Recession Business Strategy: What to Do Before, During, and After a RecessionRocketSource
Most people cringe at the idea of talking about economic catastrophe. But, having a recession business strategy in place – regardless of how uncomfortable the conversation might be – is one of the best ways to insulate your business regardless of the economic backdrop. We'll break down how to take a proactive stance, what to do when consumers stop spending, and how to emerge with powerful assets under your belt by adopting CX initiatives to power you through the downtimes. Get the details at Rocketsource.co/blog/recession-business-strategy
Recession Business Strategy: What to Do Before, During, and After a RecessionRocketSource
Most people cringe at the idea of talking about economic catastrophe. But, having a recession business strategy in place – regardless of how uncomfortable the conversation might be – is one of the best ways to insulate your business regardless of the economic backdrop. We'll break down how to take a proactive stance, what to do when consumers stop spending, and how to emerge with powerful assets under your belt by adopting CX initiatives to power you through the downtimes. Get the details at Rocketsource.co/blog/recession-business-strategy
Growth hacking: the growth hacker guide to analytics: how to get to data-dri...Eveline Smet
This presentation will introduce anyone with a growth hacking mindset in using analytics to grow their business. I will address setting up actionable goals, choosing the OMTM, the conversion funnel, reporting and experimenting.
In today’s hyper competitive, digital world, organizations that use data driven marketing give themselves a fighting chance. No brand is secure just on brand equity alone. Just look at Kodak, Pan Am and Research in Motion (Blackberry). Executives who embrace DDM give themselves the possibility of being relevant to their customers. And, at the end of the day, that is what your customers want most from you.
8 Pillars of Demand Generation InfographicScott Levine
The 8 Pillars Of Demand Generation
An Infographic of the Modern Demand Generation Ecosystem
Demand generation and lead generation are often used synonymously, but they are actually quite different.
The 8 Pillars of demand generation were developed to address a wide range of topics that include everything from building awareness to sales enablement.
Demand generation is typically a multistep integrated marketing and sales process that varies in size and scope based on sales complexity. Demand generation can include building awareness, positioning and consumer research to support purchase behavior, sales enablement, customer onboarding and post-sale customer satisfaction.
Lead Generation: Strictly speaking, lead generation is the process of generating interest in a product or service. Typically, leads are gathered to build a list that provides contacts for sales.
How can you take advantage of these 7 key business trends in 2017 to grow your business and career?
What you need to know to make 2017 your best year ever!
In November 2015, 40 leading marketing executives gathered in Sydney to talk about measuring marketing effectiveness in an always on marketing world. The discussion that followed is presented here.
Modern B2B Marketing in the Era of the Empowered BuyerScott Levine
In the past 20 years, B2B marketing has changed exponentially more than it has in the past 100 years. Today, buyers possess infinite choice and infinite power.
We live in an “instant” world. Whether it’s instant access, information, gratification, justification or rationalization, all of these “instants” have impacted the way that businesses who market to businesses, think, act and react.
Modern Business-to-Business Marketing in the Era of the Empowered Buyer is causing many organizations to rethink their strategies. We are hopeful that some of the information we have shared with you here will enable you to understand the current and possible future state of B-to-B marketing, and will help you to put your organization in a position to best deal with complexities caused by the Modern Empowered B-to-B Buyer.
COMPETITIVE INTELLIGENCE FOR SALES AND MARKETING: HOW TO WIN MORE OPPORTUNITI...HubSpot
So much data. So little time. This session will walk you through how to aggregate, analyze, and make actionable competitive intelligence. For marketers, how can you use competitive intelligence to be a data-driven marketer? What are the clues that your competitors are leaving as to their effective tactics? Understand how to identify trending topics, successful distribution strategies and more from looking at data. For sales, how can you understand the messages entering your funnel from your competitors? Are they causing customers to shirk away from you? What are the key data sources to look at and what are some sneaky ways to get surprising information.
Building Alignment for Predictive Marketing Success Lattice Engines
Learn how Hootsuite was able to work with the most enterprise-ready accounts. Lattice surfaced accounts with high likelihood of conversion and acceleration in the pipeline.
& Lattice presentation at the Marketing Nation Summit.
Data driven marketing - Inspiration & Steps to move forwardGus Murray
How digital insights and personalisation are changing the way organisations use their corporate website.
Propeople’s Chief Digital Strategy officer and former SMW Speaker of the Year Gus Murray, delivers an evening of insights, predictions & cocktails. Join us as he shares his experiences working for leading Nordic & Global brands on the future of Data Driven Marketing, B2B / B2C Communications, Insights and digital strategy.
Covered in this session:
> How personalisation is changing the way B2B communicate with their customers
> Content as your customers first purchase
> Using social to better inform your audience understanding
> Social as a service opportunity, and
> The Attention web.
Four Powerful Marketing Concepts from Digital SummitZachary Nelson
During Digital Summit Kansas City, four big marketing concepts were discussed throughout breakout sessions and by presenters. This presentation is a high-level overview of those concepts.
"The State of Revenue Operations" presented by Karen Steele at #FlipMyFunnel ...#FlipMyFunnel
"The State of Revenue Operations" presented by Karen Steele at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.
One of Our Webcoupers Geniuses gave a presentation on Data Driven Marketing.
The principal idea behind being data driven in the marketing space has always been to incorporate data to in your decision-making process so as to get the best results. However, the approach towards achieving this has evolved over the years.
Data-driven marketing is the strategy of using customer information for optimal and targeted media buying and creative messaging. It is one of the most transformational changes in digital advertising that has ever occurred.
We take a look at how today’s most successful B2B tech marketers are leveraging data to identify their addressable market and influence active researchers. Since not all data – and therefore not all data providers – offer the same value, Kevin offers insights on what to look for when investing in pre-purchase data. He then shows you how reliable data can accelerate your ROI from a variety of marketing activities including lead generation, automated nurture, account-based marketing and targeted brand-building initiatives.
ARTWORK Markus Linnenbrink HOWTOSURVIVE, 2012, epoxy resin .docxrossskuddershamus
ARTWORK Markus Linnenbrink
HOWTOSURVIVE, 2012, epoxy resin
on wood, 13" x 17"
Spotlight
64 Harvard Business Review July–August 2014
SPOTLIGHT ON THE NEW MARKETING ORGANIZATION
Aditya Joshi is a partner at
Bain & Company, a leader in
the Customer Strategy and
Marketing practice, and the
head of the firm’s Marketing
Excellence area.
Eduardo Giménez is a
partner at Bain and a
member of the firm’s
Consumer Goods practice
in Europe, with a focus on
marketing organizations.
Decision-Driven
Marketing
Good decision processes break down silos
and improve performance. by Aditya Joshi
and Eduardo Giménez
Marketers have always had to build brands, create demand, promote sales, and help their companies earn custom-ers’ loyalty. But today’s turbulent environment means they must play critical new roles: They must be strate-gists, allocating scarce resources to support company priorities and increasing return on investment. They must be technologists, tracking and capitalizing on the most useful of the sophisticated technologies that are flooding their field. And they must be scientists, because the future of their business may not look much like the
HBR.ORG
July–August 2014 Harvard Business Review 65
requires a new mind-set for all the parties concerned
and a shared commitment to rethinking how deci-
sions are made and work is done. To be sure, some
companies will find that they need to consider orga-
nizational changes as well. But the decision perspec-
tive helps them establish a firmer foundation for any
restructuring and drives progress in the interim.
Typically, three categories of marketing-related
decisions cross organizational seams:
Strategy and planning decisions involve aligning
marketing goals with business and customer strat-
egies and aligning the priorities of marketing and
sales. These decisions typically address questions
such as:
• On which customer segments and product lines
should we focus marketing support?
• What is the optimal level of spending, and what
is the right allocation among vehicles and channels?
• What is the testing and learning plan?
Execution decisions, the marketer’s traditional
purview, are more challenging than they used to
be. A proliferation of marketing vehicles and digital
technologies has vastly increased the complexity of
creating and delivering messages and offers in an en-
vironment where ever-faster execution and relent-
less budget pressure are the norm. These decisions
include issues such as:
• Which product features should we highlight in
our marketing efforts?
• What incentives should we give customers to
get them to try or buy our offerings?
• What is the right mix of traditional and digital
marketing vehicles?
Operations and infrastructure decisions cover
all the new capabilities that are increasingly impor-
tant to marketing’s success. They address questions
such as:
• How will new marketing technologies and tools
be evaluated, boug.
Growth hacking: the growth hacker guide to analytics: how to get to data-dri...Eveline Smet
This presentation will introduce anyone with a growth hacking mindset in using analytics to grow their business. I will address setting up actionable goals, choosing the OMTM, the conversion funnel, reporting and experimenting.
In today’s hyper competitive, digital world, organizations that use data driven marketing give themselves a fighting chance. No brand is secure just on brand equity alone. Just look at Kodak, Pan Am and Research in Motion (Blackberry). Executives who embrace DDM give themselves the possibility of being relevant to their customers. And, at the end of the day, that is what your customers want most from you.
8 Pillars of Demand Generation InfographicScott Levine
The 8 Pillars Of Demand Generation
An Infographic of the Modern Demand Generation Ecosystem
Demand generation and lead generation are often used synonymously, but they are actually quite different.
The 8 Pillars of demand generation were developed to address a wide range of topics that include everything from building awareness to sales enablement.
Demand generation is typically a multistep integrated marketing and sales process that varies in size and scope based on sales complexity. Demand generation can include building awareness, positioning and consumer research to support purchase behavior, sales enablement, customer onboarding and post-sale customer satisfaction.
Lead Generation: Strictly speaking, lead generation is the process of generating interest in a product or service. Typically, leads are gathered to build a list that provides contacts for sales.
How can you take advantage of these 7 key business trends in 2017 to grow your business and career?
What you need to know to make 2017 your best year ever!
In November 2015, 40 leading marketing executives gathered in Sydney to talk about measuring marketing effectiveness in an always on marketing world. The discussion that followed is presented here.
Modern B2B Marketing in the Era of the Empowered BuyerScott Levine
In the past 20 years, B2B marketing has changed exponentially more than it has in the past 100 years. Today, buyers possess infinite choice and infinite power.
We live in an “instant” world. Whether it’s instant access, information, gratification, justification or rationalization, all of these “instants” have impacted the way that businesses who market to businesses, think, act and react.
Modern Business-to-Business Marketing in the Era of the Empowered Buyer is causing many organizations to rethink their strategies. We are hopeful that some of the information we have shared with you here will enable you to understand the current and possible future state of B-to-B marketing, and will help you to put your organization in a position to best deal with complexities caused by the Modern Empowered B-to-B Buyer.
COMPETITIVE INTELLIGENCE FOR SALES AND MARKETING: HOW TO WIN MORE OPPORTUNITI...HubSpot
So much data. So little time. This session will walk you through how to aggregate, analyze, and make actionable competitive intelligence. For marketers, how can you use competitive intelligence to be a data-driven marketer? What are the clues that your competitors are leaving as to their effective tactics? Understand how to identify trending topics, successful distribution strategies and more from looking at data. For sales, how can you understand the messages entering your funnel from your competitors? Are they causing customers to shirk away from you? What are the key data sources to look at and what are some sneaky ways to get surprising information.
Building Alignment for Predictive Marketing Success Lattice Engines
Learn how Hootsuite was able to work with the most enterprise-ready accounts. Lattice surfaced accounts with high likelihood of conversion and acceleration in the pipeline.
& Lattice presentation at the Marketing Nation Summit.
Data driven marketing - Inspiration & Steps to move forwardGus Murray
How digital insights and personalisation are changing the way organisations use their corporate website.
Propeople’s Chief Digital Strategy officer and former SMW Speaker of the Year Gus Murray, delivers an evening of insights, predictions & cocktails. Join us as he shares his experiences working for leading Nordic & Global brands on the future of Data Driven Marketing, B2B / B2C Communications, Insights and digital strategy.
Covered in this session:
> How personalisation is changing the way B2B communicate with their customers
> Content as your customers first purchase
> Using social to better inform your audience understanding
> Social as a service opportunity, and
> The Attention web.
Four Powerful Marketing Concepts from Digital SummitZachary Nelson
During Digital Summit Kansas City, four big marketing concepts were discussed throughout breakout sessions and by presenters. This presentation is a high-level overview of those concepts.
"The State of Revenue Operations" presented by Karen Steele at #FlipMyFunnel ...#FlipMyFunnel
"The State of Revenue Operations" presented by Karen Steele at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.
One of Our Webcoupers Geniuses gave a presentation on Data Driven Marketing.
The principal idea behind being data driven in the marketing space has always been to incorporate data to in your decision-making process so as to get the best results. However, the approach towards achieving this has evolved over the years.
Data-driven marketing is the strategy of using customer information for optimal and targeted media buying and creative messaging. It is one of the most transformational changes in digital advertising that has ever occurred.
We take a look at how today’s most successful B2B tech marketers are leveraging data to identify their addressable market and influence active researchers. Since not all data – and therefore not all data providers – offer the same value, Kevin offers insights on what to look for when investing in pre-purchase data. He then shows you how reliable data can accelerate your ROI from a variety of marketing activities including lead generation, automated nurture, account-based marketing and targeted brand-building initiatives.
ARTWORK Markus Linnenbrink HOWTOSURVIVE, 2012, epoxy resin .docxrossskuddershamus
ARTWORK Markus Linnenbrink
HOWTOSURVIVE, 2012, epoxy resin
on wood, 13" x 17"
Spotlight
64 Harvard Business Review July–August 2014
SPOTLIGHT ON THE NEW MARKETING ORGANIZATION
Aditya Joshi is a partner at
Bain & Company, a leader in
the Customer Strategy and
Marketing practice, and the
head of the firm’s Marketing
Excellence area.
Eduardo Giménez is a
partner at Bain and a
member of the firm’s
Consumer Goods practice
in Europe, with a focus on
marketing organizations.
Decision-Driven
Marketing
Good decision processes break down silos
and improve performance. by Aditya Joshi
and Eduardo Giménez
Marketers have always had to build brands, create demand, promote sales, and help their companies earn custom-ers’ loyalty. But today’s turbulent environment means they must play critical new roles: They must be strate-gists, allocating scarce resources to support company priorities and increasing return on investment. They must be technologists, tracking and capitalizing on the most useful of the sophisticated technologies that are flooding their field. And they must be scientists, because the future of their business may not look much like the
HBR.ORG
July–August 2014 Harvard Business Review 65
requires a new mind-set for all the parties concerned
and a shared commitment to rethinking how deci-
sions are made and work is done. To be sure, some
companies will find that they need to consider orga-
nizational changes as well. But the decision perspec-
tive helps them establish a firmer foundation for any
restructuring and drives progress in the interim.
Typically, three categories of marketing-related
decisions cross organizational seams:
Strategy and planning decisions involve aligning
marketing goals with business and customer strat-
egies and aligning the priorities of marketing and
sales. These decisions typically address questions
such as:
• On which customer segments and product lines
should we focus marketing support?
• What is the optimal level of spending, and what
is the right allocation among vehicles and channels?
• What is the testing and learning plan?
Execution decisions, the marketer’s traditional
purview, are more challenging than they used to
be. A proliferation of marketing vehicles and digital
technologies has vastly increased the complexity of
creating and delivering messages and offers in an en-
vironment where ever-faster execution and relent-
less budget pressure are the norm. These decisions
include issues such as:
• Which product features should we highlight in
our marketing efforts?
• What incentives should we give customers to
get them to try or buy our offerings?
• What is the right mix of traditional and digital
marketing vehicles?
Operations and infrastructure decisions cover
all the new capabilities that are increasingly impor-
tant to marketing’s success. They address questions
such as:
• How will new marketing technologies and tools
be evaluated, boug.
Every three years we conduct global research
into “What it Takes to Win Business” based on
the perspectives of 178 global Buyers and Sales
Professionals from a range of industry sectors.
We use the findings to help our clients understand
how their customers make their buying decisions,
become more customer-centric and improve their
win/loss ratio.
Steven geffen digital marketing strategy quirk textbook 5Steven Geffen
Steven Geffen: The essential Guide to Marketing in a Digital world. We look at the questions to ask when compiling a digital marketing strategy, and a digital marketing strategy in action
Industry 4.0: Technology Insights for Channel Program OptimizationSeth Jacobsen
The concept of Industry 4.0 – also known as the fourth industrial revolution – is mostly rooted in data, analytics, autonomous learning, and the Internet of Things. The impact of smart technology, however, is not limited to the supply chain and manufacturing operations. Opportunities to innovate exist in the sales and distribution channel as well. Of course, the ultimate goal is to reduce costs, increase productivity and market share, and drive revenue growth.
Buyers can now discover nearly everything about companies, products and
services from websites and other Web sources, including what customers are
saying on social media.
Q&A With Infinity Contact Founder, Chief Executive Officer and Owner, Tom Leidigh
About Tom Leidigh
30 years of executive experience in sales, direct marketing, and CRM program development. Tom is recognized as a leader in outsourced contact and is primarily focused on expansion strategies, trade alliances, and new product development.
Tom earned an M.B.A. with top honors from Arizona State University, and a B.B.A. from the University of Iowa.
Question: Why do clients choose Infinity?
Mr. Leidigh: As an innovator in integrated contact solutions, Infinity Contact has a singular focus: We collaborate with clients to Get Customers, Keep Customers and maximize customer lifetime value. Infinity Contact was founded to provide our clients with an enhanced experience of getting customers and keeping customers. That is real basic in terms of what all our clients want to do but the methodology and process behind that was where we thought we could differentiate B2B sales customer acquisition . Our brand is called Buyerlytics and it is really the science of sales and customers retention. It is integrating data, technology, customer contact and analytics into one program under the Buyerlytics brand. Many of our competitors offer a component or two but our ability to integrate those into a unified program is a huge differentiator and value prop for our clients.
A Guide to Effective Lead Generation - The Journey from List to LeadReshma Nigam
This white paper delineates Markable Solutions’ high impact lead generation techniques to develop marketing qualified leads for an organization’s sales pipeline.
You will learn how to:
1. Define a lead and understand the buying process
2. Build a robust B2B lead generation strategy
3. Use various list-to-lead techniques by Markable Solutions
Business Intelligence is more than a fad. But to embrace it requires a significant commitment.
Every competitive business recognizes the power in knowledge. The definition of “knowledge” is both subjective and obscure. All too often, a business is unable to succinctly express what information it wants and what it will do with this information. Many earnest efforts are made to develop effective data reporting resources. The most common mistakes are costly, time consuming and wasteful.
GDPR KickOff Presentation - Getting EVERYONE UP TO SPEEDJoe Orlando
Here is a compilation of thoughts and reference points around the effort required to become compliant with the EU General Data Protection Regulation (GDPR)
The CLOUD. For techies - it is as real as an ashtray - to the non technical - it is invisible - can't be held in your hand or described - find out what all the chatter is about!
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge
Sales and Marketing is BROKEN!
1. Joseph Orlando, TorchLite Group 1 | P a g e
The classic terms should be
reshuffled to Read
“Marketing and Sales”
instead of “Sales and
Marketing.”
While most sales
professionals won’t agree
and many would declare that marketing professionals have a bias, the
fact of the matter is that 70% of the buying decisions made by customers
are made BEFORE they ever come in contact with a sales person.
Prospective buyers today, consumer and businesses alike, take to the
digital world to conduct research; collect information; seek out positive
and negative referrals (ironically, most will accept the opinions of
complete strangers over experts and industry pundits!) The World Wide
Web provides resources to get to answers that before were provided by
Sales teams and outside consultants. The plethora of whitepapers; blogs;
use cases; and 3rd party reviews act to provide armor and weapons to
prospective buyers with the right questions to ask; the things they may
not have considered in demanding of vendors; mistakes to avoid and
more control over their own decision making criteria.
Far beyond a cliché, the approach to “Content is KING!” is the fulcrum
that has driven this paradigm shift. Car buyers and home buyers
approach a purchase with a vast wealth of information on pricing;
values; deals; seller information and even tactics to get better
deals. Businesses are no different. They press for better Service Level
2. Joseph Orlando, TorchLite Group 2 | P a g e
Agreements (SLAs); terms; discounts and allowances; negotiating
tactics (most are trying to fix maintenance cost to the deal prices and not
the list prices).
This places a greater impetus and reliance on effective marketing than
ever before. Customers, by the time they reach out to Sales, already
know they want to buy. It is less of a sales process and more of a “Help
them buy what they know they want at the best value to both
parties.”
Marketers are no longer able to get away with the nebulous terms of
“awareness” and branding when
so much counts on their efforts
to bring willing buyers to their
doors. The days when Marketing
was there to simply generate
leads and create sales collateral
are over. (If you still look at
Marketing in this way in your
organization...you are missing the opportunity.) Marketing's role is to
bring willing, ready and educated buyers to the sales table. Today this is
their real mandate.
Contemporary marketers are no longer “artists” but have moved into
science. The science of knowing the best target customers; know which
messages resonate with them relating to their very real pain points;
knowing what relevant content works; giving them the reference
3. Joseph Orlando, TorchLite Group 3 | P a g e
materials that help them justify their buying decisions inside the
customer’s organization.
Proficient marketers can now establish an ROI for their spending and
efforts. There are metrics now to see how Marketing Qualified Leads
(MQL) move to become Sales Qualified Leads (SQL) and move through
the sales funnel. The total spend of individual promotions and
campaigns (adding sales costs) over the recognized incremental
revenues (NPV) can provide a better insight into the Marketing ROI. To
add still another dimension is to affix a timeline weight since some
approaches (tradeshows, for example) have a much longer time to close
in days than a customer requesting a RFQ/RFP or requesting a sales call.
This age of Digital Access has created a deluge of available data.
Marketing analytics has taken on an emerging focus for large and small
enterprises alike. Just like there are no standards for IOT and there are
no standards for an enterprise to be considered being “Digital,” the
movement to analytics is a full spectrum that sweeps from collecting
data into spreadsheets and seeking patterns to full-fledged sophisticated
data analytics driven my complex algorithms developed by
mathematical genius.
The effectiveness of analytics places the outcome at the precipice of
success or failure. If you recall how arduous a task it was to establish the
enterprise Mission Statement and how everyone had something to input,
no less energy and participation is needed to establish what does the
enterprise need to know? why? And what to do with what they may
learn? It is far too easy to settle for increases in revenue and profitability
4. Joseph Orlando, TorchLite Group 4 | P a g e
as a single gauge. Of course, these are critical factors but not THE key
KPIs on which to steer an
enterprise.
Each function in the
business will have
different things they want
to focus on. Each
function, if done poorly,
can interpret the data to support the intuitive positions they are taking.
Therefore, the cross functional development of what these KPIs are and
what the appropriate executable actions will be when the given output is
reached is critical.
In addition, every effort, like the Mission Statement exercise, should be
made to make the effort concise – consistent- have significant relevant
impact and distilled down to the most manageable package. Having too
much data and too much output is almost as bad as having none at all!
What do you want to know? Why? What will this cause to happen in
your business?
What are you measuring? Why? Are these elements of your business
you manage?
What are you going to do with the data you get? Are the workflows and
processes in place to pervasively change the way the enterprise goes to
market – or does it fall into one department and they can do little to
change things?
5. Joseph Orlando, TorchLite Group 5 | P a g e
Are you asking the right questions? Are the questions key to the
enterprise’s goals and objectives?
Is there top down and bottom up commitment to act on what is learned?
Are there mechanisms in place to act?
Analytics have long played a key role in process manufacture. There is
clear SOP for mitigating actions and get things back on track. It is
clearly time that Marketing steps up to the science of contributing to the
definition of what the enterprise makes (for whom) that delivers much
valued features and benefits. This is how the enterprise differentiates
itself in their respective appropriate markets. Marketing should be bold
enough to bring the enterprise to appreciate what it shouldn’t try to do
and which customers they shouldn’t try to capture. Accentuate what we
do best and diminish the waste of funds and energies chasing
opportunities for which the enterprise is not suited. Define the pain
points your enterprise can address and the problems to which solutions
we are best suited to deliver. Define the conversations we should be
having AND with whom those conversations should be with. (It isn't a
conversation about the product or service but about solving which of
their problems, let them ask HOW!)
Marketing can make Sales more effective and the enterprise more
successful. Today, the appropriate way the term should read is
“Marketing and Sales.” (In my humble opinion.)