1. The document discusses challenges with traditional content marketing and introduces the concept of context-driven marketing, which aims to engage customers through relevant content tailored to their point in the buying cycle.
2. It outlines four steps to achieving context-driven marketing: employing a closed-loop engagement cycle to build customer profiles; characterizing prospects; developing targeted content; and automating engagement across channels.
3. Integrating digital platforms like CMS, marketing automation, and CRM provides a unified view of customers to deliver personalized, multi-channel experiences aligned with their stage in the buying process.
Realtime Personalization - Ads, website and analytics.Mickey Alon
Using a powerful product like Marketo real-time personalization helps Marketers capitalize on their marketing spend. Leveraging Account Based Marketing strategy and integrating with Ads/analytics systems helps build a complete closed loop digital marketing.
Product is becoming the customer acquisition, retention and expansion channel. As the product becomes the experience channel, companies with a customer-centric approach are starting to adopt product-led-growth strategy.
Designing for adoption gainsight px 08.24.2020Mickey Alon
Designing for adoption
Building products in the end-user era requires product leaders to take a customer-centric approach to deliver winning user experiences.
This session will cover the steps required to create an experience-driven product strategy using usage data, user sentiment, and revenue analysis.
Aptrinsic 7 product plays to drive B2B SaaS growthAptrinsic
Marketing and Sales teams have plays to accelerate growth. All too often, product leaders do not approach their product development with the same mindset. Come join, Travis Kaufman - VP Product Growth at Aptrinsic - who will cover the 7 plays product leaders can execute to drive their company’s growth efforts.
Get the tools you need to become the best product leader. Get started with the Aptrinsic today for free: https://www.aptrinsic.com/pricing/
Realtime Personalization - Ads, website and analytics.Mickey Alon
Using a powerful product like Marketo real-time personalization helps Marketers capitalize on their marketing spend. Leveraging Account Based Marketing strategy and integrating with Ads/analytics systems helps build a complete closed loop digital marketing.
Product is becoming the customer acquisition, retention and expansion channel. As the product becomes the experience channel, companies with a customer-centric approach are starting to adopt product-led-growth strategy.
Designing for adoption gainsight px 08.24.2020Mickey Alon
Designing for adoption
Building products in the end-user era requires product leaders to take a customer-centric approach to deliver winning user experiences.
This session will cover the steps required to create an experience-driven product strategy using usage data, user sentiment, and revenue analysis.
Aptrinsic 7 product plays to drive B2B SaaS growthAptrinsic
Marketing and Sales teams have plays to accelerate growth. All too often, product leaders do not approach their product development with the same mindset. Come join, Travis Kaufman - VP Product Growth at Aptrinsic - who will cover the 7 plays product leaders can execute to drive their company’s growth efforts.
Get the tools you need to become the best product leader. Get started with the Aptrinsic today for free: https://www.aptrinsic.com/pricing/
Aligning Product & Customer Success Teams to Fuel Growth by Gainsight Product...Product School
Product Management presentation given during #ProductCon Online November 2021 by Gainsight Product Leaders, Denise Stokowski, Group VP of Platform & Products, and Mickey Alon, CTO & Founder.
What is Platform Product Management by Oracle Senior PMProduct School
Main takeaways:
- What is platform Product Management?
- How is it different from Product Management for consumers?
- What it takes to be a good platform Product Manager
How to Use Data to Drive Product Decisions by PayPal PMProduct School
Product Managers spend a lot of time thinking about our product metrics, determining which KPIs best describe our progress and what measures we can take to accelerate our success. As a new Product Manager, parsing through the ocean of data can be overwhelming and using this data to make product decisions can be a challenging task.
Deb talked about how you can incorporate data through out your product life cycle to drive product decisions, feature prioritization and long term roadmap strategy. She walked through simple use cases where data has helped Product Managers break down complex problems and arrive at simple product decisions that directly impacted their KPIs. The industry is increasingly hiring data driven Product Managers.
How to Use Data to Build Better Products by HelloSociety PMProduct School
Data is a really powerful way to build better products for users. The ability to set up and vet a hypothesis about product is a huge asset for Product Managers and it's not just for the strong Data Scientists among us. Data and analytics can be a huge asset in figuring out what users want and in keeping development aligned with business goals.
Rose talked about what that means and how you can develop your sense around actionable data.
Strategy is becoming increasingly important in technology and a critical skill for product managers. As your product grows and competitors emerge, how can you sustain success?
Ryan will share why strategy matters, how to create one, and best practices for how it integrates into your product development process.
Learn about this often misunderstood concept and why for growing products it's often the difference between success and ultimate failure.
Presented 4/6/2016 at Product School:
https://www.eventbrite.com/e/crafting-your-product-strategy-with-weebly-tickets-23057057279
A presentation about applying Lean Startup principles to Product Management. Discussed are changing from Big Up Front Design to Minimum Viable Product, the build measure learn loop, and more. Interwoven are some general Product Management concepts
Product Managers guide to Go-to-Market StrategyVaibhav Katkade
As a Product Manager, you've toiled and sweated countless hours to identify the optimal product-market fit, drove a dozen teams to execute on your vision, and refined your product for a delightful experience. You and your marketing team have spared no effort in an extravagant launch that has caught everyone's attention and imagination. However, that's only half the story.
In another year, you will also be required to demonstrate solid product adoption and meet revenue forecasts. What can you do as a Product Manager to ensure that you get the sales backing to achieve your product adoption and revenue targets? Where can Product Management uniquely play a role in ensuring rapid product adoption? What are some key things to keep in mind as you go about driving product adoption as a Product Manager?
Phenomenal product managers excel not only at building awesome products, but also can execute on product adoption and growing revenue. These slides hope to uncover some aspects of outbound product management and get you to be that phenomenal product manager.
Active brand management is critical to driving trust in the marketplace. The brand management maturity model will help you optimize the essential assets of your brand.
The brand management maturity model helps Widen CollectiveⓇ customers optimize investments in their brand management practice by examining the five dimensions of strategy, people, process, technology, and impact.
Use this tool as a guide to developing your brand strategy to get more out of your marketing investments. Learn more at https://www.widen.com/blog/the-widen-brand-management-maturity-model-your-path-to-greater-roi.
How to Manage a Platform Product by Yelp Product ManagerProduct School
In this presentation you will learn what a platform product manager does, how to build platforms that delight your customers and learn more about the rewards and challenges of platform product management.
Integrated marketing strategy for Ubi Interactive Aparna Das
This is an integrated marketing plan for a Seattle based software company. The strategy explores measures to increase social media engagement, organic search engine optimization and improve overall brand voice with the goal to increase sales.
The 10 Most Important Levers of Control That All Product Managers and Product...CompellingPM
Way too often, Product Managers & Product Marketers make the excuse that they cannot take ownership for the success of their product in the market because there are too many factors outside to their control. While many Product Managers/Marketers complain about these limitations, Great Product Managers & Marketers become Strategic and take ownership of the success of their products.
In this session, we’ll discuss 10 specific strategic actions that Product Managers & Product Marketers can take to become more strategic in their role in a way that enables them to take ownership for driving revenue and success for their products.
From a recent talk to Texas McCombs MBAs about what product management is, what skills product managers need, and how to get a job in product management.
Product Management Course for all aspirants transitioning into the most in-demand role as a product manager.
Introduction to Product Management.
Foundations of Product Discovery.
The process of Product Definition.
Essentials of Product Delivery.
All the strategic concepts that will shape your attitude and mindset.
Enterprise Web sites – Connecting with the New ChannelsThomas Robbins
Today’s customers engage with your organization through a growing variety of channels. Your website is just one of them –don’t forget social media, mobile and e-mail. Understanding the customer journey across these channels is essential to the success of any marketing organization. In this session we will look at key recommendations you need to consider as you get started in multichannel engagement.
This presentation covers key tenets of B2B product management for both on-prem & SaaS products. It covers the different functions and deliverables a product manager has to take care of during the product life cycle.
Aligning Product & Customer Success Teams to Fuel Growth by Gainsight Product...Product School
Product Management presentation given during #ProductCon Online November 2021 by Gainsight Product Leaders, Denise Stokowski, Group VP of Platform & Products, and Mickey Alon, CTO & Founder.
What is Platform Product Management by Oracle Senior PMProduct School
Main takeaways:
- What is platform Product Management?
- How is it different from Product Management for consumers?
- What it takes to be a good platform Product Manager
How to Use Data to Drive Product Decisions by PayPal PMProduct School
Product Managers spend a lot of time thinking about our product metrics, determining which KPIs best describe our progress and what measures we can take to accelerate our success. As a new Product Manager, parsing through the ocean of data can be overwhelming and using this data to make product decisions can be a challenging task.
Deb talked about how you can incorporate data through out your product life cycle to drive product decisions, feature prioritization and long term roadmap strategy. She walked through simple use cases where data has helped Product Managers break down complex problems and arrive at simple product decisions that directly impacted their KPIs. The industry is increasingly hiring data driven Product Managers.
How to Use Data to Build Better Products by HelloSociety PMProduct School
Data is a really powerful way to build better products for users. The ability to set up and vet a hypothesis about product is a huge asset for Product Managers and it's not just for the strong Data Scientists among us. Data and analytics can be a huge asset in figuring out what users want and in keeping development aligned with business goals.
Rose talked about what that means and how you can develop your sense around actionable data.
Strategy is becoming increasingly important in technology and a critical skill for product managers. As your product grows and competitors emerge, how can you sustain success?
Ryan will share why strategy matters, how to create one, and best practices for how it integrates into your product development process.
Learn about this often misunderstood concept and why for growing products it's often the difference between success and ultimate failure.
Presented 4/6/2016 at Product School:
https://www.eventbrite.com/e/crafting-your-product-strategy-with-weebly-tickets-23057057279
A presentation about applying Lean Startup principles to Product Management. Discussed are changing from Big Up Front Design to Minimum Viable Product, the build measure learn loop, and more. Interwoven are some general Product Management concepts
Product Managers guide to Go-to-Market StrategyVaibhav Katkade
As a Product Manager, you've toiled and sweated countless hours to identify the optimal product-market fit, drove a dozen teams to execute on your vision, and refined your product for a delightful experience. You and your marketing team have spared no effort in an extravagant launch that has caught everyone's attention and imagination. However, that's only half the story.
In another year, you will also be required to demonstrate solid product adoption and meet revenue forecasts. What can you do as a Product Manager to ensure that you get the sales backing to achieve your product adoption and revenue targets? Where can Product Management uniquely play a role in ensuring rapid product adoption? What are some key things to keep in mind as you go about driving product adoption as a Product Manager?
Phenomenal product managers excel not only at building awesome products, but also can execute on product adoption and growing revenue. These slides hope to uncover some aspects of outbound product management and get you to be that phenomenal product manager.
Active brand management is critical to driving trust in the marketplace. The brand management maturity model will help you optimize the essential assets of your brand.
The brand management maturity model helps Widen CollectiveⓇ customers optimize investments in their brand management practice by examining the five dimensions of strategy, people, process, technology, and impact.
Use this tool as a guide to developing your brand strategy to get more out of your marketing investments. Learn more at https://www.widen.com/blog/the-widen-brand-management-maturity-model-your-path-to-greater-roi.
How to Manage a Platform Product by Yelp Product ManagerProduct School
In this presentation you will learn what a platform product manager does, how to build platforms that delight your customers and learn more about the rewards and challenges of platform product management.
Integrated marketing strategy for Ubi Interactive Aparna Das
This is an integrated marketing plan for a Seattle based software company. The strategy explores measures to increase social media engagement, organic search engine optimization and improve overall brand voice with the goal to increase sales.
The 10 Most Important Levers of Control That All Product Managers and Product...CompellingPM
Way too often, Product Managers & Product Marketers make the excuse that they cannot take ownership for the success of their product in the market because there are too many factors outside to their control. While many Product Managers/Marketers complain about these limitations, Great Product Managers & Marketers become Strategic and take ownership of the success of their products.
In this session, we’ll discuss 10 specific strategic actions that Product Managers & Product Marketers can take to become more strategic in their role in a way that enables them to take ownership for driving revenue and success for their products.
From a recent talk to Texas McCombs MBAs about what product management is, what skills product managers need, and how to get a job in product management.
Product Management Course for all aspirants transitioning into the most in-demand role as a product manager.
Introduction to Product Management.
Foundations of Product Discovery.
The process of Product Definition.
Essentials of Product Delivery.
All the strategic concepts that will shape your attitude and mindset.
Enterprise Web sites – Connecting with the New ChannelsThomas Robbins
Today’s customers engage with your organization through a growing variety of channels. Your website is just one of them –don’t forget social media, mobile and e-mail. Understanding the customer journey across these channels is essential to the success of any marketing organization. In this session we will look at key recommendations you need to consider as you get started in multichannel engagement.
This presentation covers key tenets of B2B product management for both on-prem & SaaS products. It covers the different functions and deliverables a product manager has to take care of during the product life cycle.
Scott Stocker shares the best practices you can follow while upgrading your Sitecore environment to its latest version. He also shares handy solutions for common challenges you may face.
Our Content Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. Demand Metric defines content marketing as the strategies, processes and software technology that enable marketing departments to automate, measure and improve the performance of marketing strategies, activities and workflows.
These strategies and activities include: Email Marketing, Multi-channel Campaign Management, Inbound/Search Marketing, Landing Pages, Lead Generation, Lead Management, Lead Scoring, Lead Nurturing, Social Marketing, Marketing Resource Management, Event Management, Engagement Marketing and Marketing Analytics.
The three foundation functions of marketing automation systems are – email marketing, campaign management and lead management. While the most advanced and sophisticated marketing automation systems have extending capabilities far beyond this base, these functions are core to a Marketing Automation system.
This study covers the following sections:
- Executive Summary
- What is Content Marketing?
- Benefits of Content Marketing
- Content Marketing Deployment Lifecycle
- Vendor Selection Criteria
- Content Marketing Solutions Landscape
- Content Marketing Maturity Model
- Action Plan
- Analyst Bottom Line
- About the Research Analysts
- Our Solution Study Methodology
- About Demand Metric
To obtain this document, visit us at http://www.demandmetric.com/register
Enabling Cross-Channel Marketing: Connecting Content Creation Processes to Dr...Saepio Technologies
Today’s marketing environment challenges marketers as never before. Distributed marketing is more complex. Customer and prospect data is available, but often unstructured. Marketing mediums are prolific, yet disconnected. Consumers no longer accept media messages; they expect to define and engage with them. And they expect consistent, relevant conversations with a brand, no matter when or where the conversation occurs.
Corporate marketers now realize that teams of creative talent or collections of tactical technologies thrown at a task will no longer achieve sustainable results. To successfully drive sales, marketing has to fundamentally change.
This guide is designed to help identify the opportunity and impact that embracing the idea of connecting with today's customers can have and provide the background on how to make this a reality. Included is information on:
* A community of ones
* Why current processes result in managed chaos
* How connected is better
* Where and how to start
* Three steps to a “connected is better” game plan
The Web Enabled Buyer – and why we have to change?B2B Marketing
Today's proliferation of marketing channels, multiple screens and social networks is creating radical changes in the purchasing patterns, influences and media choices of B2B buyers. This revolution is fundamentally changing the rules of engagement for sales and marketing teams. In this new world, AIDA hasn't disappeared - it's become IDEAL. Hear practical tips and advice on how your marketing efforts need to evolve in this new world.
Delegates will:
• Understand the new web enabled buyer
• See the new buying process - IDEAL
• Get useful tips on how to match tactics to buyer expectations
• Learn how to better align the sales and marketing teams
Dr Dave Chaffey explains the success factors for creating a digital strategy using the latest examples and research from a range of industries. Omnichannel is relevant to all sectors' and includes examples form sectors including Brands, manufacturers, retail, healthcare, FS and B2B.
ClickZ Buyers Forum - Bid management - PPC, Social Media, DisplayClark Boyd
ClickZ has launched an innovative new series of buyers guides, created with the aim of cutting through the complexity of the technology landscape to help our community of readers make better decisions about vendors. The first of this series is dedicated to bid management platforms. These technologies help business get more from their PPC budgets and to enhance their digital marketing strategies.
Website Conversion Best Practices for High Tech Companiesedynamic
Learn how best of breed high tech marketers leverage digital technologies to improve their customer engagement initiatives to drive higher conversion rates
Showcasing Human Capital: How to Effectively Market a Professional Services FirmAchieve Internet
Effective marketing tactics for professional services firm marketing. In a service firm marketers do not have the luxury of marketing product features. The one key differentiator becomes the quality of your people and your core competencies. This presentation covers the importance of your Human Capital and the people that make up your Professional Services Firm
Foredragsholder er Bo Sannung, Head of Center of Excellence, Customer Intellegence i SAS Institute: Marketing Treatment Strategy handler om hvordan man gir hver enkelt kundesegment spesifikke tilbud for å optimalisere kundeverdien.
Hvordan individualisere håndteringen av kunder og samtidig optimalisere kundeverdien? Gjennom eksempler vil du få innsikt i Marketing Treatment Strategies - både den analytiske delen med kundeinnsikt, segmentering og prediksjon, men også hvordan omsette innsikten i praksis. Under innlegget vil du få praktiske råd og verktøy. I tillegg vil Sannung også dele trender og tendenser fra DMA 2012 konferansen.
http://www.dma12.org
Bo Sannung er Nordisk direktør for Customer Intelligence i SAS Institute. Bo Sannung har bakgrunn fra byråbransjen og store nordiske selskaper innenfor salg, marked, CRM og analyse. Sannung underviser også på Copenhagen Business School og CRM Akademiet.
Triggered Nurturing using Marketing Automation in Sitecore 9edynamic
In the past, triggering a lead nurturing program off of website behavior necessitated the use of data and analytics integrations of some type. For most platforms, it still does, but Sitecore had brought this functionality under one roof in their last version, and improved it even further in Sitecore 9.
Studies upon studies have been done on how efficient you could be, and how much more ROI you’d gain, if you’d just put an organized lead management process in place. Easier said than done though, and best practices are only a good starting point to get your mind around the concept.
Whether you are looking to optimize your CMS or Re-platform to a new one, attend this webinar to walk away with actionable best practices. This webinar will also help you understand the latest cutting edge features available today in best of breed CMS systems and how to use these features to its maximum potential to drive real results.
Law Firm Websites in 2018: Bottlenecks & Recommendationsedynamic
The legal industry is facing significant headwinds due to flat growth, increased competition, and increased client demands. In order to compete in a crowded marketplace, firms must evolve and differentiate themselves to win new business and grow
Progressive Web Apps, also known as Installable Web Apps or Hybrid Web Apps, is the latest industry trend helping businesses create more engaged and loyal customers by presenting regular web pages or websites as traditional applications or native mobile applications to the users.
A Revenue Engine increases revenue for organizations by seamlessly aligning demand gen strategies with business processes and the customer journey, providing a single view of the customer and integrating an optimized CX tech stack.
As marketers, we are all feeling the pressure to measure the impact of every dollar we spend on marketing, and today, there is mounting focus put on the direct revenue impact of marketing on revenue. During this webinar we will showcase a framework for revenue marketers to maximize ROI through their digital marketing efforts.
Engagement strategies for law firms to compete in the age of the customeredynamic
Today’s business relationships can be initiated online using personalized thought leadership content to attract prospects to your firm, engage with your attorneys, and transport them along a buying journey to becoming a client. Your digital platform is now the tool that builds trust and relationships with your clients.
Mid-market marketers’ task is lot tougher compared to large enterprise marketers due to limited budget, lean resources, and complex client needs. For mid-market businesses, it’s vital to be able to compete on a level playing field with industry giants.
Learn how a winning combination of a best-in-class digital experience platform in combination with an award-winning agency with a full Marketing Operations model can drive business success and measurable marketing ROI.
Customers no longer follow neat, linear paths toward a purchase. Instead, they utilize various channels across their lifecycle and with each interaction, your organization must be able to capture their past interactions, preferences, and data to advance their journey – and provide the right customer experience, no matter the channel. With the modern customer journey being nearly impossible to predict, the impact of omni-channel consistency is key.
Contextual Commerce: Best Practices for Winning with Customer Experience with...edynamic
Commerce has evolved. To win customers, you need to win their hearts and minds with customer experience. Great commerce experiences start with understanding your customers, delivering relevant content based on who they are and where they are in the buying journey to allow shoppers to make better-informed decisions and bringing convenience to the buying process.
In the complex mobile technology ecosystem, selecting the right development approach can be intimidating.Sitecore mobile solution makes the entire process simple for marketers and technologists.
Why Marketing is Broken, and how Time to Value fixes it!edynamic
Time to Value is a methodology to increase measurable business revenue using Sitecore in under 30 days. Business demands positive results, Marketers who don’t shift the needle, and who are not data driven simply won’t survive the customer experience revolution.
Crossing Paths: Meet Customers Wherever They Are on Their Journeyedynamic
Caroline Schmid, edynamic’s Vice President for Demand Generation Services will help you to encounter your customers and prospects one-to-one in her session – combining marketing technologies for omni-channel communication.
Track 4 - How the avalanche of available customer data can help create more e...edynamic
Gene DeLibero, Customer Experience Evangelist from Sitecore, has walked through the building blocks of contextual marketing while discussing the importance of being able to shape every customer’s experience.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
What's driving demand gen content or context webinar
1. Content in Context
Webinar: June 9 2011
A Digital Solutions Firm delivering
Marketing and Technology Solutions
New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
3. About the eDynamic
eDynamic is a digital consultancy that helps clients acquire and
engage customers through cutting edge interactive solutions
Experienced. Founded in 1999
Trusted. Diverse business critical projects delivered for
mid-size to Fortune 500 organizations
Versatile. Experience across diverse verticals, including
Financial Services, Technology, Retail, Media & Publishing,
Education, Travel and Hospitality, Oil and Gas and others
Global. Locations in United States, Canada, Middle-East and 2
India
4. What we will cover today
1. Challenges with Content Marketing
2. What is Context-driven Marketing
3. How to get there
4. What is Unified Customer Engagement
3
6. The Buzz About Content...
“Content is King!”
“Content is the fuel for Marketing
Automation”
“Content marketing is becoming a
widespread strategy more and more for
growing tech companies. It allows
them to achieve their lead generation
5
and marketing goals.”
7. Content is King….of Marketing Budgets
Content marketing is now 33% of the total marketing budget
with 9 out of 10 B2B marketers using it to grow their businesses
6
Source : Junta 42 + MarketingProfsSpending Survey
8. Changes in Visitor Behavior
ComScore: Clickers—the visitors that act on your website—
represent a small and declining segment of web users
7
9. Changes in Buyer Behavior
Buyers have choices and options—they look for the most
convenient, lowest risk and highest comfort options
8
10. Content Does Not Equate to Conversion
SiriusDecisions: Demand creation leaders have little choice but
to flood the waterfall with hand raisers from outbound efforts
Top of the Funnel Inquiries to MQLs
9
Source : Marketing Sherpa, Sirius Decisions and ProperlGrowth
11. The Confidence Gap
There are gaps between rates of adoption of specific content
tactics and the perceived effectiveness of those tactics
10
12. The Challenge with Content
36% of marketers said their biggest challenge is “producing the
kind of content that engages prospects and customers”
11
13. Importance of Engagement
Moving people from consideration to commitment is the most
important path of the sales process — also the most necessary
12
Marketing Sherpa B2B Benchmarking Report
15. What is Context-driven Marketing?
Engaging customers where they are at—at their point in the
buying cycle—with relevant content that promotes action
14
16. Driving-up Content Value with Context
Relevance, personalization and timely communications
generates 2-3X higher engagement with the target audience
15
17. Context Requires a Common View
Consistent personalization across multiple channels requires
that each channel has the same customer view
Delivering personalized
messages across channels to
customers requires a common
understanding of the customer
Challenges
Customer information—both
behavioral and profile—is
stored in “siloed” systems
Integrated or third-party
analytics platforms, along with
the CRM platform, are typically 16
disparate systems
Coremetrics and Bloomberg BusinessWeek
Report on Optimizing Online Marketing 2009
19. Steps to Context-driven Engagement
eDynamic uses four steps to achieve multi-channel engagement
that aligns with customer expectations and drives acquisition
1. Employ a closed-loop engagement cycle
Build the profile, analyze the profile and respond to the prospect
2. Characterize prospect
Properties include buying cycle state and segmentation parameters
3. Develop content to align with the prospect expectations
Content will speak directly to a prospect profile
4. Automate the closed-loop prospect engagement
Use web CMS and marketing automation platforms to automate the 18
engagement cycle
20. Closed-loop Engagement Cycle
The closed loop engagement cycle is the model used to gain
customer understanding, adjust and communicate the message
Deliver the messages and
capture the reaction
Use analytics and forms to
capture behavior and profile
Understand the customer
context
Analyze the customer context
Align the content to customer
expectations
Package the content to align 19
with the customer context
21. Using Buying Cycle to Define Engagement
Use the buying cycle to understand how, when and with
what to engage prospects at each step of buying process
Understand your Segment your Map the Implement the
Buying Cycle audience Messages Platforms
Understand your buying cycle
Understand your customer’s mindset through the buying cycle journey
Segment your audience
Determine the target groups within your audience
Map the messages
Understand and align the messages with the segment and their objections 20
Implement the platforms
Implement the multi-channel platforms
22. Understand your Buying Cycle
This is typically 5-6 stages customers pass through from the
point of need recognition to a purchase decision
21
23. Segment your Audience
Who is buying from you? Understand the distinct
buying groups within your prospect population
Understand your Segment your Map the Implement the
Buying Cycle audience Messages Platforms
22
24. Align Content to the Segmentation
Identify content that address customer expectations. Consider
buying cycle, segmentation, pain points and motivators
Understand your Segment your Map the Implement the
Buying Cycle audience Messages Platforms
23
25. Map the Messaging
Objective: Understand prospect needs and motivations per
segment per stage, walk the buying cycle like they would
Mapping content
Per stage in the buying cycle
Per segment
Put yourself in their shoes
What questions would they
have at this stage?
What information would they
need to move forward?
What fear, uncertainty and
doubt (FUD) must be 24
overcome?
26. Summary
1. Understand the buying cycle
Do the standard stages apply your customer?
B2B versus B2C differences
2. Perform a segmentation exercise
Industries
Roles
Pain points and motivators
3. Define a content map
Identify content that addresses customer expectations
25
28. Leveraging Digital Platforms
eDynamic uses four steps to achieve multi-channel engagement
that aligns with customer expectations and drives acquisition
1. Employ a closed-loop engagement cycle
Build the profile, analyze the profile and respond to the prospect
2. Characterize prospects with a profile
Properties include buying cycle state and segmentation parameters
3. Develop content to align with the profiles
Content will speak directly to a prospect profile
4. Automate the closed-loop prospect engagement
Use web CMS and marketing automation platforms to automate the 27
engagement cycle
29. Leveraging Digital Platforms
CMS + MAP + CRM + Context = Increased acquisition. It takes
both platforms and approach to drive improved acquisition
1. Content Management (CMS): Supports personalized
interactions on the web site
2. Marketing Automation Platform (MAP): Supports personalized
interactions via outbound digital channels
3. Customer Relationship Management (CRM): Supports
personalized interactions involving members of the sales team
4. Integration and Mapping: Integrating the three systems to
create centralized buyer profiles that could then be mapped to
a defined buying process 28
5. Measurement and Reporting: Implementing the dashboards
and measurement tools necessary to support ongoing
performance measurement and management
30. The Trifecta for Richer Engagement
This Unified Customer Engagement Platform delivers an
experience based on a common customer context
Web CMS
Common
Customer
Context
Marketing
CRM Automation
29
31. Automating the Engagement Cycle
Automating the engagement cycle across the buying cycle
requires context-specific content delivered at the right time
1. Content map: Defines the content topics that address
the segmentation, pain points and motivations identified
2. Develop content: Develop the dynamic content
3. Profile and attribute-driven Rules: Both web CMS and
marketing automation enable marketers to define rules
that govern what content is displayed in a context
30
32. Technologies Working Together
Web CMS, market automation and CRM offer a common view of
the customer that drives personalization across web and email
31
33. eDynamic’s Unified Engagement Platform
Delivering context-driven, multi-channel experiences across the
buying cycle requires a unified engagement platform
32