Brand, Marketing, and Customer Experience with Kerry Bodine
Special Meeting Location for April — The SF Offices of Demandbase
301 Howard Street
Online Registration has closed at this time. We welcome you to join us at the event and register at the door.
Onsite Member $40
Onsite Non-Member $55
Silo’ed organizations inevitably create disjointed experiences for customers. One of biggest — and most overlooked — problems in the customer journey stems from the seemingly unbridgeable gulf between marketing and the rest of the organization. Marketing communications that aren’t aligned with the true capabilities of the organization set sky-high customer expectations that are impossible to match. Fortunately, several relatively simple tools can help employees on both sides of the chasm work together to provide an on-brand experience that delights customers.
Big Data: What Are The Challenges and Opportunities For B2B Marketers?
Firms as diverse as energy companies, high-tech/telecom, and financial firms recognize that the power of data comes through when they expand their analysis to predict the next step that a buyer may take. How can B2B marketers use analytics to connect marketing activity to business success and use its predictive capabilities to make their firms more customer-obsessed?
If you want to win at the content game, it’s time you started thinking like a professional
There is a reward for using content marketing. According to Hubspot research, 70% of companies that publish blog posts 2 to 3 times a week acquired customers. Here are 10 actionable steps to implement a robust content marketing program:
1. Know your audience — knowing for whom you’re producing the content. Customers? Prospects? Fans? Industry Peers? Create a persona of your stakeholder(s).
2. Define key themes and messages — Don’t just focus on your product, service, or business — but do some thinking as to what issues relate to your persona’s real world concerns.
3. Establish a frequency framework — Create a schedule and adhere to it. Map out potential stories, features, or other content in advance so when the deadline looms, you’ll have a sense of what’s due.
How To Tell Your (Marketing) Story In The Digital Age
Stories engage. Stories are how we remember. Moreover, the ability to tell a good story is more important than ever, as marketers adopt social networking and video — media that lend themselves especially well to storytelling. But, marketers can use all the right storytelling techniques, but remain ineffective if they lack authenticity. Ironically, the elements that make a story authentic (conflict, struggle and vulnerability) are the very techniques technology marketers are trained to avoid.
Crafting a Headshot
Public relations professionals know that clients often don’t like having their photo taken. How can you make yourself and your client successful in this endeavor? Commercial Portrait Photographer Scott R. Kline will outline the elements of preparation in creating an ideal headshot or executive portrait. The session will be filled with many examples of photographs illustrating these techniques. Discussion points will include: make-up, wardrobe, lighting, posing and facial expressions. Scott will also discuss the best way to crop and present photos on websites, social media and other platforms. Since most of Scott’s photos involve location shooting, Scott will also discuss locations, background gathering and determining the right message with the photo. All these elements combine to create a vibrant confident photo that shows the subject in their best light.
Friday – February 7, 2014
9:00am – 10:30am
Bay Cafe @ Palo Alto Golf Course
1875 Embarcadero Road
Palo Alto, CA 94304