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Each issue of CMO Close-up features an interview with a CMO, as well as other marketing executives answering that issue's "Big Question."
This week's feature:
Close-up with Deb Oler, VP-Grainger Industrial Supply Brand, W.W. Grainger
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BtoB WEBINARS & WEBCASTS
BtoB Webcasts bring together business-to-business marketers and experts for discussions about the strategies and tools marketers are using to reach their target audiences. For more details about each event, click on the appropriate link below. By registering for a webcast, you may be contacted by the webcast's sponsor.
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Increasing Conversion with Right Time, Right Message Strategies |
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Join Andy Mott from MarketingExperiments as he explains the MEC heuristic formula to help marketers test and optimize segmentation strategies that boost conversion. Steve Woods, founder and CTO of Eloqua, will cover effective tactics and practical examples to increase the relevancy of your communications by segmenting based on prospect activity and behavior.
March 11, 2010 - 2:00 PM EST/11:00 AM PT
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3 Must Have Lead Nurturing Processes to Grow Your Marketing Funnel |
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In today's challenging economy, organizations cannot afford to discard a single prospect. As a result, a robust lead nurturing strategy targeting your existing leads is no longer a luxury. Re-engaging inactive leads requires a different approach than nurturing new leads; therefore, marketers should take a multi-faceted approach building unique processes to address each type.
In this webinar, SiriusDecisions' Senior Director of Research Tony Jaros will explain how to boost the number of leads in your marketing funnel with three, powerful lead nurturing processes.
Thursday, April 1, 2010 - 12:00pm ET / 9:00am PT
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Content Marketing: The Secret to Success with B-to-B Marketing Automation |
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This session will explore the challenges b-to-b marketers face in better aligning their programs to the buying cycle, and it will propose strategies for adopting a 'content marketing' posture to help better target and nurture buyers at different stages. It will put this engagement in the context of marketing automation adoption and discuss the importance of content marketing to power marketing automation campaigns.
April 8, 2010 - 2:00 PM EST/11:00 AM PT
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Secrets of B2B Marketing Webinars |
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Ken Molay, president of Webinar Success and a former director of product marketing, presents tips to help you plan, prepare, and deliver web seminars as a part of your marketing program. A properly executed webinar can present your company, products, and services in the best light, starting prospects along the sales path. But a poor webinar experience can frustrate and antagonize your attendees, sending them towards your competitors.
Thursday, May 6, 2010 - 1:00pm ET / 10:00am PT
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Testing to Improve the Effectiveness of Your E-Mail Marketing Campaigns |
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In this webinar, Wendy Lowe, Director of Product Marketing for Campaigner and Mark Brownlow of Email Marketing Reports, will discuss the importance of testing, how to employ testing in your next email marketing campaign, and what to test to get the most out of your email marketing. They will also share examples of how testing things like your subject line, email template, and best day of the week to send can be used to improve response rates.
NOW AVAILABLE
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The Unreasonable Prospect: How Irrationality Guides Buying Behavior |
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We think we make rational personal and business decisions, but there are a myriad of factors such as surroundings, perceptions, regret, and habit that affect our decision-making process. Great trust in our flawed intuitions is a pattern that gets most buyers into trouble.
Understanding how prospects perceive value and make decisions is crucial to your organization's success in bringing products to market, driving demand and winning new customers.
Join MIT behavioral economist Dan Ariely as he provides a clear, powerful overview of the irrational decision making of prospects and consumers.
NOW AVAILABLE
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Video Marketing 101: Strategies and Tactics |
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You've heard the buzz about online video - but do you know how it can be leveraged to increase the impact of your marketing initiatives? Online Video can be used at every stage of the customer lifecycle to acquire, engage and convert site visitors. Join this informative "how-to" discussion on the most effective ways marketers can easily incorporate video into their online marketing mix today. Learn how marketers across every industry are using video to drive awareness, lead generation and to increase the stickiness of their site.
NOW AVAILABLE
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Outook 2010: Marketing Plans and Priorities |
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As the economy slowly shows signs of recovery, almost 40% of b-to-b marketers say they plan to boost their marketing budgets next year, according to BtoB's “2010 Outlook: Marketing Priorities and Plans” survey. This webcast will look in detail at marketers' plans for the upcoming year, including how they plan to allocate their spending across offline and online media platforms. The webcast will also feature top b-to-b marketers who will discuss their marketing objectives and strategies for 2010, including budget allocations, marketing priorities, effective media platforms and tactics for success. The information in this webcast will help you chart your own path for what promises to be a challenging year.
NOW AVAILABLE
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The Brave New World of Sales:
Responding to Shifts in the Buying Model |
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Data from 5,000+ B2B customers shows that vendors that deliver value beyond simply matching products to customer needs have a distinct competitive advantage. Unfortunately, many sales and marketing organizations struggle to deliver insight that truly assists buyers. Sales and Marketing teams need to align around a strategy that creates an effective "purchase experience" for buyers.
Learn how to understand where buyers are in their purchase experience, design scalable interactions to reach buyers where they are, and assist prospects in their buying process.
NOW AVAILABLE
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Lead Conversion 2.0 for a Recovering Economy |
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BtoB editors invite you to a high-level overview of optimum lead management and conversion processes for 2010 and beyond. As the economy recovers, buyers are returning, and marketers in response must deploy sophisticated new methods and tools to convert prospects, leads and customers.
NOW AVAILABLE
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Optimizing Your Lead Nurturing Program |
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If your organization lacks a well-defined process for nurturing leads and building relationships before the buying process begins, you're missing out on valuable opportunities.
Join lead generation expert Brian Carroll on November 10 as he discusses the benefits of a multi-touch approach to lead nurturing. Discover how to keep your prospects engaged through relevant content and timely conversations until they are ready to talk to your sales team.
NOW AVAILABLE
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You Had Me at Hello: Techniques to quickly catch people's attention in marketing webinars |
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Information overload, triplet tasking, hyperchoice, and short attention spans are just a few of the symptoms of the modern consumer. Because so many forces compete for one's focus, we often need to catch people's attention in a matter of seconds, especially when you present online. Join this webinar to learn how to create better beginnings for your presentations or marketing materials so that you attract attention in 30 seconds or less.
NOW AVAILABLE
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