Top Webinars You Should Watch For Marketing Success in 2017
It’s that time of year again for marketers – where we take a look at our past efforts, reminisce on the wins, and think about what’s next. That’s exactly what we’ve been doing at Radius these past few weeks.
As the demand gen manager, one of my primary goals is to deliver value to the Radius audience. When we plan out our marketing efforts for each year, I start by thinking about what programs, and more specifically what webinars will help educate our audience. I’m sure it’s the same across most marketing organizations today. But, building a marketing plan that effectively bridges the gap between customer interactions and digital touch points can be a challenge.
So, to help forward-thinking marketers start their year on the right foot, I’ve compiled our top webinars that can help you navigate the ever-changing B2B landscape. In this blog post, I’ll be sharing a ton of resources along with links to the best Radius webinars – full of expert feedback, actionable advice, and effective marketing tips – all designed to help you drive value across your marketing efforts.
By reading this post and watching the webinars, you’ll learn how to:
- Reach key decision makers through Facebook ads
- Find out if direct mail is right for you
- Drive better conversions with email marketing
- Select the right predictive analytics vendor
- Fix bad data quality for good
Let’s get started!
1) How to reach key decision makers through Facebook ads
Facebook has become the top social channel to reach decision makers. According to a 2016 report, 1 in 4 decision makers prefer Facebook when seeking information on a purchasing decision…ranking it ahead of LinkedIn and Twitter.
But many marketers are still skeptical about using Facebook for two primary reasons:
- Target audiences aren’t well-defined
- Data necessary was previously unavailable
So, how can marketers overcome these challenges and target their ideal audience with personalized, relevant ads? The answer is predictive.
Whether you’re an active advertiser, exploring options, or experimented to no avail, this webinar will help you learn Facebook Advertising best practices and show you how Radius customers launch successful ad campaigns that deliver results.
Key takeaways from this webinar
- Ad placement is key – pick an option that aligns with your campaign goals. There are 3 different places you can place ads within Facebook, and each one has it’s pros and cons. For example, if you are looking to get higher conversion rates and more time spent on your landing page, the Desktop News Feed is the way to go. But, if you’re looking to get brand impressions, the Desktop Right Sidebar might suffice.
- Keep your Facebook ad copy concise, compelling, and tailored to your audience. Make sure to use short and concise messaging where possible. It’s also important that your copy is compelling and relevant to the audience – focus on their needs, desires and pain points (avoid self-promotion!).
- Pictures speak volumes. When selecting visuals for your ad, choose images that will “blend in” with the Facebook news feed and adheres to guidelines. For example, use pictures of people and make sure to keep the amount of text within the ad below 20% of the image space, or else Facebook won’t approve it.
- Make it easy for your audience to take an action. Keep the experience simple and easy for your audience by including no more than 2-3 fields on a landing page. The harder it is for your audience to take an action, the less likely they are to do so.
- Focus on your campaign goal(s). Align ad placement with your campaign goals. If your goal is to direct someone to a landing page, then make sure your ad is built to support that outcome.
These are just a few of the best practices from the webinar. Watch the full webinar to learn how you can sharpen your campaign budget and bid types, select more targeted audiences, and maximize your ad campaign performance.
2) Find out if direct mail is right for you
Nowadays, it seems like everyone is talking about direct mail. And it’s not too hard to see why considering how effective of a channel it is for most marketers.
Direct mail offers a strong return on marketing investment with the same ROI as social media (15-17%)
DMA Response Rate Report 2015
In fact, we’ve had so many questions about the topic that we created lots of content around it, including a comprehensive guide to building direct mail campaigns, best practices, and even how to leverage direct mail in an ABM strategy.
The fact is – direct mail isn’t a marketing tactic of the past. It’s now a viable and measurable channel that can enhance your go-to-market efforts.
But while that’s well and good, how do you know if direct mail is right for your business? And, how do you launch targeted campaigns that fit into your current marketing ecosystem? That’s exactly why we partnered with our friends and direct mail experts at Printing For Less (PFL) – bringing you 60 minutes packed with best practices, common pitfalls, and an end-to-end workflow.
Key takeaways from this webinar
- Use highly targeted lists in direct mail to get higher conversion rates. As opposed to the old school “batch and blast” approach to direct mail, modern best practices use very targeted lists along with attribution to get higher conversion rates and effectively measure the results of direct mail campaigns.
- Ask yourself important questions to gauge if direct mail would be a good fit for your business. Do you know who your target customer is (how well-defined are your buyer personas)? Do you know the lifetime value of your customer? Are you struggling to drive sufficient demand?
- Bring direct mail into the digital age by leveraging your CRM. It gives you more visibility showing you how direct mail is working for your business.
- Develop custom criteria to narrow down your potential list and personalize your approach. For example, you could target businesses that have a strong social presence and then use that information to personalize direct mail (ex: add Twitter handles to mailers).
- Integrate direct mail with its digital counterparts. You can achieve an increased response rate from 1% with email alone to 7.6% with email and direct mail.
Direct mail isn’t complicated, but it can be difficult to get started if you’re not familiar with the channel or want to make it a scalable tool in your marketing arsenal. To get the full scoop, check out this webinar and learn how direct mail can be used in the modern era.
3) Drive better conversions with email marketing
Switching gears from a classic marketing channel, we now move towards a fan favorite – email.
Email continues to be a powerful tool for most marketers. But sending relevant and personalized emails are key factors of success for outbound email campaigns.
How do you move away from one-size-fits-all, batch and blast email marketing programs? You guessed it – by watching this webinar which helps you optimize emails so they stand out!
In another expert-driven discussion, we cover everything from addressing deliverability roadblocks and maximizing ROI and performance, all the way through the different types of outbound emails that stand to benefit by unlocking your true email potential.
Key takeaways from this webinar
- Email is most effective when it’s combined with other channels. Even if you want to keep everything digital, you could warm up your target list with Facebook ads aimed at creating impressions before sending them email to increase your conversion rates.
- You need to keep your emails lean with a complete focus on your offer and CTA. We all get tons of emails every day (and that’s not even factoring other channels vying for our attention), so it’s imperative that you keep emails short and to the point.
- Make your emails scannable. Chances are, even if your email is short, people won’t read more than 2-3 sentences in it. Make your offer and call to action stand out! It should be very easy for readers to understand the value you’re trying to offer.
- Keep it personalized. Emails that stand out in your inbox tend to be relevant and helpful to each specific audience. Make sure to personalize your copy, offers, and overall value in each send.
- Remember the rule of one – one offer and one call to action. While you can repeat your call to action several times throughout the email, pick one primary goal overall. Make it’s clear why readers should care about your email, and what action they should take if they’re interested.
While email has a longstanding reputation of delivering results, it requires refinement. And, like most marketing channels the true results can be found by addressing the details. Learn more about those details and how you can engineer high-converting email campaigns in this webinar.
4) Select the right predictive analytics vendor
At Radius, we live and breathe all things predictive analytics. And it’s been exciting to hear all the buzz around it lately, with recent reports from Forrester, Gartner, and other firms reporting that predictive is topping the charts and is a rising category poised to become mainstream over the next few years.
But given the recent rise of this space and the learning curve that comes with it, most marketers are struggling to identify the best solution for their business needs. The recurring problem, however, is that marketers are taking a shallow approach to evaluating predictive vendors – adopting a simple and quick process based on short-term gains, rather than using a well-thought-out long-term strategy as their barometer.
With more than 62% of B2B marketers implementing predictive and most following a taste test approach, there is a critical need to change the way businesses buy predictive.
With the rising number of SaaS platforms and the complexities involved in predictive, we decided to enlist help from an expert – Kerry Cunningham, Senior Research Director at SiriusDecisions. In an effort to help marketers save tens of hours and avoid common pitfalls, Kerry shares his definitive assessment framework for predictive analytics vendors.
Key takeaways from this webinar
- Don’t fall for the taste test fallacy. It can be tempting to adopt a quick & easy assessment model, but for true predictive evaluations – marketers need to account for the big picture.
- Determine your use case. Predictive supports a robust set of use cases – each ranging through critical stages of the funnel and varying based on strategic goals. It’s imperative to start the journey by identifying how you want to leverage predictive.
- Assess vendors by looking under the hood. Understanding the use cases offered, depth of market coverage, availability of data & systems integrations, and ensuring security requirements are met, are critical factors to consider when evaluating vendors.
- Align expectations with internal stakeholders. Predictive isn’t a one-person tool – it drives value throughout an organization. Understanding your stakeholders’ needs, including them in key conversations, and setting expectations are crucial steps to achieve buy-in and ensure long-term success with predictive.
- Buying processes can vary based on your goals. Predictive vendors offer a range of assessment and deployment options – it’s important to understand where you fall in the spectrum of predictive evaluation frameworks.
Success with any marketing technology today is defined by your ability to identify how well a solution can address your business needs. But in order to be successful with predictive, you need to focus on long-term needs. If you’re seriously evaluating predictive for your business and need help along the way, watch this webinar to learn how you can do your due diligence and find a vendor that is capable of delivering on their promised value for many years to come.
5) Fix bad data quality for good
The proverbial data statement, ‘garbage in, garbage out,’ and the implications of bad data quality has long been a challenge for marketers. In fact, marketing and sales operations have fought long and hard with inaccurate, stale, and incomplete data across their CRM and marketing automation technologies (MAT).
The business value of good data ranges from high to stratospheric. While every data source has different characteristics and presents a different set of challenges around quality and accuracy, most B2B marketers still have immature data management practices that fail to get value from these varied data types.
TechRadarTM: B2B Marketing Technologies, August 2016, Forrester
But in an increasingly digitized world where data grows exponentially, how can marketers wrangle their data and get adequate intelligence & insights from it? That’s what we address in this webinar – by introducing Radius Data Stewardship – which identifies and addresses core CRM and marketing automation data issues, and provides the most accurate, comprehensive, and sustainable foundational data that marketers need to drive revenue.
Key takeaways from this webinar
- B2B data is holding back marketing efforts. Most companies struggling with their demand gen efforts blame data quality for marketing flops. After all the quality of data that goes into your workflow and systems determine the quality of insights you can draw from it – all of which determines the outcomes and efficacy of your programs.
- Bad data is an obstacle between you and revenue. The success of your go-to-market efforts and results you achieve are directly impacted by the obstacles in your data. Operationalizing data quickly and building a comprehensive foundational dataset can elevate your strategy and drive growth.
- Adopt a comprehensive data strategy. Data efforts shouldn’t be limited to one specific area (ex: deduping) – you need to adopt an end-to-end data strategy that ranges across multiple areas from deduping to appending.
- Get more buy-in for data stewardship by highlighting data quality implications on pipeline efforts. For example, highlight how appending data from a more comprehensive data source can fill in gaps and deliver new insights about your prospects.
- Continuously address gaps and inaccuracies in your data. Data quality issues cannot be addressed with a one-and-done process – you need to make it an ongoing practice. By constantly addressing data challenges you can ensure that your marketing and sales teams are working with the most accurate data to drive revenue.
So there you have it – the quality of foundational data directly impacts pipeline effectiveness. However, by leveraging Radius Data Stewardship, marketers can identify and address core data issues – drawing meaningful insights into their campaigns and building long-term, sustainable pipeline. Watch the webinar to learn how you can build and benefit from a high-quality data strategy.
Bonus: Learn how to leverage data to drive revenue in 2017
All the webinars we’ve reviewed above offer great tactical advice and expert best practices to guide your marketing journey. But as you zero in on 2017 planning, it’s crucial that you understand exactly how better data, robust software and revenue converge to deliver tangible growth.
That’s why we brought together some of the top leaders and builders of today’s transformative sales & marketing technologies. In this webinar, these product executives engage in a live discussion about:
- Biggest innovations from 2016, including recent announcements from the industry’s marquee events – Dreamforce and Oracle OpenWorld
- Game-changing capabilities you should expect to see over the next 365 days
- Executive advice on how to identify & prioritize impactful revenue initiatives
Key takeaways from this webinar
- It’s not enough to just successfully roll out a new software solution. You have to use these systems for years so that you can really draw useful actionable conclusions from the data that builds up over time.
- The “Gordon Geckos” of the world are on their way out. Sales is much more of a holistic approach than it used to be, encompassing marketing, sales development, sales, and customer retention strategies.
- Blindly buying huge marketing lists to email is becoming an unsustainable strategy. Companies have to build their Ideal Customer Profile (ICP) in order to uncover the best insights about prospects and customers.
- Quality data (aka accurate, complete, relevant data) is challenging to acquire but should be a top priority. The success of most modern solutions is determined by the data making up its foundation.
Watch this engaging discussion and learn how you can navigate the explosion of data and technology to drive revenue.
Wrapping It Up
Planning the marketing journey and building a cohesive, integrated strategy that delivers results is a challenge. But with the help of these resources, expert commentary, and best-in-class tactics you can accelerate your path to measurable growth.
These are just a few of resources we’ve created to help companies leverage their best opportunities. If you found this content useful and want to receive such updates directly in your inbox – subscribe to our Newsletter. Or, reach out to us directly at email@example.com with ideas for future webinars and content.
For more helpful content about predictive, marketing, and all things that drive revenue – check out our Marketing Intelligence Library.
A Product Executive’s Perspective On Unlocking B2B Data’s Latent Potential
The Future of Pipeline Marketing: Trends Marketers Need To Watch For
7 Key Takeaways For Marketers Evaluating Predictive Vendors