Webinars Archive - Chief Marketer

How to Foster Engagement Without Cutting Prices

webdesign — Tue, 01 Nov 2022 02:21:24 +0000

FREE LIVE WEBINAR

Date: November 16, 2022
Time: 11:00 am PT/ 2:00 pm ET

Planning Your 2023 Promotions Strategy During an Uncertain Economic Environment

You’re a sharp brand marketer with multiple goals and a toolkit of promotions to achieve them. But when and why do you give your customers rewards versus discounts at checkout—and how important is this today? Research from branded payment experts Blackhawk Network and Aberdeen explores the effectiveness and impact of promotion types and how consumers perceive them.

Join this webinar to learn how to overhaul your customer acquisition, retention and loyalty strategy for 2023 and beyond.

You will learn:

How consumer behavior is changing based on current economic conditions
Strategies to drive demand without sacrificing profit
Ways to create a positive customer experience and generate brand loyalty
How to increase customer lifetime value without devaluing your core product or service

Presenters:

Scott Lapp
Director, Incentives Marketing
Blackhawk Network

Scott Lapp works with Blackhawk Network clients and partners to help leverage data and insights for effective reward use within their incentive programs. Scott has more than 25 years of experience providing solutions that drive awareness and adoption across industries like technology, professional services, and nonprofit. Scott has earned the Incentive Professional designation from the Incentive Marketing Association (IMA), is a member of the IMA and Incentive Gift Card Council (IGCC), and currently serves as a taskforce member of the Diversity & Inclusion Board for the IGCC and the Retail Gift Card Association.

George James
Senior Director, Client Development
Blackhawk Network

Senior executive with 20+ years of experience in business development and client relations, account management, program development and operational oversight. Expertise in securing and managing strategic client relations and programs, growing existing accounts and building strong executive relationships. Trusted advisor, relationship builder and change agent with a track record of meeting or exceeding quotas, driving record profits and generating revenue growth.

Moderator:

Kaylee Hultgren
Group Content Manager
Chief Marketer/Event Marketer

Sponsored by:

The post How to Foster Engagement Without Cutting Prices appeared first on Chief Marketer.

Marketing Executive Roundtable – Succeeding in the Subscription Economy

webdesign — Wed, 25 May 2022 19:25:46 +0000

FREE LIVE WEBINAR

Date: June 9, 2022
Time: 10:00 am PT/ 1:00 pm ET

Virtually every tech business is transitioning to a subscription model—if they aren’t there already. Customer demand for increasingly agile solutions and lower upfront costs has both B2B- and B2C-focused technology vendors building new product offerings, lowering entry points and building recurring revenue through subscription models. As part of this transition, marketers have faced rising pressure to meet new objectives, like increasing customer usage levels, account expansion, cross-portfolio promotion and even subscription renewal.

MarketBridge’s Senior Vice President Mike Kelleher hosts a panel discussion with marketing executives Mike Amsel from SiriusXM, Kati Quigley from Microsoft and Jason Bartlett from Pitney Bowes covering how their organizations are rethinking the entire customer experience in the subscription world—from positioning, messaging, partner programs and post-acquisition analytics.

Key topics include:

How top companies are migrating to subscription models and facing both headwinds and tailwinds
Strategies for marketing executives in navigating the full customer journey – from customer retention, adoption and expansion
Best practices in measurement and marketing programs for subscription success

BONUS: All registrants will receive a complimentary copy of, “A CMO’s Guide to Land and Expand Success in the Subscription Economy,” a research report highlighting top priorities from industry-leading Marketers in driving competitive advantage.

Presenters:

Mike Kelleher
Senior Vice President
MarketBridge

Mike leads our technology practice where he delivers innovative go-to-market solutions to Fortune 1000 sales and marketing executives and their teams. He brings practical solutions to accelerate market share growth around Cloud, Big Data and IoT opportunities by leveraging data analytics and personalized content to arm direct and indirect sales channels to manage the digital customer journey. His unique point of view is rooted in his work with Fortune 1000 executives at global firms, including Akamai, Arrow Electronics, Cisco, Hewlett-Packard, IBM, Microsoft, Sage, SAP, Xerox and more.

Mike Amsel
SVP of Digital Subscription Growth
SiriusXM

Tamara Oliverio is VP of Strategy Consulting of Loyalty and CX. She has 20 years of loyalty, CRM and communications experience as both the client and consultant. Tamara joined Epsilon in 2016 to lead loyalty design efforts for General Motors’ new enterprise-wide My Rewards program and now works with a variety of brands across various industries to design, evolve, optimize & manage their customer loyalty strategies. During her tenure at Epsilon, Tamara has designed, managed and optimized data-driven loyalty strategies for Buffalo Wild Wings, Papa John’s, Coffee Bean & Tea Leaf, BP, Shell, Exxon-Mobil, Kellogg’s, Kimberly-Clark, Lancôme, Walgreen’s, Family Dollar, Burlington, Best Buy and others. She also speaks about consumer trends, best practices and innovations on behalf of Epsilon at various industry events, webinars and publications.

Kati Quigley
Senior Director of Global Industry Marketing,
Microsoft

Kati Quigley leads the Global Industry Audience Marketing team and is responsible for the buyer journey across 10 primary industries providing insights and innovation. Her focus is in driving marketing engagements and bringing industry solutions to life by leveraging events, web, press, analyst with our customers and partners across the globe for each key industry. In her previous role leading Microsoft’s Business Applications cross marketing organization, she drove cross product group messaging and engagement for Microsoft’s customers and partners. Kati has nearly 20 years of experience with Microsoft holding various marketing roles.

Jason Bartlett
Vice President, Global Marketing & Communications Sending Technology Business Unit
Pitney Bowes

Jay Bartlett is currently Vice President, Global Marketing and Communications in support of the Sending Technology business unit at Pitney Bowes. In this role, he is responsible for all marketing related efforts that drive awareness, consideration, and demand for the comprehensive SendTech solution portfolio. He leads an organization that manages experiences that span the entire prospect and client lifecycle, including acquisition, onboarding, activation, support, web supplies and web renewals.

Moderator:

Kaylee Hultgren
Group Content Manager
Chief Marketer/Event Marketer

Sponsored by:

The post Marketing Executive Roundtable – Succeeding in the Subscription Economy appeared first on Chief Marketer.

Loyalty Marketing: Your Key to Unlocking Zero- and First-Party Data

webdesign — Fri, 18 Mar 2022 17:23:46 +0000

FREE LIVE WEBINAR

Date: April 12, 2022
Time: 10:30 am CT/ 11:30 pm ET

Data deprecation got you down? As a marketer, you’ve probably heard a lot about the impending phase-out of third-party identifiers—we certainly have. But what we don’t talk about enough are the unique, strategic and actionable ways to mitigate these challenges.

Hint: Your loyalty program can help a lot more than you might think.

In this webinar, Forrester VP Principal Analyst, Mary Pilecki, and Epsilon VP Strategic Consulting, Tamara Oliverio, will share tips on how to leverage your loyalty program to collect invaluable zero- and first-party data. Amp up your customer experiences—all without the cookie.

Key topics include:

Why zero- and first-party data is so important for marketers today
How loyalty programs can accelerate customer data collection
Why tactics like gamification can introduce value and benefits to customers, while also aiding in data collection
How to measure and prove this return on investment to stakeholders

We look forward to seeing you!

Presenters:

Guest Speaker: Mary Pilecki
VP, Principal Analyst
Forrester

Mary serves B2C marketing professionals, leading Forrester’s customer loyalty coverage. Her research focuses on loyalty strategy, loyalty programs, consumer trends, and the tools, skills, and processes B2C marketers need to manage and measure loyal customer relationships. She helps marketers navigate the continually changing landscape of loyalty technology and services, as well as emerging trends such as emotional loyalty. Mary previously worked as a VP and research director, leading a team of analysts covering enterprise marketing technology, loyalty marketing, search marketing, customer database and engagement providers, and customer trust and privacy. In addition, Mary was a senior analyst at Forrester from 2005 to 2008, covering applications and processes for financial services. Her research included retention strategies, business process management, and customer relationship management technologies and processes.

Tamara Oliverio
VP of Strategy Consulting of Loyalty and CX
Epsilon

Moderator:

Kaylee Hultgren
Group Content Manager
Chief Marketer/Event Marketer

Sponsored by:

The post Loyalty Marketing: Your Key to Unlocking Zero- and First-Party Data appeared first on Chief Marketer.

The Secret to Driving Revenue in 2022 and Beyond

webdesign — Mon, 03 Jan 2022 19:49:37 +0000

FREE ON DEMAND WEBINAR

Digital engagement remains a key channel in driving revenue. However, as a standalone, it’s not enough to achieve your metrics and outcomes. What will your go-to-market strategy look like in 2022—and beyond? What’s the secret to driving results?

Join CMO, Alex Ortiz, as he discusses a more personalized approach to marketing, and shares insights on how to drive impactful revenue for your teams. Plus, learn ways to ensure your marketing departments hit (and exceed) numbers each quarter.

You’ll learn how to:

Take your traditional outreach strategies and blend them with a personalized approach to engage with your target audience
Generate more meaningful pipeline with increased ROI
Drive attendance and generate qualified leads with unique experiences

Presenters:

Alex Ortiz
CMO
Sendoso

Alex Ortiz is the CMO of Sendoso, the leading Sending Platform. Alex is responsible for the global marketing and partner organization and will focus on category leadership, brand strategy, and customer growth. Previously, Ortiz held executive marketing roles at high-growth technology companies including Tray.io, QuanticMind and Salesforce. He brings more than 20 years of experience in enterprise marketing.

Moderator:

Kaylee Hultgren
Group Content Manager
Chief Marketer/Event Marketer

Sponsored by:

The post The Secret to Driving Revenue in 2022 and Beyond appeared first on Chief Marketer.

The Transaction Transformation – Critical Data Enabling Brand Outcomes & Media Value

webdesign — Wed, 20 Oct 2021 14:56:44 +0000

FREE ON DEMAND WEBINAR

When properly applied, accurate and actionable data drive brand share growth and accelerated marketing outcomes. This executive dialog will provide insights and advice for marketing executives seeking to improve results within a data driven organization. Our panel of senior marketing leaders will share how they see data impacting marketing results now and into the future, including:

How successful marketers use data differently
Tips for data driven marketers to improve their outcomes
When and where executives should engage in activation and measurement

Join Verisk, IBM, and Westwood One to discuss how purchase data and other essential data triggers are leading the way for media growth and brand performance. Additionally, Commerce Signals will share key takeaways from its 2021 Holiday Spend Forecast based on historical and recent consumer card spending trends.

Presenter:

Panel Moderator: Damian Garbaccio
Executive-in-Residence
Verisk

Damian Garbaccio stands at the forefront of technology, media and marketing by providing value and progressive martech solutions to some of the largest brands in advertising today. As a calculated risk taker with deep industry knowledge, he leads enterprise data and technology adoption across all brand verticals, advanced TV / media, and attribution (marketing effectiveness) solutions. With over 18 years of experience in advanced marketing tech, digital media, and advertising, Garbaccio has always been driven by his core values of integrity, innovation, and growth. He is currently an Executive-in-Residence at Commerce Signals, a Verisk Financial business (NASDAQ: VRSK); a leading source of credit and debit card data for marketers.

Pierre Bouvard
Chief Insights Officer
Cumulus Media/Westwood One

Jeremy Hlavacek
Head of Revenue
IBM Watson Advertising

Andrew Mantis
President
Commerce Signals

As president and chief commercial officer of commerce and media solutions at Verisk Financial, Andrew Mantis is responsible for the Commerce and Media Solutions teams, including Verisk Financial businesses Commerce Signals and Marketview. Under Andy’s guidance, the Commerce and Media Solutions teams leverage consumer spend data to help customers better reach and engage with their customers and prospects, optimize their media spend, and uncover insights to make strategic decisions and improve competitive performance.

Moderator:

Kaylee Hultgren
Group Content Manager
Chief Marketer/Event Marketer

Sponsored by:

The post The Transaction Transformation – Critical Data Enabling Brand Outcomes & Media Value appeared first on Chief Marketer.

Planning Your 2022 Promotions Strategy: How to Foster Engagement Without Cutting Prices

webdesign — Tue, 19 Oct 2021 18:33:10 +0000

FREE ON DEMAND WEBINAR

You’re a sharp brand marketer with multiple goals and a toolkit of promotions to achieve them. But when and why do you give your customers rewards vs. discounts at checkout? The latest research from branded payment experts Blackhawk Network and Aberdeen explores the effectiveness and impact of the promotion types.

Join this webinar to learn how to overhaul your customer acquisition, retention, and loyalty strategy for 2022 and beyond.

You’ll find out:

How to maximize marketing effectiveness and profitability, and grow sales and profits over time
The top factors for marketers in choosing reward-based promotional tactics
The best ways to create a positive customer experience, generate brand loyalty, and increasing customer lifetime value without devaluing your core product or service.
What happened when a thoroughly modern company—built on promoting a “better lifestyle”—asked us to make its promotion as sophisticated as the company

Presenter:

Scott Lapp
Director, Incentives Marketing
Blackhawk Network

Theresa McEndree
Global Head of Marketing & Corporate Brand
Blackhawk Network

Theresa McEndree is the Global Head of Marketing & Corporate Brand for Blackhawk Network. In this role, Theresa oversees a multinational team focused on brand, product marketing and revenue generation. With more than 15 years of B2B marketing expertise, she is a sought-after thought leader with a thumb on the pulse of marketing, retail brand and shopper trends. Prior to Blackhawk, she held senior marketing positions at FreedomPay and Ecount, a Citi company.

Moderator:

Kaylee Hultgren
Group Content Manager
Chief Marketer/Event Marketer

Sponsored by:

The post Planning Your 2022 Promotions Strategy: How to Foster Engagement Without Cutting Prices appeared first on Chief Marketer.

Back to Basics: How to Nail Your ABM Audiences

webdesign — Sat, 27 Feb 2021 21:55:47 +0000

The word basic has gotten a bad rap. But let’s be honest: Who needs anything complicated these days? That’s why we’re taking it back to the basics of account-based marketing: your audiences. The foundation of any successful ABM program is a data-driven, tiered and segmented target account list (TAL). So, let’s talk TALs.

While the idea of nailing your audience might be basic, we promise this webinar will be anything but that. Devon Watts, Senior Director of Corporate Marketing at RollWorks, will cover the following:

Which data sources should inform your list creation

How to get your sales team involved

Tiering your target account list using static and dynamic signals

How to segment your ABM audiences

Join us for this foundational ABM webinar.

Sponsored by:

The post Back to Basics: How to Nail Your ABM Audiences appeared first on Chief Marketer.

Marketing ROI in 2021 and Beyond: Building Connected Experiences

webdesign — Fri, 26 Feb 2021 17:39:53 +0000

A new study conducted by audience engagement agency InVision Communications and Chief Marketer demonstrates that modern marketers increasingly recognize the need to break down silos in their organizations, enabling a clear customer story across brand touchpoints and across marketing functions. With the last year forcing us all to connect digitally, the need to reach your key audiences with an integrated marketing approach has never been more important.

How can brands take advantage of this moment to rethink their approach to customers, partners, employees, and digital communities to create campaigns of connected experiences? Join Chief Marketer and panelists from InVision Communications, Walmart Connect, and Siemens Digital Industries Software Inc. in a conversation that will enlighten which marketing functions prioritize integration, common challenges they face to integration, and what rewards and impact to ROI they stand to gain when an integrated strategy is achieved.

What you’ll learn:

Insights from the newly released Connected Experiences Study
Actionable integrated marketing strategies brands are using today
Which channels are most integrated – from digital, to in-person to omnichannel
How a strategic integrated approach drives ROI and the bottom line
Ask questions – our expert panel will be addressing the audience live
Receive a complimentary copy of the Connected Experiences Study

Sponsored by:

The post Marketing ROI in 2021 and Beyond: Building Connected Experiences  appeared first on Chief Marketer.

5 Steps to Build an Effective Lead Scoring Program: A marketer’s guide to smarter sales collaboration

webdesign — Wed, 27 Jan 2021 04:46:46 +0000

Every lead is unique! So unique, in fact, that MarketingSherpa cites that 73% of all B2B leads aren’t sales-ready and don’t convert. So understanding your prospects’ interests and behaviors is crucial.

You could have tons of leads, but failing to prioritize these leads based on trackable intent metrics wastes valuable time and resources while also causing you to miss out on the best opportunities. Lead scoring enables your Marketing and Sales teams to prioritize and identify which individuals are primed for outreach and which ones require more nurturing.

In this step-by-step webinar workshop you’ll learn how to:
• Adopt best practices for lead scoring
• Define your ideal buyer profile
• Assign point values that correspond to specific buyer behaviors
• Implement your lead scoring program in 5 simple steps

Whether you already have a lead scoring program or are just getting started, this webinar will demonstrate how to go beyond the lead to promote growth by acting on data that drives your marketing and sales initiatives.

The post 5 Steps to Build an Effective Lead Scoring Program: A marketer’s guide to smarter sales collaboration appeared first on Chief Marketer.

Working With Influencers In The Covid Era: New Rules, New Ways of Engagement

webdesign — Fri, 18 Dec 2020 17:49:34 +0000

The COVID-19 pandemic has forced many marketers to pivot their budgets into different areas that they may have only dabbled in before. One of those marketing tactics getting a lot more attention is influencer marketing. According to a recent Chief Marketer survey, before COVID-19, influencer marketing was ranked as a top three ROI strategy among nine percent of marketers. After COVID hit, that number jumped to 22 percent.

Not surprisingly, social media use and engagement is skyrocketing, too, giving online influencers new reach and leverage. As a result, the art of partnering with a social media influencer or celebrity to promote your brand has changed.

Indeed, when it comes to striking the right chord with the right influencer partnership—the stakes have never been higher. Join Chief Marketer editors and an expert panel to hear lessons learned from brands that have effectively pivoted into influencer marketing and leveraged successful partnerships in this unprecedented time.

You’ll learn how to:

Craft an influencer strategy that’s authentic to your target audience and goals
Avoid tone deaf messaging and visuals while building brand trust
Identify best practices for vetting influencers and combatting fraud
Work with third-party agencies to supplement campaign strategies
Choose social platforms that work best for your target audience and objectives
Develop true content collaborations between your brand and influencers
Devise measurement strategies for delivering desired campaign outcomes
Identify best practices for influencer contracts in the COVID-19 era
Assess which influencer tier—micro, macro or celebrity—works best for your brand
Determine production needs and “co-create” with talent

FULL AGENDA:

SESSION 1: INFLUENCER PARTNERSHIPS: FOSTERING A VALUES-BASED APPROACH
Choosing an influencer to work with, particularly during times of political and cultural upheaval, must be informed by a clear strategy and carefully crafted business goals. Learn how to ensure that influencer partnerships are reflective of shared business goals and are values-based. Discover how influencers can help build brand trust and be part of the solution. Hear which social platforms work best for specific business goals, how to foster creative partnerships with influencers and best practices when it comes to protecting brands’ agreements with content creators.

Speaker:
Kim Haney, Senior Manager of Experiential Marketing, Pernod Ricard

SESSION 2: IN THE TRENCHES: HOW TWO BRANDS ARE LEVERAGING VIRTUAL PLATFORMS
In this lively panel discussion with two established brands from different industries—Turner Networks and Ally Financial—you’ll hear how influencers are now leveraged at virtual events, how the advent of direct mail “marketing boxes” are assisting brands while social distancing and how diversity and representation have taken center stage in both brand communications and actions taken. You’ll learn how to use different tiers of influencers to meet business goals, leverage the right social media platforms, ensure your partnerships with influencers are authentic and use measurement strategies to meet specific KPIs. Plus, you’ll hear about the brands’ latest influencer marketing campaigns and how they’ve pivoted during the COVID-19 era.

Speakers:
Dan Cho, VP, Digital & Social Marketing, TBS/TNT/truTV
Saloni Janveja, Executive Director, Social Media and Marketing Innovation, Ally Financial

SESSION 3: INFLUENCER MARKETING’S RISE: NEW RULES FOR THE COVID ERA
COVID-19 has required marketers to examine all campaign messaging—and influencer marketing programs are no exception. In this session you will learn how to pivot when facing challenges, such as what the industry is experiencing with COVID-19. You’ll learn tips for thinking more strategically when communicating with audiences during a time of stress and uncertainty. Learn how marketers can harness content creators, filmmakers and editors to deliver quality content when productions are halted. Also, hear a discussion about best practices for vetting influencers and combatting fraud, advice on managing influencer contracts and how technology can enhance the influencer marketing campaign process and their measurement.

Speaker:
Chris Bower, Senior Vice President of Sales and Brand Partnerships, Fullscreen

The post Working With Influencers In The Covid Era: New Rules, New Ways of Engagement appeared first on Chief Marketer.