Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdfDemandbase
Demandbase on Demandbase Story
In this webinar, Hannah Jordan, Senior Digital Marketing Manager at Demandbase will showcase top advertising plays tailored to each stage of the buyer's lifecycle. From awareness to decision-making, you'll learn how to effectively engage your target audience with creativity.
Discover the latest features available in Demandbase for digital marketers to leverage their advertising spend for maximum impact and efficiency.
Key Takeaways:
* Understand how to map advertising strategies to different stages of the buyer’s journey
* Learn about the latest released features in 2024 within Demandbase Advertising Platform
* Gain insights from real-world examples and use cases
* Enhance your ability to craft targeted, effective, and engaging marketing campaigns
In the Lab with DeeBee: Orchestration 101.pdfDemandbase
In this session, Demandbase experts show you how to leverage Orchestration to save time on core tasks like managing advertising audiences, triggering marketing and sales plays across systems, and cleaning up account, lead, and contact data.
Introducing the newest products from the Marketing Solutions Business on B2B Connect event in São Paulo - May 2015.
Presentation by Bryan Burdick, Head Global B2B, Marketing Solutions at LinkedIn.
BMC: Fueling Growth in the Enterprise with AI-Powered ABMLattice Engines
Companies that use the power of AI and data to drive more relevant engagement drive outsized business impact including 65% greater engagement in their target accounts, 106% higher pipeline and 3x higher ROI on marketing spend. A pioneer in the IT Operations market, BMC enables companies to simplify their IT environment and drive business agility - counting 92 of the Forbes Global 100 companies as their customers.
At SiriusDecisions Summit 2019, BMC discussed how they created the single source of marketing truth to drive segmentation and targeting for their 1:1 omni channel programs.
Are you looking for a blueprint for delivering, managing and improving channel marketing program performance? Be prepared when senior management challenges you on the contribution your marketing tactics make to channel programs.
You will learn:
Channel marketing tactics – The Model Evolution
Programs capitalizing on concierge and MDF
Best tactics for channel marketing programs
Measuring tactic performance with intent to improve ROI
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdfDemandbase
Demandbase on Demandbase Story
In this webinar, Hannah Jordan, Senior Digital Marketing Manager at Demandbase will showcase top advertising plays tailored to each stage of the buyer's lifecycle. From awareness to decision-making, you'll learn how to effectively engage your target audience with creativity.
Discover the latest features available in Demandbase for digital marketers to leverage their advertising spend for maximum impact and efficiency.
Key Takeaways:
* Understand how to map advertising strategies to different stages of the buyer’s journey
* Learn about the latest released features in 2024 within Demandbase Advertising Platform
* Gain insights from real-world examples and use cases
* Enhance your ability to craft targeted, effective, and engaging marketing campaigns
In the Lab with DeeBee: Orchestration 101.pdfDemandbase
In this session, Demandbase experts show you how to leverage Orchestration to save time on core tasks like managing advertising audiences, triggering marketing and sales plays across systems, and cleaning up account, lead, and contact data.
Introducing the newest products from the Marketing Solutions Business on B2B Connect event in São Paulo - May 2015.
Presentation by Bryan Burdick, Head Global B2B, Marketing Solutions at LinkedIn.
BMC: Fueling Growth in the Enterprise with AI-Powered ABMLattice Engines
Companies that use the power of AI and data to drive more relevant engagement drive outsized business impact including 65% greater engagement in their target accounts, 106% higher pipeline and 3x higher ROI on marketing spend. A pioneer in the IT Operations market, BMC enables companies to simplify their IT environment and drive business agility - counting 92 of the Forbes Global 100 companies as their customers.
At SiriusDecisions Summit 2019, BMC discussed how they created the single source of marketing truth to drive segmentation and targeting for their 1:1 omni channel programs.
Are you looking for a blueprint for delivering, managing and improving channel marketing program performance? Be prepared when senior management challenges you on the contribution your marketing tactics make to channel programs.
You will learn:
Channel marketing tactics – The Model Evolution
Programs capitalizing on concierge and MDF
Best tactics for channel marketing programs
Measuring tactic performance with intent to improve ROI
Channel Marketing Programs That Deliver ROIJuliann Grant
Are you looking for a blueprint for delivering, managing and improving channel marketing program performance? Be prepared when senior management challenges you on the contribution your marketing tactics make to channel programs.
You will learn:
Channel marketing tactics – The Model Evolution
Programs capitalizing on concierge and MDF
Best tactics for channel marketing programs
Measuring tactic performance with intent to improve ROI
Dave Chaffey's talk on Fuelling Digital Marketing Success in B2B organisations from Technology for Marketing & Advertising.
One of a set of 3 seminars - this download is for B2B organisations.
How To Evolve Your B2B Go-to-Market Strategy With Account-Based ExperienceDemandbase
Account-Based Experiences (ABX) has become the modern approach by leaders, and its rooted in an intense focus on the customer at every stage of the buying cycle, using intelligent insights to know when and how to engage, and what to say to each account.
During this session, join Tenessa Lochner, Director of Enterprise Marketing & ABM at Demandbase, to learn how companies are evolving their go-to-market to align with the buyer experience at every stage of the journey, including:
Site customization;
Forms enrichment; and
Personalization approaches to create unique experiences for customers and prospects.
How to Measure and Optimize Your Multi-Channel StrategyBrightFunnel
Marketers today are being held accountable for their contribution to revenue. But with so many channels, so many content pieces, and long sales cycles...how do you keep track of it all? How do you pull in analytics for offline channels? How do you know what content and what channels are working? How do you optimize that mix so that you end up with the best possible results?
Learn best practices from BrightFunnel VP of Marketing, Dayna Rothman!
Analyzing the impact of your social media spending in real time is a common struggle for many marketers and agencies alike. Whether you report on your paid social strategy internally or you are an agency providing reporting services, analyzing campaign objectives against targeted audiences takes manual effort and time. With social advertising gaining a larger share of marketer’s budgets, it’s crucial to understand which creative or overall campaign is driving the highest return for your objective.
In this on demand webinar we discuss best practices for paid social advertising and how you can analyze it in real time using Sysomos Paid Social Analytics.
Reaching High-Intent Audiences Using Amazon Marketing CloudTinuiti
On Amazon, how do brands make sure they reach high-intent audiences and push them through to purchase?
In the past, Amazon had only offered up pre-built audiences that brands had to choose from to align with their customer base.
But now, with Amazon Marketing Cloud (AMC), brands have the ability to create highly customizable audiences that allow for greater flexibility and accuracy in ad targeting.
In this webinar, an ads expert at Amazon will be joining Tinuiti’s Amazon Marketing Cloud expert to break down how to leverage AMC’s audience-building capabilities. You’ll come away with the skills to create more relevant and targeted messaging that will increase conversions and growth. We’ll include case studies to highlight how brands have found success.
From the B2B Content2Conversion Conference, with:
Paul Burgess, Director, Online Marketing, Time Warner Cable Business Class
Heather Berggren, Global Demand Generation Manager, Enterprise Solutions Group, Dell
A self-assessment tool to help you determine how ready you are to use Inbound Marketing tactics to reach more customers.
Buyer behavior is changing, but channel marketing isn’t changing with it. Many companies are still using pushy outbound marketing tactics. Modern buyers want to work with companies who are more oriented around teaching and learning.
If your organization is interesting in Agile transformation for technology, then you should also be looking into Agile Marketing.
Think of your organization like a car. Two wheels which represent Technology, and the other two wheels represent Marketing. Even if you get the Technology wheels spinning faster, unless the Marketing wheels can spin just as fast, your car will be going in circles. Product and marketing go hand in hand when it comes to deriving value from your respective markets.
As we all know, one of the major keys in Agile is the tightening of the feedback loop. This is why we want shorter sprint cycles, smaller batch sizes, and strive to continuously learn. When it comes to building products, it's the marketing team's job to test the market, size the market, segment the customers in the market, and just generally derive value from the market. But the problem is, most modern organizations are using waterfall-like operating models to run their marketing teams which hand-cuff talented marketers from surfacing new insights.
Marketing departments are still using waterfall processes because only up until a few years ago, digital marketing was a brand new concept. Large organizations used Print, TV and Radio advertising in their marketing campaigns, which by nature were not trackable. Campaigns were planned well in advance, usually at the start of a new financial year, and themes, content and messaging was approved then too. Because of the lack of trackability, marketing was always considered a cost-centre. Today that has changed.
Marketing is now quickly being understood as a revenue-driver. New tools are allowing us to track digital campaigns like never before imagined, everything and anything can be attributed to even the most minute detail. Because of this marketing focused companies are able to confidently say that for $(x) of marketing budget input, they are getting $(y) of revenue from customers. This is catapulting Marketing teams to the top of the business group food chain.
In this session we will discuss the need for Agile Marketing and why marketing should be the focal point for your organization's business agility transformation (hint: it's because marketer's own the customer journey). More importantly, this session will actually dive into the details of how a marketing team would implement Agile using the four stages of the Growth Marketing Lifecycle (GMLC).
If this interests you and you're excited to learn more, please reach out and let's have a chat!
- Ahmad Iqbal
August 2017
Taking an Analytical Approach to Sales AccelerationDun & Bradstreet
Taking a statistical approach to determining the right mix of qualifying criteria removes the guess work, delivers higher conversion rates and increased revenue. With the right business analytics tools, your marketing and sales teams will accelerate pipeline with meaningful insights. Waste less time on unlikely prospects with target market analysis and customer analysis.
Watch this SlideShare to understand how impactful our predictive sales analytics can be for sales and marketing alignment and customer acquisition.
The typical small business spends $1,200 a month on PPC & wastes over 25% of their budget! This is generally due to haphazard approaches to account structure & quality score. Are you wasting dollars?
Join us Thursday, October 29th as WordStream & Hanapin Marketing showcase trending topics & strategies for building a foundation for PPC campaigns.
Learn tactics from our industry experts like:
-Best Practices for Campaign Structure
-Budget Allocation
-Ad Copy Theory
Channel Marketing Programs That Deliver ROIJuliann Grant
Are you looking for a blueprint for delivering, managing and improving channel marketing program performance? Be prepared when senior management challenges you on the contribution your marketing tactics make to channel programs.
You will learn:
Channel marketing tactics – The Model Evolution
Programs capitalizing on concierge and MDF
Best tactics for channel marketing programs
Measuring tactic performance with intent to improve ROI
Dave Chaffey's talk on Fuelling Digital Marketing Success in B2B organisations from Technology for Marketing & Advertising.
One of a set of 3 seminars - this download is for B2B organisations.
How To Evolve Your B2B Go-to-Market Strategy With Account-Based ExperienceDemandbase
Account-Based Experiences (ABX) has become the modern approach by leaders, and its rooted in an intense focus on the customer at every stage of the buying cycle, using intelligent insights to know when and how to engage, and what to say to each account.
During this session, join Tenessa Lochner, Director of Enterprise Marketing & ABM at Demandbase, to learn how companies are evolving their go-to-market to align with the buyer experience at every stage of the journey, including:
Site customization;
Forms enrichment; and
Personalization approaches to create unique experiences for customers and prospects.
How to Measure and Optimize Your Multi-Channel StrategyBrightFunnel
Marketers today are being held accountable for their contribution to revenue. But with so many channels, so many content pieces, and long sales cycles...how do you keep track of it all? How do you pull in analytics for offline channels? How do you know what content and what channels are working? How do you optimize that mix so that you end up with the best possible results?
Learn best practices from BrightFunnel VP of Marketing, Dayna Rothman!
Analyzing the impact of your social media spending in real time is a common struggle for many marketers and agencies alike. Whether you report on your paid social strategy internally or you are an agency providing reporting services, analyzing campaign objectives against targeted audiences takes manual effort and time. With social advertising gaining a larger share of marketer’s budgets, it’s crucial to understand which creative or overall campaign is driving the highest return for your objective.
In this on demand webinar we discuss best practices for paid social advertising and how you can analyze it in real time using Sysomos Paid Social Analytics.
Reaching High-Intent Audiences Using Amazon Marketing CloudTinuiti
On Amazon, how do brands make sure they reach high-intent audiences and push them through to purchase?
In the past, Amazon had only offered up pre-built audiences that brands had to choose from to align with their customer base.
But now, with Amazon Marketing Cloud (AMC), brands have the ability to create highly customizable audiences that allow for greater flexibility and accuracy in ad targeting.
In this webinar, an ads expert at Amazon will be joining Tinuiti’s Amazon Marketing Cloud expert to break down how to leverage AMC’s audience-building capabilities. You’ll come away with the skills to create more relevant and targeted messaging that will increase conversions and growth. We’ll include case studies to highlight how brands have found success.
From the B2B Content2Conversion Conference, with:
Paul Burgess, Director, Online Marketing, Time Warner Cable Business Class
Heather Berggren, Global Demand Generation Manager, Enterprise Solutions Group, Dell
A self-assessment tool to help you determine how ready you are to use Inbound Marketing tactics to reach more customers.
Buyer behavior is changing, but channel marketing isn’t changing with it. Many companies are still using pushy outbound marketing tactics. Modern buyers want to work with companies who are more oriented around teaching and learning.
If your organization is interesting in Agile transformation for technology, then you should also be looking into Agile Marketing.
Think of your organization like a car. Two wheels which represent Technology, and the other two wheels represent Marketing. Even if you get the Technology wheels spinning faster, unless the Marketing wheels can spin just as fast, your car will be going in circles. Product and marketing go hand in hand when it comes to deriving value from your respective markets.
As we all know, one of the major keys in Agile is the tightening of the feedback loop. This is why we want shorter sprint cycles, smaller batch sizes, and strive to continuously learn. When it comes to building products, it's the marketing team's job to test the market, size the market, segment the customers in the market, and just generally derive value from the market. But the problem is, most modern organizations are using waterfall-like operating models to run their marketing teams which hand-cuff talented marketers from surfacing new insights.
Marketing departments are still using waterfall processes because only up until a few years ago, digital marketing was a brand new concept. Large organizations used Print, TV and Radio advertising in their marketing campaigns, which by nature were not trackable. Campaigns were planned well in advance, usually at the start of a new financial year, and themes, content and messaging was approved then too. Because of the lack of trackability, marketing was always considered a cost-centre. Today that has changed.
Marketing is now quickly being understood as a revenue-driver. New tools are allowing us to track digital campaigns like never before imagined, everything and anything can be attributed to even the most minute detail. Because of this marketing focused companies are able to confidently say that for $(x) of marketing budget input, they are getting $(y) of revenue from customers. This is catapulting Marketing teams to the top of the business group food chain.
In this session we will discuss the need for Agile Marketing and why marketing should be the focal point for your organization's business agility transformation (hint: it's because marketer's own the customer journey). More importantly, this session will actually dive into the details of how a marketing team would implement Agile using the four stages of the Growth Marketing Lifecycle (GMLC).
If this interests you and you're excited to learn more, please reach out and let's have a chat!
- Ahmad Iqbal
August 2017
Taking an Analytical Approach to Sales AccelerationDun & Bradstreet
Taking a statistical approach to determining the right mix of qualifying criteria removes the guess work, delivers higher conversion rates and increased revenue. With the right business analytics tools, your marketing and sales teams will accelerate pipeline with meaningful insights. Waste less time on unlikely prospects with target market analysis and customer analysis.
Watch this SlideShare to understand how impactful our predictive sales analytics can be for sales and marketing alignment and customer acquisition.
The typical small business spends $1,200 a month on PPC & wastes over 25% of their budget! This is generally due to haphazard approaches to account structure & quality score. Are you wasting dollars?
Join us Thursday, October 29th as WordStream & Hanapin Marketing showcase trending topics & strategies for building a foundation for PPC campaigns.
Learn tactics from our industry experts like:
-Best Practices for Campaign Structure
-Budget Allocation
-Ad Copy Theory
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
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
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.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
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
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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 What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
7. 7
Creating Segments by Product Interest
Identify product interest based on groups of key activities
such as…
Demandbase keyword intent
Trending intent (could also add TrustRadius intent)
Salesforce campaign response (content downloaded,
webinars, etc.)
Webpage visits
8. 8
Two Different Ways to Use…
No Overlap
Create product interest segments for each
product and corresponding SFDC fields.
Push product segment engagement minutes
to field and use a calculated field in
Salesforce to show the product with most
engagement minutes
Some Overlap
If you’re okay with some accounts having
messaging overlap if they have enough
engagement, the change logic on the
selector to be based on total engagement
mins vs any activity
9. 9
Map Content Back to Campaigns
Acquisition Data Sales Ads ABX
Journey Stages Interested-MQA Interested-MQA Interested-MQA Interested-MQA
Tiers 1-3 1-3 1-3 1-3
Product EngMins
Criteria
≧25 Data Eng
Mins
≧25 Sales Eng
Mins
≧25 Ads Eng
Mins
≧25 ABX Eng
Mins
Matched
Campaign
Believe In Your
Data
Sales
Innovation
Ads Innovation Buying Groups
Supporting
Assets
Data Playbook
Data Trial
Clean Data
Webinar
Outreach
Integration
SI Trial
SI Tour
Ads First Trial
Connected TV
Ads 2023
Report
BG Guide
BG Interest List
BG Webinar
LinkedIn Live
Series
10. 10
Campaigns & Creative
Awareness (TOFU) Campaign
Campaign Goal: Brand Awareness
Journey stages: Qualified, Aware
Ads pointing to product pages, product
tours, etc.
Acquisition (MOFU) Campaign
Campaign Goal: Lead Gen
Journey Stages : Engaged, MQA
Ads for certifications, report,
ebooks, etc.
Acceleration (BOFU) Campaign
Campaign Goal: Web Visits
Journey Stages: Pipeline
Ads for customer stories,
competitive pages, etc.
12. 12
Digital Campaign Audiences & Channels
Awareness Acquisition Acceleration
Journey Stages Qualified-Aware Interested-MQA SQL - PipelineOpp
Tiers 1-3 1-3 1-3
Audience Trigger Med/High Intent ≧25 Eng Mins Open Opportunity
Youtube
Display
Linkedin
Google Ads
Webchat
Retargeting
Channels
13. 13
Awareness Strategies: Display + Youtube
Audience: Accounts showing intent on
advertising but have not visited page
In Display: Warm accounts with relevant
messaging and get them engaging with your
website
Audience: Same as display but at the person level
vs the account level
In Youtube: Warm known contacts with relevant
videos to start getting them to engage with the
website
14. 14
People Based Advertising
Use Cases
● Known Contacts - Reach specific individuals by
creating a people list of current contacts within
account list
● Job Level - Reach Executives/C-Suite. Usually when
targeting smaller companies where C-Suite is involved
in purchase decisions
● Job Function - Amplify brand awareness in an entire
department, potentially unsure of where decisions are
made
● Persona - Get in front of key decision makers and/or
specific messaging plays
● Combo - Decision makers who might be outside of
typical target function
15. 15
Awareness to Acquisition Strategies: Display + LinkedIn
Audience: Accounts showing intent on
advertising platforms but have no visited page
In Display: Warm them intent topic messaging
and get them engaging with your website
Audience: Same as display but have visited the
website
In Linkedin: Now they they are aware of brand /
engaging with site, introduce related gated content
1 Keyword Set = Advertising
2 Strength = High
3 Visit Web Page Contains /products/advertising
1 Keyword Set = Advertising
2 Strength = High
3 No visits to page contains /products/advertising
16. 16
Leveraging Orchestration Audiences
Strategically
Use Case → Acquiring Net New Contacts for Accts
Target these Accounts
but not these People
in those accounts
LinkedIn Campaign
1. In Demandbase One → Sync
audiences via Orchestration:
● Account List - All Target Accounts
● People List - All Current Contacts
2. In LI Campaign Manager→
● Target the Accounts, Suppress
the People List
● No Wasted Spend
17. 17
Paid Search Acquisition Strategies
Campaigns Excluding
Current Contacts
Campaigns Targeting
Current Contacts
1 2
Using DB1 audience list via orchestration
as target list, ads will only show to current
contacts searching keywords in our tiers
1-4 accounts
Allows us to adjust
budgets to bid higher
for people at our tiered
accounts
Allows us to not miss out
on people outside tiered
accounts for key search
terms
Using DB1 audience list as exclusion
list, ads will only show to people not
in database searching keywords
without bidding conflict
18. 18
Acceleration Multichannel Strategies
Audience: TAL / Demand Gen List
Action: Downloaded content indicating they’re
progressing in buyers journey
Audience: Engaged target accounts
Action: Provide follow up resources to help guide
them / stay top of mind
New Leads Generated Retarget with Display & LinkedIn
19. 19
Leveraging Orchestration Audiences
Strategically
Use Case → Reaching & Engaging Current Leads/Contacts in Target Accounts
LinkedIn Campaign
1. In Demandbase One → Sync audiences
via Orchestration:
● Account List - All Target Accounts
● People List - All Current
Leads/Contacts
2. In LI Campaign Manager→
● Target the People list
● But require they be with an account
on the Account list
Target these People
but only if they are
in these accounts
20. 20
Use Targeting Types for Relevant Content at
Person Level
Display this creative only to users who
haven’t yet visited your website
Display the creative only when a user
previously visited your website
Ad relevant to opportunity
User aware of brand
+ engaged with site
User never engaged
with site
Brand awareness ad
VS.
21. 21
Acceleration Linkedin Strategy
Audience: Contacts that are
only a few points away from
MQL score threshold
Campaign drives to high
value web pages so
engagement mins help
contacts reach MQL score
Set up a dynamic list to be
able to track your success!
Audience: Accounts that
have been in engaged for
more than 30 days
Campaign has content that if
the account engaged with
they will move to the next
journey stage
Set up a dynamic list to be
able to track your success!
Person-Level Account-Level
22. 22
Multichannel Strategies: Display + LinkedIn
In awareness display / youtube
campaigns
Creates website engagement
LinkedIn + Google campaigns for
lead gen
Lead gen + web engagement
progresses account
Automatically moves to new
retargeting display campaign
Current contacts continue to be
nurtured through retargeting
Acquisition campaigns suppress
current contacts to generate net
new / multithread
Website activity from retargeting
+ multiple contacts generated
pushes account to MQA
Account added to nurture
sequence and MQA-centric
display campaign
23. 23
Digital Campaign Audiences & Channels
Awareness Acquisition Acceleration
Journey Stages Qualified-Aware Interested-MQA SQL - PipelineOpp
Tiers 1-3 1-3 1-3
Audience Trigger Med/High Intent ≧25 Eng Mins Open Opportunity
Youtube
Display Linkedin (LG)
Google Ads
Webchat
Retargeting
Channels
Linkedin (Eng)
25. 25
Digital Advertising Works at Every Stage of the Buying
Journey
Bottom of Funnel
Effective at impacting
pipeline/revenue
Middle of Funnel
Effective at driving
engagement
Top of Funnel
Effective at creating
brand awareness
Retention
Effective at improving
customer engagement
67% of customers with a health
score >50 interacted with display
26. 26
Awareness Impacts
● Qualified journey stage velocity
was 54% faster in test group A
● Qualified journey stage conversion rate
was 27% higher in test group A
● Aware journey stage conversion
rate was 31% higher in test group A
● Engaged journey stage velocity
was 40% faster in test group A
● Avg. velocity in test group A was
31 days compared to 38 days in
test group B (18% faster)
● Avg. conversion rate in test group
A was 40% compared to 33% in
test group B (21% higher)
27. 27
Of accounts that clicked on
an ad, a higher percentage
of accounts converted to a
forward stage compared to
those who did not click on
an ad
Engagement Impacts
Accounts with Ad Clicks
Accounts with No Ad Clicks
Velocity, i.e. time to convert
forward, was less on
average for accounts that
clicked on an ad vs.
accounts that didn’t
28. 28
BOFU Impacts
Pipeline - $2,306/Acct
Revenue - $642/Acct
Pipeline - $151/Acct
Revenue - $38/Acct
Left funnel account list-
● Accounts in tiers 1-4,
active journey stage,
and have visited the
website from a display
ad in the last 6 months
Right funnel account list-
● Accounts in tiers 1-4,
active journey stage,
and have not visited
the website from a
display ad in the last 6
months
29. 29
Opportunity Data: Impressions vs No
Impressions
In the journey stages section of the platform, you can compare key metrics
between the two lists to see what impact display ad impressions seem to have
on opportunities
31. 31
LinkedIn A/B Test
Test: Group A received display ads in addition to a Linkedin campaign while
Group B only had a Linkedin campaign. For the same spend in both Linkedin
campaigns, Group A had…
50%
more
clicks
30%
higher
CTR
13%
lower
CPM
33%
lower
CPC
35%
more
engagement
16%
higher
engagement rate
32. 32
Multichannel Impacts - Display Ads + Google
Ads
Just visited the
website from Google
Ads did not visit from
display ads
$1,701/Acct
$492/Acct
$11,694/Acct - 7X
$6,147/Acct - 12.5X
With Display