May 28, 2014 — BMA NorCal Evening Program

What it Takes to Succeed When Automating Your Demand Generation


Vijay
VIJAY RAMAWAMY
Head of Marketing & Partnerships,
NextPrinciples (a Leadformix client)
Patty Nghiem
PATTY NGHIEM
Vice President of Marketing and Alliances,
Dataguise (an Act-On client)
Adam New-Waterson
ADAM NEW-WATERSON
Marketing Technologist,
BloomReach (a Marketo client)
Bray Coleman
BRAY COLEMAN
Digital Marketing Senior Consultant,
FICO (an Oracle-Eloqua client)

Marketing automation technologies promise to help B2B marketers better engage customers, increase pipelines, and allow marketing and sales to collaborate more efficiently as they drive company revenue. Fifteen or more years into this journey, many marketers still struggle to extend their automation efforts – including lead nurturing, scoring, and recycling – beyond the basic outbound communication popularized by email software solutions. What does it take to make marketing automation deliver more qualified demand that demonstrates marketing’s real ability to drive business results?
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April 2, 2014 — Brand Roundtable

Creating the Brand Experience using Short Video


Using 3 to 5 minute short video can create visually engaging, authentic stories that connect customers to campaigns, products and companies. Steven Donaldson will show examples of branding strategies and how the message points have been woven into short video. Lastly he’ll discuss the strategy behind placement, using video media releases and how a short video can reach a broad audience and build customer loyalty.
DATE/TIME:
Wednesday – April 2nd
8:30am – 10:00am
LOCATION:
Bay Cafe @ Palo Alto Golf Course 
1875 Embarcadero Road
Palo Alto, CA 94304
Directions

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April 23, 2014 — BMA NorCal Evening Program

Brand, Marketing, and Customer Experience with Kerry Bodine

Special Meeting Location for April — The SF Offices of Demandbase
301 Howard Street


Kerry Bodine
KERRY BODINE
Speaker :: Consultant :: Educator
KerryBodine.com

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.
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March 26, 2014 — NorCal BMA Evening Program

Big Data: What Are The Challenges and Opportunities For B2B Marketers?


jim_donovan
JIM DONOVAN
Vice President, Global Marketing
Teradata
Manu Kaushik
MANU KAUSHIK
Director, Marketing
Blue Coat
Franz Aman
FRANZ AMAN
Senior Vice President, Strategy and Operations
Informatica
Laura Ramos
LAURA RAMOS
Vice President and Principal Analyst,
Forrester

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?
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Content Marketing: 10 Ways to Think Like a Publisher

If you want to win at the content game, it’s time you started thinking like a professional

 
Harpers MagazineThere 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.
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February 26, 2014 — NorCal BMA Evening Program

How To Tell Your (Marketing) Story In The Digital Age


Richard Fouts
Speaker
RICHARD FOUTS
Vice President
Gartner 

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.

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