Develop stronger relationships with prospects until they are sales-ready. Plus new engagement tactics including behavioural targeting, analytics, testing and marketing automation, lead scoring and integrated telemarketing.
During this period of significant change within the financial services industry Standard Life have been striving to leverage social channels to help strengthen relationships and increase interactions with key audiences. Through their B2B communities the company has embraced the challenge of dialing down the traditional push marketing methods and in turn looked to dial up value of interaction. In this session Craig Johnston will take you through their experiences from setting up properly and fostering engagement within the community through to evaluating performance and demonstrating tangible success.
In these austere times, ask yourself: what can content do for you?
- No time? No money? Get content marketing on a budget
- Reuse, recycle… how to get the most value from the content you already have
- Little fixes, big rewards: tiny copy changes that make a big difference
McAfee turned to Marketing Operations Agency, CRM Technologies to assist in the design, implementation and on-going refinement of a nurture programme which has led to a fourfold increase in opportunity conversion, highlighting a clear return on investment.
Realising that its sales and marketing teams had to work closely together to drive revenue growth, McAfee recognised that prospects should be put through a segmented nurturing programme giving them the right information at the right time in the buying process before they became “sales ready”. Andrew Freeman, CEO of CRM will explain how McAfee, the world’s largest dedicated security technology company, built this automated buyer’s journey.
CRM’s fundamental approach was the rationale of taking the prospect on a journey, rather than just talking to them about a product. The success of this strategy was based on the mantra of “sending the right content to the right person at the right time”.
Marketing isn’t like it used to be. While many of the basic fundamentals of marketing still apply, in the last few years there have been significant changes to how we identify, engage and convert our prospects into customers. Join this session to learn the 5 new ‘truths’ of modern marketing and how Eloqua enables marketers to drive results through the magic of marketing automation.
Most organisations underestimate the time and effort needed to engage their prospects with the right content using inbound marketing techniques and have their sales team follow up effectively during the lifecycle. In this short session, James Cox from Tracepoint and Adam Berry from Pardot will share their advice on how to manage this organisational change to close the inbound loop effectively.
Ubuntu is free Linux software that powers millions of desktops, laptops, netbooks and servers worldwide. Canonical works with the open-source community to deliver Ubuntu,and helps businesses worldwide to reduce costs, improve efficiency and enhance security with Ubuntu. This presentation is a case study of how Canonical working with Velocity transformed how it engaged with its enterprise prospects and customers using Marketo. It will cover how we got started, how we introduced process flows and will reflect on the early results of the campaign.
For over 300 years, Lloyd’s of London has served as the world’s specialist insurance market - where building lasting relationships is at the very heart of its success and longevity. Today, as the web shifts from a promotional tool to a place where business relationships are established and maintained, how has Lloyd’s embraced online communities to build on this enduring model? As a financial B2B with a niche and a complex offering, Lloyd’s faces a challenging environment with which to communicate its messages. Here, we share the highs and lows of our journey to find a ‘social’ solution - from platform analysis to stakeholder management, engagement, content creation, distribution and reporting.