Digital transformation - digital marketing in the food industry, social media and retailing as well as mobile marketing discussed. Some algorithms and predictive analytics presented.
Tradeshows and conferences (like Dreamforce almost here!) can be a key part of your ABM program when used effectively. However, it takes a shift in your event mindset and strategy. It’s time to move away from the traditional demand gen tactics with a focus on pure volume and towards a targeted approach.
Join us for a behind-the-scenes webinar which will look into the nuts and bolts of real ABM programs. ABM masters will reveal what they’re doing to drive executive engagement at Dreamforce.
You’ll discover strategies and tips for:
-Engaging via video, gifting and personalized content
-Account based advertising
-Personalization at Scale
-Pipeline Acceleration
-Connect with Engagio at Dreamforce 2017.
Learn more about Engagio at Engagio.com
Follow us on Twitter @Engagio
Connect with us on LinkedIn
Like us on Facebook
This document provides an overview of Account-Based Marketing (ABM) strategies and tactics. It discusses how ABM has grown in popularity in recent years but also how marketers have struggled with implementation. The document then outlines different levels of ABM and factors to consider in deciding an ABM strategy. It also provides suggestions for tools and processes needed to execute an effective ABM approach, including segmentation, content creation, automation, and reporting. The goal is to help marketers achieve success with ABM programs.
Building Personalized ABM Experiences feat. Opensense and CerosMarketo
Design personalized experiences across digital channels and leverage untapped channel-value using new ABM programs. Learn how to implement new or improve the performance of your existing programs.
This webinar features Opensense and Ceros.
In this webinar, we’ll take you through a personalized ABM customer journey, dig into what makes it tick, learn how you can leverage two underutilized channels - dynamic email signatures and rich content experiences, and explore how you can incorporate them into your tech stack to build similar experiences.
You'll learn:
- How to connect your tech stack to power personalized experience delivery
- How to design an effective ABM experience
- What a complete customer journey through a personalized experience looks like
- How underutilized channels can be effective
Sometimes it can be overwhelming with all the ABM best practices out there. That’s why we are bringing you a real story of exactly how one woman successfully implemented ABM at her large company.
Join Keyonda Noel, Director, Marketing Operations from Cotiviti as she dives into how she was able to implement an ABM strategy. No fluff, just real tactics and secrets of how she made it happen.
The Beginner's Guide to Account-Based Marketing(ABM) SuccessSalesIntel
Only 22% of companies work with truly aligned marketing and sales departments worldwide. But account-based marketing (ABM), and its success, is somewhat rooted in that very alignment between marketing and sales.
And you will see high yielding results if you know where to begin.So, what are you waiting for?
Check out this presentation to learn all that you need to implement a successful ABM program.
This document discusses account-based marketing (ABM) and provides guidance on determining if ABM is right for a company and how to prepare for an ABM strategy. It defines ABM as a strategic approach that coordinates personalized marketing and sales efforts at specific accounts. It recommends evaluating if a company sells to businesses, larger organizations, or requires multiple stakeholders in the decision process. The document also provides a checklist for preparing for ABM, including developing a scoring model, identifying target accounts, creating an account marketing strategy, and establishing a sales routing process. It emphasizes that successful ABM requires investment in account-specific content and campaigns.
The [Virtual] B2B Marketing Game Changer Event Demandbase
Most marketers have felt the sting of sales telling them that their thousands of hard earned marketing generated leads are no good. This gap in sales and marketing alignment is a common theme in today’s B2B world. But with an Account-Based Marketing (ABM) strategy, sales and marketing teams can align their efforts and drive revenue together.
In this webinar, Peter Isaacson, CMO of Demandbase will deliver practical advice around aligning your sales and marketing teams and transforming your organization into an ABM machine. Then, Claudia Hoeffner and Evan Britt of Acquia will share how they drove $4MM in Q4 revenue using ABM!
Tradeshows and conferences (like Dreamforce almost here!) can be a key part of your ABM program when used effectively. However, it takes a shift in your event mindset and strategy. It’s time to move away from the traditional demand gen tactics with a focus on pure volume and towards a targeted approach.
Join us for a behind-the-scenes webinar which will look into the nuts and bolts of real ABM programs. ABM masters will reveal what they’re doing to drive executive engagement at Dreamforce.
You’ll discover strategies and tips for:
-Engaging via video, gifting and personalized content
-Account based advertising
-Personalization at Scale
-Pipeline Acceleration
-Connect with Engagio at Dreamforce 2017.
Learn more about Engagio at Engagio.com
Follow us on Twitter @Engagio
Connect with us on LinkedIn
Like us on Facebook
This document provides an overview of Account-Based Marketing (ABM) strategies and tactics. It discusses how ABM has grown in popularity in recent years but also how marketers have struggled with implementation. The document then outlines different levels of ABM and factors to consider in deciding an ABM strategy. It also provides suggestions for tools and processes needed to execute an effective ABM approach, including segmentation, content creation, automation, and reporting. The goal is to help marketers achieve success with ABM programs.
Building Personalized ABM Experiences feat. Opensense and CerosMarketo
Design personalized experiences across digital channels and leverage untapped channel-value using new ABM programs. Learn how to implement new or improve the performance of your existing programs.
This webinar features Opensense and Ceros.
In this webinar, we’ll take you through a personalized ABM customer journey, dig into what makes it tick, learn how you can leverage two underutilized channels - dynamic email signatures and rich content experiences, and explore how you can incorporate them into your tech stack to build similar experiences.
You'll learn:
- How to connect your tech stack to power personalized experience delivery
- How to design an effective ABM experience
- What a complete customer journey through a personalized experience looks like
- How underutilized channels can be effective
Sometimes it can be overwhelming with all the ABM best practices out there. That’s why we are bringing you a real story of exactly how one woman successfully implemented ABM at her large company.
Join Keyonda Noel, Director, Marketing Operations from Cotiviti as she dives into how she was able to implement an ABM strategy. No fluff, just real tactics and secrets of how she made it happen.
The Beginner's Guide to Account-Based Marketing(ABM) SuccessSalesIntel
Only 22% of companies work with truly aligned marketing and sales departments worldwide. But account-based marketing (ABM), and its success, is somewhat rooted in that very alignment between marketing and sales.
And you will see high yielding results if you know where to begin.So, what are you waiting for?
Check out this presentation to learn all that you need to implement a successful ABM program.
This document discusses account-based marketing (ABM) and provides guidance on determining if ABM is right for a company and how to prepare for an ABM strategy. It defines ABM as a strategic approach that coordinates personalized marketing and sales efforts at specific accounts. It recommends evaluating if a company sells to businesses, larger organizations, or requires multiple stakeholders in the decision process. The document also provides a checklist for preparing for ABM, including developing a scoring model, identifying target accounts, creating an account marketing strategy, and establishing a sales routing process. It emphasizes that successful ABM requires investment in account-specific content and campaigns.
The [Virtual] B2B Marketing Game Changer Event Demandbase
Most marketers have felt the sting of sales telling them that their thousands of hard earned marketing generated leads are no good. This gap in sales and marketing alignment is a common theme in today’s B2B world. But with an Account-Based Marketing (ABM) strategy, sales and marketing teams can align their efforts and drive revenue together.
In this webinar, Peter Isaacson, CMO of Demandbase will deliver practical advice around aligning your sales and marketing teams and transforming your organization into an ABM machine. Then, Claudia Hoeffner and Evan Britt of Acquia will share how they drove $4MM in Q4 revenue using ABM!
Preparing for Reopening: Success in 2021 and Beyond!Megan Black
Coming out of the challenges of last year, 2021 is poised to see the largest increase in advertising budgets ever. And promotions will be leading the charge. Your sales reps need to be talking to advertisers to plan their ad spend right now. Find out what to say – and how to say it – to make sure your media company is fully prepared to grab big dollars during the brewing promotions explosion!
[Webinar] Creating Harmony Between Demand Generation and ABMEngagio
Between the need to launch and scale your ABM programs to managing your current demand generation efforts, it’s easy to feel overwhelmed and drop the ball on one or the other.
Brandi Smith, VP, Demand Generation Marketing at Uberflip and Charm Bianchini, Head of Global Demand at Engagio, explore how their teams make both strategies work in tandem and create harmony in their marketing departments.
This document provides an overview of account-based marketing (ABM) strategies and best practices. It discusses why companies implement ABM, how to align ABM objectives, strategies, tactics and actions, and how to operationalize and measure an ABM strategy across the sales funnel. The document includes templates for developing ABM goals, strategies and tactics to address specific needs, and outlines how to define target audiences, share data with sales, report outcomes, and iterate ABM programs.
ABM Master Class: Sales Secrets for Pipeline Hyper-GrowthDemandbase
Who says you can’t predict the future?
Join our ABM Master Class for Sales so that you can launch into the new year with your best foot forward by using a 360-degree predictive view of your target accounts.
During this webinar, Kevin Rooney, Sr. Director of Sales Development and Carmel Tavori, Sales Development Manager, will show you how to activate your sales org by harnessing the power of best-in-class sales strategies and follow up.
In this ABM Master Class you will learn how to:
- Find and prioritize your best-fit accounts that are in market now.
- Seamlessly orchestrate multi-touch, multi-channel Sales and Marketing plays.
- Engage target accounts with high-touch, high-value, personalized experiences at scale.
- Get 2X productivity from each rep and close larger deals, faster.
- Segment audiences to deliver the right message at the right time and turbo-charge your growth.
Getting to What Matters: Driving Conversions Through B2B Content Personaliz...Demandbase
Many marketers spend time and money building personas so they can “speak” to B2B buyers. But too often, they use generic content that doesn’t deliver results. Target your top customers with personalized messages that drive engagement and convert leads. Leverage:
- Core principles of account-based marketing
- Best practices for onsite and offsite personalization
- Real life tactics from successful companies to drive growth
- Generate more revenue by personalizing for accounts that matter the most.
ServiceNow was using account-based marketing to target larger accounts but wanted a more efficient way to generate leads. They combined ABM with conversational marketing using Drift to only show chat to targeted accounts of a certain size. This reduced website friction and accelerated lead generation and pipeline by personalizing the experience. Key tactics included company filtering, customized welcome messages, and notifying account reps when targeted accounts visited the site. This conversational ABM approach complemented their other demand generation efforts.
2021 MARKETING AUTOMATION TRENDS
Marketing Automation: A strategy that lets you keep track of Real-time marketing data and user information retention— simultaneously letting you earn a high ROI for your company.
Chatbots
Machine learning & AI
Personalized content
Automated social media marketing
Mobile marketing automation
Email Automation
Customer Acquisition & Revenue Operations Benchmarks for 2022Demandbase
Discover secrets from the top B2B revenue teams – from how they’re structured to how they drive growth and more – in this upcoming webinar, where we’ll be unveiling the findings from the 2022 Customer Acquisition & Revenue Operations Benchmark Study. Our panel of industry experts from Demandbase, RevOps Squared, and Revenue.io will look at the latest research that shows exactly how enterprise companies are approaching their revenue strategy in the new year.
Demandbase + InsideView + DemandMatrix: Together, The Most Complete B2B Go-to...Demandbase
The best just got better! Demandbase has signed definitive agreements to acquire InsideView and DemandMatrix and created the Demandbase One B2B Go-To-Market Suite. Joining the Demandbase ABX Cloud and Advertising Cloud are the new Data Cloud and Sales Intelligence Cloud for one unified place for your entire Go-to-Market organization to work in concert.
Demandbase One provides the most valuable data available for a comprehensive understanding of accounts, the decisioning to engage the right accounts and people with the right message at the right time, and the delivery capabilities to take action across multiple channels.
Join Gabe Rogol, CEO Demandbase, Umberto Milletti, CEO InsideView, and Meetul Shah, CEO DemandMatrix, on May 6th as they present:
How B2B go-to-market is evolving and the need for new solutions
The one-stop shop for all aspects of B2B data
Our deeper focus on sales intelligence
The most complete B2B Go-To-Market Suite
Demandbase + Gartner: Sales and Marketing Blueprint to Accelerated RevenueDemandbase
Sales and marketing alignment can begin with a simple conversation, but achieving results requires aligning on key elements in the revenue lifecycle. Join Jeffrey L. Cohen, Gartner Senior Principal Analyst, to see his new framework for sales and marketing alignment.
Get Real: Evaluating Your ABM Tech Stack for Maximum ROIDemandbase
There are literally thousands of technologies at our disposal as marketers, but most were not built with B2B marketers in mind. By now you know that account-based marketing is key to your future success, but figuring out which martech is best to support your ABM strategy can seem daunting to say the least.
DemandCon 2013: Kapost, inContact and Demandbase on Content MarketingKapost
Keith Burrows of Kapost, Marina Antestenis of inContact, and Jason Stewart of Demandbase discuss how to implement a content marketing strategy that drives results for B2B marketers.
Scaling Website Personalization with Artificial IntelligenceDemandbase
Marketers today struggle to connect 1:1 with customers and prospects – and nowhere is that more apparent than the B2B website. It’s a critical platform for engaging prospects, but 60% bounce after just one page.
Technology can help us, but not when it’s geared towards spamming people with impersonal messages. With Artificial Intelligence (AI), B2B marketers have finally found a way to turn data into meaningful insights, converting those insights into action – at scale.
Phil Hollrah and David Hsieh, SVP at Qubole, will discuss how Demandbase is integrating AI into website personalization to optimize the customer experience.
In this webinar you will learn how:
- You can provide your website visitors with hyper-targeted content recommendations
- Qubole leveraged artificial intelligence to tackle website personalization challenges
- Qubole overcame those challenges in a few weeks to accelerate the buying process
Moving to an ABM Approach: The Why and How of Creating Content for ABMScribbleLive
It’s no secret: ABM is sweeping the marketing industry—and with great success. But how can your marketing team make the switch from traditional marketing to an ABM approach? And how can you create quality content to support it? ScribbleLive tackles these questions here.
Your Roadmap to Success from the all new Clear and Complete Guide to Account-...Demandbase
The document provides an overview of account-based experience (ABX) and a roadmap for success. It discusses building an account data foundation, finding the right accounts to target using different ABX styles, engaging accounts across channels aligned to their journey, closing deals through sales and marketing alignment, and measuring account progress. It emphasizes starting with pilots, evolving metrics to be account-based, and comparing program ROI as companies mature in their ABX approach.
Subscribed 2016: Integrating ERP with Systems of InnovationZuora, Inc.
There are multiple considerations enterprises face when assembling the right infrastructure that allows their business to innovate and remain agile. Senior IT leaders who have supplemented Oracle and SAP with agile systems to create an order-to-cash infrastructure that supports rapid business innovation share their strategies.
Check out Zuora Academy for more actionable advice for finance, marketing, tech, operations, product, and more. All the info you need to build and run an amazing subscription business: https://www.zuora.com/academy/
How to Evolve Content Marketing Strategy for an ABM WorldIntegrate
ABM has become a must-have strategy for B2B organizations
looking to engage the accounts with the best potential. In order for ABM’s promise of efficiency and effectiveness to payoff,
marketers must be able to reach and engage the decision makers at targeted accounts. Content is critical to reaching those decision makers, but using the content you use in your broad thought leadership and demand marketing efforts, won’t deliver on your ABM agenda.
Watch the on-demand webinar here:
https://www.integrate.com/discover/integrate-engagio-webinar-thank-you
Getting started with ABM? Grab your copy of Integrate's 2nd Edition ABM Workbook here:
https://www.integrate.com/discover/how-to-develop-abm-program-2nd
B2B Marketing: Leveraging events to attract clientsJustin Panzer
This document discusses how events can be leveraged to attract B2B clients. It notes that events are a top marketing activity for existing customers and account for a significant portion of marketing budgets. Different types of B2B events are described, and reasons why events are popular among marketers are provided, including achieving multiple objectives and providing opportunities for face-to-face interactions and data collection. The document emphasizes the importance of considering event ROI and provides examples of ROI metrics. It concludes by offering recommendations for creating successful B2B marketing events, such as focusing on engagement, creating experiences, embracing event technology, delivering value to attendees, and continuing conversations after the event.
Next-Level ABM Is NOW! Your Roadmap To ABX SuccessDemandbase
This document provides an overview of account-based experience (ABX) marketing. It discusses aligning go-to-market efforts with the account journey using insights and intelligence. ABX combines account-based marketing with customer experience across the full customer lifecycle. The core ABX processes involve finding the right accounts, engaging them with personalized interactions, closing deals, building an account data foundation, and measuring progress. Technology plays an important role in ABX, and the document recommends initial steps like piloting advertising to in-market accounts and aligning sales and marketing using account intelligence.
Salo managing digital transformation vlerick visiting lectureJari Salo
This document discusses managing digital transformation and provides guidance on how to do so. It begins by outlining why digital transformation is important for creating new customer relationships, enhancing existing ones, and improving the customer experience. It then discusses goals that can be set for digital transformation, such as better service, increased sales, and strengthened brands. The document provides a holistic framework for digital management and gives tasks for analyzing specific processes and pain points. It also discusses various digital tools and channels that can be used to achieve transformation goals across different areas like marketing, sales, customer experience management, and innovation.
Content publishers are being constantly challenged to find new ways of communicating with customers whilst keeping costs under control. Print and direct mail remain a vitally important part of the marketing mix but as more audiences migrate to mobile, are you capitalising on the opportunity that this brings? How do you go about setting up a customer-centric marketing strategy so you can deliver the right campaigns to the right audience at the right time?
Wyndeham and Rhapsody who are a combined print and digital media organisation under the umbrella of the Walstead Group discussed these issues at their last event in Mancheser.
The presentation discusses the importance of data in delivering accurate, effective marketing campaigns and the opportunities of mobile as a marketing channel.
For more information please visit our website: www.rhapsodymedia.co.uk
Preparing for Reopening: Success in 2021 and Beyond!Megan Black
Coming out of the challenges of last year, 2021 is poised to see the largest increase in advertising budgets ever. And promotions will be leading the charge. Your sales reps need to be talking to advertisers to plan their ad spend right now. Find out what to say – and how to say it – to make sure your media company is fully prepared to grab big dollars during the brewing promotions explosion!
[Webinar] Creating Harmony Between Demand Generation and ABMEngagio
Between the need to launch and scale your ABM programs to managing your current demand generation efforts, it’s easy to feel overwhelmed and drop the ball on one or the other.
Brandi Smith, VP, Demand Generation Marketing at Uberflip and Charm Bianchini, Head of Global Demand at Engagio, explore how their teams make both strategies work in tandem and create harmony in their marketing departments.
This document provides an overview of account-based marketing (ABM) strategies and best practices. It discusses why companies implement ABM, how to align ABM objectives, strategies, tactics and actions, and how to operationalize and measure an ABM strategy across the sales funnel. The document includes templates for developing ABM goals, strategies and tactics to address specific needs, and outlines how to define target audiences, share data with sales, report outcomes, and iterate ABM programs.
ABM Master Class: Sales Secrets for Pipeline Hyper-GrowthDemandbase
Who says you can’t predict the future?
Join our ABM Master Class for Sales so that you can launch into the new year with your best foot forward by using a 360-degree predictive view of your target accounts.
During this webinar, Kevin Rooney, Sr. Director of Sales Development and Carmel Tavori, Sales Development Manager, will show you how to activate your sales org by harnessing the power of best-in-class sales strategies and follow up.
In this ABM Master Class you will learn how to:
- Find and prioritize your best-fit accounts that are in market now.
- Seamlessly orchestrate multi-touch, multi-channel Sales and Marketing plays.
- Engage target accounts with high-touch, high-value, personalized experiences at scale.
- Get 2X productivity from each rep and close larger deals, faster.
- Segment audiences to deliver the right message at the right time and turbo-charge your growth.
Getting to What Matters: Driving Conversions Through B2B Content Personaliz...Demandbase
Many marketers spend time and money building personas so they can “speak” to B2B buyers. But too often, they use generic content that doesn’t deliver results. Target your top customers with personalized messages that drive engagement and convert leads. Leverage:
- Core principles of account-based marketing
- Best practices for onsite and offsite personalization
- Real life tactics from successful companies to drive growth
- Generate more revenue by personalizing for accounts that matter the most.
ServiceNow was using account-based marketing to target larger accounts but wanted a more efficient way to generate leads. They combined ABM with conversational marketing using Drift to only show chat to targeted accounts of a certain size. This reduced website friction and accelerated lead generation and pipeline by personalizing the experience. Key tactics included company filtering, customized welcome messages, and notifying account reps when targeted accounts visited the site. This conversational ABM approach complemented their other demand generation efforts.
2021 MARKETING AUTOMATION TRENDS
Marketing Automation: A strategy that lets you keep track of Real-time marketing data and user information retention— simultaneously letting you earn a high ROI for your company.
Chatbots
Machine learning & AI
Personalized content
Automated social media marketing
Mobile marketing automation
Email Automation
Customer Acquisition & Revenue Operations Benchmarks for 2022Demandbase
Discover secrets from the top B2B revenue teams – from how they’re structured to how they drive growth and more – in this upcoming webinar, where we’ll be unveiling the findings from the 2022 Customer Acquisition & Revenue Operations Benchmark Study. Our panel of industry experts from Demandbase, RevOps Squared, and Revenue.io will look at the latest research that shows exactly how enterprise companies are approaching their revenue strategy in the new year.
Demandbase + InsideView + DemandMatrix: Together, The Most Complete B2B Go-to...Demandbase
The best just got better! Demandbase has signed definitive agreements to acquire InsideView and DemandMatrix and created the Demandbase One B2B Go-To-Market Suite. Joining the Demandbase ABX Cloud and Advertising Cloud are the new Data Cloud and Sales Intelligence Cloud for one unified place for your entire Go-to-Market organization to work in concert.
Demandbase One provides the most valuable data available for a comprehensive understanding of accounts, the decisioning to engage the right accounts and people with the right message at the right time, and the delivery capabilities to take action across multiple channels.
Join Gabe Rogol, CEO Demandbase, Umberto Milletti, CEO InsideView, and Meetul Shah, CEO DemandMatrix, on May 6th as they present:
How B2B go-to-market is evolving and the need for new solutions
The one-stop shop for all aspects of B2B data
Our deeper focus on sales intelligence
The most complete B2B Go-To-Market Suite
Demandbase + Gartner: Sales and Marketing Blueprint to Accelerated RevenueDemandbase
Sales and marketing alignment can begin with a simple conversation, but achieving results requires aligning on key elements in the revenue lifecycle. Join Jeffrey L. Cohen, Gartner Senior Principal Analyst, to see his new framework for sales and marketing alignment.
Get Real: Evaluating Your ABM Tech Stack for Maximum ROIDemandbase
There are literally thousands of technologies at our disposal as marketers, but most were not built with B2B marketers in mind. By now you know that account-based marketing is key to your future success, but figuring out which martech is best to support your ABM strategy can seem daunting to say the least.
DemandCon 2013: Kapost, inContact and Demandbase on Content MarketingKapost
Keith Burrows of Kapost, Marina Antestenis of inContact, and Jason Stewart of Demandbase discuss how to implement a content marketing strategy that drives results for B2B marketers.
Scaling Website Personalization with Artificial IntelligenceDemandbase
Marketers today struggle to connect 1:1 with customers and prospects – and nowhere is that more apparent than the B2B website. It’s a critical platform for engaging prospects, but 60% bounce after just one page.
Technology can help us, but not when it’s geared towards spamming people with impersonal messages. With Artificial Intelligence (AI), B2B marketers have finally found a way to turn data into meaningful insights, converting those insights into action – at scale.
Phil Hollrah and David Hsieh, SVP at Qubole, will discuss how Demandbase is integrating AI into website personalization to optimize the customer experience.
In this webinar you will learn how:
- You can provide your website visitors with hyper-targeted content recommendations
- Qubole leveraged artificial intelligence to tackle website personalization challenges
- Qubole overcame those challenges in a few weeks to accelerate the buying process
Moving to an ABM Approach: The Why and How of Creating Content for ABMScribbleLive
It’s no secret: ABM is sweeping the marketing industry—and with great success. But how can your marketing team make the switch from traditional marketing to an ABM approach? And how can you create quality content to support it? ScribbleLive tackles these questions here.
Your Roadmap to Success from the all new Clear and Complete Guide to Account-...Demandbase
The document provides an overview of account-based experience (ABX) and a roadmap for success. It discusses building an account data foundation, finding the right accounts to target using different ABX styles, engaging accounts across channels aligned to their journey, closing deals through sales and marketing alignment, and measuring account progress. It emphasizes starting with pilots, evolving metrics to be account-based, and comparing program ROI as companies mature in their ABX approach.
Subscribed 2016: Integrating ERP with Systems of InnovationZuora, Inc.
There are multiple considerations enterprises face when assembling the right infrastructure that allows their business to innovate and remain agile. Senior IT leaders who have supplemented Oracle and SAP with agile systems to create an order-to-cash infrastructure that supports rapid business innovation share their strategies.
Check out Zuora Academy for more actionable advice for finance, marketing, tech, operations, product, and more. All the info you need to build and run an amazing subscription business: https://www.zuora.com/academy/
How to Evolve Content Marketing Strategy for an ABM WorldIntegrate
ABM has become a must-have strategy for B2B organizations
looking to engage the accounts with the best potential. In order for ABM’s promise of efficiency and effectiveness to payoff,
marketers must be able to reach and engage the decision makers at targeted accounts. Content is critical to reaching those decision makers, but using the content you use in your broad thought leadership and demand marketing efforts, won’t deliver on your ABM agenda.
Watch the on-demand webinar here:
https://www.integrate.com/discover/integrate-engagio-webinar-thank-you
Getting started with ABM? Grab your copy of Integrate's 2nd Edition ABM Workbook here:
https://www.integrate.com/discover/how-to-develop-abm-program-2nd
B2B Marketing: Leveraging events to attract clientsJustin Panzer
This document discusses how events can be leveraged to attract B2B clients. It notes that events are a top marketing activity for existing customers and account for a significant portion of marketing budgets. Different types of B2B events are described, and reasons why events are popular among marketers are provided, including achieving multiple objectives and providing opportunities for face-to-face interactions and data collection. The document emphasizes the importance of considering event ROI and provides examples of ROI metrics. It concludes by offering recommendations for creating successful B2B marketing events, such as focusing on engagement, creating experiences, embracing event technology, delivering value to attendees, and continuing conversations after the event.
Next-Level ABM Is NOW! Your Roadmap To ABX SuccessDemandbase
This document provides an overview of account-based experience (ABX) marketing. It discusses aligning go-to-market efforts with the account journey using insights and intelligence. ABX combines account-based marketing with customer experience across the full customer lifecycle. The core ABX processes involve finding the right accounts, engaging them with personalized interactions, closing deals, building an account data foundation, and measuring progress. Technology plays an important role in ABX, and the document recommends initial steps like piloting advertising to in-market accounts and aligning sales and marketing using account intelligence.
Salo managing digital transformation vlerick visiting lectureJari Salo
This document discusses managing digital transformation and provides guidance on how to do so. It begins by outlining why digital transformation is important for creating new customer relationships, enhancing existing ones, and improving the customer experience. It then discusses goals that can be set for digital transformation, such as better service, increased sales, and strengthened brands. The document provides a holistic framework for digital management and gives tasks for analyzing specific processes and pain points. It also discusses various digital tools and channels that can be used to achieve transformation goals across different areas like marketing, sales, customer experience management, and innovation.
Content publishers are being constantly challenged to find new ways of communicating with customers whilst keeping costs under control. Print and direct mail remain a vitally important part of the marketing mix but as more audiences migrate to mobile, are you capitalising on the opportunity that this brings? How do you go about setting up a customer-centric marketing strategy so you can deliver the right campaigns to the right audience at the right time?
Wyndeham and Rhapsody who are a combined print and digital media organisation under the umbrella of the Walstead Group discussed these issues at their last event in Mancheser.
The presentation discusses the importance of data in delivering accurate, effective marketing campaigns and the opportunities of mobile as a marketing channel.
For more information please visit our website: www.rhapsodymedia.co.uk
social media strategy - Business & IP Centre.pptxSimone Castello
A talk delivered to entrepreneurs as part of a grant programme. Find out more here: https://www.cambridgeshire.gov.uk/residents/libraries-leisure-culture/business-intellectual-property-centre-cambridgeshire
Digital marketing involves promoting products and services through digital channels like websites, social media, emails etc. A document discusses the rise of digital marketing and changing consumer behavior. It notes that consumers are exposed to over a million marketing messages annually and are less likely to pay attention to ads. The document also outlines different types of digital consumers and how they research and make purchases online versus in-stores. It emphasizes the importance of an omni-channel strategy to meet evolving consumer expectations.
This document discusses digital transformation trends in the retail sector based on surveys and case studies from Econsultancy. It finds that retailers are focusing on optimizing the customer experience across channels through personalization, data-driven marketing, and blending digital and physical touchpoints. Emerging opportunities include video marketing, internet of things, artificial intelligence, and leveraging new technologies like chatbots to enhance customer conversations. Overall, digital transformation requires taking a customer-centric approach and redefining organizational culture to maintain relevance in an increasingly connected marketplace.
Stephen Cullen provides a summary of his skills and experience in marketing, digital marketing, and web design. He has over 25 years of experience in strategic marketing roles with various companies. His areas of expertise include 360 marketing, digital solutions, social media, web design, and traditional marketing.
Stephen Cullen is a marketing consultant with over 15 years of experience in strategic marketing, digital solutions, and web design across various industries. He has held roles managing marketing budgets of up to £760,000 and teams of up to 6 people. His skills include conceptualizing marketing campaigns, brand positioning, integrated digital and traditional campaigns, and liaising with stakeholders. He provides examples of his work developing marketing strategies and redesigning websites for organizations like Scottish Life, Standard Life, and Edinburgh Solicitors Property Centre.
Stephen Aris is an expert in user experience design, service design, and research who has led large-scale business transformation projects for many major companies. Over the past few years, he has acted as the lynchpin between businesses, users, and technology teams, increasing revenue and efficiency while reducing costs and risks. Some of the key clients and projects he has worked on include redesigning the National Apprenticeship Service's digital platforms, developing customer journey maps and recommendations for Waitrose, and leading major redesigns of online experiences for Bupa, House of Fraser, and National Grid.
Do you speak digital marketing with Kentico CMS?Thomas Robbins
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Salo digital transformation in the food industry
1. 20.4.2017
1
Maatalous-metsätieteellinen tiedekunta
DIGITAL
TRANSFORMATION IN
THE FOOD INDUSTRY
Jari Salo
Professor of Marketing, University of Helsinki
Adjunct Professor of Digital Marketing, Aalto University School of Business
Associate Editor of Internet Research
20/04/2017
Maatalous-metsätieteellinen tiedekunta
UCT 160
OBS 25
AALTO 10 40
20/04/2017Presentation Name / Firstname Lastname 2
3. 20.4.2017
3
Maatalous-metsätieteellinen tiedekunta
TRANSFORMATIONTRANSFORMATION
Maatalous-metsätieteellinen tiedekunta
WHY DIGITAL?
• Create new customer
relationships
• Enhance old relationships
• Improve service
”experience” (CEM)
(mobile, augmented,
social, location)
• Create and extend brand
awareness
• Old ways of advertising do
not always reach
youngsters (with content
marketing – native/viral
reach is better)
• Simplify the fuzzy front end
of innovation (PDM,
NPD/NSD/R&D)
• Increase sales, reduce
overall costs and receiving
payments earlier
• Decrease cost of service,
operations and channel
structure
• Behavioral change -
gamification
4. 20.4.2017
4
Maatalous-metsätieteellinen tiedekunta
WHAT HAS INFLUENCED INVESTMENT
DECISIONS TO DIGITAL ACTIVITIES?
Divia (Digital Business Network), Finland 2014
Consumer behavior Cost Immediacy –
fast rech
Customer interactionEasy targeting
Maatalous-metsätieteellinen tiedekunta
GOALS SET FOR DIGITAL
Better service
Increasing sales
Increasing customer interaction
Improving communications
Improving advertising
Strengthening the brand
MobileEmail
5. 20.4.2017
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HOW TO MANAGE
TRANSFORMATION?
HOW TO MANAGE
TRANSFORMATION?
Maatalous-metsätieteellinen tiedekunta
Onlinemetrics
SCM
CEM
INNOVATION
Business
Strategy
Customer
Strategy
Business
Strategy
Customer
Strategy
Value
capture
Value
creation
Value co-
creation
Value
capture
Value
creation
Value co-
creation
Performance
assesment
processes
a) Shareholder
results
b)
Performance
measuring
c) KPI
Performance
assesment
processes
a) Shareholder
results
b)
Performance
measuring
c) KPI
Multichannel
integration
-FB, Instagram,
Twitter
-YouTube
-Email & newsletters
-Company websites,
extranets, electronic
marketplaces
-SEO/SEA, web
advertising
-Blogs, pods, -Vpods,
webcasts
-Mobile, location
based services,
augmented/virtual
reality
-Data science
Multichannel
integration
-FB, Instagram,
Twitter
-YouTube
-Email & newsletters
-Company websites,
extranets, electronic
marketplaces
-SEO/SEA, web
advertising
-Blogs, pods, -Vpods,
webcasts
-Mobile, location
based services,
augmented/virtual
reality
-Data science
Information systems
- Data management
- Front & back office applications
- Big data and cloud applications
Information systems
- Data management
- Front & back office applications
- Big data and cloud applications
HOLISTIC VIEW - DIGITAL
TRANSFORMATION FRAMEWORK
7. 20.4.2017
7
Maatalous-metsätieteellinen tiedekunta
Measuring mobile: SK
Restaurants
SK
Databa
se
Maatalous-metsätieteellinen tiedekunta
AND OTHERS DRIVING TRAFFIC
• SEA +SEO= SEM
• Newsletters (Email biggest ROI of digital)
• Twitter advertising and lead generation cards (LGC)
• Banner ads
• Content marketing (Video and social)
8. 20.4.2017
8
Maatalous-metsätieteellinen tiedekunta
CUSTOMER LETTERS - PATH TO
PURCHASE (KUMAR & SALO 2016, JMC)
• 11 companies provided access to their live e-newsletters account
• Thousands of e-newsletters send over several years
• 6 months period was selected and the e-newsletters were analyzed
• Four regions are used to depict the visual scene of e-newsletters
Maatalous-metsätieteellinen tiedekunta
CUSTOMER LETTER - PATH TO PURCHASE
EXAMPLE FROM OUR RESEARCH
• The average click-through rate of email is 16% with
an open rate of almost 20%.
• The un-subscription rate is low at 0.22%.
• We analyzed number of links, number of words in subject
line and body, number of pics etc. impact to CTR.
• Reverse U effect – NE receives most of the clicks
U
9. 20.4.2017
9
Maatalous-metsätieteellinen tiedekunta
IN
STORE
• Beacons
• Digital signage - smart displays
• Real-time category management
Maatalous-metsätieteellinen tiedekunta
CONTEXT / LOCATION
AWERENESS
• Apple's iBeacon technology - in-store
Bluetooth location trackers designed to
interact with smartphones - enables
retailers and app publishers to identify
people individually the moment they enter
a shop
• iBeacon available with many vendors
• Similar to iJack service which we
developed with Teliasonera in early 2000
which they abandoned in 2004 Sales/deals
80%
Content relevant to
interest/
Location 62%
Swirl 2013
10. 20.4.2017
10
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DATA VISUALIZATION - DASHBOARDS
Similar heat maps available for banner ads and
other digital marketing tools
Maatalous-metsätieteellinen tiedekunta
•About a year ago, Urban Research, a
fast-growing and popular fashion, home
and lifestyle retailer, launched an
experiment in Tokyo’s Parco Ikebukuro.
•Allows customers to stand in front of one
of two 60-inch screens, select clothing
items they want to try on and see
themselves dressed in the products within
seconds.
•Customers’ movements are represented
fluidly on the screen in 3D and customers
can use an integrated iPad to take
pictures of themselves and share them
with friends on social networks.
VIRTUAL CHANGING BOOTHS
11. 20.4.2017
11
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VIRTUAL CHANGING BOOTH
BENEFITS
• No inventory needed
• Scan a QR code to buy
• Easy, especially men seem to like it
Maatalous-metsätieteellinen tiedekunta
REAL-TIME CATEGORY
MANAGEMENT
• Lush sales team can change
the layout of their stores in
response to real-time sales
data
• If one bath bomb is selling well
with a certain shampoo, they
can change the store layout so
the items are closer together.
(Source BBC)
"Not only has this helped to tap in to the ambitious spirit
of staff - competing over which store can do best in terms
of sales and performance - but it also gives them
information to improve the customer experience."
12. 20.4.2017
12
Maatalous-metsätieteellinen tiedekunta
BEHAVIORAL MARKETING
• E-sales
• Newsletters
• Social
• Shopping cart abandonment recovery
Maatalous-metsätieteellinen tiedekunta
E-SALES
E-sales (salesperson while in “physical” store if not busy
handles chat, social media store, online store, virtual
world store at the same time) – selling multiple channels
In the project tested with Konebox
(old K-group retailer of consumer electronics)
13. 20.4.2017
13
Maatalous-metsätieteellinen tiedekunta
SOCIAL RETAIL – SOCIAL LOGIN
• Social login - Facebook or other SNS enabled social
commerce with given retailer
• Authenticate identities
• Pull customer information from particular SNS
• Tailor / customize/ morph in real-time the retailers website
• Social labs study showed that in 2012 only 6% of top 500
online retailers used social login
Maatalous-metsätieteellinen tiedekunta
ONE OF OUR PROJECTS: SHOPPING
CART ABANDONMENT RECOVERY
Nosto – or similar SW
14. 20.4.2017
14
Maatalous-metsätieteellinen tiedekunta
PUTTING IT ALL TOGETHER – OMNI
CHANNEL FUNNEL
Maatalous-metsätieteellinen tiedekunta
LEVELS OF ACTION FOR CEM
(OR AUTOMATION & DATA SCIENCE)
• Individual level data
• Marketing action level data
• Campaign level data
• Multichannel data
• All above over time (CLV)
15. 20.4.2017
15
Maatalous-metsätieteellinen tiedekunta
MEASURING LEVELS OF ACTION
• Data first
• Giving scores e.g. 0-100 for actions taken by consumer
• Scoring actions over time (time in program, website
clicks, email clicks, Twitter, LinkedIn, Instagram,
Facebook etc. +/- scores, buying patterns and cycles
etc.)
• CLV - measuring over time
• Calls for behavioral marketing that individualized but
automated
E.g. hotels with automated pricing algorithms
Maatalous-metsätieteellinen tiedekunta
MARKETING, SALES & MONEY?
Outside non digital marketing efforts
Outside digital marketing efforts
Store marketing efforts
Or online store marketing efforts
Revenue
The aim of marketing is to know and understand the
customer so well the product or service fits him and sells
itself. (Peter Drucker)
16. 20.4.2017
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Maatalous-metsätieteellinen tiedekunta
SCM – B2BSCM – B2B
Maatalous-metsätieteellinen tiedekunta
DATA RICH ENVIRONMENTS:
INDUSTRIAL PERSPECTIVE
• Trucks
• Busses
• Dumpers (e.g. used to carry iron ore in mines)
• Autonomous vehicles
• Telematics (outsourced e.g. to Volvo)
17. 20.4.2017
17
Maatalous-metsätieteellinen tiedekunta
INCREASING SALES – B2B SOCIAL MEDIA USE
CASE: PONSSE LAUNCH EVENT INVITATION
• Invitation to participate launch
event of new product
Scorpion
• Target market forest
machinery operators/owners
• YouTube campaign
• Target set 500 participants,
over 1000 participated
(double than usual)
• Most importantly all
Scorpions were sold (price
tag 0.5M€ each)
• Price of campaign 1000$
Maatalous-metsätieteellinen tiedekunta
INNOVATIONINNOVATION
18. 20.4.2017
18
Maatalous-metsätieteellinen tiedekunta
TYPOLOGY OF CUSTOMER INNOVATION
Piller et al., 2011
Maatalous-metsätieteellinen tiedekunta
CASE STARBUCKS
• 125,000 Suggestions from Starbucks clients
• The top idea received over 95,000 votes and over 1,000 comments
• 200 ideas launched
• Starbuck has over 28 million fans on Facebook
• The Facebook fans mostly engage in applications such as event
calendars, discussions and notes
http://www.slideshare.net/kholzap
fel/social-media-success-stories
19. 20.4.2017
19
Maatalous-metsätieteellinen tiedekunta
Maatalous-metsätieteellinen tiedekunta
CHANGE IN ”DIGITAL”
EVERYDAY OF PEOPLE?
• Search online recipes - by the
ingredients / goods online
(Foodie.fm) delivered to your
home/office
• Music (Spotify)
• Phone - video (Skype)
• Movies & TV-series (Netflix)
• Health and wellbeing – quantified
self (Polar activity bracelets)
• Online learning (younger
generation)
• Young people share sports /
events of everyday to Instagram
and FB
• Sharing baby pictures?
• Smart houses (Bluetooth,
infrared enabled devices, digital
locks, fire alarms e.g. Nest Labs
bought by Google)
• Smart cars (telematics run by e.g.
Volvo)
• Routine work done by computers
/ robots while idea generation/
creativity left to humans
(Designer Eero Aarnio said
without ideas and designs
industrial machines wouldn't
produce anything)
Key question to ask - What kind of experiences are sought after in
general and specifically by customers, employees, managers?