Culture, teams, tools, laws, regulations - scaling a content marketing strategy to go beyond boarders is fraught with complications and pitfalls. But getting a global content strategy right means all around better marketing, smoother collaboration, and significant efficiencies of scale and cost savings. Learn best practices, pitfalls and recommendations for crafting your global content strategy.
In this highly interactive session, long-time Inside Sales veteran and expert, Trish Bertuzzi will share 4 innovative ideas from her newly released book, The Sales Development Playbook, that will take your team from ho hum to kickass. Come prepared with any and all questions you have regarding Sales Development!
With Hubspot CRM and the other great sales tools Hubspot has launched this past year, there's a huge opportunity for companies to double down on bottom of the funnel sales activities. Go beyond just lead generation and learn how to help your sales team convert leads into sales, solidifying your relationship and driving more revenue and profit in the process.
SalesHub CEO Matt Cook will share his ideas around sales enablement and why it needs to be part of your inbound strategy. Matt will share how to buildout of a successful and ongoing sales enablement program to compliment your inbound marketing strategy.
Steve McKenzie - Inbound vs. Account Based SellingINBOUND
The world of sales has changed and now, more than ever, the cards are stacked in the buyer’s favor. Progressive sales teams are adapting to leverage technologies and processes that align with the buyer’s journey -- not the seller’s goals. Amongst the approaches that sales teams are adopting, two methodologies have risen to the top: Inbound Sales and Account-Based Selling. Are they bitter rivals, complementary strategies, or something in between? Learn from sales leader, Steve McKenzie, about the benefits of both approaches, and why you might be leaving money on the table if you only ask “Which one is right for my sales team?”.
Dan Tyre - How to Establish Rapport with AnyoneINBOUND
Building rapport is an essential sales skill, especially when you’re building a relationship and selling over the phone. Without face-to-face contact, it can be a bit harder to have a human connection with your prospect. In the age of inbound sales, building rapport is the foundation of building confidence and trust and a critical component of an effective sales process. Learn how to establish rapport with virtually anyone and improve the quality and effectiveness of your connect calls.
Susannah Morris - How to Run Marketing as a Team of OneINBOUND
If you’re working on a small team with limited resources, you know you need to work smarter, not harder. But there are a lot of moving parts across the marketing funnel, from lead generation to sales enablement and brand building. This session will cover tips, tricks, and best practices for running a small team with big goals. Plus, you’ll walk away with actionable ideas for developing your own plan for when you get back to your desk.
Jessica Vionas-Singer - Quick and Dirty Roadmap to Creating a Webinar Program...INBOUND
Webinars can and should be a key component of any marketer’s toolbox to generate leads, engage your audience, and drive results. Whereas webinars are often categorized as consideration stage content, they can actually be used in all stages of the buyer’s journey depending on your buyer personas!
This tactical session will guide a newbie through the process of creating a webinar program from scratch including determining what’s the goal of each webinar, identifying topics, mapping content to each stage of the buyer’s journey, finding a speaker, deciding if your webinars should be live or on-demand, promoting your events to make sure you have a good audience, picking hosting software for integration with HubSpot, defining general timelines and responsibilities for staff, and following up after the event.
In 1943, Lockheed Martin created a 'skunk works' team to focus on advanced innovation. Most important, the group operated autonomously & unhampered by corporate bureaucracy. Today, that trend continues in some of the world's most innovative companies like Google's X team and Facebooks F8 Skunk Works.
So ask yourself: Should you create your own Skunk Works team?
Join Nicholas Holland, Director of HubSpot Labs, as he discusses the pro's and con's of establishing a Skunk Works group.
In this highly interactive session, long-time Inside Sales veteran and expert, Trish Bertuzzi will share 4 innovative ideas from her newly released book, The Sales Development Playbook, that will take your team from ho hum to kickass. Come prepared with any and all questions you have regarding Sales Development!
With Hubspot CRM and the other great sales tools Hubspot has launched this past year, there's a huge opportunity for companies to double down on bottom of the funnel sales activities. Go beyond just lead generation and learn how to help your sales team convert leads into sales, solidifying your relationship and driving more revenue and profit in the process.
SalesHub CEO Matt Cook will share his ideas around sales enablement and why it needs to be part of your inbound strategy. Matt will share how to buildout of a successful and ongoing sales enablement program to compliment your inbound marketing strategy.
Steve McKenzie - Inbound vs. Account Based SellingINBOUND
The world of sales has changed and now, more than ever, the cards are stacked in the buyer’s favor. Progressive sales teams are adapting to leverage technologies and processes that align with the buyer’s journey -- not the seller’s goals. Amongst the approaches that sales teams are adopting, two methodologies have risen to the top: Inbound Sales and Account-Based Selling. Are they bitter rivals, complementary strategies, or something in between? Learn from sales leader, Steve McKenzie, about the benefits of both approaches, and why you might be leaving money on the table if you only ask “Which one is right for my sales team?”.
Dan Tyre - How to Establish Rapport with AnyoneINBOUND
Building rapport is an essential sales skill, especially when you’re building a relationship and selling over the phone. Without face-to-face contact, it can be a bit harder to have a human connection with your prospect. In the age of inbound sales, building rapport is the foundation of building confidence and trust and a critical component of an effective sales process. Learn how to establish rapport with virtually anyone and improve the quality and effectiveness of your connect calls.
Susannah Morris - How to Run Marketing as a Team of OneINBOUND
If you’re working on a small team with limited resources, you know you need to work smarter, not harder. But there are a lot of moving parts across the marketing funnel, from lead generation to sales enablement and brand building. This session will cover tips, tricks, and best practices for running a small team with big goals. Plus, you’ll walk away with actionable ideas for developing your own plan for when you get back to your desk.
Jessica Vionas-Singer - Quick and Dirty Roadmap to Creating a Webinar Program...INBOUND
Webinars can and should be a key component of any marketer’s toolbox to generate leads, engage your audience, and drive results. Whereas webinars are often categorized as consideration stage content, they can actually be used in all stages of the buyer’s journey depending on your buyer personas!
This tactical session will guide a newbie through the process of creating a webinar program from scratch including determining what’s the goal of each webinar, identifying topics, mapping content to each stage of the buyer’s journey, finding a speaker, deciding if your webinars should be live or on-demand, promoting your events to make sure you have a good audience, picking hosting software for integration with HubSpot, defining general timelines and responsibilities for staff, and following up after the event.
In 1943, Lockheed Martin created a 'skunk works' team to focus on advanced innovation. Most important, the group operated autonomously & unhampered by corporate bureaucracy. Today, that trend continues in some of the world's most innovative companies like Google's X team and Facebooks F8 Skunk Works.
So ask yourself: Should you create your own Skunk Works team?
Join Nicholas Holland, Director of HubSpot Labs, as he discusses the pro's and con's of establishing a Skunk Works group.
Jason Jordan - 3 Things Sales Leaders Desperately NeedINBOUND
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Mike Lieberman - How to Push the Prospect's Buy Button with Inbound SalesINBOUND
Prospects don’t want to be sold to, so stop selling to them. Instead guide them through their buyer journey as their trusted advisor. Once you make them feel safe, get them emotionally engaged with your company and then give them the information them need to rationalize their decision you’ll have a new customer 100% of the time. Learn how to create an experiential sales process using Inbound Sales and HubSpot Sales that excels at making prospects feel safe, so they say YES, every single time.
Nancy Harhut - 10 Human Behavior Hacks That Will Change the Way You Create EmailINBOUND
You can follow every best practice for creating email and still not get the response you want. That’s because today there’s more to success than a targeted list, compelling offer, and perfectly executed creative. Today you need to know the decision-making shortcuts people use when they encounter your email – those automatic behaviors that determine whether they open, read and respond to it. Science has proven that people often don’t operate in a rational, considered way. Much of what we do is done on autopilot, with certain prompts sending us in one direction or another. Discover the 10 hacks that will get your target to open, read and respond to your email without even thinking about it. See numerous examples from various verticals. And leave armed ready to create emails that get automatic action.
While inbound marketing prevails as a leading approach to reaching prospective customers, many B2B organizations are evaluating the merits of an Account Based Marketing (ABM) approach. In the “battle” between Inbound and ABM, learn why the smartest marketers are choosing not to choose.
Rebekah Radice - How to Scale Successful Omni-Channel marketing CampaignsINBOUND
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Stunts. Pranks. Practical jokes. All tend to get lumped in with experiential marketing. But done right, experiential marketing can help your company stay fresh and innovative by pulling together different channels into one connected and memorable experience. INBOUND guests don’t want to miss Ja-Nae's actionable advice on developing fully integrated and connected experiences based on a co-creator relationship with engaged consumers. The end results will demonstrate a brand’s ability to innovate while growing the overall company. Executives can expect to leave this session with a clear understanding of how to make the most of these programs and earn meaningful, measurable results.
Lori Richardson - Turn Talk Into Action for More Women in B2B SalesINBOUND
Our companies are short on women leaders. In B2B sales teams we find up to 40% of frontline sales employees are women, but only 20% or less in sales leadership. Why is it that in 2016 we have this issue? We have the talk down, but we don’t do all the right actions. In this session, we’ll share the top 8 proven strategies for what companies need to do, and women sellers & leaders need to do in order to succeed. When this happens, revenues grow. We’ll show you how. Hear what 100 current women leaders have to say, and see CEOs who have focused on the issue of making their sales teams more diverse. Learn how millennial women are helping to solve the gender gap.
Bob Ruffalo - What They Never Taught You About Growing an AgencyINBOUND
When we started our agencies, we thought about doing great work, generating profits, and freedom. But we underestimated what it takes to be a leader of a growing marketing agency. And once we hit that “ceiling,” it was hard to break through. We realized that what we did to get our agency here, is not longer what we need to get our agency there. Hear Bob's experience and advice on how to hire and evaluate talent, make people changes, overcome internal crisis, live your purpose and values in everything you do, make your people want to stay with you, and break through that ceiling!
In her session, Jill will share data that illustrates the benefits of aligning Sales and Marketing, the key elements required to effectively align Sales & Marketing teams, how salespeople can leverage content to visible and valuable to buyers, and the mindset, skillset and toolkit required to successfully find, relate, connect, engage and nurture modern buyers
Jason Jordan - 3 Things Sales Leaders Desperately NeedINBOUND
Accurate sales forecasts. Healthy sales pipelines. Impactful sales coaching. These are 3 expectations of every sales leader that CRM was created to enable. So why do we still suffer anemic pipelines, erratic forecasts, and feeble coaching? Join best-selling author Jason Jordan as he reveals specific best practices that are proven to turn CRM into the high-leverage investment it should be.
Mike Lieberman - How to Push the Prospect's Buy Button with Inbound SalesINBOUND
Prospects don’t want to be sold to, so stop selling to them. Instead guide them through their buyer journey as their trusted advisor. Once you make them feel safe, get them emotionally engaged with your company and then give them the information them need to rationalize their decision you’ll have a new customer 100% of the time. Learn how to create an experiential sales process using Inbound Sales and HubSpot Sales that excels at making prospects feel safe, so they say YES, every single time.
Nancy Harhut - 10 Human Behavior Hacks That Will Change the Way You Create EmailINBOUND
You can follow every best practice for creating email and still not get the response you want. That’s because today there’s more to success than a targeted list, compelling offer, and perfectly executed creative. Today you need to know the decision-making shortcuts people use when they encounter your email – those automatic behaviors that determine whether they open, read and respond to it. Science has proven that people often don’t operate in a rational, considered way. Much of what we do is done on autopilot, with certain prompts sending us in one direction or another. Discover the 10 hacks that will get your target to open, read and respond to your email without even thinking about it. See numerous examples from various verticals. And leave armed ready to create emails that get automatic action.
While inbound marketing prevails as a leading approach to reaching prospective customers, many B2B organizations are evaluating the merits of an Account Based Marketing (ABM) approach. In the “battle” between Inbound and ABM, learn why the smartest marketers are choosing not to choose.
Rebekah Radice - How to Scale Successful Omni-Channel marketing CampaignsINBOUND
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Stunts. Pranks. Practical jokes. All tend to get lumped in with experiential marketing. But done right, experiential marketing can help your company stay fresh and innovative by pulling together different channels into one connected and memorable experience. INBOUND guests don’t want to miss Ja-Nae's actionable advice on developing fully integrated and connected experiences based on a co-creator relationship with engaged consumers. The end results will demonstrate a brand’s ability to innovate while growing the overall company. Executives can expect to leave this session with a clear understanding of how to make the most of these programs and earn meaningful, measurable results.
Lori Richardson - Turn Talk Into Action for More Women in B2B SalesINBOUND
Our companies are short on women leaders. In B2B sales teams we find up to 40% of frontline sales employees are women, but only 20% or less in sales leadership. Why is it that in 2016 we have this issue? We have the talk down, but we don’t do all the right actions. In this session, we’ll share the top 8 proven strategies for what companies need to do, and women sellers & leaders need to do in order to succeed. When this happens, revenues grow. We’ll show you how. Hear what 100 current women leaders have to say, and see CEOs who have focused on the issue of making their sales teams more diverse. Learn how millennial women are helping to solve the gender gap.
Bob Ruffalo - What They Never Taught You About Growing an AgencyINBOUND
When we started our agencies, we thought about doing great work, generating profits, and freedom. But we underestimated what it takes to be a leader of a growing marketing agency. And once we hit that “ceiling,” it was hard to break through. We realized that what we did to get our agency here, is not longer what we need to get our agency there. Hear Bob's experience and advice on how to hire and evaluate talent, make people changes, overcome internal crisis, live your purpose and values in everything you do, make your people want to stay with you, and break through that ceiling!
In her session, Jill will share data that illustrates the benefits of aligning Sales and Marketing, the key elements required to effectively align Sales & Marketing teams, how salespeople can leverage content to visible and valuable to buyers, and the mindset, skillset and toolkit required to successfully find, relate, connect, engage and nurture modern buyers
Has your contacts database ballooned into a sprawling, overwhelming mess? Are you feeling the itch to ditch any contact that’s not already in a nurturing workflow or sales conversation?
Before you launch into a deleting spree, hold on. You worked hard for those contacts. A messy database is a sign you’re doing something right.
At HubSpot, Nick Sal literally taught the class on contacts and list segmentation. Now as the leader of one of HubSpot’s top agency partners, he will show you how to bring order to your chaotic contacts database, resulting in more relevant emails, fewer unsubscribes, greater customer retention, and more revenue from deals with your contacts.
With real stories from real businesses, Nick will show you how to find the best engagement strategy for each of your contacts, using tactics like buyer personas, lifecycle stages, and lead scoring. He will teach you to slice and dice your contacts database like an inbound pro, keeping it clean, organized, and up-to-date.
Shawn Pfunder's INBOUND Bold Talk "Headspace is Deadspace - Shut Up and Dance." INBOUND Bold Talks are bold, powerful talks from diverse, exciting, and influential people. These riveting presentations will educate, challenge, and impress you in 12 minutes or less!
Gerard Vroomen's INBOUND Bold Talk "Relentless Simplicity." INBOUND Bold Talks are bold, powerful talks from diverse, exciting, and influential people. These riveting presentations will educate, challenge, and impress you in 12 minutes or less!
INBOUND Bold Talks: Cubby Graham charity: waterINBOUND
Cubby Graham's INBOUND Bold Talk "How to Inspire People to Action" told the story of their 2014 September Campaign to bring safe drinking water to the Sahel. INBOUND Bold Talks are bold, powerful talks from diverse, exciting, and influential people. These riveting presentations will educate, challenge, and impress you in 12 minutes or less!
Slides for Altimeter's webinar: A Culture of Content. Watch the webinar replay at: http://www.slideshare.net/Altimeter/webinar-a-culture-of-content-by-altimeter-group.
Description:
When content becomes an ingrained part of an organization's culture, content strategy functions like a well-oiled engine, producing, circulating, and begetting content, creating numerous efficiencies in the process.
In this 1-hour webinar, learn how companies evangelize, reinforce, and institutionalize the importance of content throughout and beyond the marketing organization. Rebecca Lieb and Jessica Groopman share findings and recommendations from their report, Culture of Content.
Download the report at: pages.altimetergroup.com/culture-of-content-report.html
Global Content Strategy: This Is Going to Be Big!Rebecca Lieb
Enterprises are still in the early stages of integrating content strategy as a discipline – into the marketing mix, operations, and technology. Multinationals face a more complex challenge: scaling content across borders, languages, cultures, and teams. This report by analyst Rebecca Lieb of Kaleido Insights examines related challenges and best practice recommendations.
Companies that evangelize, reinforce, and institutionalize the importance of content throughout and beyond the marketing organization are more successful not only across their marketing initiatives but also with other internal and external success benchmarks, such as sales, employee advocacy, customer service, audience engagement, thought leadership, and hiring.
When content becomes an ingrained element of an enterprise’s culture, the culture functions like a well-oiled engine, producing, circulating, and begetting content, creating numerous efficiencies in the process.
Based on my research report, co-authored with Jessica Groopman for Altimeter Group.
Table of Contents
Definition of a Culture of Content
Why the Culture of Content Is Emergent Now
The Anatomy of a Culture of Content: Inspiration, People, Processes, and Content
This presentation is a brief snapshot of global content marketing strategy and content planning. This helps in corporate communications and building effective content for messaging to audiences across countries and disciplines. The idea is to share concepts that can be applied in day to day work situations and find new ways to solve business problems in communication and content space.
The convergence of content or how to tell a consistent cross-channel storyLEWIS
A brief guide on how to tell appealing and consistent stories in an omni channel marketing strategy. Do's and don'ts and a couple of examples of how it should be done as presented at LEWIS Kuala Lumpur's quarterly Lunch 'n Learn.
Going global starts with local brian solis and expionExpion
How localization and contextualization increases brand engagement in important markets..
Integrating social media into a global marketing strategy presents unique challenges. With multitudes of countries, thousands of employees and language/cultural barriers, how do today’s Top Global Brands deploy their social strategy effectively?
Brian Solis and Peter Heffring will share the strategies and implementations tactics the leading global companies use to manage their social presence across different countries and markets.
Brian’s research shows that localizing social content for specific markets and cultures dramatically multiplies the impact in terms of engagement, virality and actual sales.
Peter will detail how technology has finally caught up to support Global Brands and the multiple strategies they use to form country communities and retain a unified brand presence on a global scale.
Useful tips and information to help international marketers localize their content at scale. Helpful guide for global marketing specialists, multilingual brand publishers, copywriters & anyone who wants to localize marketing content into different languages, in a flexible and scalable way.
Beyond Cats: The basics of successful content marketingDeirdre Walsh
It's no secret that cats rule the internet; however, not every web asset can leverage these cyber stars. This presentation shares the 6 steps needed to build and optimize a successful content marketing program.
Creating Winning Content: How local businesses can tell their story and win b...Kara O'Halloran
White paper about the benefits of content marketing strategies for local businesses to tell your story and promote your brand. Time is one thing small businesses are not usually blessed with. Learn how to use the time you have to create engaging content that tells your story in a variety of media.
Time is one thing small businesses are not usually blessed with. Learn how to use the time you have to create engaging content that tells your story in a variety of media. This white paper is brought to you by Elon University's Interactive Media graduate program.
88% of marketers invest in content marketing but only 42% of those content marketers have a documented content strategy in place.
LEWIS PR and Adobe recently hosted an exclusive webinar to help content marketers maximise their investment.
Here are the key takeaways, with tips on how to develop an effective content strategy, leverage your in-house experts, produce engaging content and measure your efforts.
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Like me, you may have been taught that asking for more than you "need" is selfish, bad manners or a flaw in your character. The truth is asking outrageously does not mean asking obnoxiously or taking advantage of others. It means not having to second guess yourself or wonder what you might have had What if you never leave a negotiation again and think, “I should’ve asked for more?” Including research conducted for her November 2016 TEDx Talk, Linda shares negotiation strategies for whether you want to positively influence decision makers at work, negotiate significant deals in business or powerfully persuade stakeholders.
Jamie Shanks - Where Does Social Selling Fit in the Buyer's Journey?INBOUND
Social Selling brings value to every stage of the buyer’s journey, but many companies still struggle to see how these tactics are specifically applied and measured throughout their process. After crowdsourcing 50,000 sales professional around the world, this session will provide proven social tactics to apply at every stage of your sales team's routine.
Chris Kneeland - Start Making Impressions Instead of Buying ThemINBOUND
Advertising isn’t dead, but it is woefully overfunded. Businesses are failing faster than ever before, and customer engagement metrics are tanking at alarming rates. Obviously an ad-centric remedy for ailing brands isn’t working. A new prescription is required, and we can look to the most iconic, cult-like brands on the planet to learn six things they're doing better then their mediocre peers.
You’re telling a brand story, whether you mean to or not. Learn how to make your words work for you by translating your own brand personality into specific, documentable word choices that will get your message across. Join Beth Dunn, HubSpot Product Editor-in-Chief, as she reveals how word choice and writing style can be your trusted allies, on the web and in life.
David Meerman Scott - Trump, Bush, Clinton & SandersINBOUND
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Andrew Reid - You Don't Have to be Small to Be AuthenticINBOUND
As my company grew, I faced the dilemma eventually faced by every startup: how to remain authentic. You don’t have to be small to be authentic. You do need to know what you stand for, understand who your customers are and what your brand means to them, and keep that knowledge at the center of every interaction between customers and your brand. Join this session for an inspiring account on how to keep your business authentic at scale. Andrew will share his story of how he remained authentic over the past 15 years and his four guiding principles (embrace fear, no fakes, be weird and have swagger).
In high school physics, you learned that Momentum = Mass x Velocity. In other words, when something with mass gets some speed, it starts to gather momentum. In politics, sports, business, or any other walk of life, when you have momentum, you gain a huge competitive edge. By creating momentum, you leave your competition in the dust. How do you attract (mass) and mobilize (velocity) talent to gain momentum? How can you create a work environment defined by clarity of vision and energy? How can you remove barriers to momentum and make your organization truly unstoppable?
Build a website! Do a blog post! Write a white paper! Marketers get caught up creating the tactics but are then disappointed when the results don't equal their efforts. To get great results, marketers should be spending more time on STRATEGY. When you create a solid differentiation strategy that makes your target market go "wow", that's when Inbound Marketing starts. Once you have that great strategy, the rest of the tactics become a whole lot easier. Join Eric Keiles, CMO of Square 2 Marketing, as he frames their step-by-step methodology on how to get great inbound marketing results. Join him for actual case studies, data and examples of how companies like yours blew past their goals and objectives using Inbound Marketing. Learn the five essential components of a great Inbound Marketing strategy. Create realistic goals and objectives and then a plan to achieve those metrics. Finally, learn how to create campaigns to deliver that unique story to the target market.
Great writing isn’t enough any more. Great visual content is the key to stellar social sharing. In this hands-on, practical workshop, Peg Fitzpatrick, co-author of The Art of Social Media and visual marketing expert will show you how to make your blog posts shareable with visual marketing. Join this essential visual marketing session to bootstrap your blog to visual marketing success!
Andre Alpar - The State of SEO and Content Marketing in EuropeINBOUND
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Conversion Rate Optimization (CRO) is one of the biggest and most effective trends in marketing right now but knowing how to do CRO or where to start can be confusing. Throw in obstacles like low traffic (50,000 monthly visits or less) or the fact most information you find on CRO is B2C or eCommerce-focused and the challenge is even greater. In this presentation, Gabe Wahhab of Square 2 Marketing (Diamond Partner) will walk you through how and where to get started with CRO for low traffic B2B websites.
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Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
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Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
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Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
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5. #INBOUND16
Global Content Strategy exists when content’s
importance is evangelized both enterprise- and
worldwide; content is shared and made accessible;
creation, collaboration and creativity are
encouraged; and content flows up and
downstream, as well as across countries and
regions.
6. #INBOUND16
David Bebee, VP Global Content & Creative Marketing,
Marriott
If you add up all our
platform eyeballs,
it’s much larger than any
publisher out there.
10. #INBOUND16
Inspiration:
The intangibles that fuel
a Culture of Content
• Vision
• Creativity
• Risk/Willingness to Fail
People:
The Human Foundation of a
Global Content Strategy
• Senior Leadership
• Content Leaders
• Business Units
• External Partners
• Employees
11. #INBOUND16
Drive Content
Leadership from the
Top Down & Bottom
Up
Both C-level and content leaders
must reinforce content’s
importance.
Evangelize and test department-
specific initiatives to drive
bottom-up support.
Leverage cross-functional results
and support to extend top-down
support.
12. #INBOUND16
Constant Evangelism
Content leaders must lead
the content evangelism.
Articulate and demonstrate
WIIFM, both bottom-up and
top-down.
Commit to ongoing cross-
functional evangelism,
support, communication, and
optimization.
13. #INBOUND16
Senior Leadership
• The critical role of senior leadership is buy-in
and evangelism
• When lacking, marketing executives must
make the formal business case
– CM leaders cite metrics as common point of entry
– CM leaders must constantly reinforce the value of
content initiatives with data (e.g. sales, brand lift)
14. #INBOUND16
Content Leader
• Chief Content Officer: an elusive, much vaunted, and
still inconsistent role
• Key responsibilities:
– Constantly evangelizes and demonstrates content’s value
– Creates content strategy
– Implements processes and infrastructure
– Coordinates across departments, builds ownership
– Identifies gaps, needs, and opportunities; nurtures creative
talent and content-centric mindsets
15. #INBOUND16
Employees
• Not all employees will be content creators; encourage and
empower content identifiers
• Evangelizing, training, educating, demonstrating value,
welcoming feedback
• Operationalize via
– Internal social networks, highlight best (and worst) practices, case
studies, solicit feedback, asset sharing
– Centers of Excellence and/or Digital Acceleration teams
– Incorporate attitude towards content into hiring process
20. #INBOUND16
Scandinavian global content marketing leader
(requested anonymity)
Process and governance are
where it gets complicated
and expensive. But leave
these out and quality is the
first casualty.
21. #INBOUND16
Global Enables
Local
Global must provide strategic
oversight, support, resources,
and direction.
Appoint regional and/or local
content leaders to scale
training and ongoing
evangelism.
Enable local teams with
appropriate cultural, linguistic,
and contextual resources.
27. #INBOUND16
Local Has Autonomy
& Informs Global
Localize for language, culture,
legal, current affairs, and
regulatory issues.
Local leaders create and
socialize initiatives – these can
be adopted by other regions.
Regional teams create
immediate support network.
32. #INBOUND16
Align Content with
Brand
Crystallize how the content
supports the brand vision.
Incorporate that vision into
training and evangelism.
Only publish content that
supports the brand vision.
34. #INBOUND16
Measure,
Test, Learn
Start with small, tightly
scoped, inexpensive pilots.
Listen, analyze, A/B test,
optimize, and repeat.
Take risks, fail forward, and
apply lessons.
35. #INBOUND16
DELL
18,000 global content elements
22 solutions
10 global programs
5 languages
Result: 35% higher average order value
for nurtured vs. non-nurtured contacts
300% more contact engagement with
nurture emails
39. #INBOUND16
Technology
• Technology’s role is to centralize, streamline, and optimize
– Execution, knowledge sharing, collaboration, branded assets,
approvals, analysis, reporting, any other priority use case
• Access to common tools shared across multiple
regions/teams drives efficiencies across all use cases
• Collaboration tools and asset sharing are global content
marketers’ biggest need.
40. #INBOUND16
Unilever manages numerous brands, has hundreds of millions of
fans, and thousands of people involved in the content process.
Efficiency is key.
41. #INBOUND16
Investing in collaborative tools to scale
content globally across 30 brands, 40
agencies, and 20 markets helped Unilever
reduce time to create and publish content
and increase output significantly.
44. #INBOUND16
Strategy & Vision
• A shared, single purpose, mission, or goal is paramount for empowering a global
content strategy
• Establishes a baseline of understanding, how day-to-day tasks serve a higher
purpose
• Most effective when generated, embodied, and exemplified by leadership
• Customer experience is a critical factor
• Building community with consumers will ultimately drive the content pipeline
through engagement and earned media.
45. #INBOUND16
Collaboration
• Pick up the phone! (often, and on a regular basis)
• Collaboration tools aid in planning and executing a global
content strategy and aligning around processes.
• Interdepartmental collaboration is essential to alignment
around content customer personas and customer
experience goals
• Clear policies around approval with Brand and Legal
46. #INBOUND16
Budget & Resources
• Resources can be sparse in smaller regions, so concrete
objectives are critical to maintain efficiencies when
juggling multiple responsibilities.
• Companies must dedicate full-time resources (content
leaders) to more than one region to scale globally.
“All content power can't come from one region with no one
lighting a fire elsewhere.” - Jason Miller, LinkedIn
47. #INBOUND16
Localization
• Global groups handle larger issues that affect all regions
• Set clear global guidelines for all content produced
regionally that speaks to customer messaging structure
and over-arching content strategy goals
• Global teams ensure scale and cross-geo strategy
implementation; local teams are responsible for actual
creation based on market knowledge.
48. #INBOUND16
People
Subject matter experts have global knowledge, local jobs.
• Two distinct emerging trends
– Hiring more specific domain expertise
– Hiring more generalists
49. #INBOUND16
Risk & Willingness to Fail
• Providing permission to fail mitigates fears of failure,
embarrassment, job termination
• To differentiate through content, content marketers must be
empowered to take risks
• View failure with a spirit of innovation– recognizing the issue,
learning from it and moving on quickly
• More content leaders incorporate risk-taking & willingness to fail in
the hiring process
50. #INBOUND16
Business Units
• Content travels well beyond Marketing, permeating other
divisions (consumer-facing first)
– Brand, PR, communications, social media, field marketing
teams, sales, HR, R&D, support, etc.
– Legal and IT typically involved in approval, governance,
technology implementation and deployment
• Also includes subject matter experts among senior
executives, researchers, and product groups
51. #INBOUND16
External Partners
• Equally urgent to the need for external
partners to help create the content is the
need for cultural unity among all parties
– Agencies of all kinds
– Marketing insights organizations
– Any third-party company aiding in any content
marketing-related use case (e.g. agency and
vendor partners)
52. #INBOUND16
Evangelism
• The key to evangelism is understanding the unique needs and
pain points of each constituency and tailoring content
initiatives to serve their needs and yield relevant results to
drive greater buy-in.
• Content marketing leaders must identify and build
relationships with other functional leaders continuously
– Evangelism expands to all people, including external partners
• Many companies begin evangelism across consumer-facing
departments first
53. #INBOUND16
Governance
• Keep it lean to avoid being ‘bogged down’ by approvals
• IBM’s Diamond Team organization is a way to be more agile, quickly executing a
project with the right people from varied disciplines at the table, who are used
to working with each other efficiently.
• Intel has a dedicated governance team that specializes in approval processes
and what channels are used when. This enables constant review and
adaptation to emerging content needs.
• Once you've built a strong content engine in one market, move to the next area
of greatest opportunity globally and apply the lessons learned and talented
leaders to solve new challenges. (Jason Miller, LinkedIn)
54. #INBOUND16
Education & Training
• Training must be both initial and ongoing
– Best practice sharing, case examples
– Updates on programs, tools, workflows
– More formal classes or routine sharing (e.g. internal social networks)
– IBM brings in screenwriters and White House speechwriters to teach storytelling
– Many enterprises require “Digital Marketing 101”
• Education must account for global, regional, and local content programs
• Hiring or promoting with an eye for editorial or creative background can
accelerate the learning curve
55. #INBOUND16
Piers Dickinson, Digital Center of Excellence Leader,
DuPont
You need a classroom with an external
instructor. Part of the downside of
digital is you can’t put it all online, it’s
too hard to monitor engagement.
You can see who’s paying attention,
where work needs to be done.
Quality and measurement are required
57. #INBOUND16
1. Example of a list of information goes here
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4. Example of a list of information goes here
5. Example of a list of information goes here
Example of a List Slide Header
58. #INBOUND16
• Example of bullet points
and length of content
• Sed quia consequuntur
magni dolores eos qui
ratione voluptatem sequi
nesciunt
Example of length of
content: Somnis iste natus
error sit voluptatem
accusantium doloremque
laudantium, totam rem
aperiam, eaque ipsa quae.
Example of a Mixed Layout Header