From the B2B Content2Conversion Conference, with:
Paul Burgess, Director, Online Marketing, Time Warner Cable Business Class
Heather Berggren, Global Demand Generation Manager, Enterprise Solutions Group, Dell
Herding Cats & Corralling Chickens: A CMOs Guide To Virtual CollaborationG3 Communications
This document outlines best practices for implementing a large content marketing program, including defining the target audience and their pain points, developing a campaign framework, and leveraging research. It describes the process of creating a marketing nurture campaign through collaboration between writers, designers, managers, and outside agencies. Key tools for virtual collaboration included arranging meetings and creating a centralized project workspace. The results of the content marketing effort showed above-average email engagement metrics and influenced over $760k in pipeline opportunities.
How to Get More Mileage Out of Your Data: Use Branded Research to Engage Buye...G3 Communications
From the B2B Content2Conversion Conference, with:
Pablo T. Rivero, Director, Engagement and Awareness Strategy, Global Corporate Payments, American Express Corp.
Fireside Chat with Sander Arts of Atmel: The Journey to Account-Based Marketi...G3 Communications
From the B2B Content2Conversion Conference, with:
Panelists:
-Chris Golec, CEO of Demandbase
-Sander Arts, VP, Corporate Marketing, Atmel
-Jen Gray, Director of Marketing, Extole
Herding Cats & Corralling Chickens: A CMOs Guide To Virtual CollaborationG3 Communications
This document outlines best practices for implementing a large content marketing program, including defining the target audience and their pain points, developing a campaign framework, and leveraging research. It describes the process of creating a marketing nurture campaign through collaboration between writers, designers, managers, and outside agencies. Key tools for virtual collaboration included arranging meetings and creating a centralized project workspace. The results of the content marketing effort showed above-average email engagement metrics and influenced over $760k in pipeline opportunities.
How to Get More Mileage Out of Your Data: Use Branded Research to Engage Buye...G3 Communications
From the B2B Content2Conversion Conference, with:
Pablo T. Rivero, Director, Engagement and Awareness Strategy, Global Corporate Payments, American Express Corp.
Fireside Chat with Sander Arts of Atmel: The Journey to Account-Based Marketi...G3 Communications
From the B2B Content2Conversion Conference, with:
Panelists:
-Chris Golec, CEO of Demandbase
-Sander Arts, VP, Corporate Marketing, Atmel
-Jen Gray, Director of Marketing, Extole
1500 1530 Alana Griffths and Alex Gill Harte HanksB2B Marketing
This document discusses how demand generation is evolving with the changing B2B buying ecosystem. It outlines how today's B2B buyers conduct episodic research across both digital and human interactions. It then presents a smarter demand generation framework that focuses marketing interactions on delivering insights, being tailored to individuals, and having impact. The framework emphasizes integrating data, tactics, technology, and people to initiate conversations and drive deals. It closes by highlighting how taking an integrated approach through metrics and partnerships can improve marketing effectiveness, sales opportunities, and deliver strong ROI.
7 Steps To Measure The Impact Of Your Content CampaignsG3 Communications
This document outlines 7 steps for tracking the impact of content marketing campaigns from top-of-funnel to bottom-of-funnel metrics. It discusses tracking key metrics like visitors by page, name captures, MQL qualification rates, opportunity analysis, multi-touch attribution, and influence by content campaign over time. The objectives are to better identify which assets produce leads, pipeline, and revenue, and to use data to predict revenue impact for planning. A variety of tools are recommended for setting up reporting and dashboards to facilitate ongoing tracking and optimization.
The document discusses how to engage customers through relevant content marketing. It emphasizes creating content tailored to different audiences and stages in the buyer's journey. It also stresses personalizing content delivery across channels like email, social media and websites based on a lead's behaviors and profile. Measuring various marketing touches and their impact on pipeline and revenue is key to understanding what content and channels are most effective. The overall message is that delivering the right content to the right people at the right time in their journey is critical for customer engagement.
1500 1530 Fiona Shepherd and Sinead Woodley, April SixB2B Marketing
This document provides an overview of a marketing strategy and campaign for a technology company. It introduces the marketing chefs developing the strategy and outlines key challenges facing marketers. It then details the objectives, target audiences, and integrated marketing approach including content, campaigns, and measurement of success. Throughout it uses cooking and recipe metaphors to structure the strategic planning.
From the B2B Content2Conversion Conference, with:
Panelists:
-Justin Gray, CEO and Founder, LeadMD
-Christine Elliott, Content Strategy & Operations Leader, Crowe Horwath
-Michael Ballard, Senior Manager of Digital Marketing, Lenovo
This document discusses demand generation in a matrixed organization. It addresses several challenges, including that matrixed organizations can lead to a lack of focus, engagement, and accountability. It also discusses the need for alignment between sales and marketing teams through an insertion strategy that maps content to buyer journeys. Finally, it outlines a campaign introduction process with four phases: building a business case and insertion strategy, designing campaign assets mapped to the buyer journey, enabling internal teams, and launching externally with analytics and optimization.
From the 2016 B2B Content2Conversion Conference, with:
Panelist:
-Andrew Gaffney, Publisher and Editorial Director, Demand Gen Report
-Liz Miller, CMO Council
-Dan MacDonald, CMO, MX
Dave Chaffey's talk on Fuelling Digital Marketing Success in B2B organisations from Technology for Marketing & Advertising.
One of a set of 3 seminars - this download is for B2B organisations.
Feeding The Content Beast: Real-World Ideas For Turning Product-Centric Asset...G3 Communications
The document discusses how content marketers can think more like publishers by focusing on audience needs and creating original, high-quality content. It provides guidelines for content marketers, such as understanding audience interests and embracing creative content development. The document also presents three case studies of how one company applied these lessons to create engaging content for retail executives about emerging technology, shopper data insights, and retail's positive social impact. Their audience-centric approach helped expand reach and influence key customers.
Check out this webinar for best practices on aligning resources and roles across strategic teams to increase pipeline.
You'll hear:
• How to use marketing automation as a tool to create alignment across your organization
• Best practices for implementing Service Level Agreements (SLAs) between cross-functional teams, to ensure proper follow-up
• Ideas you can put into practice now to align team resources and roles
Dave Chaffey of Smart Insights steps you through 7 steps to create or improve your Influencer Relationship Management (IRM) programme. Plus Dave covers tools and measurement for you to use.
The Six Imperatives of Digital Selling Success by Mike KunkleMike Kunkle
This is the slide deck from my webinar presentation for Sales & Marketing Management with Dave Stein on 5/15/2014. As soon as I have the link to the recording, I'll add it.
John Webb, marketing director (EMEA), SpiceworksB2B Marketing
This document discusses how traditional top-down marketing is less effective today and recommends focusing on authentic engagement and building deeper relationships through contribution and allowing buyers into the process. It notes that buyers seek more authentic ways of learning about products through peer recommendations, reviews and trials rather than passive consumption and highlights the importance of a relationship economy over anonymous interactions.
This document discusses techniques and tools for evaluating the return on investment (ROI) of retail content marketing. It provides an overview of segmentation analytics that can isolate the contribution of different customer groups and marketing initiatives. The document also recommends using Google Analytics multi-channel funnels to track assisted conversions and considering the value of blogging and social media across the entire customer lifecycle. Counteracting criticisms of content marketing by proving its impact on metrics like leads, sales, and customer loyalty is discussed.
10 strategies for increasing sales with conversion funnelsSmart Insights
Examples and best practices for increasing conversion from a webinar by Dr Dave Chaffey of Smart Insights in collaboration with our partner GetResponse
This document outlines a digital marketing plan framework covering the key stages of Reach, Act, Convert, and Engage (RACE).
For each stage, it provides:
1. An overview and opportunity to define objectives
2. A recommended strategy to select optimal communications options
3. Suggested actions to optimize digital communications and implement the strategy
It recommends structuring digital plans using this RACE framework to clearly define opportunities, strategies, and actions at each customer lifecycle stage.
Microsoft Dynamics Marketing is a software that allows marketing teams to plan, execute, and measure campaigns across multiple channels. It enables building brands, engaging customers through personalized campaigns, and demonstrating the impact of marketing investments. Key capabilities include marketing resource management, multichannel campaigns, lead management, sales collaboration, social marketing, and analytics.
1500 1530 Alana Griffths and Alex Gill Harte HanksB2B Marketing
This document discusses how demand generation is evolving with the changing B2B buying ecosystem. It outlines how today's B2B buyers conduct episodic research across both digital and human interactions. It then presents a smarter demand generation framework that focuses marketing interactions on delivering insights, being tailored to individuals, and having impact. The framework emphasizes integrating data, tactics, technology, and people to initiate conversations and drive deals. It closes by highlighting how taking an integrated approach through metrics and partnerships can improve marketing effectiveness, sales opportunities, and deliver strong ROI.
7 Steps To Measure The Impact Of Your Content CampaignsG3 Communications
This document outlines 7 steps for tracking the impact of content marketing campaigns from top-of-funnel to bottom-of-funnel metrics. It discusses tracking key metrics like visitors by page, name captures, MQL qualification rates, opportunity analysis, multi-touch attribution, and influence by content campaign over time. The objectives are to better identify which assets produce leads, pipeline, and revenue, and to use data to predict revenue impact for planning. A variety of tools are recommended for setting up reporting and dashboards to facilitate ongoing tracking and optimization.
The document discusses how to engage customers through relevant content marketing. It emphasizes creating content tailored to different audiences and stages in the buyer's journey. It also stresses personalizing content delivery across channels like email, social media and websites based on a lead's behaviors and profile. Measuring various marketing touches and their impact on pipeline and revenue is key to understanding what content and channels are most effective. The overall message is that delivering the right content to the right people at the right time in their journey is critical for customer engagement.
1500 1530 Fiona Shepherd and Sinead Woodley, April SixB2B Marketing
This document provides an overview of a marketing strategy and campaign for a technology company. It introduces the marketing chefs developing the strategy and outlines key challenges facing marketers. It then details the objectives, target audiences, and integrated marketing approach including content, campaigns, and measurement of success. Throughout it uses cooking and recipe metaphors to structure the strategic planning.
From the B2B Content2Conversion Conference, with:
Panelists:
-Justin Gray, CEO and Founder, LeadMD
-Christine Elliott, Content Strategy & Operations Leader, Crowe Horwath
-Michael Ballard, Senior Manager of Digital Marketing, Lenovo
This document discusses demand generation in a matrixed organization. It addresses several challenges, including that matrixed organizations can lead to a lack of focus, engagement, and accountability. It also discusses the need for alignment between sales and marketing teams through an insertion strategy that maps content to buyer journeys. Finally, it outlines a campaign introduction process with four phases: building a business case and insertion strategy, designing campaign assets mapped to the buyer journey, enabling internal teams, and launching externally with analytics and optimization.
From the 2016 B2B Content2Conversion Conference, with:
Panelist:
-Andrew Gaffney, Publisher and Editorial Director, Demand Gen Report
-Liz Miller, CMO Council
-Dan MacDonald, CMO, MX
Dave Chaffey's talk on Fuelling Digital Marketing Success in B2B organisations from Technology for Marketing & Advertising.
One of a set of 3 seminars - this download is for B2B organisations.
Feeding The Content Beast: Real-World Ideas For Turning Product-Centric Asset...G3 Communications
The document discusses how content marketers can think more like publishers by focusing on audience needs and creating original, high-quality content. It provides guidelines for content marketers, such as understanding audience interests and embracing creative content development. The document also presents three case studies of how one company applied these lessons to create engaging content for retail executives about emerging technology, shopper data insights, and retail's positive social impact. Their audience-centric approach helped expand reach and influence key customers.
Check out this webinar for best practices on aligning resources and roles across strategic teams to increase pipeline.
You'll hear:
• How to use marketing automation as a tool to create alignment across your organization
• Best practices for implementing Service Level Agreements (SLAs) between cross-functional teams, to ensure proper follow-up
• Ideas you can put into practice now to align team resources and roles
Dave Chaffey of Smart Insights steps you through 7 steps to create or improve your Influencer Relationship Management (IRM) programme. Plus Dave covers tools and measurement for you to use.
The Six Imperatives of Digital Selling Success by Mike KunkleMike Kunkle
This is the slide deck from my webinar presentation for Sales & Marketing Management with Dave Stein on 5/15/2014. As soon as I have the link to the recording, I'll add it.
John Webb, marketing director (EMEA), SpiceworksB2B Marketing
This document discusses how traditional top-down marketing is less effective today and recommends focusing on authentic engagement and building deeper relationships through contribution and allowing buyers into the process. It notes that buyers seek more authentic ways of learning about products through peer recommendations, reviews and trials rather than passive consumption and highlights the importance of a relationship economy over anonymous interactions.
This document discusses techniques and tools for evaluating the return on investment (ROI) of retail content marketing. It provides an overview of segmentation analytics that can isolate the contribution of different customer groups and marketing initiatives. The document also recommends using Google Analytics multi-channel funnels to track assisted conversions and considering the value of blogging and social media across the entire customer lifecycle. Counteracting criticisms of content marketing by proving its impact on metrics like leads, sales, and customer loyalty is discussed.
10 strategies for increasing sales with conversion funnelsSmart Insights
Examples and best practices for increasing conversion from a webinar by Dr Dave Chaffey of Smart Insights in collaboration with our partner GetResponse
This document outlines a digital marketing plan framework covering the key stages of Reach, Act, Convert, and Engage (RACE).
For each stage, it provides:
1. An overview and opportunity to define objectives
2. A recommended strategy to select optimal communications options
3. Suggested actions to optimize digital communications and implement the strategy
It recommends structuring digital plans using this RACE framework to clearly define opportunities, strategies, and actions at each customer lifecycle stage.
Microsoft Dynamics Marketing is a software that allows marketing teams to plan, execute, and measure campaigns across multiple channels. It enables building brands, engaging customers through personalized campaigns, and demonstrating the impact of marketing investments. Key capabilities include marketing resource management, multichannel campaigns, lead management, sales collaboration, social marketing, and analytics.
Microsoft Dynamics Marketing is a software that enables marketing teams to plan, execute, and measure campaigns across channels. It allows users to engage customers through personalized campaigns, build brand awareness, and demonstrate the impact of marketing efforts. Key capabilities include marketing resource management, multichannel campaigns, lead management, sales collaboration, social marketing, and analytics.
SaaStrU 201: Revenue Marketing: Build for Scale with Podium's SVP, Revenue Ma...saastr
Jess Weimer / Senior Vice President, Revenue Marketing / Podium
Demand Generation is the staple function for any organization looking to increase “Demand”. Over the last decade, the function of Demand Generation gears to being a silo - where the function has its own KPIs, and often times vanity metrics, that cloud the picture. In this session, we will talk through the evolution of Demand Generation to Revenue Marketing, and how Revenue Marketing is critical to building for scale.
This document provides tips and techniques for omnichannel marketing. It discusses the importance of viewing the customer experience across all channels from the customer's perspective. The document also outlines key success factors for various stages of the customer lifecycle, including boosting reach through content marketing and paid promotion, encouraging interaction through optimized content and customer journeys, boosting conversion through retargeting and testing, and increasing loyalty through lifecycle marketing and customer experience improvements. Implementation plans and metrics are suggested for each stage.
Bridge metrics channel marketing overview 2013Chris May
This document discusses Bridge Metrics, a company that provides channel marketing and sales programs using their flagship SaaS application Channel Avenue. It summarizes their services including channel marketing automation, demand generation programs, and partner enablement programs. It provides examples of programs and customers. The overall purpose is to describe how Bridge Metrics helps vendors, resellers, and distributors drive value, visibility, and velocity in their channel sales.
10 recession-beating digital marketing tactics for business growthSmart Insights
Marketing agility and smarter use of digital marketing are more important than ever to future success because of the changes in consumer and business demand for services prompted by the COVID-19 pandemic and ensuing recession.
Join Dr Dave Chaffey in our free members' webinar to learn techniques to improve lead generation and sales. Dave will cover:
- Examples of practical ideas to improve digital interactions with consumers through the customer journey
- Recommendations on how to plan and prioritize these ideas
- A data-driven approach to identify and test new opportunities
This document outlines a 5-step digital marketing plan: 1) Plan, 2) Reach, 3) Act, 4) Convert, and 5) Engage. The plan details strategies and key performance indicators (KPIs) to build an online audience, encourage brand interactions, increase conversion rates, and improve customer loyalty through content marketing, social media, and other digital channels. The overall goal is to optimize the digital marketing process to boost metrics like sales, customer satisfaction, and advocacy.
Our results-oriented Content Marketing Plan Playbook is a planning methodology that highlights our premium tool-kit of premium tools & templates to help you develop a comprehensive content marketing program.
Digital Marketing Strategy Workshop - Abed JrabAbed Jrab
This was a free digital marketing strategy workshop, this Digital Marketing Strategy workshop covered an overview of how to begin on digital channels. Before even starting any digital campaign or digital communication you must have a strategy in place which will define your activities, your target audience and the results you wish to achieve.
What it included:
● What is a Digital Marketing Strategy
● Why you need a digital marketing strategy
● Introducing RACE Planning System
● Developing personas
● Setting SMART objectives
● Online Value Proposition
● Free Ebook Giveaway (Blogging the smart way, Jeff Bullas)
● Many other resources to be shared
● Live examples
12 Winning Ways to Increase College Admissions GrowthPallab Kakoty
Comprehensive case study on improving conversions totaled with campaign audit, strategy evaluation & optimization schedules to upsurge BTech admissions for various Indian colleges.
William Tangalos provides marketing analytics consulting for various clients. One project involved developing predictive models to recommend the highest probability products to representatives within 45 seconds of a call. This increased high-speed internet sales by over 25%. Another project reviewed a financial organization's direct marketing program and identified gaps in modeling, testing, and collaboration between teams. Recommendations simplified processes and established shared goals, resulting in improved predictive models and test designs.
Our Demand Generation Program Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop and implement a demand generation strategy that provides a steady flow qualified, engaged leads for your sales team.
Developing a successful digital marketing strategy - Part 1 (high level)Durgesh Kaushik
This document outlines keys to developing a successful digital marketing strategy, including understanding customers, enabling integrated marketing campaigns, and focusing on customer retention. It discusses mapping customer behavior, setting up customer profiles and segments, integrating marketing channels, and measuring success through tools like Net Promoter Score to improve referrals. The goal is to reach customers at the right time with personalized messages across channels to improve conversions while developing strong customer relationships.
This document outlines an integrated marketing and communications model with centralized and localized elements. Key points:
- The model effectively allocates roles between centralized and localized functions, with research, insights, strategies, and creative work done centrally while allowing flexibility for local adaptation.
- It establishes business hubs in existing markets to provide coverage across regions in a scalable way through dedicated teams.
- The activation team will support PR, creative, digital and media workstreams by providing insights, feedback, and implementing client activation requirements.
- Training and management processes are described to ensure promoters are properly qualified and campaigns are effectively implemented and reported on.
Pardot Elevate 2012 - Better B2B Marketing Clinic: How To Turn Your Acquisiti...Peter Martin
Presentation on B2B nurturing programs and marketing KPIs that Scott Armstrong, co-founder at Brainrider, and Peter Martin, B2B marketing ops and demand generation leader, gave at Pardot's Elevate 2012.
Dr Dave Chaffey explains the success factors for creating a digital strategy using the latest examples and research from a range of industries. Omnichannel is relevant to all sectors' and includes examples form sectors including Brands, manufacturers, retail, healthcare, FS and B2B.
Marketing is more complex than ever. The old models, partnerships and expectations don’t work. Data, Marketing and Technology industries are converging, and those who win will know how to leverage these distinct disciplines to reach the ultimate goal: authentic human connection.
Marketing is more complex than ever. The old models, partnerships and expectations don’t work. Your business success is too important to miss key connections and run media without an actionable and measurable integrated strategy. Technology, Data and Marketing industries are converging, and those who will come through the next 3 years as winners will know how to put these assets together for the ultimate goal: authentic human connection.
Similar to Planning Content Campaigns From Concept To Click (20)
The First Annual Killer Content Awards recognize organizations that have raised the
bar in content marketing tactics. Winners were formally honored at an awards ceremony
April 24, 2012 in New York City at The Times Center, during DemandGen Report’s B2B Content2Conversion Conference, an industry-first educational and networking event focused on helping B2B marketers develop, map, measure and optimize content marketing strategies.
This document provides summaries of 20 examples of successful B2B content marketing campaigns. Some key themes that emerged from the campaigns included a focus on creating buyer-focused content, leveraging influencers, measuring ROI, using nurture campaigns, and multi-touch campaigns across channels. Each summary highlights the content goals, metrics of effectiveness, and lessons learned from the campaign. Examples of successful campaigns included those from Microsoft, Lattice Engines, Glassdoor, and Trapit.
Experiential Retail: New Data Reveals the Opportunities (and Challenges) of T...G3 Communications
Experiential retail through in-store events and classes is an growing trend for retailers. A survey of retailers found that most have held events and classes in the past in order to build their brand, drive revenue, and increase customer engagement. However, planning and executing these experiential activities can be challenging for retailers. Common challenges include budgeting, developing strategies, promotion, and requiring pre-registration. Looking ahead, retailers plan to continue or increase their investments in a variety of event and class types over the next two years as experiential marketing is seen as a way to increase sales, traffic, and customer loyalty.
Building Customer Success With Enhanced Employee EngagementG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1956171/6FBD87FB123A769E1C9499F4CDC6E922
"Successful retailers recognize that their front-line employees are much more than just shelf-stockers and cashiers: they are absolutely critical to creating the kind of unique, memorable customer experiences that differentiate a retail brand. Unless their employees feel that they are an engaged, vital part of the shopping experience, retailers are finding that it’s nearly impossible for them to execute on customer experience (CX) initiatives.
By tapping into the Voice of the Employee (VoE) — which involves collecting, managing and acting on employee feedback — and by linking it to Voice of the Customer (VoC) programs, retailers can get the data they need to enhance employee engagement. And with Millennials and Gen Z employees entering the workforce, their desire for finding connection and purpose at their jobs increases the necessity and value of such programs.
This Retail TouchPoints Connected Consumer Series webinar, sponsored by Medallia, will use real-world retailer examples to explore how VoE and VoC can be successfully linked, and how retailers can use the data and insights generated by these communication initiatives to build employee engagement, enhance the customer experience and boost the bottom line. Additionally, attendees will learn what’s needed to establish a VoE program; what to look for in a partner; and how best to use the information that the program generates to achieve desired business results."
Learn How Top Retailers are Winning the Last Mile With Delivery Experience Ma...G3 Communications
Access the full event here: https://event.on24.com/wcc/r/1959223/858371423C975CB61D19288C605A108C
"The last mile has become a customer experience battleground for retailers, but it’s one that brands can win. While Amazon has raised consumer expectations around delivery speed, what shoppers really want are delivery options tailored to their needs — including self-service options; visibility into where and how their delivery will arrive; and no-hassle resolution when issues do occur. Retailers that focus on last-mile improvements reap benefits such as higher NPS scores, increased AOV and greater customer loyalty.
In this Connected Consumer Series webinar from Retail TouchPoints, sponsored by Convey, attendees will learn how Delivery Experience Management (DEM) provides the single source of last-mile data and tools needed so that retailers can actively manage deliveries efficiently, at scale. Nearly 12% of all shipments encounter some kind of issue, from delays to damaged packages — retailers can either head off problems before they occur, or quickly resolve them to the customer’s satisfaction. With DEM, retailers can ensure customers get their orders how and when they expect, taking intelligent action to correct issues along the way and uphold brand promises.
DEM best practices from retailers including Grove Collaborative, Uncommon Goods and Neiman Marcus will illustrate how retailers can proactively turn around negative shipping experiences, and often avoid them altogether. Expert commentary from a leading industry analyst will identify key last mile challenges and reveal what retailers can do to address them, resulting in efficient transportation, top line growth, and happier customers."
Leveraging Omnichannel Trends for E-Commerce Marketplace SuccessG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1963090/8D083B7B55462D75E842E96A689457C3
"From Amazon opening physical stores to Facebook opening a marketplace, the retail world is changing. Fast. And consumer behavior is the driving force behind much of that change. Brands and retailers have shifted toward “omnichannel” strategies across the retail landscape to target the increasing number of consumer touchpoints as well as the convergence of channels, business models and customer experiences. But e-commerce marketplaces are still a vital part of this changing landscape.
In this webinar, we’ll talk about recent consumer trends and specifically how brands and retailers can leverage e-commerce marketplaces to capitalize on them.
You’ll learn:
• An overview of omnichannel 2.0: Stores, delivery, mobile and voice
• Why marketplaces fit in well with current omnichannel trends
• Which domestic and international marketplaces you should consider
• How to win on marketplaces through more visibility
• And more"
The Store is Media: Reengineering Frontline Teams for the New Age of RetailG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1963727/632C5E2064B82920B10916ACEA80499E
"The physical store is by far the most powerful media channel your brand has - a living, breathing, experiential story about your brand, your values and the things you sell. The new role of stores is not simply to distribute products, but to distribute remarkable and memorable experiences. The question is, who are the people entrusted with bringing your brand story to life? What cultural onboarding, training, skills and tools do your frontline staff need in order to be your stand-out storytellers - the trusted voice and face of your brand.
Join us on April 2 to learn how pioneering brands are reengineering their frontline teams for the new age of retail where the customer is king and experience is everything."
Access the full event here: https://event.on24.com/wcc/r/1828218/4A38B85D06648AB3305659E6CBC56924
This session will provide a blueprint of how top brands are integrating ecommerce, POS and order management to provide seamless a shopping experience across channels. By providing scenarios of real-life shopping journeys, the session would highlight how retail brands are using cloud systems to innovate and keep up with fast-moving market dynamics.
Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...G3 Communications
The document describes a customer journey mapping exercise for a beauty retailer. It identifies key stages in the customer journey from discovery to loyalty. For each stage, it outlines typical customer activities both digitally and in-store. It then details the goals, motivations, needs and feelings customers likely experience at each stage. The purpose is to understand the full path to purchase and identify opportunities to improve the customer experience across all touchpoints.
Location Intelligence - A Critical Tool in Retail Performance ManagementG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1816077/DFF9ECD078983862B13E8F3DA3C7144A
Retailers have more data at their disposal than ever before. Every day new sources and types of data become available. It is critical that retailers are able to consume and analyze this data in order to understand the discrete success factors that drive store success. Location Intelligence combined with leading edge data science is how best in class retailers are finding insights they need to drive growth in today’s Unified Commerce environment. Join Gary Sankary from Esri and Joe Whitley from Environics Analytics to learn how advances in GIS technology and DataScience are enabling retailers to create interactive management decision support tools that that drive top line growth and bottom line performance.
Holiday Predictions: What to Expect Based on Data From 500 Million ShoppersG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1817452/02D1B9BC132DB9B7D2D14665CC4B815D
The first in a succession of monthly holiday-focused webcasts, this session will help retailers prepare for the holiday shopping season ahead. Stay tuned for related online events in Q4 2018 and the anticipated Holiday Wrap Up in Q1 2019!
It’s the happiest time of the year, but it’s the busiest too, particularly for retailers. Every year, Salesforce analyzes data from 500 million shoppers to develop insights related to shopping behaviors during the holiday season. Last year, shoppers favored mobile to search for and purchase holiday gifts. AI-powered product recommendations demonstrated their value, driving a lift in overall transaction size for digital commerce. And every holiday season brings an element of surprise, such as the growing adoption of mobile combined with physical stores opting out of store hours on Thanksgiving Day or Black Friday.
Tune in to hear about what’s in store for retailers this holiday season and what retailers must do to capture the hearts, minds and wallets of today’s sophisticated shoppers. Listen to Salesforce’s Rick Kenney, Sr. Director, Industry Strategy and Insights and Caila Schwartz, Business Intelligence Senior Analyst, discuss shopper research trends and how to create impactful shopping experiences to set your business up for holiday success.
How to Leverage Funnel Metrics and Attribution Data for Your 2019 PlanningG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1857248/435508AB175DDF720B1F0B902B23DB52
Believe it or not, it’s that time of year again.
Annual planning is a huge undertaking - laying out strategy and tactics to achieve your goals in the new year. But where should you start?
Start with the Full Circle Method: Planning, Achieving, Optimizing, and Evaluating. At the intersection of strategy, planning, and measurement, these four steps will help you study your breakthroughs and busts in 2018 and use those insights to plan for an amazing 2019. Come learn how successful companies have leveraged this data-driven framework to optimize their strategy, powered by funnel metrics and attribution data.
After this session, you will be ready to:
Derive insights from past campaign performance to plan next year’s campaigns
Layout a 4-part strategy to reach your goals
Create a marketing budget to support your 2019 objectives
With these tools, dive into your 2019 planning with confidence - following practical next steps and a proven success strategy.
Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...G3 Communications
This document summarizes a presentation on personalized marketing strategies. The presentation discusses how personalization can increase engagement by greeting customers by their first name, but that personalization requires more than just greetings. It provides five examples of personalization: 1) segmenting audiences into smaller lists, 2) using multiple communication channels, 3) tailoring content dynamically, 4) gathering user preferences, and 5) using machine learning. The presentation was given by Katie Staveley from Mautic, who discussed how their marketing automation platform can be used to enable personalized experiences across digital channels.
The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...G3 Communications
The document describes the results of a content audit conducted by JLL Corporate Solutions. It outlines a 5-step process: 1) determining objectives and scope, 2) gathering content, 3) establishing criteria and conducting the audit, 4) analyzing results, and 5) developing an action plan. Key findings included that over 50% of Americas content was of high quality, while 70% of EMEA content addressed operational excellence. The audit identified opportunities to improve content alignment with JLL services like the Future of Work framework. Overall, the audit provided a strategic tool to optimize content marketing practices.
Access the full event here: https://event.on24.com/wcc/r/1800767/5BE4BCB5AE64B938308E14343DA3B309
Learn how taking a truly partner-first approach pays off in the channel. Channel marketing and management expert Cameron Avery shows you how to engage and enable partners across their journey with modern digital marketing tactics that put their business in the spotlight. Join us to see how purpose-built tech plus a partner-first approach from start to finish delivers more revenue and ROI for you.
Accelerate Your Partners' Digital Transformation With Point-Based RewardsG3 Communications
This document summarizes a presentation on using incentive programs to accelerate partners' digital transformation. It discusses assessing the current state of partners' demand generation and skills, aligning incentive programs to partners' sales processes and the buyers' journey, and developing a framework to incentivize key partner activities and behaviors at individual and company levels. The framework involves identifying target activities, tagging them as influencing individuals or companies, selecting appropriate incentive types, applying benchmark incentive rates, and measuring programs. The goal is to use incentives to drive partners' marketing certification, demand creation, opportunity registration, deal closing, and renewals behaviors.
The document discusses the 5 stages of a partner's journey: 1) Awareness, where a partner explores new products, technologies or vendors. 2) Consideration, where a partner evaluates options. 3) Decision, where a partner selects what to move forward with. 4) Experience, where a partner engages in a relationship. 5) Growth, where success is achieved and the partner continues investing in the relationship. It emphasizes that partners have power and build solutions, and that 60% of a solution provider's decisions are made before engaging with a vendor.
How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...G3 Communications
Access the full webcast here: https://dg-r.co/2L5QdrM
Data fuels every marketer’s strategy, but not all data is created equal. To be successful today, marketers need to be able to effectively analyze, optimize and maintain data accuracy as the first steps to gaining true insight. This is particularly true for account-based programs, where visibility into key decision makers is imperative. As the saying goes, “Garbage in, garbage out.” If the data going into your CRM is incomplete, incorrect or simply not the right data, any programs that rely on that data will deliver disappointing results.
During this webinar, David Cowings, Chief Marketing Data Scientist at RingCentral, and Chris Lynde, CEO of SaleScout Data Solutions, will share the steps needed to optimize buyer contact data and sales intelligence, with real-life insights from RingCentral’s demand gen data optimization process.
Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...G3 Communications
Access the full webcast here: https://dg-r.co/2uiS82A
Fluke used AI-based insights to identify the right target accounts and engage them with hyper-personalized nurture and outbound using a combination of Lattice, Conversica and Eloqua – resulting in 48% higher engagement and greater opportunity creation in their target accounts.
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Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...G3 Communications
Access the full webcast here: https://dg-r.co/2LhxSVI
In this session, David Fortino, SVP of Audience and Product at NetLine, will discuss his observations on content consumption and demand based on findings from the company’s 2018 State of B2B Content Consumption and Demand Report. Fortino will dissect some of the stand-out data, such as consumption gap trends with C-level professionals and the significance of appealing to the larger active audience comprised of Individual Contributors.
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* The challenges she faced to pilot a new, successful lead generation program prior to launching campaigns; and
* The winning strategy that led to over 1,500% ROI that can help other B2B marketers discover or expand their lead gen tactics.
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Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Neil Horowitz
On episode 272 of the Digital and Social Media Sports Podcast, Neil chatted with Brian Fitzsimmons, Director of Licensing and Business Development for Barstool Sports.
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[To download this presentation, visit:
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This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
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A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
3. #C2C16
Developing A Holistic Strategy
• Confirm your resources
• Set your goals
• Identify your audience
• Determine the Business Challenge
• Create content that addresses the
Business Challenge
• Establish the marketing channels
• Align content to channel & lead
stages
• Integrate offers
• Allocate resources
• Build segments
• Finalize engagement strategy by
Channel
• Develop landing platforms
• Set The KPIs
• Publish The Activation Plan
• Create programs in MA platform
• Test & launch programs
• Analyze reporting & optimize
6. #C2C16
• Does it efficiently reach the
priority segments?
• Does it effectively engage users in
those segments?
• Does it best fit the content
format?
• Does it deliver the requisite
volume and quality of leads?
Choosing The Channels
SQL
Attract
Nurture
MQLs
Prospects
Suspect
Inquiry
Suspects
Display Ads Online Video
Content
Syndication
Paid SocialWebsite &
Blog
Email Nurture Retargeting
Website Contact Us Email Lead Gen
Paid & Organic
Search
Lead Gen
Programs
P.R.
8. #C2C16
Touch Who Receives Land PgForm Form Notes Wait Period Key Message Asset Type - Non-Gated Asset Type - Gated CTA
Email
Email #1 MM - Low,mid,
high email address
from Eloqua
database,Netnew
prospects from
digital, mass
media,natural
search content
discovery
Yes A,
B
Yes Prospects completed
Name,Email,
Company,Title
2 weeks cadence Catskill Hudson achieves
competitive advantage
Catskill Hudsoncustomer
video approx.:60 sec./
Checklistoffer
GreatestAchievementChecklist Primary - Watch CHBvideo now;
Secondary - DownloadGreatest
AchievementChecklist
Email #1A Non-opens,non-
clicks
Yes A,
B
Yes Prospects completed
Name,Email,
Company,Title
3 days;5 days clicks,
send #2
Catskill Hudson achieves
competitive advantage
Catskill Hudsoncustomer
video approx.:60 sec./
Checklistoffer
GreatestAchievementChecklist Primary - Watch CHBvideo now;
Secondary - DownloadGreatest
AchievementChecklist
Email #2 Everyone in
canvas
Yes C,
D
Yes Auto Populate all
fields minus qualifier
Auto-populate Name,
Email, Company.
2 week cadence Green DotPublic School
transforms unique locations
Green DotPublic School
customer video approx.:60
sec /Checklistoffer
High Growth Checklist Primary - Watch GDPSvideo now;
Secondary - DownloadHigh Growth
Checklist
Email #2A- Resend,
New SL
Non-opens,non-
clicks
Yes C,
D
Yes Auto Populate all
fields minus qualifier
Auto-populate Name,
Email, Company.
3 days;5 days clicks,
send #3
Green DotPublic School
transforms unique locations
Green DotPublic School
customer video approx.:60
sec /Checklistoffer
High Growth Checklist Primary - Watch GDPSvideo now;
Secondary - DownloadHigh Growth
Checklist
Email #3 Everyone in
canvas
Yes Yes Auto Populate all
fields minus qualifier
Auto-populate Name,
Email, Company.
2 week cadence Cloud Imperium Games
builds teams without
borders
Cloud Imperium Games
customer video approx:60
sec./Offer TBD
TBD Best Practice Guide Primary - Watch CIG video now;
Secondary - DownloadTBD Best
Practice Guide
Email #3A- Resend,
New SL
Non-opens,non-
clicks
Yes Yes Auto Populate all
fields minus qualifier
Auto-populate Name,
Email, Company.
3 days;5 days clicks Cloud Imperium Games
builds teams without
borders
Cloud Imperium Games
customer video approx:60
sec./Offer TBD
TBD Best Practice Guide Primary - Watch CIG video now;
Secondary - DownloadTBD Best
Practice Guide
Email Program Planning
• Strategy for each funnel stage
• Detail the program
13. The Demand
Generation Core
How to effectively organize and plan for the global execution of
campaign-based B2B demand gen marketing
Heather Berggren
Dell Enterprise Global Marketing
14. Evolve
201420132012 2015
ESG
Demand
Gen team is
formed
Regional
guidance
process
begins
‘New
Sourced
Pipeline’
metric
adopted
Campaign
review &
refinement
process
begins
Marketing
spend
control
system
deployed
New
solution
campaign
model
activated
Redesigned
campaign
guidance
launched
Launch
awareness &
credibility
analysis
project
Cross-org
executive
scorecards
distributed
Begin
predictive
integration
process
Initiate
content
analytics
evolution
Next
planning
evolution
process
launched
The Dark Ages
72% Growth 35% Growth 35% Growth
Dell’s Enterprise Demand Gen Journey
FY13 Q1 FY13 Q2 FY13 Q3 FY13 Q4 FY14 Q1 FY14 Q2 FY14 Q3 FY14 Q4 FY15 Q1 FY15 Q2 FY15 Q3 FY15 Q4 FY16 Q1 FY16 Q2 FY16 Q3 FY16 Q4
Pipe
1x ~2x ~2.5x ~3x
3yr Goal Threshold
47% CAGR
A successful demand gen engine operates with a clear mission, a solid basis in
analytics, and the ability to continuously innovate and improve
Establish Refine
QuarterlyPipeline
16. Establish your Core
Bring your planning and analytics together to focus on the big picture and develop a
cohesive executional strategy
Centralize your Planning – Develop a core planning group that sits outside of the day-to-day content and execution
engine that is focused on guiding the strategy and execution of your marketing
Analyze your Business – Ensure decision making is supported by the data and analytics, leverage the insights
derived from data to guide your activation strategy and optimize marketing dollar impact
Guide yourActivation – Provide regular intermediate term guidance to your marketing organization
communicating the strategic context, the budgets & goals and campaign objectives & execution plans
17. Baseline your Analytics
To properly plan and define your goals you need a clear picture of today’s performance
and impact
Define your Purpose – Demand gen focuses on leveraging marketing’s ability to reach a broad range of customers
to deliver informed leads that convert to opportunities!
Measure your Impact – Ensure you are focusing on the right metrics that drive your mission – look beyond
engagement and cost metrics to pipeline & leads to truly measure demand gen contribution
Set your Goals – With the right metrics in place, establish a baseline for current performance to develop attainable
plan goals and aspirational journey goals for your organization
18. Refine your Execution
Leverage the insights your analytics provide to evaluate and refine your campaign,
content and activation planning
Evaluate your Vendors – Observe performance of similar campaigns across vendors to determine which perform
best within different markets and vehicles, find the point of diminishing returns
Optimize your Vehicles- Determine what vehicle balance provides the most impact and the right engagements for
your customers. Guide your spend and content BOMs to support the optimal mix
Review your Campaigns – Start at the campaign level to understand what messages and content packages are
working. Evaluate at various levels of activation – global, regional, segment, topic
20. Evolve to Continuously Improve
Adopting a deeper perspective on customer engagement to define content & campaign
executional excellence
Feedback Loop – Integrate enhanced content-level data points within current analytical & guidance framework to
further inform the marketing campaign and content design processes
Customer Mapping – Develop the platform for multi-touch evaluation of individual customer experiences, mapping
1st and 3rd party content engagement points to the customer’s buyer journey
Content Metrics –Evaluate individual asset performance with deeper engagement metrics beyond clicks, likes and
downloads to gauge HVE and understand what drives engagement and interaction
21. Innovate to Reach New Heights
Introducing a market-informed predictive system from 6sense to develop new
marketing capabilities for global demand generation
Dynamic Campaigns – Enable 1x1 campaigns that adapt to active buyers and their buyer stage to deliver the right
message, to the right customer, at the right time, at the right place
Optimized Execution – Improve campaign efficiency, effectiveness and experience with focused marketing delivery
that ensures your dollars are spent on the customers that matter today
Rev
Cost
Engagement Orchestration – Understanding a customer’s intent level allows your lead engine to better route and
guide customer interactions to the appropriate level engagement vehicle
22. Implement to Enhance Execution
6sense analyzes billions of digital engagements to identify our customers’ intent to buy
and journey stage enabling more dynamic campaigns
Programmatic Segmentation – Intent scores are based off of engagement signals and cumulative activity relative to
an opportunity opening, enabling segmentation by customer interest and stage
Messaging Alignment – Product specific intent signals matched to a journey enable marketers to align the right
assets and messaging to the customers’ interests and needs, providing a deeper engagement
Programmatic Delivery – Leverage intent scores to identify the right customers to target across multiple properties
while also delivering the right assets that align to their buyer stage