The document discusses the importance of optimizing cross-channel marketing strategies for success. It notes that consumers are always connected across multiple channels and have higher expectations. Effective cross-channel strategies require understanding customer interactions, delivering consistent messages, and engaging customers at the right time across different channels. Many companies still struggle with cross-channel capabilities like data integration, personalized engagement, and measurement. The document provides recommendations for developing cross-channel strategies centered around customer needs with aligned goals, resources, and technologies to improve experiences and business results.
Modern marketing has evolved. Digital buyers increasingly expect more personalized, tailored experiences; and through the use of cookies and similar technologies, marketers can access online data sets to help them to better understand their customers and meet these expectations.
For marketers working in a multi-channel, multi-market environment, the demand is even greater. You must be educated, engaging and integrated in your approach - and also be compliant in how you capture and use customer data in your marketing processes, across multiple countries with varying legislative requirements.
Learn more about this hot topic from the experts! Duncan Smith (CEO, iCompli), Autumn Tyr-Salvia (Email Strategy and Compliance Analyst, Marketo) and Liz Smyth (Marketing Director EMEA, Marketo) discuss:
• How marketing has evolved, and the ePrivacy demands this places on marketers
• How legislation and regulation impacts on day-to-day marketing processes
• ePrivacy Legislation – What’s current? What’s coming?
• The regulators' viewpoint – Who are they and what are they saying?
• How end-users perceive privacy issues
• Top things marketers need to know to be prepared
[Digital Marketing Bootcamp] Top 10 Reasons to Consider Marketing AutomationMarketo
Check out these slides with Marketo's VP of Demand Generation, Heidi Bullock! You'll discover the key strategies and techniques B2B demand generation marketers must have!
Your website is one of the most effective channels for acquiring and engaging prospective and existing customers today. But do you have the right tools to maximize revenue by engaging your website visitors in personalized conversations? Join our Web personalization experts as they share best practices for delivering relevant messaging to every site visitor – even anonymous ones!
Success with Predictive Content: The Story of Hatch Early LearningMarketo
You may have heard of predictive content, but have you heard of any actual success with it? View the slides to learn how Hatch, the leading provider of turnkey early learning solutions for young children, leveraged predictive content in Marketo to generate more engagement and qualified leads.
The Ultimate Conversion: Tying Ad Campaigns to Pipeline & RevenueMarketo
Nowadays, front end metrics such as clicks and click-through-rates (CTR) simply aren't enough to prove your digital ads are driving revenue. View the slides to discover how you can leverage Marketo to truly unveil the direct impact your ad campaigns have on pipeline and revenue.
Interactive Content Marketing: The Future of Your FunnelMarketo
Do you want to increase conversion rates, accelerate initial inquiry to sales-qualified leads, and substantially boost lead quality by combining interactive content with the power of marketing automation? Of course you do.
Find out how SilkRoad, a leading HR platform, generated thousands of leads and over $250K of new pipeline value. Plus, learn how leveraging SnapApp and Marketo can help you deliver the right experience to the right person, at the right time.
Discover how to:
- Deliver valuable content experiences across channels
- Increase lead volume and generate more inbound leads
- Score and route leads more efficiently and effectively through marketing automation and engaging content
- Create various types of interactive content to educate prospects and keep them moving through the funnel
As the pace of innovation and customer expectation continues to accelerate, the role of every marketer is becoming exponentially more challenging. The key to success for marketers in this rapidly evolving digital world is one thing: engagement.
Join our guest Lori Wizdo, Principal Analyst with Forrester Research, and Hally Pinaud, Sr. Manager, Product Marketing at Marketo, for a webinar on the key principles of engagement marketing and how marketers are leveraging them to create meaningful interactions with people continuously over time.
Attract and Convert More Top-of-Funnel BuyersMarketo
Find out how Innotas was able to leverage Captora to understand buyer needs, create campaigns at scale, convert them to leads at the top of the funnel, and then, with the power of Marketo, use that intelligence to turn those leads into customers.
Modern marketing has evolved. Digital buyers increasingly expect more personalized, tailored experiences; and through the use of cookies and similar technologies, marketers can access online data sets to help them to better understand their customers and meet these expectations.
For marketers working in a multi-channel, multi-market environment, the demand is even greater. You must be educated, engaging and integrated in your approach - and also be compliant in how you capture and use customer data in your marketing processes, across multiple countries with varying legislative requirements.
Learn more about this hot topic from the experts! Duncan Smith (CEO, iCompli), Autumn Tyr-Salvia (Email Strategy and Compliance Analyst, Marketo) and Liz Smyth (Marketing Director EMEA, Marketo) discuss:
• How marketing has evolved, and the ePrivacy demands this places on marketers
• How legislation and regulation impacts on day-to-day marketing processes
• ePrivacy Legislation – What’s current? What’s coming?
• The regulators' viewpoint – Who are they and what are they saying?
• How end-users perceive privacy issues
• Top things marketers need to know to be prepared
[Digital Marketing Bootcamp] Top 10 Reasons to Consider Marketing AutomationMarketo
Check out these slides with Marketo's VP of Demand Generation, Heidi Bullock! You'll discover the key strategies and techniques B2B demand generation marketers must have!
Your website is one of the most effective channels for acquiring and engaging prospective and existing customers today. But do you have the right tools to maximize revenue by engaging your website visitors in personalized conversations? Join our Web personalization experts as they share best practices for delivering relevant messaging to every site visitor – even anonymous ones!
Success with Predictive Content: The Story of Hatch Early LearningMarketo
You may have heard of predictive content, but have you heard of any actual success with it? View the slides to learn how Hatch, the leading provider of turnkey early learning solutions for young children, leveraged predictive content in Marketo to generate more engagement and qualified leads.
The Ultimate Conversion: Tying Ad Campaigns to Pipeline & RevenueMarketo
Nowadays, front end metrics such as clicks and click-through-rates (CTR) simply aren't enough to prove your digital ads are driving revenue. View the slides to discover how you can leverage Marketo to truly unveil the direct impact your ad campaigns have on pipeline and revenue.
Interactive Content Marketing: The Future of Your FunnelMarketo
Do you want to increase conversion rates, accelerate initial inquiry to sales-qualified leads, and substantially boost lead quality by combining interactive content with the power of marketing automation? Of course you do.
Find out how SilkRoad, a leading HR platform, generated thousands of leads and over $250K of new pipeline value. Plus, learn how leveraging SnapApp and Marketo can help you deliver the right experience to the right person, at the right time.
Discover how to:
- Deliver valuable content experiences across channels
- Increase lead volume and generate more inbound leads
- Score and route leads more efficiently and effectively through marketing automation and engaging content
- Create various types of interactive content to educate prospects and keep them moving through the funnel
As the pace of innovation and customer expectation continues to accelerate, the role of every marketer is becoming exponentially more challenging. The key to success for marketers in this rapidly evolving digital world is one thing: engagement.
Join our guest Lori Wizdo, Principal Analyst with Forrester Research, and Hally Pinaud, Sr. Manager, Product Marketing at Marketo, for a webinar on the key principles of engagement marketing and how marketers are leveraging them to create meaningful interactions with people continuously over time.
Attract and Convert More Top-of-Funnel BuyersMarketo
Find out how Innotas was able to leverage Captora to understand buyer needs, create campaigns at scale, convert them to leads at the top of the funnel, and then, with the power of Marketo, use that intelligence to turn those leads into customers.
Marketo@Marketo: How We Do What We Do (Part I)Marketo
Ever wonder how marketers at Marketo use the Marketo platform and various applications to drive demand, cross-functional collaboration, and data insights? Watch this on-demand webinar to see real live use cases and best practices from Marketo Users just like YOU.
Power Your Mobile App: Improve Retention, Engagement and Revenue with Marketi...Marketo
Did you know that 20% of all mobile apps are only used once? With most consumers having 50-100 apps on their phones, how can your company's mobile app stand out from the competition?
Mobile app developers face many unique marketing challenges, including the need to drive ongoing app downloads, installs, and usability improvements.
Check out this presentation from Mike Stocker that will provide examples of companies with mobile apps that have used marketing automation to drive app downloads, user retention, engagement, and monetization.
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
Engagement Marketing: Build Brand Awareness, Earn Trust, and Grow LoyaltyMarketo
Engagement marketing attempts to build genuine connections with prospects and customers through two-way dialogue. It focuses on creating valuable relationships where both parties see mutual benefit. Effective engagement marketing requires understanding customers' behaviors across channels to deliver highly personalized and relevant experiences that cultivate loyalty over time.
The 5 Secrets of Mobilizing an Advocate ArmyMarketo
The 5 Secrets of Mobilizing an Advocate Army
Buyers no longer depend on sales and marketing messages alone to make their purchasing decisions. They want to hear from other customers who have gone before them. So how do you identify and organize your customers to act as advocates for your product? Rather than expecting your customers to provide a testimonial whenever you need one, a strategy is required to build interactive, two-way conversations and real, reciprocal relationships with your advocates.
Listen in as an all-star lineup discusses strategies for mobilizing your own advocate army. You will learn:
-What customer advocacy is
-How to identify customer advocates
-How to build reciprocal relationships with advocates
-How Influitive's advocacy marketing expertise and --Marketo's marketing platform work together to effectively mobilize an advocate army
The change in the buyer’s journey has dramatically shifted the way marketers work. With marketers taking increasing ownership over pipeline, there is unprecedented pressure for marketers to target more effectively and to create more meaningful campaign touches.
But how do you know who to target and what kind of interaction is most meaningful for them? Most importantly, how can you maximize the impact of each interaction? With data. Join EverString and Lionbridge for a live discussion on how to uncover hidden pipeline by leveraging data and predictive modeling.
A New Era of Email Deliverability: Tools of 250okMarketo
Up to 85 percent of incoming email is considered abusive. Mailbox providers often apply aggressive measures to deter spam and protect customers. As a result, marketers need sophisticated tools to understand when emails deliver to the Inbox or Spam folder and why. With the enhanced partner integration between 250ok and Marketo, get the proactive insights you need to manage sender reputation, optimize deliverability, and improve email-driven ROI.
This presentation will show:
- Email Informant delivers better emails with comprehensive analytics, device and browser tracking
- Reputation PowerPack offers granularity with automated SNDS, and spam trap reporting
- More features of the Email Deliverability PowerPack boost ROI
Panasonic: Perfecting the Art and Science of Engagement MarketingMarketo
In today’s digital world, the challenge for every marketer has evolved from merely capturing the attention of people, to creating powerful, sustained interactions that result in a loyal customer base. Join us for a webinar with Marketo and Panasonic Corporation to learn how an engagement marketing strategy can serve as a key competitive advantage and drive higher return on marketing investments.
3 Strategies to Transform Your Organization for the Digital AgeMarketo
Few functions have changed more in the last 10 years than Marketing. And guess what? The pace of change is only speeding up. But while organizations are challenged by digital disruption, it has also created a tremendous opportunity for marketing to lead real, strategic change and further capabilities and careers along the way.
Join Marketo’s Hally Pinaud, to explore:
- How to shift from one-size-fits-all marketing to 1:1 engagement that builds long-term relationships
- How to build an agile, connected organization that can deliver the experiences your customers demand
- How to approach data and technology so you can power intelligent engagement at enterprise scale
Why Social Attribution is Important in the Engagement EconomyMarketo
Today's B2B marketers are constantly tasked with generating more leads and then proving the value of their campaigns. But it isn’t always that easy when it comes to social media as a channel. During this webinar, you’ll learn how to interact with your audience on social in an effective and personalized manner, accurately track engagement and more!
Join Marketo, Oktopost, and FIS Global as they explore why social attribution is important in the Engagement Economy and the tools you’ll need to succeed.
The document discusses moving marketing communications from campaigns to conversations by focusing on trust, relevance, coordination across channels, and strategic metrics beyond opens and clicks. It emphasizes listening to customer behaviors and interests to send the right content at the right time. While complicated, coordinated conversations improve engagement by treating marketing as an ongoing dialogue rather than one-way broadcasts.
Marketo@Marketo: Putting Together Your Program PalaceMarketo
Marketo is chock-full of amazing functionality. Unfortunately, you won't be able to effectively leverage key features such as Marketing Calendar and Advanced Analytics without one essential component; Marketo Programs!
Join Marketo's Rick Siegfried as he walks you through Marketo's own structure and thought process behind Program building.
Content to include:
Why Programs are important
How to build Programs for scale
Tips for successful planning & reporting with proper Program procedures
Find Your Pot of Gold with Marketing Metrics that MatterMarketo
It’s tough dealing with a tight budget, but measuring the right metrics can help you figure out what’s important. See Heidi Bullock and Megan Niedenthal's slides as they explain which marketing metrics can help ensure you’re putting all your “gold” in the right place.
Discover:
-How to increase the effectiveness of marketing programs across multiple channels (social, website, emails, paid programs)
-Proven methods for measuring campaign performance using single and multi-touch attribution metrics
-Best practices for determining the ROI of each marketing program you run
This document outlines how marketing has changed from a focus on finding customers to being found by potential buyers in today's digital world. It discusses 5 key shifts in the rules of marketing: from finding customers to being found, from point-in-time communications to durable 1:1 relationships, from demographic segmentation to behavioral segmentation, from isolated channels to integrated exploding channels, and from intuitive decision making to data-driven decisions. The new approach involves inbound, relationship, and data-driven marketing tactics supported by digital marketing platforms.
Get More From Less: Tips for Creative Programs That Drive RevenueMarketo
The document provides tips for creating effective marketing programs that drive results. It recommends focusing on high-quality content that is relevant to different stages of the buyer's journey. Content should be optimized for performance and include visual elements like infographics. Programs should leverage social sharing and peer recommendations. Tactics discussed include blogging, webinars, social media campaigns, and measuring multi-touch attribution to improve ROI. The key is repurposing content across channels and measuring performance to continuously improve programs.
Talk to me, Not at me: Testing for a Better Customer ExperienceMarketo
In today’s data-driven world, consumers tell you more about what they want every time they engage with your brand. Successful marketers will use these indicators to offer their audience exactly what they want across all channels throughout their entire journey.
See the slides from Maxymiser's Dan Toubian and Marketo's Kristen Kaighn to discover:
- Best practices in testing across multiple channels
- How to use digital behaviors to personalize the customer journey
- Real-life examples of driving value of customer engagement
2016 Predictions: What Tomorrow's Marketer Needs to Know TodayMarketo
At the start of each year, marketers everywhere look back at the year that's gone by and develop theories for the year to come.
Check out this presentation to get our expert panel's predictions for:
-The emerging trends marketers should be aware of
-Key challenges marketers will be facing in 2016
-Critical skills for success in 2016 and beyond
-Practical takeaways marketers can implement today
Growth with Account-Based Marketing:The Story of SchoolDudeMarketo
This presentation shows how SchoolDude, the nation's leading education platform of cloud solutions for schools and universities, dramatically grew their marketing outreach and substantially improved their overall marketing ROI with Account-Based Marketing.
Building a Marketing Tech Stack to Accelerate EngagementMarketo
The document discusses building a marketing technology stack to accelerate customer engagement. It emphasizes using data, content, marketing automation, analytics and social media together in an integrated "engagement engine" to improve reach, depth and relationships with customers. Specifically, it recommends collecting customer data from various sources, using analytics to gain insights, creating targeted content, and engaging customers across channels like social media to provide continuous, relevant experiences that drive engagement throughout the customer lifecycle.
Graduate from Email Marketing to Marketing AutomationMarketo
Plain old email marketing just doesn't cut it anymore. Watch this presentation to see how easy and powerful marketing automation software can help you engage your audiences in relevant, 1:1 conversations across the channels of their choice, and drive impressive bottom line results fast.
5 Marketing Strategies for Customer EngagementMarketo
Marketers have to adopt new strategies in 2017 to win in the engagement economy. Join Neha Shah, Principal Product Marketing Manager at Marketo, and Kyra Johanson, Associate Product Marketing Manager at Marketo, as they share the results of our first-ever Marketing Benchmark Survey, highlighting what the most savvy marketers are doing to engage their customers in valuable, long-term relationships. You’ll walk away with 5 guiding insights into how to set your strategy for the year ahead.
You’ll learn:
- What strategies marketers adopt to engage customers in 2017
- How Marketo empowers Marketers to build these authentic relationships
Marketo@Marketo: How We Do What We Do (Part I)Marketo
Ever wonder how marketers at Marketo use the Marketo platform and various applications to drive demand, cross-functional collaboration, and data insights? Watch this on-demand webinar to see real live use cases and best practices from Marketo Users just like YOU.
Power Your Mobile App: Improve Retention, Engagement and Revenue with Marketi...Marketo
Did you know that 20% of all mobile apps are only used once? With most consumers having 50-100 apps on their phones, how can your company's mobile app stand out from the competition?
Mobile app developers face many unique marketing challenges, including the need to drive ongoing app downloads, installs, and usability improvements.
Check out this presentation from Mike Stocker that will provide examples of companies with mobile apps that have used marketing automation to drive app downloads, user retention, engagement, and monetization.
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
Engagement Marketing: Build Brand Awareness, Earn Trust, and Grow LoyaltyMarketo
Engagement marketing attempts to build genuine connections with prospects and customers through two-way dialogue. It focuses on creating valuable relationships where both parties see mutual benefit. Effective engagement marketing requires understanding customers' behaviors across channels to deliver highly personalized and relevant experiences that cultivate loyalty over time.
The 5 Secrets of Mobilizing an Advocate ArmyMarketo
The 5 Secrets of Mobilizing an Advocate Army
Buyers no longer depend on sales and marketing messages alone to make their purchasing decisions. They want to hear from other customers who have gone before them. So how do you identify and organize your customers to act as advocates for your product? Rather than expecting your customers to provide a testimonial whenever you need one, a strategy is required to build interactive, two-way conversations and real, reciprocal relationships with your advocates.
Listen in as an all-star lineup discusses strategies for mobilizing your own advocate army. You will learn:
-What customer advocacy is
-How to identify customer advocates
-How to build reciprocal relationships with advocates
-How Influitive's advocacy marketing expertise and --Marketo's marketing platform work together to effectively mobilize an advocate army
The change in the buyer’s journey has dramatically shifted the way marketers work. With marketers taking increasing ownership over pipeline, there is unprecedented pressure for marketers to target more effectively and to create more meaningful campaign touches.
But how do you know who to target and what kind of interaction is most meaningful for them? Most importantly, how can you maximize the impact of each interaction? With data. Join EverString and Lionbridge for a live discussion on how to uncover hidden pipeline by leveraging data and predictive modeling.
A New Era of Email Deliverability: Tools of 250okMarketo
Up to 85 percent of incoming email is considered abusive. Mailbox providers often apply aggressive measures to deter spam and protect customers. As a result, marketers need sophisticated tools to understand when emails deliver to the Inbox or Spam folder and why. With the enhanced partner integration between 250ok and Marketo, get the proactive insights you need to manage sender reputation, optimize deliverability, and improve email-driven ROI.
This presentation will show:
- Email Informant delivers better emails with comprehensive analytics, device and browser tracking
- Reputation PowerPack offers granularity with automated SNDS, and spam trap reporting
- More features of the Email Deliverability PowerPack boost ROI
Panasonic: Perfecting the Art and Science of Engagement MarketingMarketo
In today’s digital world, the challenge for every marketer has evolved from merely capturing the attention of people, to creating powerful, sustained interactions that result in a loyal customer base. Join us for a webinar with Marketo and Panasonic Corporation to learn how an engagement marketing strategy can serve as a key competitive advantage and drive higher return on marketing investments.
3 Strategies to Transform Your Organization for the Digital AgeMarketo
Few functions have changed more in the last 10 years than Marketing. And guess what? The pace of change is only speeding up. But while organizations are challenged by digital disruption, it has also created a tremendous opportunity for marketing to lead real, strategic change and further capabilities and careers along the way.
Join Marketo’s Hally Pinaud, to explore:
- How to shift from one-size-fits-all marketing to 1:1 engagement that builds long-term relationships
- How to build an agile, connected organization that can deliver the experiences your customers demand
- How to approach data and technology so you can power intelligent engagement at enterprise scale
Why Social Attribution is Important in the Engagement EconomyMarketo
Today's B2B marketers are constantly tasked with generating more leads and then proving the value of their campaigns. But it isn’t always that easy when it comes to social media as a channel. During this webinar, you’ll learn how to interact with your audience on social in an effective and personalized manner, accurately track engagement and more!
Join Marketo, Oktopost, and FIS Global as they explore why social attribution is important in the Engagement Economy and the tools you’ll need to succeed.
The document discusses moving marketing communications from campaigns to conversations by focusing on trust, relevance, coordination across channels, and strategic metrics beyond opens and clicks. It emphasizes listening to customer behaviors and interests to send the right content at the right time. While complicated, coordinated conversations improve engagement by treating marketing as an ongoing dialogue rather than one-way broadcasts.
Marketo@Marketo: Putting Together Your Program PalaceMarketo
Marketo is chock-full of amazing functionality. Unfortunately, you won't be able to effectively leverage key features such as Marketing Calendar and Advanced Analytics without one essential component; Marketo Programs!
Join Marketo's Rick Siegfried as he walks you through Marketo's own structure and thought process behind Program building.
Content to include:
Why Programs are important
How to build Programs for scale
Tips for successful planning & reporting with proper Program procedures
Find Your Pot of Gold with Marketing Metrics that MatterMarketo
It’s tough dealing with a tight budget, but measuring the right metrics can help you figure out what’s important. See Heidi Bullock and Megan Niedenthal's slides as they explain which marketing metrics can help ensure you’re putting all your “gold” in the right place.
Discover:
-How to increase the effectiveness of marketing programs across multiple channels (social, website, emails, paid programs)
-Proven methods for measuring campaign performance using single and multi-touch attribution metrics
-Best practices for determining the ROI of each marketing program you run
This document outlines how marketing has changed from a focus on finding customers to being found by potential buyers in today's digital world. It discusses 5 key shifts in the rules of marketing: from finding customers to being found, from point-in-time communications to durable 1:1 relationships, from demographic segmentation to behavioral segmentation, from isolated channels to integrated exploding channels, and from intuitive decision making to data-driven decisions. The new approach involves inbound, relationship, and data-driven marketing tactics supported by digital marketing platforms.
Get More From Less: Tips for Creative Programs That Drive RevenueMarketo
The document provides tips for creating effective marketing programs that drive results. It recommends focusing on high-quality content that is relevant to different stages of the buyer's journey. Content should be optimized for performance and include visual elements like infographics. Programs should leverage social sharing and peer recommendations. Tactics discussed include blogging, webinars, social media campaigns, and measuring multi-touch attribution to improve ROI. The key is repurposing content across channels and measuring performance to continuously improve programs.
Talk to me, Not at me: Testing for a Better Customer ExperienceMarketo
In today’s data-driven world, consumers tell you more about what they want every time they engage with your brand. Successful marketers will use these indicators to offer their audience exactly what they want across all channels throughout their entire journey.
See the slides from Maxymiser's Dan Toubian and Marketo's Kristen Kaighn to discover:
- Best practices in testing across multiple channels
- How to use digital behaviors to personalize the customer journey
- Real-life examples of driving value of customer engagement
2016 Predictions: What Tomorrow's Marketer Needs to Know TodayMarketo
At the start of each year, marketers everywhere look back at the year that's gone by and develop theories for the year to come.
Check out this presentation to get our expert panel's predictions for:
-The emerging trends marketers should be aware of
-Key challenges marketers will be facing in 2016
-Critical skills for success in 2016 and beyond
-Practical takeaways marketers can implement today
Growth with Account-Based Marketing:The Story of SchoolDudeMarketo
This presentation shows how SchoolDude, the nation's leading education platform of cloud solutions for schools and universities, dramatically grew their marketing outreach and substantially improved their overall marketing ROI with Account-Based Marketing.
Building a Marketing Tech Stack to Accelerate EngagementMarketo
The document discusses building a marketing technology stack to accelerate customer engagement. It emphasizes using data, content, marketing automation, analytics and social media together in an integrated "engagement engine" to improve reach, depth and relationships with customers. Specifically, it recommends collecting customer data from various sources, using analytics to gain insights, creating targeted content, and engaging customers across channels like social media to provide continuous, relevant experiences that drive engagement throughout the customer lifecycle.
Graduate from Email Marketing to Marketing AutomationMarketo
Plain old email marketing just doesn't cut it anymore. Watch this presentation to see how easy and powerful marketing automation software can help you engage your audiences in relevant, 1:1 conversations across the channels of their choice, and drive impressive bottom line results fast.
5 Marketing Strategies for Customer EngagementMarketo
Marketers have to adopt new strategies in 2017 to win in the engagement economy. Join Neha Shah, Principal Product Marketing Manager at Marketo, and Kyra Johanson, Associate Product Marketing Manager at Marketo, as they share the results of our first-ever Marketing Benchmark Survey, highlighting what the most savvy marketers are doing to engage their customers in valuable, long-term relationships. You’ll walk away with 5 guiding insights into how to set your strategy for the year ahead.
You’ll learn:
- What strategies marketers adopt to engage customers in 2017
- How Marketo empowers Marketers to build these authentic relationships
Today’s marketers must embrace a new engagement strategy to adapt, anticipate, and deliver in mobile moments. Placing mobile bets solely on ads or one-off purchases isn’t enough to secure revenue and engagement—marketers have to embrace continual cycles of real-time, two-way consumer engagement.
This webinar will show marketers how to create and deliver these experiences and campaigns.
The Future of Marketing: Seizing the Customer ExperienceMarketo
86% of CMOs and senior marketing executives believe they will own the end-to-end customer experience by 2020.
Watch our sponsored webinar to learn why you should never leave the side of your customer on their buying journey and how to prepare for a customer-centric future. We’ll share insights from top CMOs, revealed in new research from The Economist Intelligence Unit, on how they expect to:
- Leverage data and technology to understand customers’ behavior
- Personalize the customer experience through top marketing channels (and how innovative brands are already succeeding)
- Boost their brand value by delivering a better experience
Read the full post at https://www.fourquadrant.com/gartner-go-to-market-strategy/
Gartner's IT Predictions
Key technology drivers that will impact go to market strategy and tactics include: intelligent things, collecting massive amounts of data, artificial intelligence and machine learning.
Gartner identifies 3 key themes that form the basis for the Top 10 strategic technology trends:
- Intelligent
- Digital
- and Mesh
The technologies noted above are at the front-end of the technology adoption curve but are expected to break out of an emerging state and stand to have substantial disruptive potential across industries.
Read Pragmatic Posts on B2B Marketing - https://www.fourquadrant.com/marketing-resource-blog/
Download Go to Market Templates (FREE) - https://www.fourquadrant.com/marketing-tempates/
View the Go to Market PowerPoint Slide Library - https://www.fourquadrant.com/marketing-slides/
Leverage Proven Go to Market Planning Templates - https://www.fourquadrant.com/products/
Xamarin Mobile Leaders Summit: The Mobile Mind Shift: Opportunities, Challeng...Xamarin
Julie Ask, VP and Principal Analyst at Forrester Research and author of ‘The Mobile Mind Shift', has worked with hundreds of clients across retail, travel, banking, insurance, healthcare, and more, to advise companies on the development of their mobile strategies.
In this session from the Mobile Leaders Summit at Xamarin Evolve 2016, she presented on how enterprises can capitalize on the mobile opportunities available to them, including new opportunities for mobile transformation available to the enterprise, the IDEA (identify, design, engineer, analyze) cycle, and how you can engineer your systems to be ready for this shift.
Don't Let the Wrong Marketing Automation Solution Stunt Your GrowthMarketo
Marketing is changing at an extraordinary pace. And you have to keep up! Choosing a marketing automation solution that won't grow with you can do more harm than good. Check out this presentation to learn what to look for when evaluating marketing automation solutions that will keep up with the continuous changing directions of marketing.
Feeding Hungry Reps: Scaling Inbound Lead Flow to Satisfy SalesMarketo
Where does one begin when the company grows and scaling marketing programs becomes a necessary task? Hear how Marketo Customer, Hortonworks, started at the top and worked their way down to scale inbound marketing programs.
Increase AUM with Marketing Automation: Acquire Clients during Volatile TimesMarketo
U.S. equities have recently entered into positive territory for the year after months of heightened volatility. While this is good news for investors, it may mean that clients will suffer from “breakeven-itis” and look to find a new asset manager. Do you have an acquisition strategy to take advantage of clients actively or passively looking for new management? Review this webinar to see financial services marketing experts Joe Paone and Mike Madden review how leveraging marketing automation can help you acquire more clients during periods of market uncertainty.
How to Make Your Holiday Marketing Sparkle - Your Last Minute ChecklistMarketo
Check out this deck to learn the steps you should take to make sure you stand out from the crowd during the busy holiday marketing season. Join holiday marketing experts, Corey Pierson from Custora and Vidya Chadaga from Marketo to get tips, tricks and inspiration for the holidays!
Become a More Nimble Marketing Team with Interactive ContentMarketo
Want to discover how to educate and engage your audience with interactive content? Check out this presentation to learn how Cisco was able to deploy a diverse array of content types to appeal to audiences across channels and programs. Plus, find out how adding SnapApp to your marketing programs can make content creation and distribution easier than ever so you can reach your prospects and your goals.
Early stage program metrics such as email open rates and Facebook likes are great, but don't give you the full picture. At Marketo, our Advanced Report Builder enables us to dig deeper to discover how and which programs make the most impact on our revenue goals. See the slides to see the metrics Marketo uses to back its own program budget.
Fill Your Funnel: Lead Gen with Web PersonalizationMarketo
Your website is your main marketing channel in 2016, you have thousands of anonymous prospects visiting your site every week, reading your content, and showing interest in your products and solutions. How are you going to engage with them? How can you convert them into known leads?
View these slides to learn:
- The secrets of anonymous lead generation
- How to use personalization to convert anonymous to known
- The top 5 use cases for web lead generation
- How leading marketers are already converting with web personalization
Engaging with Today’s Empowered Healthcare ConsumerMarketo
Join this webinar to learn healthcare marketing best practices and how Kaiser Permanente of Colorado transformed the way they engaged their business and consumer audiences using multi-channel demand generation, sales enablement, etc. and plenty of learning and teamwork.
In this presentation, you’ll learn about innovative new products and features that will help you engage your audience in new and exciting ways, such as:
The benefits of Marketo’s Next Generation Platform, Project Orion
Our new tool, Account-Based Marketing (ABM)
A re-imagined email experience with new Template Selector and Email Analytics
The new Predictive Content Recommendation app for email
Summer Camp(aigns) Part 1: Top 10 Reasons to Consider Marketing AutomationMarketo
The document discusses the top 10 reasons to consider marketing automation. It outlines challenges with traditional marketing including qualifying leads, aligning marketing and sales, and lack of lead nurturing. It then presents the benefits of marketing automation for attracting website traffic, engaging leads through personalized messaging, and closing more deals by prioritizing high-quality leads for sales. Key features highlighted include SEO, personalization, social media tools, email testing, content replication abilities, and lead scoring and prioritization for sales.
Marketers that Matter: Creating Extraordinary Results & Leading Differently i...Marketo
Exceptional marketers advance our profession by inspiring and leading teams, engaging customers, and leveraging new technologies to drive success. Each year, Marketers that Matter®, sponsored by WSJ and Twitter, awards these marketers, highlighting their innovative strategies and tactics.
See the slides from special guest speaker Cara France, CEO of The Sage Group and founder of Marketers that Matter®, and Sanjay Dholakia, CMO of Marketo, to learn about three real examples of true marketing innovation from Skype, Google, and the creators of #BatKid.
Nailing Executive Reporting: Behind the Scenes with BackOffice AssociatesMarketo
1) BackOffice Associates struggled with executive reporting, having no clear lead definition, disconnected sales and marketing teams, and inability to prove marketing ROI.
2) They implemented Marketo and held workshops to define leads and success paths. New processes aligned sales and marketing.
3) BackOffice Associates now generates daily, weekly, and monthly reports for sales, marketing, and executives including pipeline attribution, buyer journey metrics, and program ROI. Accurate reporting demonstrates marketing's value and contribution to revenue.
Pocket Your Key Targets with Account Based MarketingMarketo
Similar to a game of pool, account-based marketing (ABM), is about technique, strategy, and sinking the targets you're after. Watch this on-demand webinar to discover how ABM can help you target key accounts and get the desired results with the right technique.
The Contextual Marketing Imperative: Rethinking your personalization strategySAP Customer Experience
Brendan Witcher, Principal at Forrester and Bernard Chung, SAP Hybris share best practices and the latest trends in contextual marketing and personalization. Examples shown include ASICS, Under Armour, NHL and more.
How to thrive in the age of the customer!
Age of the customer — a 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers
Grow Revenue with the Right Marketing StrategyMarketo
Today, mobile, social and cloud technologies are transforming the customer experience and putting customers in control. In this digital age, marketers must always be improving marketing execution with an eye toward growing revenue.
Listen in to our webinar with guest Laura Ramos, Vice President and Principal Analyst at Forrester Research, and Matt Zilli, Senior Director of Product Marketing at Marketo, to discover why the next wave of competitive advantage will favor firms that obsess over their customers’ experiences and deliver what buyers want before competitors do. Learn how marketing strategies that leverage automation can transform the customer experience and grow revenue in the digital age.
Shopper marketing insights for retailers webinarJanet Jaiswal
This document summarizes a presentation on using customer data and analytics for retailers. It discusses how retailers have entered the "age of the customer" and must shift to be customer-obsessed. It also discusses how big data and analytics can provide insights across the customer lifecycle to personalize interactions. The presentation provides examples of retailers successfully improving metrics like sales and loyalty through analytics. It emphasizes starting with a pilot to learn from data before expanding initiatives.
Powering Predictable Market Expansion By Discovering High Propensity Prospect...G3 Communications
The document discusses using customer and market segmentation to power predictable market expansion through discovering high propensity prospects. It outlines challenges with current predictive analytics approaches for marketers. The new approach of "customer insights marketing" is presented as a 3-step process of customer segmentation, market segmentation, and predicting growth. Case studies are provided showing how organizations have increased marketing ROI, lifted conversions, reduced costs, and discovered larger addressable markets through this approach using Radius' customer insights platform. Key takeaways focus on understanding data and insight building strategies.
Customer Identity is the New Currency: Signal featuring Forrester ResearchSignal
Learn a breakdown of the different types of customer data and identity, plus how leading organizations are leveraging data and identity to create powerful customer experiences.
This presentation features Fatemeh Khatibloo, Principal Analyst at Forrester Research, Inc. Fatemeh serves Customer Insights Professionals and her research has been featured in the New York Times, Wall Street Journal, AdAge and more. She's a frequently highly-rated speaker at industry events.
The Truth About Cross-Channel Attribution... and Why it Does Not Have to be ...Birst
In a world where the customer is perpetually connected and purchase paths are increasingly complex, cross-channel attribution measurement promises to accurately measure intertwined marketing programs, helping marketers connect with their customers in a contextually relevant way.
Yet, companies struggle to identify the right metrics and technologies needed to help measure these complex marketing exposures. As a result, marketing departments are left scrambling to analyze performance data across multiple sources, such as email tactics, display ads, direct mail, and more.
In this webinar, our guest speaker Tina Moffett, an analyst from Forrester Research, will help you interpret the tricky landscape of attribution analysis. Tina will:
· Share the latest trends in marketing measurement and technology.
· Illustrate the challenges and risks inherent in cross-channel attribution measurement – and how to overcome them.
· Outline the core technology capabilities that will help you evaluate marketing analytics and attribution technology.
You’ll also see a demo of Birst and our capabilities around multi-touch attribution.
Forrester Webinar - Individualization Versus PersonalizationZAPinfo.io
See the differences between these to marketing methods and how major shopping sites are utilizing more individualized marketing solutions to drive customer engagement
It’s time to embrace the future of customer engagement. You need a customer-centric approach in order to build your business around the needs, preferences and intents of your customers on an ongoing basis. But do you know how to create the optimal customer insight platform to get you there?
Our guest Brandon Purcell, Senior Analyst at Forrester Research, and Steven Noels, CTO and Co-Founder of NGDATA, defines what the customer insight platform is, and how it can be used to engage in a relevant way with your customers, transform your business, optimize costs and achieve new growth.
Key takeaways include:
How to stay ahead of evolving customer demands, and how data and analytics play an essential part
Understanding all the components necessary to transform customer data into insights to meet and exceed your customers’ expectations
How to operationalize customer insights to optimize every customer interaction
Celgene Patients Partners Webinar: Breaking Through the Clutter To Inform You...Hans Kaspersetz
This document summarizes a webinar presentation about using content marketing strategies to break through clutter and inform audiences. It discusses common challenges like limited budgets and reaching target audiences. It then outlines strategies for effective content marketing like creating long-form, in-depth content that answers user questions to rank highly in searches. It emphasizes focusing on relevance over keywords and readability. Finally, it suggests steps for organizations like aligning content and editorial missions with corporate goals and setting aligned KPIs and budgets.
Daily Measurement: Marketing's New Secret WeaponOrigami Logic
How Continuous Analysis of Marketing Signals Drives Business Outcomes:
The real-time flow of digital signals opens the doors for modern marketers to measure, analyze and optimize campaigns continuously. However, marketing organizations today struggle with aligning resources, data, and technology to enable agile measurement and decisioning at scale, resulting in missed opportunities to interact with customers at the moment of need.
Join special guest, Tina Moffett, Senior Analyst at Forrester Research, along with Scott Jones, VP Marketing at Origami Logic, as they provide guidance on how to create an agile data-driven organization, leverage technology to automate and scale measurement, and enable your team to make the right decisions at the right moment using signals that are up to date, accurate, and in context.
In this webinar, you’ll get: 1) Detailed trends on the adoption of marketing measurement , 2) Guidance on how to identify people, processes, and technology necessary to enable agile measurement at scale, and 3) A to-do checklist for becoming an agile data-driven organization.
Tina Moffett - Cross-Channel Attribution MasteryMediaPost
This document discusses trends in marketing measurement and attribution. It notes that consumers are now "always addressable" across multiple devices and locations. Analytics have become a priority to make sense of this complex landscape. The document outlines challenges in cross-channel attribution like data quality issues. It finds that many firms partner with vendors for attribution capabilities and value thought leadership. Critical capabilities for vendors include measuring a wide range of channels and providing scenario planning. The document concludes with recommendations to assess measurement skills, audit technologies, connect customers across devices, measure marketing impact, and activate insights with testing.
Webinar Slides - An Empowered Sales Rep Becomes A Content ConciergeMediafly
In the B2B world, many believe that buyers spend the first 60-70% of their journey consuming content. Then, if they are interested in buying, do they actively seek out a salesperson. While this implies that the salesperson’s primary role is to respond to product questions and present an offer, Forrester’s research shows the exact opposite to be true.
CMOs: Transforming Marketing into a Growth EngineMarketo
Check out this presentation featuring data from Forrester Research. You'll discover how to deliver optimal customer experiences and drive revenue in the process!
From Insight to Action - Kenshoo Webinar Featuring ForresterKenshoo
Presentation from the October 14th webinar presented by Kenshoo and featuring Forrester — From Insight to Action: Executing Successful Cross-Channel Attribution and Optimization.
Refresh Your Approach to 1:1 Marketing. Elevate the Discussion with Personali...Salesforce Marketing Cloud
This document summarizes a presentation about personalizing marketing interactions. It discusses how customers now expect personalized, real-time interactions across channels given their use of mobile devices and online research. However, many marketers still struggle with personalization and rely on basic techniques. The presentation recommends marketers prioritize personalization by focusing on data, technology, channels and customer experience to better understand customers and meet their expectations of relevant, personalized interactions.
The document summarizes research from a Forrester conference on mastering omnichannel B2B customer engagement. Some key findings include: B2B buyers are increasingly using digital channels and expect personalization across touchpoints; however, B2B sellers are not prepared to deliver seamless omnichannel experiences. The research also found rising buyer expectations, with 98% researching purchases online before buying offline. Sellers face challenges sharing customer data and analytics across channels. The presentation provides recommendations for sellers to adopt an omnichannel strategy, prioritize personalization, constantly measure efforts, and engage ecosystem partners.
NexGen Alignment: ABM’s Role in Uniting Marketing and SalesDemandbase
In today’s competitive landscape, aligning marketing and sales teams is not just necessary for growth it’s necessary for survival.
Account-based strategies help bridge the historical divide between the two teams by ensuring marketing efforts are directly supporting sales goals, leading to more efficient resource use, improved customer experiences, and ultimately, increased revenue.
Join this interactive webinar with guest speaker Nora Conklin, Principal Analyst at Forrester and Kelly Hopping, CMO at Demandbase, as they reveal the latest research from Forrester, showcased at the ‘2024 B2B Summit North America’ along with practical tips for uniting sales and marketing teams from the inside out.
This document discusses how analytics can be used to drive customer lifecycle management. It makes three key points:
1) Current analytical approaches used by most firms focus too much on driving new customer acquisition through the traditional marketing funnel, rather than managing the entire customer lifecycle. This leads firms to prioritize volume growth over long-term profitability.
2) To effectively use analytics across the customer lifecycle, firms must align their lifecycle perspectives and programs with the customer's decision-making process, determine the appropriate breadth and depth of analytical techniques, and use customer value and profitability as a common goal.
3) The document outlines how different analytical techniques such as segmentation, propensity modeling, and cross-
Customer and marketing analytics: Integrating multichannel data to gain actio...Mindtree Ltd.
Understanding consumers is the key to long term engagement, loyalty and profitability. The increasing number of channels that consumers can interact with makes available an explosion of data for deriving customer insights and effective marketing. The integration of this multichannel data has become increasingly complex, leaving many marketers overwhelmed and unable to derive meaningful insights.
Similar to Optimize Your Cross-Channel Strategy for Success (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
This document summarizes predictions for marketing operations in 2021 from Adobe's Head of Marketing Operations. Some key points include:
- Technology will continue enabling productivity but also blocking it if experiences are bad, especially for younger workers. Attention will be harder to focus with more distractions.
- Virtual experiences have clear benefits but replicating in-person dynamics is difficult without awareness to ensure engagement.
- Newly formed or existing remote teams face challenges like limited physical connection and inertia, requiring creative solutions.
- Predictions for 2021 include precedent from the pandemic year, more available talent, expanded data privacy laws, and rapid innovation.
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
Marketo Engage January 2021 Product Release PresentationMarketo
The document summarizes the January 2021 release of Marketo Engage. It includes:
1) Enhancements to audience sync with Adobe Experience Cloud applications and ad networks.
2) Improvements to the user experience including support for workspaces and partitions.
3) New capabilities for sales teams including Sales Insight for non-native Salesforce integrations and enhancements to Best Bets, email workflows, and account/opportunity panels.
4) Additional features like program member custom field tokens, Salesforce OAuth authentication, and a landing page preview API.
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
The document discusses planning for demand generation activities in 2021. It provides tips for budget planning, aligning activities with content, and ensuring consistency. It also discusses optimizing programs through A/B testing, evaluating results, and making data-driven decisions. Additionally, it covers using intent data to enhance account targeting and prioritize sales opportunities by surfacing accounts actively searching on relevant topics. The key takeaways are to plan strategically while allowing flexibility, capitalize on all engagements, optimize through testing, and leverage intent data when built and used correctly.
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
The document provides an overview of Adobe's roadmap for Marketo Engage in fiscal year 2020. It discusses key themes and priorities for the roadmap including:
1. Foundation for growth through improved integrations with Adobe Experience Cloud and Adobe Experience Platform.
2. Powering sales experiences with new features for Sales Insight to provide reps with buyer insights and enhancements for mobile usage.
3. Connecting people and content through predictive audiences powered by artificial intelligence to help target the right customers, and new capabilities for attribution and measurement through Bizible.
The roadmap highlights how these initiatives will help drive demand, empower marketing and sales teams, and deliver exceptional customer experiences across the journey
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.
Skybuffer SAM4U tool for SAP license adoptionTatiana Kojar
Manage and optimize your license adoption and consumption with SAM4U, an SAP free customer software asset management tool.
SAM4U, an SAP complimentary software asset management tool for customers, delivers a detailed and well-structured overview of license inventory and usage with a user-friendly interface. We offer a hosted, cost-effective, and performance-optimized SAM4U setup in the Skybuffer Cloud environment. You retain ownership of the system and data, while we manage the ABAP 7.58 infrastructure, ensuring fixed Total Cost of Ownership (TCO) and exceptional services through the SAP Fiori interface.
Best 20 SEO Techniques To Improve Website Visibility In SERPPixlogix Infotech
Boost your website's visibility with proven SEO techniques! Our latest blog dives into essential strategies to enhance your online presence, increase traffic, and rank higher on search engines. From keyword optimization to quality content creation, learn how to make your site stand out in the crowded digital landscape. Discover actionable tips and expert insights to elevate your SEO game.
Your One-Stop Shop for Python Success: Top 10 US Python Development Providersakankshawande
Simplify your search for a reliable Python development partner! This list presents the top 10 trusted US providers offering comprehensive Python development services, ensuring your project's success from conception to completion.
This presentation provides valuable insights into effective cost-saving techniques on AWS. Learn how to optimize your AWS resources by rightsizing, increasing elasticity, picking the right storage class, and choosing the best pricing model. Additionally, discover essential governance mechanisms to ensure continuous cost efficiency. Whether you are new to AWS or an experienced user, this presentation provides clear and practical tips to help you reduce your cloud costs and get the most out of your budget.
Ivanti’s Patch Tuesday breakdown goes beyond patching your applications and brings you the intelligence and guidance needed to prioritize where to focus your attention first. Catch early analysis on our Ivanti blog, then join industry expert Chris Goettl for the Patch Tuesday Webinar Event. There we’ll do a deep dive into each of the bulletins and give guidance on the risks associated with the newly-identified vulnerabilities.
Salesforce Integration for Bonterra Impact Management (fka Social Solutions A...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 integration of Salesforce with Bonterra Impact Management.
Interested in deploying an integration with Salesforce for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdfMalak Abu Hammad
Discover how MongoDB Atlas and vector search technology can revolutionize your application's search capabilities. This comprehensive presentation covers:
* What is Vector Search?
* Importance and benefits of vector search
* Practical use cases across various industries
* Step-by-step implementation guide
* Live demos with code snippets
* Enhancing LLM capabilities with vector search
* Best practices and optimization strategies
Perfect for developers, AI enthusiasts, and tech leaders. Learn how to leverage MongoDB Atlas to deliver highly relevant, context-aware search results, transforming your data retrieval process. Stay ahead in tech innovation and maximize the potential of your applications.
#MongoDB #VectorSearch #AI #SemanticSearch #TechInnovation #DataScience #LLM #MachineLearning #SearchTechnology
leewayhertz.com-AI in predictive maintenance Use cases technologies benefits ...alexjohnson7307
Predictive maintenance is a proactive approach that anticipates equipment failures before they happen. At the forefront of this innovative strategy is Artificial Intelligence (AI), which brings unprecedented precision and efficiency. AI in predictive maintenance is transforming industries by reducing downtime, minimizing costs, and enhancing productivity.
Have you ever been confused by the myriad of choices offered by AWS for hosting a website or an API?
Lambda, Elastic Beanstalk, Lightsail, Amplify, S3 (and more!) can each host websites + APIs. But which one should we choose?
Which one is cheapest? Which one is fastest? Which one will scale to meet our needs?
Join me in this session as we dive into each AWS hosting service to determine which one is best for your scenario and explain why!
TrustArc Webinar - 2024 Global Privacy SurveyTrustArc
How does your privacy program stack up against your peers? What challenges are privacy teams tackling and prioritizing in 2024?
In the fifth annual Global Privacy Benchmarks Survey, we asked over 1,800 global privacy professionals and business executives to share their perspectives on the current state of privacy inside and outside of their organizations. This year’s report focused on emerging areas of importance for privacy and compliance professionals, including considerations and implications of Artificial Intelligence (AI) technologies, building brand trust, and different approaches for achieving higher privacy competence scores.
See how organizational priorities and strategic approaches to data security and privacy are evolving around the globe.
This webinar will review:
- The top 10 privacy insights from the fifth annual Global Privacy Benchmarks Survey
- The top challenges for privacy leaders, practitioners, and organizations in 2024
- Key themes to consider in developing and maintaining your privacy program
Skybuffer AI: Advanced Conversational and Generative AI Solution on SAP Busin...Tatiana Kojar
Skybuffer AI, built on the robust SAP Business Technology Platform (SAP BTP), is the latest and most advanced version of our AI development, reaffirming our commitment to delivering top-tier AI solutions. Skybuffer AI harnesses all the innovative capabilities of the SAP BTP in the AI domain, from Conversational AI to cutting-edge Generative AI and Retrieval-Augmented Generation (RAG). It also helps SAP customers safeguard their investments into SAP Conversational AI and ensure a seamless, one-click transition to SAP Business AI.
With Skybuffer AI, various AI models can be integrated into a single communication channel such as Microsoft Teams. This integration empowers business users with insights drawn from SAP backend systems, enterprise documents, and the expansive knowledge of Generative AI. And the best part of it is that it is all managed through our intuitive no-code Action Server interface, requiring no extensive coding knowledge and making the advanced AI accessible to more users.
HCL Notes und Domino Lizenzkostenreduzierung in der Welt von DLAUpanagenda
Webinar Recording: https://www.panagenda.com/webinars/hcl-notes-und-domino-lizenzkostenreduzierung-in-der-welt-von-dlau/
DLAU und die Lizenzen nach dem CCB- und CCX-Modell sind für viele in der HCL-Community seit letztem Jahr ein heißes Thema. Als Notes- oder Domino-Kunde haben Sie vielleicht mit unerwartet hohen Benutzerzahlen und Lizenzgebühren zu kämpfen. Sie fragen sich vielleicht, wie diese neue Art der Lizenzierung funktioniert und welchen Nutzen sie Ihnen bringt. Vor allem wollen Sie sicherlich Ihr Budget einhalten und Kosten sparen, wo immer möglich. Das verstehen wir und wir möchten Ihnen dabei helfen!
Wir erklären Ihnen, wie Sie häufige Konfigurationsprobleme lösen können, die dazu führen können, dass mehr Benutzer gezählt werden als nötig, und wie Sie überflüssige oder ungenutzte Konten identifizieren und entfernen können, um Geld zu sparen. Es gibt auch einige Ansätze, die zu unnötigen Ausgaben führen können, z. B. wenn ein Personendokument anstelle eines Mail-Ins für geteilte Mailboxen verwendet wird. Wir zeigen Ihnen solche Fälle und deren Lösungen. Und natürlich erklären wir Ihnen das neue Lizenzmodell.
Nehmen Sie an diesem Webinar teil, bei dem HCL-Ambassador Marc Thomas und Gastredner Franz Walder Ihnen diese neue Welt näherbringen. Es vermittelt Ihnen die Tools und das Know-how, um den Überblick zu bewahren. Sie werden in der Lage sein, Ihre Kosten durch eine optimierte Domino-Konfiguration zu reduzieren und auch in Zukunft gering zu halten.
Diese Themen werden behandelt
- Reduzierung der Lizenzkosten durch Auffinden und Beheben von Fehlkonfigurationen und überflüssigen Konten
- Wie funktionieren CCB- und CCX-Lizenzen wirklich?
- Verstehen des DLAU-Tools und wie man es am besten nutzt
- Tipps für häufige Problembereiche, wie z. B. Team-Postfächer, Funktions-/Testbenutzer usw.
- Praxisbeispiele und Best Practices zum sofortigen Umsetzen
Driving Business Innovation: Latest Generative AI Advancements & Success StorySafe Software
Are you ready to revolutionize how you handle data? Join us for a webinar where we’ll bring you up to speed with the latest advancements in Generative AI technology and discover how leveraging FME with tools from giants like Google Gemini, Amazon, and Microsoft OpenAI can supercharge your workflow efficiency.
During the hour, we’ll take you through:
Guest Speaker Segment with Hannah Barrington: Dive into the world of dynamic real estate marketing with Hannah, the Marketing Manager at Workspace Group. Hear firsthand how their team generates engaging descriptions for thousands of office units by integrating diverse data sources—from PDF floorplans to web pages—using FME transformers, like OpenAIVisionConnector and AnthropicVisionConnector. This use case will show you how GenAI can streamline content creation for marketing across the board.
Ollama Use Case: Learn how Scenario Specialist Dmitri Bagh has utilized Ollama within FME to input data, create custom models, and enhance security protocols. This segment will include demos to illustrate the full capabilities of FME in AI-driven processes.
Custom AI Models: Discover how to leverage FME to build personalized AI models using your data. Whether it’s populating a model with local data for added security or integrating public AI tools, find out how FME facilitates a versatile and secure approach to AI.
We’ll wrap up with a live Q&A session where you can engage with our experts on your specific use cases, and learn more about optimizing your data workflows with AI.
This webinar is ideal for professionals seeking to harness the power of AI within their data management systems while ensuring high levels of customization and security. Whether you're a novice or an expert, gain actionable insights and strategies to elevate your data processes. Join us to see how FME and AI can revolutionize how you work with data!
A Comprehensive Guide to DeFi Development Services in 2024Intelisync
DeFi represents a paradigm shift in the financial industry. Instead of relying on traditional, centralized institutions like banks, DeFi leverages blockchain technology to create a decentralized network of financial services. This means that financial transactions can occur directly between parties, without intermediaries, using smart contracts on platforms like Ethereum.
In 2024, we are witnessing an explosion of new DeFi projects and protocols, each pushing the boundaries of what’s possible in finance.
In summary, DeFi in 2024 is not just a trend; it’s a revolution that democratizes finance, enhances security and transparency, and fosters continuous innovation. As we proceed through this presentation, we'll explore the various components and services of DeFi in detail, shedding light on how they are transforming the financial landscape.
At Intelisync, we specialize in providing comprehensive DeFi development services tailored to meet the unique needs of our clients. From smart contract development to dApp creation and security audits, we ensure that your DeFi project is built with innovation, security, and scalability in mind. Trust Intelisync to guide you through the intricate landscape of decentralized finance and unlock the full potential of blockchain technology.
Ready to take your DeFi project to the next level? Partner with Intelisync for expert DeFi development services today!
5th LF Energy Power Grid Model Meet-up SlidesDanBrown980551
5th Power Grid Model Meet-up
It is with great pleasure that we extend to you an invitation to the 5th Power Grid Model Meet-up, scheduled for 6th June 2024. This event will adopt a hybrid format, allowing participants to join us either through an online Mircosoft Teams session or in person at TU/e located at Den Dolech 2, Eindhoven, Netherlands. The meet-up will be hosted by Eindhoven University of Technology (TU/e), a research university specializing in engineering science & technology.
Power Grid Model
The global energy transition is placing new and unprecedented demands on Distribution System Operators (DSOs). Alongside upgrades to grid capacity, processes such as digitization, capacity optimization, and congestion management are becoming vital for delivering reliable services.
Power Grid Model is an open source project from Linux Foundation Energy and provides a calculation engine that is increasingly essential for DSOs. It offers a standards-based foundation enabling real-time power systems analysis, simulations of electrical power grids, and sophisticated what-if analysis. In addition, it enables in-depth studies and analysis of the electrical power grid’s behavior and performance. This comprehensive model incorporates essential factors such as power generation capacity, electrical losses, voltage levels, power flows, and system stability.
Power Grid Model is currently being applied in a wide variety of use cases, including grid planning, expansion, reliability, and congestion studies. It can also help in analyzing the impact of renewable energy integration, assessing the effects of disturbances or faults, and developing strategies for grid control and optimization.
What to expect
For the upcoming meetup we are organizing, we have an exciting lineup of activities planned:
-Insightful presentations covering two practical applications of the Power Grid Model.
-An update on the latest advancements in Power Grid -Model technology during the first and second quarters of 2024.
-An interactive brainstorming session to discuss and propose new feature requests.
-An opportunity to connect with fellow Power Grid Model enthusiasts and users.
Monitoring and Managing Anomaly Detection on OpenShift.pdfTosin Akinosho
Monitoring and Managing Anomaly Detection on OpenShift
Overview
Dive into the world of anomaly detection on edge devices with our comprehensive hands-on tutorial. This SlideShare presentation will guide you through the entire process, from data collection and model training to edge deployment and real-time monitoring. Perfect for those looking to implement robust anomaly detection systems on resource-constrained IoT/edge devices.
Key Topics Covered
1. Introduction to Anomaly Detection
- Understand the fundamentals of anomaly detection and its importance in identifying unusual behavior or failures in systems.
2. Understanding Edge (IoT)
- Learn about edge computing and IoT, and how they enable real-time data processing and decision-making at the source.
3. What is ArgoCD?
- Discover ArgoCD, a declarative, GitOps continuous delivery tool for Kubernetes, and its role in deploying applications on edge devices.
4. Deployment Using ArgoCD for Edge Devices
- Step-by-step guide on deploying anomaly detection models on edge devices using ArgoCD.
5. Introduction to Apache Kafka and S3
- Explore Apache Kafka for real-time data streaming and Amazon S3 for scalable storage solutions.
6. Viewing Kafka Messages in the Data Lake
- Learn how to view and analyze Kafka messages stored in a data lake for better insights.
7. What is Prometheus?
- Get to know Prometheus, an open-source monitoring and alerting toolkit, and its application in monitoring edge devices.
8. Monitoring Application Metrics with Prometheus
- Detailed instructions on setting up Prometheus to monitor the performance and health of your anomaly detection system.
9. What is Camel K?
- Introduction to Camel K, a lightweight integration framework built on Apache Camel, designed for Kubernetes.
10. Configuring Camel K Integrations for Data Pipelines
- Learn how to configure Camel K for seamless data pipeline integrations in your anomaly detection workflow.
11. What is a Jupyter Notebook?
- Overview of Jupyter Notebooks, an open-source web application for creating and sharing documents with live code, equations, visualizations, and narrative text.
12. Jupyter Notebooks with Code Examples
- Hands-on examples and code snippets in Jupyter Notebooks to help you implement and test anomaly detection models.
Deep Dive: Getting Funded with Jason Jason Lemkin Founder & CEO @ SaaStr
Optimize Your Cross-Channel Strategy for Success
1. Optimize Your Cross-Channel
Strategy for Success
Rusty Warner
Principal Analyst
Forrester Research
Vidya Chadaga
Director, Product Marketing
Marketo
32. @vidyapc
Create Your Customer Personas
Buyer personas help you -
• Map your channel touch-points to personas
• Determine kind(s) of content you need to
create
• Set the tone, style and delivery strategies for
your messages
• Understand where your buyers get their
information and how they want to consume it
CONSIDER
YOUR
AUDIENCE
33. @vidyapc
Conduct Interviews and Research
Focus on -
• Background
• Main sources of information
• Main platforms for gathering information
• Hobbies and aspirations
• Preferred products and stores
• App usage
• Marketing message
CONSIDER
YOUR
AUDIENCE
34. @vidyapc
Understand the Customer Lifecycle
• Understand your customer
progression through the
journey
• Develop a strategy that
speaks to the journey
CONSIDER
YOUR
AUDIENCE
36. @vidyapc
Take stock
What are you currently doing for web, email,
mobile or social?
• Are you currently using responsive design in your
outbound emails?
• Have you designed your website to engage mobile
visitors?
• How do you respond to social interactions?
DEFINE
YOUR
GOALS
37. @vidyapc
Set the stage
How well are you performing in these
marketing channels?
• How are you measuring success?
• What are the areas that need
improvement?
Be sure to evaluate your current processes and strategies before
moving forward
DEFINE
YOUR
GOALS
38. @vidyapc
Main Objectives
• Brand awareness
• Gaining new customers
• Building relationships with current
customers
• Competitive advantage
DEFINE
YOUR
GOALS
39. @vidyapc
Cross-channel engagement
• Are you able to actively listen on each
channel and respond on another
channel?
Website
Email
Mobile
Social Media
Search Engines
Online Advertising
Landing Pages
DEFINE
YOUR
GOALS
Direct Mail
Call Center
Retail Store
Print
TV
Radio
Outdoor Advertising
41. @vidyapc
Measure Customer Engagement
• Frequency of social activity
• # of app downloads
• Duration of web activity
• Participation in loyalty programs
• Customer satisfaction scores
• # of customers accessing your emails on a mobile
device
• # of customers on your website from mobile device
• Engagement with unique URLs from
SMS/MMS campaigns
• Opt-ins for mobile-specific communications
DEVELOP
YOUR
KPIS
42. @vidyapc
Measure Customer Acquisition
• Total # of mobile users
• Contacts and new customers attributed to
web or mobile or social
• Spend per new customer per channel
• Conversion rates by channel
• Closed sales connected to engaged contacts
• Customer lifetime value
• In-app purchases
DEVELOP
YOUR
KPIS
43. @vidyapc
Measure Service Quality
• Improvement in the quality of service
• Lower rate of in-person interactions
• Customer retention rates
• Customer referral rates
DEVELOP
YOUR
KPIS
45. @vidyapc
Build Audience
Listen
• Listen to how people engage on one
channel
• Use that to build up your other channels
Leverage
• Determine what channels people prefer
• Build your campaign strategy based on
those preferences
OVERALL
STRATEGY
49. @vidyapc
Checklist To Pick The Right Marketing Automation
Solution
SMS/MSM campaigns
Push notifications
A/B and multivariate testing
Segment targeting
In-app messaging
Coordinated cross-channel campaigns
Listening to channel behaviors
50. @vidyapc
Key Takeaways
• Create diverse, connected
messaging across channels
• Coordinate your channels
• Be prepared to listen and
respond in real-time
51. @vidyapc
Check out our ebook
www.marketo.com/omni-channel
Contact us
sales@marketo.com
Attend our upcoming weekly demo
on 12/29 at 11am PT
http://pages2.marketo.com/reg-for-revenue-
reporting-demo-webinar.html
Learn More
For my part of today’s webinar, I’d like to build on what Rusty said, keep his recommendations in mind and walk you through the steps of creating a CC strategy.
Before I dive in, I want to spend one minute level setting on WHY this is important.
WHY? Because its beneficial to both you as the marketer AND your customer. For you, it drives the customer to complete the next action in her journey, and for the customer, the coordinated channels offer a seamless conversation that is personal to them, their behavior, and their interests.
65% of customers start their interaction with your brand on a smartphone, then 61% of then continue the conversation on a laptop, while 4% on their tablet.
So to meet the customer where they are, you’ll need to Create Diverse, Connected Messaging.
They hate to be bombarded with the exact same message on every channel. That’s not engagement marketing; that’s irritating.
I’m sure the vision of being consistently relevant and offering personal value in real-time makes total sense to you but I’m also certain you’re wondering where to start! Looking at the web of all the possible touch-points for a customer and how to connect them can feel overwhelming. So, I’ve curated 4 pillars that will help you create your CC marketing strategy.
STEP #1: To create your CC marketing strategy, first consider your audience.
The make-up of your customers helps determine which marketing activities and channels to use.
What makes sense for one customer may not make sense for another, so lets keep this in mind as we makes plans and strategize.
Once you determine your audience with personas and map out their journeys,
STEP #2 is define your goals.
Think about how your CC goals should relate to the business’ success.
As marketers, one thing we know is that if its not measured, its not done right. So you need to set your KPIs (key performance indicators) for success.
Step #4 is do not think about your channels in isolation. Consider how it fits with your other marketing initiatives.
CC marketing can never exist in a vacuum.
You need to look at your entire marketing calendar to determine what other communications your customers receive and from where.
You also need to listen to your customers to determine what channels they interact with, and then create your communication plan based off those actions.
How do these interactions work in harmony? You want to deliver coordinated, relevant, customer experiences across all of the channels your buyers use.
Before I walk through Let me take you through each one of these four pillars of building a successful CC strategy.
To create your CC strategy, first consider your audience.
For example, a 34 year old female who shops 3 times a week exclusively on mobile applications may be a great fit for in-app promotions,
while a 55 year old male who has only downloaded five apps on his phone may be a better fit for push notifications.
It’s important to keep these nuances in mind as you determine the best way to reach and engage with your audience.
The first step to determining which strategy makes sense for your audience is to create customer personas.
Personas should be developed for different types of customers, think about your ideal customer— though most brands will have more than one.
Personas are developed based on customer demographics and behavior, along with your own understanding of their motivations and challenges.
When it comes to mobile, buyer personas help you:
• Determine which mobile touch-points make sense for which personas
• Decide what kind(s) of content you need to create
• Set the tone, style, and delivery strategies for your mobile messages
• Understand where your buyers get their information and how they want to consume it. Lets say on a mobile platform.
Conducting Interviews and Research
To create your personas, you should conduct interviews with customers, customer service teams, and members of your sales team (if you have a one).
You can also conduct consumer research through third-party firms.
Focus on the following topics:
• Background: Basic details about your ideal customer— including age, gender, location, and so on.
• Main Sources of Information: How does your customer consume information? Where does she go?
• Main Platforms for Gathering Information: Does one persona get information from her phone, while another gets information from a tablet or laptop?
• Hobbies and Aspirations: What does your persona like to do for fun, and what are her goals and aspirations?
• Preferred Products and Stores: What type of products has your customer purchased in the past, and from where?
• App Usage: What applications does your customer currently have on his phone? How are they used?
• Marketing Message: Write a sample marketing message for your persona(s)—this will help craft your website, applications, advertisements, and emails
Now that you’ve identified your personas, ask yourself what your customer journey looks like?
This means understanding the stages each persona moves through when folks engage with your brand.
B2B or B2C company…Mapping this process allows you to:
• Understanding how your customers are progressing when engaging with your product or service
• Then you develop a strategy that speaks directly to customers, based on where they are in their lifecycle ******
Once you determine your personas and map out their journeys, next you must define your goals.
Have a buy-in from the greater team because creating a CC strategy is a part of your overall company initiatives, so your CC goals should relate to the business’ success.
Set the Stage
The key to designing an effective CC strategy is to first determine what you are doing now for mobile, social, web, email engagement (if anything), and then ask yourself some important questions to determine your future goals for cross-channel.
1. What are you currently doing for your channels?
This question enables you to define your baseline. Some companies may already be conducting a variety of mobile marketing activities, while others may not have any mobile activity (yet).
Ask yourself:
• Are you currently using responsive design in your outbound emails?
• Have you designed your website to engage mobile visitors?
• Do you currently have a mobile app? Is it optimized for search in the app store?
• Is adding social marketing a large part of future company initiatives?
Setting the stage means creating a baseline for you to measure against.
If you have any CC marketing initiatives today, how well are you performing?
How are you measuring success? What are the areas that need improvement? Be sure to evaluate your current processes and strategies before moving forward.
What are your main objectives for including CC marketing as part of your overall marketing strategy?
Why has your company started to think about newer channels like mobile or social and how do you think it will help you with your overall business objectives? Consider why you think mobile is a critical initiative for your organization.
• Is brand building a key objective?
• Is gaining new customers a key objective?
• Is relationship building with current customers a key objective?
5. How are you engaging your audience cross-channel? ASSUMING you are doing so!
• How are you including the most critical channels in your mix.
• Are you able to actively listen on each channel and respond on another channel?
Measure Customer Engagement
Measure Customer Acquisition
Measure Service Quality
Gaining new customers is also likely an important KPI for your mobile marketing strategy. By creating an engaging CC strategy, you can attract new users who convert to customers.
How is this measured?
Its not just about getting new customers, but keeping them happy and retaining them to create advocates.
How is this measured?
When creating your CC marketing strategy, do not think about any channel in isolation. Consider how it fits with your other marketing initiatives.
For example: Mobile marketing can never exist in a vacuum. What customer communications do you have? Examples of this include sending out emails, engaging with customers on social channels, and implementing other cross-channel communications.
You also need to listen to your customers to determine what channels they interact with, and then create your communication plan based off those actions
How do these interactions work in harmony? You want to deliver coordinated, relevant, customer experiences across all of the channels your buyers use.
To get started, build audiences across channels by following these two steps:
1. Listen: Using your marketing automation platform, listen to how people engage on one channel and use that to build up your other channels.
For example, with web personalization, you can detect mobile web visitors and direct them to download your mobile app.
This is similar to how most websites offer an easy way to sign up for an email subscription.
2. Leverage: Take advantage of your insights on cross- channel behaviors to engage audiences.
Using a marketing automation platform, You can determine which channels people prefer and build your campaign strategy based on those preferences.
For example, you can target people who aren’t opening your emails with push notifications.
Or, for those who come to your website AND your mobile app, you can “listen” to the type of information they engage with in your mobile app and “leverage” it to present similar, relevant information on your website.
Communication Timing: Frequency and Relevance
Think about how often you send customers communications, particularly email, needs to be reconciled with your mobile strategy—especially if you are engaging in mobile notifications of any kind.
You want to ensure all communications are in sync. If a customer completes an action in your app, you want to be listening to that action and responding accordingly. This is where your marketing automation platform comes in handy.
The first step is to determine your overall communication cadence. How often do you want to engage with your customers? Meet with stakeholders in your organization to decide what this number should be. Be sure to test and iterate to determine the optimal number of touches based on your results.
Marketing Calendar
You need to see all of your campaigns in one place so you know exactly which marketing activities are taking place across all channels. You need to track database emails, social campaigns, and your mobile campaigns at any given time.
A marketing calendar—whether it’s on a whiteboard, Google Calendar, or one purposefully built for marketers—is an ideal place to ensure you are not over-marketing to certain people.
My core message to you today is to MAKE CC MARKETING A PART OF YOUR OVERALL MARKETING STRATEGY
Integrating mobile into marketing automation creates multiple touch-points and chances for engaging your customers.
I believe the most important are the following:
• SMS/MMS Campaigns: Sending SMS (Short Message Service) and MMS (Multi- Media Message Service) texts and notifications to a user’s mobile phone.
• Push Notifications: Trigger- based notifications sent directly to a user’s mobile device after having installed an app.
• A/B and Multivariate Testing: Testing multiple elements of a mobile message, campaign, or interface to identify optimal engagement.
• Segment Targeting: Identify and target various segments based on mobile usage, personas, or behaviors.
• In-App Messaging: Design and deliver customized messages that appear in-app to promote user engagement.
• Coordinated Cross-Channel Campaigns: Ability to communicate on one channel informed by actions taken on another channel. For example, push messages based on actions taken in web, email, or social.
• Listening to Key Mobile Behaviors: Listen and react to key mobile behaviors such as who is installing your mobile app, visiting your mobile website, opening emails on mobile devices, and performing other customer in-app activities.
Consumers expect you to connect with them on various channels
Coordinate your channels like it were an orchestra.