers and prospects. List growth, social integration, creative and metrics usage will also be addressed among other email essentials in an always changing email marketing world.
* Simms Jenkins, CEO, BrightWave Marketing
Break Through the Noise: B2B Social Media Marketing - #SMBMSP94 EventRyan Peña
With a limited budget and so many new ways to leverage social media, how do you break through the clutter and get your message in front of the people that matter, the people that convert? In this session, we’ll explore a hyper-targeted B2B content strategy that stems from months of social listening, weekly reporting, and loads of testing.
In this session you will learn:
Techniques to find your target audience
How to drive results with a scrappy budget
How to effectively launch an employee advocacy program to drive additional site traffic and awareness
When to ask for a budget increase based off clear data
Paid Search, SEO, Video Search, Directories, Content Syndication, Reputation Management… There are few sources of visibility and traffic more valuable than the search engine results page (SERP). In this 2-hour class, we’ll cover the options available to marketers, as well as discuss how specific marketers should maximize the true ROI of every form of search engine marketing. No single strategy works for every marketer, but there are tried and proven ways to dramatically improve your chances of success. We will keep the session interactive for those who have specific challenges they would like to address.
HarperCollins - How I Got Here: The DIY Social Audit and SEOFalcon.io
Are your social visions and goals meeting expectations? How do you stack up to your competitors? Have you listened/looked at yourself objectively lately? In this session, you'll get a crash course on how to do a social audit. You'll leave with a hype-free understanding of not only how to do a social audit but how that work impacts brand health, content development, keyword strategies for SEO, social responses trees, and more...
With more than 2.3 billion active users worldwide, social media has officially gone from a "nice-to-have" to a "must-have" — and not just for consumer-facing companies.
You'll learn:
- Why social is potentially more impactful for B2B than B2C
- The biggest areas of opportunity for B2B social media
- The 3 types of social CMOs
- How to manage expectations and find your internal champions
- Unexpected ways to glean actionable insights from social data
- Real-world use cases and best practices from CMOs just like you
"The Most Powerful Brand on Earth," presented by Susan EmerickSocialMedia.org
In her Brands-Only Summit author discussion, Brands Rising's Susan Emerick, talks about her book, "The Most Powerful Brand on Earth: How to Transform Teams, Empower Employees, Integrate Partners and Mobilize Customers to Beat the Competition in Digital and Social Media."
She shares the secrets to building a successful employee advocacy program with a roadmap to harness the power of empowering employees and partners to build trust and advocacy in social media.
7 Surefire Ways to Improve ROI for Your Email Program - BrightWave MarketingOnline Marketing Summit
7 Surefire Ways to Improve ROI for Your Email Program
Email marketing is the most cost efficient and measurable marketing platform yet ROI is often elusive for many digital marketers. Hear actionable ways to drive revenue, engage your subscribers, cut costs and build stronger relationships with your customers and prospects. List growth, social integration, creative and metrics usage will also be addressed among other email essentials in an always changing email marketing world.
* Simms Jenkins, CEO, BrightWave Marketing
Break Through the Noise: B2B Social Media Marketing - #SMBMSP94 EventRyan Peña
With a limited budget and so many new ways to leverage social media, how do you break through the clutter and get your message in front of the people that matter, the people that convert? In this session, we’ll explore a hyper-targeted B2B content strategy that stems from months of social listening, weekly reporting, and loads of testing.
In this session you will learn:
Techniques to find your target audience
How to drive results with a scrappy budget
How to effectively launch an employee advocacy program to drive additional site traffic and awareness
When to ask for a budget increase based off clear data
Paid Search, SEO, Video Search, Directories, Content Syndication, Reputation Management… There are few sources of visibility and traffic more valuable than the search engine results page (SERP). In this 2-hour class, we’ll cover the options available to marketers, as well as discuss how specific marketers should maximize the true ROI of every form of search engine marketing. No single strategy works for every marketer, but there are tried and proven ways to dramatically improve your chances of success. We will keep the session interactive for those who have specific challenges they would like to address.
HarperCollins - How I Got Here: The DIY Social Audit and SEOFalcon.io
Are your social visions and goals meeting expectations? How do you stack up to your competitors? Have you listened/looked at yourself objectively lately? In this session, you'll get a crash course on how to do a social audit. You'll leave with a hype-free understanding of not only how to do a social audit but how that work impacts brand health, content development, keyword strategies for SEO, social responses trees, and more...
Social Intelligence: Using Social Media for Business IntelligenceIDEA
Social media can be helpful in helping companies predict consumer/customer behavior based on conversations and activities. This presentation uncovers the key functions of Social Intelligence and how businesses can employ them to better predict and optimize business and marketing strategies.
Navigating the Social Media Landscape: Social media has gone from fun distractions to necessary channels of communication. As a result we are bombarded with lots of content and lots of noise. How do we navigate this fast-paced and dynamic social media environment? How can we leverage social media for our business objectives? How can we be heard above all the noise? How do we avoid social media fails? How do we determine ROI? This master class will help you determine the proper approach, find the right networks with the right audiences, execute successful strategies, and drive both engagement and impact.
Influencer Marketing has matured into a powerhouse marketing channel.
In this webinar, Rachael Cihlar and Laura Smous will provide actionable insights into what it takes to create a high performing influencer marketing practice, with less effort than you’d think. Through the use of case studies, proprietary data and actual customer examples, you’ll learn how to:
Drive programs and performance with goal setting
Optimize influencer selection for maximum ROI
Reach the right consumers, with audience targeting
Identify which influencer marketing metrics matter to you (and which don’t)
Continuously improve your influencer marketing, with analytics
Create an “always-on” influencer marketing strategy that’s vital to your success
Influencer marketing is not what it was even a year ago. It’s no longer a cumbersome process nor is it a one-off tactic. Rachael and Laura will outline the ease and efficiency of building an always-on automated influencer practice.
Learn how wireless enterprise T-Mobile has dialed into customer needs and as a result, modified support processes based on insights gained from using NetBase solutions.
Watch the webinar and learn from T-Mobile's Social Customer Support Sr. Manager Michelle Mattson:
What challenges prompted the search for an optimum social analytics solution
How NetBase has improved customer engagement, support and internal processes
Results and short/long term goals for social engagement
@peoplelinx #KissWebinar @michaelido
1 Why Social Selling? Employee Advocacy Prospecting Deal Nurturing 2 Measuring the ROI 3 Section Three – The Change Journey TABLE OF CONTENTS
B2B BUYERS ARE CHANGING Sources: Corporate Executive Board, Telenet, Ovation Sales Group Calls required to reach a buyer (up from 3.7 in 2007). HARDER TO REACH 8 Decision-makers participate in an average enterprise purchase. CONSENSUS-DRIVEN 5.4 Of buyers’ decision is already made before speaking with a sales rep. SELF-EDUCATING 60% Of B2B executives use social media to research buying decisions. USING SOCIAL 84%
6.2 10 11.57 12.81 0 2 4 6 8 10 12 14 Conducts Non Traditional Customer Due Dilligence Personally Owns Lead Generation Leads With Insight Uses Social Media as a Critical Channel ImprovementProbabilityof becomingaTopPerformer SOCIAL SELLING IS CRITICAL TO EARLY ENGAGEMENT Sources: Corporate Executive Board
PUNDITS SAY IT’S AWESOME MARK FIDELMAN Forbes “78% of salespeople using social media outsell their peers.
Will you see similar results?
MEASURE FOR YOURSELF
SOCIAL SELLING INDEX (SSI)
KLOUT SCORE
WHAT’S MISSING
SOCIAL IS JUST A CHANNEL
Awareness Lead Generation Qualification Opportunity Upsell Referral Employee Advocacy Prospecting Deal Nurturing THE CHANNEL SUPPORTS THREE SALES ACTIONS
EMPLOYEE ADVOCACY METRICS: CLICKS, FORM-FILLS
SOCIAL PROSPECTING METRICS: MEETINGS, OPPORTUNITIES
NURTURE METRICS: WIN RATES, CYCLE TIMES
CRM CAN REPORT THIS…
WHEN SOCIAL ACTIONS ARE ASSOCIATED WITH OUTCOMES Employee Advocacy Prospecting Deal Nurturing Capture “Social” as Lead Source & Opportunity Source in CRM Capture social gestures in activity history (hard to do manually) Share tracker URLs on social (More segmented = more info)
WHICH WAY DOES THE CAUSAL ARROW POINT?
$1-2 CPC 30-40% of form-fill conversions contributed by social 3-4x increase in outbound yield v. cold-calling 10-20% increase in win rate 20-30% acceleration in cycle times WHAT SUCCESS LOOKS LIKE
THREE THINGS YOU CAN DO RIGHT NOW Give employees unique tracker URLs for social sharing Add “Social” to lead/deal source Capture success stories
Sources: PeopleLinx The State of Social Selling – 2015 REPS NEED HELP
Train employees on social selling Encourage use of social selling Measure Results of social selling EMPLOYERS AREN’T HELPING
EMPLOYER SUPPORT MAKES A BIG DIFFERENCE
SOCIAL SELLING MATURITY MODEL (SSMM) (No Change to Lift) 1-2%Policy Training Integration Optimization Increase to 7-8% Increase to 10-15% Increase to 15-20% Random Acts of Social Sales Lift 1-2%
MICHAEL IDINOPULOS CMO, PeopleLinx @michaelido THUE MADSEN Marketing Operations Manager, Kissmetrics @thuelmadsen Questions?
Bulldog Reporter webinar - Stop Doing Stupid Stuff: Using PR Measurement to M...Agility PR Solutions
• Connect the dots between your daily activities and business outcomes
• Develop customized metrics that reflect your value and contribution to business results
• Define benchmarks against which to judge performance
• Extract insight from your data
Guest speaker: Katie Delahaye Paine
Founder of KDPaine & Partners Inc., The Delahaye Group and Paine Publishing, author, Senior Fellow and Advisory Board member of the Society for New Communications Research (SNCR), initial founder of the Institute for Public Relations Measurement Commission, regular contributor to Communications World, PR Week, Business Marketing, and New Hampshire Magazine.
Rich Leigh has just published his first book, which shot to no.1 on Amazon. He was invited to speak at #PRFest about stunts - are they still relevant? What do they achieve? www.prfest.co.uk
Some people say media relations is a lost art. Some people are right. In this 60-minute webinar, Katy Pollard — she of Listening Pig public relations — will remind us just how important our relationships with journalists are, and teach us how to recapture what so many of us seem to have lost.
Get Smart on B2B Marketing with our 7 Emerging Trends for 2017LinkedIn
Looking for the fresh ideas driving B2B marketing forward in 2017 and beyond? We've got you covered.
Join LinkedIn brand strategist, Peter Weinberg, as he shares the below seven trends to practice in 2017:
1. The True Value of Thought Leadership
2. The Sustainable Profitability of “Content Franchises”
3. The Growing Need for Touchpoint Consistency
4. The Promising Arrival of Everyone-As-A-Marketer
5. The Sudden Death of Hyper-targeting
6. The New Principles of Brand Investing
7. The Economic Case for Cost-Per-Connection
We'll also reveal how you can act on each of these seven trends in your work today.
Is Your Brand Missing Out On Reddit? by Brent Csutoras - #SEJSummit AtlantaSearch Engine Journal
With over 150 million visitors viewing over 6 billion pages a month, Reddit is simply one of the best opportunities to connect directly with your brand’s target audience. As a Redditor for over 8 years who has run thousands of successful campaigns, Brent will break down recent examples of big brand successes on this hyper-engaged social platform, and run through ideas for your own brand's Reddit strategy.
How to Build Transformational Organization Wide MarketingBernie Borges
The modern marketing department has an overwhelming responsibility. In many ways, the deck is stacked against marketers. Demands from the c-suite to demonstrate ROI on marketing spend is at an all time high. The tools and technology are changing at lightning speed. Resources are limited. Additionally, most of a brand’s expertise rests in the employee ranks across various departments where these employees engage directly with customers and consequently have a deeper knowledge of the customer’s buying journey.
The modern marketing department is undergoing a transformation whereby the marketing function can no longer be considered the sole responsibility of one department called marketing.
Enterprise-wide marketing is not an option.
The modern marketer must build consensus with other departments to willingly participate in strategies and tactics that help to humanize the brand and to communicate the promise of the brand.
Bernie Borges, a Futurist and Social Business Strategist offers a framework for any business to implement an organization-wide marketing plan.
We tend to associate “going viral” with social media, but email forwarding is a much more powerful action-driver because its sharing is more targeted and more urgent.
In this session, presented at Salesforce Connections 2015, Chad White and Justine Jordan shared insights into email virality gained from analyzing 1 million emails tracked through Litmus. Covering benchmarks for email forward-to-open rates, different tactics for spurring email sharing, and real-world examples of highly viral commercial emails.
Become a B2B Marketing Superstar with Social Media Lead Generation by Jeffrey...BMA Carolinas
With social media, B2B marketers have a golden opportunity to drive revenue in a way that will transform them—and their companies. Social media marketing provides marketers both rich data and the promise of sizable enough reductions in marketing spend to forever change how they and their firms look at and invest in demand generation programs. This presentation from one of the authors of one of the first books about social-media lead generation will provide B2B marketers with actionable advice on leveraging social media platforms and insight into effective B2B social media strategies.
Influencer Relations: The Strategy and The ScienceLEWIS
What is influencer relations? This presentation aims to define what influencer relations is and how to identity and engage key influencers, measure influencer authority and track influencer relations activity and ROI.
Lead nurturing is not a new concept for marketers, but the tactics and benchmarks associated with lead nurturing are quickly evolving.
View this webinar to hear Jon Miller, VP and Co-Founder of Marketo, and Corinne Sklar, CMO and Digital Marketing Practice Lead of Bluewolf, discuss best practices for executing and measuring lead nurturing programs. Based upon recent research conducted by Demand Gen Report , attendees will gain insights into the benchmarks their nurturing efforts should be tracking against.
View the ondemand webcast to learn:
Effective database segmentation
The importance of clean data
Tactics to balance content vs. sales efforts
Best practices for personalizing email content
When to move someone from one nurture program to another
How much email is too much
Social Intelligence: Using Social Media for Business IntelligenceIDEA
Social media can be helpful in helping companies predict consumer/customer behavior based on conversations and activities. This presentation uncovers the key functions of Social Intelligence and how businesses can employ them to better predict and optimize business and marketing strategies.
Navigating the Social Media Landscape: Social media has gone from fun distractions to necessary channels of communication. As a result we are bombarded with lots of content and lots of noise. How do we navigate this fast-paced and dynamic social media environment? How can we leverage social media for our business objectives? How can we be heard above all the noise? How do we avoid social media fails? How do we determine ROI? This master class will help you determine the proper approach, find the right networks with the right audiences, execute successful strategies, and drive both engagement and impact.
Influencer Marketing has matured into a powerhouse marketing channel.
In this webinar, Rachael Cihlar and Laura Smous will provide actionable insights into what it takes to create a high performing influencer marketing practice, with less effort than you’d think. Through the use of case studies, proprietary data and actual customer examples, you’ll learn how to:
Drive programs and performance with goal setting
Optimize influencer selection for maximum ROI
Reach the right consumers, with audience targeting
Identify which influencer marketing metrics matter to you (and which don’t)
Continuously improve your influencer marketing, with analytics
Create an “always-on” influencer marketing strategy that’s vital to your success
Influencer marketing is not what it was even a year ago. It’s no longer a cumbersome process nor is it a one-off tactic. Rachael and Laura will outline the ease and efficiency of building an always-on automated influencer practice.
Learn how wireless enterprise T-Mobile has dialed into customer needs and as a result, modified support processes based on insights gained from using NetBase solutions.
Watch the webinar and learn from T-Mobile's Social Customer Support Sr. Manager Michelle Mattson:
What challenges prompted the search for an optimum social analytics solution
How NetBase has improved customer engagement, support and internal processes
Results and short/long term goals for social engagement
@peoplelinx #KissWebinar @michaelido
1 Why Social Selling? Employee Advocacy Prospecting Deal Nurturing 2 Measuring the ROI 3 Section Three – The Change Journey TABLE OF CONTENTS
B2B BUYERS ARE CHANGING Sources: Corporate Executive Board, Telenet, Ovation Sales Group Calls required to reach a buyer (up from 3.7 in 2007). HARDER TO REACH 8 Decision-makers participate in an average enterprise purchase. CONSENSUS-DRIVEN 5.4 Of buyers’ decision is already made before speaking with a sales rep. SELF-EDUCATING 60% Of B2B executives use social media to research buying decisions. USING SOCIAL 84%
6.2 10 11.57 12.81 0 2 4 6 8 10 12 14 Conducts Non Traditional Customer Due Dilligence Personally Owns Lead Generation Leads With Insight Uses Social Media as a Critical Channel ImprovementProbabilityof becomingaTopPerformer SOCIAL SELLING IS CRITICAL TO EARLY ENGAGEMENT Sources: Corporate Executive Board
PUNDITS SAY IT’S AWESOME MARK FIDELMAN Forbes “78% of salespeople using social media outsell their peers.
Will you see similar results?
MEASURE FOR YOURSELF
SOCIAL SELLING INDEX (SSI)
KLOUT SCORE
WHAT’S MISSING
SOCIAL IS JUST A CHANNEL
Awareness Lead Generation Qualification Opportunity Upsell Referral Employee Advocacy Prospecting Deal Nurturing THE CHANNEL SUPPORTS THREE SALES ACTIONS
EMPLOYEE ADVOCACY METRICS: CLICKS, FORM-FILLS
SOCIAL PROSPECTING METRICS: MEETINGS, OPPORTUNITIES
NURTURE METRICS: WIN RATES, CYCLE TIMES
CRM CAN REPORT THIS…
WHEN SOCIAL ACTIONS ARE ASSOCIATED WITH OUTCOMES Employee Advocacy Prospecting Deal Nurturing Capture “Social” as Lead Source & Opportunity Source in CRM Capture social gestures in activity history (hard to do manually) Share tracker URLs on social (More segmented = more info)
WHICH WAY DOES THE CAUSAL ARROW POINT?
$1-2 CPC 30-40% of form-fill conversions contributed by social 3-4x increase in outbound yield v. cold-calling 10-20% increase in win rate 20-30% acceleration in cycle times WHAT SUCCESS LOOKS LIKE
THREE THINGS YOU CAN DO RIGHT NOW Give employees unique tracker URLs for social sharing Add “Social” to lead/deal source Capture success stories
Sources: PeopleLinx The State of Social Selling – 2015 REPS NEED HELP
Train employees on social selling Encourage use of social selling Measure Results of social selling EMPLOYERS AREN’T HELPING
EMPLOYER SUPPORT MAKES A BIG DIFFERENCE
SOCIAL SELLING MATURITY MODEL (SSMM) (No Change to Lift) 1-2%Policy Training Integration Optimization Increase to 7-8% Increase to 10-15% Increase to 15-20% Random Acts of Social Sales Lift 1-2%
MICHAEL IDINOPULOS CMO, PeopleLinx @michaelido THUE MADSEN Marketing Operations Manager, Kissmetrics @thuelmadsen Questions?
Bulldog Reporter webinar - Stop Doing Stupid Stuff: Using PR Measurement to M...Agility PR Solutions
• Connect the dots between your daily activities and business outcomes
• Develop customized metrics that reflect your value and contribution to business results
• Define benchmarks against which to judge performance
• Extract insight from your data
Guest speaker: Katie Delahaye Paine
Founder of KDPaine & Partners Inc., The Delahaye Group and Paine Publishing, author, Senior Fellow and Advisory Board member of the Society for New Communications Research (SNCR), initial founder of the Institute for Public Relations Measurement Commission, regular contributor to Communications World, PR Week, Business Marketing, and New Hampshire Magazine.
Rich Leigh has just published his first book, which shot to no.1 on Amazon. He was invited to speak at #PRFest about stunts - are they still relevant? What do they achieve? www.prfest.co.uk
Some people say media relations is a lost art. Some people are right. In this 60-minute webinar, Katy Pollard — she of Listening Pig public relations — will remind us just how important our relationships with journalists are, and teach us how to recapture what so many of us seem to have lost.
Get Smart on B2B Marketing with our 7 Emerging Trends for 2017LinkedIn
Looking for the fresh ideas driving B2B marketing forward in 2017 and beyond? We've got you covered.
Join LinkedIn brand strategist, Peter Weinberg, as he shares the below seven trends to practice in 2017:
1. The True Value of Thought Leadership
2. The Sustainable Profitability of “Content Franchises”
3. The Growing Need for Touchpoint Consistency
4. The Promising Arrival of Everyone-As-A-Marketer
5. The Sudden Death of Hyper-targeting
6. The New Principles of Brand Investing
7. The Economic Case for Cost-Per-Connection
We'll also reveal how you can act on each of these seven trends in your work today.
Is Your Brand Missing Out On Reddit? by Brent Csutoras - #SEJSummit AtlantaSearch Engine Journal
With over 150 million visitors viewing over 6 billion pages a month, Reddit is simply one of the best opportunities to connect directly with your brand’s target audience. As a Redditor for over 8 years who has run thousands of successful campaigns, Brent will break down recent examples of big brand successes on this hyper-engaged social platform, and run through ideas for your own brand's Reddit strategy.
How to Build Transformational Organization Wide MarketingBernie Borges
The modern marketing department has an overwhelming responsibility. In many ways, the deck is stacked against marketers. Demands from the c-suite to demonstrate ROI on marketing spend is at an all time high. The tools and technology are changing at lightning speed. Resources are limited. Additionally, most of a brand’s expertise rests in the employee ranks across various departments where these employees engage directly with customers and consequently have a deeper knowledge of the customer’s buying journey.
The modern marketing department is undergoing a transformation whereby the marketing function can no longer be considered the sole responsibility of one department called marketing.
Enterprise-wide marketing is not an option.
The modern marketer must build consensus with other departments to willingly participate in strategies and tactics that help to humanize the brand and to communicate the promise of the brand.
Bernie Borges, a Futurist and Social Business Strategist offers a framework for any business to implement an organization-wide marketing plan.
We tend to associate “going viral” with social media, but email forwarding is a much more powerful action-driver because its sharing is more targeted and more urgent.
In this session, presented at Salesforce Connections 2015, Chad White and Justine Jordan shared insights into email virality gained from analyzing 1 million emails tracked through Litmus. Covering benchmarks for email forward-to-open rates, different tactics for spurring email sharing, and real-world examples of highly viral commercial emails.
Become a B2B Marketing Superstar with Social Media Lead Generation by Jeffrey...BMA Carolinas
With social media, B2B marketers have a golden opportunity to drive revenue in a way that will transform them—and their companies. Social media marketing provides marketers both rich data and the promise of sizable enough reductions in marketing spend to forever change how they and their firms look at and invest in demand generation programs. This presentation from one of the authors of one of the first books about social-media lead generation will provide B2B marketers with actionable advice on leveraging social media platforms and insight into effective B2B social media strategies.
Influencer Relations: The Strategy and The ScienceLEWIS
What is influencer relations? This presentation aims to define what influencer relations is and how to identity and engage key influencers, measure influencer authority and track influencer relations activity and ROI.
Lead nurturing is not a new concept for marketers, but the tactics and benchmarks associated with lead nurturing are quickly evolving.
View this webinar to hear Jon Miller, VP and Co-Founder of Marketo, and Corinne Sklar, CMO and Digital Marketing Practice Lead of Bluewolf, discuss best practices for executing and measuring lead nurturing programs. Based upon recent research conducted by Demand Gen Report , attendees will gain insights into the benchmarks their nurturing efforts should be tracking against.
View the ondemand webcast to learn:
Effective database segmentation
The importance of clean data
Tactics to balance content vs. sales efforts
Best practices for personalizing email content
When to move someone from one nurture program to another
How much email is too much
Acquire More Clients with Marketing AutomationMarketo
For too long, financial services marketing departments have been seen as a cost center. It’s time to prove—and improve—marketing’s contribution to the bottom line using marketing automation and metrics that matter. Watch Joe Paone, Director of Marketing at Marketo, as we discuss how segmentation strategies, behavior scoring, and marketing analytics can help you prove ROI on marketing programs and acquire more clients.
LeadsCon Las Vegas 2017: Low CPA Strategies with Social Media to Generate LeadsPower Digital Marketing
This was Nick Bjorn Slettengren's LeadsCon 2017 presentation on lead generation using social media. The talk was centered around using low cost per acquisition (CPA) strategies to generate leads using social media. The presentation showcases social media tools and strategies used to gain influence, convert leads, and measure more efficiently.
Referral Relationship Experts Series: Marrying Marketing and SalesInfluitive
Joanne Black, Author, Top 30 Social Sales Influencer and Founder of No More Cold Calling.
Never leave a referral on the table again! Discover referral expert Joanne Black’s five-step process that helps sales reps generate more referrals. Then, learn how marketers can turn those customers into advocates and keep those referrals flowing.
A day in the life of a LinkedIn social sellerBlack Marketing
Pioneering LinkedIn sales executives are changing how sales is done. Their social selling techniques are reshaping prospecting and turning the conventional sales process on its head. Hear firsthand from three of the top performing members of our sales team — salesperson to salesperson — as they reveal how they run sales at LinkedIn, the tools they use, and their top tips for success.
Pioneering LinkedIn sales executives are changing how sales is done. Their social selling techniques are reshaping prospecting and turning the conventional sales process on its head. Hear firsthand from three of the top performing members of our sales team — salesperson to salesperson — as they reveal how they run sales at LinkedIn, the tools they use, and their top tips for success.
#1NWebinar: Forget the Funnel. Enter the Loop.One North
Learn how the world of marketing is evolving for B2B organizations in our #1NWebinar featuring CEO and One North founder, John Simpson, and Managing Director of Strategy, Kalev Peekna.
To listen to the presentation, visit http://bit.ly/1zB22eD.
How to Create a Social Media Road Map For Your BusinessKylie Bartlett
If you're looking for a step by step plan on how to create a social media road map for your business, here's a process to follow.
www.socialforcefive.com.au
Presented before young community leaders during the breakout session of TechCamp Philippines on March 10, 2018 at Xavier University, Cagayan de Oro City.
This is the deck from the Marketing Automation breakout session from the Becoming a Customer Company event on July 17th, 2013. For more information, please head to magnet360.com
Organisations that thrive are putting their customers in the driving seat, delivering greater value and ensuring an easy, delightful customer experience, leading to an expanding and loyal customer base and improved, continuous profits.
Similar to New Benchmarks & Insights Into Lead Nurturing (20)
The overall benchmark for the online customer experience has risen dramatically. Businesses are faced with new challenges and will need to experiment with a variety of channels, deploy their budget strategically, and continue to analyze what is working for them. How can you grow your businesses in this busy market? You will need to level up your marketing game.
You’ll learn:
-Tips for personalizing your customer journey
-How to coordinate a cross-channel strategy
-Ways to analyze what’s working in order to grow your business
Industry Success: Bring Your Content and Demand Generation Teams TogetherMarketo
How can marketing teams stand out in the digital world that is oversaturated with content, emails, and virtual events? One of the ways to achieve efficiency and success is to bring the content, demand generation, and industry teams together to ensure close collaboration.
You'll learn:
-How to approach content strategy design with demand in mind
-What makes the partnership between content and industry teams so valuable
-Why joining the forces enables powerful customer journeys
Customer-First: Embedding Experience Design in Your GTM StrategyMarketo
Customers are the lifeblood of every business, but how many companies can say that they truly have a customer-centric go-to-market strategy? With so many touchpoints in a customer’s lifecycle, there are innumerable ways to misstep and think about what makes sense for your company instead of who your company serves.
Are you segmenting in ways that make sense for your audience? Are you creating marketing events and programs that bring the right types of customers together? When you speak to your audience, are you speaking in their language?
You'll learn:
-Dos and Don’ts of account segmentation
-Creative ways to think through programs and activities
-How to connect with your customers in meaningful ways
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionMarketo
Every marketing team faces the challenge of proving direct impact to the bottom line, but it’s no longer enough to show email metrics or the number of leads generated. In order for marketing to earn its seat at the table, the C-suite needs to know how it translates to revenue for the business.
You'll learn:
-Why attribution is essential to modern marketing teams
-How to establish marketing KPIs that align with business objectives
-How to think like the C-suite in your marketing strategy and reporting
Prove and Improve Your Marketing Impact in 2021Marketo
Many marketing teams are starting 2021 with limited resources, so it is more important than ever before to make your marketing dollars count and consistently optimize your marketing strategy. Fortunately, we have an expert who can help set you up on the right path.
Watch our webinar, Prove and Improve Your Marketing Impact in 2021. Featured speaker Matt Erstad, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale this year.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
What's in Store for Marketing Operations in 2021Marketo
As businesses pivot their strategies and start to incorporate new technologies into the mix this year, marketing operations is becoming even more crucial when it comes to keeping the leads flowing and the ROI growing.
Watch Alex Fleming, Head of Marketing Operations, Adobe Experience Cloud, present his webinar: What's in Store for Marketing Operations in 2021.
In this webinar, you'll learn:
-Tips and best practices on how to integrate new technologies into your mix
-Predictions about what's yet to come in marketing operations this year
-How to prioritize and structure your team for success
How to Bring Sales and Marketing Together in 2021Marketo
Marketing and sales have traditionally gone head-to-head. But as we jump into a new year, it’s more important than ever that these two teams come together.
Watch Sam Gong, BDR Director, Adobe Experience Cloud, for his webinar: How to Bring Sales and Marketing Together in 2021.
In this webinar, you'll learn:
• How to create your all-star team
• Tips to drive better results for your business in 2021
• How to bring sales and marketing together in the new year
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
An ever-changing environment can shift business priorities in an instant, but one thing remains the same — demand generation has a significant impact on the bottom line.
So, what happens in 2021? And how can we prepare?
In this webinar, you'll learn:
• How to achieve growth with limited resources
• Why and how intent data can be a core part of your strategy
• Simple tactics and optimization techniques to move the needle
Field Marketing in the New Year: Preparing and Planning Events in 2021Marketo
Field marketers have been forced to think outside the box this year as events moved from in-person to digital.
So, what happens in 2021? And how can we prepare?
Join Caroline Hull, Director of Commercial Field and Partner Marketing, Adobe Experience Cloud, for her webinar: Field Marketing in the New Year: Preparing and Planning Events in 2021.
In this webinar, you'll learn:
• How event marketing has changed drastically over the past year
• The silver lining to the sudden chaos
• How to start planning for your virtual events in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Marketo
2020 has completely shifted the digital advertising space. Fortunately, digital marketers are pretty experienced at adapting to change.
But as adaptable as you may be, it never hurts to get ahead!
Join Paulo Martins, Head of Global Digital Marketing, Commercial – Adobe Digital Experience, for his webinar: Scroll-Stopping Digital Ads: Planning for Success in 2021.
In this webinar, you'll learn:
• Predictions on what's to come in the digital marketing space in 2021
• Tips and advice on how you can prepare and plan campaigns for the new year
• Which digital trends to keep your eyes on
The New Age of Marketing: Predicting, Planning and Prepping for 2021Marketo
It’s about time we start wrapping up 2020! Even though everyone wants this year to finally be over, when it comes to planning for 2021, we need to be real. There are tons of valuable takeaways and lessons we need to take with us if we want to be sure that 2021 is as successful as possible.
We want to help make 2021 an amazing year! Watch Michael Madden, Director of Commercial Demand Generation, Adobe Experience Cloud for his webinar: The New Age of Marketing: Predicting, Planning, and Prepping for 2021.
In this webinar, you'll learn:
• Which key takeaways from 2020 we should keep in mind going forward
• Essential planning tools for the new year
• Tips on how you can prepare to be successful in 2021
Future Proof: How to Create a Lead Scoring Model That ScalesMarketo
With the right lead scoring model in place, you and your team are able to make the most out of every lead that enters your pipeline.
Kylie Alexander, Marketing Operations Manager at Adobe, covers how you can create a lead scoring model that will scale with your business.
You'll learn:
-How to partner with the right stakeholders to make decisions that are aligned across the business
-Lessons the Marketo Engage operations team has learned so you don't make the same mistakes
-How to plan for a scoring model that will scale
Um die digitalen Erlebnisse zu ermöglichen, die den immer komplexeren Bedürfnissen der Käufer gerecht werden und das Wachstum vorantreiben, brauchst du vorausschauende Lösungen. Hört von Kathrin Thorburn, Solution Consultant von Marketo Engage, die neuesten Innovationen von Marketo Engage informiert euch über all die aufregenden neuen Produktfunktionen, die jetzt verfügbar sind, sowie die, die später in diesem Jahr auf euch zukommen.
Lerne mehr über die Marketo Roadmap Themen und welche Innovationen damit verbunden sind.
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketo
Marketing goals are lofty and it often takes a lot of hands on deck to make them happen. But what if you don’t have enough hands? Or budget? Or time?
Join our Commercial Demand Generation team for their webinar, Marketing Through the Funnel: Tips for Small Yet Powerful Teams, to learn how they overcame these common marketing barriers and get some tips for how small teams can scale their efforts throughout the marketing funnel.
You'll learn:
-What mix of channels will help you see the most results
-How marketing automation helps small teams scale
-How to structure small teams in order to get the most done
Marketing Attribution: The Journey from Cost Center to Cash CowMarketo
Featured speaker Andy Schneider, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
The Total Economic Impact of Marketo EngageMarketo
In this webinar, you'll hear from a top marketing analyst on how the world of marketing is changing and why investment is crucial. Next, we’ll share the results of a recent ROI study commissioned by Adobe and conducted by Forrester Consulting, an independent research firm. This study quantifies the value of Marketo Engage, based on interviews with real customers. Finally, you'll hear from a Marketo Engage customer to hear her personal story of driving martech investments, transformation and value at her company.
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Marketo
Artificial intelligence has demonstrated that it has powerful potential across many industries. According to reports, however, most marketers don't realize that AI and Machine Learning can be used to dramatically streamline and scale marketing efforts.
Marketo Engage makes it simple and seamless to implement AI in your predictive marketing strategy.
Watch as Alexandra Quick (Product Marketing Manager at Adobe) and Badsah Mukherji (Senior Manager, Marketo Engage Product Management at Adobe) share their insights around Artificial Intelligence and the many ways your team can put it to work within Marketo Engage.
Generating a custom Ruby SDK for your web service or Rails API using Smithyg2nightmarescribd
Have you ever wanted a Ruby client API to communicate with your web service? Smithy is a protocol-agnostic language for defining services and SDKs. Smithy Ruby is an implementation of Smithy that generates a Ruby SDK using a Smithy model. In this talk, we will explore Smithy and Smithy Ruby to learn how to generate custom feature-rich SDKs that can communicate with any web service, such as a Rails JSON API.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
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.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
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.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
JMeter webinar - integration with InfluxDB and GrafanaRTTS
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 Overview
-------------------------------------------
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
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
4. About Demand Gen Report
•
Launched in 2007 to track best practices in
lead generation
•
Newsletter has grown to more than 26,000
readers
•
We also offer a menu of research and best
practices reports
•
New audio/video podcasts at
DemandGenReport.com
@DG_Report
http://linkd.in/DG_Specialists
5. Panelists
Jon Miller
VP, Marketing Content
And Strategy
Marketo
@jonmiller
MODERATOR:
Andrew Gaffney
Editor, Demand Gen Report
Corinne Sklar
Global CMO
Bluewolf
@csklar
#LeadNurture
6. How many “touches” do you include in
your lead nurture programs?
#LeadNurture
7. What is the typical cadence of your
nurture campaigns?
#LeadNurture
12. Top 5 Challenges In Lead Nurturing
1. Managing data quality
2. Getting better engagement
3. Creating enough content
4. Creating an emotional connection
5. Measuring & proving lead nurturing ROI
#LeadNurture
20. Did You Know….
4 hours
Every…
a business
ownership changes
a judgment is filed
against a business
60 seconds
8 minutes
a business risk profile
changes
a business files
bankruptcy
2 minutes
3 minutes
a business ceases
operations
14 seconds
2 minutes
a directorship (CEO, CFO,
etc.) change occurs
a new business opens
20
25. 3 Things To DO
› DO NOT Forget About “Non-Form Data”
› Create “Search Before Create”
› DO Implement Data Cleanse, DeDup and Enrichment Processes
› Cleanse – Identify – Enrich
› DO Put Data Standards in Place
› i.e Bluewolf vs. Bluewolf Group, Inc
26. CREATING AN EMOTIONAL CONNECTION SECTION?
› IS THIS WHERE THIS SECTION STARTS?
› THIS SLIDE WILL BE DELTED.
28. Hi, I’m Jon Miller
VP Marketing and Co-Founder
1.
2.
3.
4.
My first child was born the
same month that we incorporated Marketo
Born in Ethiopia
Studied Physics at Harvard, captain of high-school debate
team and newspaper staff
I have a Top-Secret “Q” Clearance
@jonmiller
#LeadNurture
30. If you haven’t earned your
subscribers’ trust, they won’t
open or click your email
@jonmiller
#LeadNurture
31. Pros
Implicit
Opt-In
Cons
• Low effort
• Consumer has not asked to receive
email communications
• No place for a subscriber to drop the
ball
• Lowest trust and engagement
Explicit Opt-In
With Welcome
• May be illegal
• Time delay between subscribing and
first message
• No dropped balls
Explicit Opt-In
• Quickly leads to a big list
• Consumer explicitly requests
communications
• Risk of spambots
• Provides opportunity to engage and
set expectations
• Less effort from subscriber may
equal less engagement
• If email bounces, you know to filter
out that address
Double Opt-In
• High engagement – they really want
your email
• Subscriber may miss confirmation
email = lost subscribers
• Filters out spambots
• They want your email, asking again
might annoy them
#LeadNurture
33. More Targeted Sends Are More Engaging
Source: 100s of Marketo campaigns
#LeadNurture
34. When it comes to lead
nurturing, nobody wants to get
blasted @jonmiller
#LeadNurture
35. Ways to Segment
Early Stage
Thought leadership and
enjoyable content to build
brand, awareness, and desire
Middle Stage
Tools that help buyers find
you when they are looking
for solutions
Late Stage
Company-specific
information to help evaluate
and reaffirm selection
% Saying Content Customized By
Category is More Valuable
•By Industry: 82%
•By Role: 67%
• Doers vs. Buyers
• Job Function
•By Company Size: 49%
•By Geography: 29%
•By Product
Source: MarketingSherpa
#LeadNurture
39. The Key to Relevance is Behavioral Targeting
Top Tactics to Increase Email Engagement
#LeadNurture
40. Segment by Topic of Interest Triggers
Email
Social
•
•
•
•
•
Attends event
Downloads content
Click email
Fills out form
Score is changed
Content
Technology
#LeadNurture
57. Home Siding Campaign
• 4 segmentations & email
programs
–
–
–
–
Promo
Request for Info
Request for Sample
Request for Quote
• No action. Pulled into drip
campaign
–
5 emails to tells customer journey
• Consistent CTA of Request a Quote
• A/B testing
• Custom opt-outs to each email
• Geo-targeting for email content
#LeadNurture
59. 3 Ways to Get Started
1. Invest in Your Brand
2. Use Your Customers Language through
Social Mining
3. Teach Your Customers Something NEW
& Unexpected
#LeadNurture
60. Invest In Your Brand: “Connection” leads to Conversion
#LeadNurture
64. Take Action: Become A Modern Marketer
•
•
The 3 Pillars of Modern Digital Marketing
– Complete the Customer Profile
– Convert from Broadcast to Personal
– Create Customer Intimacy
Read the Full Report: bluewolf.com/marketo
#LeadNurture
68. Italian Workspace
Lead Nurturing
View: Dashboard ▼
2013
Streams
Setup
My Tokens
Joe Smith: Acme Inc.
Community
+
Members
Streams: All Streams ▼
Summary
Members
Marketo’s Secret Sauce
Definitive Guide to Events
65 1.5% 55d
Lead Nurturing
Engagement
Unsubscribe
3,450
50
Next Cast
In Track
+
35
Exhausted
Paused
Lead Scoring Best Practices
Engagement Over Time
Recently Updated
100
Search…
Practical B2B Lead Generation
Added Mar 30, 2013
Sent 12,105
82
Thought Leadership
Edited Mar 25, 2013
Sent 12,105
70
Lead Scoring Best Practices
Edited Mar 22, 2013
Sent 12,105
55
Lead Management Best Practice D…
Added Mar 18, 2013
Sent 12,105
35
Lead Scoring Best Practices
Edited Mar 10, 2013
Sent 12,105
9
80
Lead Management Best Practices
Mar 18, 2013
Mar 18, 2013
Engagement: 6060
Engagement:
60
Practical B2B Lead Generation
40
Thought Leadership
Email Performance Report
20
Program Performance
Search…
0
+
Dec
Jan
Feb
Mar
Apr
May
Help
69. A subject line is only as good
as the revenue it generates.
You don’t just want Opens;
you want Leads! @jonmiller
#LeadNurture
73. Q&A // Panelists
Jon Miller
VP, Marketing Content
And Strategy
Marketo
@jonmiller
MODERATOR:
Andrew Gaffney
Editor, Demand Gen Report
Corinne Sklar
Global CMO
Bluewolf
@csklar
#LeadNurture
74. Thanks for attending this webinar!
Download and View this
presentation on-demand at:
http://dg-r.co/LNwebinar
NOTE: URL is case sensitive.
#LeadNurture
Editor's Notes
SUGGESTED BIO SLIDE FOR DGR TO SPEAK TO
Before we go on, a quick introduction, or refresher, about Bluewolf:
Bluewolf is the first global business consulting firm born in the cloud.
We have 12+ years of experience helping clients around the world get closer to their customers.
We are focused on helping you harness cloud, social, and mobile technologies to become more agile and customer obsessed.
We are consultants CE> implementing a tool.
Experience – not just one vendor agnostic
13 years – MA we where around being MA.
Deepest CRM Expertise – 5000 users
2-3 years competitors – teleco
Disuptibe new pricing plans – unbundling devices (undercutting price competition)
Sell Value and Customer Engagement – Emotional Drivers not just….
Clearwire Spectrum…Tmobile CEO
Emotional Lead Nurturing – emotinal driving customer enagement.
You can’t really communicate if you 1. are not sending emails to them, 2.) they are not relevant 3.) They get it 8x
“A quarter of your data is inaccurate in a year, if you don’t have a [data management] system in place.”
If so – how do you continue to drive effective nurtire programs if your people are moving and chaning
More than 50 percent of companies work with unreliable or risky data.
Top 4 business challenges – 1 in 4 companies claim their largest business challenge is DATA – too much, poor/outdated data, duplicates
Data cleansing will be the main factor to make or break a campaign’s or event’s success. There is good news.
This is the new world we live in as marketers
The people we are trying to reach are living across multiple channels – online & offline
There are more and more messages bombarding them everyday.
The average customer will be exposed to 2,904 media messages, will pay attention to 52 and will positively remember 4
Many marketers have responded by just trying to yell louder than the other guys. That won’t work.
As a result, most consumers are just tuning everything out.
What should we be doing? What are the New Rules for success in this world?...<next slide>
So how can we be more relevant and engaging?
You can’t be relevant if you’re broad.
We know batch and blast does not work – it is simply less engaging.
One way is to be more targeted – smaller sends = more engaging.
Engagement Score enables marketers to quickly judge how effectively each piece of content is engaging prospects and customers over time… combines open, click, unsubscribe, conversion, and so on into a single metrics.
Since nurturing is all about relevance, it’s important to target your content based on your buyer profiles. This most often means customizing your content by industry or by buyer role. Buyer role can mean creating content based on users versus executives, or content for IT versus line of business. At Marketo, we have different nurturing content for marketing managers and sales reps, since they have different needs and interests.
18 triggers
11 batches
19 campaigns to manage the whole thing
Not all segments need to be different email versions
The key to relevance is behavioral targeting.
So you want relevancy and engagement – but this requires sophisticated targeting that combines online body language (web traffic, search behavior, email response) plus transactional data plus with lifestyle and demographic data (personas)
When behavioral cues are not used, email can be experienced as a dissonant interruption. What the sender considers a coordinated "drip campaign" may feel more like water torture to the receiver.
Here’s an example of how Marketo created even more relevance.
Topic of interest nurturing: Nurture tracks based on four different topics that we thought our customers were interested in (email, social marketing, marketing automation, and Microsoft Dynamics). We listen for signs that may be interested in this (events attended, web visits, keywords used etc.), and if so assign them to the specific track nurture track.
If they get to the end of that specific track, we put them back to regular until they do something else specific.
Result: Big lift!
More on our blog about this: http://blog.marketo.com/blog/2013/06/topic-of-interest-based-nurturing.html
B2B purchases entail personal risks —far more than
most B2C purchases. B2B purchase stakeholders fear:
■ Losing time and eff ort if a purchase decision goes poorly
■ Losing credibility if they make a recommendation for an unsuccessful purchase
■ Losing their job if they are responsible for a failed purchase
Moreover, the more personal risks a purchase entails, the more emotional buyers feel—and the more they attach to brands that can
provide value and eliminate risk (Fig. 10).
messages that teach the customer something
unexpected and new about their own business needs and challenges that leads
exclusively back to the supplier (Fig. 15
Suppliers should aim for
both emotional and rational
differentiation to win preference).
Only 14% of buyers perceive enough
meaningful difference between
brands’ business value that they
are willing to pay extra for that
difference.
Then they pick top 3 and it’s a race to the bottom. Who can offer the best proice?
Until recently, many B2B suppliers have focused their customer appeals largely on the rider (reason) to the neglect of the elephant
(emotion), overlooking a potential opportunity for more powerful differentiation and preference.
Despite our attempts to make
purely rational decisions, we are
primarily driven by emotional
motivations.
Author Jonathan Haidt - Source: Jonathan Haidt, The Righteous Mind: Why Good People are Divided by Politics and Religion; http://en.wikipedia.org/wiki/File:Indian-Elephant-444.jpg; CEB analysis.
Global leader in fiber cement siding, over 100 yrs old
Ran a home siding campaign to their national database.
When no action was taken, they were pulled into a drip campaign of 5 emails telling a customer journey of choosing/buying/installing siding
Geo-targeting was split into 3 regions in the US and they were sent custom booklets/content based on color of siding
To this aim, smart suppliers teach buyers about unexpected financial costs
and risks of the status quo to create urgency to act
communicate sentiments accurately.
Cisco unearths and tests
experimental messages and
language in social media to
optimize personal resonance
of the message.
To overcome the status quo, best-in-class suppliers now remind buyers of current personal difficulties or emotional needs as well as
future personal gains from purchase.
This can be very difficult due to customer concerns about the
effort and cost—the pain—of change. These pains are very personal to customers and must be overcome to convince buyers to take action.
Customers with strong connections to
B2B brands have higher rates of consideration, purchase, and willingness to pay a premium
B-to-B companies with brands that are perceived as strong generate a higher EBIT margin than others.
In 2012, strong brands outperformed weak brands by 20 percent, up from 13 percent in 2011
Decision makers are willing to pay a premium for strong brands because established brands make their lives easier. They aggregate information and reduce risk. Strong supplier brands may even aid companies in building their own reputation by association.
Like consumers, professional buyers use the vendor’s reputation as a short cut that reduces risk and simplifies the evaluation process.
In the US, for example, brands are seen as having an 18% share in the purchasing decision, compared to the 17 percent tied up in the sales effort. (McKinsey)
Use the right terminology for your customers
Content Marketing Doesn’t Make You Escape Commodotization
By surfacing the emotions
underlying customer behavior,
Marketing reveals new perspectives
about customers’ needs.
Increase the gain or reduce the pain
Some basic metrics.
Test for what works for you! (DJ talks about this also.)
But… doesn’t really tell you what’s causing engagement.
If you’re like most marketers, you’re likely wading through many different email performance metrics trying to determine the impact of your content…. Email A got opened, but email B was clicked, and email C drove conversions… which is best?
Engagement Score enables marketers to quickly judge how effectively each piece of content is engaging prospects and customers over time. This proprietary metric takes many factors into consideration, and outputs a single number that gives marketers a fast, apples-to-apples method of measuring content performance…
See trend over time, how updates to program improve engagement.
How are we measuring the success of challengers
Measure the effectiveness of our nurture on these dimensions
Include opps created slide