This document discusses how B2B organizations are improving marketing efficiency by repurposing existing content in new formats. It provides examples of companies creating multimedia content from existing assets like white papers by turning them into videos, podcasts, or slide decks. This allows marketers to engage prospects across different channels while maximizing their existing content investments. Measurement of engagement is also improved using tools that track viewership of multimedia content.
This content marketing 101 guide is meant to serve as a basic introduction to the role that content marketing plays in the customer conversion funnel. It describes basic tactics for promoting branded content across multiple channels, through both paid and organic methods.
This content marketing 101 guide is meant to serve as a basic introduction to the role that content marketing plays in the customer conversion funnel. It describes basic tactics for promoting branded content across multiple channels, through both paid and organic methods.
Compelling content is at the heart of every successful marketing strategy today, the fuel for your Demand Generation engine. Learn how to create it and where to put it.
This is the presentation I gave as a webinar for SmartInsights annual Marketing Priorities BrightTalk summit, 11 January 2013. In it I discuss how B2B marketers need to master the basics before investing time and effort in promotion, driving traffic and building community. The webinar is available on Bright Talk here https://www.brighttalk.com/webcast/8551/63869
Every retailer has a database of products for sale, commonly referred to as a product catalog. Not every retailer, however, is using their product catalog to the fullest extent possible to maximize their retail PPC (pay-per-click) campaigns.
This is a general overview of EVG content marketing services. This document include great case studies about content marketing related projects. We work mostly on the digital space however we have also done some work for more traditional publishers. Brands become publishers and we like to help them!
How to run an effective linked in campaignteam-abr
Social media marketing is the new norm, and LinkedIn has emerged as one of the best business-to-business (B2B) marketing platforms worldwide. With over 10 million LinkedIn subscribers in the Middle East and North Africa (MENA), of which over 67% acknowledge that LinkedIn helps them build relationships and drive new business leads, it makes sense to use the platform for marketing campaigns in the region as well. Here are some tips and live examples for MENA marketers to consider to ensure that their campaign hits the bull’s eye.
Mf personalised b2 b buyer journey finalLiz Hayward
We all know that consumers want personalised buying experiences, so why should the B2B space be any different? For tech marketers, it can be a challenge to create highly personalised buyer journeys, let alone trying to implement this at scale.
We’ve created a must-read eBook with a nine-step success plan for building effective personalised buyer journeys; and it’s packed with insight around:
✔ Understanding your audience
✔ Developing an end-to-end strategy
✔ Creating personalised content
✔ Aligning with your outreach
We’ve even included links to the latest software and tools you can utilise to help you on your way.
Content Marketing Institute white paper on NextWorksNextWorks
The Content Marketing Institute have created this white paper on Integrated Content Solutions. It features NextWorks as a content marketing solution provider and its breakthrough product, the Content Capsule™. The Content Capsule incorporates videos, images, presentations, documents, links to transactions, and other content into one shareable and embeddable unit.
Cyber Monday Sale Presentation Template
If you want to buy this presentation template, please visit http://madlis.com
Good design gets out of the way of the content you are sharing. It helps your audience focus on the content itself instead of the design.
But, it's no secret that most people dislike giving presentations. The dread of public speaking consistently ranks among the greatest fears in public surveys.
This presentation slides can help you reduce the anxiety involved with giving a presentation. Well-designed slides not only build your own confidence, they make your key points clearer to the audience.
Improving Prospect Engagement: Using Social Media & Interactive Tools To Buil...G3 Communications
The rules of engagement for demand generation are changing. Prospects are now more dependent on a collaborative process when they choose a solution provider. Given these new dynamics, marketers are finding greater success with tools and platforms that enable sharing of content in real-time and in convenient and easy-to-access environments. Is your company tapping into the power of community marketing to power your demand generation campaigns? Are you making it easy for your customers and prospects to share their experiences with peers?
Did you know that close to 40% of your retail peers plan to add Wi-Fi Hotspots for Customer Access within the next 24 months? By giving mobile access to shoppers, innovative retailers are able to wirelessly link shoppers to:
* product descriptions
* reviews and ratings
* video demos
By connecting to consumers mobile devices, these interactive marketing techniques are creating more unique in-store experiences that are helping to drive impulse purchases and keep consumers returning to the store for repeat visits.
Mobile couponing and mobile ordering also are growing in popularity, with more than 30% of retailers reporting plans to add those apps in the next 24 months. These statistics were uncovered in the January 2011 In-Store Mobile Marketing Survey report presented by Aruba Networks, which will be previewed in this upcoming webinar.
The Content To Consumer: Aligning & Automating the Delivery of Content Accor...G3 Communications
How a contact becomes a customer can be a long and complicated journey. This session will show how content, used in conjunction with lead scoring, nurturing and other automated processes, can be used to advance the buyer's journey. It will also provide a framework for aligning content to buyer stage and tips for casting a wide net at the top of the funnel to drive inbound leads.
There is no question that the customer is now in charge of the shopping experience. Retailers are working to meet the needs of today’s demanding shoppers by incorporating innovative strategies and technologies into their stores and online. Also, the concept of showrooming is creating even more of an urgent need for merchants to deliver a compelling in-store experience while delivering a consistent brand message across all channels.
Achieving Dialogue In The Age Of The Omni-Channel CustomerG3 Communications
"Blast" marketing strategies of the past are no longer sufficient to engage today's customers and foster loyalty. Typical campaign response rates have plummeted while customer opt-out rates have ascended, limiting your ability to converse with even your most valuable customers. New automated dialogue strategies can help retailers create a seamless experience across all channels and engage with each of their customers as individuals, connecting every customer communication - outbound, inbound, marketing, sales or service - into an ongoing dialogue where customer insight and understanding forms the basis for each and every interaction.
Compelling content is at the heart of every successful marketing strategy today, the fuel for your Demand Generation engine. Learn how to create it and where to put it.
This is the presentation I gave as a webinar for SmartInsights annual Marketing Priorities BrightTalk summit, 11 January 2013. In it I discuss how B2B marketers need to master the basics before investing time and effort in promotion, driving traffic and building community. The webinar is available on Bright Talk here https://www.brighttalk.com/webcast/8551/63869
Every retailer has a database of products for sale, commonly referred to as a product catalog. Not every retailer, however, is using their product catalog to the fullest extent possible to maximize their retail PPC (pay-per-click) campaigns.
This is a general overview of EVG content marketing services. This document include great case studies about content marketing related projects. We work mostly on the digital space however we have also done some work for more traditional publishers. Brands become publishers and we like to help them!
How to run an effective linked in campaignteam-abr
Social media marketing is the new norm, and LinkedIn has emerged as one of the best business-to-business (B2B) marketing platforms worldwide. With over 10 million LinkedIn subscribers in the Middle East and North Africa (MENA), of which over 67% acknowledge that LinkedIn helps them build relationships and drive new business leads, it makes sense to use the platform for marketing campaigns in the region as well. Here are some tips and live examples for MENA marketers to consider to ensure that their campaign hits the bull’s eye.
Mf personalised b2 b buyer journey finalLiz Hayward
We all know that consumers want personalised buying experiences, so why should the B2B space be any different? For tech marketers, it can be a challenge to create highly personalised buyer journeys, let alone trying to implement this at scale.
We’ve created a must-read eBook with a nine-step success plan for building effective personalised buyer journeys; and it’s packed with insight around:
✔ Understanding your audience
✔ Developing an end-to-end strategy
✔ Creating personalised content
✔ Aligning with your outreach
We’ve even included links to the latest software and tools you can utilise to help you on your way.
Content Marketing Institute white paper on NextWorksNextWorks
The Content Marketing Institute have created this white paper on Integrated Content Solutions. It features NextWorks as a content marketing solution provider and its breakthrough product, the Content Capsule™. The Content Capsule incorporates videos, images, presentations, documents, links to transactions, and other content into one shareable and embeddable unit.
Cyber Monday Sale Presentation Template
If you want to buy this presentation template, please visit http://madlis.com
Good design gets out of the way of the content you are sharing. It helps your audience focus on the content itself instead of the design.
But, it's no secret that most people dislike giving presentations. The dread of public speaking consistently ranks among the greatest fears in public surveys.
This presentation slides can help you reduce the anxiety involved with giving a presentation. Well-designed slides not only build your own confidence, they make your key points clearer to the audience.
Improving Prospect Engagement: Using Social Media & Interactive Tools To Buil...G3 Communications
The rules of engagement for demand generation are changing. Prospects are now more dependent on a collaborative process when they choose a solution provider. Given these new dynamics, marketers are finding greater success with tools and platforms that enable sharing of content in real-time and in convenient and easy-to-access environments. Is your company tapping into the power of community marketing to power your demand generation campaigns? Are you making it easy for your customers and prospects to share their experiences with peers?
Did you know that close to 40% of your retail peers plan to add Wi-Fi Hotspots for Customer Access within the next 24 months? By giving mobile access to shoppers, innovative retailers are able to wirelessly link shoppers to:
* product descriptions
* reviews and ratings
* video demos
By connecting to consumers mobile devices, these interactive marketing techniques are creating more unique in-store experiences that are helping to drive impulse purchases and keep consumers returning to the store for repeat visits.
Mobile couponing and mobile ordering also are growing in popularity, with more than 30% of retailers reporting plans to add those apps in the next 24 months. These statistics were uncovered in the January 2011 In-Store Mobile Marketing Survey report presented by Aruba Networks, which will be previewed in this upcoming webinar.
The Content To Consumer: Aligning & Automating the Delivery of Content Accor...G3 Communications
How a contact becomes a customer can be a long and complicated journey. This session will show how content, used in conjunction with lead scoring, nurturing and other automated processes, can be used to advance the buyer's journey. It will also provide a framework for aligning content to buyer stage and tips for casting a wide net at the top of the funnel to drive inbound leads.
There is no question that the customer is now in charge of the shopping experience. Retailers are working to meet the needs of today’s demanding shoppers by incorporating innovative strategies and technologies into their stores and online. Also, the concept of showrooming is creating even more of an urgent need for merchants to deliver a compelling in-store experience while delivering a consistent brand message across all channels.
Achieving Dialogue In The Age Of The Omni-Channel CustomerG3 Communications
"Blast" marketing strategies of the past are no longer sufficient to engage today's customers and foster loyalty. Typical campaign response rates have plummeted while customer opt-out rates have ascended, limiting your ability to converse with even your most valuable customers. New automated dialogue strategies can help retailers create a seamless experience across all channels and engage with each of their customers as individuals, connecting every customer communication - outbound, inbound, marketing, sales or service - into an ongoing dialogue where customer insight and understanding forms the basis for each and every interaction.
Creating and converting leads through content marketingDigitalSherpa
Content marketing is the darling of the marketing world at the moment because it has such power when it comes to engaging audiences while creating and converting leads that bring in recurring revenues.
Combined with an overall marketing plan that includes other traditional marketing efforts, content marketing has proven to be an effective tool. Creating and converting leads through content marketing, though, involves using a slightly different formula than companies may use with other marketing strategies.
Creative is complicated tips for better client-agency collaborationFalcon.io
Managing the agency-client relationship can be complex, but managing brand social channels doesn’t have to be. We're focussing on both the agency and client-side.
In this webinar, we'll discuss:
- How to meet deadlines without sacrificing creative quality
- How to scale your agency's social offering w/o blowing the budget
- How to find new clients (and keep them coming back)
Content is being increasingly considered as marketing currency. It is used to engage and nurture suspects, prospects and customer relationships. Content written using professional writing services needs to be in-line with the messaging strategy and like any other project, needs to be planned well. Creating and regularly tracking a content dashboard is a good way to begin
This presentation is for the many B2B companies that still wonder if Social Media Marketing actually works for them. This presentation outlines the key benefits from using social media for enterprises selling to other enterprises.
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.
The relationship between buyers and sellers is undergoing a major transformation. Social media and e-commerce have given buyers tremendous new power to research products, prices, reputations, and opinions - often before they even talk to the seller. To compete in this buyer-empowered market, business-to-business companies have been forced to rethink how they market and sell their products and services.
Mainstay looks at the new marketing battleground as seller shift from traditional product-centric pitches to sophisticated customer-centric content that appeals to the real interests and business needs of buyers.
Developing an effective B2B content marketing strategyAlia Samhat
Content plays a critical role in B2B marketing. Yet many companies find their efforts miss the mark. We address the challenges in this content marketing guide.
Selling Content Marketing Software to the C-SuiteCompendium
Selling Content Marketing Software up to the C-Suite can be a challenge for a number of different reasons. Our latest 8 page guide aims to solve that problem by providing you with what each person in the C-Suite is worried about and specific examples of how to speak to each person.
The current digital space is inundated with a multitude of content, from the mundane to the relevant, all wanting to grab the attention of online audiences, whatever background or milieu they originated from. This is made even more complex with the deluge of user-generated content, adding to the din and cacophony of information digital marketers are struggling to overcome with daily. Read more about our presentation on the current B2B content marketing trends this 2020.
Check out our original blog post here: https://digitalmarketingphilippines.com/b2b-content-marketing-trends-in-2020-infographic/
Whether you’ve attended a webinar, downloaded an ebook or shared a graphic on Facebook, you’ve probably participated in content marketing without even knowing it. Content marketing is one of the most effective and popular marketing tools in today’s cluttered world – and one your ministry or nonprofit should be using.
Navigating Marketing Right Now: How to adapt your brand messaging, channels a...Bridgette Borst Ombres
Learn how to adapt your brand messaging and channels for effective B2B marketing in today's world. Bridgette Borst Ombres at A2U and Jenna Chouinard at Datasmith discuss best practices in navigating the new digital landscape by focusing on recent shifts and trends, audience-first mindsets and more.
Content Marketing for Lead Gen: How to Get StartedMarqui CMS
Think of the brands you know and love. As you read this, they're all doing it.
Content marketing, that is. Without content, there is no marketing. Creating and distributing valuable information to a target audience is essential to bringing in new customers and building loyalty. The world's biggest corporations, including Coca-Cola, have adopted content marketing as a core part of their engagement strategy for the coming years, but have you?
Join Nicole Capelo, Marketing Specialist at Marqui, and Dan Biggs, Digital Strategist at Station X, in a live webinar that takes the guesswork out of content marketing, showing how companies like yours can use it to drive measurable returns.
This webinar will provide you with:
• An understanding of the pivotal role content marketing plays in demand generation and sales efforts
• Ideas and inspiration - which companies are doing it right
• Tools to develop your own forward-thinking content strategy
Inbound Marketing 201: How to Create an Effective B2B Inbound Marketing CampaignMLT Creative
Beginning by producing a stellar B2B marketing offer, through promoting it on your channels, to measuring its impact, you will learn how to piece together the main components of a holistic marketing campaign.
Why a Content Hub should be at the heart of your Content Marketing Strategy. A content hub is the home of your content marketing efforts. It’s where most of your content lives, and it’s where you drive users. For many brands, it’s their strongest owned channel.
The First Annual Killer Content Awards recognize organizations that have raised the
bar in content marketing tactics. Winners were formally honored at an awards ceremony
April 24, 2012 in New York City at The Times Center, during DemandGen Report’s B2B Content2Conversion Conference, an industry-first educational and networking event focused on helping B2B marketers develop, map, measure and optimize content marketing strategies.
Experiential Retail: New Data Reveals the Opportunities (and Challenges) of T...G3 Communications
Access the full event here: https://event.on24.com/wcc/r/1943213/38846AF00F46D5307C0D6A919EC74D9C
"Retailers across categories are rethinking their brick-and-mortar strategies, shifting from pushing sales to building communities. In fact, new data from Retail TouchPoints and TimeTrade reveals that more brands are experimenting with pop-ups, product launch events, influencer events and classes to drive in-store traffic, build local engagement and even drive bottom-line results. During this webinar, RTP and TimeTrade will provide an exclusive first look at the results, delving into:
• Trends in experiential retail, including top tactics, promotion and amplification trends, and more;
• Common challenges in experiential strategy and execution; and
• Missed opportunities and areas where retailers can improve."
Building Customer Success With Enhanced Employee EngagementG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1956171/6FBD87FB123A769E1C9499F4CDC6E922
"Successful retailers recognize that their front-line employees are much more than just shelf-stockers and cashiers: they are absolutely critical to creating the kind of unique, memorable customer experiences that differentiate a retail brand. Unless their employees feel that they are an engaged, vital part of the shopping experience, retailers are finding that it’s nearly impossible for them to execute on customer experience (CX) initiatives.
By tapping into the Voice of the Employee (VoE) — which involves collecting, managing and acting on employee feedback — and by linking it to Voice of the Customer (VoC) programs, retailers can get the data they need to enhance employee engagement. And with Millennials and Gen Z employees entering the workforce, their desire for finding connection and purpose at their jobs increases the necessity and value of such programs.
This Retail TouchPoints Connected Consumer Series webinar, sponsored by Medallia, will use real-world retailer examples to explore how VoE and VoC can be successfully linked, and how retailers can use the data and insights generated by these communication initiatives to build employee engagement, enhance the customer experience and boost the bottom line. Additionally, attendees will learn what’s needed to establish a VoE program; what to look for in a partner; and how best to use the information that the program generates to achieve desired business results."
Learn How Top Retailers are Winning the Last Mile With Delivery Experience Ma...G3 Communications
Access the full event here: https://event.on24.com/wcc/r/1959223/858371423C975CB61D19288C605A108C
"The last mile has become a customer experience battleground for retailers, but it’s one that brands can win. While Amazon has raised consumer expectations around delivery speed, what shoppers really want are delivery options tailored to their needs — including self-service options; visibility into where and how their delivery will arrive; and no-hassle resolution when issues do occur. Retailers that focus on last-mile improvements reap benefits such as higher NPS scores, increased AOV and greater customer loyalty.
In this Connected Consumer Series webinar from Retail TouchPoints, sponsored by Convey, attendees will learn how Delivery Experience Management (DEM) provides the single source of last-mile data and tools needed so that retailers can actively manage deliveries efficiently, at scale. Nearly 12% of all shipments encounter some kind of issue, from delays to damaged packages — retailers can either head off problems before they occur, or quickly resolve them to the customer’s satisfaction. With DEM, retailers can ensure customers get their orders how and when they expect, taking intelligent action to correct issues along the way and uphold brand promises.
DEM best practices from retailers including Grove Collaborative, Uncommon Goods and Neiman Marcus will illustrate how retailers can proactively turn around negative shipping experiences, and often avoid them altogether. Expert commentary from a leading industry analyst will identify key last mile challenges and reveal what retailers can do to address them, resulting in efficient transportation, top line growth, and happier customers."
Leveraging Omnichannel Trends for E-Commerce Marketplace SuccessG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1963090/8D083B7B55462D75E842E96A689457C3
"From Amazon opening physical stores to Facebook opening a marketplace, the retail world is changing. Fast. And consumer behavior is the driving force behind much of that change. Brands and retailers have shifted toward “omnichannel” strategies across the retail landscape to target the increasing number of consumer touchpoints as well as the convergence of channels, business models and customer experiences. But e-commerce marketplaces are still a vital part of this changing landscape.
In this webinar, we’ll talk about recent consumer trends and specifically how brands and retailers can leverage e-commerce marketplaces to capitalize on them.
You’ll learn:
• An overview of omnichannel 2.0: Stores, delivery, mobile and voice
• Why marketplaces fit in well with current omnichannel trends
• Which domestic and international marketplaces you should consider
• How to win on marketplaces through more visibility
• And more"
The Store is Media: Reengineering Frontline Teams for the New Age of RetailG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1963727/632C5E2064B82920B10916ACEA80499E
"The physical store is by far the most powerful media channel your brand has - a living, breathing, experiential story about your brand, your values and the things you sell. The new role of stores is not simply to distribute products, but to distribute remarkable and memorable experiences. The question is, who are the people entrusted with bringing your brand story to life? What cultural onboarding, training, skills and tools do your frontline staff need in order to be your stand-out storytellers - the trusted voice and face of your brand.
Join us on April 2 to learn how pioneering brands are reengineering their frontline teams for the new age of retail where the customer is king and experience is everything."
Access the full event here: https://event.on24.com/wcc/r/1828218/4A38B85D06648AB3305659E6CBC56924
This session will provide a blueprint of how top brands are integrating ecommerce, POS and order management to provide seamless a shopping experience across channels. By providing scenarios of real-life shopping journeys, the session would highlight how retail brands are using cloud systems to innovate and keep up with fast-moving market dynamics.
Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...G3 Communications
Access the full event here: https://event.on24.com/wcc/r/1830314/96CA67060DE107FBB5BB20AE05F86E56
"Let’s face it, customers don’t care about ""omnichannel"" - they just want a seamless and unified experience relevant to their needs. To meet customer expectations, retailers must consider the entire customer journey in their acquisition and retention strategies to optimize life time value. In this session, we will explore how to use customer journey mapping to design differentiated experiences across all customer-facing channels and share best practices for achieving a truly unified and seamless retail approach.
During this webinar we will discuss:
• The importance of customer journey mapping in today's retail world
• When and how to use customer journey mapping
• Architecting your customer journey map - the structure, data and process "
Location Intelligence - A Critical Tool in Retail Performance ManagementG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1816077/DFF9ECD078983862B13E8F3DA3C7144A
Retailers have more data at their disposal than ever before. Every day new sources and types of data become available. It is critical that retailers are able to consume and analyze this data in order to understand the discrete success factors that drive store success. Location Intelligence combined with leading edge data science is how best in class retailers are finding insights they need to drive growth in today’s Unified Commerce environment. Join Gary Sankary from Esri and Joe Whitley from Environics Analytics to learn how advances in GIS technology and DataScience are enabling retailers to create interactive management decision support tools that that drive top line growth and bottom line performance.
Holiday Predictions: What to Expect Based on Data From 500 Million ShoppersG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1817452/02D1B9BC132DB9B7D2D14665CC4B815D
The first in a succession of monthly holiday-focused webcasts, this session will help retailers prepare for the holiday shopping season ahead. Stay tuned for related online events in Q4 2018 and the anticipated Holiday Wrap Up in Q1 2019!
It’s the happiest time of the year, but it’s the busiest too, particularly for retailers. Every year, Salesforce analyzes data from 500 million shoppers to develop insights related to shopping behaviors during the holiday season. Last year, shoppers favored mobile to search for and purchase holiday gifts. AI-powered product recommendations demonstrated their value, driving a lift in overall transaction size for digital commerce. And every holiday season brings an element of surprise, such as the growing adoption of mobile combined with physical stores opting out of store hours on Thanksgiving Day or Black Friday.
Tune in to hear about what’s in store for retailers this holiday season and what retailers must do to capture the hearts, minds and wallets of today’s sophisticated shoppers. Listen to Salesforce’s Rick Kenney, Sr. Director, Industry Strategy and Insights and Caila Schwartz, Business Intelligence Senior Analyst, discuss shopper research trends and how to create impactful shopping experiences to set your business up for holiday success.
How to Leverage Funnel Metrics and Attribution Data for Your 2019 PlanningG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1857248/435508AB175DDF720B1F0B902B23DB52
Believe it or not, it’s that time of year again.
Annual planning is a huge undertaking - laying out strategy and tactics to achieve your goals in the new year. But where should you start?
Start with the Full Circle Method: Planning, Achieving, Optimizing, and Evaluating. At the intersection of strategy, planning, and measurement, these four steps will help you study your breakthroughs and busts in 2018 and use those insights to plan for an amazing 2019. Come learn how successful companies have leveraged this data-driven framework to optimize their strategy, powered by funnel metrics and attribution data.
After this session, you will be ready to:
Derive insights from past campaign performance to plan next year’s campaigns
Layout a 4-part strategy to reach your goals
Create a marketing budget to support your 2019 objectives
With these tools, dive into your 2019 planning with confidence - following practical next steps and a proven success strategy.
Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...G3 Communications
Access the full event here: https://event.on24.com/wcc/r/1851123/DEA043797F4B69BB82731C9B36A9B172
Everyone talks about the importance of personalizing the customer experience. But what does that really mean? Sure, you can greet people by name in email, but that feature has been around for a decade already. Today’s customer experience is bigger than email, and to your customer, true personalization is about
so much more than seeing their name.
After this session, you’ll be able to:
Identify new ways to personalize across your entire customer experience, including and beyond email
Maximize the most valuable customer data that exists in your different tools and systems
Strategize and coordinate with your internal teams to deliver more relevant, accurate, and productive customer and lead nurturing
The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...G3 Communications
Access the full event here: https://event.on24.com/wcc/r/1861706/5433650BDB199FF227EC5D4E2F2E72BC
"Does the task of identifying what existing content you can use for a new campaign bring on a cold sweat? Can you justify the cost of new content, without knowing exactly what you’ve got on hand? Content audits are the gifts that keep on giving, unwrapping new opportunities as you analyze the results and identify opportunities for targeting existing and new personas; diversifying your formats; and identifying neglected buying stages. The results of a custom audit can go further to give you laser focus on a specific campaign, a trending topic, or a new theme or persona. Presenting the results of a content audit can also help educate stakeholders and gain support for making investments in content marketing best practices.
Join Content4Demand and JLL to see how JLL examined its existing content to mine the gems it could use for its upcoming Future of Work (FOW) campaign.
Christine Elliott and Dana Harder will walk viewers through JLL’s successful custom content audit and discuss its value, including:
The importance of an audit as a foundational element for a cost-effective and best-in-class content strategy
The importance of identifying critical audit criteria to align to the desired outcomes
Content to be used for upcoming demand generation campaign
Providing data and insights on how content aligns to five campaign dimensions, service lines, and other strategic initiatives (like client maturity)
How the audit helped align existing content to the five Future of Work campaign dimensions and used scoring to determine depth of relevance
How applying additional custom criteria can create audit results that become a strategic weapon in advancing key marketing initiatives
JLL was able to instantly see where to allocate budget for new content development to achieve multiple campaign objectives.
Ready to uncover the secret treasures in your content library? Register for the webinar and learn to mine your content for a complete campaign.
Access the full event here: https://event.on24.com/wcc/r/1800767/5BE4BCB5AE64B938308E14343DA3B309
Learn how taking a truly partner-first approach pays off in the channel. Channel marketing and management expert Cameron Avery shows you how to engage and enable partners across their journey with modern digital marketing tactics that put their business in the spotlight. Join us to see how purpose-built tech plus a partner-first approach from start to finish delivers more revenue and ROI for you.
Accelerate Your Partners' Digital Transformation With Point-Based RewardsG3 Communications
Access the full event here:
https://event.on24.com/wcc/r/1812978/8E56FF06B70D20F23162F0F26D49402F
In the digital age, the partner is in the driver's seat as they build the full solutions the customers are expecting. If you are looking to recruit, engage, empower, motivate, manage and support solution provider partners to grow sales, you'll need to adopt a lifecycle approach.
Mimicking the customer journey, the partner journey is defined as the complete sum of experiences partners go through when interacting with a vendor. Also like the customer buying-decision, data shows about 60% of a solution provider’s decision on what products to market, sell and support is completed before they engage in a vendor’s enrollment process.
Join us to discuss data around the partner journey:
Awareness: 70% of partners learn about new technologies via vendor events;
Consideration: On average partners consider 2 - 3 vendors against each other;
Decision: Technical evaluation is the most important element in their decision to bring on a new vendor;
Experience: People affect the experience the most (infrastructure second); and
Growth: On average, partners drop 10% of their vendors each year.
Access the full event here:
https://event.on24.com/wcc/r/1812978/8E56FF06B70D20F23162F0F26D49402F
In the digital age, the partner is in the driver's seat as they build the full solutions the customers are expecting. If you are looking to recruit, engage, empower, motivate, manage and support solution provider partners to grow sales, you'll need to adopt a lifecycle approach.
Mimicking the customer journey, the partner journey is defined as the complete sum of experiences partners go through when interacting with a vendor. Also like the customer buying-decision, data shows about 60% of a solution provider’s decision on what products to market, sell and support is completed before they engage in a vendor’s enrollment process.
Join us to discuss data around the partner journey:
Awareness: 70% of partners learn about new technologies via vendor events;
Consideration: On average partners consider 2 - 3 vendors against each other;
Decision: Technical evaluation is the most important element in their decision to bring on a new vendor;
Experience: People affect the experience the most (infrastructure second); and
Growth: On average, partners drop 10% of their vendors each year.
How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...G3 Communications
Access the full webcast here: https://dg-r.co/2L5QdrM
Data fuels every marketer’s strategy, but not all data is created equal. To be successful today, marketers need to be able to effectively analyze, optimize and maintain data accuracy as the first steps to gaining true insight. This is particularly true for account-based programs, where visibility into key decision makers is imperative. As the saying goes, “Garbage in, garbage out.” If the data going into your CRM is incomplete, incorrect or simply not the right data, any programs that rely on that data will deliver disappointing results.
During this webinar, David Cowings, Chief Marketing Data Scientist at RingCentral, and Chris Lynde, CEO of SaleScout Data Solutions, will share the steps needed to optimize buyer contact data and sales intelligence, with real-life insights from RingCentral’s demand gen data optimization process.
Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...G3 Communications
Access the full webcast here: https://dg-r.co/2uiS82A
Fluke used AI-based insights to identify the right target accounts and engage them with hyper-personalized nurture and outbound using a combination of Lattice, Conversica and Eloqua – resulting in 48% higher engagement and greater opportunity creation in their target accounts.
Join our distinguished speakers to learn how Fluke used AI and data to improve segmentation and engage across different channels with hyper-personalized messaging.
Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...G3 Communications
Access the full webcast here: https://dg-r.co/2LhxSVI
In this session, David Fortino, SVP of Audience and Product at NetLine, will discuss his observations on content consumption and demand based on findings from the company’s 2018 State of B2B Content Consumption and Demand Report. Fortino will dissect some of the stand-out data, such as consumption gap trends with C-level professionals and the significance of appealing to the larger active audience comprised of Individual Contributors.
The webcast will also feature Valerie Riley, Director of Marketing for ITProTV, who will share her experience and perspective on the efficacy of content syndication. Specifically, she will discuss:
* The challenges she faced to pilot a new, successful lead generation program prior to launching campaigns; and
* The winning strategy that led to over 1,500% ROI that can help other B2B marketers discover or expand their lead gen tactics.
Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...
Same Content More Leads
1. Presented by
Same Content
More Leads
An inside look at how progressive BtoB organizations
are jumping off the treadmill of traditional,
underperforming marketing channels and improving
the efficiency of their sales and marketing by
repurposing existing content and publishing it in new
formats.
Sponsored by
2. Every day some 247 billion emails are sent.
“The variety of formats now
That’s some 90 trillion per year. And the
available for marketers to use
reality of the flooded inbox is that traditional
media channels, such as email, only generate
is expanding fast. We can
response rates in the 1% to 3% range. now easily create and share
According to SiriusDecisions data, the number video, podcasts, slide decks,
of campaigns received per week for the average widgets and more.”
buyer has increased 32% since 2006, with the
- Ardath Albee, author of eMarketing
average buyer now receiving 20.3 campaigns Strategies for the Complex Sale
weekly.
Sale.” “We can now easily create and share
So how do you ensure that your company’s video, podcasts, slide decks, widgets and
message is heard? How do you create more.”
compelling and timely marketing content that
can stand out in the inbox and rise above the In an interview with DemandGen Report,
clutter and competition? The old batch and Albee said that some sectors are likely to
blast mentality of email marketing has clearly see increased open rates and click-thru rates
passed its prime, and the overcrowding and low by delivering content in a variety of formats,
turnout for webinars has made it harder to truly which is becoming the obvious preference of a
engage prospects in that format. growing number of executives. “Embrace the
interactive opportunities and make sure your
To successfully get prospects to raise their keywords and titles help your content get found
hands and engage with offers, BtoB marketers by those searching,” Albee said. “Your web site
need to provide content that is targeted, is not the only place for your content to live.
engaging and delivered in a compelling Spread it around and watch who participates
multimedia format, via multiple channels and with it. You may be surprised by new market
accessible on multiple types of devices. insights you wouldn’t have otherwise thought to
consider.”
Many progressive companies are refreshing
content that has grown stale sitting on the shelf This white paper will provide an inside look
by updating the messaging and putting it into at how leading marketers are reaching more
new, more interactive formats. “The variety of prospects by repurposing existing content
formats now available for marketers to use is and delivering it in a creative, targeted and
expanding fast” said Ardath Albee, author of the measurable format that fuels successful lead
book “eMarketing Strategies for the Complex generation—while also saving time and money.
2 • A DEMANDGEN REPORT WHITE PAPER
3. THE CAMPAIGN REFRESH “Every prospect has a different
The reality for most marketers today is that way they like to absorb content.
they are being asked to do more with less. Some people prefer traditional
They typically need to feed more leads—as well
white papers and webinars,
as better qualified leads—to their sales team,
but others are looking for more
while working with budgets that are leaner
interactive formats that they can
than in past years. In order to succeed in this
turn on at their leisure.”
challenging climate, marketers need to have
at their disposal a pool of sales and marketing - Brian Kardon, CMO of Eloqua
content that they can glean from and craft
customized campaigns to reach prospects campaigns, provide no real engagement metrics
at any time—quickly—throughout the buying after a prospect downloads. “As a marketer,
cycle. And that means continually refreshing you have no real idea if they read the paper or if
campaign content from multiple sources that they passed it along to members of their team,”
can be repurposed in creative ways that focus Kardon said. “Tools like Brainshark give us
on the specific areas of interest of your target intelligence into when they viewed the content
audiences. and how long they stayed engaged.”
Brian Kardon, CMO of Eloqua, one of the In addition to seeing increased “absorption”
top marketing automation providers, said and improved engagement metrics, Kardon
Eloqua, as well as many of his clients, are now said multimedia platforms are helping BtoB
incorporating more on-demand multimedia marketers stretch their marketing dollars by
platforms like Brainshark into their demand migrating existing content messages into new
generation campaigns. “Every prospect has formats.
a different way they like to absorb content,”
To engage prospects in their preferred medium,
Kardon said. “Some people prefer traditional
progressive marketers have learned it is critical
white papers and webinars, but others are
to deliver their message in a customized,
looking for more interactive formats that they
targeted presentation that is short, to-the-point
can turn on at their leisure.”
and utilizes multimedia tools. To be heard above
Although webinars are typically offered on- the noise and clutter of email for example,
demand, Kardon pointed out that they are utilizing video, audio and tracking tools offer
somewhat “time-locked,” which can limit a better response rate coupled with a better
their effectiveness. And white papers, which return on investment than traditional benign
are still a staple of many demand generation email blasts and bulky attachments.
3 • A DEMANDGEN REPORT WHITE PAPER
4. MAPPING CONTENT “In order to get attention,
The reality of engaging prospects across marketers must develop
different mediums with different messages valuable, relevant, compelling
requires a coordinated library of content where and consistent messages so
you can cherry-pick the message, data and that prospects actually ‘opt-in’
information that you need to reach specific to receive the marketing. It’s the
customers or a database of prospects. And, ultimate non-sell. Tomorrow’s
working with budget constraints, most
marketing is all about publishing.”
marketers need to accomplish this at a - Joe Pulizzi, Chief Content Officer of Junta42
reasonable cost. Albee advises marketers to
create an editorial/content calendar to help are all fueled by content. Lots of it,” Albee said.
identify how content development efficiencies “That puts a lot of pressure on limited marketing
can be achieved. resources to churn out not only volume, but
also quality content that delivers a consistent
Albee is an advocate of the “Rule of Five” when storyline to a variety of target markets and
it comes to content. The Rule of Five simply customers.”
states that each and every content development
undertaking should produce content assets For example, one white paper can help you
that can be used five different ways in order create five ancillary pieces of content:
to increase the efficiency of your spend and
• A series of articles or blog posts;
engage prospects in their preferred medium.
• Several articles and a few blog posts;
“Lead nurturing, inbound pull, social networks,
• Several scripts for multimedia slidecasts
blogs, email and other e-marketing activities
(slides plus audio);
• A webinar on the same topic (give the
white paper away as a bonus);
• Targeted, multimedia emails;
Further, the Rule of Five is designed to help
marketers provide targeted content all along the
purchasing cycle—quickly and efficiently. But
the trick today is to take that content and deliver
it via formats that resonate with the target
4 • A DEMANDGEN REPORT WHITE PAPER
5. audience. This approach greatly increases the
“By eliminating the need for
odds that it will be opened and ideally tracked
registration in order to gain
to facilitate a targeted sales call designed to
personally engage a prospect.
access to your white papers,
eBooks, and other valuable
THINKING LIKE A PUBLISHER content, you remove the
According to Joe Pulizzi, co-author of the
initial barriers to building
book “Get Content, Get Customers” and
Chief Content Officer of Junta42, a web site
relationships with prospects.”
that focuses on custom content strategies, - Jon Miller, VP of Marketing of Marketo
marketers should view themselves as publishers
Pulizzi said marketers need to create consistent
and their customers and prospects as readers.
and compelling content like any publisher.
The increased focus on feeding social media,
And in today’s world, that requires utilizing
search engine optimization and lead generation
multiple channels. It’s also important to get
has led to what Pulizzi has called the “perfect
more mileage out of your content by slicing
storm of content.”
and dicing it to target prospects all along the
Recent research from Junta42 supports the discovery through purchasing cycle.
premise that content continues to be king, as
Another key point marketers need to
more and more marketers shift their spending
remember—in thinking as publishers—is that
to conversational messages. The 2010 Content
their content must be more attractive and
Marketing Survey found 59% of marketing
compelling than the other offers arriving on a
professionals plan to increase their spending
reader’s desk or landing in their inbox. That
on content marketing this year. The marketing
includes the delivery vehicle too. Sending out
professionals polled in the survey indicated
a broad benign email coupled with a 50-slide
they are planning to allocate an all-time high of
PowerPoint attachment is guaranteed to end
33% of their overall budget to custom efforts.
up in the trash bin. “You have to examine the
“Customers are finding more ways to block
analytics and see what works and what does
unwanted messages,” Pulizzi said. “In order to
not, so you can adjust and deliver messaging
get attention, marketers must develop valuable,
that is on target and engaging,” Pulizzi said.
relevant, compelling and consistent messages
so that prospects actually ‘opt-in’ to receive the Further, it’s important to create within your
marketing. It’s the ultimate non-sell. Tomorrow’s company—like any publisher worth his/her
marketing is all about publishing.” salt—analytic tools to gain deep knowledge of
5 • A DEMANDGEN REPORT WHITE PAPER
6. your customers/readers. And that entails having to give up on measurement. It is now more
real-time tools in place to capture data in order important than ever that content messaging
to push out targeted and engaging content to be measured, analyzed and repurposed in
increase product interest, lead generation and, multiple formats and media to continually target
ultimately, sales. prospects throughout the purchasing cycle.
REMOVING THE GATES IMPACTING THE SELLING PROCESS
While the traditional strategy to marry content Tim Riesterer, a 20-year marketing veteran
marketing with lead generation was built with a diverse sales, marketing and advertising
around putting offers such as white papers and corporate portfolio, and co-author of
webinars out through gated registration forms— “Customer Message Management: Increase
requiring prospects to supply their contact Marketing’s Impact on Selling,” has become an
information in exchange for the content—the evangelist for on-demand presentations, stating
explosion of social media has rewritten the rules that they are the best sales tool marketing has
on content distribution. ever created.
David Meerman Scott, author of “New Rules “What we discovered is that a very brief email
of Marketing & PR,” recently estimates content that compels somebody to click on a link to
from white papers and eBooks would be watch something with the promise that it will
downloaded between 20 times to 50 times more be brief, hard hitting and insightful, is way more
if they were offered without a registration gate in powerful than email alone,” he said.
front of the download.
As CMO of Corporate Visions, a Nevada-based
In a recent blog post titled “Seed Nurturing and company that helps clients create, deliver and
the Future of Lead Nurturing,” Jon Miller, VP sustain messages that offer a differentiated
of marketing at marketing automation vendor customer experience at the point of sale,
Marketo, agrees that social media is changing Riesterer knows about compressing complex
the rules of communicating with prospects. “By sales messages. The firm helps companies
eliminating the need for registration in order translate the 30,000-foot company message
to gain access to your white papers, eBooks, into a three-foot customer conversation in a
and other valuable content, you remove the way that sets them apart from competitors,
initial barriers to building relationships with communicates value and wins more profitable
prospects,” Miller wrote. business.
However, shifting to ungated delivery models Riesterer explains that his company doesn’t
doesn’t mean sales and marketing can afford send out a single email without a Brainshark
6 • A DEMANDGEN REPORT WHITE PAPER
7. link to it. Riesterer uses Brainshark email a 70% improvement in the ability to get hold
campaigns to launch new products, notify of someone following a Brainshark email,
customers of events, and share industry compared to when we just sent out a regular
research and thought-leadership content. email in the past,” notes Riesterer.
“Basically the email contains one sentence and Riesterer also says people have tuned-out
three bullet points that compel a reader to click regular email solicitations—and the low
the link to watch a two-minute presentation,” response rates reflect that downward spiral.
Riesterer explains, adding: “We drive people With spam filters and firewalls blocking emails
quickly to the online presentation—which is with attachments, the odds further decrease
trackable—and then we can follow up with a that your email will ever being opened. “Even
phone call.” click-through or open rates have been a poor
judge to determine if a person has any qualified
Knowing the analytics of what recipients viewed
interest ... because you can’t tell how serious
and how long they viewed a presentation,
that person is about your product, which
provides immediate feedback to the sales team.
can burn a lot of marketing cycles on poorly
Sales can then tailor a follow-up call based on
qualified interest leads,” he says.
the touch points of the recipient captured from
the analytics. Utilizing Brainshark, Riesterer can respond
to serious prospects fast because the
And because the sales team is armed with
sophisticated tracking mechanism allows him
exact knowledge of a prospect’s interest, the
to know what the prospect is focused on. For
odds increase dramatically to reach prospects
example, he points to a webcast sent out to
with a follow-up phone call because the sales
prospects and found that it quickly went viral
team can strike a chord with the viewer’s
and was passed around to 100 different people
top-of-mind interest. “I’d say we have seen
who viewed the presentation. “This was spurred
from one original viewer who passed it along,
and we tracked it, which enabled us to track the
behavior of as it went around the inside of our
prospect’s company,” he said.
Because Brainshark is used for all lead-
generation digital marketing initiatives, Riesterer
says 45% of his qualified leads in the sales
7 • A DEMANDGEN REPORT WHITE PAPER
8. pipeline were generated from utilizing the data
captured from a Brainshark marketing initiative.
“I can tell you the source,” he explains, “and
that basically is the fabric of our demand-
generation promotional campaigns, event
promotions, and sales follow-up. Every product
we have has a Brainshark, so when somebody
asks me about our products, we don’t send a
two-page overview, we send a Brainshark,” he the investigative and purchasing cycle. Further,
adds. the company knows that its technical product
information has to reach numerous people
Riesterer stresses that Brainshark puts his sales
involved in purchasing decisions. And, that
and marketing team in a position to guide and
information needs to be direct in order to stave-
facilitate their messaging throughout the buying
off distortion that can occur when information is
cycle—with real analytical knowledge—rather
passed from one person to another—especially
than just “hoping that they watched or read
when targeting a diverse global technical
something,” he said.
community.
CASE IN POINT: A NEW WAY TO A tall order, indeed. But Malvern’s marketing
DELIVER YOUR MESSAGE — team discovered a strategy that allows it to
AND INCREASE RESPONSE craft—and repurpose—its library of print, digital
As a leading supplier of analytical solutions and and event marketing materials to increase lead
instruments that measure the complexities of generation and response rates, and to better
macro molecules and nanomaterials, Malvern communicate with its existing customer base.
Instruments serves a global—and highly
“Scientists thirst for good information, and
technical—customer base. Headquartered in
because they live on the web, they want it
the United Kingdom, Malvern constantly strives
now,” says Randy Byrne, VP of Marketing, at
to engage highly technical decision-makers with
Malvern’s U.S. headquarters in Westborough,
need-to-know-now data, specifications and
MA. “But many people in our industry
information—fast.
(marketing) still approach marketing like they
And that requires Malvern to utilize an array did 20 years ago … information today has to be
of digital marketing tools that can be quickly targeted, delivered fast and measured,” he said.
crafted—and delivered—during every stage of
8 • A DEMANDGEN REPORT WHITE PAPER
9. To that end, Malvern initiated an email strategy
“Information today has to
using the Brainshark application that delivers
targeted, engaging, and most importantly,
be targeted, delivered fast
measurable marketing and sales information and measured.”
that increases response rates to the point where - Randy Byrne, VP of Marketing of Malvern
they don’t even measure ROI anymore.
can examine the analytics and follow-up with a
“We call it switching on the light,” explained
phone call—knowing that the prospect already
Byrne. The “light” he refers to is the lead-
has expressed interest in a specific product or
generation response rate attained by sending
solution.
out targeted emails powered by Brainshark.
“When we send out an email blast, we’ll say
Here’s how it works: Byrne will generally
up front how long the presentation is so the
email out audio/video presentations to a
recipient can either view it immediately or set
targeted audience gleaned from its customer/
aside time to view the presentation later,” Byrne
prospect database. The key is to keep the
said. He adds that because the Brainshark
email introduction short and move the recipient
emails capture the recipient’s data, “we can
to click to the presentation. Here again, the
continue to send that person very specific
recipient is informed that the presentation
emails because we already know they have
will only take a few minutes of his/her time.
expressed interest in a specific product.”
When the prospect opens the email and clicks
the link to the presentation, the prospect’s
information is captured and the marketing team
9 • A DEMANDGEN REPORT WHITE PAPER
10. CONCLUSION
By graduating from a one-and-done approach to content marketing, leading BtoB
organizations are optimizing their offers by transforming stale content into more
immersive, interactive mediums. Since executives are more comfortable accessing
content in digital formats, they are able to measure and track prospect engagement
beyond simple open rates to get detailed analytical data.
“Marketers need to consider that every touch point leaves an impression,” Albee said.
“When consistent, the cumulative effect of these impressions builds credibility through
the delivery of information and insights considered valuable from the prospect’s
perspective. This is why one-off touches don’t work well. They tend to be all over the
board based on whatever the company thinks is important at the time. This tells a
disjointed story in the eyes of your audience.”
Rather than living with the low response rates of traditional email marketing or settling
for less than half of webinar registrants actually showing up for the event, many
marketers are taking steps to stop pouring their budgets into the same old channels.
As a successful alternative, many progressive companies are breaking out of the
traditional e-mail blast and webinar cycle and attracting qualified prospects with more
desirable and differentiated offers utilizing interactive and measurable platforms.
10 • A DEMANDGEN REPORT WHITE PAPER
11. ABOUT BRAINSHARK
Brainshark is the leader in on-demand multimedia for business.
The company’s Software-as-a-Service (SaaS) platform enables
businesspeople to create relevant, timely, measurable content
that their audiences can access anytime, anywhere, on almost
any type of device. Marketers use Brainshark to drive demand,
launch new products, and increase mindshare with their
prospects, customers, employees and partners.
ABOUT DEMANDGEN REPORT
DemandGen Report is a targeted e-media publication spotlighting
the strategies and solutions that help companies better align
their sales and marketing organizations, and ultimately, drive
growth. A key component of our coverage focuses on the sales
and marketing automation tools that enable companies to better
measure and manage their multi-channel demand generation
efforts.