“A Hero’s Journey: It’s Your Customer’s Story, Not Yours” presentation was delivered by Ken Rutsky, President and Principal Consultant at KJR Consultants, Inc. Part of “The Business Growth Innovation Conference” organized and hosted by SoCal BMA, in cooperation with ANA, this Members-Only Event was held May 3, 2017 in Los Angeles, California.
Success in B2B Marketing starts with an intense focus on creating value for the B2B buyer.
In this presentation for the BMA Carolinas, I talk about how marketing can help drive change across the business by creating content people want, like to share, and might even love!
I provide the tips, tools and templates you need to create your own content marketing program that drives conversion for your business.
Strat budgeting for brgy final by Liezel P. Dolotallas; designed by Marvin F....Liezel Dolotallas
This is a combination of budgeting and strategic planning presented at University of Mindanao..this is a combination of modified works and additional inputs made...Hope this can help you..
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
SaaSFest 2015: Improve Your Retention With This One ChangeDavid Cancel
The key to sustainable growth comes down to aligning your internal and external incentives with your customers.
These slides show you how to align your companies incentives and increase customer retention and satisfaction. Lessons learned from Compete, Performable, Ghostery, HubSpot and now Driftt.
Video version: https://youtu.be/OY-HebjR-bA
Success in B2B Marketing starts with an intense focus on creating value for the B2B buyer.
In this presentation for the BMA Carolinas, I talk about how marketing can help drive change across the business by creating content people want, like to share, and might even love!
I provide the tips, tools and templates you need to create your own content marketing program that drives conversion for your business.
Strat budgeting for brgy final by Liezel P. Dolotallas; designed by Marvin F....Liezel Dolotallas
This is a combination of budgeting and strategic planning presented at University of Mindanao..this is a combination of modified works and additional inputs made...Hope this can help you..
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
SaaSFest 2015: Improve Your Retention With This One ChangeDavid Cancel
The key to sustainable growth comes down to aligning your internal and external incentives with your customers.
These slides show you how to align your companies incentives and increase customer retention and satisfaction. Lessons learned from Compete, Performable, Ghostery, HubSpot and now Driftt.
Video version: https://youtu.be/OY-HebjR-bA
Maximize Spring Fundraising and Maintain Donors Through 2020TechSoup
We may still be catching our breath after year-end craziness, but fundraising planning never stops, and the next fundraising push is right around the corner. The spring fundraising season presents a great opportunity to nurture current donors, leverage them to bring in new prospects, and help build a strong supporter pipeline through the end of the year. In this webinar, we'll discuss online fundraising and communications strategies like
New ways to cultivate donors during your spring fundraising push
How to maintain donors throughout the year
Re-engaging your supporters through year-end
"Budget + Strategy: Tipping the Balance (Sheet) in Your Favor" WebinarBluespire Marketing
During this BlueSpire TrendLab webinar, our marketing experts analyze results from an exclusive BlueSpire poll on what marketers are experiencing with budgeting and strategic planning.
Among the many things discussed during the webinar were:
- How financial and healthcare marketers are approaching/handling strategic planning and budgeting.
- The importance of tracking, measuring and reporting, all key elements to consider when deciding how to target audiences and get budgets approved.
- Specific recommendations that can be implemented at any type of organization, including those in highly regulated industries.
Henry Rowling, founder, Flying Cars
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Learn how Tourism Saskatchewan and Content Strategy Inc (CSI) partnered on a new content strategy initiative for the tourism industry. Includes what they did, why they did it, what came out of it, and lessons learned along the way. May be of particular interest to government and public-sector organizations.
The Secret to Building Successful Digital Sales Programs in 2022 and BeyondAggregage
In this session Prof. Jordi Gili with the Geneva Business School will share key learnings from digital sales programs and will hint at the Key Performance Indicators that Digital Sales programs should aspire to in 2023.
The Invisible Giant that Mucks Up Our MarketingRand Fishkin
Rand's presentation on the biases of cultural conditioning in the marketing world, and how history and media nudges marketers to make bad choices (along with loads of tactical SEO, social media, and content marketing tips).
Become a Better Engineer Through WritingIntuit Inc.
Intuit's iOS Software Engineer, Kristina Thai, presents 4 writing channels that help engineers at the 2015 Grace Hopper Celebration of Women in Computing Conference.
Marrying Content Marketing with Your SEO StrategyGlen Dimaandal
My deck from my MORCon 2014 presentation. I discussed the synergy between content marketing and SEo, why we need a more holistic site optimization campaign moving forward and how SEO/content marketing helped each other to get one of my clients great results.
Download a full version of the report at:
www.psfk.com/report/future-of-work-2016/
The PSFK Future of Work Report deep dives into the talent and development landscape to identify the conditions and qualities that cultivate tomorrow’s leaders in the workplace. In return for investing in greater opportunity and education, employers will reap the rewards of increased efficiency, engagement and entrepreneurship—reducing mistrust, stress and ultimately turnover across teams.
Additionally, PSFK has developed six workplace visions that were inspired by 10 strategies to develop a new era of internal leadership. These boundary-pushing product and workplace concepts reimagine how teams can onboard employees, expand the office, and prevent miscommunication.
Improving the content and experience for agents reduces call time and cuts cost
CSI's Blaine Kyllo and BC Hydro's Ken Bell share the successful process of merging several of BC Hydro’s internal information repositories for frontline agents into one central Knowledge Centre. This case study was presented at E Source Forum 2018 as part of a panel on customer experience called Back to CX Basics: Getting Great at What Matters Most.
Don't Get Funded: How to Use Your Customers to Bootstrap Intelligent_ly
Instructor: Patrick Campbell
Don't get the wrong idea. We're not saying that you don't need funding. Very likely you will. BUT ... you might not need it as soon as you think.
This interactive class will give you the insight you need to reimagine how to raise the capital you need to start your venture without taking on (much) debt or losing equity.
Activating Governance for End Users in Office 365 and SharePoint - SPS Vanc...Heather Newman
Planning and implementing a governance strategy that is empowering, manageable and scalable is key to running a successful Office 365 and SharePoint environment. Building this plan requires “planning” that runs across the business with the support of the C-levels but with the end users in mind. This session will look at an understanding of the business challenges, the justification points, and the technology issues that should be addressed. SharePoint governance should be planned but fluid in order to reflect the constant changes that will happen especially in Office 365. In this session, we’ll explore how aligning governance content to your business and delivering it in-context will help insure change management and user adoption.
Leveraging Partnerships to Increase your Library's ImpactBeth Yoke
This presentation offers libraries some basic strategies for establishing and maintaining strategic partnerships in order to increase impact and community value.
Webcast: Intro to LinkedIn Campaign ManagerLinkedIn
Are you interested in crafting high performing campaigns that turn prospects into customers? Would you like to uncover the secrets to marketing to LinkedIn’s audience of more than 450 million members? Do you want to discover the keys to unlocking LinkedIn’s first-party data to target professionals with unparalleled accuracy and grow your client's businesses?
Accomplish it all with one powerful platform: LinkedIn Campaign Manager.
In this webcast session, LinkedIn's own, Adam Yinger, Sr. Marketing Strategist will help you learn:
- What is Campaign Manager and what is the benefit of using it?
- How can I get started with Campaign Manager?
- New features and best practices for growing your client's business.
Different types of startups, markets and whysBlaz Kos
This presentation is about various types of startup companies, markets and core competencies.
In the presentation you will learn why market trends are important, why markets always win, how to calculate market size and why you have to start with the strong why.
You will also learn the fundamental difference between established companies and startups. Startups are designed to search and established companies to execute.
UX Conversion Camp is the UK's only brand-only conversion event, organised by Keep It Usable. 2017 was the best yet! Here are the slides from our fantastic presenter, Karl Rowlands of Matalan. For more information on UXCC, please visit www.uxconversioncamp.com
Maximize Spring Fundraising and Maintain Donors Through 2020TechSoup
We may still be catching our breath after year-end craziness, but fundraising planning never stops, and the next fundraising push is right around the corner. The spring fundraising season presents a great opportunity to nurture current donors, leverage them to bring in new prospects, and help build a strong supporter pipeline through the end of the year. In this webinar, we'll discuss online fundraising and communications strategies like
New ways to cultivate donors during your spring fundraising push
How to maintain donors throughout the year
Re-engaging your supporters through year-end
"Budget + Strategy: Tipping the Balance (Sheet) in Your Favor" WebinarBluespire Marketing
During this BlueSpire TrendLab webinar, our marketing experts analyze results from an exclusive BlueSpire poll on what marketers are experiencing with budgeting and strategic planning.
Among the many things discussed during the webinar were:
- How financial and healthcare marketers are approaching/handling strategic planning and budgeting.
- The importance of tracking, measuring and reporting, all key elements to consider when deciding how to target audiences and get budgets approved.
- Specific recommendations that can be implemented at any type of organization, including those in highly regulated industries.
Henry Rowling, founder, Flying Cars
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Learn how Tourism Saskatchewan and Content Strategy Inc (CSI) partnered on a new content strategy initiative for the tourism industry. Includes what they did, why they did it, what came out of it, and lessons learned along the way. May be of particular interest to government and public-sector organizations.
The Secret to Building Successful Digital Sales Programs in 2022 and BeyondAggregage
In this session Prof. Jordi Gili with the Geneva Business School will share key learnings from digital sales programs and will hint at the Key Performance Indicators that Digital Sales programs should aspire to in 2023.
The Invisible Giant that Mucks Up Our MarketingRand Fishkin
Rand's presentation on the biases of cultural conditioning in the marketing world, and how history and media nudges marketers to make bad choices (along with loads of tactical SEO, social media, and content marketing tips).
Become a Better Engineer Through WritingIntuit Inc.
Intuit's iOS Software Engineer, Kristina Thai, presents 4 writing channels that help engineers at the 2015 Grace Hopper Celebration of Women in Computing Conference.
Marrying Content Marketing with Your SEO StrategyGlen Dimaandal
My deck from my MORCon 2014 presentation. I discussed the synergy between content marketing and SEo, why we need a more holistic site optimization campaign moving forward and how SEO/content marketing helped each other to get one of my clients great results.
Download a full version of the report at:
www.psfk.com/report/future-of-work-2016/
The PSFK Future of Work Report deep dives into the talent and development landscape to identify the conditions and qualities that cultivate tomorrow’s leaders in the workplace. In return for investing in greater opportunity and education, employers will reap the rewards of increased efficiency, engagement and entrepreneurship—reducing mistrust, stress and ultimately turnover across teams.
Additionally, PSFK has developed six workplace visions that were inspired by 10 strategies to develop a new era of internal leadership. These boundary-pushing product and workplace concepts reimagine how teams can onboard employees, expand the office, and prevent miscommunication.
Improving the content and experience for agents reduces call time and cuts cost
CSI's Blaine Kyllo and BC Hydro's Ken Bell share the successful process of merging several of BC Hydro’s internal information repositories for frontline agents into one central Knowledge Centre. This case study was presented at E Source Forum 2018 as part of a panel on customer experience called Back to CX Basics: Getting Great at What Matters Most.
Don't Get Funded: How to Use Your Customers to Bootstrap Intelligent_ly
Instructor: Patrick Campbell
Don't get the wrong idea. We're not saying that you don't need funding. Very likely you will. BUT ... you might not need it as soon as you think.
This interactive class will give you the insight you need to reimagine how to raise the capital you need to start your venture without taking on (much) debt or losing equity.
Activating Governance for End Users in Office 365 and SharePoint - SPS Vanc...Heather Newman
Planning and implementing a governance strategy that is empowering, manageable and scalable is key to running a successful Office 365 and SharePoint environment. Building this plan requires “planning” that runs across the business with the support of the C-levels but with the end users in mind. This session will look at an understanding of the business challenges, the justification points, and the technology issues that should be addressed. SharePoint governance should be planned but fluid in order to reflect the constant changes that will happen especially in Office 365. In this session, we’ll explore how aligning governance content to your business and delivering it in-context will help insure change management and user adoption.
Leveraging Partnerships to Increase your Library's ImpactBeth Yoke
This presentation offers libraries some basic strategies for establishing and maintaining strategic partnerships in order to increase impact and community value.
Webcast: Intro to LinkedIn Campaign ManagerLinkedIn
Are you interested in crafting high performing campaigns that turn prospects into customers? Would you like to uncover the secrets to marketing to LinkedIn’s audience of more than 450 million members? Do you want to discover the keys to unlocking LinkedIn’s first-party data to target professionals with unparalleled accuracy and grow your client's businesses?
Accomplish it all with one powerful platform: LinkedIn Campaign Manager.
In this webcast session, LinkedIn's own, Adam Yinger, Sr. Marketing Strategist will help you learn:
- What is Campaign Manager and what is the benefit of using it?
- How can I get started with Campaign Manager?
- New features and best practices for growing your client's business.
Different types of startups, markets and whysBlaz Kos
This presentation is about various types of startup companies, markets and core competencies.
In the presentation you will learn why market trends are important, why markets always win, how to calculate market size and why you have to start with the strong why.
You will also learn the fundamental difference between established companies and startups. Startups are designed to search and established companies to execute.
UX Conversion Camp is the UK's only brand-only conversion event, organised by Keep It Usable. 2017 was the best yet! Here are the slides from our fantastic presenter, Karl Rowlands of Matalan. For more information on UXCC, please visit www.uxconversioncamp.com
SalesKoch is an advisory platform for sales professionals to guide early stage start-ups on enterprise sales strategies. We advocates entrepreneurial, guerrilla prospecting tactics that lead to shorter sales cycles and larger $$ deals.
Awesome Listing Presentations for RealtorsMarket Leader
Learn from Lindwood Parker—a listing specialist in Anchorage Alaska, with over 10 successful years in the industry, as he shows you how to position yourself as the agent of choice and deliver a listing presentation that transforms seller leads into clients.
Watch the webinar: http://learn.marketleader.com/display/learning/Awesome+Listing+Presentations+for+Realtors
As part of SoCal BMA's 'The Leading Edge' executive signature series, "Market Research on a Budget: Leveraging Complementary Markets for Increased Sales Potential" presentation event was held on Tuesday, May 17th, at University of California Irvine | The Paul Merage School of Business.
Our speakers, Michelle Barley, former Director of Marketing at Parco Inc., manufacturer with one of the largest plants in the world making molded rubber seals, and Eileen Licitra, Director of Product Marketing, Performance Analytics at Iteris Inc., the global leader in applied informatics for transportation and agriculture, will provided insights on:
- Cost-effective strategies for conducting an in-house marketing research program
- Tools and resources for validating your assumptions as well as expectations of sales opportunities within complementary markets
- Techniques for identifying the right prospects to interview, and how to ask the questions that lead to the answers you need
- Navigating through potential next steps, reviewing examples and case studies to help you avoid costly market development mistakes
Attendees learn about better tools and strategies to effectively target segments within complementary markets resulting in increased sales potential—without breaking the bank.
Four years ago, Orrick asked me to present to an audience of mostly-technical entrepreneurs on how to build a go-to-market strategy.
While the presentation h
DFO co-founder and president Jordan Rolband and chief marketing officer Alex Brown presented at ECML San Diego in March 2019 on scaling eCommerce globally.
Practice Listening: From Competitors to CustomersCision
Conversations about your brand are happening every day on social media. You may hear what your audience has to say, but are you truly listening? Social media influencers Jay Baer, Jeff Bullas, Mark Schaefer, Neal Schaffer and Scott Stratten come together to share how to listen to competitors, influencers, prospects, customers and employees.
“Mastering the Driving Force of Effective B2B Marketing” presentation and workshop was delivered by Adam Q. Holden-Bache, Driector of Email Marketing, and author of "How to Win at B2B Email Marketing". Held Saturday, December 2, 2017, the event was organized and hosted by Business Marketing Association, Southern California Chapter (SoCal BMA).
“Virtual Reality for B2B - Reclaiming a Captive Audience in a World of Distractions” presentation was delivered by Matthias McCoy-Thompson of COO of Agora VR, and Community Events Lead at Upload VR. Part of “The Business Growth Innovation Conference” organized and hosted by SoCal BMA, in cooperation with ANA, this Members-Only Event was held May 3, 2017 in Los Angeles, California.
“AdColony - A Brand Story of Immersive Proportions” case study was shared by Arturo Perez, Founder and CEO, Kluge Interactive. Part of “The Business Growth Innovation Conference” organized and hosted by SoCal BMA, in cooperation with ANA, this Members-Only Event was held May 3, 2017 in Los Angeles, California.
“Leading With A Purposeful Mindset: Creating Innovative Climates At Your Organization With E.A.S.E.” presentation was delivered by Armin Pajand, Talent Development at Farmers Insurance Group, Inc. Part of “The Business Growth Innovation Conference” organized and hosted by SoCal BMA, in cooperation with ANA, this Members-Only Event was held May 3, 2017 in Los Angeles, California.
Part of The Leading Edge executive signature series, this presentation, “The Anatomy of Growth: How a well-implemented CRM system is essential to sustained corporate growth” was delivered by Walter Fawcett, Founder of Fawcett Technology Advisors, at SoCal BMA’s 3rd Annual Regional Conference, “Process to Profits: Customer-Centric Strategies for Accelerating Growth”. The conference was held November 17, 2016, in Irvine, CA.
Part of The Leading Edge executive signature series, this presentation, “Account Based Marketing Strategies” was delivered by Jake Dacillio, Technologist and Director of Marketing, Balboa Capital, at SoCal BMA’s 3rd Annual Regional Conference, “Process to Profits: Customer-Centric Strategies for Accelerating Growth”. The conference was held November 17, 2016, in Irvine, CA.
Part of The Leading Edge executive signature series, this presentation, “The Role of Software Integration in Driving Successful Post-Sale Customer Engagement” was delivered by Dustin Hall, President of Firesnap Inc., at SoCal BMA’s 3rd Annual Regional Conference, “Process to Profits: Customer-Centric Strategies for Accelerating Growth” — held November 17, 2016, in Irvine, CA.
A members-only event, SoCal BMA’s “The Business Growth Drivers” conference was held on July 28, 2016 in Culver City, CA. The session presentation, “Journey to Stronger Sales & Marketing Integration: Client Centric Program Development” was delivered by Sarah Johnson, AVP, Wealth Management Client Segment Marketing at American Funds, a Capital Group company.
A members-only event, SoCal BMA’s “The Business Growth Drivers” conference was held on July 28, 2016 in Culver City, CA. “8 Economic Advantages To Branding Your B2B Company” session presentation was delivered by Kevin J. Walker, Co-Founder and President of Boardwalk, Inc.
As part of SoCal BMA's 'The Leading Edge' executive signature series, "Making Stronger Connections with Your Customers: The Importance of Emotional Marketing" presentation event was held on April 28, 2016 in Long Beach, California. Our speaker, Glenn Sagon, shared insights on increasing customer response and engagement, resulting in the stronger connections your company seeks with customers.
"The Truth About Mobile Marketing for B2B Companies" -- As part of SoCal BMA's 'The Leading Edge' executive signature series, Adobe's Head of Strategic Marketing for Mobile, Ray Pun, delivered this interactive presentation to our members and guests on November 19, 2015, at in San Diego.
Over the past 5 years, we have heard the call for “Mobile First”. But how does this apply to business-to-business companies, especially if the buyer is transacting through a salesperson? According to Forrester Research, 53% of B2B purchase decision makers use personal mobile devices to research new business-related products and services. In the B2B world, Mobile First is what's next.
Thinking about the buyer’s journey, it is clear that smartphone and tablet experiences are important influencers. Attendees to this event gained insights on why companies are shifting focus to Mobile First marketing, as well as the key points on the importance and opportunities of mobile marketing for B2B organizations.
Ray addressed the impact of mobile on your digital marketing strategies; trends among B2B companies investing in mobile experiences; key considerations for building an effective mobile marketing team; and the future "mobile only” buyer.
Product development innovation involves many critical steps. None of which are more important then understanding and communicating how those innovations will affect your customers.
"Taking Data-Driven Strategy Beyond Messaging: Bridging the gap between marketing and product development innovation"
Part of The Leading Edge executive signature event series, this presentation was delivered by Angelo Ponzi of Strategic Market Intelligence (SMI), October 28, 2015 in Ontario, California organized and hosted by SoCal BMA.
This presentation, delivered by Jacques Pavlenyi of IBM, was part of "The Consumerization of B2B Marketing" event held May 21, 2015 in La Jolla, organized and hosted by SoCal BMA.
The forces that are buffeting entire industries are buffeting the practice of marketing as well. The large influx of Millennial workers weaned on social media, smartphones and tablets powered by cloud delivered apps is having a profound effect on B2B purchase behaviors. Think of it not just as the consumerization of IT (as Gartner research calls it) but also the consumerization of B2B marketing.
Jacques Pavlenyi lead the discussion of these forces, and how:
- information consumption patterns of decision makers are shifting.
- non- traditional influencers wield more power
- the traditional funnel is being upended and compressed by the cloud, from Discover-Learn-Solve-Compare-Try-Buy-Adopt to simply Try-Learn-Upgrade.
- the application of Marketing technologies and analytics can make actionable sense of that seething mass of data.
This presentation, delivered by Liya Sharif of Qualcomm Technologies, was part of "The Consumerization of B2B Marketing" event held May 21, 2015 in La Jolla, organized and hosted by SoCal BMA.
We are living in an era where the lines of marketing are becoming blurrier and less defined. Channels are intersecting and cross-pollinating one with the other. Social media is blending our personal behavior with our professional one. When thinking of Qualcomm, you immediately think of it as a B2B brand. At the end of the day, Qualcomm's biggest customers have been OEM's. But when you properly understand what Qualcomm stands for, you then immediately realize that, one way or another, everyone gets impacted by it: Robotic, IOE, Connected home, wearable technology, automotive... Qualcomm is the essential accelerator of progress in mobile and, in today's world, everyone wants to get affected by progress.
Brands are focusing less and less on targeting just consumers or just businesses. As a result of this new media landscape, audiences have blended and brands are now adding the notion of replacing B2B or B2C with H2H (human-to-human). It's becoming less about who your brand is or the message it is trying to send. The key to success these days is to 'speak more human'. Liya Sharif shared insights on how this concept applies to Qualcomm in a very relevant way.
If your company provides complex technical solutions with million-dollar price tags, then you know the struggle all too well: the long, expensive sales cycles and rapid commoditization.
Capabilities vs Value: Simplifying Your Technology's Messaging
As part of SoCal BMA's "The Leading Edge" executive signature series, this presentation was delivered by Carla Fitzgerald, Chief Marketing Officer, Smith Micro Software on February 18, 2015.
Unfortunately, in the fast and ever-changing tech industry, the innovations we are so proud of are fleeting, and can actually become a deficit for your messaging. Too much focus on advanced technology can cause us to miss the mark and alienate buyers -- like trying to sell “microwaves to cavemen.” We have been conditioned to provide every sort of competitive matrix and standards compliance checklist, only to further drive prospects into a state of analysis paralysis. And then we wonder why it’s taking so long for the customer to make a decision!
As business leaders in tech, we all run the risk of falling into the black hole of technology jargon, placing too much emphasis on architectures and feature sets -- and not enough on what buyers really care about: Value. Ask yourself:
- Does your organization spend hundreds of man-hours on RFIs/RFPs and technical presentations only to learn that your prospect chose an “inferior” competitor?
- How often is your sales team directed to “sell high” -- only to get pushed down by prospects to their technical evaluators?
- Are your website, marketing collateral and presentations focused on what your product does, instead of why it matters?
In her presentation Carla Fitzgerald addressed:
- The perils of getting caught up in the feature-comparison game
- Simple ways to determine if your messaging is overly complex
- The importance of “value” as the driver of both internal and external communications
It’s easy to fall into the technical jargon trap, and critical to avoid it if you want to gain trust and “buy in” from your customers and prospects. Whether you are responsible for message development as a marketing exec, or message delivery as a sales or business executive, this event is for you.
Visit http://www.SoCalBMA.org/Events to view our Events Calendar.
Over 5,000 executives were recently asked in Winning with Customers session polls this important question: Do your customers make more money doing business with you? An alarming 2% of these executives could answer YES to the question.
As a C-Suite executive, answering YES to the question above is the first critical step to improve your company’s value proposition and help you WIN with you customers.
"How to Win With Your Customers: Become the Go-To Organization in Your Industry"
This presentation by D. Keith Pigues, Past Chairman of BMA National Board of Directors, co-author of “Winning With Customers: A B2B Playbook", and Partner at Keen Strategy, was delivered at SoCal BMA’s 2nd Annual Regional Conference: The Integrated Leadership Summit — held January 21, 2015, in Long Beach, CA. The event, organized and hosted by Business Marketing Association, Southern California Chapter, was part of the third annual BMA Global B2B Regional Conference Series, and SoCal Chapter’s ‘The Leading Edge' executive signature series. http://www.SoCalBMA.org/Events
Can you predict the future? No, but you can identify a strategy robust for the future.
"Thinking Less Tactically: Setting A Strategy for An Uncertain Future"
Allen Weiss, Ph.D., CEO/Founder of MarketingProfs, and Marketing Professor at USC Marshall School of Business, delivered this presentation as Speciall Guest Speaker at SoCal BMA’s 2nd Annual Regional Conference: The Integrated Leadership Summit — held January 21, 2015, in Long Beach, CA. The event, organized and hosted by Business Marketing Association, Southern California Chapter, was part of the third annual BMA Global B2B Regional Conference Series, and SoCal Chapter’s ‘The Leading Edge' executive signature series. http://www.SoCalBMA.org/Events
Is your company culture setup to effectively support your business goals? Assuring the scalability and sustainability to your business strategy is the foundation to a winning plan.
"A Leadership Imperative for Growth: Aligning Brand & Culture to Strategy"
This presentation, by Steve Patti of StevePattiCMO, and Ryan Rieches of BrandingBusiness (formerly RiechesBaird), was delivered at SoCal BMA’s 2nd Annual Regional Conference: The Integrated Leadership Summit, held January 21, 2015, in Long Beach, CA. The event, organized and hosted by Business Marketing Association, Southern California Chapter, was part of the third annual BMA Global B2B Regional Conference Series, and SoCal Chapter’s ‘The Leading Edge' executive signature series. http://www.SoCalBMA.org/Events
Aim First, Shoot Second: Mastering the Complexity of B2B Digital Marketing
Just because a social site is getting a lot of buzz does not mean you need to be spending a lot of time and resources there. Why? With the complexities of b2b social and content marketing, there simply isn't any room for error. In this session you will gain insights on where to best place your focus; what type of content works best and where; tools and resources for your social and content marketing initiatives; the pros and cons of Google Analytics as a tool; and, how to better track and prove your content marketing efforts.
Technology isn’t the only breakthrough science of modern marketing. Neuromarketing – the science behind human decision is helping marketing and sales teams improve their content to “push the mental buy button” of their prospects. This engaging session covered the principles of Neuromarketing and how to apply them to your overall content strategy and lead nurture programs.
This was the keynote presentation by David Lewis, CEO at DemandGen International at "The Content Marketing Forum" hosted by SoCal BMA, August 6, 2014, in Newport Beach, CA -- as part of 'The Leading Edge' signature executive event series.
More from Business Marketing Association (SoCal BMA) (20)
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
9. A Little Bit About Me
• B2B Go to Market Consultant
• 20+ yr Marketing Exec with Sales and
Engineering background
• 8+ years in Consulting Practice
• Author, Launching to Leading
KJR Associates, Inc. @socalbma
15. Participating
Breaking Through
Leading
Launching
Focus Market Leadership Stage
Product
Value
Meaning
Experience
Concept Hiding
Go To Market Efficiency and
Effectiveness
(Leads to Revenue/per 100)
0
.5
1
6+
3
Rise Above Value to Meaning
KJR Associates, Inc. @socalbma
16. 5 Reasons We Overvalue Value
• Product Narcissism
• Content is Commodity
• Context is the New King
• It’s In Our Selling Blood
• Are You Experienced?
KJR Associates, Inc. @socalbma
17. What to Do About It?
KJR Associates, Inc. @socalbma
25. WORKSHOP
Trendspotting/STEEP
• Information Abundance
• Crowded Markets
• Independent Buyers
Expected Solutions
All Pain No Gain
Better Mousetrap/AIM
• Approach –
• Innovation –
• Mindset –
Brave New World
Step 1 – Today’s Reality
KJR Associates, Inc. @socalbma
26. WORKSHOP
Expected Solutions
• Feature Benefit Based
• ROI Driven
• Description Rich
All Pain No Gain
• Not noticed
• Poor lead conversion
• Poor opportunity
conversion
Trendspotting/STEEP
• Information Abundance
• Crowded Markets
• Independent Buyers
Better Mousetrap/AIM
• Approach –
• Innovation –
• Mindset –
Brave New World
Step 2 – All Pain No Gain
KJR Associates, Inc. @socalbma
27. WORKSHOP
Expected Solutions
• Feature Benefit Based
• ROI Driven
• Description Rich
All Pain No Gain
• Not noticed
• Poor lead conversion
• Poor opportunity
conversion
Brave New World
Trendspotting/STEEP
• Information Abundance
• Crowded Markets
• Independent Buyers
Better Mousetrap/AIM
• Unique Value Based
• Viewpoint/Context Driven
• Experience Rich
Step 3: The Better Mousetrap
KJR Associates, Inc. @socalbma
28. WORKSHOP
Expected Solutions
• Feature Benefit Based
• ROI Driven
• Description Rich
All Pain No Gain
• Not noticed
• Poor lead conversion
• Poor opportunity
conversion
Brave New World
• Lead the parade
• 6x in 6 Months
Trendspotting/STEEP
• Information Abundance
• Crowded Markets
• Independent Buyers
Better Mousetrap/AIM
• Unique Value Based
• Viewpoint/Context Driven
• Experience Rich
Step 4: Define The Brave New World
KJR Associates, Inc. @socalbma
29. WORKSHOP
Expected Solutions
• Feature Benefit Based
• ROI Driven
• Description Rich
All Pain No Gain
• Not noticed
• Poor lead conversion
• Poor opportunity
conversion
Better Mousetrap/AIM
• Unique Value Based
• Viewpoint/Context Driven
• Experience Rich
Trendspotting/STEEP
• Information Abundance
• Crowded Markets
• Independent Buyers
Buyer Driven
Market
Stuck in
Launch
Break-
through
Mktg
Market
Leadership
Step 5: Label Your 4 Acts
Brave New World
• Lead the parade
• 6x in 6 Months
KJR Associates, Inc. @socalbma
31. 5 Steps To Market Leadership
• Shift Your Mindset
• Identify Leadership Objectives
• Create Your Viewpoint
• Articulate Uniqueness
• 10x Your Experience
KJR Associates, Inc. @socalbma
32. What’s It Worth?
• Up to 6x in 6 months
– Dramatic Revenue Marketing Metrics Improvement
– Improved Sales Engagement and Conversion
– High Test Fuel for Content Marketing Machine
KJR Associates, Inc. @socalbma
34. Some of My Favorites
• Contentmarketinginstitute.com
• ChiefMartec.com
• TopoHQ.com
• Digitalpi.com/blog/
• Zuora.com
KJR Associates, Inc. @socalbma
36. Questions?
Ken Rutsky
President and Principal Consultant
Twitter.com/Ken_Rutsky
/socalbma
/company/socalbma
/socalbma
/socalbma
SoCalBMA.org
A Hero’s Journey
It’s Your Customer’s Story, Not Yours
STORY OPEN
When I was the VP of product marketing at McAfee, Richard our Director of West coast sales walked into my office and said, PAN is killing us
Being the Smartass I am…market is $3B, we do less than 100, Checkpoint and Cisco do billions and PAN does what $5M, why should we worry about that..
He shook his head and left
Now…McAfee no longer in that business, PAN does over 1B in Revenue, is worth over $12B on the public market, and has nearly $1B of cash on hand
PAN was breaking out of the category and leading a new market parade to a next generation product. And I learned a few very important lessons: Sales is the canary in a coal mine, and watch for flashmobs in your market.
Because this is what Market leadership looks like…
Flashmobs, Parades and movements. Describe each here
But why is it so hard to become a leader, why do so many great companies fail to lead. Well at a first level, the crowded markets are simply conspiring against us.
Last year’s landscape, toppped 2000 vendors
Last year’s landscape, toppped 2000 vendors
Last year’s landscape, toppped 2000 vendors
First off, information has become commoditized.
It used to be if your kids didn’t know something everyone said, “Go ask dad”
Now they go ask Google. The problem is, google returns 67,000,000 results. The same dynamic exists for B2B buyers, instead of go ask the vendor, or garnter, they start with go ask Google. It’s no longer a battle to be found, it’s a battle to stand out.
Lastly, the buying cycle is nearly 2/3 over before the first vendor contact. Quote CEB research here.
I am a B2B Go to Market Consultant I am a 20 yr+ Marketing exec, and prior to starting my consulting practice I was in marketing leadership roles at Intel, Netscape, various start-ups and McAfee.
What I really focus on is helping my clients to breakthrough, establish and grow their flashmobs and parades, their market leadership. In my seven years of consulting practice, my clients have had IPOs and been acquired at a total of over $6B including FireEye and Nimsoft and Merced Systems
So what is this thing we call market leadership all about?
Some would argue that it’s all about marketing automation and there is no doubt, that to be competitive you need to leverage a few of those 3500+ technologies to create effeciency in your marketing efforts. Automation is the engine of the m Leaders are great at both of these, but as we will see, automation is a means, not an end to success.
Some would argue it’s about being great at Content marketing. Ann Handley has written a great book on this, called Content Rules, as well as a follow up called Everyone Writes. Like the Julia Child cookbook, these books have great process recipies to build your content marketing programs
However as my 11 y/o daughter says, Girls Rule, Boys Drool. Or what I say, Context Rules, Content Drools…if it lacks context.
The Content Marketing Institiute does… #1 challenge is creating COMPELLING and RELEVANT Content, and as we will see, to do that we MUST understand and leverage our customer’s context. More on that in a bit…
Lastly, our new generation of marketers will say it’s not about marketing at all, it’s about Growth Hacking. Driving demand by virally integrating you experience into the customers world. But in reality, we’ve been doing growth hacking for decades now. When I was at netscape, we growth hacked our way to hundreds of millions in advertising revenue by integrating paid search providers into the Netscape browser. We drove millions of downloads with the internets first affiliate program Netscape Now.
At the end of the day, growth hacking is just another way of saying online, integrated, API driven demand generation. But to succeed, you still need to do what marketers have always done, understand your market, define your value and help your customers solve problems. There is NOT silver bullet here.
So if Content, automation and growth hacking are some of the hows, what is market leadership really about?? AND WHY do some companies lead and other follow
To paraphrase Spike Lee, what it is really about is MO Better LEADS. After all, in today’s reality, marketing teams are held more and more accountable to not only lead generation targets, but to revenue generation contribution. More leads, better leads. And rightfully so, because to lead your market means closing more business and doing it with efficiency and effectiveness. And leaders win, and everyone else loses.
In general, from the outside, it often looks like your competitors are doing the same tactics as you. SEO, Webinars, content, nurture, etc.
But when someone establishes market leadership, they seem to be like a snowball rolling downhill. Yet if we are fighting to breakthrought, it feels like we are pushing a boulder up a mountain.
DO POLL 1 Here!
So what does the journey to market leadership look like?
Walk through CENTER
Then Marketo reference right side
Then Focus left side…
Find
So what does the journey to market leadership look like?
Walk through CENTER
Then Marketo reference right side
Then Focus left side…
Find
So how do we fix it and get the hightest fuel our racecare needs. THERE are 3 keys to success to feed your machine so that you get to relevance and effectiveness with buyers.
They 3 steps are
Find your unique value
Tell your Viewpoint story
Show don’t tell
These three steps take can take you from launching to leading. Let’s take a look at each of these.
Commerce has evolved. In the last 10 years, there's been a dramatic shift in the way both consumers and companies want to do business. Today, people would rather subscribe to services than to buy products. It's happening everywhere. And it will have a dramatic effect on your business.
Threats have changed radically from just a few years ago. Advanced malware has replaced the broad, scattershot approach of mass-market malware designed for mischief. Most of today's attacks are targeted to get something valuable.
The internet has evolved - has your firewall? Traditional "Port Blocking" firewalls are useless in today's application and threat landscape. Palo Alto Networks offers real innovation in the firewall, enabling unprecedented visibility and control of applications and content.
We’ve stocked our magnificent flying machines with everything your little heart could want. On-demand movies? Check. Tasty bites and satisfying libations? Check. In-flight Wi-Fi? Check. An enjoyable ride you'll actually look forward to? Check and doublecheck.
The fourth and final story is what I call the brave new world.
Tell Virgin America story
Talk about Tilt concept
What’s Your Magic?
What’s Your Customer’s Journey?
What’s the Brave New World Look Like?
What in this framework resonates with you? What is not clear?
Tweak slide…
Tweak slide…
Lead the parade
6x in 6 Months
Lead the parade
6x in 6 Months
Tweak slide…
So what does the journey to market leadership look like?
Walk through CENTER
Then Marketo reference right side
Then Focus left side…
Find