It was only a few years ago that the need to become “a content marketer” showed up as a priority for demand generation teams. While that priority hasn’t gone away, marketers now face the additional challenge of “creating more engaging content” to rise above all the content noise. There is no better way to do that than by adding video to your marketing mix. What was once a very expensive and time consuming media is now inexpensive and easy. We’ve entered the “Vigital” age for interacting with prospects and buyers. In this episode of DemandGen Radio, David talks with Tyler Lessard, CMO of Vidyard about how to get started in video creation and the benefits of using a platform like Vidyard for creating, publishing, personalizing, and tracking the impact of your video content.
Kyle Johnson, Marketing Automation Manager at Thomson Reuters Legal Division, joins David Lewis as they discuss a range of topics that highlight the breadth and depth needed in such a role as Kyle’s and how the marketing operations group functions similar to an IT department within marketing.
- Centralizing versus Decentralizing their Demand Center
- Kyle’s experience with various marketing automation
- Using Marketing Automation as the hub of the customer journey
- How other MarTech tools can be used to expand your marketing automation system’s capabilities
- Why Kyle chose a career in marketing technology
- Kyle’s lead scoring initiative for 2017
- The pros and cons of gated versus un-gated communities
Listen in as Jen Horton, Sr. Research Director at SiriusDecisions, joins DemandGen Radio host David Lewis to reveal the 4 themes around marketing automation usage derived from the research SiriusDecisions conducted and presented at the 2016 SiriusDecisions TechExchange in Austin, TX in November. Jen discusses how marketers are less focused on scaling adoption and more on maximizing value from their investments in marketing automation. A key finding from the research is that organizations that are very satisfied with the value they receive from marketing automation systems are outsourcing a greater number and variety of projects and tasks to vendors due to the lack of internal expertise, best practice knowledge, and resource constraints. Also discussed is the surprising number of firms (50%) that plan to migrate from their current system to another system in 2017.
- Doug’s 3 core priorities for setting up Demand Generation Teams
- Should telemarketing be managed by Sales or Marketing?
- Doug’s approach on investing in MarTech Tools and the importance of failing fast
- Doug’s blueprint for setting up a modern marketing “Demand Factory”
- What’s working in demand generation these days and his innovative “Subscriber Model” for content publishing
I’ve been attending the Sirius Decisions conferences since they began, except last year when my father passed away. I mainly go to catch-up with other passionate marketers, MarTech firms, and to see our clients speak and win awards (so far 60% of them, amazing). And yes, you can always count on DemandGen to have something fun planned (aka party, dinner, etc.) since we like to work hard and play just as hard.
In addition to the main Sirius Summit conference, SiriusDecisions now has an additional event called Tech Exchange focused on MarTech and the second 2nd annual event is around the corner Nov 15-17. This time the event is in Austin, the city that likes to “Keep it Weird”. Why should we go to yet another conference? To answer that, I decided to invite the keynote of Tech Exchange, Jay Famico, Sirius’ VP of Client Facing Technology, to tell us. Spoiler alert. I’m going and here’s why you should too.
When Marketing Automation systems originally came on the scene, they were architected to be essentially a database of individual records comprising of contact data and their associated online behavior (often called digital body language). But now, Marketo has reengineered their marketing database model to support the introduction of a full-fledged account based marketing solution that’s an optional upgrade to the Marketo platform. Join Mike Telem, Vice President of Product Marketing and DemandGen Radio host David Lewis as they discuss:
- What’s different about Marketo ABM
- What it takes for Marketer’s to be successful with ABM
- How complimentary solutions can enhance Marketo ABM
- The advantages of having your Marketing Automation system include native ABM capabilities